Have you heard the saying "when you try to be everything to everybody, you end up being nothing for everyone?"
Well, its true.
If you include too many messages in your marketing you dilute the message and inhibit the core message from being heard. Your marketing messages will go much further if you position yourself as a specialist, not a generalist. For example, if you are an oral surgeon and you advertise dental implants, bone grafting, extractions, TMJ disorders, and facial trauma, it is difficult for me, as a prospective patient who needs my wisdom teeth out, to decide if you are the right practice for me.
A single core message (or your unique selling position) is what is most effective. So instead, you could advertise that you are a wisdom tooth expert in one marketing piece, and use another for implants, and so on.
When you advertise too many things, your prospects get confused. When prospects get confused, they either fail to make a decision or go somewhere that is easier to relate to.
Broadcasting vs. Narrowcasting
Identify your core message and the groups of people who would benefit most from this product or service. Speak directly to them in your marketing and repeat your message frequently.
If you have multiple messages that you wish to share with the world, segment your audiences by what will be most important to them and communicate each individual message to your segmented target groups. This narrowcasting approach will be much more effective than the broadcasting approach of trying to tell everyone everything about what you do.
- Sarah Nelson
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