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Will Fewer Blog Posts Get You Better Results?

October 25, 2013

Photo courtesy of Dario Alvarez

When I was single, I limited my first date with somebody to only one hour. This was for two reasons. One, because if I didn’t like the person, I’d only invested an hour. And perhaps more importantly, if things did go well, I’d leave her wanting more.

Stop while you’re hot.

It makes sense, right? Everybody knows the first slice of pizza you eat is much better than the last, when you’re already stuffed and really should stop eating.

So why do we keep going with things long after the luster has worn off? How did we get the idea that “more” is better?

“More” is the Lazy Man’s Marketing Secret

When something isn’t selling, the first thing an inexperienced salesman does is drop the price. This can be done in one of two ways — actually dropping the price or adding additional goods and services.

This appeals to the gluttonous nature of people. And because many people do think “more” means they’re getting a better deal, it may give you a boost in sales, or downloads, or whatever your metric is. But is it really good for you or the customer you’re working with in the long term?

Not necessarily.

People Don’t Want “More”

Sure, they’ll say they do, but only for things that come with some kind of restriction. In other words, the things they feel like they can’t have more of.

Money. That girl who plays hard to get. Something exclusive.

“Unlimited” is nice in theory, but people have a better experience with something when there are limits on it and they have to work to get it. Apple understands this. And the nightclub that keeps you waiting outside the door, even when there is nobody inside, gets it too.

This is another reason why I think “Be Everywhere” is Bad Advice. Nobody wants something that is actually everywhere because it’s not exclusive.

Think about this in your marketing.

The daily podcast you’re doing may be great to flood the iTunes directory with search engine results, but if it’s overwhelming your potential audience and fewer people are listening because of this, what’s the point? And is a 3000-word blog post five times better than a post that’s only 600 words?

What You Really Want

You want to connect with your audience and you want them to respond to what you’re doing. How well you do these things doesn’t necessarily have a thing to do with the volume of content you create, just like how well a recording of a song connects with a listener doesn’t have a thing to do with how many musicians played on it.

Sometimes the most powerful songs are those recorded with just a singer and an acoustic guitar. And sometimes the most famous musicians in the world only have a couple of albums recorded.

Less is more. You connect with people based on quality of work, not quantity.

Make it better, not bigger. “Bigger” can overwhelm your audience, but “better” will always improve your connection.

ABOUT THIS SERIES: Every Friday, I give tips on how to build the foundation needed to have a successful business and platformSee other posts in this series here and, if you have a request for me to cover something specific, let me know via Twitter.

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