Sent by Jonathan Stark on November 19th, 2019
Friend of the list Anthony English wrote in with a hilarious message about how had generated a bunch of leads overnight with an extremely focused positioning statement:
From: Anthony English Subject: Positioning “I help Rachels” Yep. That’s my new elevator pitch. Background: I noticed a few women called Rachel in my target market. So, I posted on LinkedIn “hey, do you know anyone called Rachel? Tag her here in the comments and tell us why she’s amazing.” Over 60 Rachels (of various spellings) were tagged. So, I changed my headline to “I help Rachels”. This has generated immediate leads, and none of them are called Rachel. —Anthony
LOL! I love it.
For the record, I don’t expect that a whimsical approach like this would work for everyone, but this is a great example of the power of having a laser focused target market. Even when the focus criteria isn’t directly relevant to the offering, it still triggers a Rolodex Moment in the mind of the reader.
From a technical standpoint, what Anthony has here is a novel version of a demographic marketing specialization. If you don’t think that demographic specialization is a great fit for you, other common ways to specialize on a target market are vertical, psychographic, platform, and horizontal, which you can read about here: 5 Ways To Define A Target Market