Audience building is the key to a defensible business

The internet is overflowing with guides, videos, and podcasts on creating digital products.

Anyone with ambition can "make a product once and sell it twice."

But for most people, it's not the "make it once" part that's tricky—it's the "sell it twice."

Audience Building 101: It's about being seen

To sell anything, people need to know it exists. It sounds simple, but it’s the stumbling block for many aspiring creators.

So, how do you get people to notice your work? The answer is audience building—gathering like-minded individuals who are genuinely interested in what you create. This isn’t just about one-off sales; it’s about creating a sustainable system that keeps your work relevant and visible.

Owning that audience is what makes your business defensible. When you have direct access to your audience, no one else (or any platform) can take it away from you.

Start with social: Grow where the eyes already are

In , the fastest way to grow an audience is through social media. Platforms like 𝕏 and Instagram use network effects to help your content spread, reaching more people than you could on your own.

But audience building isn’t just about showing up. It’s about resonance—finding the right people who care about what you do. To make that happen, start by:

• Sharing what you're working on: Show the process, not just the product.
• Adding value where you can: Curate and be generous with what you know.
• Engaging in meaningful conversations: Build connections, not just metrics.

Do this, and watch your audience take off. But remember—the goal isn't just to grow; it's to grow the right way.

Beware the rented land: Own your relationships

Social platforms are fantastic tools for building an audience, but they come with risks. Algorithms and for-profit companies control these spaces, and when you invest in growing your audience there, you're investing in rented land.

The rug can be pulled out at any time—a tweak in the algorithm, a change in policy—and suddenly, your reach disappears.

A defensible business requires more than followers on social media. It requires direct, reliable access to the people who care about what you do.

The antidote? Audience building that goes beyond social platforms

Work on transitioning those followers to a platform you own: an email list.

Email is the bedrock of audience building

I get it—email might not feel as trendy as social. But here’s the truth: in 2024, an owned list and newsletter is still the best way to build a direct relationship with your audience and sell your products without a middleman.

That's why I’m doubling down on my newsletter, Digital Native. I’m investing more into organic and paid growth, and I’m committed to helping other creators understand how to set up, grow, and maintain their audiences through email.

Do you have a newsletter?

If you do, are you actively participating with your audience, or is it just collecting dust?

If not—what are you waiting for?

Audience building is about consistency

Building an audience isn’t complicated, but it requires consistent effort. Show up, add value, connect. Then, make sure you’re not just building on rented land—bring your audience closer through platforms you control.

To have a defensible business, you need to own your audience. The time to start is now. Your future audience is waiting.