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No-win Situation: Everyone is NOT your client

Let’s admit it. One size does not fit all. I don’t care how many tall, willowy or ripped models you show in ads wearing one-size-fits-all, it’s just not going to happen. It’s a bad fit for many. It’s not a fit at all for some.

Similarly, some businesses try to make their brand a fit for everyone. They don’t focus on their ideal customer because they think, “Everyone is my client.” Unfortunately, when you try to appeal to everyone, you miss the opportunity to build a strong brand relationship with that special someone—your ideal client.

By identifying characteristics that define your ideal client, not just that they are in your target industry, but also that you enjoy, respect and appreciate how they do business, you can align your branding and messaging to attract more of the right clients for you.

When you know the target at which you are aiming, you’ll have a much better chance of hitting it. You speak their language. You tailor your product or services to better meet their needs. Your ideal client will feel “listened to” and “responded to.” And that win-win situation is how brands grow strong.

So stop spitting in the wind. When you waste resources and budget trying to attract everyone, it is like trying to teach a pig to whistle: you get nowhere and just annoy the pig. Avoid the no-win situation by ditching the “everyone” idea and better understanding the someone who is your ideal client.


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Do I know You? Transitioning the brand

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