Why It's Better to Speak to One Specific Customer

Over the last week, I fielded similar questions from different people regarding customer targeting.

In all of those instances, I encouraged them to get as specific as possible as they envisioned their customer.

A worried look came across their faces, each and every time I gave this advice.

"But if we get really specific, won't we drive a lot of customers away?"

I understand the fear.

But the answer is no.

This is may sound counterintuitive, but you will be far more successful if you speak to one type of customer rather than casting a wide net and speaking to everyone.

Let me explain.

When you focus on a niche segment of customers, your message becomes more personalized and impactful.

When you understand the unique needs, challenges, and preferences of a specific kind of customer, you can tailor your messaging so it resonates with them at a deep and personal level.

If you do it right, they will think that you are inside their head and reading their mind!

By targeting a specific audience, you can create messaging that speaks directly to their pain points, so they feel a stronger connection to you.

This method also helps you builds trust and loyalty. When customers feel understood, they are more likely to connect to your brand.

This can result in more sales, repeat purchases, and word-of-mouth marketing.

In contrast, when you speak to a general audience, you dilute your message and become one in a sea of voices clamoring for attention.

A general message is a generic message. It is instantly forgettable.

Your best bet is to market to one specific customer. It's more efficient, more effective, and gives your customer a reason to feel personally connected to you.

Here's the crazy thing: when you speak to one type of customer, you'd be surprised at how many other customers jump on the wagon too, precisely because your message is so memorable.

So choose your one specific customer, and tailor your marketing to them.

Once you see the results, you'll never go back to general messaging again.