Want to Grow Your Business in 2022? Don't Target WordPress People

Episode 32 January 06, 2022 00:16:01
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Want to Grow Your Business in 2022? Don't Target WordPress People
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Joe Casabona

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Last week I asked you how you will use WordPress in 2022…as in, how will WordPress serve you? This week I want to talk about what you can do to grow your WordPress business. If you’ve read the title of this episode, you already know what I’m going to say: don’t target WordPress people…or put differently, don’t target people just like you.

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Episode Transcript

Last week, I asked you how WordPress is going to serve you. That is how you are going to use WordPress to grow your business. This week, I want to answer that question, ‘How can you grow your business with WordPress in 2022? Or How can you grow your WordPress business in 2022? What if I told you that the way to grow your WordPress business is to not target WordPress people? That's what we're going to talk about this week. Welcome to WP Review for January 6th, 2022. This is a show that provides an analysis of what's happening in the WordPress space and what it means for users and business owners in the ecosystem. My goal for you this year is to help you grow your WordPress business. It's brought to you by GoDaddy Pro. This and every episode this year, which by the way, it's weekly now is brought to you by GoDaddy Pro. My name is Joe Casabona. Now let's get to the review. When it comes to 90’s shows, I found that many people my age, that is, older millennials fall into one of two camps: Friends, or Seinfeld. And while I deeply respect Jerry Seinfeld's work, I was, and still am squarely in the Friends camp. Something that's become a bit of tradition for me is rewatching the entire series every year. But I also rewatched the series when we have a new baby. When you're up late at night or early in the morning, and you're looking for something to watch, I find comfort in watching Friends. And so with the birth of my daughter, Abigail, I've begun watching Friends again from the beginning. And I really think that season one is underrated. In a particularly good episode, “The One with the Ick Factor” where Monica accidentally dates a high school student who lies about his age, Phoebe makes a passing joke. Monica: It's for some short-term work, you know, till I get back Some of my massage clients. Phoebe: Pirates again? Monica: Nope. Nothing like that. I'm such a dummy. I taught this Massage Yourself at Home Workshop, and they are. This joke hits particularly well for me as an adult, (now older than the cast was at the time this episode was released) because it recognizes a fear I think many people have when they teach their craft: they will be creating their own competition. But here's the thing. That only happens when your target audience is your competition. Last week, I asked you how you will use WordPress in 2022? As in, how will WordPress serve you? This week, I want to talk about what you can do to grow your WordPress business. If you've read the title of this episode, you already know what I'm going to say. Don't target WordPress people or put differently, don't target people, just like you. For a long time, we've had loud voices in the business space telling us we should dog-food our own products. That is, we should use the products that we create and sell. Jason Fried and David Heinemeier Hansson of Basecamp 37 signals are prime examples. They claimed that they built a multi-million dollar business by just building the tool that they wanted to use. And maybe that worked in 2001 (though since 2002, I've been saying the only thing those guys do better than anybody else is hubris), but that doesn't work today. When you build a product or a service, you shouldn't be building it for yourself, or people like you. You should be building it for the people you can best serve. I've learned this lesson the hard way, many times. I've built school software for web developers, instead of schools. I've built job boards for students' needs without even remotely considering the needs of HR or career services. I created a course on how to blog for people who develop blogs. I've created a podcast service for launching your podcast directed at people who were already podcasting. And I've built a podcast course that explicitly mentions WordPress in the name when most podcasters have no interest in which platform, their website, or their non-existing website would be run on. All of these were bad products or services because they were based on my own perceptions without considering the needs of my target audience. Also, my target audience was very poorly defined. and it took me a long time to learn this lesson because I was more or less able to coast with my business on referrals and word of mouth. And that's not great. But my business didn't thrive on these projects because each of these projects was a failure. But luckily I have some smart friends and mentors. Chris Lema told me to stop talking about WordPress in the marketing for my courses. And that the people I'm targeting probably don't care about the tools that solve the problem. Just like I don't care who makes the screwdriver I use to put all my kids' toys together, as long as it works. My friend, Shawn Hesketh told me not to mimic the people I was working with or trying to emulate. That I have a unique voice and that I should use my strengths to my advantage because people were tuning into my content and buying my products for me. My friend Brittany Lynn, whom I hired to help me with some PR stuff, helped me define a clear niche. And that niche was reinforced by conversations I've had with my friend Alastair McDermott. And I've now taken these lessons, internalized them, and implemented them in a clear way. And the results are still pending. But the end of 2021 was very good for me. And 2022 is poised to be even better. So how can you grow your WordPress business in 2022? Well, number one, don't target WordPress people. Instead, define a clear niche that you can serve Well. After that, define a clear audience. My niche is in podcasting. My audience is speakers, authors, and educators who want to drive sales. I solve that problem with podcasting. Don't copy people. Learn from them. That's lesson number three. One of the reasons my first membership attempt failed was because I just copied the benefits from other memberships that I liked, and was a part of. What