Not Everyone is Your Client

I wish someone would have sat me down and told me what I’m telling you in this video. Everyone with a heartbeat is not your client, nor anyone you should be promoting to at any point in your company lifespan. Not to say you don’t have everyone in mind, but believing that everyone will be your customer is naive.

In my improper English way, “Not Everyone,” is the key operative. Therefore, do not build a business for everyone.

The best way to build your brand is to ensure your company and products–not excluding businesses with services–have satisfied the need of your existing customer base.

Your marketing strategy should really describe your “niche client.” We say niche instead of “target marketing” because we’re not hunting for customers. A target is a more old school, and we’re using a new language because there are new techniques. More specifically, mobile devices are the new norm.

Thanks to Apple‘s success in knowing their brand and capacity, all of their products and services passed the proof-of-concept stage and showed profitable before they jumped into the market themselves. In the diagram below, the timeline shows they were very slow and deliberate.

Courtesy of Silktide

If you’re a techie junkie, here is a great story of the details when Steve Jobs unveiled the iPad and some other great history around it. I wasn’t an early adopter, but I did get mine five years later. Later, the MacBook Pro and then the iPhone. Within one year, I converted everything to Apple.

They used one product to get me in the door, and after that, I was hooked. Apple isn’t for everyone, but they’re not looking for everyone either. However, everyone knows Apple.

I write this because my business is personal because this service is for the advancement of all humanity. My failures and successes are for your gain. No strings attached.

Nathan A. Webster, MBA



Author: nathanwebster
From a US Marine to nonprofit executive director, I've been fortunate to do a lot of stuff. My quick history is I’m a brand marketer with a background in social good. In the process of running a small educational nonprofit, I learned the value of storytelling and digital branding. That’s how I got involve in marketing, websites, consulting via my podcast as well, and being an adjunct business professor at the local community college.
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