“The most important lesson I can share about brand marketing is this: you definitely, certainly, and surely don’t have enough time and money to build a brand for everyone. You can’t. Don’t try. Be specific. Be very specific.” (from “This is Marketing: You Can’t Be Seen Until You Learn To See” by Seth Godin)
To some businesses, maybe even to yourself, it feels safe marketing to the masses.
Maybe you feel like the audience is sizable enough to warrant the effort and spend. If you get it right, the pay off will be significant.
The problem with this is when you try to appeal to everyone; you appeal to no one.
When you get specific about whom your business exists for, there are a ton of unintended consequences.
How you talk about your business becomes incredibly easy.
How you train your staff to talk to customers becomes more effortless.
You now have clarity on what types of images to capture for promotion. Are you for couples? Then that’s the images you capture and share.
Do you offer this product or that product?
Every decision in your business is easier when you get clear about who it is you serve.