What Is A Big Wig Blogger?
It should be fairly obvious what a Big Wig Blogger is but if you were under any illusion then I would explain that essentially a big wig blogger is a guy or gal who made it. I would go a bit further in that definition to say that a person who both made it and flaunts it.
The definition is quite important as Big Wigs, by nature, are quite vocal about their accomplishments.
This is not a post I’m trying to rank for, its more an explanation for readers who see me incessantly clarify a phrase that I use quite a lot in some of my deeper looks at blogging and those who blog. Now I actually have some point of reference which I can link to.
Top Left: Pat Flynn of SmartPassiveIncome.com
Top Middle: Seth Godin of SethGodin.com
Top Right: John Chow of JohnChow.com
Bottom Left: Gary Vaynerchuk of GaryVaynerchuk.com
Bottom Middle: Neil Patel of QuickSprout.com
Bottom Left: Tim Ferriss of FourHourWorkWeek.com
What classifies as making it?
- Sustaining a decent turn of profit
- Being a respected authority
- Being a niche leader
I’m sure you can think of some more titles to throw into that mix but I’ll explain those in more detail.
Sustaining a decent turn of profit
It is rather a sad thing to say that money and profit must always feature at the top of the list but it is the reality we are faced with.
Due to the changing nature of the Internet turning a good profit can be unpredictable and can decline. The aspect of a master is being able to maintain such profits over the long haul by moving with the environment and the customer.
Often the individual will branch as they find areas that they can exploit and talk ad nausea about further entrenching them in a unique corner.
Profit is a sizable motivator for anybody with a business brain.
Being a respected authority
You become the man or woman that forms a “go to” for many items in a subject. This means that you can own a series of loyal fans. Fans can sustain you even if the search engines don’t. Fans are repeat customers. Fans help you. It is beneficial being the first person someone turns to when they have a problem. This means they’ve memorised your website address and can look you up, bypassing the search engine route.
Being a niche leader
This means that not only are you proven as an authority, and can turn a decent profit, but you have a certain amount of control on the direction in which the niche as a whole, turns. You are ahead of the curve because you in part decide the direction of the curve.
Big Wigs are very vocal about their achievements because blogging by nature is a sharing place which fosters the notion of sharing positives (and sometimes negatives) with others. Flaunting is an important concept, a privilege of making it.
- Using Numbers
- Dropping Names
Analysing this from left to right we can see the following:-
Gary Vaynerchuk using 30,000 subscribers he terms as “insiders” to tempt you into the mailing list.
Whilst a more modest boast than the others, Seth refers to himself as “best selling author”.
John Chow’s media bar boasts not only 301,273 followers (at time of writing) but 301,273 “active daily readers & followers”.
Pat Flynn’s looming monthly earnings is always a blow away statement. $119,023.72 is an astounding sum.
Tim Ferriss and his rather showy top 10 most highlighted book of all time.
Finally how Neil Patel managed to elevate a site’s traffic to 500 million page views a month.
You can hang a lot of business on reputation and reputation management is a key element of a Big Wig Blogger. Reputation can mean repeat or new business guaranteed.
“I know a guy/gal.”
The psychology of numbers is something that Big Wig Bloggers can use to their advantage; 500,000 followers, 100,000 subscribers, 50,000 members, 10,000 sales. That’s something you have to exploit when you get to be a Big Wig. Big numbers attract and even if you are cynical about using that number advantage, it wins through in copy.
It all sniffs like money doesn’t it!
Schmoozing your pants off is a blogging staple. Networking is a basic requirement for a Big Wig. When you get to be a Big Wig, you start to get these other famous Big Wigs that lend their support because when Big Wigs collaborate, big things happen.
With all names dropped the Big Wig blogger has some form of relationship through meeting them at an event, having casual conversation and otherwise being completely recognised and sanctioned. You can’t buy early access to being made popular.
Where else can Big Wigs win Big?
