Audience

Here’s A Cup, Go Measure

Garth Beyer

If it’s so difficult to bake a cake or make cookies from scratch, how do you expect to read results that are hard to measure? (Obviously this post is more for those like me, who can’t bake a cake or make cookies. Alas, I hope this to still be noteworthy.)

We can look at the number of cups of flour and water and chocolate chips you need just like you can keep track of the number of visitors to your website and the clicks you get on each page.

Very easy to measure.

What about a cake without a recipe? Or the personality of each individual who visits your blog and what they actually want or if they were satisfied with what they found?

Much more difficult.

Luckily, food writer Michael Ruhlman breaks down cooking into easy-to-understand ratios of ingredients, a method he says allows for more creativity in the kitchen.

“When you know a ratio, you don’t know a single recipe, you know a thousand.”

The same can be applied to your website, your product, or your own creation-without-a-recipe. All you really need to do is ask and connect to your audience. It’s hard to know a thousand audience members before you know what the single most common one is like.

 

Stay Positive & Start A Conversation

Garth E. Beyer

Making Art

Garth Beyer

Making art, as opposed to having made art, is what everyone wants. The making of art is what catches the eye, draws people in, and fascinates the audience you never knew you had until you made yourself vulnerable.

I just watched a Cadillac commercial. As opposed to only showing the car speeding on roads with a beautiful background of wheat fields, blue-grey skies, and a sunset; I saw the crew, the camera set-up on the vehicle, and the helicopter used to record scenes from above.

Does it make me want to buy a Cadillac? No. But it makes me appreciate them more, it made me write about them, it satisfied a curiosity that I never knew I had (to know how they record all of these slick car advertisements).

This isn’t new, but how you deliver is one of the largest aspects of this artistic revolution.

 

Stay Positive & You’re Not The Only One To Enjoy Making Your Art

Garth E. Beyer

Breaking The Long Tail Into Phases

Garth Beyer

Phase 1: It’s a common misconception that books, movies, music, etc., just make it to the top 10, to the best sellers, to the “most popular” categories – one day you don’t see them there, the next day you do. It’s magic. Phase one of the Long Tail is making whatever you make, big: big audience, big profit, and big exposure. 50 Shades is a prime example, it is average price and a bestseller.

For the mass, one day it just showed up and they had to have it.

Phase 2: This is when a slight price reduction takes place. Most commonly found in the form of a sale, a discount, a sweepstake or giveaway. Phase two of the Long Tail is making it (perhaps 50 Shades of Gray) slightly more available. The goal is to reach an even larger audience that without the price reduction would have never been reached.

Phase 3: While phase two slightly expands the range of those who would purchase the product; phase three involves an even larger price drop. By now the production costs have been paid, the creator has profited, and the goal is to reach as many people as possible while still making profit – small profit, but profit nevertheless.

Phase 4: By now, one can cut production completely and put the product online for instant download in multiple formats. The last phase is to offer the work for free, to reach everyone (at least with internet access). The goal is to catch even more eyes on the work you have shipped while you are producing new work that starts back at phase one.

This is the progressive and profiting idea of the Long Tail that most people see.

The problem with cutting the Long Tail into phases, though, is the sociological impacts that are created as a result. At each phase, you make those who participated in the phase before it more uncomfortable. “Why do they get it cheaper.” “I should have waited until the price went down.” “Next time I’m just going to hold off until it’s free.” While this has significant effects, there is one in particular that needs to be noted.

This effect directs more of those who participate in the first phase, to dig deep for the interesting, the odd, and the most creative items that are at the end of the tail. After all, everything ends up there anyway, right? In the consumer’s mind, inaction creates price reduction. In the producers mind, inaction prevents them from ever getting a hold of the work. With the Long Tail, the consumers right.

Looking back at all of this, it seems that the Long Tail actually has a negative effect. At least, if you follow it from phase one, it does.

But, what if I told you that the Long Tail was meant to work in reverse, from phase four, from the end of it. That before 50 Shades found itself in phase one; the author had produced shorter creative work, gathering a tribe of followers.

The beauty of the Long Tail is that people are able to go up the tail in short phases. All with the start of a niche product and a small, but close tribe. For most, the box office movies, the best sellers, the “top 10,” were overnight successes. When really, they worked longer and harder than one can imagine to get there.

 

Stay Positive & A lot Comes From A Little

Garth E. Beyer

Problem Solution

Garth Beyer

It has almost been a year since I attended Seth Godin’s Pick Yourself event in Tribeca. When I was sifting through a box of my memorabilia I found a card. Not a thank you card, not a blank card, but a life changing card.

Seth gave out these life changing cards that, as you can see in bold, said, “PROBLEM.” You can guess what was on the back, but we will get to that in a moment.

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We were asked to think of the (or any) problem that we were facing that was holding us back from shipping, making the call, and in general, committing to something. Then we wrote it down on the card. We were then told to switch cards with the person next to us and they would fill out the back.

(Jumping forward real quick, this is not my card, we were supposed to keep our own but the lady I did the activity with accidentally kept mine and I kept hers. Not a problem, I’m actually thankful for it. It’s allowed me to write this post.)

The first half of the idea behind this card is that we have to face our fear. We have to think about what truly is holding us back. We had to make sure the problem was one actually worth writing down. Most importantly, we had to let someone else – who we barely even knew – see it.

As you can read, she has a real problem. It’s hard to sell anything to an audience you don’t have and even harder to an audience you have no clue where they are. Obviously, she needs a solution. That’s where I came in.

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Three solutions to her problem.

