The phrase “preaching to the choir” usually means you’re telling a person something they already know. So, it’s often a way to say you’re talking to the wrong people.
But in marketing, that’s not always the case.
Remember, most of us need repeated exposure to a new idea, concept, company or product before we accept it. It helps us become familiar with and comfortable with something new. Think of how habits are formed. They require that we do something over and over until…it becomes a habit.
The same psychological principle applies when you are trying to get new customers.
In fact, it’s even more important these days, because people are less responsive to the brute force sales and marketing tactics of yesterday. Today, people are much less willing to give you their attention if they have no interest in your product or service. Or, to put it another way, if you can’t do something for them they want or need, then they’ll ignore you until the cows come home.
And they should.
Think of it from a potential customer’s point of view. If you get bombarded by thousands of messages a day, how many will you pay attention to? Only those that offer you something you want or need, right?
The rest don’t matter.
So, if you’re delivering your marketing message to a lot of people who have no interest in what you can do for them, then you’re wasting time and money. You’d be better off making a donation to your favorite charity.
Focus your message delivery on people who are likely to have an interest in what you offer them. Do this by getting your information out to people you have identified as fitting your target market. Your target market is people/companies you can best serve with the mission and resources you have.
Never spend a penny on marketing unless you know that marketing will deliver your message to people whom you have good reason to believe will be interested in what you offer.
They are your “choir”.
Preaching to the choir means taking your message directly to people whom you honestly believe will want to do business with you. Because they want what you can do for them.
They’re a great audience because they’ll listen.
Then you can begin the relationship that leads to serving them as they become your customer.