In a stressed economy, when finding work can be a challenge, the temptation to meet every potential client’s needs looms large.
Marcia Yudkin, one of the best marketing thinkers I know, captured this concern neatly in a March issue of The Marketing Minute. (Parenthetically, I’ll say that Marcia probably comes amazingly close to being the universal marketing panacea.)
But, I digress.
Essentially, what Marcia says I this post is that once you narrow your focus to what interests you—and make it explicit in your marketing materials and conversations—you will stop spinning your wheels with prospects who aren’t a good match. And your business will improve.
We should all do this, shouldn’t we? But how often have we found ourselves grinding through work that we’re not crazy about in order to make a buck? Maybe what we really need is the discipline to spend a few hard hours figuring out what we like to do and then targeting our marketing messages to those who will see our value.