Does this mantra encourage us to waste our time with the wrong people? And make those wrong ones sick of us?
Who in sales and marketing hasn’t heard it? “This is a numbers game,” or “Some will some won’t, next.”
This mantra is used to justify buying and contacting hundreds and hundreds of leads. And spending huge amounts of time chasing anyone and everyone online and off, because after all, “everyone wants health and wealth.”
Here’s what I’ve learned: Most of the people we chase are the wrong ones. Try this:
Would you say your product is pretty special? Like say the Apple iPhone or iPod is special?
But does everyone want to pay for a special product like the ones you and Apple have?
Isn’t that why we have Wal-Mart? For cheaper versions of whatever, for those who don’t care enough to have the higher end models?
Those are the same people we call the ‘numbers.’ We’re included. We all have things where nothing but the best will do, and others where we don’t care, so long as it works. We’re someone’s (wrong) number, too.
Anyway, these numbers don’t want us telling them how they should change their values to match ours, and that they should buy the highest end tennis racquet just because we’re selling one.
‘It’s a numbers game’ makes your mission persuade and convince. Mostly the wrong ones. Do you want to keep doing that? Would you want to be at the other end of that kind of treatment?
It’s not a numbers game. It’s a niche game. And actually, it goes deeper – it’s a Lulu game.
The game is describing a single person. Someone just like you, with a family, worries, often frustrated and desperate, overweight. She cares about fitness and health, she’d love a chance to market a product like what you have, because she’d love using it herself and already uses something similar.
Lulu already belongs to a gym, already reads labels, health sites and magazines. She has two part-time jobs trying to make ends meet.
So in the end, good marketing is a person game – a Lulu or Archie game.
You describe the values of Lulu. The habits of Lulu. The worries of Lulu. So no, I don’t mean a group’s demographic descriptions.
Start on that person’s description; begin with yourself. With that write up, call Lulu’s name in your ads and promotions, and she will respond. As will others like her. Leave the rest alone.