This is how you ACTUALLY stand out
Words: 1 853
Reading time: 0h 7min
Do you actually know how to stand out from the crowd?
Many think they do... but they actually don't.
This is something we all have struggled with at some point - or maybe you're going through this now.
Many advise you to pick a niche on social media and stick to it to stand out...
But this isn't amazing advice.
Today we'll go through:
Why picking a single niche isn't good for you
And 3 unpopular ways to stand out
Lastly, we'll sum everything up.
Let's start, my friends.
1) Why picking a single niche isn't good for you
Many see picking a niche as the only way you can grow a following on social media.
It can help your growth... but what if your interests change?
Maybe... you're a photographer - but don't like to photograph anymore. And now you're "stuck" with followers who only follow you for your photography.
That's the danger here.
I felt I was in that position (although I do like to photograph). I didn't want to "only" make photography content anymore.
Especially as making daily videos on photography didn't seem sustainable for me. Learn more about sustainable systems here.
I wanted to teach people something too. And diversify the content.
When you make lots of different content - you'll have the potential to stand out to lots of different people.
If you only make content for a very specific audience - you're limiting your growth. And it's risky in case your interests change.
But of course, you want to niche yourself to an extent. But don't niche yourself too much.
I make content for "creatives". That's quite a large pool of people.
It can be:
1) Photographers
2) Painters
3) 3D artists
4) VFX people
5) Writers
6) Singers
7) Filmmakers
8) Any kind of a content creator...
The list goes on.
But many would niche themselves to make only content about 1 thing. Such as photography content. Or nature photography content.
That limits your growth. And you don't want that.
Broaden the circle for whom you make content. And you'll have the potential to grow much larger on social media (and make more money).
Now let's start with how to actually stand out the best way:
2) How to stand out
I've been reading about this a lot over the past 2 years.
I've wanted to stand out from the crowd better. And so far... I feel I've done a decent job with that. But not as well as I'd like to. Which is why I studied this on my flight to Amsterdam last week.
I was reading The 22 Immutable Laws of Marketing by Al Ries & Jack Trout.
I love the book so far. It has changed my view of how the world works around us. And how we, humans animals, work in general.
Here are 3 things to keep in mind to stand out:
Be first
Be 2nd... and be alternative
Let's start.
1) Be first
This is the most powerful marketing tactic to stand out. Don't underestimate it.
People - and brands - are known for being first.
1) Which was the first imported beer to the USA?
Heineken. But... which was the second imported beer to the USA?
2) Who was the first man to walk on the moon?
Neil Armstrong. But who was the second man to walk on the moon?
3) Who was the first president of the USA?
George Washington. But... who was the second president of the USA?
See the pattern?
People are known for being first at something. People forget - and frankly - don't care who was the second one. Or who's better.
Those win who get into people's minds as the first person to do something.
Despite the disaster stories, many companies continue to violate the law of exclusivity. You can’t change people’s minds once they are made up. In fact, what you often do is reinforce your competitor’s position by making its concept more important.
The single most wasteful thing you can do in marketing is try to change a mind. - Ries, Al; Trouth, Jack
Being first is the most important thing to understand in standing out.
You don't need to be better than your competition. You just must be the first one at what you're doing.
Regardless of reality, people perceive the first product into the mind as superior. Marketing is a battle of perceptions, not products. - Ries, Al; Trout, Jack.
Now... you're probably thinking the same thing I was thinking when I was reading this:
"How on Earth am I going to be the 1st one at anything in today's age?"
It's not as challenging as you think.
This gets us back to not just posting one thing to social media:
1) You aren't the 1st photographer ever.
2) You aren't the 1st artist ever
3) You aren't the 1st one to post stuff on social media
And so on.
The key to stand out is:
Combine things you're interested in. Provide a touch of your own personality in the content.
You want to have lots of different ingredients. And by having many ingredients, you can create unique combinations. And having yourself as one ingredient - is an ingredient nobody else can have. So you stand out.
Being the true you on social media - is an easy way to be 1st. As nobody else on the planet is you and has 100% the exact same interests.
But.. not everyone cares about you in the beginning. It's the other ingredients that hook people into your content.
Like my account: Most people don't care about me on the 1st encounter. They like my photos. Maybe what I teach. But over time - (most of them) start to like my personality too. Then nobody can compete with me.
Let's touch on this more.
You want to be the 1st one at something. But maybe it's not possible.
You've heard of Uber. They were the 1st ones to get into people's minds with their product. But there are alternatives. Like Bolt. But do you think Bolt can compete with Uber - when Uber conquered everyone's minds? (Some of you have never even heard of Bolt.)
