If you sit and wait for business and are not out there looking for it, then this post won’t interest you. But if you’re looking to target new customers you will want to keep in mind this story told by Seth Godin in his book This is Marketing.
A well-known comedian’s agent gets him a booking at a gig in New York City. The comedian turns up and delivers his best material. The audience doesn’t react at all. No laughs. The comedian is distraught. He thinks that perhaps he is failing and should give up comedy. Then he finds out that his agent wasn’t paying attention. He wasn’t targeting his audience properly; it was an Italian tour group. They didn’t speak English and couldn’t understand the comedian. It was a waste of everyone’s time.
Are you targeting the right audience?