The age of the mega-hit is over. In music, in movies, and in our business product offerings. So forwards the 2004 book by Chris Anderson, The Long Tail. And, based on not only the mountain of factual evidence that Anderson offers, but also the anecdotal observations in my own life, I believe it.

The Long Tail has me thinking I have to change my approach to my business. I come from the era of the mega hit, although fading from its heyday, but an expectation just the same. It feels almost ingrained in me, from the social triggers and the cultural programming, to “Go big or go home”.

But the essence of the Long Tail is this: the market available for niche products, when you combine them together, is larger (and growing rather than diminishing) by far than the mega hit market. A niche product is one that is focused on a small group of devoted fans rather than attempting to appeal to the masses. You can see niche products in the indie music and movie markets, the gourmet chocolate and food business, and even now in sodas. Instead of attempting to make a product that everyone will buy, like Coke or Pepsi has, instead niche marketers look to appeal to a focused, more customized group, like the lovers of ginger tumeric rootbeer. The marketing tactics are different and the approach to growing your business is different.

So how is The Long Tail affecting you? For me, I have readjusted my product development to include more affordable, more focused, and just plain more in quantity offerings. Next week I will be launching the first of these easy to consume snipits. Rather than focusing on that one big mega product, I am developing a really long tail – a library of specialty topic, widely varied mini products. It still feels a little foreign to me, but the idea of offering specific enough topics that people can pick and choose what part of it they need now rather than forcing them to buy it all even if they don’t need a particular part does make sense.

So, what about you? Do you buy into the idea of this? Or, are you still chasing the big hit? Do you think The  Long Tail is a fad or is it actually a cultural shift as Anderson suggests? I’m curious to hear your answers.

Together,  we are stronger!
Vicki Flaugher, the original SmartWoman

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