While reading “The 1-Page Marketing Plan” by Allan Dib, host Jeff Large found some pretty insightful information.

That being: Tell your potential prospect who your product or service is NOT for!

This is so important, and often overlooked. While you may feel the urge to keep the doors open—not wanting to say no to business—you must acknowledge that not everyone will be a good fit.

Through your website, long page sales capture forms, email series, and copy, you should be clearly defining your product or services and target market. These elements are meant to filter out those who aren’t part of your target market or those who would not be a good fit.

You will appear much more credible by being confident in who your product is for, and your clients will immediately know whether you and your product is right for them.