Who is your target audience, and what do they want?

(This is a vital question for your marketing, and the ideal starting point for making your marketing effective)

In a recent survey (by Anne Seig) NONE of the entrepreneurs asked (~22,000) could actually answer – Who their target market was. So if you are struggling to find your target market then here is an exercise that walks you through

“Who is your target audience is, and what do they want?”

It starts with asking and then answering the right questions:

  • Who is your target market?
  • What are they looking for?
  • What are they thinking about?
  • What are they talking about?
  • What problems are they facing that you can solve?

To make this even more real a scenario, let’s pretend we’re selling a nutritional shake that is designed to help people lose weight. And our goal is to sell as much of this product as possible.

In order to be successful with this, we have to know who we’re talking to. It should be so tight that you could almost name them, if you knew their name, but you should be able to recognise who they are. Therefore your definition has to be ULTRA SPECIFIC.

I am going to call this a campaign because we can create multiple campaigns that target different audiences. There are always several audiences we can consider. We just have to choose ONE and start.

Here are three SPECIFIC examples for two DIFFERENT audiences we could consider targeting:

  • Post pregnancy woman who would like to lose the remaining pregnancy weight that they’re still carrying 6+ months after having given birth.
  • Woman who want their husbands to lose weight, be healthier, have more energy and have a quick replacement for lazy fast food decisions when they’re in a hurry.
  • People who have purchased weight loss products before, but are always frustrated with the results.

Do you see how you’ll “speak” to these audiences differently?

Do you see that for each group you will relate differently to their pain?

It’s significantly different for each of the target audiences.

There isn’t really anything complicated about this, but it does require effort.

Your message has to be tailored to each of these audiences.

That means your capture pages, your emails, your blog posts, your Facebook updates, your webinar presentations, your offline presentations, YOUR ADS, even your conversations … must zero in on this specific audience.

Let’s take a closer look at the first example from above…

We’re going to target post pregnancy woman who would like to lose the remaining pregnancy weight that they’re still carrying 6+ months after having given birth.

Let’s think about this even closer. We have to if we hope to reach any audience.

Here are the deeper thinking characteristics of this audience:

  • They’re nursing. Therefore they burn a lot of calories and get extremely hungry — fast.
  • They’re consciously mindful to eat healthy. It’s an emotional value.
  • So they read books and magazines popular for good health, preparation of healthy “green” recipes. Take the spinach smoothie recipe for example. They like it. It’s so healthy it feels healthy. But whenever they do drink them, it doesn’t fill them up enough. They quickly get hungry again, and it’s this perpetual hunger that is both an annoying frustration as well as culprit for not being able to lose those nagging last few pounds (or more).
  • They don’t work. They are stay at home mums.
  • They arrange play dates with other like-minded mums that have kids near or at the same age.
  • This audience has their own social network both offline and online (primarily Facebook). It’s the offline activity that feeds the online social activity that initiates more offline activity – unique cycle. This creates a lot of word of mouth social proof about any number of things – weight control is one of them.
  • Money IS an issue for most of this audience. They have influence on all major family purchases, but hold absolute dominion over smaller purchases including food.
  • They justify purchases with logic. Not prone to emotional purchases – most of the time they’re not anyway.
  • If they were to purchase and sustain using the health related weight loss product, and if they received results, they’d become active evangelist, and spread the word to their peers.
  • This potentially makes them great referrers.

Do you see how deep we’ve gone here? Do you see what I’ve done here?

If not, please reread the paragraph section above. It’s a perfect example of plunging deep to understand a target audience.


September 15, 2011 at 12:02 pm Leave a comment

5000 Year-Old Medical Secret Unearthed!

When you get sick, you go to the doctor. And the doctor will, of course, prescribe medicines. You will go and buy medicines. You take them, and hopefully, you get well.

This is how the health profession goes on nowadays – a cycle of diagnosis and prescription, a sort of ‘Pill for All Ills’ approach.

However, if they were to suggest that you take a herb for your medicine, you would probably say that that they were a quack.

But nowadays, studies are being conducted to see if there are really is any merit to what is called natural medicine.

Natural medicine is the use of natural methods, herbal medicines, and traditional practices to heal ailments. Every culture has a form of natural medicine. In ancient cultures, village medicine men served as the doctors of the community, passing on medical knowledge to the apprentices that followed them.

