Snap Your Fingers, Edith: How a Crazy Bus Driver Can Teach You All About Building an Audience Before You Have a Niche
In the imaginary world where your business is a bus, each of the five Signature Spotlight Style types has a different approach to bus-driver-dom. For instance, Audreys tend to have trouble leaving the station (what if someone’s just running late and really needs this bus?) and Katharines tend to leave before the assigned time (what if we miss half the fun out there because we’re lollygaging?).
(Wondering who the heck are Edith, Katharine, and Audrey? They’re three of the five Signature Spotlight Styles. Basically, they’re role models for an easier approach to stepping into the spotlight with your business. If you’d like to find out who your role model is, you can take the free quiz.)
Ediths, though, start with the bus station.
See, an Edith tends to rename the bus. She rewrites the routes. And she has a tendency to suddenly pull out of the station while someone’s still getting on (or off) the bus.
In other words, she can be a danger to herself and others! (Hold on, though–since you’re not actually driving a bus, all of this is actually a good thing, handled safely.)
See, Edith has to generate controversy. Even if it’s just a small controversy. That’s because she likes to shake things up in order to get to the truth at the core of things–she doesn’t really believe things can change until there’s been some chaos.
And she thrives on change. Inspiring it. Instigating it. Creating it. Lunging into it.
The problems of being an Edith
All of this adds up to two interesting problems. One, Ediths are the most likely to look like “overnight successes” because they’re constantly reinventing their stuff until something sticks. So, Bus Driver Edith seems to come out of nowhere because until three weeks ago, she was working very hard as a roofer.
While on the surface it looks like Edith catapulted to fame and stardom, the truth is, she’s been working really, really hard. Usually, too hard. This is partly because, if you change what you’re doing every six months, you also have to rebuild your audience. It’s also partly because Edith likes chaos and that often results in audience attrition (most people don’t like change–change too often, and even the people who really like you start to feel uneasy).
So, that’s problem number one–Ediths who are successful usually look like overnight successes leaving new Ediths, or Ediths who haven’t broken through yet, thinking they’re never going to make it.
Let’s go back to the bus driver analogy to find problem number two. Remember when I said that Edith rewrites the bus routes? Well, the problem here is that she forgets to print new maps. So, people who are there during the change usually are okay–she’s more than happy to tell people that they’re taking the Strawberry Bus Route instead of the Green Apple Bus Route. But, after a few weeks, when all the old bus riders have gotten used to the new routes, it’s all but forgotten that the routes have been rewritten.
This results in two problems. One, new people stop taking the bus. Because no one understands any of the routes but their own, they can’t recommend the bus system to any of their friends (remember, there are no maps to share). Plus, if a new person should happen to wander into the bus station, the only person who can explain what’s going on is Edith (who’s usually off driving a bus) and Ediths tend to get impatient explaining changes after the first few weeks.
So, no new people on the bus.
The other problem is that should a new person brave the whole system and find themselves on the right bus… They usually feel left out because Edith’s taught the whole bus a bus song that the new person doesn’t know, and the only way to get the bus to stop is to put one hand on your head and shout, “GO!” and wiggle your ears three times.
In other words, Edith tends to build a clique separated from other people through vocabulary, rituals, and knowledge. Which makes newcomers feel out of place and uncomfortable and unlikely to stick around.
What then is an Edith who doesn’t want to alienate people to do?
Case Study One: How not to alienate new people
Take a look at Havi Brooks. When you visit her blog, the first thing you notice is that she has a glossary at the top of the page. Yep, a glossary.
See, Edith almost always invents her own language. And her core people catch on pretty quickly and soon everyone’s using the same vocabulary which tends not to make much sense to outsiders. Which means that when someone new comes by, things feel really exclusive, and not in a good way.
But by adding a glossary (and notice how Havi goes one step further by also including definitions and links to how a particular process began in individual posts) you can help people get up to speed much more quickly, reducing the frustration they feel and the likelihood that they’ll leave before they catch on.
Case Study Two: How to build an audience without a narrow niche
As I mentioned, because Ediths tend to move very quickly and change what they’re doing often (until settling into their right work), they have trouble building an audience. That’s because they try to niche narrowly each time they press the restart button–like all the marketing gurus tell them to–which means each new venture requires a completely new audience.
For instance, the Edith who’s providing high priced personal brand coaching this week can’t market to the same people to whom she’s providing tree cutting services the next week. But, if instead, she had focused on providing supportive environments inside and out to help her people get what they want… Well, technically trimming trees and personal brand statements go hand-in-hand that way.
One Edith who’s done a great job of not getting overly niched is Michael Neill. In his case, he’s build an approach that allows him to continue providing spectacular transformation for his clients, without being tied to any one mode of working with them.
See, if he were following traditional advice to niche, he’d work very specifically with, for instance, exclusively divorced, male executives, aged 45-52, who have worked at their company for at least seven years.
