A lot of golfers envy Tiger Woods. And a lot of bloggers envy Gary Vaynerchuk.
But is that a good comparison?
It may well be, because Gary has used social media to rocket his company to fame (and reasonable fortune). And he’s done it mostly through blogging and social networking.
So does that mean Gary Vee succeeds purely on the basis of his enthusiasm, content, and consistency? Of course, all of that counts.
But there’s another hidden reason. And this other reason has very little to do with delivery or content.
It’s got to do with the fact that he sells and discusses wine, and we love to drink wine. If he sold tuberculosis kits, he’d never have the following he has today. Understanding this concept is important.
Humans seek pleasure, fun, and entertainment more than anything else.
You can work the heck out of your articles, blog, website, or videos, and never reach the super-popular level, simply because people are always going to be less interested, less likely to watch, less keen to concentrate on work and business… rather than seeking fun and entertaining diversions.
- Video Games
You get the idea.
These are fun and downright compelling topics. So people visit in droves (look at the top 10 blogs on Technorati and you’ll see what I mean). The stuff that’s not fun, and more work related, gets a niche audience.
And of course, here’s where the crappy luck gets better.
Because though you get a non-popular/more niche audience, your audience is willing to pay a lot more for your products/services than they would for the popular stuff. So they’ll pay you $700 without blinking, but try selling them wine at that cost, and the vast majority of people balk.
You’re not Gary. You may never reach that level of popularity. And the reason is that your product/service isn’t in the same ‘popularity’ category, and it may never be.
But that doesn’t mean you can’t have a niche audience that hangs on to your every word. And that doesn’t mean you can’t have customers that buy everything you sell.
Popularity is somewhat a gauge of your success. But it’s not the only gauge (and often is not the most important). So the quicker you understand why some things are more popular than others, the more likely you are to get a niche that works for you, and works well.
And in the end, that’s all that matters.