How To Target The Right People First To Ensure Success Of Your Products & Services

In 2009, Simon Sinek delivered one of the most game-changing, business-altering TED Talks ever.

His talk built the “Start With Why” framework, a must-learn if you want people to adopt an idea or buy your service. It boils down to the core concept that “people don’t buy what you do; they buy why you do it.” But sharing your “why” is not enough to guarantee your customers will buy your service.

Even if your service is perfect for your niche.

_{(the word “service” throughout refers to products and services)}

If you position your service with the entire niche, it is a waste of time and money.

It’s called the diffusion of innovation.

It explains how an idea spreads through a market, system, or network. Adopting an idea does not happen all at once to everyone; instead, it flows through a series of phases. The idea will likely fail if you don’t follow the correct order. The same order applies to your services.

You must first find the right people to market your services.

Members of your niche shouldn’t get equal attention.

Simon says, “People don’t buy what you do; they buy why you do it.”

But people’s actions lag behind their beliefs. Everyone in your niche has different risk tolerance and tendencies. It means there are people in your niche who act faster.

You know it best as the bell curve.

First, find people who believe in innovation and experimentation.

Look for innovators and early adopters (16% of the niche).

They see the world differently than the rest. They’re passionate about being the first to try new things. Because when they love your service, they want everyone to know.

They become your megaphones, which means they spread the power of your services faster and broader.

The majority need social proof from your innovators and early adopters before buying.

The next group is the early and late majority (68% of the niche).

This is the make-or-break point for your service. They only buy once they see the confirmed value. They are practical and rational and need the service to make business sense.

Avoid talking directly to the majority to save time and money because they only listen to proof.

Giving away your service for free only works when you give it to the right people.

This strategy is often recommended, but it needs more context.

It works best when you give it to innovators and early adopters. Invest your marketing budget in them, no one else. You’ll get the rest of them later. And don’t worry about the laggards (the last 16% of your niche); they might still have dial-up internet and flip phones.

They only make moves once they are forced to do so.