Invest in the Customers You Want to Attract
Dreams are good things. Strategies to get us there are essential to making those dreams real. A key strategy in any business plan is knowing who the customers are that we want to serve.
Sometimes we think we know that, but then we make decisions worrying about what the whole world of customers will think of what we do. We want the whole world to love us, even though we know we’re not building a business for the whole lot of them.
Do you see the disconnect in that?
It’s hard to be irresistible to our ideal customers when we’re not showing them they’re the only ones we care about. Yet, sometimes we change our business because worry about the opinions of folks simply because they have opinions about us and what we do.
Before we change we really ought to consider whether the the folks having opinions are part of our ideal customer group.
The strongest businesses, the best web apps, the biggest celebrities and rock stars know that serving and celebrating their loyal fans is what builds a foundational brand. As Becky McCray and Sheila Scarborough pointed out so brilliantly at SOBCon2010 — If we narrow the niche we serve, the opportunity gets wider. If we invest hugely in the people we want to attract, the attraction factor becomes huge.
If we hedge our bets, those ideal customers can tell we’re not with them 100%.
Give your listening, your love and your best work to the ones who love what you do.
Think a minute. Have you been taking time from your ideal customers to please folks who’ll never care about you?
–ME “Liz” Strauss
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