A lot of U.S. identity, biometric, and technology marketers like baseball. But some of you don’t know about the time that Paul Olden asked losing Dodgers manager Tommy Lasorda a now-infamous question, “What’s your opinion of [Dave] Kingman’s performance?” (Lasorda’s response—edited—can be heard here.)
(Incidentally, while the picture of Lasorda looks realistic, it is not. Imagen 4 generated it.)
But any of us who write online worry about our own performance, whether we publicly admit it or not.
Why do the wrong things enjoy stellar performance?
Take Becca Chambers, who like the rest of us wants to perform well, but observed:
“There’s a direct inverse relationship between how much time I spend on a post and how well it performs.”
It’s happened to Becca, it’s happened to me, and it’s probably happened to you. Chances are that this post and its social reshares will NOT reach tens of thousands of views, but my trivial observations about silly stuff will.
- As an example, this Bredemarket Instagram reel about the San Antonio Avenue bridge between Ontario and Upland, California has been viewed over 6,800 times, when most of my reels only feature double digit views. Why? I have no idea.
- Similarly, this Bredemarket blog post that mentions both the Shipley Business Development Lifecycle and the ? and the Mysterians song “96 Tears” (geddit?) continues to rack up views week after week, having amassed over 3,000 views since its 2021 publication.
- And both are dwarfed by my Private Equity Talent Hunt LinkedIn post and its 24,000+ impressions.
For me, these random posts delivered big numbers.
The performance that matters
But in the end, do impressions matter? I constantly remind myself not to chase impressions, and to that end offered this comment on Chambers’ post:
“Depends upon how you measure “performance.”
“If you measure performance based solely on impressions, then you can realize great performance by random succinct thoughts on ghosting or the em dash or whatever.
“But if you measure performance by your paying consulting client saying that they liked your post on an obscure topic that only you and the client care about…then say what you need to say to your hungry people (target audience) and don’t worry about getting 20,000 impressions or 500 likes.”
And if we need any confirmation about the temporary nature of impressions, let’s look at Dave Kingman’s performance for the Chicago Cubs on May 14, 1978. “Three homers, 8 RBI, 3 runs, 4 hits, 1 walk, 13 Total bases.” Plus an uncountable number of expletives from manager Lasorda.
By 1981 Kingman was a New York Met.
What about your performance?
So how do you create content that truly matters to people who will buy from you? By asking yourself some important questions and then developing the content.
And if you’re an identity, biometric, or technology firm that needs help to get content out now (rather than never), talk to Bredemarket. Not about bridges, but about your prospects. Book a free meeting: https://bredemarket.com/cpa/
Bredemarket 