The Riches Are in the Niches, but the Real Value Is in Focus
Why Trying to Sell to Everybody Is a Great Way to Sell to Nobody One of the biggest mistakes entrepreneurs make is believing everyone is a potential customer. Really? Everyone? That’s like opening a restaurant and announcing, “We specialize in everything from sushi to spaghetti, with a little plumbing on the side.” Good luck with that! Yet businesses do this every day. They cast their marketing nets so wide they’re practically fishing in the parking lot. Here’s the problem: When you try to be everything to everybody, you usually end up being nothing special to anybody. And nothing special isn’t exactly a winning business strategy. Enter Market Focused Planning Market Focused planning starts with a radical idea: Stop chasing customers who don’t particularly need you and focus on those who desperately do. Imagine two marketing consultants. One announces, “I help businesses grow!” Wonderful. So does half the internet. The other
