Based on insights from the "Giraffes Don't Eat Steak" podcast
The Number One Marketing Mistake That's Killing Your Business
"I sell to everybody." If you've ever said these words as a business owner, you're not alone. But according to marketing experts Alex and Erica from the "Giraffes Don't Eat Steak" podcast, this mindset is the number one thing that sabotages marketing efforts and frustrates marketing professionals worldwide.
The reality is simple: when you try to sell to everyone, you end up selling to no one.
Why Your Brain Filters Out Generic Marketing
Here's a fascinating insight that changes everything about how we think about marketing: human beings are inherently selfish. Our brains have an automatic filter that constantly asks, "What's in it for me? Why should I care?"
Erica shares a perfect example from her own life. When she bought a Mini Cooper, she suddenly noticed that everyone in her village seemed to drive one too. Of course, they didn't all rush to the dealership on the same day she did. They had always been there, but her brain had filtered them out as "not important" until she became interested in Mini Coopers herself.
This is exactly what happens with your marketing. If your message doesn't speak directly to your target audience's specific needs and interests, their brain will automatically filter it out. Your carefully crafted marketing becomes invisible.
The Product Owner's Dilemma
One of the biggest challenges in marketing is that product owners and developers get so deep into their creations that they lose sight of what the product actually means to the end user. They become fascinated by technical features and connectivity, forgetting that customers care about benefits, not features.
As Alex points out, "It's hard to take your head out of the product and see it from a third party point of view." This is why many businesses benefit from working with external marketers who can serve as the voice of the target client.
The Marketer's Superpower: Empathy and Curiosity
The most successful marketers share two key characteristics:
- Empathy - The ability to put yourself in someone else's shoes
- Curiosity - Constantly asking "why" and "so what" until you get to the real answer
These traits help marketers translate technical jargon into user-friendly language and address the real pain points that keep potential customers awake at night.
Where to Start: Defining Your Ideal Client
Feeling overwhelmed about where to begin? Here are some practical starting points for defining your target audience:
Start with the "Nots"
Instead of trying to define who your audience is, start with who they're NOT:
- Children? Yes or no?
- Retirees? Yes or no?
- People bad with technology? Yes or no?
By eliminating who won't use your product, your pool becomes smaller and more focused.
Ask Basic Segmentation Questions
- B2B or B2C? This makes a huge difference in buying behavior and messaging
- Geography: Are you global, UK-only, or local?
- Company size: (for B2B) Small businesses or enterprise-level?
- Affordability: What can they realistically spend without going into debt?
Consider the Relationship Factor
Who do you actually enjoy working with? If you had to choose one type of client to work with for the rest of your life, who would it be? This isn't just about money—it's about creating a sustainable, enjoyable business.
You Don't Need to Get Too Granular
While some marketers advocate for detailed personas ("25-year-old Mary with a dog named Scott"), you don't need to go that far. Having clear groupings with common characteristics is often enough to guide your marketing decisions effectively.
The key is to keep your target audience definition visible and reference it constantly. Whether it's on a Miro board, a document, or a simple note, having it in sight helps prevent your own biases from creeping back in.
Red Flags to Watch For
When working with marketing professionals, be wary if they don't ask about your target audience. Whether you're briefing a copywriter, web designer, or video producer, the first question should always be: "Who is this for?"
If they don't ask, how can they possibly create something that resonates with your audience?
The Bottom Line
Defining your target audience isn't about excluding people from buying your product. If someone outside your target market wants to purchase from you, you're not going to turn them away. Instead, it's about focusing your marketing efforts on the people most likely to become customers.
Remember: giraffes don't eat steak, and your marketing shouldn't try to feed everyone. Focus on your ideal clients—the people who need what you offer, can afford it, and are a joy to work with. Your marketing will become more effective, your business more profitable, and your work more enjoyable.
Take Action Today
Ask yourself these three questions:
- Do I know who my target audience is?
- Can I describe them in terms of their needs, not just demographics?
- Am I trying to sell to everyone instead of focusing on my ideal clients?
If you answered "no" to any of these questions, it's time to step back and define your target audience. Your future marketing success depends on it.
Want to dive deeper into marketing strategy and insights? Subscribe to the "Giraffes Don't Eat Steak" podcast for weekly discussions on marketing tips, strategies, and real-world applications.