Everyone is NOT your customer! It’s simply not. Your product and also yourself is not everyone’s cup of tea. And that’s OK.
When you look around we have plenty of choices where to buy stuff. Restaurants for example of coffee shops – there are PLENTY of them out there. And even when you have picked one there is still a lot of variations to pick from. You can pick salads – various ones, pasta – various styles, coffees – various brews…. we live in a world full of options.
The customer has the option
Every customer has the option to decide to go for a deal or not. It’s the same whether you sell food, drinks or something else like consulting services.
Let’s take my example. I am building a professional services company. I offer sales and recruitment training as well as personality assessments within a recruiting and coaching context. It’s a pretty decent product and I also got the qualifications. I worked roughly 10 years in sales – highend sales in different industries. I have a masters degree and understand the scientific and psychological underlying of the assessments. I am certified for the assessment. I worked in recruiting in different countries. And and and … there is a lot of stuff on my plus side.
But I have a piercing. I wear a nose ring. A big, beaded, golden one. Some people think it’s cool. Some people don’t care. Some people know that there is more important stuff when doing business with someone then just a look. Some people think it’s inappropriate for the work place. It doesn’t fit a dress code. Or they simply think it’s ugly. That’s just the way it is. My piercing might be for some people a reason not to do business with me.
Why I know this? Because they tell me.
But guess what – as a business owner you have a choice too
You don’t have to go for every customer. You don’t have to appeal to everyone. You simply don’t. You have a choice. Not everybody is your customer. You won’t by a product that is made for everybody right? You buy a product because you think “hell yeah, this is so me” and not because you think “cool, all the boring neighbours have one of these as well”.
The same “rule” can be used when talking about your branding, your style, yourself. You can either play the game like the most people. Get back into your line and hope not to get noticed. Or you can embrace who you are? The choice is yours.
It’s the same for products, the way you build your business and which story you tell. You simply can’t please everybody. And this shouldn’t be your goal! Create profiles of your target customers and go after them.
In a connected world like ours it’s even possible to cover a niche and rock it. For example if you want to produce shoes made of old teabags from tea that has been sourced sustainably. You probably could do this. There might be a couple of more obstacles in realising this and finding your customers but you probably could do it. What is important is that you sell a solution for a real problem. And that you are clear about WHY you are doing it. “People don’t buy what you do, people buy why you are doing it” as Simon Sinek would say.
And last, we are in it to win it. Aren’t we, female founders? Let’s enjoy the ride and smash our goals and feel good by doing it. #womeninbusinessrock
I know, the title might sound a bit weird as it’s not what I would regularly post- but it’s true and I think essential. I consider myself as slightly makeup addicted and so would do my friends. Therefore it was time to share my passion with same minded people. I chose Instagram as my favourite channel to do so. I created a beauty account and started blogging about beauty. First, it was more a fun thing (which it still is, I love it). I wanted to see how quick I could build a community within a new media (for me at that time absolutely new, just used it as a private user). Since a couple of months I am now posting on my Instagram account nearly daily and give recommendations, product reviews, makeup of the day shots etc.. I expected to find maybe a couple of other girls that love makeup. But I didn’t not expect THIS! It’s just awesome. We are a community. I guess it’s not called for no reason Instagram-Family because I consider this is what we are, somehow. I have now over 900 follower – many others have soooo much more followers but it doesn’t make any difference. Everybody is an equal member of this family. In this post I want to share with you why I think it as great as it is and what we can adapt to open up our minds.
We are a community
Beauty blogging is like a huge community that embraces new members, new looks, new faces. I don’t wanna say that there are no ‘haters’ out there. Especially people with a hugh YouTube channel will experience hater comments from time to time – I guess this is just the ‘normal thing’. Bullies that hide behind the anonymity of the world wide web. Well, I haven’t experienced anything like this myself so far. I started getting into this community by posting first makeup pics, hauls, reviews etc.. The fun about this is the interaction with other members. Sure, as in every family there are sometimes disagreements especially about cruelty free products or products of companies with a bad reputation. But in general we can figure this out and it’s nothing personal but just disagreement with this decision to use a certain product. Unethically user behaviour however is handled more critical – you have always the chance to unfollow.
We have a purpose
I guess for most people the purpose is to educate, explain and share best practices on ‘how to dress your face’. When someone is showing his makeup stash and storage solutions it’s not about ‘showing off’ but to share ones passion with the others. Usually this makeup addiction is something ‘everyday friends’ who are simply not that much into make up can’t and don’t want to handle. So, to whom talk about it when not having a bunch of makeup artists in your friends community?
However, after starting my blogging some girls of my private life are seeking out for some great makeup tips – the exchange does outgrow the online space.
We embrace individual differences and empower
Here are two great examples – however, there are sooo many more great people out there who embrace and inspire daily!
