You friends and your audience play two distinct roles in your business.
December 4, 2023
Picture this: you're a passionate individual with an innovative product or service that you believe can make a difference. You're eager to share it with the world, and your circle of friends becomes your initial sounding board. However, a crucial point surfaces here – friends may love you, but their loyalty doesn't automatically translate into an unfiltered critique of your offering. They might hesitate to provide constructive criticism, concerned that it could strain your personal relationship. This is where the divergence between friends and audience becomes evident.
Friends are the ones who've known you for years, celebrated milestones, and cherished shared experiences. They connect with you on a personal level, not just for your latest venture. Audience members, on the other hand, are individuals who encounter your product or service through your marketing efforts. They're intrigued by what you offer and, more importantly, the value it brings to their lives.
Here's the golden key: your audience is driven by the value they perceive in your offering. Unlike friends who might expect freebies, your audience is willing to invest in what they find valuable. By showcasing the distinct benefits your product or service provides, you shift the focus from the personal connection to the practical advantages your audience gains.
As your audience grows, the line between strangers and friends begins to blur. The passion you share with newfound enthusiasts becomes the foundation of a supportive community. Your audience members, drawn by common interests and needs, forge connections not only with your brand but with each other. Your role evolves from a product or service provider to a facilitator of meaningful connections.
It's essential to remain grateful for the support of friends and family who align with your brand. However, a majority of your energy should be invested in reaching individuals whose passions and interests align seamlessly with your offerings. This approach maximizes the impact of your marketing efforts, ensuring that your message reaches those who stand to benefit the most.
In conclusion, while not all your friends can become your audience, your audience can become friends. By understanding the distinct roles each group plays, you can navigate the path to building a successful brand that resonates with those who matter most. So, reach out to that wider circle of enthusiasts, embrace the growth that strangers can bring, and find gratitude in every connection that aligns with your brand's journey.
About the Author
Joe has collaborated with founders and leaders of both SMEs and Multinational corporations like USAID, Adrian, Shelter Afrique, Barclays, SHONA, Blu Flamingo, Arielle for Africa etc. Joe is an Alumnus of the University of Nairobi where he pursued a Bachelor of Arts in Design. He’s spent more than 9 years working in Branding, Marketing and Advertising and has cultivated an in-depth understanding of how brands work. He has the ability to co-create impactful brands by developing strategies for brand impact, quality control, consistency and innovation.
