Increase Sales With Polarization - FDDTC #33

What's up, guys? Devin Zander here. Yes, again in a different setting. I'm recording with my phone on this week's episode. But today we're going to talk about being polarizing in your marketing and messaging. Hey, guys, I'm Devin Zander, your host. This is the From Delivery Driver to CEO podcast, Lessons, tales, stories. How I went from an everyday guy, a high school dropout, and Jimmy John's delivery dryer to the CEO of an eight figure company. So let's get into today's episode. I was talking earlier today with a student of ours who's also now a coach, Gary. He's getting into a new venture and he told me something interesting. And Gary, no offense, dude, love you. I just thought, hey, if Gary, this G made this mistake, then maybe a lot of people are making this mistake. So it's something worth discussing. But anyways, Gary said, you know, like, I want to try to attract both audiences. I think that there's a lot of money to be made and that if I have a really broad message that doesn't offend anyone and I can attract both audiences, then I'll make a lot of money. And to give you an example, right, this is something like if you're selling to Michigan fans, for those of, you know, Michigan, like Michigan football, they are arch rivals. They hate Michigan State people, right? Or sorry, not Michigan State, Ohio State people, right? Or if you're in the political space, you know, the left and the right, they don't get along. Okay, so imagine that if you made a shirt that was like, hey, you know, we don't hate Ohio State here at Michigan, they're okay. Or, you know, you made a shirt that said abortion or life, who cares? You know, either way, you know, a message that doesn't really offend anyone, you know, you know, it doesn't work. It's just. That's not right. And this is kind of like marketing 101. Do you guys like how I'm getting all crazy in this chair? I don't know what's going on. I'm very uncomfortable lately. Just restless leg syndrome maybe. But if you have a message that goes out to everybody, then nobody hears it, right? If you're speaking to everyone, you might as well be speaking to no one. The best kind of marketing. And I also wanna make a caveat to this, that this only applies if you're really doing niches, like niche market. Obviously if you're selling jewelry and stuff, it's a little less applicable. But if you're selling niche marketing you really want your messages to be somewhat polarizing and with how much ADHD and like noise there is in the space right now, the more polarizing you can be, the more powerful your ad in your product will be. Okay, so if you're selling like to the left, right, and you're selling to Democrats or something like that, your message should seriously like piss off and repel Republicans. If you want a super profitable product, you do not want to play the middle aisle. 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 you 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. They're not super into it. Like 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. That's the end of the message. It's super simple. And make your marketing make it, like, polarizing. Then it gets talked about, it speaks to a target audience, and it gets shared. But if you try to talk to everyone, you end up talking to no one. All right? So, yo, this is Devin Zander. This is the firm delivery driver to CEO podcast. If you couldn't tell, obviously I forgot my computer today. I didn't forget it. The office is still on lockdown because it's poisonous in here. I'm starting to feel it in my throat a little bit, actually. So, yeah, make sure to, like, comment, subscribe, leave a 5 star review. Devin Zander, I'll see you guys in the next episode. Peace.