Updated: May 12
Every market in the world has a base of clients who need solutions, a middle group of clients who are seeking something a little more unique, and a top group of clients who are willing to invest more time and money for something special.
The base only cares about price, and the problem with competing on price is someone is always able to do it for less. Eventually, you can’t afford to stay in business. Sooner or later (and if it isn’t already), whatever you are looking for will be available online.
Racing to the bottom isn’t a race you can, nor should, want to win.
When not enough people are interested in what you’re doing, it’s either too expensive or boring. The more unique and personally relevant it is, the more interesting and compelling it is.
The world is on sale. Whatever you want to buy, use or experience is available, and most of it for as little investment as possible.
So here is your choice, and it should be an easy one.
To attract the clients you want, are you going to cut costs to meet the market at a price it will bear? Or are you going to shun the non-believers, accept that your work isn’t for everyone and create something special for the people who will actually care and who are right now searching for you?