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Standing out from the crowd by reducing your friend counts

While it may sound counter-intuitive, one of the greatest ways to start standing out from the crowd is to actually reduce your friend count and reduce the number of relationships you are managing…

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standing out from the crowd

standing out from the crowd

Standing out from the crowd in the coming year

The one thing you don’t want to be, going into this new year, is just like everyone else. At the start of the recession, the first startups, brands and businesses to die weren’t the ones with the highest prices, it was the ones with the me-too attitudes.

Sometimes it didn’t even matter if they were in the market first, or had a smaller competitor with fewer resources.

Of course this is an oversimplification, especially once a startup grows, since there are many reasons why it could fail. But failure is actually the most common state for new businesses, only one in 12 startups succeed, for a variety of reasons.

The rocky path to success for businesses

Standing out and being different may not be the only marker in the route to success, but it’s certainly not a typical indicator of impending doom., and there are other reasons you want your business to stand out. Maybe you’re in a competitive market and want to get noticed. Perhaps you’re hoping to get funding, and don’t want to be lumped in to the other countless groups that also need startup cash.

It could be as simple as wanting yours to be the email your time-pressed customer opens. In short, there are many ways being different can make a positive impact on the future of your company.

How to stand out by having fewer, deeper relationships

In marketing practices, this is known as targeting your market. The idea is that having a market that includes everyone is a fast road to failure. Most of us have made this mistake at one time or another.

Our logic goes like this: if we create a product that anyone would like, then the most possible people will buy it, and we’ll then be stinking rich.

Even if one day, we’re allowed to sell air, this thinking causes a huge waste of resources. Targeting everyone means you spend the same amount of money to get the person who is least likely to buy, as you do on the person who is not only going to sell everything you buy, but also tell everyone they know.

This targeted person is in the minority (see the 80/20 rule, especially in examples outside of economics). Additionally, since this targeted person may be the one who brings you all the customers you can handle anyway, that is the person you should profile, research and target.

That’s how this goes for marketing, but you’d do well to apply this to as many areas of your business as you find it makes sense. This doesn’t mean throw the 80% away – if 80% of your sales are made by one-time purchasers, that might not make sense for you. However, focusing more marketing efforts on finding people who are most like your 20% has the potential to change your business altogether.

How the 80/20 rule applies to relationships

When you apply the most focus on the very best business relationships you have built rather than trying to connect with every person online, you create stronger, more effective bonds where you need them the most – whether that is with vendors, customers, partnerships, clients, joint ventures, peers, mentors, software, books you read, or websites you follow.

In the few weeks leading up to the New Year, evaluate where you’re getting the most out of your relationships. Don’t forget people who have helped in the past that you have lost touch with, or past customers you never tried to sell to again, or folks who attempted to reach out to you that you missed out on responding to recently.

Here’s one specific thing you can do differently – spend less time on social media, with fewer people. Use social media to get acquainted with the people you want to meet, then follow up offline in about a week to develop a better friendship. If you can’t meet them in person, try a video Skype meeting, or a good old fashioned phone call.

Try this just for January, then compare the results you got out of your social media connections to the last month “normal” month you had (for example, if you’re in retail, you may want to compare it to October or some other month that doesn’t have a seasonal boost).

In part two and three of this series, I will outline additional ways you can start standing out from the crowd that may surprise you – stay tuned.

Tinu Abayomi-Paul is the CEO of Leveraged Promotion and a member of Network Solutions Social web Advisory Board. Her website promotion company specializes in reputation management, and engineering demand generation system for businesses, integrating search, expertise marketing and social media.

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10 Comments

10 Comments

  1. News

    December 10, 2012 at 5:33 am

    Tinu. Followed a tweet and discovered this is your story. Great work!
    Will connect on Brandergy

    • Tinu

      December 10, 2012 at 9:39 am

      @News Thanks! Can’t wait. 🙂

  2. CyberlandGal

    December 10, 2012 at 8:29 am

    HOW TO: Stand out from the crowd by sustaining FEWER – but better – #socialmedia relationships https://t.co/f5R4Se04 via @Tinu

    • Tinu

      December 10, 2012 at 9:26 am

      @CyberlandGal Thanks for the retweet! Are you coming to the Wgbiz chat today?

