I am posting the brilliant quote by Seth Godin, who has this simple headline in a post today.
The more people you reach the more likely it is that you’re reaching the wrong people.
It the “Who vs. the “how many”
This can be a difficult concept to get across to clients who believe in casting a big net or using the throw something against the wall and see what sticks style of marketing. Seth’s quote says it all- and elegantly!
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The whole idea of the rifle shot over the shot gun approach confuses a lot of people. Rifles can hit the target with a lot less ammo than a shot gun.
This being said, commodity items that appeal to a wide range of consumers may benefit from the shot gun approach.
Use the rifle when your market is clearly defined and focused.
My site has a very narrow target, and I know that means my growth will be slow. Sometimes it’s disheartening when I see what my friend’s site is doing (huge growth in his first nine months), but I also know that once the traffic is there on my site I can keep them there. It’s also good to know that there are web sites in my niche that do support big number traffic, so I know that I’m not in a dead end niche.
I’m willing to wait. I wouldn’t have made a niche site unless it was something I was passionate about.