You may have many products and services to sell. And you have many potential people who could buy from you. That’s good. It may be tempting to advertise all of your solutions at the same time. It may seem natural to advertise to more than one market at the same time. Saves time and money, right?
Don’t.
Instead, narrow your focus and select only one market at a time.
And only one problem that market faces. Let me give you an analogy.
Marketing is like fishing. When you go fishing, you must make three decisions.
ONE, where are you going to fish? For example, you can fish in a lake, stream, pond, ocean, river or any other body of water. But you can’t fish in all of them at the same time.
Marketing is the same.
Decide which market you’re going after, especially if you have multiple markets who could buy from you. Don’t go after every market at the same time. When you try to reach everyone simultaneously, you diminish your marketing effectiveness.
TWO, what kind of rod and reel will you use? For example, if you’re deep-sea fishing, you’ll most likely use different tackle than if you were fishing in a river.
Marketing is the same.
You must decide what media you will use to reach the market you’re going after.
Choosing the right media is really using common sense. (See page four.)
THREE, what bait will you use to attract the fish? For example, will you be using night crawlers, insects, smaller baitfish, plastic bait, electronic lures or something else?
Marketing is the same.
Now that you have chosen one market (step one) and decided which media you will use (step two), you must use the right lures and offers (step three) to get them to bite.
Let me give you a real-life example.
Let’s say you’re a Doctor of Chiropractic. In your medical practice, you help patients with all kinds of symptoms: lower back pain, migraine headaches, whiplash, numbness, leg pain, soreness, sciatica pain, scoliosis, carpal tunnel, stress injury, and muscle pain.
If you’re like other chiropractors, you advertise all of your services…at the same time.
Not a good idea. Just because your competitors do it doesn’t make it right.
That’s because the patient suffering from migraines is different from the person
suffering from sciatica pain. In marketing, it’s best not to be a jack of all trades.
Focusing on one market and one solution takes self-control. Very few people can do it.
But it will pay off. Big time.
When choosing one market, ask these questions:
• Who buys what we sell?
• What is the one market and the one problem we want to focus on?
• Which of our products or services will solve their problem?