Through Which End of the Telescope Do You Look?

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Every telescope has two (or more) lenses, at least one at each end.

The view through each end is very different. One view diminishes the target object; but the view at the other end is totally different, vastly clarified and magnified so that one sees the subject in great detail.

Every marketer views his/her target audience in the same way - through the lenses of personal preferences, attitudes, and choices.

Some marketers choose to offer products and services that they like - that they believe will sell well. Others marketers take the opposite approach - the view from the other end of the telescope - they focus on what their target market (their audience) wants rather than their own desires. They look to clarify and magnify the details (problems, wants, desires) of their market audience.

Here are five superstar marketers confirming this principle:

Zig Ziglar: "You can get anything you want in life if you help enough other people get what they want."

Dale Carnegie: "The only way to influence someone is to find out what they want, and show them how to get it."

Gary Bencivenga: "Ignoring this simple insight is the most common cause of marketing failure. Over and over, I've seen otherwise sharp marketers launch a product because they want to sell it, not because anyone wants to buy it."

Gary Halbert: "Find a starving crowd. Find a market first . . . and then concentrate on a product."

Jay Abraham: "The key to all of life is understanding how to add value to others."

They all say it in a slightly different way, but the message about "audience first" is the same.

As the new year begins, it always pays to review how your marketing is going. Are you reaping the rewards you want? Are you happy with your marketing results from last year? If not, maybe you're looking through the wrong end of the telescope.

The very best to all of you,

Steve
#end #telescope
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  • Profile picture of the author Steve B
    I wanted to add another well-respected voice to this principle of "audience first." Many of you will recognize the name - Seth Godin. He is a marketer supreme and has a vast following or audience of his own.

    He believes that the Internet has changed how marketing is done forever.

    All marketers should listen to this 17-minute TED Conference presentation by Godin:

    The Tribes We Lead

    He talks about "ordinary people" (you and I) who have the power, via the Internet, to bring others with shared interests and values together for causes of good, change, and enlightenment. The same could be said for businesses online.

    Establish your audience and you will be able to present your offers with authority and credibility.

    To your online success.

    Steve
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  • Profile picture of the author discrat
    I saw ole Zig 20 years ago this past month in Nashville. Really good guy. Down to earth and a country boy at heart.
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  • Profile picture of the author JohnVianny
    It's the same old school concept "do you have a market?", that leads us to the concrete analysis if there's enough demand

    Today we have al lot of online tools, instead of the past, where there was only the possibility to hire some expensive agency to conduct a deep search of the market


    Nowadays we have:

    Google Adwords Keyword tool/
    Semrush

    Facebook insight

    Amazon

    These collected the most big data of the planet and can give us a scenario of what people are looking for
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  • Profile picture of the author Jonathan 2.0
    Amazing post: Thanks Steve.

    Others marketers take the opposite approach - the view from the other end of the telescope - they focus on what their target market (their audience) wants rather than their own desires. They look to clarify and magnify the details (problems, wants, desires) of their market audience.
    Newbies (etc..) ... Read Steve's post again and again until you understand it. It's probably one of the most important Marketing Lessons you will ever learn.

    Jonathan
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    "Each problem has hidden in it an opportunity so powerful that it literally dwarfs the problem. The greatest success stories were created by people who recognized a problem and turned it into an opportunity."―Joseph Sugarman
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  • Profile picture of the author Daniel1000
    we have a lot of tools today as well as a lot of noise.

    How does someone, with no experience, get the insights they need without hiring an expensive agency that may or may not get them the results they want?

    I throw the question to my fellow warriors. What've you got?
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    • Profile picture of the author Jonathan 2.0
      Originally Posted by Daniel1000 View Post

      How does someone, with no experience, get the insights they need without hiring an expensive agency that may or may not get them the results they want?
      Well it depends on what you want to achieve. What are your goal(s) etc.?
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      "Each problem has hidden in it an opportunity so powerful that it literally dwarfs the problem. The greatest success stories were created by people who recognized a problem and turned it into an opportunity."―Joseph Sugarman
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    • Profile picture of the author Steve B
      Originally Posted by Daniel1000 View Post

      How does someone, with no experience, get the insights they need without hiring an expensive agency that may or may not get them the results they want?

      Daniel,

      Even someone with no experience can quickly start doing market research online to uncover the insights and answers they need in order to better understand niche markets, what people are looking to buy, and where to find your targeted prospects online.

      Start with making full use of the "search" function here on the forum. Search for threads and posts about "market research" - there are many - and you will begin to learn how to do it.

      Here's just one hint: go to Amazon books, dig deep down into any topic (as far down as their index menu will take you). Then observe the subjects of the most popular selling books. Chances are, these subjects will also be viable niches for a marketer, especially if you see the same subject coming up in multiple best selling books in that niche.

      There are lots of other strategies for doing market research. Your searching in the archives of the forum should give you many more researching ideas.

      The best to you,

      Steve
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  • Profile picture of the author Brent Stangel
    Banned
    "Find a starving crowd. Find a market first . . . and then concentrate on a product."
    This is what most people get bassackwards.

    We see a lot of posts "How do I get traffic to my..."

    Through Which End of the Telescope Do You Look?
    I use a radio telescope. No lenses but sees a lot farther.

    Brent
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  • Profile picture of the author Kay King
    How does someone, with no experience, get the insights they need without hiring an expensive agency that may or may not get them the results they want?
    Don't try to do it all - or keep up with all the hype/systems/programs/advice - and eat that elephant one bite at a time. Chew each bite until you break it down and then swallow and absorb what you've learned.

    Don't focus on the 'results you want' - focus on what YOU need to do to give your target market the results THEY want.

    Recognize that you are only "new" - until you learn something. That's true of every 'method' or 'job' or 'hobby' or 'relationship'. Don't define yourself as a 'newbie' - there are people who have been posting here for years who still think of themselves that way....and it's a label that implies 'limitations'.

    kay
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  • Profile picture of the author ryanbiddulph
    Great stuff Steve.

    Mix your passion with a problem. You may want to sell something that you feel passionate about but get really clear on the pressing problems your audience wants you to solve, and make sure that the problem aligns with your passion.
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  • Profile picture of the author Bella Lopez
    When I selected the niche for my dropshipping store, I wanted to sell what I liked or rather what I was passionate about. But soon I came to know that what I want is not really solving any problem and so I focused on products that solved simple problems or added some value to the customer's life. It doesn't have to be any life-altering change but something that resonates with the audience and makes them want to buy the product.

    In this year, I urge all the marketers and e-commerce entrepreneurs to focus on the audience and listen to their problems, suggestions and advice to drive more sales for your business.
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  • Profile picture of the author Alexandar33
    Very true words. Every coin have a two sides and what is matter the most is which side do you actually choose on the end. The same goes with Marketing so in the new year wish to all of you that you make wise choices in order to get the best profit from your work!
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