If Your Target Customer is “Everyone,” Prepare For Everything To Be Hard

The more specific and targeted you can get in your product definitions, service structures, copy, messaging and visibility strategies, the more quickly you are going to find your customers.

by | Dec 12, 2017 | 0 comments

If Your Target Customer is “Everyone,” Prepare For Everything To Be Hard

Let’s pretend you’re shopping for a car. You go to a dealership and every car is colourless. They are all of average height and size, with no special features. They drive in a straight line and can make turns.

They serve a purpose and you figure they would get you from Point A to Point B, but what about when you need to take your bike somewhere, or load up with kid stuff for an overnight trip? Or go skiing? How will you listen to your audiobooks when the radio only plays, well… the radio? And you really love turquoise blue.

You leave, noticing that you can get a car there if you need it but you’re not particularly compelled to buy anything.

Then you drive to another dealership. Same thing, same results. There is nothing unique or memorable about these cars.

As you are wiping the tears of boredom off your steering wheel, you pass a dealership tucked away in the back of the industrial park, and it advertises “turquoise blue cars for people who like listening to talky books, skiing, riding bikes and vacationing with their kids who have too much stuff.”

Illegal u-turn complete, you can barely get to that dealership fast enough. Those cars sound like just what you want. The colour, the features, and just the right amount of pizazz (not too much, but enough to make you feel sassy). Someone was listening and knew you were out there.

Which experience do you think will result in a sale? Which dealership is getting high quality customers that will stay with them forever?

You see, it’s common for business owners to feel anxiety about niching down. It feels like you’re reducing your chances of selling. In fact, the opposite is true.

The more specific and targeted you can get in your product definitions, service structures, copy, messaging and visibility strategies, the more quickly you are going to find your customers.

People want to see themselves in your offers. And since they don’t think of themselves as generic, featureless “everybodies,” neither should you.

Tell me in the comments…

What can you do to better define your market?

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Stephanie Hayes Business Strategist and Coach for Small Business and Entrepreneurs. What to do when you're feeling stuck in your business? How to scale your business to get sustainable growth? Stephanie is a business success coach for experienced entrepreneurs, creating detailed business models and plans (Vancouver).

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