The other day I was listening Srinivas Rao interview Derek Halpern on BlogcastFM.
It was a well-done interview and I received a ton of useful, actionable advice from Derek, but one thing in particular resonated with me.
Would you like to know what that one bit of rock-solid advice was?
He discussed finding a “thread of discontent.”
I know. You’re wondering what the hell is a “thread of discontent?”
In Derek’s own words:
“It’s a problem that a majority of people have with one specific blog or company. It’s a chink in their armor, and it’s an opportunity for you to convert them into loyal subscribers and customers.”
My interpretation was you need to find this thread and then create magnetic and helpful content which fills that void. I’d say Mr. Halpern has this covered.
Basically solving a particular problem that is not being addressed. Find and deliver what your potential audience is begging for and not getting. And if you deliver well, won’t that audience come running to your doorstep?
If people are complaining about something, figure out a way to bring them what they want in your unique way and deliver your special something better than the competition.
You know what else I started thinking?
Is there a unique problem I am solving?
What unanswered questions can I answer?
And how in the world do I find THAT issue, so I can turn IT into an opportunity to help people and grow this blog?
Are you thinking the same thing?
But I soon focused less on discontent and more on a particular flavor, my flavor.
You wanna know what that is?
Branding and design + personal experience = sound advice in more ways than one.
In the world of social media and blogging I don’t see too many people combining branding and design with kick in the pants advice. Do you?
In fact I’ve found that creativity and motivation are a perfect mix.
Because anyone entering (or stalled) in this little blogosphere of ours needs a bit of both:
1. Branding. (design, copy, and strategy)
2. And a push. (bringing out your killer swag, getting motivated and just making it happen).
Unless they are brimming with confidence and have branding, design and copywriting experience.
I’m no zen-master of blogging, so I won’t go into detail about converting eyeballs to get more subscribers, but I will tell you what I know.
And what is that?
I figured out that I could apply the same rules I’ve used in my industry for over 20 years, here in our little blog utopia.
I know … “Thanks, genius.”
What do you think I ask my clients when I start a branding project?
I ask them to put together a few thoughts on their company. Simple, right?
I ask them to define their mission, promise, uniqueness and how they want the market to see them.
Do you want your online presence to be swank, purposeful and off the hook?
Well, let’s focus on one thing today called VALUE. How are you going to help people?
If you want to be more than just social, you need to help people in some way.
So, stop and think about the Value you can bring.
And this gets back to Derek introducing the “thread of discontent.”
Let me explain.
One of the best ways to figure out your value is to solve a problem, but it’s much better to find a burning concern. An issue that sticks in someone’s craw, which is more like, um, discontent.
Something your fellow peep wants answered, deciphered or explained more effectively. Heck, they might even be willing to reward you with some hard-earned banknotes for your efforts.
So, when thinking about your blog or your small business it’s most important to find that big, fat value.
And the way you find said value is through discovering a complex problem (read discontent).
If you can do this effectively, well, bammo, you have what they call a fairly solid Value Proposition.
You could make a scientific wild ass guess or you could put in the work and find yours.
It might not be perfect and could evolve into something else, but this simple exercise will have you on your way and could introduce you to a flavor you never saw coming.
Easy, right? Well the work has just begun. The next goal is to figure out how to communicate this value, and I need to write a post on that. Stay tuned.
So, how can you help? How are you helping?
What good gravy are you dishing up?
Have you discovered THAT problem?