How To Make Articles Pay…
Chris Owens suggested:
“How about an article called the specifics of being vague.
It could be about the importance of generic “what to” information in article marketing, vs “how to” info…”
But what is “generic” anyway…
A simple defininition: According to the most reliable source on the Internet (ummm… Wikipedia):“Generic is something that is general, common, or inclusive rather than specific, unique, or selective.”
And it’s a very important word to remember when marketing.
Because, Sometimes It Pays To Be Generic…
If your field of expertise is so specific that it would only appeal to a few people in your market then you almost have no choice.
- You could be an SEO expert, but you might be trying to recruit people who are not interested in SEO.
- You could be a PPC expert, but you might be trying to recruit people who are not interested in PPC.
- You could be a Copywriting expert, but you might be trying to recruit people who are not interested in Copywriting.
With that said, it’s also important to sell “generic” training if you’re selling to people who are coming from different backgrounds and different companies.
Because they might be worried that your specific advice doesn’t apply to their business.
If you want to sell people in ABC Inc. Company and DEF Inc. then you almost have to draw a venn diagram to find out what they have in common.
What problems you can solve for both of them?
You can’t sell fish food to cats but they both need water.
You would be hard pressed to sell specific ABC Inc. training to DEF Inc.
But here’s where it gets confusing…
It Also Pays To Be Ultra Specific…
It’s way easier to narrow your focus and write articles or blog posts to people interested in “E-mail Marketing” for example, then it is to write something “everybody” with a home based business will love.
Not to mention, the insane competition…
You would have to be nuts to compete with the millions of dollars being spent on keywords like “marketing” or “money”. But you might be able to build a business selling “Peruvian gold coins” it really depends on how big the market is.
And make no mistake, your market comes first.
Okay, so you have be “generic” but you have to be “specific”…
“Greeaaat…”
If you feel like somebody rattled your brain and hid the Tylenol you’re not alone. Because, you want to be write articles and blog posts with a specific topic but broad appeal…
I’ll repeat that, because I think it’s important…
“A specific topic with broad appeal.”
But this is harder than it sounds…
So, my best advice, is to start by being specific
Master a set of skills and blog about those skills.
In time, slowly work on making your articles a little more generic so that they appeal to more and more readers…
It’s a very fine line…
Jason The “Better Networker”
The Jason Better Blog
P.S. Thank You – A special thank you goes out to Chris Owens for suggesting this blog post. If you want to connect with Chris Owens then you can visit him right here…
P.P.S. “Book Me Dano” – If you enjoyed this post then maybe your friends will too.:-D
38 Comments
Wayne Vassell on February 25th, 2010
Hmmm, A specific topic with broad appeal. Interesting concept there.
That definitely sounds like a good idea but a challenge!
I can see the benefit, however it will definitely be hard to master.
I tell you what J, I will let you and Chris Owen show us how its done! (ha)
[Reply]
February 25th, 2010 at 1:56 pm
It’s like the Japanese game of Go…
Minutes to learn, a lifetime to master.
[Reply]
Ilka Flood on February 25th, 2010
Wow, Jason, you really did rattle my brain this morning and gave me something to think about. As a very detail oriented person it’s sometimes hard for me to think “generic” or “broad.”
I’m glad you came back to “So, my best advice, is to start being specific.”
I ALWAYS take your advice.
You ROCK!!
[Reply]
February 25th, 2010 at 1:57 pm
Hey Ilka,
I hoped that clarified things…
I know how confusing this can be.
But yep, stick with specifics then worry
about the rest later.
One day at a time.
[Reply]
February 25th, 2010 at 3:12 pm
Yes, it did.
Apropos, confusing, … I think I got first dips on that today
Thanks Jason! Also thanks for stopping by my blog. I’m truly honored.
[Reply]
February 25th, 2010 at 9:31 pm
No prob,
It’s only fair.
