Green body paint on shaved heads. Wild cheering, waves and mascots. Crazy outfits. If you looked all around the stadium you could have sworn you have been at some sporting occasion.
Forty-7 higher school teams – including a number of from Canada and one particular from Australia – were putting months of group sweat on the line as they tested their robot versions against each and every other.
I'll confess, the action was not that riveting. Quite a handful of robots spent a lot of the time caught in a corner or upside down with wheels spinning. And a five-year-outdated could beat most of the robots in a pitching competition.
But to the crowd gathered there, it was like watching a playoffs game among the LA Lakers and the Miami Heat.
And here is what this taught me as a marketer and copywriter. The key to promoting is discovering your fan club, capturing their focus and turning that pleasure onto overdrive.
Now you might have heard this just before. Seth Godin talks about tribes, Search engine optimisation authorities speak about niche advertising and marketing – it is all more than the spot.
It's a single thing to talk an vitality drink on the planet stage and attempt to promote it. It's an additional point to provide it to a mom who has a tearful toddler by one hand and is making an attempt to make it by means of the supermarket prior to her 2-year-outdated time bomb goes off.
Yes, absolutely everyone desires vitality. But you're not going to capture everyone's focus the very same way. When you produce a headline and lead, you happen to be not striving to promote to absolutely everyone, or even everyone who wants an energy drink.
A rock climber who desires one thing that keeps him going but does not undermine the cautious operate he is carried out to build up his body's abilities . . .
Clayton Makepeace, 1 of the most profitable copywriters puts it in dire terms. He explains that you happen to be hunting for the people who are desperately seeking for what you're promoting. The individuals for whom to acquire or not to acquire is virtually a life or death determination.
Marketing guru, Mark Joyner, describes it as discovering the men and women who are red scorching for your solution. He advises, never waste time marketing to the individuals who are so so on it.
As both masters point out, sure it lowers the dimension of your industry, but the dimension of your marketplace is not as crucial as your market's burning want for the remedy you are offering.
Obtaining a large record is not automatically what will deliver you the most revenue. Getting a responsive list is what will.
Concentrate on your products that are really specific. Your large sellers, the ones that distinguish you, the ones your consumers say they would not go anywhere else for it.
Or just decide on a solution for which there is much less competitors. It may be possibly a smaller market. But a market that is desperate for a resolution that you offer.
Promote your merchandise to the distinct fan base you're making an attempt to cultivate. Sooner or later you may possibly include much more niche markets to your checklist. But begin off with a truly clear specific prospect.
For illustration, sell your energy drink to nurses. Or concentrate your new skin cream on avid outdoorswomen in their 40's and older.
You may only get the focus of a number of tens of 1000's. But not only will they shell out something for your product, they will speak about it to their close friends and maintain buying it from you . . . as nicely as something else you have to promote them.
And then, far better nevertheless, you can promote your goods that never have groupies (like your excellent ole Vitamin D) to all these thrilled niche markets after they are hooked on the solution you supply they can't locate anywhere else.
Keep in mind, there are people out there who are looking for your particular answer. When they uncover you they will truly feel like their life has transformed.