Before the internet, before social media, things that were important to us still got in front of us. New music still made its way to us because we went to the local record shop, listened to the local radio DJ, or went to a show and picked up fliers.
We didn’t need to “follow” magazines we liked because we subscribed to them, then they showed up in the mail once a month.
The same can be done today, but it’s going to be a bit painful.
See, everyone is sending out multiple updates per day. EVERYONE. When everyone is employing a certain type of marketing it becomes invisible because there’s so much of it. Now mix in news, turmoil, sports, and harassment! Weeee, how depressing!
Less is going to be more. We can no longer out-hustle everyone in the attention economy. Serious, what’s a coffee shop to do? Post more latte art? What’s a band supposed to do? Post 18 more times about their next show which is irrelevant to 98% of their audience?
If I have to throw a pebble at your bedroom window every time I do something new, reminding you that I exist, then I’m not doing my best to even give you a reason to visit my website.