Your product is awesome and it will solve every problem, faced by every human on the planet.
Great! If that is the case, everyone who comes across your content (blog post, picture, social media status, update or email) will definitely be interested in whatever you have to say. If, however, your product has a slightly narrower list of benefits, you need to face the fact that some people just won’t care what you have to say.
Since your product or service isn’t really for everyone, it is time to stop distributing your content as if everyone in the world was interested. You’re wasting lots of time, and in some cases lots of money, as you try to “spread the word”. And even worse than the waste, you are watering your content down so much as you try to appeal to everyone, that you miss the chance to deliver really great information specifically for your target audience.
The alternative is to create really focused content, designed to answer the questions customers and prospects are most likely to have. Next, map out a content distribution plan which will put the great content you create in places your target customers are most likely to see it.
Need more help defining your target customer? Check out our free guide:
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