Why TIMING is The Unsung Hero of Marketing
It’s not about what you’re saying, but WHEN you’re saying it
Ever heard of the Zune? No?
You’re probably too young then!
It was Microsoft’s answer to Apple’s iPod.
By all accounts, it was a good product. But the problem?
Timing.
Microsoft introduced the Zune way after the iPod had gained dominance.
The iPod had the first-mover advantage. And Zune?
Even though it was useful, it is now just a blip in tech history.
What’s the point of this history lesson?
To show you the importance of TIMING.. and how even a good product can fail if marketed at the wrong time.
If this is the first time you’re reading an article by me…
Hi, I’m Rahul Choudhary and I’m the founder of Beef Up Media, the go-to email marketing agency for Creators & SaaS businesses.
⏰ Understanding the Customer’s Journey and Timing
You’ve got a product or service. Great!
But when should you introduce it?
As I have already shown you… Timing is important.
To understand timing, you first need to understand the basic awareness-decision model:
- Awareness: It’s when your customer realises they have a need. This is like realising they’re hungry but aren’t sure what they want to eat. This is also further broken down into different stages, as shown in the graphic.
- Consideration: Now they’re looking at options. It’s like deciding between a burger and a salad.
- Decision: They’ve made up their mind. They’re reaching for that Big Mac burger!
Knowing which stage your customer is at helps you time your pitch just right.
🤔 External Factors Matter Too
But that’s not all!
There are external factors
For example:
- Seasonality: Selling winter jackets in July? Maybe not a good idea if you’re in New York or New Delhi.
- Market trends: Remember the fidget spinner rage? If you had jumped on that trend early, you’d have made some bucks. But slightly late, and you were stuck with silly toys nobody wanted.
- Global events: The pandemic saw a surge in home workout equipment sales. Suddenly, all the lazy people decided to move their bodies.
So timing isn’t just about the clock ticking.
It’s about understanding the world around your customer.
🎁 If you’re struggling to define your perfect customer… Check out my FREE Customer Clarity Kit. It’ll help you discover everything about your perfect customer, so you can target the right people with the right message at the right time.
Which brings us to…
♻️ The ‘Marketing Circadian Rhythm’
Homo Sapiens are creatures of habit.
We often don’t realise it, but there’s a natural rhythm to when we’re most receptive.
Let’s say you’re targeting office workers.
Bombarding them with emails during their busy Monday morning?
Maybe not the best move.
But a well-timed break-time notification?
Bingo!
🫵🏻 Your Next Steps
Here’s your action plan:
- Map out your customer’s journey. Understand the stages.
- Keep an eye on the world. Stay updated with current events and trends.
- Identify your customer’s rhythm. When are they most likely to engage with you?
Combine all these, and you’ve got yourself a strategy that strikes exactly when the iron is hot.
Remember that knowledge isn’t just power. It’s profit.
⇢ The right message at the right time can turn a potential lead into a loyal customer.
So… it’s not just about ‘what’ you’re saying but ‘when’ you’re saying it.
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