Why most small businesses struggle with marketing

One of the biggest challenges small businesses face is trying to be everything to everyone. It feels counterintuitive to narrow your focus—after all, you don’t want to leave anyone out, right?

But here’s the truth: the narrower your audience, the easier it is to market.

When you try to speak to everyone, your message becomes watered down and generic. But when you zero in on a specific audience, you can craft messages that resonate deeply, solve specific problems, and make your business unforgettable to the people who matter most.

Think about it:

• It’s easier to create content that speaks directly to [a young family buying their first home] than to "anyone looking to buy."
• It’s easier to stand out when you’re the go-to expert for [vegan bakeries] than just “bakeries.”

By narrowing your focus, you create clarity—for your audience and for yourself. And with clarity comes confidence.

If you’re struggling to get traction in your marketing, ask yourself:

• Who is my ideal client?
• What specific problem do I solve for them?
• How can I speak directly to that need?

The more specific you are, the stronger your marketing will become.

What’s one way you’ve narrowed your focus and seen results? Share your story below—I’d love to hear it!