If you want people to buy your product, they have to know you exist.
This is true for e-commerce, music, software, services, or anything else.
No one spends time or money on things they don’t know about.
It may sound obvious, but you’d be stunned how many creators feel they deserve to be seen simply because they put in the hours.
But the market is indifferent to your effort—it only cares about the transformation you provide.
Having said that, if you truly believe in your value, then you have to master the art of being found.
Everything else stems from that.
Reducing friction through format fit
Lowering your barrier to entry dramatically increases the odds you’ll actually build something that lasts.
Just as you should choose a niche that feels natural to you, you should select a marketing strategy that aligns with your strengths.
Do you love to write?
Double down on X, Threads, or a personal blog.
Are you a visual designer?
Instagram and Pinterest are your playgrounds.
If you’re a natural communicator on video, YouTube is the gold standard for building trust.
Ideally, you should take a crack at all of these, especially if you don’t know where to begin.
Eventually, you’ll discover what works best for you.
However, personal preference isn't the only metric.
Your content has to move the needle too.
Because you can be the most talented person in the room, but if your chosen format fails to build an audience, drive traffic, or attract customers, your efforts will ultimately fail.
Execution is rare—effective execution is even rarer.
Both sides of the coin matter.
Analyzing the evidence of success
Just as you need to pursue product-market fit for your work, you’ll want to find content-market fit for your awareness and conversion strategy.
How do you know when you’ve found content-market fit?
Well, the market will tell you with its most valuable currency: attention.
If you see a spike in engagement—views, comments, or new subscribers—lean into that momentum.
What you’re doing is working.
Conversely, if you’ve been shouting into the void for months with no growth, it may be time to pivot.
Silence is often the loudest form of feedback.
I personally test new formats and ideas constantly.
Recently, I’ve been exploring short-form writing on various platforms, but it rarely matches the impact of my long-form video work, so it’s back to the drawing board for me.
I don’t have it all figured out, and neither does anyone else.
That’s good news for all of us.
Ultimately, we are all just looking for the overlap between what we love to do and what our audience values.
If you can find that sweet spot, you can cut through the noise, and the hard work will have been worth it.
Putting it all together
Remember, the internet is a laboratory, not a museum.
Testing is the name of the game.
It is easy to feel foolish when a post falls flat or an ad campaign fails, but that discomfort is the price of admission for building something that matters.
Success is a numbers game.
The person who throws 100 posts into the ether is literally 100x more likely to find a hit than the one who overthinks a single tweet.
So don't be disheartened by those further along the path.
Odds are they’ve simply taken more shots than you.
“Stay hungry, stay foolish.”
— Steve Jobs
Building a business is a good and noble pursuit that requires the courage to be a constant beginner.
It means you have to stay hungry enough to believe in your dreams and, more importantly, to stay foolish enough to try.
Because your best work—and your best customers—are waiting on the other side of your next experiment.
So keep testing, keep learning, and never give up.
Your future depends on you.