This is no joke. If you're an entrepreneur and you have customers, then you need to forget everything you ever heard about target marketing and check out this SlideShare

1. EVERYTHING
YOU KNOW ABOUT
TARGET MARKETING
IS
WRONG
BY JOSEPH DOWDY, AUTHOR
“ELECTRONIC WORD OF MOUTH”
©MeshMarketer 2014

2. WHO IS
JOSEPH DOWDY?
• Author, “Electronic Word of Mouth”
• Before Moving to Santa Barbara…
• Santa Monica College SBDC Advisor
• 6-Figure Computer Corp. Tech.
• Google AdWords, Bing/Yahoo! Cert’d
• Provides WordPress Hosting (70+)
• Provides WordPress Design (10+)

3. LISTEN IN ON A COACHING
CALL WALKTHROUGH AT…
• http://goo.gl/2taE9o
• This link goes to a YouTube
video of this presentation with
a live coaching call!
©MeshMarketer 2014

4. WHAT YOU NEED
• Entire list of customers
(book of clients, etc.)
• Several sheets of paper OR
• Microsoft Excel (or
equivalent)
©MeshMarketer 2014

5. WARNING
• When you finish this, you will
have a profile and you can call
it your target market
profile, but it is not only that.
• This will tell you who to focus
your efforts on and why.
©MeshMarketer 2014

6. PAGE ONE
OF SIX PAGES
©MeshMarketer 2014

7. MY FAVORITE CLIENTS (5 MINIMUM)
AND WHY ARE THEY FAVORITES?
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
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©MeshMarketer 2014
•
•
•
•
______________________
______________________
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8. PAGE TWO
OF SIX PAGES
©MeshMarketer 2014

9. I GET THE MOST REFERRALS FROM
THESE CUSTOMERS (3) AND WHY:
1.
_________________________
2.
_________________________
3.
_________________________
©MeshMarketer 2014
•
•
•
•
______________________
______________________
______________________
______________________

10. PAGE THREE (OPTIONAL)
OF SIX PAGES
©MeshMarketer 2014

11. OPTIONAL: LEAST-SATISFIED
CUSTOMERS (3) AND WHY:
1.
_________________________
2.
_________________________
3.
_________________________
©MeshMarketer 2014
•
•
•
•
______________________
______________________
______________________
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12. PAGE FOUR
OF SIX PAGES
©MeshMarketer 2014

13. CHOOSE REASONS FROM
PAGE 1 & 2 THAT YOU
IDENTIFY WITH (3):
_________________________
_________________________
_________________________
©MeshMarketer 2014

14. PAGE FIVE
OF SIX PAGES
©MeshMarketer 2014

15. LOOK INTO THE FUTURE AND SEE
YOURSELF HELPING PEOPLE FOR
THE REASONS YOU CHOSE. IS
THERE ONE MORE YOU SHOULD
ADD? THIS IS YOUR FINAL LIST OF
FOUR REASONS.
_________________________
_________________________
_________________________
_________________________
©MeshMarketer 2014

16. PAGE SIX
OF SIX PAGES
©MeshMarketer 2014

17. NOW DRAW A GRID (USE EXCEL?):
17 ROWS BY 17 COLUMNS
Name
G
M
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
©MeshMarketer 2014
F
A
D
S
C
K
H
I
P
T
O
V
E
2

18. NAMES
• Write as many of your
customers as you can in the
first column up to 10
that match the four reasons.
• You’ve already got a list of 5
or more, so just add those and
any others you can remember.
©MeshMarketer 2014

19. COMMONALITIES (40%+)
• You are looking for
commonalities.
• Write the letter at the top of
the column which will
represent each commonality.
• Look for 40% or better. For 17
names, that’s 7 matches.
©MeshMarketer 2014

20. GEOGRAPHY
• Write a G next to each name
that has common Geography
• You can also add notes next
to the G. For example, if they
live in Philadelphia, you can
write GP. New York City = GNY
©MeshMarketer 2014

21. TWO COLUMNS: MALE
& FEMALE
• Write an M next to each
male.
• Write an F for each female.
©MeshMarketer 2014

22. AGE BRACKET
• Write an A next to each person
who has similar ages.
• Write the decade next to the A
if they live in the same age
range. For example, A30 is for
people in their 30’s.
©MeshMarketer 2014

