Stop Trying to Cater Your Business to Everyone: Why Narrowing Your Focus To A Target Audience Leads to Real Growth
- Morgan Winfrey
- Jan 7
- 7 min read
Disclaimer: I’m sharing from a Christian perspective, referencing biblical principles and faith-based insights. If that’s not your worldview, please take whatever resonates with you and leave the rest. The foundational points about focusing your business, valuing your work, and setting healthy boundaries apply to entrepreneurs from all backgrounds.
Many of us become entrepreneurs or start side hustles because people tell us, “You’re so good at this—you should charge for it!” That moment of affirmation can be exciting, a sign that we have a skill or product people genuinely value. But as we dive into the business world, we often slip into a trap: trying to cater to everyone. We keep our prices low (because we want to be “affordable” or “competitive”), and we attempt to sell to anyone who shows even a passing interest. Over time, we may find ourselves overworked, undervalued, and discouraged because our bottom line doesn’t match our level of effort.
If you find yourself in that space right now—frustrated by people who aren’t buying, friends or family who don’t “support” you the way you hoped, or clients who haggle over every penny—this post is for you. Let’s talk about why you must stop marketing to everyone, the biblical wisdom that can guide your pricing and client-selection process, and how you can elevate your business by drawing a clear line in the sand.
Why Serving Everyone Means Serving No One
It’s natural to want a broad audience. After all, more potential customers equals more sales, right? Not necessarily. When you try to be all things to all people, your message becomes watered down. You end up losing your unique edge—the reason someone would specifically choose you.
Consider a faith parallel: Jesus taught the multitudes, yes—but He also poured deep energy into a smaller group (His disciples). He didn’t tailor every word to every single person; He spoke truth, and those who were ready and willing came closer. That principle applies to business, too: your brand voice and offerings should be so clear that people who resonate with your message are drawn in, while those who aren’t a good fit quickly realize it’s not for them.
If you’re a graphic designer trying to serve clients from every industry with every budget, you’ll likely drive yourself crazy attempting to please them all. One client wants ultra-low prices, another wants high-end bespoke designs, and you bend over backwards trying to accommodate both ends of the market. Meanwhile, your wallet and your peace of mind suffer.
“Do not cast your pearls before swine” (Matthew 7:6)
This might sound harsh, but it’s a biblical caution about misdirected efforts. It doesn’t mean people are “swine.” It means: don’t pour out your highest-value work on those who don’t need it, want it, or appreciate it.
The Trap of Competing on Price
One of the first questions budding entrepreneurs ask is, “How much should I charge?” Without a plan, many of us turn to our “competition” or local peers to see what they’re doing. But here’s the truth: you don’t know if those peers are even profitable themselves, or if they’re undercharging and struggling just like you might be. By matching or undercutting someone else’s price, you risk undermining the very value you offer.
Why does this matter? Because when you set unsustainably low prices, you create a race-to-the-bottom scenario—constantly working more hours, chasing more clients, but not seeing real growth in your bank account. Eventually, you might burn out or feel resentful that your passion isn’t paying you what you need.
A Better Approach
Luke 14:28 says, “For which of you, desiring to build a tower, does not first sit down and count the cost?”
That’s a clear biblical principle about planning ahead. When setting your rates, take time to calculate your expenses—equipment, software, taxes, professional fees, and personal living costs. Consider how many clients you can realistically serve while still offering quality. Then set a price that covers your costs, pays you a fair salary, and allows for profit. If the market you’re targeting balks at that price, it might be time to shift to a different market or refine how you communicate your value, rather than lowering your rate until you barely break even.
Everyone Is Not Your Customer
Some of us—particularly if we’re people-pleasers—hate the idea of turning anyone away. We want to help everyone, from the cousin who wants a discount to the friend-of-a-friend who doesn’t really value what we do but heard we’re “cheap.” But every time you say “yes” to someone who’s not truly aligned with your ideal client profile, you’re also saying “no” to investing energy where it could be more fruitful.
