How have you been enjoying our 4-part blog series with The Youngrens? So far, there have been so many useful tips that you can use when searching for your ideal client. If you have missed any of the other parts of this series, access them here:
1. 5 Steps to Discovering Your Ideal Client
2. ROH: The Secret to Truly Effective Marketing
3. The Two Most Common Mistakes About the Ideal Client
Today, we are covering the final topic in the series – If My Ideal Clients are Rich, Do I Need to Act Rich? The Youngrens will cover how you can relate to all of your ideal clients, regardless of your status. Enjoy! 🙂
Seth Godin wrote a book in 2011 called We Are All Weird about the end of mass marketing and the beginning of a niche economy.
In this book, he redefines two words in a really interesting way – ‘weird’ and ‘rich.’
Seth uses the word ‘weird’ as a way to describes our habits. He says that we all make specific choices about how we spend our time and our money, and we are getting even more specific about these choices in recent years. Consumers, particularly millennials, are wanting more and more niche products that have unique stories and creative uses. We want craft coffees, craft beers, craft cupcakes, and craft food. We want meaningful products that make our world better or that serve meaningful purposes.
Seth describes these individual decisions as our particular ‘weirds.’ For example, if you choose organic lettuce at the grocery store instead of regular lettuce, Seth would say that you are making a ‘weird’ decision.
The New Definition of ‘Rich’
As we all know, the second word Seth Godin redefines – ‘rich’ – has many connotations associated with it, but Seth redefines it in a very useful way when it comes to our four-part series here about Discovering Your Ideal Client.
Seth defines ‘rich’ as the freedom and ability to make choices about the way in which one lives. If you have food, shelter, and safety, and you are able to decide what kind of shelter in which you would like to live or what kind of food you would like to eat, then you are rich, according to Seth, even if those choices are relatively limited. [···]