The Danger of “Everybody”
I’ve definitely felt this - marketing where it feels you are shouting into the void. You’re spending money, trying tactics that should work, but the needle isn’t moving. It’s frustrating. Maybe even defeating.
But here’s the truth: if you’re trying to sell to everybody, you’re not selling to anybody. Or put another way, when you aim to sell to everyone, you end up selling to no one.
Ouch.
Seth Godin nailed it when he said, “The goal of marketing is not to sell to everybody, but to sell to the right everybody.” And for small and mid-sized businesses, this mindset isn’t just a clever philosophy; it’s essential for growth.
When you aim at everyone, your message becomes diluted. You try to please all demographics, speak to all pain points, and showcase every possible benefit of your product or service. What you’re left with is noise—noise that’s easy for your audience to ignore.
It’s like fishing with a net so wide that it drags everything in: fish, seaweed, and empty soda cans. The effort is monumental, and the results? Underwhelming.
Finding the “Right Everybody”
The right audience isn’t just anyone who might buy your product; it’s the group of people who need what you offer and are ready to engage. They’re the ones whose lives, businesses, or careers will improve because of what you’re selling. When you zero in on this group, something magical happens:
Your message resonates deeply because it’s tailored to their needs - circling back to the Avatars.
Your marketing spend becomes more effective because you’re not wasting it on people who don’t care.
Your brand becomes memorable because it’s clear and consistent.
How Do You Define Your Right Audience?
Look at Your Best Customers Who’s already buying from you and loving what you do? What do they have in common? Think about their demographics, motivations, and goals.
Solve a Specific Problem Focus on the problem your business solves. What pain points do your offerings address? Who feels those pain points most acutely?
Say No to the Wrong Audience This might be the hardest part. If a group of people isn’t a great fit for what you offer, stop trying to win them over. It’s better to double down on those who matter than to spread yourself thin.
Your Marketing Superpower
When you market to the right audience, you’re not selling; you’re solving. You’re connecting with people who genuinely need you. You’re building relationships that lead to loyalty, referrals, and long-term success.
So, here’s the challenge: stop trying to speak to everybody. Instead, speak directly to your “right everybody.” Craft your message as if you were writing to a single ideal customer. Watch how clarity replaces confusion and impact replaces inertia.
Because in marketing, as in life, it’s not about being everything to everyone. It’s about being everything to the right people.
