So You Think Your Business is “For Everyone”
Author: Victoria Proppe, Imagine Marketing Strategies
So you think your business is “for everyone”.
I hear it all the time –“I don’t really have a target audience. My services/products are for everyone. I want everyone to be my customer!”
While I understand the instinct, I want you to think about it for a second and be honest. How’s that actually working out for you?
Here’s the truth: When you try to be for everyone, you typically end up being for no one. Especially in times of scarcity, it’s tempting to cast a wide net and hope that someone – anyone – bites. But when your message gets watered down to apply to anyone, your dream clients and customers scroll by. They assume that you’re not for them, because you’re not speaking directly to them. And you’re left wondering why your message and your marketing isn’t landing.
Some signs that you’re stuck in this pattern.
Maybe you keep saying yes to clients that aren’t a great fit. You bend and flex and try to make it work, but the vibes are off.
Maybe you’re offering services you don’t even enjoy, just because someone asked you to. You keep saying “yes”, when your gut is telling you “no”.
Or maybe you’re just exhausted. Trying to speak to everyone, and people pleasing every second of the day, can leave you feeling disconnected from your work. You might start second-guessing everything.
I’ve been there. And that’s why I’m passionate about helping people shift out of this pattern into something more sustainable, and more aligned.
First: get specific about your audience.
When you know exactly who you’re talking to, your marketing gets easier. Your message gets sharper, your offers get stronger, and yes, more of the right people start showing up. The ones you actually want to work with.
Next: find out where they hang out.
Are they scrolling Instagram? Hanging out on TikTok? Deep in a weirdly active Facebook group? Maybe lurking in some niche Reddit thread? Find them and meet them where they are. You don’t need to be on every platform. You just need to be intentional.
Moral of the story?
Trying to be for “everyone” isn’t a strategy. It’s a trap. You’re allowed to build something that feels good and actually connects with the right people. Your business (and your mental health) will thank you for it.
