Why trying to please everyone destroyed my business

You know what's the most sohai thing I did in my previous business?

Try to sell to everybody. Like literally everybody and their auntie:  

• Young and Old ✓

• Rich people I want ✓

• Not so rich people also can ✓

• No money? Try la, who knows ✓

End result? I sold to nobody.

Ok la, not exactly nobody. But the quality of clients I got... aiya.

Some were good ones - appreciate our work, pay on time, recommend us to others.

But the rest? Walao eh:  

• "Can discount or not?"

• "Why so expensive?"

• "Other shop cheaper leh"

• "Can rush or not?"

• "Can add this add that?"

Every day check email also scared. WhatsApp notification come in also pengsan.

Then one day while handling another complaint (my 3rd one that week), it hit me:

This whole mess was my own fault.

Why? Because in trying to speak to everybody, I ended up speaking to nobody.

Think about BMW.

They know exactly who they're talking to: Dynamic people who want sporty driving experience.

Do uncles buying for grocery runs also end up buying BMW? Of course la.

But BMW doesn't make ads showing uncle going to market, right?

They show young executives racing through corners. Performance. Precision. Power.

That's why even people who never buy BMW also know what BMW stands for.

Meanwhile, my old business?

Customer ask "What kind of business are you?"

I also blur.

Because Monday I try to be premium brand. Tuesday I try to compete with cheap shops. Wednesday I don't know what I try to be already.

The truth about marketing is this:

You must first be crystal clear about WHO you're talking to, then your message will become crystal clear to EVERYONE.

Want to know how to find your ideal customer and speak to them effectively?

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Always cheering you on,

Kon

P.S. Stop trying to be everybody's friend. Start being the perfect solution for the right people.