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The Performance Blog

Improve Your Organization's Performance

Following the Platinum Rule for Targeted Digital Marketing

Posted by Katrina Stewart on Mon, Jan 09, 2017 @ 09:00 AM

How do you sell without tripping the trigger that makes buyers view your product or service negatively? The answer to this question lies in understanding the buyer's journey and understanding how targeted digital marketing improves the experience of customers.

Analyze your own purchasing process.

The best way to understand the buyer's journey is to analyze your own thought process when you make a purchase. Use this information to influence your prospects. In other words, put yourself in the buyer's shoes and make decisions based on how you would want to be treated as a customer.

Get personal with it.

The first benefit to using this approach is that you are in the buyer role at various points in your day-to-day life. Use your experience in this regard, as your first barometer.

Think of it as an internal measurement of what "feels" right and determine what should be reevaluated. Most importantly, think about how your own experience can relate to the target market for your purposes.

Take a step back.

Now rather than running with this completely and assuming that because it passes all of your internal checks, it must pass others. This is the tricky part. It is important to keep in mind that this is simply a reference point to the potential internal experiences of other buyers.

Rather than simply making a blanket assumption that all buyers are like you - following the Golden Rule; instead apply the Platinum Rule to best approximate potential buyer's mindsets.

Follow the Platinum Rule

The Platinum Rule states simply to do unto others what they would like done to them.

 "Everyone is different, and the truth is that in many cases what you'd want to be done to you is different from what your partner, employee, customer, investor, wife, or child would want to be done to him or her."

- Dave Kerpen, The Art of People.

Important Tip: It’s just a starting point.

The important distinction to remember is, though other people may not go through the same mental and emotional processes as you when making purchasing decisions, your own internal reference point will have some connection to theirs, albeit at different points of the same spectrum.

For targeted marketing, you want to keep in mind that you have more similarities than differences with other people in making buying decisions. With this knowledge, you can note the differences, and take action with that intelligence.

This is the key that will separate you from those who simply make a naive assumption of perfect psychological compatibility across the board and apply it to their marketing approach.

Be genuine and natural.

In the long run, no matter how much we don't like being sold to, targeted digital marketing that follows the Platinum Rule is a way to present a product or service that will feel natural and helpful to the customer throughout the buyer's journey.

Don't be afraid to hire a professional for advice.

There is no shame in getting advice from people who do this for a living. Getting help is simple and can even be done online. 


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