Analytic Vision

The Same Kind of Different As Me

Posted by Ştefan Alexandrescu on 30/04/2017

Working as a marketer for freelancers and entrepreneurs can sometimes be very interesting because you have different  opportunities. Such an opportunity is to find out that many of those who are offering services, especially personal services, are looking for clients who are just like them. That means that, for example, that the coach might be interested in having the kind of customers who are interested in personal development and aiming goals, the same as him. The coach’s clients would be very similar to the coach and less preoccupied with solving problems, traumas and other kind of issues. That is, not the kind who are going to a  therapist for solving problems, as coaching is in the goal business.

So, for example, what if a marketer has a preference for a kind of public or kind of audience that has some kind of value for the resemblance it falls to him or to her. What does that mean? It means that the marketer might hold or see a value, an interest, in marketing to the same kind of different as themselves. That implies that not only do these people might think or choose in the same ways, but they might hang around in the same kind of networks, in the same kind of contexts, social systems and they will be much more easily found there.

One of the problems that such entrepreneurs and freelancers have is the fact that they do not consider themselves as ready or as prepared to deal with that audience. Why? Because maybe they think “Oh, I do not have enough time to spend at the kind of networking events that the people like me would go to”. So, there is a tendency for some freelancers to have this kind of idea, this kind of optimal idea about how or where or when it would be appropriate to find the right clients. But the truth is that (1) usually people are looking for solutions for their necessities and (2) these necessities are not always the same as everybody else’s (they might be so personal that only a limited number of people would have the same interest in the same moment). So it is often difficult finding an audience because you have to find a niche: that niche presents the  challenge of personalizing, of customizing a certain lifestyle.

So, for example, if you would be a dentist searching only to find the kind of customers who are interested in replacing their old works with quality, with top quality material, what should you do? You would have to find those clients in the right place, at the right time, and having the availability of joining such a promotion. Why? Because, for one thing, the longer people live, the longer they have all kinds of interventions, such as correcting decaying teeth. But in order to find the person who decides “yes, I would like to replace all the works from the course of my life with top quality material, very healthy and very resistant”, that means that you will have to have the kind of advertising, that directs those people to you as a supplier, within that window of opportunity. Where do you find them? How do you find them?

Of course, one of the top results, any supplier’s answer is: “Well, you find them advertising on the internet”. Yes, that’s something we can all agree upon, but beyond that, where do you go to find these customers? How do you approach them in a way that is consistent with your values and their values? Moreover, how do you overcome the resistance, the barriers of some people who might need, want or might even be likely to use your service? In order to buy that service from you, and not from your competitor, what should you do?

No matter how fine, how great, how wonderful you think what you’re offering is, if there is a request that means that there are suppliers, that means that you are in competition. No matter how special you think you are by offering a certain service or a product, you are actually in a big, big competition, because you are not only in competition with the potential suppliers who are offering for the right kind of product or service that you are also offering.

There are also the consumers who might accept something lower in price/quality, something different. There might be some potential customers who do not know that you or your services exist, who might not know that you have something of value to offer, so those people will buy different things. Maybe by the time you come along and treat them right it will be too late, or they will be broke, or they will not have that necessity any more. So, it’s not only a question of finding the right people, it’s also a question of being aware that you are in competition with many other suppliers who you might  not know of, and you might never know of, but who will take some of the clients’ money instead of you as a supplier.

Therefore, in this search for “the same kind of different as me”, when you are looking for the kind of audience that is similar to you, you also have to take in consideration that you are not the only one. Most likely, there are many other people just like you, entering the competition for the attention and for the availability of the same audience that you are hunting for. Therefore, in order to have and apply this kind of promotional strategy, this kind of marketing strategy, you need to first have a functional system of identifying the right people at the right time, and it might seem that this is the marketer’s job.

For instance, once you have a marketing manager / consultant, then it is his or her job to do just that. They should think about how that ideal customer thinks. It’s very easy to think “whoa, that kind of person just thinks like me, too”. Well, that kind of person that just thinks like you is not your client, that person is your competition and that person is looking for clients as well.

In such a market, you need the kind of potential customers who would be interested in giving you a chance to support them and help them with whatever they want or need, correct? So, in your search for the ideal audience that you are constantly looking to connect with, keep in mind an important aspect. You have to convince the potential consumers that they might need to be a little bit more aspiring to be like you. Some consumers who are buying services or products directly from other people are doing this because they are interested in having something better than they can create for themselves, so they would have a model that they would stand up to, that is an inspiration to them. In consequence, it doesn’t matter how much you think that it’s worth what you are offering. It matters what does the real person who is paying you can be satisfied with. Can (s)he have your products or services and be happy with what you are offering, when you are providing that service?

Of course, some people might say “where there’s a will, there’s a way” but you also have to have some kind of motivation or strategy and not just a vision. This kind of vision that I’ve been writing about needs to be real and provide results. You may also take into consideration the impact of motivation. For example, how does motivation relate to fulfilling those needs or desires, how much motivation do you need your consumer to have in order to push that button, to place that order, to have those results that you want them to have? How much motivation do you need in order to connect to those people?

If you think that the kind of people that you are looking for to buy your services or products might be very motivated, you must also think of the fact that it is very likely they will find very fast a supplier who would provide their services for them, or they would even solve their own problems on their own. Such determined customers might thank you for going to them, so, for example, you should think that you are the kind of person who would more likely offer something. Therefore, you are mostly a seller and not a buyer, this is a kind of vision that influences your motivation into finding the right customers to buy from you.

But if the customer has the vision that “whoa, I am first someone who wants their needs to be satisfied“ that means that person is a consumer in the first place, and not a seller, right? So, that person would be interested in having some offer that would connect to your vision + motivation and when that happens, you become aware of what customizing lifestyle means. Why? Because in each person’s vision, there is a certain lifestyle that someone can have or dismiss, and when you choose to include something in your lifestyle as a buyer or as consumer it means you already have a certain degree of motivation. It means you already chose a path and if you are not on that path, right then, that means you as a consumer have already gone beyond that. So what do these people who you were so keen on serving do? They move on, they evolve, they develop, they change their needs, once a person has their needs fulfilled or definitely lost the chance to have them fulfilled, they will move on, OK?

In conclusion, you either decide to fulfill a buyer’s need in a way that a customer will come to you, supplier, and say “whoa, that is great, that deeply and completely fulfilled my need” or you become the kind of supplier who supplies for one need, for one moment, for a few moments and then is gone. The world is full of this kind of suppliers that don’t need too much differentiation from one to the other.

One of the most difficult things to accept is the fact that once a need has been  deeply fulfilled, somebody may not need it anymore, OK? So, for example, if we are to consider that dentist I was giving as an example, once a patient had all the dentistry works replaced, that person does not need that anymore, it is a once in a lifetime offer to do that service for someone. Of course, we are not referring to the services for the products that keep on fulfilling the same and the same and the same need that gets refilled. Of course, people will always need something to eat or to drink. So, if you are not in that kind of situation where you fulfill a need which is renewable, you might find yourself in a very special niche, in a very challenging niche, in the niche of making the difference in someone’s life. But, I think this is the most special, and most rewarding kind of niche that you can be into. At the same time, it’s one of the most challenging, because as I was mentioning, you can never be sure that you find, at the right moment, the same kind of different as you. So, you have to be prepared to serve whoever is the potential client who might need your services, to actually need them, OK? Keep this in mind while you hunt for the perfect customer or for the perfect strategy in your marketing.

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