You need a smaller net

This is a guest post from Drew McLellan, CEO and Top Dog at McLellan Marketing Group. See the original post this is adapted from and more like it on his blog.

Fear can make us take our eye off the ball and lose focus on what really matters.

fishing nets

… are you fishing with too big a net?

In marketing, that often translates to these sorts of mistakes:

  • I’m afraid this is the only ad/website/sales letter they’ll ever see so I need to cram everything I can into it.
  • I’m afraid they’ll choose someone else so I’ll lower our price, even though my price is fair.
  • I’m afraid we won’t have enough customers, so I’ll chase everyone that breathes.

I must admit, I get on my soapbox about this one. One of the best things about smart branding is that it repels the wrong customers. People who are not a good fit.

Every business has a “right fit” customer, and those are the only people you should be actively pursuing.

Why would you want to win a new customer only to deliver at a so-so level?

You can rock the socks off the “right fit” customers. They’ll brag about you to their friends. And you’ll love working with them. Stop being content with anything you can catch in that big net of yours. Go get a smaller net and chase after just the right fits.

Need more convincing? I got this note on Facebook the other day from Sherry Borzo, a business woman I know here in Des Moines.

“Must tell you, because I’m pretty sure you were the one who said it so often in my presence a few years ago, but I truly GET the idea of working only with your ideal customer. It makes for a much happier environment for both business person and customer. It is like you’re building your own little community. So important. Always think of you saying that when I’m working with a customer that fits well with what I do.”

Amen to that! Toss that big old net in the garbage and begin catching your right fit customers.


About Drew McLellan

Wall Street Journal calls Drew McLellan’s blog,, "one of the ten blogs every entrepreneur should read." His passion is helping clients discover their story so they can create authentic love affairs with their customers. He's also an author, national speaker, and has owned his own marketing agency in the Midwest since 1995.

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