|Have a favorite chili recipe? I do. I love my chili extra spicy with ground beef and cilantro on top.
And there are plenty of folks who like their chili the same way, but there are plenty who wouldn’t eat it, too.
And that’s ok.
If I tried to appeal to everyone at Hatchbuck, for instance, I would cut out the cilantro, because Tegan doesn’t like it. I’d nix the ground beef since Ben is vegetarian. I’d make it less spicy for Sam.
I’d be left with a pot of bland chili that no one hated, but that no one especially loved, either.
The same principles apply to your business.
It’s easy to fall into a “bigger is better” trap when thinking about the audience you’re trying to reach. But when you try to appeal to a larger, wider audience, your message gets bland and watered down.
Being super targeted actually opens up more opportunities by attracting raving fans to your business as you dominate your niche. Before trying to cook up a plan that will allure new leads, pin-point the type of person you want to attract and cater to their specific tastes.
Nailing down the ideal buyer you’re trying to reach provides solid ground for the next step – creating targeted content that stands out and gets quality leads back to your website.