Stop Talking to Everyone!

July 2018 • By Sori Apfelbaum • Marketing Advertising

If you just talk about yourself in a very generic way, why should anybody listen? Learn how to talk and who to talk to so that your audience will listen.

Last week, I went to speak to a new client about creating an ad campaign for their services. They spent half of the meeting explaining to me all the fine points of their services and every time I asked them what type of person they wanted to talk to, I got a whole bunch of answers.

They said, “They might not know about our services, or they think they don’t have enough money, or they know they have a problem but…”

They wanted to create an ad campaign that spoke about their services and why they are the best and get all types of people to call about their service.

Guess what? That campaign strategy is doomed before they even spent 1 dollar on it.

Tell me this -

…and really answer truthfully. When you sit down next to a stranger at an event, would you be interested in them if they said - “Hi, I’m a (random type of job that doesn’t have anything to do with you) and I’m the best because I get to work on time and always leave the last. I know my stuff in my sleep and never make a mistake. I’m super honest, always answer the phone and answer emails within the hour… and on and on.

Or would you totally tune them out and secretly wish you chose someone else to sit next to?

So you make an excuse and find another seat. The person sitting next to you turns to you and says, “Hi, I’m so and so, how’s your day going so far?”

So you smile back and say, “Much better now that I’m sitting next to you!” And then you discuss the weather and the entertainment and you casually mention that your feet are rubbed raw and you can’t wait to get home. Your seat-mate says, “Ooh, that’s not fun. I work at a doctors office and they recommend… for blistered feet.” You thank her, then take out your phone and order it, amazon 2 hour prime, so it will be waiting for you when you get home.

Now which person would you rather sit next to? The first one that was full of herself and broadcasting what makes her great or the second one that was curious and helpful?

When a company puts in an ad that’s targeting everyone and just talks about why their product or service is wonderful and all the how’s and why’s, they are acting like the seat-mate that was full of herself and talking to no-one. There is nothing in the ad that would interest people so they just keep going and the ad doesn’t even register with them.

However, when a company picks a specific type of audience to target and they research the problems that this audience has, the ad can be written a way that is interesting and helpful to the people in that audience. Because those people need that product or service, and the company genuinely shows that they understand their situation and can help them, they will reach out to the company to buy.

But… Yes, I know. Everyone reading this will think that they are the exception to the rule. Here are the most common objections and why you shouldn’t let them stop you.

Objection #1

We can’t just talk to one audience because we will lose so many potential clients we could have been targeting.

Remember the annoying person who wouldn’t stop talking? No one wants to listen to her and neither will a business attract customers if they just talk about themselves in a self centered kind of way.

The cool thing is that by strategically targeting a specific type of person and talking ‘to’ them instead of ‘at’ them, other people who aren’t exactly in that audience will notice and inquire about your product or service.

It’s like when 2 people are talking next to you about something that you sort of know about, but aren’t very knowledgeable in - you get drawn into their conversation.

Objection #2

It’s so hard to know which audience to talk to.

Yes, it is hard to narrow your message to one audience. Not gonna lie! The good news is that you don’t have to stay with them forever. Take a paper, write down all the types of people you currently sell to and then pick the 2 or 3 that are most profitable, have the biggest potential, or your most comfortable with.

Then pick one to test your marketing campaign on. If you can’t decide between your choices, close your eyes and jab your pen at the paper. Whichever one you are closest to - is the winner.

Objection #3

It’s so hard to know what to tell them.

Here’s a secret. If you know your audience and have interacted with them before, the knowledge is in your head and in your customers’ heads. So either think why they specifically need you and how you can help them with their problems or just casually ask them. “So, what the biggest problem you are having now that I would be able to help you with?”

If you want some more guidance how to write an awesome ad, check out my amazing guide that will help you through the process.

So, it’s time for the round up. The key to a successful advertising campaign in to pick a specific audience, understand where they need help, talk directly to them and what they want to hear.