The Read Junk Hack

I have been missing out on my blogging behavior a lot lately and though I hate giving excuses but this time around I got so absorbed into writing and finishing a deadline for a book that I’m writing along with one of my mentors who is also a business partner now.

Though I began writing as a mere hobby over the last three years I feel like as If I was born to just read and write and do nothing but that. I guess that’s exaggerating it a bit too far….  In today’s world there are so many opportunities for anybody irrespective of the location they are in to become an entrepreneur at-least an Internet Entrepreneur in their area of interest. Though everyone needs to put down the work and the months and the years to make it happen. We so often swayed by overnight successes and search for these magic bullets and shortcuts. I have been a victim of this same charade day in and day out until finally I saw the futility of what I have been doing….

Think about it every person I speak with tells me two reasons all the time –

  1. I don’t have an idea .
  2. I don’t have the time/money.

Usually these are the top two or three reasons people get stuck going about becoming their own boss. One of the core mistakes that I have made in the beginning times and also I see others doing is they don’t know who they are talking to. This seems so simple but it is a very hard thing to do. I am learning more and more that in any venture 10% of your work is your work and rest invariably falls down to “MARKETING”. Yup that’s right. No matter who you are, even if you have written the next bestseller that will “SWEEP THE WORLD” nothing is going to work for you if you don’t start thinking about who you should talk to and either reach to influencers who will get your work noticed else come up with even a self designed book tour perhaps! In the beginning you need to do a lot of things that you hate. I have often observed even in myself the resistance to taking the time to truly spend time on this.

It’s about time for all the blinded entrepreneurs to see what is really important: making a connection with an audience. The term–not exactly new–that seems to be displacing SEO is OAO, online audience optimization. Now it’s not really about the new Hummingbird algorithm that I’m talking about although you do have to tweak the way you use your Ad-words and tags now. Even this is useless tactic when you start out. You need the next best thing.

One hour a day, read. Read everything in the world except your business. Read junk. Very much junk. Read so that anything that interests you will stick in your memory. Just read, just read, just read… There is your audience. There is the language. There are the words that they use ~ Eugene Shwartz

I’ll take it a step further. Not only do you need to know how they talk, which lets you better guess how they might specifically look for what you offer, but you also need to understand what they find funny. What scares them. What is important to them. How they think. Until you do, they’re only marks and you do nothing more than run calculated cons. After you do understand them, they’re real people and you might find yourself caring a bit about them which is a good thing to cultivate. Empathy drives authenticity and when you incorporate that in your content everything shifts in seconds when it clicks with “YOUR” audience.

Do you care about your family or friends? If so, then there are plenty of times that you’ll do specific things that you know make them happy. Emotion isn’t an abstract concept, but something that drives behavior. Let the same thing happen in your marketing after you start to care about the audience. Inject the emotion of your audience into your content. When you they read your offer or content  – if it makes sense that you understand their pain more than anybody else. Then, price always comes last. They wouldn’t think twice in reaching out to you or signing up to your newsletter or buying your product.

It’s like going into a shop you like where the people recognize you and get your interests and tastes. That’s all you’re trying to do. When the technology, any technology, gets in the way, throw it out and return back to the basics. If you are talking to everybody you are talking to nobody. Strategically talking to your audience is the key.


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