Attract the right audience to sustain and grow your business

How do you attract the right audience when you’re not working on your ideal projects or products right now? I have been asked this question a lot lately. I’m finding people are feeling stuck and unsure about what to share or post to maintain their connection with their audience. Or even gain new ones.

So what do you do when you’re working on creative projects that aren’t necessarily where you want your brand to be in 1, 2 or even 3 years from now? Do you share what you’re working on and risk getting channeled into an area you don’t want to work in in the future? How do you maintain your brand direction when things are feeling uncertain?

My advice is - if you don’t want to be working in this area three years from now, don’t share it.

To understand what’s right to share, you need to think outside the box. Look at the parts of these projects that form a part of ALL of your creative projects. Because it’s highly likely this is how you want to work three years from now. Think about:

• your design process

• the materials you’ve selected and why


• how you work with you clients and/or customers

• how you deliver or make your design

• what your clients and/or customers have to say about your work

It’s easy to get caught up in what the end product looks like. Yet we all know there’s so much more to creative projects or products than the perfect picture at the end.

Sharing the stories and processes behind your work is what will engage the right audience, and in turn, allow you to do more of the work you want to do in the future.

Taking this approach gives your brand more depth without taking you in a completely new direction. And three years from now, you will be glad you remained committed to your brand direction.