Mule

Here's part 5 in a series meant to help other maker-owners navigate minimal stress improvement in different areas of making things for a living.  Improving your work day conserves energy for living life outside of what you do for work. Promotion This isn't so much about the how  but here's some observations I've had:

1.  In the big picture, no one knows about you.
2.  This is the internet age, if they don't know about you you have been around long enough or doing enough typing.
3. Do forego the way your forefathers sold things - just show up and see what happens.  It's more powerful than typing.
4. No one on Facebook cares about the stuff you make. Instagram is better.
5. Even if you have nice videos, no one really watches them. Good pictures work better.

This is more about the more important stuff. I was listening to a podcast with Malcolm Gladwell and he said something that really changed my perspective on getting your stuff in front of people, "It takes work to be authentic."   I think something I really bristle at are makers using inflated language to sell their stuff, or inflating an image to come across as authentic.  Locally sourcing your hand woven 65 weight hypoallergenic  exclusive canvas.... woof.   Seeing you make coffee in a leather apron, knickers and a wide brimmed hat.... come on.  So initially I wanted to use as little words as possible.  "This is my stuff" and either you liked it or you didn't.  You hear a lot about your 'brand's story'.   I totally dig that, but that can also be abused.  When your story turns into a big fish tale, it becomes hyperbole.  You know it when you see it. I think the way you promote yourself is through consistent effort and connection.  Seth Godin uses an analogy when it comes to marketing of 'being the needle'. Don't spread yourself all over the place, try a bunch of stuff, then circle back around to the first thing to prove you're trying everything.  Be precise. Be the needle.  Through persistent, focused effort one day you'll break through.  Not in a magazine yet? Maybe you haven't put in an enough work.  The dream of being an overnight, an over year, viral maker ....? How would that even happen? It doesn't. Keep showing up, day after day, year after year. The way people stick around is through connection. They hear what you have to say, but what you say isn't preachy or elitist.  You have people like that, right? I knew a person to whom everything was the best, spoke FOUR languages, VEGAN, sustainable biodegradable EVERYTHING, giving to all the charities.   Meh, not for me. I don't do those things, am I a bad person now?  The way we connect is through being real.  You have to know who you are, why you do what you do, and have some humor about being human.  Humor is key.  Self  deprecation is not.   Ask people about themselves, if the people following you are really part of your story, include them. In the end, this is not about you. The short of it:

1. It takes work to be authentic.  Put in the work to show people the why of what you do and who you are apart from what you make.
2.  No bullshit.  Let's show other makers that not everything has to be the best, the most dedicated pursuit, the unswerving journey towards...whatever.  If you have to spruce up your stuff with fancy langauge you should spend more time on your stuff.
3. Connect.  How do you connect with your friends? Do you just talk about work all day and the materials you use?  Is everything you do perfect ? Do you not ask them for their opinions on things?