I want you to picture yourself in a place where your content is absolutely bangin’.
Your blog has found its feet. It is mega popular.
People are reading and sharing your work.
You get comments fairly consistently, and not just online: People tell you in person about how much they love what you’re doing.
Flush on a high of how great this is, your brain goes into overdrive. You start thinking that you could add some different things, keep the interest going. You think about new things you could do; new topics; different formats.
Then, as though it was a timely intervention by the universe, you see a series of articles about how there is a new format that everyone is just loving.
Right, you think. It’s time I got smart about this. Time to get with the program, be an early adopter of these things. If I do that, all this love will multiply!
Will it, though?
Will it really?
One of the subscribers to our Daily Emails List told me a story, the first time I spoke with him, about how he had followed a similar path. He’d started a blog because he loved it, and added value by talking about a specific topic.
He built a great following. People loved his work — found it enormously valuable.
And so, he started expanding his remit. Instead of that one, small, focused topic about which he was very passionate, he started adding more generic material.
Then he started to feel tired when he thought about doing the work. This thing he loved to do had turned into a chore.
Then he started to lose readers.
By the time he talked to me, he was almost desperate for a solution.
You’re a smart cat, you know why this happened, right?
As soon as he got a readership, he started trying to think like a big media outlet. In covering broader and more generic topics, which he assumed would be of interest to his readers based on what he knew of their profiles (and what else was in the market doing well), he lost his competitive edge.
Uniqueness is a selling point. It isn’t something to dilute. If you are building a readership, it’s because they are buying into your uniqueness.
By trying to ‘expand’ by becoming just like everyone else, your publication is going to lose the edge that established it in the first place.
It’s the type of thinking our clientele often fall into; but that’s exactly why they work with us: We stop them going over the edge.
You can become one of them by talking to us about our thought leadership service (http://brutalpixie.com/thought-leadership-writing-service/).