As a business owner, it’s natural for you to want to try to appeal to as broad an audience as possible.  After all, the more people you reach the more possibility there is to convert, right?  Although this concept seems like a good idea, you still need to approach it strategically.

If you try to incorporate business standards that appeal to everyone your business not only runs the risk of losing its message, but also running thin on resources.  If you are in the business of deliverables, for instance, there are only so many options you can offer before it starts to affect your bottom line.

As a very slimmed down scenario, think of it this way:

A cupcake shop carries standard chocolate and vanilla cupcakes, with a few flavor options to offer variety – let’s say they offer a chocolate cupcake with raspberry icing, and a vanilla cupcake with lemon icing.  They run regular ads, social media and website content advertising their cupcakes.  The chocolate raspberry cupcake is one of their best-selling flavors.  Customer A, a regular customer who stops in almost daily, wants to have a chocolate cupcake with raspberry icing.  Customer B, a new customer, sees Customer A’s cupcake, and comes into the shop.  Customer B doesn’t like raspberry icing.  They want mint icing instead.  In an effort to accommodate Customer B, the shop owner orders in mint flavoring.  They add chocolate and mint cupcakes to their advertising, and they start to regularly carry chocolate cupcakes with mint icing.  A few weeks go by, and the shop owner continues to sell the chocolate and raspberry cupcakes, but Customer B does not come in again to purchase the chocolate and mint cupcakes.  No one else purchases the chocolate and mint cupcakes, and the shop owner has now spent time and resources to make cupcakes that do not sell.  He or she is left with an overstock of mint flavoring, is out the money spent on the mint flavoring, and has to refocus their advertising – all because they tried to accommodate the needs of one customer.

So, what does this have to do with your business?  It’s not like you’re selling cupcakes (unless you are, and if that’s the case, this is still relevant), right?

Your business has a strategic message, and you shouldn’t stray from it.  Your website, social media, podcast, and video should all reflect that message through the value your business creates.  Focus on what sets your product, service and company apart from your competitors.  Point out what makes your company different from your competitors.  Strengthen your company message across your entire marketing platform.

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