I once received this testimonial from a 1:1 private client:

“Martin is not everyone's cup of tea, but he’s most certainly mine with biscuits to suit!”

What surprised me more was the reaction when we shared it across social media; a few found it amusing, some took it personally on my behalf, and many questioned why I’d shared it.

I never saw it as a negative. In fact, I saw it as a positive.

I’m not everyone’s cup of tea. Fact!

We only work 1:1 with business owners of a certain size and revenue, and with people that we know we can help determine and reach their goals, that we know will be committed with no excuses, and that we can work together with 100% trust and honesty.  

And the same goes for your products and services.

You don’t need to appeal to everyone like an excitable puppy.

You do need to know exactly what pain points you’re helping overcome to the exact people who will benefit the most.  Everything then has a knock-on effect that makes decisions easier, for example:

• The pricing you need to set; it’s ok to price people out of the market if they’re not your ideal customer.

• What your brand promise is.

• The experts you need to bring in to help deliver your promise.

• Where they hang out so you can proactively make them aware of an issue you can solve – even if they aren’t aware they have an issue yet themselves!

• How to speak their language and engage with them so they become to know, like and trust you.

And it’s ok to repel people if they’re not the right fit, and to be honest about any ‘flaws’ as this can even attract people!  I saw a great example on a large sandwich board outside a coffee shop:

“Come in and try the worst coffee one woman on Tripadvisor had in her life.”

It’s called the Pratfall Effect, a psychological phenomenon where showing flaws makes you more likeable!

So, this week have some reflection to see if you’re currently trying to be everyone’s cup of tea (externally and internally) and how this may be holding you and your business back.

Along with how you might attract more people where you’re their biscuit too!

Martin Norbury

Investor | Business Mentor at Advocate | Author of I don’t work Fridays