In this Expert Insight Interview, Lee Caraher discusses getting on the map and how to break through to your potential customers and clients. Lee Caraher is CEO and Founder of Double Forte, a successful public relations, content marketing and social media firm.
This Expert Insight Interview discusses:
- Point A
- Point B
- Point C
Breaking Through the Noise
The most efficient way to break through the noise is to be focused. In PR and social media, like many other businesses, you can be busy all the time and still get nowhere. The trick is to avoid doing activities for the sake of being active. Instead, you should be focused on:
- Who you’re trying to reach
- What they think is important
- How you’re going to impress your potential customer
The more focused you are on a specific niche, the easier this is to do. Even if you have a thousand targets, start with ten because once you crack ten, you can get to a thousand.
Understanding the “Who”
Once upon a time, marketers might have sat down and tried to work out who they were targeting and what their message should be. However, today it is so easy to have a platform and reach a wide audience, so marketers try to do everything all at once instead of focusing on the essential parts.
Nowadays, not enough effort is put into understanding the “who,” but this is what brings results. Once you get specific about your goal and who is most likely to be interested in your message, you can be as narrow as possible. If you try to please everybody, you’re not likely to provide real value to anybody.
The temptation to go broad is always there, but if you do that, you’ll be struggling to figure out what value you’re bringing to the table. Trying to have a generic message to meet a broad audience rarely works and sets you up for failure.
Just because there are many things you can do doesn’t mean that you should try to chase every available niche and industry. You need to focus on what you do best and the people whose demands you’re most likely to meet.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.