… is that in order to have a business, you need clients.
And in order to find clients, and buyers, you need to know who your ideal buyer is.
And that can be soooo difficult to figure out.
Which is why many companies, and especially entrepreneurs, often skip the process of figuring out the ideal buyer, and launch straight into offering and promoting their work.
It’s a scattershot approach: “If enough people will see me, there will be buyers there”.
And yes, if you spray wide with your garden hose, some water will fall on your plants.
But personally, I prefer squeezing the end, so I can aim a narrow stream of water right where I want the water to fall.
So to translate that back to the life of the entrepreneur:
If defining your ideal buyer is something you’re still working on, it could be that you’re not selling enough yet to keep the landlord happy and the refrigerator full.
And that’s why having a side-hustle offer is so damn useful.
Because when you define a simple, specialised, problem-solving offer for a very particular type of person, it becomes so much easier to sell it.
Especially if that person is already looking for the solution.
Examples? Lookie here:
A fine-art photographer could offer baby portraits, if kids love you and you enjoy working with them.
A multilingual copywriter with a passion for tech could offer translation services for non-English tech companies wanting to tap into the international market.
A massage therapist could launch a campaign offering lower-back pain treatments.
A web designer in need of clients could contact publishers and successful self-published authors, and offer to design book interiors or covers.
In all cases, the key is this:
Create a small, laser-focus offer based on what you’re good at and what you enjoy doing.
Create it in such a way that you know exactly who is already looking for that solution.
Then, get your offer in front of exactly those people.