Not everyone is going to care

One of the questions often thrown out during discussions about any business or comms idea – normally by those who claim to ‘speak for the consumer’ – is ‘does anyone care about this?’.

It’s a fair question. There is no point pouring money or time into a project that no-one else cares about. But surely the answer is almost always: ‘of course somebody does!’.

That somebody might be an audience the size of a small country, or a select few individuals who are highly interested in your niche, but that isn’t at all important as long as you’re realistic with your business model. The aim with building a brand that matters, isn’t to get everyone to care but to find those who do and connect with them directly.

If you’re building a ultra-premium chocolate brand it really doesn’t matter that most people wouldn’t pay over £1 for a bar, and couldn’t give a monkey’s about where the beans come from for you £10 a bar product. There are enough people out there who do. Find them. Build a product they can love. Speak to them in a way they value. And ignore everyone else.

The problem with the question ‘does anybody care?’ is that it’s really asking ‘does this have mass-market appeal?’. Not only is it presumptuous to think that’s what you’re going for, it’s not at all a helpful starting point. Something *built* to appeal to everyone, more often than not appeals to no-one.

If that spark of an idea in your head sets *your* heart racing, you can be sure there are others out there too. The only thing then you have to work out is how to find them, and make your idea come life.

Hearts not eyeballs

Organic reach. Paid reach. Impressions. Retweets. Presence.

It’s all overrated.

Obsession over analytics and data has led us into a world where we seem to think the number of people you manage to shout at is the measuring stick of marketing success. There are two problems with this.

The first is that only a fraction of those who you have the potential to reach will ever see your content or messaging. Of those who do, you will be lucky if more than 2-3% stop to look properly. An ever smaller portion of those people will actually do anything about it and maybe perhaps consider potentially buying something from you, *if* on the off-chance they happen to feel like it. Not great odds.

The second problem is that by placing such weight on how many people *might* see your work, you become careless and fail to get to know the people who are seeing it. With such a broad church of an audience, you’re forced into a ‘throw shit at the wall and see what sticks’ approach. Again, not great odds.

Instead, marketers and brand builders should be thinking about depth, not width. Focus on what Seth Godin calls the ‘minimum viable audience‘ your business needs to work properly. That might be 10,000 people, or it could be 10. Then, expend all energy, not on trying to grow that number, but on building trust.

Get to know your audience, who they are, what makes them tick, what they find useful, and practice the craft of talking directly to them. Everything you do, say and create should be about serving their needs and rewarding them for their loyalty to your brand.

Do this and you’ll find that by speaking to those who want want to listen your chance of success goes up significantly. Oh, and it’s a hell of a lot less tiring than shouting into the abyss.