You decide, you are going to create a PDF document with all the information American’s would need to holiday in India. You will research, combine it with your experience and put it online for anyone who needs it.
So what will be in the document?
A logical mind would develop the document keeping the traveller’s experience in mind, VISA, flights, accommodation etc. When that logic is applied, you will end up creating an average product. Yes, despite your research, experience, effort and every other investment you intend to make.
What this lacks is Hyper targeting and lack of answer to the question, who exactly is this for? Now, dig deeper and think – This is for American honeymoon couples going to India. Now, your document, will have the sharpness to shine. Because you are now getting in to the Psychographics of the person you need to serve.
You may be a motivational speaker, an entrepreneur, a writer, a teacher or a MNC, if you do not hyper target your products and services, you are shooting in the dark.
Business schools teach us about USP, our unique selling point. A selfish way to approach business because the moment you think about USP you can’t help but adopt a posture that is focussed on self.
What we in-fact need to do is to look at who we need to serve and what story do they need to hear. By default, we will segment our audience in order to better understand them.
Stories you tell should be so specific that you can hold yourself accountable.
"I attended your story telling course some time back. And I've enjoyed keeping up my knowledge with your blog. You may not have realised however, that the Whole of Government is implementing Internet Seperation. Hence I'm not able to access the links to read your articles. Could I suggest including a QR code in your emails so that I can use my mobile to scan it and gain immediate access to the article? It would be most helpful"