“I don’t know the key to success, but the key to failure is trying to please everybody.”
Some people make an entire living driving and tracking traffic to a website. They make tweaks to the design or try different AdWords campaigns. The word that often seems to appeal to those looking for marketing is “more”.
More isn’t always good. Sometimes it is just more. It can also destroy your business if you aren’t careful.
Think of your website like you’d think of a store. Say you sell soccer equipment. At first, you sell to soccer aficionados. You build a following of soccer fans who frequently come to your store and recommend you to their friends. You then start to get greedy and start selling tennis, football, and baseball equipment. At first, your strategy works and you do indeed have more traffic. But you only have so many staff and so much room, so the soccer players go away. The tennis, football, and baseball players then realize that they can go to other, more specialized stores and get what they want. You are now left with no soccer players and without other sport fans as well.
Even if you sell commodities, “more” can actually hurt you if it’s done irresponsibly. You have to appeal to too many people at the same time, which will scatter your energy and prevent you from doing a good job. A marketing campaign should build a community of customers who believe in who you are and what you are doing. You can then spend less time simply churning and burning customers and more time actually making them happy.