We all know trying to please everyone is impossible, so why do we feel like failures when some people don’t like what we do? Why do we compromise on what we know would be our best work, in order to try to please a few more people?
It’s time to try something different. Let’s figure out who we care the most about, who shares our values and try to please them. Let’s get loyal, evangelical customers for life instead of aiming for the lowest common denominator who will drop us if the wind blows funny.
My radio show is not the highest ranked show in town. In fact, it’s not in the top 10. The top show on at the same time I am on is classic rock. A “lifestyle” talk show and sports talk shows are also ranked above me. (The good news is I’m ranked above the station that is our direct competitor.)
I could get really down about my ratings and change what I do to try to please the people who are listening to the shows ranked above me. I might be able to do that. But how many loyal listeners would I end up losing? Would I even enjoy my work anymore?
My station and I are going for an intensely loyal audience that wants to hear what I have to say about the things they care deeply about. Growing that audience makes my station profitable and a great place for our advertisers to reach a loyal customer base.
Don’t get me wrong. I want higher ratings and will continue to improve my show to get them. But I want to get them by going after a special kind of audience. I’d rather have a smaller group of raving fans that I don’t have to constantly chase for repeat business, wouldn’t you?
Raving fans are special. They:
- Feel like they’re part of your family
- Tell everyone about you
- Stick with you
- Buy from you even when you’re not having a sale
- Never go anywhere else
I’ve found that developing raving fans makes it easier to increase your profits than trying to be all things to all people. It also comes with some extra bonuses. You get to love what you do and that leads to doing your best work. The hope is that you become so good at your work that to your raving fans, and to yourself, your work becomes art.
Questions for comments: How do you decide whom to please? How has narrowing your focus helped you?