Updated: Seth Godin’s How Often Should You Publish?
Comments by Dr. Wright
How many movies should you star in next year?
How many records should you release? How many songs should you write?
How many times a week should you post to your blog?
And when should my next book come out? Or your next newsletter or that next cartoon? What about Nike–they launch more than one product every day. Is that too many?
Ask yourself , how often you should be in media? What is too much?
A lot of the stuff marketers make is unanticipated, impersonal, irrelevant junk that consumers merely tolerate.
But some of it is not spam, it’s content. Stuff worth reading, worth paying for (at the very least, worth paying attention to.)
So, how often?
This discussion is usually filled with superstitions, traditions and half-truths. Daily comics come out every day because that’s when newspapers always came out. And newspapers came out once a day because it was too expensive to publish three times a day (and advertisers and readers wouldn’t support the extra expense.)
When movies were met with great fanfare and often stayed in the theaters for months, it was suicide for a big movie star to do three or four movies a year. But in a DVD/YouTube world, there’s not a lot of evidence that this pace makes as much sense. Saturday Night Live was on every week because there’s only one Saturday a week, but if it had launched today, it’s hard to see the benefit of it being a weekly…
I’d like to propose that you think about it differently. There’s frontlist and backlist.
Frontlist means the new releases, the hits, the stuff that fanboys are looking for or paying attention to.
Frontlist is also the new interviews you have out.
Frontlist gets all the attention, all the glory and all the excitement. They write about frontlist in the paper and we talk about the frontlist at dinner. Digg is the frontlist. Siskel and Ebert is the frontlist.
Backlist is Catcher in the Rye or 1984. Backlist is the long tail (the idea) and now, the Long Tail (the book). In a digital world, backlist is where the rest of the attention ends up, and where all the real money is made.
Backlist doesn’t show up in the news, but Google is 95% backlist. So is Amazon.
The backlist in media is anything that gets on the web. Podcasts are online forever. So are blog interviews.
Sitting in a meeting yesterday, I brainstormed a term, “haystack marketing.” I googled it to see if someone else was using it. You guessed it–number one match was an article I wrote eight months ago. Google doesn’t forget even if you do.
When getting more media, it is best to have something you are known for. Start with one thing. Media=TV, radio, blogs, magazines, newspapers, and podcasts.
Take some to think about your specific backlist media and post them. You might inspire others!
Next Post will be about the Strategy that Seth Godin suggests!
SUCCESS (magazine) (Photo credit: Wikipedia)
As with many business stories we hear about in Success magazine, and Inc Magazine, the word “passion” is thrown around as if it’s the very foundation for business success.
“Passion” is the media darling for successful startup stories. We hear people like Seth Godin talk about it. Brian Tracy swears by it. Tim Feriss thinks it’s a bonus to have.
Imran Md Ali, who is our featured guest of the month, shares with us his understanding of the word “passion” in the context of entrepreneurship.
Imran is a co-author of Kaizen Business Principles with the legendary Brian Tracy (www.BrianTracy.com) and also author of 2 other books, The 10 Step Marketing Formula and Creating Marketing Breakthroughs, which are available at Amazon and also Barnes and Noble.
In an interview with Imran, he shares with us why passion is the core foundation for business success, and why passion alone will not be sufficient to ensure success.
There are two things which he says are needed, on top of passion alone in order to succeed. The first, is Genuine Domain Expertise.
Genuine Domain Expertise is simply being a real expert in whatever niche or industry you’re in. So if you’re in the restaurant marketing industry, the definition of an expert in Imran’s dictionary, is “someone who is in the top 5 percentile in terms of knowledge in restaurant marketing.”
It simply means that you have to keep learning, and gravitate towards the top of your class (or niche)
This, according to Imran, will give you a platform to operate from. People prefer to work with experts, and experts get paid more for less work too. The reason for this is because we are living in world where expertise is rewarded, and generality is punished with mediocre pays and prospects for jobs.
Here are 2 tips Imran gives to establish instant expertise.
1) Read up for one hour each day, about a topic in your market. At the end of the year, you’d have read about 400 hours worth of material and this should allow you to establish your expertise.
2) After reading, aim to apply your new-found knowledge for free as practise for clients. So if you’re a relationship guru, give away your advice for free in the beginning to practise what you have just read. This concretizes your new found knowledge.
Another aspect of passion would be authority.
Now, in a world where everyone claims to be an expert of some sort, you’d have to climb further, harder, and longer than the rest to establish yourself as a real authority in your marketplace.
Imran Md Ali shares some of the things you can do to establish authority
1) First, get some media coverage. Media coverage is a quick path to endorsed authority. Why? We have, as consumers, been trained to trust the media. How do you get media, you might ask?
Imran advises you to create a newsworthy angle. Get a PR expert to write up a press release, and send it out to all local news channels and magazines/papers. A reporter would inevitably find your story interesting enough to feature it.
Once you have gotten this initial exposure, snowball it by approaching other media sources and showing that you have been featured before. Keep on creating news angles that the media would love and try to be a media darling, and this would pay off in the long term.
2)Secondly, create a blog or website that showcases your past and current work. This is a site that allows you to store your bragging rights. State your achievements on this page and don’t be shy about it at all.
This way, when someone Googles for your name, your blog will appear and they can find out more about you- And the best part is, your website says only the good things about you!
That’s it then. Two things accompany passion, and those are 1) Expertise and 2) Authority
Apply what you have learnt and you will soon be on your way to dominating your industry or marketplace.
Guest Interview written by Christopher Tracy, CEO of CLT Holding and Imran’s marketing client in 2011.
Tags: Brian Tracy, business, Dr Letitia Wright, entrepreneur, entrepreneurs, expert, media, Public relations, Sandy Hook, Seth Godin, SUCCESS (magazine)
Seth Godin
By Seth Godin
is to start with people who want what you want.
Identify, organize and excite people who are already predisposed to achieve what you had in mind and you’re much more likely to have the outcome you seek. It’s far easier (but less compelling) than turning strangers or enemies into customers/voters/supporters/colleagues. Over time, an engaged and motivated base of followers is the single best way to earn more followers.
You used to be stuck with whoever walked in the door or opened your mail. Today, you change minds indirectly, by building a tribe that influences via connections to others.
Comments by Dr. Letitia Wright
This goes for crowd funding and any kind of selling. We are so often trying to give people what they do not want. Our business, our crowd funding has to offer something people want. WIIFM station is always on!
Tags: Branding, business, Consulting, crowd funding, crowdfunding, Dr Letitia Wright, facebook, Management, Organizational Change, Permission marketing, Seth Godin, Twitter, wright place TV
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