      • CyberlandGal

        December 10, 2012 at 10:53 am

        @Tinu No problem, Tinu! Too many errands today to be in Wgbiz chat but will review & retweet gems in the p.m.

        • Tinu

          December 10, 2012 at 10:54 am

          @CyberlandGal We’ll have the archive up by the end of the week. 🙂

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Opinion Editorials

Job listings are popping up left and right, so what exactly *is* UX writing?

(EDITORIAL) While UX writing is not technically new, it is seemingly becoming more and more prevalent. The job titles are everywhere, so what is it?

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UX writing

The work of a UX writer is something you come across every day. Whether you’re hailing an Uber or browsing Spotify for that one Drake song, your overall user experience is affected by the words you read at each touchpoint.

A UX writer facilitates a smooth interaction between user and product at each of these touchpoints through carefully chosen words.

Some of the most common touchpoints these writers work on are interface copy, emails, and notifications. It doesn’t sound like the most thrilling stuff, but imagine using your favorite apps without all the thoughtful confirmation messages we take for granted. Take Eat24’s food delivery app, instead of a boring loading visual, users get a witty message like “smoking salmon” or “slurping noodles.”

Eat24’s app has UX writing that works because it’s engaging.

Xfinity’s mobile app provides a pleasant user experience by being intuitive. Shows that are available on your phone are clearly labeled under “Available Out of Home.” I’m bummed that Law & Order: SVU isn’t available, but thanks to thoughtful UX writing at least I knew that sad fact ahead of time.

Regardless of where you find these writer’s work, there are three traits an effective UX writer must-have. Excellent communication skills are a must. The ability to empathize with the user is on almost every job post. But from my own experience working with UX teams, I’d argue for the ability to advocate as the most important skill.

UX writers may have a very specialized mission, but they typically work within a greater user experience design team. In larger companies, some UX writers even work with a smaller team of fellow writers. Decisions aren’t made in isolation. You can be the wittiest writer, with a design decision based on obsessive user research, but if you can’t advocate for those decisions then what’s the point?

I mentioned several soft skills, but that doesn’t mean aspiring UX writers can’t benefit from developing a few specific tech skills. While the field doesn’t require a background in web development, UX writers often collaborate with engineering teams. Learning some basic web development principles such as responsive design can help writers create a better user experience across all devices. In a world of rapid prototyping, I’d also suggest learning a few prototyping apps. Several are free to try and super intuitive.

Now that the UX in front of the writer no longer intimidates you, go check out ADJ, The American Genius’ Facebook Group for Austin digital job seekers and employers. User-centric design isn’t going anywhere and with everyone getting into the automation game, you can expect even more opportunities in UX writing.

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Opinion Editorials

Have an in-person job interview? 7 tips to crush the competition

EDITORIAL) While we all know the usual interview schtick, take some time to really study for your next face-to-face job interview.

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Job interview between two women.

So, you’re all scheduled for an in-person interview for a job you’d kill for. It’s exciting that you’ve made it to this step, but the question is, are you ready? Especially with remote interviews being the new norm, your nerves may feel shaken up a bit to interview in person – but you’ve got this! And many of these tips can be applied no matter the interview setting.

We all know the basics of a job interview: dress nice, get there early, come prepared, firm handshake, yada, yada, yada… However, it’s good to really sit and think about all of the requirements of a successful interview.

There are seven steps for crushing a face-to-face interview. Do your homework upside down and inside out in order to walk into that room.

Which brings us to the first step: know everything you need to know backwards and forwards.

This can be done in two steps: getting to know the company and getting to know yourself. By doing website, social media, and LinkedIn research, you can get a feel of the company culture as well as the position you’re interviewing for.

By getting to know yourself, have a friend ask you some interview questions so you can practice. Also, take a look at your resume through the eyes of someone who doesn’t know you. Make sure everything is clear and can compete with other candidates.

The next step is to anticipate solving future problems. Have some insight on the department that you are interviewing for and come prepared with ideas of how to better this department. (i.e. if it’s marketing, give examples of campaigns you’ve done in the past that have proven to have been successful.)

Step number three requires you to go back to the research board and get some information on the employer. Find out who you’re meeting with (head of HR, head of the department, etc.) and make your self-presentation appropriate for the given person.

