MAKING A THING DOESN’T MAKE IT A THING

I got to join someone else’s community call and talk about topic everyone wants an answer to: “how do I pull back from social media and still find work / clients / opportunities?”

In other words, “all the work / clients /opportunities are on social media, and if I leave, I’m ruined.”

I usually ask folks if they’ve tried renting billboards when they ask me this. They look at me like I have three heads, and then I tell them I’m joking. How about sky writing? Print ads? Hand bills? Direct mail?

There are 1,000 different ways to “reach” people, and 10,000 different people explaining those 1,000 different ways.

That leaves us a million variables, and then we look up and realize that we’re just talking about the marketing, when so often we forget to talk about the offer or the product or the market or the demand.