Let’s read #6 from a Tim Ferriss Not-To-Do List:
6. Do not over-communicate with low-profit, high-maintenance customers
There is no sure path to success, but the surest path to failure is trying to please everyone.
Do an 80/20 analysis of your customer base in two ways–
which 20% are producing 80%+ of my profit, and
which 20% are consuming 80%+ of my time?
While it’s natural to want massive appeal-- massive appeal is unnatural and moreover, it's undesirable.
If what you have to offer is truly unique and innovative, it will only appeal to a specific niche, namely: Other Innovators and Early Adopters (per the Product Adoption Curve).
As they say: “The universally accepted is universally mediocre.”
So, to get over the desire for mass appeal and the fear of rejection let’s just say some of the following truths out loud:
“Some people are going to hate what I’m doing!”
“Few people will be a perfect fit.”
“I will lose money, time, and energy trying to sell to people who don’t get it.”
This is why:
Screw mass marketing, find your niche.
Sure, it’s intimidating to narrow your outreach-- the rejection and resistance may seem more personal.
You may feel like target marketing is a make or break game.
But, that’s not true.
Whether you’re trying to sell a product, service, or idea-- or if you’re scouting for innovators.
Stop trying to appeal to everyone.
Sometimes you have to ignore or turn down offers in order to get a truly beneficial fit.