Next, work on making the interview conversation a meaningful one. This can be done by asking questions as people like to see you take an interest in them. Also, be sure to never answer the questions as if it’s your regular spiel. Treat each job interview as if this is the first time you’re presenting your employability information.

With this, your next step is to have stories prepared for the job interview. Anecdotes and examples of previous jobs or volunteer/organization experiences can help bring life to an otherwise run-of-the-mill resume.

After this, you’ll want to make sure that you’re showing enthusiasm for the position you’re interviewing for. Don’t jump on the couch in the lobby like you’re Tom Cruise on Oprah, but definitely portray that you’re excited and up for the challenge.

Lastly, make a good impression by being impressive. Be professional and in control of your body language. Put yourself in the mindset of whatever position you’re interviewing for and show them that you have what it takes.

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Opinion Editorials

The benefits of remote work are just too good to overlook

(EDITORIAL) Employees scream it from the rooftops and businesses don’t want to admit it: Remote work is just too beneficial to pass up- and here’s why.

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Work from home written with scrabble letters.

Remote work has been rising in popularity in the past several years. Especially following the COVID-19 global pandemic, more companies saw significant benefits for both their business and their staff that went beyond the realm of finances by allowing remote labor.

Less happily, many people lost their job during the pandemic, but they ended up having more time to put toward their passions or were compelled to get creative with their remote business ideas to ensure a consistent stream of income.

If you remain on the fence about allowing your employees to work remotely, or are considering a career shift yourself, take a look at the top four benefits of working remotely, which may sway your decision.

Better Overall Quality of Life

Allowing your employees to work remotely doesn’t necessarily mean they work from home full time. There are benefits to having your employees work in an office part of the time – say, two or three days – and working from home, in more familiar surroundings, the rest of the week.

In this way, your workers enjoy some freedom and independence while retaining the ability to interact face-to-face with their peers. That provides human interaction, which can play a substantial role in terms of improved mental health for your staff.

Happy employees means healthier employees, which can save your outfit money in the form of healthcare costs and lost productivity. But we will get further into the cost-saving benefits a little further on.

If you’re a remote worker, you should see yourself becoming significantly more productive. But why would this be the case if you don’t have a manager over your shoulder watching your every move?

It’s true that when employees have a greater sense of independence, they also experience a significant sense of trust on the part of their employers and managers. This is one of the huge benefits of working remotely because it has a trickle-down effect on the quality and overall production of people’s work.

Can Work Anywhere with Internet

Whether you are a small business owner or have crafted your work to tailor toward a life of remote labor, this is an opportunity for someone who has dreamed of being a digital nomad. You have the ability to work anywhere in the world as long as you have access to the Internet. If you love to travel, this is a chance to spend time in various places around the globe while continuing to meet your deadlines.

Multi-member Zoom call on a Apple Mac laptop with a blue mug of black coffee next to it.

Set Your Own Hours

In some cases with remote businesses, you have the freedom to set your own hours. Content writers, for instance, tend to enjoy more flexibility with regard to when they work because a lot of what they produce is project-based rather than tied to a nine-to-five schedule.

When you’re a business owner, this can be incredibly useful when you outsource tasks to save money. You can find a higher quality of performance by searching for contractors anywhere in the world and it doesn’t limit you to workers who live near to your office.

Saves Everyone Time and Money

 In the end, remote work typically saves money for every person and entity involved. Businesses save costs in terms of not having to pay for a physical space, utilities, Internet, and other expenses. This allows you, as the owner, to spend more of your income on providing quality software and benefits for your employees so your operation runs more smoothly and efficiently.

According to FlexJobs, employees or remote business owners may save around $4,000 on average every year for expenses such as car maintenance, transportation, professional clothing in the office, or even money spent dining out for lunch with coworkers. Eventually, the costs add up, which means extra money in your pocket to take that much-needed vacation or save up for a down payment on your first home.

These benefits of working remotely only skim the surface. There are also sustainability factors such as removing cars from the roads and streets, because people don’t have to travel to and from an office; or employees missing fewer workdays since they have the ability and freedom to clock in from home.

Weigh the pros and cons as to whether remote work is right for you as a business owner or online professional. You might be surprised to find that working from home for more than the duration of the pandemic is worthwhile and could have long-lasting benefits.

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