There is an unspoken assumption in marketing:
More followers = More clients, more fulfillment, more freedom.
Related assumption: More Money = More Happiness.
These ideas are seductive, because they contain some truth, and they appeal to our human ego. But they come with profound burdens and drawbacks that marketers rarely talk about.
I’ll share with you my experience of getting "more followers", and why that might not be a wise direction to aim for…
If you look at the posts on my Facebook Business Page (my social media platform of choice) you’ll notice that I basically post two things:
1. Text-only writings, without images or links.
In this post I’ll focus why I don’t add images to my writings on my FB business pages.
Note -- this doesn’t apply to artists, photographers, sellers of physical products, or those whose business is very image-oriented. This does apply to anyone whose business is primarily about knowledge, wisdom, or transformation, such as coaching, mentoring, teaching, or healing.
Yes, I know the common advice that adding an image will expose my posts to a lot more people. Here’s why I don’t recommend it:
To grow your audience, you need to create better content.
To create better content, you need to practice creating more content.
To create more content, you need to get over the fear of your audience.
When you are feeling afraid to publish content, whose judgmental voice or face are you thinking of?
Don’t make your content for that person or group. Make it only with your true fans in mind — they love you no matter what.
Think about this:
An ambitious client was giving herself pressure. She felt that the end of the year was closing in so quickly, and there was an important project she hadn’t yet launched. Maybe you can relate.
The thing is -- she has been working diligently much of the year, launching various things. The feeling of pressure and time-squeeze now was due to making plans that were simply too ambitious.
“Why not just do those projects next year? There will be time!” I suggested.
“I love the idea of free content. Do you have any suggestions for getting past the block of making my first video? Feel like I have so much material to share that I don’t know where to start…” — a reader.
For a long time, this kept me from making content as well.
Eventually, what liberated me was an inner question that wouldn’t let me go:
George Kao is a Marketing Coach for small business owners, especially solopreneurs such as Coaches and Mentors. He focuses on ethical & effective ways to grow one's platform and build true livelihood.
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Here's why :)