Where Do Readers Come From If I Don't Have An Audience?

Jay Topp, founder of Real Growth, answers on video. Transcript:

So where do readers come from if I don't already have an audience? Great question. So we built this whole system with somebody with zero audience in mind. I personally do not have an Instagram account. I personally do not have a Facebook account. I do not have a traditional audience. I have book buyers. And so the way that I have built my audience is through selling my book.

And so we use paid media, not organic media. So we're not posting, "Hey, everyone, buy my book." We're creating ads that go to people who have never met you, never heard of you, and then creating a relationship with them. And so I'm not interested, to be honest, in building businesses based on the back of personal brands or organic content posting. For me, that's generally just a form of modern slavery where you're working for the algorithm for these big tech companies.

And so all of our businesses, the seven-figure or the eight-figure businesses that I've built, have been built on paid advertising only, not on the back of previously existing audiences at all. And so everyone who comes through our space generally has very little following. Some of them do, and hey, it's awesome if you've got 20, 30, 50K on Instagram. It's going to give you a little bit of extra credibility.

But at the end of the day, the results work with no following. I personally don't have Instagram or Facebook and never will have them again for the foreseeable future.