Navigating the Challenge: Why Friends Aren't Your Best Customers
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Chapter 1: Understanding Your Market
Establishing a business is often easier with a reliable support system. Many entrepreneurs credit their friends and family as their initial customers, a group sometimes referred to as the "warm" market due to their familiarity. However, selling art presents unique challenges compared to other goods or services, as it is often perceived as a luxury rather than a necessary investment. While a family of artists may appreciate a creative endeavor, those who prefer the conventional might not see its value.
Writers frequently encounter individuals eager for them to pen their life stories, claiming it would be a bestseller. Yet, these individuals typically can't afford to pay upfront but propose a 50/50 split on any profits. The internet has democratized many creative processes, leading to the misconception that everyone can do it all themselves. Thus, it’s entirely reasonable that not being able to sell your art to friends and family is a common issue.
Coming from a rural, Midwest family of self-proclaimed non-readers, my work rarely reaches them. If I offered them a free copy of my upcoming book, it would likely collect dust on a shelf. Recognizing this reality helps avoid the fruitless effort of trying to convert them into customers, as any frustration on my part would be misplaced.
Let's face it: they may not need our services. Friends without websites have no reason to hire someone for blog writing, and those with specific tastes may not have a place for your abstract pieces. Additionally, you might simply be out of their budget.
I strive to assist my friends and community, but my time is valuable. With over 20 years of experience in law and finance, I can’t justify spending hours on a project for a low fee—minimum wage would be more lucrative. It’s important to realize that if friends and family can't afford your work, they may not be your target market.
Finding Your Audience
Many artistpreneurs struggle with this aspect. We have the talent and offerings, but how can we reach potential customers when our friends aren't supportive? Fortunately, the internet has made it feasible for artists to showcase their work, regardless of location. Platforms like social media and various websites enable you to connect with interested audiences from afar.
This is an essential yet often overlooked strategy: using search engines to gather insights about your niche, understand the market for your art, and discover pathways to engage with potential buyers.
Networking can also open doors. You never know who might know someone looking for art—perhaps a chef seeking decor for a restaurant or a writer who prefers local photography. Social media makes it easy to connect with fellow artists; reach out for advice, and if possible, invite them for coffee. Most will appreciate the gesture!
Although friends may have the best intentions, not all can provide meaningful support for your artistic journey. While it can be challenging to lack a warm market, this situation is quite common among artists. Don't let it deter you from creating your own opportunities. Go out, network, and engage with others.
Keep Creating
It's crucial to maintain your artistic practice amidst the business and networking hustle. Continuously hone your craft. For instance, the speed at which I can now produce a 400-word essay stems from years of experience; what once took me an hour now takes just 30 minutes. My rates have also increased as I've become more skilled and efficient, which may make my services less accessible to friends.
Interestingly, being priced out of your friends' budgets can create necessary boundaries. Writing deeply personal pieces can become awkward when shared with close acquaintances. For example, drafting a personal experience essay about a friend’s tragic story can become complicated if it reveals uncomfortable truths.
It's important to recognize that not everyone will be your first customer, and that's completely normal. Having a limited warm market is more common than many realize. Be kind to yourself and your friends; accept the market as it is and focus on building one that aligns with your vision.
Chapter 2: Finding Your True Audience
In this chapter, we’ll explore the importance of locating the right audience for your artistic endeavors.
The first video titled "Why Family & Friends Don't Support Your Art and Business (How to Find Your Tribe)" dives into the challenges artists face in gaining support from their inner circles and how to find your true audience.
The second video titled "Why Your FRIENDS and FAMILY are NOT Your Fans | Finding Your Audience as a Musician" provides insights for musicians on identifying and connecting with their target audience.