John Jantsch’s Dirty Little Market Research Secret
I was reading a book by John Jantsch called Duct Tape Marketing (Amazon Affiliate Link) and came across a pretty brilliant strategy for discovering where our collective head is at by reading People magazine. Especially if your target-market is US wide and between 25-54 years of age.
People has been the most circulated magazine for the last 20 years. This presumably gives us a glimpse into our collective psyche.
A cursory scan of People while enjoying a cappuccino at your local Barnes and Noble might suffice to get into the heads of your prospects. And this could prove to be tremendously useful in devising your marketing strategy.
Interesting fact. You might think of People as a magazine for women. Turns out, 33% of its readers are men- about 12 million)
By reading People you might be able to:
- Get the feel for what the majority of Americans want to fight, find, lose, gain, give, embrace, etc.
- See design and copy that is easy to scan, read and digest. (Note: “Copy” is an industry term for any piece of advertising text.)
- Uncover story angles that could apply to your organization’s PR.
Bullet points taken directly from Duct Tape Marketing (Amazon Affiliate Link).
What do I think about this?
This rings true to me. Especially given the fact that it’s the most circulated magazine in the last 20 years. However, this “secret” is completely irrelevant if your target is a very narrow niche.
Does it ring true to you? Are you one of the people that reads People? Will you give it a shot now that you know about this little research nugget?
I know I will.
I recommend these books for further research.
(Amazon Affiliate Links)
Cashvertising by Drew Eric Whitman is quick, easy, jam packed with great info.
The Culture Code by Clotaire Rapaille is in depth, well researched, head and shoulders above the other books in the similar vain.
Buyology by Martin Lindstrom Like the story of Goldilocks, this one is neither too quick nor too in depth but it’s just right for anyone who wants to have a really practical understanding of what motivates buyers. It rounds out the set nicely.