The world is moving so fast these days that the man who says it can’t be done is generally interrupted by someone doing it. – Elbert Hubbard
In my last post I talked about the importance of studying who you could help so that you could build empathy and understanding with them, which in turn helps you understand what kinds of products and services you can build for them.
Let’s start by studying the things they pay attention to.
Data is everywhere now
One characteristic that you will start to notice if you study what happens on the Internet is that there is a pattern that repeats all the time.
It’s called a power law, and tells you the difference between being number one and anything else.
Let’s say you run a YouTube channel and list out your videos with the number of views each one has had, it’s very likely that one will be the clear winner.
The next one will have half to two-thirds of the views.
The third one will have half to two-thirds of the second’s numbers.
And then you have all the others.
This applies almost everywhere, actually, but it’s most visible on the Internet because the statistics are easy to collect.
For example, the chart below shows the views on my blog for the last month showing the first, second and third page views and then the average views of the next seven pages.
But, while there is usually a clear winner with this kind of situation, there are two observations you should take away.
The first thing is that you need first place to get attention.
But you will only get first place for one of your pieces of work – and the rest of your list, the backlist, still matters to build your credibility and conversion.
And while the winner brings people in through the door, it’s everything else that will get them to stay and convert them into paying customers.
Again, this is a phenomenon you see all over the place.
In the publishing industry, for example, it’s the initial book sales that makes reputations – as the publicity and attention get people to notice you.
But it’s the sales over time that make you a fortune.
Given that situation, what do we need to look for?
Look for models of how getting attention is done well
For example, one project that you may be considering is whether you should start a YouTube channel.
How would you go about looking for models of how this is done well in your sector – what people have done to get attention from others?
I started by doing a search for a term on Google and comparing the results on the “All” results tab and the “Videos” tab.
You get around 6 million hits for the term on the All page and around 550,000 on the videos page.
This first term is fairly technical so I put in a non-technical but also fairly specific term.
That had 440 million hits on the All page and 2 million hits on videos.
What this tells you is that the more technical the subject the less competition there is.
The richer the content, in terms of adding images, audio and video to text, the less competition there is.
And the more detailed, useful and longer your content, the less competition there is.
When you do this you’ll end up with a much smaller universe of people who you might be in competition with – and then you have to look at what they do well.
And the chances are that they do the basics extremely well – they do the things that make life easier for their viewers and audience.
As you look at each one take notes of the elements that you think they do well, the things you notice.
I like doing this on index cards or slips of paper for the first five or so results, because you notice different things each time you look at a video or page.
If you have notes on separate cards, you can then spread them out and see what elements are common, what are the things these successful pages or videos do well?
And then you have to ask yourself whether this is a space in which you can compete.
If you think you can do something differently, combine your skills to create value in a way that isn’t being done already, then you may have discovered a niche.
If the field is dominated by a small number of very well-known people then you’re going to find it harder to get attention – but if you keep researching and digging you’ll probably eventually find a niche that has space for you.
And then you have to make that niche your own, so that the next time someone comes digging they take a look at what you’ve done and decided there is no point competing with you and go away to find their own niche.
And that’s when you become a model for others.
Why can’t you just make stuff and not bother with research?
I wouldn’t argue with that point of view – I’m in favour of creating without restrictions, without keeping an eye on the market, without looking for an outcome.
But that’s about you – about you doing what you enjoy and creating something that you would make anyway whether people bought it or not.
And the best projects have their inspiration in something you care about, something you like doing.
If you enjoy DIY or writing or technology, then the core of what you do is the work, the thing you do.
And the first element of getting started is just to do more of that thing you want to do.
But we’re talking here about developing a market for what you do – getting other people interested in buying it from you.
In getting them to first give you their attention and later their money in exchange for the things you make.
And that requires a different approach – it requires starting from how they see the world and the kinds of things they need.
Now that you can see the kinds of things they already pay attention to from the research process described in this post, it’s time to start thinking about why they pay that attention – what kind of person are they?
We need to develop empathy with them, so let’s try and do that in the next post.