Guest Blog Seth Godin
Choose your customers first
It seems obvious, doesn't it? Each cohort of customers has a particular worldview, a set of problems, a small possible set of solutions available. Each cohort has a price they're willing to pay, a story they're willing to hear, a period of time they're willing to invest.
And yet...
And yet too often, we pick the product or service first, deciding that it's perfect and then rushing to market, sure that the audience will sort itself out. Too often, though, we end up with nothing.
Examples:
The real estate broker ought to pick which sort of buyer before she goes out to buy business cards, rent an office or get listings.
The bowling alley investor ought to pick whether he's hoping for serious league players or girls-night-out partiers before he buys a building or uniforms.
The yoga instructor, the corporate coach, the app developer--in every case, first figure out who you'd like to do business with, then go make something just for them. The more specific the better...
SETH GODIN has written fourteen books that have been translated into more than thirty languages. Every one has been a bestseller. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything.
American Way Magazine calls him, "America's Greatest Marketer," and his blog is perhaps the most popular in the world written by a single individual.
It seems obvious, doesn't it? Each cohort of customers has a particular worldview, a set of problems, a small possible set of solutions available. Each cohort has a price they're willing to pay, a story they're willing to hear, a period of time they're willing to invest.
And yet...
And yet too often, we pick the product or service first, deciding that it's perfect and then rushing to market, sure that the audience will sort itself out. Too often, though, we end up with nothing.
Examples:
The real estate broker ought to pick which sort of buyer before she goes out to buy business cards, rent an office or get listings.
The bowling alley investor ought to pick whether he's hoping for serious league players or girls-night-out partiers before he buys a building or uniforms.
The yoga instructor, the corporate coach, the app developer--in every case, first figure out who you'd like to do business with, then go make something just for them. The more specific the better...
SETH GODIN has written fourteen books that have been translated into more than thirty languages. Every one has been a bestseller. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything.
American Way Magazine calls him, "America's Greatest Marketer," and his blog is perhaps the most popular in the world written by a single individual.
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