1. “Just start dedicating time to grow audience and the audience will form themselves.” When you’re just starting out. Forget the audience. Commit to revealing yourself first. No one is going to follow someone they can’t see, someone they can’t connect to, someone who is invisible or a mere shadow. Here’s a thought: Seeds flowing in the wind never land on soil that is never watered. You have to water the soil before any seeds will consider planting themselves.

2. “In order to find your audience, you have to go after everyone by testing your ideas and see the response.” Naturally, this is the second step once you begin “watering the soil.” It’s great to have an idea of what your audience is, but no one knows your audience better than your audience! – and if you’re just starting out, it’s likely you’ll be wrong a few times before you’re right. Better to make the big mistakes now than later.

I started a PR blog to show what I know when other professionals or employers checked me out. Soon I discovered that my audience was made up of students and people interested in learning about PR, not necessarily my original intention. You can have foresight, but never let yourself have a narrow mind.

3. “Take 10% of your time to grow your audience.” That’s not a lot of time, for good reason.  Get good at creating first. Get good at seeking criticism. Get used to challenging your fears. Get in the habit of shipping your work. Then follow-up by connecting, by interacting, by messaging like-minded people.

(Note: The third solution can work in reverse.)

Did this solution help her, I’m positive it did, but believe it or not, that’s not the point or the goal.

The point is that whatever problem(s) you have, there is always a solution. The moment someone else sees that, you’re held accountable, you can’t lie to yourself anymore that there is no solution, and above all, you have no excuse, nothing holding you back.

 

Stay Positive & It’s Often A Move We Have To Make

Garth E. Beyer

We got tricked into this by not knowing what we were doing, why were doing it, or what we would have to do later. It takes someone bold to express what their problem. Are you up to it?

Statistics, Trends, and Meaning

Garth Beyer

StatsTrendsMeaning

Our world is plastered with statistics. Some good. Some bad. But all, relative, subjective, and never quite capturing the whole picture.

That’s a statistic though.

What we want is that bittersweet spot between the alphabet and the number system, between a statistic and the reality of it all. (The reality being that one can never simplify their lives down to fulfill one statistic.) What we want is trends.

Discovering trends creates a yin-yang vibe to creativity. Fifty percent of your mind thinks, “hey, similar ideas to this have worked in the past,” or “these numbers look offly familiar to the numbers in 1980, 1964, and 1952.” The other 50 percent of your mind is asking “what does this mean?”

You have a field covered with geese. The geese then take flight and you have a flock. The flock flies in a V formation, and now you have meaning.

Statistics alone make you think of all the goose poop on the ground. Put the statistics together and give them a kick, and you have a trend – something that works consistently and collectively. Then it is to each his own to derive meaning from it.

The meaning you come up with is what becomes invaluable to your readers and listeners.

Note though, that detailing the meaning alone in a book though, is pointless.

There’s a famous philosopher called Kierkegaard. He wrote an insanely long volume about the existence of God. In the end, he notes that all of what you have read is pointless, that nothing of it matters, but the journey was an important one for you to take to make that realization. This is the result of only writing about meaning. It’s a journey, yes, and maybe entertaining, but in the end, pointless.

It is the statistics and the trends that you put before the meaning which induce action. Without them there are no stepping-stones, only preaching to an audience who has no reason to believe you are credible enough to be preaching. Meaning alone is simply interesting.

 

Stay Positive & Use Statistics and Trends. Don’t Pull A Kierkegaard.

Garth E. Beyer

Waiting For Your Hero

Garth Beyer

Whenever you watch a Superhero film, or nearly any film for that matter, you are always waiting for the hero’s success or failure, survival or death. This hero’s journey that keeps the audience waiting for one event to take place after another is called the monomyth.

To the hero though, they never feel like they are waiting, they are always involved in the rising action that leads to the point the audience is waiting for. While you are waiting, the hero is not. If the hero were to wait with you, nothing would ever happen.

I’m going to go out on a limb and say we are all Superheros. We all have a special superpower if we think hard enough about what we are truly great at, whether it’s a natural talent or not. If we are Superhero’s, then why do we do so much of the waiting ourselves?

It needs to be realized that you are not your own audience. It’s not your responsibility to do the waiting. It’s your responsibility to create the rising action, to give the audience something worth waiting around for, someone to root for, something to be excited about.

Let’s not be confused about who the Superhero and who the audience is in our lives.

 

Stay Positive & With Great Power Comes Great Responsibility

(You know this post would have been incomplete without ^ )

Garth E. Beyer

Plugging Into Your Audience

Garth Beyer

One of the quickest ways to reach your audience is through social media. (Duh!)

But while social media may consist of a hundred sub-categories, that does not mean that you need to invest into each one to reach your audience. A quick assessment of yourself/your business and your audience will make you aware of what social media tools you can leverage and which tools you will need to learn.

This can be done by drawing a mind map of Media and You, as well as one for your audience (Media and Them). I have drawn a simple version of mine. Unlike mine, you would want to be more elaborate and branch off further with each group until you have a full map.

After drawing your own media mind map, then draw one for your audience; what media do they use? what parts of that media do they use most? If you’re really in to it – which you better be – you can create a sidebar of all the parts of media that your audience avoids or rarely uses.

When comparing your map with your audience’s, the areas you share something in common are the areas where you can begin to leverage and those which you do not have in common with your audience are the areas you must create, build, and continuously work on until they become part of your own map.

@Businesses, when you go to hire a Social Media Professional or a Public Relations Specialist, don’t hire the one that has toyed with every single part of social media. Hire the one that relates best to the media mind map of your audience.

After all, it doesn’t take an expert to figure out what social media your audience uses. A phone call or email will do.