Every once in awhile, I come across a business owner and the conversation begins with this:
Me, “So, who are your customers?”
To which I mutter under my breath, “Uh, Oh”.
Please, Please, Please understand that you can’t get everyone to your store, shop, or website.
And don’t fool yourself into thinking that you need to reach everyone with your marketing efforts either.
A couple of the biggest companies, Walmart & McDonalds do not do business with everyone.
When Walmart comes to a new town, the natives used to tremble in their boots, thinking they would soon be out of business because Walmart would beat them up on price.
Yes, you can get a giant jar of pickles for a couple of bucks, but not everyone cares about price over value.
And just as there are some people who never set foot in a Walmart, there are some people who have never tasted a McDonalds french fry.
Focus on what you do best.
Focus on what you can offer that others can’t or won’t.
It’s not the lowest price.
And the lowest price won’t please everybody anyway.