I’ve talked about the concept of buyers vs non-buyers before, but if you’ve never heard of it, here’s the dwarfed version:

Of all the people that interact with your business (join your email list, follow you on socials, meet you in person, etc) … only a small subset will eventually purchase from you.

Those are YOUR buyers.

The remaining people would NEVER purchase from your business for whatever reason (they don’t like you, your product/service is not perfectly aligned with their needs, they can’t afford you, etc).

Those are your non-buyers.

For the most part, the non-buyers don’t negatively affect your business, they just won’t giving you the munny your pretty business deserves.

Sometimes, a small (but vocal) subset of your non-buyers are trolls — people who hate your guts for whatever reason and are just there to point out every little “mistake” they can find.

Trolls are a good indication in your business.

If you are not getting them from time to time, it means you are probably being too milktoast and need to be more controversial. I mean, if you’re not annoying a part of your market from time to time, are you even doing your job right?

Anyway, here’s something else to think about:

Your “non-buyers” are not bad people or terrible prospects — they are just non-buyers. And a non-buyer for your business may very well be a buyer for another business.

There are some people who would never buy an Apple device, but they would willingly spill cold hard cash for an inferior brand.

So I am not saying your buyers are superior to your non-buyers … however, I am saying that it is a mistake to treat both groups the exact way (as most businesses often do).

In my opinion, you should pretty much ignore the non-buyers (or at least don’t cater to them) and instead focus on creating better offers, products, and experiences for your buyers — so their lives can improve and in turn, they will enrich your business.

It is very similar to romantic relationships.

If you are looking for a partner, there is only a small group of realistic prospects for you solely because of who you are (religion, beliefs, income level, looks, status, personal preference, etc)

It makes no sense trying to morph yourself into something you’re not, with the hope of “winning over” those who do not want you — it makes more sense to be truly authentic and focus on improving yourself (looks, money, fitness, mindset, etc), so that you’re more likely to match with those who actually want you.

It’s the same way in business: Ignore the non-buyers, serve the buyers…

And a fat business you shall have.

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Fola.