If You Do What You Love, It's Not *Work* And If You *Love* Your Clients, You'll Be Around Friends
We know, we know; you can’t stereotype all attorneys or physicians or homeowners, but also – yes, you can. If you extrapolate based on experience, and are brutally honest with yourself, you can avoid a lot of headaches down the road.
This may seem obvious, but it’s often overlooked; if you don’t like lawyers or find legal secretaries prickly, don’t start a company that sells legal software. If you don’t like commercial landscapers, don’t sell Kubota excavators.
We have to credit Russel Brunson with this advice, but don’t go into business serving people you don’t like.
Duh, right? Except most people ignore this advice. And sometimes, whatever they’re offering is so well-positioned or profitable that they can’t just walk away. You could call it a kind of golden handcuffs.
Life is too short to become intimately involved with a class of people you don’t like, and contrary to the golden handcuffs example above, it’s more likely that your distaste for the class of people paying you will hurt your business or help it fail altogether.
It isn’t enough just to love your product. If you sell HR software but find HR people boring, petty or bossy, how are you really going to understand their needs, anticipate content they’ll find valuable, or otherwise serve them? You can’t be genuinely nice to people you don’t like — at least, not for very long.
This is true for salespeople, but it’s equally true for marketers and advertisers, even product developers and founders or principals.
Just as you are at risk in your corporate job if you are not happy, you’ll have trouble interfacing with and keeping clients who belong to a demographic you don’t identify with, like, or respect. It’s business 101 but often overlooked.
If you try to market to people you don’t like or empathize with beyond the product, it’s going to affect your branding, messaging, and positioning. It’s going to impact the helpful content we’re always talking about here at FlashPointLabs. You cannot fake interest in or benevolence toward a group you don’t like, and superstar content comes from empathizing and identifying with your customers.
So yes, do what you love. And make something you – yourself – love, and your customers will love it, too. But also make sure you like the people you’ll be serving and interacting with on a daily basis.