Publish Publish Publish: Why You Need To Publish More And Focus On Metrics Less

Publish Publish Publish is my new motto, and it should be yours too!

Here’s why…

It has been proven time and time again that those people who are prolific will outperform those who are too busy studying the artform, trying for perfection, and monitoring vanity metrics.

Before I explain what the above paragraph means fully, please understand that I am not necessarily saying that you should publish without a plan… although you could still probably outperform most people… you should have some kind of goal or target to work towards, just don’t obsess over pointless metrics.

What I am saying is that the people who create and constantly publish content, no matter how bad a lot of it is, will usually outperform those who only publish a few bits every now and then.

Yes, there are the one or two people who create one or two pieces of art (music, book, course, etc) that earns them a tonne of money and puts them into ‘bestseller’ status, but that is the exception, not the rule.

The Law Of Proliferation

Proliferation is where you churn out a lot of work and ultimately create a lot of income streams. 

The science fiction and popular science author, Issac Asimov, wrote and published 40 novels, 383 short stories, and over 280 non-fiction books throughout his 53 year career.

He is also credited with editing about 147 other pieces of work.

The guy was prolific to say the least. And that was back in the days when publishing work was a lengthy process. Publishing in those days meant being printed in books and magazines.

Today, we have the luxury of publishing our works as soon as they are finished. Once we have given a piece of writing a final proofread, we can upload it to one or several platforms and hit the ‘Publish’ button, sharing our work across the world.

A person who sits at home and spends several hours a day writing, could publish one or two pieces of content each day. Just one piece of content a day would give you 365 published pieces of work at the end of the year.

Imagine that, in the following year, each piece of work earned you just $5 a month… you would earn a rather respectful $1,825 each month.

Imagine that each piece of content was making you $100 per month!

Now imagine that while earning that money you were creating one new piece of content every day.

Can you see how this works? You build up a portfolio of online content that earns you small amounts of money which all adds up to a larger amount.

Yes, people would prefer to publish less and earn more per piece, and that can be done, but I am just using this as a way to show why publishing more can be better than publishing a few pieces and then obsessing over the likes, shares, and comments.

Likes, shares, and comments, are vanity metrics and they do not show you how many people actually interact with your work. 

You could publish content that receives no likes, shares, or comments, which on the surface looks to have performed pretty dismally, but that content could result in you earning $1,000.

I would say it was pretty successful, wouldn’t you agree?

If you are a person who is producing content as a way to generate money, either through selling your own products, sales of affiliate products, or selling your services, the only true metric you need to focus on is whether your content is making you money.

Yes, you absolutely should study the content you produce and see which is working best and then do more of that. See which content earns the most money and performs better financially, but don’t obsess on the other metrics because for the most part, it is the actual content that lands you the money.

The more content you have ‘out there’ online, the more ‘fishing hooks’ you have reeling in the fish.

It is like omnipresent marketing, being seen everywhere all the time turns you into a ‘celebrity’ of sorts. You become ‘a face’ that people see daily. People see you and your name, they talk about you, they read your content. You become everywhere.

The 12 Book Income Plan

I recently learned of an author who teaches a specific plan which is as follows:

Imagine that you wanted to earn an extra $12,000 a year.

Instead of trying to create one big novel which would earn you $12,000, write 12 shorter books that earn just $1,000 each, or 24 that earn just $500 each.

You see… getting one book to earn that amount of money is not particularly easy. 

Let’s say that you earn $5 per book sale, you would need 2,400 people to buy that book. 

Those 2,400 people all need to like the same thing. You need to find 2,400 who all want to read the same book

Whereas if you have 12 books earning you $5 per sale, you only need 200 people to buy each book.

Now this is where it gets interesting… that customer figure could be a lot less because if someone reads and enjoys book 1, they may go and buy book 2. And if they enjoyed book 2, they may go and buy books 3, 4, and 5.

When you publish more content, those who like what you do have more content to consume which means that just one person could earn you more money.

If you published just one book and that book earned you $5 per sale, one customer can only ever earn you $5.

But if you publish 12 books which earn you $5 each and one customer buys them all, that customer will give you $60 of their hard earned cash.

If you were lucky to have customers who bought all of your 12 books, to make $12,000 you would only need 200 customers.

The more you publish, the more you can sell and earn.

Of course, some content may bomb, and others may go crazy and earn you a lot more than others, but no matter how you look at it, the more content you publish the greater chance you have of things going ‘crazy’.

The same author who talked about creating multiple books so that you earn less amounts per book but earn more collectively, also said that usually only one or two will explode and do incredibly well.

What he means by that is if you publish just one book and it doesn’t sell well earning you a lot of money, that should be expected. But if you publish 12 books, the chance for one of those books to go crazy and make a lot of sales increases. 

It’s the law of proliferation.

The more prolific you are, there’s a greater chance that one or several pieces of your work will go crazy and make a lot of money. And as already discussed, those pieces of content that go crazy will have a knock on effect with your other pieces of content. 

They will send people to see your other content.

Imagine a piece of music being released that becomes incredibly popular and the video on YouTube gets streamed by millions of people. Many of those people who watched that video will also go and check out the band’s other music.

I have done it many times myself. A perfect example of this would be the time I heard the track, It’s Not About You, by Haiku Hands, on the popular crime drama, My Life Is Murder, starring Lucy Lawless.

It was late at night and I was watching it in bed with the volume down so as to not disturb the good lady. I had the subtitles on and when the music came on it named the band. I liked what I heard and so I headed over to YouTube to find the track and to hear more from the band. 

I cannot tell you how many times I have listened to multiple songs of theirs on their YouTube channel. Had they published just one song, I would have listened to it a lot, but not nearly spent as much time listening to it as I have listening to all of their other tracks.

Keeping People Happy

The other thing to consider is that if you are running a subscription based business where people are paying you to access your content, the more content you publish there is an increased chance that people will stay subscribed and carry on paying.

If you say that you are going to publish 4 pieces of content each week, but actually deliver 8, subscribers are getting twice as much for their money which will keep them happy.

Plus, should anyone new land on your home page and can see how much content you have published – think Patreon or Substack where you can see a blurred out post or a summary of what has just been published – the larger number of published content shows potential new subscribers that they will get plenty for their money and that you are actively publishing new content.

Just this morning I read this on Facebook…

Starve Your Distractions

Feed Your Focus

And this is exactly what this article is about, most metrics, especially those vanity metrics, are a distraction… your focus is to create more content… because it is the content that makes the money.

Become prolific.

Until next time.

Have a great day.

Andi

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