Pink Swings and Trampolines
Catch that headline? It's something my 3-year old daughter said while we were driving around Washington neighborhoods last week.
We called it “vacation” but it sure seemed like work.
As you know, I like to tell stories from everyday life and tie them back into some marketing or sales or persuasion lesson.
I'm not always clear about what those lessons are. I like you to figure that out.
Today, I'm going to be very specific.
We were “shopping” neighborhoods in the Vancouver area because we're thinking about moving.
While my wife and I were looking at houses, neighborhoods, proximity to schools, etc., my daughter's criteria for a “good neighborhood” were the toys she saw in the front yards.
“Pink swings and trampolines.”
She thought, and then said out loud, “We can move there because they have a pink swing and a trampoline.
As if we couldn't move our own trampoline and buy a pink swing to hang off the tree in the front yard we move to.
The lesson? Think in terms of your audience. How do they think? What are they thinking?
What is important to them?
What inspires them?
What excites them?
What makes them want to move?
Always think in terms of your audience. Marketers often talk about “customer avatars” or “buyer personas.”
You can do that. But make it simple: Imagine that one person you are talking to in your marketing messages.
Imagine everything about them: Their height, weight, color of their eyes.
Job, hobbies, family.
Food they like to eat. Places they like to hang out.
Obligations. Fears. Dreams.
What keeps them up at night?
What life would be like for them if they could solve one or two vexing problems.
What are their pink swings and trampolines?
Most importantly, how can you affect any of the above with your products or services?
Can you provide them their pink swings and trampolines?
Tailor your message to them based on what you know about them.
Now, this all becomes easier the more you actually know about your audience.
But at first, you kind of have to imagine who that audience will be. After all, if you're just starting out, you have no audience.
It's actually a nice “problem” to have: You get to choose your audience based upon who you want to serve.
Make sense? Want to know more? Ask your questions in the comments.
By the way, there's a good book about building your audience called “The Audience Revolution.”
Another funny thing my daughter said: We visited Lake Oswego. She calls it “Lego Swago.”
I will now call it that forever. Sorry, Lake Oswego. We probably won't be moving there 🙂
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