“The reason that art (writing, engaging, leading, all of it) is valuable is precisely why I can’t tell you how to do it. If there were a map, there’d be no art, because art is the act of navigating without a map.”
If you want a guarantee, buy a hammer.
Stop looking for tricks. There is no shortcut. There’s no “one size fits all.”
Make a painting, a photograph, a sad song, teach a course, call an old friend, dance like no one’s watching, cuz no one cares more than you do, so you might as well get to it.
Rather than driving traffic to their own website – a place where they control the branding, the story, the message – they settle for this:
“But Seth, if someone wants to know more they can just click the link!”
That post on Twitter has basically 3 MILLION VIEWS, and if they’re lucky 1% clicked that link, which is 30,000 people.
On the internet you get ONE SHOT to pull someone. Making them click a link to somewhere else might sound like it’s not a big deal, but you can’t be clicking links all day either – there’s just not enough hours in the day.
I’d like if I could just send the link to the Procreate page, so a friend could check out that video, or at least skim the text to see their stance on AI.
I bet Procreate would like to have 3 MILLION PAGE VIEWS, too.
But Procreate will fine. They have lot of smart people working on this stuff, I get it.
So, let this be a lesson for you as a smaller business or artist—your video probably isn’t getting 3 million views, which means you won’t get 30,000 clicks to your website either.
I’m not saying don’t post it on Twitter, but put the video on your website, too!
P.S. my god, the video isn’t even on the Procreate YouTube channel (they haven’t uploaded a video in almost a year), which is only the second largest social network on the planet.
Self promotion* is masturbation. Now, self destruction?
Yes, that’s a *slight tweak to the original dialogue, but in the spirit of my anti-social media mission (and the founder of the Social Media Escape Club) I’ll allow it.
At this point, it’s not even self-promotion – it’s tap dancing, juggling, or card tricks in Times Square, along with 900 million other creative people doing the same.
I’ve been a Mac user since 2003, so that’s 20 years. I had an iBook laptop, and marveled that I could take it to a Borders book store and surf the web.
I had a U2 iPod, and bought songs via iTunes.
If I remember correctly, I stood in line for a 3G iPhone at the Apple Store on 5th Ave.
I bought several more Apple laptops – at least five or six, and now own a M3 MacBook Pro which I love.
Apple’s “services” category (stuff like Apple Music, Apple TV+, Apple Care) reached $24.2 billion last quarter. Not year, but it took just three months for Apple to make just over $24,000,000,000 on digital goods.
And now, well, they need more. Like I said, growth is cancer. There must always be more money to squeeze, and now they’re going after the somewhat beloved Patreon.
This only applies to new subscriptions in the iOS app, so at least for now, direct your fans to sign up on the web.
“It’s so important and easy to have your own website. Instead of sending your fans to some company’s site, send them to yours. Get everyone’s direct contact information, so you don’t have to go through any one company to reach them.”
It was true seven years ago, it’s even more true today.
It was released April 11th. Marques Brownlee put out his review a few days later (April 14, 2024).
Surely by now Humane has probably improved things, right?
I went to the website, to investigate.
Aside from some special offer banner (where you still need to shell out $700), there’s a video in the upper left corner.
Holy shit, the video is from March 17th. That’s BEFORE the pin came out. Before the bad reviews.
So then I reluctantly look on Twitter, and of course there it is, the full circle of Mullet Marketing.
Rather than put this full list of updates and new features on their actual website, they put it on social media.
Look, if you’re a business and all that, sure, put stuff on social media. But why neglect your website? Why not put this list of features in a place you control, just 200 pixels away an ORDER button.
Bethany has uploaded multiple videos on Twitter since the release, like this:
All of the announcements recently have confirmed we are officially in the Ai OS era.
I'm excited about what will become possible as we all continue to push things forward.
Just a few things I was thinking about this weekend on Ai Pin & Cosmos in terms of what they could… pic.twitter.com/fhMWdarb4Q
— Bethany Bongiorno (@bella_bongiorno) June 24, 2024
Not one bit of this “social evidence” on their own website, though.
Believe it or not, not everyone is even on Twitter. Not everyone would think to look up the co-founder and CEO of the company on Twitter.
This is classic Mullet Marketing; putting your most up to date information, details, features on social media (party in the back), then feature a months-old video on your website (business in the front).
All it takes is a blog or “UPDATES” section on a website… take these videos, copy and paste the text, and boom, it’s on the wide open web for anyone with a web browser to find, watch, and maybe even BUY your product.
