Why overcomplicate your marketing strategy, my friends?
Don’t waste your time and precious resources trying to sell to everyone.
When you sell to everybody- you sell to nobody.
Fish where Fish are.
Let me share a tale of Decorative Concrete Company, a savvy US-based business selling swanky concrete driveways. They know better than to cast their advertising net wide and far. Oh no, they’re smarter than that!
See, they drop a cool $600 on an ad in a local magazine every month. But get this: it’s not just any magazine. It’s a publication that finds its way into the hands of 7000 affluent Georgia households. And you know what? In the last three months alone, they’ve raked in a jaw-dropping $75,000 from those ads. Talk about reeling in a big catch!
The moral of the story, my entrepreneurial amigos, is simple: fish where the fish are. Don’t waste your time and precious resources trying to sell to everyone and their grandma. When you attempt to cast your net too wide, you end up with an empty haul. Trust me, you don’t want to be the fisherman who catches nothing.
Instead, focus on targeted marketing. Set your sights on the customers most likely to bite. Target your efforts towards a specific group, even if it’s a small one. It’s far better to sell to a tiny segment of 1,000 eager buyers than to cast your line into a vast sea of 5 million folks who couldn’t care less.
Just take a look at “Nykaa,” my friends. They’ve got it all figured out. And let’s not forget about “MamaEarth” and “Wow.” These clever folks honed in on a niche market of women seeking top-notch personal care products that they could afford. And boy, did it pay off!
So, my fellow fisherfolk, remember this valuable lesson: fish where the fish are. Find your sweet spot, target your ideal customers, and reel in those sales like a boss. Happy hunting!
About the author: Hemant is the Founder & CEO of branding and marketing firm ”Neeti Brand Accelerator” in Mumbai. He is a brand strategist and has worked with more than 150 brands during last two decades. He is also mentor and coach to SMEs and startups. You can visit the website www.www.neeti.biz. You can contact him at firstname.lastname@example.org