People like us do things like this…

I love what Seth Godin says: “People like us do things like this.” And the idea of building for the smallest viable audience.

When I really understood that, everything started to feel “lighter” - like the pressure was off.

I stopped worrying about how many followers I had and how many likes I got on posts. I stopped thinking about going viral, because I finally realized it doesn’t matter - at all (zip, zero, nada).

He taught me that what really matters is my audience. I’m not here to speak to everyone. I’m here to speak to women over 50 — whether that’s through my community or my personal branding work.

That’s it.

We all feel like everyone is saying the same thing, especially as a photographer, I constantly see, “New year, new photos. Refresh your brand. Build your image library.”

This is all true - people do need these things, but also…it’s all the same messaging.

The difference — and this is where personal branding truly, deeply, matters —
is how you say it. No one approaches things from the same perspective as you.

No one has your exact experience or your personality. Even though the message may sound the same, you have a unique way you work with people and a unique style that will attract your people.

Because the goal isn’t to sound different just for the sake of it.
It’s to make the right person say: “That’s my person.”

They will be attracted to you because, by building your personal brand and creating content, you are able to show who you are and let them see what it would be like to work with you.

It’s not about creating more content to get more followers. It’s about creating clearer, more honest content for the people you actually want to serve.

I don’t know about you, but that takes the pressure off creating content and makes it a lot more fun. What do you think? Does this approach make you feel “lighter”? I would love to hear your thoughts and approach!