A lot of people who are new to the idea of marketing make the mistake of setting their sights too wide. They just don’t know who they are trying to serve; they don’t know who their ideal customers are and so they have great difficulty in reaching them. Instead, they try to serve everyone and end up serving nobody.
Here’s a little story for you to think about:
Two guys decided to each create a business selling trousers. The first guy is full of enthusiasm for the project. He tells you that the great thing about selling trousers is that almost everybody wears them; not just males. We can find people everywhere who need trousers. People of all ages and both sexes wear them. They are worn in all countries throughout the world and that is what is so exciting because that makes the market for trousers absolutely huge!
He is convinced there are a myriad ways of reaching people with his offers. He is full of ideas and begins to brainstorm his options:
- Use Drop-Shipping and Sell them via eBay
- Create an Apparel Website focused on Trousers
- Buy Wholesale and Sell via a Stall on the Local Market
Meanwhile, the other guy sets up a small website that features cool videos for skaters showing them how to perform clever tricks. He advertises his site at a popular online forum for skaters. On his site is a section that features his pants (that’s what skaters call them).
He doesn’t intend to provide trousers to the whole world; he just sells pants for skaters – you know the ones that are labelled with the wrong sizes so that when the kids put them on, they drop down to their crotch and show their underwear. They crumple at the legs and drag on the floor.
His trousers don’t fit properly and the vast majority of the people in the world think they look completely stupid.
Guess who is going to have the most profitable business?