When it comes to creating a business or marketing in the digital age, looking at what others are doing is a trap.
The people who attract attention, get the clients/customers and make the money are doing something no one else is doing.
We humans are attracted to the new and the novel. We want to be part of something from the ground up. We all desire to be “cool” no matter what our age. We are always looking to be the first in line.
This is why following a marketing “guru” or using a blueprint, plan or approach that works for someone else is asking for trouble.
If Mary blogs every day about kale juicing and has 100,000 Facebook likes, what are the chances a copy cat blog about kale does as well?
If newsletters work for me at Child Development Partners and then another psychologist comes around writing newsletters about ADHD, we become defacto competitors. Who does that help? Is it useful to the marketer? To the community of clients?
The reality is, copying another person’s format for your business model or marketing is a set up to fail. When you engage the same strategy as someone else, you are competing in their space, on their turf and they got a lead on you.
If you want to use a blueprint model, buy a franchise. I mean that sincerely. The franchise model is all about using a clear blueprint with an already established brand so all of the foundational decisions about how and when to market and to whom are done for you, Of course, you pay for the formula, because those systems and approaches are expensive to create and valuable once they are repeatedly effective.
However, if buying a franchise isn’t your deal, toss all plans to follow the path others have trod before.
Stop looking outward for answers. Instead, look inside.
You are a creator. When you own your own business, you have a big canvas to paint on.
The only way to get noticed. The ONLY WAY to get attention and clients is to be different, to create something new.
And it has to be good. Really good. Half-assed doesn’t pay the bills.
So if everyone in your industry blogs and you don’t love writing, what can you do differently? Can you use video, audio, cartooning, announce a word-inspiration-quote of the day?
And do stuff you enjoy, for the love of Pete! I see people lamenting (read: “whining”) about hating to blog, but they slog through the blog because “people say I should.” Oh please. Let’s grow up. Stop letting others tell you what to do and do what you feel is good and useful.
For example, I know video would be a good medium for me to use in my marketing. But, hot diggity, I don’t love producing video. It’s a a pain in the ass for me. I don’t love to dress up, wear makeup and the production is tedious and boring (for me). You, on the other hand, may love video and if you do, go all out. Video to your heart’s content.
When I write and you do video (or whatever medium you dig), we now stop being competitors. We can collaborate. People can read my blog and watch your video. People who prefer to read over watch video will hang out with me and visa versa. Neither one of us is doing it “right,” and neither one of us is doing it “wrong.”
The tools we have at our disposal for free or super cheap are astounding. It’s a freaking miracle when you think about what people did to get a photograph 100 years ago and what we can do in seconds on our phone to produce content. And rather than use the endless options to create new, awesome stuff, we look around and try to copy someone else because we think they have it all figured out.
Truth. No one has it figured out. Creating something new means experimenting and seeing how it goes. When people hit the right notes and stand out in authentic, vulnerable ways, they get attention and a line at the door.
So rather than spend time and money on the next “trend in marketing,” I suggest investing in blazing a trail. Use you canvas, color outside the lines. It leads to a happier more successful experience in the long run.
On this blog we talk about achieving empowered, authentic success. If you’re down with that and want to learn more sign up for updates below: