We work hard to make marketing less about gimmicks and numbers and much more about real connections with people. Thinking in terms of what buyers value and care about creates a connection.
Reading Seth’s article about making something awesome is a theme that has to be put out there continually. That’s because there’s an entire marketplace of people and companies that just want to be mediocre. They are not seeking to be awesome. It’s easier to fit in rather than stand out.
The thought of being awesome may be too big. It means you have to be original and stand for something. It’s a stake in the ground. It doesn’t allow you to be vague or shifting. It means saying, “No”.
However, continually being awesome is the long-term strategy that works. You will grow an engaged group of people that want to hear what you have to say. Those raving fans tell other people about your awesomeness and make them believe it.
I am not sure there are many options to compete out there if you are not going to be awesome. Being like everyone else or not even trying to find out how much value you can deliver makes you vulnerable over time. Your competitors can replicate your mediocrity.
Telling Your Story and Sticking With It
So, what is the story behind what you do? Why do you do it in the first place? What is your creed?
We live in a niche world. The people in your niche will find you. If you shift on your story then you lose engagement. It can even feel like a betrayal. Your fans gave you attention because you articulated what mattered to them. You promoted a worldview you both shared.
If your story is about simplicity, don’t compromise. If you believe everyone should be bold and vibrant, then don’t try to appeal to conservative tastes.
Your story is what makes the idea of considering your stuff attractive.
In the process, keep the compass pointed towards awesome. In a hypercompetitive world, anything less will not work.