The campaign ran in key out-of-state markets with the tag, “Nebraska–honestly, it’s not for everyone.”
. . . .
Into & Overit is a bit like Nebraska.
Don’t get me wrong–it is my deepest hope that this newsletter adds a moment of peace and joy on your Friday morning. And I can hope that while still understanding that others use its arrival as a reminder to unsubscribe.
Into & Overit isn’t for everyone.
Neither are you.
Neither is what you sell or how you sell it.
We are all Nebraska.
Last time, we talked about using fall as permission to restart and ramp up on what matters most.
We can also use it as permission to let go of what does not.
Lesson: Know which customers aren’t your people. Stop trying to woo them.
If you’re for everyone, you’re for no one.
Who are you selling to? It’s the first question we ask a new client. We’re looking to narrow down our focus to understand better who they are speaking to and the unique problem we need to solve.
“Everyone” is not your target audience.
“All of them” is not the problem you solve.
There is a particular group of people for whom you are ideally suited to fill a very specific need. There could even be two or three groups of people or more than one need.
But it’s still not Everyone and Everything.
Marketing to Everyone tricks us into creating broad, boring features. It’s what cons us into writing watered-down messaging that, even if you study the website, doesn’t tell anyone what we do; it makes us invisible and indistinguishable.
Worst yet, it sends our customers into the arms of someone else, someone who could make their wants and intentions clear.
If you’re marketing to Everyone because you’re unclear on who your special someone is–do the work to understand your market, your value, and the sticky place where they intersect. If you need help, we’re here.
It may sound overwhelming, but the process is FUN, and the benefits are huge.
- You save resources. All customers are NOT created equal. Some bring value to your business, and others drain time, resources, and attention. Remember our talk about prioritizing coins? It’s one of my favorite conversations we’ve had.
- You master segmentation. You likely have multiple audiences. Identifying and segment them to make content hit harder. You may hate Into & Overit but love our Get Overit podcast. Great! Maybe you super loved the 2022 Healthcare Marketing Trends Report Smith & Jones released last week. We’ve got you covered. You can speak to multiple audiences; you can’t use the same content to do it.
- Choosing you is effortless. We like an easy decision. I don’t want to scan the cereal aisle for 15 minutes. No, really. I cry when I get overwhelmed. I want to know easily and quickly what was made with me in mind and what to buy. Your positioning triggers an emotional response that tells me that. It makes getting to “yes” SO much easier and without the tears.
Be Your Own Cup of Tea
You don’t need to be everyone’s cup of tea. You need to be your cup of tea, the one that best satiates the right customer. So many of the things that make you THE ONE to your target audience makes you Nebraska to those seeking pulsing lights and loud music.
That’s okay, and it’s the point.
In Case You Were Wondering…