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Will you shut the fuck up, my god. This is why I don’t come to these things – y’all have been to so many shareholders meetings, you forgot what it is we ACTUALLY DO for a living… we are well-diggers.
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So went one shareholder meeting scene from the TV show “Landman”.
(If you ignore the fact it’s Big Oil propaganda… it’s quite good honestly.)
But this just once again reminded me how important it is…
To know what business you’re actually in.
(I even wrote a very lengthy email about this: „What business are you TRULY in? (Hint: It’s not supplements)…“ and put it on my Email Echoes page.)
Ever heard of the MyPillow guy?
You know… the guy who rakes in $300M/year selling pillows?
(Well he used to – he’s not the CEO anymore, but the company still hovers around that.)
Pillows. Fucking pillows…
How does one pull that off?
By KNOWING what business he’s in:
He realized he was not in the product business – in his case, the pillow business…
No…
He was in the storytelling business.
People don’t hand him over $300M every year because he has the best pillows…
They do it because of what’s behind them:
- The awkward crack-addition to self-made millionaire origin story…
- The weird but upbeat late-night infomercials…
- And just the sheer raw honesty behind everything he did…
So…
What business are YOU in then?
Well…
That depends:
* If your target audience is into bodybuilding? You’re in the helping people get lean, mean and jacked business…
(So talk about that in your marketing, NOT just supplements – and saying “it supports muscle growth” under some Creatine is not what I mean… Will not explain.)
* If they’re into powerlifting? You’re in the helping people get big and strong business…
(So talk about that in your marketing, NOT just supplements.)
* If they’re into crossfit? Well… you’re in the whatever the hell the benefits of crossfit are business, I guess…
(So talk about tha– you know what actually? Don’t talk about it, just choose anything else really.)
And if you don’t have a target audience?
If you’re targeting everyone with a pulse?
Then put this email on the shelf and come back to it once you’ve got that sorted out.
Although if you want me to help you sort it out…
I can actually be of tremendous help in an instant:
See i have this 38-page 7600+ words Word doc…
…filled with demographics, psychographics, needs, problems, frustrations, identities, the whole shebang market research file…
And YOU can have it.
The catch is, of course…
That you have to work with me – we need to be in an active and ongoing business relationship, because I gift you that marketing asset the moment we begin.
(Amongst other marketing assets – think of them as a gesture of goodwill.)
[Part of this email’s content has been removed from this Email Echoes version of it.]
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