Finding Your First 1,000 True Customers
In the age of online marketing, it’s easy for us as business owners to get lost in the idea of reaching millions of people. Tons of other people have done it, why shouldn’t we?
The truth is, all those people didn’t start off with those millions. Instead, they started with just a handful of customers who truly believed in their product or service and, from there, grew to the size we see now.
Furthermore, why would you want to market to millions of people? Think about it this way, if just 1% of the world’s population purchased your product, you’d have 70 million customers. Sounds like a good deal, right?
Well, what kind of product would you have to create in order to appeal to 70 million people? The answer is a pretty generic one. Your product would have to appeal to all countries, all genders, all races, and a vanilla personality.
In order to stand out from the crowd - to really make a name for your business - you can’t simply aim for millions of customers. You need to focus on those who truly need your product or service. These people will be your 1,000 first customers.
This is the goal of today’s blog. To find and identify who your 1,000 true customers are.
WHAT IS A “TRUE” CUSTOMER?
To put it simply, a true customer is someone who’s going to want to know everything about your business. They’re going to not only purchase your products and services, but go to places where they can hear you speak, keep up-to-date with your social media pages, and subscribe to your subscription services.
A true customer is also a very specific type of person. They can’t be categorized into some generic category - rather, there’s a lot that feeds into their personality. For example, let’s say we were developing fitness gear products. It may be assumed the best way to advertise these products is to reach out to the entire fitness community.
But there are some important questions you should ask yourself before marketing. These include, but aren’t limited to:
Does my product or service pertain to everyone in the fitness community - or selection of people in the fitness community (i.e. people who are trying to lose weight)?
Does my product really relate to everyone or is it more geared towards a specific gender, ethnicity, occupation, etc.?
Would it be better to advertise my product to a community of people (i.e. your town or city of residency) rather than the whole world?
Truly, there is an infinite number of these kinds of questions. And the importance of answering them that it’ll help identify who your true customers are.
WHY SHOULD YOU FOCUS ON YOUR TRUE CUSTOMERS?
There are two reasons you should focus on your 1,000 true customers.
The first is from an economic standpoint. The fact is a true customer is more likely to spend more money with you rather than a regular customer. Let’s say this person spends $100 a year. 1,000 people spending $100 a year place $100,000 into your wallet - more than enough to continue pursuing your business efforts.
The second is more for a spiritual purpose. By creating something that generates genuine interest in a specific type of person, your business now has meaning. When a business becomes this important, it has more weight to it and you’ll naturally feel more motivated to continue pursuing it.
The combination of these two reasons will only allow your business to grow and grow. And the size it can reach is truly unlimited.
The best example of a company whose size beat their expectations is Facebook. When Mark Zuckerburg initially started the website, his only goal was to create a digital community for those who were freshmen at Harvard University. This is an extremely specific audience - 18-year-old, high-achieving students, living in Cambridge, Massachusetts.
By focusing on this small group of people, Zuckerburg was able to perfect his craft before taking it to other universities. Even still, he spent five years only advertising Facebook to university students before allowing the general public to gain access to the platform.
GO SMALL TO GO LARGE
If you’ve had enough ambition to start a business, chances are you probably have dreams of going big. There’s nothing wrong with this and, in fact, it’s only natural for you to feel that way.
However, if you aim big right off the bat, it’s very likely you will fail. Why? Because without your 1,000 true customers, you aren’t really reaching anyone.
For example, let’s say you want to create a product or service to help single mothers. You may assume that’s specific enough for you to get rolling with your business. But there are a lot of single mothers out there and each is unique in their own right.
Now, let’s say you want to create a product or service for a single mother who works as a nurse but isn’t taking care of herself properly and is constantly tired. If you have a solution to that woman’s problems, chances are she’s going to tell all her other nurse friends and you will naturally grow larger and larger.
Get specific with your audience. Identify who they are on a deeper level and, from there, devise a marketing tactic that’ll reach them.
Business is complicated and there is no answer when it comes to how to make it all work in your favor. This is why, when it comes to business, it’s important to look outside the financial side of things and pinpoint what the meaning behind what you’re doing really is.
If you can find this meaning, you can find your 1,000 true customers. And if you can find them, you hold the potential to really change people’s lives.