« The ROI Of It - Value, Not Cost | Home | Advertising Whitewash Of Modern Tom Sawyers »
Chasing Two Rabbits Deep-Sixes Your Marketing
Many companies try to serve multiple markets instead of specializing (i.e., niching), and that slows down their growth. When you serve multiple markets you undermine this positioning, because you’re trying to sell widgets to too many markets and your message becomes diluted and hard to follow.
Why do we continue to grasp the metaphorical sweet and refuse to let go?
Because we think having multiple offers and serving multiple markets covers all the bases, when in fact the opposite is true. And for most people this is counter-intuitive, they believe that there is safety in serving multiple markets with multiple offerings.
The problem is that most companies won’t specialize because they are scared of what they have to give up. As the old saying goes – if you chase two rabbits at the same time — they both get away!
By Walter |
Topics: Client Top Secret, Lessons Learned, Marketing Mishaps |