6.01 – Be Smart With This One Secret Sentence

“NOT EVERYBODY IS YOUR CUSTOMER!”

Companies love their product, and the most ambitious (but delirious) business owners have significant issues nailing down their target market. The inability to do this is one of the costliest indecisions an advertiser can make.

For instance, we know that 99.99 percent of the readers of this book do not have the advertising budget of Coca-Cola or Ford. Therefore, we’re writing this book based on the assumption that none of you has multi millions, or even ANY money to spend on branding.

To be a successful Facebook Advertiser, you need to identify the MOST likely prospects for your product or service because your budget has limits. You must understand WHO is the perfect person to buy from you.

This is often referred to as your customer avatar. This simply means that you can define very unique characteristics about the perfect buyer for your business. Some people even give their avatars a name. You can also call this your target market. For example, a client of mine sells high-end skin-care products. Their avatar is a professional woman, married, with a four-year college degree, and who is between the ages of 28 and 39. They also have a secondary list of characteristics, but notice for this example that they are intentionally ignoring millions of people.

This limits their spending and gives them a much narrower target for their ad creative. They only need to speak to the needs of these women. They don’t talk about things that concern younger women or older women. As you can imagine, this increases their ability to convert traffic into customers, and gives them a chance to be more profitable than their competition and have greater success advertising on Facebook.