Words I see cropping up a lot in small business marketing communications:

- Bespoke
- Tailored
- I'll do anything you want! (Ok, not in so many words)

The urge to give customers the best possible service is strong. I get it. And it's great! Happy customers = good word of mouth and a feeling of satisfaction all round.

But when we're making offers that are too vague, you're muddying the waters for your ideal customers.Hopefully, what you're offering will help your customers.

Do them a favour and make it easy for them to make the decision whether to work with you or not! In this week's #SecretMarketingShow a fitness instructor fails to engage by being too vague.

Another point I want to make is the difference between the audience for your whole brand and a campaign level audience.

When you're offering something specific, it's unlikely that it will be relevant to your whole audience.Take it down to a more granular level.

Message me if you could do with some help in this area.

Are you selling something specific at the moment? Who exactly are you targeting?