Why shouldn’t you market to everyone? Well, there’s a few reasons. You could just bombard everyone with ads and hope that they’ll become customers. However, is that the best way to do it?
Let’s break it down
Let’s say you sell purses. Now if you market to everyone, on average you’re likely to hit about a 50/50 split of men and women. Now let’s take the majority of men out of the equation. Usually, they aren’t interested in purses unless it’s for a gift.
So that’s already a significant portion of your audience that is out the window. It’s not just your audience that’s gone, it’s also your money and effort. And then if you look at women, that’s going to be another major chunk gone as a lot of women who use purses already, have purses they are satisfied with. So with the shotgun blast approach, you’re spending tons of money and time to hit just a fraction of your audience.
Wouldn’t it be better to spend that money and time marketing to 100% of an audience that are likely to purchase your products? Yes, yes it would be.
There’s a better way than marketing to everyone.
Getting new customers is important, make no mistake. And yeah, you’ll likely get new customers from the spread approach to your marketing. However, the numbers for the cost to profit just don’t add up.
Instead what you want to do is to market to your current customers with deals and specials, and then tactically market to non-customers that are more likely to become customers.
The tactical part is where marketing experts and consultants usually have to come in to help, but it’s very doable, and typically costs less than marketing to everyone under the sun.