The Name Of This Site Stinks

The name of this site stinks. I know!

"A good name is better to be chosen than great riches." - The Bible

A good name for a business or a website can have the same effect as a good headline for an ad. Which any half intelligent marketer will tell you is the single most important element of a good ad.
A good headline is aa absolute must to any successful ad. Without it you're dead before you start.

So Why The Stinky Name?
Strategy. Plain and simple. If you don't have one - Get One. Read on.
I personally don't like the name of this site. I see it and I cringe & seethe. Eyes rolled back in my head. I have a priest near by with holy water and...you get the idea
I had a few good names picked out that would have created lots of hits for this site. I don't want heavy traffic on this site. I want only one group - Independent Music Store Owners. (MSO's) Hence the name, MSO Monitor.

Others inevitably will stumble onto this site and will gain some insight.But a low profile is key to my objective. MSO's are my tageted audience. Don't sweat, I'm not about to throw a sales pitch. I am about to point out a very critical error made by most business people though. Not you...you wouldn't do this, but reading this will help you point this out to others who make this terrible mistake. Sorry, friendly fire.

Segmentation
Marketing is a skill. A powerful skill. Those who learn it will prosper and do very well for themselves. Those who don't will struggle at best. Want to make money? Big Money? Pay your bills and have lots left over - money? Learn everything you can about good marketing. Not advertising. Any dope can place an ad. Just read your local news paper. there are lots of bad examples of how to effectively waste your money on advertising.
Yes! Advertising is a part of marketing. Good advertising starts with smart market strategies. Smart market strategies start with selecting only a segment of your entire market. It's tough at first. Business owners throw all their money into one ad space hoping to gain a few customers at a time. Spend a little get a little. It seems logical. It's practicle. It's smart. Right?
If you have only $50 to spend on an ad make it count. That $50 targeted at the right audience will yield 10 times the ROI than $1000 wasted in ignorance. That's not an insult. This is free advice. You may know retail, but I challenge you to question how much you really know about effective marketing and adverising.
Placing ads simply to keep your name in the market place is known as saturation or branding. This kind of ad tells people "Hey I'm here...still open for business." But, it doesn't give them a reason to buy from you. The response to this type of advertising is "WHO CARES." I'm here is not a benefit. people buy benefits, ONLY. We're selfish and greedy creatures and that ain't going to change. Benefits are all that matters.
Lots of businesses exist in your town. How many do you shop? I know you eat everyday so you have to buy groceries. Which grocer do you shop with. Why? Where do you always buy gas? Why? Convenience, price, location?

This is an example of how powerful and effective segmenting can be. I challenge you this week to buy groceries some place different. Buy gas where you never buy it. In fact, do all your shopping somewhere else for an entire week. Notice how you feel when you go places you are not too familiar with. You don't know the clerks. You can't find anything. It's uncomfortable and frustrating. You have to move out of your comfort zone to learn new things that were unimportant to you before.
Why would you expect other people to feel any different about your business. This is simple consumer psychology.
Once you get that, you need to get this...Other customers were comfortable shopping where you were uncomfortable. They shop there often and enjoy the experience. They will keep shopping there even if you don't.

What's my point? You Ain't Your Customer. You don't know the thinking of every customer. Moreso, the thinking of each market segment. Your town is a community of several different groups of people. They all interact together but they all think differently. They may like each other but they don't hang out in the same places or do the same things together. Each segment or group has different values. Different interests. Different political views and buying preferences.
The secret to attracting these customers is by identifying each group as a different group and creating a marketing strategy tailor designed for each group. Your business can and does cater to several groups. But first you must identify each group. Find out as much as possible about each group them create a strategy that appeals to that group specifically.

That's why I chose the name of this site. Not to attract lots of traffic. To attract you. Once I have your attention I can help you. What I discuss on this site is not for any one and every one. It is for you MSO's only.
The name alone wont attract you so I have to use different strategies for getting you here. Once you are here I can have an impact. Once you see the usefulness of the informatgion you will recommend this site to other MSO's.
It's slower but ultimately it will be a faster approach than gaining huge crowds that I can't manage.

The other articles in this site will show you how to create and develop a powerful marketing plan that will drive herds of customers to your store.
Other articles will show you how to build profits. Big profits.
The key is to visit here often. Read everything. Post feedback so I can answer questions. Together we will win this crisis.

Until next time, Godspeed.