Sometimes details matter. In marketing, one of the most basic principles is that you must know your audience. It sounds a bit obvious, but it’s one of those things that often gets overlooked in small business marketing. It happens in part because market research is expensive and business owners have tight budgets to work with, but more often it happens because we try to take a shotgun approach at marketing. Spread the message to as broad a market as possible so we can rope as many potential clients as possible. Quite honestly, this is a terrible idea.
Beware of the person who can’t be bothered by details.
– William Feather
When you market to a broad audience, you have trouble making a distinction that will matter to enough people. Your company begins to blend in. To appeal to a broad market, you have to eliminate features, benefits, and that uniqueness that only a niche market could love. The idea of mass appeal to bring in mass customers backfires. But most importantly, you wind up missing the details that could hook your ideal market.
The details are not the details. They make the design.
– Charles Eames
Small companies aren’t the only ones who fall prey to this. Hollywood is a great example. Massive movies have a huge tendency to forget, mess up, and outright ignore details. Many of us, when we notice the details, tend to write them off as “not critical to the storyline.” However, when the star of the action movie beats a particularly tough bad guy because he takes advantage of the enemy’s slow reload time, yet has fired over 1000 rounds from a handgun without a reload, it tends to break us out of that immersive imaginary world that we came to the movies to lose ourselves in to begin with.
It’s the little details that are vital. Little things make big things happen.
– John Wooden
The details are what make it convincing. They make sure your audience, once brought in, won’t be jarred away easily. They build your credibility. And it’s so very easy to miss them. Take a look at the Cadillac commercial during the big game. A minor detail that mattered to the target market could have cost some major sales. Here’s Kyle Stock‘s take on why Cadillac should’ve fixed Neal McDonough’s suit. Pay attention, because the details matter.