PEAC Marketing Sneak PEAC: Archetypes
How well do you know your target market/ demographic? Do they have a historical track record of buying your product?
There’s no need for guessing with PEAC Marketing. Your first step is to create several archetypal representations of your customer. What is their age, sex, income, personality, wants, needs and how does your product solve their problems, moving them from pain to pleasure?
Often we have a pre-conceived notion of who our target market/ demographic is. As an experienced business person you will often find these pre-conceived ideas don’t match reality. Own a flower shop and targeting middle-aged women? Half your customers may be young men trying to make amends or impress their 16-25 year old girlfriends. Often a market decides on us, not the other way around. There are several methods for identifying your TRUE audience and how to best serve them and solve their problems. One method is dissecting your current customers and putting yourself in their shoes. If you want to optimise your marketing- hit “progress” now.
PEAC Marketing Sneak PEAC: Emotional wants/needs
From pain to pleasure. Human beings make decisions and act for emotional reasons. Your product must solve both a practical and emotional need. See below an example from the fitness industry where we call this process “needs analysis”.
Why do men and women go to the gym?
Superficial answer: I want toned arms and a bigger bum!
Genuine answer: I want toned arms and a bigger bum so that I feel prettier. I want to feel prettier because (like all people) I want to feel wanted, to feel accepted by others and accepted by myself, because I fear social rejection and isolation, I fear aging, I fear low self esteem and I fear being alone.
It’s more powerful to market to emotional needs as they address the core concern of the target market. Red Bull give us wings (FEEL ALIVE), Insurance makes us FEEL safe and responsible, Business Coaching increases our competency (FEEL CONFIDENT) and remove our fear and anxiety.
How will this knowledge help my business? The more specific the archetypes, the more effectively you can identify and address pain and emotional needs, the more effective your product will be. It will allow you to segment your audience and refine your marketing spend (cost per sale, cost per lead) across your various marketing mediums. You can deliver a clear and poignant message to a defined audience. Instead of marketing to the entire world, target a refined market who fit your archetype and are exponentially more likely to engage with your content.