Why make your campaigns harder than they need to be?

We were approached by a gym owner looking for a campaign that targeted overweight people who hadn’t exercised in years. To him, it seemed like a ripe market.

We had some concerns. A campaign like that would have four main challenges:

1. Find non-gym goers
2. Encourage them to enquire
3. Stand out from every other gym
4. Keep them coming back

We proposed a slightly different approach: what if we focused on people who already value fitness, even if they were already gym-goers? Then the campaign only needed to tackle one challenge: standing out.

It’s a bit like choosing between running on an incline treadmill or running downhill with momentum on your side. Both get you moving. One feels a lot easier.

We could see why he was drawn to the first idea. His mission was to help those who might benefit the most from fitness. And that passion is admirable. But in practice, connecting with people who already value your service often leads to better results and more satisfying partnerships.

The same principle shows up with websites. We find that a business with an outdated, clunky site is less likely to invest in improvements than a business that already has a pretty good site and wants to make it even better.

So, instead of trying to convince everyone, it can be more effective and more enjoyable to work with people who already “get it” and are ready to move forward together.

Let others chase rainbows: there’s value in attracting the audience that already appreciates what you offer.

Donna Lamont