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FIND YOUR TRIBE: How Ignoring Some People Makes You Stand Out to Others

FIND YOUR TRIBE: How Ignoring Some People Makes You Stand Out to Others

How Ignoring Some People Makes You Stand Out to Others

A couple of weeks ago, I decided I wanted a new app to keep me up-to-date on business and marketing news. I scrolled through the app store briefly and didn’t find anything I liked. So, I eventually gave up and moved on to a different task.

Flash forward a week later and as I began scrolling through my Instagram feed, an ad popped up: “The business and marketing news app for busy marketers.” It immediately caught my attention. This was exactly what I was looking for and it was almost as if they were speaking directly to me. After all, I’m a busy marketer!

Now, imagine if that ad had said something like, “The best way to keep up-to-date on the latest trends in business and marketing.” Yawn. It’s not very imaginative, right? But unfortunately, I see businesses do this all the time.



The magic of identifying your target market is the freedom to speak directly to them. At first, it may feel like ignoring the mass market will result in missed opportunities, but on the contrary, it allows you to better resonate with those who are more likely to make a purchase.

For example: imagine you’re selling a pair of cute dog socks with dog characters on them of varying breeds. Which audience would you target: all pet owners or simply dog owners? You wouldn’t sell to cat owners or people who don’t even own pets at all! In fact, to narrow it down even further, you could even sell your corgi socks to corgi owners.

As you can see, there is so much power in narrowing down your messaging based on your target market. But first, you have to figure out who they are and do the research to make sure you’re using the right language to capture their attention.

Determining Your Target Market

Whether you’re promoting an ad on Facebook, writing copy for your website, or crafting a social media post for higher engagement, who you tell your story to is just as important, if not more so, than what you say.

Your ideal customers make up your target market. They’re the consumers who are going to identify with what you have to offer and say, “yes, I need that in my life”.

These are the people who would line up for hours outside your store door before launching a new product, tell everyone they know about you, and retweet everything you post. The first step in figuring out your target audience is jotting down the basic demographic information.

This includes:

  • What gender do they identify with?
  • How old are they specifically (hint: pick one number, not a range)?
  • Where are they from?
  • Are they educated?
  • Married? With kids?

From there, we explore their role at work:

  • Are they employed full-time, part-time, self-employed, etc.?
  • How do they feel about their career?
  • What is their household income?

At this point, this is all going to be educated guessing based on experiences with previous customers and a picture of what your dream customers look like. The next step is to start doing the research to prove your speculations and get a better idea of who your people are.

Conducting Research

If you’ve been in business for any period of time, you should have a good idea of who you enjoy working with and what kinds of customers you attract.

Start by reviewing your previous customers and confirming the guesses you made in the previous section. Then, reach out to them with a survey to start getting even deeper into who they are and what problems you were able to solve for them, specifically.

Ask questions like:

  • How would they describe themselves? How would others describe them?
  • What were your goals when you came to us? How did we achieve those goals?
  • What were your concerns before working with me?
  • What would they type into Google to find information about my product?
  • What questions would they ask me/my sales team when approached with an opportunity to purchase?
  • What keeps them awake at night?
  • What do they see when they engage with us?
  • What influences them and how?
  • What outcome did they want by working with/buying from us? Did we meet that outcome?
  • What do they value?
  • What would have held them back from making the purchase?

Questions like this get at the heart of who they are and how you can influence people like them in the future to make the decision to work with or buy from you. If you’re a new business and don’t have much to work from, consider who your dream customer is.

Think about what kind of person you’d like to attract to your business, and then go out and actually find someone who resembles them. Approach them and ask whether they’d like to help you build your business by asking a few questions.

It might sound a little creepy at first, but as long as you’re transparent about the reason why you’re asking them questions, they should be more than willing to help.

The key here is not to just simply guess at your answers. You could be way off base and this would become detrimental to your marketing results as you won’t be hitting the right chords with your audience.

Crafting Your Messaging

This is the fun part! Now that you have your target audience all figured out, it’s time to create a brand message that aligns with exactly who they identify as and what they’re struggling with. As you’re creating your message, go back to the specific challenges your target customers are facing.

Think about stories you could use to address those challenges and prove the effectiveness of your solutions. As a small business owner, you have two stories to tell. First, there’s the story of how you got to where you are today; how you started, why you’re here, and the challenges you had to overcome to get to this point.

This portion should relate to the specific struggles and goals of your target market. Secondly, you have your customers’ stories. These are the challenges your customers face on a daily basis and how your product’s benefits solve them.

