To whom are you marketing? — Kelford Labs Daily

When you go to work on your marketing, who are you doing it for?

Who are you marketing to?

I’ve found that if I don’t have a clear idea in my head of the individual I’m making marketing for, it ends up broad and abstract. I end up saying too many things, to too many people, and nobody really gets the point.

But it’s specificity that sells.

Notice that if I ask you a question like, “Do you hate posting on LinkedIn, or avoid it entirely?” you have an answer to that question. It’s either yes or no, but you know it. It’s clear.

Because it’s specific.

But if I say, “Do you struggle with creating compelling, consistent marketing content?” you’re like, “Maybe?”

Even though it’s a broader question, which should apply to a larger group of people, it doesn’t. Because that’s not how anyone conceptualizes or describes their problem.

To each of us, our problems are specific and embodied and individual. 

They’re not vague abstractions, they’re real problems in the real world with real emotions connected to them.

So, as entrepreneurs, when we try to help people with their problems or help them capitalize on opportunities, we’ve got to be specific about what those problems or opportunities actually are.

Because the more we focus on individuals, the greater numbers we’ll attract.

But so long as we talk to people like they’re part of a crowd, they’ll never notice us at all.

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