How to Find Your Audience (Because You Don’t Need Everyone)

This week on SUCCESS Line, I speak to Sara—mom, spouse, enterprise skilled and budding entrepreneur. She is on a mission to “make happiness contagious” by means of her life and profession teaching. Sara has had a protracted and winding path to get right here and has already executed a lot work to get clear on her imaginative and prescient and objective. 

Now she is left questioning, how do I convey my imaginative and prescient to my viewers?

It is a level many entrepreneurs face—we all know our target market, and we all know what we wish to assist them with. However how will we attain the individuals who want what we now have to supply?

It begins with being genuine. You don’t want everybody; you want the appropriate individuals. And positive, being genuine may imply that some individuals received’t have an interest. However extra importantly, the people who find themselves are those who’re really dedicated and wish to comply with you down the trail you might be forging. 

Establish the place your viewers goes. 

What is step one your target market takes once they begin to hunt down options for his or her issues? 

Wherever that first step takes them is the place you have to be, prepared and ready to supply your self as a useful resource. It is a essential second for any entrepreneur attempting to succeed in their viewers. For Sara, who’s particularly hoping to work with mothers, her viewers may go to their mates, the gymnasium or fellow mother teams to hunt out help. 

Going one step additional, you must also get clear on what they’re searching for from every of those potential shops. Sara’s viewers is probably going searching for validation—that what they’re feeling is OK and that others are feeling the identical factor. What’s your viewers searching for in a useful resource?

Repurpose your content material.

Your viewers can’t discover you in the event you don’t make your self accessible. As with many entrepreneurs, Sara stated that she does finest when she will speak to individuals one-on-one. And naturally, that could be a great solution to join together with your viewers. However it is usually a really gradual solution to construct your attain and an possibility that’s not at all times accessible. 

So how are you going to authentically introduce your self to a couple of particular person at a time? Video. 

It’s straightforward to get caught in the concept that our video content material must be “good” earlier than it sees the sunshine of day. However the second largest search engine on the planet is YouTube, and the vast majority of the movies on Youtube are made by amateurs. Folks don’t care in regards to the high quality of the video; they care in regards to the high quality of the content material. Is it genuine, instructional and/or entertaining? What issues is that the video is true to who you might be, not whether or not you have got all the latest devices to movie with. 

Moreover, the trouble of manufacturing only one video will be leveraged throughout a number of platforms. You will get the video transcribed and switch it right into a weblog publish, or slice the long-form video into brief 15-second clips to create reels. You’ll be able to even take the video out and switch the audio right into a podcast. Squeeze as a lot juice as you possibly can out of 1 video and you will note your efforts multiply. 

There are so some ways to make the most of video content material and it’s one thing we all know audiences crave. Don’t let your fears hamper you from reaching the individuals who want your message—begin creating video content material right now. 

Get in entrance of an viewers.

Video is without doubt one of the strongest instruments an entrepreneur has. That being stated, the one factor higher than video content material is talking in particular person. Nevertheless, most teams will not be going to rent somebody they don’t know something about. By making a library of movies, weblog posts and podcasts first, you give such teams the prospect to get to know your story and what it’s important to supply. 

To make it even simpler for teams to get to know you, you possibly can create a speaker reel and a speaker one-sheet. What does that appear like? The reel will probably be brief snippets out of your movies that give the viewer a glimpse of what they will count on. The one-sheet will embrace the next six issues: 

  1. Your abilities and credentials.
  2. Who your message will resonate with.
  3. How purchasers are going to profit from having you as a speaker. 
  4. How the particular person sitting within the chair within the viewers advantages. 
  5. Testimonials from purchasers who’ve had you converse earlier than. 
  6. Your contact info and a headshot. 

By creating this reel and one-sheet you place your self to get in entrance of as many rooms as potential. It doesn’t matter if you’re talking for 10 individuals or 10,000—talking in entrance of others provides you the chance to study, develop and refine your message. It means that you can get so snug and dialed in that you may stroll into any room, anyplace, and discover the individuals who want what it’s important to supply. 

Ben Fairfield is the Managing Director of SUCCESS Teaching & a SUCCESS Licensed Coach.

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