How to avoid novelty consumers?
As a business owner, you know just how important it is to have a public and media presence to help expand your brand and gain massive exposure. With the growth of artificial technologies, there are now more ways than ever to reach out to your target audience: podcasts, blogs, TikTok videos, Facebook Ads, Instagram posts, and countless other social media platforms. However, after two years of research, I’ve discovered that companies that use too many different streams of content tend to attract the wrong type of customer.
These “novelty” consumers often look for free services, demand personalized services constantly, and eventually drain companies of their resources. As a business owner, it can be disheartening to watch a system or company fail—but in reality, the failure is often due to the types of customers drawn in by the media outlets chosen.
The lesson here is that while having a wide-reaching presence is important, it’s just as essential to make sure your messaging aligns with the type of consumer you want to attract. Choose carefully when deciding on which media platforms to post on and appeal to loyal consumers who are willing to pay for your services and treat them with respect. It’s easy to forget in the haste of growing one’s business, but if you build your brand the right way it will set the foundation for success.
Here is a quick client story. There is a lesson to be learned by many through marketing hacks and gimmicky coaching
After months of toiling away, trying every advertised hack and gadget, my client had seen very little return on her investment. She’d thought that putting in more effort would pay off, but instead it only added to her workload and took a toll on her mental health. But despite the disappointments and failures, she was still determined to make something out of her efforts.
So when an opportunity to work with a marketing coach and their program came up, she seized it eagerly. She was promised unprecedented leads from Facebook, which seemed almost too good to be true. But before long, the harsh reality of the situation began to set in: even though she’d found some promising prospects, many of them simply weren’t interested. Others had budget constraints or procrastinated too long, and some were downright imposters – not genuine customers at all. Even worse, 64% of her new clients breached payments and 23% disputed charges, leading her into legal trouble.
It was becoming increasingly clear that social media was not as simple as clicking some buttons and making money. Of course we all want followers and likes, sure, but I believe and express what’s more important for my clients is to educate people and verify the consumer type before investing too much time. This is ultimately a valuable experience that can be avoided with the right communication tools in place.