The forbidden fruit is the tastiest.
Except, of course, when it comes to your business publishing.
There’s a woman I know in the UK who has a blog that she’s really passionate about. She had a blog for the longest time. It never really did anything, people didn’t care much about it. She had a bit of a following, but nothing really exploded.
Then one day — actually, after she had a breakdown, which is an entirely different story — she threw herself head-first into reworking her publication.
Instead of talking a bit about marketing, and a bit about SEO, and a bit about something else, she went flat-out into book reviews.
(It wasn’t a business blog, but the story serves my purpose.)
When she was recovering, she would read almost a book a day. This means that, in a year, she read a ridiculous number of books. I think she’s got the highest reading count of anyone I know.
And what she would do when she finished is write and publish a review.
Here’s the clincher: She only wrote about one genre.
What happened, you ask?
- Fans of that genre found her blog: They were looking for authors, books, commentary.
- Authors of that genre found her blog: They were looking for platforms to launch from, appear in, and ‘tour’ through.
- Media found her blog: They were looking for an authority on a subject.
Suddenly she was in the spotlight, a major influencer, invited to appear on both radio and TV.
Do you get my point?
By forbidding yourself from trying to appeal to every man and his dog, you unlock the key to publishing success. Rules aren’t tasty until they bear fruit.
It’s exactly the same in business content like case studies. You can try to cover every product, every service, every customer. But why would you?
Wouldn’t you rather attract the people you freaking love to work with?
Yeah, I thought so.