“You can please all the people some of the time, and some of the people all the time, but you cannot please all of the people all the time.”
That’s a variation of the famous quote from Abraham Lincoln. We’ve replaced the word “fool” with “please” yet it still holds true.
You can’t please your entire market all the time. Your business can’t put smiles on everyone’s face every time you launch, manufacture, record, publish or whatever you “ship” in your industry.
There are a select few out there who will fall in love with your services. People who will share the news of your wonderful services with their family and friends.
But “they” are a segment of the market. They are a targeted group of folks who want to be heard and catered to by a company that understands them.
Need clarification? Then here are three examples of companies that know who they serve and strive to make their well-defined market very happy.
1. OurTime.Com – The Place Where Singles Over 50 Meet
Are you over 50 years of age and single? Then OurTime.com seems to be the perfect solution to help connect you with other mature singles.
It’s “your time” to get out and enjoy life. You’ve raised your kids, you’re mature and single, and you’re ready to reap the rewards of your hard work while enjoying it with a fellow 50+ single companion.
Go ahead, visit OurTime.com and read their tagline. Then take a look at the image on their website of the man and woman. It says to any 50 year old: “hey, they are like me. Maybe I can be the type of happy person who connects on here.”
At OurTime.com you can see they specialize in servicing a specific market. Although you can select an age range younger than 50, everything about their site is geared to 50+ singles.
Question: Are you as open and direct as OurTime.com with identifying who you serve?
2. HJMews.com – Beautiful Toys, Accessories & Classic Furniture for the Discerning Feline
Who doesn’t believe in buying their
cat feline the very best?
Cats and dogs aren’t pets anymore. They’re family. People adore them and would do anything for them. So, it follows that there is a high-end feline boutique to supply our finicky feline fanatics.
HJMews.com is all about cats. Read the about page and see how they’ve transformed it into a culture, a world, all about their market. There is no mistaking what they offer at HJMews or for which pet their toys, accessories, and furniture are best suited.
Question: Will you take a page from HJMews.com’s book and be willing to live in, or create, a world that revolves around whom you serve?
3. PreOwnedWeddingDresses.com – Love Your Dress
Brides on a budget will understand this one.
Wedding dresses are notoriously expensive. And why wouldn’t they be? They’re customized, worn once, hold extremely high sentimental value and retailers know they’re charging for an experience.
They’re charging for a forever memory.
Let’s take a look at an interesting quote from the founder of PreOwnedWeddingDresses.com (POWD.com):
“If you buy a $90,000 Mercedes and own it for one year, the cost of ownership is 17 cents a minute. If you buy a $5,000 wedding dress and wear it for five hours, the cost of ownership is $16.67 a minute.”
~Josie Daga, Founder POWD.com
There’s clearly a lot of money riding on the wedding dress. This is likely why modern women are apt to use a service like POWD to recoup the money from this one-time-use product.
You can buy new and sample wedding dresses at POWD. Well, you can do that at any brick and mortar store.
What makes this unique, is it’s a service that brings buyer and seller together in the purchase of a pre-owned wedding dress. The website doesn’t get involved in the negotiation. They simply charge a listing fee and bring the interested parties together.
The dress then lives to see another magical wedding day (albeit less pricey in round 2).
Have a look around their site. Sure, there are some sponsored ads for different apparel but the site is all about wedding dresses. Plain and simple.
Question: How will you provide a targeted platform to connect the following three aspects (as POWD has): your product or service, a buyer, and anchor it to a strong emotional benefit?
Narrow your market
We could all use a reminder about this stuff, my own site here included. I just wanted you and I to give thought to how we may better focus our efforts.
Identify who you will serve best and focus on serving them exceptionally well (even exclusively). The more laser-focused you are with your product development and marketing, the easier it’ll be to explore the mind of your ideal customer and make the sale.
Your clients will love you for knowing what they truly want. After all, isn’t it what the client wants that counts?