Beware, because it’s coming for you…
It’s a flawed marketing concept that is lurking around the corner, and waiting to deceive you. It promises success, yet in reality, almost always impedes it. Once it teaches its lesson, it waits patiently until you fall for the same promise yet again. The promise is this:
“I have a product for everyone!”
It’s awfully tempting to believe that statement, until you realize that if you have something for everyone, you have something for no one. In other words, you’re going to have trouble drawing a crowd.
I know this lesson very well: I wrote about it in one of my books, I wrote about it in one of my Blarticles®, and I teach it in one of my workshops. You’d think I would know better, but I fell for the, “I have a product for everyone” promise once again. It’s a cautionary tale, but fear not: I think the classic mistake I made provides some great lessons, and it is leading me to an interesting solution. Here’s the story…
One of my real joys in business is my Pocket Sized Pep Talks podcast. Five and a half years ago, I found that name, and I feel in love with it. I thought, “Who doesn’t want a pocket sized pep talk?” It will appeal to everyone! (Uh-oh.)
Five years later, I’ve produced over 500 podcasts, and I am proud to report that show is in the top 2% nationally in downloads. Before you pat me on the back, please note the show achieved that level of success three years ago, and has experienced little growth since then.
Maybe the shows aren’t up to par. Not possible! I really do have great guests, great interviews, and a very loyal following. It’s not the quality.
Maybe it’s the branding, which connects strongly to the name; a name that appeals to everyone. (Uh-oh.) Let’s perform a quick test. What do you think of when you hear the name, “Pocket Sized Pep Talks?” Over the past few months, I’ve been asking many people that question, and the majority of the answers fall into one of two categories.
- “It’s a short podcast.”The reality is, my once-a-week interviews average between 35-45 minutes. But in my defense, I interview authors covering a vast, array of topics. You never know what you might hear! (Uh-oh.)
- “It’s something motivational.”Almost all my guests are authors, and in case you didn’t know this, many authors are introverts. I’m not so sure my show is a motivational or inspirational show. I do my best, however, to liven things up. (Uh-oh.)
And now you see the problem. There are over four and a half million podcasts. If you didn’t know me, or weren’t personally told to listen to my show, you really wouldn’t know what you might hear or expect. A show’s name needs to clearly say what it is, and that means avoiding the, “Something for everyone” syndrome.
If you know me, you know I’m not a quitter, so let me tell you how I’m going to resolve this. I have no intention of stopping Pocket Sized Pep Talks, but what I am going to do is deliver on what its branding name suggests. I have produced hundreds of shorter, 4–6-minute entertaining, motivational podcasts, and will continue to do so. When I do interview guests, they will be guests who will have motivational and inspiring stories to share. You’ll know exactly what you might hear because these shows will live up to their name and truly serve as pep talks!
Wait, there’s more. Now that I’ve learned my lesson and repaired my existing podcast, I’m going to create a new podcast. To make sure I don’t stray from my task and fall prey to that syndrome again, I’ve created a short checklist:
- It will be designed with a clear message appealing to a select group of people.
- It won’t be for everyone, keeping in mind, if everyone nods politely, no one buys passionately.
- In three words, you’ll learn what it’s about, and who it’s for.
I’m no longer asking myself, “Would everyone like this?” Instead, I’m asking myself, “Does my ideal audience light up when they hear this?” Now, are you curious as to what that podcast might be? I sure hope so! A formal announcement will be made right here. Stay tuned…
To all fans of The Blarticle® – I’ve got some exciting news!
After sixteen years and over 500 posts, I’ve gathered some of my very best into a new book: It’s a Blarticle®! 45 Quick, Powerful Lessons in Persuasion, Performance & Personal Growth.
You can find it now at all major online retailers, including Amazon, in both paperback and eBook formats…
…but since you’ve made it this far, I’ll take that as proof you’re a true Blarticle® fan! I’d like to thank you with a free copy of the eBook. Grab yours here: https://jolles-associates.kit.com/ebook
As always, I hope you enjoy it, and can take something from it.
What do you get when combine energy, enthusiasm… and great content? You get a “Pocket Sized Pep Talk,” and there are now over 450 of them! Tune in and you’ll hear a collection of conversations, interviews, and even some BLArticles® that are sure to teach, motivate, inspire, and oh yes; entertain! https://podcasts.apple.com/us/podcast/pocket-sized-pep-talks/id1497772972
If you follow me on LinkedIn, and I sure hope you do, https://www.linkedin.com/in/rob-jolles-8a459b12/ I recently started a newsletter! It’s called, “When Every Word Matters,” a biweekly dose of tips, tactics, and techniques to boost your communication game!