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Jim Connolly

Quick Marketing Tip: Stop trying to appeal to everyone

Tuesday, March 05, 2013

One of the golden rules of successful marketing, is to identify exactly who your customer or client is, then focus exclusively on them. This is the opposite of what we see most small business owners doing. They try and be a little relevant to everyone and succeed in being directly relevant to no one.

Don’t do that. Really. Stop it. It’s hurting your marketing and hurting your business.

Here’s a smarter alternative…

Who’s in?

In order for your marketing to work, you need to determine exactly who you want to provide products or services to. These people are your insiders.They are the ones you need to focus all your time and effort on. They are the people you need to have in mind, whenever you make a marketing decision.

Of course, you can’t have insiders without outsiders. Every successful business has outsiders. If you are Apple Inc., your outsiders are people who want cheap technology. If you are MacDonalds, your outsiders are people who hate fast food.

Stop trying to appeal to everyone

Decide what your ideal customer profile is, then:
  • Write with them in mind.
  • Use their language.
  • Study what matters to them.
  • Be where they are.
  • Uncover the problems facing their industry or industries.
  • Offer answers.
  • Become a useful resource.
It’s a massively more effective way to grow your business than the vague alternative.


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About the Author:
Jim Connolly has worked in marketing for 24 years and had his own successful marketing business since the mid 1990's. Jim is known worldwide for his ability to help small businesses make massively more sales and boost their profits. Although Jim now works exclusively with small businesses, he has worked with people from some of the best known companies in the world. These include; The BBC, Disney, Rothschilds, Mitsibishi, Hewlett Packard, Edelman and AWD PLC plus many more. To see how he can help your small business, visit his blog at Jim's Marketing Blog.
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