Marketing that works, has focus. But a lot of people, they take that focus to mean I’m gonna choose the right programs and the right tactics and focus that way. That’s important. But, I’m gonna encourage you today to go beyond what you do with your focus, and change what you say to be more focused.
To do that, let’s talk about Malcolm Gladwell’s book Outliers. In that book, he talked about a concept called the 10,000 Hour Rule. And really what he was saying was, people that spend at least 10,000 hours perfecting their craft, or even practicing their craft are exceptional. They stand out in what they do.
You can use that same power with your company and your message. So, think about what is your 10,000 hour topic? What is it that your business spends every day focused on, more or less, that your products are focused on, that your team’s expertise is created by.
That area, that topic, it’s really what I like to call your true story, right? It’s why you’re in business. It’s your purpose. It’s about what makes you special.
You want your content, your your blog posts, any guides you create, any communications you put out, any engagements that you have, talking to people. You want that to be focused at least pretty close to that core topic that you are so good at. And the reason for that is your clients don’t have time to spend a lot of effort understanding what you do. You don’t wanna distract them or confuse them by talking about things that aren’t related to what makes you so special.
I hope this was helpful for you, and I would love to talk more about this or other marketing topics.