When I was a kid, my Mom surprised the family one day by bringing home a wayward goose she found at the local golf course.
She explained that it was unable to fly and was in mortal danger.
It was her duty to provide a safe environment for this grounded bird.
I was thrilled.
A goose…how cool!
I imagined all the fun times me and my new pal would have together.
A boy and his goose, what could be better.
There was one small wrinkle in my grand plan, however, that goose hated me.
I mean it really hated me.
It would chase me around the backyard with its massive wings outstretched hissing at me and trying to bite me.
Yes, geese hiss when they’re mad.
I didn’t give up though.
I figured that the goose was uneasy in its new environment, and eventually all would be well.
When the goose was finally tired of chasing me around, I would slowly approach it and try to give it a reassuring hug.
Guess how that worked out.
Did I mention that this bird had the goose-equivalent of fangs?
Now, before you write this beast off as a devil bird you should know that it loved my Dad.
As much as it hated me, it loved him.
He would hug it, and that stupid bird would hug him right back.
I was less than pleased. I was the one who fed it, and changed the water in the little pool we set up for its swimming pleasure, and it chose to lavish its affections on another.
Eventually, the bird went on to greener goose pastures and my backyard was safe once again from the tyranny of my feathered foe.
What does any of this have to with marketing you ask?
The first component of my W.I.S.D.O.M. framework is to know your target audience.
Consulting guru and author Steve Farber gave sage advice in this area when he said, “Do what you love in the service of those who love what you do.”
Imagine your life with a client list full of these types of people.
The first step to get there is stop trying to hug the geese in your life.
They’ll just hiss at you and make your life miserable.