By Dante Lee
You've heard it before. Black business owners ranting about how the Black community doesn't support them. Such ranting is often accompanied by initiatives and web sites that encourage people to "Buy Black" or "Recycle Black Dollars".
The truth is though that you shouldn't have to beg people to buy your products and services. Either they are interested or not. It's really that simple.
It's true that if Black consumers bought more from Black-owned businesses, it would recycle more dollars in urban economies and various communities across the U.S. would prosper. But you can't force people to do something they don't want to do.
So, here's my suggestion:
If you can't get Black consumers to take interest in your business, then find another consumer base. Although there are 40 million+ African-Americans in this country spending nearly $1 trillion dollars every year, that still leaves more than 300 million other Americans that spend nearly $10 trillion annually.
Just because you are a Black business owner, doesn't mean that all your customers must also be Black. Reach out to new audiences, expand your marketing campaign to new demographics, and "diversify" your portfolio so to speak.
Doing so will be much more effective and productive then complaining about why one group won't buy from you.
Dante Lee is the CEO and founder of Dante Lee International, which owns a global portfolio of more than 15 profitable web properties. Visit his web site at www.DanteLee.com