The marketing world is all about target groups and niches – but how small does your niche really need to be to be effective? We shed light on the power of the smallest possible target group and why this approach can really revolutionize communication strategies.

> The opposite of one size fits all

While many companies focus on expanding their target groups in order to generate more sales, clever minds are going in the opposite direction. Instead of a “one size fits all” strategy, communication is much more effective when it is tailored to a specific mini-circle of people. This is in the nature of human behavior: we are more likely to feel addressed if we have the feeling that the messages are addressed directly to us. But how do you define this minimum size?

> The compass: shared values and motivations

Imagine you know every single person in your target group personally. What would you like to know about them? Their efforts to identify the smallest possible target group are not just a clever marketing tactic, but also an ethical statement: we really want to know our customers, respect them and offer them solutions that meet their needs. If this group of people shares common values and motivations, it is the ultimate platform for feedback and further development. Platform for feedback and further development.

> Speak the language of the target group

Communication experts know about the power of words. When addressing the smallest target group, it is crucial to speak their language. This means not only using their words and phrases, but also reflecting on their underlying assumptions and beliefs. If you manage to establish a connection at this level, your communication will be
be much stronger than any general waffle.

> Failed communication: a wake-up call for improvement

Targeting the smallest target group has another advantage: failures are rarely general, but rather specific. If your message does not resonate with this critical group or, worse still, is rejected, this is a direct indication of the need for optimization. Use this feedback to keep your communication strategies flexible and continuously improve them.

> The better, not the more

By identifying and focusing on the smallest possible target group, priorities become clearer. It’s no longer about chasing more and more customers, but about building valuable relationships and perfecting your services and products to delight these small groups. Instead of focusing on a large target group, concentrate your energy and innovation on making things better for a few.

With a strategy that focuses on the smallest possible target group, you skim over the superficially broad market and dive into the deeper needs and relationships that make up the true power of marketing. In this scenario, communication becomes more than just the transmission of information – it becomes an invitation to interact, provide feedback and build lasting and meaningful relationships.