Being an Intermediary / Brokerage
Some big deals can happen in cyberspace and some of those big deals can be handled through networking. Big Wigs can exploit their knowledge of the market to complete deals between 2 or more external parties. They can acquire a fee just by setting up the players.
Affiliation and affiliate sales work very well for Big Wigs. Big Wigs with large audiences can negotiate higher returns.
Big Wigs can launch their own products that ultimately reward with much greater profits than third party offerings. They can use their existing marketing platform and are able to capture greater take up from tried and tested methods and loyal fans.
Prestige and “Goodwill”
Big Wigs can expect to access greater rates of saving, greater rates of affiliation and can sell their property for more. “Goodwill” in a business context is the measurement of the brand and how that can be used to leverage custom. It can be used when selling a business and Big Wigs can sell their properties for more than those who have not attained the same numbers. Goodwill can be used when negotiating rates and when buying products.
When creating associated offshoots from their main business, a Big Wig can attach the branding which generates a certain level of shared and complimentary prestige.
Just by being a Big Wig, certain individuals can profit from endorsements, paid interviews and paid testimonials. Big Wigs as celebrities get invited to lucrative meetings, exclusive conferences and rub shoulders with other celebrities.
The Big Wig Curve
Big Wigs don’t last forever like all things in life.
This is the tipping point where a blogger on the quest of making it crosses the goal line.
Being considered a Big Wig is an intangible measure. Mostly you would know when other people are singing your praises. Many individuals don’t realise they’ve made it until something prompts them to this observation.
The stage in which a successful blogger begins to grow into their Big Wig celebrity status.
At this juncture you know you are famous and are building on that reputation. Growth at this stage will skyrocket as you’ve already attained backing and credence by the right people in the right places.
The point at which a Big Wig blogger has reached the zenith of their reach.
There is always a peak but you never know you’ve reached it until you start tumbling down the other side. Certain niches and areas of topic can only reach so far but there is no precise measuring stick to say how far that is. Big Wig Bloggers normally span a number of topics with more than one business.
The winding down of the empire through sale, handing over or eventual decay.
Some Big Wig Bloggers do choose to retire. Shock horror. It is a hard job keeping at this all the time even with assistants and once a Big Wig wins Big they may wish to spend the fruits of their labour.
Sometimes the site might be made obsolete through changes in technology and audiences moving away from certain niches altogether.
Very rarely, the blogger might die or otherwise be unable to continue.
Pressures on a Big Wig Blogger
Success has some drawbacks because in a Newtonian sense everything you do has an equal and opposite reaction.
When you are a little guy or gal and you get it wrong there is no urgent sense that you have to say sorry. If you mess something up as an amateur you can put it down to the learning curve and move on. Most people who have scruples do apologise but when you are small, the amount of people you have to apologise to is tiny.
As an established Big Wig, you don’t have the same option because people look at your achievements more critically. You have to be on the ball and honourable in defeat because you are scrutinised all the time. You may at times need to make a statement to define the issue and you may have had to pass it by your legal bod first before publishing it.
Trolls are an unpleasant dimension to the Internet as a whole. The more success you gain, the more envy you are likely to attract. Because I mentioned that Big Wig bloggers are likely to flaunt their success they are going to attract the envy of some. Because a Big Wig is a big target they are also likely to attract more. No matter how you deal with trolls, they are time consuming and can take wind out of a Big Wig sail. Some Big Wig bloggers resort to blanket punishment by removing all commentary from their creations at the cost to dutiful followers.
Casual Brainless Trolls
These guys and dolls are the classic no brained individuals who just do it for a laugh. They don’t keep it up for long.
These individuals are considerably more dangerous. Mostly the jealous individuals who feel slighted, a devious competitor, or another person who has a personal issue with you or someone else on your comment roll. These types can be in it for the long haul.
It becomes much more difficult to micro-manage when the size of your intake magnifies to unmanageable sizes. Inboxes can overflow, comment moderation can grind to a halt and much can go unchecked.
