I’m getting ready to dominate a very competitive niche with a brand new website that is literally just 3.5 months old. I’m nowhere near my goal, and I’ve given myself just one year to get it done.
I’m taking you on my journey …
After a year spent working with one of the largest digital marketing companies in the world, and making them a fortune in my niche, I decided it was time to go it alone.
I helped to grow that website from the vacuum it was, to nearly ¾ of a million unique page views in its best month. I was able to do all that in just nine months. They were making money hand over fist, and it’s time for me to do it again.
The main problem the other place had, is that I was the only person in the company who cared about my niche. Before they brought me on, they kept hiring people who were topically dumb, and that cost them a lot of time and money.
You can only fake it so far before someone notices.
The website I grew was a firearms enthusiast website that was struggling to gain any traction. If you didn’t already know, I am a firearms enthusiast and a Marine capable of putting a round through a grasshopper’s ass at 500 yards.
Seriously … Okay, maybe not a grasshopper. But, that’s not what is important, here.
While I knew a lot about content marketing, could write like a drunken pro, and had a solid handle on SEO, what really made me perform better than those in charge of the other websites the company owned, was my topical passion. Or, my passion for my chosen topic.
I love guns.
If you’re not passionate about your chosen niche, the website will fail. How do I know? Before they handed their broken website to me, it was run by people who hadn’t the foggiest idea what the difference between single action and double action was.
Now, for the average person, there’s nothing wrong with not knowing … unless you’re running a website that deals with needing to know what double action actually is.
Let me say this again, as clearly as I can: Topical passion is one of the most important aspects to running any business. Do you need to know the other stuff too? Absolutely. You need to know everything from how a sales funnel works, to the utter importance of on-page SEO. (it’s still important, regardless of what you may have read elsewhere)
But if you don’t speak the same lingo others from your topic use, you obviously aren’t familiar enough with it. If you aren’t familiar with it, can you really call yourself passionate about your topic? If not, it could have disastrous effects on your business. Why?
I’m thrilled you asked:
- If you’re not passionate about your topic, you won’t want to produce the content needed to make your site grow. You may be gung ho at first, but your commitment will fade, as will your interest, over time unless you begin to make a lot of money right off the bat. The chances of that happening, however, are as slim as a pencil.
- If you’re not utterly head over heels in love with your chosen topic, your potential audience and soon to be lost customers are going to figure you out faster than you can say “spam!” I feel like the reasons why this is bad should be obvious. Just in case it isn’t, they’ll think you are a fraud (because you are) and nobody will want to spend any time on your site.
Think about it like this: Who do you want flying your plane, the pilot or the guy loading your luggage? They both work with the plane (like we both do the internet) but the guy who loads the plane likely doesn’t know the first thing about how to fly it.
Does that diminish his importance? Absolutely not! Why? Because the dude loading luggage is an expert at loading luggage and has something to offer, as well, if he’s passionate about it. Make sense?
The digital marketing company I worked for had that very problem. They utilized people who called AR-15s “assault rifles” and magazines “clips.” They didn’t speak the right language, and if you don’t speak properly in yours, you’re doomed to fail.
Dare I say that if you don’t speak the right language that you’re not passionate enough about it to learn?
To make matters even worse, the email campaigns were a mess of unrelated topics, and their content marketing efforts went out the window because the audience looked at them like they were spammers. Because of that, my once proud audience was cut in half in only two months.
So, what’s the cure? The internet is littered with blog posts about how to pick the most profitable niche, and most of them are garbage because they all fail to mention one of the most important things: topical passion.
Forget everything you’ve ever read about picking a niche. Example: If you’re an environmentalist, but you find out that it’s profitable to talk about hot rods, is that a wise choice? That’s no more a better choice than my fat arse talking about weight loss because it’s profitable.
I’m 297 pounds. It ain’t happening.
Answer this one for me, can you make yourself fall in love with any old random topic? I can say from experience, because I have written in just about every niche there is from appliances and chiropractic to dentistry and solar with everything else in between, that I can’t.
In fact, there are really only 4 topics that I love so much that I could not live without. And that, my friends, is the key. Don’t just look for what can make you money, because if you’re just in something for the money you’re in it for the wrong reasons, anyway.
Instead, look at the things that you cannot live without that also have a potential to earn you some money. If you do that, and genuinely seek to help people, then you’ll succeed.
I love guns, so I own several domains focused on the topic. I love fast cars, so I own a couple domains on that topic. I love content marketing, SEO, and writing, so I have a few domains dedicated to this topic. I love my Lord and Savior, so … well, you get the idea.
Topical passion is where it’s at my friends. If you don’t have it for what you’re trying to do, and you’ve been at it for a while and are losing steam, it may never work. Then again, I’ve been known to be wrong in the past.
One thing I can say with absolute certainty, is that having passion for your topic cannot in any way hurt you. Ya know, unless you’re a convicted felon trying to start a gun website.
Don’t do that.
So, with my love for what I do and absolute drive to succeed and be the best, I’m going to dominate the gun industry where there are 4-5 different websites at the top. Each one gets millions of visitors each month. These are sites who are household names in the industry. They won’t be easily dislodged.
I’m going to document the entire process so I can show you what I’m doing in the hopes that you can do the same. I’m just over 3 months into this, so you haven’t missed much. In the next few articles, I’ll work on getting you caught up to speed.
Remember, I’m only giving myself a year to reach my first goal. I don’t know what I’ll do at the end of the year if it doesn’t work, but I doubt I’ll quit. Besides, failure is not an option. At the end of the first year, January 2018, I plan to be about 70,000 unique visitors deep, per month. We’ll take it from there.
Tell me, because I want to know. What is your topical passion? Do you find yourself loving your work?