July 5, 2024

The Special One

People who buy a $700 Smeg “Dolce & Gabbana, Sicily Is My Love” toaster don’t care about toast.

They care about Sicily or art or design or color or nostalgia or maybe even “covetablity.”

They want to walk into their kitchen each morning greeted by something that makes them feel good just to look at.

They want the special one.

Here’s the thing...

If you’re used to thinking that “toasters are for making toast and the cheapest one will do” then you shouldn’t be surprised when you encounter clients who think “web designers are for making web sites and the cheapest one will do.”

Okay, but...

What do you do if you want to escape from an endless stream of cheap clients?

The solution is to recognize that trying to convince a “cheapest will do” person to buy “the special one” is a waste of time.

It’s much more effective to attract people who already value what the special one has to offer.

Yours,

—J