You’ve seen the commercials; Gatorade® colored sweat dripping from the brows of top athletes the likes of Michael Jordan, Mia Hamm, and Peyton Manning.
It’s not just that their extreme athletic efforts are inducing a thirst only quenched by that sweet, refreshing, fluorescent liquid, but that they have consumed so much of it that they are actually sweating the stuff. It’s as if this drink was made for them; the extreme athlete.
But who drinks Gatorade®?
The answer is everyone. Gatorade® is not reserved for extreme athletes, it is a tasty, refreshing beverage enjoyed by all ages in all situations whether they are working out or idle.
So why does Gatorade® make the effort to portray itself as a replenishing thirst quencher for the extreme athlete when they probably make up less than .01% of their consumers?
Because it’s not about “Being like Mike”. It’s about, “if it’s good enough to satisfy Mike, then it is going to be able to satisfy anyone, including you”.
Our real estate blogging clients almost always have the same conundrum. Their business model has them working with several types of clients in several different communities.
Their fear is that if they start to focus too heavily on a specific type of client (one with specific needs such as living in a particular community), that they will paint themselves into a corner that doesn’t clearly represent their diverse business model of working with anyone who needs real estate consulting.
But the bigger challenge is trying to create enough content about the other communities, types of clients, and their needs to appear as the expert that one is, for all of it. You only have 2 hands, 10 fingers and so many hours a week to dedicate to content creation. You can never develop enough content to satisfy this concern. Coming up short would make you look like the expert in nothing, making the effort fruitless.
So I bring up the Gatorade® commercials to make a point about successful marketing campaigns.
Gatorade® focuses on being seen as good enough for the extreme athlete, and therefore good enough for you. They don’t make the effort to create a scenario where they are the right beverage for every potential customer. The public just assumes that they will have a positive experience based on the ability of Gatorade® to satisfy Michael Jordan, their ideal consumer.
When you blog, you are creating an audience. It is the magic of blogging. You write to them, and they will come. But to be seen as the expert, you need to develop enough content around specific topics that establish you as the trusted resource. You need to answer the questions that people are asking and didn’t know to ask. You need to consider what is keeping this audience up at night, and write about that.
But before that, you need to define your Michael Jordan.
Who can you attract, and prove to be the proper resource for, that will prove to the greater audience that you are qualified to satisfy them as well? As a blogger, online, it is impossible to create the content to be seen as the expert in all the things that you are in person.
So be like Gatorade®, find your Mike, and prove to your greater audience that you are the best choice even if you are fluorescent.
If you want to master these techniques alongside a personal trainer, contact us right away to schedule a session.