Who You Should Sell To
Don't market to people who are just like you.
One of the biggest challenges that many side business owners face is figuring out who to sell to. They naturally start by marketing to people in their inner circle on social media networks. That’s the quickest and easiest way to get started, but it can often lead to a common problem down the road where those same people want the product or service, but they don’t want to pay for it.
For example, one of my clients sells baby clothes. They are adorable handmade outfits you can’t find in any store.
She gets most of her business by posting her clothing to Facebook, which then leads to sales. But she continues to run into the same problem.
People want her clothes, but they don’t want to pay for them. They’ll either ask her for the pattern or ask her to sell a dress “at cost” rather than at the listed price.
The problem with my client’s business model is something many side-business owners face: She markets to people just like her.
You see, my client started making her own children’s clothes because she was cost-conscious, crafty and willing to do it herself. But then she promoted her products to friends and family who were cost-conscious, crafty and willing to do it themselves.
Naturally, they look at her dresses and think exactly what she thought: “I could make that myself.”
That’s why your best bet is to sell to people not like you. Instead of marketing to close friends or family, ask yourself who needs what you have to offer? Who doesn’t have the time or skill to make what you can make? And who’s willing to pay for your valuable service?
Sell to them.
Your business exists to help a certain type of person—and often that person is not like you.