Many categories of the healing methods fall under natural medicine. Among these are traditional medicine, complementary medicine, and alternative medicine.

Usually, natural medicine refers to medical practices that were in place before the advent of modern medicine.

This includes herbal medicine, or phytotherapy, which is prevalent in Chinese, Ayurvedic (or Indo-Persian), and Greek (Hypocratic) medicine.

Upon the advent of modern medicine, many professionals discarded the use of herbs in favour of man-made medicine. The fact that these treatments are based on the healing properties of some herbs was forgotten.

For example, opium, digitalis, quinine, and aspirin all have their roots in traditional medicine.

A lot of natural medicine can be considered as a lost art. This does not mean that it has lost efficacy over time. In some cases, natural therapy is actually better than modern medicine. This leads some doctors to seriously consider and study the possible uses of natural medicine

Before we continue, it is important to stress that not all the natural remedies are legitimate. It would help to only try those remedies which have been thoroughly studied and are relatively risk free.

Take herbal medicine for example. There are many well-documented and studied herbal remedies available. However, only those that deal with minor ailments such as cough, colds, fever, skin rashes, and its ilk are likely to be recommended by health professionals. These remedies are sometimes superior to synthetic medicine. This is because herbal medicines are less likely to cause negative side effects but like all remedies, even Allopathic (from our Physicians) it pays to be careful.

Currently there are numerous organizations that study the effects and advocacy of natural medicine – among which is herbal medicine. Some governments and health agencies openly advocate the use of natural methods since they are inexpensive and relatively risk-free.

As their studies compile, more herbs and treatments are added to the list of accepted medicines. However, many herbs and treatments have been proven to be bogus medicine. This represents a challenge for both the user and the agencies because they have to ascertain that the treatments they either use or advocate are legitimate.

There exist today many alternative medical treatments that fall under natural medicine. However, not all of them have been proven to be effective. You could mention homeopathy, aromatherapy, acupuncture, and other alternative medical treatments. It would pay to consult the experts as to the legitimacy of these treatments.

Natural medicine should also be thought of as an accompanying medicine. Right now, the current collective medical thought suggests that natural medicine be used only to supplement accepted modern medical practices. In that case of minor ailments your expert we actually advise you to take natural therapies instead.

The practice of modern medicine revolves around diagnosing an illness and prescribing treatments for such. Natural medicine is helpful because it suggests that treatment be not necessarily given only when sick. Natural medicine strives to make each patient practice good health habits. These habits include good diet, healthy living, and the regular natural treatment.

It is this same line of thought that leads our parents to tell us to eat our vegetables. Yes, a healthy lifestyle and will do no harm to our well-being. And this is the foundation of natural medicine – may it be massage, herbal medicine, aromatherapy or others.

It is funny but true that science, in its quest for excellence, is studying the knowledge of sages past. This, surprisingly, leads us back to the remedies nature offers. The possibilities of finding remedies to everyday illnesses in natural medicine are encouraging. So staying tuned to studying these remedies is worthwhile until we can verify that these therapies are truly helpful to our health and our society.

In conclusion. We can be relatively secure in our knowledge that natural medicines and remedies are safe. However, where we need to be careful is in choosing the right remedy, the right strength and the right mixture. To be certain we could concoct our own or we could rely on a third party to prepare them individual concoctions for us but when we create our own we need to study the right ingredients, parts of the plant (root, stem, leaf, etc) and the right harvesting time. When we rely on others then we must trust that they also know the most effective method for the creation of the remedy and these can be expensive and outside our affordable price range. This is why I strongly recommend Treasure Your Health. Online Health Store They are a reputable company that only deal in the best. Their juices are not pasteurised so they work. Their capsules are made from the finest ingredients and not full of bulker agents like talc.

For the best in online health why not visit Treasure Your Health now.

Wilf Archer

Wilf Archer is the only Professional Health Coach in the UK who holds two Royal Charters for his professionalism and service. He can be contacted through his website http://www.mindskills.co.uk This article may be freely copied and distributed in its entirety.

August 24, 2011 at 5:12 pm Leave a comment

Stress and the Immune System

Stress And Your Immune System

An executive comes down with the flu the night before an important presentation. A couple takes off for a much-needed vacation–and both get sick. A person in the throes of divorce suffers one chronic infection after another. Coincidence? Increasingly, researchers think not.

