The message behind today’s marketing post may sound a little counter intuitive. I’m going to explain why the key to gaining the visibility your business needs, is to be LESS visible.
In fact, every entrepreneur who achieves meaningful success, sees their products or services ignored by the vast majority of people. It has to be that way!
Allow me to explain.
Most people Ignore Apple Inc.
Yes, Apple fans love Apple products. (Notice, how we refer to Apple customers, as Apple fans?) Last week, they clapped and cheered as Apple introduced a new line of products.
Think about that for a moment: Customers cheering at the prospect of buying products. THAT’S how much they wanted what Apple offered them.
Apple customers are happy to spend a premium to own these products too.
To the vast majority of people, the idea of spending $3,000 on an entry level Mac Pro computer is insane. Most people won’t even buy an iPad, when there are far lower priced alternatives out there. But that’s OK. Apple doesn’t design, build or market electronics for the price conscious crowd.
Why? Because Apple understands that to be highly relevant to its customer base, it has to be totally irrelevant to everyone else.
The lesson here?
Focus on your ideal profile of client and ignore the rest.
Most business owners, especially small business owners, end up selling their products or services based on price. All because they fail to give a segment of the marketplace exactly what it wants.
So…
- Their marketing messages lack IMPACT, because they are aimed at everyone.
- They attract people who are price sensitive or fee sensitive, because they fail to give a compelling reason to use them rather than a competitor.
If you want to have a regular supply of high quality clients or customers, be less inclusive. Focus like a laser on being directly relevant to a profitable segment of the market. Speak their language. Solve their most pressing problems. Ignore the rest.
The irony is that by trying to appeal to as many people as possible, we cease to inspire, motivate or compel the best clients!