Silos

One issue creative clients run into frequently is an inability to get out of their silos. That is, they remain stuck in their microcosms of similar people, and therefore limit their networking to those who are not part of their target audience. Writers at writer's conferences are looking for their own book deals, not to buy the books of the competition. Same with other industries. While that doesn't mean that you should completely ignore making connections within your own industry, it does mean that you should branch out.


So where to begin? First, look at who is buying the product (always remember, creative work IS a product). Are buyers mostly male? Mostly female? Younger, older? Are they local, or are they dispersed geographically? It's not necessary to have a full run-down of every demographic, but at least have a basic idea of who might want to buy. Where do people like that go? What hobbies and interests do they have (other than the product's area)? Do they watch TV, play games, read books, go to concerts or sporting events? What kind of jobs might they have? Make a quick list and then look online to see what sort of events (online or real-world) are geared towards those things. Talk to friends and family members who are part of the target audience and who aren't. Where do they buy your type of product? A little research and a lot of cross-promotion goes a long way towards increasing awareness--and sales.