Why Numbers Alone Don’t Cut It
What’s the primary goal of your online content? Is it to reach a specific audience, or to go viral?
I often see people chasing a number as if that is the ultimate goal. They focus only on the numbers. They obsess over subscriber counts and followers.
But should we as writers really focus on that? Of course, building an email list is important. It is the foundation of how we make a living. But there’s more to it than just volume. Successful businesses attract the right audience. They then establish relationships built on trust and clarity.
What do I mean by the right audience? They are the people who will become superfans. Who will trust you and become customers. Not freebie hunters or casual readers.
Numbers alone don’t pay the bills.
In an earlier post, I wrote about Why Audience Growth Isn’t Always the Right Goal , and I’d like to continue that discussion here because the obsession with growth keeps coming up.
The Trap of Popularity
Chasing follower counts might feel rewarding, but they’re vanity metrics that can pull you off track. You risk attracting the wrong audience for your product or service. Which leads to the creation of shallow content that drifts from your message.
Sure, it feels good to be the cool kid. The celebrity with the huge fan base. Until you realize that your hard work and growth are not translating into money in your pocket.
I have heard of other creators with fairly large subscriber bases who ended up tearing it all down and starting over because they realized their list was mostly people who were not their core audience.
Their numbers looked good “on paper”, but when it came time to launch a product, or turn on paid subscriptions, suddenly their audience went silent.
All that work and effort to build what looked like a loyal fan base—only to realize you were working for free.
If you’re not in it to build a stable business, that’s fine. Not everyone who writes online is trying to earn a living. But for solopreneurs, it’s about reaching folks we can help, and being compensated for it.
Plain and simple.
Getting caught up in the popularity game can be a distraction that has real consequences.
And the cost? It adds up fast:
Lost opportunities
Wasted time
Burnout
The old saying “I’m not for everybody” is true in doing what we do. When you go chasing the numbers without regard for who you’re writing to, you end up writing to no one in particular. And people who don’t feel you are speaking to them will never become customers.
100 superfans beat 1,000 casual followers who click and leave. So, ask yourself: “Do I have any superfans on my list?” If you can’t say yes, rethink your strategy.
The Power of Clarity
So, how do we reach the right audience?
It’s all about clarity in a few key areas:
Be clear about who your ideal audience is.
Speak directly to them as if you're talking to one person.
Show how you can help by focusing on the transformation, not just the features.
Show why you’re the right one to guide them.
Tell them exactly what to expect when they reach out.
That’s why I lean on what I call the Minimum Viable Messaging system (MVM). It strips away all the noise and distraction that can often confuse your reader about who you are and what you offer. Think of it like a filter: people who don’t fit your ideal customer profile will know that immediately. They won’t waste their time—or yours.
When your messaging is sharp, the right readers will lean in. And what you’ll discover is that even with a small audience, they’ll be much more engaged. They’ll be more likely to buy, refer and stick around than a large list of passive followers would be.
I’ll be honest, building a list this way takes longer. But the patience and attention to detail up front will be worth it in the long run. Your ideal customer will feel you get them, and when they join your list, you can feel confident that they are at least a warm lead.
That’s why I created my own version of an MVM: the Prime Trio Bundle.
I focus on 3 specific pieces of your messaging: the hero post/homepage, about page, and welcome email. These are not the only parts of your MVM, but they are the ones that get people in the door, so to speak.
They grab attention, build trust and let your audience know what to expect, clearly and simply.
And they work for you 24/7, handling the heavy lifting of getting people to know who you are and how you can help them. After that, the rest is up to you.
How to Build Deeper Trust
Now that you know who your audience is, and how to reach them, let’s talk about what happens after they subscribe.
There are some simple ways to strengthen your relationship with your readers.
One is through sharing personal stories. When people feel like they know you, they are more likely to trust you. And sharing personal stories of your own struggles, concerns and successes can help to do that. No need for a diary—just show the real you. Not just the person behind the logo. You’re one of them, right? Show it. Tell relatable stories. We all have them.
Second, don’t fall into the trap of sending more just to send more. You’re much more effective sending fewer emails that are thoughtful than hammering them daily with messages that don’t add value.
People are busy. And if they hear from you too often, especially if you’re not adding value, they’ll start ignoring your messages. That’s the last thing you want.
And finally, speak to their challenges and concerns. Find out what their struggles are and share your thoughts. Let them know they are being heard, and you’re here to help.
If you’re reaching out consistently with quality content, you’ll outperform someone else with a bigger list.
That’s why I suggest focusing on one big idea per message. Quick wins build loyalty.
Regardless of how frequently you publish, don’t cram numerous ideas into your message. One idea–one observation–one solution.
And folks are more likely to look forward to your emails instead of skimming or deleting them without reading.
Bringing It All Together
I’m not saying audience growth is bad. It just shouldn’t come first.
When you reach the right audience, a funny thing happens–they tell others. They recommend you. The audience you have can help you grow too.
So, to recap, here’s the short version: know the audience you are trying to reach. Speak directly to them in your content, and with your minimum viable messaging. Continue building trust with them. Be patient in your growth and avoid chasing vanity metrics.
Think about what would change in your business if you focused on depth instead of breadth over the next 30, 60, or 90 days. The results might surprise you.
How do you measure trust over traffic? Drop a comment below—I’d love to hear.