Your Audience Isn’t the Problem—You Are
As creative entrepreneurs, we often dream about the perfect audience—the kind of clients who value our work, pay well, and sing our praises. The truth is, the audience you have is the one you chose.
It’s easy to get frustrated when the people you’re serving don’t meet your expectations. Maybe they hesitate to spend, require extra convincing, or can’t afford your premium rates… their behaviour isn’t the issue. It’s on you to meet them where they are—or rethink who you’re serving.
Recognizing the Audience You’ve Built
Every business attracts a certain type of client. This isn’t random—it’s a reflection of the choices you’ve made: your messaging, your offerings, your price points. If your ideal clients don’t have deep pockets, then you need to adjust your business model accordingly. Serving people with fewer resources often means:
Offering scalable products or services.
Relying on volume—working with more clients to meet your financial goals.
Simplifying your offerings to streamline delivery.
It’s not their fault they can’t afford premium prices. The responsibility is yours to align your business in a way that serves them and serves you.
You Have Two Options
Adapt to Your Audience
If you’re committed to serving this group, embrace the challenge. Think creatively about how you can meet their needs while staying profitable. Can you create digital products, payment models, or other tiered solutions?
Choose a Different Audience
If your business model or goals don’t align with your audience’s capabilities, it might be time to pivot. There’s nothing wrong with shifting your focus to a market that can afford your services—so long as it aligns with your passion and expertise.
The Mindset Shift
Part of being a business owner is owning your choices. If you’ve picked an audience, commit to serving them in a way that works for both of you. If it doesn’t feel sustainable, don’t blame them—make a change.
The most successful creative entrepreneurs know how to adapt, pivot, and build businesses that reflect their values and their financial goals.
Your audience isn’t the problem. Your approach might be.