My Target Audience
The year I graduated from high school my church hosted the annual community baccalaureate service. I was asked to give a five-minute speech to welcome everyone and introduce my pastor before he delivered the sermon. Of course I waited until the night before the service to plan my remarks. The pressure served me well, as ideas and words flowed freely. In under an hour I wrote my speech, practiced it a few times and even shared it with my mom. She teared up as I recounted a personal story that illustrated how my pastor had influenced my life and faith. That should have been a clue, but I missed it.
Just two days before graduation, with a rather naive confidence, I stood at the pulpit in that sanctuary that felt like home, and shared one of the most intimate stories about my faith journey with nearly all of the seniors in my class and their families. It never even occurred to me that there was a danger in exposing such a raw part of myself to so many people.
The danger became very real just moments after the service as we all gathered on the lawn. At least half a dozen people found me in the crowd, and with smirks on their faces they each mocked me. Some were subtle, others were blunt, but they were all trying to shame me. And it worked. My cheeks turned red-hot with humiliation. My stomach churned with embarrassment. What had I done?
I started to retreat. I interrupted the conversation my mom was having with another parent, “We have to leave – NOW!” As she wrapped up, one of my classmates approached me. Tears started to burn in my eyes – I just couldn’t take another jab, not now.
As she got closer, I noticed the tears in her eyes as well. For the next 40 minutes she shared some of her own raw, tender story. Eighteen years later, that conversation still holds a spot as one of the top five of my entire life.
I’m grateful for my youthful naïveté. It allowed me to speak from my heart that day. It taught me the power of filtering responses to my work. I learned the power of asking, “Is this person my target audience?”
Since the re-launch of Stay-at-Home Yoga, I’ve received a few emails and comments from people who are definitely not my target audience. The truth is, I didn’t create Stay-at-Home Yoga for the typical yoga studio crowd. I actually take issue with the “face” of yoga in the West. This practice holds the power to dramatically improve the lives of those who practice, regardless of their body shape, current fitness level, faith beliefs, life stage, income or schedule.
Yes, I know I don’t look like your typical yoga model. I’m darn proud of that fact. And, if you don’t look like her either, chances are – YOU are my target audience.
I think it’s better to be real. Live without a filter. Lord knows I often speak without a filter, but that’s maybe a little different. I can’t believe someone would take the time to write you and say hurtful comments. Oh, wait, I guess I can believe that, but it’s just so unnecessary. You should advertise as being REAL, a woman, a mom. I really enjoyed your classes and thought they were a good value.
Thank you so much, Jessica! As strange as it may sound, I think the emails and comments were intended to be “helpful” (I’m ever the optimist). People have expressed surprise that I would film videos while “very pregnant and freshly postpartum.” Ya know, “Cause that’s not a time most women want to be on display.” And one person suggested it would be better for business if I hired a “more traditional yoga model.” I’m so grateful you see my heart. This isn’t a practice just for former dancers, gymnasts and celebrities. It’s for everyone! Thank you!
I was so angry when I read that people were being critical of you! I had calm down before I wrote anything. You have helped me beyond measure, so I took it pretty personally. =) I absolutely LOVE that you recorded videos while pregnant. I am so excited to practice yoga when/if I get pregnant because I know I have a very qualified instructor. And I think if those people knew anything about yoga, they would see how physically strong you actually are to be able to do some of those poses while pregnant! Sometimes I collapse on my mat and just watch you do a pose, while my unpregnant body struggles with it! What alignment and balance you have- it’s beautiful! I think the “traditional yoga models” are intimidating- they make me feel incompetent. I feel confident when I practice with you- partially because no one else is around to watch me fall out of half moon and partially because of your gentle, encouraging instruction style. And don’t even get me started on the awesomeness of your Savasana instruction- complete relaxation bliss!
Thank you so much for your support, Joye. I really do see that those comments helped me get super-focused on the core of my intention for Stay-at-Home Yoga. I’m in this to help people who are committed to doing the hard but amazing work of self-care. And, you are so doing it. You inspire and encourage me so much, Joye!
<3 (Love)
I have not been able to commit myself to one of your classes, but I am soooooo in your target audience. About a year ago, I purchased a Groupon for some yoga. I have done yoga before but it's been a number of years. I also work out several times a week doing Jazzercise, so I'm not a novice when it comes to exercise. The studio had beginner classes, but there were only 2 per week at a time I could not make. I chose a class that said it was for "all levels."
Apparently my idea of all levels includes, well, all levels, but theirs was for consistent, regular yogis who do yoga all the time. The instructor did not make me feel welcome or encouraged. She reminded me when they have beginner classes. I never went back. (Thankfully the Groupon was such a good deal that I didn't feel as though I "lost" anything.
Thank you, Dee! That is such a bummer. Sadly, I hear stories like that all the time. Sometimes yoga classes can feel like a “clique.” It does take patience and flexibility (pun intended) to teach yoga that is accessible to all levels. But, I really love the challenge of doing so. The truth is, one student might be a “beginner” when it comes to balancing poses, but an “intermediate” when it comes to strength poses. We aren’t usually all one thing – including a level in a yoga class!
So proud of you!!! You’re doing important things for all of us. XO!
Thank you, Nicole! We’re all in this together!
Jennifer, you are wonderful. Keep doing what you are doing. Your “target audience” needs you! Please wish a very Happy birthday to a wonderful person that you will probably see before I have the chance to see them.
Thank you so much, Nena. And, I’ll tell the birthday boy you were thinking of him. 🙂