One of the biggest mistakes people make in business is choosing a broad description of who they serve.
“Central Florida home buyers and sellers.”
“Small business owners.”
“People who want to improve their health.”
The reason we do this is understandable.
We don’t want to leave anybody out.
We imagine that the broader our description is, the more prospects we can attract.
But here’s the truth:
The only person a broad target market is convenient for is you.
The only person a broad target market is convenient for is you.
It gives you a simple, one-sentence way to describe everybody you could help.
But the individual prospects you’re trying to reach don’t think of themselves in broad categories.
They know exactly what they want.
Someone looking for a lakefront home in Winter Haven isn’t looking for “Central Florida real estate.”
They’re looking for a lakefront home in Winter Haven.
Someone who owns a lakefront home and is thinking about selling doesn’t want a generic real estate report.
They want to know what’s happening with homes like theirs.
That’s why a Winter Haven Lakefront House Price Report will always be more compelling to them than a Central Florida Real Estate Report.
The narrower message feels like it was created specifically for them.
Because it was.
This is Profit Activator #1:
Select a single target market.
And I always add three important words in brackets:
At a time.
You’re not choosing one audience forever.
You’re simply choosing one audience long enough to build something capable of attracting and serving them exceptionally well.
Start by making an exhaustive list of every type of prospect you could help.
Then compare them.
Which group is most abundant?
Which is most profitable?
Which has needs you can identify clearly?
Which could you become the obvious choice for?
Pick one and take that audience all the way through the 8 Profit Activators.
Create something that consistently attracts exactly that kind of prospect.
Then go back to your list and do it again.
That’s how you eventually build a collection of little prospect vending machines…each one vending exactly the kind of prospects you want.
You don’t have to serve only one market.
You just have to focus on dominating one at a time.
Narrower is better.
And specificity is where the magic begins.