Category — Ideal Customers

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I was about to start typing today’s post when the phone rang. The woman was talking so fast I could hardly understand her (and I’m from New York, where we all talk really fast).

Me: “Whoa, slow down. What is it?”

Caller: “It’s about your merchant account.”

Me: “I don’t have one.”

Caller: “But you want one.”

Me: “No.”

Click.

You can have a great marketing plan. You can identify a niche market, build an ideal client profile, and select the best ways to reach them.

But, it will all fail if you’re not solving their problem, rather than yours.

Someone at the company where this woman works decided that they wanted to reach businesses like mine.  They created a marketing plan, hired people, and started calling.  They never stopped to think whether I needed what they were selling.

I don’t want a merchant account. I’m not a retailer. Paypal is fine.

Before you start selling your idea, see if your audience wants it.  Otherwise, you could end up with a bra dryer or nail polish for cats.