Why a smaller audience means more customers

When somebody asks you who your target audience is, is your answer similar to ‘everyone with a house’ or ‘people who want to eat healthier’ or ‘commuters’? If so, you may find that in trying to appeal to everyone you are actually appealing to no-one. In appealing to a large and varied audience you hope to gain a larger customer base… however the messages you put out there will be a mixture of tastes and styles for a varied audience, and frankly not quite good enough for any one person in particular to become a loyal customer.

Think about it this way… what would you do if you wanted to attract a hedgehog to your garden? You would likely do some research into what they need and like, perhaps cut a tiny opening in the fence, create a hedgehog house, and put out a low bowl of water and biscuits. If you try to appeal to a whole host of creatures at once, you might set up the hedgehog house, and fill the bowl with bird food. The hedgehog isn’t interested, and the birds don’t want to feed on the ground. No new visitors.

Take a moment to consider your audience more closely. Who are your most loyal customers and why? What are their traits? Can you narrow your customer base down to a specific niche, enabling you to have a more focused message? Research and learn what you can about them. Understand their problems, needs, wants and aspirations. Technology today makes it easier than ever to directly communicate with our customers. Are you looking to attract the hedgehogs? The butterflies? The birds? Pick one, focus your message and offer them exactly what they need, directly and clearly.

Maybe once you’ve successfully gained all the hedgehogs you’ve dreamed of and it’s going fantastically, you want to introduce some bumblebees to your garden as well. Find out what they need, what flowers do they like, do your research, and communicate with them in a suitable way. Get to know and segregate your audiences, communicating with them in the way they prefer. Over time, your garden expands with your audience, but don’t try to tackle them all at once.


  1. Having a specific niche audience will gain you a larger and more successful, loyal following than trying to appeal to ‘everybody’.
  2. Research your customers in as much detail as possible, to learn exactly what they want from you, what they like, that their problems are, and how you can make their lives better.
  3. If you want to appeal to a more diverse audience, expand slowly over time. Don’t try to tackle a new audience until you’ve successfully gained the first.