A Creatively Creative Approach to Marketing
As Creators we love creating. Sometimes though we can be self-effacing or somewhat introvert about shouting about our creative output.
Here’s some simple tips to help us all get the word out.
The trick is to start slowly but to be consistent. So start with one compelling journey and give people a reason to explore it.
Then build your catalogue at a pace to suit you and your audience.
This gives readers and listeners enough choice to explore disparate aspects of your work.
1. Begin with five or six journeys
Aim to include:
- One compelling free journey as the entrance to your work
- One signature journey representing what you do best
- One longer course, series or a Living Book
- Two or three journeys serving different interests or needs
Quality matters more than reaching a specific number.
Three recommended videos for your profile
- Personal Introduction — Who I am
- Your background, perspective, personality and motivation.
- Portfolio Introduction — What I offer
- An overview of your work: the themes you cover, who your work serves and where different listeners might begin.
- External Video — See me in conversation
- An existing interview, talk, podcast video, webinar extract or conversation with other creators.
2. Establish a sustainable publishing rhythm
After your initial uploads, aim to:
- Publish one substantive new journey each month; or
- Meaningfully expand an existing journey with new tracks or resources each month
A meaningful update can return the journey to homepage visibility and notify listeners who have favourited it.
Build a heartbeat and get people to feel the pulse.
3. Install your embeds
Embed your profile and several journeys:
- On your website homepage or main resources page
- Beside relevant courses, books, services and articles
- On a dedicated page
- In occasional newsletters and launch emails
- Wherever a particular journey naturally complements the surrounding content
Lead with your free or signature journey and make sure your referral attribution is included. Test every embed and link on both desktop and mobile.
4. Identify your first potential listeners
Begin with 20–30 well-matched people, rather than broadcasting indiscriminately to thousands.
Consider:
- Existing students, clients and readers
- Newsletter subscribers who regularly engage
- People who have previously enjoyed your audio work
- Book readers who would value an audio companion
- Members of relevant communities
- Friends and professional contacts with a genuine interest
Your first practical milestone is ten active direct referrals, approximately covering your $9.99 monthly subscription.
5. Approach people personally
A short personal invitation will often outperform a generic promotional post:
“I’ve created a new journey that made me think of you because of your interest in [subject]. The first journey is free to explore, and I’d genuinely value your thoughts.”
Recommend a specific journey for a specific reason. Invite—don’t recruit.
6. Use several outreach channels
Choose the methods that fit your existing audience:
- Personal emails and direct messages
- Your regular newsletter
- Website embeds and articles
- Facebook, Instagram, LinkedIn, Substack or other social channels
- Podcasts, interviews and guest appearances
- Webinars, workshops and live events
- Book and course launches
- Collaborations with other creators
You do not need to use every channel. Consistent use of two or three appropriate channels is usually more effective.
7. Treat each release as an event
Whenever you publish or substantially update a journey:
- Explain who it is for
- Share one specific benefit or point of interest
- Link directly to the journey
- Use your referral attribution
- Invite existing listeners to favourite it
- Remind them that favourites receive update notifications
- Follow up once rather than posting it only once
Uploading completes the creation. Sharing completes the publication.
8. Encourage listeners to return
Remind listeners that they can:
- Continue exactly where they stopped
- Favourite journeys and receive update emails
- Download audio for offline listening
- Create playlists
- Explore your other journeys
- Support creators through genuine listening
Long-form audio becomes more valuable when listeners know they do not have to finish it in one sitting.
9. Review the signals that matter
Each month, check in with the Dashboard and the Insights tab in the Creator Studio:
- How many active direct referrals do I have?
- Which journey attracts people initially?
- Which journeys generate sustained listening?
- Which embed or outreach method performs best?
- What could I meaningfully publish or update next?
- Is my catalogue giving listeners a reason to return?
10. Remember the healthy Creator rhythm
Launch with five or six. Add or substantially update one each month. Approach twenty or thirty well-matched people. Build towards ten active referrals. Keep creating, sharing and listening to what your audience tells you.
Three journeys make you eligible for discovery. Six create a more convincing body of work. Continued creation and thoughtful outreach keep you visible as the library grows.