But it also risks making your marketing "too generic," warns Sandra Parker, the founder of Just The Tonic Coaching. "From the very start of my business, I knew exactly who I could help and who I couldn't," Parker told My Biggest Lessons. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career. "I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they're telling themselves," Parker said. "Because of that, I'm able to market very effectively, to speak in a language that they understand, and am able to reach them."

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Persons: Sandra Parker, Parker, Sandra Parker's