Do Your Customers Have Facial Tattoos?

I drive by one of the most interesting shops around. This shop just gets it.

As you’ll see from the image above, the shop caters to those who want tattoos and piercings. But they go a step further. They really want the “extreme” members of this group (aka not the butterfly-on-the-ankle crowd).

They clearly make no bones about the clientele they want to attract. (See the gentleman in the photo.) It’s a smaller subset of a subset — a niche.

What I love about this is that they’re actively disqualifying prospective customers. They don’t want people who aren’t into extreme piercings and tattoos. If you don’t look something like the guy in the shop window, feel free to move along.

How about your business? Have you chosen a (profitable) niche and focused on serving those customers better than anyone else?

And here’s a reflection question for you: Who are you excluding?

I don’t mean this talk of excluding to sound negative. Exactly the opposite. By looking to include certain types of customers (Midwestern corn farmers or whatever), you’re necessarily excluding others.

And that’s fine. You know what you do best. You know where you can provide the most value. And (I hope) you know which types of customers will best compensate you for the value you provide.

By excluding some portion of all possible customers, your company can free itself to spent time on the customers you want to serve, and to serve well.

If you’re trying to be all things to all customers, you run the real risk of being no things to nobody. Find your tribe, as Seth Godin might say, and serve them. That’s where your personal and financial rewards will come from.

This post originally appeared on my LinkedIn blog.

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