More is worse

I see a lot of people talking about and teaching people to "build an audience".

What these people mean is that you should cast a wide net and get as many followers as you possibly can.

They want you to live by the algorithm and play by the ever-changing rules of social media platforms. This will create a lot of new followers and engagement that "grows your audience".

This is a bad focus, and here is why:

• When you are sick, you go to the doctor. You don't look for doctors.
• When you are in love, you commit. You don't look for more people to date.
• When you go on a trip, you pick a destination. You don't drive around randomly.

When you have a problem, you find a solution quickly.

The argument goes:

If you don't build an audience then you won't have any customers.

So why don't you just go find customers then? Write content that helps people solve a problem or answer questions they need information on to purchase.

Then the argument goes:

There are a lot more people not looking to buy than there are potential customers.

That's true!

But wouldn't you rather write content for a 1,000 people that are ready to buy vs 100,00 who are not? Are we not in the business of selling services and products??

Just to be clear - I'm not against building an audience. I believe that building an audience is a great tool to scale your business.

In my experience, it is not necessary to start scaling your audience until MUCH later in the process. It's safe to say that you could spend 12-18 months MINIMUM writing content for potential buyers.

3 fantastic things happen when you take this approach:

1. You make more money, quicker.
2. You waste less time in sales calls
3. You create revenue to scale with

If you are not interested in any of those things, then by all means run your popularity contest! You can always find some business to close in your BIG 'ol audience. But it's more like this

Write content to educate buyers and kill objections.

Agree or disagree? Let me know in the comments.