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The Simple Flaw People Forget When Trying to Grow a Business

You want large-scale adoption, don’t you?

You want a lot of people to love you, to buy your products, to read your blog, and to follow you on social media.

Fair enough, that’s what we all want.

But you’re missing something essential.

People won’t ever know you, hear from you, understand you, follow you, or engage with you because of one simple flaw.

And tomorrow +Sean Smith will let you in on that little secret. Stay tuned. 

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26 comments
 
This was fantastic! I know I should say more and sound brilliant, but I got nothing. Fan-freaking-tastic.
 
Thank you! Glad you guys liked it!
 
This post was so useful and really resonated with me +Copyblogger.  I look forward to your next post about it, and thank you for this one.
 
During the first couple of years online my biggest MISTAKE was trying to market to everyone. My niche was way too broad and as I learned the hard way; when you try to market to everyone, you market to no one. :)
 
Good question Darren, with this post it would be business owners or entrepreneurs who haven't nailed down their customer personas or whom are trying to throw too much at the wall and hope it sticks.
 
Sean, fantastic post. Following it through you arrive at a person, a specific person, who has a need for your product or service. That's how everything starts, if you can understand and connect to an individual.
 
Thanks +Sean Smith I am not trying to grill you. I am just struggling a bit to find my target and Im a generalist, like you (based on your two sites).

I've seen people succeed with a really specific niche. "Local Maps SEO for Dentists"

But I enjoy working with all different types of companies too. Keeps me from being bored.
 
Thanks Wayne! And yes, Darren – my sites are a bit generalized right now. We are actually completely retargeting Simpletiger soon to focus on SEO and content marketing for Agencies (so they can sell or up-charge our services to their clients, and they don't have to keep up with updates in the industry etc.) So that will be far more of a targeted niche, we are still working on that. As per the other site, my personal site is going to change a good bit soon, I just haven't had the time to change it.
 
+Sean Smith , your article was one of the best I've read in a long time! People often get caught up in the numbers game, starting off with big hopes while failing to see that, if you want to get big, you've got to start small—with realistic goals. And sometimes, you need to stay small in order to be more productive.
 
+Sean Smith, totally understand. Paying work comes first ;) I hope to refine my sites as well. 

I like where you are going with the Agency concept!
 
Thanks so much +Chris Esty! Glad to hear that! And yes, definitely.  

Thanks +Darren DeMatas! We're really excited about it. It's true, the Cobbler's kids always have bare feet lol. Hopefully it will free up a bit soon that we can invest some time in it.
 
Okay, I'm still fairly new to chiming in on this Google + thingy. :)

Great article, Sean. And the photo is right on target. :)

It reminded me of a powerful quote I just read. I believe it was in Scientific Advertising....

We cannot go after a thousand men until we learn how to win one.

Cheers!


 
Exactly, that was essentially the message I was trying to drive home, thanks a ton +Chris Sanchez!
 
You bet, +Tony Maden! It's definitely a fundamental psychological shift you have to make. It's tough to specialize, define your own path and all of that, but it's definitely worth it once you do.
 
Good call +Tony Maden. I also latched onto the core values point. That's probably the most time I spent on my site....coming up with my core values.
 
That's it, right there!- A psychological shift.

From the service provider's viewpoint, it can feel like you're missing out on the ocean of possibilities by focusing on such a small group. (Demographic, geographic, or both.)

However, from the consumer's viewpoint, it looks like this:

If your 2014 Corvette Z06 gets into a fender bender, would you take it a body shop that boasts 'All makes and models'?

Or would you send it to the body shop that specializes in painting and bodywork for Corvettes and high-performance Chevys? 

(Which, by the way, only uses original Chevrolet parts to bring your beauty back to manufacturer specifications or better.)

Thanks again, Sean. I'm all fired up now! :)  Time get back to work on my marketing stuff.
 
+Sean Smith Im stopping client work for today to work on my site :) thanks for the motivation!!!
 
Right on! Good stuff, I should do the same.
 
Good advice. I would add that you need to work on building your audience just like any other aspect of your business (R&D, Sales, Marketing, etc...)
 
Great post +Sean Smith  Geoffrey A. Moore in "Crossing the Chasm" opened my eyes. Especially Documentum. Their "first" target group was only 1,000 people strong. In the whole word. And it worked ... pretty well.
 
Thanks Vladislav! I agree, I like that approach a lot!
 
Such a good twist in this every growing world of social. In truth it only takes one tomato seed to grow 20+ tomato's. Thanks for the thought provoking read.
 
You bet, thanks! And great analogy, that's very true!
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