Business growth with Oli Luke
If you’ve ever felt like you’re trying to make your business appeal to everyone—but somehow “everyone” isn’t falling over themselves to buy from you—you’re not alone.
So often in business, we think that casting a wide net will help us catch more customers. But here’s the thing—business growth is rarely about being broad… Unless you’re Greggs.
Everyone loves Greggs.
No, success is about being specific. Really specific. And that’s exactly what I explored in my latest Focus on the Fun Stuff podcast episode with Oli Luke. Oli runs a hugely successful marketing business, but instead of working with any and every business owner, he’s built a niche within a niche—serving privately owned hearing care practices in North America.
Why Narrowing Your Audience Works
When Oli first stumbled into the hearing care industry (no, he’s NOT an audiologist!), he quickly saw that many professionals in the field were brilliant at what they did but struggled with the business side of things.
At the same time, big brands like Apple and Costco were stepping into the hearing care space, making it even tougher for independent businesses to compete. That’s when Oli saw his sweet spot—not in serving just any business, but in supporting the entrepreneurial owners of hearing care practices who wanted to grow, not just survive.
The Market – Message – Media Principle
On the podcast, Oli and I talked about one of the most effective marketing frameworks out there—the Market – Message – Media principle:
Market – Instead of trying to serve everyone, Oli honed in on a very specific audience. Defining the right market was his first step before doing anything else.
Message – Once he had his market, he crafted a message that spoke directly to their struggles and positioned his services as the perfect solution.
Media – He focused only on the marketing channels that reached his ideal audience, cutting out all the noise and wasted effort.
Trying to reach everyone is exhausting. But narrowing your focus will make your marketing and growth way more effective.
Key Takeaways from the Episode
✨ Less is More: The broader you go, the more you compete with the big players. The more specific you are, the easier it is to stand out.
🎯 Becoming an Expert: Serving a niche audience helps you become the go-to authority in your space, which makes attracting the right clients a whole lot easier.
💡 Strategic Marketing: When you know exactly who you’re talking to, your message becomes clearer and lands with the right people.
🚀 Growth Through Specialization: By finding a specific group of people to serve, you create a reputation that leads to long-term success.
Why You Should Tune In
If you feel like your marketing efforts are all over the place or you’re struggling to get traction with your audience, this episode is for you. Oli’s journey shows just how powerful it is to choose the right market and speak directly to their needs.
So, if you’re still casting the net too wide, maybe it’s time to redefine who your ideal customer really is. Need help figuring it out?
👉 Listen now on Spotify, Apple Podcasts, or watch on YouTube and start focusing on the fun stuff in your business!
