I have always loved a good costume event.

Back in my college days, my girlfriends and I used to flock to Value Village whenever we needed the perfect thrifted piece to complete a look. We’d weave through the racks, laughing and holding up the most outrageous finds, hoping to stumble across something unforgettable.

One day, a friend came skipping down the aisle, grinning ear to ear, clutching what she swore was the find of the day. And what a treasure it was: a floral “one size fits all” nighty that somehow looked both like something my grandma would have worn and something my mom dressed me in during the 90s.

Of course, we all had to try it on.

Let me tell you, this was not a sisterhood of the traveling pants moment.

On one of us, it was skin-tight. On another, it hung like a potato sack. And on me, it looked like it belonged in a costume box. We laughed until our stomachs hurt, but none of us looked good in it or felt like buying it.

And that’s the thing about “one size fits all.” It rarely fits anyone well.

The Problem with “One Size Fits All” Marketing

The same is true for marketing. If you’re trying to market to “everyone,” it’s actually really hard for anyone to see themselves in your product or service. It’s too vague, too generic, and it usually ends up feeling more like you’re throwing spaghetti at the wall than following a clear plan.

Chances are, it’s not connecting with the people you really want to reach.

Instead, the businesses that stand out are the ones that know exactly who they’re speaking to and design their marketing around that audience.

Why Defining Your Ideal Client Matters

When you know your ideal client, everything becomes easier. You stop writing captions that feel like they could apply to anyone, and start speaking directly to the people who are most likely to connect with your story, buy from you, and keep coming back.

Think about it this way:

• Instead of saying, “These flowers make great gifts for anyone!” you can say, “Busy moms love these flowers because they are cut fresh, delivered to their door, and brighten up their day for weeks.”
• Instead of “we sell beef” you might say, “we make feeding your family a nutrient dense meal easy with our family pack beef box.”

See the difference? One feels vague and forgettable. The other feels personal and specific. The second one might not apply to everyone, but man, those that get it, really get it!

Ready to Get Clear on Who You’re Talking To?

If you’ve ever felt like your marketing isn’t landing, chances are it’s not because you’re bad at it. It’s because you’re trying to make a “one size fits all” plan. And just like that thrift store nighty, it probably doesn’t look good on anyone.

To help you get started, I’ve created a free guide: How to Attract Your Ideal Client in 5 Easy Questions. . It’s a short but powerful exercise that will help you put definition around who you really want to work with, so your marketing can finally start working for you.

Because the truth is, your business wasn’t meant to fit everyone. It was meant to fit the right people… your people.