While it's tempting to try to appeal to a broad audience, founder of liquor coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is to focus on your niche. Here's how I did it.
When running a business, it can be tempting to reach as many customers as possible. But it also risks making your marketing “too generic,” warns Sandra Parker, founder of Just The Tonic Coaching.
“From the beginning of my business, I knew exactly who I could help and who I couldn't help,” Parker told My Biggest Lesson.
Parker struggled with alcohol addiction as a young professional. Today, her work targets high-achieving individuals who face similar challenges to those she faced at the beginning of her career.
“I understand their frustrations, I understand their fears, I understand their coping mechanisms and the stories they tell themselves,” Parker said. “Because of this, I am able to market very effectively, speak a language they understand, and I can reach them.”
“I think it's really important to know exactly who your customer or customer is, target them, and resist the temptation to make your marketing so general that you can't try to reach everyone,” she explained.
“If you talk specifically to your target customers, you'll reach them, and I think that's how you'll be more successful.
Watch the video to learn more of Sandra Parker's most important lessons.
