Are You Making This Marketing Mistake? Part 1

Thanks to guest blogger Ava Diamond.

In my last blog about copywriting success, Step #4 was “know your audience.” Shortly thereafter, friend & colleague Ava Diamond wrote this article, which falls right in line with identifying your ideal client. Enjoy . . .

Do you make this marketing mistake?My gym has a coffee shop in it. It’s a separate business with its own entrance, but it resides within the Raintree Athletic Club. To make sure people know they can come in and enjoy the coffee shop without being a gym member, they have this sign in the window “Open: Everyone Welcome.”

Monday morning, as I arrived at 6:10 for spin class, I noticed the sign, and began thinking about how this relates to entrepreneurs. So I pulled out my phone, snapped this photo, and decided to write this article.

Hanging out an “Open: Everyone Welcome” sign is a big mistake for a heart-centered, service based entrepreneur.

And sometimes it’s tempting. After all, we have a message we’re passionate about. We know we can help people. And we want to have clients we can help.

So we create a message with broad appeal, not wanting to leave anyone out. And that’s a big fail.

Marketing to everyone is marketing to no one.

With this approach, no one will see your message and say “That’s perfect for me!” No one will hear you speak and be hungry to work with you beyond the speech. You will put in Herculean effort, and be frustrated because you are not bringing clients and cash into your business.

The bottom line is that you want to make sure that you are crystal clear about your ideal client. Doing so helps you develop the messaging and content that helps you build and serve your tribe.

Don’t you want to do your best work?

Your ideal client is the basis of your business. Not only is this the person you can help the most, but he/she is the one who energizes you and provides you with the most satisfaction and joy when working together. Identifying and working with your ideal client(s) allows you to:

  • Be at the top of your game.
  • Do your best work.
  • Zero in on their struggles and how you can help them.

Stay tuned for Part 2, where I’ll reveal two questions to help you get closer to identifying your perfect clients and your perfect audiences.

About Guest Blogger, Ava Diamond: Founder of Big Impact Speaking, Ava is a speaking mentor and messaging strategist. She has created such programs as Speak Your Way to Clients and Cash, and the Rock Your Speaking Academy. A professional speaker for seventeen years, she helps entrepreneurs rock their speaking so they expand their influence and reach, become known as the “go-to” expert in their field, and get all the clients they want.

Download the complementary Rock Your Speaking Power Pack at Contact Ava at or at 970-224-3015.


  1. As an entrepreneur I can fully relate to this! You are so right in finding that consumer need- that struggle that demonstrates where you are needed. Being off is not an option to maintain consistency, very good words to share.

  2. Ava Diamond

    Yes, Li, and when you find the perfect intersection of the struggle of your ideal client, and your own skills, talents, and passions–shazaam!–that’s where magic happens. You’re perfect for them, and they know it.

  3. I love the image you brought to mind of the “Open” sign. It is so true of heart-centered people that we don’t want to leave people out and how that viewpoint is really doing us (and our ideal clients!) a great disservice. I’m looking forward to reading part 2 of this!

    • @Jocelyn, the “Open” sign is an actual sign Ava saw in a coffee shop window. Wanting to be all things to all people, is not a bad thing. However, as you suggested, we do our best service by targeting our skills and expertise to those ideal clients we can align with. And therefore, help them face their challenges successfully.
      Thanks. ~Debra

  4. I love what you said, “Marketing to everyone is a no one”. Great words. I will be waiting for part 2 and I want to check out your presentation in 2 weeks.
    Sabrina recently posted…Features Removed in PinterestMy Profile

    • Hi @Sabrina. My guest Ava Diamond wrote the blog post and I’m glad to see you agree with her marketing wisdom.

      You referred to my presentation in 2 weeks, it’s going to be in Denver – for the Greater Denver Postal Customer Council. Not sure if it will be recorded, but I’ll keep you posted if it is.

  5. So glad you guys are resonating with my article. I can’t wait until Debra shares part 2 with you…

  6. You provide great insight in sharing this post. I tend to the wide net and the big picture. I will definitely take to heart the marketing advice given here going forward. Thanks!

  7. A great message Ava & Debra – one I fully get and still struggle to put into practice!
    Jan Kearney recently posted…Rock Social Media In 30 Minutes Per DayMy Profile

    • Sorry to hear you’re struggling with that @Jan. Take a look at those you help now and ask yourself, “who do I like working with the most?” and “who do I help the most?” Are there similar attributes among them, if so, that’s the beginning of identifying your ideal client(s).

  8. The cool thing about working only with your ideal clients, your perfect peeps is that it’s easy and fun. The synergy you create together is amazing–because you’re working in your sweet spot (the perfect intersection of your passion, your talents, and your skills), and they have been attracted to the message you offer in your sweet spot. So they benefit incredibly from what you offer, and you have big fun doing it. Definitely a “win” for everyone!

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