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Sell to YOUR clients. Ignore the rest.
January 18, 2008

Wow, did I really just write that as a heading to this latest Blog entry? Am I really going to advise people to love their target market and moon the rest?

Yup.

This past week I was sent a video on YouTube produced by a printer in Montreal called Pazzaz (http://www.youtube.com/watch?v=VpAuDrs5ocg). It was not only hysterical and completely inappropriate, but a perfect example of my point. Here is a bunch of lunatics who thought they’d make a video and share it with the world. One of the things they are saying is, “If you are offended, you are not our customer and we really couldn’t care less.” Clearly, THEY think they are funny and that is all that matters to them. Think they’re crazy?

That is what made ESPN a household name.

That is what made Monty Python so popular.

That is why, when asked, “Do you make your cartoons for adults or for kids?” Chuck Jones and Fritz Freiling (the duo behind the Looney Toons work), answered, “Neither. We made them for us. The fact that other people liked them was completely coincidental.”

Here’s the thing: You have a target market, yet I’d bet you say “Yes” to everyone, afraid to turn even the smallest bit of business away. Change. Effective today, learn the word, “No” and when you think you are talking to someone who doesn’t fit your ideal client make-up, use it and move on.

Then, put a press sheet on your back and fly away.

Posted by Bill Farquharson on January 18, 2008 | Comments (0)