Let’s face it, one of the biggest network marketing myths is, “Everybody wants my products”, which actually causes you to totally ignore your target market. Well my friend, if that’s how you are operating your network marketing business, you might as well throw some spaghetti on the wall and hope it sticks. There is a better way. There is a less frustrating, more strategic way to hit the mark and build a real business.
I am going to teach how to identify your target market and how to speak their language. The language that will cause them buy your products and join you in your network marketing business. As a matter of fact, we have a special guest today who is going to really dive deep into the psychology of your target market. He is industry expert, Ferny Ceballos, the infamous 7 figure earner and author of The Attraction Market Formula. Hold on to your seat as Ferny not only nails the process but gives you step by step instructions and the right HIGH IMPACT words that will grab your prospects attention.
Identifying Your Target Market is Not a Game
The concept of identifying your target market is not a game; it is a strategy. Traditional network marketing teaches that “selling and prospecting is a numbers game”. This too is a myth. This is only true if you’re spending your weeknights and weekends at the mall seeing how many numbers you get from complete strangers. (Ughhh, I can’t believe I actually used to do this). When you operate like this, you end up wasting a lot of time on people who could care less about what you’re peddling.
According to Ferny there’s a better way:
Instead of wasting your valuable time, invest that time in honing in on your target market.
When it comes to connecting with your prospects, there’s nothing more important than knowing exactly WHAT words to say and WHO to say them to.
And that’s precisely why we’re about to explore how to identify the right words to impact your prospects emotionally, and directly connect with what they’re looking for.
If you follow this process correctly, you’ll position yourself as THE consultant who can provide THE answers to your prospect’s specific problems.
According to Ferny, this is how you do it:
To start, you’ll first need to:
Create a chart for your target market
Use a chart to list out all of my information visually.
This helps you to stay focused and organized.
The chart has four columns:
- Your target market
- Your target market’s pains and struggles
- Your target market’s desires or desired outcomes
- Your target market’s language
Okay, let’s dive in…
Column 1: Your Target Market
With your blank chart in hand, the first step in this process is to choose your target market for what you want to promote.
List out your potential target markets, then, pick one, and then fill in your first column.
Let’s first talk about a potential target market that I like to call “cubicle slaves.”
These are people who work at a corporate job that they hate, but are well compensated.
Think of the “Dilbert” types.
They could be programmers, or accountants, or even lawyers.
They have a white collar job, and are paid decently, but they hate their life…
- They hate their work
- They’re not fulfilled
- They feel like there’s something greater in store for them
That’s the cubicle slave market.
Why target these people?
Because they have money to invest in an opportunity or something that could dramatically change their lives.
Column 2: Your Target Market Pains and Struggles
What are the pains and struggles a cubicle slave deals with?
- They hate their job
- They hate their boss
- They’re bored at work
- They’re unfulfilled at work
- They hate commuting in traffic
- They work too many hours (with or without more pay)
- They don’t have enough time with family (tied into their work hours)
- High stress levels
- No time freedom
You’re going to do the same thing for your target market.
Go on, fill in your details.
Whatever your target market’s pains and struggles are, list them out on your chart (soon you’ll use these pains and struggles in your own marketing).
Column 3: Desired Outcomes
Under the desires column, you’re going to write out what these people want to achieve in their lives.
In the case of cubicle slaves, it would be:
- Time freedom—set their own hours
- More time with family
- Short commute or no commute—being able to work from home
- Job fulfillment—making an impact
- Financial freedom—more money
- Time for vacations and travel
- Less stress
Make sure to take your time filling out your chart.
This is super important, so don’t rush through it.
Column 4: Language
When you choose the language to talk to your target market, remember that your language is likely different from theirs.
Your goal is to connect with them, so it’s important that you don’t use any words they won’t connect with and understand.
In your copy and your content, you want to make sure that you use the language they’re accustomed to.
So ask yourself…
What are some words this target market would use on a day-to-day basis?
For example, here’s the language a cubicle slave would use to describe their work environment…
- Time sheets
- Clocking in
- Working weekends
These are words that cubicle slaves use to talk to each other, right?
If you want to understand this market really well, just read Dilbert.
Once you’ve completed the four columns it’s dramatically easier to create winning ads, content, sales presentations, etc., etc.
Now we can get to work.
How to use your target market chart to create headlines
As you’re creating content, one formula you can use for writing a title or a headline is using the pains and desires of your target market in a sentence.
“How to ________ without _________”
You’re going to see this headline formula used often.
It’s how to get what you want—the desired outcomes from third column—without the pains of column two.
You are literally filling in the blank from the columns to build your headlines.
How to + (something from the desire column) + without + (something from the pain column)
This is so effective because when you’re communicating with people, in a nutshell, you want to say:
I can teach you how to get the desired outcome you want without having to deal with all the things you hate.
