If you say your target audience is everyone, you’re actually targeting no one.

You hear it all the time, “My product can benefit everyone!” Sure, it probably can, but who is your target audience? Who is your ideal customer avatar? Amy Porterfield said in a recent podcast, “To appeal to everyone is to appeal to no one.” It seems counterintuitive, but the sauce on the shelf at the supermarket made it oh-so-clear.

The "All Purpose Sauce" is really the "No Purpose Sauce."

The “All Purpose Sauce” is really the “No Purpose Sauce.”

Why would I buy this sauce? I don’t even know what to do with it. Do I put it on pasta or chicken or fries? Does it taste like curry or ketchup or vinegar? I have no idea.

“But wait,” says the manufacturer, “you can use it for anything! You can put it on everything!”

OK, fine, that’s wonderful, but what should I use it for? I honestly don’t know.

I want the sauce that does one specific thing. I want the:

  • Spicy Indian curry sauce for simmering chicken
  • Roasted tomato sauce for penne pasta
  • Mild honey BBQ sauce for spare ribs

I know exactly what I’m buying, why I’m getting it and what it’s for. It’s that simple.

How does your product line up? Are you the All Purpose Sauce ?

  • Possible: sauce
  • Impossible: the everything sauce
  • Repossible: the exactly-what-you-need sauce