I hinted in the last post here about something that will make or break your business’s publication. In this one, I help you build your figurative Wall.
It’s something that is so important that it’s a good idea to spend time on it instead of running off to networking events, or saying yes to endless coffee meetings with people who will never turn into readers (let alone clients).
It’s also something that, if you’ve ever worked with a business coach of any kind, is likely one of the first things that person would have told you to do. (If they were any good, anyway.)
It’s knowing what you absolutely will not, under any circumstances do.
I talk today about serial publications in particular.
Let me tell you a story.
It comes from my music journalism days. In the genre I was publishing in, which was extreme metal, there are loads of subgenres. I won’t list them all — you can Google them if you’re interested. Except for some really niche publications that served communities like Black Metal, the majority of publications were for everyone.
Like, yeah, they were for metal, which, when we look at the taxonomy of music seems pretty specific. But it’s only that way to people outside the genre. To everyone else inside the genre, there are so many subdivisions.
And not only that, but fans have really fierce opinions about what constitutes appropriate bands to list under the ‘metal’ flag in the first place.
So as a publisher of something with the F word in the title, that was only for the extreme end of the genre, could I include a rock band like Nickelback?
Hell no. They just didn’t qualify.
Did I cut out a whole lot of potential readers who fill stadiums for such bands? And therefore attract advertising dollars? And reach? Sure, I did.
But I did it knowing that my audience would have just trolled my publication into eternity, and trash-talked it to everyone they saw.
Positive constraints, my friend. Build your wall. Make your wall strong!
Know what you will not include.
Not now. Not ever.
Not when you’re pinned to a tree and someone is threatening to cut your arms off. Not when your biggest advertiser is hanging their budget over your head and threatening to run away. Not even when you don’t have any money to do it any more and are wondering if it’s worth compromising on your structure just for the cashflow.
Knowing what you will exclude is so much more important than knowing what you’ll put in. Here’s why your wall is valuable:
It helps you to make meaningful, lightning-fast content decisions. It helps you refine your potential distribution/referral partners. It helps you target your promotion. It helps your audience know exactly what your character is like. It helps people recommend you to others, because it shapes your audience.
See how it’s the same as knowing how to keep out of your coffees list?
Or knowing how to qualify your clients?
Now you know why we recommend that our clients only showcase their rockstar clients and projects in case studies. I mean, sure, you can do one on everybody. And my bank account would love you (seriously, it would).
But I will not be responsible for you attracting rubbish clients. So if you wanted to do one for everyone, I’d just refuse.
If you want to get the right people in your door, know that in 20 days our case studies deal is losing all of its additional consulting time. So book yours in before the 14th.
The link is https://brutalpixe.com/case-studies.