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Hi reader,

You probably spent your weekend seeing tons of content about TikTok being banned.

It’s always something, isn’t it? First, it was X (Twitter) changing everything overnight. Then it was everyone telling you to get on Threads (how did that go?) It seems like every day, there's something new to deal with.

The harsh truth is, these platforms don't care about you. Their algorithms are designed to make them money – period. Your feed is probably full of ads and "promoted" posts these days, right? That's because you're not their customer – you're their product.

We’ve all been played. You create the content, and they sell your viewers to advertisers. These companies are making $TRILLIONS off your content and your hard work. 

And that's exactly why building your entire business on social media is a huge mistake.

Today’s advice to grow your business

You have to own your audience.

If you rely on social media to build your business, you're setting yourself up for failure. You are literally renting your audience, you don't make the rules, and you don't control what happens. One algorithm change, and your entire business can come crashing down in the blink of an eye.

It’s the same thing with SEO. At first, Google wanted you to send users to your website. But now, they’re doing everything they can to keep those users on their platform, answering questions before people even need to click on your link (zero-click searches are prime examples of this). I could talk all day about SEO and the snake oil being peddled out there, but let’s get back to owning your audience.

So, what do I mean by "owning your audience"? You have a direct line to the people who matter most to your business, without any gatekeepers in between. Your email mailing list is a HUGE part of this. Then there are platforms like Bluesky and Beehiiv which offer a massive opportunity – YOU get to control your audience and their experience. 

This is your chance to build a community on your own terms, without worrying about some corporation changing the rules on you overnight.

Here’s how this will benefit you

Have more control over your business.

The biggest advantage of this approach is you get to set the terms. You decide who is a part of your audience, who gets what message, and how you communicate with them. 

For example, you don't have to rely on some crazy algorithm to hope your content magically appears in everyone's feed. You can directly reach your audience and send them emails, updates, promotions – whatever you want, whenever you want.

Plus, you won't have to worry about things completely out of your control, like algorithm changes, platform shutdowns, or some new owner coming in and turning the whole place upside down. You're in control, and that means your business is more stable and predictable.

Build a stronger, more dedicated community.

It's much harder to build a loyal following on social media. People are constantly bombarded with information and distractions, and it's easy for them to forget about you.

But when you own your audience, you have the opportunity to create a more focused and dedicated community. You have more flexibility in the type of content you share and how you share it. This means you can create a truly customized experience for your audience, giving them exactly what they want, when they want it.

An added bonus is you’ll get full access to actual user data, unlike on social media where they control what you see. This means you’ll have more information to learn about your audience – what they’re interested in, what problems they’re facing, etc. This helps you create even better content and connect with them on a deeper level.

An opportunity

Commit to growing your mailing list. 

If you don't have an email list yet, now's the time to start. Add a simple opt-in form to your website.

If you already have a list, try creating a lead magnet to grow it – a helpful freebie like a checklist, guide, or template – to incentivize people to sign up.

Promote your opt-in form and lead magnet everywhere you can: on your website, social media, and in your existing content. The more people you can get on your list, the better.

Not sure where to start? Just let me know, and I can help point you in the right direction (we haven’t even started talking about newsletters, premium subscribers, and paid subscriptions yet).

Best,

Jono

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