"Our readers won’t understand this."
"Our customers are too busy and won’t get this."
"The people who come to our restaurant want red meat."
"No one is going to want something this good…"
Think about the stuff you hear on the radio or read about in mass market publications. When they attempt to cover something you really know about, they seem pretty stupid, don’t they? Oversimplifying to the point of getting it completely wrong. They’re busy pandering to the masses, dumbing things down for the lowest common denominator.
You’re under pressure to do that with your restaurant and your spiritual advice and your stump speech and your non-profit pitch. There are gatekeepers pushing you to dumb it down for the average.
The thing is, when you dumb stuff down, you know what you get?
And (I’m generalizing here) dumb customers don’t spend as much, don’t talk as much, don’t blog as much, don’t vote as much and don’t evangelize as much. In other words, they’re the worst ones to end up with.
I’ll take the smart customers/readers/prospects every time, please.