There’s nothing worse than putting a bunch of time into getting a product out there and hearing nothing but crickets…
Here’s something that most won’t tell you… It’s not about the product. It’s about the people you’re selling to—or, more accurately, the people you’re not selling to.
If you haven’t nailed down your target audience, you’re setting yourself up for a world of frustration.
Trust me, I’ve been there.
When I launched Oak & Rove’s Kennedy Weekender bag, I thought I was clever marketing it as unisex.
“Why limit myself?” I thought. “I’ll sell to everyone!”
Leads were coming in, but sales?
Not so much….
The launch was underwhelming and I spent thousands of dollars on ads building up this list.
This issue was our messaging was scattered, trying to appeal to both men and women but resonating with neither.
Our conversion rates took a nosedive.
After months of trying to get this product to work with paid ads and struggling hard, I knew something had to change.
So, I went back to the fundamentals… I narrowed my focus. I decided to target business professional men who needed a sleek, everyday bag to carry their work essentials..
I used this copy in my ads, emails, and even picked up the phones and started calling customers to get their feedback.
And you know what? It was a game-changer.
We launched a new briefcase with a focused persona in mind…
We went from lukewarm sales to generating hundreds of thousands of dollars.
The secret?
Finding our niche and speaking directly to them.
When you try to selling to everyone, you end up selling to no one.
But when you hone in on a specific group, you create something that feels tailor-made just for them.
That’s the sweet spot.
Think about REI. They don’t just sell camping gear—they cater to outdoor enthusiasts who live for adventure.
By knowing exactly who they’re talking to, REI can craft their messaging, products, and overall experience to resonate deeply with their audience.
According to HubSpot, businesses that prioritize a well-defined buyer persona see a 171% increase in marketing ROI.
So why is building a specific buyer persona so crucial?
For starters, it gives you clarity.
When you know who your ideal customer is, you can make informed decisions about everything—from product features and design to marketing channels and messaging.
You can speak their language, address their pain points, and fulfill their desires.
Creating a buyer persona isn’t rocket science, but it does require some legwork.
Start by asking questions:
-What does your ideal customer do for fun?
-What keeps them up at night?
-What problems are they trying to solve?
Dive into forums, read reviews, conduct surveys—get into their heads.
The more detailed your persona, the better you can serve them.
A shortcut for all this is to consider building a product around your own passion and interests.
If you’re genuinely excited about what you’re creating, that enthusiasm will shine through, attracting like-minded customers. Plus, you already have insider knowledge about the niche.
Just remember, even within your passion, you need to pinpoint a specific segment to target.
Building a successful brand isn’t just about having a great product; it’s about connecting with the right people.
It’s about making them feel like you get them, like you’re in their corner.
When you achieve that, you’re not just selling a product—you’re building a loyal community.
So, if you’re ready to turn your product idea into a million-dollar business, stop trying to appeal to the masses.
Define your target audience with laser precision.
Build a buyer persona that’s so detailed, you’d recognize your customer if you bumped into them on the street.
Infuse your brand with your passion, and engage with your audience like they’re your friends. Because in the end, the riches really are in the niches.
Get to know your people, and they’ll get to know you—and they’ll buy from you. Again and again.
