When I was a little girl, one of my favorite memories was watching my father carefully place his six-foot double bass into our 1969 light blue Volkswagen Beetle.

The thing was huge. But somehow it fit.

I used to call that bass “The Big Daddy Bass.”

Growing up, we listened to a combination of jazz, Swing, and my mother’s collection of Italian- American songbirds like Rosemary Clooney and Perry Como.

I don’t think it was a surprise to anyone that I fell in love with a musician.

The Cowboy plays guitar and other instruments. One of them is the ukulele.

On December 3, 2008, he started an online publication, Ukulele Player Magazine.

You see, he saw the opportunity to meet a need.

He also received free ukuleles as a result (he reviewed a lot of them).

We were able to hear lots of great music.  (Gerald Ross is a favorite.)

We met ukelele player extraordinaire, Jake Shimabukuro, who is a genuinely nice guy and brilliant musician.

Mickey also included a directory of ukulele groups that met all over the world, which was smart. He did something that at the time, no one else was doing – namely, giving a very active community recognition and a voice.

The magazine lasted almost six years. During that time others started to see the opportunity and created their own publications. Ukulele Player Magazine was eventually retired in 2014 (sort of).

The marketing lesson is this: When you find a group of people who don’t have a voice or have a need that isn’t being recognized by the world, you have a great opportunity.

Recognition is the key to getting people to notice you and buy your stuff.

Recognize your buyer is special…

… that he has a problem no one else  seems to care about.

… that someone is on his side.

At the time, ukulele players didn’t seem to get much respect in the music world.

Many did (and still do) look at ukulele players as either a fad or guitar-playing-wannabes.

But Ukulele Player Magazine gave them a place to call home and enabled those in the community to enjoy and discover great instruments and great music.

Who are you trying to reach?

Do they have a voice? Maybe you can help by giving them one.

And if you’re looking for someone who can put the words to your melody, you know who to call.

Ah… the sweet music of sales…
—–

Do you want more clients? Better clients? Click here to subscribe to my list and learn how!