Stop Trying to be Everything to Everyone

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9 min

Business & Finance

Description

It might seem strange, but you're better off appealing to a small group of loyal customers than trying to attract everyone. There's a fundamental rule in marketing that takes some discipline and some getting used to, but it's undeniably true: You can't be everything for everybody. It is a mistake to try and be all things to all people. In fact, it is a mistake to simply swell the numbers (for numbers sake) – in many cases growth is not automatically profitable, and in most cases growth achieved with new customers who will require cultural, product, service and often price shifts – can serve to drive away your existing, your best, your longest serving and most certain customers can actually be a deal with the devil. It is a mistake to favour short-term expediency over strategy. I found this out the hard way during COVID. In response to one of my clients putting their program with me on hold until they saw how COVID panned out – I reacted and starting touting for business. Because I am pretty skilled at Client Acquisition, and I had a functioning CGS – I opened the channels full throttle… 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. It is a grievous mistake for a business to act or present itself absent a philosophy, a set of fundamental beliefs. We become so vague that no one knows what we are offering, and our potential customers turn to other, more specific options. <span style="font-weight:

Uploader

ernie_wave

Episodes

Stop Trying to be Everything to Everyone

َِ

9:55