As a business owner, there are 2 ways you can choose to market your services. One works extremely well. One doesn’t. And most people are choosing the wrong option. I don’t want that to happen to you.
Here are both options, along with how to make the right choice for you and your business.
- Try and appeal to as many people as possible.
- Intentionally choose the type of customers or clients you want to service. And ignore the rest.
The first option seems to make sense
The thinking looks like this: If we try and appeal to as wide a range of people as possible, we’ll have more prospective customers. This should mean we’ll make more sales (or attract more clients).
The reality is different. Very, very different.
By trying to be relevant to almost anyone who could have a need for your services, you end up being directly relevant to no one.
Here’s the problem: Only a directly relevant message has the power to motivate a prospective customer to take action.
Vague, diluted, semi-relevant messages are ignored.
Here’s a far better approach
The most successful business owners get specific. They decide exactly who they want to serve. They then intentionally focus on communicating with this section of their marketplace. They learn what matters most to this group. They uncover their main challenges. They then connect with them in a way that’s directly relevant and therefore exceptionally powerful.
That kind of specific, directly relevant marketing is what’s required, to inspire people to buy from you or hire you.