On Target by LarryLens at sxc.hu
You may have noticed that the people who need to learn something the most are the ones least interested in learning it.
The common phrase you’ll hear if promote your helpful idea to them?
“Yeah, I really Should Do That…”
If you hear this phrase, you’ve missed the mark. Sure, you’ve identified a need, and the people who have that need, but just because you’ve set up an archery target facing East, that doesn’t mean pointing your bow and arrow East will guarantee a hit. You’ve got to aim better.
How do we do that?
Let’s look at spirituality, where I’ll ask you a controversial question:
Who needs God the least?
It’s a trick question, because everyone needs God. If you read my blog, you’ve likely come to a similar conclusion.
In the Bible, it does mention those who THINK they need God the least:
“You say, ‘I am rich; I have acquired wealth and do not need a thing.’ But you do not realize that you are wretched, pitiful, poor, blind and naked.” Revelation 3:17 NIV
Most of the People Who Need Your Product Don’t Care
Those who believe they have it all are less likely to seek answers. If you think you’re healthy, why would you go to the doctor? This is why Jesus mainly took his message to those who were down and out.
This idea may change the way you see marketing and product design forever. It may even change the way you teach others.
Most the people you want to reach won’t give a damn what you have to offer them.
They’ll walk right past it because they are focused on something else.
- Most people don’t buy batteries until their flashlight runs out of power.
- Most people don’t buy candy until they are about to check out of the supermarket.
- And they won’t buy something to drink unless they are thirsty.
Since most people won’t be ready to take advantage of your world changing idea, you need to focus on the small chunk of people who are desperate.
Focus on the Desperate People
Desperate people need answers, and they need them NOW.
So focus on them, and make sure you that you help solve their problem better than any other product out there.
There are many people who recognize that they are pitiful, poor, blink, and naked in some area. They’ll invest in something that will help them.
But Will You Run Out of Desperate People?
As long as the problem exists, people will always need a solution. So, in most cases, no.
There is a cycle that your market will go through.
- I need it but I don’t care
- I really should get it, but [insert objection here]
- CATASTROPHE/Reflection
- I’ll listen and buy in
Each phase in the cycle has a large group of people. Once you’ve helped the ‘I’ll listen’ folks, the people who are reflecting on a recent catastrophe will realize they need what you have.
By the time every group has moved to ‘I’ll listen’, your cycle will be refreshed with new people.
Don’t spend your energy on those who don’t care.
And unless there’s no other way, don’t prey on people right after a catastrophe, because that demonstrates that you value being right over actually solving their problems.
Focus on those who are ready. You’ll gain traction, and get enough positive feedback to stay in business until you reach the other people. By then, you’ve built word of mouth, you have a brand, and you’ve positioned yourself.
You’re the first person they’ll go to, and you’ll change the world, just like you wanted to.
