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