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audience, but there are also elements of art, perhaps even magic, involved. I
asked some of the most successful digital marketers on earth how they do it.
What are their secrets to building an actionable, loyal audience who is ready to
ignite content?
“Above all, be interesting.”
– David Meerman Scott, bestselling author of 10
books including The New Rules of Marketing and PR
Many people steeped in the tradition of product advertising naturally feel drawn
to prattle on and on about their products and services. But I have news for you.
Nobody cares about your products and services (except you). Yes, you heard that
right. What people do care about are themselves and how you can solve their
problems. People also like to be entertained and to share in something
remarkable. In order to have people talk about you and your ideas, you must
resist the urge to hype your products and services. Instead, create something
interesting for your audience.
“Build the smallest possible audience.”
– Seth Godin, marketing author, speaker, and
entrepreneur12
If your work goes viral, if it gets seen by tens of millions of people, sure you can
profit from that. But most of the time, it won’t. Most of the time, you’ll aim to
delight the masses and you’ll fail.
I’m glad that some people are busy trying to entertain us in a silly way now
and then. But it doesn’t have to be you doing the entertaining—the odds are
stacked against you.
It’s so much easier to aim for the smallest possible audience, not the largest,
to build long-term value among a trusted, delighted tribe, to create work that
matters and stands the test of time.
“Establish a communion of equals.”
– Marcus Sheridan, President of The Sales Lion
When it comes to fans and community, there is an essential key I think many
people and businesses miss, and here it is: As a content creator, it’s NOT your
goal to sound smart. Furthermore, it’s NOT your goal to put yourself into a