Derek Alvarez on February 25th, 2010
Hi Jason,
One thing I try to keep in mind is that I’m looking for people like me — Network Marketers looking for tools and training to leverage the Internet.
This makes it easier to come up with ideas for blog posts, because I know if I could use the info, the people I’m looking for will be able to, as well.
[Reply]
February 25th, 2010 at 1:58 pm
Derek,
You’re right on target there.
It’s the market that matters most. That’s
why I’m always asking you what you want to
learn about…
So I don’t bore you all to tears.
[Reply]
Ilka Flood on February 25th, 2010
Oh, big booboo. Sorry Chris!! I go find a hole and hide now.
[Reply]
February 25th, 2010 at 1:45 pm
No you were right Ilka, I just put a suggestion in with a comment. All this great material crawled right out of Jason’s head (I hope it didn’t hurt”
[Reply]
February 25th, 2010 at 2:02 pm
Oh, am I glad. I thought I had to walk around with egg on my face all day long. I was so embarrassed. Thanks, Chris, for coming to my rescue!
[Reply]
Matthew Pedler on February 25th, 2010
“You can’t sell fish food to cats but they both need water.”
Where do you keep coming up with these awesome analogies from? Do you have a big book of them and where can i buy it?…
You know this is one of the biggest challenges i wrestle with, specific or broad? chase a small very specific target or fish with a wider net…
“A specific topic with broad appeal.” I’ll keep that in mind.
Another retweet worthy post!
Thanks.
Matthew Pedler
[Reply]
February 25th, 2010 at 2:00 pm
I fly by the seat of my pants…
Honestly, I just love analogies, metaphors, similes
and word pictures. They’re fun, visual… often
painful.
[Reply]
Dwayne Huggins on February 25th, 2010
Hi J
Chris great idea for a post. J well put together as always.
I try to write for people like me who are starting out and finding their feet, but I can see the power of being specific with a broad appeal.
Thanks for passing by my blog yesterday btw
Dwayne
[Reply]
February 25th, 2010 at 2:01 pm
Dwayne,
What I love about your posts is how you take one topic
and elaborate on it in interesting way…
That one you posted yesterday totally pulled me in
I read every word of it.
[Reply]
Jackie Hall on February 25th, 2010
Reading this just gave me a great idea! Great post as always!
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Rachel Hall on February 25th, 2010
So very true, it should be obvious, but it is so easy to try to attract too many people and dilute the effect. Will really think about this, thanks.
[Reply]
February 25th, 2010 at 2:02 pm
I guess that’s why they call it
a “target market”? Hmmm…
[Reply]
Chris Owen on February 25th, 2010
Hey Jason,
Thanks So Much For The Mention Here.
I love the direction you took with this. Awesome!
“Generic” “how to” vs. “what to”, I think a lot of people need to study on this. And learn when and where each is necessary. For example, if Jason was writing an ezine article to get traffic to his blog. It would be more “what to” info, with a link to his blog for the more specific “how to” information.
One of the hardest things in copywriting is writing generic copy for a specific business. I have been using my blog and my 4700 facebook friends (hey guys) for demographic research lately. The key is to target your demographic without alienating other prospects.
Thanks again Jason, I consider it an honor to be mentioned here. I am going to copy it and keep it with the quote David Garfinkel gave me to use on my site.
Love it!
[Reply]
February 25th, 2010 at 2:03 pm
Hey Chris,
Thank you for jump starting my brain.
I was more than happy to give you a mention.
Half of the good ideas here are suggestions from
readers like you.
[Reply]
Rhonda Miller on February 25th, 2010
Hey…Jason,
Give…me…a…minute…to…stop…my…brain…from…rattling. JK
I know one of my struggles is that I have too many “trees” on my blog. I need one “tree” with many branches
This post really makes you stop and realize that people don’t really care what ABC company you’re in; it’s what information can you give them to solve their problem and the problems of others at the same time. Oops, there’s another one of those Ah Ha moments:)
Thanks again for stopping by my blog yesterday. I enjoyed your comment.
