Yesterday we talked about what Right People are and how they can change your business.
Today I'd like to share what happened to Blonde Chicken Boutique when I started applying the concept of Right People to my work.
It started by Havi saying
Everyone has Right People
Your Right People are Right if they love what you do. That's the only requirement.
And I wondered, what would this look like if I really believed it?
If these people love what I make, then I should make something truly ME.
Instead of worrying about the trends or what other yarnies were doing, I started focusing on yarn that I really love. Textures, colors, styles. My love of my work grew and I created a line of yarns that really went together. I began to develop a look for Blonde Chicken Boutique.
If there are people who love what I make, then I should be talking to THEM.
Instead of spending money reaching tons of new people, I turned to my current people. How can I serve them better?
For starters, I ask them. I create products they want (the Learn To Knit Kit was inspired by people who loved my yarn but didn't knit) and I keep them up-to-date (with a customers-only newsletter + a bi-weekly Yarn-Love Note)
My Right People love my thing, so why worry with those who don't?
When I realized I don't have to appeal to everyone or make everyone happy, I can focus on doing what I do best and serving the people who are already happy.
My happy, delighted Right People are the best advertising I could ever want.
If I make it easy for them to share my stuff, they can spread the more to more Right People.
The more I thought about Right People, I realized I was actually thinking about Marketing.
But instead of asking “How do I tell people about my thing” (like many crafters do)
or “How do I tell my target market of 30 year old college graduates who make $40,000/year who knit about my thing” (like marketers do),
I'm asking “Who are my Right People already? What do they love? What could I do make them happier.”
This changed every part of my marketing.
My time is spent working with people I love, instead stressing over finding more people. My people are happy and tell their friends. My sales (both online, in person at craft shows and to yarn shops) have greatly increased. But best of all, I'm doing what I actually love.
A totally unexpected, non-yarny result?
When I started really listening to my people (not just my customers, but all those people who I liked and liked me, including other crafters, my online friends, other business owners), I realized they wanted something else.
They were asking me business-y questions; about marketing, about sales, about crafting a business AND a life.
So I started offering classes, and one on one consulting.
Every single one of my classes (including next week's class on Right People) have been sparked by specific questions I've been asked. I always answer the asker, but when the answer becomes huge, I know I have a class.
The best part?
I genuinely love teaching. I love talking about business. I love love love brainstorming for other people's thing.
And the love is so obvious that last night Jay said, “Wow, I can see how happy this makes you. And it's so perfect for you!” (my bossyness is well-documented in our marriage).
Following my Right People? Led me to bliss.
How has serving your Right People led you in new directions?
If you'd like to work with your adoring fans + find your Right People, check out the class! Registrations close next Tuesday!