Small Business Marketing Mistakes: Why “Serving Everyone” Hurts Growth

What really matters when it comes to growing a small business?

In this episode of BizBuzz, host Sreedhar Kaluva sits down with Craig Andrews, Principal Ally at allies4me, to discuss one of the most overlooked but powerful principles in marketing: being specific about your target audience.

Craig works with businesses that sell high-ticket, high-trust offerings, and he shares real-world insights on why trying to appeal to everyone often leads to diluted messaging and stalled growth. The conversation explores how building a clear customer persona can sharpen marketing efforts, improve communication, and ultimately attract the right clients.

In this discussion, you’ll learn:

̣👉Why defining a single ideal customer persona is so important
̣👉How “serving everyone” can quietly hurt your business
̣👉Common mistakes small businesses make in marketing
̣👉How specificity leads to clarity, trust, and better results
̣👉Practical mindset shifts for founders and service-based businesses

This episode is sponsored by MyWorkbelt, an all-in-one software platform built specifically for service-based small businesses.

If you’re a business owner, marketer, or entrepreneur looking to grow with intention instead of guesswork, this conversation offers insights you can apply immediately.

👍 If you found value in this discussion, subscribe to the channel and share it with a fellow business owner.