Finding Impact No.28💥
On quitting, making decisions, marketing examples, unnecessary inventions and Twitter
Thanks again for joining me on my journey to grow an online audience. I'm sharing the next instalment of my quest to find a niche.
It's something I wrote about in my last newsletter. To recap: my podcast is focused on 'social enterprise.' But without differentiating myself from the abundance of content out there on social enterprise, it's been difficult for me to stand out. On the internet, the best stuff captures the most attention. And the best stuff doesn't come from being the same as everyone else. You need to be different, to bring something unique. This is called my 'personal monopoly.' It’s defined as our unique combination of experiences, expertise and interests. My unique corner of the web.
This is the stumbling block for me.
It feels like I have a hundred combination of things I could focus on. The prospect of testing every single one out is crippling. I want to deploy what scarce time I have available (i.e. 90 minutes each morning) into running with just a few.
Otherwise I fear it'll be a waste of time and I'll drive you all insane!
Step Smith has come to the rescue. Her book, Doing Content Right is a gem. It provides a comprehensive strategy for both individuals and organisations to develop a content marketing strategy. The approach in a nutshell is to identify things that I have insight into that 95% of people or organisations don't.
I'm working through the exercises in the book at the moment. I'm not entirely out of the woods yet, as I'm only at the planning stage. When I actually narrow it down to a small enough list, then I need to create content to see what resonates.
As Seth Godin says in his book The Dip (see ‘On quitting’ link below):
“The stupid thing to do is to start, give it your best shot, waste a lot of time and money, and quit right in the middle of the Dip.”
This is what I fear the most.
Now onto the content…
This article summarises Seth Godin's book called The Dip. The book is about a simple idea: that anything worth getting good at will have a dip in the middle. Beat the dip by defining why you will quit before going into the dip. What dip are you in at the moment? Is it a dip you want to persevere at or is it one you should quit? He explains quitting isn't bad after all: “winners quit fast, quit often, and quit without guilt.”
On making decisions
When the richest man in the world has something to say about decisions, it's worth listening to. We're confronted with decisions multiple times a day. Jeff Bezos sees just two types of decisions:
Type 1 decisions are not reversible, and you have to be very careful making them.
Type 2 decisions are like walking through a door — if you don't like the decision, you can always go back.
So using my predicament above, choosing a personal monopoly is a Type 2 decision. But I'm prone to treating it like a Type 1 decision where I try to plan the whole thing out before actually taking action. Don't make this mistake. Have a bias for action on reversible decisions and take the time to plan for the others.
On marketing examples
This blog is sheer brilliance. Harry Dry draws out timeless marketing lessons each week. They're short and sweet. My favourites are:
On unnecessary inventions
Pair a 3D printer with an overactive imagination and you get Unnecessary Inventions. It's a personal website “to heed warning for those who think they know what people want.” My favourites were “The Grocery Cart Hoodie” and “Pogo Stick Crutches.”
Has to be seen: Unnecessary Inventions
Are you looking for the most comprehensive guide about Twitter? Holloway normally charge top dollar for their extensively researched guides. This one is FREE. It promises to help professionals in all fields use Twitter to find collaborators, generate ideas, build a brand, and more.
What do you think makes me different?
Hit reply to let me know. This will feed into choosing my personal monopoly. I appreciate you for doing this :) I love hearing from you!
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Thanks for reading! Have a great couple of weeks.