{"id":3275,"date":"2023-07-26T12:25:17","date_gmt":"2023-07-26T16:25:17","guid":{"rendered":"https:\/\/beomniscient.com\/?p=3275"},"modified":"2023-07-26T12:25:20","modified_gmt":"2023-07-26T16:25:20","slug":"the-bandwagon-isnt-the-best","status":"publish","type":"post","link":"https:\/\/beomniscient.com\/blog\/the-bandwagon-isnt-the-best\/","title":{"rendered":"Field Notes #54: The Bandwagon Isn’t the Best"},"content":{"rendered":"\n

The premise of \u201cdon\u2019t reinvent the wheel\u201d is, \u201cWhy start from scratch when there\u2019s already a solution available?\u201d Valid point. But: <\/p>\n\n\n\n

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  1. Is a wheel the right solution? <\/li>\n\n\n\n
  2. If so, what kind of wheel do you need and why? If not, what do you need instead? <\/li>\n\n\n\n
  3. Do existing options fully meet your needs? If not, what adjustments could you make to compensate? <\/li>\n<\/ol>\n\n\n\n

    Whenever we have a problem or need, we tend to immediately gravitate toward solutions we\u2019ve seen others use. In marketing, this manifests in many ways. <\/p>\n\n\n\n

    An example our founders at Omniscient point to is trying to copy HubSpot\u2019s content marketing strategy without considering why it worked for HubSpot initially, why it still works for them now, and why it probably won\u2019t<\/em> work for you.<\/p>\n\n\n\n

    Another example is common among SEO content writers. When assigned a blog post, many immediately Google the topic, mash together H2s found in the content on page one, remix the info, and hope to rank.<\/p>\n\n\n\n

    In both cases, the need is filled\u2026 at least seemingly. You\u2019re able to implement a strategy or publish a new post, both based on proven successes. But neither solution really serves you<\/em>. And ideas that could lead to better outcomes\u2014ideas based on an intimate knowledge of your business, industry, and audience\u2014aren\u2019t even considered.<\/p>\n\n\n\n

    Start with nothing<\/strong><\/h3>\n\n\n\n

    While you probably don\u2019t need to reinvent the wheel, in many cases, you shouldn\u2019t start with the wheel either. <\/p>\n\n\n\n

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    1. Define the situation.<\/strong> Outline your challenge or goal. Say your problem is an underperforming sales page. You need to figure out the root cause so you can fix it. To start, record everything you do<\/em> know. For example, you may have triple-checked your targeting to ensure that it matches up closely with your ideal customer profile (ICP). If that\u2019s not the problem, what is?<\/li>\n\n\n\n
    2. Identify and remove blind spots.<\/strong> Next, note what you don\u2019t<\/em> know. Continuing with the above example, you realize you haven\u2019t done any message testing on your sales page. There\u2019s a chance the copy isn\u2019t right for your ICP and that\u2019s why it\u2019s not resonating. This is a blind spot, which you could resolve by gathering feedback from individuals who mirror the characteristics of your ideal customer. Doing that will give you a more complete picture of the situation and help you make informed decisions in the next step. <\/li>\n\n\n\n
    3. Brainstorm solutions of your own.<\/strong> Before you decide to implement solutions suggested by people who aren\u2019t in the trenches of your business, think through your options. Specifically, consider what solutions would work best based on the current situation of your business, your target market, and the state of the industry. So, instead of riffing off of a competitor\u2019s messaging on their sales page (even if it appears to be working), what could you do? Use fresh insights from your research\u2014voice of customer data, for instance\u2014to make your sales page copy more persuasive.<\/li>\n<\/ol>\n\n\n\n

      With some custom, well-thought-out solutions in mind, you can then compare alternatives and see clearly where the most potential lies. <\/p>\n\n\n\n

      The challenge is: Sometimes we don\u2019t fully understand the nature of our circumstances or where the goalposts should be. Sometimes we don\u2019t know what we don\u2019t know.<\/p>\n\n\n\n

      In these situations, seek expert input<\/em>. Emphasis on expert. But this doesn\u2019t necessarily mean asking point blank, \u201cWhat should I do?\u201d and taking whatever suggestion you receive. That can result in:<\/p>\n\n\n\n