Do you have just one kind of customer?

Take a look at washing powder. There are lots of different brands in the shops, all containing identical white washing powder. How do you know if any are different from the rest? Is it because what is said on the packet? This brand helps troubled skin, this brand protects your colours, this brand works really well on stains, etc. Are there really any differences, in spite of the specific criteria stated on the boxes? Sure, some may contain additional elements to justify their claims, but underneath it all it’s still just washing powder.

Now look at your service or product. How can you market it for specific groups of people? Could it be adapted to meet the criteria of different target markets? Packaging is the key if you want to make it more attractive to a wider audience, but at the end of the day it’s still the same product or service, just rewritten with a separate process and marketed differently.

Now for the action: differentiate the target markets you wish to focus on, restructure your product or service to suit, and go ask Alice how to publicise it!

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