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Aspirational Marketing.

Connect your audience to their ideal self-image.

Again something pulled from my unpublished archives… this time a 'purposefully unfinished' post-in-progress to encourage thinking.

My original notes say it's 'quite-largely swiped & loosely adapted from a Chris Williams piece' (about building better radio station brands).

Here's the post…

Aspirational Marketing.

How do we create messages about which 'our audience' will feel loyal and with which they actively bond? How do we get them to connect?

Aspirational Marketing begins by defining the values that will result in our audience achieving their ideal self-image. For the average person such values are likely to be drawn from a variety of characteristics—from which a few combine to create a unique profile.

When our message comprises words that have real meaning to our audience, they feel closer to their ideal self-image.

Within a complete marketing strategy, we have to get the vibe internally before we take it external.

What role does our activity play in the market?

What needs do those in our audience (and potential audience) have?

What do we provide that makes us a better choice than any other?

These are issues we need to consider before opening the distributor kit and strapping ourselves to a slogan. In essence: 'what defines us?'. And 'why should they care?'… or rather 'why they should care'.

Smart Network Marketers recognize the need to be more than a product jukebox. In order to truly connect with an audience, we define and present more than just a solution.

Applying Aspirational Marketing successfully, we identify our audience's aspirational values—those values that will result in our audience achieving their ideal self-image—and thereby establish and reinforce genuine connection… closely associating the product/service offering with the real/perceived need therefor.

The basis for a duplicable system, we further inter-connect among our audience—bringing-together those with the same aspirational values. Providing our audience with a means/place to connect with each other, we become 'the excuse' for people to come together as sub-cultures with similar/shared loyalties that coalesce.

This is how we re-engage our audience, to get them to seek association with our message… by serving as middle man for the values that make them feel smarter, more attractive, funnier, a better human being.

For each audience these aspirational values change—we discover them and work to connect our audience to their ideal self-image. Define the audience and they will define 'our brand'. The closer we bring our audience to ideal self-image, the more important we become in continuing that self-image.

Reduced to pulling a one-liner summary, I'd plump for: 'People want things that make their lives the way they wish they were.'

My suggestion to you, the Network Marketer wanting to develop an intelligent & authentic successful enterprise, is simply this:

Can you use that to help develop a commercial op?
How?
Do you?

Filed by g on August 3 2007

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