Talk to your salespeople or, if it’s just you, refer to your past customers and dive into those specific success stories. Once you have these stories in place, you can use them on your website, across your social media channels, in any marketing videos you create, and anywhere else you show up in front of your potential customers.

So, who’s your target market and how are you speaking directly to them? Let us know in the comments below!


Ashley Hoffman • Guest Blogger • Digital Marketer

Ashley Hoffman is a freelance digital marketer, writer, cat mom, and Seattle-based coffee snob. She recently started her business helping creative women-owned businesses find their voice, tell their story, and connect with their customers.

When she’s not helping fellow girl bosses tell their story, she’s listening to podcasts, reading, working on her novel, and co-leading a meetup group in Seattle. She spent a few months living in England and, since her return, wishes America would make afternoon tea a “thing.”

Using Psychology to Improve Your Mental Wellness

Using Psychology to Improve Your Mental Wellness

Using Psychology to Improve Your Mental Wellness

It is believed that around 30% of adults suffer from anxiety and depression in the United States, but don’t seek help or even understand the feelings they are experiencing. The problem is, the topic of mental wellness is often avoided out of fear of judgement and a misunderstanding of the implications of being mentally unwell.

The Complexities of Mental Wellness

Fear and misunderstanding cause a stigma around being mentally unwell. The average person doesn’t know how to change it or how to take steps to better their lives. Entrepreneurial women can be especially triggered by being mentally unwell because of all the components in life they are trying to juggle.

Taking the First Steps

When we are ready to make change, we most likely wait for adversity to hit . . . for trauma to build, or for stress and anxiety to become debilitating before we seek help. When we desire to make a change and be healthy through wellness, we tend to sign up for simple things like fitness, yoga, coaching, meditation or therapy.

We need to remember that it is natural to need support and validation, even if it is as simple as a yoga class or time spent meditating. We need inspiration between life’s storms, or even when the sun is shining.

And remember: it’s okay to want extra support at any time in our life. Humans are complex beings and it’s expected that we may go through times in our life where we need extra support.

The Key to Mental Wellness

The key to mental wellness is to be consistently grounded so that when the time comes, we maintain wellness, which means practicing things like:

  • personal development
  • self-care
  • medical health
  • time management
  • spiritual development

When we practice these behaviors regularly, it eliminates the effects of urgency in crisis situations because we are then more prepared and grounded.

Juggling Roles as Entrepreneurial Women

As a woman, mother, sister, entrepreneur, wife, and spiritual woman, my roles are often blurred, my energy is lost and my patience is limited.

Juggling roles like these without a wellness plan in place can cause a breakdown (from mental to physical) that can contribute to things like autoimmune diseases, viruses and even a breakdown of overall health.

How Can We Take Steps to Transform Our Mental Wellness?

When difficult things happen in our lives, it may temporarily take us out of our normal state of mind. In order to maintain mental wellness, our time spent processing needs to be temporary so we can continue working on our journey to success.

While seeking balance throughout important components of our lives, we often lose sight of self care and “maintaining the brain”.

Tip: Transformation is a lifestyle change that begins in the mind.

Examples of changes beginning in the mind are things like deciding that you want to do something new, or starting a new routine and behavior pattern. This can change the trajectory of your life, career and family.

We hear this topic discussed, yet do we execute it like we should?

Next time you realize you need a lifestyle change, try to initiate a change in your mind like trying something out of the ordinary. Sounds simple, doesn’t it?

What are your favourite steps to take to improve your mental wellness? Leave a comment below!

The 4 Components Needed to Improve Mental Wellness:

These components need to be maintained to make sure that mental wellness is not compromised and that we are living up to our full mental capacity:

  • Feeding the brain (knowledge, devotion, inspiration)
  • Resting the brain (relaxation)
  • Exercising the brain (professional and personal development)
  • Social development (interacting with others)

It’s also important to note that mental wellness is affected by things like:

  • Physical wellness
  • Environmental factors
  • Familial dynamics
  • Employment
  • Societal expectations

How to Start Improving Your Mental Wellness

Self-care is a concept that is often discussed yet rarely implemented. It is essential for us (entrepreneurs specifically) to learn to take care of ourselves first now, not after we are diagnosed with something that will lead to a separate wellness plan.

Transformation starts with a mentality to have a successful mind, body and spirit. To implement a transformation of your mental wellness, I recommend starting with a vision board, a journal, or some other way of recording your desires. This will help you reflect later on the success of change.

To set yourself up for mental success and happiness, learn from your past and enjoy your present as it comes, and always prepare for a successful future.

Do you have any specific tips on how to maintain a healthy mind, body or spirit?

Comment below and tell us your thoughts!



