Focus on the Top 20%
Whatever it is you create, be it a product, podcast, blog, or work of art, to get it in front of the people it was intended for, you’re going to need to do some marketing.
The problem many people run into, however, is casting too broad a net when it comes to the marketing they do. This is true whether you have absolutely no audience whatsoever, but also if you already have a good-sized audience with whom you engage regularly.
And it’s the second situation that presents a trap.
It’s easy to think that because you have a steady group of followers — let’s say there are 1000 of them — they’re all equally committed to the journey we’re proposing to take them on with your content and offerings.
But this is far from the truth.
In reality, your audience’s engagement and interest in you are distributed across a spectrum, and treating them all as one homogenous group will water down the content and offers you create, as well as how you market them.
Instead, you must take the bold step of ignoring the least engaged eighty-percent of your audience and create and market only to the top twenty.
These are the super fans, the people for which you are the one and only, the best in the world, to help them get where they’re seeking to go.