Being 1st is a superpower. But...
Maybe... you want to become known for your squirrel photography... you'll have a hard time thriving. As Konsta Punkka is known for that. You aren't the 1st.
Maybe... you want to be the 1st NFT artist in your country. But someone has already taken your spot. You aren't the 1st.
Maybe... you want to start a photography Podcast. But someone has already taken your spot. You aren't the 1st.
What to do then? Are you ruined? Will you never be successful?
Don't worry.
"If you can't be first in a category, set up a new category you can be first in." - Ries, Al; Trout, Jack.
Maybe... in addition to squirrel photos - you make interesting behind-the-scenes content of them? Maybe... you edit your squirrel photos in a unique never-before-seen way. Or maybe... you're a grandma who has just started photographing squirrels at 80.
Maybe... you become an NFT artist. But you stand out with your unique traits. Maybe your art is the thing that stands out. Or maybe it is how you talk about your art - and your behind-the-scenes footage.
Maybe... you start the photography Podcast. But instead of talking about the same stuff as everyone does - you take some of your other interests into the play. Maybe you're interested in... health. And talk about how you can be a better photographer by eating more healthily.
How have I stood out so far?
1) I'm 20. (few do what I do at this age. And people feel I'm great at photography - I never want to call myself a great photographer for many reasons).
2) I was bullied as a kid (I talk about this openly)
3) I'm interested in how our brains operate and finding patterns
4) I talk about why people should work less instead of more (read on that here).
5) I live in Finland.
6) I write a Newsletter to Creatives weekly...
All these as a single thing isn't the 1st I'm at. Of course.
But I'm the 1st one to combine these all together.
I've created a new category for myself.
Now - I believe I can stand out even more. That's why I've been reading on this.
2) Be 2nd... and Be an Alternative
You don't actually always need to be first. But in this case, be the 2nd. Not the 3rd, 4th or 5th... it's important to be the 2nd.
Why?
In the long run, marketing is a two-car race. - Ries, Al; Trout, Jack.
Think about it:
Cola industry: Coca-Cola and Pepsi-Cola.
Rental cars: Avis and Enterprise Rent-A-Car
Fast food: McDonald's and Taco Bell
The 2 largest in the category have the largest percent of the market. By far.
Then the 3rd ones and so on have a small margin.
There might be 3 competing in a category. But only 2 of them will thrive. Those who end up in 3rd - will struggle.
Yes, it might survive. But it might not thrive as a business.
Like Burger King. It did once much better. Now it has major challenges compared to McDonald's and Taco Bell.
BUT - when you're competing for being the 2nd - don't try to show you're "better" than the 1st.
Why?
The 1st one has a major advantage. It was... 1st.
You must not compete you're better than them. You must show you are an alternative.
Embrace you're the 2nd.
Don't pretend you were the 1st. If you weren't.
People well know who was the 1st. And who got into their mind first.
Like Giulio Aprin - A desert photographer. You show me any desert - I think of him.
If you tell me you're a desert photographer - you might fall to the 2nd, 3rd... or even lower place.
Assuming you're the second here (if you are not - create your own category).
I'd not pretend I am like Giulio. Or that I know the deserts better than him. That I take better photos of the deserts than him...
Those are subjective things I guess. But people have their minds up - Giulio is the go-to guy at deserts. So don't compete with him that way.
Acknowledge you're the 2nd.
Giulio has expensive photographs. Maybe - you offer desert photos for the masses.
That's how you could thrive as the 2nd (assuming there's not someone already doing it. I've not at least not found someone who markets them that way).
Giulio and you can thrive together. It's not that big of a competition anymore.
History shows - usually the 1st person will lose market share over time. But this only happens if you don't directly compete.
Summary
Be you. Be 1st. If you're not the 1st, embrace the 2nd. If you're 3rd - create a new category. Being you is an easy way to stand out. That's how you become the 1st quite easily. But you must put effort into communicating that you indeed were the 1st.
For most of you reading this, creating a new category is the thing you need to do.
Don't overcomplicate it. Use what you've learned from this Letter - and start to stand out.
Consistency and showing up often is a way to stand out too. Read more about systems that enable you to be consistent here.
I hope you enjoyed reading this Letter!
If you did, feel free to forward it to your friend.
And - if you haven’t already subscribed to my Newsletter to get these to your inbox - do so now. Don’t miss these:
Fun to be back writing these Letters after my Amsterdam trip!
Till next Saturday,
Hugo
