If you’re like me, you love sandwiches.
Or sammiches, as I fondly call them.
But not all sandwiches deserve the same praise.
Take Subway. I don’t care much for the quality of their ingredients. And I really don’t like the way they put a sandwich together. Why do the condiments go on last, squirted over the top like an afterthought? To me, the bread deserves the dressing so every bite has the right balance of flavor.
And yet… Subway is wildly successful.
Why? Because enough people like their sandwiches. They don’t need the same care or attention I do. Subway creates for those people. And that’s enough to keep the business booming.
Clarity comes from knowing who you serve
Lenny’s (now know as Lenwich) in New York City makes the kind of sandwich I love. Fresh ingredients, thinly sliced onions, shredded lettuce, and mayonnaise spread lovingly on the bread. They even train employees to “make the sandwich like it’s for your girlfriend, with care and love.”
That’s a sandwich I’ll pay more for. Because it’s made with me in mind.
Subway and Lenny’s don’t try to please the same person. They each have clarity about who they serve and how they serve them. That’s the lesson for your marketing too.
Not everyone is your customer. And that’s okay.
Clarity means choosing the right ingredients
Fewer, better, focused. That’s how you reach the people who matter most without wasting your time or money.
Clarity strips away the noise. When you know which marketing activities bring you closer to your goals, you can focus your time and energy where it counts. That’s how you make steady progress instead of spinning your wheels.
The takeaway
Not everyone will like what you do. And that’s a good thing.
Clarity means focusing on the people who do. Serve them well, and they’ll stick with you, tell others, and help your business grow.
If you’re struggling to get your marketing assembled, find a guide who can help you build a better sandwich.
P.S. If you find yourself at Lenwich, here’s my favorite: Roast Beef and cheddar on a toasted hero with lettuce, onion, hot peppers, mayo and barbecue sauce. Yum!