Targeting Everybody Gets Nobody

The real lesson in this interview came not from the topic, although that is important for all small and medium businesses, but in how and why Geoff Anderson has succeeded.

Let’s start with his business.  Getting customers for your business is critical for every successful venture. There are plenty of ways to attract new customers.  Video is one of the most powerful ways to connect with your target market. 

Corporate videos are an essential component for almost every business to function in the modern world; it enables products to be promoted effectively and attracts your ideal clients to make use of your services. Recent research demonstrates that businesses that use video are seen to be more engaged with their customers.

It’s important to have a video that is creative and captures the attention of your audience quickly.

Sonic Sight is a video production business and Geoff Anderson has been running it since it started in January 1993. Geoff is the author of best seller, “Shoot Me Now - making videos for business”, and loves telling stories through video. 

With his expertise, it is logical to assume that Sonic Sight would appeal to a wide market.  It does, but Geoff has succeeded by taking the alternative approach, and focussing on a very narrow market niche. 

To gain a better understanding of this I asked Geoff some questions on how he has positioning himself as an expert in a very narrow market niche and why that's important for you.

1. Geoff, you've got a business that is 24years old, congratulations. What's been the secret?

2. So how to do go from a broad client base to a niched market?

3. But what about all those customers you lose from the other markets you've turned your back on?

4. How did you decide on this niche?

Some takeaways you will find useful

  • Patience – you don’t have to rush out and grab the next shiny object that comes along. 
  • Enjoy your business – growth can sometimes mean more expenses and more headaches.  Know what you want out of your business.  It can be enjoyable and successful.
  • Targetting a niche makes it easier for your marketing.  You can focus your energies much better.  It’s easier to position yourself as an expert.  And you can more readily identify who to next target.  You become better known and get more referrals.  There is usually a tight network in the niche which makes it easier to gain word-of-mouth references. 
  • A marketing message targeting ‘everybody’ will catch ‘nobody’.  The clearer and more specific you can be about your market, the easier it is for people to refer you.
  • Marketing to a niche doesn’t mean you have to turn your back on other opportunities as they arise. 
  • It’s easier to do your marketing when you have a clear strategy as to who you are targeting.
  • Once you do make the decision to focus on one thing, everything aligns for you. 

To get more information or resources go to Geoff’s website

And go to Amazon to get his book.

How Well is Your Business Performing?

When clients approach me for coaching, clients with businesses that are underperforming despite the crippling hours and effort the owner is putting into them, it is not just marketing that is holding them back.  A lack of focus leads to a lack of control over their business, and eight times out of ten that lack of control comes down to a lack of knowledge of what is happening in the business.

For more than 28 years I’ve been helping small business owners plug the profit leaks in their business and restoring their cash flows by assisting them understand:

•    The strengths, weaknesses opportunities and threats of their business

•    Determine where they want to be – clear, achievable goals, and

•    How they are going to get there – their strategies to achieve their goals

This is sometimes known as the NOW – WHERE – HOW model.

If you would like to discuss with me how you might do that, book a Strategy Consult here. 

© Copyright 2016 Adam Gordon, The Profits Leak Detective 

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