Recognizing Stress

Stress exists in many forms. Any situation that you’re not in control of is stressful, as is one that makes demands that you feel you can’t meet. Change, even positive change such as a new job or the birth of a child, is stressful. That’s why no one can completely escape stressful events. When you let stress get under your skin, your body responds with a flood of hormones that prepare you for extreme action — the “fight or flight” response.

The Body’s Response

Research has identified the stress response as a factor in many stress-related illnesses, such as high blood pressure and digestive problems. Now, there’s evidence that stress can weaken the immune system. The hormones cortisone and adrenaline released in response to stress are such potent suppressers of the immune system that they’re sometimes prescribed for disorders in which the immune system is overactive — such as allergies and autoimmune diseases.

Stress Or Lifestyle?

Studies of large groups of people and their patterns of illness and stress showed a connection — the more stress, the more illness. And, animal studies show that cells of the immune system decline when the animal is under stress. If stress increases your chance of illness, from the common cold to cancer, does that prove that stress affects the immune system? Probably, but not for sure. You see, people under stress often behave in ways that are, in themselves, harmful to the immune system: They sleep less, exercise less, eat poorly, smoke, drink, and use drugs more than people who are less stressed.

What You Can Do

Whatever the cause of stress-related illness, one thing is sure: You can boost your health by dealing with stress head-on. This means taking a good look at your life and eliminating those activities that are stressful and not really necessary. Of course, no one can eliminate all stress — even boredom is stressful — but you can reduce your body’s response to stress by learning some stress-management techniques: meditation, progressive muscle relaxation, and visualization. Get regular exercise and sleep, which are both healthful and stress-reducing, and avoid junk food. Cut back on those approaches that don’t work—such as alcohol, caffeine, and cigarettes.

April 23, 2011 at 2:28 pm Leave a comment

Top Secret EU Proposal

Time waits for no man.


No matter what you think of the European market they do have the knack of coming up with some weird and obscure ideas. They have straightened our cucumbers and bananas, regulated on our Great British sausage and interfered with our fishermen and farmers. But worse is yet to come.

As we know in 1971 we adopted the European system of measurement, they changed our yards to metres, our inches to centimetres they then changed our pounds, shillings and pence to pounds and pence (metric money), what is next ?

New secret plans, leaked from Brussels, reveals a revolutionary concept of time.

On the first of April in the year 2013, which is not too far away, the whole of Europe will see the arrival of the New European Measurement of TIME (metric time to be called New-time). Out will go the old system of 60 seconds to the minute, 60 minutes to the hour and 24 hours to the day, etc. and in will come the new second, new minute and new hour, etc. All of which will be calculated on fractions of TEN. This is to make the computerisation and new technology calculations of time easier and overcome the problems associated with the Millennium Bug.

You may wish to ask yourself, “Why the EU ‘Working Time’ directive has made its appearance now?” Nobody bothered before but now there is money to be made in controlling time itself.

Big business is getting geared up to make a fortune from the general public in particular the Swiss Clock manufacturers are stockpiling hands and faces in order to create an international shortage. Time has now become a commodity with which to make money and unless the general public and small business start to accumulate and bank hours now, they will find that there will not be enough to go around. The motto is now ‘use it or lose it

Trade union officials are reserved about the new system as it will mean a change in the working week from the present 5 days to a remarkable 8 new-day working week but the benefits are that actual working day will be shortened to five hours instead of the present eight. Each hour will be 100 new-minutes long instead of sixty minutes. But the biggest change and the one which has brought about the greatest controversy is the loss of two months from our year.

From the year 2013 the year is to be shortened from twelve months to ten months. Gone will be the months of November and March because it has been recorded that these are the worst two months of the year for poor weather and poor February will now be lengthened to forty days but will still only be four weeks long.

The system is not without problems especially with the abolition of March and November. In the United Kingdom we will lose our national saints’ days. We will lose St. David’s day, St. Patrick’s day, and St. Andrew’s day. It has been suggested by parliament’s secret committee that these celebration days be moved to 23rd April (presently St. George’s day). This has the support of all the major parties but as expected is opposed by all of the nationalist politicians.

