Hello!

Happy Thursday! Today's topic builds on what I've discussed so far, so it's not entirely new. Instead, it focuses on the value your business brings to its smallest viable market.

As an emerging brand, it can feel counterintuitive to narrow your focus, especially when you have a low volume of clients. However, here's some perspective: we can't serve everyone, and we're not in business to serve everyone. We're in business to solve a problem(s) we've faced, and only a handful of people face these specific problems.

The "Everyone" Trap

Marketing to everyone means marketing to no one. You end up saying nothing meaningful to anyone. Your website reads like corporate speak. Your social posts could be from any business in any industry.

Consider these facts:

• The average attention span is just 8 seconds.
• Most Americans read at a 7th-8th-grade level.
• A confused buyer doesn't buy.

When your message is generic, potential clients can't quickly understand how you solve their specific problem—and they move on.

The Power of Value-Driven Positioning

When you solve a specific problem exceptionally well, you create something competitors can't replicate: genuine value.

Your unique value proposition isn't just what you do—it's the transformation you deliver to people who desperately need it.

Here's how to identify your transformation: Look at your clients before and after working with you. What changed? What specific pain point disappeared? What new capability did they gain?

For example, a fitness trainer might say, "I help busy professionals get fit." But the transformation-focused version: "I help overwhelmed executives go from skipping workouts to having sustainable energy that improves both their health and job performance."

The difference? The second version speaks to a specific person's real struggle and desired outcome.

Value-focused businesses:

• Command premium pricing because they solve real problems
• Attract referrals naturally through meaningful results
• Build loyal customers who become advocates
• Stand out in crowded markets through clear differentiation

How to Find Your Focus

Start with one specific problem you solve exceptionally well. Not three problems. Not five. One.

Taking Say Front as an example, I once positioned it as "marketing services for small businesses, but that was too broad and general. I caught no one’s attention. I’ve since narrowed it down to "sustainable marketing foundations for overwhelmed leaders of emerging brands."

The specificity immediately clarifies who you serve and how you help them.

A Simple Exercise for This Week

Look at your current marketing copy. Could it describe any business in your industry? If yes, you're marketing to everyone.

Rewrite one piece of content—such as your website headline, LinkedIn bio, or next social post—for a specific person who desperately needs your solution.

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Until next Thursday,

P.S. The most effective marketing is profoundly simple. When you narrow your focus, you don't limit your opportunities—you create clarity for the people who need you most.