Do you really know who is your market? I ran across this talk that Seth Godin made to the Craft and Commerce conference, in which he talks about how important it is to market to those on the edge – the early adopters, the people who aren't happy being in the middle. He also talks about how to know whether you, as a small business, are successful at being persuasive or your presence is just being tolerated by your followers. Good, meaty food for thought. Here's his talk. What do you take away from it? Share your thoughts below, if you will. And yes, I know this is long. But it is worth it. Part of being an entrepreneur is taking the time to learn from others, and I almost always learn from Seth Godin.
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Questions for thought:
- Are you marketing to people in the middle, who are happy where they are and won't change?
- Are you truly an influence, or is your presence tolerated?
- Do you know how to find the people “at the edges” to whom what you offer really matters?
Love to hear your thoughts!
So interesting…thanks for this, Sue.
Having been on the craft show circuit is was, for me, all about being different, standing out. With so many weavers working in chenille, I was probably the only (or close it) person doing hand-plied and tied fringe instead of cut fringe. Added hours to each item. And I didn’t get paid near enough for it, but it sold, and it sold in quality galleries across the country and beyond.
Paula,
That’s so interesting to hear. I think the trick for business owners is to be that unique and different offer, but at the same time discover how to be well paid for that uniqueness. Which, I think, is sometimes quite a challenge to do.
Sue