Famous vs Infamous: Why Small Business Needs Both to Survive (& Thrive)
We all know someone famous.
Writers, designers, bands, artists, photographers, creators – each of us holds dear a collection of influential creators and/or businesses who deliver consistently strong results and keep us coming back for more.
Consider the different companies you consider famous. Could you upgrade any of them to infamous status? How about your business? Are you busting your butt every day to get famous by building a million Twitter followers, posting on Tumblr, Pinterest, Facebook, every version of Myspace, getting your picture taken with Justin Bieber or setting your hair on fire so that YouTube users will appreciate you for fifteen minutes?
If this sounds like your small business, then you’re doing it wrong.
Sure, I’m being sarcastic (that’s kinda my thing), but it boggles my mind how many small businesses are on a Klondike-style gold rush in the search for quick n’ easy fame.
If You Build It (and it’s awesome), They Will Come
Remember way back when we talked about avoiding negative terms and the power of positive words? Well, the same basic principle applies to the disparity between being famous and being infamous. Replace your grand aspirations of fame and fortune with aspirations of helping your niche market reach their goals, and you’ll establish your business as so much more than a passive (albeit entertaining) outlet for your market’s attention.
Alright, that all sounds like a picturesque take on the future, right? Want to know how easy it actually is to get there?
Small Business Confidence
Of course you do.
Let’s talk content marketing for a sec: creators of blogs and online content create increased revenue because of their confidence in the content – the meat and potatoes of their business – and its ability to naturally attract organic visitors.
1. Product Confidence
Content managers: you need to find the benefit in your work (or your client’s work) and market it to appropriate customers. Are you confident in your product’s ability to solve the problems of your target market?
Famous: This benefit exists, is tangible, and helps people. This benefit must be advertised to a potential market.
Infamous: Same as above, but this benefit now attracts a potential market without interrupting said market’s busy lives.
2. Message Confidence
Are you confident in the perspective people will adopt of your business based on the manner in which you market your content?
Famous: People know your business/venture/haircut exists.
Infamous: People appreciate and are influenced in a positive manner by your business/venture/haircut.
Sidenote: want to know a tangible way to get people to appreciate your message? Mobile responsive websites. Just do this already.
3. Influence Confidence
Here’s where things get serious. Your business’ work and message to the public is the bait, and you’re casting influence out over the still waters of the market place. This influence will always flex, will always be perceived differently in different sectors. Are you comfortable with the multiple ripples of influence your business is creating?
Famous: Companies who create influence for the sake of creating influence – usually an aftershock of an action or product whose fame will die down as quickly as it was born.
Infamous: Companies who seek to create influence for a specific purpose and then fill in the gaps with original content/work/services. This makes influence confidence sound less involved then it actually is; more on this in a minute.
The Consistently Confident Small Business is the Growing Business
Are you a successful business owner who wants to grow your field of influence? Of course you are, but how are you doing it?
Online content marketing is one piece of the puzzle – bolstering your work by writing about and marketing your services continually demonstrates value and creates alternative revenue streams that are essential to every size of business.
Every business grows at a different rate. Comparing yours to your competitors is indeed valuable, and if there’s something you could be doing to hasten your growth then you definitely should, but not at the expense of integrity of product, message or influence.
What constitutes appropriate scaling?
Famous companies create something helpful and then advertise it. This is the middle of the process, and is missing important steps at the beginning and end.
Let’s get back to influence confidence for a quick second: infamous companies start with end-goals in mind. They paint a picture of what they want their small business to accomplish (the end), they create a platform for accomplishing these goals (the beginning), and then they create tangible products/services and market their benefits (the middle).
Small companies who continually tackle every aspect of their marketing, operations and scaling are ambitious, no doubt, but there comes a time when the small business owner needs to slow down and stabilize their company by seeking infamy instead of fame.
It’s great to be back behind the keyboard (the holidays were a little too … runny-around … for this guy), and to celebrate our escape from Mayan purgatory I’m launching a new ebook entitled Impact Writing for the Growing Business, to be rolled out over the next few weeks in good ol’ blog form as a thanks for starting a new year off with Function.
The Content Manager’s Guide to a Killer Online Content Marketing Plan ebook is being sent out to blog subscribers this week, so avoid missing out on all the fun by subscribing to the Function weekly blog!