STOP trying to appeal to everyone...

August 1, 2017

 

I can see you…diluting your brand because you are worried that by narrowing your ideal customer right down you will restrict your audience too much.

 

And I can completely understand your logic, but let me ask you this…

 

How is doing that working out for you…?

 

Have the flood gates opened, or do you get the odd customer here and there who doesn’t really resemble the ideal customer you had in your head?

 

The problem is that by trying to appeal to everyone, the chances are you’re going to end up not appealing to anyone.

 

Why…?

 

Because your branding is too vanilla and your messages are too bland and wishy washy.  As a result, potential customers are getting confused by your messages or are simply not connecting with them.  They’re not recognising themselves in the challenges being described, or can’t relate to you and your brand.

 

By making your messaging too broad, you will struggle to hit the mark and potential customers will keep walking right on by to find someone who catches their eye and hooks them in.

 

The best way to create the business you want is to follow your heart and...

 

>  Be honest with yourself.  Clearly define who you would REALLY love to work with, and why.

 

>  Don't make assumptions about what they can and can't afford, want, expect, etc.  Do some research and find out for sure.  And then develop offers and a pricing strategy that meet your customer's needs, desires and expectations.

 

>  Create a brand that will appeal to your ideal customer and help you to stand out from the crowd.  Your branding needs to be cohesive and consistent.  Make sure that the logo, fonts, colour scheme and overall style and feel of your brand reflect both your ideal customer and your own personality, as it is YOU that they ultimately need to be buying into.

 

>  Creating your brand doesn't have to cost the earth.  When you are starting out in business there are so many demands on your limited resources that you need to prioritise.  You can create a logo using free tools like Canva and even Microsoft Powerpoint, or choose an image you can turn into one from a stock photo site.  It doesn't have to be complicated or flashy, especially when you are just getting going. 

 

Your branding is something that can grow and evolve as your business does.  In fact in my experience, the business you start out with can change rapidly in the early stages as you test the water and then refine it based on the outcomes, so any investment in this area is best done a year or so down the line when you are more settled.

 

>  You need to step up and own your expertise.  If you are unsure about what you have to offer and whether you are good enough to deliver on what you are selling, potential customers are likely to pick up on this too and so won't buy from you.  

 

Take the time to reflect on all your strengths and talents, on the skills and knowledge you've picked up over the years, the experience you've developed and your achievements.  Once you're done, keep it close and look through at it every time you feel like a fraud or doubt yourself.

 

But most importantly, STOP trying to please everyone!

 

 

Need help working out who your ideal customer is and what they want, need and expect so you can position your business in a way that talks to them...?  Then book a free Build Your Business strategy session here.

 

 

 

 

 

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