The 60-Year-Old Secret to Finding Your Customers

In the Everest of internet users, (over 5 billion of them), finding the niche that’s interested in what you’re selling is a daunting task.

So, how do you pinpoint your audience of potential buyers in a crowded online world?

Speaking with Prejudice

The secret, I’ve found, lies in a piece of advice from the legendary poet Robert Frost. 

When asked about great writing, he said:

“All that makes a writer is the ability to write strongly and directly from some unaccountable and almost invincible personal prejudice... I take it that everybody has prejudice and spends some time feeling for it to speak and write from. But most people end as they begin by acting out the prejudices of other people.”

This applies to absolutely everything you do as a marketer.

Just as a writer draws upon their unique perspective or “prejudice” to craft compelling narratives, you as a marketer must embrace your distinct viewpoint as well. 

Finding Your Marketing Voice

As a marketer, identifying and honing your personal prejudice - your unique perspective or approach that sets you apart - is everything. Find your authentic voice and message that resonates with a specific group of people. 

Your task is to communicate from this place of genuine, individualized perspective to connect with your audience on a deep level. 

Connecting With Your Audience

When you speak from your unique viewpoint, you naturally attract people who share or are intrigued by your perspective - these are your potential customers. They are drawn to the authenticity and conviction in your message. It’s not about selling a product or service; it’s about connecting shared values and viewpoints. 

Implementing the Strategy

So, how do you implement this strategy in our digital age? Start by: 

1. Understanding Your Unique Perspective: Ask yourself, what do I stand for that others don’t? Spend time introspecting what makes your brand or approach unique.
2. Crafting Authentic Messages: Relatable and trustworthy brands take the time to develop their unique perspective. 
3. Targeting the Right Platforms: Not all digital platforms cater to the same audience. If you say to yourself, “Everyone needs what I’m selling”, you’re making the classic mistake of mixing up what you need with what everyone needs. Speak to what you want to hear. 
4. Engaging with Your Audience: Don’t just broadcast your message; engage in active listening. Use social media, blogs, and forums to interact with your people and build a community. 

Conclusion

Finding your audience is not about casting the widest net but about casting a net that’s tailor-built to attract your kind of fish. Embrace your personal prejudice, speak from it, and watch as you not only find your customers but build a community of like-minded individuals who resonate with your brand’s authenticity. 

You will not appeal to everyone, and you shouldn’t. All you have to do is appeal strongly to someone. That’s the 60-year-old secret that still holds true in the digital age of marketing.