You Should Tailor Your Cannabis Product Offering to Specific Consumers—Here’s Why

When I was first starting out in the fitness industry, my business mentor drilled into my head early on that, “One who serves everyone equally, serves nobody excellently.” I remember at first thinking about all the potential business I would be leaving behind by focusing on one target market at the expense of others — it felt like I was going to be limiting myself more than helping myself.

After being that guy that asked for advice and then proceeded to ignore it, and struggling for almost a year to build any kind of foundation to my business, I realized that he was correct. It was impossible for me to stand out in the market when I was just a “trainer” servicing anyone and everyone who would pay me.

When I finally started listening and switched my focus to a narrow, targeted type of client, my business saw significant improvement and growth. But why?

• I was able to provide a better service offering because it was custom-tailored to my market’s needs and wants
• My marketing was more effective because I was able to speak in the language and to the points of pain that my market used and experienced, respectively — talking to a 25 year old guy looking to get jacked is going to be a different type of conversation than talking to a 45 year old mother of two looking to lose some weight and get back to her college soccer days
• I was able to delve deep into the technical side of things with my coaches and create a team of specialists who were extremely knowledgeable about training and nutrition for our specific client type

Transitioning from the fitness/nutrition world to cannabis, I saw a stark difference in how many companies approach their offerings — just putting out products that were designed to appeal to every cannabis consumer (often including non-consumers). Granted — cannabis is largely a product industry versus a service industry — but the same concept of targeting applies, and the same negative effects result from failing to do so.

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