The Proof Series #11: Being On The Cutting Edge

Kitchen Knife 05 cutting edge

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Maturing Markets are constantly splitting into ever more specialized sub-niches. Your product marketing strategy has to track these changes in your niche so you remain on the cutting edge. No-one wants  or reads yesterday’s news…

What It Is: Introducing new methods, technologies, or insights to your market increases your stature.  Do it consistently and you will become recognized as the ‘go-to’ source of new and innovative content in your niche – boosting your credibility and authority in the process

Do this by:

  • bringing trends from the fringe to the mainstream…
  • being the first to leverage a new technology to benefit your prospects and clients….
  • being the first to alert your market to a future threat or opportunity…
  • breaking new ground in your marketing to add more value …
  • etc.

Why It’s Powerful: So What’s new? How many times have you asked that question or one just like it? We always ask friends, colleagues and family members “What’s new?”  We are seekers… seekers of the latest news, trend or threat so we can anticipate and plan our next move.

So, becoming the primary source of “what’s new” in your market makes you valuable… and makes you a leader in your field.

Example: I use this marketing strategy all the time on this blog. Here are just 3 examples

1 – The Friction Free launch
2. – Pr
oduct Launch on the move
3. The Value Staircase

How To Do It: All trends move from the fringe to the centre.  The key is to position yourself at the front of the wave as it builds. The way to do this is to research the web and set up ‘alerts’ using RSS feeds. I use Delicious a lot to bookmark interesting sites so I build a file of ‘intelligence data’ which together give me an insight into what’s coming down the tubes..

  • Aggregator sites of what’s currently hot …
  • Trend sites documenting new and upcoming trends …
  • Recent social bookmarks on topics that impact my niche…
  • Top Amazon Book Reviews that impact my market…
  • Plus many more (like top stumblers, top bookmarkers on DIGG and Delicious, etc.)

It’s never too late to start. Just create a folder called “Trends.”  Then whenever you come across any page you believe can provide you with the future insight to lead your marketplace, bookmark it and place it in that folder.

Just remember to notice which one are constantly delivering content that is relevant and interesting and discard the ones that aren’t. It’s an ongoing process of refinement and tuning.

You’ll soon notice a trend. It’s just like osmosis.

So there you have it. Being on the cutting edge let’s you stay ahead of the crowd and become a valued source of innovative content. Make it part of your product marketing strategy too.

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Rory Ramsden