Rhonda:)
[Reply]
February 25th, 2010 at 9:33 pm
Hey Rhonda,
No prob.
I try to keep up with you… but don’t
always have enough time to leave a comment
that actually makes sense. Haha…
I spent an hour reading last night, was a nice
relief to catch up with you and a few other readers
here.
[Reply]
Damayanthi on February 25th, 2010
Hi Jason,
It’s good to be back. Great lesson here, but I should admit – bit confusing for me. I guess my “how to”, “#tips” – etc articles are specific, just because they have to be.
The key message I get here is to understand who you are writing to & be specific about the message you are giving. Am I right or have I got all muddled up?
Have a great day Jason!
Damayanthi
[Reply]
February 25th, 2010 at 9:34 pm
Perfectly clear!
Looks like this article was a flop… hah
Oh my, I should redraft it and make it easier to
read. It happens.
[Reply]
Peter Grimes on February 25th, 2010
Jason,
I think I get it, truly. It’s like article writing where you should write article sets with both specific niche articles and then also with long tail keywords. Over time, you will find that you can develop your specific niche but also have a wider appeal. I have a feeling that narrow focus is the new broad marketing
[Reply]
February 25th, 2010 at 9:35 pm
Hey Peter,
Time keeps everything in perspective.
I think too many people struggle with how
much work there is to do, when it’s always one
day, one hour, one minute, one post at a time.
[Reply]
Keith D Shrock on February 25th, 2010
I am listening to a book on CD. The Author — Chris Anderson — invented the term “Long Tail” — the name of the book.
He was an economist — and very scientific.
Anyway Walmart only carries the top 10,000 CD’s in any given store — as hard copy.
What he points out is — there are 8 million albums on Amazon — available for electronic download.
That’s were society is headed.
In manufacturing we called it mass-customization.
[Reply]
February 25th, 2010 at 9:37 pm
Nice,
Keith, which book?
I’m curious… always looking for
something to absorb.
[Reply]
February 25th, 2010 at 9:49 pm
Hey Jason, the book is called “The Long Tail” by Chris Anderson.
It started out an article for wired magazine and turned into a book.
It’s also the name of his blog I think.
[Reply]
February 26th, 2010 at 9:37 am
I’m going to have to read that or get the audio version,
been pretty slogged, but that caught my attention.
Thanks Chris.
Eric McMillan on February 26th, 2010
Jason,
Could you be any more specifically(a word?) non specific? Man, this article has got my wheels turning and looking at the way I am writing in a different light.
Good Stuff,
Eric McMillan
[Reply]
February 26th, 2010 at 11:06 am
Haha…
Sorry about that Eric,
I need to rewrite this one and
post it as a short concise, specific post.
This one is bursting brains.
[Reply]
Eric McMillan on February 27th, 2010
No Doubt, brains all over the interweb are struggling right now. Great freaking post by the way.
Eric
[Reply]
March 1st, 2010 at 7:58 am
Thanks Eric,
Not as cool as the Spartan one,
but still something to think about.
[Reply]
Hey Jason,
I think this is something that everyone starting off falls into. When I started, I was all over the place. Now, I’m specific with what I’m targeting just like you mentioned.
Thanks to Chris for this topic.
Great info…
Josh
[Reply]
February 25th, 2010 at 1:55 pm
Sooo true…
I even struggle with it myself.
I mean, sometimes I worry that my topics
are too specific… but often times those are the
most popular posts here.
[Reply]
February 25th, 2010 at 3:15 pm
One thing that I really like what you do is, you ask your readers what they want to hear. This is something we all can learn from. Very powerful! BTW…Thanks a lot for stopping by my blog yesterday. That was awesome!
[Reply]
February 25th, 2010 at 9:31 pm
Well, I would hardly be able to keep up
with you guys if I didn’t ask you what you
wanted to hear…