Other tragedies are the loss of Mothering Sunday, Guy Fawkes and that the Blue Peter Christmas appeal will have to begin in September. Easter will be celebrated only once every five years except in a new-leap year, which occurs every ten years. A new-leap year will see the addition of another month onto the calendar to allow the seasons to stay in phase with the weather but this will be worked without pay as it has been termed only a ‘numerical month’. It will form part of the Working Time agreement and that Brussels has ensured through legislation that this new month cannot be included in any pay or condition calculations or negotiations.

It has yet to be decided what to do if your birthday falls within March and November but it is likely that you will be given a choice as to which date you prefer to celebrate. This is a commercial decision based wholly on the finances of the European Parliament and the present Fiscal Stimulus. Britain has yet to opt out but as we embrace the 2009 G20 Summit in London it is highly unlikely.

To give you an idea as to the new-time allocations I have provided a brief outline below:

100 new-second in a new-minute

100 new-minutes in a new-hour

10 new-hours in a new-day

10 new-days in a new-week

400 new-days in a new-year

40 new-days in a new-month

10 new-months in a year

A new-leap year to fall every ten years with the addition of a new-month.


Please do not take this lying down, it will affect you and your children. For more details email: wilf@mindskills.co.uk


Wilf Archer http://www.mindskills.co.uk

April 1, 2011 at 8:51 pm Leave a comment

Behavioural Safety – Counterfactual Reflections

Remember the movie It’s a Wonderful Life, where businessman George Bailey went from despair to intense motivation when a visiting angel intervened to show him how much worse off his town would have been without him. Unfortunately, few have a guardian angel named Clarence to show us our alternative histories, but all is not lost as it turns out just imagining “what if” scenarios is a powerful tool in real life.

In experiments in changing people’s behaviour it was found that Loyalty was an important factor but that it was incorrectly believed that Loyalty was something that was generally earned over time. However, it now turns out that feelings of loyalty can be increased in a rather simple way. Researchers at Northwestern University and UC Berkeley led by Hal Ersner-Hershfield found that having subjects visualize historical alternatives made them more patriotic. Similarly, reflecting on the shaky origins of a company made its employees more positive about the firm.

The researchers ran a series of tests. Subjects were asked to reflect on how the US came into being. Half of the subjects were asked to reflect on what their world would be like if the country hadn’t come into being. (This is called “counterfactual reflection.”) The other half were told to think about what their world is like because the country did come into existence (factual reflection). The subjects who were told to imagine the “what if the country hadn’t come into existence” scenario demonstrated higher levels of patriotism in subsequent testing than those that reflected on their actual situation.

And it’s not just patriotism that can be stirred by imagining alternate scenarios – it works for businesses, too. A similar test which had subjects reflect on the origins of a company showed a significant boost in positive feelings among those who thought about the counterfactual condition, i.e., the differences had the company NOT been created.

So what does this mean for Behavioural Safety? I can see a variety of ways that counterfactual scenarios could be employed. A few examples:

What if the company hadn’t survived? Most companies have had some touch-and-go moments in their history. The authors of the study cite FedEx as a famous example – the company was almost out of cash when founder Fred Smith flew to a Las Vegas casino in a last-ditch attempt to generate enough funds to make payroll. Just about every company has some sort of story like that (though perhaps not quite as dramatic), and letting employees think about their situation had things not turned out as they did could boost feelings of loyalty.

What if you hadn’t joined our company? The researchers didn’t test this approach, but I think it likely that particularly for employees who have had positive experiences since being employed – promotions, pay increases, home or car purchases, etc. – reflecting on the company’s role in this and the alternative scenarios could amplify positive emotion toward the company.

What if you didn’t buy our product/service? Has a customer had a positive experience or received real benefits from the relationship? Has the customer reduced their cost or improved their efficiency? Have there been fewer delivery problems than with past vendors? Helping the customer visualize alternative scenarios would be one way to enhance their positive feelings about the relationship.

Use with caution. Clearly, there are a lot of ways a ham-handed approach to this technique could backfire. Call an employee into an office had tell him to “Think about how what your life would be like if you weren’t employed by us,” and the emotions generated won’t be positive. Similarly, telling a customer, “Imagine how screwed up your manufacturing schedule would be if you were still dealing with that unreliable supplier you used to use,” won’t come across as positive and professional.

I am sure you can see that this Mindskills Approach of using Counterfactual Reflections could translate into positive behaviour changes. What if – we had free reign to run our businesses without restrictions would make an interesting discussion.

