Two marketers argue you'll attract more buyers by targeting a specific niche passionately than by trying to appeal to everyone. They use electricians and college football fans as examples of audiences worth going deep with instead of staying generic.
There is no money in the middle. The money is where the passionate people are, right? Those are the people who are buying the products. The everyday people who are like eh, you know, I identify as left, but you know, like they're not the people buying the shirts. The people who are buying the shirts are these super passionate, crazy about it ones. All right? That's where the money is. It's not playing it safe. So whenever you're selling. And this applies to every niche, right?
Like if on the product of the week club, recently we reviewed an electrician product, right?
Your ads in the product should literally repel everyone else.
It should only speak to electricians. And that doesn't mean you have to say something that is like offensive to people who aren't Electricians, right? But it should be that the message really only speaks to Electricians and it could be an inside joke that they get and they're like, haha, yes, this makes sense. Imagine you know, like we gave the example of the political thing, right? Like being in the middle of the aisle, like not trying to offend anyone on the left, not trying anyone on the right because we want to attract both audiences somehow. Now imagine if you sold an electrician shirt that tried to appeal to like roofers because you didn't want to piss them off, you wanted to keep them in too. Like it doesn't make sense, it doesn't work.
The best marketing campaigns, guys, they're going to repel people who are not your target audience. And because of that, and maybe even offend them and because of that it's going to seriously hyper attract your actual target audience. They'll be like, holy shit, we love you. This is me, I understand this and I want it. And that's because guys, the buyers are the passionate few. They're the ones who love. They're so into it. They live, breathe, die, they eat this stuff. Like this is their life. You know, the people who are like.
You know, kind of like pussyfooting around. That's a fun word, right? Pussyfooting.
And they're not super into it. Like they're not, they're not spending money on it, guys. So you need to go all in. You need to pick a side, okay? If you're selling college football stuff, don't have something that's like eh, kind of Michigan, kind of Ohio State. No. Go all in. Selling political stuff, Go all in. If you're targeting Electricians, go all in. Electricians. All right? You know what I'm saying?
That's it, that's it.
