This is the first part of a seven-part series designed to help creative professionals succeed in doing their life’s work…for a living. It’s hard, extremely rewarding work. The best thing about it? It doesn’t feel like work. So it’s really like hard, extremely rewarding play.

Before we get started, let’s clarify something: you are a creative professional if:

• You create art or artisanal goods or services
• You’re trying to (or would eventually like to) make it your life’s work

Got it? Okay. If that’s you, let’s start with Deadly Sin Number One:

Considering what you want to create without thinking of your ideal clients/customers

I might get a bit of hate mail about this, but I’ll say it anyway: when you enter the global market of goods and services, you have an obligation to meet the needs of the people you seek to serve.

That doesn’t mean that you sell your soul. It does mean that while you CAN create art for art’s sake, you will not be successful (in a financial sense) unless your work fulfills the needs of your potential clients/customers.

So who are these people?

If you’ve sold your work in the past, perhaps you’ve noticed a trend in your clients’ personalities, interests, or habits. Take note of those similarities. Maybe a considerable portion of your past clients drive Harleys to the symphony. Maybe they get coffee at Starbucks every morning and eat out more than they eat in. The point is, there is going to be a common thread. Find it, and keep it in mind when coming up with new ideas.

What if I don’t know who my clients will be?

If you’ve never sold your work, it’s going to take a bit of trial and error to figure this out. However, you do have an uncanny resource to start with: you. Chances are, your clients are going to share some of the same ideals, preferences, and values.

It’s hard to be objective when using yourself as a reference point, but it’s important nonetheless. What books do you read? Programs do you watch? Restaurants do you eat in?

Are you concerned about the environment? Do you spend your free time outdoors? Ask yourself questions like these to paint a visual picture of who you’re trying to serve.

What do these people need?

Figuring out what your clients need is not too difficult once you know who they are. For example, if they are concerned about the environment, they might need several things. For example,

• to express their concern to others
• to purchase “green” things
• to be educated and inspired on new ways to protect the planet

You could probably think of ten needs that environmentally-concerned people have. If you do that for each of your clients’ common characteristics, you will have a better understanding of the people you are serving with your art and creativity.

If you are interested in learning more about the types of people who are shaping today’s marketplace, I recommend the book Karma Queens, Geek Gods, and Innerpreneurs by Ron Rentel. Be warned: this book has a very objective, if not cynical, view of the major “consumer types.” If you are offended or put off by the thought of someone grouping the people you serve into such “types” then this book might not be your favorite.

For me, Rentel’s book gives an extremely eye-opening perspective. As you read it, you clearly see pieces of yourself and people you know in each consumer type, so while he’s mentioning their idiosyncrasies, you almost wonder if he’s making fun of you. The book’s purpose (and one that it does very well) is to give a clear picture of the wants and needs that are driving today’s economy. It’s well-written, and I highly recommend it.

With all this talk about consumer needs, you might think that I want you to go out and turn your art into some kind of mass-market product. NOT AT ALL. It’s just good to understand the people you serve so that you know why they resonate with your art. If you haven’t been successful in the past, this information could provide clues to getting your work in front of the right group of people. Knowing your clients and their needs gives you a good basis for making decisions that are going to effect your eventual (financial) success.