Not everyone is a customer!


Not everyone is a customer, not everyone wants to be a customer. Yet it is a common mistake to think that, and it happens all to often, especially with start-ups. As a business owner, entrepreneur or marketer it’s natural that you want to target as many people as possible, and why wouldn’t you? I mean surely it’s what you came into business for in the first place, to serve customers and earn money. But, you want to selectively target customers not blindly try and sell your products and services to the average guy walking in the street.

To some people it may seem really illogical to try and target as small a group as possible, but to me it’s common sense. Why? A very select and highly targeted audience are going to be the people most likely to buy (that is as long as you have targeted the right people, which I will cover in another article). Buying and selling is the fundamental goal of business. The more people that buy the better chance your business has at survival, that a given. Now by using highly selective targeting of your audience you will actually be able to earn more money with less sales. That’s because this selective audience will be more receptive to your marketing messages.

Something I’ve been thinking a lot about recently is Content Inc (Joe Pulizzi’s new book), in this book he talks about how you build and audience first, then your business second. When I heard this I almost celebrated. He’s put it in a much better way than I could have, and in my opinion he’s 100% correct. Building your audience and/or targeting a highly specific audience yields results greater than trying to target people who aren’t that interested or those who don’t want to be interested.


This is much bigger though than simply attracting new customers at the start of a businesses life, or at the start of the product lifecycle. This is the part that interests me the most.

Even as your trying to sell more of your existing products or attract new customers, you cannot start going mass market, that is unless you are a household name with a household product. What instead I want you to think about is how you can find potential customers without advertising to the masses. The way you do this is through a little something called ‘Content Marketing’. You may have heard the term, because like Instagram it’s the talk of the town. But also like Instagram I don’t believe it is a fad. I strongly believe it’s here to stay and content is a fantastic way of helping your audience find you, but it is also a way for you to selectively reach out.

Through content marketing, you can selectively grow your audience. Your content should be creating value for someone else. Those people should be people who are looking and actively searching for related activities to what your business does, maybe related products, or even uses for your products.

The way I see it is that in order to grow a business you need to be selective. You do this though selective targeting and through content. This will attract customers the right way, and in a way that is cost effective. It’s not a quick fix, it’s not necessarily sexy but it works. By remembering that not everyone is a customer you are already on the right path to growing your business.

Ben M Roberts ♣💻♣
Head of Marketing at Talkative ✔️ Digital Marketing Strategist ✔️ Speaker ✔️ Web Chat & Human Marketing ✔️ Podcaster ✔️
The world of marketing is changing at a ludicrously quick rate. How do you keep up? How do you stay ahead? How do you understand what the latest buzzword or acronym means?

There are so many choices out there for marketers and that can be a pretty overwhelming, that’s what I want to change. I want to help make things that little bit easier to understand, and actually apply to your marketing strategy.

I set up the Marketing Buzzword Project for this reason. The project includes the Marketing Buzzword Podcast, Video Series, Blog and maybe even a book. I also regularly speak at conferences and events around the UK on the topic of Marketing Buzzwords, Human Marketing and Online Reviews. I want to debunk, demystify and bring back some meaning to buzzwords for the everyday marketer.

In addition to the above, I am also the Head of Marketing for Talkative, an innovative Tech start-up that offers web chat, voice calling, video calling and cobrowsing for business websites. This unique software allows customers to call your business through your website without picking up a phone. Genius. In all seriousness though, our software is really cool, doesn’t cost the earth, and can be integrated into an existing system with 3 lines of code. It is that simple.

I’m a huge advocate of human marketing, customer centricity and the power of online reviews to build a genuine rapport with past, present and future customers, who are the lifeblood of any business.

I’m always keen to connect with people and share my experiences with Marketing, Online Reviews & Marketing Buzzwords. Here’s why you should get in touch:

Head of Marketing at Tech Start-up, Talkative
Keynote Speaker at conferences around the UK
Worked in and consulted with businesses from a range of industries
Writing my first Business Book ‘The Marketing Buzzword Book’

If you are interested in connecting with me, you can contact me at or via my websites or