Imagine, if you would, that you own an ice cream truck.
You know, one of those big vans that drives around town on summer days, selling ice cream to anyone who wants some.
You’ve had a busy morning and you only have time to visit one more location before you call it a day.
Here are your two options of places to go. Which one would you choose?
Option #1: A crowded neighborhood park frequented by parents and their young children.
Option #2: A convention center that happens to be hosting the annual meeting of the National Association of Lactose-Intolerant Vegans (NALIV).
Don’t overthink it; this is intended to be an easy question.
Clearly, and I mean no offense to NALIV (pronounced, “Nay-Live”) members, Option #1 is going to lead to way more ice cream sales than Option #2.
The distinction, of course, has nothing to do with marketing, branding, pricing, product, or convenience.
The only difference between the two options – the reason one will result in so many more ice cream sales than the other – is that one audience loves ice cream and the other won’t touch the stuff.
Who Wants What You’re Selling?
The example above is so obvious, that to tell you the truth, I’m a little embarrassed having even brought it up.
And yet … time and again I see people like us – professional service providers – who completely ignore the question of audience when thinking about growing their business.
Years ago, for example, I sat down next to a small business owner at a networking event. I don’t remember what kind of work he did, but I do remember his answer when I asked: “Who’s your perfect client?”
He didn’t hesitate: “Anybody on Planet Earth.”
It took all my willpower not to ask why he felt the need to exclude Martians, but his reasoning was clear: You never know, so why not sell to everyone?
And sure, maybe you would sell an ice cream to a lapsed NALIV member if you sat there all afternoon.
But there’s an opportunity cost to trying: You can’t be everywhere.
Every minute you spend trying to sell ice cream at a NALIV convention is a minute spent NOT selling ice cream to many more ice-cream-loving kids.
Go Where Your People Are
You don’t have to be super-scientific about finding and talking to “your people.”
But the fact is, and with the notable exception of this newsletter, there are few things that everyone wants.
And since you have limited resources – time, effort, money – you have to give it some thought and adjust your marketing tactics accordingly.
If your answer to “Who’s your perfect client?” is “everyone,” you’re leaving lots of money – and maybe a little ice cream – on the table.
Discussion Questions:
- Did you think NALIV was a real organization?
- When was the last time you had some ice cream?
- Who’s your perfect client?
Share your answers below…
(1) Np, but I confess to checking the Internet. Google said no, and if you can’t believe Google…
(2) Two nights ago, topped my by homemade hot fudge sauce. Yum.
(3) Now retired, but my perfect client was typically an Electrical Engineer (or EE manager) with Electromagnetic Interference (EMI) issues. Often in trouble, or having already been burned wanting to avoid future problems. A TINY niche so we were HIGHLY focused. But it did support two broken down EEs for almost 40 years. Still can’t believe it worked 🙂
Homemade hot fudge sauce sounds dangerous!
1. I did until I read Daryl’s comment
2. Yesterday – a Blizzard from Dairy Queen. Funny thing happened: their signature move is to turn the Blizzard upside down before handing it to you to show how thick it is. True story – the kid did that, and my Blizzard hit the ground. I laughed & clapped – non-judgementally, of course – and gave a thumbs up while the embarrassed kiddo walked away to remake my blizzard, all the while witnessing laughs and smiles from his co-workers. Mind you – this was a FIRST in the Blizzard world.
3. I serve small business owners and solopreneures who need help with administrative and creative tasks i.e. data entry, research, website build and updates, and social media (and of course, email newsletters!)
Happy belated birthday, Michael!!
A chilling story indeed! (And thanks on the birthday wishes.)
You probably whipped that up in 2 1/2 minutes, maybe with some ice cream left on table .
Always lots of ice cream!
I hope that you won’t mind if I add a little something to this idea of …. If your answer to “Who’s your perfect client?” is “everyone,” you’re leaving lots of money – and maybe a little ice cream – on the table.
When you are networking, you have the opportunity to create other eyes and ears to be on the lookout for your perfect client. But if you say something very generic like “everyone with hair” or “everyone on the planet,” that does not help me to refer you to someone who truly would be your perfect client. No word of mouth advertising will happen.
However, if you are specific or give me signals to know who you are looking for or who you serve, then I can keep an eye out and send potential clients your way.
Sadly, most people have not truly thought about who their preferred client is.
To answer your questions:
1. No
2. Today, after lunch I had a mini ice-cream sandwich
3. I’m retired and currently I am not looking for clients.
PS: I do enjoy reading your newsletters!
Well said!!