You know what time it is! It’s time for Thirsty Thursday! Thirsty Thursday is the award-winning piece of content from Hasseman Marketing where we take a mystery drink out of a piece of branded drinkware! Be careful…it’s not for everyone. It’s often colorful and it’s always fun. This time, we go on location to Huck’s Tavern and join forces with Peyton Johnson and Marley Cumbee to try some drinks from one of our favorite watering holes! Watch the latest episode here!
We love our Thirsty Thursday!
It was really fun to be on location at Huck’s Tavern! As you can tell, Kirby loves it there! If you want to learn a bit more about many of the cool locations that Coshocton has to offer, check out the Choose Coshocton website here.
At Hasseman Marketing we are so excited to announce that Kirby Hasseman is releasing his new book “Hit The TARGET.” The new book, which is a parable, is based on the TARGET marketing framework that we teach our clients in order to market their organization better.
“I am so excited about this new book,” says Kirby Hasseman, CEO of Hasseman Marketing. “I have never written a book like this and I hope it will make our TARGET marketing framework relatable to everyone.”
The new book is about Michael Mark. Michael’s life is in shambles. His wife died in a tragic car accident, and his business is falling apart. Michael gets a call from the bank and learns that he is about to lose his family home…and he has 3 weeks to save it. Michael meets Charles and begins to learn to take control of his life. Charles teaches Michael about the TARGET marketing framework in order to help him turn his business (and his fortunes around). While the lessons are powerful, will Michael be able to turn his business around in time to save his home? Will he be able to Hit the target?
Kirby Hasseman is the author of several other books including Delivering Marketing Joy,Fan of Happy, and the Give First Economy. In addition, he is the CEO of Hasseman Marketing. Hasseman Marketing is a full-service marketing agency in Coshocton, Ohio. Learn more about Hasseman Marketing at HassemanMarketing.com.
It’s time for Thirsty Thursday! Thirsty Thursday is the award-winning piece of content from Hasseman Marketing where we take a mystery drink out of a piece of branded drinkware! It’s funny. It’s irreverent. And we will show you some really cool merch as well! This week we feature the Padova Series from our pals at Moderne Glass. But wait…there’s more! This time, we celebrate Briar Swigert’s 21st birthday by welcoming him to join the show! Watch the latest episode here and help us wish Briar a happy birthday!
Why Should you consider the Padova Series?
This double-walled vacuum-sealed drinkware piece has a great look and several colors to choose from. And the price is right as well!
It’s time to reach…and it’s time to build your reach. This blog is part of an ongoing series of blogs featuring the TARGET Marketing Framework. You can get our TARGET Marketing Playbook for FREE here. Now let’s talk about how to increase your reach in business.
The first part of Reach is to simply reach across platforms and start to build your brand. This is when you want to create content targeted at providing value to that perfect customer. The format may vary (as will the social media platform), but you must create more content than you are comfortable with.
This is when you will hear that voice in your head…pushing back.
The more you push, the louder this voice will get. You will hear things like:
“Who do you think you are?”
“No one wants to hear from you!”
“This is too much!”
“You are full of yourself!”
“Yeah, but…”
And much more. This is the voice inside your head that is trying to keep you safe and comfortable. And when it comes to Reach…you will need to get uncomfortable.
Gary Vaynerchuk, in a recent interview, said that you need to be creating up to 40 pieces of content a day, across Facebook, Instagram, YouTube, Snapchat, TikTok, and LinkedIn. Read that again. 40 pieces of content per day!
Hear that voice yet?
While I am not going to prescribe a specific number of posts you need to make per day (though I love that Gary V does), I will say, it’s more than you think. This is brand building in a noisy world. One post per week is not going to cut it. You have to force yourself to reach.
It’s time to Give First
I have said that we are in a “Give First” Economy. The entrepreneurs, marketers, salespeople, and organizations that provide value first, are the ones that are going to win. This builds trust and integrity with the exact audience you want to reach. It means you are creating content that actually provides value.
So many small businesses use social media like all other forms of advertising. They just sell, sell, sell. And while there is a time to go for the sale (we will talk about that next), now is the time to answer questions, give tips, and entertain. During the R stage, you are building the relationship and building a brand.
Need a basic jumping-off point? Start with the ten questions you find yourself answering all of the time. Now create content that honestly and thoroughly answers those questions. These might be blog posts, TikToks, YouTube videos, and Instagram posts. But by answering the questions and giving first, you are starting to build a real relationship with those you want to serve.
Finally, while you are Reaching across platforms, don’t forget to build your Reach. What I mean by that is, to keep nurturing the list you are building for your organization. Now is a great time to continue to promote your lead magnet. It’s also a great time to deliver this relevant “give first” content to your list.
This is a great way to continue to build the value of your list by giving them value on a regular basis (that is not just a sales pitch).
