When I try to define what marketing is, I find myself thinking about this song from Thomas “Fats” Waller’s Ain’t Misbehavin‘ Musical. While the song is about how to attract a man, the meaning behind the song can apply to your small business marketing. The chorus (“Find out what they like and how they like it and let ’em have it just that way”) is focused on the message of how to appeal to your target audience. The message is simple: find the need an fill it.

However, before you jump in and start trying to uncover out what they like, first focus on who “they” are. Who specifically is your target audience? Male or female? Age? Living where? Married or single? The narrower your focus, the easier it will be to target them.

What do they like? Start by realizing that they probably don’t need what you’re selling. Your goal is to have them want what you’re selling. Targeting a want is best done with an emotional “hook”. Make your offering connect to one (or more) core human desires(s) (such a love, fame, health, etc.) and you have a good start.

If you are trying to convince your target audience that they have been doing things all wrong and that you have a new way to achieve their goals, you will have a tough going. People want what they want. They don’t want to be educated. Ideally, give them what they want and transition them to something better. Giving them what they want does not mean to do what everyone else is doing. Your offering needs to be unique. But it should be familiar.

Find Out What They Like
And How They Like It

I used to wonder right along why I couldn’t hold a man.
Every love affair went wrong until I changed my plan.
We’re having no more trouble now.
My daddy’s nice as he can be.
Ladies I will tell you how, that’s if you’ll take a tip from me.

Find out what they like, and how they like it,
and let ’em have it just that way.
Give ’em what they want and when they want it,
without a single word to say.

You’ve got to cater to a man and if you don’t
he’ll find some other gal to do the things you won’t.
Find out what they like, and how they like it,
and let ’em have it just that way.

Find out what they like, and how they like it,
and let ’em have it just that way.
Give ’em what they want and when they want it,
without a single word to say.

Just add more sugar if he says your jam ain’t sweet
or he will sneak for his dessert across the street.
Find out what they like, and how they like it,
and let ’em have it just that way.

Find out what they like, and how they like it,
and let ’em have it just that way.
Give ’em what they want and when they want it,
without a single word to say.

Now you will lose him if you give him lollipops
when you know he’s crazy just to have some chops.
Find out what they like, and how they like it,
and let ’em have it just that way.

Find out what they like, and how they like it,
and let ’em have it just that way.
Give ’em what they want and when they want it,
without a single word to say.

Now if he claims his lodge is meeting every night,
it means you do not handle all your business right.
Find out what they like, and how they like it,
and let ’em have it just that way.
And let ’em have it just that way.
And let ’em have it just that way.

© 1935 Words by Andy Razaf. Music by Thomas “Fats” Waller.

Tired of reading articles and books on how to improve your website? Spend a few minutes with these videos. The key point is that not everyone learns the same way. Try different approaches to sharing your information and measure what works best for your target market.

(Note: Poetic Prophet is making great use of his rapping skills to share his knowledge. What’s missing is a link from the video to his website and also a PDF tip sheet reviewing his suggestions.)