People always tell themselves stories along this line – “people like us do this like this.”
It is ok to turn some potential customers away saying, “Sorry, it is not for you.”
Don’t market to the masses, market to your tribe.
There is no product for everyone anymore.
Everyone is not a customer.
Jeffrey Mulaudzi runs a tour guide business where he takes his clients through a tour of Alexandra township, outside Johannesburg riding bicycles. There are tourists who want to do game drives and chauffeur driven, and there are people like Jeffrey who like bicycle rides tours and townships.
In every business, there are people like us who do things like this.