Don’t Dilute Your Message

Let’s say you own a business that sells services to the general public. And, because you are so good at what you do, you also sell different services to other businesses in your industry. This is a common scenario for successful small businesses.

You want to start an enewsletter – let’s talk content.

Stephanie sells financial advice. She also sells advice to other advisors about how to sell and deliver financial advice. Stephanie’s approach to financial advice is unique in her industry and she is a crusader.

So when it comes to Stephanie’s advice, what content will appeal to both of her target markets? Be interesting or useful to both? Be of value to both? Can you write a list of potential topics? It won’t be as long as you might think. The type of financial advice that appeals to you and me is not what financial advisors want. A diagram of all the possible content might look like this:

If you have two distinct target markets, you need to find content that will appeal to both. In some cases, like this example, that isn’t easy. If you stray to either side of that overlapping area, you’ll dilute your message. It will appeal to one or the other but not both – your readers will lose interest. In this case, you are better off to do two separate newsletters or, if time and money are a concern, pick one to focus on. Your efforts will be much more effective.

On the other hand, if the possible content for your two target markets looks like this…

…it’ll be easy to develop great content that will be enjoyed by all!

Your newsletter needs to WOW your readers and it will not do that if your message and style are watered down.