If you managed to drag yourself to the movie theater recently you might have run into the poster below.
Focus. This movie follows an experienced con artist (Will Smith) through several cons, which are interrupted by a beautiful blonde who becomes his intern. One of the main concepts in the movie is that conning will fail if you do not have a clear focus and while marketing and conning are not the same thing (though this is slightly debatable), marketing is indeed a game of focus, and not recognizing it as such can lead to a lot of trouble.
One of the major problems of many clients that come to us is that they want to be everything to everyone. "Who is your ideal client?" we often ask, only to hear "everyone" or "anyone who will buy." While you may think that having such a wide market is advantageous, it is actually very harmful.
When you are able to pick out your ideal client your marketing becomes a targeted effort that has a strong focus on how this particular type of persona interacts with your content, what appeals to them, and how your product speaks to their specific problem. This targeted approach and focus on a very specific persona gives you a sense of direction and guides you in terms of their needs, concerns, and points of pain. It also frees you from being overwhelmed by trying to respond and give your time and energy to prospects who will not work well with your products or services.
When you focus your marketing you can rethink the presentation of your product, improve your product to suit the needs of the clients you are trying to target, and grow your understanding of marketing shortcomings or product shortcomings to improve the quality and value that you provide.
The goal is to make your marketing so focused and targeted that you don’t waste time chasing after prospects that are not ready for your product, too concerned with price, and/or too caught up in the problem to see your solution as viable.
If this article resonates with you and you want to improve your understanding of focusing your marketing, contact us today for a free consultation.
Ready to focus your marketing for your buyer persona?
Download this great guide on how to create buyer personas
So you can segment your audience and create stronger marketing campaigns. But how do you start researching and creating these personas from scratch? This guide can help.