When a business has limited advertising dollars, it's natural to want to try to cram all of your offerings into one ad. After all, that ad might be your only shot at that customer and you've got a lot to tell them!
However, by stuffing too much information into an ad and trying to be all things to all people, what actually results is no one seeing or hearing your ad and getting lost in the shuffle.
Our society is inundated with non-stop information. It pops up at us in our web browser, dings at us in email alerts, and vibrates in our hands as text messages and phone calls. We receive messages from billboards, radio, television, podcasts, word-of-mouth, mail, periodicals, signs, brochures, and even T-shirts. It sounds exhaustive, but this is by no means an exhaustive list.
This is precisely why we need to precisely target a refined message for our optimal prospects. Without this precise targeting and precise messaging, your communication will get lost with all the other information floating around.
If you're frustrated by lackluster marketing results, analyze your message and your targeting. Lack of focus results in wasted dollars. Imagine a sharpshooter not eyeing their target before shooting. They might hit the target, but their aim is much more accurate if they stop and focus on the bulls eye.
Start by identifying your target market. Be really specific: gender, age, financial status, geographic area, education level, career status, marriage status, how many children—every detail imaginable. The more precise you can be, the bigger your bull’s eye becomes. Yes, I said bigger. The more clearly you can draw a picture of your target, the closer you get to your target and your bull’s eye becomes clearer.
Now evaluate your message. What features about your product or service will draw them to you? What solutions can you provide to their daily lives? Make your solution the focus of your message. The more clear you can be, the bigger your magic bullet will appear and they more your message will stand out from the clutter.
Have you made the connection yet? The bull’s eye is your target market's need or want. You hold the magic bullet. It's up to you to refine your shooting skills.
Interested in working with a sharpshooter to refine your marketing? Call or email Rethink Marketing today.