Tips For Writers By Danny Iny Want more freelance writing customers? Sure, of course you do. How about better customers – the ones that appreciate what you do, and are happy to happy to pay what you’re worth. Want more of those? If the answer is “yes”, then a little nudity might be in order. And no, this isn’t some kind of “sex sells” post about marketing. Nope – no clothes are coming off, and this is about a whole different kind of naked… Naked Is About “Fit” Now, if you’re like most people, you’ve got no desire to see everyone naked. Am I right? There are just some people that you’re perfectly happy knowing and interacting with on a totally clothed basis. That’s fine. In fact – it’s probably for the best! But every now and then you meet the type of person that you’d LOVE to see naked. You know what I’m talking about. It’s the same with your marketing. Your marketing isn’t geared to everyone, nor should it be. It’s geared only to the right person. The perfect person who’s going to respond in just the way you want them to, and thank you for the privilege. Are you getting it? The perfect person is the one who wants to see you naked, too! Who wants to see YOU naked? Not everyone. Unless maybe you’re Johnny Depp or Angelina Jolie, there’s only going to be a specific subset of the population that has a burning desire to get a glance of you in your birthday suit. You’ll just have to learn to live with that, and spend your time getting in front of those people who will be thrilled to see you in the buff. You do this by spending time – a significant amount of time – determining who those people are likely to be. This is not the time for defining a market like “small business owners in the Seattle region,” or “women who like good deals on shoes.” That’s amateur-hour stuff, and doesn’t’ get anyone to take their clothes off. Now is the time for details. There is no element of personality or situation in life too small to be considered for this purpose. You don’t want to just know your perfect person – you want to know everything about them. Naked By the Numbers (Demographics) We all know that appearances aren’t the most important thing, but sometimes in Naked Marketing, you’ve got to look at things by the numbers a little bit. First things first, you’re going to hammer down some demographic information. This can include, but is in no way limited to: Age Gender Location Income Education Family Status Get the idea? These are bits and pieces that can be counted, categorized and measured; if it could go on a census form, it’s demographic information that you should be thinking about. For example: “The person who would most want to see me naked is between 25-34, female, lives in New York, earns about $60,000 dollars a year, has all or most of a university degree, and is married with at least one child under five.” Yes you should be that specific, and yes it will make your marketing better, and more effective. What Naughty Thoughts! (Psychographics) This bit is a little more fun for most people. Now that you’ve got the demographic information down, it’s time to turn your attention to psychographics. These are the hopes and dreams, likes and dislikes, values and fears that make your ideal person a whole person. Here are some examples: Favourite movie and book genres Political leanings Ideal job Social activities Goals for retirement Spending habits Pastimes So now we might add to our profile: “Left-leaning environmentalist who spends much of her time hiking with friends and family, lives a relatively frugal lifestyle and hopes to retire early to a condo in Florida. Pastimes include romantic comedies, vampire stories and cooking vegetarian food.” This level of detail might seem a little obsessive, but just think how valuable this information is going to be to you! Now that you have this kind of profile of the perfect person who is going to need YOU in their lives, you can find them and connect with them. Finding Your Special Someone So, is an environmentally conscious left-leaner likely to spend their time waving banners for Newt Gingrich? Probably not. So you can cross all the republican forums off your list of potential lead sources. And is a woman with a husband and a young child likely to troll dating websites for hot singles? It’s pretty safe to assume that they’re not, so there’s no need to advertise on eHarmony. But is a lady who loves hiking and cooking likely to spend time checking out Google Maps for local trails and scouring Cooks.com for new recipes to try? Well, of course! If you’re selling recipes or guidebooks you know where to find her, and what information she’s going to need in order to make the decision to engage with you. But Wait – Don’t Bare All Just Yet! Having this kind of information is powerful, but it’s important not to show all of your hand too quickly. Just because you’ve found your ideal person, and know where they’re likely to be, doesn’t mean they’re ready to jump into bed with you! What you have to do first is show them beyond the shadow of a doubt that it’s going to be a good experience if and when they decide to jump into bed with you at some hazy point in the not-too-distant future. You have to be sexy and desirable, and get their attention, but you don’t want to come on too strong, or look desperate. You have the info you need to get their attention – now you need to back it up with content that’s going to be valuable to them. Information that’s going to make them raise an eyebrow and consider you seriously – give you the opportunity to do it again and again. It’s all cyclical, and everything we’ve talked about in this post is what you do to get the cycle going. Eventually, you’re going to be encouraging and nurturing your ideal customer through the process of becoming a valued, repeat customer of you and your business, and in my Naked Marketing Manifesto – I show you exactly how to do it, without scaring anybody off. I’d be thrilled if you downloaded a free copy, and let me know what you think! A guest post Danny Iny (@DannyIny). Danny is the co-founder of Firepole Marketing, the co-author (with Guy Kawasaki, Brian Clark, and many others) of Engagement from Scratch! (available on Amazon, or as a free download). The latest and greatest thing you can get from him (for free, of course) is his Naked Marketing Manifesto, about marketing that really works!