Zig When Everyone Zags
Today Alex's email definitely made me feel good about the direction I'm going with my own content.
A lot of times we try to chase the new trends and we look at the metrics and we get enough views and all that. We feel bad about our content. We want to change things up.
But this just allows me to kind of continue to stay the course and make the content I feel impacts the people that I want to impact the most, which are small business owners. Check it out down below and let me know your thoughts.
Last week I talked about something that I've been moving towards...Which is going more into “artist mode”, which is making stuff that I want to make, not making things that are optimized for three-second attention spans and the masses.
To be clear, that isn't really even my audience or my customer anyways.
So let me tell you what I'm actually doing:
I'm no longer split-testing headlines.I'm thinking about the headlines and thumbnails that I think will attract the correct person, which would be a business owner, to my content.
Since the platform has significantly fewer higher-earning business owners than it does faceless masses...
I suspect that my click-through rates will be lower and my number of video views will also go down.
That does not mean that the content is not performing. It means it wont get as many views: BIG DIFFERENCE.
And I think this is because of a very huge misconception in content that I honestly only recently thought about, which is that you do not know who is clicking through.
“If you split stuff enough times, you eventually become a porn site.” - George Mack
It is okay to make content that not everyone, or even the majority of people, want to consume. Because if my entire message (for the vast majority of business owners) is to pick better customers and have prices that discriminate against people who would be inferior customers...
Then it would make sense to carry out that same strategy into the marketing of that business.
As an extreme example, look at...
- BlackRock
- McKinsey
- Blackstone
- BCG
- Goldman Sachs
- etc.
Few of them, people would consider bastions of marketing. Part of that is because of the compliance and regulatory of being either a publicly traded company in regulated sectors or both.
But no one can argue with their financial performance, and a big part of that is because they're not advertising to everyone. They're advertising to a very small number of people that have the most money.
So this is what I'm doing as my commitment to this thesis:
- We are going to spend time thinking about what we think the absolute best headline would be for the best customer. And committing to it.
- I'll be ignoring data social media metrics and only looking at business metrics.
- I will not be logging into social media for the next 90 days. Which is WILD and I cannot tell you how excited I am.
I'm still making content, of course, but I'm cutting off the social media metrics feedback loop to allow myself some space to make whatever I feel like making.
If you've liked the last few emails, it's because that process has already begun.
Zig when everyone zags,
- Alex
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Zig When Everyone Zags
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