Date: November 3, 2022

Which "bees" do you want to attract? 🐝

One of the most common mistakes I see is people pitching their courses too broad.

And I totally understand why…

Deep down, they’re worried they won’t get enough people to sign up.

And so the last thing they want to do is limit the number of people who might.

But in reality, narrower is usually better. It can be hard though to wrap your head around why.

So here’s a fun analogy involving BEES. 🐝🐝🐝

(Warning: it may not be biologically accurate!)

Imagine there’s a wild meadow that attracts five different types of bees. Each type of bee is strongly attracted to a certain type of wildflower to the exclusion of all others.

In that same meadow there’s a new wildflower that’s mildly attractive to ALL types of bees.

If this flower could talk, it would say that its strategy is targeting a small slice of a larger market. Which, it would argue, is just as valid as a bigger slice of a smaller one.

Sounds logical, except…

…the wildflower is never the first choice of any bee.

And in a thriving meadow with lots of competition, it may get no visitors at all.

Meaning you don’t end up with a small slice of a big market, you end up with no slice of a big market.

Whatever your current conception of your course’s target audience, it’s probably too broad.

So think hard about what type of “bee” you want to attract. Because if you try to attract them all you won’t survive for long.

See you soon,

Glen

P.S. The illustration is a fun experiment. Let me know if it enhances your enjoyment of the newsletter!

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