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Ask Mr. Marketing: Knowing your audience

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Let’s talk about Social Security.

While I’ll leave the politics to wiser people (which covers just about everyone), Social Security as a marketing tool is something I’ll willingly explore.

Consider the two mailers arriving this week about the Strengthening Social Security Act.

Each contained a letter, petition, fundraising pitch and return envelope. Each included a PS reminding me to act now and send them money. Both filled out the petition for me, enabling me to sign, mail and move on.

Only one persuaded me to listen.

AARP’s “Dear Robert” letter tried putting the fear of God into me about Congress cutting Social Security to balance the budget. The font was 12-point, like most documents I read, and nothing “grabbed” me. The standard-sized envelope urged me to act fast and sign the petition. Despite my AARP membership, it landed in the recycling bin.

Yet the Alliance of Retired Americans’ larger “registered document” (whatever THAT means!) caught my attention. They spoke extensively about an $800 Social Security Benefit Increase, which potentially impacts balancing my own budget.

Now my dad taught me years ago that when you hit 40 your eyes start playing tricks on you. Today, at 56, I recognize the truth of his words.

And ARA’s message, written with 18-point letters, meant I didn’t need my reading glasses.

Which means despite ARA’s generic greeting to a non-member, their story was easier to digest.

ARA’s letter made me feel I was speaking with a friend, with faux red handwritten notes. They offered a money-back guarantee for my membership dues.

In short, they paid attention to my pain points.

Regardless of your own messaging or objective, it’s critical to understand with whom you’re communicating and their special issues.

Because if you can anticipate your customer’s needs before he can, he’s more likely to pay attention to you. And if the competition overlooks those needs altogether, you’ll make the sale much faster than they will.

Which brings us back to marketing basics. Know your customer; understand your product; recognize your objectives going in; and use your chosen medium to the fullest. Done properly, each segment of your marketing campaign will be more effective and profitable.

And that’s what it’s all about, isn’t it?

With that said, I wish you a week of profitable marketing.

Contact Mr. Marketing at www.askmrmarketing.com.

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