In days gone past villages needed to make sure that water was abundant.

So they made sure they dug wells that were in the right place, deep and could supply the water that was needed.

If they didn’t do it correctly then it had serious consequences for all who lived in the village.

When you are developing your marketing strategy the same principles apply.

You need to make sure there is a supply of current and potential customers to ensure your business is thriving and profitable.

Otherwise it can become very difficult to succeed.

Going too narrow and not making sure there are enough customers can stop the growth of your business and it can have nothing to do with your expertise.

It can be a trap whether you are just starting out or if you have been in business a while.

Here are a couple of areas to consider and avoid the too narrow trap:

There Must Be Depth

If there are not enough potential customers then it can get really frustrating. You may think they are hiding somewhere but it may just be a case that there are not enough of them.

You need to ensure that there are enough customers who are in the market for your products or services.

There Must Be Demand

The other side to consider is you may think there are many potential customers that could have a need for your type of products or services.

The issue is the desire part.

It is easy to get a little blinkered with thinking they should have the desire especially if you have a service business as it sounds so logical to you. For a customer this may not be the case.

There needs to be demand and ideally ongoing desire for what you offer.

If it is only a small percentage of customers then it can be tough unless you are marketing a very high priced product or service.

These are just two factors that can have a big impact on your business. From your experience what are other factors we should consider?