My advice: be subtle in introducing alternative scenarios, and you will produce the desired positive boost in loyalty and emotion without alienating the other person. Or, hire an angel named Clarence. (I actually CAN imagine a successful company doing a Clarence-like video showing its positive impact on the community by visualizing what it would be like had the company not existed – fewer jobs, fewer homes, etc.)




March 23, 2011 at 9:46 pm Leave a comment

Changing Behaviour

All behaviour is based on the emotional reward or stimulus they get from it. They don’t perceive the behaviour as something negative as the response it provides is positive. The weird thing about human behaviour is that no matter how much we want to believe that we base our decisions on logic we actually base them on emotions. In fact the latest brain studies have shown that without the emotion behind decisions we are unable to learn from past experience – god or bad. This creates a problem for behavioural change as many try and change it via logic and that just doesn’t work.
I would also add that behaviour is intrinsic to the individual and we measure it extrinsically so that in itself causes a dissonance. To change behaviour we need to get inside the mind of the individual and how they perceive the situation and then plant the required seeds of change and nurture these. If the behaviour is seriously unsafe then the pain of contravening the safe system must be so great (in the mind of the person behaving badly) that it outweighs the pleasure of the aberrant behaviour.

Let me tell you a story about human behaviour. Behavioural scientists set up a couple of maze experiments. One for a rat and an identical one scaled up for humans. When each creature managed to reach the destination of the maze they were rewarded. The rat with food and the human with money, both from a machine. The experiment went well but when the reward was withdrawn the rat after only three attempts stopped travelling the maze – no reward no work. However, when the human reward was withdrawn it took six plus on average to stop travelling the maze. That in itself isn’t the whole story. When the reward was withdrawn the human was the only one to get angry at the machine – they actually kicked the machine in temper. The rat just stopped and found something else to do.


March 23, 2011 at 5:12 pm Leave a comment

Decrease Your Risk of Heart Disease

Decrease Your Risk Of Heart Attack

The risk of heart attack is a common health concern for so many people. Fortunately, we know a lot about what causes heart attacks, including the health and lifestyle changes we can do for ourselves to lower the risks.

There’s an old Scottish saying ‘Falling in the loch is the wrong time to learn how to swim!’ Likewise, waiting until you have a heart attack is the wrong time to work on prevention. In fact, waiting until you have caused damage to your heart only means that you have passed from ‘Prevention and moved onto Recovery’ – and this is a much harder fight.

Many of the health and lifestyle factors associated with heart attacks can be easily controlled with a little will power and a positive, healthy attitude toward daily life.

People can substantially lower their risks of heart attacks by making the following lifestyle changes:

  • Quit smoking and avoid second-hand smoke.
  • Cut down on fats, especially saturated fats, which are primarily found in animal foods, such as meat and whole-milk dairy products. Some vegetable fats, such as palm oil and coconut milk or oil, are also saturated.
  • Restrict the intake of cholesterol, which is found in animal foods, including butter, egg yolks, whole-milk dairy products, meat, poultry, and fish.
  • Eat a varied diet that gets 50 to 60 per cent of its calories from whole grains, vegetables, fruits, and whole-grain breads and pastas.
  • Exercise regularly.
  • Maintain a healthy weight.


However, one of the biggest culprits is STRESS

  • Learning to manage stress is a vital ingredient in battling heart disease.

Stress has a significant influence when added to the additional factors such as a person’s age, sex, family history, medical history, and other health and environmental conditions. The best way to protect yourself against a heart attack is to know your personal risk factors and to tailor your lifestyle changes to suit your particular medical needs.

Mental, physical or emotional stress has a devastating effect on the body. Essential nutrients become depleted and the body goes into deeper distress. Therefore in addition to learning to manage stress you need to supplement your body’s nutritional deficiency. But where do you start?

Well I would suggest you take my free online and completely private Health Analysis. http://www.naturessunshine.eu/uk/mindskillshealth/lifestyle.asp

Not even I will see the results unless you tell me.

For more information on your personal risk of heart attack, see your healthcare provider. Or visit my Habit of health website and learn more about your health.


Once you have visited these sites and you would like some support to help you overcome the factors that are increasing your risk of heart attack i.e. Stress, Smoking, Workplace etc. then drop me an email or give me a call and we can begin to return your life controls back to you.

In the meantime take care

Wilf Archer wilf@mindskills.co.uk

March 9, 2011 at 7:06 pm Leave a comment

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