When I ask business owners who their target market is, many tend to respond with “everyone”. The translation is no one.  In their zeal to acquire as many customers as possible, many business owners try to serve the widest market possible.  This is a huge mistake.

By narrowing down their target market, many business owners fear that they will be missing out on potential customers.  Their reasoning is that if they go for the widest market possible, then they have a better chance of acquiring more customers.  This is a typical marketing newbie mistake.