Some are better than others

(see: Kindle, Walmart & Juice PLUS+)
by Seth Godin, #3 addition by Jeff Olson

By 'better', of course I mean better customers, better prospects, better sneezers, better at spreading the word. Here are a few interesting examples:

1. Kindle readers buy two or three times as many books as book readers. Why? I don't think it's necessarily because using a Kindle leads someone to read more books. I think it's because the kind of person who buys a lot of books is the most likely person to pony up and buy a Kindle. I know that sounds obvious, but once you see it this way, you understand why book publishers should be killing themselves to appeal to this group. After all, the group voted with their dollars to show that they're better.

2. Walmart and other mass marketers are now offering top bestsellers for $9 or less each, about $5 less than their cost. Why? Why not offer toasters or socks as a loss leader to get people in the store? I think the answer is pretty clear: people who buy hardcover books buy other stuff too. A hardcover book is a luxury item, it's new and it's buzzable. This sort of person is exactly who you want in your store.

3. Juice PLUS+ customers are healthier. Their customers embrace it because it works, is grounded in common sense and built upon education. People who want to take care of themselves understand, at a primal level, the foundational principles of vitality are eat well, move well and think well. Juice PLUS+ resides as a power tool supporting “execution” of both eat well and think well. Application of knowledge is a defining characteristic in any facet of life and Juice PLUS+ is built to last in this regard.

The challenge, then is to look for cues that people give you that they are better, and then cater to them. Every industry has people who are worth more, buzz more, care more and buy more than other people. Don't treat people the same, find the ones that matter more to you, and hug them.