- One Liner
- Posts
- ✏️ Some Customers Should Hate You
✏️ Some Customers Should Hate You
Want to know the biggest mistake eCommerce brands make?
It’s trying to be everything to everyone.
Think about it… when you try to talk to everyone, no one truly connects. Instead, your focus should be on those who really “get” you.
See, when you speak to a specific audience, it’s different.
It’s like a one-on-one chat with each of your ideal customers.
They feel seen, understood, and appreciated.
That’s something generic marketing just can’t do.
“SOME CUSTOMERS SHOULD HATE YOU.”
THE LINE DEFINED
If you could be a big fish in a small pond, or a small fish in a big pond.
Which one would you choose?
Being niche is all about targeting a highly specific audience segment and customizing your brand to resonate with them.
Think about it - when you try to talk to everyone at once, no one really listens. But when you speak directly to one perfect customer, they'll stop and say; “Wow, this brand gets me!”
THE LINE DEMONSTRATED
Let's look at how Lomi does this perfectly. They don't try to please everyone.
They’ve zeroed in on people who deeply care about the environment.
Think about it – instead of making general claims about being “green” or “eco-friendly,” Lomi speaks directly to these environmentally conscious folks by addressing their specific pain points.
These are folks who feel bad every time they throw away food. Lomi speaks directly to them by showing how their product turns kitchen waste into garden food and helps reduce harmful gases from dumps.
When they design their product, they make sure it looks pleasing on a kitchen counter, because they know their audience cares about both sustainability and aesthetics.
What's really clever is how they've built a whole community around this shared environmental concern. It makes their customers feel like heroes.
When you buy from Lomi, you're not just getting a product - you're joining others who want to eliminate waste from our planet – like they've actively contributing to eliminating 10 billion pounds of waste.
That's not just marketing talk; it's speaking directly to the heart of what keeps their specific customer up at night.
THE LINE DEPLOYED
Here are a couple of recos to get you started:
Make a “no word” list. Instead of using fancy business terms, use words your customers use every day. Such as replacing “moisture-wicking technology” with “stays dry when you sweat.”
Write to one person. Picture your perfect customer, sitting with you. What would you tell her?
Remember this: If another brand could use your exact words, you need to be more specific. Keep working until your message could only come from you.
THE LINE ILLUSTRATED
The Problem. The solution. In one visual.
THE LINE ON FILM
Most brands try to speak to everyone.
But here's what they don't realize: Your biggest competitor isn't another brand, it's your customer's confused mind.
THE LINE: Q&A
How do I find my perfect customer when I'm just starting out?
Here's what I suggest, begin with two simple questions:
What problem are you solving?
Who has this problem badly enough to pay for a solution?
Join Facebook groups where people discuss this problem. Read Reddit threads. Look at Amazon reviews of similar products. Don't just skim - really get a sense what people are saying. What makes them angry? What solutions have they tried? What do they wish existed?
Then, creating content about the problem you're solving. Post it on different platforms. The people who engage most actively - commenting, sharing, reaching out - they're showing you who your perfect customer might be.
Remember, your first guess at your perfect customer probably won't be exactly right - and that's okay.
The key is to start somewhere and let real interactions guide you to who really needs what you're offering.
THE LINE: LIGHTER SIDE
THE LINE RESOURCES
Looking to work with me, I offer help in three ways:
Get the One Pager BrandBuilder book and map your whole brand strategy on a single page. It’s fast, it’s clear, and it follows our 7C Method that we have applied to 70+ brands.
P.S. It’s under $15 (cheaper than your last Uber Eats order), loaded with legit bonuses (to help you hit the ground running), and yeah, it’s an Amazon bestseller!
Join BrandBuilder X. Weekly calls, real coaching, battle-tested templates, and direct support from strategists who’ve worked with brands like Amazon and Starbucks.
We don’t just teach brand. We coach you. We work with you. We build it together.
BrandBuilder All/In is your shortcut to a complete, crystal-clear strategy in 5 weeks. My team handles the strategy, the research, the messaging, the whole shebang.
You just show up and say “yes” or “nah.” Then walk away with a strategy that drives your whole business.
SHARE ONE LINER
Struggling to connect with customers? I've created a FREE guide showing exactly how to build emotional connections with your brand. Comment 'EMOTION' and I'll send it your way! |  |
1 Referral = 1 Value PDF
You currently have 0 referrals, only 1 away from receiving 1 Referral = 1 Value PDF Brand Values Map.
THOUGHTS ON TODAY'S ISSUE? |