If you are a business owner, why are you doing what you do?  Whether you are an artist business owner, a manager, an owner of a record label or any other business owner – consider for a moment why are you doing what you do?  Most of us do it for self-satisfaction; We do it because we enjoy it.  We also do it because we have the urge to help and connect with other people.  Our “work” allows us the opportunity to interact with others on our terms and to help in the ways we most enjoy.

Given that customers are a foundation to business it would seem that understanding them, knowing who they are and how to communicate with them is a fundamental part of business.  As a business owner, have you ever taken the time to really consider and describe “who” it is that your product (music) speaks to?  In my own experience managing and coaching artists and managers I have found that this simple exercise brings incredible clarity and direction to the project.

Here’s how to do it.  Step back from your work and give yourself some quiet time to dig deep into your mind, thoughts and feelings.  In this time reflect on why you do what you do and think about the people you want to communicate to.  In short, visualize your audience (your customer or fan base).

• What do they look like?
• What do they do for a living?
• What common characteristic do they all have?
• What do they do for fun?
• Where do they live?
• What are they wearing?
• What are they like when you interact with them?
• How much money do they make?
• Are they of a certain ethnicity?
• What other bands do they like?

By nature, you’ll initially want to say that your music or business can appeal to everyone.  Unfortunately that’s not realistic.  Even the most popular book in the world (The Bible) isn’t embraced by everyone.  The best you can do is identify your core fan base (your niche audience), find and embrace them then let them help you grow.

Once you have a visualization of your audience, think about what you want to say to them once you get in front of them.  It could be just music or you could have a message you want to relay.  Think about why your work would be of relevance or importance to them.  Next, think of all the places where these people can be found (do they hang out a certain place, do they work for a certain company, etc).

Once you have done all of that, go out and find them.  Start the conversation.  They are waiting for you.