The Italian café strategy: How to stand out, get noticed, and attract the right clients

You’re walking down the high street, and you see Starbucks.

It’s buzzing with activity. The menu? A mile long - caramel Frappuccino's, iced lattes, matcha teas, cold brews, breakfast sandwiches.

Starbucks has something for almost everyone.

Now imagine walking a little further and stepping into a small Italian café.

The menu is simple: expertly brewed espresso, velvety cappuccinos, and maybe a biscotti. No noise. No distractions. Just the best coffee you’ve ever had.

Starbucks thrives because it’s built for scale - it’s good enough for the masses.

But the Italian café?

They’re built for people who want something exceptional.

You’re not Starbucks, and you don’t need to be.

You don’t need a menu with 28 options or a strategy that tries to attract half the high street.

When you focus, you don’t just stand out - you become the place people can’t wait to visit.

Trying to appeal to too many people creates confusion

Let’s be honest: Most people like the idea of narrowing their focus but still try to appeal to too many audiences.

You’re the Italian café, but you’ve added a little too much to your menu. You’ve got some herbal teas, maybe a few smoothies, and a section for vegan snacks. Now you’re not just a coffee specialist - you’re trying to be something for everyone.

What happens?

Your menu gets cluttered.

The quality dips.

And the people who would’ve loved your cappuccinos might walk away because they’re not sure you’re “their” place anymore.

For you, it’s the same.

You’re not trying to appeal to everyone, but your audience is still too broad. Maybe you’re speaking to executives, small business owners, consultants, and mid-level managers all at once. The result? Your messaging becomes vague because you’re trying to cover too many bases.

When your audience doesn’t see themselves clearly in your message, they scroll past. Not because you’re bad at what you do, but because you’re not defined enough for them to know you’re the one they need.

The Italian café strategy: How to stand out

Here’s why the Italian café strategy works:

1. Focus creates clarity
   When the Italian café sticks to its core offering - great coffee - it becomes a destination. It’s clear what they’re about, and people trust them to deliver.

   For you, narrowing your audience gives your messaging clarity. Compare:

   • “I help professionals grow their careers.”
   • Versus: “I help mid-level managers break into senior leadership roles by mastering executive presence.”

   Clarity isn’t just nice to have - it’s the reason the right clients stop scrolling and start paying attention.

2. Specialists build trust faster
   People trust specialists because their expertise feels deeper. Think about it: When you have a toothache, you don’t go to a GP. You go to a dentist.

   If you say, “I help people achieve their goals,” you sound like a generalist. But if you say, “I help first-time CEOs build high-performing teams and lead confidently without burning out,” people see you as the expert they need.

3. You attract clients who value quality
   Starbucks thrives on volume, serving as many people as possible. The Italian café? They don’t need everyone - they charge more because their quality is unmatched.

   When you focus on delivering high-quality results, you attract clients who are willing to pay for your expertise. You don’t need to compete on price - you compete on value.

You’re not competing with Starbucks or the noise of the crowd. You’re competing with your own clarity.

Here’s what the Italian café strategy looks like for you:

1. Know your niche
   What’s your version of “great coffee”? Are you the person who helps leaders transition into board-level roles? Or the one who helps consultants create scalable offers that give them more time back? Whatever it is, define it.

2. Speak to a specific audience
   If your messaging is broad, your ideal clients won’t recognise themselves in it. Instead of saying, “I help professionals improve their performance,” try:

   • “I help mid-level managers land senior leadership roles by mastering executive presence.”
   • Or: “I help wellness coaches design retreats that sell out without using ads.”

   Specificity makes your message stronger and your audience more engaged.

3. Position yourself as the expert
   Specialists are trusted to deliver better results. When you narrow your audience and clarify your offer, you build authority and attract clients who are ready to invest in your expertise.

Why narrowing your focus helps you win

Trying to appeal to too many people creates one problem: You’re not defined enough for anyone to see you as the person they need.

But when you narrow your focus - when you commit to solving one specific problem for one specific audience - you:

• Stand out from the noise.
• Build trust faster.
• Attract clients who are ready to invest.

And here’s the best part: You don’t need a huge audience. Like the Italian café, you don’t need everyone to walk through your doors. You just need the right ones.

So, what’s your version of the Italian café strategy?

Find it.

Own it.

And let it set you apart.