Unfocused Focus

Wednesday, July 15th, 2009 | Implementation planning with
Posted by: Kristen Beireis, Trust Marketing Expert

That doesn’t sound right, does it?  Unfocused focus…what does that mean?  Well, I’ll explain. Most of the time we hear everyone telling us that you have to be focused on the internet.  Pick a niche, get specific, and go after your target market.  You’ve heard that, right?  WRONG!!  Okay, well, sort of wrong.

Here’s the thing.  You DO need a specific niche for your target market.  You DO need to be targeting them and attracting them through everything you do on the internet.  HOWEVER, you also need to be thinking about what other types of business support you want to be attracting.  Don’t leave them out of your marketing.  Do you want affiliates?  Do you want joint venture partners?  Do you want to speak?  Are you always looking for team members?  Are their others you’d like to attract to help build your business?

Your focus needs to first be on attracting clients.  Then you need to get a little unfocused and add in places for these other people to come to you.  For example, your website.  Here you are focused on attracting your target market.  You want to move them through your sales funnel and make them a regular client, right?  GREAT!  Now, let’s get a little unfocused for a second.  I have an affiliate program for my products.  So, not only do I have information that will attract my clients, but there is a link for anyone interested in my affiliate program.  I also am always looking for good, strong team members.  Right on my home page, I have a link for potential team members to learn more.

The key is to LOOK focused (which my home page does), but be slightly unfocused and include little places here and there for those who can help grow your business to latch onto.

One more example is social networks.  I’m on Twitter all the time.  I talk a lot about my business and what I want to see happen.  I put information out that will help potential clients, as well.  I’m not JUST there to get clients though.   I also am looking for JV partners, affiliates, speaking gigs, and to get to know some REALLY cool people.  Many people would say that’s too unfocused.  No, it’s not.  My main conversation revolves around what I do for a living.  However, I do throw in other things here and there to make sure my partners can see how we are a good fit.  I’m also sharing things about who I am as a person.  This is two-fold, it gets my clients interested AND it attracts other business owners who share my interests.  So, it’s unfocused focus.

So, are you just focused?  Or are you unfocused focus?  I’d love to hear your thoughts.



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