The biggest trap any entrepreneur falls into is thinking they and their business can please and serve everyone. You can’t. And you shouldn’t want to. Pleasing everyone is boring. Especially when it comes to social media and creating digital content like blog posts, YouTube videos, and digital downloads.
It is one of the hardest things to mentally overcome, because for many entrepreneurs their business is them and their life, and we all want to be
If you’re a fan of Parks and Rec, then you probably remember the episode when Leslie’s running for city council and overheard one man in the focus group say he didn’t like her. She filled a three-inch binder with a dossier on the guy and tried to win him over by inviting him to a meet and greet bowling event (his favorite activity). It completely backfired, until she decided to say, “screw it,” and just be her honest self, knowing not everyone is going to like it.
Learn from Leslie and use her revelation for your own brand.
First, ask the right questions. Survey your current audience and learn about what they do for work; what their family life is like; what problems they need help solving; what do they like to learn about from you; what products or services do you offer that solve their problems?
Are you starting from scratch with no audience (or a very small one)? That’s ok too. Use a brand or celebrity or influencer or even just someone in your social circle who, in your mind, is someone that you’d want to work with. And then answer those questions as if you were them.
It seems like a silly exercise, but it will give you focus.
Search for other brands that are in your industry and demographic. Then check out what they’re doing. Follow their social media accounts; subscribe to their newsletters; watch how they’re interacting with their customers. It’s ok to get inspiration from what other brands are doing, just don’t copy them (this should go without saying, but…).
Find a relevant Facebook group and participate in it like one of your customers. Active groups are INCREDIBLY insightful. Just don’t go in there to sell (unless it’s a group that allows it, in which case, it’s probably not going to be that helpful).
Pay attention to the accounts you’re following on your social media channels as well. If you’re following your clients and customers, you can learn what they’re into and how your brand can fit into their life.
Spend a few hours doing to research. You want to know exactly who your ideal customers are. You want to be fluent in them. And you should be aware that who they are, will constantly change as your business grows.
I wanted to make it easier for you to find that focus, so I’ve put together a handy guide to point you in the right direction and find your audience. Get it free here with your subscription to the mailing list.