Every organization is competing for consumer attention. Out of fatigue in that process, one of the key phrases I sometimes hear is, “no one knows about [insert: us, this event, this program or anything they’re promoting]. The first time I heard that, it stung a bit. I was deep in the client’s website analytics, and I saw how well its recent TV segment was received. I knew that program applications were trending upward. So “no one” had to be hyperbolic, right? Not exactly. 

One of the challenges that nonprofits and businesses face is the disconnect between a representative’s personal circle and a business’s target audience. If you’re a company that sells rain boots, you don’t need to be known in a desert community. But if your CEO lives in Yuma, Arizona (which receives 3.3 inches of rain per year on average), their inner circle is unlikely to know your business. Does that mean you’re doing something wrong? No! Here’s why “no one” knowing you isn’t actually a bad thing. 

Very few entities have something to offer “everyone.”

I Googled the most recognized international brands. Suspiciously, Google was at the top of the list. Removing the self-promotion, names like Apple, Toyota and Coca-Cola are among the top contenders. What do these three brands have in common? Their products are, for the most part, universally accessible. There is nothing other than price that inhibits a person from using Apple products or traveling in a Toyota. Coca-Cola and its family of beverages are available at nearly every restaurant and convenience store around the world. Anyone can “enjoy” a Coke.  

Think about your brand – could anyone enjoy it in the way they could a Coke? Looking at my client roster, there aren’t any companies that are as universally relevant as Coke. Even Obsidian, which services companies and industries in dozens of spaces, isn’t afraid to say when we’re not the right partner for a project. And outside of the business space, there are thousands of professionals who work for companies that would be great clients of ours, but their roles are independent from communication, and they wouldn’t be decision-makers in a PR partnership. Should they know about Obsidian? I’d say they could, but we’re not actively seeking their attention. 

“Everyone” knowing you represents a waste of resources. 

What do I mean when I say we’re not seeking their attention? Well, it takes a lot to write a blog post, distribute an email newsletter, gather and manage contacts, or place an ad. That time represents money, and sometimes, the outputs have their own costs. Is it wise for us to spend time and literal resources to reach people in an effort to be “well-known”? No. It’s much better to narrow your audience and speak directly to the people who need to know about you. That is what drives business goals.

It also helps you become more focused in your content. When you don’t spend resources developing universally appealing content, you can develop materials with depth that matters to your key constituents. Shifting how time is spent can create enormous opportunities for prospect recruitment and existing customer re-engagement. 

“Everyone” knowing you opens you up to unnecessary criticism. 

Someone said, “I have sometimes wondered if the greatest desire of man is to be known and loved anyway.” As someone who believes that every word matters, “anyway” carries enormous weight. The implication is that anything human, which includes our businesses and organizations, will have its own list of pros and cons. Every day, your organization makes decisions that may frustrate audiences. If those audiences aren’t your target customers, why share your decisions with them? Their feedback could be annoying at best and distracting at worst. When you get consistent negative feedback, it can sow seeds of doubt into your practices. And again, why does the frustration of non-key audiences matter? It shouldn’t.

Taylor, I get it. But how do we shift our perspective when it feels like we’re hitting walls?

You may feel like you’re speaking to the right people, but nothing is coming back to you. That is frustrating. Here are a few things to try:

1. Get out in the community at key events. You can’t expect people to find you online unless you are specifically targeting them with paid ads. Go to community events that align with your audience and speak to people. That makes a difference! 
2. Keep good customer records. When you have a Goldilocks prospect, take time to interview them and see where they learned about you. This information is critical for making informed decisions about where to allocate future marketing efforts. 
3. Hire a PR partner. We’ll create frameworks for parts one and two, and a whole lot more, for you.