Hard Pass.
“Everyone is NOT your customer.”
This ridiculously simple quote would save so many small businesses so much time, aggravation, and money if they just digested it and took it to heart. As a small business owner, sometimes the tendency is to get that product or service in front of EVERYONE. And while I completely understand that in terms of exposure, etc., it's almost NEVER a good idea to focus on this strategy.
I learned so many lessons owning and operating a digital marketing agency, especially in the early days. I would take ANY customer just to pay the bills, and over time, thank GOD, I came to realize that this strategy was a runway to nowhere. I had to learn how to say no and how to pass on all of the little guys who simply didn't have budget, OR didn't "get it", or simply wanted instant results.
By chiseling away until you find your target customer sweet spot, you start to also find the real value that your company brings to the marketplace. You start to stand firm on your pricing, you start to design your material for that certain demographic, you start to grow and thrive within a niche, you start to truly speak the language of the customers that are going to gravitate to you. You now KNOW your customer, and that is by far one of the fundamentals of marketing and branding.
It's not easy to pass on a customer, especially when people rely on you for paychecks, but the headaches, trouble, and the money that it costs in the long run far outweighs the quick benefit of some cash. Remember, niches make riches.
Thanks for reading, sharing, and Hard Passing on customers who don't spark joy.