Stop Selling Ice to Eskimos—Find Your Desert


I was in a group chat yesterday when Aubry, one of my mentors (if he would allow me to call him that) drop a simple truth that resonated so deeply with me, I had to pause and just reflect. 

He said something along the lines of: “Sometimes we have everything we need, but we’re trying to sell it to the wrong people.”

That hit me. Hard.

Why? Because I’ve said this countless times in my own words—especially when I talk about magnetic marketing. People often tell me, “Kerwin, you could sell ice to an Eskimo.” And I smile. Because yes, I probably could. But guess what? I have no interest in that.

Why would I waste energy trying to convince someone to buy what they don’t need when I could set up shop in the desert and have a line of thirsty customers begging to pay me for the same product?

Here’s the truth most people miss:

It’s not about how good your pitch is—it’s about who’s listening.

You can have the best product, the best service, the best branding—but if your offer is sitting in front of the wrong audience, you’ll stay frustrated. You’ll start to think your idea is the problem when in reality, your audience is the mismatch.

This is where magnetic marketing comes in.

Magnetic marketing isn’t about chasing people. It’s about positioning—getting your offer in front of the people who are ready, willing, and able to buy. Not just those who like it. Not just those who “will think about it.” But the ones who need it, want it, and can afford it.

Until then, you’re going to burn time, energy, and confidence trying to “convince” the wrong people to say yes.

And for those of us who believe, even the Bible speaks to this principle. Check this out:

“Give not that which is holy unto the dogs, neither cast ye your pearls before swine, lest they trample them under their feet, and turn again and rend you.”
— Matthew 7:6 (KJV) 

That scripture is a marketing lesson in disguise. Don’t devalue your worth by constantly offering your gift to those who can’t recognize it. You’re not for everyone—and you shouldn’t try to be. 

What is really funny is that just two days prior I wrote about Matt 7:7 the verse after this which is a sales closing message!

So here’s your takeaway:
Stop trying to sell ice to Eskimos. Find your desert.
Your people are out there. They’re thirsty. They’re looking. But they’ll only find you when you show up where they are.

Go be magnetic. 

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