Anika Wilson • Nobody Greater LLC • Guest Blogger

Anika Woods-Wilson is a transformation and success coach focusing on the mental wellness and well-being of individuals in entrepreneurial journeys and in seasons that led to the need for healing. Transforming into who you are destined to be is more than an vision, it’s a lifestyle change. Anika is an expert and walks with you, using the secret tools to faster results.


6 Challenges I Faced While Launching My Business

6 Challenges I Faced While Launching My Business

6 Challenges I Faced While Launching My Business

I’m going to be truthful with you and share some of my vulnerabilities today.


Throughout my recent journey into building a business, I’ve had many ups and downs. It sounds cliché, but it’s true.

I’ve recently developed a new mission in life: I want to live authentically and be true to myself.

I want to be who I am and share my thoughts without being afraid of failure or judgement. I hope that if you are launching a business (or thinking about launching one), you might benefit from my personal experiences and the strategies I’ve found to overcome the challenges that came my way, which is what compelled me to share them with you today.

Let’s get real: I obviously came across more (oh, many more!) than six challenges in the process of launching my business, but after reflecting on it, I think they all really come down to these six main setbacks:

  1. creative block
  2. feeling inadequate
  3. overwhelm
  4. loss of words
  5. needing to hire help
  6. every-day challenges

Can you relate? If you’re currently in the process of launching your own business, you might be going through one of these right now. Below, you’ll find my strategies for coping and keeping your eyes on your goal, without driving yourself nuts in the process.

• • •

I have spent the last few months battling each day with contrary emotions like doubt and perseverance, apprehension and excitement, fatigue and inspiration. Most days though, what really gets me is the dreaded creative block.

Hell, I even have creative block as I’m writing this to you right now. But I won’t let that stop me.

All right, ready to dive into the six challenges I faced while launching my business? Let’s do this.

• • •

01: Launching a Business With Creative Block

Creative block strikes when I’m in front of a computer. My mind goes blank and I can’t figure out the first word to type ( or second, or third…). The voice in my ear is whispering that I’m not good enough, that no one will want to read what I write, and that I should just give up already. Sounds familiar? You’re not alone.

But guess what? I’m not going to give up. Because even if no one reads this, at least I did it for myself and showed that little whispering voice who’s boss – and so can you.

Today, I listened to Amy Porterfield’s recent podcast episode (#217: Why You Aren’t Taking Action with Brooke Castillo) in which she featured life coach Brooke Castillo. Brooke shared a puzzling idea: we should aim for “B-minus” content.

Um, what the?

B-minus? How can that be right, when we hold ourselves (and our business) to a much higher standard? Well, it doesn’t mean we’re going to produce “B” quality services or products. It means that for our own content and marketing, we should aim for finished, not perfect.

That’s why I am sitting here, writing a post for you even though I know it won’t be perfect. But regardless of perfection, the result is I am getting my message out to you and the world to read. And that beats perfect any day.

Brooke said it best herself: “B-minus work can change people’s lives. Work that you don’t produce at all, does nothing in the world.”

With Brooke’s words in mind, I can push through my creative block – and so can you.
If you have any boss tips on dealing with creative block, we want to hear! Please share with us in the comments.

Below, we’re diving into business launch challenge #2…

02: The Imposter Syndrome

Throughout my business launch, I’ve had many days where I feel like I’m not good enough, strong enough, you-name-it enough for entrepreneurship. In case you haven’t heard the term before, it’s known as “imposter syndrome”.

I hear the doubt in my own head, and I hear it come out of my friends’ mouths, too.
“I’m not good enough.”
“There are people out there that know way more than I do”.

First, you ARE good enough. Second, I’m sure there are people that know more than you. But they are not you. They can’t offer the same things that you can, because you are a unique, strong person with your own entrepreneurial superpower.

You just have to figure out how you can offer that superpower to your customers. You are worthy. You can do it. Stop watching the competition because that’s only going to impede your progress.

Researching your competition has its time and place, but not during every second of your journey. When you are creating content, or even just trying to get your business off the ground, focus on yourself and what YOU have to offer.

How do you deal with imposter syndrome? Got any tips to share? Please tell us in the comments.

Now, onto setback #3 (if you’re a mom like me, I know you’ll relate to this one).

03: The Intense Overwhelm

I’ve also had days when overwhelm has struck me in the side of the head. Days when my chest is weighed down, and my breathing feels restricted from the pressure.

Overwhelm has been a big one for me, in my personal journey toward launching a successful business. Overwhelm rears its ugly head when I think about all the different stages of launching a business (there’s a lot!). Even on good days, it’s overwhelming trying to launch a business with a 9-month old, a dog, and a home to run.

