How to make every potential client say "Meh"

I know how founders fall into the “everything for everybody” trap. I’m sure you haven’t. But just to be safe – keep reading.

A soon-to-be founder has a brilliant product idea that solves problem A for segment X. They can’t help but build it and make people happy.

But then they start thinking:

“Hmm… How can I scale this? How can I raise money for it? It looks too small.

Hold on – this solution also fits problems B and kinda C. And audiences Y and Z are somewhat similar to X.

Let me rewrite all my marketing copy so it fits them all. Nice… now it looks serious!”

But when a potential client reads your “everything for everybody” copy, the “Oh boy, this is for me!” moment never happens.

They say “Meh”, leave, and buy from the guy or girl next door who is laser-focused on their very specific problem.

Compare:

“We use AI to make agriculture more sustainable.”

vs.

“We tell olive growers when to irrigate during a heatwave before their crops start suffering.”

The second one sounds smaller. But it makes the right client think: “Finally, someone gets my problem!”

And that guy or girl next door can charge more because they’re positioned as a rare expert – not another provider who can do everything.

So, look at your positioning. If the right person sees it, will they jump up and shout, “Oh boy, this is for me!”?