“Don’t try to be all things to all people.” – I’m sure that’s a recommendation that you’ve heard before. It’s good advice. If you are trying to meet the needs of a broad spectrum of customers, you may end up being so generic that you’re not meeting the specific needs of any one target group. Focusing on (and thoroughly understanding) a specific niche target market enables you to develop an effective marketing message that will resonate with your target customer.
Take for example a person that sells health insurance. Who needs health insurance? Individuals? Employers? Small businesses? Large corporations? Well, the answer is all of them. Are their needs the same? No. For example, the needs of a self-employed individual are different from those of a large business or corporation with lots of employees. The benefits that the individual and the corporation are looking for are different. Therefore, your marketing message has to be different to reach them.
By focusing on one target customer group, (for example self-employed individuals), you can truly understand what makes that group “tick”. Developing a strong marketing message that resonates with that specific group of people helps to build your credibility amongst that target market. You’ll be perceived as someone who specializes in that product or service. In effect, you become the “go-to” guy or “go-to” gal when someone is looking for that particular product.
While you develop your marketing message, think of the best way to communicate your differentiation. What would motivate someone to buy from you rather than someone else?
Marketing experts often talk about the importance of establishing a “Unique Selling Proposition” or USP. Your USP should clearly differentiate your product. A good USP answers the question “Why should I do business with you instead of your competitor?” It gives your customers a rational reason for buying from you. An example of a great USP is the tag-line “Melt in your mouth not in your hand“. I don’t even have to tell you what company that brand belongs to. That’s how successful that value proposition is.
So, as you develop your marketing message, be sure to repeat your unique selling proposition in all of your marketing materials – both online and in print. This will help you as you build your brand and differentiate your business.