Monday, May 28, 2018

Maybe your product works for everyone, but don't market it that way

I would say that with the majority of clients that I work with, when I ask them who their product or service is best suited for, they say "everybody".

Now, that may be true. But don't market it that way.

This about it, if you were getting married and you found a one-size-fits-all tux, what would your finance say?

Even after you told her how cheap it was... what would she say?

I don't argue that a lot of products and services are suitable for everyone, but what makes it suitable for one person is probably different than what makes it suitable for somebody else.

If you product is used by a male millennial and a female baby-boomer, are they using the product for the same reason.

And even if they are, would they respond to the same marketing message?

The most important thing you can do with your marketing is take the time to really nail down who your client avatar is.

What are their pain points? What is their level of awareness? What solutions are they looking for, if they're even looking? What sort of language should you use when communicating with this demographic.

Without any customers or clients, you don't have a business. You have a hobby.

So when it comes to identifying who your avatar is and what it is they want, don't take any shortcuts.

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