BTW, to use this new found knowledge to build an automated selling and prospecting system to attract your own highly interested prospects to your product or opportunity online, click here to gain access to the FREE 10-Day Online Recruiting Bootcamp!
Different markets; different language
Let’s move on to a different target market so the idea becomes clearer.
Let’s say you’ve recruited some cubicle slaves to your network marketing business because you’ve appealed to them based on their pains and desires as cubicle slaves, using their own language.
Now they’re network marketers, so they are a different market with different pains and struggles, and different desires.
When you’re talking to network marketers, don’t use words like “online marketing,” “Internet marketing,” “affiliate marketing,” or “commissions,” because they have no idea what those terms mean.
That language is for Internet marketers!
There’s a big difference, so let’s dive in.
Your Target market: network marketers
How do you speak to network marketers?
From the top…
First, you’ve defined them as your target market.
Second, what are the pains and struggles that they deal with?
- Fear of rejection
- Fear of prospecting people
- Running out of warm market contacts
- Calling leads
- Doing follow-up
- Home meetings
- Hotel meetings
- Wasting gas driving to and from meetings
- Buying DVDs and CDs to hand out to people
- Wasting money
- Lack of prospects and people to talk to
- Not making enough money
Third, what are their desired outcomes?
- More prospects
- Recruiting more people
- Growing a downline
- Growing a residual income
- Making an impact
- Being on stage
There are more, but those are some of the examples of the desired outcomes for network marketers.
Fourth, what language should you use with them?
Remember that the language changes based on where that person is and what they want.
Network marketers talk about and care about…
- Rank advancement
- Growing their team
Example headlines for network marketers
Now, in your copy, note that you should do it without mentioning the words “network marketing” or “MLM,” because those words can get you in trouble with advertising platforms.
Instead tell them…
“How to get prospects without fear of rejection”
“How to find prospects and leads for your business without harassing friends and family”
You’re insinuating that you’re talking about network marketing, because network marketers speak to each other in a certain way, using certain language, but you’re not saying “MLM” directly.
That’s how you want to write and build your headlines and content.
Always use terms that they’re familiar with, and avoid jargon or technical terms they’re not familiar with.
Again, you have to use words that reflect your market’s reality.
That’s why that last column has to do with language.
Fill it in with words that have to do with what your target market is currently experiencing and what they currently know, and avoid words they may not understand.
Okay, let’s try another example…
Target market: Internet marketers
So let’s say you want to grow your business online, and as a result, you’re no longer just a network marketer, you’re now an Internet marketer as well.
You’ve moved into a different niche because you’re in the process of learning new skill sets.
So what are the pains and struggles of being an Internet marketer?
- Being afraid to build a website
- Having no traffic / leads / sales
- Having ads that aren’t working effectively
- Having a funnel that’s not converting
See how the pains and struggles related to the Internet marketing space are very different from those of a network marketer or a cubicle slave?
Realize that you could be talking to the exact same person, at different points in time.
That person could actually be transitioning like I did—I’ve been all of these target markets at one time.
I started as a cubicle slave, became a network marketer, and then transitioned to being an online marketer, because I wanted to generate prospects using the Internet.
And when I went into online marketing, my focus changed, and the things I hated and the things I wanted changed.
What’s your desired outcome as an Internet marketer?
- Getting traffic
- Creating capture pages
- Capturing leads
- Building a list
- Writing sales letters
- Learning to create video content
- Building a converting sales funnel
- Making more sales
- Earning more commissions
- Creating your own products
See how the things you care about now have changed because you’ve moved into a different market, because now you’re choosing to build your business in this way?
What’s the right language to use for Internet marketers?
Well, you’ll talk about…
- Capture pages,
- Sales letters,
- Sales videos,
- Funnels, etc.
The main point I want you to understand is that you…
Don’t mix the languages and terms of different target markets
You always want to use words and languaging your target market understands and avoid words they may not.
Don’t just assume your target market know what you know.
Chances are you’re savvier than you think.
And you’ll be talking over your market’s head if you’re not careful.
So make sure you always use your new chart to identify WHO you’re speaking to and HOW to speak to them whenever you’re communicating with your target market.
Now you’re ready to set up your advertising “pre-filter”
What’s that, you ask?
Well, pre-filtering is a method of leveraging platforms like Google, Facebook, YouTube, and Twitter to connect exclusively with the target market that’s most likely to respond to your offer…
…thereby saving your advertising dollars (and a lot of heartache) marketing to people who will NEVER become your customer.
Your pre-filter ensures you achieve a “message to market match” and will, for example, filter out all the people who are kosher…if you’re in the business of selling bacon. 😉
Discover more about how this works in day 2 of this 100% free 10-day Internet recruiting bootcamp.
Plus, it reveal the strategies that Ferny used to generate 300-500 leads per day, 30-50 customers per day, and recruit 70-100 serious biz-builders into his business each month!
And if you found this content helpful, I would love to read your comments below!
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