Download: MP3 (80.7 MB)

You’re creative. You’re good at multiple things. Your biggest struggle is figuring out which of the numerous things you enjoy to pursue right now.

When it comes to the work you project, I’ve said many times before that you need to curate what you share. This is how you build an audience.

But I’m going to throw a curve ball at this idea.

What if you really are doing multiple things and doing them well? At what point do you break one of the pursuits off into another brand or separate feed?

Is there ever a time where you’d want to project multiple kinds of content from the same brand?

We tear this topic apart and dig into whether you truly need separate feeds or if you simply need to overhaul your existing brand and redefine or evolve it.

Show Notes
  • 03:02 I share the plans for my book, The Overlap Technique. On May 1st, 2014, I start the 3-month writing process. I announce that in addition to making it a free ebook, I will also have a hardback version.
  • A Shift in Focus
  • 12:29 For some months now, I’ve produced a weekly video show, accessible to the Community members. My struggle is, I want to produce more videos. I have so many topics I want to produce videos on that would be beneficial to tons of people. But I feel torn on what topics to bring to the weekly show in the Community vs. what topics to do for the public videos. My focus was split, and it was causing mental stress.
  • 16:06 I put it to the members of the Community to see what they thought. My concern was that I didn’t want them to feel like there was any exclusivity lost with my going public with the videos. Fortunately, they were 100% behind me sharing them, as that was the only way that I would make the change.
  • Evolving A Brand
  • 18:31 To many people, seanwes = lettering. But my focus has shifted. My aim, through the podcast, my videos, newsletter, etc., is to help you make a living with your passion. How do you shift brand perception?
  • 22:05 Podcasting vs. Videos – which is better?
  • 22:55 The answer is both. They each have their own strengths and weaknesses, but they allow you to present different facets of your personality. You can reach new audiences as well as your existing audience in new and engaging ways.
  • 24:27 I’m doing podcasts, and I want to continue doing podcasts, but I’m about to start focusing heavily on video.
  • 24:34 I want to do AT LEAST 1 new video a week. I want to have a video for every single meaningful thing that I’ve ever said—in this podcast, on Twitter, etc.—I want to have a dedicated video for it.
  • 26:19 All the things you know me for (full price & free, professionalism with clients, branding, marketing, etc.) I want to do videos on every single one of those topics and distill them down to 3–5 minute videos. I want to have something I can point people to on each topic. Yes, the podcast is valuable, and yes I do cover these topics in the podcast, but it’s a significant barrier to entry to tell someone to listen to an hour-long podcast to get one of those principles.
  • 26:55 “Where does writing fit into the spectrum between video and audio?”
  • Conveying An Idea In Various Formats
  • 27:33 I love the challenge of taking an idea that you want to communicate to people and fitting it to various contexts. For instance with an idea, how do you:
    • Convey it in a blog post title?
    • Convey it in an email title that will cause someone to want to open it?
    • Talk about it for an hour in a podcast?
    • Condense it into a 3-minute video?
    • Make it inspiring within the confines of a 140-character tweet?
    • Expand upon it in a 40,000-word book?
  • Curate What You Share
  • 28:24 What do you do with a 30k+ follower Instagram account that is comprised of people following you for something you’re no longer focused on doing?
  • Curate what you share. That is how you build loyalty.

  • 28:47 You want people to go to your grid/feed/stream and know immediately what they’re going to get. Following is a form of subscription. People subscribe to something because they want to get more of the same.
  • But What Happens When Your Focus Changes?
  • 31:10 Just because die-hards will follow you if you change up your content offering, doesn’t mean you should disrespect the people who followed you for other reasons.
  • 32:07 “Are you not going to do any lettering at all? Is that something you’re going to discontinue completely?”
  • 33:10 I set the precedent of lettering for my Instagram. But now I’m focused on helping people make a living with their passion. Do I just abandon this account? Is it totally disrespectful to start posting different content that is other than what people followed for?
  • 34:30 Always respect the reason people followed you.
  • 35:33 Have separate accounts if you need to.
  • 36:31 Utilize platforms for their strengths.
  • 37:10 Just because you’re focusing on something new doesn’t mean you need to take advantage of a following you built for something else.
  • Redefining A Brand
  • 37:46 The only time you should change your primary content output is if you are completely redefining your brand and choosing to never do any of the previous kind of work people followed you for.
  • 41:16 You need to respect the reason that people followed and the precedent that you’ve set. The only time that needs to change is if your brand is completely changing.
  • 42:12 “What if I want to show that I’m human to my audience? Why can’t I post a picture of my kids, or the movie I’m watching, or some unrelated hobby?”
  • Find ways to be human through the means that you provide the kinds of content people originally subscribed to get.

  • 42:39 You can “be human” without adding to the noise and putting things in people’s feeds that they didn’t follow you for.
  • If you are ready to do something new, don’t let your current or past success hold you back from going to the next thing—embrace the seasons.

  • 47:48 If you’re worried about holding old commitments to an audience you’ve built for something you no longer want to do, you’ll end up not being motivated to be consistent with them because it’s something you no longer care about. This is not only a disservice to them, and yourself, but it is a disservice to your future potential audience.
  • 49:41 You have to get good at making a kind of path from your old pursuit to your new pursuit and making it easy for interested parties to follow along.
  • Questions To Ask Yourself
  • 53:56 Figure out whether the new thing you want to do fits within your current brand:
    • Is this a separate pursuit, or am I redefining my brand?
    • Even if my current audience didn’t follow for this new topic, could it still be of relevance?
    • Am I providing value to my original audience?
    • Would it be more respectful to my existing audience if I broke this off into a separate brand/feed?
  • 01:02:05 “Does having parallel pursuits mean different Twitter, etc. accounts for everything you do online?”
  • 01:02:38 Well, it’s either going to drive you (1 person) nuts to have to switch back and forth between accounts and curate what you’re sharing, or it’s going to drive collective hundreds or thousands of people nuts to have to trudge through content that they did not subscribe for.
  • 01:02:50 How much is your listener/audience/subscriber/follower’s time worth?
  • 01:02:56 Every time you put something out—be that a newsletter, a video, or a podcast—you are costing a collective amount of people that amount of time. If you put out a piece of hour-long content to 1,000 people, that is costing 1,000 man hours.
  • Respect the time of your audience.

  • 01:04:16 It’s easy to get discouraged thinking about the amount of time you spend preparing content, but your content is potentially costing collective thousands of man hours. Again, respect your audience.
  • 01:04:43 When you choose to allow unrelated content into what you project because you’re too lazy to curate what you share, or switch to separate accounts, you are being selfish. You are thinking of your own time at the expense of your audience’s time. You’re saying “3 hours of my time is worth more than 1,000 hours of other people’s time.” That’s incredibly arrogant.
  • Setting the Right Expectations
  • 01:06:10 “At what point do two pursuits need to be split off and when is it instead ok to simply alternate between them?”
  • 01:06:33 Everything comes back to expectations.
  • 01:06:37 What is the precedent you’ve set? What kind of work are you projecting?
  • What your brand means is defined by what you project.

  • 01:06:52 Your projection determines the kind of audience you will attract. Now evaluate what that audience is following you for and find what is valuable to them.
  • 01:07:51 People don’t notice what you say, they notice what you do. They look at your track record and that’s set by your actions.