Narrowing your focus doesn’t limit your future growth but opens new worlds of opportunity.


Typically, when I ask a financial brand about the ideal audience they’d like to attract, they tell me they want to reach three audiences:

  • Students, i.e., the 16- to 22-year-olds
  • Prime lenders, i.e., 22- to 40-year-olds
  • Depositors, i.e., 41- to 65-year-olds

Slight problem here: That’s basically everyone who’s 16 to 65 with money in their pocket and a heartbeat! I have to give these brands a wake-up call: You can’t be all things to all people.

If you try to do so, you become nothing to no one, especially with digital marketing.

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