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Mindset

The 10% Rule for Client Attraction

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I’m sitting here outside of Harvelle’s Jazz Club at the corner of 4th and Santa Monica Boulevard and I was reminded of something I read in a book by Haruki Murakami — my favorite author of all time.

Haruki Murakami didn’t start out a novelist.

He was actually a jazz club owner, which gave him decades of experience observing the underground scene. As a business owner, he noticed that for every hundred people who came into his jazz club he only needed 10 of them to come back to have a thriving business.

Now what most people do is they try to design their jazz club — their business — for the 100 people, rather than for the 10 who are going to come back. When you double down on what makes you different, that difference may turn off the 90% of people who are not your ideal customers. But if they really really turn on the 10% of people so they want to come back to your club night after night after night, then you’ve got a thriving business.

The challenge with that is so many people are going after the 100%, because they want to be liked — they want to be loved by everyone. But here’s the thing: You can’t be loved and liked by everyone. Maybe they just gonna be like — eeeh, whatever, no big deal. If you’re going after 100% of your customers, then really you’re leaving them flat, you’re leaving them neutral, you’re leaving them like “eeeh, it’s just OK.”

So be willing to turn off 90% of your potential customers, because your ideal customers are not everybody who needs what you have to offer — they’re the people who believe what you believe. They’re the people who share your values, who share the things that you like. That’s what a tribe is. A tribe is the intersection of who you serve and how you’re different to them.

Dare to be different.

Dare to design your business for the 10% of people who check you out, not the 100% of people. Be willing to turn off the 90% to really really really turn on the 10%. Because unless you’re willing to turn off those 90%, you’re never going to turn on anyone. You’re going to have a club that feels like Disneyland — that’s really designed for the lowest common denominator, trying to be all things to all people and because of that you’re lost in the noise, you barely surface, you don’t register on people’s radar.

So there aren’t a lot of jazz clubs here in Los Angeles, but Harvelle’s has been here for years and years and years because they know who their tribe is.

Now, most millennials aren’t going to jazz clubs, right? They’re going after an audience who still loves and appreciates jazz — seeing live jazz every single night of the week.

They know who their 10 % is and they’re not even trying to attract the 100%. That’s why this club has been here for as long as I’ve been in Los Angeles. I moved here in 2003, so that’s a long time. I’ve watched so many other venues and clubs and restaurants shutting their doors, because they’re trying to be everything to everyone.

So that’s one of the most powerful business lessons I can share: Don’t seek to be liked, don’t seek to be everything to everyone. But really understand: Who exactly are you trying to serve? How are you going to be different to them? And how can you dare to build a business that’s only going to attract the 10%?

When you design your business — from the start — to attract that 10%, that 10% won’t just like you, they’ll adore you, they’ll rave about you, they’ll refer you to people, because they haven’t seen anything like it.

So thank you Harvelle’s for being here in Los Angeles for such a long time… and thank you for daring to be more of who you are in business, rather than building a same-old same-old business like everybody else, because nobody wants that kind of business anymore. We got the freakin’ internet, you can find anything you could possibly want and people are looking for exactly what they want. They want something that feels custom to them, bespoke to them, unique enough that it’s going to register on their radar as something worth paying attention to.

Now I know that you’re worth paying attention to and it’s time to share the part of yourself that’s worth paying attention to… and don’t worry about all the rest — you can leave that behind.

Be Unmistakeably YOU.

Now go out there and Live Your Message.

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Love it? Hate it? Let me know...

  1. Steven Washer Avatar
    Steven Washer

    What a timely message, Marisa. Thanks for the gentle reminder, so beautifully expressed.

    1. Marisa Murgatroyd Avatar
      Marisa Murgatroyd

      You’re welcome Steven… and good to hear from you. How are you and your mad video skills?

      1. Steven Washer Avatar
        Steven Washer

        Just got back from a 12 month sabbatical, so we’re both hanging in there. 🙂
        I always enjoy your work, Marisa!

        1. Marisa Murgatroyd Avatar
          Marisa Murgatroyd

          Welcome back Steven! It’s good to see you back in the game. xo

  2. Wolfgang Sandt Avatar
    Wolfgang Sandt

    The problem is to find out what makes you unmistakably me…
    And whether that´s really what enough people want…

    1. Marisa Murgatroyd Avatar
      Marisa Murgatroyd

      When you tune in to what makes you unmistakably you, you don’t have to worry about whether that’s what enough other people want. There are almost 8 billion people in the world and no matter who you are, your tribe is out there. You do need to worry about what people want when it comes to your products, services and offers, but not so much in terms of what makes you you.

  3. Kim Douglas Avatar
    Kim Douglas

    I know one thing, you live your message. Thank you for that inspiration!

    1. Marisa Murgatroyd Avatar
      Marisa Murgatroyd

      Anytime Kim! 😉

  4. Sheron Chisholm Avatar
    Sheron Chisholm

    Yeah that means I have a tribe. I now have 20 people who love what I do!Growing slowly.

    1. Marisa Murgatroyd Avatar
      Marisa Murgatroyd

      So stoked to hear that Sheron. You’ve worked hard and have a great message.

    2. Janine Gregor - Your Virtual Dream Team Avatar
      Janine Gregor - Your Virtual Dream Team

      You have a wonderful message, Sheron.

  5. Paola Avatar
    Paola

    Thank you, I totally resonate, have been myself all my life, time to share more of me to really gather my tribe❤️??

    1. Marisa Murgatroyd Avatar
      Marisa Murgatroyd

      Totally Paola. Be yourself when everyone is looking (not just when no one’s looking)… 😉

  6. Angela Avatar
    Angela

    Love this video and your work! I really appreciated on a call when you called me out to be more vulnerable with my clients about my own story. That is exactly what they needed, not for me to be like everyone else, but to be vulnerably me so that they could see themselves in my story. It’s hard for people to feel like they don’t need to appeal to everyone when that’s what we hear so much online. Thanks for your clear message–and the phenomenally beautiful way you deliver it.

  7. Angela Faith Anderson Avatar
    Angela Faith Anderson

    Love this video and your work! I really appreciated on a call when you called me out to be more vulnerable with my clients about my own story. That is exactly what they needed, not for me to be like everyone else, but to be vulnerably me so that they could see themselves in my story. It’s hard for people to feel like they don’t need to appeal to everyone when that’s what we hear so much online. Thanks for your clear message–and the phenomenally beautiful way you deliver it.

    1. Marisa Murgatroyd Avatar
      Marisa Murgatroyd

      You’re welcome Angela… it is hard to embrace not being liked when it’s what we’re so conditioned to want growing up. But on the other side of that, you can be truly loved and respected at a whole other level. xo

  8. Lisiate Fifita Avatar
    Lisiate Fifita

    Appreciate your work Marisa Murgatroyd. Very enlightening message that can have wide applications. From my experience as a parent living my message and having my adult sibling with opposing message living a “progressive” lifestyle. I prefer not to widen the generation gap. It sound like a diplomatic situation trying to compromise to avoid conflict of living my message and my duty as parent.

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