The only way to get around this is to involve lower order management and leave it in the hand of paid professionals because there is a limit to what you can automate.
When you reach overload like above, getting back to people in a timely manner can prove taxing. Big Wigs will prioritise on what can make them the most in the smallest amount of time expended which may mean they no longer make the same efforts they did for the individual in the audience.
Comfortable with Formulas
All big corporations face this issue. They become less flexible to new risks and get caught up with trying to perfect functioning models. The eventual demise of a Big Wig can be traced to this one incumbent’s trait as can all Corporations.
IBM and Xerox are both good examples of organisations who had once been trend setters but became bogged down with maintaining the status quo. They had golden opportunities to dominate even more avenues but failed to push the big red button. IBM dominated PCs for years but lost their grip and whilst they are on a resurgence recently as a solutions company, they’ve had some dark periods and some major loss. Xerox could have emerged in many great directions from just printers and high grade photocopiers but they decided not to and have limited their growth as a result.
Formulas avoid risk and risk aversion can eventually be costly.
Even if organisations do supposedly “innovate” it is as a response to the changes that a similar rival made with the benefit of hindsight. With that approach, you’ll never win as much as being the first. Essentially you are perpetually behind the curve.
Whilst optimising is no sin getting greedy is. I have mentioned the “smell of sell” before and often it has an off putting ambience. The level to which you exploit your audience is a personal choice but Big Wigs use every tool and every avenue to milk you as the “leads” that you are. You become less a fan and more a number.
Marketing is somewhat of a plague. We all know examples of bad marketing. Going to sites that claw at you and having adverts that follow you often feels like an invasion. I can think of many times when I’ve been to America and been weighed down by the horrifying amount of adverts that make many popular shows unwatchable. Could you be making your site unreadable with your “grab marketing”?
Weight of Expectation
The weight of expectation on a Big Wig is immense. Unlike an amateur, they are required to perform consistently, any bum notes are scrutinised and they can’t rely on too many off days when they have other Big Wigs chasing their heels. Big Wigs start developing taxing calendars and over commit themselves.
Time is simply the enemy to a Big Wig. They only have time to manage their sheep and become far less capable of jumping on new things in time.
- They have less time to spend with their ever growing fans.
- They have less time to explore before they must comply with their next item on the calendar.
- They have less time to fight growing competitors.
How can I best win against a Big Wig?
So you are grinding your gears trying to become a Big Wig all by yourself. There are some gaps in the armour that you can exploit.
Because Big Wigs have less time to reach people on a personal level, you have a golden opportunity. Being on the ground level to help someone creates a much stronger relationship.
Many big companies have sprung up by being quick to market on an idea. It was a big risk but because you got their early, it worked out. Big companies weigh pros and cons up longer and can be slower to market. Sometimes just a matter of timing is more important. If you are flexible with enough small items, you begin to carve out a destiny. When you become big you are less likely to take risks in order to protect the status quo.
Being enthusiastic about your destination means you’ve got motivation and with motivation you can accomplish far more than a person who has reached their personal plateaux. Many ideas often copy old ideas but with the right dose of enthusiasm and a fresh presentation you can storm in from nowhere. Google did it to the search engine world as they weren’t original but they did it simpler. Dyson did it in the vacuum cleaner world with a bagless cyclone design.
Sincerity and Empathy
As Big Wigs grow into their dominance they eventually start losing touch with the Average Joe. Their language changes and no matter how hard they try to register with the common individual, they are streets apart. You, as the little guy or gal, can still see the same dirt on the street as your audience and can use that to your advantage.
Big starts come from small beginnings so the saying goes. Everyone knows that blogging isn’t an exact science and that you can’t always apply logic to your audience. It takes time to bed in and be spotted and for a period of time you are going to be producing content that doesn’t live up to its full potential.
Over to you
Why don’t you follow me on Twitter 🙂 click on the birdy or punch in @blogprefect