The indifferents

There’s a group of people out there who love you.  Your passionate fans who talk about you to anyone who will ask, who spread the word and your message and carry your brand with you.  Cherish and nurture them.

There are others who have actively decided that you’re not for them.

And then there are the indifferents. The ones who have known about you for a while, who have heard your story for months or even years, who you’ve cultivated tirelessly.  And they’re still not acting, not buying, not convinced.

What do you do about them?

Here’s a hint: which is more likely, that the person who has heard your message 15 or even 50 times will suddenly be convinced if you have just one more go at it? Or that you’ll find someone brand new and get them excited?  That’s right, go for the new guy.

By the way, there’s a difference between indifferent and unconvinced, but it’s going to take a whole lot of work for you to figure out who’s who, work that may never pay off.

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