Inquiring minds want to know:
If a company set-up a external blog to talk to customers, would you consider that a free prize? If not, what could you do to make it one?
Only if it’s worth talking about! Most blogs are boring, self-absorbed, trivial and not worth remembering, never mind talking to people about. Company blogs are worse, because everyone wants to play it safe.
Safe is risky!
Safe is invisible!
If you want to play it safe, please don’t bother wasting time on a blog. It won’t work.
A blog for your customers becomes remarkable when you start doing stuff like posting negative feedback and angry letters. Or when you post instructions on how to buy the stuff you sell, cheaper, from someone else.
NO, you don’t have to be self-destructive (I assume in both cases above, there’s a reason to stick with you, and your candor actually helps) but you must be remarkable.
How do you balance finding an edge and with finding a market big enough to sell to?
Big markets didn’t used to be big markets. They used to be small markets. There are 2.4 million blogs. There used to be 10. There are millions of people drinking bottled water. There used to be none.
If you can make your idea spread, odds are that you’ll find a market. The hard part isn’t figuring out what’s big enough. The hard part is being remarkable.