One of the 8 Profit Activators people usually struggle with the most is Profit Activator One.
Here’s what it says:
Select one single target market at a time.
When people hear this the reaction is always, “But I don’t want to limit myself to just _ “.
And that’s normal. Our natural tendency is to want to cast the widest net possible...
But the problem with going wide is that you become too general. And people don’t respond well to generalities.
See, we’re attracted to specifics, things we can identify with, and things that are immediately applicable to us.
Sure, out of a group of 10,000 people there are 10,000 unique stories going on.
But when you put your marketing goggles on and look at that group closer...
You’ll find there are probably 3 or 4 customer avatars you can sort those people under.
You’ll find there are probably 3 or 4 customer avatars you can sort those people under.
And here’s the thing...
It’s how well you nail the specifics of those avatars that will make or break your marketing.
Say, you’re a fitness coach. Your audience can be anyone and everyone, right?
Wrong. Because what’s true for a 35-year old woman is completely different than the reality of a 50-year old man. So the way you talk to them and what you offer to them should be different too.
But it gets even more granular than that...
For example, Sally, who used to work in the city in the accounting or technology department… And then ended up gaining 30, 40 or 50 pounds after having kids… is looking for a fitness program just to get her life back on track…
Which is different from what a 25-year old Monica wants. Who’s a size 0, no body fat yoga aficionado…
Which means, you’ve got to know who is and who isn’t your audience. And then craft your message, and your offer, that’s specific to them.
Do that, and your conversion rates will skyrocket.