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In Praise of the Terrible/Wonderful Twiglet

These are Twiglets. They're a crunchy snack from the UK that are coated with a brewer's yeast extract that tastes a lot like marmite.

They're terrible. Or they're wonderful. Depends on your point of view. My son and I happen to think they're wonderful. Also the dog. My wife and daughters can't stand them. So it's right down the middle in our house.

The point is this. Twiglets are what they are. They make no attempt to appeal to everyone. They can't. They're just too polarizing.

So why should your company be any different? There are some prospects that just simply don't fit with your product or service. And that's ok. You don't have to appeal to everyone.

But the key is to do three things.

First, your branding/marketing/channels should be totally aligned with what your target market's preferences are. Where they go, what they like, what they do. The people that "get you" will naturally respond to great stuff that appeals to them.

Second, you should make no attempt to appeal to anyone else. You don't need them to like you. You don't need to get an Instagram account if your ideal target market doesn't use Instagram.

Finally, in the event somebody stumbles into your sales funnel that doesn't fit-- figure this out early. Disqualify them before they even take a twiglet out of the bag. Because you know they're gonna just spit it out anyway and say "that's terrible!"

And your twiglets are too good to waste. At least I think so.



*As of April 2022, Pardot has been renamed Marketing Cloud Account Engagement, as part of Salesforce's effort to organize all the marketing products under the same platform umbrella. "MCAE" is simply the same Pardot we know and love under a new name. The product is temporarily being referred to as "Marketing Cloud Account Engagement powered by Pardot."   

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