I was at a “startup” meetup the other night in Gastown and I met someone who said he was interested in finding funding for his project.
I won’t get into the specific details of his project, but after he had been explaining it for about 5 minutes without getting his point across, I asked him:
“Who’s your target for this product?”
His answer was “everybody”
The trouble with catering to everybody is that in the end, you cater to no one.
By generalizing yourself down to the point of trying to appeal to everyone, you end up doing too many things very poorly.
Not even Microsoft Windows is created for “everybody”. They too have a target audience that they cater to.
The solution is to know your target audience very well. This allows you to create products that they will be passionate about. That they will share. Those products are the ones that spread.
If you can’t explain your idea to me in under one minute and tell me exactly who you’re selling to, you don’t have an idea. You you have a dream, and dreams don’t sell.
The Same goes for landing pages
This concept applies to building and testing landing pages. If you can’t tell what a page is about right away then it won’t be very effective, and if you try to sell to everybody at the same time, you’ll sell to no one.
If you’re starting to test your landing pages, forget about background colours and fancy tricks.
Stick to the fundamentals:
- Why am I here?
- What can I do here?
- What should I do next?
Your landing pages will perform better than ever.
Leave me a comment below.