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Smart.

January 10, 2008

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Are you doing too much? Is all the effort you put into deciding if the brochures should be blue-gray or gray-blue worth it? Are your clients going to appreciate any of this anyway? The answer is…maybe. I don’t want to let you all down here but there will be a percentage of people who just couldn’t care less about all the effort you are putting in to making your company the best it can possibly be. There will be people who won’t even notice the changes to the website you spent eighty hours working on, nor will they care if your company is the only one who will give them a service which is twice as adapted as the competition.

But the good news is I will give you the real question you should be asking – do you want these bozos as clients anyway? The answer is of course – no.

Continue to create and innovate as hard as you can, striving for excellence because it is one of the rare values which knows no fashion. The clients you want will notice you and the clients you want will talk about you. The clients you want are the reason you went into business in the first place so aim high. The evergreen Seth Godin smacks the idea home if anyone is still in doubt.

“Our readers won’t understand this.”

“Our customers are too busy and won’t get this.”

“The people who come to our restaurant want red meat.”

“No one is going to want something this good…”

Think about the stuff you hear on the radio or read about in mass market publications. When they attempt to cover something you really know about, they seem pretty stupid, don’t they? Oversimplifying to the point of getting it completely wrong. They’re busy pandering to the masses, dumbing things down for the lowest common denominator.

You’re under pressure to do that with your restaurant and your spiritual advice and your stump speech and your non-profit pitch. There are gatekeepers pushing you to dumb it down for the average.

The thing is, when you dumb stuff down, you know what you get?

Dumb customers.

And (I’m generalizing here) dumb customers don’t spend as much, don’t talk as much, don’t blog as much, don’t vote as much and don’t evangelize as much. In other words, they’re the worst ones to end up with.

I’ll take the smart customers/readers/prospects every time, please.

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7 Comments leave one →
  1. January 10, 2008 10:55 am

    “The thing is, when you dumb stuff down, you know what you get?

    Dumb customers.”

    This article suits me best.

    Chakradhar
    http://www.chakradhar.net

  2. January 10, 2008 10:56 am

    this article is for people like me :(

    chakradhar
    http://www.chakradhar.net

  3. Tim permalink*
    January 10, 2008 2:09 pm

    Thanks for the comments.

  4. January 12, 2008 1:51 am

    Thanks for sharing!

  5. January 12, 2008 4:52 am

    Truth is people follow hype not solid business advice.
    Look at the top marketers…
    They get to the top and then send all those
    hype ad’s to get people to join based on their
    suggestions and once those top marketers or at the
    top, seems they throw their reputation out the window.

    I’m in the process spending hours putting together
    examples, naming names and showing ads of programs
    that are false.

    Yeap, buyer beware…

    People can make money on the internet and build
    great programs, at whose expense?

    So back to the relevance of your blog, Top
    marketers want the bozo’s and know how to get them.
    We need to turn it around and bring them back to
    struggling instead of riping people off.

    Yeap, take your time, build something that is
    solid and reputable and do indeed invest your time
    it will pay off. Just keep in mind when it does,
    be true to your followers.

    Cathy Romine

  6. Tim permalink*
    January 12, 2008 2:35 pm

    I’m sure I have followers as such, I think the people who read this blog are free-thinking souls with enough good sense to sift out the wheat from the chaff, but thank for the advice anyway.

  7. Tim permalink*
    January 12, 2008 2:36 pm

    Oops, that should read “I’m not sure I have followers as such…” Damn Freudian slips…

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