The success of your business is directly linked to your ability to attract and engage insiders. Insiders are the people who buy from you, recommend you, comment on your blog and link to you from their social networks, etc.
Most small business owners regard almost everyone as a potential customer or client. They have not yet discovered that we can’t have insiders, unless we have outsiders. As a result, their marketing messages are diluted.
The paradox is that by trying to be relevant toeveryone, we fail to be directly relevant toanyone.
A more focused approach
When you develop your marketing, focus only on the people you want to do business with and no one else.
- Write for them.
- Talk about what matters to them.
- Listen to them.
- Be where they are.
- Speak in their language.
This kind of targeted approach will see you develop more and more insiders. They will find your marketing compelling because it was designed for people just like them! That’s the type of impact you need to create, if you want to motivate people to buy from you or inspire them to contact you.
In short: If you get fewer sales leads than you would like or you often attract low quality inquiries, focus on being 100% relevant to the right people.