Okay…you’ve finally built the proverbial better mousetrap.
And, lately, you’ve been telling yourself: “I’m ready and waiting for the world to beat a path to my door. That’s what I want: the world.”

That means everyone. Right?
No, not quite.  

Let’s take a closer look at that build-a-better-mousetrap scenario. It’s exactly what we’re talking about. The rarely considered part of that timeless wisdom is that it’s not everyone who shows up at your door. All those people showing up to buy the better mousetrap actually have something terribly important in common. They all have rodent problems. People without mice aren’t standing in line for a better mousetrap. These folks aren’t buying last year’s mousetrap, either. They aren’t even thinking of mousetraps. It’s not an appropriate buying season for them until they have a need to rid themselves of mice.

Why does any of that matter to you?

It’s critical to understand that everyone in the world is not part of your target market. In fact, it’s not about wanting everyone…it’s really about not wanting everyone. So, before you lump clients and customers into one faceless group called “everybody,” consider this: The “everybody” mindset will undermine your promotional efforts and block opportunities for your success.

Why?

The ‘everyone’ mindset puts you in passive mode. You’re waiting for them to choose you, instead of doing your part to connect with exactly who you want. The truth is you have to define who you want. You simply do not have the luxury of treating everyone as if they are exactly the same. They aren’t the same. Some are ready to buy; some are not ready. Of course, it’s great that you have a better solution to a universal problem. It’s wonderful that virtually everyone may eventually need what you do, but it’s strategic to recognize that everyone’s needs are on different timing cycles.

You can’t control their circumstances, but you can take ownership of yours. You must find ways to manage your time and efforts carefully or you’ll wear yourself out spouting the merits of mousetraps to people who have not yet encountered a mouse or to folks who will never understand the real need for what you’ve got.

Realistically, it’s time to focus on people who can help cultivate your success. The sooner you understand that ‘everyone’ is not your customer, the sooner your success can grow and stabilize.