Why Mass Marketing Doesn't work.

Quick question: Who’s your target audience? 

While you think about that, let me tell you a secret:

Most small businesses in Johannesburg seem to narrow their target audience down to “every red blooded human”.

Now unless you're someone 5000 years in the future living amongst aliens, ‘every red blooded human’ doesn't narrow it down much. 

If you sell to everyone, you sell to no one. 

Let me tell you why:

Imagine you are in the water selling business. 

You have water. You bottle it up. You sell it. 

Now you may be thinking “well good lord, you know, everyone needs water, so everyone on the planet can be my customer. Amazing, right?”

WRONG 

Now you are competing with massive companies like Valpre... you start only competing on price... margins are razor thin. 

You’re a mess. 

Now imagine this:

Instead of selling to the whole world, you take a more specific approach. 

You say that your water has the perfect mineral composition to reset peoples taste buds who indulge in fine dining. 

This could be people doing wine tastings.

This could be people eating at a Michelin Star restaurant. 

Now, with this bit of specialization, you have 100x the price of your water, and you don't have nearly as much of the competition as before. 

In case you’re wondering, this product does already exist. 

And let me tell you something: 

That company has probably had way more success than if they decided to sell normal water to the whole world. 

Specialization works.

This is why you have to be very clear about your target audience in your marketing. 

Remember, if you sell to everyone, you sell to no one. 

So, who is your target audience?

Talk soon, 

Rowan 

P.S If you want to learn how to write headlines that call out to your target audience, click here. 

P.P.S. If you would like me to personally have a look at your marketing, press here.