When I started my business, I made a critical mistake that cost me time, energy, and resources. I thought everyone needed what I had to offer.
I was providing virtual assistant services back then, and it seemed obvious to me: every business owner needs help with administrative tasks, right? So I marketed to everyone—randomly reaching out to different businesses without any clear strategy. The problem wasn't that people didn't need my services. The problem was that I was trying to be everything to everybody.
The Trap of Marketing to Everyone
In the beginning, I targeted "small businesses" in general. That sounds specific, but it's actually incredibly broad. Small businesses span every industry, every stage of growth, and every type of need.
I quickly realized that while many businesses could benefit from my services, not all of them knew they needed what I was offering. More importantly, not all of them were ready to invest in it. So I narrowed my focus even further. I started targeting new small businesses—entrepreneurs who were just getting started and didn't know all the behind-the-scenes work involved in running a business. That's when things started to click.
Knowing Your Audience Changes Everything
Knowing your audience isn't just about demographics—it's about understanding their needs, challenges, and buying behaviors.
For example, if you're selling children's books, you're not going to market to people without children. If you're offering services for young adults, you need to understand what young adults care about and how they make purchasing decisions.
Whatever your product or service, you have to identify who actually needs it and who is willing to pay for it. Otherwise, you'll waste time and money on ads and marketing campaigns that reach the wrong people.
Find Your Tribe
One of the hardest lessons I learned was this: you cannot be everything to everybody. And honestly, you shouldn't try to be.
Instead, find your tribe. Identify your ideal audience—the people who genuinely need what you offer and will value it. Then focus all your energy on serving them well.
When you know who your audience is, everything becomes easier. Your messaging becomes clearer. Your marketing becomes more effective. Your business becomes more sustainable.
Stop Scattering Your Efforts
I spent so much time in the early days putting out ads, creating content, and reaching out to people—but I was targeting the wrong audience. I was scattering my efforts instead of focusing them.
Don't make the same mistake I did. Take the time to define your audience clearly. Understand their needs. Learn where they spend their time and how they make decisions.
When you do that, you'll stop wasting resources on people who aren't your ideal customers, and you'll start building real, meaningful connections with the people who are.
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