Niche

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

Garth’s Riff On FollowBack Courtesy

Garth Beyer

I had nearly 500 followers on Twitter four days ago. Something had changed and I lost almost 100 of them.

The reason behind it? Dunbar’s Law, or at least an attempt at it. I thought I would carry the 150 maximum of people in a group to the web. I would only follow 150 people who interacted, who had fun, who shared concrete content and who really connected. Four days ago, I spent an hour unfollowing nearly everyone who has never communicated with me or who I do not remember getting any links or information  worth reading from their tweets. I unfollowed roughly 900 people, half of which were people who were also following me. Keep that in mind.

After I cleared out those who I followed, my followers dropped increasingly. People who programmed their Twitter to only follow those who followed them, no longer followed me. What does this have to say about follow-back courtesy? A lot.

Taking my statistics, only 1/9th or 11% of your followers are only following you because you followed them. (A small percentage than what I would still assume to be true) This gives you an immediate sense that you are reaching people, that people care what you Tweet and have an inclination to interact with you. All false. For a person who has 4,000 followers that is nearly 500 of them that still have no clue who you are or care to know. Sure, that may not be a lot, but now let’s look at the number of people who I unfollowed.

Roughly 900 people I unfollowed because they had no interaction, no concrete content, and flatly, no care in the world that I exist. Which is fine – Remember, my purpose was to go after Dunbar’s law anyway, I am only wanting people of my Tribe. There’s no need to give a false sense of identity by following people who have nothing to do with my niche (other than for entertainment). This leads to the reason Twitter should get rid of the Follow-Back button.

Have you noticed that Twitter is getting less click-throughs, less interactions with multiple people, and overall less content. It’s all noise – no harmony. The reason why? Too many followers and too many people are just following back. I used to dedicate a couple of hours to reading content via twitter feed. After my second attempt, I realized how much passionate content was lacking. I merely had followed hundreds of people who had a similar interest thinking that they would want to interact over their tweets. Sorry though, I don’t think the lack of hot boys in the midwest has anything to do with public speaking. Nor does the other 899 people who we’re tweeting – roughly 45-50 people consistently tweet great information and interact continuously with people they connect best with. I am now only following around 50 people, far from Dunbar’s law.

Let’s look at Twitter from the should-be view.

Twitter should not be only about following people, it should be about interacting. Twitter should not have a follow-back button because you don’t want people to follow you because you follow them. Do you realize that if you have two people following each other, you get nowhere? Twitter should be about being a leader, connecting to other leaders, and teaching followers how to become a leader. To become a Twitter leader: create harmonic content, consistently interact with other leaders and passionate followers, and by all means, to become a Twitter leader, quit following people back.

 

Stay Positive & Follow Forward Instead

Garth E. Beyer

So, You Want To Start Blogging

Garth Beyer

I read a quote the other day after I published a post and it said “the first thing to do to become a blogger is to read other blogs.” I’m sure when you wanted to learn how to blog you have read and been told something similar. Everyone says to read blogs that get a lot of attention and that are in your niche of writing so you can get accustomed to the way your future viewers want to read.

But,

what is problematic is that they  suggest doing it BEFORE writing your own posts.

There are two points to this. The first is that if you want to write a blog on a specific topic of your interest, you better already be reading blogs, books, articles, blurbs, press releases, references, magazines and any other material related to your field of interest.

The second problematic point is that when you follow other people’s blogs, when you interact with the authors of the books, when you connect with the writers of the articles you read, they are going to want to see what you have created. For example, every time you follow a blog or “like” someones post on WordPress, they get notified that you are following them or liked their post. The writer gets a message like this sent to them: ” They thought article title was pretty awesome. You should go see what they’re up to. Maybe you’ll like their blog as much as they liked yours!” You don’t even have to tell the person who wrote the blog you liked to check yours out, it’s done for you, it’s common curtosy, it’s expected to read some material in return. Given, maybe the big blogs that are actually making an income will ignore the suggestion WordPress makes for you, but when you are starting up a blog you better try and connect with everyone possible. More so the blogs that don’t make a lot of income. That’s how you get to become a blog that makes an income.

More to the point, while you better be reading up on the information on your niche that other people are also writing on, it would be beneficial to start writing posts before really connecting with anyone else. Get your information out there, if you are starting a blog, you obviously have something powerful enough to say to everyone.

Don’t waste valuable time searching and following other blogs, seeing how they write and interacting with them. When you sit down at the computer, get to work on creating content that the writers of the blogs and articles you read, will want to read back and provide feedback. Blogging is a two-way street, you can’t expect to grow if you have nothing to show. You can’t expect to improve if you have nothing to present to the specialists you take a fancy to.

Stay Positive & Write First, Talk Later

Garth E. Beyer