The market for a paintbrush is ready to try to create something themselves. It may be art, it may not be. A subset of the market may be persuaded to hire an artist, but they’re not yet ready. Others may never need an artist (they’re painting their walls).
The market for an artist doesn’t want a paintbrush. They’re buying your expression–your emotional labor–not your tools. They may not yet know the costs, but a paintbrush is a lousy down-sell for these folks because it doesn’t solve their problem.
A market looking for an artist won’t opt-in for a free paintbrush. Know your audience’s goal. When designing an offer to serve our market, we should remember to keep the focus on solving the problem at hand.
Tip: If you want to be sure your offer is good–and that your market knows it–check out BuiltForImpact.net for more.
If you pull an all-nighter, do you get more done?
Most would agree that the lack of sleep will have a real impact on your working IQ, diminishing your output and quality of life.
What about multitasking – do you get more done then?
People don’t just buy your products. They buy why they exist. They buy as an expression of a shared belief.
If you’re opinion neutral, there’s no reason to buy beyond the need for an essential, marginalized commodity.
Are you opinion neutral? How can you be a little more yourself, for the benefit of your work and for those you wish to serve?
They’ll steal, that’s fine. I’ve had bodies of work stolen, even falsely attributed in award ceremonies – things that I made, and worked hard on – they‘ll steal, that’s fine.
In some cases, it’s indefensible; in others, our attorneys took care of it (and then some).
Don’t know how to make the sale? Sell more. You’ll find the pain behind the pain that needs solving, by spending more time with those you wish to serve. The disease (sales problems) is the cure (just keep selling).
What are you struggling with?
When you’re not that great, and everyone knows it, you’re safely discarded by the market.
When you’re the best, and everyone knows it, you’re able to influence significant change.
Are you being a selfish secret? What are you going to do about it?
When you go where they are and you call upon those who are not ideal – by casting a broad net or by focusing on the wrong people – then you will, naturally, attract lukewarm interest from an unpredictable array of individuals.
When you go where they are and you call upon those who are ideal – very specifically – the right people will be the ones to respond.