A short marketing talk by Jeff For Local Marketing advising businesses to identify the ~80% of revenue-driving customers and tailor communications to that specific audience. He recommends using their language, cultural touchpoints (music, TV, magazines), visuals (colors), and examples to increase engagement — illustrated by a personal anecdote about shared California origins prompting immediate recognition.
Where's 80% of your revenue coming from? And get good with that and then take this next step. What's the language that they use? What's the music they listen to? What are the, what are the, the magazines? If they read magazines, what are the magazines they read? What TV shows do they watch? And all of a sudden you start saying, hey, when I create content.
It integrates their language. Because what this does is when people are scrolling through their news feeds and they see something that looks and feels like them and connects with them, they're more apt to stop. I'll give you a perfect example of this. I'm on a bus several years ago and I'm in New Jersey. I'm on a bus and there's a lot of people there. And someone overheard me saying I was from California. From near the back of the bus, someone yells, hey, I'm from California. Where are you from? Now, I don't know if you realize this, but there are about 40 million people in California. What's the chances of knowing each other? But they stopped what they were doing. Why? Because there was some familiarity. They were in New Jersey, I was in New Jersey, we're both from California. There's a commonality. When you try to talk to everybody on the bus, nobody listens. So I want you to think about who on that bus is your ideal customer that produces 80% of your con of your, your sales. That's where I want you to start. Speak to them as if they're 35 to 40 year old women. Make sure you use the right colors, reference the right type of programs that they watch, the books that they read, all that type of stuff. And what you'll see is your communication will go up dramatic, dramatically. And the chances of you probably making better sales, higher quality sales are going to be better.
That's really what I wanted to share with you today.
