This week I was talking with a client who is starting a blog as part of the growth of her creative business. She was getting stuck at a place many bloggers and small creative biz owners get stuck: defining her audience.
For most of us, there’s a little voice inside that protests, “But my stuff is for everyone!” Danger: this is the equivalent of saying, “I want everyone to like me.” In business (as in life, I would argue), you don’t want everyone to like you. What you want is for everyone to be able to form an opinion about you.
Your goal is for a new customer to arrive, identify what it is you do, and say “This is for me” or “This is not for me.”
About the only thing that is actually for everyone is water. And just think how many companies are making a killing selling water by branding it as exclusive and specifically not for everyone. Water might be for everyone, but SmartWater? Now why would you need a celebrity to sell water? Certainly, SmartWater isn’t meant for everyone.
So how do you define your audience? Here are 3 quick ways to get you started.
1. Identify a specific population. This blog is for single parents, people with debt, freelancers, bloggers, people who need a custom website.
2. Describe the qualities of type of person who would be hungry for what you do. This blog is for ambitious free-thinkers who work towards social change.
3. Discover who doesn’t find value in your stuff and work backwards. 20 and 30 somethings not responding to your stuff? This blog is for second half of lifers.
Be exclusive. Start thinking who is in and who is out. Count your blessings when you find someone who’s out and work backwards. You don’t have to offer something for everyone. The people who need you most will find you if you speak clearly to them and not sweat everyone else.