Stop Trying to Please Everyone With Your Marketing or You'll Go Insane (and Fail Anyway)
Trying to please everyone is a sucker’s game. Have an opinion. Don’t pander. Do your best.
Trying to please everyone is a sucker’s game.
I just stumbled across a readers’ survey for AIIM E-doc Magazine from 2008 (I was the editor) while looking for something else that reminded me of this truth.
These are back-to-back comments from the survey:
“Articles are light, would appreciate some in-depth analysis/assessment”
“Articles are well-written and constructed, the right size, and fit a range of audience.”
Ironically, I thought they were both right though having fewer in-depth articles was a concious decision. While I could have used my limited space to go deeper into topics, that would have come at the expense of a wider range of articles. I wish I had had the resources for both.
I did 7 reader surveys. They all listed the magazine as the most valuable resource AIIM (a trade association with professional and vendor members) provided; over 90% found the magazine a useful/valuable source of industry information.
Even so, every year, there was also at least one “Duhon is not a good editor” comment as well.
I learned to (mostly) ignore those comments. But they were a good way to stay humble and were great reminders that regardless of how many people like the work you do, there will always be someone who doesn’t.
Don’t Hold Back Because of Haters
So if you’re sitting on the fence as a business (even a business of one) thinking about starting a newsletter or sharing content with your audience because you’re worried about annoying someone or that not everyone will enjoy your content, I’ve got good and bad news for you: some people will never like what you do.
That’s OK.
What you do IS NOT FOR THEM.
What you do and create is for your people — the folks who DO like what you do.
Focus on them.
Create for them.
Ignore the nattering nabobs of negativity.
They’ll always be there. Don’t let them stop you.
Content marketing works. The sooner you start, the sooner you’ll see results.
4 Ways to Ignore/Use the Critics
Everyone arrives at their own methods for ignoring the critics (usually, sometimes they’ll pierce even the best defenses).
Me, I mostly don’t much care if someone doesn’t like me/my work. Now, I’ll listen if they have a valid point. But someone just shouting or disagreeing just to disagree or has no clue what they’re talking about . . . yeah, f*ck off.
For those less cantankerous than me (and me, I do these too!):
Bank Your Kudos — Clip positive comments and all the “good job” comments. Physically print them and put them in a jar. Write them out and do the same. Copy/paste them into an “I’m awesome” document. Whatever works for you, create a good vibes bank. Flip through them when you feel folks kicking at you — or you’re feeling the dreaded imposter syndrome.
Reframe the Criticism — None of us are always right. Instead of reflexively getting your back up at critiques, ask yourself “Is this feedback I can use?” If it can make you better, use it. If it’s useless, let it go.
Remove Yourself — Sometimes our batteries and morale are just low. Nothing improves by just being battered (well, maybe distressed furniture if that’s your thing). You don’t win awards for suffering. Tired? Get out of there (whatever platform you’re on) and reset.
Breath (In Through the Nose, Out Through the Mouth) and Think Before Firing Off a Response — Ask clarifying questions rather than just being snarky and defensive. Try to understand someone’s critique before immediately dismissing it. You might learn something.
Stand Out to Attract Your Folks and Repel the Haters
There’s a standup special on Netflix titled “I’m Not for Everybody.”
No one is.
Every branding goo-roo out there is going to say some variation of “authenticity rules.” What’s authenticity? I think of it simply - be yourself.
Don’t pretend to be interested in something you’re not or be someone you aren’t.
Here are four things to keep in mind
Share YOUR Stories — You are a product run of one. You have a unique take and spin on things, so share your unique take and spin on things. “Things” being what you choose to write about.
Simplicity Rules — If you can make the complex simple, you will never run out of an audience once you shove yourself in front of it.
Walk Amongst Your Peoples — Physically, if you can, at conferences and events. While strong connections can be made online, real-world interaction can’t be beat. More often this means to participate in the conversations on whatever online platform you haunt. Reply to comments on your work. Make thoughtful comments on others’ posts you find interesting. And “thoughtful” as in “add something to the conversation.” Linkedin is choked with “Love it,” “Me too!,” and long-winded restatements of the main point that equate to “I agree but wanted to sound like I was adding something here.”
Consistency Beats Genius. The best way to stand out is to show up. Most creators and marketers give up after a month or two or six. Buckle up. Get your head right. And stay in it for the long game. How long is the long game? How long you wanna be in business?
Go Forth and Create Kick-Ass Content
There is freedom once you fully internalize that you really cannot please everyone.
As they say, lose all of the fucks and just go.
Go with a purpose and goal in mind — even if those are vague at first.
For helping getting going in the right direction with your newsletter or other content, let’s talk: duhonius@gmail.com or 301-275-7496.