In writing the chapter on Right People (for the BOOK!) and getting ready for the new class, I found this old post on Right People and I love it so much, I wanted to share it again (updated with what's changed)…

Last week 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.

This means I could stop selling online, I can focus on my Monthly Yarn Mail customers and my yarn shops.

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.
Without doing anything, yarn shops have approached me. They have customers who asked them for my yarn, so now they carry it. ALL of my wholesale business (which is now 90% of my yarn business) has come from referrals!

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.
(and started attracting attention of people who needed marketing help, from companies who want my advice to publishers who want me to write books) 

The result?

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 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 tools.
Every single one of my classes (including this 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!” ).

Following my Right People? Led me to bliss.

What would change in your business if you focused on your Right People?

If you’d like to work with your adoring fans + find your Right People, check out the class!
Registrations close this Wednesday!

4 Comments on How Right People Changed my Business, revisited

  1. Tanja @ Crystal Clarity
    October 11, 2011 at 2:58 am (11 years ago)

    Hi Tara – awesome post!  I do have a question though – as an incredibly new newbie who doesn’t actually have *any* people yet, how would you suggest finding and connecting with my “right people”?  Is it just about putting in the time to connect and listen to as many people overall as possible and look for opportunities that mesh with being able to create something that’s genuinely ME? Or is there more to it than that?

    I’d love to hear any thoughts you have!

    Thanks in advance – TANJA

  2. Newton Saber
    October 11, 2011 at 9:45 am (11 years ago)

    This was yet another great article.  I look forward to every one of these.  I sent you an email to your gmail acct.  It contains a PDF file of my book.  Let me know if you receive it.

  3. Tara Swiger
    October 11, 2011 at 4:27 pm (11 years ago)

    Hey Crystal, thanks for your sweet comment!

    This is what we’re going to get into in the class, but the first step is always for YOU to figure out WHO they are (and be flexible to that idea changing over time). Where are they when they need you? What are they doing when they realize it? What’s going on in their life?
    And then – where are they gonna be in that moment? (or right before it?) Then you go THERE.

    We’ll put the whole process together (along with multiple worksheets) in the class, so if this is something you want to start working on, I recommend it! (it’s here: )
    Thanks for your comment,

  4. Tanja @ Crystal Clarity
    October 14, 2011 at 6:39 pm (11 years ago)

    Thanks so much for the reply, Tara.  

    The class looks amazing, and could well be just what I need as I get ready to launch my business in the new year.  That said, it’s not right for me at the moment – I’m currently finishing off a 3-month life design course I’m doing, and don’t want to overwhelm myself another class on top of that while I’m still working through the materials.

    I’ve copied the link down and set a reminder for myself to check in and see if it’s still available once the course I’m doing now is finished, which should be towards the end of this month.

    Thanks again!