One of my friends is an incredibly talented software developer. After a long stint building their own software products, they’d started freelancing again and built a great website for their first client.
My friend gave the client’s website a facelift, of course; plus, along the way, they made it more efficient so the website loaded instantly (it took half a minute before). They also set up a pick up service for the client, which was there but not working before. All this, for a simple website redesign. It blew my mind.
After the explanation, they told me it was a struggle finding more clients; everyone seemed to either have a website, or didn’t think they needed one.
This first client happened to be the exception.
Most people aren’t interested in your product, service, or business. Marketing is about finding the exceptions.
When you find enough exceptions, the process starts to feel less exceptional; your business has found product-market fit.
Sometimes, it’s more useful to help the exceptions find you.