What is Telling Who It's For?

"Telling Who It's For" is a refined way of marketing that's been around for years.

This strategy stepped into the spotlight as markets became more competitive and product differentiation became crucial. It was no longer sufficient to market to everybody; companies began to precisely target their ideal customers, which ushered in the era of targeted advertising.

The idea behind "Telling Who It's For" lies in explicitly communicating to the customers who the product or service is designed for. This potentially risky strategy does sideline a fraction of the possible customers but it often results in cultivating a more intimate bond with the target audience. Businesses use this technique in their "Conversion" strategy, as they know that a personal connection can boost the likelihood of turning a prospect into a customer.

Examples of Telling Who It's For

  1. A software company creating an advanced photo editing tool might advertise its product as "Ideal for Professional Photographers looking for a hassle-free way to enhance their images."
  2. Maternity clothing brands will explicitly outline their target demographic, like "Our Comfort Range - Perfect for Expecting Mothers."
  3. Fitness apps use this tactic by stating, "Designed for health-conscious millennials who desire a fit and active lifestyle."
  4. Luxury car brands like Jaguar sometimes state, "Made for the discerning motorist who appreciates superior design and power."
  5. A vegan food restaurant might market their meals as, "Culinary delights crafted for the conscious plant-based lifestyle enthusiast."

Marketing Tactics Similar to Telling Who It's For

  • Niche Marketing: This involves targeting a specific, often small, segment of consumers with specific needs and preferences.
  • Positioning: Involves setting the identity of a product or brand in a consumer's mind, often through comparison with other similar brands.
  • Customer Segmentation: This tactic involves dividing customers into sections, each with shared characteristics, to enable more focused marketing efforts.
  • Target Marketing: This is about identifying a broad market and then segmenting it into smaller, more precise target markets. A product or service is then designed to meet the needs of that defined audience.

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