Can you expand your business by shrinking your pool of prospects? You bet. If you have a particular type of customer who is more profitable, why not position your company as one who caters exclusively to that type of customer? Fifty years ago, a laundry service had grown beyond its ability to keep up. The owner decided to scale back, so she positioned the company as a laundry service for bachelors only. Instead of shrinking, her business exploded – because she had made it exclusive to a class of high-volume customers. Is there a way to apply this to your marketing?
