You might think I’m talking about narrow-mindedness — but I’m not. I’m actually talking about a misconception… namely: When people say they “don’t want spread myself too thinly”.
Let’s say you wanted to sell bicycles online. You might be inclined to focus on bicycles.com — and indeed: I wouldn’t argue with that. But what about many other related concepts — such as “bike”, “bmx”, “fitness” or even “traffic safety”?
Saying you’re not interested means you’re not interested in many of your potential customers — namely those who are seeking information about those topics.
I already know what many of you are thinking now! You are thinking: “We already reach all of our customers because we are on TV, on the radio, we are the top result on Google (for “bicycles”) and our page on Facebook has a gazillion fans (for which we paid our social media wiz a lot of money to acquire).“
Congratulations — you now have a fabulous presence on retard media!