A core factor with marketing is this: If you try to market to everyone, you’ll fail to be relevant to anyone.
Here’s why this matters: Your ideal prospective clients only respond to directly relevant marketing.
When a prospective client connects with directly relevant marketing, it has impact. It cuts through the noise. It grabs their attention. It’s meaningful. And it’s incredibly powerful at converting prospective clients into paying clients.
- Decide who your ideal client is. Get specific. Go as narrow as possible.
- Market exclusively to these ideal prospective clients.
- Speak their language.
- Help them identify opportunities.
- Solve their most pressing problems.
- Give them 100% of your marketing investment.
- Ignore the rest.
The average small business owner does the opposite. They try and market to the widest range of prospective clients possible. And in doing so, they guarantee that their marketing lacks the impact required.
So make 2017 the year you get specific about your marketing. Get intentional. Aim for impact.