Do you ever wonder if you’re attracting the right audience?
Or, just as importantly, if the message you’re broadcasting is on point?
Let’s take a look at some quick cases.
Case 1
Teddy has a very large target audience. He loves everyone – he is what one might describe as a happy-go-lucky chap. He sees everyone as a potential ‘client’, and his offers always include a big dollop of fun.
Because who doesn’t want to have fun, right?
Teddy is an ideas incubator who is always testing the waters, pivoting and going with the flow. If there’s a bandwagon in town – he’s first on board.
His audience is everyone, and his message is broad.
Case 2
Thompson, on the other hand, is laser-focused on his target audience – and those he doesn't attract, he instantly drives away.
His targeting is brilliant.
But there’s a flaw in his claw. You see, Thompson – bless his grumpy, scratchy and unsociable soul – is a cat.
He doesn't have friends; he has prey.
He’s the dangerous copy (cat) that lures you in, promises a wonderfully warm, furry cuddle, and then claws you to shreds when you least expect it (mostly just after you’ve paid).
Yes, my friend, Thompson represents the promised land of internet riches, the online course that fails to deliver, the cat amongst the pigeons if you will...
Neither Teddy’s approach (a dog in case you are wondering) or Thompson’s, do well in business.
Certainly not in the long-term.
You see, you can be as good-natured as you like, open to everyone and everything like Teddy, but your focus will drift, you’ll be trying to catch too many balls.
In no time at all, you’ll be running around the garden with your water bowl in your mouth covering your eyes – blind to where you are going (true story).
Or you may know a Thompson.
Their targeting and message are spot on – but they rarely secure repeat business. Too busy playing games with their quarry.
And so the courting dance starts again. And so does their feast or famine cycle.
If only there were a perfect balance between the two?
Enter Case 3 ‘Cat In A Bowl’
We have a feral kitten who visits our garden who we've imaginatively named Cat In A Bowl (after finding her curled up asleep in a dog bowl).
Cat In A Bowl has the purrfect targeting strategy. She has the laser-focus of Thompson (after all – she is a cat) and the cute and affable charm of Teddy.
Her offer of a warm fuzzy cuddle that you never quite get (until you are her client) is tantalizing.
She is the ultimate pain relief and joy giver.
One stroke of her soft fluffy coat is all you’ll need. And you just know once you’ve committed, she’ll provide top value galore.
With her, money and time are two sides of the same coin – give her your money, and she’ll give you her time (and glorious claw-free tummy rubs).
Now, this may seem like a silly story about cats, dogs and kittens, but at its core – it’s about applying the right strategy, conveying the right message and providing the right value at the right time.
Don’t be too DOGmatic, but get one of the elements wrong – and it could lead to a CATastrophe! ;-)
It’s worth thinking about.
Until next time,
Love, Peace & Cats & Dogs!
Eleanor
P.S. Are you a member of The Copywriter Facebook Group yet?
Some people say it’s the cat’s whiskers! Here's the LINK
