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So many small businesses & white solopreneurs still refusing to take a single public #BLM stance. I’ve spoken to a few about it privately who’ve said they support BLM but don’t think their business is the place to talk about it, and here’s the thing:
Talking about racism through your solo or small business is not only the right thing to do, it& #39;s also a free way to 1. not have to work with racists (at least not the gung-ho overt ones) AND 2. work with more people who are also against racism.
Why would you not want to do this?
Why would you not want to do this?
Mini marketing lesson: rule 1 is don’t try to appeal to everyone. The 1st thing you do when you start a marketing plan is define an “ideal client” and then tailor your branding & content to appeal to them.
At best here, you’re leaving space for your ideal client to be a racist.
At best here, you’re leaving space for your ideal client to be a racist.
Obviously supporting BLM should go way deeper than a marketing stance. But if you do support BLM & you’re reticent to talk about it through your business, know that this is the message you’re sending:
By keeping talk about racism out of your biz, you’re demonstrating that you’d rather keep racist clients comfortable than support your Black clients & clients of color. Intentionally or not, you’re catering to an ideal client that may very well be racist.
Especially for businesses like mine that are (in non-Covid times) in person & service based, you’re also signing yourself up to spend time with & work for people who are not put off by your lack of an anti-racist stance. Or maybe who are glad about it. Which is to say: racists.
I know in this economy, cutting yourself off from any potential work is scary. But the silence that keeps racists comfortable working w/you also makes other people uncomfortable working w/you. You’re never going to serve everyone, so you might as well make it an active choice.
