Family & Friends ≠ Customers

My mom is not a member of my target market.

This statement alone is what shall shape this entire blog post because if I see another post complaining about how family and friends don’t support people in their business endeavors, I’m going to scream! Well not really, but you get my drift.

Why do we feel entitled to financial support from those we know simply because we know them? Life doesn’t work like that. A fundamental principle of a good business is to meet the needs of a group of people (your target market) for a particular product or service. If you discover a need, create a unique or super fabulous product and market it well. Like Kevin Costner said in Field of Dreams “If you build it, they will come.”

Now I’m not saying that having a good product guarantees your business will be successful, but give yourself time to build a brand and develop a following before trying to force those close to you to spend their money to advance you professionally. Allow people to see the magic before expecting them to make an investment. Let them choose.

An example that comes to mind is this guy I know who developed an interest in working out so he decided he wanted to become a personal trainer and charge $150 a month for services that he offers from his garage. I’m pretty cool with this guy, but I did not see the value in me giving him this much money to go work out in his hot garage. Fast forward to now, a year and a half later, when he’s posted not only his results but his wife’s as well as a few other clients. The before and after pictures are the best advertisement ever because now I see that he is worth every penny. He has even added meal planning to his list of services.

I never once saw him begging for business or complaining when his friends didn’t become his clients. Instead he posted business cards at local gyms and offered discounted boot camps to meet new clients. He built his business and expanded over time.

Sometimes people just aren’t buying whatever it is you’re selling (literally and figuratively) especially if you’re a person who’s always changing your mind or signing up for a get rich quick scheme. You can’t sell insurance one month, then get on a health kick which causes you to move on and start selling vitamin supplements, then if that doesn’t work out you decide you want to start a consulting business. Consulting who about what? Bye.

I recently started a business with which I am reaching out to complete strangers to perform public relations services for their small businesses. I anticipate working with brands that I identify with and genuinely want to help. I don’t plan to ask anyone I know to buy anything. If you want to follow my company on Instagram or Twitter, please do so but don’t feel forced. The few followers I currently have are mostly strangers and that’s fine because they are people who are interested in marketing and public relations. That’s who I want to reach!

The truth is, support can come in many forms: Reposting a photo or advertisement to your followers, passing out business cards or flyers, prayers and well wishes… 

My mom is probably my biggest supporter ever in life, but she is not a member of my target market. Therefore, I don’t need her (or any of my friends and family) to support me financially by buying what I’m selling. It just doesn’t make sense. So the next time you or someone you know feels hated on, less loved, or unsupported because those closest to you aren’t your customers, do me a favor…  Get a grip!

I acknowledge that my thoughts may be biased because I’ve never been comfortable asking people for things so I’m interested in hearing from others on this topic.  Do you think those who love you should automatically be your customers? Why or why not?