Smaller Audiences, Bigger Results

Volume 1 | Issue 4

Many – perhaps most – of us have fallen victim to ‘shiny’ marketing objects that prove to be a waste of our time and money in promoting and selling our products and services.

One of the reasons behind this reality is our ill-directed belief that we need large audiences to achieve big results. Armed with this misperception, we prematurely spend money on marketing activities that don’t deliver results.

STOP!

I have good news.

Every successful company I have built or helped build has thrived with a core audience of 100 people or less. That’s right! Not millions, thousands, or even hundreds. Truly less than 100.

How can this be?

The answer is simple: Large-scale results are an extension of small-scale success. We must nail our solution, audience, price, message, and location before we scale up our efforts.

More Than Just Testing and Validating

Our core 100 is our ongoing barometer, our eyes and ears, and our advocacy group. This circle includes key clients, employees, external team members, vendors, and others who are actively involved in our success. And, while we may hand-pick some of these people, for the most part, they self-select with their excitement for what we do.

Identify these people. Draw them close. Ask them questions. Listen to them. Reward them. Communicate with them regularly – collectively and individually.

Engage your core 100 (or 50, or 25) properly, and you will begin seeing improvements to your marketing results as your messaging – written, verbal, and experiential – takes a significant leap forward.

If you need help figuring out how to mold and engage your core audience with a compelling message, I’m here to help. Contact me anytime through my website (bwpope.com). -Bryan

Photo by Afif Ramdhasuma on Unsplash