Imagine you're standing in front of a group of 100 people. You don't really know these people, but you've been given the opportunity to get up and say a few words about your business. What would you say?
If you know much about marketing, you know that the first thing you'd want to do is get your prospects' attention. So, here's what I want to ask you. Would you rather get the attention of all 100 people or would you rather get the attention of a small percentage, say 10% of those 100 people? Answer that in your mind before you read on.If you're like most people you probably thought, "I'd rather get the attention of 100 people than 10. Duh!" But that's where the problem begins. Because you'd rather get the attention of 100 people than 10, you usually say something with the intention of getting everyone to want to buy your product or service.
I'll bet you've heard the old saying, "You can't please all the people all the time." I'd even be willing to bet that you've said that a few times in your life. Perhaps it's time to really take that old saying to heart. If you can't please all the people all the time, why bother trying? What a waste of energy. And in this example of standing in front of 100 people, it's a wasted opportunity.
You'd be much better off designing a short pitch that's targeted to a small specific group of people, but because it's so targeted to that group, they would know that you are talking to them. And further more, they'd most likely come running up to you wanting to know when or how they could get your product or service.
Imagine going to a networking meeting and hearing someone say, "I'm a bankruptcy lawyer. If you're looking at a possible bankruptcy, you need someone who knows this area of the law inside and out. Also, be sure to come see me if you need a divorce lawyer, if you're going to file a suit against someone, if you're in a car accident, or if you need a will. I can handle all of that." As soon as the lawyer mentions all these other things that he can do, your mind fails to classify him as the person to call if you face a bankruptcy a year down the road.