The 20 Percent Edition Nr. 10: Reaching Your Minimum Viable Audience With Your Website

Hello friends, and welcome to this edition of The 20 Percent.

This week’s breakthrough idea is from Seth Godin’s This Is Marketing.

The marketing that has suffused our entire lives is not the marketing that you want to do. The shortcuts using money to buy attention to sell average stuff to average people are an artifact of another time, not the one we live in now. […] The relentless pursuit of mass will make you boring, because mass means average, it means the center of the curve, it requires you to offend no one and satisfy everyone.

A minimum viable audience is where niche businesses are born. At the age of the internet, one hundred people who will understand you and fall in love with where you hope to take them is all you need to build a million-dollar business.

Why Minimum Viable Audiences Matter

Once you set out to create something valuable and unique, you will soon realize that you can’t bring change to everyone. Working with a minimum viable audience means that you choose to work only with those people worth serving.

This will open a window of unprecedented clarity to your target audience. When you are laser-focused on whom you serve, the people you choose are likely to share your worldview. And you are likely to understand your audience’s needs and wants better than anyone else.

Websites Are Tools of Change

Your website is not a business card. It’s a platform that tells your story. A story that matches the built-in narrative and dreams of that tiny group of people, your smallest viable market.

Niche businesses are all about bringing change. Your website is where you share how you do it. Change starts with answering questions and discussing the wants and needs of your audience.

Long-Tail Keywords are How People Search the Internet

Mass marketing is the enemy of niche businesses. That’s why attracting your smallest viable website audience starts with low volume, specific searches, and very high-quality content.

Let’s say for example that you are a personal trainer for stress-ridden businesswomen, helping them to overcome weight gain and become high-performing individuals. You have the capacity to work one-on-one with up to 50 people per year – that’s it.

With your website, you can help those people with the right mindset that you wouldn’t be able to help otherwise. Only a portion of them can ever become your one-on-one clients.

Because you know your audience well, you also know that many of them struggle with nutrition. Choosing between supplements and particularly between protein powders is notoriously difficult.

Write content that tells your story, educates, and shares your experience to guide their decision. Your story is why you’re the best person to talk about this topic. It’s the reason you have a unique perspective to offer. It’s the reason to work with you.

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Who would you rather find your article, 200.000 random people who are looking for “protein powder” every month, or 1.8 thousand women who’re looking for “best protein powder for woman weight loss”?

The uninitiated get blinded by the numbers. Next, they hire someone to write an article that starts with “5 facts about protein powder…” and put it on their blog. They wouldn’t read this article themselves, but for some reason believe that other people will.

Final Thoughts

Creating consistent, and frequent stories for an aligned audience will earn you their attention, trust, and action. When you create these stories remember that mass is the enemy of niche. In our mass marketing world, appealing only to those worth serving is a breakthrough idea.

Stay inspired,