“Hello, Cynical Beautician (Estetista CInica in Italian), what do you recommend for stretch marks?”
“Resignation.”
This is an actual exchange I read a few years ago on Cristina Fogazzi’s Facebook profile. A savvy and sharp entrepreneur with a €70 million turnover, better known as the Estetista Cinica, she delivered a gem of communication.
- It’s funny.
- It aligns with who she is. Is she or is she not “Cynical”?
- It’s honest. Even though she sells body care products, she openly admits that if you have stretch marks, you’ll have to live with them.
She doesn’t sell you on a miraculous product that costs €50 but ends up disappointing you for life and turning you into a walking bad review.
- It saves time and resources: it immediately clarifies that it’s pointless to talk about something that benefits neither the seller nor the buyer.
- It makes it clear that not everyone will like you—either because you don’t provide the solution they want/need or because they simply don’t like you.
And here’s the crux of point five: you need to make peace with the fact that you can’t please everyone. Rest assured, you won’t be everyone’s cup of tea.
So, focus on those who truly appreciate what you do, and do everything possible to make their experience with your product or service unforgettable.
After all, does it make sense to waste time and resources on someone who doesn’t even want what you offer?