Let’s say you want to create line of toys for dogs. You do your research and discover that there are x number of dog owners in your area who love to play with their dogs. You think this a great opportunity. You create a line soft toys, shaped like tv characters. You put the item on sale and market them for all dogs. You imagine customers loving the cute designs and posting pictures of their dogs cuddling with your product. And then you discover that a large portion of the dogs in your area are heavy chewers and destroyed that toy in minutes. The owners are irritated and writing you bad reviews on your site and posting TikToks about the lack of durability. What happened?
Imagine two dog owners who both want toys for their dogs. You send them both the same exact box of toys. Only later do you find out one is an elderly, very calm Saint Bernard and the other is a play driven Labrador with the zoomies. They aren’t the same dog; they should not get the same toys.
It’s okay to be specific.
When Nestle was creating its new line of health conscious foods, they got specific. Yes they had lines of “diet food” for years, but they chose to hone in on the specific needs of GLP-1 uses. They recognized that just because two consumers were interested in weight loss that didn’t mean that they had the same needs.
GLP-1 users and those who have had gastric bypass need to get more nutrients in a smaller volume because they get fuller quicker. Same basic profile, but if you dig deeper they have deeper needs.
Getting specific about the needs that you want to address can help you design a product and campaign to reach people in a deeper and more effective way.
How could you be getting more specific with your efforts?
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A Wren Says 
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