When you hear from people who AREN'T your target market...

Hey there - I’m not sure I’ve ever explicitly said this, so let me take the opportunity to now: I love getting questions from you. So I was chuffed when a friend + reader, Janelle, [responded to this email from a few weeks ago,]( explaining that a crucial part of conducting voice of customer research is knowing what to take — and what to leave. She specifically called out this part of the missive: “When someone tells you they wish your course about interior design also covered graphic design…you don’t need to influence that, because they’re clearly after something you don’t offer.” Her q: What’s your advice for taking that learning (“This person is not part of my target market.”), and using it to modify your messaging so that your messaging is more refined to only hit your target market? Is that something you’d recommend spending your time on? (GREAT question, Janelle. Thanks!) Here’s my two cents… We certainly do not have to flat out drop feedback that might not be applicable — like Janelle mentioned, getting feedback that clearly identifies someone who ISN’T our target market can actually be incredibly informative in how we communicate who our offer ISN’T for. And the who it’s for/who it’s not for copy is some of my favorite to write on both sales pages and within emails. So yes, let’s spend some time with that feedback — and, more importantly — put it to good use. Here’s how: Let’s say you’re reading through feedback about your membership, seeing a lot of questions and comments about the lack of a Facebook community. You think: Oh, hmmm, several people want a Facebook community attached to this membership. But I have ZERO desire to add one to it, nor do I think it’s right for my people… Honor that. You do not need to add a Facebook community if it doesn’t make sense for you or your people. Instead, focus on communicating that there isn’t one, so that no one shells out money to join under the assumption that they’ll be connecting with fellow members on FB. Your copy can reflect that in a few different ways. Showing always beats telling, so let me direct you to [this recent sales page I wrote.](=)​ Do a search for the word “Facebook” once you’re on the page, and you’ll see how I made it very clear in the “what’s inside” breakdown, the “misconceptions” section, the “who it’s for/who it’s not for”, anddd the FAQ that this membership does not have a Facebook community attached to it. And even more so, how I positioned that as a benefit. (Side note: That sales page is for Coach Jennie’s membership, Make It Happen, and it just happens to be launch week over there. If you’re an impatiently ambitious human ready to make change happen for yourself and/or your business yesterday, check it out before doors close this Sunday, the 16th! #shamelessclientplug) To recap: Hearing from people who provide feedback that makes it clear that they’re not part of your target market can be incredibly valuable in helping you clarify your messaging so that you’re only attracting those who are. And not wasting the time of those who aren’t. A win for them; a win for you. Until next time, be kind + remember: you can’t be all things to all people. And that’s okay. 🙃 Sara P.S. Have q’s about voice of customer research, conversion copy, or how to bring more empathy into your communication? Hit reply. I’m always on the other side. P.P.S. Well — that’s not entirely true. I am due with baby #2 in two weeks, which essentially means…any day now. So if I’m suddenly silent for a bit, you know why! #tinyhumanwatch ​ Ready to call it quits? [Click this link]( to remove yourself from all communications. (No hard feelings.) If you'd like to opt-out of specific content, just hit reply + let me know. I’ll get you sorted, ASAP. | SFS HQ: Oxford Street, Cambridge, MA 02140