Are you creating amazing content, but you’re still having trouble getting any attention with it?
If you are, then keep reading.
Because I’m about to reveal a powerful way to not only make your content stand out, but also make it more valuable.
I’ll explain more of what I mean in just a minute, but first, you need to hear this story. (This story will tie into the lesson we can learn from “Hot Ones”.)
It might seem like a strange story to start with. The reality is that within this story is the solution to your problem…
Not Your Average Albertsons
There is an Albertsons near us that is not your average Albertsons.
It’s more like Albertsons on steroids. It’s the Disneyland of Albertsons.
This is what makes it so special:
- They have wide aisles.
- There is a bar within the store called Talon Tap and Spirits.
- They have a full-Service Asian Bistro
- There’s a fresh sushi station
- They have a Starbucks
- There’s an olive bar
- And an oyster bar
- There’s also a pizza area
- And more
My mom was visiting from out of town and was amazed at the store, the variety of products that they had, and the way things were displayed.
I didn’t realize it yet but I was about to come across something that would remind me of a very important marketing lesson. A marketing lesson that I am going to share with you today.
You see, we went down a spice aisle and I came across a row of salts that caught my eye.
It was salt from a company I had never heard of before called Jacobsen Salt Co.
As you can see in the picture above, what made these salts stand out to me was the unique flavors:
- Habenero Salt
- Basil Salt
- Black Pepper Salt
- And Garlic Salt (Ok,this one isn’t that unique!)
It was at that moment that an important marketing — and content marketing — lesson came to my mind.
How You Make an Average, Common Product or Piece of Content Stand Out in a Crowded Market
I realized that the Jacobsen Salt Co. had applied an important marketing lesson that we all should learn from. Let me explain…
You see, they took an average, common product (salt) and they transformed it into something that’s above-average and unique.
How? By adding something new and different to it.
They added habanero, basil, etc. And by adding to it, it became above-average and unique.
You can do the same thing not only with any product or service, but you can also do that to any piece of content that you create.
Don’t believe me? Ok, I’ll prove it to you.
Hot Ones: How to Spice Up Your Typical Interview Show
A show that’s based on an interview format is nothing new.
In fact, according to Wikipedia, there are 93 talk shows.
So, if you were to create a new talk show, you’d have a really hard time standing out and building an audience.
But what if you decided to use the lesson from Jacobsen Salt Co. and add something to your talk show?
That’s exactly what Christopher Schonberger did when he created the web series Hot Ones produced by First We Feast and Complex Media.
The basic premise of the show is to have host Sean Evans interview celebrities while they eat from a platter spicy chicken wings that increasingly gets hotter and hotter.
That simple and unique concept has enabled Chris and this show to stand out in a crowded market!
If you haven’t seen an episode, check out this one with Paul Rudd. (Warning: Sometimes the guests cuss in response to the hotter and hotter wings they eat.)
How a Marketing Guru Applies This Concept to Make His Content More Valuable
In case you don’t know who Dan Kennedy is, he’s the marketing guru who many of the top online marketers trace their success back to.
Well, many years ago Dan Kennedy came up with something that he calls “Magnetic Marketing”, and it’s still a powerful way to market any product or service.
Dan is a perfect example of adding something new/different to your marketing and/or product.
How? You see, he took his same basic product and applied it to dentists and chiropractors.
The same core product (i.e. content) was the same. But he created new and additional content that showed how to apply his concepts uniquely to dental practices and chiropractor practices.
The result? He was able to sell these courses at a higher price than just the generic product. Why? Because he added something new/different to his course that applied to a specific group of people.
That means that when you add to your content you not only make it stand out, but you also make it more valuable in the eyes of your ideal prospects.
How to Apply This to Your Content Marketing
Here are three questions you can ask that will help you to take what I’ve talked about today and easily apply it to the content you create:
- Is there something new and different you can add to your content that will make it stand out? (Jacobsen Salt Co added unique flavors. Hot Ones added spicy wings.)
- Is there a different target market that you can create content for which is less crowded than the current one that you’re in? (Dan did this by tweaking his course so that it would help dentists and chiropractors.)
- Is there a different format that you can create your content in which will make it stand out? (Pat Flynn, from the Smart Passive Podcast, discovered that when he created content in the form of a podcast instead of just blog posts, that people began waiting in anticipation for it.)
How You Can Learn “Magnetic Marketing”
By the way, if you’ve never heard of “Magnetic Marketing”, you’re in luck. Dan finally came out with a book that teaches you everything you need to know about it.
You can grab the book on Amazon.
Stay Tuned Tomorrow for a Unique Way I Will Present Content to You
I want to reveal one other way that you can create unique content that will stand out in the market.
I’m going to do that by presenting a unique way to take the content in this post and create another post that will be valuable to you in a completely different way.
In fact, it will help you improve your content creation skills.
Stay tuned and see what I mean.
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