An Audience of One
What is that one mistake that people, usually unknowingly, make when it comes to marketing themselves?
Press play below to find out!
I was talking to a client the other day and I realized something that I wanted to share with you. It’s the concept of the Audience of One.
As most of you know, my background is in the music business, and in the music business, everyone wants what? A record deal! In the business world, I found that everyone wants a book publishing deal and seemingly everyone in the world wants a reality television show deal. Why is that?
Well, when I really break it down, I've come to discover it’s because everyone thinks that if they get that record deal, that book publishing deal or that reality show deal, it’ll make all their marketing problems go away because someone else will then be in charge of marketing them, exposing them, and making their business grow.
Well, if you can't figure out already-- that’s absolutely false! I can tell you from the music business, a lot of bands work hard, and they finally get a record deal only to get "shelved." They record a record—if they even get to producing the record, the record company may decide to use someone else’s record instead of yours. I actually have a friend who had signed a record deal and their record hit the label president’s desk the same day as the record of guess who? Barney the purple dinosaur. I’m going to let you guess which record got released, because it was a guaranteed money maker and which one got shelved. Three years of their life gone now from the time they signed the record deal, until the record got shelved, they then got let go from their deal and the band was in shambles.
Book Publishing deals—most of the time, when you get a book publishing deal, if you're lucky enough to get the deal, when it comes time to release the book, the publishing company will meet with you and say, “So, what are your plans for marketing this book?” And you're like, "well, I don’t know, I thought that was your job" and they will argue that it's really your job. It's a vicious cycle! Ninety-nine percent of books never get marketed well.
And again, we see the same problem with reality television show deals, why would you focus all your time building a business and trying to get to the pitch stage and trying to get a network to buy in on the stuff. It’s going to take you years, and likely it will never see the light of day. That’s what the Audience of One is. Why would you ever focus your time and effort trying to reach an audience of one—one executive, one book publisher, one record label—when you could be spending the same amount of time and effort building a true audience that will listen to you that you can nurture that will want everything you have to offer. If you take the time to build your audience, you build your value.
I’ll say that again, if you take the time to build your audience, you build your value!
So my encouragement to you is instead of thinking that there’s a cure-all pill for everything-- that you need the record deal, you need the publishing deal or you need the TV deal, forget about that and start today! You can put out a record without a record label. You can put out a book without a major publishing company. You can have a TV show on the internet. So, instead of focusing on finding the one guy behind the desk that you think can change your life, take your time to build an audience of thousands, tens of thousands, hundreds of thousands instead of just looking for the audience of one.