The information economy,” according to the journalist Oliver Burkeman, “is essentially a giant machine to persuade him to make the wrong decisions about what to do.”
Creating content is an overvalued way to build a business. So what is better?
Treat your profile as a sales page.
To understand what that means, first consider this:
Snoop Dogg and Only Stove were associated once in a viral marketing campaign that obtained 19.5 billion global media impressions. In him, Snoop said he was “renouncing smoke.” The Firepit Smokeless company won 60,000 new followers on social networks. Adage classified him in the eighteenth announcement of 2023.
Two months later, the CEO of Solo Stove resigned from this statement: “While our unique marketing campaigns increased the brand’s awareness of only Stove to a new expanded and new audience of consumers, it did not lead to the sales elevator that we had planned.”
The lesson: An action does not help business if anyone cares about the business.
Stop obsessing with tastes and actions
Think about your online platform as a savings account. Make investments when you have extra time and money. The improved brand of the brand can be beneficial in the long term as long as it does not trust it for its short term success.
The best thought of social networks or as a leadership, not leader, indicator or impact. Amplify what is already there. It is the fuel, not the fire.
To appreciate how it works, imagine you are in a parade. There are 30,000 people who align the streets. It is full; No one can see. Then, a person stands on tiptoe and has a good view for a few seconds … until everyone else stops on tiptoe.
Warren Buffett said it better: “Your point of view does not improve, but your legs begin to hurt.”
Every time Tech presents a new way of sharing information, collecting data, advertising, creating content or market in any way, it seems that this tool is an immediate winner. According to standard measures, the tool often seems better than what I was doing before: it seems a more scalable way to reach people, an easier way to entertain, a new filter to be more attractive or a better algorithm. The list continues.
The problem is not that it does not work. The problem is that it works equally well for everyone.
Seen individually, the fashion at this time often feels to use. But when everyone starts using it, the impact neutralizes the successes of all others.
The more people play the same game, the more difficult it will be for anyone who wins. What seems an initial advantage, unfortunately, makes us all work more, benefit less and burn in an endless cycle of substitute.
It is true that social networks are an incredible way to reach people. It is also true for me.
It is also true that technology allows you to directly direct potential customers with ads; Me too.
And yes, it is true that artificial intelligence is a fantastic way to create large amounts of content; Me too.
For the first adopters and the most skilled, the rewards are huge. However, the democratization of technology results in what can only be compared to the economy of a developing country: some super rich elites, without middle class and the majority of the population works hard, poor, hungry and desperate.
The problem looks like this:
Image credit: the obvious choice
There are currently 254 million publications with the hashtag #photography on Instagram. As expected, the solution to obtain reservations is not to overcome them in some way when it produces #Photographer Post 254,000.001.
We all start in the same parade. The solution should not try to stay a little higher. It is to find your own parade. Or simply become friends with someone who has already found a good seat.
A better way to use social
Jeff Steinberg directs an online community for parents. Once someone joins, they have no problem making them customers for their supply of parents Paged Fit. But he had a problem: Althegh was creating content on social networks, not enough people were a community.
This should not be a surprise. Do not compete with other business owners when you create content. You compete for care with full -time influential people.
Feeding the machine is exhausting. In addition to managing a business, it is or too much. If you enjoy content creation, then, obviously, go ahead. But most do not enjoy it. Most people tell me that it is a constant source of anxiety, frustration and exhaustion, but they don’t know a better way.
Pootoly, Jeff stopped trying to find customers producing social networks content. Instead, he looked for the Momprenurs with at least 10,000 followers. These women already sold healthy products at premium prices to Jeff’s target market. And people who buy premium health products buy lots.
One of those domes is Rhowena, owner and operated by Healing Mama Co., made pre and postpartum kits for expectant mothers. His Instagram page had 20,000 followers.
At that time, a labor hospital bag and postpartum by Healing Mama Co. cost $ 288.88. Jeff bought one and made a collaborative raffle with Rhowena on Instagram. To enter, people had to join Jeff’s Fit Project online Community (which is where the winner was announced). More than 100 people joined.
Most people see social networks as a tool to generate attention. Forks. But you must be in the creation of content, a game, most business owners with whom I speak do not want to play.
That is why I wrote previously: it is better to build your account as if it were a sales page, with updates, case studies and testimonies. His work is not attracting attention; His work is to turn the attention that was attracted to another place.
Jeff’s minimum training package costs $ 2,000. You could execute seven promotions with Rhowena and get a client to break.
Six months after changing his approach to the content hamster wheel, his business grew to the point that his wife gave up his disconcerting work and joined him in the business. And Rhowena was also happy: he made a sale, without having to make more content.
-Scam
PS: If you found this brief useful or convincing essay, please buy a copy of my book, The obvious choiceToday in hardcover, Kindle or audio.
The book will help you find the best strategy for social networks for your goals.