Growing an audience to last

It is dependent on the type of audience you want, of course.

We can all share fluffy cat pictures, follow others – simply with aim of getting them to follow back, we can do many other forms of manipulations and gimmicks to grab an extra follower, listener, reader…You can buy them too.

In the short-term, this might work.

Longer term, it won’t, as your audience will simply be lured away by a better offer. Equally, most of them will not give a shit about what you share.

If you want an audience that sticks around and cares about what you have to say, then be 100% authentic, say what you think and share stuff that others like you will find, love and share. Create stuff of value, create great content, create stuff that would be missed, create work of care.

In the short to medium term, that requires hard work, thought and patience. Longer term, it requires us to continue that, however, it works, as your audience will be made up of people who love what you do and that is the best reward for our persistence and care. They’ll stick around and tell others.

Otherwise, we can always post another food-related selfie and hope our audience doesn’t get bored.

Trawling versus a fishing rod

Sure you catch more with a big net trawling the entire ocean, so you end up with some of the fish you perhaps are looking for, however, you end up with car tyres, washing machines and all sorts from the depths of the ocean and many of the wrong kind of fish.

When you just simply cast your line into the pond using a fishing rod, sure you’ll catch less, but it will be a better quality catch. You’ll be able to get the fish you need.

In business, think whether you want to trawl or be targeted.

If you go for big, not only does it cost a lot of money and time, you end up catching everything, good or bad. In order to do that you have to create a very big net. You have to be all things to all people and that removes quality and reduces your value.

Far better to be targeted and choosy about who you want to do business with. Catching fish in a pond that others are ignoring, as they are too busy trawling the oceans with everyone else, looking for the big catch.

Small not big.