But, instead, his niche is personal transformation. Crazy broad! And he offers mass market books, a free radio program, a weekly newsletter, programs, and one-on-one coaching, all at dramatically different price points, but all aimed at helping people get what they want. (Nothing more, and nothing less.)
So, if you’re an Edith, don’t niche yourself until you’re really, really, really ready. And, even then, it’s okay to niche yourself much more broadly than they (the marketing gurus) tell you you can. And it’s a good idea to choose a niche based on what you absolutely love and never tire of creating instead of anything overly specific that might get a wee bit boring after awhile. (And never, ever, ever over-niche yourself unless you desperately want to.)
Case Study Three: How to break through and find an audience before you know what you’re doing
As Ediths work to find their audience and finally break through once and for all, they tend to struggle more than other types. While the rest of us can usually be relatively happy making a difference for our clients, the Edith is propelled forward by an absolute imperative to make the right difference for her clients.
She feels it’s false to be doing someone else’s work, and knows so deeply that the difference she could be making is one only she can make… Which tends to make her a bit desperate to *find* that difference.
If you’re an Edith who hasn’t found your niche yet, you probably wrestle with this. And with not wanting to get started because you don’t want to flit from thing to thing, or do a tremendous amount of work only to find it wasn’t the right work.
Fortunately, there’s a middle ground. Follow the lead of coach Tia Singh and conduct experiments. There are two reasons that this works really well–one, experiments have an entry point and an exit point. Your readers can invite other people along just before you start a new experiment knowing that anyone they invite won’t feel lost and will be able to follow along. The other reason is that experiments are fun and by their nature supposed to be transient. So, by saying, “For the next 30 days, I’m going to write one thank you note each day, and I’ll post it here to share what I’m grateful for” you aren’t a flake when, on day 31, you aren’t writing thank you notes anymore. Readers enjoy playing along, and know that they aren’t committing to anything permanently, either.
When you’re an Edith, you can find it really challenging to build the right audience, so playing with possible niches/directions/audiences using experiments is a fun way to keep your options open while opening the door to more readers. (You can even take this to the next level with blog buttons, a blogroll of participants, and regular check-ins, but that’s not at all necessary.)
How an Edith can bring it all together
Ediths are astoundingly good at creating transformation and that brings with it its own challenges–it can be hard for Ediths to focus and build an audience, it can be challenging for Ediths to build a community that’s inviting of new members, and it can be hard for Ediths to get started before knowing precisely where they belong (and, of course, that’s the time we all must start–*before* we know).
If you’re an Edith, take care to learn from other Ediths. It can be frustrating to try out strategies that work so well for other types, only to have them fail spectacularly for you. Also, be aware that even if you’re not in your *right* spot just yet, you’re still making a difference for your clients, and that absolutely is valuable. Continue to experiment until you find the sweet spot where your passions, your clients’ needs, and transformation meet. And find it you will!
Not an Edith? How this applies to you, too
If you’re not an Edith, and you’re wondering if any of this applies to you, it does! In two ways. One, Ediths online are a tempting set to follow. Things just seem easier for them in many ways–their audience embraces their style (even using the vocabulary they’ve invented), they don’t have to do anything to stand apart from others, and the magic they create is often palpable.
But, if you’re not an Edith, you’ll often find that following one as a role model feels a little empty. It’s just not as rewarding as following your own path. That doesn’t mean you can’t learn from Edith–her experiments work well for all of us (just be sure to include plenty of structure and to follow through to the end) when we’re feeling a bit uncertain about what’s next (or just want to shake things up a bit and add some variety). Most of us could also stand to learn from a welcoming Edith’s approach to audience–bringing people who’ve been around for awhile in ever tighter while still being welcoming to new people.
Whether or not you’re an Edith, it always helps to remember that those marketing techniques that seem to work spectacularly for someone else aren’t one-size-fits-all. You’re not doing it wrong if it doesn’t work for you–you just need to find the techniques, habits, and approaches that are right for your personal style and use them.
If you’re not sure if you’re an Edith, make sure to take the Signature Spotlight Style quiz to discover your style.
The Five Signature Spotlight Styles
Your Signature Spotlight Style is all about which classic Hollywood film star (or creative) best embodies your most client-attractive way of being.
After all, each of these five women built an audience of adoring fans by behaving in a specific (and different) way.
What’s great about this approach is that it means by following your role model’s style, you can easily connect with more great clients (instead of connecting with clients you’re not a good fit for).
Each of the styles is described below. To find out which best suits you, take the quiz.
You can also read my other blog posts about the Signature Spotlight Style system.
Edith Head
You’re Edith Head, masterful at creating transformations. Working with you is magical and your clients often remark (or you’d like them to remark) about how working with you seems effortless, transformational, and mysterious.
