It will be an incredible sight.
Five years from now (optimistically), an armada of Amazon branded drones will be flying above the treetops then swooping down to deliver yellow packages on doorsteps. For the first time, children will have to be told that Santa Claus isn’t an octocopter and “No, Santa Claus doesn’t work for Amazon.”
Some believe that Amazon’s well-timed 60 Minutes segment about Amazon Prime Air was a publicity stunt. In the 80’s we dubbed these wild-eyed sci-fi announcements “Vaporware”. Vaporware was just a tactic for shoehorning your company into the news cycle with fancy visuals but no real plans of creating something real.
I believe Amazon will make the drones happen but that isn’t what fascinates me.
I’m wondering if bloggers can learn something from Amazon’s savvy attention-grabbing strategy.
How to Get Your Blog Noticed
It’s getting harder to get noticed with every sunset. Anyone can start a blog. Millions of blog posts will be published today. Your blog will either rise above the fray or get buried in digital quicksand.
Most experts opt for the “Work Harder” approach. They believe that writing longer posts (Epic), publishing more (Prolific), or offering better (Terrific) hold the key to success. There is good rationale in each of these approaches but collectively “Working Harder” isn’t the answer.
I’m proposing that you “Work Different”. Let’s use Amazon as an example:
Do The Unusual
Amazon realizes that simply offering 30-minute delivery won’t capture our imagination and get attention. Dominoes Pizza already milked that gravy train. Amazon, took a solid innovation – 30 minute delivery and kicked it up a notch – Delivery by Drone.
What part of your business, approach, or topic is unusual? Do you have an unusual satisfaction guarantee? Do you have a unique story that has shaped your approach to life and/or business? It’s time to write a post, record a video or podcast to tell your audience why you deserve a second look.
Amazon knew that its announcement would be met with skepticism. They did it anyway. In the process, they’ve received millions of dollars worth of free airtime and publicity. The next company to talk about 30-minute delivery will have to steer the conversation from Amazon Air Prime.
Stop worrying about what your peers will think about your blog topic. Sift through your ideas and select the “Big Hairy Audacious” one. Spend time thinking about how you can execute the idea. Write a post about your idea and gather some feedback. Strip the idea down to its simplest parts and build a Minimum Viable Product and launch. I did this recently with Fix My Blog. The jury is out on this experiment but I’ve already learned a ton in the process.
This process is supposed to scary it also is very effective.
Be The Visionary
Amazon sparked our imaginations by articulating a future where products are whisked to our doorstep for futuristic octocopters. The vision may not be accurate but we love Amazon for making the attempt.
Are you a navel-gazer? Most of us are. We live in the moment and plan for the next 10 minutes. For a moment, detach your nose from the grindstone and look down the road a bit.
1. What will your industry look like in 10 years?
2. What will your customers expect in 10 years?
3. What will your blog visitors be reading about in 10 years?
Publish your thoughts. Remember that the echo chamber is filled with amateurs taking the safe route – reporting the news. How about “being the news” and giving your readers something to think about?
Don’t Get This Twisted…
I’m not making a judgement call about Amazon Prime Air or the feasibility of delivery drones. You are missing the point if you want to argue the morality of making futuristic PR announcements before CyberMonday.
But I am challenging you to be brave and unique. Charting a course down the middle of the street doesn’t work all that well. Staying warm in cozy in the middle of the pack will get you ignored not noticed.
It’s time “Work Different”.