Don't chase every sales channel

Dear reader,

There's always a new channel promising growth: another marketplace, another social shop, another platform you simply must be on. Chase them all and you end up doing everything badly instead of a few things well.

The cost of spreading thin

• Every channel needs feeds, stock, content and support
• Each one adds operational drag and places to make mistakes
• Attention split five ways is attention wasted

Channels aren't free just because signing up is. The real cost is the ongoing effort to run them properly, and effort is finite.

Being everywhere badly loses to being somewhere brilliantly. Focus is a strategy, not a limitation.

Choose deliberately

Pick the channels where your customers actually are and where the economics work. Run those well before you add another. When you consider a new one, ask what it would take to do it justice, and whether you have that to spare.

Depth beats breadth for most brands. Master a couple of channels, and only expand when you can do the next one properly rather than just being present on it.