It’s Not For Everyone – 5 Minutes to Better Marketing

Nov 12, 2015

It’s Not For Everyone

If you don’t read Seth Godin’s daily blog, you should. It is short and sweet and regularly full of great advice. His recent post on Certain Failure was especially pertinent to marketing and doubly so for small business marketing.

Your marketing message is not for everyone. Your business is not for everyone. I’ve posted on this subject before – the importance of defining your target market and and speaking directly them (Define Your Market, Target Marketing Revisited). Godin’s post speaks directly to some of the by-products of this approach. Simply, if you craft a message specifically for your target market – not everyone is going to get it, and not everyone is going to like it. Your marketing is going to fail to move some people and that is ok. What is important is that it moves your target market, and the more clearly defined that your market is – the easier it is to accomplish.

It is the same concept as ‘by trying to please everyone you manage to please no one’ or ‘by trying to say everything you say nothing at all’. Hone your marketing message to please your target market. Speak directly to their concerns, how your product or service can benefit them specifically – whatever your message, say something of importance and speak directly to your target market. Generic messaging, delivered to a broad market will not make the impact you need to succeed. Embrace the ‘certain failure’ of your message to some – it will lead to success.

Take Away – Make your marketing message specific. It does not need to appeal to everyone, just your target market.

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Is your product or service too complicated or abstract to convey its value in words alone? Do you need to reach more people? Or the right people? Are repetitive sales calls and product demonstrations taking a bite out of your bottom line? We help small and medium-sized businesses in the technology, education and healthcare fields tell complex stories through web video production. Nickel City Graphics LLC video production projects include built-in video marketing and interaction with your target market via Guaranteed Views. We always have an eye on the future, integrating the latest equipment, technology, and style into your campaign.

Effectively Integrate Video Into Your Marketing(PDF)


Video is big right now. How big? According to Cisco, video traffic will be 82 percent of all consumer Internet traffic by 2021. The number two search engine (behind Google) on the internet is YouTube and every major brand on the planet is busy building their online video presence. Download the guide for stategies on how to incorporate video into your marketing plan.

Download the file at the following link.

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