Trying to Sell to Everyone Means Selling to No One

A lot of brands approach content and social media something like this:

They try to reach as many people as possible with their content but the reward doesn’t seem to be worth the time, energy and sometimes money they’re putting into it.

I used to feel the same way. Then one day it clicked for me, and it changed everything about how I approach my audience.

When I first got into ecommerce and digital marketing I was really just trying to stay afloat. I really had no idea what I was doing but I knew I could figure it out.

Something I figured out early was that, while I was putting out content consistently, I wasn’t putting out effective content.

Meaning I was putting out content almost daily, but my sales didn’t look like it. And anyone who’s been able to put out content consistently day after day for any period of time will tell you how hard it can be.

So when you’re doing that AND you’re not seeing any results from it you start to ask yourself WTF is the point of this again?

That can lead to frustration, burnout and even thoughts of having to shut down your brand.

I don’t want that for you. So i’m gonna share probably one of the most important lessons I learned along the way.

And that is the importance of selecting and having a deep understanding and clear understanding of who your target audience.

And why it’s important do the opposite of what your instincts might tell you. Naturally we assume that if we try to talk to as many people as possible then our content will do better.

But it’s actually the opposite. Instead of speaking to every, it’s better for your brand, content, and sales if you try to speak to one very specific person.

But doesn’t that limit me?

Why would I want to exclude potential clients?

I get it. Fear of exclusion is real. You don’t want to miss out on people or leave any money on the table.

But here’s the thing: when you try to sell to everyone, you end up selling to no one. Or not nearly as many people as you could.

Check this out: Imagine there’s a fitness trainer.

They could post a generic tip like “Five Tips to Lose Belly Fat.” It’s helpful but it’s a little blah.

Now imagine they post “Five Tips for New Moms to Get Rid of Baby Weight.”

Which one do you think will do better? The second one and it’s not even close.

Especially if the fitness trainer had a program that helped new moms bounce back after pregnancy.

Why Specificity Wins

The more specific your message, the more powerful it becomes. Here’s why targeting a specific audience works:

• Clarity: Your message is clear and focused, making it easier for your audience to understand and relate.

• Connection: You build a stronger connection because you address specific needs and desires.

• Trust: People feel like you understand them, which builds trust and loyalty. Remember, “people don’t buy when they understand, they buy when they feel understood” - Adam Erhart

When you focus on a niche, you speak directly to the people who need your services the most. It’s like having a conversation with a friend rather than shouting into a crowded room.

3 Steps to Identify With Your Target Audience

1. Identify Pain Points: Understand the specific problems your audience faces. Are they struggling with time management, financial planning, or fitness goals?

2. Tailor Your Content: Create content that directly addresses these pain points. Use language and examples that resonate with their experiences.

3. Engage and Listen: Interact with your audience. Listen to their feedback and adjust your approach based on their needs.

For example, if you’re targeting young entrepreneurs, think about their daily struggles. Maybe they’re juggling a side hustle while working a 9-to-5. Your content could provide time management tips or strategies to grow their business on a tight budget.

Expanding Without Diluting

A common misconception is that having a target audience means you can only focus on one group. Which is not true! You can have multiple profiles as long as your messaging for each is clear and distinct.

Some people call these Avatars or Personas but they’re all the same thing. It’s a way for you to track and understand as much as possible about the different groups in your audience

For example, think of seasonal marketing. If you’re a tax advisor, your main focus might be on tax clients leading up to tax season.

But throughout the year, you could also offer services to small business owners or individuals needing financial advice. Each message is targeted, clear, and speaks directly to the intended audience.

I actually put together a bundle called the Target Audience Authority Pack which will help you create your first avatar or get a much better understanding of who they are and they type of content they would want to see.

Click Here To Grab Yours For FREE

The 5 Year Trick

When I finally got clear on who my audience was, it completely changed the way I approached my brand and its content. My freebies did better, my content got more engagement, and my sales went up because I was solving problems that I knew this audience was dealing with.

One thing that really helped me get clear was figuring out that my first client avatar (your first is going to be your ideal dream client) was essentially me 5 years ago.

Think about where you were five years ago. What were your struggles, aspirations, and the questions you had? Chances are, many of those are the same issues your ideal clients are facing today. By tapping into this, you can create content and offers that speak directly to their needs and desires.

Here’s Your Challenge…

Let’s get rid of the idea that targeting a specific audience means you’re saying no to others.

In reality, you’re saying a more powerful yes to those who matter most. This approach doesn’t limit you; it boost your reach by making your message more impactful.

Think about large brands like Old Navy.

They might run a commercial targeting women’s fashion, but that doesn’t mean they don’t sell men’s or children’s clothing. They simply create targeted messages for different audiences at different times.

Tips for Creating More Targeted Content

• Research Your Audience: Use surveys, social media polls, and feedback forms to gather insights.

• Segment Your Content: Create different types of content for different segments of your audience. Use analytics to see what works best for each group.

• Test and Adjust: Continuously test your messages and adjust based on the response. Flexibility is key to finding what resonates.

Ok now it’s your turn. Who is your ideal audience? What are their biggest challenges, and how can you help them?

Let me know your thoughts and experiences when it comes to target audiences in the comments below.

And if you found this article helpful, don’t forget to like, share, and follow me for more insights on mastering your marketing strategy.

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