Be Authentic, Be different, but how?

You can read this post in 7 minutes.

If you’ve already narrowed your focus with market and you know exactly who your audience is, you’ll have a much more focussed strategy and this will give you a big advantage when it comes to standing out.

But with that said, you’re still going to be up against a fairly tough challenge. Even in a less crowded niche there’s still going to be thousands of people vying for the attention of your audience. Think about your own web experience: you can’t go anywhere with ads flashing up, videos playing and billboards driving past you plastered to buses.

Everyone wants our attention and as a result, our brains have adapted. We’re now desensitized to this kind of noise and thus far less likely to sit up and take any notice of any marketing campaign.

So how do you overcome this?

The answer is simple: be authentic, be different and offer value.

Oh, and be interesting!


Don’t be ‘The Next Tim Ferriss’

The worst thing you can do if you want to stand out among all the noise is to try and set up another business model emulating one that already works.

The worst thing you can do is to become ‘the next Tim Ferriss’ or the ‘the next Pat Flynn’.

When you do this, you quite simply aren’t adding anything new to the mix. You’re not differentiating yourself in any way and in fact you’re going out of your way to be the same.

In a flock of sheep, which one stands out most? The black sheep of course!

You need to be that black sheep and you need to swim against the tide. That way, people will take notice of what you’re doing because it will be interesting.

You won’t just blend in among the background of noise.

This is another thing to consider when choosing your audience and your niche then: think about who you are, what you know and what you can bring to the table that no one else can.

Maybe you love fitness and comedy? Then how about a funny fitness channel?

Maybe your someone who is incredibly meticulous and you want to write about fashion. How about combining these things?

Don’t be afraid to stand out and do something different, because it’s what will make you interesting.

Having said that, don’t get me wrong, I am not suggesting you just ignore what “Tim Ferriss” and what “Pat Flynn” is doing. Actually, having a look at what they do, observe, experience yourself with their business course will help you confirm how much you can charge.

Assuming you can give the exactly same quality support as they do, then you can price your service same price as “Tim Ferriss” and “Pat Flynn” does. The fact there are so many people out there joining their business course means to you you can convert those customers to become your customers if you could provide the one with same quality. Do you see what I mean?

Anyway, this is something to with pricing your service topic so I will talk about it some other time.

Back in the track,


What You Can Learn from BuzzFeed

If you take a look at Facebook right now, then you’ll find that there are a large number of posts from BuzzFeed being shared almost every single day on almost every single newsfeed. Likewise, there are many others that are quite similar to BuzzFeed in terms of the way they structure their titles and their links.

This is what is known in the industry as ‘clickbait’.

Clickbait is anything that has been designed specifically to get clicked on and read and to get attention. And normally this type of content is very successful.

How does it work? Often by using titles that sound very exciting, that promise amazing things, that look controversial or that somehow spark curiosity. A good example of how you might spark curiosity is with this simple tweak to the normal ‘list article’ format:

Ten Unbelievable Ways to Lose Weight… Number 3 Changed My Life!

This works because it makes the reader stop and think about number three: what is it that changed this person’s life? We also want to know what would make a weight loss method ‘unbelievable’.

That then makes the person really want to click.

This works much more that the very standard:

Ten Ways to Lose Weight Fast

Because quite frankly, we’ve seen that title hundreds of times and it just doesn’t sound interesting or fresh any more.

Unfortunately, clickbait is very often just spam and when we do click on it, we often find that what’s on the other side really doesn’t deliver on what was promised.

As such, people are quickly becoming desensitized to this kind of content too.

And so that’s not what I’m telling you to do.
Instead, what I’m telling you to do is to think about why this works and how

you can adopt it.
And the answer is that two things make this approach work:

  • It’s different
  • It’s interesting

So make this your barometer when posting any kind of content: is it different and is it interesting? More importantly still, would you click on it if you saw it?

Then just make sure that your content really delivers on that promise: whether it’s breaking news, a write up of a ground breaking scientific study, or some unique perspective on a subject that people find fascinating.

This is another example of why it pays to be different, unique and interesting and to be yourself. That way, your titles will naturally be clickbait without you having to get spammy about it!


You can start your business without creating product

This is something you can also learn from the title of BuzzFeed to your offline business. I always talk about it more details with my clients but most of the start up failed because they create product first. They believe your product is of best quality, no other competitors has ever done it so should be sold easy.

The reality is Big NO…..

Quite often, what business think their prospects wants tend to be different from what they actually wants. And this is very normal because the perspective is different. The business that fails often oversee this point and got stuck and question themselves “Why does people not get attracted to our product even though they knew our product is of amazing quality?”

That is the very reason why I always encourage my startup client to create concepts first before actually creating it. They advertise it first even though the product is not complete yet. But you can check by advertising if your prospects are actually wanting the product you are going to manufacture. If they are attracted to it, then there you go,  you can complete it even though you may have to rush sometimes if you have lots of order out of your expectation!!

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About this site.

Yuzuru Ishikawa   Yuzuru Ishikawa

   Founder of Globalcube Marketing


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