When you’re building your brand early-on, the best way to gain traction fast is to
Narrow your target audience.
Go small to go big.
Lots of investors and founders fear the niche – “It’s too small!” “We need a bigger total addressable market!”
They are wrong.
Knowing the micro-audience that needs your product and wants it badly AND knowing where you can win those customers through your UVP = solid gold.
Appealing too broadly to serve everyone is a great way to waste time and money.
Find the bullseye and give them the UVP that will connect and convert.
At Growth Street, our clients come to us because something isn’t working and they typically don’t know the root cause or the solution. 9 times out of 10, when we dig in, we find they have a target audience problem.
Trying to sell and serve too many target audiences is inefficient. You spread your brand, resources, time and budget too thin. Unless you’re a mega brand like Coca Cola and spending tens of millions on brand and marketing, focus your target audience and hit the bullseye.
To do this, you need to identify:
✅Who are the customers that have the most pain/the biggest unmet need?
✅Who are the customers you serve best (vs. your competitors)?
✅What do these customers need to see, hear and experience to choose you?
Don’t be afraid to prioritize one audience over another. There’s a reason it’s called a ‘target’ audience! Going small helps you grow a stronghold of customers who need your brand AND who you can connect with most effectively and efficiently…then you can go big!