Spreading Yourself Too Thin – Part 2
Part 2 of 2
So there I was, simultaneously promoting free T-shirts and $120/hr copywriting on the same Web 2.0 channels. Visitors to my websites must have felt like they’d entered a dentist’s surgery, only to find themselves in a jumping castle.
I ignored all I knew about conveying a constant, relevant and significant message to a target audience. I vainly chased the holy grail of passive income (which has been beautifully defined as ‘working 18 hours a day to make money while you sleep’).
Finally, I woke up and went back to my main game. The game I’d spent 22 years and two degrees honing. I started writing about copywriting, and sending people to my copywriting site.
I soon caught the eye of Anthony, a web template designer who was rebuilding his own website. When he questioned me about copywriting (and I didn’t try to flog him a T-shirt) he asked me to quote on optimising his words.
Anthony liked my proposal and gave me a trial job. Though it took several hours to get a grip on the open source world of Joomla and its bewildering jargon, I did the job to his satisfaction. He told me to bill him. He paid the next day. $363 cash. That’s a lot of T-shirts.
A few days later, Anthony asked if I’d like to do an interview for his onsite blog. No payment, just my logo and URL prominently displayed. Free from my monetarised mentality, I said yes.
The result is now seen by many daily visitors to Joomla Bamboo (prospects I’d not have encountered otherwise). Twitterers from Anthony’s world are now following me, and vice versa.
When Anthony asked for a second article, I put everything I had into it. The result was so pleasing, I asked if I could leverage it with MYOB. He said yes, myBRC was rapt and you can read it here.
Meanwhile, I used Digg to cross promote my other myBRC copywriting articles about audiences, mission statements and job ads.
I was back on song. Instead of spreading myself thin, I was making the same call on every channel. The web had ballooned, but I had my pin. My visitor statistics jumped so much, I realised it was time to upgrade my own website (stay tuned for that one).
Each day now connects me with more of the people I want to learn from and do business with. It’s only a matter of time until I gain my next paying client from Twitter. I’ve even been approached to tell my story in a significant print publication (stay tuned for THAT one).
If the open-handed approach isn’t popping your balloon, focus your energies on one point: the pin is indeed mightier than the broad. I’m so happy with my breakthrough, I designed this ace T-shirt!
Paul Hassing, Founder & Senior Writer, www.thefeistyempire.com
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Great inspiration for those of us seeking our spot in the internet world. Thanks for sharing!
Good on you, Nathan; I wish you every success with your journey, too.
The web truly is a place where you can leverage yourself properly, and yet the messages are clear – be focused and effective. But there is another key message (and no doubt another blog entry) here – use good testamonials and customer success stories to refer traffic to your site.
Great story on the power of the web!
Thank you, Mike; that’s a ripper point you make. I tell all my clients to collect testimonials; they’re priceless on brochures and websites. And they epitomise the “show, don’t tell” philosophy behind really effective advertising.
Great read, Paul. These two posts (parts 1 and 2), juxtaposed with reading up on your background, allow people to connect the dots in a very inspirational, and sobering, way: Window dressing is great, but at the end of the day it’s about substance. Content. And knowing what, truly, is going to butter your bread.
I can tell you – I have resisted many social media applications, “Must-Have” platforms, etc. for the very reasons (through your story) you so eloquently lay out. And I would hasten to add, I will continue to resist them because contrary to massive public opinion to the contrary, they will do nothing to further my position in the marketplace.
And even with a blog that’s been published by major news groups, audio bits now running on local radio and being an expert goldfish trainer, I can’t seem to wrap it into a neat and tidy package to parlay it all into significant income. We’re above water, but it’s damned frustrating.
So, CHEERS to you for your very well-deserved and hard-earned success!! I’m thrilled to have crossed paths with you in one social platform (Twitter) I actually find both relevant and worthwhile. I now come here daily in what seems better named, The Oracle at Melbourne.
Thank you, Mr Gabriel, for your very generous comment. I think your hard work will pay off too; your content is too good to go unused. Last week I had a panic about whether all this effort would put bread on my table. Next morning, I got the call from that print publication (who interviewed me today). Winners do what losers won’t, so I look forward to entering the circle with you.
I’m not an expert, and I don’t play one on TV, but I think there is also the likability factor (within the social media platforms). Focus your message, yes, but if you’re grumpy and mean, I am not going to follow your link and buy your fabulous service.
BTW, your likability factor is very highly rated within the Gabriel Family system of rates and measures.
I hear you, Wendy! ‘Person with sad face should not run shop…’ or something like that. I’m getting the groovy Gabriel message loud and clear. As Kylie Minogue is wont to say at the end of her concerts: ‘Love to you all!’
Good stuff. I spent six months ar a company with many different kinds of products.
Now that I am back on my own (ahem, laid off) I found that getting back to roots was harder than I expected.
Sorry to hear about your layoff, Dave. May I ask what your roots are, and how long you think it’ll take you to get back to them?
The opportunities are endless but that also presents the risk. While leaders can do anything, they can’t do everything. Focusing on a target is critical to success. We help leaders transform from mud throwers to sharpshooters.
Great Post –
David Porter
BullsEye Leadership
http://www.BullsEyeLeadership.com
Thank you, David. I see from your site that you’re an authority on this matter, so I’m particularly grateful for your input.
Hi Paul:
Thank you for an inspiring an articulate post. I see a myriad of times people with tremendous intelligence spreading themselves as thin as a sheet of paper. They are all over the map. As an author and creator of a soon to be released speaking, writing, and self-confidence course I know that time management, substance, give and take, regimentation, desire, are not simple words but a way of life.
May all your goals be surpassed!
Have a superlative week,
Craig Fenton
Thanks for this much-needed reality check Paul. I am currently in the same position you described, wondering whether to act on lots of great ideas or stick to what I do best – writing. I might have to go back to the drawing board now I’ve read your articles!
Craig & Johanna, I really appreciate your comments. It’s great to see this message resonating with entrepreneurs like you.
Hi Paul
I am a curious guy so I followed the link you send me in your not-automatic DM to my twitter account. I find your blog great and I will be coming back, for sure. I wish you luck in everything you do.
Thanks, Pio. I’m a big fan of the personal touch. Auto DMs are the antithesis of relationship building in my book. I’m very pleased you like the blog and I warmly invite your ongoing participation.