It's rude to point.
But is it?
In the game we're playing here, it's definitely not rude to point.
That's because wherever on the strategy chart the marketing dough wheel pointer points its pointy point on, you'll make a lot more money because of it.
So, let's SPIN!
And the pointer has decided to land on...
DATABASE SEGMENTATION!
Now if you've decided your mind is going to switch off here because you think this is the most boring of all things you can talk about...
Then realise this:
MOST Owners and Entrepreneurs would rather spend and invest a ton of money in bringing new customers in, and because of that, neglect the cashflow river that's sitting right under their idle noses.
What that means is when you look at your database, you'll find a number of assets.
For example:
Customers who've bought
Customers who haven't bought in the last 30 to 90 days
Enquirers who have not been converted into buyers
Customers who have refunded
You'll also find, depending on how up to date your customer database technology and sophistication is, you'll be able to segment your customers into tight subsections.
For example:
Age
Sex
Geography
Education
Okay so what do you now do with all this valuable insight and information you'll gain by taking the small amount if time to start slicing and dicing your list into the various categories and sub categories?
You start making a whole lot more money, that's what'll happen.
Because now you can start creating simple campaigns to the different segments and categories of people on your list.
And remember this;
There's no profitable joy in sending out a one size fits all, campaign or promotional communication.
Unless of course you deliberately want to annoy and hassle your customers into receiving promos and communications that just aren't a right fit for them.
You're much better served, as your customers and prospects will be, to send them specific versions of communications to be just for them.
No fun receiving a communication dealing with health issues for people over 70, if you're 40 and have zero health issue whatsoever.
No fun receiving a communication if you've not made a purchase from a company or business in the past, yet their communications refer to you as a loyal and valuable client of theirs. Makes no sense if you've a special offer to those who've previously bought your highest price offering to date, to then sell them the exact same offer again.
No sense in any of that whatsoever.
And it only makes no sense because there's no dedicated enough or committed enough in the business to seriously want to treat their customer database and spending records as the most important piece of intel in the businesses' vaults.
Because that's what they are.
And if you've admittedly not been a dedicated bloodhound of your own business (or your client's business) to date, where you've not taken it upon yourself to want to mercilessly dig into every single possible permutation or combination of the various lists and sub-lists that exist in your business, then why not change that habit starting right now, in this present moment?
Because when you do, watch the money gates open.
And also... watch the almost theatrical way how your straining pupils pop out of your eye sockets because of what you're now able encounter from a money and cashflow perspective, something that you couldn't, previously.
DATABASE SEGMENTATION AND COMMUNICATION VERSIONING ARE THE ULTIMATE ON-GOING, TWIN-POWER MONEY MAKER's for your Business.
But... only if you choose to fall in love with it all and where you consciously and deliberately choose to become a serious student of your own business.
You can work just this strategy on the marketing wheel and let it serve you profitably, for years to come. You don't need to complexify things and have zillions of ideas and strategies all going off at the same time... only to realise that you're not really capitalising on any of them to any great depth or degree.
However...
If you're a proper thinking marketing person, you'll not just rest with the database segmentation strategy for you to make it rain in your business; you want more so you can make more and then do more good with the more you make.
So sit tight, because the next marketing wheel spin appointment is on its way.
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