Dive into your target market’s struggle, then “ship it” a thousand times.
If interest in your service or product is lacking
You might start to play around with a narrower target market
Using this formula:
I help [MORE INDUSTRY-SPECIFIC TARGET MARKET THAN THE ONE YOU HAVE NOW] overcome [PROBLEM CAUSING THEM A GINORMOUS HEADACHE] without [THING THAT’S HURT THEM IN THE PAST]
For example:
A fractional CMO might say:
I help mid-size SaaS company owners move forward with stalled projects without hiring a marketing agency.
Then to get your new target market’s eyeballs on your sales page:
Compose an email addressed to a friend or anyone you’ve ever known that you’ve done business with at a SaaS company
Or anyone who might share this kind of burden.
And start writing furiously about why companies like theirs face stalled projects
And what kind of struggles you know they’ve had hiring full time marketing directors and/or agencies
And answer the questions:
How did they get burned?
What were they overpromised?
What’s brought them to the breaking point of seeking help?
Keep writing:
Making your whole sales page about the very specific marketing struggles you know they’re going through (and even some you suspect they might be going through)
What they’ve tried on their own
What hasn’t worked
What has worked but isn’t ideal.
What it’s like to have to deal with the less-than-stellar results
Then move into:
Yup, still writing really fast without thinking or caring about the words
How you solve all of those very specific things without coming on board full time.
And why companies as a rule DO NOT NEED full time Heads of Marketing
Because of all the problems associated with doing so
And why you know this to be true because of your:
[INSERT PERSONAL INSIGHT INTO WHY THIS “RULE BORDERING ON LAW” THAT EVERYONE MUST HAVE A FULL TIME MARKETING DIRECTOR IS IN FACT A FATAL FLAW HERE]
Keep writing, keep writing
About all of that … as fast as possible.
For as long as possible
But no less than 20 minutes
Stream-of-consciousness-ing if you have to
Which you probably won’t have to if you’ve picked a market you’ve done business with in the past
Take a deep breath and
Once you’ve come to the end of the page
Or when you’re tapped out
Walk away from your desk for a solid 5 minutes
And when you come back:
Very, very quickly
Go back over your scrawl
Look for topics that you really went off on
That you spilled a lot of words over
Make a list of those topics
Pick 1
Set a timer for 25 minutes
Compose another email
And send it to someone you trust.
No matter what.
When the timer goes off.
Once you do, you’ll know that
If you have even 25 minutes
You have time to
Write up a white-hot sales page
AND LAUNCH IT
Topic by digestible topic
Bite-sized social post
By bite-size social post
Itty bitty email
By itty bitty email
Directly
To your new target market
By way
Of a thousand ships.
I’m here,
Kevin