Editor’s Note: This post was originally published one year ago, so you’ll see some references to 2014 data. Since then, we’ve found that the method Sean outlines here is as useful as ever, and we wanted to make sure that people who have found us more recently got the chance to try it for themselves. Happy content planning!
“How in the world did that kid know that?” I thought.
I was out for a bike ride last week and came across a neighborhood yard sale. As is contractually obligated with all yard sales, there were no less than 10 lemonade stands manned by some of the most aggressive elementary school entrepreneurs I’ve ever encountered ($1.00 for a Dixie Cup of lemonade is just obscene, Suzie). All in all, pretty standard stuff.
That is, until I got towards the end of the block.
There was a small line forming at one of the stands. “This must be some killer lemonade,” I thought. As I got closer, I realized my assessment was completely wrong.
The kid wasn’t selling lemonade. He was selling sno-cones.
Naturally, being a northerner and having an affinity for snow in all forms, I waited in line until I could purchase this delicious frozen treat. I put my $.50 in the cup but, before I left, the marketer in me took over and I asked the kid why he was selling sno-cones. That’s when Jared the 4th grader shrugged and proceeded to drop some big-boy knowledge on me:
“I knew everyone else would sell lemonade, so if I did too then not as many people would come over here. But if I sold something different, I thought more people would come buy stuff.“
Give us a call in a couple years, Jared. He just demonstrated one of the most crucial aspects of marketing: the power of being unique.
It is vital to be unique, especially in content marketing, which is why I’m going to show you how to create content that no one else has ever written.