Why You Need To FOCUS Your Brand
One of the most common mistakes people make when they go looking for a job is to cast the broadest net possible hoping that “something will come along.” I hear it all the time: “What kind of work are you looking for?” “Oh, I will do ANYTHING!” Really? You will do anything? Then why aren’t you sweeping the sidewalk or washing windows for a living?
It’s not just job seekers! Small business owners are quite similar to job seekers in this regard. When asked who their perfect client is, many small business owners will say, “anyone with a checkbook”, or “I can work with anyone.” The truth is, you can’t work with just anyone. Business is done between people. People don’t hire companies, they hire other people who can help them accomplish their goals. Businesses don’t do business with other businesses, they work with people within the business no matter how large or small your company is.
Contemporary wisdom tells us to use a “shotgun approach” to finding a job or clients firing off resumes or business flyers in every direction. Truth is, this approach is expensive and unproductive. It’s one of the major sources of pain for every job seeker and every small business owner. One thing we know to be CERTAIN is that if you aim at nothing, you are very likely to hit it. In order to be successful, you MUST focus your market.
Here are three reasons why focusing your target is a good thing:
Focusing your target helps you get crystal clear about what you have to offer. What do you have to offer that nobody else does? What makes you unique? Focus on that and you will shine.
Focusing your target allows your networking partners to think of specific people to introduce you to. Networking (or word of mouth) is the most effective marketing tool around. Whether you are looking for a job or trying to find new clients, your best shot is to empower your network. Using the shotgun approach just confuses your network because they don’t know how to refer people to you.
Focusing your target will help you set goals for your marketing campaign. If you know WHO you are looking for, you can leverage your time and energy. Every call, every resume, every cover letter, every flyer, and every conversation moves you in the direction of your goal! When you are moving in the right direction, you can measure your progress.