But I will not let that overwhelm overtake me. I am strong; I will persevere because my ultimate goals are so worth it, and I know yours are too. If I can manage to take a step back from my work and just find time to breathe, the overwhelm starts to subside. Getting outside in the fresh air for a quick walk can also help snap me back into reality.

What do you do to fight overwhelm? Got any self-care practice that works like a charm, every time? We want to hear about it! Please share in the comments.

Moving onto challenge #4.

04: Putting Feelings Into Words

How can I put my feelings into words?

This little speedbump gets me every time.

It often feels as though I have lost my voice, and that I’m not sure how to channel it again. Even though I love writing and used to journal as a teenager, it’s still a challenge for me. Every. Time.

So, how the heck do I get over this? Here’s how: I write. I write even if it’s garbage, and even if it doesn’t make sense.

You should try it — write even if you don’t know how to spell. Better yet, purposely write bad stuff (more on this below). Once you get all of your ideas out on paper (or the computer), you can go back and gently craft your language to make it say exactly what you want it to. That’s called editing, but before you can edit, you need to write it down in the first place.

Which leads me to my next point.

05: Knowing When to Hire Help

If you’re not so great at grammar or writing, and you’re letting that stop you from launching your dream business, here’s a revolutionary thought: hire help. You can hire someone to assist you with anything that you are not efficient at. If your time is money, you are wasting money spending too much time on something that you could be outsourcing.

The key to having a profitable business is to automate everything you can, so you stop trading your time for dollars. Remember that time is not renewable. We will never get our time back, so we should start thinking of strategies to help keep our time to ourselves.

If you have the means, spend money outsourcing your administrative tasks to a virtual assistant. You can also outsource your writing, editing, marketing, design, and even your cleaning!

Personally, I don’t want to wake up forty years from now and look back at my twenties to realize I spent every waking moment doing chore, after chore, after chore.

What do you outsource to help power you through your business launch? Share with us in the comments.

Finally, here’s the last setback I wanted to talk about today.

06: Working Through the Challenges

Like every human on this planet, I have things on my mind most days. Some stuff is hard. . . Really hard. Life’s challenges can easily get in the way of the tasks I should be doing, like running a business and being a good mom.

I’ve found that in order to work through these challenging thoughts and situations, I need to take some time to myself. I need to spend time on my own.

Keep in mind though, my alone time is never really alone time (ha! What’s that again?). I have a dog and a baby, so these two sidekicks are always by my side. But I strive to find those few moments when my son is quietly playing by himself, and my dog is asleep at my feet… That’s when I can really dive into my thoughts and be present with myself.

I think as humans (and especially women, am I right?), we tend to forget about ourselves. We forget that we are people. We lose our concept of self and abstain from treating ourselves the way we should.

Think about it this way: if someone close to us was troubled, their sadness and hardships would probably become our own. We would, presumably, ask them what is wrong and how we can help. We’d probably listen to that person and give them our love.

Why don’t we do that for ourselves, too?

Try This: Create Bad Stuff On Purpose

Earlier I mentioned creating bad things on purpose. Isn’t that counter-productive?

Well, it may sound like it, but just hear me out. Someone gave me this advice recently on a Facebook post, and once I tried it, my productivity shifted and improved wildly

Purposely creating bad stuff takes away the pressure to be perfect, and all of a sudden, the creative block starts to lift.

Just knowing that your only goal is to produce bad or mediocre material. . . that makes it easier, doesn’t it?

Have you tried creating bad stuff on purpose? I’d love to hear how it helped you – please share with us in the comments!

My Mission

I don’t know if any of my ramblings have made an impact on you. I don’t know if it will affect you as much as it has affected me while writing it. But regardless of the outcome, I will relentlessly work toward my mission and the goals that I have set for myself; I want to share my truth and live authentically, and in-turn I want to work with people that are like-minded.

It’s common to attempt perfection while living in the age of social media, but I think there is value in sharing real, authentic moments like these. Someone may find value in my story when they see that life isn’t always perfect.

• • •

If this post has helped you in any way, I’d love to hear it. Please leave a comment below or send me a message.


Erin Blondeau • Graphic Designer

I’m obsessed with anthropoids, the 1960’s, and anything true crime (SSDGM). I’ve been a graphic designer for five years; I studied graphic design, communications, and anthropology (my FAVOURITE subject) at Vancouver Island University and Camosun College. My true passion lies not just in design but in humanity. I love all aspects of human nature, from evolution, to pop culture, to history.


email us: // follow us: @culturabrandstudio

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