Last year I planned to buy a new car in the spring. However, my mom passed away in October and I thought, “What am I waiting for? Life’s short; buy a car now!” 

The truth is I’m cheap.

I don’t spend a lot of money on cars, but I loved my old Lincoln, so I thought I would buy another one. But this time, I wanted an SUV. 

So why would someone cheap like me, spring for an expensive car? Because to me it was what I wanted at this point in my life. I had been driving a mom car for years and now that my kids are older, I could drive what I wanted. 

The point is, that not everyone values things in the same way, but the people who are your ideal customers will see value in what you offer and they’re willing to pay for it.

Think about it, not everyone is willing to spend $5 on a cup of coffee, but there are millions of people who are.

As a business owner, you need to find people who see the value in your product or service. There are lots of people who won’t be interested in what you offer and that’s fine. They aren’t your ideal customer, so let them go. 

But there are plenty of people who you can help. To engage them you need to create messaging that shows what problem you solve. Those people who find value in that message – in other words, people who can be helped by your solution – will come to you. 

The rest will fall away and that’s ok. Don’t try to serve everyone. Target your messaging to the people you can impact the most and they will find you.