Marketing Myths: Part 1—Every Customer Should Love Your Brand

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When you live and breathe marketing all day, every day like I do, you hear a ridiculous amount of mind-numbingly awful information. And it comes from all directions—self-proclaimed marketing gurus, clueless business owners, idiots with blogs (not me…I hope!), marketing newbies who just don’t know any better…the list goes on and on.

My point? There are lots of marketing myths floating around out there. That’s why I decided to start a new series titled “Marketing Myths.” Clever title, right? In each post, I’ll focus on busting a particular marketing myth.

Have a marketing myth you want me to debunk? Share it with me by leaving a comment.

So, let’s get this thing rolling.

Should every customer love your brand?

Whenever I start a new project for a client, I spend time interviewing them about their company. I go over the basics, including: Who is your target audience?

The answer I get more often than not?

Everyone. We want everyone to be our customer. Our products and services should appeal to everybody.

It sounds great, doesn’t it? Who wouldn’t want to run a company that is beloved by everybody?

But the reality is that’s not going to happen. And you know what? That’s a good thing.

Your company shouldn’t appeal to everybody. If it does, you’re probably playing it safe, and you probably don’t have a loyal, passionate customer base.

See, too many companies try to be all things to all people. They take a shotgun approach to their marketing, hoping they’ll hit a wide audience. More often than not, the marketing that’s supposed to connect with everyone connects with nobody.

Why is that?

The answer is actually pretty obvious. Everyone is different. A 16 year old teenage boy from New York isn’t going to like the same things as a 70 year old, retired lady in Florida. When you try to appeal to such a wide audience, you’re going to have a hard time winning anyone over. Your marketing message will be weak, generic, and uninspired.

That’s why I recommend taking a sniper approach to building your brand. Pinpoint the exact type of customer you most want, and focus all of your marketing on attracting that person. You’ll be able to create a message that resonates effectively with this ideal customer, and as a result, your marketing will actually start to attract loyal, passionate customers who love your brand.

As I’m typing this post, I’m looking around my home at the various products I have. The first things I see are an XBOX 360 and Playstation 3. You’ll notice I didn’t say Nintendo Wii, even though it’s far and away the highest selling console. Why don’t I have a Wii? Because the Wii isn’t made for gamers like me. The Wii was designed to be a gaming system that could be enjoyed by casual gamers. Wii’s are enjoyed by families, at parties, and even at nursing homes.

The Wii isn’t geared toward me. Nintendo doesn’t want me as a customer. They don’t need me. And you know what? That’s fine. They’re more successful because of it.

You can’t be all things to all people, and not everyone should love your company. The sooner you accept that fact, the sooner you’ll be on your way to building a truly great brand.

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