What Most Creatives Get Wrong - The Folly of Talent vs. Viral Content

Most creatives leave their work only half complete, and many complain about the uninspiring results. "Getting it out there" is more than uploading the work, sharing on a few select social media accounts, and then hoping people find what they are looking for.

https://www.niemanlab.org/2017/07/data-from-analyzing-5000-social-videos-suggests-that-only-1-percent-will-go-viral/#:~:text=%E2%80%94%20The%20elite%20one%20percent%3A%20Wochit,set%20of%20data%3A%201.1%20percent.

Transcript: Thank you for joining me today. I like to jump right into things. So the folly of talent versus viral content, this is what most creatives are missing. And this is what I was missing. When I began my creative journey, I used to say and believe just create good stuff and get it out into the world because that's what the world needs. So I would create good things and put them out in the world and get no return on it. But I would still tell my friends and anyone who I was advising the same thing, just do it and get it out there. That is really good. But that is only half the story I recorded about six albums in three years. And I went through all the complex problems that it takes to record and produce them in my home studio.

And then I went through the complex tasks that it takes to get them on iTunes and Spotify. And once those were up, I waited and waited and I was really disappointed. I have still not recouped the costs of recording that began in 2015. I've gotten one payment from iTunes for $28 and some change. But before I sound like I'm complaining, I still hear and see this out there. So many artists and musicians, bloggers, writers, and other creatives, they're all creating great content, but they're complaining that nobody cares about their work. They are missing probably the biggest piece to miss. It is not anyone's job to care about your work. It is not anyone's responsibility to care about your work. So maybe you're going to pick up some friends and family, but then you're going to wonder why it never went beyond that. And the answer is nobody needs to care about your stuff.

It's your job to make them care. The myth is that if you create good stuff, it should sell itself. And this just is not true. Once again, it is your job to make them care. People who create physical products know this they'll they'll create their physical product. And even though it was hard, they know that there's a second step. They know that they need to get out there and market it. But as creators, we seem to miss this, maybe because we've heard of videos going viral. So we're missing the point that we need to market our stuff. There is always a part two to getting your content out there. And this is what's missed by probably 99% of creatives. It's complex and difficult to create your own art, but it is also complex and difficult to get it out there. So you've gone through all these multiple steps to learn and then create whatever it is you've created.

It is wise to realize that you are only 50% of the way there. Part two is marketing. You either have to learn a whole new skill of marketing or turn it over to someone with that skill. And one thing that I've learned as I've gone thro

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