Is ‘everyone’ your target market?

Extremely unlikely is the answer – unless you’ve found a way to sell happiness! Even then there’s likely to be people who are content to be grumpy.

So, given that everyone is not your customers, having a clear idea of who they are makes your messaging much more definable.

Whether your target is members of the general public who want a treat to eat, a business with potential gold in its unstructured data, or government departments wanting leadership development programmes – there are specific segments we’re all trying to appeal to.

When you know who the archetypical person is within your segment, crafting a story which answers their problems is much easier.

In narrowing down the potential customer, you gift yourself the language which is more likely to spark their interest.

So don’t try to appeal to everyone – make sure you’re selling the solving of a concern to someone in particular.

(And if you want help with such targeted stories, give Punchline a call. That’s our ninja skill).