There is a part of the human brain called the Reticular Activating System, also known as the RAS, designed to do half of your marketing job for you. Yeah that’s right. This fabulous brain feature has the job of filtering all in coming stimuli and making the decision as to whether we pay attention to or ignore something.
So how does the RAS do half your marketing job for you? Your customer’s RAS is focused on their needs, wants and desires. Your customer’s RAS filters out and ignores everything else. Your customer’s brain is seeking a solution like a heat seeking missile targeting their desires with pin point accuracy. Whenever there is a solution in the sphere of awareness held by your customer the RAS zeros the customer’s attention to the satisfaction of their desires making the solution impossible to miss.
If your product or service is the solution to your customer’s problem – the object of their need, want, or desire – your customer’s RAS will draw them right to you. Bingo! Half the job of marketing!
The question is, how do you show up on your customer’s RAS radar so you are not ignored and filtered out? That’s the purpose of target marketing. Let me turn that phrase “upside down” in your thinking. Most gurus will tell you to find YOUR target market – YOUR ideal customer. I say to you – become your customer’s target.
How to become your customer’s target
1.Do a needs analysis of the people you serve or want to serve
2.Design your product and/or service to be the target for those needs discovered
3.Design your marketing material as a target that your prospects RAS will easily identify as the solution. So in simple terms – using an example we’ve all heard before – focus on presenting the ¼” hole not the drill bit – the sizzle not the steak.
This is a subtle change of perspective but if you will think in terms of being the target that your customer’s RAS is focused on finding, instead of targeting your customers, then you will be working with your customers’ brain and have half your marketing job done for you!
Want to know more? You can learn how to be your customers targeted solution and have half your marketing done for you here in my fast track to more leads, more conversions, more transactions and more profits.
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