Peanut butter is killing your sales

I was on two new client calls today, and both wondered why their marketing wasn't attracting high-value clients. (we're fixing this) 

Their marketing sucks because they're running the "Peanut Butter Strategy."

They thinly spread their marketing across many channels, using boring, easy-to-ignore messaging.

The reason for this?

They don't have a razor-sharp focus on a specific audience.

Worse, their positioning is watered down.

What do you get when you're targeting everyone with weak positioning?

Marketing that is ignored by the people you want as clients.

CQ

Frequently Asked Questions

What is the "Peanut Butter Strategy" in marketing?

Spreading marketing efforts thinly across many channels with boring, easy-to-ignore messaging, instead of concentrating effort where it would actually resonate with a specific audience.

Why does this strategy fail to attract high-value clients?

Because thin, unfocused effort across many channels doesn't build enough depth or specificity anywhere to actually stand out. High-value clients respond to sharp positioning, not broad, watered-down messaging.

What's the root cause behind this scattered approach?

A lack of razor-sharp focus on a specific audience. Without that focus, marketing tries to speak to everyone, which ends up speaking to no one clearly enough to get noticed.

Why does weak positioning make things worse on top of scattered channels?

Because even a well-placed message won't land if the positioning itself is vague. Combining scattered channels with weak positioning compounds the problem instead of just adding to it.

What's the actual result of targeting everyone with weak positioning?

Marketing that gets ignored by the exact people it's meant to attract. Broad targeting paired with unclear messaging produces content that doesn't resonate strongly enough with anyone to act on it.