The most successful businesses know what kind of customer is most likely to like what they do, to spread the word, and be a loyal fan. The smartest businesses spend all their time trying to please that particular customer.
If you’re looking for cheap electronics that get the job done without being flashy, you’re not an Apple customer. Apple is as much a fashion company as they are a computer company. If you don’t care how flashy and cool your new phone is, Apple’s not trying to win your affection. They want this guy who will raise his sleek new Iphone like an Olympic medal. This is who Apple is built to please.
Southwest airlines doesn't hide what they do well. If you want the cheapest ticket and you don't care about your seat selection, a meal or a movie, (and if you might be amused by singing flight attendants), Southwest is your best bet. They’ve built their entire airline to delight this particular customer. They don't pretend to be anything else.
Trader Joe's doesn't try to earn the business of the shopper who wants to buy motor oil at the grocery store or who wants 10 varieties of Ragu spaghetti sauce to choose from. It exists to delight people who rave to their friends about the wasabi peas or avocado salsa or peanut butter filled pretzels they found at Trader Joe's. Trader Joe's doesn't find new customers for its products; it finds new products for its customers. And its fans won’t shut up about it!
If you're a private counselor who's just starting out (or if you're already one and want to grow), think about who you want to please. What kinds of students/families do you work best with? Who seems predisposed to appreciate what you do best?
What would happen if you engineered your entire practice to attract and delight only those kinds of customers?
At Collegewise, we know what kinds of families tend to be happiest with us. And we built our programs to make those families happy. We're not the right choice for everybody, but we're OK with that.
If you want to build a business that delights customers, start by choosing customers that are most likely to be delighted by what you do.