You Cant Serve Everybody so Disqualify Most

Web content guru Gerry McGovern recently wrote… “Every time you serve someone, you make someone else wait.”

Gerry was talking about the investment in creating content for web sites.

He also said… “Every time you target a particular audience, you make another audience less visible and important. If you are trying to talk to 10 audiences on your homepage, you might as well be talking to none.”

The same holds for your sales and marketing strategy.

You need a sales message that is going to “hit home" with as many qualified prospects as possible.

And I mean qualified prospects.

For you to make your sales job easier, you must use your marketing to disqualify as many prospects as possible.

That’s right, create your marketing materials so they repel people who won’t really be a good fit for your business.

That way the prospects you actually deal with will be more suitable, and more interested in what you have to say.

Don’t be seduced into think that “the more prospects the better”. Don’t waste your time on leads that have an absurdly low chance of becoming paying clients. It is not in your interest, or your prospects interests, to do so.

Your time is limited, and you need to spend it with people who really need and value what you can provide.

I know… some of you may be thinking:

“I’ve got spare time. So I should be speaking with as many prospects as possible. Surely some of them will turn into clients.”

But you are wrong to waste your time on just any old prospect.

A better approach is to use the time you are not spending with low-grade prospects to improve your marketing message and materials, including your sales skills.

That way you will ultimately attract better quality prospects, and be much better prepared to convert that enquiry into a sale.


Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for service businesses. He helps clients to improve their marketing tactics, attract more clients, and increase revenue. For additional marketing resources, including Stuart's popular newsletter, visit his web site at

Go Deeper | Website

Have a question for Stuart?

* Required information
Email Address:
(never displayed)

Your question or comment:
Human? What is the fifth month of the year?
Enter answer:
Tell me when Stuart responds to me.
Remember my form inputs on this computer.
New Graphic
Subscriber Counter