A lot of Claire Paniccia’s marketing advice resonates with me because her thing is helping neurodiverse entrepreneurs. As one of her target audience, I’ve tried a lot of Conventional Marketing Wisdom that (surprise) failed and (no surprise) just added to the reasons I have to self-flagellate while making connecting with people feel more like a chore than an interesting or fun thing to do.

This bit from her latest newsletter (the image) hits the spot. The idea that I don’t text a friend at a specific time every week is so common sense yet 🤯. I’d much rather have a friend-like relationship with people interested in my efforts than be a robotic provider of content.

If you dig this, go check her out. She’s the only newsletter I subscribe to that I actually read.

ClairaPaniccia.com

Screenshot from email newsletter: The goal is not to be "consistent" in the sense of publishing each and every week at the same time no matter what or else, or posting on social 3x/week or else, or whatever other examples you can think of. The goal is to just be present in your audience's minds and lives. Kind of like a friend. In general, you probably don't have a scheduled set time that you text your friend about your life, no matter what, even if you have nothing interesting to say, because otherwise you'll lose your friend forever. No, communicating with friends doesn't work like that. You reach out to your friend every once in a while, maybe with a funny story, or a meme, or an invitation to hang out. And you do that at whatever frequency works for your friendship. Some people text their friends every day. Some people every few days. Some people every few months (it me). Because that's the frequency that works for those relationships. And if you force yourself to communicate in a way that's not natural to you, it's probably going to use up more spoons than you can afford, and you'll eventually just burn yourself out. And that's not good for your friendships either. The same is true for your business. It's just a matter of finding the frequency that works for you and your audience, and getting the hang of sticking with it.
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Arp Laszlo
Hi, I’m Arp! I got diagnosed with ADHD at 49, and now I'm trying to figure out what's me, what's masking, and just about everything else. I make comics (when imposter syndrome isn't striking) and write about life as a creative Indian-American. I’m self-taught, self-employed, and self-flagellating.

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