To grow your audience, 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 afraid to make content, whose judgmental voice or look are you thinking of?
Don’t make your content for that person/group. Make it only with your true fans in mind — they love you no matter what.
Think about this:
By definition, if your audience is going to grow, it’s going to grow far beyond the people you currently know.
Your current network is not your eventual audience, and not a good representative.
So don’t make your content in fear of the judgment of your existing colleagues, friends, fans, etc. They are not your real audience.
By continuing to make content, you will build an audience of true fans: people who love just about anything that you create. How many people in your existing network are like that? Maybe a few?
Almost everyone who will ever LOVE your content, don’t know about you yet. Think about that. Most of your true fans are not the people in your current network and audience.
Giving you the benefit of the doubt: let’s say you already have 10 true fans. That's 10 people right now in your network who love EVERYTHING you create. You aren’t fearful of their judgment because you can’t seem to make any mistakes in their eyes… no matter what you do!
If you’ll eventually have 1,000 true fans, that means you haven't even met 990 of your eventual true fans yet! 99% of your true fans don't even know about you yet.
Within the enormous world of the internet (as of 2018, more than 4 billion users) there is such a diversity of people. There are probably tens of thousand of people who will greatly resonate with your authenticity, no matter how you look or sound.
Your true fans are completely accepting of you, not because they’re saints, but because somehow, your content and personality are just right for them. It's like soul mates, but instead of "the one", you have thousands of true fans, maybe more, already online. If only they knew about you.
So make your content not to please your current friends and colleagues. If the thought of their judgment is scaring you, don't think about them!
Make your content for your future true fans.…the ones who cannot help but love you, because you’re the right match for them. They are looking for you.
How to reach them? The easiest way right now is through Facebook Ads.
With a few clicks, you could reach up to 880 Million English-Speaking adults:
(This image is an screen capture from the Facebook Ads platform, showing you how many people you could reach, with enough ad spend, narrowed to English-speaking adults.)
Of course, that is way too broad. You aren’t trying to please 880,000,000 people.
Let’s say you are a life coach, and trying to reach just people who are interested in spiritual/personal growth. On Facebook, that’s approximately 120,000,000 people you can reach via Ads.
You can’t serve that many clients :)
In a random room of 100 English-speaking adults who are interested in spiritual/personal growth, how many people might be interested in your message? 10 out of 100 such people?
Let’s be conservative and just say 1 out of 100 spiritually-oriented people would like or love your message. That’s still 1.2 million people you could reach through Facebook Ads.
You could reach at least that many through Google ads as well.
The point is this:
The ability to reach the world is at your fingertips. Stop fearing the judgment of your colleagues, friends or family. You’re not making it for them. You’re making it for your 1,000 true fans of your authentic message and style, people who just can’t help but like you.
Make your content for your true fans. They need you to show up.
Make more content, so that they have more chance to find you.
George Kao is a Marketing Coach for Counselors, Coaches, Speakers, and Authors. He focuses on ethical & effective ways to grow one's platform and build true livelihood.
This blog only contains some of George's best writings. To see all of his recent writings, visit his Medium.com profile.
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