A hungry person, obviously.
See, a friend of mine is in the middle of launching a new business venture:
I forget what the process is called, but the idea is that he creates full-surround photos of physical products. That way, a buyer can zoom, rotate, pan and tilt the photo, and gets to see the product in all its detail and glory.
Super useful for e-commerce businesses, of course.
So I asked my favourite question: how are you going to sell that stuff?
Always fun to see the plans someone has for their marketing strategy.
He explains his plans (which aren’t bad) and then I ask: who’s your perfect customer for these photos?
“Everybody with a website and physical products!”
Uh-oh. Not good.
Because yes, everybody in that category is likely to benefit and see increased sales from buying those photos, but:
Not everybody will want them. Or have the budget. Or be ready for it. Or understand why it will improve their sales. Or be ready to upgrade their website. Or or or…
Millions of reasons why ‘people with physical ecommmerce’ might not buy.
So if my friend then tries to sell his photography to all and sundry without any thought to who is actually most likely to buy, he’s setting him up for massive amounts of frustration and wasted time.
He’ll have to wade through untold numbers of ‘sorry, no’ before he gets to a yes.
As they say in marketing: find a hungry crowd, and feed them.
So for my friend, much smarter would be to ask: who is the most likely to buy?
Which would be, of course: those who are already looking to upgrade their online presence.
And in that set, there’s ‘those who have a budget allocated for it’.
And in that set, an even smaller (but far more eager) group called ‘those who are actively looking for full-surround (or whatever it’s called) photography.
Put yourself in front of those people, and you have the highest possible chance of landing a buyer, right?
