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Marketing Is About More Than Visibility
To many new small business owners, podcasters, bloggers, and creatives of all stripes, marketing appears to be about nothing more than visibility.
You might see a flashy ad campaign from a big brand that catches the eye but doesn’t really say anything, and make the assumption that catching your audience’s eye is all it takes to start raking in the sales.
Big, household-name brands, however, are engaged in a very different type of marketing than the one you should be pursuing as a creator with a decidedly non-household name.
Yes, visibility is essential, people need to be aware you exist before they’re likely to follow you, engage with you, and ultimately buy from you. But visibility without saying something that resonates with your target audience won’t help you grow that audience much at all.
Beyond visibility, one of the most essential elements of effective marketing is displaying alignment on personal values.
We all want to support companies and creators who are like us, who believe the same things we do, who are working toward a common goal.
Too often, small businesses and creators feel that their personal beliefs and broader goals of their work are irrelevant, that the work should speak for itself. They may even think that by bringing their…
