Purposeful marketing concepts came up after I read about how a friend and her husband spend their 'down' time. He often works on a single project that matters to no one other than him, if anyone else sees it, they may appreciate it, but it most likely will not be used again, and will never be used by anyone other than him. She, on the other hand, works on projects that are used, reused, applied, integrated, and benefit a myriad of people in many different ways, and will be reused frequently.
These specific characteristics do not define the people as self absorbed or giving, they are simply a means of determining how they spend 'down' time, and their personal interests. How would marketing to these two people be different?
The single project guy –
My articles for this guy are going to be complete, do-it-yourself, conceptual-based and informative articles that give him a complete picture of what this article can do for him. Any call to action will include a 'get started now' and 'any questions you have' because he's not interested in 'more information', he wants the information all in the one article that he's spent hours pouring over to decide how he wants to build his project.
The muli-use gal –
She wants to know how to get more mileage from any project she's doing, so I'm going to give her concepts, quick views, and fast ideas that she can apply, include, and add to what she's doing already – because she already has a project going on the back burner that she's improving, reusing, and making more effective. She may or may not get to the end of the article before she's off and moving onto a new way to apply her own efforts, so she most likely is not going to even SEE my call to action. I'm going to have to put that call to action in the body of the project, more often in the summary, and first paragraphs, because she really will not be reading to the end, she will simply look for the link.
Deciding which marketing method is best –
Whatever you market to the one who knows exactly how he wants something done, and finds the best directions, then perfects it one time … Or the one who does it a bazillion times, and sells it over and over, the objective of marketing is to sell your products.
Which one will you reach?
What will you market?