Do What You Love, And Never Work A Day; Serve Clients You Love, And You'll Be Helping Friends
We know, we know; you can’t stereotype all attorneys or physicians or homeowners. But different vocations and client bases do attract profiles and have patterns. If you extrapolate based on experience, and are honest with yourself, you will provide better service for communities you like and appreciate.
This may seem obvious, but if you don’t like lawyers don’t start a company that sells to them. If you don’t like commercial landscapers, don’t sell industrial excavators.
We have to credit Russel Brunson with this advice: don’t go into business serving people you don’t love. Seems self-evident, 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 people you don’t like, and thought you could finds win despite this mistake, it’s more likely that your dislike of your clients will hurt your business.
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 going to understand their needs, anticipate content they’ll find valuable, or innovate features they’ll love? No.
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.
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, beside limiting product quality and the production of valuable content, it’s going to remove authenticity and concern from your messaging.
You cannot fake interest in or benevolence toward a group you don’t like, and world-class content comes from service to a community you have affection for.
So yes, do what you love. And make something you – yourself – love, and your customers will love it, too. But also make sure you love the people you’ll be serving and interacting with on a daily basis.
