Wax On, Wax Off. Wax On, Wax Off. Concentrate.
Sent Tuesday, November 27, 2012View as plaintext
Well ... the Holiday season is officially upon us! Hopefully you had a good Thanksgiving, and hopefully you didn't spend your entire year's savings on Black Friday.
You know, for some reason, every year Black Friday and the hoopla surrounding it actually makes me want to SAVE my money .... not spend it. Strange, huh?
Actually, now that I think about it, I'm a pretty opposites-driven person. I'm frequently turned off by things that are insanely popular or constantly talked about - things that "everybody is doing". It's like I have an internal need to counteract that and do the exact opposite ... to somehow balance out the universe maybe.
Anyway, what I wanted to share with you this week is just this small little insight of how thinking in an "opposites" mentality can sometimes serve you pretty darn well during the course of your online marketing career.
What makes diamonds valuable?
What makes gold valuable?
What makes an autographed Babe Ruth rookie card valuable?
The fact that not very many people have them. It's their SCARCITY ... their RARENESS.
If everybody walked around wearing diamonds (oh wait, everybody does walk around wearing diamonds) ... no, I mean EVERYBODY, like if they were as common as shoes on your feet, do you think people would pay the prices that they're paying for them today? Of course not. It is their rareness that makes them valuable.
So how can we apply this principle to online marketing?
A certain [very overused & very made up] phrase comes to mind that I'm sure you've heard a variation or two of before. It goes something like this ...
"95% of online marketers fail ... if you want to be in the 5%, then don't do what the 95% are doing."
That speaks to scarcity, doesn't it? I think so ... If you want to raise your value as a marketer, then you have to do things that aren't normally done by other marketers ... things that are rarely seen in this industry.
Now stop right there - hold onto those 2 words that are at the forefront of your thoughts. If you don't have 2 words at the forefront of your thoughts, go re-read that last sentence and tell me the 2 words that instinctively come to your mind.
Did you get them? What are those 2 words? They are ...
Now (warning: put on your scuba gear 'cause this submarine is going deep), what might we infer about someone's marketing career if when someone tells them to do something that nobody else is doing, their response is, "Like What?" ... ? Is this person more likely to fall in the 95% or the 5%? Why?
Nope nope nope nope nope ... stop. Stop reading. You didn't answer the "Why?", did you? Go answer it, you lugnut. Think about it. Exercise your brain for a minute (I know I know ... ). Re-read those last few paragraphs. Let them sink in. THINK about what they are saying. And don't you dare read a single word past this line until you have a SOLID answer to that "Why?" question. Because if you don't, then you've just proven my entire point right there all by your pretty little self.
Alright, Got it? Ok ...
So if you are going to stand out from the crowd, you need to stand out from the crowd. Where the crowd is, you are not. Where you are, the crowd is not. Only then will your value as an online marketer reach the level of a diamond.
And remember Danielson, nobody is going to push you out from the crowd. Nobody is going to force you out from the crowd. If they did, then by definition you have not stood out from the crowd.
Change the way you think.
Because therein lies the answers to all your questions.
(scuba gear off)
Ok, and with that, I'm out. Have a great week everybody. We'll see you on the streets of the internet.