“I don’t know the secret to success, but I do know that the secret to failure is trying to please everybody.” Well said! Seems like common sense yet is so hard for business owners to accept.
NOT EVERYBODY IS YOUR CUSTOMER… It seems so negative, I know. C’est la vie! And from time to time, we all need a reminder. If in doubt, think about yourself. Do you like and use everything and every service available in the market? No? Thought so!
You have to understand and accept that not everybody is a customer. Start by profiling your ideal customer. Focus for a while on one person, give that person an age, gender, income level, likes, dislikes, favorite movies, songs, magazines, restaurants. Know that person! If you’ve been in business, you can think of that customer fairly quickly.
Now think about an opposite personality. Why would somebody not be your customer? Maybe they live too far away or too young to need your product? Maybe they have a specific allergy or lifestyle principles that would make consuming your product unacceptable? Maybe their skill or fitness level won’t allow them to enjoy it? Or they simply don’t need/like it or can’t afford it!
There are many industries that could provide excellent examples to prove this point. Let’s look at the auto industry. Theoretically, everyone who is over the age of 16 and has a valid driver’s license could be considered the target customer. However, if you take the time to analyze the ads for different vehicles, you’ll see that the marketing messages are crafted for and directed to narrower target markets.
Other industries segment the market and choose their target audiences as well. Some restaurants appeal to people on a budget, or in a hurry, or couples looking for a romantic date, or foodies who appreciate and seek out the creations presented by culinary masters. Every successful restaurant has wisely identified who their target customers are, and who they are not, and manage their marketing messages and efforts accordingly.
Whole Foods, celebrating its 25th Anniversary, specializes in organic prepared foods and locally grown organic fruits and vegetables. Their customers choose to spend more when buying quality produce. Even though everyone eats, not everyone is Whole Foods customer. Safeway or SuperStore or Save-On-Foods stores, on the other hand, focus on selling national brands and target a different, more of a budget-conscious segment of the population.
NOTE that both “Who is my ideal customer” and “who isn’t my customer” routine will help define and position your business and craft your marketing message better. It is vital that you know your customers, and do adequate market research.
Who is my customer? Who isn’t my customer?
Then focus your marketing efforts to reach your target audience most effectively.
Who is do you think this message is targeted to?