You need to be a sniper

Happy Thursday newsletter fam!

Today we are going to be flipping the pages back in time… 

And I'm going to tell you how to be a SNIPER in your marketing campaigns, so you can instantly build rapport with your target market. 

So let's jump right in…

In the early days of my family's juice company Revitasize…

We had a handful of physical locations but we were looking for new ways to grow.

It was when I met my good friend at a local bar, who many of you may now know as Lior the co-founder of Hush.

Who he is also TECH-WIZARD by the way…

That I was explaining to him how we ran Revitasize…

"Every time we wanted to expand into a new region we needed to invest 300k +

Then we would have to take all that money and dump it again in another spot and open another location…

And then that's a whole risk, and it’s super slow…

So if you're lucky you do it again and again and again…

But that's the whole thing, right”

And Lior looked at me like I missed something, he then said to me

"you know you can just sell online to everyone out of one store."

That's when Lior started to open my eyes to the potential of E-COMMERCE. 

With his help, we launched our website and began running SUPER-SPECIFIC Facebook ads using the demographic information we'd gathered from our physical stores…

We went all the way down to our target markets postal code…

We also had whole delivery routes for delivering directly to consumers…

And through focusing on the RIGHT AREAS and the RIGHT PEOPLE, we were able to run INCREDIBLY PROFITABLE Facebook ads. 

This quickly made this "virtual location" our MOST SUCCESSFUL store, all thanks to the power of hyper-targeted marketing and Lior of course.

Fast forward to a couple of years ago, Lior and I teamed up to create Hush…

We took a very similar approach to what we did with Revitasize - going specific with our marketing and focusing on WINNING OVER specific regions first in Canada.

After infiltrating different regions in Canada, being consistent, and getting everyone to see our brand, we started to double the business month over month 

We then began to market in the U.S. and found that we were crushing it in California…

It made sense - it's a HOT state, we sell COOLING products, and everything is organic.

But one of our growth marketers pointed out that we weren't just doing well in California as a whole - we were doing REALLY WELL in the Palisades specifically.

So we thought, why not double down on that?

We started working with influencers from the area, creating content tailored to that region, and even putting up billboards in the surrounding neighborhoods.

By honing in on that specific area and focusing our efforts there, we were able to create a TON OF BUZZ and generate natural growth…

And then, we used that as a springboard to expand into other regions.

But you may be thinking 

"I get what you're saying Aaron, but I still don't understand how hyper-focused targeting really works. Could you give me another example?"

Of course I can...

Let's say you live in Midtown, North Miami… and you're searching for a wooden table. 

So you see an ad that says "Miami Wooden Tables," that's okay, but it's not really speaking directly to you…

But then you see an ad that says "Wooden Tables in Midtown Miami," and that really CATCHES YOUR EYE.

WHY?

Because it's probably close by, maybe offers easy returns and service, and you're more inclined to CLICK ON IT, right?

That's exactly what we did with Hush…

Most of our competitors were making ads that targeted general keywords like 

"weighted blankets." 

But we HYPERFOCUSED on regions, making ads that said things like

"Weighted Blankets in Toronto." 

People want easy returns and fast shipping, so by targeting specific areas, we were able to connect with our ideal customers on a deeper level…

And that's really the key takeaway here - hyper-focused marketing allows you to build authentic connections with your target audience.

So when you speak directly to their needs and wants, based on where they live, you can create a level of rapport and trust that general, broad-stroke marketing just can't achieve.

So even though we’re in an era where online shopping and global reach are the norms…

Don't underestimate the power of thinking local and getting specific with your marketing. 

Think about your own target audience - where are they located, and how can you tailor your marketing to speak directly to their needs?

It could be the difference between blending in with the noise and truly STANDING OUT to your ideal customers.

I hope these stories have given you some food for thought and inspired you to sharpen your marketing sniper skills.

Remember, it's all about focusing on the right people in the right places - that's how you build a loyal customer base that will support you for the long haul.

Now get out there and start SNIPING your target market! (not actually LOL!)

And as always, if you need any help along the way, you know where to find me.

Till next time,

- Aaron

P.S.

If you want to dive even deeper into hyper-focused marketing and other growth strategies, I highly recommend checking out our Founders Club. 

It's an exclusive community of entrepreneurs who are all about taking their businesses to the next level. Click here to apply and join us!

P.P.S. 

And if you're looking for some 1:1 guidance on building your brand and creating a killer marketing strategy, I've got a few coaching spots open. 

Book a call with me here…

And let's chat about how I can help you skyrocket your sales and growth.