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I just told someone this via my Email Guidance offering, “don’t give your visitors a map, lead them on a path.”
I see so many websites with so many sections and headers and H1 tags, and, and, and… when really you can probably just cut things down to two or three pages.
Chances are you can combine elements from all of these into one or two pages, because making people pick and choose and decide can lead to people closing the tab.
Replace options with clarity.
Think of how an Ikea is laid out vs a grocery store. Think of laying things out in a way that gets your visitors deeper into your story without having to ask for directions.
I’ve been saying that your email newsletter isn’t your permanent address, it’s a delivery truck – just make sure you’re delivering your audience to your permanent address!
I see so many artists hype their latest video in a newsletter and link it to YouTube. YouTube is a platform where you give up all control over branding, design, layout, vibes. The entire site is built to keep users (your fans) on their site – not yours.
Instead, put the video on your own site, and link to it. Deliver your fans to your permanent address.
Camilla Wickman has a new album ‘Red Rock, Seal Skin‘ coming out August 22, 2025.
In this interview you’ll hear how Camilla started making frequent social media posts to promote their upcoming album, which felt out of alignment.
“There’s been a long period over the winter and early spring where I was just like, what now? You know, what does it look like to kind of try and play the long game, or just be authentic? And I think there was a minute there where I was like, maybe I just quit music.”
Thankfully there was enough goodness around to keep moving forward.
(more…)This from Running Sucks:
“I learned about all these run clubs from Instagram, but we’re doing a new thing where if you wanna get with South Central Run Club, you have to be in our Signal chat. South Central deals with hyper-policing. Most of our runners are Black and brown and you never know when ICE is gonna pull up. Instead of broadcasting our runs and making us vulnerable to surveillance, we stopped putting it on Instagram to make people feel safer to come and hang out.“
You just never know who is watching your Instagram feed, but you can manage who’s on your Signal chat.
LET YOUR SUBJECT SELL THE POST FOR YOU
If you interview BRUCE SPRINGSTEEN, his quote leads everything. That’s my rule.
We don’t need anyone to tell us that he “talks about writing” blah blah blah, so get out of the way and let his words lead the way.
LET YOUR POST SELL YOUR WORK FOR YOU
Stop explaining what you wrote and let the thing you wrote do the marketing.GET TO THE POINT
You don’t need to explain the details. Nobody cares.
Do what Gabbie does, tell us what the post is about in the first few words, and get out of the way.
STOP APOLOGIZING
Blake and I had a pleasant exchange after this recent Note, but I included it because I want everyone to stop apologizing.
You can post a video, skip posting for a week or a month, you can do whatever you want, but please, you don’t need to apologize.
EMBED YOUR MEDIA
If you ask 100 people to click a link, you’re very lucky if 5% click, so put the thing RIGHT WHERE YOU ARE TALKING ABOUT THE THING.
PEOPLE BUY BOOKS BECAUSE OF WHAT’S INSIDE THE BOOKSA book cover and a pre-order link are boring.
People take screenshots of chunks of text, bits of dialogue, illustrations, and photographs from books…
Until you’re big enough for everyone to be excited about your new book, your biggest job is to make sure everyone knows what’s in the book.
At the end of the day, you compete with other writers and outlets posting the same wishy-washy “marketing,” where everyone is trying to sell a 12-pack of soda at the store.
But Coca-Cola is selling flavored sugar water, the most boring shit on the planet, and they make commercials like the one below to get the word out.
You don’t make boring art, do you? You’re work is more exciting than soda, right?!
That’s why the magic can’t stop when the piece is done, or the song is mastered, or the photo is printed.
It’s fucking time to apply the same creative magic in telling the world about your work.
I help creative people quit social media, promote their work in sustainable ways, and rethink how a website and newsletter can work together. Find out more here. 🏳️🌈🏳️⚧️
Join us — Get a 30 day trial for $10 and join our next Zoom call meeting!
Looking for personalized help? Check out my Email Guidance offering.
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Email me: seth@socialmediaescape.club
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