THE BIGGEST SINGLE MISTAKE YOU’RE MAKING TO GROW YOUR AUDIENCE

Don’t be an asshole. Be respectful of those you’re building on.

This was a convoluted journey today, that got me to this thought. Bear with me!

I somehow signed up for something called Medium.com. It looks kinda like Flipboard, Kos, Upworthy, etc., a news-and-ideas aggregator sites that let you select the kinds of stories and news you’re interested in.

Medium’s Daily Digest somehow got me to a newsletter from Josh Spector, digital strategist, creator and collector of ideas) called “10 Ideas For You”.

I browsed the ideas, and found some that intrigued me. Especially one by Alex Turnbull, founder and CEO of Groove. The article is called 8 Wins That Helped Us Grow Our Email List to 100,000 Subscribers.

Normally, I don’t click on something like this. So much of the information out there is too vague or too ridiculous for very tiny (art) businesses like mine. And the most useful advice you’ll get is the obvious: Be yourself, be unique, be authentic, and be persistent. (In other words, it can take years to become an “overnight success.”)

But this particular article was enjoyable and helpful. The title was irresistible. In fact, it inspired the flashy clickbait title I used today. (What the heck? It’s true, I’m gonna come through, and you don’t have to pay for anything. A girl can have some fun, right?)

One huge suggestion Alex gave, was to reach out to already-established “influencers” in your field, to encourage them to check out your article, comment on it, and link to it from their platforms.

The trick is to be authentic, open, reciprocal, and succinct. And it reminded me of one big mistake people often make when doing this, a strategy that’s historically been a huge turn-off for me.

It’s when people engage with what I’ve written, on my blog or another art blog I write for (link)….

And then blatantly redirect my readers to their own blog.

I’ll be honest. I used to do this, years ago. In fact, we were encouraged to do this. I actually pissed off a few people doing it. (I am so sorry!!!) Times have changed, thank goodness!

It’s one thing to contribute substantially to a conversation, to build on what’s been said, to offer another point of view or thought.

It’s another thing to argue, to bring up a contentious point I’ve already addressed, and then to overtly suggest people leave my site and go to your site.

Here’s where the authenticity part comes in:

If you build on what someone’s already published, you’re helping them. Especially if you are an expert or influencer in your own right, your comments (in a perfect world) validate their efforts. It’s win/win, since people will want to visit your site, to see more of what you have to offer….

Because you’re doing it right.

You haven’t shanghaied the conversation for your own self-aggrandizement. You’ve given before you (subtly) suggest you might have something just as useful to say, yourself.

People will see your enthusiasm, your integrity, your respect for the author’s work, your professionalism.

You’re not telling them or implying you do it better.

You’re showing it, in your modus operandi.

Think about it. I get comments all the time on my blog, comments that go directly to the spam folder. Why? They make general comments that are obviously boilerplate stuff, with almost no connection to the actual post.

Then they post their own website, and urge my readers to check it out. It’s a blatant redirection, with no contribution to what I’ve created.

So when ordinary, oblivious people do it, it looks like spam.

I want to tell these people, “Back in the day, we were encouraged to do this. Times have changed. Catch up!” That’s why I’m embarrassed to admit I used to do it, too. But to my credit, it always felt contrived and awkward.

So check out Josh’s space, if these ideas intrigue you. (There’s one on Bruce Lee and his personal journals, where he constantly encouraged himself to be the very best at what he did.) (Originally posted on Brain Pickings, another great site for big thoughts and ideas.)

And visit Alex’s article on the tried-and-true method they created, for growing your audience. Yes, they’re geared for businesses large enough to outsource their customer service services. (Er…what would that be like??) (Wait. Never mind. That’s not the “big” I’m aiming for.) But I found something useful, and you might, too.

And the next time you try drafting on someone else’s good work, think about what you’re doing before you hit that “post” tab….

Because you’re doing it wrong.

 

 

 

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