Positioning Yourself Favorably

1. You should know about their industry or their lifestyle segment.  Often people say “no” because they don’t think you know enough about them or the challenges they face.
2. You should be able to identify that which you have in common with the people in your target market.  By understanding what you have in common, you can more easily communicate to them that you are working with people like them and why you feel an affinity to them.
3. You should be able to speak their language key words, phrases and ideas that are important and central to them.

By concentrating on and developing these 3 principles, you will be able to gain access to them on a favorable basis and, most importantly, enhance your credibility in the marketplace.

Of course, therein lies the dilemma.  How can you accomplish these 3 things proactively?  There are 2 essential sources:

The first is to ask your current clients, prospects, and centers of influence what types of publications they read.  This will enable you to relate to them and speak their language. 

The second valuable source is Standard Rate and Data Service, Business or Consumer Publications, available from SRDS in Wilmette, Illinois as well as major libraries.  These publications are directories that list the names of the magazines and newsletters that people in your niche are likely to read and use to make purchase decisions.  The Consumer edition deals specifically with recreation and lifestyle type markets such as antique auto enthusiasts, snow skiers, etc.  The Trade and Professional version focuses on those publications that support the market you’re focused on based upon what they do for a living.

By reviewing these publications, you will be able to readily identify the publications that the people in your potential niche market are reading to stay informed and to enhance their experiences.  Call the sales department of the publications your prospects and clients read and ask them for several sample copies and a media kit.  You will obtain valuable information that you can use to access the marketplace on a favorable basis. 

Once you have reviewed the publications, you must know how to extract every bit of information from these publications.  By doing so, you will learn more about their industry or lifestyle, identify that which you have in common, and be able to speak their language.

To be effective, however, you must know what you’re looking for.  Here are 3 easy steps to mine that information for your own use:

1. Look at who publishes the magazine or newsletter.  Is it a trade, cultural, or lifestyle organization?  Who are the officers?  Do they have a local chapter in your area?  Call the headquarters to get more information and a profile of the membership.  You’ll want to join key groups that serve your target market as they represent a dynamic way to reach your prospects one-on-one.
2. Read the articles and editorials with an eye for reader insight.  First, scan the titles and introductory sections to discover what the key challenges are that are facing this group of people.  Notice who the author is and how he or she fits into the picture.  Is the writer a professor, permanent editorial staff of the magazine, or a successful executive from the business?  Read further and ask yourself, “How do I relate to the issues that are discussed in this article?”  Check the size of the recent publication against an older issue.  Are there fewer pages, or more?
3. Examine the advertising in the magazine.  Who are the prominent advertisers?  Focus on the benefits they are selling to discover what’s important to this audience.  Is it saving time, image, quality?  This helps pinpoint the hot buttons in your niche market.  Notice key phrases and themes that the ads and articles use.  What are the key words used to describe the people or their processes?  Are they members, owners, partners, or associates?  You can learn to speak the language of your market very quickly this way.  Using the right words and topics in conversation will help you appear knowledgeable and part of the group you’re trying to reach.  Be sure to count the number of ads in the older issue against those in the most recent issue to determine potential viability.  Are there more, or less?  Is the market in growth or decline?

Another place you can find information about your target market is Gale’s Encyclopedia of Associations.  This reference source lists the names of all types of U.S. associations in alphabetical order.  This is an invaluable tool as it also gives a 1 or 2 paragraph synopsis of the organizations including addresses, telephone numbers, names of key national officers (who can give you the name of the key person at the local chapter), membership statistics, and number of local chapters.  They also have regional and local editions.

Another good source is the Encyclopedia of Business Information Sources.  This source covers industry, trade, and professional associations valuable if you know the type of business you would like to target, but don’t have the name of the association or publications that serve the people in that market.  This source lists several trade associations, on-line databases, trade publications and books by topic area.  

Both of the above are from Gale Research, Inc. in Detroit, Michigan and are also available at major libraries.

Remember Drucker’s admonition as you proceed through this knowledge-building exercise and it will serve you well, “The aim of marketing is to know and understand the customer so well, the product or service fits him or her and sells itself.”