There are 2 great marketing questions, which very few small business owners ask themselves.
- What does my ideal client (or customer) look like?
- What am I doing with my marketing, to make sure it’s directly relevant to this super-valuable niche?
Here’s why these questions are so important.
Something for everyone?
One of the most common small business marketing mistakes, is to try and appeal to the widest possible range of people.
Here’s why that’s a really, really bad strategy.
To inspire someone to switch brands or switch providers, your marketing needs to motivate them into action. It has to be directly relevant to them. It needs to talk to their world-view. Their wants. Their needs. Their values.
Every time you decide to widen the appeal of your marketing, beyond your ideal client, you weaken its effectiveness. Your marketing shifts from being directly relevant (powerful) to vaguely relevant (feeble).
It’s hard to overstate the impact of a compelling message, reaching the right person at the right time.
If you haven’t already, I recommend you get intentional about exactly who you want to do business with. Then focus your marketing, so that it speaks exclusively to that high value group. Go narrow. Not wide.
Get it right and it’s a game changer.