An entrepreneur speaker at a conference in Khayelitsha, Cape Town, shared how she was advised to open her clothing store at the Cape Town station where there are lots and lots of people passing by.
After opening it, all she did was watch many people pass-by getting off the train, going to work in the morning and getting back to the train, going home in the afternoon.
Very few people walked into her store to buy, those who came through were just enquiring and hurried to their destinations.
Yes it was a crowded and busy place, but it was the wrong crowd.
It was when she moved to Long Street with less people than the station, and where there were other clothing stores, that she started getting more buying clients.
Long street is famous as a bohemian hang out and is lined with many book stores, various ethnic restaurants and bars and clothing boutiques. People who go to Long Street go there to for leisure and in the process buy clothes.
It is like Rodeo Drive in California, or Gezina in Pretoria for those who want to buy cars.
An ideal audience is not one that is available, it is one that is receptive.
When we say something is just as important as how we say it.