Can you remember the last time Jimmy Buffett had a top-40 hit?

Or won a Grammy Award?

Or when you last saw him on TV?

The answers are: 1978, never and… I can’t remember ever seeing him on TV.

A lot of people would say that Jimmy Buffett is not a “hot act”.

But.

Jimmy Buffett’s annual income is estimated to top $100 million.

And he does it without TV, without Twitter, without exposure. How?

Jimmy Buffett has built a real Margaritaville community. He’s created a following of committed people who happily buy whatever it is that he sells because they like him and what he represents so much. His “Parrotheads” snap up tickets to his sold out shows, flock to his restaurants, and buy his books, his beer and his tequila.

Buffett doesn’t even try to be ubiquitous. Or on TMZ. Or a “hot act”. Or on everyone’s lips.

Yet, he thrives. He does it by being on the right people’s lips, and by giving them exactly what it is they want.

And it works.

So, while other coaches strive and claw to build a Lady Gaga-sized practice – endeavoring to be an overnight sensation – consider taking the Jimmy Buffett route. Know who your people are, talk directly to them, trust them to trust you, give them what they want…and bank your own $100 million. Or thereabouts.