The quote below is from Clate Mask, CEO of Infusionsoft, and is the No.2 piece of bad advice he received - and I agree with him completely.
He identified small businesses as his core market and he has stuck with them, even under tremendous pressure from colleagues and investors. Why: because he has a passion for small businesses and for helping them grow.
The question for you is: have you properly identified your core market and your target audience?
Without it, you will struggle to achieve the goals you have for your business and you will spread your marketing too thinly.
I hope this helps.
2. Move away from your target market. Infusionsoft is solely focused on serving the small business market, but there was a time a few years ago when pressure was mounting to expand the scope of our offerings to larger businesses. The advice I was given was to move away from the target market and serve bigger customers. My reaction to that was that we couldn’t change who we are at our core. We have people here with a passion for serving small business, and I didn’t want to dilute that. I put my foot down on this issue, and eventually won others over. I had to go with my gut, and I’m glad I did.