7 Mistakes That Will Make or Break Your Business


1. Failing to define your ideal customer

I attended my first networking meeting more than a decade ago. There was a woman there representing a skin care line who said, “My ideal clients are anyone with skin….”

Although it is nice to be able to appeal to anyone who comes to you, it is also important to have a well-defined ideal client. This does not mean that you cannot work with others. Focus your marketing efforts, including a brief presentation at a networking meeting. A better ad would be: my ideal client is a woman of a certain age who is concerned about fine lines and wrinkles.

Not defining an ideal client means your business can go one way or the other and you become number 2.

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