If I started this post with: "I'm writing to CMOs of companies with $10M - $50M ARR."

If I started this post with: "I'm writing to CMOs of companies with $10M - $50M ARR."

Assuming that's you, would that stop your scroll?

Or imagine if I started my email to you with "I see you're a CMO of a $10M - $50M company."

Are you going to keep reading or click delete?

So why is that line on a website's homepage?

Now, I get it.

You're trying to qualify your visitor and make sure only the people who fit will contact you.

But that's a surefire way of telling them that you're an outsider.

That's like coming to Texas and ordering chili with beans. *side eye*

There are better, more subtle ways to qualify your prospects *AND* signal that you understand them.

Because companies of different sizes or stages behave very differently and face different challenges.

So speak to those moments in time instead of just listing CRM filters.

For example:

If you're targeting the enterprise, instead of listing employee count, you could say:

... are you planning the agenda for your annual executive offsite?

... are you migrating ERPs?

If you're targeting mid-market, instead of listing ARR, you could say:

... are you building out your C-suite team?

... are you opening a second location for the first time?

If you're targeting small businesses, instead of listing company stage, you could say:

... are you about to go over next year's budget with your CPA?

... are you about to hire your first salesperson?

See the difference?

Those questions qualify me, makes it easier for me to recognize myself, and, it tells me that you know what I'm going through right now.

When Katie and I sat down to film our expert reviews, this observation came up a lot, so check out our advice for "As a consultant, how do I target companies of a specific size?": ↓