It often seems backwards that, as a business owner, you should only be appealing to a chosen, small target group; that you should actively be making decisions that will exclude potential clients or customers.
But, as a customer, which company would you choose to give your money to – the one who sells anything to anyone or the one who seems to speak directly to you and answers your exact need? The one whose fingers are in all the pasty pies or the one who is an expert at the very service you need?
It's a mental challenge to decide to cut off any potential customers at all, but your target audience is most definitely not 'everybody'. You're here with a specific insight, service, style and product and there are many of your 'pack' out there, looking for exactly what you have to offer... don't let them mistake you for another generic business. Decide exactly who your target audience, your pack, is and give them what they want through your copy, content, services, blog posts and social media.
Those with their fat fingers in all the pies: 0.