There is a very important marketing principle – “Sell to everyone and you sell to no-one.”
What this means is that if you try to appeal too broadly to all types of customers, the customers who you really want, those who actually need your specific product, get lost in the noise.
Imagine if you are in the market for a product, let’s say you are a lawyer trying to find a software app to organise who works on what cases. If I wrote you a marketing email that said I had a project management app, would you be interested? What if I wrote to you and said that I had an app specially designed for lawyers and it matched the milestones for each case to specific lawyers? Which of those two letters would you follow up first?
What this marketing principle means is that you must get to know your exact target market, and your marketing tools, from website to language to logo must be measured by that specific target market. Will the corporate colours appeal to the target market? Is your messaging specific to their needs and problems?
But sometimes that market is so crowded that it is difficult to define your differentiation. The legal space is like this. So might the accounting industry or even car repair workshops. How do you drill down so that you suit a specific target market when everyone else is gunning for that market? Read More