Mediocre marketing aimed at a very well selected target will get superior results. Great marketing aimed at a sloppily selected market may, at best, deliver mediocre results.
Selection is where it’s at.
You should create a very, very detailed profile of your current typical customer and your ideally desired client. Your success at attracting or finding the ones you want depends on knowing what you’re looking for.
A lot of money is lost, wasting your weaponry and ammo, hitting targets that don’t matter.
Smart use of your resources can transform a business or sales career almost overnight.
After all, you have a finite number of dollars and hours. You must use them wisely.
In marketing, DISCRIMINATE is a good word. You must discriminate. This means excluding the majority of people and delivering your marketing message(s) to a carefully selected minority; High Probability Prospects.
Let’s take a very basic example: assume you sell landscaping services, waterfalls and fish ponds, ornamental plants. You transform ordinary backyards into beautiful gardens.
And you want to sell your services in the neighborhood where I live. The “sloppiest” thing you could do would be run around and put an advertising door hangar on every doorknob.
Cheap, but still wasteful.
The smart thing would be, first, to separate the homeowners from the renters. Then break out the homeowners by value or income, possibly by subscription to “home” type magazines. Then direct all your resources at these precisely chosen, ideal prospects.
This way you increase your chances of success with your marketing campaigns as you’re focusing on a specific target market.
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