I have routinely told my clients, “everyone is not your customer” . While many finally get it, some cling passionately to the idea they can compete in a mass market. IN a recent blog post, Seth Godin discussed the dangers of airming for mass market domination and why a niche strategy is better. He says:
The reason you can make money in the niche pocket is that it costs far less to compete here. First, because there’s less competition and the competition is less fierce, and second because it’s cheaper and easier to reach your target market because they’re choosing to pay attention.
And I completely agree! Three years ago I gave up trying to please multiple audiences. Today, i focus on Small Business owners only. The result – I actually sell more, because I dominate the smal business category in here in Indianapolis.