How To Attract Clients Without Effort? A Valuable Lesson I Learned From Attending A Pride Parade
This past weekend I was reminded of one of the most common mistakes business owners make when trying to win customers, and this reminder came from our town's first local Pride event of all places.
It was a beautiful day. The sun was shining, the community came together, and you could feel the genuine love and acceptance in the air. Local businesses got involved, families brought their kids, and social media lit up with people sharing their joy from the day.
But here's the thing – not everyone was thrilled about it.
A few negative comments popped up online. The usual "when is heterosexual pride?" type stuff. Some questioning why the event was even needed.
And watching this unfold taught me something profound about business that I had to share with you.
You don't need everyone to love what you do.
In fact, trying to please everyone is the fastest way to build a forgettable, vanilla business that excites no one.
The Pride event didn't try to win over the naysayers. It focused entirely on celebrating and serving its community – the LGBTQIA+ folks and their allies. And guess what? Those people showed up in droves, spent money with local vendors, and became passionate advocates sharing their experience far and wide.
Big lesson there.
Too many business owners water down their message, their values, and their personality because they're terrified of turning someone off. But here's what actually happens when you try to be all things to all people – you become nothing special to anyone.
The businesses that win big? They know exactly who they're for (and who they're not for).
Here's how to build your own tribe of advocates:
Stand for something. Your values aren't just nice-to-haves – they're your magnetic force. When you're clear about what you believe in, you attract people who share those beliefs. And those people don't just buy from you; they champion you.
Embrace the "not for everyone" mindset. The moment you accept that some people won't be your customers, you free yourself to create something remarkable for the people who will be. Your tribe is out there – stop diluting your message trying to appeal to everyone else.
Turn customers into advocates. Just like those Pride attendees couldn't stop sharing their positive experience, your customers should feel so good about working with you that they naturally tell others. When did you last give someone a reason to rave about your business?
Don't apologize for being different. Whatever makes you unique – your approach, your personality, your way of doing business – lean into it. The right people will love you for it, and the wrong people will find someone else. That's not a bug; it's a feature.
Look, I'm not saying you should go out of your way to be controversial. But I am saying you should stop being boring in the name of being "safe."
The businesses I work with that see the most success? They're the ones brave enough to be themselves, to attract their people, and to build communities of advocates who sing their praises.
Your tribe is out there. The question is: are you being authentic enough for them to find you?
Until next week…
P.S. If you're tired of blending in and ready to build a business that attracts raving fans, not just customers, let's talk. Sometimes all it takes is clarity on who you're really meant to serve.
