As an entrepreneur, one of your biggest challenges is
choosing where to put your advertising and marketing
dollars Who/what/where is my market? how do I arrive
them? What do I tell them to excite them? wrong answers
it may cost you a lot of useless expense and time as you learn this
critical field. Many companies have gone bankrupt for lack of
master these efforts.
COMMERCIAL TELEVISION
Have you ever seen a TV commercial and thought about
yourself, “Who the hell would buy that?” If so, have you seen
an advertisement carefully targeted to a group that has different
needs and desires than you. If your response was, “Wow!
I’d sure enjoy it” or “I’ll call them tomorrow”, the
ad had you squarely in his sights.
SALE THROUGH THE BREAD
Advertising agencies discovered long ago that the fastest
way to move someone to action (buy) is to discover
something that is very painful for them, then disturb that
person about it. If they aroused emotions about a wound
(i.e. a deep desire that is not fulfilled or a fear that is not addressed)
and then he showed the prospect how to cure that
hurt or satisfy that need through a product or service, the
person felt COMPELLED to buy… buying became a MUST!
This discovery has been refined over the past fifty years in
fine art. The purpose of the following is to introduce you to
this system so you can discover the depths of people
needs, desires and hurts and heal or satisfy them with
your product/service.
WORKS
Advertisers understand this. Helped AT&T increase its
long distance calls over 500% in certain areas. This is what
helped Dr. Pepper go from #9 to #5 soda. levi’s
501 Jeans used this information to double its sales in a
period of six months.
As a result of this information, you:
1. Be able to determine the distinctions used by advertisers
to motivate our entire nation. you will never see a commercial
again without determining your target market(s) virtually
instantly.
2. Being able to create levels of rapport power by
know the deepest emotional needs of a person.
3. be
able to determine who your actual target market is.
4.
Use this information in your direct mail, face to face
negotiations, inbound and outbound telemarketing, advertising
and marketing campaigns, strategic alliances… and in your
Personal life.
FOUR MAIN LIFESTYLES
There are four different lifestyles, the last one divided into two
slightly different types.
1. BELONGING – 38% of the country.
LIFESTYLE: Hard work, 9-5 guys. midwest Values,
traditional blue collar workers. They dont like
EXCHANGE. You will not find any Mercedes in this group, without use of
crystals These people are NOT willing to change the world.
They belong to social clubs, play softball, shop at K-Mart
and Sears. His main cars are, you guessed it,
Ford, Chevrolet and Chrysler.
HIGHEST VALUE: FAMILY (Is it any wonder that the main
political parties constantly promote “family values”, although
carefully *never* define what those values are?)
PSYCHIC WOUND: Traditional values are not passing
not anymore.
KEY WORDS: Picnic, time together, patriotic, family.
Typical commercial appealing to this group: “Reach
Out and Touch Someone.” They are warm and fuzzy,
*very* family and friend oriented and attracts a desire to
connection Family scenes tend to be country and/or
small town oriented with many children and grandparents.
Also remember the Kodak Moments series. can you see how
Do these ads appeal to this large group? political ads,
rather, they are directed at how these things are under attack
or is no longer valued. They appeal mainly to fear.
2. EMULATORS – About 10-15% of the country
LIFESTYLE: Young, age range from 16 to 38 years. they model
themselves after successful people. are money and
business-motivated, materialistic, and “wannabes.” They
tends to move quickly, is driven toward success, and has
Strong motivated sexual desires. In automobiles, your options include
Camaros, Mustangs, Firebirds and maybe late rentals
Beemers model.
HIGH VALUE: Desire to be confident.
PSYCHIC WOUND: Lack of confidence (and knowing it).
KEY WORDS: Someday, I’m going to… I want to… Be like…
Typical ads that appeal to this group: Coors Lite.
He is action driven, sexy, young. ZIMA malt beverage follows this
pattern. Nike ads, too, featuring Michael Jordan. Cool.
Driven by action, often the youngsters in the series get it right.
things. Pay special attention to ads that have young, beautiful
and sexy people. Calvin Klein ads are targeted at this
cluster. And just look at Melanie Griffith in her Revlon series
on “Don’t lie about your age…defy it.” almost all cosmetic
ads are in this group. Notice, too, the driving music behind
these ads.
3. WINNERS – Again, about 10-15% of the country
LIFESTYLE: #1 in their fields, they know they are the BEST.
Economically high yielding, $100K+ annually. This group
they are usually between 40 and 55 years old. His car choices? Above
the line Mercedes, Jaguar, Rolls Royce. And guess what
Which brand of mustard do you prefer?
HIGH VALUE: Being unique, standing out, king of the hill.
PSYCHIC WOUND: I don’t want to be one of the pack, part of
the pack
KEY WORDS: Unique, decisive, leader,
international, CEO, prestige, quality, different, take it to the
next level, be at the forefront.
Typical commercial appeal to this group: Lincoln
Continental. Keep in mind their tagline: “Make your mark.” Cadillac
targets this group as well, as do the DeBeers diamond ads
who often talk about 25 wedding anniversaries. To see how
do they go straight into this age and financial range?
4. SOCIALLY CONSCIOUS – (Two types)
10-15% of the market, fastest growing segment in the US.
LIFESTYLE: Not money oriented, tends to be college grad,
grew up in the 60’s, don’t trust government programs.
Type A: never left the 60s, long hair, not in the career,
sandals, dyed T-shirts, Grateful Dead concerts. They
they often prefer used cars, VW vans.
Type B: Entered the system, cut their hair (not always) or
trim their beards neatly, some wear suits, believe in
“change-the-system-from-within”. Your car choices are
Volvos, Saabs and Subaruses. (From direct observation, it
it would appear that Berkeley, CA, is the Volvo Capital of the
US!)
HIGH VALUE: Intelligence, Integrity
PSYCHIC WOUND: Being seduced or manipulated by the
system in any way.
KEY WORDS: Mission, change the world for the better,
natural, balance, upbringing, good person, outdoors,
environmental, poor, homeless, global warming, recycling,
pollution etc.
Typical commercial appeal to this group: Chevron
“People Do” ads showing scenes of environmental purity
next to refineries. Coors Regular with fresh, clean flow
streams Ads that are low-key and that emphasize “you
You already know what is right” or “You can’t be fooled”.
even though this group hates being manipulated, they, like
everyone else in the world, can be approached
psychologically.
GENERAL CATEGORIES
Please note that these are all general categories. people are not
totally one thing or another, so that individuals can be part of
more than one grouping. You will often see commercials or
ads that are targeted to more than one group using
mixture of words and images. The viewer simply selects
those that appeal directly and reject the others… or
he doesn’t even see or respond to them.
So watch the ad for a while, see what it’s like
put together and then go out and do the same. find your
target market and target all your advertising, marketing and
promotional energy and dollars specifically on them.
You are bound to succeed!
