From 99 Marketing Traps and How To Avoid Them*
Most marketers would agree that hunting for prospects with a rifle is much more effective – and more cost effective – than firing off a shotgun. Once again, actions in the real world suggest a different reality.
When our mindset is all about getting more, it’s hard to see why we should leave anyone out. Everyone would benefit from what we offer (or they should). Everyone, if they knew the whole story, would want to be our customer (or should want to).
So in the spirit of not wanting to leave anyone out, marketers who want it all dilute their resources (i.e., budget, people and attention span) in a vain attempt to reach everyone … and not miss out on anyone.
Trying to be all things to all prospects inevitably shrinks margins and drains credibility … in a marketplace that is already bombarded with too many messages. Even if you have unlimited marketing resources (and I would love to meet that company, though I haven’t found it yet), it still won’t be enough.
How To Help A Brand That Has Fallen Into This Trap:
The problem here is the whole idea of marketing as hunting. The prospects that can really bring you profitable business growth are too elusive to hunt, and too empowered to let you get close enough for your shotgun to reach them. (Thank the Internet for that.)
Stop hunting. Start cultivating. There’s more than enough acreage available to you. And regardless of how much acreage you have, you wouldn’t consider planting every type of crop available.
What kind of harvest do you want? Do what you do best. Take super care of the buyers who already believe in you, and give them a reason to do some of your marketing for you through their own endorsements. You can’t promote yourself better than they can.
*Available now at Amazon.
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