Starting a business that works is a combination of offering what you want to create with those who most need and want it. You can have a successful business, regardless of the product, as long as you put your heart and soul into this formula.
However, it can begin to feel overwhelming as an artist when you don’t want to “compartmentalize” your art or compromise your artistic integrity in any way in order to find the right people who connect with it just as it is. Rest assured- there is a way to have the best of both worlds in this scenario. Listen to this week’s business bite to understand how:
The good news for artists is that today, according to American Express Open Forum, the number one reason small businesses succeed is because the owner creates them to prosper, not just work, with a higher purpose in mind. This is precisely why artists are hardwired to run the best businesses in the world- because you already have that higher purpose in place implicitly through your art.
It’s really that simple, but only if you don’t leave out the most important part: knowing who most need and want what you have to offer.
Let’s look at a couple of examples of how two bigger companies started, and how they figured out immediately who their audience was:
Birchbox, co-founded by Katia Beauchamp and Hayley Barna, began because both women wanted to make the beauty product industry more friendly for customers less-familiar with beauty products. They targeted their marketing to this exact group: women who did not know much about beauty products. Birchbox currently has over 800,000 subscribers and brings in approximately $96 million in sales per year.
Similarly, Sarah Blakely, founder of Spanx, wanted to create a way for women to feel good about themselves. She knew she needed to speak directly to women who wanted to look better because it would make them feel better. Thanks to knowing exactly who her audience was, Spanx is a multi-billion dollar company today.
Now, these are examples of bigger companies, but he truth is that this formula works for every business, regardless of the size or what products it sells- and this, of course, includes artists!
Here are three key questions to ask yourself when looking at who your ideal client is for your art:
1. Who resonates the most with my work, outside of friends and family?
It’s important to look at who resonates with your work outside of friends and family because friends and family love and support you, no matter what you do- but they may not always be your ideal client when it comes to your art. To get a true gauge of who your true ideal clients are, start to make a list of those who resonate with your work, first and foremost.
2. What do these people have in common with each other?
As you make your list, note what each person has in common with the other. There are so many similarities you are bound to find, which will not only help you get to know them better but inform you about how and why your work draws them in.
3. Where do they spend the most time, both online and offline.
Once you understand the similarities you can begin to see where they spend the most time online and offline, and position your work in those places so more people who share common interests can be introduced to your work.
Answering these questions will inform you who your most ideal client is for your art, or at least get you thinking in the right direction to find them with ease so you can then begin to target your marketing towards them, instead of trying to appeal to the masses at large. The more you begin to connect with those people to let them know you exist and have something for them, the more your community of potential clients and customers will grow.
Do these three things and I promise you will immediately find a connection with your audience and begin to figure out how to navigate your way to finding a bigger and bigger tribe that helps you create a business based on your vision as an artist and the mission you have to offer that art to the world!
Want to learn more about how to grow your business with your art? Be sure to sign up for my free Master Class series HERE, which offers you in-depth action steps on how to design your business to fulfill your mission and build your profits, no matter what stage of business you are in or what discipline of art you practice.
Your comments and insights are what makes this community thrive, and what encourages others to keep moving in the direction of their vision as artists, so please share yours below! I look forward to hearing your thoughts about this one!
With so much love!