Out: mass marketing. In: niche marketing.
She was really hard to understand no matter how big her smile was.
And on the phone, it was nearly impossible.
She did it all. Card decks, leads, ads, door to door. But she never made it very big…
What if she had focused on her first niche cut: people who are also native speakers of Farsi? There was a community right there. And within that group, ask for someone like her? What if she’d found someone there whose English was better, and have THAT person work with the English speaking community?
I wish I had insisted on that back then. But I didn’t pay close enough attention. People moved away from her because they couldn’t understand her. Frustrating for her AND her prospects. And for me as I sat with her while she cried softly.
It’s like support centers you call. Why don’t they hire people who speak English well? And put those who don’t to work doing something else, that doesn’t require speaking good English?
I wish I had done that then. She had to go back to work, and shortly after, she became ill with cancer. She died a few months later.
What’s your best niche?
Go after it before it’s too late.
Forget about missing someone. Go after your own kind first. At least you’ll have those to tide you over while you look vainly for everyone else.