Are you struggling to stand out in the crowded marketplace?
With thousands of people starting a business every year and joining the online space, the interweb tends to feel crowded. And if you’re struggling to get seen, known, and heard it can be incredibly frustrating that your marketing efforts aren’t yielding the results that you desire.
What I propose is that you polarize your audience!
Polarization is one of the most powerful ways to attract your dream clients and repel the less than desirable ones that will likely end up wasting your time, energy, and money. Why should you polarize your audience through your content? Let’s dive right in and discuss it!
To create polarizing content and understand its benefits, we must first discuss what it means.
What is polarization?
Polarization is the impact and effect that happens when someone comes across you, your brand, and your business and is part of your marketing message and brand strategy. People will respond differently to your message and your brand: some love it, while others will hate it.
Keep in mind that 20% of your followers will be responsible for 80% of your engagement that will amplify your exposure, generate quality leads, and increase your sales, profits, and impact; which means you are trying to target your raving fans! The members of your community that know, like, and trust you.
You also polarize your audience when you niche down. Some say that the riches are in the niches! You aren’t meant to serve everyone, and your marketing message and brand strategy will help you do just that.
I have found that so many people are afraid to niche down because they are afraid that they won’t be able to “reach the masses” and achieve their dreams. That’s not true! There are over 320M people in the United States. If even 1% of them are part of your niche, that’s 3M people you could potentially serve. When you look at the numbers, it’s apparent that there are more than enough people for you to serve even when you niche down. And in order for you to amplify your marketing message, one needs to polarize their audience.
To provide you a couple of examples of businesses that have niched down, I want to mention dating sites. Take a look at Christian Mingle and eHarmoney. Christian Mingle targets Christians and eHarmoney targets singles who wish to be matched based on relationship science to find a compatible match.
In each of these examples, they polarize their audience right from the start with their name, marketing message, and with their niche!
Another example is with doctors. Think about it. A doctor with a specialty is going to have different patients than another doctor. A pediatrician will market for new patients differently than an orthopedic surgeon. Could there possibly be some overlap? Sure, anything is possible, but the point here is that the overall patient in which they are marketing too will be entirely different because it is niched!
Lastly, this is important and needs to be discussed. There is a difference between the target audience or target market and niche. Your specific target audience is the group of people in which you serve. The niche is the specialty in how you serve your target audience.
They are most definitely not one in the same which is something I often see by many business owners, and it’s important to know the difference because it matters for your marketing.
What are are the benefits to polarizing your audience?
Here are ten benefits to polarizing your audience that I am confident will help you see why this is a no-brainer strategy to add to your marketing message and brand’s strategy.
- Repels the unqualified leads that follow you.
- Helps you stand out in the crowded online space.
- Positions you as an authority figure.
- Enhances your voice and brand identity.
- Highlights who you are to your core and what you believe in.
- Helps you avoid any miscommunication or misunderstandings by working with the wrong people.
- Eliminates the confusion with expectations or responsibilities from both parties involved.
- Reduces the chances for awkwardness due to different standards, moral, ethics, or beliefs.
- Reduces the amount of time wasted talking to unqualified leads.
- Avoids you falling into the trap of your business feeling like a job.
As you can see, the benefits are compelling and polarizing your audience is a proven strategy to help you stand out and assist you in attracting quality leads. You’ll no doubt go from invisible to impactful in the blink of an eye.
Now that you know more about polarizing your audience and how it benefits you as part of your strategy, let’s discuss content creation!
How to create polarizing content?
Polarizing your content doesn’t have to be difficult. Nor does it have to be from a place that doesn’t align with your core values, beliefs, ethics, and integrity. You can be controversial with professionalism and tact.
Our goal here is not to damage your brand but to amplify the message of your brand. Your dream client’s don’t want to work with someone who is “vanilla,” meaning too plain and boring. They want to work with someone who is like “red velvet,” meaning bold, rich, unique, tasteful, etc.
See my point here?
You want to stand out, and part of standing out is sharing parts of you that are BOLD!
Here are seven tips to creating polarizing content that will repel your less than desirable clients and attract the dream clients you desire to work with:
- Identify topics in your industry that you have a different opinion on.
- Determine what causes you’re genuinely passionate about.
- Determine if there’s a controversial topic that you have a different opinion or viewpoint on.
- Determine what the popular trends are in your industry and what you like or dislike about them.
- Identify what your dream clients love about you and what the general public hates about you; crank up the volume on it. ○ Example: Your tribe loves how you goof-off and tell jokes but the public finds it annoying – tell more jokes. ○ Example: Your tribe loves that you always look on point with your mad makeup skills, but the public finds it overzealous – keep wearing makeup.
- Explore what your quirks and strengths are and learn how to use them to your advantage in your marketing.
- Be more YOU, authentically and unapologetically!
The goal with these tips is for you to identify controversial topics that align with your vision, mission, and brand of your business. Speak to your audience, not at them, with these hot-button topics and you will be amazed at the response!
To conclude, polarizing your audience and niching down will help you amplify your marketing message. Once you amplify your marketing message, you will no doubt start to see more engagement on your content. As your engagement increases, so will your quality leads, sales, and profits!
Share in the comments: What is a polarizing topic that you would love to share with your audience?