Let’s talk about a mistake that almost every local business owner makes.
I see this come up so many times that it’s starting to become really concerning.
Now I’m not referring to a situation where you’re ACTUALLY talking to a client. Or a prospect. Or a lead.
Right before running Meta ads, google ads and even before running an email marketing campaign. There’s this one crucial step that everybody seems to forget.
And that is identifying your audience bias…
Let’s get into this.
What Is An Audience Bias?
When you sell to everyone, you sell to no one.
What tends to happen is that people start to think, “Maybe there is no bias. Maybe everyone is my customer. Maybe I could just sell to everyone and it will all be fine”.
It will not all be fine.
And honestly… there’s a good chance it might not even be your fault.
When we look at the marketing around us (especially from big brands), they target literally everyone.
Take Apple for example.
When they release the Iphone 16 sometime this year, they’re gonna make sure that anyone across the globe can use it. There’s a reason why in the Iphone ads, they don’t only have white people from the United States using it.
Because if they did, then someone from the Philippines or even Portugal will think that the product is not for them.
But Apple isn’t the only company that does this. Other huge companies such as Coca-Cola practically do the same thing as well.
Which is making sure their marketing targets everyone.
And they can do this because they have millions of dollars to spend in marketing budget.
Now let’s be honest with ourselves here.
We don’t have millions of dollars to spend for marketing.
And if we did, you wouldn’t be reading this right now. So when you’re consuming this type of marketing as you grow up, you can see how this all influences your way of thinking.
Now if I’m being honest with you guys… I fell for this indoctrination as well.
But it was only when I got my hands dirty by managing and optimising the marketing of local businesses. I realised that there is not one product or service that appeals to everyone.
There is always a bias.
What Should I Do Now?
Before you run your next Faceebok ad or Google ad, you should do some basic background research on your audience.
Not many people understand that if you want your business to become successful, and you can only choose one thing to know about, it would definitely be your audience.
Knowing your audience > Knowing your product / service
So next time you create an ad, make sure it’s in a way where a customer will see it and think “Ahh… this is for me”.
You won’t regret it.
Talk soon,
Bryson
P.S - You can do this yourself or... you can have us do it with you and for you. We handle marketing, you handle everything else.