Bob thinks your marketing sucks.
He also thinks you charge too much and he’s not 100% sure why anyone would need your service, let alone him.
It’s OK though. Bob’s not your target audience. He’s not in the market for your services. Your marketing is not intended for him or people like him.
So, why are so many business owners focused on what Bob thinks?
Effective marketing has to be highly focused. It needs to deliver extremely relevant messages to the right kind of people. Sadly, the majority of small business owners do the exact opposite with their marketing. They try to be all things to all people and seek approval from everyone, even Bob!
Here’s the problem with that approach: It doesn’t work!
Marketing that tries to be kind-of relevant to everyone, ceases to be directly relevant to anyone. For your marketing to work, you need to accept that not everyone is a potential client.
Identify who your ideal profile of client is and focus 100% of your marketing on them and their needs.
It works.
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July 1, 2011 at 17:37
Hit the nail on the head, here, Jim. Great post.
Another “Bob” is the boss who doesn’t like your marketing idea because he can’t identify with it.
As you point out, unless the product or service is aimed at your boss that’s not necessarily a bad thing!
July 1, 2011 at 18:45
Hi there Gee.
Your point about the boss who is unable to identify with the marketing idea is interesting. I’d suggest selling the boss the idea, in a way that’s directly relevant to the boss.
Or getting a better boss….like yourself
Thanks for the kind words.
July 1, 2011 at 18:15
As soon as I stopped trying to be everything to all people, the right people came through. It works. Great advice Jim. Have a fab weekend
July 1, 2011 at 18:46
Thanks Melanie!
July 1, 2011 at 18:41
Love this one Jim! It’s our Mantra around here, and it suits us well.
We know our target audience, and cater to it. We always get questions about why we don’t offer X, or why we charge Y, etc… If they are not in the cross-hairs (so to speak), we let them know our service may not be for them.
July 1, 2011 at 18:47
Sounds like you are directing your message and service pretty accurately, Rob. Thanks for sharing!
July 2, 2011 at 03:13
It’s funny: I just read a post on the warrior forum today where several people are complaining about the length of Gary Bencivenga’s copy selling his B100 DVDs.
Usually I’d say something like “even the best copywriters in the world couldn’t come up with an ad to sell something the market doesn’t want”.
However, in this case the guys complaining are wannabe copywriters. You know, the ones who need to study great ads?
But my point is, as you’ve mentioned, the ad has to be targetted to the right audience.
Otherwise you just won’t sell. It’s that simple.
July 2, 2011 at 16:12
Hi Rezbi.
It’s also worth remembering that a poorly written (over long) ad will still fail, even pitched to the right people.
July 2, 2011 at 17:43
Absolutely. I think that goes without saying.
Although, I think even a mediocre ad will sell to a starving crowd – as Gary Halbert would say.
July 2, 2011 at 22:12
I love this Jim.
This is about not just knowing who your target market is, but knowing who you are and feeling secure enough not to change each time someone decides that what you have to offer doesn’t suit them or their budget.
Nice one!
July 5, 2011 at 16:46
Another great and true article, Jim.
It takes bravery to follow this strategy and too many small business owners fear that by ignoring Bob, they won’t attract enough new business, or at least enough new business quickly enough.
July 6, 2011 at 17:05
Great advice. We get so caught up on Bob (usually because he “looks” better for business). In the meanwhile we ignore Susan and Pete who are ready buyers for the product/service and will do whatever it takes to acquire it. Furthermore Susan and Pete will also bring their friends. Unlike Bob who is never satisfied with anything and will find some reason to complain that you did not deliver the results and in the end will ask for a refund!
January 13, 2012 at 20:10
Fantastic post Jim, thank you! I used to try and sell to everyone but soon realised it’s pointless. Much better to sell to the people who express an interest – by making friends with them and then (if it’s right for them) the business comes in.
Then of course, when the product sells – I have a customer for ‘life’. Here’s hoping, anyway!