Know Your People!

It was so obvious – I didn’t fit in! I was in Baltimore to speak at a business conference. When I arrived at the Hilton, I had no idea what I had stepped in to. There were hundreds and hundreds of others at the front desk of the hotel – but it was clear they were not there for business. They were there for the annual Brony convention. Never heard of them? Me, neither! But, over the course of the 3 days, I learned a lot about this group – this tight-knit community of people. Here’s how this applies to business. “Be different so that people can see you clearly amongst the crowds.” — Mehmet Murat ildan 1) It’s ok to be different. As entrepreneurs, we tend to fall into a trap of being like, sounding like and looking like others in our industry. It doesn’t have to be that way. Yes, there are certain (success) methods and tactics you want to mimic – but you don’t want to lose your identity in the process. 2) Know your people. Who are you? Who do you want to work with? Who needs you most? These are basic questions to clear messaging. Only when and until you get clear on this, will you be able to identify your target market. 3) Speak their language. I can assure you that, as human beings, we all want to learn and live our best life. But we all learn differently – and that’s important as you attract your ideal clients. If your people are older and from a certain generation, then ensure that your language is relevant to them – and that your messaging tools are appropriate for them (CDs vs downloadable audio links, for example). 4) Go where they are. Seriously – to step into a hotel that is hosting 8,000 people for the Brony Convention was beyond anything I had ever experienced. I just kept asking myself the question: who did the fantastic job of marketing this event? How in the world did they get that many butts in seats? (no easy feat for any event!) These people were all very comfortable in their own skin (and their own unique outfits) and with each other. I, on the other hand, in my best business attire, felt totally out of place. “So you’re a little weird? Work it! A little different? OWN it! Better to be a nerd than one of the herd!” — Mandy Hale 5) Step outside your comfort zone. And that’s exactly what I did during the lunch hour one day – I went to Subway and stood in line with many of the Brony delegates. I asked about them, as individuals – who were they, where did they come from, why were they here, what did they want to learn? I was intrigued by their enthusiasm and passion for the different workshops they selected from the program. You can learn so much by stepping outside your comfort zone (as I did during that lunch hour) – and you can learn ‘what works’ and whether or not it transfers over to your business. After all, business is business. 6) Celebrate your uniqueness! Recognize that we are all more alike than different – and yet, it’s important to know who you are – what you have to offer to your prospects and clients – get to know how you can best serve them. Know your people! Your business will thrive because of that type of focus. Who are your people? Where are they? When is the last time you stepped out and among them? Clarity attracts confidence – and confidence attracts cash! Who are the people who need YOU most?