The Audience Paradox

“Everyone is welcome!” ~VS.~ “Your show/book/art/product is not for everyone!”

I call this the audience paradox.

That is, how do we remain inclusive — by being open and loving and ensuring that no one is excluded or harmed by our work — while acknowledging that: a.) we are often creating for a very specific niche, and b.) not everyone will enjoy the work we create?

I spent over 10 years in marketing, where it was my job to help companies niche down their audience into one really specific segment they could serve.

“Our product is for everybody!” every single company would begin by saying. It was my job to talk them through the benefits of focusing on one targeted super-audience.

It all came down to focusing one’s marketing energy, time, and (if applicable) dollars. You could expend all of your energy and market to everyone — in which case, your campaigns would be so shallow, generic, and all-encompassing that they actually appealed to NO ONE.

Or you could focus your energy one the most likely-to-buy demographic possible and reap an incredible return on your investment — and build a loyal following along the way.

But sometimes the thought that we might be excluding people — and doing so PURPOSEFULLY — can feel gross.

Or the thought may trigger a scarcity reaction in your brain — especially if you’re desperate for sales/downloads/readers, and the thought of excluding anyone provokes a fear response.

I think that the best way we can deal with this is to focus on our targeted niche — the audience that will most likely enjoy what we make — while being grateful, gracious, and welcoming to those outside of our niche who latch on regardless.

I realize I may be overthinking this. But it’s an interesting and delicate notion, and I’m curious to hear your own ideas/experience when it comes to niching and openness.

Words & warmth,

Sarah