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Why No One Cares About Your Business.

November 19, 2008

yawn

Because your business is not cool or scary. Businesses divide into the cool ones which we want to care about and the scary ones we have to care about. There, now you know everything.

The cool ones are the ones which we love to buy stuff from, to eat at, to listen to, to wear stuff from…

The scary ones are the ones which are closest to our fears. The ones we hope never to use but we have to just in case. We need their plumbing and locks and insurance and help and guidance…

If I don’t fear you or love you, even if I respect you, I find it much more difficult to care about your business. Crappy huh?

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4 Comments leave one →
  1. November 20, 2008 5:00 pm

    What’s interesting about your post is that the middle companies seem to still eek out an existence in mundane mediocrity because we still need to use them. The cleaners, the pet grooming shop, the podiatrist, and the shoe shine guy might all be boring and non critical, but we still drop in and exchange their droning services for our hard won plaudits.

  2. Tim permalink*
    November 20, 2008 5:48 pm

    But it’s difficult to care about them unless they transend the mundane.

    My godfather had one of those tiny, quick shoe repair, have a key cut while you wait businesses for about fifty years in the same location. The location became fashionable around him and people grew to love his business because it reminded them of days gone by and he was more successful just before he retired than he’d been in the fifty years before.

  3. December 5, 2008 12:14 am

    You know, you make an interesting point!

    The question now is, how do we make a move to get people to not only respect us, but buy from us? Can we do something bold without losing respect?

  4. Tim permalink*
    December 5, 2008 11:48 am

    Richard, know what your real product is.

    If you know what experience you are allowing people to access when they buy your product, you know who the customer is and you will know if they are going to be scared away. If you know this experience, throw it out there and some people run away it’s probable they aren’t the customers you want anyway.

    You will know how to sell if you know what you are selling and to whom.

    Good luck.

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