I have used the example above of a blind archer shooting blind in the fog trying to hit the target. It knows that its prey is “out there somewhere”, but it cannot see where they are. So he shoots blindly into the fog in hopes of hitting something. He has a limited supply of arrows, but he hopes one of them will work.
I compared it to spending money blindly ‘hoping’ to get a sale or a new subscription to your podcast or service.
Many new business owners, podcasters, etc. do the same thing.
They have seen the “greats” doing it and imagine that this is what they also need to do.
What they don’t realize is that the greats have spent huge amounts of money building their brand. Building your audience. Building your business. They have advertising budgets that can exceed their entire month of revenue! Maybe even a whole year’s income!
How do you compete against that?
Well that’s what I’m going to share with you right now.
The answer (take out a pencil and paper) and ask this question: “How can I compete with the gurus in my niche or industry?”
Do you have that written?
Now here is the answer. Get ready to write (are you ready)?
Here’s the answer: Not so!
I can hear you now, “WHAT? I thought you were going to give us the answer on how to compete with these guys.”
I just did it! You don’t compete against them!
You must realize that your job, right now, is to build your audience. Build your base. Build your own tribe of delusional fans. You can’t do that if you’re trying to mass market on a shoelace budget.
Why do you think that FB allows you to reduce your advertising audience?
Why do you think golf equipment suppliers advertise in golf related magazines?
Why do you think companies investing in stocks, retirement income, etc., are advertised in financial publications?
Because they are concentrating and targeting a specific audience!
That is what you must do!
Don’t spend $ 1 of your advertising budget (whatever it is) until you can identify the exact person you are trying to reach.
This person has multiple names, but avatar is popular right now.
For example, if you start a dog walking business, would you target soccer enthusiasts or pet enthusiasts?
Would you focus on families with teenage children or would you focus on people who work and need to have their pets taken care of during the day?
Would it be wise to advertise in places people look at while booking their vacations? Probably! They need someone to watch their dogs while they are away!
If you don’t take your time and properly narrow down your advertising efforts to ONE SPECIFIC PERSON, you are wasting your time and money and could ruin any chance you have of succeeding in growing your podcast or business.
For example: Suppose you are starting a podcast that discusses tips on how to care for children more effectively. Then you are referring them to your website for information about your child care scheduling service.
Your target audience is actually double …
First, it targets households with young children. This generally means that the parents (or “parent” if you are a single parent) need a babysitter. But who should they get? Your child or children are your most precious asset. You may know some teens, but can you really trust them?
Next, you need someone who is looking to earn some extra money babysitting. Usually teenagers, but could be young adults who need some extra money.
To promote your podcast (which then directs them to your website), you need to promote your podcast in places frequented by parents of young children and also teenagers looking to earn some extra money babysitting.
That could mean church bulletin boards, recreation centers, etc. It could be FB ads specifically targeting these groups.
You can offer parents something like: “Trained babysitters who have passed our background checks and been trained in caring for toddlers to young teens. We teach our babysitters how to change diapers correctly; they will provide basic meal preparation and wash the dishes before you go home. They will make sure your children go to bed at the time you prescribe. They will bring age-appropriate games if you want them too. You don’t have to pay the babysitter We work with you on the fees and then we’ll pay the babysitter. That takes the awkwardness of the “how much do I owe you?” Type of situations. I don’t know, I’m just making this up as an example. But you get the picture.
It would get to all the points that concerned parents would be looking for in a reliable babysitter.
You will then target the babysitters themselves. Something like, “Are you looking for a consistent and reliable income through childcare in and around your own neighborhood? We will train you in advanced childcare techniques that will place you above and beyond your peers. We will arrange programming for you and ensure your clients pass our background check. We will provide you with age-appropriate games that you can take with you to entertain your young clients. We will take care of all the billing for you, so all you have to do is You don’t pay us any fees for this training (or you can charge for the training if you want – it’s up to you).
Do you see that that would be better than just an ad that says, “Child care services provided. Call for details”?
What do you usually see in the newspapers, etc. That exact ad. “Call for details.”
But, if you’re already giving them the details, you’ve now pre-qualified your potential listeners and prospects!
You simply need to reach your target audience with your ads.
With the ad I just described, ONLY those who are interested will respond. And about 80% will respond ready to do business, on both ends, parents and babysitters!
