Are you familiar with the movie review website, Rotten Tomatoes? If not, it’s going to be your new best friend when it comes to pop culture. Before you go see a new movie or decide to either illegally download or rent one, you can type in the title, and it will instantly tell you its percentage of awesomeness (or lack thereof).
Basically, after collecting insights from a number of critics, if the positive reviews make up 60% or more, the movie is considered “fresh.” If not, then it’s “rotten.” You know… like a rotten tomato.
Anyways, this site and me… well, we fight a lot.
It tries to tell me that I have terrible taste in movies, and I repeatedly tell it that it’s wrong.
While there are plenty of people who will also tell you that I have terrible taste in movies, the point is, that it is impossible for everyone to love every movie, and there are always going to be haters who say that your all-time favorite movie is actually the worst movie on the planet.
When it comes to your company or your product/service, it works the same way. You cannot and will not ever agree with everyone… and you shouldn’t want to! If you love a movie that only has 14% positive reviews, great. Those 14% of people are YOUR people. Those are the ones in your corner. Roll with them!
Trying to please everyone is just setting yourself up for failure.
If you come up with a product to market online, you will ALWAYS have some people that give it thumbs down, a negative review, and/or a ridiculous rant. AWESOME. Let them rant. You don’t need them anyway. There are plenty of people who will find quality in your work, and those are the ones you want to be talking with.
Even the people like me, who find movies like Without a Paddle (14%), My Best Friend’s Girl (14%), The Animal (30%), and Into the Blue (21%) to be wildly entertaining and quality works of art, can find a community of people who will also agree that these movies are top-notch.
Sure… it may take a while to find that very, very, very …very, very, very specific niche of people who will agree with me, but hey… they are out there. And those are the ones I metaphorically want to reach!
Narrow down your target audience
Do you know who it is that you’re talking to in those email campaigns? Do you know who it is that you WANT to be talking to?
This is important. It won’t be very beneficial to your biz if you’re sending emails about how awesome Without a Paddle is if your audience is filled with Prometheus fans (which, by the way, Without a Paddle was awesome, Prometheus was terrible. Just sayin’).
It’s crucial to narrow down your target audience.
Make sure you’re talking to the right people, and make sure you’re giving them content that they are going to want to read, and that they will specifically find useful!
For example, if you have a new strength building fitness website, and you want to bring in a larger female audience, narrow it down even further.
“But, how? Ladies interested in fitness…seems pretty narrowed down already!”
Nope! You can do better.
What kind of female audience?
Do you want to attract middle-aged, out of shape, 9-5 working mothers of six? Do you want to attract veteran distance runners who love to organize and participate in charity fitness events? Do you want to reach 20-something computer science students on a mission to get that ever so elusive bikini bod? All of these are very, very, very different groups of females!
You don’t want to waste your time marketing your product to someone who will not give a hoot about you OR your services. Unless you’re a heckuva salesman/woman, then that person won’t even listen to what you have to say. Move on, and go with your niche market.
For me, I started out wanting to target “small businesses with no social media engagement.” Pshhh… I thought that was narrow.
Then, I read some of Ramit Sethi’s brilliance, and I narrowed down my target audience even more. I altered my target audience to be focused toward “small business owners or newbie bloggers with little to no social media presence and an outdated or nonexistent website who also need help creating said website and launching brand pages for Facebook/Twitter/Pinterest/Youtube/LinkedIn.”
How’s that for narrowed down?! *pats self on back*
I imagine I could even take it further – going with gender specifics, location specifics, etc… but for now, I think this will suffice.
Who is your target audience? Who do you WANT to attract, and who do you not want to attract? Write it down. Once you’ve written it down, tell yourself that it’s not narrowed down enough. Get more specific, and rewrite it. (Does this sound too demanding? I’ll be nicer).
If you want to take it through a third round of specifying, go right ahead.
You’re creating and running your business, here. You know who you want to reach, and you know who you want to interact with. You know who you can help, and you know who you won’t see eye-to-eye with.
Don’t try to please everyone.
Please your audience, please your customers, and be very specific when it comes to your target market.
So back to those rotten tomatoes… I’ve discovered that whenever I look up a movie and find that it has a 60% or higher approval rating, then I probably will not be interested in seeing that particular movie. I’ll watch it of course, because I’m a sucker… but then I’ll walk outta the theater thinking, “why did I just waste two hours of my life watching Prometheus (73%) when I could have been watching SVU on Netflix?”
- You can’t please everyone. Stop trying to do so.
- Narrow down your target audience. Know who you’re talking to.
- Don’t go see Prometheus, and don’t hate me because of my alleged horrible taste in movies (please).
Until next time,
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