The Medium is the Message

How people receive your message has a lot to do with where they hear it.

For some comparison, see the most recent comments on my latest episode on How to Avoid Marketing Overwhelm.

YouTube Comment

Blog Comments

Not the difference in tone between the comments. My blog readers tend to be women in their 40s and 50s. My core YouTube audience is men in their 30s.

Different platforms have difference audiences. People have wanted me to post Novel Marketing episodes to YouTube forever. YouTube has its own, tone, culture, and expectations. These are different from podcasting. TikTok, Instagram, and X also have their own tone and culture.

The hope to “Create Once Post Everywhere” has been illusive for decades. It’s not impossible, but it often involves a lot of curation and a lot more negative comments as people complain that the content created for a different audience doesn’t fit them very well.

The folks who do it the best (Dave Ramsey comes to mind) have teams of multiple people who take the long form content and cut and curate it for the various short form platforms. This is a lot of labor, and not worth it for most authors.

For most authors, the best return on your time is to focus on growing your email list and thrilling your email subscribers.