When it comes to your website, it’s crucial that you construct an entire, spellbinding experience for visitors. Not for you is the Seeker style of asking lots of questions, or the Ingenue’s style of gentle storytelling. Rather, you wave your magic wand, et voila! your web visitor feels the power of your abilities.
Audrey Hepburn
You’re an ingenue, through and through. Working with you is a gradual, gentle experience for your clients. They don’t experience a sudden makeover, but rather are able to ease into your work together. Clients often remark (or you’d like them to remark) about how intuitive you are, how you never move too quickly, and how you’re always gracious and supportive.
When it comes to your website, it’s crucial that you stay as far away from hard-hitting “persuasive” copy as possible. Because, with your style, this comes across as icky and manipulative and it won’t attract the kind of clients you want to work with. Rather, weave stories, engage your visitors’ sense of wonder, and possibility and relate to your audience the way an ingenue would.
Katherine Hepburn
You are so my favorite person! Kat was quick witted and sharp and just a tiny bit mean. All around fun to be around, if you ask me! Your clients probably remark about your ability to see what’s going on with crystal clarity and your ability to see through their excuses and masks and get at the core of a situation.
Your clients appreciate that you’re honest with them, but that you don’t try to give them more than they can handle. They feel evenly matched by you (mostly because you know when to hold yourself back a little bit) as opposed to outpaced. Just watch her repartee with the leading men in her movies–she doesn’t talk circles around them, and you get the sense she easily could. Likewise, you make your clients feel clever just for hanging out with them.
Not for you are the endless (and lets face it, BORING) questions of the seeker. Rather, your website and marketing materials should focus like a laser beam. You know why people are visiting you, know what they want, and know how to give it to them. Express this in your copy, my dear! Don’t shy away because you don’t want to be bossy or step on any toes. Just be sure to leave room to “Taste the Clever” (eventually, that will be a link when I’ve written the blog post–for now, you’ll have to get in touch and ask me what it means).
Liz Taylor
You’re gorgeous, inside and out! But, more than that, you have a wildly seductive side. Sure, you *could* just rest on your “come hither” laurels, but what’ll be more powerful for you is to “set a trap” using your website.
Now, you have a big, big disadvantage in the client-getting game and that’s that it’s easy for you to be *too* magnetic and wind up with a roster full of wrong-fit clients. Sometimes this means that rather than risk all of those bad apples, you’ve shut yourself out of the client-getting game entirely (oh, sure you think you’re trying to get clients, but ask yourself honestly if you might be standing in your own way).
What all of this means for your website and copy is that you need to be careful. You need to let your inner seductress out–it’s the only way to get clients you’ll love working with–BUT first you’ve got to get clear on who those right clients are for you. Once you have this perfect client in mind, it’s easy to build a client-capturing site that’ll bring you a steady stream of eager admirers (oops, I mean clients).
Your type, more than the others, benefits from plenty of hand-holding. So, make sure to find expert guidance that resonates with you and your way of doing things.
Judy Garland
You are Judy Garland. You’re on a journey and you help your clients who are a bit further behind than you are. It’s sort of like being a just-up-ahead light house in that you’re shining the light on where they’re at and giving them hope that there’s more to come. Your clients probably often say things like, “It’s so nice working with someone who’s already had this experience,” or, “Talking with you makes things so clear.”
This type means spending *a lot* of time on the early hand-holding with prospective clients. In fact, I’d wager a bet that you do a lot more initial consults that don’t turn into business than some of your competitors. You might think that means there’s something wrong with you or how you do those intakes… You’ve probably even invested money in learning how to “sell” better with less-than-fabulous results.
Here’s what’s happening. Your clients are seekers. You’re a seeker. That means you all have lots and lots of questions swirling around in your heads. And, for every potential decision, a dozen objections and complications pop up. Your potential clients *want* to hire you–they’re sincere when they sign up for those initial consults–but there are obstacles that get in their way.
This makes it so much more important that your website be thorough and comprehensive–that way, after that initial consult, they can revisit your site and see all of their questions addressed. Clients who are drawn to the Judy Garlands of the world often ask for a second (or third) free consultation before they make up their mind. Rather than let your work devolve into an endless round of free consultations, take action to make your website, ezine, and all of your copy support your people so they can make a strong, assertive decision.
Your copy should center on questions, it should seek to explore rather than persuade. Never, ever, ever close off options in your copy, but rather treat all of your materials like an inter-related flow chart, asking yes or no questions but letting people funnel back up to earlier decisions. In this way, they’ll come to the natural conclusion that you understand the way they think and that you can indeed show them the way.
Like in Judy Garland’s most-memorable role in The Wizard of Oz, you want to direct your people to “follow the yellow brick road”–take a decisive course of action–while also leaving room for them to develop character on their own.
If you’re the Judy Garland type, you especially can benefit from having someone else (who understands your type) do your copy because they’ll be able to bring a firmer sense of direction than you’d have on your own.