Nikkie from Nikkietutorials with her pretty famous ‘The power of makeup’ video (watch it here: The power of makeup) with the message: Makeup is fun! You don’t do it for boys or because you are feeling insecure but because you want it!
Em from mypaleskinblog with her absolute bold and courageous video ‘You look disgusting’ (watch the video here: You look disgusting ). She is an absolute hero. Em is an absolutely gorgeous, sweet girl who is doing acne coverage videos and create awesome, stunning looks out of it. I absolutely love watching her tutorials. Many girls are not too comfortable to leave the house without any makeup – we simply feel insecure because of the expectations and beauty forces we are exposed to. Em starts her tutorials without any makeup on. She has acne and gives tutorials on how to cover it. These tutorials are absolutely amazing and should be a great help for all girl with skin problems. However, she got so many ugly, nasty comments that she made a video out of it (see above). Those comments are not just mean but also weird as they turn into nice compliments for her stunning looks after applying makeup. I would expect those comments do
come mainly from people outside the beauty community because ‘this is fake advertising’ would no makeup lover ever say! This whole things is pretty tragic and I just can say ‘Em, chapeau, for all your courageous to publish this video and making people aware of the bullying’. What happened is – she got a great positive resonance and the haters were simply shut up. This is for me absolute top level of answering haters! You are a role model for everybody! Chapeau!
Age, language, religion do not matter at all
The closest ‘buddies’ I found mainly not my age at all. To be honest, the age differences are pretty big – but it doesn’t matter! We are family! I post my picture captions mainly in english and comment in either german or english. This means not everyone can understand my comments. Neither can I understand everything what my dutch, Egyptian, spanish are talking about. But with our likes we share our understanding and our togetherness.
Everyone is equal – no matter gender or number of followers
Sure, when you have more follower you can reach more people out there and are more influenceable and you are more busy to reply to comments etc. However, I know so many people with many followers that are just really likeable and still close to their ‘fans’.
I put on gender here because I assume that most people would think makeup community is just a bunch of girls crazy about makeup. It’s not. It doesn’t matter the gender. There are some great guys out there whose contouring skills are just out of reach, whose highlighting is on point and who manages the art of an absolute flawless complexion. And I think this is an absolute awesome example on embracing everybody’s individual differences and in living diversity. Check out Alex here and you will also find so many more great male makeup artists. Makeup is a fun thing and it’s for you to feel good.
Great stuff leads to great feedback
It doesn’t matter how much makeup you owe, how much high end makeup do you have or what’s the overall worth of your products. Within the community there are different sub cultures that are embraced and celebrated. For example a lot of people post haul videos on youtube – each month. These videos have the content to show what the blogger has shopped. No intense review, not really much added – just shopping. These videos are highly popular and I guess nearly all of us love new makeup. However, there is a community determined to ‘pan’ their makeup. This is a term for finishing makeup (i.e. use it up). ‘Hit the pan’ is the status when for example an eyeshadow is so much used up that you actually can see the pan that holds the eyeshadow. This community with their philosophy ‘shop your stash and finish your makeup before buying new makeup’ is the totally opposite to the ‘shopping community’. But again, differences are embraced and people that manage to finish up a whole eyeshadow palette inspire others to do the same. Both communities are growing and supporting each other! Again, embrace diversity and celebrate individual differences, behaviours and ways of thinking. In general do I experience the makeup community as pretty supporting – as each other online community. The members are family.
It’s no longer ‘just makeup’
Makeup was our starting point – we have outgrown this and we are on the way to become friends. With many users I am in a daily exchange – although it is sometimes just a ‘good morning beautiful, have a fab day’ or just a heart emoji or a bunch of likes on the new stuff. We make sure that we show the others (of course not everybody, but your close buddies) that we are there. And as I said some relationships are getting even closer. Some of the girls do know better what’s in my mind, what’s happening through my days, what challenges I am facing and how I survive than some of my real life friends. And same way around. I am happy to give some advice to a girl who needs me. And I guess the anonymity and distance does it make easier for all of us to open up, to be just us. Some girls you get really close to without knowing their name, maybe without ever have seen their faces but all these ‘things’ that are highly important in real life just do not matter. It’s not about first impression management. It’s not about whose face has the nicest and most prettiest features. It’s about your skills and your passion for makeup. And I guess this unconventional way to get to know a person is a great basis to start with. And I know many makeup lovers who have met on blogger events, personal dates or exchanged packages and became real life friends. People that maybe have never met in real life or haven’t found out what their connection might be.
This is just an example but I just want you to go out, find your buddies and get to know the people behind a cultural branding. People are so much more than just their cultural backgrounds. People don’t need words or the same language to become friends or have a good time together. Be open, grow your mindset, push your boundaries and find new friends that make you smile every day.