Quit talking to them!
- The more you try to appeal to everyone, the more “vanilla” your message becomes.
- Your story is richer and more meaningful when crafted to communicate with your ideal clients (not the general population).
- You are not an ideal fit for everybody, just as not all potential prospects are desirable to you. There are some people you really do not want to work with- it’s OK to admit it.
- If you spend time trying to talk to “everyone,” you waste time (and money) talking to those who will never buy from you anyway. Save your energy, time, and money focusing on the narrowest group of prospects you can.
The concept that we have to appeal to everyone may be rooted in the incorrect opinion that it is important that everyone likes us. This pervasive need for approval can cause us to waste precious resources attracting people with whom we do not want as customers because we cannot help them with our products or services. Internalizing this concept will make a huge difference in your marketing.