Why do I hardly ever post on social media?
First and foremost, I 100% encourage my clients and students to be active on social.
The Halo Effect is real.
But to ACTUALLY move the needle with social, you ACTUALLY have to be doing something that sets you apart from the crowd.
And 9 times out of 10, that thing has to be visual.
You have to be able to see it with the eye,
The audience’s attention span is shorter,
You have to compete with a lot of other people who are chasing that audience.
This conversation, the one we’re having right now, is about CHANNEL-MARKET FIT.
If you’ve been around me for more than 10 seconds, you’ll know that I talk about it a lot.
Product-Market Fit
Merchant-Market Fit
And, you guessed it,
Channel-Market Fit.
The reason I focus on email as my channel (I write one every day),
Is that I need you in a room with me.
Just me and you.
The lights dimmed, the candles lit.
It’s because, in this setting, the ideas I share with you strike deeper and resonate longer.
They are delivered in a way that you are comfortable consuming them.
I’m sure you notice the format that I write in,
Short sentences, lots of linebreaks, stories, high-level ideas, VALUE.
You can’t just scroll to the next video of your nephew wake-surfing.
You are used to reading WORDS within the four corners of your email app.
However, what I try to do in these emails is hard to translate visually.
I could show you the classics: Shopify graphs showing millions of dollars in revenue,
Videos of me in front of my computer blathering on about ROAS and creative that works in 2024…
But that wouldn’t connect with you.
I know this because it doesn’t connect with me either.
What WE do requires a quiet place, introspection, and a sizeable word count to let you absorb what I’m laying down.
Now before you hit reply to rip me a new one, hear this:
Everything I said above is very likely NOT true for you.
You are an eCommerce merchant.
I work with hundreds of eCom merchants and your strategy needs to be different than mine.
When thinking about what channels will work,
You need to think about WHERE people would LOVE to see your product.
One of my students has a massive presence on Twitch (a place where gamers, etc., live stream their content).
If they were to run a paid advertising campaign, what platform do you think they should start with?
We teach a lot about Facebook ads. That might work. They have the training and the strategies that usually work, it works for a lot of other brands…
Seems like a good idea.
NO.
The reason we teach a lot on Facebook is not to force you to only advertise on Facebook.
We teach it because it’s the most sophisticated platform.
You don’t even need to be a master at it,
you can translate that knowledge to most other interruptive platforms.
The answer is no because she should advertise on Twitch.
Undoubtedly.
That’s where her audience is.
That is where the profit lives.
Think hard about what channel is right for you.
Mine are email and Reddit.
What are your channels?
