When was the last time you confirmed whom you want to reach with your messaging? Has your business focus and audience changed / expanded / contracted over the past year?
Your business is humming along. You’re meeting your sales goals. You’re following your business plan (or at least what you remember of your business plan). Still, you’ve got this nagging feeling you’re missing something – that there may be even more people who could benefit from your products or services.
Take a lesson from Dr. Christiane Northrup and look at those you’ve identified as your target audience(s). Northrup is a leading authority on women’s health and wellness who has “spent [her] my career helping women get healthy and stay healthy through proper diet, exercise, medicine, and a positive attitude about their bodies.” Realizing that younger girls could also benefit from her wisdom, she and Kristina Tracy wrote Beautiful Girl: Celebrating the Wonders of Your Body. It is the authors’ “hope that this book will be a starting point in a much longer conversation between you and your daughter . . . that will lead to a lifetime of vibrant health and happiness.”
By writing this book, Northrup provided a valuable product for a both a new and existing audience that was in sync with her mission. While she could have continued to focus on women’s health and wellness, Northrup was smart and brave enough to look at her work through a different lens. She was the able to see that she could add a new audience to her business and share her wisdom with young girls. The beauty of this book is that it also helps her existing audience – mothers – talk with their daughters.
Can you take a step back, as Northrup did, to ask the tough questions and identify additional audiences that can benefit from your wisdom?