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How Do You Know If Your Content is Any Good?

October 3, 2013
Airplane

Photo courtesy of http://www.flickr.com/photos/wildhaber/

I was speaking at a music business event in Atlanta a few years ago and a musician, during a panel on touring, stood up and proudly declared, “I’d drive across the country to get one new fan. It’s worth it.”

Uhhhh… No it’s not. It’s not even worth it if you’re flying across the country. In First Class. On a supersonic jet.

Look, not all fans are created equal, and I’ll be the first to admit there probably are some who might be worth the long-ass drive from Atlanta to Los Angeles, or wherever else this proverbial “one fan” is, but if we’re playing a strictly numbers game, if you try to build your book, blog, or music like this, you’re going to lose.

Losing isn’t what this blog is about. This blog is about setting you up to win. Everytime.

Was This Guy Serious?

Of course, the musician in the audience wasn’t serious. Who the hell would hop on a plane, fly across the country, and do a gig just to get one fan?

Plenty of people! Are you one of them? Something like this is more common than you’d think and it’s absolutely not just limited to musicians. In fact, I’d argue that most of the bloggers, authors, and other entrepreneurs I know would absolutely do this…for the right fan.

Is This Strategy Worth It?

Let me be very clear. There are some very influential people the blog, book, and vlog industries. There are people who can can mention you on a YouTube video, send out an email with a link to you, or review what you do on a blog and send a lot of traffic your way. And if you’re ready for the opportunity, something like this can be very, very helpful.

But most people aren’t ready…

If you think you are, let me ask you this — do you feel your friends in the business would be ready for the same opportunity?

If not, why? After all, they’d all argue that they are ready for it. And they’d probably argue that it’s you who isn’t ready, by the way. Why do you think that is? After all, it’s not like you hate your friends or they hate you…

The reason is because we all think we’re the chosen ones. We all think our stuff is brilliant. We all think we’re going to win other people over the moment they see us.

Rarely does that happen.

If you’re going to take the marketing strategy I laid out for you yesterday, be sure you’re ready to back it up with a book, blog, song, speech, or other content that can back it up. Otherwise, you’re just wasting your time.

How Do You Know If Your Content Is Good?

Good content, whether it be a book, blog, music, or anything else, is arbitrary. What one man thinks is incredible, another will think is junk.

With that said, here are some ideas to think about when you ask yourself the question of whether or not you’re ready to take advantage of an endorsement or other help from somebody with a large platform…

1. You’re a 10 (or Very Close) – On my radio show, we review music sent in by listeners from around the world at the end of each episode. There are two types of artists that are most memorable — the very good and the very bad.

Most creative entrepreneurs, whether book authors, bloggers, musicians, or speakers, fall somewhere in the middle. This is the absolute worst place to be because the “middle” is forgettable.

2. People Share Your Content – Or they steal it.

One of the biggest fears I hear from working with musicians is that somebody is going to steal their content. While this is a problem, it’s a much bigger problem when nobody cares enough to steal it.

Does what you’re doing connect with people on an emotional level? Are they so excited by it that they’re sharing it with friends or searching the web looking for additional content from you?

3. You Get Feedback – This is where #1 and #2 connect.

As mentioned above, you want content that is going to connect with people on an emotional level. When you do this, you get feedback in the form of emails, phone calls, and reviews. Some of this feedback is supportive, some of it not.

And, as mentioned above, the most memorable content is either really good or really bad. Average content is forgettable, largely because there is so much of it.

As a creative entrepreneur, if you’re taking risks with what you do, it’s unlikely that you’ll be “average.” When you’re playing balls out like you should, it’s much more likely that you’ll either be wildly successful or fall flat on your face. And this is exactly what you want, because if you’re looking to make something that matters to people, you can’t have the good if you don’t also accept the bad.

When done correctly, the content you release is going to get a reaction — people will love it or people will hate it. Either is fine. What you don’t want is to be forgotten…or much worse, ignored completely.

Final Thoughts

Keep at it. Keep open. Be consistent and focus on “time in the game” more than timing or luck. What you want will come.

Best wishes at playing big, connecting with the right people, being ready for incredible opportunities, and taking your next step…

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