If You Post More Content, You Make More Money
Here's proof.
I’ve been making a lot of sales recently.
(If you’ve signed up for the Incubator, thank you. I’m thrilled to have the privilege of working with you.)
However, about two weeks ago, I went through a sales slump. I analyzed the data to find out what changed, and the answer was obvious.
Today, I will show you why volume is the most important factor in building your brand.
LFG. 🔥
The Quality Over Quantity Debate
In my view, this isn’t actually a debate. Quantity is far more important than quality. This might sound like an exaggeration, but stick with me.
The quality of your work naturally improves as you do more. My experience tells me that production value is not that important. There are a few baseline non-negotiables that need to be met. For example, if you’re making videos, you need good audio. If you’re writing newsletters, you can’t make obvious spelling mistakes.
But once you meet those baselines, the professionalism of the content is not that important.
People respond to what appeals to them emotionally. You can tell beautiful stories through your content without a studio.
If you want to build an audience, you absolutely need to focus on posting more content. Here’s why:
Practice Makes Perfect
The more you do, the better you get. It’s all about repetitions. For example, the quality of my YouTube videos is ten times what it was when I first started, but that improvement came through practice. When I first started making videos, it took me two days to make a bad one.
Now, it takes me 30 minutes to make an excellent video. Repetitions matter.
To quote one of my heroes:
“When in doubt, do more reps and more sets.” — Arnold Schwarzenegger
You Never Know What Will Hit
A few months ago, I had the idea to publish a video about making directories. I opened Loom, recorded a video, sent it to Raymond, and published it the next day. I had no plan or direction.
Guess what? That video was so successful it literally catapulted an entirely new business into my lap. Seven Figure Directories is coming soon.
I didn’t plan for this. I didn’t expect it.
The point is, I kept publishing content because no one really knows what will work and what won’t. There is a high level of randomness, chance, and good fortune in how content is received.
Instead of trying to predict success, I prefer to publish content regularly because I know with absolute certainty that eventually, something will hit, and my business will grow.
Remember, no one knows anything.
Consistency Is About More Than Views And Attention—It’s Also About Sales
After the Eagles won the Super Bowl, I took my son home to Philly for the parade.
Yes, it was awesome. Thanks for asking.
During that time, I had a lot going on. I decided to take a break and recharge emotionally and physically. I went about two weeks without writing my daily newsletter, and my sales completely fell off a cliff.
I was surprised and a little concerned.
The organic reach of my newsletter continued to bring in subscribers, but my sales dropped to zero. I was confused because when people subscribe, they receive an automation introducing The Incubator, so there was still awareness and promotion.
So what gives?
After my hiatus, I recommitted to writing my daily newsletter. My sales shot through the roof.
I currently have 268 active subscribers, the most I’ve ever had. You can also see the drop-off of subscribers who churned when I stopped posting.
In addition to not getting new sales, my churn rate also skyrocketed when I stopped publishing daily.
It was a double loss. No new sales and lost customers. All because I took a two-week break from daily publishing.
It’s fascinating. I’ve spent years trying to manufacture the best tactics and create systems that optimize for success. After all the experiments, wins, losses, and lessons learned, I’ve discovered that the best recipe for success is consistency.
I’m right back where I started.
Tactics Matter, But Consistency Matters More
To wrap this up, I want to be clear. I believe in data, measurements, and strategic marketing and business approaches.
There are plenty of people who post content every day and don’t make a dime. There is a lot of bad advice out there telling people to "just be themselves." That doesn’t work. Your probability of success from simply "being you" is close to zero.
You need a plan, a target market, a strategy, a product or service, and a legitimate reason for doing what you’re doing. I don’t want you to be a starving artist.
However, once you have the foundation of your business, consistency is far more valuable than hyper-specific tactics.
You can’t take it too seriously. Relax, let it flow, try things, be willing to fail, and learn as you go.
Love you guys. Talk to you on Monday.
Tim
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