7-Second Thoughts May 4, 2024

Damn right your dad sold it

If your service was a product, what store would you call on?

For 40-something years, my dad was a furniture manufacturer’s representative, which had him calling on furniture stores across a 6-state territory 3-4 days out of the week.

My brother and I would often travel with him in the summers

Eating at fancy restaurants with him and his clients at night

And bored out of our effing minds during the day

The closest thing we had to an iPad was an Etch-A-Sketch

Naturally, I resented the job that took him so far away from us for so many days out of the year

But now, in a small, small way, I’m a little bit jealous simply because …

He knew exactly who to sell to:

Stores that sold contemporary furniture

Outdoor furniture stores or indoor, department stores, restaurant chains

So long as they sold contemporary furniture anywhere in Texas, Oklahoma, Alabama, Louisiana, New Mexico or Arkansas

And had the budget to buy literal boat loads of it

He did not call on baby furniture stores, antique furniture stores, grocery stores, auto parts stores

Only stores that sold contemporary furniture

He was niche, before there was niche

Which begs the question:

Do you have a “store” to sell to?

And a buyer to call on?

And lest we forget …

Do you have a specific product that they must have in order to bring in revenue?

I know, I know:

Simple by design, hard by execution

But if you can fill in those blanks

You can build consistent revenue

Selling something your prospect doesn’t have to think twice about whether or not they need what you sell

And neither

Do you.

I’m here,


P.S. In case you’re curious, today’s subject line was inspired by one of my all-time fave ad campaigns that could just as easily used some of the polaroids from our old attic

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