If you say in your marketing that you are 'for everyone' then, in reality, you are for 'no-one'.
In today's hyper-specialised world, you need to be my perfect option.
That means that you need to polarise yourself from 99% of the rest of the population.
This is hard to process as a business owner. We feel compelled to cast the net wide, to capture as much business potential as possible.
But paradoxically, the opposite occurs:
The wider we pitch ourselves, the more we become invisible.
Often I find myself scrolling online looking for a product or service (but not exactly sure what I'll find) and thinking: "nope", "nope", "nope" and then suddenly, "Yes! Where have you been all my life!" .
Sold.
Also worth noting that price becomes less of a factor: after all, you've successfully positioned yourself as being the ONE for me.
Don't try to be all things to all people.
Be brave and go narrow.
Then narrower still...
