When I published this blog post two weeks ago it was met with an overwhelmingly positive response.
I actually got teary eyed reading some of your replies.
So thoughtful, so heartfelt and then this —
“I think I am better off unsubscribing to your blog.”
It was the only negative response I received, rolled up into a few sentences of underlying racist vitriol.
“It’s just so frustrating,” I said to my husband. “Anytime you have anything worthwhile to say, you’re either preaching to the choir or falling to deaf ears.”
“I get that,” he said, “but what’s really wrong with preaching to the choir?”
And it got me thinking about all the marketing advice I give to the entrepreneurs I work with.
Find your ideal target customer, I tell them.
Establish your niche, I say over and over.
Market yourself to a specific group of people and they’ll come out to support you faster.
Because “preaching to the choir” actually means you’ve found your tribe —
The people who are going to support you and encourage you and eventually maybe even become your customers.
As small business owners, it’s not our job to write the perfect lines that are going to appeal to everyone.
It is our job to have opinions, offer insights and try to better the world for the people who we call our target market, our customers, our niche.
And that’s who you should set your focus on.
So, the next time you think to yourself,
“Should I share this?” or “Should I say that on my About page?” or “Should I retweet that?”
Think about your ideal customer.
Envision him or her in your mind.
And decide if what you want to say will resonate with the person you want to say it to.
Because there’s a beauty and a comfort in finding your people, and when that happens —
You don’t need to worry about anyone else.