In my last post I went on an unholy tirade against the retarded idea of “everyone being your customer”.
And I promised you a second reason why the idea is a whole load of Bullshit. Besides it wasting your budget by marketing to people who either don’t give two shits what you’re selling. Or people who just don’t have the money to buy from you.
Moving on, here’s the second… and probably more important reason why you shouldn’t assume everyone’s your customer.
It dilutes the emotional wallop of your sales message
If you’re trying to craft a pitch which will appeal to “everyone”, then you’re gonna have to aim for the lowest common denominator.
This means you aren’t going to use any super effective emotional appeals and buying triggers because you’d be too busy trying to make sure whatever you say works for everyone.
Here’s what I mean…
According to Gene Schwartz, every ad is supposed to aim for a shared “mass desire” in your target market. But by trying to sell your product to everyone, you’re not aiming for any specific mass desire in your ad.
Instead you’re trying to appeal to as many mass desire as possible, spreading your ad’s power thin.
And if common sense has anything to say about this, it’s that if you try to sell to everybody, you end up selling to nobody.
It’s better to create separate ads for the different major demographics your product sells to and target those specifically.
Even if you don’t have a massive marketing budget you can still niche down till you have a “reasonably ” targeted ad campaign. One which aims for a group with a single unified desire you can milk for massive profit.
That way, at least your ad’s power is being “rifled” through one core desire across a large targeted group of prospects.
Instead of being “shotgun blasted” toward every possible desire you can try appealing to.
And last but not least, I got the worst cold right now so I’m gonna make myself a warm cuppa tea and take a chill pill. However, if you’re interested in having me write your copy, making sure to tug the heartstrings of your customers. And pulling their buying triggers with my itchy trigger finger then hit me up over at:
And I’ll catch you on the flip side…
Till the next wave of madness…