013 – Anything Can Hit, But it Probably Won’t

by | Jan 26, 2024 | Podcast

In a world where anything goes, and seemingly the “dumbest” things go viral, it can be discouraging creating quality content daily without seeing any kind of traction. So, what is there to do? Give up?

In this episode of Creativity Excitement Emotion, David shares the right mindset to adopt as you look to climb your social media mountain.


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00:17 – Tricking your mind
01:14 – Avoiding discouragement
01:53 – Healthy detachment
02:15 – Publishing, testing, and iterating
03:28 – How to go viral
04:03 – Setting a hypothesis
04:22 – Avoiding analysis paralysis
04:53 – 100 days


Anything can hit, but it probably won’t. And I know that sounds kind of goofy. It sounds kind of weird, but it’s true.

And it helps us get into the right mindset. It tricks our mind into going, “Oh yeah, I need to keep producing. Because chances are whatever I throw out there today isn’t necessarily going to grab a lot of attention.”

Unless you already have a history of engaged followers who like, comment, and share all your stuff.

But even then, I would posit, I would assert that people who follow your stuff aren’t liking, commenting, and sharing it all the time. One post gets more traction than the other, am I right?

That’s how it works for everyone. Sure, some people get consistently one million views or one million likes on everything they publish, but the numbers still vary from one post to the next. Some are more resonant. That’s the way it works.

For some it’s a depressing thought, because they work hard at what they do and they want their next masterpiece to be the thing that everybody tunes into.

But you can look for example, after example. I mean, if you’ve listened to the podcasts I’ve listened to, you don’t know how many experts and how many people say that the big, long-form article or piece of content that they’re producing that they expected go viral, didn’t. And then this little thing that they never expected to go anywhere… A little idea they were throwing out into the universe suddenly blew up.

So, there’s something to healthy detachment. It’s not like I’m saying don’t spend time working on what you’re working on. I think it’s worth putting time and effort into everything.

But there is sort of a healthy detachment to reach, and I feel like this is one of those statements that can trick our mind into getting there:

“Anything could hit, but it probably won’t.”

And if you wanted to take a little more of a scientific approach, I do recommend that. I’m not against data or anything like that. You could begin testing certain types of content, but ultimately, you’re just going to have to come to the table with a ton of ideas and publish them one by one anyway, aren’t you?

The easiest thing to do in that case is to Start making a big list of all your content ideas. “I could try this, I could try this, I could try this.” Some are going to take longer, some of them are going to be easier to perform, and there’s not necessarily a right or wrong way to tackle that list. Whatever keeps you consistent, I think that’s the key.

Once you have that list, it’s about publish, publish, publish, like preferably daily. If you can’t do daily, you can’t do daily. That’s just how things are, but preferably publish, publish, publish every day. Something new. Here’s a video. Here’s a live.

Keep to one form, don’t jump all over the place with different mediums. That’s probably not going to help you with platforms. Choose one – podcasting, blogging, or video content and publish daily.

And what usually happens… it could be day 93, it could be day 300, it could be day 1321. But at some point, one of those videos or pieces of content ends up resonating and connecting with people. It just ends up exploding and it provides more for you than anything else.

And that’s all you need to get a big influx of customers or listeners or clients or whatever it is you’re trying to get.

It certainly isn’t about no strategy. It’s more like setting a hypothesis based on what I’m seeing out there, based on what I’ve read and studied and looked at. The kinds of comments people are leaving. What I know about my audience, here are the things that I think are going to work. And then you go and test them.

That helps you avoid analysis paralysis as well, which is another common problem. Because some people like to spend a lot of time on that strategy. And that’s not a bad thing. I do think it’s a good idea to have a well-formed strategy and well-thought-through strategy. The problem usually comes when people expect perfectionism in executing that strategy.

So, they expect perfection in every piece of content and then it just takes them way too long to create any kind of momentum or traction or resonance with their audience.

So, the first step is you’ve got to do it for 100 days and see where it goes. Because many people do end up finding breakthroughs in those first 100 days, believe it or not.

You may not. The odds are against it because again, the title of this whole thing is “It could work, but it probably won’t. It could hit, but it probably won’t. And it could go viral, probably won’t.”

And it’s about having that healthy amount of detachment. Not so much that you don’t care at all, but more so that you’re in the mindset of, “Okay, tomorrow I’ve got to get up, and I’ve got to put something out there. And tomorrow, I’ve got to get up, and put something out there.”

Stay in that cycle until something happens.