A common mistake small business owners make is trying to offer something to everyone.
It’s a dangerous place to be when you are a solopreneur or a small business owner.
You can’t be everything to everyone in life, and the same applies in business.
Creating a product and/or service mix that appeals to everyone is, without doubt, business sluttery.
You may get returns with this approach but it is short sighted. I can almost guarantee that you will be either working like a dog to make everyone happy, or receive a lot of complaints, and perhaps both.
It’s important to understand the limitations of your business and it’s resources and turn that into a positive.
Here are somethings to think about and a few tips.
1. Everyone is not a target market
You cannot appeal to everyone. It’s impossible.
Tailoring your communication and marketing to appeal to everyone is a non-starter.
You end up talking to no one.
It’s important to get clear on the type of clients you want to have.
Even better, think of one person you know, or have already worked with and use that person to define your target market.
As much as we’d like to think that we are one of a kind, I can assure you that they didn’t break the mould when it came to consumer behaviour.
2. Get clear on your business model
If you are a small business you can’t run your business model like WalMart – you simply don’t have the resources or the time.
You need to get clear on whether you offer something that is budget or luxury or somewhere in the middle.
Now, that “somewhere in the middle” is actually where many of us are and yes, it’s a HUGE bracket.
But, like everything it’s on a spectrum. Decide which end of the scale you lean towards.
And whatever you do, do not try to incorporate the whole spectrum into your business.
It won’t work.
When was the last time you went to a luxury resort and found backpackers and campers sharing the same facilities as the hotel guests?
It doesn’t happen.
3. Celebrate being focused and selective
Too many small business owners feel that by being focused and selective on their target audience that they are alienating potential clients.
The truth is, the more focused you are, and the more selective you are the greater the returns.
You become an expert, an authority, desirable and trustworthy – the perfect mix.
What then happens is that your communication is clear and your message starts getting through to those with the money and desire to pay you.
At the end of the day you need to decide if you want to be the jack of all trades (and a master of none) or you want to reign your niche as the queen (or king) of something special.
Take a long hard look at your business, make sure you aren’t committing business sluttery by trying to offer something to everyone!
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