If your product is “for everyone,” it usually sells to no one. Harsh? Maybe. But true.
We all want to help more people. But in the process of trying to appeal to everyone, we water down our message so much that no one feels like it’s for them.
This post explains why “for everyone sells to no one” isn’t just a catchy line – it’s a business reality. And what you can do to fix it.
Why “For Everyone” Sells to No One – The Real Reason You’re Not Making Sales
Imagine you’re selling a productivity planner. You write: “Perfect for anyone who wants to stay organized.”
Sounds reasonable, right? But that includes students, parents, CEOs, freelancers, teachers, athletes… too many people. And no one sees themselves clearly in that message.
Now try this: “A productivity planner for freelance designers juggling three clients and a toddler.”
Same product. Totally different level of relevance.
Specificity cuts through noise. That’s why why for everyone sells to no one is a principle worth following.
What a Niche Really Is (and What It’s Not)
A niche isn’t just a demographic. It’s a defined moment in someone’s life when they have a real problem and they’re actively looking for a solution.
It’s not “moms.” It’s “first-time moms working part-time and building a blog during nap time.”
It’s not “creators.” It’s “creators who want to turn their content into an ebook without spending a month doing it.”
The tighter the fit between your solution and the moment someone is in — the easier it is to sell.
How to Niche Down Without Cutting Yourself Off
Here’s the good news: You don’t have to marry one niche forever. Start with one that feels real and reachable now.
Here’s how to clarify it:
- What specific problem are you solving?
- Who feels that problem most intensely?
- What makes them different from the general crowd?
- Can you speak to that person in one sentence?
If yes – that’s your starting niche. Later, you can expand. But early traction comes from clarity, not complexity.
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- Offer-mapping exercise
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