If you’re trying to sell to everyone, you’ll find yourself selling to NOone.
The other day, I was talking with a woman who claimed that, her product is for everybody. In her own words, “Everybody needs this product…”
News Flash: NO product is for everybody.
Her comment was the result of having been ‘sold’ on the validity of her product. (FYI – if you haven’t already guessed, she was in network marketing)
Nothing against network marketing, but most people think that traditional marketing rules don’t apply.
Her product was a health product that claimed to cure everything from stress to cancer.
Sounds great but here’s the thing: Everyone isn’t interested in living a healthy lifestyle. Don’t believe me?? Just look around.
The people who MIGHT be interested in her product are the people who are interested in a healthy lifestyle…specifically, people who may be dealing the ailments her product claims to cure or want to prevent these ailments.
In fact, if you wanted to get even more specific, it would be people who are interested in taking daily supplements to improve their health.
Unless you have a virtually unlimited marketing budget, you have to be diligent in finding the people who want what you have…no one else!
Because not matter how great your marketing is, you will NOT sell to the people who don’t want your stuff.
I’m a vegetarian…a strict vegetarian. So no matter how great the marketing is for your hotdogs…I’ll never buy them from you. I’d have to be close to death before buying your hotdogs…and probably then I’d just find some other alternative.
So, running your ad in Veg Atlanta magazine would be a “bad” idea.
Now this may seem like an ‘extreme’ example, but it is what a lot of business owners do – indirectly. Just by thinking ‘everyone needs your product’ you’re trying to sell to people who might not be interested in your stuff.
When you narrow your marketing efforts to only your target market, you’re doing two powerful things for yourself that will have an exponential impact on your business.
1) Your marketing costs go DOWN. When you focus on a niche market, you can access them faster, easier and more cost effectively.
2) When you’re marketing to the right audience your conversions go UP. Since you’re only speaking to people who want your stuff, there’s an exponentially higher chance of them actually buying from you.
So, you end up spending LESS and selling MORE…. just by focusing your efforts on the people who matter – the people who WANT your stuff.
Money Mouth Marketing Lesson:
Ask yourself, “who REALLY wants what you have to sell…?”
Identify them, and sell ONLY to them.