MATTERING OVER MARKETING

If you feel like you’re always in “marketing mode,” you need to read “Don’t Market More. Matter More,” from Amanda Natividad, where she talks with Jay Acunzo.

If you’re not saying anything that compels people to seek you out, you were always going to be exposed the moment the pipes changed.

And the pipes are always changing. Jay’s reminder that distribution channels aren’t neutral systems of pipes — they’re ad networks with opinions about what should spread — is something I think about weekly.

While social media platforms may have “worked” for you in the past, they were never made to send you free traffic. Those platforms, the pipes as mentioned above, have changed, and they will always change, and more than likely not in your favor.

Marketing more is a race to the bottom, but mattering more is gonna cost you. It’s time, effort, and energy. It ain’t cheap. But if you want cheap, you make something for everyone, which I’m sure is not what you’re called to do.

Your work matters to you, but it’s hard to convince anybody that it should matter to them.

It’s not that your work is bad, it’s that no one knows about, which is why you should get awareness off your plate, something Michelle Warner talked about with Jay Acunzo – find out what I’m talking about here.