[A cartoon I did for Deborah Schultz back in 2007.]
Yesterday on Twitter, I wrote:
“There are roughly 20 people in your space who matter. They’re either reading your blog, or they’re not.”
I don’t know what industry you work in, but I do know that the number of people who “own the conversation” in your space is very, very small.
When I worked with English Cut, a Savile Row tailor [$5000 hand-made suits], the number was about twelve. When I worked with Stormhoek in the UK wine business, the number was probably even smaller [80% of the wine sold in the UK is from the same four or five large supermarket chains].
And by the time we were done, all the people who mattered to us in both these businesses were reading our blogs. We saw to it. We made sure it happened. We made sure “the conversation” was interesting enough that they really had no choice.
I would suggest that right this minute, you make a list of the twenty or so people in your space who matter. Then ask yourself, who on this list is actually reading your stuff, actually follows what you’re up to, actually knows that you exist?
If most of the people on the list are reading you, the others will follow. If they’re not, then you’ve got a wee bit of a marketing problem.
But at least now you know what that problem is…
[UPDATE:] I like what Gary Walter said in the comments below:
This […] goes right along with my philosophy of life. I needed the reminder though. As my blog has gotten more popular, I’ve found myself writing to the extended audience. However, if I’m not writing to/for my core, then nothing I write is worth the electrons that carry it.
Exactly.
[Backstory: About Hugh. E-mail Hugh. Twitter. Newsletter. Book.. Interview One. Interview Two. EVIL PLANS. Limited Edition Prints. Private Commissions. Cube Grenades.]
Exactly where I’m at. My wife and I were talking about how few artists in traditional visual arts are visibly successful independently. Hazel and who else? So I just redesigned my homepage for action, reading/subscribing to my blog and newsletter, and buying pieces. Coincidental to your redesign, btw. 🙂
Peace,
@vinylart
[…] @gapingvoid New blog post. “There are roughly 20 people in your space who matter” etc. http://bit.ly/15M4mF Evaluating risk and opportunity (as a human) http://bit.ly/pGqos Powered by Fresh From This was […]
This is brilliant – and goes right along with my philosophy of life. I needed the reminder though. As my blog has gotten more popular, I’ve found myself writing to the extended audience. However, if I’m not writing to/for my core, then nothing I write is worth the electrons that carry it.
Thank you.
Truer words – Time to figure out 20 who, what, where, when and how.
Thanks.
Thanks for reminding us of this important idea, Hugh. It reminds me of a post by Seth Godin (that you likely know and remember) entitled, “First, Ten”. http://sethgodin.typepad.com/seths_blog/2009/04/first-ten-.html
[…] 2 Comments […]
[…] Great post over at Gaping Void on the people who follow you that really matter. Read more here. […]
Good point! Just a curious question: if your friends don’t follow or read your blogs, does that make them less of a friend? 🙂
THIS IS DEATH
Thanks for the kudos.