Bullseye marketing is a powerful analogy for niche marketing and differentiating your business.
Imagine You Are A Buyer
I’d like you to put yourself in the shoes of a potential customer looking for what you sell.
You have some idea of what you want or need so you go out looking.
You see something but it doesn’t measure up – it’s in the outer ring of our buying bullseye target. You’d have to have a desperate and urgent need to make do with that product.
Then you see another offer.
It’s a bit better but it’s still not close enough to the centre to make you reach for your credit card.
And then you see another offer which has some of the things you want but either not others or it has a deal-breaker – something you want to avoid so again you don’t buy.
As you look at options, you clarify your thoughts on what you really want – what represents a bullseye – because you learn about what’s available (including features, advantages and benefits you’d never thought of) and what you need and like.
Have You Found The Bullseye When Buying?
Sometimes you find what you’re looking for.
Sometimes you find something that’s good enough and you buy that because the extra value you get from a bullseye purchase isn’t enough to compensate you for the extra time and effort you need to hit the bullseye.
Sometimes you find a collection of products and services which are all stuck in the outer-rings. None are what you are looking for so you have to decide to:
- Seriously compromise what you want and buy the best of a bad bunch (often a short-cut to dissatisfaction and frustration);
- Delay your purchase while you either keep looking or hope that the ideal product appears; or
- Find another way to solve the underlying problem.
Me-too, generic products are often in the outer-rings of the buyers’ bullseye and that’s why they are vulnerable to a business who focuses on a particular niche.
Sure, the product will miss the target for many people but for some it will either hit the bullseye or the inner-ring and be a convincing “good enough” to persuade you that it makes sense to buy rather than delay.
Are You Using Bullseye Marketing In Your Business?
How is your marketing doing?
Is it attracting customers who are natural fits? Does your product or service match their bullseye?
And is your identifying and emphasising what makes you a bullseye fit? Does it promote the few factors that make your product uniquely meet their needs?
Your marketing can fail if:
- You have the perfect product and in theory it hits the bullseye but your marketing doesn’t show that it’s perfect for your target customers.
- Your product doesn’t hit the bullseye of any potential customers.
Solving the first is a marketing problem, solving the second is a product or process innovation problem. To use an analogy, you can put lipstick on a pig but it’s still a pig.
Bullseye Marketing Is A Powerful Analogy
The bullseye marketing target is a powerful analogy that helps to explain why some people buy and why some don’t.
Your task is to make sure that your offer reaches those who it will appeal to. You do that by targeting a niche and using bullseye marketing.
Paul Simister is a business strategy coach who helps small business owners to profit from differentiating their businesses, being distinctive in the eyes of their customers and standing out in a crowded marketplace.