When marketing what you do it's often tempting to cast a wide net so you can find the biggest audience possible.

But usually, this won't give you the best results.

When you try to speak to everyone, you actually speak to nobody.

You want your audience to feel like you are speaking directly to them.

You should be answering the questions that they haven't even asked yet.

The way to do this is to be very specific in who you're speaking to - You're message shouldn't be for everyone.

I find it helpful to make a profile of who your customer is. Ask yourself things like:

  • How old are they?
  • What problems/challenges do they have?
  • What car do they drive?
  • What supermarket do they shop at?
  • What lifestyle brands do they associate with?

By doing this you are starting to look at the world from their point of view, rather than your own.

You can then start to frame your message in a way that is aimed directly at them.

Keep going back to your audience and ask yourself... Would this appeal to them?

If the answer is no, then it's time to go back to the drawing board.