You obviously created your product with someone specific in mind?
Tell me about this person. Better yet, tell yourself.
One of the most important tools you have in your marketing arsenal is having a detailed avatar.
No, I'm not talking about the movie Avatar.
I mean coming up with a character that embodies the person you're trying to reach in your marketing.
How old is this person?
How much money does he and/or she have?
What kind of house is this person living in?
What does this person do on a daily basis; what's their routine?
What food does this person eat? Why?
Married? Divorced? Womanizer? Soulmate seeker?
Religious? Religulous? Spiritual? Bat-shit-crazy?
Create a profile of the person you're talking with.
This doesn't just help you on the front end of your marketing (i.e. design, copy, video, etc.,) it's essential for driving traffic (i.e. the kind of keyword markets/niches you target.)
Think about this:
Let's say you're at a coffehouse and some guy starts talking with you about global warming.
Oops, you're a Republican and don't believe in Global Warming. (Too soon? ;-)
So the whole conversation is interrupting your natural thought process - making you want to avoid this guy at any cost.
Same situation. Some guy comes up to you and starts talking about the volatility in the stock market after Bernanke makes the announcement that interest rates will hit near 0%.
Wow, this is a hot-button conversation that's already streaming in your mind. So he's got your full attention.
It's the same when you drive traffic onto your website, sales letter or video; it's gotta connect with the conversation already happening in my mind (as your avatar.) That way, you immediately gain my attention and peak my interest. Thus, conversions will skyrocket - in comparison to putting out a sales funnel that totally misses the mark to connect with the conversation I'm already having with myself (making me bounce off of your website in record time - leaving you frustrated, disappointed... and probably a little broke.)
Who the hell are you talking to, huh?
Answer that question and miracles happen.
Except, they aren't miracles. You've just done your homework.