Who this isn’t for…

is anywhere from four to ninety-nine times more important, than who it is for.

Where are those numbers coming from?

Consider the smartphone market, Samsung, the leader, owns roughly 20% of the market. That means there are four times the number of smartphone owners who don’t have Samsung smartphones than those that do.

Also consider, a hugely popular blog or video getting 60,000,000-70,000,000 viewers. An overwhelming success! It also reached less than 1% of people. There are more than 99X as many people who didn’t see it as did.

This matters because who your product isn’t for should come before who it is for in your sales funnel. If you can bump everyone away who isn’t for what you do, then you can spend less time dealing with people who weren’t going to buy. And care more about those who it is for. You can increase generosity to those interested.

Here’s an opportunity. If you’re selling something today, think about what your product or service does, then carefully consider what it doesn’t do. Who it isn’t going to help. And write it out as clearly as possible.

Here are a few things to think about:

  • Is there economic restrictions? If you sell a million dollar product, it isn’t for a guy that has a half million dollars in revenue.
  • Is personality of the user a factor?
  • Does the aesthetic not fit in some places?
  • Do they need a certain education background?
  • Do they need to be in a certain stage of life?

That’s not an exclusive list certainly, but it’s a starting point. Be generous, don’t waste people’s time. As a nice side effect, you’ll waste less of yours.