The Smallest Viable Audience

ByAmyFay Chandler

“The smallest viable audience isn’t a compromise. It’s the point.”

— Seth Godin

Every week I write to you. At first everything was hard – the content, style, format – all of it.

It’s still a challenge, but I have learned to only think about you – local retailers in TN and KY. You are my focus. You are who I serve.

Marketers refer to “knowing your audience.” It’s such a common phrase that it has almost lost its impact.

Seth says, “the smallest viable audience.”

viable = capable of working successfully

As you shop this month, think about your smallest viable audience.

Who is the smallest group of people you are serving that, if they shop with you, you will have a successful business?

Decisions about (what to buy) how to spend resources – your energy, your money – become much easier when you know exactly who you serve.

Cheers to growing business this year!
HUGS!
❤️ AmyFay

Quick Tip

Writing and buying share something: impact comes from thoughtful selection.

Have you read something with the message buried in too many words? Have you seen a display that had the same issue but with products?

Know what you want your display to say. Keep it focused.

I’m AmyFay Chandler, a Knoxville-based wholesale sales rep serving independent retailers in Tennessee and Kentucky through Tango Showroom. I also represent Sweet Tree Jewelry and Caroline B Cook nationwide. Before I became a rep, I built two T-shirt lines, ran my own retail business, bought home and gift for Elder’s Ace Hardware, and worked with Werner Frank. I have been the maker, buyer, retailer, rep, and person at the register, so I evaluate every line from the store floor first.

I write the Morning Retail Tidbit and Friday Retail Tidbits to help local retailers buy smarter, merchandise with intention, and keep their stores valuable.

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