We share this thought with just about everyone we encounter from a marketing standpoint and it is amazing to see the response you get. I guess it will help to tell you what I mean by “make them uncomfortable”. Well, quite simply we want you to make someone unhappy with your business. No, we don’t want you pissing people off in a frantic rage, but we do want you to push your positioning in such a way that makes people despise you or at the very least wanna punch you in the face.
David, what the hell are you talking about?
Let me explain, so many businesses talk about targeting the right audience and “really connecting” with them. Bullocks. No they aren’t. They say that because its just what you are supposed to say. Odds are the message you are screaming from a mountaintop is so safe that although you are screaming loudly no one is hearing you. They aren’t hearing you because you are getting washed away by all the others. Your message sounds like a restaurant dining room….Great things are being said, but unless you are at the right table you aren’t being listened to.
If you try to appeal to everyone you will be compelling to no one!
Am I making sense? Solution! Craft your messaging in such a way that you truly resonate with your intended audience. Something that pinches their soul, knowing that others will feel pushed away and uncompelled. No, they won’t get their feelings hurt (not always), but they simply won’t notice you….Don’t worry! That’s ok. We don’t want everyone to notice you. We only want the specific niche you are shooting for. The others will not be your loyal customer in the end even if you grab their attention for the moment because your brand promise was never crafted for them to begin with.
I guess I could have been “SAFE” about this post and told you something like this “Make sure you have a really strategically, integrated solution for your potential customer base.” Would you have noticed it? Or even read it?
Go create some pins and needles!
