When you’re looking to grow your business, the first thing you must do is narrow your focus. This may seem paradoxical, but if you try to be all things to all people, you won’t gain attention from anyone. The paradox of marketing is that the broader you try to be, the fewer people you reach. It’s only when you narrow your focus to a very specific target market that you successfully attract the right customers.
Narrow Your Focus
Business owners often struggle to narrow their focus to a single target audience because they feel that their products and services are useful for everyone. If you have a great product or service, then it’s true that many people can take advantage of them. However, the trick in growing your business is to focus on one target audience to start with and expand only after that audience is being consistently and effectively reached.
When you try to focus on multiple audiences at the same time, you can end up with a marketing message that is blurred. Think about it. Would you say the same thing about your products to an executive and a teenager? Probably not. It’s likely that your messaging would be different depending on whom you’re talking to.
Tailor your messaging to a single audience. Who are they? Male, female, married, single, professional or stay-at-home? What industry do they work in? How old are they? What are their goals, dreams, stresses and primary concerns? When you can answer these questions, create a single “person” that represents your ideal customer. This “person”, known as an avatar or character diamond, will help narrow your focus as you create your marketing message.
Narrow Your Messaging
Now that you know how to narrow your focus to a single target market, it’s time to narrow the focus of your messaging as well. Think about your customer’s key problems. What are the burning issues that your product or service addresses? What problem keeps your avatar up at night, wondering how they can function if it’s not solved?
Once you determine the burning issues to address, the next step is to frame your marketing message in the words and phrases that your customer actually uses. Many times people who create products and services describe the benefits using technical language. Business owners sometimes think that this makes them seem knowledgeable. Unfortunately, it often fails to connect with your audience and they move on.
For example, if you have a product with around-the-clock online customer service, you can describe it as “24/7 cloud-based support” or you can say it provides “peace of mind that your questions will be answered anywhere, anytime.” Which do you think connects better with the customer?
Narrowing your focus isn’t easy, and it feels risky. Rest assured that the more focused you are on your one ideal customer, the more your messaging and positioning will reach them. And that means business growth and profit!
If you need help narrowing your focus to find your one ideal customer, I’m here to help. Contact me, and we’ll work together on a plan to get your business moving in the right direction. Your business and future success will thank you!