You Do Not Need Everyone

Show Notes

How’s your marketing going? Are you getting lots of likes? Are you getting sales? Are you getting clients? No? Then something’s not working.

Are you trying to market to everybody? Are you trying to get your message out there because you can help everybody? And you probably can. But if you are trying to talk to everybody, that’s why it’s not working. And that’s why you are probably feeling exhausted.

So what do you do instead? That is today’s topic about how to get your marketing working for you.

Speak to One

You don’t have to sell. You don’t have to cold DM people or anything like that. But you do have to talk to one person. And yes, I can hear you say, “But if I only talk to one person, I’m going to cut my market.”

Well, guess what? The opposite is actually true. If you talk to one person, you get really clear about your messaging. Not only is it much easier for you to do, but it also makes a lot more sense to your audience.

Think about a dartboard. You’ve got the bullseye in the middle, then the circles outside, and then the rim. If you aim for that bullseye, you are more likely to hit it. If you aim for the outer rim, chances are you won’t even come close.

It’s the same with clients. If you are aiming at the rim, nobody’s really going to get what you are saying. They might think, “That’s interesting, but not for me.” But if you are hitting that bullseye—one specific person with one specific problem—guess what? Lots of other people have that same problem. And your message gets really clear.

Connect With One

This morning, I had a coaching conversation with a client. She said, “I don’t know how to market. Someone else has always done that for me. I’ve never had to worry about it.” Now she does. And she wasn’t sure where to start.

We talked about one of her previous clients. Let’s call him Charlie. She had worked with Charlie years ago, and he still remembered her. When she needed a recommendation, he gave her a glowing one. So we explored what she did with Charlie. How she helped him, the language he used, the pain points he had. And now she can use that in her marketing.

When you know your ideal client, you can use their words. That is how you connect.

You know that feeling when you are scrolling and you see an ad that feels like it’s speaking right to you? Like they are standing behind you? That’s not an accident. That’s intentional marketing. They picked someone like you and spoke directly to their pain point.

That is what your marketing should be—clear, specific, and emotionally relevant. The vague, wishy-washy ads that try to appeal to everyone? You forget them in seconds. Once you hone in on the message, your marketing gets easier. You are no longer guessing every time you open Canva. You are no longer wondering what to say in your reel.

Filter your content through the eyes of your one person. Theme your month around the issues Charlie had. Use his language. Focus on his pain point. And that is how you make marketing easier for you and more effective for your audience.

In Episode 243, The Rule of One, we talked about this in depth—one person, one pain point, one solution. Also check out Episode 242 on How to Stand Out as a Coach by knowing who you are and who you help.

Targeted Marketing

Yes, you can do general coaching, but if your message is “I coach everyone,” it is very hard for people to refer you. It is hard for your audience to say, “That coach gets me.”

Instead, pick something. Draw a line in the sand. You do not have to stay there forever. You just need to start. Pick one person. What is their biggest problem? What can you help with?

For example, if you are a parenting coach and your content jumps between parents, students, kids, and career changes, it gets confusing. But if your message is, “Are you struggling with your teenage child? Are these three things keeping you up at night?” now that is focused. That gets attention.

Test Your Strategy

After focusing, test it. Say it out loud. Use it in conversations. See how people respond.

Friends and family? Sure, they will give feedback but they are not your market. They will be either too soft or too critical. Test it in the real world. Tell people at a networking event what you do. Say, “I help new coaches build thriving businesses and stop the overwhelm.”

Then tweak it, refine it, and most importantly, stick with it for at least three months. Consistency builds trust. Stick with one focus. Hone the message. Give it time to work.

Niche Down

Look at what others in your niche are doing—not to copy them, but to get inspiration and see what works. Check out Amazon reviews of books in your space, especially the negative ones. Those are goldmines for pain points.

So, say you want to use NLP to help people. Instead of saying, “I’m an NLP coach,” try:

“I help anxious professionals quiet the noise and feel confident in their decision-making.”

Now that is specific. That is powerful. That makes people say, “Yes. That’s me.”

Just like I help new coaches create thriving businesses—if that is you, you know where to find me. And once you have someone’s attention, tell them what to do next. Book a call. Send a DM. Click the link.

It might sound obvious, but many coaches forget to include a clear next step. You need to say, “If this resonates, send me a DM with the word ‘clarity.’

Create Connection

Your content should create emotional connection, call out the problem, and offer the next step. That is how you market. That is how you connect. That is how you make sales. Because connection builds trust. Trust builds business.

That is what social media is meant to do. And it is what Google and AI will continue to evolve toward. Human connection. So show up as you.

Put yourself into your message. Make videos. Show your face. Let people hear your voice, see your mannerisms. That is how they decide if they like you and want to work with you.

You can be the best coach in the world. But if no one knows you exist, it will not matter.