In this installment of List Building Tips, I want to talk about multi targeting. This is something that very few people do, which makes it all the more effective if you do it correctly. I'm going to explain what multi targeting is and how to properly do it so that you can build your list in places you never expected.
First of all, what is targeting? Targeting is when you go after a very specific group of people related to your niche. For example, let's say you were into the game of Magic the Gathering, as I am. It's a collectible card game. Now, those first and last words, "collectible" and "game" should right away give you an idea of what multi targeting entails. But let me spell it out.
Let's say I was selling a book on how to play Magic the Gathering, which I actually do, and I was targeting that book at people who actually play the game or want to learn how to play the game. My initial methods would be to focus on the part of the book that teaches the rules and strategies of the game. With me so far? Good! In building my list, I would focus those efforts on the same thing. That would be ONE target market.
However, as I said, this is a "collectible" card game. So, in addition to actually "playing" the game, there are people out there who collect the cards as well or instead of actually playing the game. Yes, some people don't really care about playing and only collect the cards because many of them are worth a lot of money. An Alpha Black Lotus goes for thousands of dollars if you can get your hands on one.
So, what I would do, assuming that my book also covers the collectible aspect of the game, is create another campaign that promotes the "how to get good deals on cards" aspect and build my list accordingly. Naturally, in order to do this, you would have to make sure that your newsletter focuses equally on the collectible aspect of the game as the playable aspect of the game. Otherwise, one target market or the other might feel cheated.
This does two things. One, it gets people onto your list who you might not have gotten had you only targeted either the playing or collectible aspect. Two, it allows you to make sales off of two different markets from just one product, again, assuming that one product has something that will appeal to both markets. This is something you might want to research BEFORE you actually create the product itself. But that's another topic for another time.
And imagine if your particular product could actually appeal to several different markets. If you're selling special edition Monopoly sets, you could be appealing to those who like Monopoly, those who like special edition sets of anything, those who like board games in general and those who like collecting games of any kind. The key is to look at your product and your list and see how many different markets you can appeal to.
Done correctly, this tactic can grow your list faster and bigger than simply focusing on ONE target market.
To YOUR Success,
Steven Wagenheim
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