The #1 Mistake I See Small Businesses Make with Their Content

When small businesses come to me saying, “Our marketing isn’t working”, I always start by looking at the content.

And here’s the thing: the problem usually isn’t what they think it is.

It’s not bad design.

It’s not posting inconsistently.

It’s not even a limited budget.

The #1 mistake I see over and over?

👉 Trying to talk to everyone.

Why It Happens

It’s understandable.

Businesses want to keep the door open to as many people as possible. They don’t want to alienate anyone.

But what ends up happening is the opposite of what they want.

Their posts become generic.
Their messaging is vague and “safe.”
Their offers are so broad they could apply to anyone.

And the result?

Crickets.

No meaningful engagement.
No real leads.
No one remembers them.

Because here’s the truth: when you try to please everyone, you resonate with no one.

The Power of Specificity

What I tell every client is this: Your best content is specific. It’s designed for someone, not everyone.

When you get specific, your ideal customers feel seen and understood.

• You call out their real pain points in their own words.

• You share the solution only you can offer.

• You make it clear who you’re not for.

Yes, it feels risky at first. It means making choices about who you want to serve—and who you don’t.

But that’s exactly what makes your content stand out in a sea of bland, forgettable noise.

A Simple Question to Fix It

If you’re tired of putting out content that gets silence, ask yourself:

“Who am I really talking to?”

Nail that answer, and your marketing will finally start doing its job:

• Attracting the right people

• Building trust

• Driving real business results

If you’d like help clarifying your messaging, defining your ideal audience, or creating content that actually resonates, get in touch. Let’s make your marketing work for you.