Disclaimer (and I’m laying down my MBA for this post): I am a young old head: young enough to not be considered old but raised “old school” so the “old mind” shows itself. Therefore, the old head side feels pretty hip using a recent slang term “thirsty”; sometimes slang is just necessary. Back to the point of this article:
Are you a thirsty entrepreneur? The slang term thirsty is defined as someone who is desperate or overly eager. You know, the one that well sell their mama if it meant a profit; that person with the used car salesmen appeal. Now that you understand the term thirsty, is that the type of entrepreneur that you are? Are you cheapening your business, brand, product or service by wearing the thirsty wardrobe?
There is nothing wrong with being passionate about what you do and eager to connect your vision with those who you think need it. There is nothing wrong with showing people how they can benefit from what you have to offer. What is WRONG is not understanding that EVERYONE does not want what you have to offer. Here is an example I like to use in my presentations:
Starbucks Coffee. Regardless of whether you think they are the best coffee in the world, for this exercise, let’s assume they are. If I am a Starbucks brand ambassador, I would tell you how delicious, bold and robust our flavors are. Show you a steamy, hot cup of coffee with swirls that seem to energize you while taking away all the stress of the day. I would show you a relaxed, inviting atmosphere and an actor or actress that sits down and enjoys that rich, tantalizing cup of gold. (If you’re a coffee lover like me, this depiction just took you to a happy place.) But there is one problem; one BIG PROBLEM:
What if the viewer doesn’t like coffee? Hmmmm . . .
See, that is where a thirsty entrepreneur or marketer might go wrong. If your focus is on sales, sales, sales–we must sale more coffee, regardless of how it is marketed—you will lose if I am not interested in what you have to offer! If I don’t like coffee, don’t make purchases for those who do or ABHOR coffee with a passion, you’re barking up the wrong tree! Remember: in business and in life, you do not have time to waste.
In 2016, if you are thirsty entrepreneur, STOP IT! Stop focusing on trying to sell the bridge and focus on making a connection. Don’t lose the 80% by focusing on the 20% or vice versa—the 20% might actually be your target market. If you are serious about your business or brand, there is a target market/demographic for it; there are those outside of that market that may patronize you but, overall, there is a specific audience that you should be marketing to.
Okay, I’ll go old school on you in conclusion: “all money ain’t good money”. Trust me on this one, you really don’t want to work with EVERYBODY. There are some clients—either because of their tactics, spirit(s), attitude, drama, messiness, (you fill in the blanks) —that you are better off not doing business with or taking a loss; no money replaces your sanity or peace of mind. As one of my favorite Brand Manger & Publicist, Nikki Curry, loves to say: “You are not the Walmart brand; you are not for everybody”. She’s dead right about that: seek to make an impact and connection with your target audience and you will be successful.
–Alesha Brown, The Joy Guru
Empowerment Coach, Motivational Speaker and Best Selling Author
CEO, Alesha Brown LLC