I spend a lot of time creating new content – and I'd bet you do, too.
What will I post on LinkedIn today?
What about X?
Can't forget about Instagram!
Each day is a new publishing frenzy – and for what?
On my best days, publishing comes from a place of inspiration: I have a message to share and an interest in improving my craft.
On many days, though, publishing comes from a place of obligation: I committed to a schedule, and so I need to cross it off my list.
Content created from obligation typically lacks inspiration. Not only does it eat into your time (and soul), but it also fails to connect with those who see it.
A waste in every regard.
But there's a reframe that's been helping me when it comes to publishing and prioritization:
What if I COULDN'T reach anyone new?
If reaching new viewers wasn't possible, I'd change my entire publishing strategy. Not just my publishing strategy but my communication strategy as a whole!
I would:
- Focus on creating great experiences
- Learn more about each subscriber so I could better personalize my communication with them
- Write better onboarding, educational, and post-purchase email sequences
- Invite more feedback to create more of a conversation rather than a monologue
- Create content so good that they always open, listen, or watch – and wouldn't even consider unsubscribing
Isn't that fascinating?
I've taken several steps down those paths already, but I could certainly go further. The truth is, I often get so consumed with the thought of growth and new audience that it comes at the cost of those I'm already reaching. I prioritize new audience acquisition rather than audience retention.
We all want to help people, but we often forget that we already have a direct line to those who need our help.
This newsletter has nearly 60,000 subscribers. My podcast reaches 5,000-7,000 people each week. I have 2,000+ previous customers, and my YouTube channel has nearly 103,000 subscribers.
This business doesn't even need new audience members to thrive. I could do more with what I have.
You may not have an audience as large as mine, but that doesn't mean it isn't big enough to reach your goals. And even if you're just getting started, I would be willing to bet that you could be doing more to get a higher return on attention from your current audience.
This week, I challenge you to ask yourself this question: What would you do differently if you couldn't reach anyone new?
If you answer that question and act accordingly, it will benefit you in the short term (with your existing audience) and long term (with the audience you continue to attract).
