MAYBE MARKETING COULD JUST BE DOING FUN STUFF WITH COOL PEOPLE

On today’s Escape Pod Zoom call, I talked with Frederick Woodruff about his book, I Love You, Jeffrey Dahmer, and about what it takes to get the word out without social media, or with only a toe still in those waters.

One idea keeps coming up in my world comes from Michelle Warner, in an interview I heard her do with Jay Acunzo, another marketing person doing great work. She talked about getting awareness off your plate and onto other platforms.

What she meant is this: rather than posting on Substack Notes or Instagram, put yourself into someone else’s platform. That could be a popular podcast in the world you work in, or a YouTube channel that’s the right fit, one talking to an audience that would probably vibe with what you’re doing.

Yes, it’s work. You have to reach out, build a relationship, and earn some trust before you’re invited onto a podcast or channel, or asked to collaborate on something. But one episode could put you in front of 5,000 people who’ve never heard of you. Then what happens when half of them click over to your stuff?

It’s more work than posting. The cold outreach, the bridge building, the pitch. Oh my God, now I have to go on a podcast. But it doesn’t have to be some big bro-tech thing. Find the podcasts that sit well with you, or that your friends listen to. Do what’s comfortable and in alignment with who you are. You can’t just go on a big podcast, cross your fingers, and hope anyone cares.

It also doesn’t have to be a podcast or a big YouTube channel. It could be a newsletter, or someone else doing the work. It could be a musician in town you’d like to play a show with. Do things with other people. Make cool stuff and fun experiences with others doing the same kind of thing. That might be as simple as a Substack Live with someone you vibe with and enjoy talking to.

Don’t think of it as a big customer acquisition channel. You’re hopping on a Zoom call with someone cool for a fun conversation. If other people like it, great. But don’t forget the power in doing it for yourself first, because it builds you up.

So that’s the thought: get the word out by doing more things around the work that fill us up rather than drain us.

Hope that helps.