I should have done, and what I do now, is come up with benefits that are best for my members. Serving a separate niche for the creator crew, I'm helping creators and small business owners create consistent content and make money doing it. My membership benefits, give them behind the scenes access to me and how I create content as well as tried and true methods that I use for being consistent and making money. Those benefits are tailored to help the members. And finally, don't sell the features. Sell the solution. And this is really the root of the problem with targeting WordPress people. If you're solving someone's problem, they care less about how you do it, and more about the results. When my HVAC broke, I didn't care how the tech fixed it. I cared that my house was warm enough for my kids to sleep at night. Even if your product is squarely in the WordPress space, you should still sell the benefits of your product or service. Not the fact that it's WordPress or that it requires WordPress. Now, I can't speak for Phoebe, and what happened to the massage clients that she taught. But I'm willing to bet she got a bunch of them back when they realized that the amount of money they were saving by massaging themselves wasn’t as good as the results of someone else massaging them. Because when they paid someone else to do it, they got to relax and not worry if they were doing the right technique. When you solve someone's problems, they become a loyal customer. Because you fix for them what is currently broken. And to do that, you need to understand your niche and your target audience. And that's how you can grow your WordPress business In 2022. This episode is brought to you by GoDaddy Pro. GoDaddy Pro is an experience tailored specifically to the needs of web designers and developers and helps them more efficiently manage their work and deliver results for their clients. Combining website, client, and project management, GoDaddy Pro is an integrated solution made by and for web professionals. Whether you are new to web design or looking to grow your business, you'll find the tools, products, guidance, and support to help you deliver results for clients. At the heart of GoDaddy pro is the hub. From one intuitive dashboard, the hub seamlessly brings your sites, clients, and projects together. Manage and monitor all of your client's WordPress sites from a single place. No more juggling multiple client passwords. With one click, perform bulk updates, backups, and security checks no matter where your client's sites are hosted. You will save time and free up your day. Integrated Project Management makes it easier to keep track of your client communications and deliver projects on time. Electronically sign, notarize, and store documents. You can create a visual timeline to break down projects into smaller tasks, to stay on track and on time. Access all of your client accounts with single sign-on through their tailored shopping experience by-products to help clients grow their business like powerful eCommerce stores using Woocommerce. You can always reach dedicated and knowledgeable customer support. 24/7. On top of that, you'll find a thriving community of web designers and developers who share advice, insights, and learning opportunities. GoDaddy Pro is free to join. Head over to [go.me/wpreview] to get started. That's [go.me/wpreview]. All right. It is time to wrap up this week's episode with some news and recommendations. You know, again, I said, I'm going light on the WordPress news. But WordPress 5.9 has RC 1 release candidate 1 out. And so if you are ready to start testing, if you have any plugins or themes or clients’ sites, I recommend getting that. All other news about WordPress 5.9, is it fixes lazy loading performance regressions, and that could be resulting in 30% faster page loads. So those are both over on the Tavern. But I know that some study in core web vitals a few months ago found that newer versions of WordPress actually performed worse by those metrics. So it's good to see 5.9 is fixing those. For My recommendation, I want to mention my friend, Matt Medeiros, and his podcast the WP Minute over at [wpminute.com]. Now, Matt and I launched the shows at similar times though we didn't talk about it at all. And this show was more of a reboot of a project I worked on in 2020, but the WP Minute came out. It's described as a new audio experience for WordPress news delivered weekly in under five minutes. And I'm highlighting it now in early 2022, even though it launched several months ago because I really like what Matt's doing with the WP Minute. He's got, contributors. There's a membership part of it. And it is basically community-driven news. So Matt's not the only one at the helm like I am on this show. And he accepts contributions from his members. He even has minute-long segments recorded by members. I contributed my first-minute long segment to this week's episode. I'll have it in the show notes over at [wpreview.io], but, I have a new segment part of the WP Minute called Creator Clock, where I give in about a minute or less, advice for creators and how it relates to WordPress. So check it out, [wpminute.com]. Subscribe wherever you listen to podcasts. If you're listening to this in a podcast app right now, you can just search for the WP minute. So that's the recommendation for the week. Kudos to Matt for the cool and interesting things he's doing and experimenting with over on that. Now, if you want to get these episodes and even more content delivered directly to your inbox, head on over to [wpreview.io/subscribe] and join my mailing list. You'll be signed up for a free weekly newsletter called build something weekly where you get my thoughts on some things, all of the content I created in the previous week, including this episode, and a recommendation. It is completely free and completely weekly. That's over at [wpreview.io/subscribe]. There will also be subscribe buttons over there if you're not already subscribed to the show. And I'm really liking this format. So I think, you know, this is what we'll be sticking with, in the foreseeable future. Thanks so much for listening. To get even more WordPress insights and to subscribe to this show, like I just said, head over to [wpreview.io/subscribe]. You can find all of the show notes over at [wpreview.io] or in your podcast app of choice. If you liked this episode, share it with a friend. Thanks to GoDaddy Pro for sponsoring this and every episode of WP Review. And until next week. I'm Joe Casabona, and I'll see you out there.

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