In this economy we are susceptible to the desire to serve anyone and everyone who can use our product or service. There isn't anything wrong with this type of thinking per se. It's what can happen to our business if we lose focus on our target market that's the danger.

Let me expound on this. I talk to multiple business owners every week and I often ask during our first conversation, "Who is your ideal customer?" Most business owners know the answer to this question. But then when I start to look at their marketing to see if they are speaking to that ideal customer and their needs, things start to get a little fuzzy.

You see, we often worry that if we target a certain customer type with our messaging, then we're apt to not get any other type of customer. Well, that may be true. So, you should be sure that your ideal customer represents a large enough population that they could support your business. Otherwise, you have a target market not worth serving.

If your target market is worth serving, then you owe it to them to be clearly focused on serving them to the best of your ability with a product or service that will satisfy them better than anything else. And let this market know you're there to service them with messaging that clearly targets them.

Here's any example from my own business. I created a flyer for businesses in Burlingame that will be sent out in May by the Chamber of Commerce there. In the copy I specifically state that I serve 'small' business owners. Might I lose attracting medium and large business owners with this messaging? Yes, I very well could. But, they're not my target market. Small businesses are. And since there are hundreds of small businesses in Burlingame, I have plenty of prospective customers to serve. I don't need the Marriott hotel calling me.

If you disagree with me and you are targeting many disparate groups with your marketing, contact me and let's talk about it. I'd like to learn why it's best for your business to try to be all things to all people. If you're not sure who your target market is, or how to reach the market you're targeting, contact me and let's talk about that.