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Monday, October 26, 2020

Focus on building an Audience - not Customers

Focus on building an Audience - not Customers

A lot of business still spend big bucks to reach people. Every time they want to say something, they dip into their budgets, pull out a huge wad of cash, and place some ads. But this approach is both expensive and unreliable. As they say, you waste half of your ad budget-you just don%E2%80%99t know which half.

 

 

All companies have customers. Lucky companies have fans. But the most fortunate companies have “Audiences”. An Audience can be your secret weapon.

A lot of business still spend big bucks to reach people. Every time they want to say something, they dip into their budgets, pull out a huge wad of cash, and place some ads. But this approach is both expensive and unreliable. As they say, you waste half of your ad budget-you just don’t know which half.

Today’s smarted companies know better. Instead of going out to reach people, you want people to come to you. An audience returns often-on its own to see what you have to say. This is the most receptive group of customers and potential customers you’ll ever have.

Everyday audiences should come back to see what you have to say. You may talk about design or business or software or psychology or usability or your industry at large. Whatever it is, these people should be interested enough to come back to hear more. And if they like what we have to say, they’ll probably also like what you have to sell.

How much would it cost you to reach those hundred thousand people every day the old-fashioned way? Hundreds of thousands? Millions? And how should you do it? Running ads? Buying radio spots? Sending direct mail?

 

When you build an audience, you don’t have to buy people’s attention-they give it to you. This is a huge advantage.

So, build an audience. Speak, write, blog, tweet, make videos-whatever. Share information that’s valuable and you’ll slowly build a loyal audience. Then when you need to get the word out, the right people will already be listening.

 

*Credit – This article has been derived from the book “Rework”, written by Jason Fried and David Heinemeir Hansson

 

 

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