There are two major mistakes businesses make: 1. failure to position correctly and 2. attempting to attract too broad of an audience. "Everyone" is not your audience. Kyle and Pritch break down how to avoid these pitfalls.
Positioning is finding the best way for your business to compete with others in the market by finding and aligning your business strengths in a competitive scenario against the areas of weakness for your competition. This gives the advantage to you. Finding your position in the market is a lot of work, but well worth it. Failure to do this work often results in closing up shop.
Audience is not defined as "everyone" but only as those most likely to engage your business. It's not about being "better" it's about being different. Set yourself apart via differentiation. Only attempt to draw an audience of those who want what you offer, the way you offer it. Be as distinct, direct and different as possible. Let the rest of the potential audience go. Never spend time, money or effort trying to attract the attention of anyone outside the very core of your best, highly targeted audience. If they show up, bonus. 
BONUS QUESTION: Both Kyle and Pritch give the best piece of advice they each received directly from a mentor. Both of them have very different but helpful tidbits of wisdom to share.
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Every week on the NeoMarketing podcast, The Golding Group partners Pritch Pritchard, APR and Kyle Golding briefly (5-8 mins.) discuss best practices, latest trends and modern techniques for professional business communications including advertising, marketing, digital channels, social media, public relations and alternative options. Educational, informative and (hopefully) entertaining. https://thegoldinggroup.com
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