Who’s not your customer – how it helps in messaging

B2B, Business, differentiation, ideal customer, Marketing, messaging, Positioning, segmentation, single target market

Last 2 posts I have been talking about the benefits of identifying who’s not your customer to ensure a better focus.

Once you know whom you don’t want to target consciously, you can actually build your messaging to ensure you make it clear for whom its not applicable and therefore your Ideal Customer recognises that the message is Only for her.

Whether its in the advertisements or in the email messaging that you build you can consciously list out all the people you don’t want to target. A positive way of doing this from the real estate market could be – “where millionaires reside” – which clearly tells people that if you are not a millionaire you can’t afford the homes.

There are clubs which mention the minimum criteria for joining the club. This way they ensure that they don’t waste time with wannabe’s.

In case of technology and B2B companies – you can decide to target companies who don’t use cloud and eliminate all companies who use cloud by doing messaging – “offer for first time cloud users only”.

By identifying “whos not your customer”, you don’t need to have negative connotations to it. Its just a method to ensure you can get your messaging for your specific niche very strongly aligned to the niche.

Try using this for building your messaging and let me know your results in the comments section below.

Till next time then.

Carpe Diem!!!

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