💡 Leverage Trigger Events (Issue 108)
Market to the right mindset
It takes a long time to turn a stranger into a buyer. The customer acquisition and sales conversion funnel can be an exercise in patience.
Do they have the problem you solve?
Are they even aware that you exist?
Are you considered a real solution?
Are you better than competitors?
Do they trust you yet?
Are they able to buy?
Are they ready now?
A few things can speed up the process. That’s why referrals are so powerful. When a trusted friend suggests a product or service, you are likelier to jump straight to the purchase step.
However, another critical hurdle is ensuring that your potential customer is in the right mindset to notice you and consider your offer. Focusing on trigger events can help with this.
If you blast your marketing message onto the internet, you’re simply hoping it will bump into the right people. But if you target trigger events, you’re more likely to align your message with how they are thinking and feeling.
Some examples:
Seasonal messaging. For example, when the colder fall weather finally arrives, people shift away from summer purchases and into fall and winter mode (e.g., cozy clothing, warm comfort foods, winter activities, vacations to escape the snow).
Holiday messaging. For example, people are more likely to purchase costumes and spooky decorations in October when Halloween is right around the corner. Good luck selling that stuff in January!
Shared events. For example, if you want to target recent college grads, ramp up your marketing in April and May.
Personal events. For example, turning 50 is a milestone that makes people start thinking about this next phase of life, and you can target that mindset.
Life events. For example, there’s a reason new parents are bombarded with goods and services for babies right after their first child is born.
I think you get the idea.
What types of trigger events are connected to the goods or services you sell?
How can you better time your marketing and advertising to capitalize on those moments?
I’m Larry Cornett, a Freedom Coach who works with you to optimize your career, business, and life. My mission is to help you become a more "Invincible You" so you can live your life on your terms instead of being controlled by someone else's rules. I live in Northern California near Lake Tahoe with my wife and our Great Dane.
