Can You Sell Your Stuff to Everyone? Should you???

There’s a commercial I’ve been hearing on the radio for a while. It’s for a tax company that helps you get out of trouble with the IRS. What makes this company stick in my mind is something the announcer says toward the end of the commercial: “And the best thing is Tiger Tax works according to Christian principles.”

Each time I hear it I think to myself, “What the hell do Christian principles have to do with taxes and the IRS? And do these guys think that anyone who isn’t Christian is going to do business with them? Seems stupid to say that.” But just maybe it’s not.

#1 – I remember the name of the company. I have a bad case of CRS, but I remember Tiger Tax.

#2 – While they may be losing out on business from Muslims and Jews and Atheists and anyone else who isn’t Christian, they are zeroing in on a huge market that may be VERY INTERESTED in working with a Christian-principled company.

I have zero idea what it means to operate your company according to Christian Principles, but I believe their advertising is brilliant. They are speaking directly to a very large audience that is a community. A community with certain beliefs that bind them together. Most people like that feeling of belonging. And Tiger is speaking directly to them.

When selling you don’t need everyone to buy from you, you just need enough people to buy from you. This same idea came up for me a few years back when I was very vocal about politics on Facebook. My coach admonished me, saying I’m turning off half the country. My response was, “I don’t need the entire country to like/agree with/hire me, I just need enough people to believe I know what I’m talking about and that I can help them increase their sales. With almost 350 million people in the US that still means 175 million agree with my political views and I just need enough of them to do business with me.”

Who are you targeting? Everyone? It may be time to niche down.