In this solo talk, Evan Carmichael explains that successful marketing starts with a crystal‑clear definition of a target market. He argues that being an "okay" solution for many people is less valuable than being a "great" solution for a limited, passionate audience. Using a viewer’s question about a crochet business, he illustrates how entrepreneurs can discover a niche by combining their primary product with a secondary personal passion—such as dogs, singing, dancing, or baseball. By weaving these authentic interests into their brand, they become the natural expert for that micro‑market, allowing them to stand out against larger competitors with bigger budgets. Carmichael repeatedly urges viewers to engage (likes, comments) and promises to respond to questions, positioning community interaction as part of the growth loop.
Chapters
Know your target market. If you want to have success marketing your company, then you need to know who you're going after and be really clear in the value that you're providing them. If you're not clear on who your target market is, then you're going to be an okay solution for a lot of people instead of a great solution for a limited number of people. And it's better to have a limited number of people love you and spread the word and take you to new markets than to just be okay for a lot of people, because you're always going to be bested by somebody else who's taken the time to really listen to their audience and build something just for them. I got a great question from a YouTube viewer. Love you guys. Shona, who had to say, I have a crochet business, it's doing okay, but I wish it was doing better. Welcome to the world of entrepreneurship. I think the reason why I'm not doing so good is because I don't know what my niche market is. I love to crochet, but I think if I get known for one thing in one industry, my business would grow. What do you think? This is great. What separates you from every other, other crochet maker out there? There's tons of people who are selling crochet products, right? Figure out who loves what you're doing and find a way to better serve their market. And a great way to do it is off a secondary interest of yours. Okay, so you love crochet, that's great. What else do you have, do you love, that's part of your being, that you do day in, day out, that you passionately believe in, that you could bring to this business? Are you a singer? Do you like to dance? Do you love your kids? Do you love dogs? You know, whatever it is, there's something else in you that you could bring to your business, and other people who are like you, who have those same interests, will connect with you and want to buy your products. Does that make sense? For any entrepreneur, whatever market you're in, it's competitive. Whatever business you're in, there's tons of competition. And often huge competitors who have way bigger budgets than you and can squash you in any marketing campaign. The way to stand out, the way to get known, is to bring more of yourself to your business to help you become the expert for a certain niche. So if you're selling life insurance products, how many life insurance salesmen are there? It's ridiculous. There's tons. If you're selling real estate, if you're selling chairs, You're selling computers, you're selling crochet items, you're going up against people who are well established, who are well known, who have bigger pockets than you. So the way to stand out isn't to play their game. The way to stand out is to bring more of yourself to your business. So for example, you know, say you're selling life insurance and you love baseball. You could be the life insurance guy who sells to baseball players. That's your niche. And you focus everything you do around them, and it's genuine because you love baseball. And the baseball players are gonna connect with you better than any other life insurance salesperson because they feel that you really love them, and you've built everything around them. You understand them, you can talk their language, you can cater to their needs. Same thing for this crochet company. If you love dogs and you're creating something for dogs that deals with crochet, you're a passionate dog owner, then other people who love their dogs will want to connect with you over any other person who's selling crochet items because they love their dogs too, and you can speak their doggy language. And everything you do is around helping those people with their problems. So absolutely you can stand out, and this applies for any entrepreneur. Bring a secondary or third interest of yours into your business to help you stand out and be different, because what is unique about your company— even though other companies have more money, have more experience, have more skills— what's unique about your company is you. So bring more of yourself to your business, tie your passions, your interests into it, so you can figure out a better target market who will love you respond to everything you're doing, and buy more of your products and services. Believe. For those of you watching, you like the video, thumbs up below. It always makes me want to do more. And please leave a comment underneath. Let me know what you think. You have a question for your business, leave it below. I love seeing those come in. Through the best part of my day, I load up my lentils for breakfast, I look at your comments, I respond, and I love it. So please leave a comment underneath. Thank you so much. And I'll see you soon.
