One of the most difficult marketing concepts for many business owners to accept is that to successfully grow their business they must first narrow their focus. That seems counterintuitive, but it is true. Attempting to please everyone is a losing proposition. If you try to please everyone, you will constantly be chasing the tail of success.
“I don’t know the key to success, but the key to failure is trying to please everybody.”
- Know your ideal customer. You may have heard this statement many times and think, “I know my target market.” But, do you know your ideal customer? Sit down at your computer or tablet and describe their demographics. Where do they live, what do they do, what is their age. Analyzing your current customers is a good place to start, but if that is all you know you are missing the best part. Your ideal customer likes and appreciates the value that your business gives to them. They are repeat customers and refer your business to others who they believe will also benefit from your business. Your business wants more of these.
- Understand what element of your business your ideal customer appreciates. This may be your low cost service for a mandatory situation; auto inspections, for example. Or, it may be the extraordinary attention to detail, like ensuring your product warranty information is filed correctly or taking care of building permits that customers do not know are necessary. There is a reason your ideal customer continues to do business with you and refer your business to their friends and family. Your business wants to do more of this.
Once you know your ideal customer and what they value most about your service or product you can begin to narrowly focus. This will help you attract more ideal customers and allow you to concentrate your marketing messaging on the difference your business offers. By narrowing your focus, you’ll be able to invest and innovate in the areas of your business that can make it soar.
Want to know more about growing your business? Download the “7 Steps To Small Business Marketing Success” eBook.