How To Stop The Spray And Pray Marketing Method

Recently a favorite mentor of mine did a workshop on creating your niche. It was highly attended and content rich. And after so many years of hearing that as solo entrepreneurs we should focus on a niche, you wonder why this is STILL such a "hot topic".

Even in my work with clients, I'll ask what is your target market and who is your ideal client in that market. Sometimes the response is very general, i.e., women, anyone who wants what I've got, or just plain "everyone". Well I, of course, remind them that this just can't be true. Not "everyone" wants what you've got! And as a woman, I can tell you that I don't want to be lumped into a general group like that either!

When you are not clear on who you're marketing to, you're likely to toss out all of your ideas in a newsletter, blog post and articles without clearly identifying whom it's meant for and how it addresses their particular needs. Or, say you attend a networking meeting or you're speaking with a prospect and you talk, talk, talk about all the things your product, services or program does, again without addressing the listener's specific needs well you're engaged in "spray and pray" marketing.

You'll just "spray" your information to whoever will listen and pray that it "lands" on the right client. Not exactly a great visual, is it? Also, it's not at all effective.

Let's examine what happens when you're all over, spread wall-to-wall with your marketing message. It's not pretty?

#1 - Your message is really muddy You can't create a clear, cohesive and easily received message when you're trying to appeal to everyone. Why? Because everyone is busy and they want the beacon, the light that pinpoints what they "ought" to pay attention to. If they have to comb through women, men, firemen, teacher, doctor, etc. to find out if they're in there somewhere, trust me, you'll lose them. So be clear about who is sitting right in front of you, "figuratively', when you are penning that next article, email, presentation or sales letter. This will help you to stay on point and power up that beacon!

#2 - You'll lose time and money "Spray and pray marketing" is both tiring and expensive. If you're writing an article, an ad, a sales letter for an unclear audience, you'll have to spend a lot of time writing and re-writing to be sure you've covered all of the "he/she's", "himself/herself", etc. And the money you?ll be losing not only because they aren't buying, but also the cost of your time and expense in the production of any communications, adds up quickly.

So focus your attention on who your marketing message will help and just spend both your time and money with this client. It's kinda like dating; you wouldn't want to go broke and tired trying to date everyone, would you?

#3 - You won't know who you are Everyone wants to have a clear identity. That's why so many people participated in that niche workshop. You need to know who you are so that your elevator pitch, website, ads, presentations, sales letters and emails all match who you are and what you do. Ever wonder why some people struggle with their elevator pitch? It's because they're using the "spray and pray marketing" method. When you're clear, it flows. You'll be able to slightly modify it as needed, easily, so that you don't sound like a recording with each person you meet.

Sit down and picture your ideal client. Identify what you do for them and why. Then look inward. Who are YOU to do this for your client and why?

Abandon the "spray and pray marketing" method as soon as possible. Create that crystal clear vision of your ideal client and speak only to them and watch the magic!