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Proudly exclude people
You know you can't please everyone, right?
But notice that most businesses are trying to be everything to everybody. And
they wonder why they can't get people's attention!
You need to confidently exclude people, and proudly say what you're not. By
doing so, you wil win the hearts of the people you want.
Hotel Café, a folk-and rock-music venue in Los Angeles, is a no-talking club.
Big signs say, “No talking during performances!” Performers are encouraged to
stop the show if someone is talking, and let the person know that he can go to
any other club in town to talk over the music. This is the one place in LA where
you can sit and real y listen to the music; this, of course, makes it the most
popular music venue in town.
When CD Baby got popular, I'd get cal s from record labels wanting to feature
their newest, hottest acts on our site. I'd say, “Nope. They're not al owed here.”
The record label guys would say, “Huh? What do you mean not al owed? You're
a record store! We're a record label.” I'd say, “You can sel anywhere else. This is
a place for independents only: musicians who chose not to sign their rights over
to a corporation. To make sure these musicians get the maximum exposure they
deserve, no major-label acts are al owed.”
It's a big world. You can loudly leave out 99 percent of it.
Have the confidence to know that when your target 1 percent hears you
excluding the other 99 percent, the people in that 1 percent wil come to you
because you've shown how much you value them.
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