School was like a bubble for me.
A glass bauble of warmth, filled with people who were good at fitting in – and enjoying it. Or seeming to, at least.
And then there was me: out in the cold, face pressed against the glass, wondering why I was so spiky when everyone else seemed to mush together happily.
I’d do my thing – big thick glasses, handstands and cartwheels, Marmite sandwiches, an apple, and a Penguin biscuit, and a copy of the complete works of Oscar Wilde under my arm, pressed lovingly up against First Term At Malory Towers.
I didn’t fit.
And, boy, did I know it.
I didn’t want to take the path well-trodden: exams, university, marriage, children. Not that there’s anything wrong with those things; they’re fantastic. But they’re not for me.
You’re a business owner, too. I think you might just know what I mean.
Business owners don’t fit.
We struggle against a system designed for average (and the big secret is, there is no average).
We might do well academically, but we feel all wrong.
We bounce off the bubble, instead of blending in.
And, more and more, so do your customers and clients. The age of mass marketing is dying; it just doesn’t work for us anymore. With so much choice, we’re all taking the opportunity to make that choice.
If Company A doesn’t do exactly what we want, we’ll go searching until we find Company ∑, who will.
Instead of trying to appeal to the masses in the centre, try this instead: create something especially for the outliers.
Then modify it when they ask.
Is it scaleable? To a certain extent. But I promise you this: people will pay more, and gladly, for someone who sees them. If you look at who your customers really are and what they really want, instead of trying to force them into a standard peg hole, they’ll reward you for it.
It’ll be harder work for you, but it’ll be more rewarding.
And more profitable.
Instead of saying, “I’m sorry, but you just don’t fit” try “Come in and tell me what you want” instead.
Bring people into your world by offering them something that will help them – like an online course – and let them customise it. Then offer them something specific that works for them.
Want to know how to do this?
Start by signing up to my daily emails ⬇⬇⬇
About the Author
Please do share any articles from this site in part or in full — as long as you leave all links intact, give credit to the author, and include a link to this website and the following bio. Vicky is a gin-quaffing, pole-dancing, trapeze-swinging copywriter who writes about the perils and joys of writing, velociraptor training, and running a small business. She writes this stuff on her websites vickyfraser.com and cookiesforbreakfast.co.uk. She’s the author of one book (with two more in utero) and teaches small business owners how to write copy that sells, and how to be more fecking interesting. You can follow her on Facebook, Instagram, Twitter, Pinterest, and LinkedIn.