It's a sad fact of life, but if you try to please everyone, you'll end up pleasing nobody.

It's why CNN only tells you half of the story, and FOX News only tells the other half. It's why Taco Bell doesn't serve hamburgers and Red Lobster doesn't serve fried Chicken.

It's also why most small businesses fail within their first five years. They try to serve everyone.

When I start working with a new client on some marketing or sales copy, I always start with one question: "Who is your ideal buyer?"

More often than not, the answer I get is "Everybody."

This answer signals doom for a small business. Tune in to this week's podcast and find out why.



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