Focus on creating, not promoting

That’s completely wrong according to some people, especially to those who managed to get big and who have a lot of products and sales every day. But when it comes to Medium, or to your content in general, sometimes, creating is more important than promoting.

Of course, there are multiple variable to take into consideration when we talk about that. Some of you will say “Yeah, sure, but it’s useless to create great content if no one knows about it”, and you would be 100 percent right.

What I mean by that, is not that you should always focus on creating and forget about promoting your product at all. No, what I mean by that, is that some people create something, their product, without knowing how good it is, and they just promote it everywhere they can.

It’s hard to get any kind of attention when you create a mediocre product and then promote it as fast as you can. It’s okay to create mediocre products, especially at first. It’s really hard to create something awesome in your first attempts, but that’s the main reason you should forget about promoting.

Promoting your Medium page after only writing 10 posts or something like that is completely stupid. Who will read your content after only 10 posts, and especially if it’s your first time doing something like this?

Your posts are probably bad, and if that’s not the case, then they are not as good as they could be. You could spend more time making them better, thinking about new ideas you want to add, or removing some parts you dislike.

Instead, more and more people forget about that crucial thing and after a few posts they go on Facebook, Twitter, Instagram, Pinterest, and all kind of social media platforms to promote their product — then they get disappointed.

They get disappointed because they don’t get as much attention as they want, and when they do, that attention is not the kind they expected. The feedback they get is not “OMG your product is awesome, I love reading what you write!!!” but more like “You need to get better” or “This sucks!”.

Then we all know what happens. Half of the people who go through this kind of experience stop working on anything, and they just give up. Why? Because their feelings are hurt, most of the time. They expected something, they didn’t get that thing, and they are mad.

Is the market’s fault that their product wasn’t ready to be consumed by people? Not at all. Is their fault that they did not spend enough time building the product, making it better, and making sure it will be liked.

And just to be clear — when I say product I don’t mean one article. I don’t mean you should spend weeks to write one post on Medium, not at all. What I mean is that you can’t expect people to go crazy over your content if you have 5 posts on Medium. It’s not how it works.

If something like that happened in the past, is either because that person got really really lucky, was very good at what he or she was doing, or, who knows, that person was a genius, and he or she only needed one or two articles to make an impact.

But for us, normal people, without years of education and without a lot of experience in writing, starting to promote our product just because we achieved something we think is awesome… well, it’s not the best thing you can do.

The best thing you can do is stop thinking about promoting yourself, stop thinking about how many people will read your content, and stop thinking about making thousands of dollars with your product, and focus on the creation of the product itself.

Focus on writing something every single day, focus on creating something every single day, and if you work on a long time project, like a book or a software, make sure you make some progress every day, and when it’s done, make sure it’s ready to go out there, in front of people.

I’m writing this post because more and more people see entrepreneurs talk about marketing and promoting their product, and they forget the most important thing when it comes to marketing — before people start loving your product, you need to create something awesome. If you don’t, you could spend years promoting it and all for nothing.

So, do yourself a favor, and stop thinking about promoting yourself. Focus on self improvement, focus on progress, focus on creating your product and making it as good as it can be. It doesn’t have to be perfect, but don’t rush things just because you can’t wait. I can’t wait either. I would love to make $10.000 a month from Medium. But I don’t rush anything. I write.

Conclusion — stop focusing so much on promoting your product, and focus on creating it and making it as good as it can be. If you can’t do that, promoting it may be as useless as keeping it secret. The only difference is that people can actually give you feedback, and it may not be the kind of feedback you want, or you need.

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