MarketingTalent

How to Get Heard Through the Noise

4 Mins read

Finding your audience is the key to your success. How do you get yourself heard in our noisy world?

If you are a classical musician, a Jungian psychology professor, a French pastry chef or a clown who teaches how to make balloon animals for virtual parties, your niche exists and they are trying to find you. 

So how does your niche find you? It starts with defining what is unique about you, what are you offering, and then clarifying your message to attract the right people. What is the best way to do this?

FIRST STEP: Determine who your ideal audience is.
Ask yourself these questions:
* Who are they?
* How old are they?
* What do they like to eat for breakfast?
* Where do they live?
* What do they love?
* How do they speak?
* Where do they get their information from?
* What keeps them up at night?

SECOND STEP: Create your positioning statement. 
Most successful businesses create something called a positioning statement, which helps clarify who they are, and what separates them from their competition. As an artist, teacher, subject expert, or any other kind of talent, a positioning statement can help you find and reach your audience.

WHAT IS A POSITIONING STATEMENT VS A MISSION STATEMENT?

The mission statement is about the internal perception of the brand. A positioning statement is about the external perception of the brand.

A positioning statement defines how YOU distinguishes yourself from others. Your positioning statement is all about clarifying WHO you are, who is your ideal audience, what is unique about your offering, and why would they want to come see you, or book you.

Positioning statements helps you keep in mind your audience's view of who you are in a few simple sentences. This will help you in all your marketing.

Here are some examples of other positioning statements:

1. I am a  _black belt karate expert__________________________________
2. Who teaches : _Beginning Karate_________
3. To (target audience) Young women
4. To help/benefit them__Feel confident in themselves. __________________

1. I am a  _baker_________________________________
2. Who teaches : _how to make your own sourdough_________
3. To (target audience) foodies who love to try new things
4. To help/benefit them__make their own bread at home  __________________

1. I am a  _classical pianist______________________________
2. Who gives : _concerts for private events_________
3. To (target audience) couples celebrating special occasions
4. To help/benefit them__create a feeling of going out on the town while staying at home.

1. I am a  _writer_____________________________
2. Who teaches: _creative writing________
3. To (target audience) Age 60+  who feel they can’t write
4. To help them learn how to tell personal stories through writing_________________

1. I am an  _actor____________________________
2. Who teaches: _Improvisation workshops______
3. To (target audience) adults who live in urban settings
4. To help people laugh and connect during these times of social distancing____________

Spend some time figuring out your unique positioning statement. Who you are trying to reach? Who is your target audience? What needs are you fulfilling for them and how can you make their lives better?

Give it a try:

1. I am a  ____________________________________
2. Who does/teaches/gives : __________
3. To (target audience)
4. To help/benefit them____________________

Now that you have this positioning statement, now what? 

THIRD STEP: Get yourself out there.

YOUR EMAIL LIST

* Do you have an active email list?
* How often do you engage with them?
* What is your open rate?

Email marketing is up to 40 times more effective than social media, according to a study done by McKinsey & Company

Most  everyone has an email account but some people do not have a Facebook or Instagram account.  If Facebook goes out of business so do all your leads and contacts with them. With email, all that data is your own.

Among its advantages are the possibility of communicating through a more personalized approach. There is an art and a science to engaging with emails.You can also segment your lists and target groups by their interest and engagement

Even if you have a robust email list with a diehard following, you always want to grow this list and keep people on it. If you have not yet developed an active email list, or have a small one, what are some strategies you can implement to grow your list?

YOUR WEBSITE
People might hear about you from social media or word of mouth but they go to your website to learn more.

As the backbone of your online presence a website is crucial. A well designed, informative and updated website will add credibility to your business and strengthen your brand. A website provides you a platform to advertise your services, sell your products, provide testimonials and more.

No one cares about your backstory as to how you became an X, Y and Z. They want to know what you can offer them!

Again, use your positioning statement to make your message clear. The less words, the better. People don’t read anymore, they scan. Keep your copy brief, pithy and attractive to your target audience.

SOCIAL MEDIA
Social media is an essential piece of your marketing strategy. Social platforms help you connect with your audience, increase awareness about your offerings, and boost your bookings.

Social media is all about engagement. Don't post just about your events, but find out what your audience is interested in and post about that topic. Engage with them, take an interest in them, don't just promote yourself. Remember to speak in a language that is how they communicate and talk with each other. Don’t be tone deaf!

If you want them to be interested in you, then be interested in them

Use social media to: 
* Build awareness of your offerings
* Communicate Authority and Social Proof
* Show Authenticity
* Engage with your Audience
* Grow affordably
* Grow your following
* Develop a relationship with your followers

Do you have to be on multiple platforms? No. Pick one that you are comfortable with AND where your audience hangs out, and go deep and be consistent.

If your audience does not hang out often on Facebook, but are found on Instagram, then post often on Instagram. Some niches don't like social media at all, but prefer email.

Do your research and find out where they are and where they like to engage.

Consistency is most important. Find ways to communicate with your audience directly, consistency and in the language that they speak. Let them know you care about them.

Once you have followed these suggestions, you will be well on your way to finding and growing a community of die hard fans, the right people who will want to follow you and be eager to sign up to see you perform, speak, teach or whatever it is that you offer!

Remember, clarity is key! Keep working until you get crystal clear about who you are, what you are offering, and for whom.

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