In this episode I talk with Erick Arbe who owns and operates two distinct businesses that has separate customers with different needs. 

Hibr sells a product, a mattress, while Golf Web Design sells a service. 

Regardless of the differences between the companies, the principles he employs to market them stays the same.

Erick understands a powerful fact: if you narrow your marketing efforts to the most loyal and devoted fans, you’re more likely to be successful.

We talk about this at length in the podcast so be sure to listen. If you like to watch, we also have the live stream available as well.

Understanding your target audience, your true fans, is something that every business must do if they want to succeed. There is a common misconception that narrowing your marketing and narrowing your focus will somehow limit your product’s success. The fact is there’s only so many people interested in whatever you’re selling. Your potential fanbase varies on what people naturally want. That’s called “market size”.

For instance the amount of people looking for a monogrammed saddle is less than the amount of people looking for a monogrammed shirt. 

Of that world of people who will buy your product or service, there’s even a smaller number. It’s the finite number of people who will be fanatical about your brand. You don’t just create something they can buy, you also align with their values. You speak their language. You understand each other.

Your goal as the caretaker of the brand is to discover who that person is, what they like and dislike, the information they respond to, how they react to stimulus, where they live on the Internet, their buying habits, what cultural events matter to them, where they work, where they live, and who their friends are. To name a few.
The more you know the better you’ll be able to serve your audience. The better you’ll be able to carefully craft your language to communicate your product’s true value in their life.

In Eric‘s case he limited his marketing for the mattress company to the world of sports. Athletes need to good night sleep. Hibr says, “use our mattress to get the rest you need to be better.” In a world looking for a competitive edge, Hibr brings something new that works.

Athletes aren’t the only ones who buy a mattress, we all do. But all of us will not buy from Hibr. So Erick had to find the group most enthused about what they created who were most likely to purchase his product.

Knowing who your target audience is will help you place boundaries on how you speak about your brand and how you market yourself.

For Hibr, selling to athletes means Erick is spending his effort marketing where Crossfit athletes are. That means they align themselves with popular Crossfitters. They place ads where athletes live on the Internet. 

Plus their language is crafted so that athletes respond to it. Someone buying a mattress for their vacation home will not respond to the same marketing as someone right out of college renting their first apartment. Both need mattresses but if you sell to them both equally you’ll find out is neither will respond to it.

I hope you enjoy the episode. I really enjoyed chatting with Eric if you have any comments or feedback please take the time to let me know. And as always if you enjoyed the podcast, would you take a couple minutes and give it a five star review on iTunes? It makes a huge difference and allows this podcast to be seen by many others. Thanks so much! And thank you for listening.