Stop trying to sell to everyone

In my previous post, I discussed whether reach is important. The answer is yes, but only if you’re reaching the right people.

So, how do you know who the right people are? Well, you create them yourself, of course.

Enter “customer personas”

“Spray and pray” as a marketing method is dead. We’re individuals, for goodness sake, so bombarding your audience with generic messaging in the hope you’ll get a few bites is no longer going to work. Messaging needs to speak to each person in the way they expect to be spoken to, addressing their specific wants, needs, desires and values.

A human being is a single being. Unique and unrepeatable.

– Eileen Caddy

Instead of wondering whether the people you’re creating content for are going to find value in your social posts, blogs, podcasts, or *enter content type here*, if you know more about specific members of your audience, it removes much of the guesswork from the process.

It’s much easier to imagine each segment of your audience as a specific human being, with a name, and a job, and a value system. Outlining their likes and dislikes, what motivates them, where they hang out online and a bunch of other stuff goes a long way to being able to create messaging that speaks directly to them as the unique individuals they all are.

Unfortunately, this is as labour intensive as it sounds. But if you’re looking for your marketing to make an impact, I highly recommend you take an hour or two, because it’ll save you loads of time (and money) further down the line.

And here – I made this thing to help you.

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