What if my ideal buyers are really broke?

Sent by Jonathan Stark on January 21st, 2019

Generally speaking, money is a question of priority not availability - i.e., your prospective clients have enough money to afford services like yours, but they choose to spend it on other things.

That said, it is certainly possible that you might be called to serve a type of client who genuinely does not have much money. People who are operating hand-to-mouth, somewhere in the bottom half of Maslow’s hierarchy of needs.

Assuming that you have business and lifestyle goals that make working directly with your ideal buyers a mathematical impossibility, the solution is simple:

Package your expertise in a way that scales.

To put it another way, instead of delivering value to clients on a one-to-one basis, deliver it on a one-to-many basis.

Here are several ways:

I could go on, but hopefully you get the idea.

Yes, it’s true that none of these things would deliver as much value as a one-on-one engagement with you. But if your ideal buyers cannot afford what you’d have to charge for one-on-one assistance, then these options are better than nothing.

Here’s the thing...

If your buyers are truly strapped for cash, the solution is to package up your expertise in an affordable way that delivers positive ROI for both you and them, and then scale up your marketing and sales efforts to meet your income requirements and broaden your impact. 

Yours,

—J