Aim Small, Miss Small

I’ve never been much for hunting, but I do like target shooting. A friend of mine taught me to “aim small, miss small.” In other words, aim for the whole beer can and you might miss it entirely. Aim for the hole in the “g” on the label and, even if you miss the letter, you’ll still hit the can.

“Aim small, miss small” also applies to B2B direct marketing.

Most direct marketers play the numbers game and send their generic message to anyone they think might have even the remotest interest in the message. Then they’re surprised when unqualified responses trickle in.

If you “aim small” and develop a small, but highly targeted list, a highly relevant message and drive them to equally relevant content, response rates will drastically increase.

I know what you’re thinking: small list = few responses (even with a high response rate)–and you’re right. The key is your targeted message can only “miss small.” You can’t get too far off-base if you’re speaking to a very select group of prospects the way you can when you’re speaking to an entire demographic.

“Aim small, miss small” is the motto of evolved direct marketers who demand the highest quality responses at a price that will generate a positive ROIm (Return on Marketing Investment). It also spells trouble for beer cans.