Tiffany Quinn

April 3, 2023

Customer targeting is exactly like online dating!

Creating a dating profile that aims to appeal to everyone limits your ability to communicate your unique qualities to someone who will really value them. The same is true for business.

The first step is creating your profile. Crafting and curating the pictures and introduction that best describe you in a quick snap, elevator pitch style of representation. The impulse here is to represent yourself in a way that appeals to the most people. The more “matches” the better, right? Surely, the more people that “like” and “match” with you the higher your chances are of finding that one perfect person? Actually that may be exactly where you’re going wrong. In dating and in business.

The Power of Specificity: Why Narrowing Your Focus Leads to Better Results

In this digital age of dopamine hits such as “likes'' on your profile and vanity metrics such as website viewing figures it’s easy to get distracted by quantity over quality. Creating a dating profile that aims to appeal to everyone limits your ability to effectively communicate your unique qualities. It’s far more likely to attract a lot of people who aren't a good fit for you and wastes your time wading through the wrong people. The same is true for business.

By being honest and specific, and narrowing your focus, you’ll reduce the number of matches but as the quantity goes down, the quality goes up. While it may seem counterintuitive to exclude potential customers, focusing on a specific target audience or specific groups actually allows you to tailor your marketing efforts to better meet the needs of your ideal customer. By narrowing your target audience and by using segmentation, you can focus on creating a message that resonates with them and speaks directly to their needs.

How Honesty and Niche Expertise Can Benefit Your Business

When you’re dating, if you don’t like dogs and you don’t like hiking, don’t put it on your profile just because everyone else seems to. If your hobbies include origami, reading science fiction, and candle making, be honest about that. Your matches may drop from 500 to 50 but you’ve saved yourself countless fruitless dates with the wrong people and you’ve increased your odds of finding the right fit. In business it’s better to have 50 solid and interested potential customers to focus on, than diluting your efforts across 500 unlikely leads.

Another benefit of narrowing your target customer is that it allows you to become an expert in your niche. By focusing on a specific group of people, you can better understand their pain points, desires, and preferences. This knowledge allows you to differentiate yourself from your competitors with your positioning and to create products and services that better meet your clients’ needs. For example, if you’re in the business of climate solutions and renewable energy then it’s important you communicate your values, ethos and service offerings to clients and suppliers that share your vision and passion. Don’t waste your time trying to sell to the wrong people. Your time is the most valuable resource you have.

Finding the Perfect Match

It's important to note that narrowing your target customer doesn't necessarily mean excluding everyone else. In fact, focusing your marketing strategies and tailoring your marketing message to a specific group of people can actually attract a wider audience. By taking the time to understand what makes you unique and the value you bring to the table, you'll be better, and more succinctly, able to communicate your value.

In marketing, just like in dating, market segmentation is an essential tool for selecting the right audience and crafting a successful campaign. Your aim is to create a marketing message that will resonate with your target customer, and to do that, you need to understand their needs, preferences and pain points. By identifying your target audience, you can tailor your message to their specific needs and preferences, increasing the likelihood of converting them into loyal customers.

Just like a dating profile, your marketing message should be tailored to attract the right customers and communicate your unique selling proposition. By focusing on a specific niche and becoming an expert in that area, you can differentiate yourself from your competitors and establish yourself as a trusted authority in your field. So, take the time to craft a marketing message that speaks directly to your target audience - how can you bring value and how are you different to your competitors.

So now you know; targeting customers is just like targeting potential life partners! Focus on creating a profile (brochure/website/content strategy) that speaks directly to the kind of person you want to attract. By being specific about what you're looking for and what you bring to the table, you're more likely to find the perfect match without wasting your time on non-runners.

Ready to read more? You will find more useful tips on how to position yourself with your target audience. After all: your customers don't care about you.

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