Putting It Out There

Create something you're known for and that can be consumed by or engaged with others.

There’s usually a creative idea or handle, and commonly appears as video or audio content.

Curation: curate a community that people want to be a part of.

Pros: Great to build your network, gratifying for ego, plus revenue potential

Cons: Requires a hook, time intensive; potentially $$ investment

Advertising people know the power of the marketing stunt, a PR-worthy activity that captures the spirit of what your brand is all about or puts an exclamation point on the promise you want to make.

This is right out of an ad agency playbook but applied to individuals: Do what others haven’t. Be the first. Or the biggest Y.

• Workhorse approach that believes sweat and consistency pay off
• Post every day on Linkedin.
• Write an article every two days on Medium
• Create a newsletter on Substack or Linkedin

Examples: Scott Monty's Weekly Newsletter Timeless & Timely, Tim Denning's Timeless Leadership, Ann Handley's Total Annarchy

Don’t go it alone. Instead, team up with folks who are complementary and collaborative. It could also be an individual, a trio, or a village that works together. It can be more fun than going solo. It’s also far more rare.

Examples: The Holderness Family’s Wordle videos, Unf_nish_d Biz, The Fearless Brands community, Rising

• Each archetype has a different return on investment when you consider the level of effort and level of impact.
• You want to avoid things that are high effort, low impact and low effort yet low impact.

Consider the following: Distribution, Website, Editing, Mailing list/CRM, Social, Music, and eCommerce

Here is a typical ecosystem of platforms to enable self-promotion:

Distribution:  Anchor, owned by Spotify. It has some basic editing and sound effect features and is free to use with some basic analytics.

Website: A podsite service called Podpage.

Editing: Descript, a transcription tool, to record and edit WYSWIG each episode.

Mailing list/CRM: Mailchimp 

eCommerce: Gumroad 

Links: A paid version of Linktr.ee

Social: No surprise, Instagram is the biggest driver

Music: Distribution to Spotify, Apple Music, Soundcloud, Amazon Music etc. can be done through Distrokid.