In this short article, you will learn about the one thing that can drastically improve your ad performance.
After I learned this trick, my writing performance immediately transformed for the better. I was shocked to know that the absolute majority of businesses are doing it wrong..
So let’s not make the same mistakes, shall we?
The bias conflict
When I’m talking about bias, I’m referring to a certain parameter that separates a specific group of people from everyone else. If we talk about business, we mean our perfect customers, separated from the entire market.
In other words, our clients bias is what identifies who we will sell to or who will be mostly interested in buying our stuff.
Let’s look at an example:
You are a psychologist. You can help people with a variety of mental problems. One day you realize that two out of three clients you work with suffer from sleep problems, making it the most common issue.
Therefore, ‘people with sleep problems’ will be the bias of your clients.
That's why I say that there is always a bias. Because no matter what you’re doing and what business you run, there will always be something relevant to the majority of your audience.
Maybe you sell primarily to men. Maybe you sell primarily to women. Certain age. Certain interests. It can be anything.
Maybe you sell to people with a certain haircut?
I don’t know.
Anyway, even if you can’t see it now, your clients have a bias too. And this is where the conflict comes in…
Why 99% of businesses are wrong
Yes, you’ve read this right.
Almost every business is making the same mistake with their marketing.
Basically, they are trying to sell to everyone, and this is something we can’t blame them for. You see, the number one reason why we think that mass marketing is a good choice is because we were literally raised on it.
Take Coca-Cola, for example.
Which is basically directed at everyone.
The difference between us and Coca-Cola is that these people have hundreds of millions of dollars of marketing budget and we don’t. So it’s not an option for us to blanket the whole market and hope that someone will eventually decide to buy your product.
We were sort of raised with the idea of “let's do mass marketing and make them know your brand so when someone comes into the store, they will choose your peanut butter and not the other one.”
Let’s not repeat this mistake and, instead, talk to people who are really interested in our products. Here is how to find them..
How to find your perfect customer
Our perfect customers are the people who will see our ad and think:
“Ah, it’s for me.”
“This man understands me.”
“I get it.”
“He gets me.”
“This is my problem.”
“This is my situation.”
This is where we have to get to.
The easiest way to do it is.. actually understand your customers. Doing some basic background research will massively help us.
Such as before going into a job interview, you should know at least something about the position and the company. The more you know, the easier the interview will go for you.
Same thing here. Before launching an ad, you should know your clients’ biases.
The first thing you should do is find out their language.
How do they speak? What language do they use? Basically, who are they? One of the easiest ways of doing it is reading comments.
Read your clients’ comments. Read your competitors' comments. That's how you will get used to their language. Plus, you will eventually find out what kind of people they are.
Students, homeowners, or retired people?
You will finally be able to understand your audience. After doing the minimum viable research… You will finally know who's actually interested in your product.
Your message will be better and will have more impact.
You will be able to scale your business in no time.
This is what the power of bias is.
If you’d like to see how we can do this for your business then contact us for a free marketing analysis and see how we would tailor your approach and find your perfect audience.
Comments