I know, I know — I’ve been in marketing for YEARS. I should know this stuff, right!
We have to be laser-focused on who our products and services are for. When we don’t and try to be a catch-all for everyone — you end up attracting a big fat nothing.
Think about it. You’ve just had your first baby, and you’ve lost ALL your confidence in the gym (when you even manage to find ten minutes spare just to have a sit-down and a cup of tea). You decide to work with an expert to get back on your feet.
You do a quick online search, and you find Sally — a generalised fitness professional who works with anyone and everyone — and Suzie — a personal trainer with years of experience and specific qualifications in postpartum exercise.
I know who I’d go for — and it ain’t Sally.
Yet — when I sat down and started pulling the copy together for my own website — the FEAR caught up with me.
I worried about turning people off, about no one wanting to work with me — so I cast the net wide.
And yep — you guessed it — caught absolutely zero leads.
I reflected on what I’d done and realised I’d committed my BIGGEST sin — the one thing I preach about every single day — but it was totally different when it was MY business on the line.
I took my own advice and got super specific about who it is that I can help the most — and it all went from there.
The truth is, turning people away is what we WANT — because it means the RIGHT people will find it super easy to find us.