In my work helping businesses large and small with their digital marketing, our work together often ends up helping the business understand their full customer journey. For many businesses this leads to the realisation that they’re trying to serve everyone with a perfect solution, which they invariably fail to manage.
This often manifests itself in the marketing and communications material of such companies. Businesses have a product that can be used in many ways by different people to meet their differing needs. This leads to the desire to tell everyone all the features, so the core message gets lost or becomes so garbled that it appeals to no-one. It might feel counter-intuitive but targeting your message more tightly, so you’ll only appeal to a small section of your audience is the way to begin to engage them. You’ll be talking their language and solving their problems and you’ll be able to be very clear how you do it and what the benefits of your approach are.
In today’s social media, always on environment it’s even more important to remember that this approach needs to be followed. Be focused on who you want to reach out to. Be specific about what you can do for them and why you are the best option.