At the School of Visibility we’re not about vacuous visibility – pursuing fame for the sake of it or mindlessly pursuing vanity metrics. We’re focused on visibility because we believe that every person is here to share something important with the world. To gift the world in some way.
To be in a position where you can bestow that gift, you have to be willing to be seen, or heard. To affect others in some way.
This form of visibility is very different to the hustle for the sake of hustling form of visibility. That’s a form of visibility that’s about pushing yourself on other people and competing to put out more content than anyone else. It’s an approach that’s informed by lack and when you adopt this approach to visibility, what you put out there – no matter how much you put out there – is never enough.
So if, in the online space, we could stop showing up for the sake of showing up and adopt a different focus, not only would you – as the content creator – be happier, your community would benefit more too.
People never benefit from more for the sake of more. They benefit from less information or fewer things which are of a higher quality. That’s true whether you’re talking about the clothing we wear, the food we eat, the entertainment we enjoy, or the information we consume.
In this video I speak about the questions to ask yourself instead of asking how frequently you should produce content.
- How do I want to make people feel? Or support them to feel?
- What kinds of wins do I want to give people through my content?
- How can I demonstrate to them that I understand them?
When you focus on these things, rather than on volume, then you become memorable.
A focus on volume puts you on a treadmill which doesn’t work for you, for your community, or for your business. We’ve ended up with crazy amounts of content being shared online where very little of it is original or unique, challenging, or even controversially interesting. A lot of what we see in the online space is in fact, people just regurgitating each other’s advice in the hope that this will somehow lead to them capturing a portion of that same market.
If this is what you’re doing, you’re adding to the white noise but you’ll never cut through it. If, on the other hand, you’re putting out content that’s either controversial or unique, emotionally affecting or you’re putting information together in a way people haven’t seen before, that’s the kind of content that cuts through the noise.
I understand why people ask how frequently they should post. It’s useful to know the standards in an industry. But consider the journey of an artist. An artist must learn the basics of how to paint and draw and create perspective in a painting etc. Just getting good at those things however, will not see their works hung in art galleries. What will see them hung in galleries is knowing about these things, acquiring a basic skill set in relation to them, and then veering off the well trodden path. Choosing to do something different, unique, or groundbreaking. So it is in the online world. Replicating what everyone else does will put you firmly in middle of the crowd. But if you want to stand out – to be visible – your focus needs to be elsewhere.
P.S. The other big question which I don’t speak about in this video but which is equally important to ask yourself is ‘What can I be consistent with?’ Then, once you’re in the zone of offering memorable content consistently, you’ll never again start with the question ‘How often should I post?’. You’ll be too busy connecting in a meaningful way with people who are excited to hear from you.