Straight up, this post ‘How “Building An Audience” Is Different From “Finding Clients”—And Why It Matters‘ has haunted me since I read it.
Its conventional wisdom of more fans, more readers; more subscribers are somehow the answer to every problem.
This makes sense of course for someone who does podcast editing (like the author of this post); sure, reach out to your network, and find paying clients. Word of mouth. The power of your reputation.
BUT… what about the artist who posts about their new work on Instagram and only reaches 12% of their followers?
This is why social media pushes more – because 12% of more is at least better, right?
Whereas, if you could simply email and reach 100% of your fans, and former customers, with a message about your new offering, you could earn a living, or at least pay your phone bill.
I’ve been thinking of making videos for social media, and starting a YouTube channel. These two things are sort of expected, right? If you’re seeking to make an impact, more people seeing the thing can’t hurt.
But what about the almost 700 email subscribers I have already?
If I make a great video for them, and it’s so good they tell three other people, then I’ve done my job. If it’s a dud and no one watches it, then I’ve learned something new.
But to take the time to build a whole new YouTube channel from scratch?
Why don’t I hone my message, my style, my technique with nearly 700 who’ve already bought into what I’m talking about?