It is so easy to think that you can market to the whole world. And you may even try to do it because you did that whole ideal customer targeting thing and it just took up a lot of time and you got absolutely nowhere with it.
Each day, you would wake up feeling like you needed to speak to this other group of people because you didn’t want to cut them out. And then the next day, you were speaking to another group of people because yesterday’s group did not respond the way you wanted them to. So now you’re uncertain about that group. And again, you think today’s group of prospects seems more like a sure thing!
And so on and so on, it goes.
You keep trying your tactics and wondering why you’re not getting anywhere fast. But you refuse to see it’s because you sound a little confused. Each day, you seem to sound like someone different.
Here are a few reasons why you must target a specific group when doing your marketing. By the way, everything I said above, I say because I, too, suffered from this disease of changing my sound every other day. That is why I know!
1. You do not have that much money.
You may think you can target everyone because everyone needs your thing and maybe they do. But do you have the marketing budget for 7 billion people, because that is the number of everyone?
No? I did not think so.
So then you might say that you mean just the people in your town. Okay, well you’ve started targeting people. And yes, you could stop at this as a target, but why not go further? Are they female or male? How old are they? What are their burning pains and frustrations?
See how simple this targeting thing can be?
2. You can sound a lot more specific.
When you have a customer avatar in mind, you can speak directly to that person. There is something particularly powerful about speaking to one person when you create marketing material. You can use their language and speak right into their heart. This makes them feel like you are targeting them exactly. It makes them feel truly understood, so they come a lot more willingly—because they think you know them well.
Why would you not want to do that?
You have experienced really great marketing and you may not even have noticed it because it slipped right under your ‘someone is trying to sell me’ radar. That is how you want your marketing to be.
You want to be welcomed into the household and the brain of your prospect.
And when you can focus your attention on a specific type of person, then you will get to know them a lot deeper and you can easily target them with your language and all the content you create.