DO PEOPLE REALLY KNOW WHAT YOU’RE DOING?

A lot of us are like a local shop with a non-descript name, no clear offering in the window, and nothing that sets us apart from anybody else.

If you don’t put a sign in your window that says COFFEE in big bright lights, people won’t randomly walk in and order coffee.

Instead, we’re hoping to attract as many people as possible, thinking we’ll win over a few fans by way of luck and self-selection.

We’ll link to a pre-order or a Patreon once, but we don’t wanna seem too pushy, so we won’t mention again for another few weeks.

It’s a lot easier when we send clear signals about what we’re looking to do and who we are. We then attract the right people, pulling them into our creative orbit.

So it’s not about going “viral” and crossing our fingers for more subscribers, it’s about getting the right subscribers on our list.

You don’t need a million followers, you need like 200 hardcore fans to make a difference. Then once you get those subscribers, deliver your best work to them on a consistent basis.

Those are the people familiar enough with your work who will understand that yes, you might post about our upcoming book a few times. To your fans it’s not annoying, it’s part of the way things work in 2025.

If they don’t like it, they can unsubscribe. Later.

For example, if you’re been reading this newsletter for awhile, you know I enjoy helping people get away from social media platforms, build an email list, resurrect their website, and build a community along the way to help each other accomplish this work.

• I send two newsletters a week.
• Paid subscribers can join my weekly Zoom calls.
• I offer Email Guidance if you’re seeking personalized help.
• Those are my photos at the top of every post.
• I make soundscapes for interplanetary commuting.

When you know what you’re doing, and who you’re for, it’s easier to find the other weirdos and freaks who get what you’re doing and want to come along on your adventure.

You don’t need a map or a manifesto for this, you just need a compass.

• There’s musicians that don’t play bars or link to Spotify.
• Authors who make block prints.
• Artists who only sell their work via their email list.
• Photographers that make videos about building fences.
• Teachers with French He-Man posters in the background.

The art of “being authentic” online isn’t just “sharing bad stuff, too” but building boundaries and sending the right signals for curious onlookers to recognize from afar.

It’s okay to not be for everybody, because you don’t actually need everybody to make a living, or get the word out.

A bunch of people who love your work could be enough, but those people might need to be reminded on occasion about the work you’re truly trying to make.