It doesn’t matter what you have to offer. There is only a specific segment of the population that will ever buy what you’re selling. So why are you marketing to everyone?
It’s the difference between fishing and hunting.
With fishing you put some bait on a hook, toss it into the water and wait for something – anything – to bite.
You could sit there all day with tiny fish stealing your worms and go home with nothing more than a boatload of excuses.
In essence those worms are your marketing efforts.
If you spend your valuable marketing dollars trying to get a very specific product or service in front of people who will never buy, they will just nibble away until you’re broke. Learn to target the right people by figuring out who they are and where they spend their time.
With hunting you actually have the prey in your scope before you pull the trigger.
It’s efficient and the results depend 100% on your targeting.
In real life I’m not a hunter. I’ve never even held a gun. But I have spent a lot of time sitting on the banks of rivers and lakes with a fishing rod in my hand. So I know the frustration of losing the last worm and heading back to the car without anything to show for it.
If you only get 50 people to your site every day, but 5 of them convert you'll have more work than you will ever be able to handle.
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I’ve had clients who moan about having 50 people a day come to their site. But I always say that if those are the right 50 people and 5 of them convert they’d have more work than they would ever be able to handle.
At the same time if somebody is happy to have 500 people a day and none of them convert, they are wasting time looking at the wrong metric.
As a marketing guy, my job is to help clients understand who their ideal clients are and get their message, product or service in front of the decision-makers who are most likely to buy.
The very core of this is knowing who the client is and where they are likely to be. If you’re a speaker, trainer or consultant don’t go looking for a c-suite exec on Instagram.
Instead look to professional networking sites like LinkedIn or even Twitter. Speak at events where your clients are likely to be. Make that your focus and forget about the small fish who are not likely to buy, but will happily eat up your budget and waste your time.
In the end a bit of focus helps a lot when it comes to building any business. So stop drowning worms and learn how to target your ideal clients.
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