Unknown to Most. Celebrity to Many.
Society has always been fascinated by celebrity. Whether it be entertainers or experts, we all want to see, learn about, and stay connected to people we deem special. Today, the world of celebrity has exploded. There are many people with thousands, if not hundreds of thousands, and even millions of followers. These followers are in various places – social media, email lists, prospect and client lists, contacts in mobile phones, physical records in a business, etc. What’s interesting is these are people, with these followings, are typically unknown by the general public. The question is whether you should be one of them.
Today’s celebrity does something special, or maybe they don’t, but their personality and point of view attracts legions of fans. They are sometimes called influencers, creators, or just experts. The secret sauce is digital media, which enables anyone to put their ideas forth and put themselves out there to develop a following. No waiting to develop film, hire specialized writers and artists, and publish in print. You don’t physically have to go lots of places. Digital means you can quickly get your image and ideas to market, distribute them widely, and tell your story on the fly. Those who want to achieve a level of celebrity have the greatest tool kit, in digital, that has ever existed.
Modern celebrity is of great benefit to the luxury entrepreneur if you seize the opportunity. There have always been business owners known for their products, or the uniqueness of their businesses, but their reach has typically been local. What’s happening today is at an entirely different level. You can quickly find people around the world who value what you offer, whether it is product or personality, and begin your romance. Moreover, personality, and personal story are great differentiators, enabling you to resonate with more people and be special in their eyes. I’ve recently been tracking countries where viewers of my YouTube channel, readers of my blog and social media posts see my work. In the last 30 days, I’ve attracted followers in 40 plus countries.
It is foolish not to tap into the visibility that maximizing digital can bring, to advance your business. Back in 2006, author Chris Anderson wrote about this phenomenon in his book, The Long Tail. His theory was that society would be less focused on big hits – blockbuster products, music, film, books – delivered by just a few and adored by the mainstream. Instead, he said we would find value in many options, coming from many providers, who have command of distinct niches. Chris was right.
Unlike the past, most celebrities-in-development are not trying to become household names. To the mainstream they will remain largely unknown. Instead, many more people are developing substantial followings within niches. Business analysts have a term, TAM – which stands for total addressable market. This means that there are certain numbers of people that drink lemonade, fancy expensive umbrellas, or like ornate picture frames. Your goal is to become known within your niche, whatever that is. You are focused on a subset of the population, but your TAM is much larger today because it can be addressed via digital tools like social media, websites, email marketing, YouTube, etc.
While you may frown at the person always snapping photos, capturing video, and posting on social media, you may be watching someone build their following, within their niche, in masterful form. I find older luxury entrepreneurs often resist this, believing it to be a bit obnoxious. The idea of loudly proclaiming your expertise and putting on a show for others can certainly be off-putting. Nevertheless, you should find a way to go to work, developing your story, and cultivating your tribe. For the diligent, this is an accessible way to build a substantial business. Yes, you’ll be unknown to most, but you will be a celebrity to many.
Let me teach you how to tell your story and become a celebrity in your niche. Write me at: info@andretaylor.com for details.
At Taylor Insight we help luxury and premier businesses excel and grow by attracting, retaining, and growing with affluent clients. We provide exceptional strategic, marketing, sales, and service guidance, and a portfolio of high-impact learning programs.
