Summary: Are you invisible to your target market? Do they even know you're alive? This goes back to the idea of money versus time. Because one of the advantages of social media is that if you have more time than you have money, you can spend more time posting and contacting people directly on social media.<br> <br> If you have more money than you have time, then you can run ads and you can get your ads in front of people without having to sit in front of the computer all day. So there are definitely different ways to accomplish this.<br> <br> If you want to become visible though, you have to have one or the other. You have to have time or money. You can't be out of both.<br> <br> Well, I have no money and I have no time to do this. Well, at that point, you're out of business. <br> <br> <br> <br> David: Hi, and welcome to the podcast. In today's episode, cohost Jay McFarland and I will be discussing the topic of, Are You Invisible to Your Target Market? Welcome back, Jay.<br> <br> <br> <br> Jay: Thank you so much, David. This one is tough for me because when you know you have a product that people want, you just know it. And you know if they could just learn about you, that you would be able to sell this product and you just know they don't see you. It's a frustration. It really is.<br> <br> David: Yeah, we've talked about this topic before. I've talked about this topic in live presentations and probably in previous podcasts, and one of the reasons that I keep coming back to it is that it really resonates with a lot of people in business, a lot of sales people, a lot of business owners, because it is so important.<br> <br> The idea of being visible or invisible to your target market is going to directly impact your ability to make things happen. And what I find kind of fun about this topic, to the extent that it can be fun, is that a lot of times in the movies or in television, invisibility is generally viewed as a big advantage.<br> <br> It's an asset, you know, Ooh, wouldn't it be cool if I'm Harry Potter and I've got my invisibility cloak, and I can do all sorts of things that are cool and fun. But in business invisibility is just deadly. Because, as you indicated, if the people who could benefit from what you're offering don't see you, don't hear you, don't know you're there, don't know you are alive, then you have absolutely zero possibility of selling to them.<br> <br> So in evaluating that question for yourself, are you invisible to your target market? It's probably a good idea to really think it through, and don't assume that you are more visible than you might actually be.<br> <br> Jay: Yeah, we know about assumptions, right? But I think this is also important because a lot of people will only focus on advertising that gets them leads or some type of returns.<br> <br> There's a whole nother level of advertising where it's just brand awareness. You're probably not going to generate clicks, but if you can be one of the options in their mind, you know, if you're a plumber and you're not necessarily getting a lead every time you send out a postcard or something, but when that toilet finally goes down, if you're one of the three that they think about, then you're so much closer. And so that's a part of advertising that I think a lot of people miss.<br> <br> David: Yeah, I completely agree. I think another problem that people run into sometimes with this is that they're trying to be everywhere at all times with everyone. And unless you have an unlimited budget, that just doesn't work. So you can get in front of a whole lot of people who have absolutely no capacity to buy from you.<br> <br> I've worked with businesses in the past that were running radio ads and they were business to business businesses. And they're running on music stations, and I'm like, okay, well, it's possible that there are some business owners or some people who could bu...
