{
  "$type": "site.standard.document",
  "description": "Marketing to 'small businesses' means competing for the attention of 27.9 million companies. Narrow your target market to a specific industry and become a big fish.",
  "path": "/articles/small-business-positioning/",
  "publishedAt": "2018-10-03T17:22:13.000Z",
  "site": "at://did:plc:jznynyzgerlqmdbbj33o7wfs/site.standard.publication/3mnll3icujb2z",
  "tags": [
    "Positioning and Pricing"
  ],
  "textContent": "It sort of makes sense, right?\n\nYou, as a consultant née freelancer, solve an expensive problem for your clients\nThe more businesses you market to, the more prospects you should be able to reach\nThe more prospects you reach, the more you’ll be able to sell, and the more money you’ll make\nTherefore, it makes sense to market yourself to A S M A N Y B U S I N E S S E S as possible, and\n🏦 💰 💎 🤑, right?\n\nNot quite.\n\nIf you’re marketing to *everyone*, you’re diluting your marketing message and making it relevant to *no one. *\n\nThe #1 most common positioning issue I see as a business coach for freelancers and consultants?\n\nConsultants picking too broad of a target market:\nI help businesses...\nI help small businesses\nI help startups\nToo broad!\n\nIn “The Secrets of Consulting,” Jerry Weinberg shared his Law of Raspberry Jam:\nThe wider you spread it, the thinner it gets\nThe Law of Raspberry Jam applies everywhere in your business.\n\nAnd it especially applies to your marketing.\n\nWhen you market yourself to everyone, you’re spreading your marketing too wide!\n\nThe more people you try to reach with your messaging, the less effective your messaging will be. Why? Because you’re trying to appeal to more people across more industries, diluting your messaging.\n\nThe wider you spread your marketing, the thinner your marketing gets.\n\nLet’s get specific *about who you’re reaching\n\nLet’s say you decide “Hey, Kai, love the letters, but I’m going after *small businesses* with my marketing!”\n\nPlease pause for a moment and consider the scope and complexity of your goal here.\n\nIn 2010 there were *27.9 million small businesses in the US. *(Source: SBA.gov, https://www.sba.gov/sites/default/files/FAQ_Sept_2012.pdf)*\n\nWhat’s a ‘small business’? Under 500 employees.\n\nThat’s 27.9 million small businesses from *many* different industries.\n\nIf you’re marketing yourself to “small businesses,” you’re setting yourself up for a long, uphill challenge.\n\nThe challenge? *Standing out!*\n\nHow can you even stand out in that situation?\n\nYou can’t.\n\nWhen you spread your marketing so wide, when you’re trying to reach everyone, you end up diluting your marketing message and reaching no one.\n\n**Picking a target market/niche for your positioning and marketing is about focusing your marketing efforts on a specific, small market.\n\nTo use the comparison that my Excellent! friend, consultant, and educator in arms Phillip Morgan (https://philipmorganconsulting.com) shared with me:\nPositioning is about making yourself a big fish in a small pond\nWhen you focus your marketing on a specific, small target market, you’re marketing yourself in a smaller pond.\n\nThis means it’s easier for you to:\n\nLearn your target market’s language\nUnderstand your target market’s needs\nEstablish your authority as an expert\nIdentify “Expensive Problems” plaguing your prospects\n\nAs you become the big fish, you become the natural choice for your prospects.\n\nDon’t accidentally dilute your marketing message by focusing on everyone *or *too many people.\n\nFocus on a small, specific market.\n\nWhat should you do?\n\nWhen in doubt, ask yourself, “What industry am I trying to reach?”\n\nIs there a particular type of industry that comes to mind that you want to work with? That you enjoy? Focusing on a small industry will be much more helpful with your marketing.\n\nPick a specific industry. Have conversations with ~10-12 people in that industry. Do they work with consultants? On what types of problems? How do they find consultants?\n\nThis market research will help you decide which industry to pick for your target market and positioning.",
  "title": "\"Small Business\" Positioning"
}