I’m not apologetic about the fact that I run a business called WTF Marketing.
Beyond making me giggle every time I get to introduce someone new to my business, I use it as a filter to screen for the types of people who will be receptive to the off-the-cuff marketing perspective I bring.
What kind of business has a swear in their name? Mine does. And I like it that way. It’s irreverent, not disrespectful. There’s a difference. I’ve generally accepted that I’ll lose about 25% of prospective clients because of this stance.
Does it bother me that I’ve lost potentially big clients? Not really. That’s their loss and I’m better off; I stick to my guns because my hair turns gray less quickly when those kinds of people opt-out. And being 25, I don’t want to start using my Just For Men coupons until I really have to.
The Fuck in my business name doesn’t diminish the awesome things I’ve done to market small businesses. It doesn’t stop me from running circles around my competition. It does make me more efficient by dealing with only the kinds of clients I want to serve.
There’s room for guile in business; I’m not talking about deceit with harm in mind – that’s wrong, plain and simple.
I’m talking about purple cows – a purple cow is still a cow, it just looks deceptively funky. Only the bravest of the brave will attempt to milk one. These are the businesses that I’m targeting; those brave individuals who understand that there’s inherent risk in doing things the new way, but that the reward is there for those willing to take the chance. And if you’re looking for a guide, you won’t find many better than someone willing to go to the very edge.
In the words of Q, “If you can’t take a little bloody nose, maybe you ought to go back home and crawl under your bed. It’s not safe out here. It’s wondrous, with treasures to satiate desires, both subtle and gross. But it’s not for the timid.”
It’s true in life and in business.
The question is, in your business story – how far are you willing to go to stick to your guns?
(Header photo: Stand Out by PDBreen)
