Message to Market Match: Why It Matters
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I first heard the phrase “message-to-market” match from an early mentor, Alex Mandossian. He explained its meaning in great detail but I didn’t get it. In 2006 this was too abstract a concept for me to wrap my mind around and I filed it somewhere in the back of my mind to retrieve at a later point in time. That time came sooner rather than later as I experienced greater success when my messages began to meet my market where they were at that point in time.
Here are some examples of how I have used the concept of message-to-market in my business:
Recently I was honored to give the keynote speech at a live marketing event for people who are interested in starting an online business. There were almost two hundred people in attendance and they had all checked the box that indicated they were currently employed and had never owned a business of any kind. My goal was to meet them where they were on that day and not where they would like to be in six months.
The people in this group are at the beginning of their entrepreneurial journey. Actually, they are at the “pre-beginning” stage because they may decide this path isn’t for them after hearing me and two other speakers share our knowledge and expertise with them.
At that event I only shared some of the basics about marketing and entrepreneurship. This includes committing to work for yourself and building a business, choosing a niche, starting a blog, getting your message out to the world, and finding two or three products in your niche to recommend to others as an affiliate marketer.
This week I’ve been working on my upcoming micro course for affiliate marketing. When I earned my first income online in 2006 it was by recommending a product to people who were an excellent fit for it. My efforts were a perfect message-to-market match between the product and the prospects. The new micro course will be a match for those who sign up to learn from and with me.
We must meet people where they are right now, not where we are right now or where we would like for them to be. Does this make sense?
If your prospects are interested in walking for exercise and improved health, you can’t sell them equipment they will need to run a marathon. They aren’t there, and may never be.
