When you do the exercise of narrowing down a segment based on different attributes or use cases, as I listed in the previous post on this topic, you keep eliminating a lot of the other areas which could divert your attention.
Then once you have been able to come down to the narrowest market (single target market) and figured out the economics of reaching out to that market, you can start working on the messaging.
Messaging is a very complex topic and by just reading a few lines here will not show you the gravity of the work that needs to be done to work it out. However by narrowing down, you can now put yourself in the shoes of the person whom you could be talking to. Once you are in her shoes, you can start thinking about what would go on in their mind related to what you are offering. Since you have too only think for this one person, life becomes much easier and you can create more targeted messages.
Sometimes the things you sell, don’t directly feature in the mind of the person, so you need to go one stage upstream and then create the messaging. Like no one, would think of outdoor – wedding – catering, until there’s a marriage that is taking place in the family. So in such cases your message will need to be focused on how it will get moulded with the marriage discussion going on in the mind of. the person you are targeting and then place the idea of an outdoor wedding. Since if they won’t think of an outdoor wedding, they can’t think of an outdoor – wedding – catering.
You cannot create powerful messaging without entering the mind of the prospect. And the best way in my opinion is to get down to a single target market.
Till next time then.