Sure, “The solution for everyone who has problem X” will appeal to everyone who has that problem.
But appealing to someone isn’t relevant, if that someone doesn’t also buy your work.
Which means broadly aimed marketing, positioning and messaging is a mistake.
The “everyone” mentioned above, will on average be less fired up about the solution, than the people who are greeted with:
“The solution for people exactly like you, who have problem X”.
With such messaging, lots of people will say:
“I’m not like that, so it’s not for me”.
And that’s good.
Because those who do recognise themselves in the picture, will say:
“Fantastic. Finally a solution that’s just right for me”.
So don’t be afraid to be explicit about who you’re for.
You’ll work with a smaller, more engaged set of prospects, and that means you’ll be more efficient in your lead generation and your sales conversations.
Bonus:
Not appealing to certain people in your messaging and targeting, does not mean you exclude them from availing themselves of your help.
Very often, people not in your target group will click with your approach to solving a problem that they too have, and will ask:
“What about me? Will it work for me as well?”
That would never happen if you’d go broad.
Why?
Because the message: “For everyone with problem X” triggers the reaction:
“Yes, but I’m not like everyone – my problem is different. I’ll keep looking for a solution”.
So if you want an easier time at landing clients, seek to appeal to fewer people. You’ll get more opportunities and buyers as a result.
On another note:
I’m building an app that coaches you on working your pipeline, moving your deals forward – and closing them faster and at better rates.
It’s called SalesFlow Coach, and we’re scheduled for beta-release in June 2022.
Register here to be notified when it goes live.
