I live in Missouri…
…which is adjacent to Nebraska…
…which has a tourism slogan: “Honestly, it’s not for everyone.”
I’m not kidding.
And I love it!
In a press release that unveiled the slogan last year, the Nebraska Tourism Commission declared, “Nebraska may not be on everyone’s bucket list of places to visit, but if you like experiences that are unpretentious and uncomplicated or if you enjoy escaping the big city life for moments of solitude in the open plains, creating your own fun or exploring the quirkiness the state has to offer, chances are, you will like it here.”
Commission Chair Deb Loseke explained the campaign’s rationale. “We discovered that we can’t offer something to everyone – but to those that we can, this campaign speaks to their sense of adventure and discovering what we as Nebraskans are all about.”
That’s strong.
Pull out the virtual highlighter and note: “We discovered that we can’t offer something to everyone…”
That’s the big marketing idea here, ladies and gentlemen.
No business can offer something to everyone.
Good marketers recognize that. Good marketers focus on those who want what they offer. Just like an airplane speeding past “flyover country,” you should pass over those who don’t want or need what you offer and focus your marketing only on those who will care.
Don’t be afraid to focus on fewer. It will save you time and energy and generate better ROI.
Tom
MarketVolt
p.s. Here’s a fun riddle: Name the two states in the USA that border the most states. Answer: Tennessee (Missouri, Kentucky, Virginia, North Carolina, Georgia, Alabama, Mississippi and Arkansas) and Missouri (Iowa, Illinois, Kentucky, Tennessee, Arkansas, Oklahoma, Kansas and Nebraska).
p.p.s. We help businesses figure out what they sell and how. Then we help them identify and connect with their target markets so people will view you as a welcome guest and listen to what you’re saying. If you want to discuss how to make it happen for your business, email me at tom@marketvolt.com. For no charge and no strings attached, we’ll discuss with you how you’re building email lists, generating new leads and generally finding and connecting with prospects.
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