025 – Why You Must Play the Long Game

by | Feb 13, 2024 | Podcast

You’ve put in the work. But how long does it take for the results to show up? Sometimes, the wait can feel like forever.

In this episode of Creativity Excitement Emotion, David shares the importance of playing the long game and understanding that the people who want to do business with you may not commit to following through today.

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Highlights:

00:17 – The ideal customer
00:52 – Passionate hobbyist vs. artistic entrepreneurship
01:35 – Earning six-figures and beyond as a musician
02:18 – It took three years for a prospect to turn into a customer
02:56 – Picking a channel that works for you and publishing daily
04:33 – The value of long-term thinking
05:53 – The way David started thinking about SEO
06:23 – Content or personality?
07:40 – Are you willing to stick it out?

Transcript:

One of my customers recently purchased two courses. And he could not be more perfect. He’s exactly the kind of person that I want to attract into my business. He’s in college and he’s community minded and oriented, and he wants to build a business out of his music, or at least think of himself as a music business rather than what most artists think – they’re artists or musicians.

At worst you’re an artist or a musician. At best you’re an entertainer, and if you want to take it beyond that you’ve got to be an entrepreneur.

He gets all that, and he sees that a lot of people around him don’t have that kind of mindset. They just want to be artists.

And I’m aware, there are people out there, and maybe even some of you listening, you just want to be an artist. I’m not going to say there are no opportunities in that, but I would say most people that are operating in that capacity are passionate hobbyists, right?

And there’s nothing wrong with being a passionate hobbyist. That category is great for people who want to enjoy making music, writing music, playing music.

But there’s a category of people who are wanting to think about it more entrepreneurially and set themselves up early so that they can succeed later.

I wrote a blog post in like 2020 on how to earn six figures and beyond as a musician. That’s over three years ago. And this customer told me that this was one of the first blog posts he had read on my website.

So, I got to thinking… I’ve published tons of content over the years. So much so that some people have prompted and asked me, “What’s the deal man? You’re publishing on every subject,” and by the time you’ve published 50 posts or even 100 posts, you’ve kind of covered the key things. Then you’ve got to expand out into niche topics from there. It’s just the way it works.

So, maybe this is a little bit weird headed, but it means it took three years for that customer to mature.

Maybe he read that blog post this year. Maybe it finally ranked in Google or just happenstance. It’s something he was looking for and managed to find, but it took three years for me to get that customer.

So often we’re thinking, “I’m going to publish today and be rich tomorrow.” Which is just categorically not the way it typically works. You’ve got to stay consistent over the long haul. You’ve heard this before and yet if you miss the point of it, you’re just not going to do it.

025 – Why You Must Play the Long Game Click To Tweet

And I think this is why there should be emphasis on choosing a channel that works for you, whether it’s blogging or podcasting or making videos.

Some of that will be handled with AI to some capacity moving forward. If you want to inject the content with your personality and stories, which I would recommend doing, I honestly think that might be the only way to properly build a following. You’ve got to put some time into this, and preferably, publish daily.

But people go, “Yeah, that’s so smart, David. I’m going publish podcasts and then my customers aren’t going to find it because they’re in the wrong industry.”

It doesn’t matter. I don’t know too many people that aren’t on the platforms. Think of it this way.

Who is not on YouTube? If you’re making video content, that’s the place to be. Apple. That represents a huge category of people. And that’s where podcasts go and they can be further distributed to Spotify, Amazon, iHeart, and a lot of other places where your target audience could be waiting for you.

And then we’ve got blogs and people are like, “Well, if I just publish my own blog, no one’s going to reach me.” And even there, you can syndicate your content, right? There are so many opportunities to get your content into other major publications or minor publications, whatever the case may be.

Guest posts. You can put your content on Medium and Tealfeed and I’ve kept a list of sites like that and there are others where you can publish and share your content and where people gather to read.

But the point is if I hadn’t published that post three years ago, sure, that customer may have still found my content, but would he have bought the courses? Would he have taken the leap? Would he have taken the next step? And that’s a big “if.”

So, long-term thinking is needed. I’ve heard my coach James Schramko talk about this as well that content is a long play. If that’s the only thing you’re counting on you better count on waiting for a while for people to listen and tune in and read your stuff and engage with you before they buy anything.

Content is a long play. Click To Tweet

Content is about throwing hooks in the water seeing what the fish bite on. Finding the ponds where the fish gather and throwing hooks in the water to see which ones they bite on.

You make your best guesses because you’re it’s not like you’re going to know. You can look at other content that’s doing well and maybe reverse engineer some of that, but it’s mostly hypothesis. It’s just your best guess.

Eventually you’re going to find a resonance. It’s inevitable as you continue to learn about your audience and tweak your strategy and adjust your content, you’re going to find an audience. It’s inevitable. But the point is you’ve got to stick to it. And that’s why it’s so important to choose a medium that you can see yourself doing consistently and enjoy.

But this is increasingly the way I’ve been thinking about SEO as well. In the past, I almost thought of it as a reliable strategy. Now that I think about it, I think I was crazy to ever think that content would attract anyone, but it does, right? For reasons we already talked about.

But SEO is mostly this, that if you just put enough stuff out there, you can’t necessarily control who comes to see it. But if you’re lucky and strike gold, people gather around to watch. That’s content. That’s SEO.

And I know that there are people out there that go deep into this stuff. And I have the utmost respect for someone like Neil Patel. I checked out his content. He’s cool. And the stuff he talks about, it’s obviously working for him.

The interesting part is I think it has a lot more to do with his personality and how that draws people in and attracts them.

He’s kind of their hero versus the content he’s publishing. And that’s no slight against the content he’s publishing, but honestly, I’m reading some of it. Not all of it. Again, I’ve gotten huge value out of it, but I’m reading the content and going, “This is nothing special. It’s not that good.”

There’s an aspect to this whole thing that’s personality driven, and that’s something Russell Brunson would call the “Attractive Character.”

If you’re going to do anything, if you’re going to publish, then you want to look at how to build an Attractive Character. How to become someone that people are magnetized to and resonate with.

And that’s probably going to mean being an exaggerated version of yourself, but being authentic, being vulnerable, showing up, sharing your stories, and even sharing your vulnerable moments with your audience.

Content is not going to happen right away. It’s going to take some time. And in the meantime, are you willing to stick with the program of showing up, doing the work, publishing?

Or are you going to give up? And if you do give up, who do you leave behind? Who will you not have the opportunity to attract? To add value to, to make a difference for, to have an impact on. That’s what I want you to think about.

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