Are other bloggers successfully serving the market?
If people are looking for your topic–and they’ve grouped together with others like them–the final question is whether or not other bloggers or experts are successfully serving them–are people already doing what you want to do? “Isn’t that a bad thing,” says the rookie. “Don’t I want as little competition as possible?” Sorry to say, rook, the truth is actually the opposite.
A market without competition is a market on its way out. You need to see other people thriving in your potential area because it proves the concept. It’s a clear sign that people are interested. Signs can include popular blogs, profitable products, bestselling books, or recurring ads (if you see the same types of ads over time, you know they’re making money). From here on out remember: competition has never been a sweeter sight to see.
Unlike the first list of questions, this one is going to take time and effort to get through. You have dig. This is where people nod and do nothing. I used to be one of them (still am in many instances). But I can promise you, success is on the other side of effort. If you want a topic that is predestined to succeed, you have to do the prep work to put the right steps in place. Sure, you can get lucky, but why rely on luck when you can do a little work and rely on fact?
You now have a list of topics that is not only within your realm of possibility but also within the realm of marketability. You could make your choice among the narrowed list and charge ahead, but there’s a chance you may still pick an idea that will leave you unsuccessful or unfulfilled. We can’t have that, and so we continue…
Stage Two: Narrow by Ability
The next series of questions gets to the heart of your ability. We feel joy and satisfaction doing those things we do best; the top bloggers didn’t merely choose the right markets–they’ve got the skills to match. At this point your list includes a range of topics, but it’s unlikely that you’re exactly equal in them all. Pinpoint the ones you excel in and you’re that much more likely to thrive.
- What can you do better than 10,000 other people? First, this is not my question. I lifted it from an application Jeff Goins offered to future hires. But it’s so good! It strikes to the heart of the matter in an unusual and mentally-stimulating way. Second, what’s your answer? Looking at your list of possible topics, in which are you one of the best? Not the absolute best–because you can be very successful as the 67th best food blogger–but incredibly good?
- Where do you produce the best results? Looking back over your past experiences, in which topics have you generated impressive results? This is another one of those questions I love because it takes the foggy and makes it concrete. No need to guess, no need to face indecision: look objectively at your past and pinpoint the subjects in which you produced something great.
- Where can you generate the most value for others? This is similar the question above, but gives it the twist of value to help pinpoint your best subjects. Looking at your inventory, where do you feel you can be of best service? You may be equally good at potty training collies and helping teens get into college. Both topics deliver value, but I think you’d agree that one delivers more value than the other. (Dogs have to be potty trained after all.)
- What would your friends say? We’re often terribly misinformed about ourselves. We’re convinced that we’re underqualified for some things and overqualified for others when the truth is just the opposite. The people who know us best, however, aren’t so easily fooled by this delusion. So ask them where you shine. An honest friend or two may be the difference between a winning topic and one that’s dead on arrival.
Let’s review. You started with a complete inventory of every possible blog topic. We then narrowed that list down to subjects that have an eager market ready and waiting to hear from you. But we weren’t done yet. After marketability, we turned to personal ability to pinpoint the topics at which you were the best.
Topics that have a market and rest snugly in your wheelhouse are likely to succeed, but I think we can do better than likely. I think we can narrow your choices down just one more time to shine a light on the topic you were meant to tackle.
Stage Three: Narrow by Passion
First things first, I’m not talking about finding your bliss or fulfilling your life purpose. Those are more than worthy pursuits (although the whole “life passion” industry has led to a lot of people wishing and waiting for their one thing to fall into their laps), but what I’m talking about is passion for the work. I’m talking about what you love to do.
There’s a foundational principle of success that says love for the work is what carries you through the hard times, missteps, failures, and droughts of progress. If you’re only in something for, say, the money, your motivation will dwindle and die when it doesn’t come overnight. But if the work itself sets you on fire? That motivation will never die.
With this in mind, I want you to take a look at your list of remaining topics and answer three more questions.
- What do you love most? A bit obvious, but it’s important to ask nonetheless–out of your remaining topics, which do you absolutely love? Which speak to your heart and soul and feel right, feel connected to who you are and who you hope to be? Which ideas set you on fire?
- What would you do for free? Your rich, quirky uncle suddenly passes away and leaves you enough money to live happily ever after. Which topics on your list would you still chase? What would you do free of charge for the foreseeable future?
- What would your friends say? You knew it would be back! Friends and family see things in us we can’t see ourselves. We’re too close to it all, too involved. With a little distance and a different perspective, the people in our lives can open our eyes to answers we never thought we’d find. So go to the ones who know you best and ask them–what do you think I’m most passionate about?
1% of the people who read this article will sit down, grab a pen and a sheet of paper, and write out their answers. They’ll struggle for a while, but bit by bit they’ll write the words that will eventually lead to a topic, which will eventually lead to a blog, which will eventually lead to success. They’ll do the work and get the results.
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