Mountains of Arizona
Partly Cloudy 87 Degrees
2:34 p.m.
I see ads every now and again on Facebook offering you a system for a quick way to get clients. They have a little fun at the expense of smart people and talk about how dumb it is to create “content” that attracts clients slowly.
I imagine this “fast” angle appeals to people who don’t know better or to people who truly just want to believe there’s a silver bullet way to snap your fingers and have strangers give you $10K-$50K on a regular basis.
I don’t have a lot in common with the “we just met and would you like to buy my $5K program today or are you just lazy?” folks. I doubt we’ll ever get into a deep conversation about much.
But their definition of “content” is a little dangerous. And I want to highlight an important part of that so you don’t work hard for nothing.
I don’t use that word “content” much because in my world, “content” is not what we do. Content is without context, it is without meaning, it is without direction.
No one would care if it went away.
It’s just blah. Which is why you can create a ton of it and not get anywhere. No one cares about your “content.”
Content is a solution (maybe!) in search of a problem.
Content is coherent to everyone and important to no one.
What is published via a media platform, however, is not “content.”
What is published via a media platform is a realtime demonstration of the capacity of a vehicle (YOU!) to solve specific problems for a specific group of people.
You’re not teaching, you’re not selling, you’re not using your power of persuasion to make them your puppet.
You’re literally PROVING you can take them from where they are to where they want to go.
This is not done by chance, mind you, it is done by design.
How did I come up with the strategy for this? By creating boring, put you to sleep, stand for nothing “content” for years before I figured out what was wrong.
This is why the Platform Lab exists. It keeps you out of the “content” rat wheel and directs your energy and skill at solving problems for a specific group of people AT SCALE.
Read that last part again because you’ll rarely hear me talk about “scaling.” It’s just not something I do. That’s a realm others focus on very well, but it’s not my goal.
What I’m after is leverage which, to me, is slightly different.
What I do is create the largest output with ever refined and shrinking quantities of input.
A well designed media platform allows you to demonstrate YOU to tens of thousands of people as effectively as you might do it for one human being.