Pull out your last flyer, brochure, web page … your last marketing piece. Take a good look at it and tell me if you’re marketing to your target audience as they are now. Or, are you targeting your message to who your audience wants to be in the future?! The difference can be one of boring “whatever” messaging or “emotionally engaging, aspiration” messaging. Here’s the difference:

• A person might be OK with making a good living but they may aspire to be affluent
• Joe is good at being a provider for his family but he wants to be known as an awsome Dad
• Getting by each day is good but being in control of Sally’s daily schedule without chaos would be awesome for her
• Your prospective client may think they’re doing OK in life, but they may aspire to be the best there is in their field

Each of these reflects on the difference between current mediocrity and the power of what the future holds. Orient your marketing to the latter and you’ve really got something.

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This entry was posted on Monday, November 6th, 2006 at 8:41 am and is filed under Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.