Hugh MacLeod of Gaping Void sets up a blog for his bespoke tailor friend, which talks about the behind the scenes stuff as well as informing people how to become a customer of his services. Gaping Void readers are buying those suits, now that they understand how to get into the game. The market for bespoke suits (which I learned what they are from English Cut) has been grown into a new customer base by this blog.
Last night I received two emails, sent two minutes apart. The first was from a loyal reader/listener who informed me how happy he was with Michelle Malone’s music and that he’s bought all the albums she had on iTunes and nine (?!) of her CDs from her website. The second was from Michelle herself, telling me that people have been buying her CDs all week and expressing her gratitude that I chased her down to interview her.
Markets are conversations, and being able to find the people to talk to is a large part of getting there.