Setting Boundaries Helps Define Your Target Audience
Imagine you’re a wedding photographer. Not everyone is your target bride or groom. Some want your style but can’t afford your rates. Others can afford you but prefer a different aesthetic. And that’s okay. You don’t have to contort your business to fit their budget or style. Instead, you can still offer helpful tips or free resources (like articles on choosing a good photographer) for those who aren’t a fit. Then, reserve your premium packages and deep energy for clients who genuinely match your vision and pricing.
2 Corinthians 9:7 suggests giving willingly, not under compulsion. "You must each decide in your heart how much to give. And don't give reluctantly or in response to pressure. "For God loves a person who gives cheerfully""
In business, it’s wise to ensure your giving (like freebies, discounts, or philanthropic efforts) is done with a cheerful heart and clear intention, not because you feel pressured by others’ expectations.
Drawing a Line in the Sand
It’s not enough to think, “I should probably have some boundaries.” You need to articulate them—on paper, in your policies, and in your conversations with potential clients. Maybe you decide:
You won’t work with clients who demand discounts below a certain margin.
You’ll require a deposit or retainer to secure your services, so you’re not chasing payments.
You’ll only serve a specific niche (for example, small businesses in the beauty industry or creative nonprofits).
These rules protect your time, energy, and resources. They also create clarity. Potential clients immediately understand what you offer, how you work, and whether they fit your criteria.
Breaking Free from Guilt
Many entrepreneurs, especially those with a heart for service, feel guilty turning people away or charging “higher” prices. They worry they’ll be seen as unkind or greedy. Yet remember: if your business isn’t financially stable, you won’t be able to help anyone effectively in the long run.
Setting fair, profitable prices and focusing on clients who genuinely benefit from your expertise is one of the best ways to ensure you can continue serving—and even expand your impact.
Putting It All into Practice
So what if you’re reading this, nodding your head, realizing you’ve been undercharging or trying to sell to the wrong crowd? Here’s how you can start shifting your business approach:
Clarify Your Target Audience: Who do you really want to serve? What do they need, and how does your unique skill set meet that need? Spend time defining your ideal client: their goals, pain points, budget, and values.
Refine Your Message & Offer: Once you know who you’re speaking to, you can tailor your marketing materials, website content, and sales pitch directly to them. Speak their language, focus on the outcome they desire, and show them why your price reflects genuine value.
Raise Your Prices (If Needed): If you’ve been scraping by, undercutting yourself out of fear, it might be time to increase your rates. This can be done gradually or in a single step—either way, communicate the change clearly and confidently. Uphold Luke 10:7: “The laborer deserves his wages.”
Offer Resources for Everyone Else: It’s wise to provide free or low-cost content—like blog posts, YouTube tutorials, or social media tips—for those who aren’t ready or qualified to invest at your higher tier. This way, you’re not turning them away empty-handed; you’re offering a path they can follow if they aspire to become paying clients in the future.
Regularly Check Your Boundaries: Are you getting exhausted or resentful because a client continually disrespects your process or payment terms? Don’t let it slide. Have a candid conversation or part ways if necessary. Clear, consistent boundaries nurture healthy, long-term client relationships.
A Wake-Up Call for 2025 (and Beyond)
Whether you’re reeling from a year of low margins and tireless work or you’re just starting out, let this be a reminder: you do not have to serve everyone. You have a specific gift meant for specific people. When you find and serve those people well, your business flourishes in ways that scattershot marketing and constant price undercutting never will.
“Whatever you do, work heartily, as for the Lord and not for men” (Colossians 3:23).
When you set boundaries and honor the value of your skill, you’re also honoring the One who gave you that skill. You’re stewarding your gifts wisely.
If you want help refining your business strategy—whether it’s determining the right client profile, setting profitable prices, or learning how to stay firm with boundaries—our team at JustWin Media is ready to guide you. We understand that we aren’t everyone’s solution, and you might not be our ideal client either—and that’s absolutely okay. Our prayer is that you’ll realize it’s not selfish to focus on the people you’re truly meant to serve; it’s actually the most sustainable and impactful way to run a business.
Final Thoughts
Don’t be discouraged if you’re finding yourself in a season of underpricing and over-serving the wrong crowd. This new year (and beyond) can be the turning point where you start making decisions that align with both your calling and your financial well-being. Draw that line in the sand, stick to it, and watch how your business—and your peace of mind—improves as you walk confidently in your God-given path.
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