Welcome to Characteristicsa weekly newsletter with the most interesting business trends and practical ideas for entrepreneurs.
The best part of my job is being surrounded by people who are obsessed with content.
They are true professionals in creating great content, but also in finding it.
So when two of them, without coordination, give me the grade of UnderpileI concentrate.
Provide: Google Features, 6-Month Moving Average
Apparently, the self-publishing platform is taking part in a contemporary spices as recognition: many entrepreneurs see it as a better variant of social media.
“Substack is the new Instagram,” Loose peopleBrand promotion director Libby Strachan recommended Shiny.
What’s old is new again
Substack was originally created primarily to help content creators, writers, and journalists connect with their readers in a way that wasn’t possible in traditional media.
They can become their own creators and build a loyal target audience, ready to pay them directly for their works.
That’s right, this is the basis of monetary gadgets for creators.
Then what else does the crowd like? Now is that a {{wave}} of D2C founders are rediscovering this platform as their point of sale of non-public brands.
Melanie Masarin by Ghia (that vintage-chic soft drink brand), for example, has a Substack newsletter where she shares “founder musings” and other snippets of her life.
Supply: Underpile
This is a further refined interpretation of “building in public,” where founders have the opportunity to connect with potential customers in an even more intimate way.
They write as influencers — about what they put, what they devour, where they move from one place to another for — and advertise their products at the right time.
The text is clear: while social media and fast-paced movies divide consumers’ attention into a million different pieces, it is once again necessary to run a blog to ensure you (and your brand, by extension) get noticed.
Works?
Positive…
Creators privatize the target market they earn on Substack. Those are specific email lists (leads) that can be excited about them for each different platform.
Plus, it’s easier to monetize than social media, even with a much smaller subscriber base.
Let’s say the price is $50 in line with the annual subscription, 2,000 fanatics will get you to 100k ARR. Now that’s not bad. (That’s <1% of Traits subscriber trust... we should probably go to Substack??)
Jump into Substack as… Provide: GIFDB
And if people aren’t under your influence, then they’re much more likely to buy your products too. This could work wonders for D2C manufacturers in terms of type, appearance, wellness, or food and beverage, where people are most at risk of applying the advice of an influencer founder.
…And no
But where does your personal brand end and your brand begin?
D2C buyers are involved on their ROI if a company founder repeatedly posts about their life and musings on Substack. Sometimes it even elegantly masks the fact that the company isn’t doing so great.
Return to art once again. Provide: Digital Day
So whether Substack is the best choice for you or not will depend on your goal.
If you are totally invested in your business and see it as a whole new channel to satisfy customers, then go for it.
Whether you’re just here to gain personal influence or to use it as a backup plan in case your business doesn’t succeed, it probably won’t succeed.
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