July 05, 2019 Daily Post
We’re our own worst enemies in marketing.
We either care so much about the market that we want to target everyone…
…Or we care so little that we don’t care who we target.
Can such broad target really be a ‘target’? Or is it just an excuse?
Saying “No” to some people enables us to be heard by others.
Who sounds more focused – the company that serves “urban American white-collar 30–45 democrat women”, or the company that serves “women”?
If you were to be in within the area of focus, which would you suppose would serve you better?
We earn the attention of our target when we speak to our target specifically. We can choose specificity, or we can choose to be ignored.
Saying “No” more sets us free to serve the right people more effectively.
Who makes better shoes for women – the company that specializes in women’s shoes, or the company that makes shoes for women, men, children and dachshunds?
We earn the attention of our target when we describe their need specifically. We can choose specificity, or we can choose to be ignored.
Saying “No” is really just saying “Yes” to being heard by those we wish to serve.
Are you saying “No” enough?
Tip: If you need help getting your focus right, BuiltForImpact.net can help you with that.