This is a foundational truth of marketing. You can make a fortune if you market to the right kind of people. However, you will waste time and money, if you market to the wrong kind of people.

So, who should you be marketing to? And why?

Ignore the uninterested

No matter how great your service is, people who are delighted with their current provider are highly unlikely to switch to you. That’s because they’re not looking for a new provider. They’re simply not interested in dumping a service, which they trust and are extremely happy with.

We call the people who are not in the market for your services, the uninterested. Whilst it is possible to sell to those with no interest, it’s an extremely low leverage activity.

It’s also totally unnecessary.

Focus on the unhappy

It makes a great deal more sense to focus on those who are eagerly looking for a new provider.

Keep reading this article on Jim's Marketing Blog.

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