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Why casting a bigger net is a business fumble

Screenshot 2024-02-07 at 12.43.38

Hey storyteller,

None of us are for everyone. No one can say they’re everyone’s cup of tea, we’re simply not designed like that.

As humans, we're naturally drawn to some people and situations while feeling a distinct aversion towards others. This phenomenon transcends various aspects of life, whether it's in matters of love, friendship, or business. In every interaction, there are individuals we feel magnetically attracted to, whose energy resonates with ours, and those we're automatically repelled by, whose vibes clash with ours.

And you know what? That's perfectly okay.

Imagine a world where everyone wanted the exact same thing, where every person and business appealed to the masses in a uniform manner. It’d be pretty dull and uninspiring, don’t you think?

The beauty of life lies in its diversity, in the array of personalities, preferences and pursuits that make each of us unique. Just as we cherish the differences that enrich our personal lives, it's crucial to recognise and embrace these distinctions in your business.

When it comes to messaging, understanding that you and your offerings aren't meant for everyone is key.

Rather than striving to appeal to a broad audience, it's way more effective to hone in on the specific individuals who resonate with your values, vision and unique offerings.

By embracing your authenticity and speaking directly to your ideal audience, you’re not only more likely to attract those who genuinely connect with your message, but also cultivate a stronger and more meaningful relationship with them.

Put the right kind of energy out there

If you find you’re putting yourself out there in hopes of attracting clients, customers, or even love, but you're casting too wide a net without clarity on the ideal person you’re wanting to attract, it's no wonder you might end up feeling disappointed.

It’ll be pretty confusing to anyone looking at what you’re saying if it’s not clear who you’re talking to.

But you wouldn’t be alone.

So often, businesses fall into the trap of casting a bigger net than they actually need, hoping to attract as many potential customers as possible. The more the better, right?

Not really. Because when you’re trying to attract everyone, you’re not speaking to those clients or customers you really desire - the people you really want to attract. This lack of focus in your messaging can end in failure to connect with the right audience.

The reality is, your offering isn't for everyone. It's for someone specific - your dream customer.

Think about it. Your product or service will resonate with a specific type of customer who has specific needs, desires and characteristics. The more you hone in on this audience, the more effective your marketing efforts become.


Get to know your audience like you know your best friend - what makes them tick, what drives them crazy, what they want more than anything. Writing with a clear image of who you're talking to will make your words more personal, more engaging and more persuasive.

Imagine you're having a face-to-face conversation with your ideal customer, what would they be like? What do they want? How can your product or service help them specifically?


Just like how a skilled tailor crafts a piece of clothing to fit one individual perfectly, your words should be tailored to fit your target audience. Rather than casting a bigger net, focus on attracting the people you genuinely want to serve.

Use their language, address their pain points, articulate the benefits of your offering in a way that makes sense to them. Remember, the clearer you are on who you're talking to, the more successful you'll be at capturing their attention and winning their hearts.


Coming up with the right words to successfully attract clients can be challenging, but there’s a simple way of using the words they want to see and hear. We’re talking testimonials.

Customer testimonials are like a gold mine when it comes to copywriting. They contain the exact words and phrases your customers use to describe their experiences, their pain points, and why they chose your product or service. By reusing these words in your copy, you’re speaking straight to the hearts and minds of your audience.

If you don't have any testimonials yet, don't worry. Start by asking your existing customers for a few sentences of feedback about how they found working with you.

Here are some questions you could share with them to make it easier:

  1. What was the main challenge or problem you were facing before working with me?
  2. How did <insert name of product/service> help you or solve that challenge?
  3. What specific results or outcomes have you experienced since working with me?
  4. Can you share any specific examples or anecdotes that illustrate the impact <insert name of product/service> had on your business or life?
  5. How would you describe your overall experience working with me?
  6. What sets <insert name of product/service> apart from others you've tried or considered?
  7. Would you recommend <insert name of product/service> to others? If so, why?
  8. Is there anything else you'd like to add or share about your experience?
  9. Are you happy for me to use your testimonial on my website/marketing materials? If so, how would you like to be credited (e.g., full name, initials, company name)?
  10. Is there any feedback or suggestions you have for me to improve <insert name of product/service> further?

Another great way of using the words people already use to describe you or what you do, is to look back at past interactions with employers or friends.

Casting a bigger net may seem like a logical strategy to attract more clients or customers, but it often leads to disappointment and missed opportunities.

By focusing on a specific audience and tailoring your messaging to resonate with them, you can increase the effectiveness of your marketing efforts and connect with the right people.

Remember the golden rules:

  • Know your audience
  • Personalise your messaging
  • Leverage testimonials to amplify your message.

By following these principles, you can avoid the common fumble of casting too wide a net and instead, attract the clients or customers who truly align with your business.

Remember, it's OK if your message doesn't resonate with everyone. In fact, it's preferable. By staying true to yourself and your brand, you'll attract the right people - the ones who appreciate what you have to offer and are eager to engage with your business on a deeper level. So, embrace your uniqueness, celebrate your authenticity, and trust that the right audience will find their way to you.

So, take the time to understand your audience, craft personalised messages and let the words of satisfied customers speak for themselves.

Your business (and your future happy clients) will thank you for it.

With love, 

Laura + Becca 


SFH Autumn (Socials + Websize)-72

We're Laura & Becca

PRs, copy coaches, mates, mamas and story obsessives. Between us we've got four kids, three dogs and two husbands. We know first hand how life is a big old juggle and we're here for the ride with you. Running a business (and a family) is hard work but we believe writing about it doesn't need to be. We're here to show you how. We're also here for the thrifty finds, adventure and cocktails.

Becca'sfavourite things

Poolsuite FM

Sunshine vibes and poolside tunes to get me through these long winter days. Download the app to listen on your phone, or mac and and enjoy the preloaded playlists. Pass me a margarita!


Gabrielle Bernstein

I discovered Gabrielle Bernstein last summer, inhaling her book The Universe has got your back while on holiday in France. Since then I've literally read her entire repertoire. I can't get enough of her positivity and make picking an affirmation card the first task of my day.


Laura'sfavourite things

Marie Forleo

I discovered Marie Forleo at the end of 2019 and devoured her book Everything is Figureoutable in a day. I love her New Jersey no nonsense approach to problem solving and how she's all about the fun. Because we all need more of that.



Mountains, I love 'em. I love looking at them, hiking them and the endless possibilities they hold. Our favourite place to explore in the UK is the Lake District, whenever we have a spare weekend or day, we throw the tent in the car and head to the hills.


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