4 Effective Strategies to Alienate People
Consider this a public service announcement.
If you want to build a committed client base who truly benefits from your products and services, it’s high time you figured out who you should not market to.
It’s a bold truth: when you reach out to every single person on the planet, you won’t get much of a response, let alone create higher profit margins and visibility.
In more concrete terms, no business caters to unicorn enthusiasts, nuclear physicists, and the Hell’s Angels at the same time. After all, the only way to build sustainable growth is to pigeonhole a specific target market.
Even politicians, whose goal it is to get the most votes, reach out to target voting blocks. Strategists call it “the base.” And even though entrepreneurship remains far less volatile than politics, the same principle applies.
In a nutshell, you have to alienate people (but in a good way.)
As you work to clearly identify your target market, and effectively communicate with them, follow these 4 strategies to weed out the audience members who simply won’t engage with your business.
Strategy #1: Keep Asking Yourself, “Who am I?”
There’s a pretty solid chance that your ideal customer is a whole lot like you. Think back to your personal struggles and triumphs, and dive into the nitty-gritty of how you felt on any given day.
Your ideal audience has felt the same way, and it’s up to you to market to them, and no one else. That said, ask yourself who’s the antithesis of you. And that’s the kind of person you should unequivocally avoid in all your marketing material.
It doesn’t mean that you wouldn’t enjoy spending time with this person; it simply means that their business belongs elsewhere. And once you realize that, you’ll find yourself in a vastly stronger position.
Strategy #2: Affirm the Real Reason Your Business is Here
This is not the same as strategy #1. This goes a little deeper into the psychology of your market. In fact, you may not have started a business because of yourself. It’s very common that entrepreneurs begin because they know someone with a particular pain point that they can solve.
Even if you’ve been in business for well over a decade, look back and think about why you made the decision. When you tell that story to yourself, it becomes clearer as to who your target market is.
Strategy #3: Identify a Distinctive Customer Profile
The question is: who is the one person? What is his or her average day like? What does this person really need in their life?
Bottom line: your ideal customer craves something, and you can deliver it to them better than anyone else.
Once that factor is clearly identified, it becomes more apparent that 98% of the population might not benefit from your business. But not to worry, because the 2% that would be dedicated to your business will make up for it in a big way.
Strategy #4: Know that Quality Defeats Quantity
Did you know that you can actually pay for Facebook likes? Many entrepreneurs do it, and while it’s nice to see 17,890 fans, the overwhelming majority won’t really engage with the business.
When you whittle down your target market, you get real lasting engagement with a group of people. Having a email list of millions is insignificant next to creating lasting relationships with the people your business powerfully serves.
Let’s talk about your target market in the comments below.
Full disclosure: I’ve got a target market, too. I help small business owners become more visible online, and I realize not everybody needs that. After all, I really don’t care to have Facebook or Wal-Mart as a client.
Big businesses simply aren’t my demographic, and I’m A-OK with that.
So whom do you serve?