Hasseman Marketing, a leading marketing company in Ohio, has been named to the PPAI 67 Best Companies to Work For list. This recognition is a testament to the company’s commitment to creating a positive and engaging workplace for its employees.
According to PPAI magazine, the 67 companies that made the list were selected based on several factors, including employee engagement, work environment, benefits, company culture, and opportunities for professional growth. Hasseman Marketing stood out among the many businesses considered, thanks to its exceptional performance in these areas.
“This is such an incredible honor,” Hasseman Marketing CEO Kirby Hasseman said. “I am so proud that our team has created a culture where we all want to work together…and do great work for our clients.”
One of the reasons why Hasseman Marketing is such a great place to work is its dedication to fostering a culture of innovation and creativity. Employees are encouraged to think outside the box and come up with new and exciting ways to help clients achieve their marketing goals. This approach not only benefits the company’s clients but also allows employees to feel valued and appreciated for their contributions. In addition, Hasseman Marketing works to create a culture of fun.
Overall, being named to the PPAI 67 Best Companies to Work For list is a significant achievement for Hasseman Marketing. It is a testament to the company’s commitment to creating a positive and engaging workplace for its employees. As the company continues to grow and expand, it is clear that it will continue to prioritize employee engagement and development, setting an example for other businesses in the marketing industry and beyond.
How can you hit the bullseye if you don’t know where the TARGET is? How can you identify your perfect customer?
This seems like such a basic question, right? But so many businesses and marketers are trying to do exactly that. They create a product or a campaign that is designed for everyone. And if everyone is your customer, no one is your customer. You just don’t have the time and treasure to reach them all.
But when you dial down, into that specific niche that your product is really designed to serve, you CAN reach them directly. And every once in a while, they can help you reach the masses.
It all starts with that perfect customer. Your TARGET.
Now you might be thinking, “Of course. I already know that.” I believe you. But as I have stated hundreds of times before, my favorite quote is:
The greatest distance in the world is the distance between ‘I know’ and ‘I do.’
We all know the things were are supposed to do. We know it. That is why it’s so easy to give other people advice on fixing their problems. We know what to do. We just don’t do it.
Want to lose weight? We all know how to address that. Eat better and work out more. And yet, there is a $58 Billion industry created to solve that very problem. You know, the one I just solved with 5 words.
So, before you completely dismiss this out of hand, ask yourself this. Have we spent the time to create our perfect customer (s)? Do you really know them? And are you creating marketing messages directly to them?
If so, kudos! You are ahead of most in your space.
If you have not spent the time, this is the perfect place to start. Because once you know your perfect prospect or customer (your T), it can totally change how you go to market. You can create more effective messages and have less waste.
And maybe more importantly, you can better serve them. You can create offers that they will not only enjoy, but you know they really need. You can create customers that are not only transactional but are raving fans.
But it all starts with REALLY knowing them.
If you already have a business, you can start looking for your ideal customer inside your current client base. As Mike Michaelowicz tells us in his amazing book The Pumpkin Plan, you know when you see your customer number pop up on the phone. There are those customers that pop up and your first response is “ugh.” These clients are often high maintenance, low profit, and hard to deal with. They just don’t seem to value your work…and you don’t like working for them. These are obviously NOT the perfect customer.
Then there are the clients where you have the opposite response. You love it when they call. You are more than happy to drop what you are doing to chat with them. And you enjoy the work you are doing with them. Now you are getting closer.
The final mix is, they have to have the money to spend. When you can find the customers that you enjoy serving, AND they have the budget, you might be getting close to (at least one of) your ideal customers.
“Okay,” you might be thinking. “But what if I don’t have an existing business?” Or maybe…you just want to start this exercise from scratch. Maybe your ideal customer is not in your existing customer base…or you want to start a business and are not sure where to start.
Let’s dig into a few questions that you can start with to determine your ideal customer. These are just a few designed to get your juices flowing. As you dig in closer to your ideal customer, keep going. The more specific you are, the more likely you can craft a message (and more products) that can reach and serve them better.
Here are some questions to help you identify your perfect customer.
Is your ideal customer a man or a woman?
How old is your ideal customer?
Where do they live?
What is their lifestyle/marital status?
Do they have children?
What is their favorite social media platform?
Where do they hang out? Who do they spend (the most) time with?
Do you know what they do for fun?
What conferences do they attend?
What is their job?
As I said, keep going until you have a specific and clear picture of that ideal customer. Once you have them pictured in your mind, write it down. Now that you have them on paper, can you see how you can craft a message just for them? Can you see how you can go to the places they are?
While this exercise might appear simple, it’s foundational. You will build all of your other activities on top of the T. And once you have mastered your “one perfect customer,” you can go back to the drawing board and do this again to expand your market and your marketing.