23. DIVORCED, SINGLE, COMMITTED/M
ARRIED AND KIDS
For each next column:
•Write a D if they are divorced.
•Write an S if they are single.
•Write a C if they are in a
committed relationship/married.
•Write a K if they have kids.
©MeshMarketer 2014

24. HOBBIES, ACTIVITIES, EXERCISES
AND COMPETITIONS
Write an H if many have the
same hobby
(crafts, toys, astronomy), the
same activity
(politics, religion), exercise
(hiking, biking, etc.) or
competitions (guns, cars, etc.)
©MeshMarketer 2014

25. INCOME LEVEL
Write an I if they fall in the
same group of income
generally and note it next to
the I. For example, income
above $60K could be I60 or
above six figures could be I6.
©MeshMarketer 2014

26. PROFESSION/TRADE
Write an P if several are in the
same line of work, profession
or trade and note next to the P.
For homemakers, it could be
PH. For lawyers, it could be
PL.
©MeshMarketer 2014

27. EDUCATION, ALUMNI, DEGREE,
TRAINING AND CERTIFICATIONS
Write a T for those who have
the same education, alumni,
degree, training or certifications. For example, TH for
Harvard-educated or alum. TT
for technology-certificated.
Students would be TS.
©MeshMarketer 2014

28. CLUBS, FRATERNITIES, CAUSES,
ORGANIZATIONS & NON-PROFITS
Write an O for people who
belong to the same club (Elks,
Moose), fraternity, active in the
same cause (animal rescue),
organizations (AA, chamber of
commerce) or non-profits (Red
Cross, Boys & Girls Club)
©MeshMarketer 2014

29. VETERANS
Write an V if they are veterans.
Make a note if you know what
branch they served. For
example, VM for Marine veterans
(they tend to have a lot of trust
and loyalty together, so that’s a
good group!)
©MeshMarketer 2014

30. ETHNICITY, ANCESTRY AND
CITIZENSHIP
Write an E next to those with
the same ethnicity, ancestry or
citizenship. Is your product
something like piñatas or
vegemite where only certain
people know your product?
©MeshMarketer 2014

31. SECONDARY TARGET
MARKETS
Write a 2 next to ones who
belong to a secondary market.
For example, people who buy
workout programs also need
workout clothing, nutrition and
weight scales. If they have
kids, they need diapers.
©MeshMarketer 2014

32. COUNT IT UP
Below each column, add up the
number of times that you have
the same commonality.
This forms the basis for your
target market.
We are not pigeon-holing by the
way. Hold that thought!
©MeshMarketer 2014

33. WHAT PROFILE DO
YOU HAVE?
• G, F, A30, A40, C, K, TurboFire,
2 (needs cool
clothes, nutrition and also free
weights)
• In this example, they are New
York females who are in their
30s and 40s, are married, have
kids and do Turbofire.
©MeshMarketer 2014

34. SECONDARY
MARKET?
Yes, there is a secondary market.
By providing resources to these
customers for cool
clothes, nutrition and things like
free weights, I can sustain these
customers better.
©MeshMarketer 2014

35. FINAL PROOF THAT WHAT YOU
KNOW IS WRONG
• If there was such a thing as a
target market, it would only be
your current customers and
those who they refer to you.
• Your target market cannot be
my target market unless we
compete for the same people.
©MeshMarketer 2014

36. MEET YOUR
AMBASSADORS
• Call this your target market if
you think you need one.
• These are your ambassadors.
• You know what you offer and
what they buy from you.
• Focus on exploring them and
finding more just like them!
©MeshMarketer 2014

37. EXPLORATION
QUESTIONS
•
•
•
•
How did they find you?
Why did they choose you?
Why do they buy from you?
What are you not doing for
them yet that you could be?
• Where can you “go right“ for
them instead of “go wrong”?
©MeshMarketer 2014

38. QUESTIONS???
Contact Joseph Dowdy
Via electronicwordofmouth.com
Or by email at:
electronicwordofmouth@gmail.com
©MeshMarketer 2014

39. THANK YOU
If you found any value at all in
this video, please share it. Let
people know it is long, but it is
worth it if that is what you think
or how you feel about it.
Joseph Dowdy, Author
“Electronic Word of Mouth”
©MeshMarketer 2014