Wouldn’t it be great if everyone out there wanted to buy your product?
But they don’t.
Even if everyone needs what you’re selling (IT support, phone lines, hand towels for the loo), not everyone needs it right now. And, let’s be honest, even if they do need it, a lot people don’t care enough about the product (especially the hand towels) to actively want to switch suppliers.
If you’re trying to reach a wide group of people – the vast majority of whom don’t need or don’t care about your product – you’re wasting valuable time and energy. More importantly, you’re missing opportunities to show your insight and expertise to the smaller (but infinitely more lucrative) population that does want to know.
The better option is to dive deep into a narrow pool to find the targets you are seeking.
If we can’t be all things to all people, how do we figure out who to target?