I was working on my new guidebook on market research when I started to get bored with myself. As a reforming workaholic I decided to do something productive instead of filling the gaps with mind-numbing facebook crazy.
I came up with the novel idea to clean my desk. Oh, joy. That's the best idea I could come up with on short notice during a pandemic shut down. I have to admit, I have not seen most of my desk top in months, maybe a year. Check my recent instagram pics and you'll catch a glimpse of what I'm trying to hide. No matter, it was something to do.
I began to file away papers and put away books and there it was, a glimpse of glass top. I was making progress. Stuff continued to found its way into files, sensitive documents found their way to the shredder and I was finding business cards. I know business cards seem a bit antiquated to some but I prefer it to filling my phone with random numbers with no frame of reference. Anyway, I decided to separate the cards into ones to keep and ones to trash. I didn't think much about it because I can get easily - SQUIRREL
Wait, where was I? Oh yeah, as I separated the cards I asked myself why wen't some of these people already on my email list. Let me back up just a bit before I tell you what slapped me in the face. When I decided to clean my desk I was procrastinating on putting together the part of my market research guidebook on psychographic segmentation. Here's the SLAP - why are your clients settling for customers they can get instead of going after the ones they really want?
That slap took me back to my Bigmista days when we knew nothing about marketing. When we started we weren't even in side hustle mode. It was just a way for my husband to play with meat and fire. However, as our business grew we began to get a vague idea of who are customer was. We had a pretty good idea how often he came in. We even knew his meal preference. The problem was instead of using this information to target more folks like him, we settled for the okie doke. That customer that didn't fully support our business or contribute to its overall growth.
It took a while for us to learn how to go after the customers we wanted. We also got a lesson in cutting loose the ones we didn't. Maybe one day I'll tell you about the rib lady and her picky shenanigans that got her fired or better yet the one who wrote us a bad yelp review but stood in our line every Sunday for her brisket fix.
Now, while I'm no marketing expert, I have come a long way from those days. I appreciate each and every client I have, but I am better equipped to go after the clients I want. That was part of letting go of my side hustle mentality. As long as I stayed in the hustle our business more stagnate. That shift in mindset took us from the farmers market to two popular spots in Long Beach.
So stop settling for the okie doke and go after clients that will make a difference in your business. If you want to continue to hustle on the side then do nothing and see where you are next year or the year after.
Phyllis Williams-Strawder is a Certified Business Coach, published author, and 20+ year veteran entrepreneur. In addition to CKO Creator, she is the hybrid publisher for Espresso Mischief, the creator of Spresso Mischief Designs, and co-host of the Chasing Dollars Making Sense podcast.
Phyllis' published works include That Damn Girl Stuff: A Mother's Truth and Far From the Tree. Some of the books she published for others are, SPICE: The Variety of Life, written by her husband, Morgan Mischief, written by her daughter, Song of Solo, written by Cybill Aros-Pearson, and Book of John, written by John Pye.
Phyllis has a degree in business with an emphasis in personal finance. She is an alum of Goldman Sachs 10K Small Business Executive Program as well as the Leadership Long Beach Institute. She is a former member of the Long Beach City College Culinary Advisory Board and a certified bbq judge.