This is the fifth installment of our ongoing Indie Business 101 series.
So far we’ve had Getting Started, Tools of the Trade, Scaling Production and Marketing Basics.
Last week, I said that marketing was sharing your message with your Right People, in absolutely everything you do. Traditional marketers call this your Target Market, but my friend Havi coined the term “Right People” and I just prefer it so much. You’re Right Person is your ideal customer. It’s the person who loves what you make, has the money to buy and then tells all her friends about it.
Your Right People are the people who will support you and share your thing and celebrate with you.The people who will be delighted when you share your true youness in your work.
I do not mean people with the most money. Or the most power. Or the people who will tell you what to change.
Your Right People may change as you change, but you will always have Right People.
You can sell offensive, ridiculous or downright crazy stuff and it will be just perfect for the Right People.
You never don't have Right People, they just might not have found you yet.
The only way to create something that doesn't have a Right Person is to create something bland, generic or vague. When you create things that don't come from your own strengths and passion (your youness!), you'll have a hard time finding your Right People....because no one gets excited about mediocrity.
Sidenote: if you don’t like the people who seem to love your work now (or if they’re always complaining about the price) - look at the message you’re sending and where you’re sending it. Are you aiming at the not-quite-right person?
How to find your Right People
1. Get clear on your message and the benefits of your thing (see last week’s email)
2. Communicate this everywhere on your site and in your descriptions.
3. Define the person who will need this.
Where else does she shop?
What does she love?
How does she talk?
(I’ve got worksheets to help you do this in this class)
4. Figure out where she is.
What is she reading, listening to, or watching?
Where is she the moment she decides to buy what you sell?
Where does she go to look for your thing?
5. Go there.
Once you go there, where they are, you listen to them. You find out how they talk, what they’re searching for and how your thing changes their life. You ask questions. You make connections. You, above all, show them that you are a real person and that you are longing to serve them.
Who are your Right People? Where are they at? Share in the comments!
Tara Swiger is our Community Wrangler, a crafter of independence, and a Starship Captain. She’s right in the middle of a writing a book on Marketing for IndieBiz’s for Cooperative Press and she’d love to distract herself by hanging out with you on Twitter.