Ep 63 – Go Deep Before You Go Wide

The Marketing Drive

Short marketing message that you can use right now!

Welcome to Episode 63 of The Marketing Drive with Chris Doelle.

Focus on one thing and be known for one thing so that people know what you are an expert of. You want to know what you can do for your customer and you would to be able to be 100% sure that your customer knows it as well.

This show is so named because I record it unscripted and unedited on my commute to work. When an idea pops in my head, I hit record. You get my off-the-cuff take on anything related to marketing your business. Be sure to send your show ideas and questions and I will use them for future shows!

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TRANSCRIPTION:
Today, I wanna talk about focus and niche marketing. There is this saying that I follow and believe in 100% and that is "Go deep, before you go wide". Now, that applies in so many places in life, in just business, in general but I am specifically tight in to marketing and what that means is focus on one thing, be known for one thing, be clear that this is what you are an absolute expert at. We all have a tendency to try to be inclusive and be jack of all trade and try to please everybody, be all things to all people but what that end up doing, it really hurts your marketing, in that, there is no clear methods of what the heck you do, what you stand for, how you can help me, with you product or service. So, the idea is, that you should not try to be everything, you should not try to be Google who does everything. If you think back to Google earliest days, to their beginning, thery were search engines, that is still their strenght, and feels the most important thing they do and where they dominate. They focuc everything into being a great search engine and again I am not telling you, although I believe it, I am not telling you focus your business on one product or service. Maybe you do have more things and you don't want to eliminate them. That's your business and whether I think it's right or wrong doesn't matter but what I know work when it comes to marketing is your message needs to be extremely clear. You need to be seen as this absolute expert at something. You need to be someone that  when somebody thinks of a subject, you need to come up as one of the top 3 in that subject. You look at the auto industry. Back in the day, they were "big3" manufacturers, that's what people thought of, when they thought of automobiles. Now, their market share has jump incredibly because there is so many other options out there. If you look at your company as teh entire market, well, you are hurting yourself. You are bringing down the bottomline for yourself when you compete against your product or service, when you compete against that, you're competing against yourself, you're competing against the mindspace of where you show up when people think about what it is you do. So, again, although I recommend that you focus your business to, at least focus on your marketing. Pick up the things that's either most enjoyable to you, most profitable to you or you do the best, pick something like that and focus on it and say "This is it, this is all that matters, this is all we are gonna market". Sure, you can upsell later, you can cross sell later, you can expand your products offering and let people know "Hey, I also do this". You can do that later, you want to get in the door. You want to establish a relationship with customers. You want them to understand that they can trust what you do, that you're going to not only standby but you're gonna be excellent at what you do. That's the most important thing. So, if your message is clear, if your branding is extremely clear, that "yes, this is what we are expert at". Then you get cost, if it's confusing, you don't get cost. It's as simple as that. So, to some more ideas. Be whatever you wanna be. Be all things to all people, just don't market yourself like that. Market yourself as the king of all legits, as the absolute best service provider for product X, whatever it is, nail it down, focus, focus, focus! Go very deep in mind space so that everybody is clear what you are good at, what you excel at, what your brand is all about. Once you do that, you establish the relationship and then it's up to you to live up to that and then say "oh, by the way, we also do this and we do that", and this it's a much easier sale, to get these people to do other things with you. Once they already know, they trust that you can deliver on something. Much easier than "hey, we can do everything!". That scares people and you don't wanna do that, you don't wanna be all inclusive in your marketing methods at all, you wanna be very clear, you wanna be concise and get to the point and don't stray from the point, don't wander down a path.

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