Marketing to a target audience is a very specific strategy within a marketing plan, to find the ideal customer for what you have to offer.
While you can find many books and training opportunities to help you learn this skill, let me show you a Biblical example that the Christian leader can learn from.
[tweetthis]”The Bible is a practical, relevant guide to success.” Trudy Beerman[/tweetthis]
Genesis 24:12-14 ““O Lord, God of my master, Abraham,” he prayed. “Please give me success today, and show unfailing love to my master, Abraham. See, I am standing here beside this spring, and the young women of the town are coming out to draw water. This is my request. I will ask one of them, ‘Please give me a drink from your jug.’ If she says, ‘Yes, have a drink, and I will water your camels, too!’—let her be the one you have selected as Isaac’s wife. This is how I will know that you have shown unfailing love to my master.”
This is a great passage for discussing finding the perfect life partner, but today I am focusing in on the business lesson if offers to those in management, and leadership.
Abraham’s goal was to find a wife for his son Isaac. For many of you reading this post, your goal is to find prospects. The strategy is really no different from the one coming out of this story in the Bible.
A Marketing Case Study from the Bible
Abraham was living in Canaan and there were many women there. Billions use the internet daily, open your front door and thousands pass by, yet from these group your prospect is someone that is a match for what you offer. The prospects that will convert to clients are out there but you have to be niche specific because despite the vast population, what you have is not a match for everybody.
So with no guarantee of a successful outcome, Abraham sent his servant to where his ideal prospect for his wife would be – back in his home country.
Genesis 24:37-38, 41 “And my master made me take an oath. He said, ‘Do not allow my son to marry one of these local Canaanite women. Go instead to my father’s house, to my relatives, and find a wife there for my son.’ [ ] But if you go to my relatives and they refuse to let her go with you, you will be free from my oath.’”
When you are ready to spend precious, hard earned dollars on your marketing and advertising, you need to be very aware of who you are trying to reach and go where they are. Within that vast generic population are many specific sub-groups and filtering down to that group is where you will find the best bang for your effort and money.
Having identified that niche, and where they hang out – now you have the best group of prospects, but again, not every one of those will bite and become a client or new member of your congregation or audience; but at least your offer is now out in the best pool for candidates. Here is where the Christian has a leg up over the unbeliever; we can pray and ask God for help. Non-believers will not ask, and even if they did, they will not believe there will be help having asked.
Christians have access to this incredible thing called faith and it baffles the unbeliever and they think us silly for it. Anyhoooo, humor me and continue to see how this marketing strategy continues to play out to a successful outcome.
Faith or not, may I suggest to you, the strategies employed here are solid and amazingly – without any credit to the Bible, are being taught for top dollar by leaders in the industry. The Bible is dishing out for free – but most of us never read it, or read it with blind eyes.
Not only did Abraham’s employee follow orders and go to the place where others like him would be found (resonating group), but he was looking for a woman, so he went to where the women hung out. Within the broader group of prospects, there was still an additional filter. He went to the well, because women would come there to draw water for the sheep. He went to the exact spot where he would find not just the right people group, but the women of that group – and there he waited and one more filter was added, he was looking for the woman who would do something very specific. This is the woman he was looking for.
How many of you can identify your Avatar, your ideal client, for target marketing? I have several Avatars and my marketing message is very different to each one. Over here at Profitable Stewardship, inc. My Avatar is not
- everyone in the world
- everyone on the internet
- every Christian
- Christian income earners
- Christian income earners who only want to be debt free
My Avatar for this site is the Christian income earner who wants to become a Profitable Steward (Biblical Manager), who enjoys debt-free wealth. Is that YOU?
So, this employee of Abraham hangs out at the well where the women come and guess what – he finds exactly the perfect candidate for Isaac’s wife. He finds a woman from the correct people group, she is beautiful, a virgin who meets his criteria of offering to water his camels – now, all he has to do is close the deal.
You see, even after your ideal prospect raises their hand and say, “Yes, I am interested in your offer”, there is no guarantee they will actually commit, close the deal, sign the contract. Your work has only just begun when you identify the perfect candidate, but convincing this person has a higher percentage of success than if you were still waiting for a bite from the large generic pool.
1. If this post was of value, may I ask that you comment below and share with me you take away or the point that resonated most with you? Pass it along to someone who needs this strategy or reminder today.
2. If you are a Christian entrepreneur who wants to expand your reach so that you increase your profitability, connect with me for a free 30-minute initial consultation. I guarantee you will feel heard, & leave the call with maximum value deposited into you. From there we can decide if continuing a relationship is mutually beneficial.