The One Mistake You’re Making in Your Marketing and Networking

Let’s get real for a second: You’ve been pouring time, money, and energy into marketing and networking for your business. You’re attending all the events, posting on social media, and maybe even doing SEO. But guess what? If you don’t have a clear message, none of that matters.

Here’s the deal: If you don’t know how to talk about your business in a way that resonates with the right people, you’re wasting your time. Whether you’re delivering a 30 second elevator pitch at BNI or running a Google Ads campaign, if your message is fuzzy, so are your results.

I see this issue constantly—especially when working with small businesses in the home service space like HVAC companies, plumbers, and electricians. It’s why I’m here to tell you that, no matter how many ads you run or how many networking events you attend, your marketing is gonna suck if you don’t have a solid, clear message. So let’s break it down.

Stop Trying to Be Everything to Everyone

Stop Trying to Be Everything to Everyone

The first mistake most businesses make is thinking they need to appeal to everyone. That’s bullsh!t. You can’t serve everyone, and if you try to, you’ll end up serving no one. You need to figure out who your target market is and stick to it. The clearer you are about who you serve, the easier it will be for you to find and connect with your ideal customers.

Niche Down to Grow

Take this landscaping company we worked with. They started out serving all types of customers—whether it was lawn care, tree trimming, or just basic garden maintenance. The problem? They were appealing to too many people, and the messaging was all over the place. Their marketing wasn’t speaking directly to anyone.

Focus on What You’re Best At

Then, they made the decision to niche down. They focused specifically on homeowners who were environmentally conscious and wanted sustainable, eco-friendly landscaping solutions. Not only did this immediately attract the right type of customers, but it also gave them the ability to clearly communicate what they stood for. Now, their marketing focuses on the benefits of creating a green, sustainable space—whether that’s reducing water usage, planting native species, or maintaining a chemical-free lawn.

The Result: More of the Right Customers

The result? Their marketing became much more targeted, their message clearer, and their brand stronger. They were able to build a loyal customer base of homeowners who cared about the environment, and they saw a significant increase in inquiries and leads. Their marketing didn’t just attract more customers—it attracted the right customers.

The No Bullshit Takeaway

The takeaway here is simple: stop trying to cast the widest net possible. Focus your energy on attracting the customers who need you and align with your values. Once you identify that, your marketing will resonate with the right people, and the rest will fall into place.

Your Brand Is More Than a Logo

It’s easy to think your brand is just your logo or the colors you use. Nope. Your brand is everything about how people perceive you. It’s your core message, your unique value proposition (UVP), and your personality.

What problem do you solve? Who do you solve it for? Why should they care? And why should they pick you over your competition?

Without answering these questions clearly, you’re just spinning your wheels.

Networking? It’s Not About Just Showing Up

We all know networking is essential, but here’s the deal: You can’t network your way into success if you don’t have a clear brand message. The point of networking is to get others to talk about your business for you. So, when you’re at that event, you need to make it easy for people to understand what you do and who you’re looking to work with.

If your brand message is clear, your network can help you reach your target audience without hesitation. If they’re confused, they’re not gonna refer you. Simple as that.

Nail Your Message to Get Better Results

In order to market your business effectively, you need to deliver a consistent, clear message every time. When your message is clear, people can easily understand what you do, why they should care, and how they can work with you.

Without this clarity, your marketing and networking efforts are like throwing spaghetti at the wall. It’s messy and ineffective. But with a clear message, you make it easy for people to refer you and spread the word about your business.

Start With a Referral Guide

One simple way to make sure your message is clear is by creating a referral guide. This tool outlines exactly what you do, who you serve, and how people can connect you with the right opportunities. A referral guide gives your network the power to represent you confidently. It’s a powerful way to make your business unforgettable.

In the next blog, I’ll dive deeper into how to build an effective referral guide that works. But for now, ask yourself: Is your message clear enough to leave a lasting impression?

If not, it's time to fix that. You’ll thank yourself later.

Want to make sure your message hits home? 

Let’s talk. Visit NoBullshitMarketing.com or email Ann directly at Ann@NoBullshitMarketing.com.