Why This One Thing Makes Your Marketing Easier

How great would it be if everyone were talking about your work?

Of course, in order to talk about your work, people need to know how to talk about it. And if people were talking about your work, wouldn’t that make your marketing easier?

So how do you make your marketing easier?

You start by asking some questions. Is the work you do interchangeable with someone else in the same space? If you switched your name with a competitor’s would you notice a difference? Perhaps a better question, would your audience notice a difference?

So where does this leave you and your work?

Now you’re stuck in a position where you’re counting solely on some undesirable factor to bring in an audience. Something like price. Yuck.

Wouldn’t you rather have people coming to you because they can’t go someplace else?

So how do you make that happen?

Start by making a list of the things you want to do for your audience.

Yes, your audience.

But not just the casual audience, your biggest fans.

Why do your biggest fans help make your marketing easier?

They’re the ones you want to engage. They’re the ones you want to make it easy for. Because they’re the ones spending time and money with you repeatedly. And they’re the ones who gladly talk about you and your work.

Now back to this list

So you’ve got a list of the things you want to do for your biggest fans. Now start crossing things off the list until you’re left with one.

Yes, one thing.

Once you choose this one thing you can focus all your efforts toward making it clear what you’re all about. This one thing becomes the DNA of you and your work.

All the choices you make, revolve around getting your fans to say, “the reason I go to XYZ  is because __________.”

Then people know how to talk about you and spread the word.

This is how you empower your fans.

What if you’re about more than one thing?

Now look, I know as artists we hate to be pigeon-holed into one thing. But this is just to get people in the door. To relate to you on some level. Once they’ve come in you can show them around the rest of your house.

Then they’ll see all the other cool things you’re about. But they have to get them in the door first.

How does this all play out?

Take for example, performance artists, the NY Neo-Futurists. Sure, they work with a very particular aesthetic. Their shows follow a very particular structure. The audience is very much part of the show. (Can I say very one more time?)

All these things and more, play a part in why I like them. But if I had to tell someone why I’d go back again and again–it’s because it’s “NEVER THE SAME SHOW TWICE!”

How do I know that?

Because they’ve told me. From their newsletter:

Too Much Light Makes the Baby Go Blind — our ever-changing attempt to perform 30 plays in 60 minutes — is NEVER THE SAME SHOW TWICE!

Now I don’t know what method the NY Neo-Futurists used to develop the above. But they’ve made it easy for me to repeat.

So if you’re struggling to get your message clear and tangible–try what I’ve suggested here.

Empower the audience to talk about your work

And in terms that are specific and repeatable. It’ll make everything easier for you.

Get started now with easier marketing

Make a list of the things you want for your audience. Choose one thing. Let that one thing inform the choices you make with your marketing.

You’ll make it easy for your audience to talk about you, connect with you and grow with you.