Getting "awareness" off my plate is way more fun than spending time on social media

Plentiful sunshine. High around 70F. Winds WNW at 5 to 10 mph.

I shared Michelle Warner’s concept of getting “awareness” off our own plate about a month ago and have tested it in a few ways.

FFDP, Knocked Loose, Sum 41

First, I pitched an article to Ryan J. Downey, for his Stream N’ Destroy newsletter (above). I felt it fit better on his “platform” than here since I don’t focus on metal bands as much as I used to when this newsletter was called Heavy Metal Email!

Only 27% of the bands at the Decibel Magazine Metal & Beer Fest in Philadelphia have email lists.

Six have websites.

That means four of the 14 bands performing can reach their fans directly via email. Since signing up for all four email lists 25 days ago, I have yet to receive any updates.

Here’s what happened: It’s hardly been a week and it brought in about five new subscribers. That might not seem like a lot, but giants in the heavy metal and hard rock industry read Ryan’s newsletter, so that’s fine with me!

Here’s how you can do it: Ask someone you know if you could offer something for their audience. Maybe it’s artwork for a newsletter series, an audio jingle for their voiceovers or podcast, or something else that supports the work they’re already doing. Maybe someone who makes videos could use your original music or animations.

Newsletter #133 - Totality Amazing

Second, I helped artist/photographer Noah Kalina move his newsletter from Mailchimp to Substack. He mentioned wanting to restart his newsletter in his new YouTube videos, so I sent him an email, we had a good Facetime chat and got to work. His newsletter lives on and he’s got happy subscribers!

Here’s what happened: Noah credits me as his “newsletter guru” in the footer, and he gave me a Substack Recommendation, which led to about 35 new subscribers. I also reconnected with two wonderful artist friends who saw my name in his newsletters, too.

Here’s how you can do it: If someone is asking, offer a skill as a way to support someone in their creative journey. I’m not into the whole “cold email” thing, but if you see someone looking for help and you feel somewhat confident in your abilities, hit them up - you never know where it might lead!

Third, I submitted the above photo for Photo Talk, which is put together by

Marcel Borgstijn

. Folks vote in a poll about the clarity and engagement of the photo and leave comments, too. It was terrifying but a lot of fun at the same time!

Here’s what happened: This led to a few subscriptions, but this was just a fun thing to do, and I met some very talented photographers in the process!

Here’s how you can do it: If you see someone doing cool things with other people, ask if you can join in!

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Oh yeah, I recently started a book club without really telling anybody (although some people saw it on my homepage).

I’ve also replied to about 15 people by making individual videos for them and answering their questions or expanding on their ideas.

Why do all this? Well, maybe you missed it from my recent ‘Maybe you don't need more subscribers’ post:

Setting a timer for 15 minutes and communicating with real people five days a week will probably get you more results than the hour you spend making one Reel for 153 “people” to see (and which will never be seen again after 12 hours).

Does it scale? Fuck scale, do the work.

Everything I listed above was way more fun than “creating content” to drive “awareness” on services that are turning from social media into paid advertising platforms.

Talk to good people, nurture your creative network, and reach out to people you haven’t talked to in a while. Use video, send a text, a postcard, or voice note. Call them on the phone, meet for coffee, axe-throwing, and/or putt-putt golf.

Yes, we’d all love to just post our work and be done, but occasionally connecting with the energy of other creative people will give you new perspectives on what you’re trying to accomplish.

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I’m Seth Werkheiser, and 106 people have subscribed to this newsletter since last week, which is bananas.

Need help thinking of ways you can collaborate with others? Wondering if you can make it without social media? Check out my Guidance page to see how I can help (yes, for free mostly), or just get in touch via DM or email (hey@sethw.xyz)