By the Ocean
Sunny 74 Degrees
6:45 a.m.
When you’ve been in this game of business as long as I have (about 23 years and counting), you start to notice things.
One thing you notice is that virtually every platform that businesses use to get leads and generate attention follows a similar curve.
At first, it’s the wild, wild west. Soon, it starts to get popular and things get a bit more challenging. Organic visibility starts to decline. Those content pieces that used to produce results now seem to be invisible.
From there, the content moderation usually kicks in. “I’m sorry, we removed your post because it violated our terms of service.”
Eventually, you realize that no one is seeing anything you create because now you have to pay for that privilege.
Not too long after that, the “dumb” money shows up, meaning anyone and everyone with a credit card starts buying ads and creating noise. This is usually when the user experience on the platform starts to tank because the feed is overloaded with ads.
This arc happened with Google, this happened with Facebook, this happened with Instagram and I’m sure it’s going to happen with TikTok (which is currently in the WILD WILD WEST part of the curve.)
These platforms are not where you build anything. These platforms are the sources from which you attract attention. Otherwise you wake up one day and find your “business” on Instagram was deleted because you offended the Gods of Woke-ism.
But what do you do with this attention you attract from these platforms?
You direct it to your media platform. The publication (podcast, newsletter, etc.) that YOU control…that can’t be taken from you…that can’t be “deleted” or obscured by a stupid algorithm. If you really want to be THE expert, you earn it by having a media platform.
This is a strategy I’ve been helping people with for 10 years. It’s smart if you’re just starting, it’s smart if you’re doing $15-$30 million a year. It is more effective today than ever.
Why?
Because saying you’re the expert is no longer effective. Take a look at your Instagram feed, if you can still stand looking at that platform. EVERYONE is an expert! So you can’t just say it. You have to SHOW IT.
Most people can’t handle the commitment required to do that. The course they bought just says they have to post 55 times a day on social, use the right filters and that will lead to riches. These people just want the quick thing you can click on and plug and play and install to make themselves feel like they’re getting somewhere.
Starting January 7, I’ll be leading a group of people through the four week Platform Lab, the process I engineered for creating a media platform that works. I haven’t offered this in a long time.
If you want to build a media platform that will create trust, respect, attraction and strong relationships with far more people than you could ever work with, check out the details.