Who Cares How Many Views You Get?

Most business owners shouldn't be creating content to get more views.

That is a really really silly strategy for most business owners who are content curious.

Allow me to explain.

I run a business that helps companies hire & up skill global talent.

It's not a media company.

But media fuels it.

We wouldn’t be where we are, without the stuff I write and record.

But here’s what I’ve learned…there's a massive difference between a media-fueled business (what we are) and a media business.

This distinction changes everything about how you approach content.

(True) Media businesses need scale.

They need millions of eyes.

They need to sell ads.

They're chasing CPMs, engagement rates, and all those metrics that make my soul die a little.

They make dumb faces on Youtube thumbnails, use (big number small time) to get engagement, and sit in podcast studios looking confused/constipated while someone with an audience talks about their exciting new book.

A media-fueled business?

That's different.

That’s what I’ve got!

I don't need a million views.

I need the right views.

One view from someone who runs a growing company and needs help with global hiring is worth more than 50 million views from people who will never use my service.

Said another way: if I get one new member from each podcast episode I do, that's an insanely high ROI.

The lifetime value of a customer for us is in the tens of thousands of dollars….so ONE FREAKING good podcast conversation can be worth tens of thousands of dollars.

Versus making a few hundred bucks or whatever for reading a PureVPN advertisement.

This changes how I think about content (and how you should too).

I don't need to be doing the cringey stuff… fudging numbers to write better hooks, using clickbait titles, or pumping out TikToks about relationship advice.

Instead, I can focus on making stuff that's is nichey, weird, and hyper valuable…for a very small audience.

Long-form conversations.

Weird things I’m reading.

Half baked ideas that probably won’t work.

No "5 SHOCKING REASONS" garbage required.

For small business owners, this is liberating.

You don't need to be everywhere.

You don't need to go viral.

You just need to consistently create things that help your very very specific audience.

If you run a deck building company in San Diego, you don't need a million YouTube subscribers.

You need content that reaches homeowners in San Diego who are thinking about building a deck.

That's it.

The key is consistency.

Even a slow drip of content about your industry accumulates over time.

In 18 months of posting consistently, you could become the go-to expert in your niche.

Your content becomes this massive asset that keeps working for you (in your current business, or the next one).

A lot of business owners get stuck because they're intimidated.

They compare their first blog post to some polished influencer's content.

Don't do that.

It's got to be bad before it's good.

Just start.

Record a podcast even if only three people listen to it.

Write that article even if nobody reads it yet.

The truth is, this stuff compounds.

Today's lackluster blog post becomes part of tomorrow's “yacht”. If you don’t understand that reference, go figure out what it means because it remains one of my favorite pieces of writing ever.

So here's my advice: pick a platform that makes sense for your business and your audience.

Create consistently.

Focus on being authentic rather than viral….play the long game.

It’s worked for me.

Yallah Habibi,

Jon

P.S.

Peter and I talked about this at length today live:

Got a lot of love this week from this post - who says you can’t build fun things with AI?

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