Marketing Gone Wrong: Anybody & Everyone

Lately I’ve been running into more than a few business owners that tell me their ideal client is “anybody” or “everyone” . Typically the sentence follows is a justification for the anybody and everybody line, or a list of the 3000 kinds of customers this business may have. It’s a great energy and excitement these business owners typically have, but as a marketer my heart breaks for them.

Here’s why: anybody +everyone = nobody

If you cannot give me an example of the perfect person to refer to you, then I am unable to mentally search the roster of 2000+contacts I have to find a great potential client for you. If you the business owner cannot narrow your focus, how can I the colleague that wants to help you out, do it either? Read more