Marketing is compared to fishing a lot. At the risk of overusing the analogy, I think I can milk it for a little more. We don’t want to catch one fish at a time with a rod. We want to catch a bunch of fish at once, so we use a net.
Here’s the mistake we make. We try to market as broad as we can. We think that the broader our reach is, the more people we can attract.
It’s a logical thought process.
But, let’s say there’s a bunch of ‘fish’ out there. We cast our net super wide to reach as many people as we can – so much that it stretches our net. What happens to the size of the holes?
The holes get bigger, and all the fish swim right through – even that rare fish you were after.
This is our marketing when we get too broad.
The cure for stretchy net syndrome
A lot of coaches compensate for “stretchy net syndrome” by using new terms for their target client to make their marketing more specific.
We see this a lot with terms like entrepreneur and business owner. I know loads of coaches that use one of these terms in their marketing. Off the top of your head, do you know the difference?
Neither do most entrepreneurs and business owners. They’re nearly the same.
If you’re trying to attract entrepreneurs and business owners though, using just one of these umbrella terms in your marketing won’t attract both. It won’t work if it’s not the term they use to describe themselves.
We need to get dead-on specific with who we’re after.
The easiest way to narrow your target prospect is to pick one person with one problem and make one promise. -Taki Moore [Tweet This]
Narrow Your Net
The easiest way to narrow your net – to get as specific as possible with who you’re after – is to nail these three things:
Pick 1 Person
- Write down what you can about the one person you’re after – your ideal client.
- What job title do they give themselves?
- How big is their business?
- How old are they?
- Where do they live?
- How much money do they make?
- Where are they in their career/life stage?
Pick 1 Problem
List out a few of your ideal client’s top problems. While your ideal client may have 99 problems, we want to pick just one. This should be really easy for you.
My ideal client wants to:
- Work fewer hours;
- Lose weight;
- Sell more houses;
- Double their business;
- Automate customer service;
Remember, just pick ONE.
Make 1 Promise
Now, write how you can help that one client solve that one problem. This should be only one solution. Of course, you can deliver more results, but just choose one.
Here’s a quick example:
You can coach any number of specialty medical professionals – physical therapists, optometrists, nutritionists, orthopedics, etc. on how to improve their business.
To narrow our net, we’ll pick one person with one problem and make one promise.
Problem: They’re not getting enough clients.
Promise: You’ll get them more clients, fast.
How would this look in your marketing? In a headline it would read, “If you need more dental patients quickly, this system will get you X number of patients in the next 15 days, guaranteed.”
That’s really, really clear. Clearer than most marketing we see!
One Person. One Problem. One Promise. If that’s how you marketed to your target audience, wouldn’t it simplify your life?