You cannot win them all. In fact, it’s not good to win them all, because you will end up serving people who are not your target group and whom you cannot serve at your peak.
You are better focusing on people who want to improve, and more importantly, whom you are most qualified to serve. This way, your performance will be at its peak, your customers will be wowed and you will increase your business.
The first step is to identify who is your core target. Secondly, target this group in all of your marketing efforts. Third, stay focused on this group and turn down work you feel is not aligned to this target.
Every day in many situations you can notice some good and some not so good. So what do you do?
If you notice the good you not only feel fine but also attract more good. If you notice the bad, you feel awful and you attract more bad. So why not notice the good?
You may be worried that you could get complacent with focusing on the good. If that is the case still start with noticing the good first and then ask: what could be done better here?