Nervousness, Microphone Mishap, and Serving the Smallest Viable Market

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This chapter delves into the pre-interview jitters before speaking with a renowned guest from the online business and marketing industry. The speaker recounts a relatable anecdote of a microphone mishap caused by nerves, emphasizing the significance of fostering a community around digital courses over fixating on content, inspired by a recent workshop and the idea of catering to the smallest viable market.

Find people who want to be found.

Talk to them in ways they want to be talked to.

Take them on a journey to where they want to go.

—Seth Godin

Those are just a few of the nuggets of marketing mastery from THE Seth Godin, my longtime DREAM guest for the podcast.

I’m SO excited to have Seth on today to chat about his new book, This Is Marketing: You Can't Be Seen Until You Learn to See, and diving deep into what sets the best marketers apart from the rest.

According to Seth, as an online marketer, you know you’re not going to be able to successfully serve every single person in the world, but for some reason, you still (probably) freak out in narrowing down the people you can help or reach.

Change—and thereby, growth—can only happen when you find your smallest viable market and serve the heck out of them. You have to find and build your community in order to be an effective online marketer.

In his book, Seth writes:

“Find a corner of the market that can’t wait for your attention. Go to their extremes. Find a position on the map where you and you alone are the perfect answer. Overwhelm this group’s wants and dreams and desires with your care, your attention, and your focus. Make change happen. Change that’s so profound people can’t help but talk about it.”

That’s your goal as a marketer—to find people who want to go where you are going and who want to experience what you are offering. Then you can teach them what they need to know to get there.

If it’s your content that’s going to help them, awesome. But, as you’ll hear Seth share, that’s not the only thing they need; you should be providing them safe places that build tension, invoke change and push them forward in their journey.

His book—and this interview—have already dramatically changed the way I view content and community. And I can already tell you, it’s literally going to impact how I teach my brand-new course, Digital Course Academy.

So, are you ready to have your mind blown like I did? Press play to hear Seth’s nuggets of wisdom!

This episode is brought to you by the women of Cultivate What Matters and their Power Sheets. How would it feel to get anything you wanted? What if you could create goals with clarity and purpose? If you want to create goals that matter (“goals with soul”) then you’ve got to check out Power Sheets.