The campaign ran in key out-of-state markets with the tag, âNebraska--honestly, itâs not for everyone.â
* * * *
Into & Overit is a bit like Nebraska
Donât get me wrong--it is my deepest hope that this newsletter adds a moment of peace and joy to your Friday morning. And I can hope that while still understanding that others use its arrival as a reminder to unsubscribe.
Thatâs okay.
Into & Overit isnât for everyone. đ
Neither are you. đŽ
Neither is what you sell or how you sell it. đł
We are all Nebraska.
Last newsletter, 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.
You are your own cup of tea
You donât need to be everyoneâs cup of tea. You need to be your cup of tea, the flavor that most appeals to and satiates your ideal customer. So many things that make you the best choice for your target audience make you Nebraska to those seeking neon lights and high peaks.
Thatâs okay, and itâs the point.
Know which customers arenât your people. Stop trying to woo them.
If youâre for everyone, youâre for no one.
Whom are you selling to? Itâs the first question we ask a new client. Weâre looking to narrow our focus to understand better whom they are speaking to and the unique problem we need to solve.
âEveryoneâ is not your target audience.
âAll of themâ is not the problem you solve.
There is a particular group of people you are ideally suited to fill their very specific needs. There could even be two or three groups of people. Or more than one specific need.
But itâs still not Everyone and Everything.
Marketing to Everyone tricks us into creating broad, boring features. It cons us into writing watered-down messaging that, even if you studied the website, wouldn't tell someone what we do; it makes us invisible and indistinguishable.
Worst yet, it sends our customers into the arms of someone else, someone who made their wants and intentions clear.
If youâre marketing to Everyone because youâre unsure of who your special someone is, the solution is simple--do the work to identify them. Understand your market, your value, and the sticky place where they intersect. Then let go of what doesn't fit into that. If you need help, weâre here. I love this stuff.
It may sound overwhelming, but the process is FUN, and the benefits are huge.
Here are just a few:
- 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? Itâs one of my favorite conversations weâve had.
- You master segmentation. You likely have multiple audiences. Identify and segment them to make your 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. Weâve got you covered! You can speak to multiple audiences; you canât use the same content to do it. And you can't segment what you haven't identified.
- Choosing you becomes effortless. We like an easy decision. I donât want to scan the cereal aisle for 15 minutes. I cry when I get overwhelmed, and I am always overwhelmed. I want to know easily and quickly what was made with ME in mind. Positioning yourself to a specific audience triggers an emotional response that tells me that. It makes getting to âyesâ SO much easier and without the tears.
Drawing your line--making no apologies for who you're for and who you're NOT for--is hard. Yet, it's becoming increasingly important to attracting and retaining a loyal audience. We don't want something created for the masses. We want what was created with us in mind.
In Case You Were Wondering...
