The internet (and now, social media) is the great equalizer especially if you are a “nobody from nowhere” – someone without a famous pedigree, a fat wallet, or exceptional circumstances.
Nothing has leveled the playing field giving us all access to the world market quite like the internet has. But to make a name for yourself in any endeavor, you must create a product, service, or brand that is visible and viable for it to be perceived as valuable.
Visible – First, people have to know about you and/or your product, and where to get you and/or your product.
Viable – Second, you and/or your product must be capable of solving problems quickly and easily.
Visible + Viable = VALUABLE
Visibility without viability, or viability without visibility equals little/no perceived value. This is a big problem.
Your stuff must attract both lovers & haters to really make an impact.
How you and your stuff is communicated affects the psychology of the consumers. And this communicational approach should be tailored to the psychology of your target market. Translation: Give people what they want, the way they want it.
The best product doesn’t necessarily win. The product that’s perceived as the best wins…
If what you do is perceived (notice I said perceived; it may or may not be in actuality) to be a commodity, then you have a steeper hill to climb. If something is a commodity, and everybody has it or can get it easily, its value goes way down.
It’s called branding, but it sounds easier than it often is.
The challenge is to make what you do appear unique, therefore in low supply, therefore very valuable. Put a different spin on the tried-and-true. Intend to break the mold. Create something that would get your attention. If your product isn’t necessarily unique, the way you deliver it must be. Capitalize on what makes you, YOU!
Unsigned bands, fitness products, and motivational resources for example, are all definitely commodities. Content-creators are vying for attention from content-consumers. But it’s more crowded and competitive today than ever before due to the internet. You’ve got to stand out and be set apart.
“Success is mostly just about getting heard. Success is feeling validated.” ~ Michael Laskow
So with whatever you do, sometimes just having people pay attention is compensation enough and a good start. The internet and social media can create opportunities, but you must deliver the goods once you’ve got a foot in the door. To truly transcend being a nobody from nowhere… become visible, viable, and ultimately valuable.
If you wanna get heard, then you must separate yourself from the herd.