This is the golden question everyone wants to know the answer to! Especially in this over-saturated world of digital content, where everyone has something to say about pretty much everything. How do you get your idea to stick and to ultimately make it big?
Why do some ideas rise to the surface, whilst others seemingly blend into the mix?
I’ve read a lot of contradictory theories about how to win when it comes to marketing your idea, product or service. The common mistake people seem to make is to try and appeal to the masses. The problem with this is that your creative work can ultimately suffer as your unwittingly water-it-down or try to appropriate it in order to turn more heads. You may find yourself needing to dress it down or perhaps camouflage the real message, to soften the blow and make something more appealing.
The problem here is that you are trying to second guess the opinions of a mass market, and even with the best will in the world this is going to be tricky.
In this recent TED video presentation by the Marketing Guru Seth Godin; he seems to reiterate an approach which is making more and more sense. Although at first it seemed a bit contradictory to what your instinct tells you “sell to as many people as possible” as per the duff approach I explained above where you aim for EVERYONE!
He provides a lot of clarity on the issue. You essentially need to identify those who would be interested in your idea and focus on them, with the hope that they ten spread this on to others. You need to target the enthusiasts; these are the people who are passionate about something, enough to tell others about it. The concept being that if you can get them enthused and interested in your remarkable idea, they are the people likely to spread it to others. It is their expressed interest and passion in your concept that naturally encourages the idea to be passed along and grow organically.
IN a nut shell, we used to think you should target those in the middle, but what we should be doing is targeting those on the fringes…simple right?!!!
Watch the video: http://www.ted.com/talks/seth_godin_on_sliced_bread.html