It is a Mistake to Try and Be All things to All People

<p class="p">It might seem strange, but you're better off appealing to a small group of loyal customers than trying to attract everyone.</p> <p class="p">There's a fundamental rule in marketing that takes some discipline and some getting used to, but it's undeniably true: </p> <p class="p">You can't be everything for everybody.</p> <p class="p">It is a mistake to try and be all things to all people. </p> <p class="p">In fact, it is a mistake to simply swell the numbers (for number's sake) – in many cases, growth is not automatically profitable, and in most cases, growth is achieved with new customers who will require cultural, product, service, and often price shifts – can serve to drive away your existence, your best, your longest serving and most certain customers can actually be a deal with the devil. </p> <p class="p">It is a mistake to favour short-term expediency over strategy. </p> <p class="p">I found this out the hard way during COVID.</p> <p class="p">In response to one of my clients putting their program with me on hold until they saw how COVID panned out – I reacted and started touting for business.</p> <p class="p">Because I am pretty skilled at Client Acquisition, and I had a functioning CGS – I opened the channels full throttle…</p> <p class="p">It didn’t take long to realise I had taken on too much, and a lot of it not really what and whom I like to work with. </p> <p class="p">It is a grievous mistake for a business to act or present itself absent a philosophy, a set of fundamental beliefs. </p> <p class="p">We become so vague that no one knows what we are offering, and our potential customers turn to other, more specific options.</p> <p class="p">Worse still, we end up accomplishing far less than we had hoped, which is exhausting.</p> <p class="p">As entrepreneurs, we end up running ragged trying to get it all done with limited resources. It makes us feel busy and productive, but again it's actually quite the opposite. </p> <p class="p">We are doing busy work that isn't generating the kind of re