There’s a twist to this.

Yesterday I spoke to a friend of mine who is a cook. He wants to open a catering service and asked for my advice.

He is bored with the current catering services in his town and wants to offer something different. Like Asian food, Mexican food etc.

I said “Great! Who is your target group?”

Here is where it gets interesting.

“Everybody! From people that work in an office, to students who don’t know how to cook, to basically anybody who wants to eat exotic food but doesn’t want to cook it”…

That, my friend, is the recipe for disaster. Talking to everybody.

But Mickey, I want EVERYBODY to use my product.

Of course you do. Everybody wants that. But nobody has ever achieved that to this day.

If you talk to everybody, you don’t talk to anybody in particular.

Let me explain…

I stumbled on a very awesome quote by David Foster Wallace that goes

David Foster Wallace

Everybody wants to know that he is special. That everything that happens around them, happens for them. That the world revolves around them.

So if you talk to only one person in particular, they will engage with you.


Doesn’t that mean that I will be missing out on some of my audience?

Yes and no.

Yes, you will be leaving out people that wouldn’t have bought from you in the first place. And that is just fine. There is no need to waste time and energy on something that isn’t bound to happen.

On the other hand, you will be reaching out to more than the person you are talking to.

Let’s look at an example. Mainly Coca-Cola.

Every single commercial they have involves young people in their teens. Like this one.


They are in their teens, good looking and always having a good time. From the company’s point of view, their audience is in their 20s and always partying.

But you and I know that these guys don’t drink Coca-Cola. In reality, these are their consumers.


If you only talk to one person, other people will also be interested in your product. Because one of the following things will happen

  • They relate in a different way to the message you share
  • They want to be just like the people in the ad
  • They like the people in the ad
  • They want to relate to the people in the ad

Everybody else should be irrelevant for you. If people don’t relate to anything you say or do, they are not a good fit and you shouldn’t waste your time and energy on them.

What I advised my friend to do is to define an avatar of his ideal buyer.

  • Is he male or female
  • Where does he work
  • How much does he earn
  • What type of personality does he have
  • Does he like to travel (given the fact that he will be catering Asian food)
  • Etc.

After you know who you are talking to, all you have to do is just talk to them the way they do. And in time, everything else will fall into place.

Of course, you can have multiple avatars. Just make sure you don’t get them mixed up. Every piece of content should be directed to only one avatar. Don’t try to mix them up. Because that is a recipe for disaster


Do you have a way to define your customer avatar? Do you talk to one person or a group? Let me know in the comment section below.


Do you want me to help you with a made for you strategy for customer engagement? Book a call with me and let’s chat.