This is a conversation about target market. Who, what, when, where and especially how big? You’re not after 100% of the market, that much I know. But beyond that, it’s your call. Are you after 80% of the market? 50%? 10%? 2%? 0.001?%? There’s no “right” answer, but “I don’t know” isn’t good.
Because after you know the market, it’s time to tailor. A partner of the past called this “dog whistle language”. I can’t hear a dog whistle, can you? But then again, I’m probably not the market they’re after. Can you craft a message to where your ideal audience perks up? Can each marketing campaign hone your message to narrow the scope, but dive deeper and deeper into the right crowd?
Then step two is qualifying and disqualifying. Give yourself permission to say “this isn’t for you” and mean it! Also, give yourself permission to tell your IDEAL market who you aren’t for. It’ll create a culture of specialization, customization and those perfect clients knowing you’re focused on people exactly like them. When your knee blows out wake boarding (yes…I’m talking to you) do you want a knee specialist? Or the same person who performs your physicals? You get my point.
Define the market. Speak to your market. Disqualify those who don’t fit. Cater exclusively to those who do.
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