Why You Just Don’t Get It

Have you ever seen a TV ad and found yourself really confused?

Like you just don’t get what they were trying to do. And what they did do certainly didn’t appeal to you?

For me, I saw tons of these ads in the late 1990s when I was living in California.

That’s when the West Coast fast food chain, Carl’s Jr. unveiled its “If it doesn’t get all over the place, it doesn’t belong in your face” ad campaign.

The ads featured teenagers eating Carl’s Jr. burgers with ketchup and juice dripping from the burger onto their clothes. It was pretty gross and did NOT want to make me go there.

But these ads were tremendously effective.

Why were they effective? Because they really appealed to their target customers – teenagers!

And because I wasn’t a teenager, the ads didn’t appeal to me at all.

The critical point is this – Not everyone has to get your story or message. The only one who must get it is your target customer.

And it’s often times OK to have multiple target customers, but in your marketing efforts you must speak to each individually. Or your efforts will achieve mediocre results at best.

For example, imagine your target customer was single men aged 40 to 50 living in Omaha, Nebraska living in 2 bedroom apartments who like to watch American Idol. I bet you could craft a message to this highly defined market that makes them salivate to learn more about or buy your product or service.

Creating tight messages that appeal to your target customer is not only critical in generating sales. It is also critical in raising money for your business.

Unbeknownst to most (and particularly those that fail to raise money), your business plan and investor presentation materials are marketing documents. They market your company to investors and lenders and try to convince them to back your company.

In your business plan, you absolutely must speak to your target customer – the investor or lender you hope to back you. You need to understand THEIR needs (e.g., to get a solid return, get their interest and principle back, stroke their ego, etc.) and position your company as the one to meet their needs if you want to be successful!

So, whether you are creating an advertisement or business funding request, make sure to think about who are target customer is; and tell them a story that appeals to them (even if it doesn’t appeal to or even turns off others).

(If you haven’t yet completed your business plan, and need a plan that makes investors salivate, my 2 recommended options are: 1) check out Growthink’s Ultimate Business Plan Template for creating the plan yourself using our proven template, or 2) Growthink’s business plan consulting service whereby we will create your full, investor-ready business plan for you.)


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