I’ve always liked the advice that goes something like this:

“When marketing, only target the kind of people you want to deal with”

Sure, it’s a simple enough plan, but why do people (me included) often get sidetracked with the overwhelming desire to cater for every single person that could possibly ever have a need for your product?

I like the idea of only spending time and effort attracting the people that you consider cool (or friendly, or interesting, or inspiring, or…). You probably alienate a fair share of the population, and, hey, you might even appear a little snobbish to the people outside your target demographic, but the next potential client on the end of your phone might just be the kind of person you can strike up a mutually-beneficial relationship with.

And thats not the only benefit: By imposing these additional constraints on your approach, you are forced to be more creative when coming up with marketing ideas, which is a whole lot more enjoyable than dumbing down everything you do for general consumption. I think the reasoning is something like:

“Most people wouldn’t respond to that goofy idea, but I’d think it was hella cool. Lets do it!”

You’ll have more fun, you’ll inspire the right kind of people, and you might even acquire an elitist mystique that can only be good for your image.

So go ahead…

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Update

I was just reading up over at GapingVoid and Hugh blogs about the same idea (or rather, he blogs against the concept of pleasing everyone). Link