Don’t Let This Happen to You!

“If you market to everyone, you’ll get no one as your client.”

It’s easy to think your message, programs and products are for everyone (or at least for ‘most people’).  After all, if you are anything like us, you want to help as many people as you can!  But the truth is, if you try to market to everyone, you’ll get no one as a client.

In other words, if you don’t define a Specific Audience (a.k.a. ‘niche’) chances are you won’t get to help anyone.

Why is this true?

The success of your business is directly related to the success of your marketing communications.  Your marketing communications determine who shows up to your events – not to mention how many!

The only way to have control over the ‘who’ and the ‘how many’ is to make your marketing communications intimate.

“The only successful marketing communications, are intimate marketing communications.”

What do I mean by, ‘intimate’?  You want the person to feel like the marketing communication was created specifically and intimately for them.  You want them to feel like you know them, like you know the exact problems they are facing, and like you understand the exact solution they are seeking.  When they feel this way, they will buy anything you are saying or selling.

To create intimacy like this in your marketing communications (or any communication, for that matter) who must know as much as you can about whom you are speaking to.

Tightly defining your specific audience makes this process much easier.  It allows you get to know your audience, and speak to them on a very personal level about the problems they face in their lives, and what solutions you have to offer.

Again, the more specific you are about your audience, the more intimate you can be in your communications with them, and the more likely they will buy.

Narrowing your focus and choosing a very specific group to help can feel extremely counter-intuitive.  It can feel like you are leaving business on the table. In fact, most people go through big resistance when we ask them to get specific.  If your mind tries to talk you out of it, remind yourself that getting specific allows you to get intimate.  And getting intimate with your audience is the ONLY way to help lots of people and make lots of money in this business.  That should quiet your mind.

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