The Only Marketing Segment You Don’t Wanna Be Part Of — Cause it Will Kill You
We are all consumers. Of something. Products. Services. Whatever.
We are all consumers. Of something. Products. Services. Whatever.
You may not think much about it, but you are on a list somewhere. Most probably on more than one!
Chances are, you are also categorized into a specific segment.
This segment is important because it determines how companies market their products/services to you.
How they speak to you. What they offer you.
As a brand, and as a company, it’s crucial to have a profound understanding of these marketing segments.
But wait! What are these segments? Don’t worry, it’s not rocket science!
Most of the experts agree on 5 basic client segments in every niche or market:
Unaware (60–70%): This is usually the largest segment. A significant portion of the market may not even realize they have a problem or need.
Problem Aware (15–20%): These individuals know they have a problem but might not be actively seeking a solution yet. They are more engaged than the Unaware category but still early in the buying process.
Solution Aware (10–15%): This smaller group is actively seeking solutions to their recognized problem but may not be aware of your specific offering.
Product Aware (5–10%): These individuals are aware of your product or service but haven’t decided to purchase. They are considering their options and comparing different solutions.
Most Aware (1–5%): The smallest group, these are the people who are most familiar with your product and are close to making a purchase decision. They just need that final push or convincing to get from potential customer to client.
So, what does this mean for you? Whenever you visit an online shop, or subscribe to a newsletter, some smart software will put your email address in a list together with a segment.
And here you are. Until the software detects a different behavior from you, your data will remain in this segment.
Marketing gurus working with Systems like
ConvertKit
Getresponse
MailChimp
AWeber
and many more know you sometimes better than you do yourself.
But oftentimes the marketer or the company does not have a clear idea about you. And no matter how performant the system he uses is, you could end up in the wrong drawer.
In fact, being in the wrong marketing segment can be harmful and even deadly.
Let me explain this in a simple example.
Imagine, I as a homesteader want to sell delicious homemade cookies. You are on my list and I am writing you an email and offer you my cookies. But because I’m not as good of a marketer as I pretend to be, I marked you with the wrong segmentations. Instead of being marked as a “diabetic” and “peanut allergic” you’re only on my list called cookie-lovers.
Wouldn’t you get upset to get emails for cookies? That you can’t buy because they literally could kill you?
Now, I would be a complete hypocrite, saying that we don’t use customer segmentation. Of course, we do. At least we try…
And this brings us back to the initial statement about the “segment you don’t wanna be part of”.
I am helping busy individuals to find better sleep. There are at least 20 scientifically recorded reasons why people can’t sleep.
And while I am thinking about my next sentence, 15 more reasons pop up in my brain. With simple techniques and new habits, we can usually fix these problems in 90 days. As satisfying as this is for the client, it’s usually just scratching the surface.
Sleep issues are the “visible” part of much deeper-rooted problems. The lack of purpose, health, happiness, or good family relationships can be the real reason.
More and more often, we find that the customer’s actual wish is quite different:
namely more freedom, better health, independence, and a life according to their rhythm. And in a healthy partnership with Nature.
Because we live for years connected with Nature, we know a thing or two about this lifestyle of abundance and freedom. So, we help them to find their path.
And as in every market, we also have this Unaware client Segment! But how come?
Now, please help me understand. After several years of:
media propaganda
medical misinformation
inflation
housing crisis
uncontrolled immigration
food shortages
tax increases
unaffordable medical health
gender-nonsense
and climate change lies (yes! I call it lies. I’m a gardener — I know what CO2 is!!)
How can anybody get stuck in the Unaware segment? How can you not be aware that there is a problem?
That you HAVE a problem?
That you don’t have the skills and knowledge to survive a fucking week without electricity and closed supermarkets?
I am a licensed gardener and permaculture designer, I can start my food production tomorrow — anywhere on this planet. I can be self-reliant in any place in this world. I need a piece of land with soil and I start.
But what about the Unaware segment? How much time do they think they have? To learn, to execute, to improve?
It took me 15 years and mistakes of a value of 30k to reach today’s freedom and grade of abundance I have together with my wife.
And you are still unaware that There IS a problem?
Did you live under a stone for the last few years?
I don’t care if you want to learn from us or not (I actually try to work less — not more)
But I beg you: analyze your situation, your family’s situation. How would you handle things if the world turned upside down?
There is a huge difference between thriving on less or just surviving!
Don’t stay in the “Unaware segment” any longer — cause it will kill you…
Maybe at some point in your life, you’ll have (cookies) to sell. Some basic marketing 101 doesn’t hurt!
If you want to learn more about segmentation and especially how to speak the right way with your potential clients, please learn from experts who know much more about it than I do:
@TheCopyTitan
@HeyJeffFelten
@ItsKieranDrew
@PedrosWindfalls
I’m thankful for every one of these guys and some more. I’ve learned already so much. Thank you all.