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Stop Building Your Own Audience, Borrow Someone Else’s Instead

Liston Witherill
Liston Witherill
1 min read

You’re at a concert to see your favorite musician and it’s packed. The kind of packed that’s elbow-to-elbow, sharing sweat, and pushing up the humidity. The mood is frantic. Your fellow concert-goers are just as geeked as you are. As the lights dim and you finish the last of your drink, the opening act starts.

What an opportunity for the opening act! Instead of having to sell tickets on the strength of their own music and reputation, the opening act gets to play for the same audience as your favorite band. Rather than creating an audience from scratch, the opening act gets access to an audience that’s already built. That’s a huge advantage.

The same is true for your business. Stop thinking about your business as the headliner. Headliners have spent years, big money, and hard-to-find expertise to build their audiences. And you know what every single headliner needs? An openening act, sometimes a few of them. That’s you.

Your scrappy business can add huge value to audiences of other businesses or organizations. You can often do it for free, and it’s the fastest way to build your audience.

I chat with tons of people who think they need to make a mountain of content and talk to thousands of people to boost their business. It’s bullshit. It’s what an industry selling training, tools, and services would have you believe, but it’s complete bullshit. Chances are, a handful of strategic relationships would make a world of difference for you. Maybe those relationships would double your lead flow, revenue, or awareness. No matter what, you’re likely to double your chances of good things happening.

Focusing on the handful of relationships you need to build your audience, lead flow, and pipeline should be your only focus in your sales and marketing efforts. And take note of this, too: it’s not going to be easy, and it’s not going to be “quick,” but it’s going to work.