Would you speak to a client like how you speak to your spouse? Or would you try to find a drinking buddy at an AA meeting?
It used to be ‘Location Location Location’. Not anymore. Even if you are located in the world’s busiest street, you’re screwed if you don’t know who you are selling to.
Even if you are selling online, a network where you can tap into millions of potential customers, knowing exactly who you want to sell to is imperative.
You don’t shoot without taking aim. You don’t engage without studying your opponent. You can’t – no matter how many times people say it – sell ice to an Eskimo.
Targeting is the first order of business in any marketing communications plan. But sadly, it is grossly overlooked with ancient mass advertising techniques still employed in today’s niche-filled world.
The act of mass advertising is a concept of reaching the maximum number of people, and then hoping for a miracle. It’s like a fisherman who casts his net in waters filled with piranhas only to end up with a huge net to mend.
We all live in our own world these days. Each with our own interests, dislikes, philosophies and preferences.
Even your best friend – who you enjoy many mutual interests with – is a different person. Just compare your Facebook timeline with that of your best friend, you’ll be surprised how you became best friends in the first place.
Targeting sets the tone, especially with copy. It also provides insights and context while ensuring your sales message has a higher chance of being well-received.
What’s more? Targeted advertising campaigns are often a whole lot cheaper, easily managed and often very measurable.
Sell to all, or sell to the select few who could be waiting with their wallets open? So please aim before you shoot.