The One Word That Can Ruin Your SaaS Business: Anyone
As a SaaS founder, you probably know how important it is to have a clear and specific target market for your product. You need to know who your ideal customers are, what problems they have, and how your solution can help them.
But do you know what word can sabotage your efforts to find and attract your ideal customers?
How many times have you heard or said something like this:
- “Who is your product for?” - “Anyone who needs to manage their projects online.”
- “Who is your ideal customer?” - “Anyone who wants to grow their business with email marketing.”
- “Who is your target audience?” - “Anyone who is interested in learning a new skill.”
If you answered yes, then you might be making a huge mistake.
Because when you say anyone, you actually mean no one.
Let me explain.
When you try to market your product to anyone, you end up marketing to no one. You dilute your message, you confuse your prospects, and you lose your competitive edge.
You see, anyone is not a target market. Anyone is a vague and generic term that does not describe a specific group of people with specific needs, goals, and challenges.
Anyone does not help you to create a compelling value proposition, a unique selling proposition, or a persuasive marketing copy.
Anyone does not help you to segment your audience, tailor your offer, or optimize your conversion funnel.
Anyone does not help you to build trust, authority, or credibility.
Anyone does not help you to generate leads, sales, or referrals.
Anyone does not help you to grow your SaaS business.
So, what should you do instead?
You should replace anyone with someone.
Someone who has a name, a face, a story.
Someone who has a problem that you can solve, a goal that you can help achieve, a desire that you can fulfill.
Someone who can benefit from your product, who can afford your product, who can use your product.
Someone who can become your loyal customer, your raving fan, your brand advocate.
Someone who is your ideal customer.
How do you find that someone?
You do your market research. You talk to your existing customers. You survey your prospects. You analyze your data. You create your customer personas. You define your customer segments. You validate your assumptions.
You do the work.
And then, you craft your marketing strategy and tactics around that someone.
You create a message that resonates with them. You create a product that solves their pain points. You create a offer that matches their expectations. You create a content that educates them. You create a campaign that attracts them. You create a funnel that converts them.
You create a relationship that lasts.
That’s how you grow your SaaS business.
Not by targeting anyone, but by targeting someone.
Your ideal customer.
Do you agree or disagree with me? Let me know in the comments below.