Have you ever asked a child what they want for Christmas?
They'll tell you exactly what they want, describe it in glorious detail, even point it out to you in the store so that you don't make a mistake and come home with the wrong version.
Then on Christmas morning you get to see their eyes light up as they open the wrapping. It's a thrill... until New Year's Day when the toy is lying forgotten in the corner and the two-buck stocking filler is the game of the moment.
Your users can be a bit like that. It's something that's well-known in the marketing world. Companies will say that they want products that are new, exciting and edgy. They'll say that their focus groups suggest that current offerings are boring and old. Then they'll turn down anything that doesn't look every other product that's already out there.
In part, that's because they don't know how to market them. It's much easier to sell yet another first-person shooter computer game than something like Spore that requires explanation.
But it's also because users might say they want something, but they don't always really know what they want.
You though do. The fact that you have readers means that you've already hit upon topics that people want to read and subjects that they're interested in. By offering content about issues that you find interesting, you're already attracting other people with similar interests.
You might have thought to hard about your formula for success but the fact that your site has a following and is growing means that you have one. It's something you need to protect not lay open to anyone with an opinion.
That doesn't mean you should ignore the comments that people leave and not use them as inspiration for new posts. They can offer very valuable suggestions. But be careful about people telling you what you should put on your website -- even when that advice comes from your users. There's no better expert than you.
Yes and no, Joel
Yes cover about 99%, yet there is that tiny no ... which is not a deny of what you said, but more a supplement.
... In fact, I suspect you may on purpose not mention it, to leave yourself the option to make another post later.
mwuahahahahahahahahaha
If is so, .. I gonna spoil the pleasure :-P
The "wave" of "what you should put on your website" is - no doubt - exclusive your choice and yes, there's no better expert. That mean - of course - that nobody and nothing should turn away your style and chosen subject(s). After all, is your niche, you decided to to be in ...
But .. there's always a but ..
For a number of reasons, sometime, you, blog owner, you may want to follow readers "wave".
Is the exception which made the rule (where rule is what you said in your post).
When ? How ?
Simple. You have the option to post a survey asking readers (followers) what they want as "Christmas gift"(*).
Difference is that you would give'em to choose from a list and not from all range of possible subjects .. yet, is the exception, the "1% no" :-)
...
(copyrighted section. Read only if you paid your income taxes)
(*) - When one have a good enough constant number of readers, then can choose to make this survey every once in a while.
One of the best option, maybe the best, is to announce this survey as being a PERSONAL FAVOR made by you to readers. people LOVE gifts and specially those gift from people they like, respect, support ..
(end of copyrighted section. PLR granted for above section.)
Good point there , i will take a note about this thx :)
hmmm.. very useful advice
no one know your website better than you.
thanks for share :)
"But it's also because users might say they want something, but they don't always really know what they want."
Amen to that, Brother Joel. I wish I had a nickle for every time a client said they wanted (a) and really started searching for (b) only to end up buying (c).
Really enjoyed this post Joel.
While the number one rule of marketing may be to know your customer, it is important to realize sometimes that knowing your customer is a bit more complicated that just asking them what they want... particularly as the all important customer often doesn't know themselves!
It takes a smart marketer to not be swayed by every fickle whim of the masses, but to look for the underlying direction and trends, only making moves in increments, rather than jumping from one flavor of the month (or in this industry, flavor of the day!) to the next.
Insightful post. Thanks heaps!!
Excellent advice, Joel. This is why I like to observe people "in the wild" (which social media allows us to do) instead of asking them anything directly.
What people do is more important than what they say. You can learn a lot by taking this approach.
What an excellent observer of human nature you are Joel. As a faithful reader of your blog (only), I am not a Twitter-er, nor do I enjoy *social websites*, I value your opinions, observations, and ideas. Most people like, even need leaders AND trendsetters,always should be considered as valued readers and/or (potential) customers, and not as *advisers* to the leaders. All the best, and do keep up your succesful approach to Marketing.
Interesting and eye opening advice.
Ho I learned this lesson the hard way.
It is true that I made big past mistakes listening to my blog neighbors, community groups and of course - readers.
I even closed my comments section lately.
However, "Wise men don't need advice. Fools won't take it." I take advice from time to time but learn to never go out of my way and focus on others.
Well, I don't really agree about the fact we know better what is good for our blog. Imagine you wear a strange pink t-shirt that make you look pityful, and you claim that nobody except you know how to get dressed. You will certainly look like a strange person, and if you don't listen to other people advice you'll make no friend. Well, let's say that you shouldn't listen to everybody opinion, and just pick up the one you think are the most appropriate for yourself. I use WOP which are poll to ask people opinion on my blog. It found it quite useful for making decisions.
Amazing information Joel. I really needed this today. Your reader may be your worst critics.
What's spore?
In a way, does it mean that where our site already has a following, we should continue to develop the site based on the theme that it already has rather than constantly revamping the site to attract viewers? Which does mean it is more crucial to keep the audience the site has already garnered, rather than wanting to attract a new crowd all the time. You can't please everyone.
I concur that it is very important to take comments commenters leave on posts seriously. Positive comments encourage many bloggers to create exceptional posts as time goes on.
Well... I visit your website first time and found this site very useful and interesting! Well... you guys doing nice work and I just want to say that keep rocking and keep it up!!!!
Adam