Does the word ‘exclusion’ make you cringe? Is it because all the talk is about *inclusion* these days? Well, I get it.
But here’s the rub: Exclusion may be the BEST concept you’ve put into your business in a long time, when it comes to selecting your market and your offerings in an ultra-focused way.
Right now, more than ever, the ultimate poisonis selling to everyone. In fact, my not-so-pretty alternate name for this episode was… ‘The Mass Marketing Sh–show.’
Here’s why. We *know* we shouldn’t be marketing to everybody. But in real life, our knowing becomes very separated from adhering to this adage. Why is that? Because the idea of targeting LESS peoplecauses our brains to go into a conscious — or subconscious — mild panic.
So we avoid it. We spend all day aiming for tons of followers and LIKES – shooting for the lowest common denominator. We post VANILLA content that everyone will agree with (or at least generates the least amount of disruption with our audiences).
We create programs or products that EVERYONE in our category can use, and price them so that most can afford it. We stay in a lane that’s POPULAR, and where we happen to ‘appear’ most successful due to sheer volume. We value our success by HIGH numbers, everywhere, no matter what the real meaning is behind them.
At first, this all looks good, and sales could be streaming in at a pretty good clip. But then, general popularity breeds competition, so we start doing MORE and working harder to stand out and not only excel, but just achieve the results we used to.
So have a think about narrowing your market — a certain portion of your audience — or narrowing your offerings — specializing in a specific product or service.
Your results could be astounding, ranging from dramatically increased profits, simpler marketing plans that convert, reduced competition, and easier alliances with partners who promote you.
On #GlambitionRadio, I’ll walk you through what to think about when narrowing your market or offerings – along with some dangers you need to consider when you do this. (Hint: Much of this is about winning the mind game with yourself.) Listen now via link in IG profile, or comments below.
Head to Apple Podcasts now to listen to this episode of Glambition Radio (or download it for later).
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