After catching up on my “must read” books and my “must watch” webinars, I’m left with one message resounding in my head. The message is this: If you try to appeal to everyone you’ll end up appealing to no one. Simple, right? Well apparently we marketers just aren’t getting it.
In Seth Godin’s 2005 book, All Marketers Are Liars, Godin tells it like its – his usual style of course. He says that to be a great marketer you have to be a good story teller. However, while being that good story teller, you have to stick to the same story each time. He’s very aware that his story will not appeal to everyone and that’s OK. The point is, his story will hit home with a targeted group and they in turn will tell the story over and over and over again, at least he hopes. According to Godin, the trick is to keep a story specific yet simple enough that people will remember it and tell it to their friends. He states that if we create a story attempting to entertain or appeal to everyone we’ll find that we’ve created inconsistencies and our story will not only lose validity, but any potential market as well. Hence, appealing to everyone will make you appeal to no one.
I’m sure you’re asking yourself, so what does this have to do with internet marketing? As I said, I’ve been catching up on my webinars too.