Making when the most critical part of your work is a disservice to you, the people that are most interested in what you have to offer, and to the work itself.
They say that there are certain times you should be publishing your work, sending your email, and using social media. They say that if you share at the right time, you can reach more people. So what?
Instead of reaching more people, reach people who are most interested in who you are and what you offer. If someone signs up for your mailing list, or follows you on Twitter, they are interested. If they don’t act, then they aren’t ready or they aren’t the most interested.
Don’t worry about making them ready or more interested. That’s not your job.
Your job is to do your best work for the people that are the most interested.
Why I don’t care about when …
- Do most people read Medium articles during the week?
- Isn’t this article more likely to be shared Monday morning at 10am PST?
- Will there be a beter chance that someone from Medium will see and share this article if I post on Thursday morning?
I have no idea. I could research that, but then I wouldn’t have time to write, create, share, connect and do the things that are most important. I could learn more about Medium and study my Mailchimp and Facebook stats too.
Then I could structure my work based on metrics. I could work for numbers instead of people. Wait. What?
I don’t care about when, because when is about numbers and not about people.
Everything is more important than when.
I’ve launched new products on a Sunday, announced course openings on a Friday night, published blog posts when I have something to say (regardless of the day) and I connect on Twitter and other social media when I’m available and interested and not when I’m supposed to be there.
Instead of worrying about when, think about …
Who: All the people are not interested in your work and frankly, you don’t want to work with all the people. When you spin your wheels to please everyone, you often disappoint the people who want and need what you have.
Who is also about you. People who are most interested in your work are usually interested in you too. That said, it’s important to take time to be the best version of you. Get enough sleep, exercise, and good food, and close your computer. If you aren’t happy and healthy, you can’t give your best.
Where: Go where the people who are most interested are. Put your work there. I could have shared this post on one of my blogs or via email, but the people who are most interested in sharing their work in a meaningful way are here.
If I wanted to share a story about living with less, I’d put it here. If I was writing about dressing with less, here. In terms of sharing your work, the right place is more important than the right time.
What: If creation time is compromised by marketing and strategic planning time, your work is subpar and no amount of when or where will make up for creating and offering something that people don’t love.
Or as Gary Vaynerchuk says, “You can market your ass off, but if your product sucks, you’re dead.”
Why: Know why people need what you make and know why you are making it for them. Why is your purpose, your meaning, and most often your emotional connection to the people who value your work.
The only time when is important is …
- When you say you will do something, do it.
- When you aren’t sure if it’s the right time, it usually is.
- When you aren’t sure if you are ready, if it’s perfect, if they will like it, if you are good enough, it’s time. Go. Do. Ship. Publish. Share.
So the next time you want to share something, instead of trying to reach more people, don’t reach wider, reach deeper.
Thanks for taking the time to read.
If you think what I wrote is more important than when I did, please scroll down and click the recommend button and connect with me on Twitter.