If you are marketing to everyone, you’re marketing to no one
You're wasting time, money and energy creating content that gets little engagement, attracts the wrong enquiries and leaves you wondering why your marketing isn't generating better results.
Why?
Because you're trying to appeal to everyone.
We've all been there at networking events...
"So, who's your target market?"
"Anybody with a pulse."
Cue the eye roll.
Before I start, this isn't a post about whether you should niche down or not. That's up there with the chicken and egg debate.
This is about your marketing doing the job it should be doing: filtering your audience.
The problem is that your marketing is too safe.
You are doing your best to appeal to everybody and not wanting to alienate anyone.
Too many business owners believe their marketing should appeal to as many people as possible. They avoid taking a position, soften their opinions and try not to upset anyone.
The result is generic, often inauthentic marketing that sounds exactly like everyone else in your sector. And you wonder why you are in a beauty parade.
Great marketing isn't designed to unite your audience. It's designed to divide them.
In lockdown, I posted a provocative but honest article (yes, I know!). One comment appeared, “I disagree and will never work with you as a result!” Thank you, that saves me marketing to you in the future.
This doesn't mean being controversial for the sake of it. It means being clear about what you stand for, how you work and who you help.
For me; calling out the BS, the snake oil salespeople, the toxic (de)influencers and those just looking for a rise.
When you communicate with conviction, two things happen:
You attract people who resonate with your message, your values and your approach
You repel people who don't
That should not be a problem. That's the objective of good quality marketing.
The businesses that struggle most with marketing are those that fear turning people away. Yet the strongest brands understand that every ideal client they attract is usually matched by someone who decides they're not a fit.
Great.
Not every prospect deserves your time. Not every customer belongs in your business. Not everyone should buy from you.
If your marketing never creates disagreement, it probably isn't creating enough attraction either.
Strategies to make your marketing more effective:
Take a clear position on issues within your industry
Be explicit about who you help and who you don't
Share your beliefs, not just your services
Stop watering down your message to avoid criticism
Focus on attracting ideal clients rather than maximising reach
Accept that repelling some people is part of the process
The goal of marketing isn't to be liked by everyone. Hell, you don’t even like everyone.
It's to be chosen by the right people - those that want to buy (rather than you selling) and those that will stay with you long term.
If your marketing isn’t landing and your leads are on the poor side, stop blaming the algorithm, the networking you attend and the market conditions.
If you're serious about attracting better prospects, charging what you're worth and building a business that people actively want to buy from, I can help.
Drop me a message.