You Marketing is to reach the right person, with the right message, through the right medium, at the right time. But there are many marketers that get caught up in details like colors schemes, the name of their URL, using the right magic words, and choosing the best font. To be honest with you, when I started out, I also got caught up in details too.

You see, these details are all important and helps optimize your efforts, but if you’re saying the wrong things to the wrong crowd through the wrong medium, at the wrong time then all those fancy and nice details are not going to matter at all. So, in this article I’m going to share with you the four important marketing Rs’ that will make you a sniper rifle in hitting the right target.

Right Person

In order to lay the foundation for the rest of the marketing decision you make, you need to understand who your target audience is. When marketers talk about target audience, it means finding the right person. Within the right audience it is broken down into two categories:

1. Demographic - This means information that is categorize by people’s age, location, occupation, sex and income.
2. Psychographic - This means information that defines people based on their interest, for example, like people who collect stamps or the type of sports that people play.

You can gather many of these pieces of information on your website or in your check out process when they purchase something from you. You can also send a short survey to your customers via email and offer an incentive or special report if they fill it out or you may also consider arranging what is called a focus group where you gather a small group of 15 to 25 of either your customers or your potential customers and probe deep into their minds to find out what makes them tick.

Here is an interesting true story that you might want to know:

BMW asked all their customers to mail them pictures of themselves in front of their newly purchased car. You see, customers just thought that they wanted to see how happy they were in front of the newly purchase car, but to be honest with you, they hung them in a room and used it for research. I know you will ask what sort of research are they doing with those pictures? You see, in order for them to have a clear picture of the perfect candidate to target, they need those pictures. Clever?

Right Message

Once you are able to understand who you’re talking to, you can start to understand what their trigger points are. In case you don’t know what trigger points means, it means emotional buttons with consumers that get them to take action. You see, human are emotional creatures. We buy with our emotions and then try to rationalize them later with logic.

If you can find out what they need and what drives them to buy then you can start to talk about those emotions in your marketing messages. Let said, think about the last thing you purchase for yourself, what was the selling point or message that drive you to take action?

You can actually do an “Ask Campaign” to find out the right message using PPC (Pay-Per-Click) to ask them what is important to them. If you set up correctly, they will respond to you the answer to their trigger points. You should also need to find out where you target audience usually hang out on the internet. Post a question and see how they respond.

Right Medium

You see most of us are going to use internet to talk to our target audience because it can often have the biggest return on investment and lowest cost entry. But think again, what if your target audience is an old person who rarely log onto the internet?

You see, you need to know the pros and cons of other mediums and how they work. As you should know that some target audience may be internet savvy, others may only read newspaper or printed books. So if you can understand their daily routine of your target audience then you can start to use multiple mediums to talk to them. You need to hit them at the right time, but you also need to know how to reach them as well. Below are some example apart from the internet:

• Direct mail
• Newspaper
• Yellow pages
• TV
• Radio

Now, all of us will probably use the internet and because of that, we need to break this down further. Below are some example of mediums on the internet:

• Banners
• Blogs
• Videos
• Social Networks
• Forums

Right Time

This is a real hard one to control, as you know, you simply cannot force the right time on people. But wait, you can try to create the right time with a “Once In A Life Time Offer” or “This Weekend Only Sale.” You see, by letting customers know that there is an expiration date to the sale or a limited supply of products, you can create a sense of urgency that will help make it the right time for your customers.

You see, if all of these four Rs’ are in place, then you can have fast sale and be effective with your money. So take this moment to think how you going to apply this four marketing Rs’ to exponentially increase your sales.

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