As a kid, someone told me a great puzzle. It was short and mysterious with a simple set-up.
And it stumped me. I hate being stumped.
But after all these years, I still consider it my favorite brainteaser. A true classic.
Maybe you’re smarter than me. Maybe you eat puzzles for breakfast. If so, here’s your shot to prove it. Put on your thinking cap...
A man is writing a letter
The power goes out
He dies
Why?
I promise the answer isn’t a dumb joke. The solution makes sense. A fair warning: after sharing it with scores of people over the decades, no one has ever guessed correctly.
But when told the explanation, people always say, “Of course! Why didn’t I think of that?”
Ready for the answer?
Ok, but I need to make you work for it! For the solution, scroll to the end (but I still hope you’ll read this blog masterpiece).
THE BIGGEST PUZZLE OF MARKETING
What does a riddle have to do with marketing? Often the biggest puzzle of advertising isn’t your website or logo or sales funnel.
It’s your target market.
That’s right, even though it doesn’t sound sexy, it’s true. We give our clients this advice: don’t build your marketing strategy until you first solve the “puzzle" of your target market. Those who ignore this principle might as well flush Benjamin Franklins down the loo.
“Don’t build your marketing strategy until you first solve the “puzzle” of your target market.”
When building a house, you start with the foundation. No matter how pretty the structure, without the proper support it will topple like a house of cards.
The same principle holds true in marketing. Your target market is the foundation. That’s why it’s critical to know who you’re trying to reach, where they’re at, and how to best talk to them.
Just like the best riddles, it sounds simple. But the answers often prove elusive.
PREPARING TO REACH YOUR IDEAL CUSTOMER
Think about missionaries. It’s an amazing calling. They sacrifice to connect with people in faraway lands, which often includes remote tribes.
To prepare for the move, they study the people, learn the language, and practice the customs. If they don't, the natives will ignore them. For success, missionaries must prepare.
Think of yourself as a business missionary. You’re pursuing a certain type of people who think and operate differently than you do. To have your message accepted, the key is preparation. Yep, a little elbow grease goes a long way.
That’s why you must ruthlessly answer the question: Who am I trying to reach?
MARKETING SUCCESS IS IN THE SPECIFICS
Stop thinking in broad strokes. Generalities kill successful marketing. Force yourself to get more specific.
Rather than saying, “My business is trying to reach young women” instead say, “I’m reaching females ages 18-25 in the Southeast United States who follow the Kardashian's, shop at Target, and love Dua Lipa’s new album.”
Or here’s another one. Rather than saying, “My business serves small business owners” instead say, “I’m reaching HVAC owners in the United States who have been in operation for at least five years, own 1-4 service trucks, and have an annual revenue under $1 million.”
BOOM. See how that changes things? Take your general idea then slice and dice it until you have the smallest viable audience who can support your product or service.
“You must find the smallest viable audience who can support your product or service.”
I know, it feels counterintuitive. Like brushing your teeth with the opposite hand. But so does everything else when you first do it. Laser-focusing on a niche is the most important — and most overlooked — marketing strategy.
YOUR TARGET MARKET EMERGES
Once you identify the smallest possible niche, a clear picture appears. And with a little research, you can answer interesting questions about your target market:
How old is she?
What kind of job does she hold?
Level of education?
Where does she live?
Does she have children?
What’s important to her?
Goals?
Fears?
Challenges?
What does she do for fun?
Favorite music?
Her social media platforms?
Blogs?
Magazines?
TV shows?
Movies?
Radio stations?
What stores does she shop?
What problems does she need solved?
Married or single?
Conservative or liberal?
What kind of belief system?
What is her typical day like?
What makes her laugh?
When you can confidently answer these questions, something amazing happens:
You can speak her language
You can choose the right images and colors
You can design a website with her in mind
You can grab her attention
You can develop trust with her
You can show how you solve one or more of her problems
That’s the importance of a marketing foundation. If you don’t lay this groundwork, you'll chase a general audience and your marketing will copy everyone else. Do you really want to sound like Paul the Plumber or Acme Accounting? No one pays attention to the status quo:
…We’ve got great customer service!
…We’ve won industry awards!
…We’re family-owned!
…We’re world-class!
Blah, blah. Snooze. You can say those things to anyone, but it will always fall like a lead balloon. And your message won’t register with the right people.
When you know what makes your target market tick, you can reference all your research findings. Plus, it’s fun.
Take those young women mentioned earlier. When talking to them, sprinkle something in about the Future Nostalgia album, insert a Kylie Jenner gif, or tell a funny story about using your Red Card. They’ll accept you as part of their tribe.
Here are three cool benefits of jivin’ with your target market:
COOL BENEFIT #1: You’ll speak their language (showing you know them)
COOL BENEFIT #2: You’ll find common ground (showing you like them)
COOL BENEFIT #3: You’ll empathize with their frustrations (showing you can be trusted)
When you nail those details, sales are a lot easier. And you’ll solve the greatest puzzle of marketing. Look at you… don’t you feel smarter?
WANT MORE INFO LIKE THIS?
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Oh yes, the riddle. Here it is again:
A man is writing a letter
The power goes out
He dies
Why?
The answer:
He’s skywriting ✈️
About Me
Hey, I’m Brian, co-founder of Genie Jar Digital. Born a Tar Heel but now a Virginian, I’m a father of five and the husband of one amazing lady. My family has a thing for Golden Retrievers. Given the right circumstances, I can do a mean moonwalk on a slick kitchen floor.
