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Giving up BEING Prfect: The New Busines Model

It has recently come to our attention that the new business model goes more and more like this, “GET IT OUT THERE AS FAST AS HUMANLY POSSIBLE” vs. “Let’s create a product/show that audiences really want to see and will come back to time and again.”

We recently read this article about VINE stars on Gawker, and had a got a very strong sense that this is the type of thing that Millennials will flock to in a heart-beat: vapid, talent-free “vine-lebrities” who are giving them exactly what they want; a cotton candy hang-over.  The odd part of this, however, is that this isn’t just happening in the millennial/tween set.  

After a recent conversation with a professional graphic-designer/coder, we quickly realized that everyone steals (this is NOT new) but what is new, is that the code that the web-developers “borrow” is shoddy code.  The idea being that someone else will fix it. Another developer will come along and fix their bugs for them to improve upon what they created.  Put it out there, before it’s ready and see what happens!

This mentality also prevails amongst many young Youtube creators.  When looking at many Youtube web-lebrities, one can only conclude that besides looking cute, the next biggest ingredients needed for success are narcissism, perseverance, a whole of time on your hands, and narcissism.

Where is the happy medium in all of this?  Is BETA just a state of mind or have we reached the point in human evolution where we constantly live inside of a “beta testing” frame work where quantity will inevitably trump quality?

We’re not sure what the answer is, but we will most certainly be getting over our perfectionism moving forward and striking the happy medium between offering value AND creating content/product/services in a timely manner.

Promoting Your Digital Content to the Industry vs. Promoting to your Fans

Recently we realized that many creators confuse marketing to their peers vs. their fans.  So, we wanted to write a post to add a little insight to help artists and entrepreneurs navigate the delicate balance of marketing to their peer group.


Here are our 3 main reasons for promoting your project/services to your industry:

1. Awards Consideration

Most people vote for people that they know.  Period.  If your show or content is very good but not the greatest thing selling that year, but you are beloved in your industry because people know you and you are a supporter of your community, the odds of you being “nominated” for a given award are much greater than if you are not a known entity.  People buy people and if no one knows you personally, they are much less likely to support and vote for your work. Keeping your face seen at the right events can make THE difference come award season.

2. Collaborations

Another reason for showing up to industry events is that you are able to network within your peer group to find potential collaborators.  Networking events are great to find potential collaborators and also a good time to build your network of allies and sub-contractors.  These are collaborators, NOT consumers.

3.  To Offer Value

Going to networking events and actually offering value and introducing people to each other is a great way to gain favor and respect in your community.  There is no i in team, and the more you can offer up your POV and perspective where you are the linch-pin for collaboration and community, you become more respected and all of a sudden everyone wants to work with you.

Marketing to your fans is quite different than marketing to the industry that you’re in.  You offer value to your peers and you offer your services and your content directly and unabashedly to your fans.  

Here are 3 things to consider when promoting to your fans:

1.  Be Verbally Specific

Be Specific about where your fans and potential customers can find you. It’s never too late to verbally share with fans and potential customers the WHERE of how they can find you digitally.  This can make a big difference in gaining more likes to your community and a gentle reminder when you’re handing out schwag or business cards.

2. Create Specific Calls-to-Action

At the end of your videos, verbally put in the call-to-action, so that they know exactly where to find you and on what social media outlets.  This is the best way to gently remind your audience of where you can be found in the digital universe.

3. Ask For Feedback

Do ask your fans what they like!  If you’re looking to gain new fans or followers it’s always good to engage them by asking them what they like or are into.  This way you keep the dialogue open and your fans feel like they are being heard and an important part of your community.

In closing, be careful when attending “networking” events to treat your peers like your peers, NOT your fans.  And yes, eventually some of your peers will become your biggest fans, regardless of whether they like your content or what you are “selling” but at the end of the day, you will become a beloved and trusted member of the community, which is much more important than trying to “sell something”.  The biggest way to make friends with your peers is by offering value. As for your fans, spoon feed them exactly what they want, and don’t make it hard for them to follow or find you.  Be specific with what you want them to do, and the return on your requests will reap greater rewards.  

WATCH: 3 Secrets Behind Why YouTube Videos Go Viral


Do you agree with what he has to say?  Watch this excellent TED talk on the nature of Viral Videos