Why “Spray And Pray” Marketing Is A Surefire Way To Waste Your Ad Budget (And What To Do Instead)
Why targeting ‘small business owners’ killed my client’s ROI and how ‘restaurant owners who hate weekend payroll’ tripled their results. The psychology behind selective attention.
The Spray and Pray Problem
Most businesses think casting a wider net catches more fish. In marketing, the opposite is true.
Case Study: From Generic to Specific
Before: Targeting “small business owners”
- Cost per click: $3.50
- Conversion rate: 1.2%
- Cost per lead: $291
After: Targeting “restaurant owners who hate weekend payroll”
- Cost per click: $1.80
- Conversion rate: 4.7%
- Cost per lead: $38
The Psychology of Selective Attention
Your brain filters out irrelevant information. When someone sees “small business owners,” they might not even notice. When they see “restaurant owners who hate weekend payroll,” they stop scrolling.
The Specificity Principle
The more specific your message, the more it resonates with the right people. Yes, you’ll reach fewer people, but the right people will respond much better.
How to Get Specific
1. Identify the Pain Point
What specific problem keeps your ideal customer awake at night?
2. Use Their Language
How do they describe this problem to themselves?
3. Get Granular
Instead of “business owners,” try “restaurant owners,” “dental practice owners,” or “e-commerce store owners.”
The Riches Are in the Niches
When you try to speak to everyone, you speak to no one. When you speak to someone specific, they feel like you’re reading their mind.
Conclusion
Stop spraying and praying. Start targeting and converting. Your ad budget will thank you.