You might find this an odd title, but let me tell you a true story.
A particularly relevant story if you’re finding it hard to find customers…
It involves an accountant. A good accountant. But he was struggling.
He was struggling to find customers. At the start of our initial conversation, on asked who would buy his services, he answered “anyone who needs an accountant”.
And therein lies the problem. It is very (very!) hard to sell to everyone. You end up with a yawn-worthy promise that tries to keep everyone interested. A generic service.
The same as every other accountant out there.
So the trick that made him a success was flipping that on it’s head. Instead of trying to sell to everyone, he tried selling to someone. And that someone was a circus acrobat.
He advertised in places where circus acrobats would see. He spoke their language. He raised their problems. He offered a tailored service meeting the needs of circus acrobats.
And he got customers. In fact, as he became known as the “circus acrobat’s accountant” acrobats told other acrobats. Free marketing. Word of mouth.
He nailed it, and gathered a whole bunch of circus acrobats, netting him a steady income. If you happen to know the collective noun for circus acrobats, do let me know on our Funnel Hackers Pro Facebook Group!
The thing is, he was doing the same service he has always done.
But he marketed himself in the right way – by finding a niche, talking their language, solving their problem [in their eyes].
He did the same for landscape gardeners in Kent (a particularly pretty area of the UK, with lots of gardens, if you’re not from this neck of the woods).
The same service! But again marketed in the right way.
Are you trying to sell to the world?
Or can you pick them off, a bit at a time?
And focus on a niche. Their problem. Their language. Your solution.