So I’m fresh back on this island after ten days in Ibiza:
… Now, when I’m away, Sue likes to highlight shit that she thinks will make me smile when I come back.
Meaning when I stepped back in on Monday, I had the following printed out and waiting for me on my desk…
It’s a Facebook comment from Daniel W:
“I hope you mean people, NOT JUST MEN. Perhaps if you want to scale a business, excluding vast swathes of the demographic isn’t the way to go.”
Hmmmmm, and in this case, Daniel is wrong about two things:
- I DID mean men and not people.
- It’s impossible to effectively scale while being inclusive.
Now, if you’ve been around me for any length of time, chances are you’re already in the loop on number one, and why I ruthlessly discriminate against selling to women when it comes to The Fellowship.
Funnily enough, in the cosmetics business, we ruthlessly discriminate against selling to men – but right now, that’s by the by.
So let’s look at number two and why when scaling, marketing to “vast swathes” is dumb-fuckery of the highest order.
… Because here’s what happens when you start scaling narrow instead of scaling wide:
- You can leverage better targeting, meaning you can reach new customers easier…
- You limit your competition, meaning you can acquire customers cheaper…
- You build a loyal customer base, meaning customers spend more money…
- You become an industry leader, meaning you have the power to charge higher prices…
- You improve visibility, meaning customers find you instead of you having to find them.
The bottom line being, when it comes to scaling, ruthlessly discriminating WHO the fuck you sell to, gives the power of speed, efficiency and control.
Which begs the question:
- Who is your ideal customer?
- Who do you market to?
- Who can you best help?
… Because if your answer to any of the above is “everyone” – then I’ll have you consider that right now, your number one objective is to prioritise before you execute.
Anyway ’nuff said on that, and point I think made.
Make More. Provide More. Be More.
Charlie Hutton
