There’s an audience for everyone. It’s just a matter of time before you find them or even better, they find you.
Marketers are obsessed with audience personas and for a very solid reason — it helps them reach out the relevant people in an efficient manner. But even then, they may not experience the desirable engagement they had in mind. This is possibly the biggest marketing challenge any solopreneur or a bootstrapper (including yours truly) with knack for marketing would face in their day-to-day activities.
And let me tell you, it can be quite disheartening at times. Fortunately, there are a few old-school principles that not only have to keep in mind but embrace.
- Invest your first 3-5 years on your 1,000 true fans. Study (don’t just read it) Kevin Kelly’s recently updated essay on this.
- Understand that your audience is comprised of people with different levels of experience, upbringing, mindsets, and beliefs. It’s impossible to impress or make everyone happy. There will always be someone who would:
- hate you because they think (but have no evidence) you’re incompetent.
- hate you because you’re doing what they’ve always wanted to do… but couldn’t because they had issues, challenges, or just didn’t have enough time after 10 hours of solid work, 7 hours of sleep, and 4 hours of Netflix!
- be impressed by our efforts but don’t want to admit or give you the satisfaction.
- admire you for having the courage to share your thoughts. They may/may not agree with you but acknowledge you to putting it out there.
The last one, right there, those are the ones you should be writing/creating for. Not because they’re the ones who would buy, although they might, but those are the ones that would eventually be part of your 1,000 true fans’ tribe.
- Take your work seriously but don’t take other people’s rudeness, stupid, thoughts, opinions, and indifference, personally. Believe me, it’s a waste of time.