Spreading yourself too thin

January 27, 2013 at 12:00 pm | Posted in Uncategorized | 7 Comments
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Blue Balloon

How to make social media ‘pop’.

It’s hard to pop a balloon with open hands; the force dissipates over too great an area. A pin in two fingers gives a dramatically superior result.

When you focus all your energies on one point, you all but guarantee success.

This post shows me using both methods. As we go, you’ll see some Web 2.0 jargon – all of which I’ll explain in detail down the track.

For now, just watch this crazy, new-fangled social media stuff in action.

Wrong way

Here’s me spreading myself too thin (i.e. using the open-hands balloon-popping method):

My Squidoo lenses are here.

When I started Twitter, I sent my followers to this lens in particular.

This was to create custom for my REMO T-shirt site (now defunct).

I got some sign-ups and sales and was particularly happy to connect with a clairvoyant in Washington (I’m in Melbourne, Australia). She was attracted to my palmistry T-shirt. We’d never have ‘intermet’ otherwise.

Then, the founder of REMO joined Twitter. I gave him some tips. I followed him, he followed me.

He found my Squidoo lens, liked it, retweeted it, then made me Featured Customer in his weekly newsletter to 38,500 people in 125 countries!

I got traffic spikes galore.

I was so elated with all this action, I blogged about Twitter here.

Big smiles! Fantastic fun! Wall-to-wall warm fuzzies!

Alas, despite having spent hundreds of hours on these exciting, new activities, I didn’t make enough actual cash to buy one soy Frappuccino (even if I’d wanted to).

It was at this point that I began to wonder – to my wife’s profound relief – whether I should focus on my ‘real’ job of writer, editor and proofreader.

Harnessing the web’s fickle and elusive power to this specific activity (the ‘pin’) is the subject of the next section.

Right way

So there I was, simultaneously promoting free T-shirts and $120/hr copywriting on the same Web 2.0 channels.

Visitors to my websites must have felt like they’d entered a dentist’s surgery, only to find themselves in a jumping castle.

I ignored all I knew about conveying a constant, relevant and significant message to a target audience.

I vainly chased the holy grail of passive income (which has been beautifully defined as ‘working 18 hours a day to make money while you sleep’).

Finally, I woke up and went back to my main game. The game I’d spent 22 years and two degrees honing. I started writing about copywriting, and sending people to my copywriting site.

I soon caught the eye of Anthony, a web template designer who was rebuilding his own website.

When he questioned me about copywriting (and I didn’t try to flog him a T-shirt) he asked me to quote on optimising his words.

Anthony liked my proposal and gave me a trial job. Though it took several hours to get a grip on the open source world of Joomla and its bewildering jargon, I did the job to his satisfaction.

Anthony told me to bill him. He paid the next day. $363 cash.

That’s a lot of T-shirts.

A few days later, Anthony asked if I’d like to do an interview for his onsite blog. No payment, just my logo and URL prominently displayed.

Free from my monetarised mentality, I said yes.

The result is now seen by many daily visitors to Joomla Bamboo (prospects I’d not have encountered otherwise).

Twitterers from Anthony’s world are now following me, and vice versa.

When Anthony asked for a second article, I put everything I had into it. The result was so pleasing, I asked if I could leverage it with MYOB. He said yes.

I was back on song. Instead of spreading myself thin, I was making the same call on every channel. The web had ballooned, but I had my pin.

My visitor statistics jumped so much, I realised it was time to upgrade my own website (stay tuned for that one).

Each day now connects me with more of the people I want to learn from and do business with. It’s only a matter of time until I gain my next paying client from Twitter.

I’ve even been approached to tell my story in a significant print publication (stay tuned for THAT one).

If the open-handed approach isn’t popping your balloon, focus your energies on one point:

the pin is indeed mightier than the broad!

🙂

Brought to you by The Feisty Empire.

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