It’s okay to be exclusionary.
You know the old adage, “If you try to please everyone, you please no one.” The same is true of your marketing efforts. Generic positioning designed to appeal to everyone doesn’t stand out.
It’s okay to be exclusionary. Part of your well-thought-out value proposition is defining exactly who you want to work with. This includes both demographics (age, gender, income, geography, etc.) and psychographics (how they think, aspirations, and other psychological criteria).
The more defined your target audience for blogs and other marketing, the more impactful your efforts will be since you’ll have a clear understanding of exactly what their needs are and how to address them.
Naturally, when you define who you will work with, you’re also excluding folks who don’t match that description. For example, if you specialize in working with female healthcare professionals, then men and non-healthcare professionals will likely determine you’re not the firm for them.
While it might feel counterintuitive, limiting your audience has several advantages, for example:
Here are a few ideas for niche content you might incorporate into your niche marketing efforts:
Of course, you don’t have to make exclusionary statements such as in that last example. But the bottom line is you shouldn’t fear to talk directly to your defined target audience because of whom you might turn away. The positive effects of target marketing are much greater.
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Sarah provides custom marketing and social media consultations for LPL Financial advisors and investment programs. In this role, she consults with and supports clients in effectively marketing their business in today's increasingly competitive environment. View full bio.