When writing a book, marketing a product or just getting people to your blog, you want to narrow down your target audience as much as possible.
You may think that if you narrow things down too much, you will exclude too many people. This is the natural reaction most businesses have when it’s suggested that they need to narrow their target market. People mistakenly believe that if they leave people out, there will be less interest and thus leaving money on the table.
Well, that’s not always true because there is a phenomenon that I like to call: “I’m the exception to the rule.”
Everyone thinks they are the exception to the rule. Have you ever met one of these people? They are the ones who cut in line at the deli, or the ones who take a left on red, or take up two parking spaces. These are the ones who say, “I hear what you are saying, but that doesn’t apply to me.
You can use this to your advantage when you market your products and services.
Let me give you can example:
Suppose you had an exercise program where you said, “This program is ONLY for people who have gained 20lbs. in the last two years.” Then you went on and talked about how unique your product is to that target market.
Here’s what’s gonna happen:
(1) First, everyone in that target market will be drawn to you like a magnet because they’re thinking, “Oh, my god, that’s me! It’s like you read my mind.”
(2) Secondly, there will be a segment who will honestly believe what you say and move on. These are the people who follow all the rules. That’s okay. You weren’t going to sell them anyway.
(3) Finally, there will be a segment that will say, “I know you’re saying it’s only for people who’ve gained 20lbs. in the last two years. Well, I’ve gained 20lbs. in the last 5 years. This will still work for me. I’m the exception to the rule.”
There will always be people who will think they are the exception to the rule. And these are the people who are the easiest to sell to. Why? Because they have already sold themselves. You first excluded them, and then they included themselves by saying they are the exception to the rule. Once they beat down your door and let themselves in, they is not much you have to say to sell them on your product or service.
So, the lesson here is don’t be afraid to narrow down your market to very specific group of people, such as women over 35 who have only two children, or men over 45 who only make $35,000 a year.
You’d be surprised how far this will get you.
We live in the Internet Age.You can test everything quickly, so there really is no excuse to narrow your target market.
It’s not like the “olden days” where you could only market to people in your dinky little town.
You now have the whole world!
Make it easy on these people by targeting to them specifically, so they can feel like you’re reading their minds…
And get the added benefit of getting all the people who think they are the exception to the rule.
Ash Waechter is a sales copy writer who specializes in helping authors and speakers sell more books and products.