Why Selling To Everyone Is Destroying Your Profits

Alright, let's talk about who you’re selling to and why you’re probably missing the mark after busting your ass trying to please everyone.

Let me paint you a picture.

I had this client once. Owned a pub. Good guy, hardworking. But he swore up and down that his ideal customer was “everyone.”

Old folks, college kids, families, bachelors—he wanted them all under one roof, clinking glasses together like it’s some scene from a cheesy beer commercial.

Here’s the problem with that strategy: his profits were vanishing faster than a pint on a Friday night.

So I sat him down. “Alright,” I said. “Who’s actually buying the most? What age? Men or women? Big spenders or penny-pinchers?”

“Everyone,” he said, doubling down like I’d missed the point.

Nope. That didn’t sit right with me.

I did some digging. Pulled some receipts. Looked at the foot traffic. And guess what I found?

Middle-aged dudes. Blue-collar types. Guys who wanted a cold beer, a big burger, and a place to unwind after work. They weren’t ordering martinis or picking at kale salads.

They wanted flavor, size, and familiarity—and they’d pay for it.

How We Turned It Around

We scrapped the “everyone” nonsense and went all-in on these guys.

Rebranded the pub’s whole vibe.

Ads changed.

No more “fun for the whole family” fluff. We put mouthwatering shots of burgers and beers front and center with the tagline: “Where Good Food and Great Times Meet—Your Local Pub”

The result?

BOOM. Packed house. Not just packed—packed with the right people.

See, he’d been chasing ghosts before. But now? He’s got the regulars.

The guys who come back every week, bring their friends, stay for "just one more" round.

His sales didn’t just grow—they multiplied.

Why? Because he wasn’t begging everyone to like him.

He made himself irresistible to someone specific.

What’s Your Next Move?

If you’re still out here trying to market to “everyone,” you’re about to learn the hard way that “everyone” is nobody.

Instead, ask yourself:

• Who’s buying the most from me?

• What do they care about?

• What’s bringing them back?

Speak to them and only them. Cut the fluff. Use language, visuals, and offers that hit them right between the eyes.

If your marketing doesn’t feel like a bullseye aimed directly at a specific group of people, it’s probably just drifting in the wind.

Want To Know The Playbook?

If you’re tired of guessing and want the blueprint for how to get started with Meta Ads TODAY,

Download our free guide Here.

No fluff, no gimmicks—just actionable steps to get results.

Or, if you’re thinking, “Yeah, but what about MY situation?” We’ve got you covered. Fill out this form Here, and we’ll tell you exactly what we’d do if we were in your shoes.

Don’t waste another week chasing ghosts. Lock in on your target, and watch what happens.