---
title: Why Marketing to Everyone Is Expensive (And Focus Wins) feat. Natasha Broxton, CEO & Founder | S1E14
description: Join Natasha Broxton, CEO of Select Auto Parts, as she discusses why focused marketing boosts growth and how clarity around preferred customers transforms business dynamics.
---

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# [Why Marketing to Everyone Is Expensive (And Focus Wins) feat. Natasha Broxton, CEO & Founder | S1E14](https://www.ellerbrock-norris.com/podcast/why-marketing-to-everyone-is-expensive-and-focus-wins-feat.-natasha-broxton-ceo-founder-s1e14)

 Written by [Cameron Carlow](https://www.ellerbrock-norris.com/podcast/author/cameron-carlow) | Mar 16, 2026 5:29:33 PM

 

 

In this episode of Builders, Makers, Doers, Andy and Cameron sit down with Natasha Broxton, CEO and founder of Select Auto Parts and Sales in Milwaukee, Wisconsin.

Most businesses don’t stay stuck because they lack ambition.

They stay stuck because they try to serve everyone, carry everything themselves, and delay the changes growth actually requires.

This isn’t just a story about auto parts. It’s about focus.

Natasha didn’t step into an easy business.  She built her company in a tough, old-school industry where speed, trust, relationships, and operational discipline matter every day.

What makes this conversation so strong is that Natasha sees the business clearly.  She talks about the shift from working in the business to leading it.

Why visibility creates credibility.

Why every owner should know who their preferred customer is.

And why “marketing to everyone” usually costs more than it returns.

This is what you’ll discover:

- Why founder growth starts with letting go of doing everything yourself
- How clarity around your preferred customer changes the economics of the business
- Why visibility creates trust, partnerships, and new opportunities
- The real cost of broad, unfocused marketing
- How Natasha built loyalty with repair shops and body shops
- Why lifelong learners adapt faster than legacy operators
- How AI can solve real operating problems, not just create noise
- Why systems can open doors for people without decades of industry experience
- Why modernizing an old-school business starts with mindset first

Natasha also shares a lesson a lot of owners learn the hard way:  The businesses that grow usually get clearer before they get bigger.

If you’re an owner, operator, or builder trying to modernize your business while protecting what makes it work, this conversation will hit home.

And it’s practical.

 

## Chapters

 00:00 – Meet Natasha Broxton  
01:05 – Inside Milwaukee’s Only Indoor Auto Parts Recycler  
03:35 – Breaking Into a Tough Industry  
06:50 – The Business Opportunity That Changed Everything  
09:25 – From Doing Everything to Leading the Company  
12:35 – Running a Family Business  
15:45 – Visibility, Credibility, and New Opportunities  
22:35 – Why Knowing Your Preferred Customer Matters  
25:45 – The Cost of Marketing to Everyone  
27:35 – Learning Fast and Using AI  
35:20 – Natasha’s Advice to Other Business Owners  
36:45 – Wrap Up

 

 

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