Attraction is something that usually works two ways. Like a set of magnets that can’t help but find themselves together, attraction works best when it’s mutual.
But have you ever considered that although you may want to serve a specific type of person in your business, you may actually be attracting another. Is it possible that despite your efforts, you are not attracted to the people you are attracting?
Is the Feeling Totally Mutual?
Marketing guru after marketing guru will tell you that you have to “get inside” your ideal customer’s head so that you can create marketing messages that will attract them to your business.
They’ll recommend you understand their wants, their fears, their problems, and their passions and then use those things to help them identify with how your products and services meet their needs.
They’ll suggest that if you do this, you’ll have truckloads of the perfect customers beating down your virtual door.
And they’re right.
But they are remiss in not telling you one other thing.
If when your “ideal customer” comes flying through your virtual door, they don’t instantly yell “Ooo, yeah! This is what I’ve been looking for.” Or, “Seriously?!?Get me outta here!” Then you’re going to find yourself in a world of full of potential customers who likely won’t ever buy anything from you.
When you’re a self-employed solopreneur, your ability to attract “truckloads” of satisfied, loyal, and supportive customers rests not only on your ability to know who they are, and how to meet their needs, but it also rests on communicating in a way that demonstrates exactly what you are about with exacting authenticity.
Because You are Lukewarm – Neither HOT! nor Cold – I’m spitting you out of my mouth.
Enter Naomi Dunford.
If you’re not familiar with Naomi Dunford allow me to sum her up in one word for you – genius.
Not only does Naomi teach marketing with ease and clarity, but she boldly practices what she preaches. You can learn A LOT from Naomi by simply watching what she does.
That said, Naomi is not for everyone. Yes, she is wildly compassionate and supportive of “itty-biz” owners. Yes, she is honest and straightforward about what you need to do to succeed in your business. Yes, she gives practical and easy to apply advice.
But she also curses like a sailor, likes sex-shop analogies, and refuses to jump on the “social media will make you rich” bandwagon.
I’m pretty sure Naomi ticks off a lot of people. And the thing is, it only takes one or two blog posts to know whether or not Naomi is someone you’re going to know, like, trust, and eventually buy from.
When it comes to Naomi, you either love her or hate her. You either devour her stuff or you spit it out. Personally, I find her delicious. You may disagree. Whatever the case, Naomi’s polarity serves her very well. She has loyal customers and advocates that drive her business – and I consider myself one of them.
Using a Finer Filter
So why do I bring up Naomi’s transparency, authenticity, and profanity? Because it’s these things that have helped Naomi create an ideal client base. Naomi uses a very fine filter. Her shop is not a “little something for everyone” type of place, and if you are going to succeed as a solopreneur in this expansive hyper-competitive economy, neither should yours.
Whether it’s through your personality, your preferences, your beliefs, or your boundaries it’s your job to make sure that you are establishing a mutual attraction between your business and your customers.
Simply creating an ideal buyer profile won’t cut it. Marketing your business in a way that will appeal to the widest number of prospects in your market will yield you watered down results. You have to take a stance. You have to maintain a position. You have to be willing to weed out the prospects who won’t love everything about your business.
Permission to P.O. Some People
You’ve heard it said before that when you try to appeal to everyone, you appeal to no one. When you stand on middle ground you simply get mowed over.
I recently came across what some people are calling a “provocative” video about what Jesus really stood for. So far it is fast approaching 14 million views on YouTube, and has conversations about the meaning of religion swirling throughout the Internet.
Some people are up in arms over this young man’s sentiments, others are wholeheartedly embracing them.
But why, when there are probably millions of people peddling theology does this one young man create such a stir on the subject? Why has he garnered hundreds of thousands of supporters and tens of thousands of opponents?
He’s taken a stance and he’s sticking to it. He’s passionate about what he believes. He’s not afraid to P.O. some people. And neither should you.
Do yourself and your business a favor. Become precise about what you and your business stand for, and represent it in all you do.
It may seem scary at first. You might lose some clients, “friends,” or “followers,” because of it. You might be tempted to water down your marketing messages, or your personality, or your preferences. Don’t!
Success in your business is all about finding the people who “get it,” finding the people who “get you,” and serving the people YOU are meant to serve.