There are 24 hours in a day.
So why is it that so many successful people make it look as if they’ve been given 30 hours in a day?
In a word: direction. Which in business terms, simply means strategy.
They know who they are, what they want to say and when to say it. All of these factors attribute to using time effectively.
These are the most important factors when considering time management and measures of success.
It’s important to know your niche (who you’re wanting your message to reach – and why).
Find out who you are and what you stand for. If that means taking a few steps back for a while – then so be it.
As the world becomes increasingly connected through technology and travel, so does the amount of products we’re exposed to on a daily basis. The average millennial alone spends 27 hours a week online; creating a generation that’s never been easier to reach. So with so many impressionable minds in the same place, brands have never had it so easy, right?
A convoluted marketplace means brands must work harder and smarter for your desired attention. Never before has a brand needed a strong identity, a strong aesthetic and an even stronger user experience in order to succeed.
Mediocre simply won’t do and it’ll be noticeable. People will bypass your brand and subsequently what your brand sells if your brand’s messaging is confused.
What do I mean by confused?
Seth Godin sums it up well – “A brand that stands for what all brands stand for, stands for nothing much”.
Your brand must stand for something. And when your brand does, it inevitably will not appeal to everyone. That’s key. If your product offering has been moderated to appeal to everyone then it not only becomes bland, but it’ll be ordinary, or worse still – average. No-one wants average.
Don’t try to appeal to the masses to broaden your market. Having a broader market brings it’s own problems – too much competition.
If you don’t have a point of difference then you have nothing to offer that people can’t get somewhere else.
What is your niche and how do you find it? Here are four steps to help you find it:
1. Understand the need and desire for your offering and then know how to sell it.
Why do people need your product? Does it improve their life or their intelligence?
Does it appeal to their vanity or their basic fundamental needs? maybe it entertains them or informs?
Understand your offer inside out. This passion will shine through and it’ll simultaneously make it easier to put on your ‘sell’ hat. Understanding the need enables you to appreciate the requirements and expectations of your niche audience.
2. Have a genuine interest in your niche.
You’ll never be good at what you don’t like. Think about it, if you don’t have the interest then providing for it will be impossible to sustain. A good way to identify your true niche is to focus on what you follow personally or as a business. Whether it is on Twitter, Facebook, Pinterest, Instagram, a blog, a website or a Google alert. Use those groups to identify your niche and do your research to see if the perceived need you are working on exists. Facebook and Google+ are full of niche market groups that can be a great source for research.
3. Assess the competition but never, EVER, be governed by your competition. To be reactive is to abandon all creativity. If you become defined by the masses then you blend in, and again, become average.
4. Have a point of difference. Finding what your competitors consider unimportant can be the edge that leads to success.
Find that something that makes you unique.
A great brand vision is imperative to your success and can be achieved by first thinking about the things you, as an individual stand for and care about. How can this be incorporated into your brand strategy? If you care about it or feel strongly about something then the chances are there will be others that do too…..and remember, it’s better to have a small, engaged community than a large, disengaged one.