During this week’s Facebook LIVE Q&A that we do every Thursday at 11 AM Pacific, we had a LOT of a great questions! Thank you to those of you who come every week to chat and hang out!
We were talking about how to choose the topic of your content during the livestream. When deciding what to do content on to promote your business online, it’s important to choose a topic that you KNOW well. What do you know best, a? What are you passionate about and can talk a lot about? And what can you offer a lot of value on?
Then Ant Pruitt asked in the chatroom:
What if what you know best, is over saturated? I presume it’s more a challenge to DIFFERENTIATE.
This is an excellent question, and one many people struggle with! You are not alone! There’s SO much noise online. So many people talking and sharing and getting in the way of YOU getting to your customers.
So how do you separate yourself and make a name for yourself in an oversaturated market?
A couple things to explore here.
It May Have Been Done, But It Hasn’t Been Done By YOU
Other people may be saying something similar to you… or in the same general topic as you…. but they are not YOU.
There really is nothing new in this world. It’s all been said and done. But it hasn’t been said or done by you.
You have a unique voice. You have experiences in your life that give you a different way of thinking about a particular solution for your customers and your audience. THAT is your differentiator.
And because of that, you’ll resonate with the people who either think like you, or who your voice just…speaks to. Those people you’ll create a stronger bond with because it’s more impactful! And THAT is going to mean you are going to be more likely to get them to engage with you and to buy from you.
Look at all the people who do news. There are many news channels. News websites. News videos. But you follow a particular channel or reporter because you connect with them. You like what they say and how they say it.
You have a way to say it that other people are going to connect with.
Now… the second part of this is who you’re targeting. Now that you know your unique voice, I want you to focus in on a more specific target.
For example… the photography market is one of the most “oversaturated markets” I know! Everyone’s a photographer! Everyone wants to be a better photographer! Well, someone who focuses in on a very specific niche of the overall photography market… ballerinas.
He makes his name on being the guy who photographs gorgeous images of ballerinas at work. He doesn’t try to do landscape, portrait and fashion photography. He focuses in on a niche. And he makes a great living doing it!
Take restaurants. If you let fear of an oversaturated market stand in your way of starting a restaurant, you’ll never do it! Restaurants are all over the place, right? I LOVE this example from the book “Contagious. Why Things Catch On” by Jonah Berger.
A hot dog joint had good success but wanted to open a bar as part of their business. But in New York, there are a bazillion bars! So they thought…what could set us apart? It wouldn’t be enough to have a bar inside a hot dog joint. So instead they created a secret door. You could only get to the bar if you had a reservation, and there weren’t many of those available! And you could only get to it through that secret door inside the hot dog restaurant.
At the end of the day, they’re a bar in a city full of bars. They focused in on a niche of people who had to be part of the exclusivity. Part of what their friends weren’t.
So you’re fearful of wasting your time doing something everyone else is. But you can’t be afraid. And you can’t think about whether it’s oversaturated. Because you’re going to find YOUR niche. And your voice is going to be uniquely YOU.
Tell me… what’s unique about you? What niche are you targeting? Don’t be shy! Now is the time to toot your own horn! Go ahead and leave a comment below! I look forward to hearing it!
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