In June I ordered a custom-made saddle, one with a tree to fit my horse and a seat to fit me. Friends were shocked at the cost. Hey, I was shocked at the cost! But I knew the two off-the-shelf saddles we’d already tried weren’t working. I waited months for this saddle, and now that I finally have it, I am utterly and completely blown away by the difference it makes. I’m convinced it was worth every dime. Any doubts I had about the cost were wiped away the first time I rode in it and discovered that for the first time I could really communicate with my horse.
The marketing lesson to be learned here? Make sure it fits.
Make sure your message fits your audience.
Make sure your method of delivery fits your audience.
And if you have more than one audience, make sure you have a different message for each, rather than trying to make one jerry rigged message work for all.
Just like a saddle that only fit one of us never really fit at all, a marketing message that suits you but not your target market will never deliver that great ride—or response--you’re hoping for.
Posted by: Henry on Wednesday, November 14, 2007
It amazes me how many web sites I visit that don't even contain a catch phrase or even properly identify what they are selling. It's tough enough to get someone to land on your web site, so once you do get someone there, at least let them know what it is you are trying to sell, because first impressions never get a second chance. ;-)