Did you know that you can actually get more business if you don’t market to everyone? It is a common misconception that we should be selling to everyone and this is one of the biggest mistakes I see business owners making. The truth is, if you are talking to everyone, then you’re actually connecting with no one.
Instead of marketing to everyone, I market to a specific target audience (my ideal client). Why? I do this because my business was not created for everyone; and neither was yours. Your business was created to serve a specific type of person, with specific needs, values and goals. When you try to appeal to the masses, your message gets watered down and it loses clarity, impact and most importantly, conversion.
This is why identifying your target audience is crucial to the success of your marketing efforts and your business overall. When you know exactly who you’re marketing to, you can speak their language, solve their unique problems, build genuine trust and position your offer as “the solution” they’ve been searching and praying for.
Marketing only to a specific group may seem a bit crazy initially, but you have to change your mindset; quantity does not equal quality or success in this case. When your marketing is focused on a specific target audience instead of the masses, this leads to a stronger brand identity, better engagement and higher sales. To help wrap your mind around this concept, you can ask yourself these questions:
When you answer these questions, you will see that the answers won’t even describe everyone that you know personally, let alone all those who will potentially come across your brand. Trying to market to everyone is one of the fastest ways to waste your marketing dollars and burn yourself out. You can’t be everything to everybody, nor do you need to be; you just need the right ones.
The clients that you are meant to serve are looking for you and when you identify who they are and focus your marketing and messaging towards them, you begin to attract them. When you focus on your specific target audience, you will attract those who need and value what you offer, create marketing that speaks to their heart and pain points, build trust faster and convert easier, and position yourself as the expert in your industry. So don’t be afraid to niche down and focus on a specific target audience and don’t worry about who you might lose. Focused marketing will result in your business becoming more profitable, more purposeful and even more peaceful.
Need help defining your target audience and aligning your brand strategy? That’s exactly what I help faith-filled, business-minded brands like yours to do. Let’s work together and build something that speaks to your people.
Stephanie
