Early on, when television became popular, we had three channel choices for our Sunday night family viewing.
Today, not only do we have hundreds of cable channels, we also have so many shows to choose from, it’s almost impossible to decide what to watch. With genres of every description, what’s a viewer to do?
With the click of a button, we switch from show to show. It’s a wonder we are able to concentrate on any one show for more than a few minutes.
In 2014, Nielsen reported that on average, US homes receive 189.1 TV channels, but viewers only watch 17.5 of those channels.
Competition for viewers has become so incredibly high, it’s a wonder any of the new shows make it beyond the initial debut.
It’s the same with online products. Back in the day, when many of us started online in the nineties, there were very few so-called experts creating products. Back then, anyone who created an info product was in the minority rather than one among many.
Now, new products are being introduced every day by various levels of experts.
Sadly, it can be difficult to determine who really is a bona-fide expert… until you’ve spent your hard-earned cash. Far too often, someone who claims to be an expert no more than read a book, attended a seminar, bought an info product and repurposed the knowledge by putting their amateur spin on the information. In their mind, this qualified them as expert. Never once were they in the trenches. Nope, they hit a “buy” button, consumed the information, put a spin on it and now they are an “expert.”
Many have never made even $100 online and they claim to show you how to make tons of money.
Buyer beware! Be sure you know if someone has really done what they claim.
On the flip side, there are so many great choices, consumers are tuning out to even the very best products by “real” experts.
This is the sad reality of what is happening. Yet, not all is lost.
For those of us who do have real-life experience in the areas we claim to have expertise, it’s a matter of weathering the storm, being strategic and committing to the long-term.
But I digress…
Anyone who doesn’t acknowledge there is more competition today than ever before is living in a dream world. There… I’ve said it. Competition is everywhere.
It’s all about strategy
What I love about the marketing today are the number of choices anyone has to get their message out.
This is not at all true. Today there are so many media avenues, virtual anyone can gain inroads to their market through more niched media opportunities.
You can target:
- Local cable media
- Podcast shows
- Online radio
- Social media platforms
- Live video
- Article directories
The bottom line is this, you have to be willing to consistently get your message out to market. You must develop your own voice and you must create high value content.
It’s never too late to start. Every day we are watching “stars” emerge. If you want to be seen, then be seen. It’s really that simple. Yet, to get the most for your efforts, have a focused approach.
Don’t try to be all things to all people. Develop your perspective and point of view. Select a few locations to be seen. Do something on a consistent basis.
Most of all, put in the time.