BOBO's

Before starting this post, I Googled BOBO simply to see what I would find.  In Filipino, it is a word that means smart or perceptive.  In Spanish, it means dumb or dull.  It is interesting that these are somewhat opposites.  Then, there is Bobo the Clown (also acknowledging Bozo).  In this post, I add my own definition for BOBO.

In our business, we specifically target groups of people similar to us.  We refer to this as Affinity Marketing.  I won't dive deep into that here.  However, depending upon the statistics you look at, anywhere between 50% and 80% of people hate what they do for work (and) if hate is too strong a word, let's say they could "take it or leave it" in regard to what they do to earn money in supporting themselves and their families.

Of these people, there is a huge "slice" of folks who are Bordering On Burn Out. (BOBO)  They metaphorically "hold their breath" every day and can't wait for their workday to end.  Wednesday is hump day and all Thank God it's Friday...  Essentially, they have "had it" with what they do to earn a living and pay the bills.

The question is how we reach these people?  Intuitively, you would think of this huge slice, there would be a percentage of these people who are open to and looking for (at) alternatives.

To differentiate, these are not "opportunity seekers" who are actively looking for something.  These people do not yet know that alternatives exist and are droning through their lives with complacency and acceptance of their personal status quo.  It reflects the adage of people "living lives of quiet desperation".

My belief is that a mass marketing approach will not reach these people.  Advertising, social media, and any other form of content, graphic or otherwise, will just get absorbed into the context of a "pitch" or "one of those things". 

As such, to reach the BOBO's we need to engage personally.  We need to establish relationships and find out what makes people tick and what keeps people stuck.  We need to take deep dives into people's lives and find out how much they want to change as a precursor to the level of commitment they are willing to make in adapting their lifestyle to manage a home business.

This kind of outreach is inherently 1:1.  It is slower, it is deeper.  It is establishing and growing relationships.  This can be done online or offline and is at the very core of how our business model functions.