Do you feel like you’re shouting into the void with your marketing?
You’re not alone. Most small business owners fall into the same trap – trying to talk to everyone.
But here’s the thing: when you try to reach everyone, you end up connecting with no one.
Let’s talk about how to stop wasting time and money, and start speaking directly to the people who are ready to work with you.
Why “Everyone” Isn’t Your Audience
Trying to keep your marketing broad might feel safer, but it actually weakens your message.
Here’s why:
- Generic content leads to generic results: low clicks, low conversions, low confidence.
- When your message is vague, it floats right past the people who need it most.
- Effective marketing resonates – and that only happens when it feels personal.
Specificity doesn’t limit you. It positions you.
The Cost of Not Knowing Who You’re Talking To
Let’s be real: not knowing your ideal customer profile is expensive.
Here’s what that looks like in action:
- Wasted money on ads that don’t convert
- Social posts that get zero engagement
- Email newsletters with open rates stuck in single digits
- A website that doesn’t connect or convert
And let’s not forget the emotional cost:
- Frustration
- Burnout
- Second-guessing every piece of content
How to Find Your Ideal Customers
You don’t need a fancy tool or a branding workshop to start defining your target audience. Start with what you already know.
- Look at your past clients: Who did you love working with? What did they need help with?
- Pay attention to their words: What did they say in your emails or discovery calls? Steal those phrases.
- Find out where they hang out: Are they on Instagram? Pinterest? In Facebook groups? That’s where your content should go.
- Use their language: Ditch the jargon unless they use it too. Your words should feel like a conversation, not a sales pitch.
Real-World Example: Narrowing the Niche
One of my past clients (let’s call her Jamie) was a wellness coach trying to market to “women who want to feel better.”
It was broad. It was vague. And it wasn’t landing.
Together, we defined her niche: busy moms with young kids who wanted energy and balance without restrictive diets.
Once we made that shift, her message clicked. Content engagement went up. Her lead inquiries were more aligned. And best of all? Jamie felt more confident creating content because she finally knew who she was talking to.
Clarity made everything easier.
Common Mistakes to Avoid
You don’t need to be perfect, but here are a few traps to dodge:
- Assuming that specificity means lost sales: In reality, it makes the right people pay attention.
- Focusing only on demographics: Age and location matter less than desires, challenges, and values.
- Avoiding customer conversations: Talk to your people. Their real-world words are gold for your copy.
How to Know It’s Working
Once you define your target audience and start speaking their language, things change.
You’ll start to notice:
- More qualified leads landing in your inbox
- Increased engagement on your posts and emails
- A smoother path from interest to inquiry
Track it: Look at lead quality, conversion rates, and the kinds of comments or replies you’re getting. If people say, “This is exactly what I needed” – you’re on the right path.
Speak to the Right People
Marketing gets easier when you know exactly who you’re talking to.
You’ll stop guessing. You’ll stop trying to be everywhere. You’ll start connecting.
You don’t need to be louder, you need to be clearer.
