FDIC-Insured - Backed by the full faith and credit of the U.S. Government

For optimal viewing experience, please use a supported browser such as Chrome or Edge

Download Edge Download Chrome

Grow Through Selective Marketing

Published on May 19, 2016 | 1 min read |

Strategically Turn Away Clients to Achieve Maximum Impact

It’s a common idea in marketing circles: cast the widest net to reach the greatest number of customers. Yet such a strategy rarely produces the results advocates are after. Worse, by targeting everyone, your company may actually reach the wrong clients—ones who drain resources and offer limited returns—negatively impacting your business.

Astute marketers work to repel such clients. How? By clearly defining and actively going after their ideal customer.

Call it selective marketing.

By getting to know your audience and creating marketing that directly addresses them, you’ll actually encourage the customers that you don’t want to self-select out, while fostering loyalty and increasing revenue among those that you do.

Get to Know Your Ideal Client

  • Commit to research
  • Ask in-depth questions
  • Develop a detailed profile
  • Craft products, services, and communications with them in mind

Related Resources

SecurityArticles
Protect Your Business from Imposter Fraud During Times of Change
Fraudsters are constantly looking for new ways to make their requests seem legitimate. For businesses, that can mean an email that appears to come from a trusted vendor, a phone call from someone claiming to represent your bank or a message that looks like it came from a company executive. Periods of change can create […]
Read more
SecurityArticles
Check Fraud is Rising: What Businesses Need to Know in 2026
Check fraud continues to increase across businesses of all sizes. As payment systems evolve, fraudsters are finding new ways to exploit gaps in traditional processes. Understanding the risks, and how to reduce them, is an important part of protecting your business. Why Check Fraud Is Increasing According to the 2026 AFP Payments Fraud and Control […]
Read more
SecurityArticles
Strengthening Your Business Against Fraud Starts with the Right Strategy
Fraud is an evolving challenge for businesses of every size. As payment methods become faster and more digital, the need for stronger oversight and smarter safeguards continues to grow. While no organization is immune to risk, the right strategy, supported by the right tools, can help you detect issues early and minimize potential impact. At […]
Read more

Connect With Us

Learn more about Webster Bank products, services and the communities we serve.

Webster Bank

 

Contact usFind a Banking Center
Member FDIC — Equal Housing Lender

Webster Bank, a division of Santander Bank, N.A., Member FDIC

Webster, Webster Bank, Webster Investments, the Webster Bank logo
and the W symbol are trademarks of Santander Holdings USA, Inc.
and registered in the U.S. Patent and Trademark Office.
© 2026 Santander Holdings USA, Inc. All rights reserved.