Now before we get down to things. I’d like to apologise for neglecting my blog for a while, with being on holiday and completing university assignments i’ve been rather busy.
Moving forward, the big question of the day, how can you actually get people to care about your work?
Throughout my life, i’ve been rather fond of others creations, achievements, art or work, but not near enough to actually take action upon it. For example, if a friend of mine asks me to share something of theirs (maybe a creation or a charity donation) that doesn’t ‘fit my social media presence’ or something i genuinely take little interest in and I don’t, does that make me a bad friend, or just human? If as a friend, I don’t make the time to take serious interest in their hard work, how can marketers expect strangers to?
I believe the fundamental problem lies with care, or rather the fact that as people, we don’t actually care about much in life unless it either 1. Effects us or 2. Benefits us. (Sad society we live in eh). So in my search of human care or the reason for the lack of it, I began reading a very thought provoking book (you may well have already read it).
Content Inc. How entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses – Joe Pulizzi
Despite being a lover of content marketing, it isn’t just the description or principles of content marketing that i admire, it’s the authenticity of the message it provides. It describes the power of building the audience first (I’ll speak at length later on this) and also how to build that audience but what I found difficult to understand is how it fails to address the lack of care people have for our causes and how this may well be the fundamental problem. Asking somebody to share your work is a big thing for them (it really isn’t) but we make it seem like it’s so difficult. This ties into the fact that guess what? PEOPLE DO NOT CARE. Making them care isn’t going to happen without that benefit aforementioned.
Benefit is the key…
We all know that if a brand wants me to buy a product, it has to benefit me, right? Shampoo benefits me because I need to wash my hair, the deciding of which of the substitutes I choose to purchase comes from which product provides the MOST benefit. So why don’t we apply that to our causes. That benefit, that differentiation is what we make purchase decisions on, so surely the same applies to subscribing to a youtube channel, signing up to that email listing, purchasing that magazine.
This links me nicely on to the original focus of this blog post. Why don’t people care until everybody does. I bet you any money in the world, that the first people to subscribe to the most popular channel on youtube right now shared the shit out of it, and nobody on their Facebook friends list gave a flying f**k. So why do we only care about things when other people do?
Well obviously!! We all know we like to follow, we all know that we want to be doing the same as the next person and we don’t want to miss out on the latest craze that everybody is talking about. However, it is this fundamental lack of care about content or product or personality at the start of the creation that is the problem. How can you generate an audience when nobody cares until your work is popular or cool.
You guessed it, back to benefit.
BENEFIT BENEFIT BENEFIT.
As a marketer, an artist, a creator you have to provide value to peoples lives. Make them care, make them watch your youtube videos. Make them subscribe to your email list by showing them clearly and concisely what they’re missing out on if they don’t.
Many brands recognise exactly what i preach to you right now, but don’t do it well enough. Consumers see through the B.S advertising messages in this modern critical world in which 500 reviews or ratings are just clicks away. You have to show the benefit and do it so that your audience can see the benefit clearly and so it doesn’t take up too much of their precious time. What value do YOU provide?
But hay, What do I know?