Understanding Your Minimal Viable Audience: How Many Clients Do You Really Need?
One of my favourite thought leaders is Seth Godin. If you haven’t already, I highly recommend checking out his blog—just type "Seth" into Google, and you’ll find him right away. He’s written many insightful books, including one of my favourites, Purple Cow. If you haven’t read it yet, I encourage you to do so!
The Concept of Minimal Viable Audience
One of Seth’s most powerful principles is the idea of the "Minimal Viable Audience." In one of his blog posts, he explains that many of us spend our time trying to amass as large an audience as possible. We mistakenly believe that the more people who know about us, the more clients we’ll have, and the more successful we’ll be. This notion can seem counterintuitive, but it’s incredibly liberating once you embrace it.
In today’s social media-driven world, there’s immense pressure to be known by as many people as possible. We often tie our worth to the number of followers or likes we have, which can be detrimental to our careers. I’ve fallen into that trap myself more times than I’d like to admit.
The Reality of Client Needs
The truth is, you only need a small handful of clients to sustain your business.
Calculating Your Client Needs
Let’s put this into perspective. Have you ever calculated how many clients you truly need to cover your minimum costs? I can guarantee it’s not as many as you think! Additionally, have you considered how many clients you can realistically serve each month? You might be surprised that it’s not as many as you assume.
In my own experience, I only need about three big clients each month to cover my essential costs. That adds up to just 36 clients a year! When I run those numbers in my head, the challenge of finding clients feels far less daunting. Instead of striving to connect with 100 potential clients, I realise I only need to find 36 people who want to work with me.
Doesn’t that feel much more achievable? It certainly does for me! Your required number might be slightly lower or higher, but the key takeaway is to identify your minimal viable audience.
Finding Your Target Audience
Knowing your minimal viable audience gives you a clear target to aim for. This clarity allows you to focus your efforts and measure your progress, reducing feelings of stress and inadequacy.
Your Challenge for the Week
I challenge you to spend some time this week reviewing your numbers. Calculate your minimum living expenses alongside your business costs, and figure out what your minimal viable audience looks like. By understanding this, you’ll be empowered to work strategically toward your goals.
