Chapter 1: The Story of the Hat

“Can I share a tale about a hat?” My three-year-old nephew exclaimed, his voice echoing with excitement.

I had just placed my hat, a charming winter accessory with floppy ears, atop my head—one that gave me quite the comical appearance. My nephew, with his big, sparkling brown eyes, insisted, “My hat, my hat!” as he reached out to me, determined to claim it.

I chuckled and replied, “No, it’s mine.”

But his persistence was unwavering. “My hat!” he shouted, standing on his tiptoes, desperately trying to reach it. This little guy, one of my favorites, always rushed to me for hugs, often knocking me over with his exuberance.

His strength was impressive!

With each insistence, I began to search for his own hat, as did the rest of the family. “My hat!” he continued to declare, convinced that he had one somewhere.

Eventually, I discovered a fabric ball tucked behind the couch. However, this narrative goes beyond just a hat or a charming toddler. It illustrates how we can attract people by challenging the marketing assumptions that often repel them.

Tip #1: Prioritize Service

Even when your audience is as vocal as a child in search of his hat, approach them with a mindset of service.

This doesn’t mean being subservient or accepting negativity. Instead, it’s about providing unique knowledge, resources, and solutions that address their needs.

You don’t have to create problems for your audience; simply focus on resolving the existing ones.

Examples:

• Share valuable insights without expecting anything in return (through blogs, social media threads, videos, podcasts, etc.).
• Pay attention to their challenges rather than incessantly asking what they want; observe instead.
• Develop solutions for identified problems and showcase your creative process. When your system succeeds, people will be drawn to you to learn more.

Tip #2: Focus on Clarity

Develop a clear vision of your ideal audience.

Just like my adorable nephew knew what he desired, it's crucial to understand the interests of your readers or clients and to identify who you want to connect with, as well as who you prefer to avoid.

Seek out those enthusiastic individuals who genuinely resonate with your offerings rather than chasing after a broader, less engaged audience.

Action Steps:

• Create a profile of your ideal reader or client and concentrate solely on engaging them. If you write sci-fi, for instance, focus on fellow sci-fi enthusiasts.
• While others may have friends who enjoy sci-fi, to attract the right crowd, target those already passionate about your work.
• Eliminate distractions and entities that don’t align with your vision.

It’s far better to have ten people eagerly approaching you than to pursue a thousand indifferent ones.

Reflect on These Questions:

• Do they need what I offer?
• Do they find value in what I'm providing?
• Are they in a position to purchase my offerings?

Tip #3: Define Yourself Like Isaac Asimov

Not in terms of his writing style or love for small spaces, but in how he established his identity.

When you think of “Asimov,” what comes to mind? Science Fiction, I, Robot, Author.

He was distinctly defined, so much so that many overlook his role as a Professor of Biochemistry.

Steps to Define Yourself:

• Decide on your desired identity.
• Choose fields where you can excel.
• Clearly articulate your offerings for your audience.

Oh, and regarding my nephew’s hat that I eventually found behind the couch?

I realized I was wearing his hat—or was it mine? We both had similar hats! He was right, and I’m thankful I listened. Just as assumptions can frustrate a child, they can alienate your audience.

Avoid that pitfall. Strive to be a magnet for engagement.

Best,

Deon Ashleigh

For more insights, click here to access your free Marketing Tips Checklist. If you wish to grow your readership, receive reviews, and increase your earnings while building your writing career, subscribe to my newsletter, Sci-fi With That Weirdo, Deon Ashleigh—customized marketing strategies, writing resources, and sci-fi insights for authors.