it is NOT because “no one is buying.”
It is NOT the economy even. (Money is ALWAYS moving.)
Just this morning, I closed my Bible, wrote today’s edition of “The Bold Brew” (always free. Link to join in first comment.) and then opened my email box. I was hit with so many messages. š
1) HOW to get massive engagement even with a “shi++y” algorithm. (Solution sold: Ai prompts that will tell you what to post on social media.)
2) A notice that AI traffic is down 25%. (Solution sold: do 1000 videos on YT, and dominate your niche.)
3) An invite to be a “founding member” of a visibility membership, offering visibility ONLY to existing members, lol.. but the sales page was FIRE.
4) A “confession” that even with 75K followers on instagram, sales were dismal. (Solution sold: podcast guesting.)
5) A warning about how most books do not sell… (Solution sold: media mentions.)
6) Constant reminders that substack is where it’s at. š (As a writer, I am PLEASED with this. Long form copy, essentially blogging… is STILL working. Never stopped, but that’s a story for another day. As a marketer, though… I have my reservations.)
NOTE: I have paid the people offering #1 and #2 and am quasi-connected to #5. I am WATCHING #6.
BUT the truth in all of this noise isn’t how to dance to whatever chaotic rhythm TODAY’s market demands. If you do this, you will ALWAYS be responsive, always feel behind and also lose SOME of your edge and magic as you try to twist yourself to fit every different platform or opportunity. You’ll feel fragmented as ALLLLL of your efforts are on YOU finding people. It feels frantic and desperate, because it IS a little frantic and desperate.
I am much more for the LIGHTHOUSE principle. I stand tall and bright and MAKE SURE the right people can see me. A LIGHTHOUSE shines in all directions, not one or two.
FOr me, it is as simple as this:
— BUILD YOUR PRIMARY CONTENT HOUSE(S). (Website, FB, IG, YT, etc.)
— CUSTOM CREATE a DISTRIBUTION system for your core content. Do NOT “wait to be found” NOR exhaust yourself trying to show up everywhere. (I just helped a friend with this this morning. Easy. Simple. Impactful.)
— AMPLIFY your core content with SURROUND SOUND visibility. So, YES to the podcasts. YES to the media in all forms. YES to partners who look BETTER sharing your content to their clients.
Period. When you take the LIGHTHOUSE approach to heart, you WILL be seen. You WILL be recognized as THE person to go see… the wise woman at the top of the mountain, as it were. When you take your CORE expertise and dilute it, you look like a wanna be influencer, not a top expert.
