I confess: the phrase “Targeting, and More!” is an oxymoron, as Ubereye points out in this excellent post.
Why is targeting in marketing so hard to do? Why must we feel uneasy when we have to say no to a potential market? Why are we always looking for ways to say “and more?”
It’s because we think too much like sellers and not enough like buyers. Here’s how it works:
- Sellers don’t ever want to say no. Buyers are begging for reasons to say yes.
- Sellers want to have something for everyone. Buyers want to work with experts.
- Sellers are motivated by commissions. Buyers are motivated by benefits (usually emotional ones).
- Sellers can’t stand the thought of missing out on a sale. Buyers like getting lots of attention from someone who has time to focus on them.
Success happens when buyers find their kind of seller, not when sellers find buyers. Start constructing your messages to attract the right buyers, something they want as a buyer rather than something you want as a seller, and selling will be easy.
But it starts with a definited target. Period. No “and mores.”
The most interesting line from this post:
“If you Google the phrase “and more” and you’ll get over 800,000 hits (if you Google “and much, much more” you get 1.4 million hits!)”