How to Guarantee Your Product or Service Fails...
I speak with 20 to 30 marketers and online business owners each week.
And unfortunately, most of them start out in such a way, they're almost guaranteeing they're going to fail, or at least NOT do as well as they could.
Because they try and cast a wide net that gets as many prospects as possible.
But that, my friend, is a BIG boo-boo.
Sure, you may have a product or service that MANY different people can use.
But if you try to TALK to ALL of them at once, you're not going to do very well.
Look, selling is nothing more than giving people what they're already motivated to get.
Maybe they are motivated to make more money, lose weight, or find a soul mate.
Well, because each person is motivated by different things, and because they WANT different outcomes... you CAN'T use the same marketing message to get your stuff into everyone's hands .
Even if it can help many different niches or groups of people... don't try to talk to them all at once.
Here's the #1 biggest tip I can give you, and it's one I had to learn the hard way over the years.
And now, it's the single most important thing I could EVER tell my clients.
** You want to build your entire funnel around one person, or one specific group of people.**
No matter HOW HARD you try... you can't use the same language in your marketing if you're selling the same product to different people.
Trying to connect with a 40 year old business person who wants to improve their sales....
that is going to take a different approach and different marketing than trying to connect with a 30 year old women who want to lose weight.
EVEN if you sell a product that COULD help both, you can't go after both at the same time, with the same message.
2 totally different markets will need 2 totally different marketing approaches.
Once you can talk to ONE person, and a specific group of THOSE people, you can build your entire funnel around them. Everything you say resonates with them, and they feel like you're talking to them.
THAT is how you build a tribe and profitable business... it's by being the biggest fish in a small pond. You don't want to be a small fish in a big pond. Trying to be everything to everyone is the fastest way to fail.
Even if your product could be used by a lot of different markets or niches... each of those groups need totally different funnels and marketing..
And since you're talking to just one person, you can use language that resonates with THAT person.
An example. I worked with a yoga teacher who was trying to reach everyone who wanted to learn and do yoga. I told her she was going to be crushed by bigger marketers and bigger companies.
We focused, instead, on yoga for post-pregnancy moms who want their body back. She's running a 6 figure Facebook group now.
Trying to mix too many people into one market creates a problem instantly.
Because if you try to help all kinds of different people at once, with the same message..., youd instantly get twenty dozen people who fit your demographic description.
And any funnel you use will be watered down and very broad and generic, because you can't use targeted words if you're lumping in 40 year old business men, 30 year old moms, etc...
So zero in on just one demographic you want to help... and then dig deep and use language that resonates with them.
When you target your market down to one group of very specific people, you can get the terminology, the emotion, the logic, the everything down.
When it's mixed, you can't
So be known for something specific. Use a laser focused approach, not a shotgun approach.
Go narrower than others in your market so you become known as THE one and only business that _______ for_______.
When you focus on talking to ONE group only, it may seem like you're limiting yourself, but the opposite actually happens.
You attract like-minded people who are interested in JUST that thing you do. You get followers who are interested in that one area you're helping them in. You get passionate customers who will buy, because you're offering exactly what they want.
So take a look at your current marketing and see it's too broad and generic to hook anyone specifically. Is it too watered down to get rabid fans? Dont offer a product and try to reach everyone at once.
See how you can sell the same goal-setting program to both salespeople and women wanting to lose weight... but you have to talk to them different...
"How to Use these 3 Simple Mindset Shifts to Crush the Fear of Rejection When Selling, so You can Hit Your Monthly Income Goals Automatically"
"The 3 Simple, Proven Mindset Shifts You Can Make that Will Get You Motivated and WANTING to Work Out... So You See the Weight Fall off Soon"
These are just off the cuff examples, but notice how when you zero in on just one niche, you can go deep. You can also use more specific phrases and words that will attract those prospects who want that.
It's tough to get anyone really motivated by more generic, broad messages.
The key is to go after ONE group at a time and show them specifically how you can help them get SPECIFIC goals they want.
Then, once you get that funnel up, you can move on to the next group of people, and do the same thing, with messages that will resonate with them.
Hope this makes sense, so take a few minutes to really think about how you could apply what you know, right now, to a more specific group.