Stop Trying to Serve Everyone (It's the Blandest Possible Strategy)

Originally posted 2/27/2025 | Updated 3/13/2026

Let's get something out of the way first.

"Niche" — as a word — is cooked. The coaching industrial complex got hold of it somewhere around 2016 and hasn't let go since. Every course-seller with a ring light and a Canva template has been telling you to "niche down" for so long that the phrase has become white noise. It sounds like something you should be doing, vaguely, probably, once you figure out what it means.

So we're going to say the quiet part loud: we kind of hate the word too.

But here's the thing — the concept behind it is one of the most solid, non-negotiable principles in marketing. Not because some guru said so. Because it's just true: when you try to speak to everyone, you connect with no one. When you get specific about who you serve and what problem you solve for them, everything gets sharper. Your message lands. Your marketing stops feeling like shouting into a void.

That's what "niching" was always supposed to mean, before it got turned into a personality type and a six-week program.

So for the rest of this post, we're retiring the word. What we're actually talking about is getting specific — about your audience, about the problem you solve, about who your work is genuinely built for. Call it whatever you want. Just don't skip it.

Cari Kaufman and Alex Andrews of Storyteller Wordsmith in conversation on opposite sides of a column — because real connection happens when you're talking to someone, not at everyone

Here's what we see when founders try to be everything to everyone:

Picture this: You're at a potluck with a single dish to share. Instead of bringing a bland casserole designed to offend no one, you bring your signature spicy mango salsa. Not everyone's going to go for it. But the people who do? They come back for seconds. They tell their friends. They follow you on Instagram just to see what you're making next.

That's what happens when you get specific about who you're for. You stop diluting your message, trying to cover all your bases, and you start actually connecting with the people who need exactly what you do.

The myth: getting specific shrinks your audience.

One of the biggest fears founders carry into their marketing is that if they get too specific — too clear about who they serve — they'll leave money on the table. They'll turn people away. They'll miss out.

What actually happens is the opposite. Specificity isn't a filter that removes people from your audience. It's a signal that pulls the right people toward you. Instead of a megaphone spraying content in every direction, you've got a laser. Less noise. More signal. And the people it reaches? They actually feel seen.

The reality: specificity amplifies your impact.

When Storyteller Wordsmith got clear about who we serve — founders who lead with story, who want brand strategy that starts with narrative and builds from there — we didn't lose potential clients. We gained people who were genuinely excited to work with us. Not lukewarm leads who might stick around. Actual partners who valued our approach and trusted us to help them tell their brand stories authentically.

Working with your right-fit client saves you time, energy, and the soul-crushing experience of doing work that doesn't fit. It lets you do your best work — and create marketing that's sustainable, not just frantic.

Why Getting Specific (aka Niching) Works

Let’s break it down:

1. It Clarifies Your Brand Story.
   Think of your brand story as a treasure map. If it’s vague or cluttered, no one will know where to start. But if it’s specific and clear? X marks the spot, baby.
   
   

2. It Builds Trust and Loyalty.
   Your right-fit audience isn't just looking for a solution — they're looking for someone who gets them. They want a partner who understands their specific struggles and speaks their language.
   
   

3. It Streamlines Your Strategy.
   When you know exactly who you're talking to, your marketing stops being a guessing game. Your content, your messaging, your offers — all of it gets cleaner and more effective.

Ready to get specific?

If the thought of narrowing your focus still makes you nervous, start small. Identify one area of expertise or one type of client you do your best work with. Test your messaging with them. See what resonates. Remember: getting specific about who you serve doesn't mean saying "no" to everyone else. It means saying a big, clear, confident "yes" to the people who are actually built for what you do.Not sure who that is or how to talk to them? That's exactly what we help with.

Let's figure out who your brand is actually built for — and build messaging that makes the right people feel like you're reading their minds. Book a consult and let's get specific.