So how can you improve the chances of getting your great idea adopted? Ask Everett Rodgers. In 1962, he published Diffusion of Innovation (where he coined the term “early adopter”) the end result of a large-scale research project on why innovations spread. Rogers, then a sociology professor at Ohio State University, gathered the results of over 500 hundred studies on why innovative ideas are adopted among people and organizations. The result was a set of five factors identified as essential influencers in our decision to adopt or reject new ideas: relative advantage, compatibility, complexity, trialability, and observability.

1. Relative Advantage

Relative Advantage is the degree to which an idea or product is perceived as better than the existing standard. Just how much of an improvement is it over the previous generation? The higher the Relative Advantage, the greater the chance of adoption. Many of the most renowned works of art are heralded for the way in which they dramatically moved their genre forward. Think of how Citizen Kane was able to push the boundaries of the screenplay and camera angles compared to the films of its time. Relative Advantage is what most people think of when they visualize something being “innovative.”

2. Compatibility

How easily can I use my past experience to understand how this new product functions or what this new work means? The higher the similarity with existing norms, the better the chances of adoption. Ideas and people that miss the Compatibility factor are often described as “ahead of their time.” For example, for all of their ground-breaking special effects, many blockbusters films from Star Wars to Iron Man 3 borrow plot elements from Joseph Campbell’s monomyth to make them compatible with the stories we already like.

The higher the similarity with existing norms, the better the chances of adoption.

3. Complexity

Complexity (or simplicity) is how easy it is for people to understand the new idea or use the new product. Is this idea a simple extension of logic? Is it an easy-to-use product? If the work or product is seen as highly complex or difficult to grasp, people will shy away from engaging with the product or adopting the idea. Artist Hugh MacCleod reduced the complexity of his work to drawings on business card sized canvas’ and saw his work spread even more rapidly. Or consider the case of Instagram, the app actually started as an unpopular Yelp-like service called Burbn with the photos as an added bonus. It was only after the complexity was reduced to a single-purpose that its popularity took off.

4. Trialability

How effortless it is for the target audience to interact with the new concepts or experiment with the product? How easily can they try it out? The more potential users or patrons can test the product or view the work, the more likely individuals will adopt it. In the past decade or so, many recording artists and groups like Jonathan Coulton have taken trialability to new levels, giving their music away for free and adjusting their business model to leverage live concert tickets, giving artists like Coulton the ability to make a full-time living from music. Listeners try for free and demonstrate their support afterward. The more they can try it, the less uncertainty there is around committing to it.

5. Observability

Observability is the noticeable results of trying or consuming the idea. When new products are highly visible, it drives more people to share it and increases the likelihood of mass adoption. One of the reasons for Banksy’s success is the observability of his work. Many artists challenge social conventions in unique, seemingly playful ways, but Banksy’s work is highly public and easily shareable. It isn’t just stuck behind the glass in a single gallery or museum.

“How can I get more website visitors?”

This is one of the most common questions I hear from clients, frustrated at the lack of business their website brings them.

Often, there isn’t much wrong with the site iteslf — it’s professionally designed, and the portfolio is full of gorgeous work. But it just sits there, in an obscure corner of the Internet, being quietly ignored.Taking a website from zero to a few hundred or even a few thousand visitors a month is not easy, but it’s eminently doable — as long as you recognize a harsh truth about the Internet:

The online world is an attention economy. Attention is finite, and therefore scarce. So if you want people to pay attention to you, you need to earn it.

You can’t expect your work to speak for itself. Most of the time, it won’t. You need to accept that marketing is part of your job, just as much as making.

But the game changes when you start applying your creativity to your marketing — it becomes more fun as well as more effective.

1. Create an amazing blog.

Note the word ‘amazing’. I’m not talking about a blog you only update when you’ve got a new client or exhibition, or something new to sell. I’m not talking about a personal diary where you to post your musings on art, life, and the universe. I mean the kind of blog that grabs people’s attention by delivering outstandingly valuable, useful, or entertaining material — consistently.

Instead of writing, ‘here’s my latest work’, write about:

• “Here’s how I made it” – with pictures and/or video. Like this or this or this.
• “Here’s what inspired it” – if you like it, chances are your audience will like it too. Like this or this.
• “Here’s how you can make one like it.” Like this or this.
• “Here’s a gadget that makes my work better (and could help you too).” Like this.

Instead of burying your opinions in long paragraphs of diary-style ‘musings’, put them out there loud and clear:

• Devote an entire blog post to nailing ONE idea.
• Start with a compelling headline.
• Ask yourself ‘So what? Why should anyone care?’ — and make that the start of the post.
• Give concrete examples.
• Invite comments by ending with a question.
• For example: I’m a designer. Use me better.

And don’t forget to ask for the subscription! Repeat visitors are the best visitors, so one of your goals is to build an audience of loyal subscribers. Ask people to subscribe and offer an option to make it easy.

2. Give (some of) your best work away for free.

Just so we’re clear: I’m not one of those internet hippies who tells you “information wants to be free”, so you should give away all your best work and forget about being paid. (Have you noticed those guys tend to have a comfortable salary or professorship?)

But as Tim O’Reilly has pointed out, for most creatives obscurity is a greater threat than piracy. If no one’s ever heard of you, they won’t even bother to rip you off, let alone pay for your work.

So take advantage of the spreadability of digital content by giving away something valuable and encouraging people to share it with their contacts:

• the first chapter of your novel (or even an entire novella)
• a free report or e-book, full of insanely useful information
• one of the best tracks from your album
• a design template
• high-resolution images
• a series of tutorials
• videos that anyone can embed in their site
• a trial version of your offer

Use a Creative Commons license to make it clear what people are allowed to do with the work. And make sure it’s something genuinely valuable. If you feel slightly uncomfortable about giving away something so good, you’re on the right track. Otherwise, why would anyone get excited enough to tell their friends?But don’t give away the farm. Make sure you have plenty in reserve — products, services, artworks — for the folks who want to take things further and buy from you.

3. Borrow someone else’s audience.

Why build an audience from scratch when you can borrow one that someone else has spent months or years assembling? No, it’s not unethical — in fact, the ‘someone’ in question will love you for it.

Writing high-quality guest posts for popular blogs in your niche is one of the most effective ways to get yourself on the radar of the people you want to reach. Your ‘payment’ is a link back to your site — make a great offer and you could land hundreds of new subscribers with every guest post you write.

And make sure it’s your best work. This is your chance to make a big impression — don’t blow it by sending out second-rate articles and keeping the best stuff for your own site.

4. Get your content into circulation.

Have you noticed that of the three tips so far, only one of them is centered around your site? (No. 2 may start on your site, but the real magic happens when people start sharing it with their friends.) If you really want more visitors, you have to go out and find them. Social networking sites are not just for networking — they are ideal places to get your content (blog posts, videos, free reports, etc) in front of other people. Use Twitter, Facebook, or Google+ to share links to your content. Make use of portfolio sites like Behance to showcase your work in places where people go to look for it. And be generous — share more of other people’s content than your own. That way, you not only help others (good digital karma!) you also position yourself as a go-to authority, a source of cool stuff who people want to follow.

None of these methods is a quick fix. They require time, effort, and persistence. But the good news is the benefits are cumulative – as your blog attracts links and subscribers, as your free content gets into circulation, and as you get known as a rising star in your niche, you’ll find yourself attracting more and more new visitors for every hour you spend on marketing.

We are happy to help you with creating your individual strategy to attract more visitors. Simply get in touch using our contact form.