The Tilt - Bigger Not Better

Do you really know the target audience for your content business?  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

FEBRUARY 10, 2023

View in Browser

Welcome to The Tilt, a twice-weekly newsletter for content entrepreneurs.


5 things to do

Do you know your target audience?

Do you really know who your content is designed to serve?

Not every content entrepreneur does, but every successful one does.

That’s the wisdom shared by Robert Rose, founder and chief troublemaker at The Content Advisory, at Creator Economy Expo.

Without knowing your audience, you can’t determine the best content business model. You can’t answer the questions that will be asked by potential investors, sponsors, and others. So let’s pull from Robert’s advice to figure out how to really know your audience.

1. Recognize bigger isn’t better: Too many creators stop after detailing the total addressable audience – all the people who could have a useful need or want for your content. Robert says that should act as the first step in defining your minimum viable audience.

Next, narrow the total addressable audience to a service addressable audience – people who you really expect to serve or will access your content product. (For example, if TikTok is your platform, an older audience wouldn’t be serviceable because they aren’t watching it.)

Continue to remove segments of that audience, and you will find your service obtainable audience – the portion of the audience you can reasonably expect to capture. That’s your potential share of the market or minimum viable audience.

2. Fill in these blanks: Robert uses a fun technique called jobs-to-be-done (JTBD). He explains the concept with this quote from Theodore Levitt: “People don’t want a quarter-inch drill. They want a quarter-inch hole in the wall.”

To figure out what your audience wants, use this fill-in-the-blank formula:

WHEN (identify a challenge/interest), I WANT TO (how to solve the challenge in some form ) SO I CAN (the result after solving the challenge).

Example: When I need to hang a picture, I want to get a new drill, so I can create a hole in the wall to hang the picture.

As you craft those JTBD sentences, make sure to incorporate the context and emotion involved. In this example, the JTBD ultimately is to relieve the boredom of the commute.

Example: “When I’m rushing to work, and I’m starting my long commute, I’m hungry. But I have no time to stop, and just want something quick, easy, and that tastes good. I want to find something I can have so I feel better about my commute.”

3. Discover your audience: Create as many JTBD statements as you can by talking with your audience as people, not consumers. Ask open-ended questions. Visit their natural habits (in person and/or online). Do what they are attempting to do, so you can better understand how they operate.

4. Detail their stories: Again, this step nicely fits a creator’s skillset. How does your audience discover, try, or learn as it relates to those JTBD statements? They may tell you their needs more clearly, but pay attention to the underlying (or explicit) emotional and social context.

5. Build your audience model: Now you know which “jobs” your audience wants to do. Narrow the list to those that fit your skill set. Then, look into the ones still on the list to see who or what is addressing them now (and doing it well). The remaining jobs present business opportunities.

Now, you can grow a content business around a niche story that is most likely to attract a valuable niche target audience rather than create a business built around a broad topic with a broad audience that may or may not be interested.

- Ann Gynn

Resource: Watch the free on-demand presentation as Robert Rose goes into more detail with examples of the audience identification process.

Meet Robert Rose at Creator Economy Expo 2023. He’ll share more in a session about how to stand out in the sea of sameness.


Sponsored Content

Do you feel like your content business is struggling to reach its full potential? If you're looking for ways to scale effectively, then mark your calendar for Social Profit Lab – a free, four-day event filled with expert insights and strategies to help you take your content business to the next level in 2023.

With over 40+ experts, including Wave Wyld, Judi Fox, Alex Sanfilippo, Joe Pulizzi, and many more, you'll learn how to grow your audience, increase sales, delegate effectively, and more. No matter what platform you're using or what strategies you've tried, you're sure to walk away with valuable tips and techniques to help you succeed.

And the best part? Social Profit Lab is completely free!
Register now!


5 things from the tilt

*The Tilt receives a small commission if readers (at no additional cost) make a purchase using this link.


5 things to know

Money
  • Ask for a buck: Reservation funnels work. People who put down a $1 deposit are 30 times more likely to buy than someone who just gives their email address. (Forbes)
    Tilt Take: The research looked at crowdfunding products, but the concept could work well for creators developing distinct content products, such as online courses and digital books.
  • Tik targets: TikTok expanded the paid promotion options for creators and other small businesses. You can now encourage messages from audiences, target audiences based on location, and boost content uploaded by collaborating creators. (tubefilter)
    Tilt Take: Smart business move for TikTok and TikTok creators investing in growing their audience.
Audiences
  • Stop plank walking: Creators make a mistake when they don’t have a proper onboarding system for new community members. (tchop.io)
    Tilt Take: Create a simple and easily executed welcome program when someone joins your community. Check out Tchop.io’s interesting thread on the mistakes made in communities.
Tech and Tools
  • Tl;dr: Twitter Blue subscribers can now type 4K characters. (Twitter)
    Tilt Take: Not surprisingly, Twitter used the announcement tweet to show why so many characters aren’t a good thing. (And it only used about 1.3K characters to do that.)
And Finally
  • AI answers: BuzzFeed says it will use the AI content tool ChatGPT to help create quizzes that customize the responses based on the quiz-taker’s input. (CBS News)
    Tilt Take: We like this idea. Personalized content outperforms generic content, but it can be problematic to customize everything by human hand.


We all know part of running your business is dealing with the finances and taxes. Do you find yourself needing help or advice with your business's finances?

Look no further than Be Your Own CFO, a finance newsletter for entrepreneurs written by an entrepreneurial CPA. Take your growing company to the next level with down-to-earth insight into tax strategy, bookkeeping, and software.

Sign up today for inspiring content that combines the raw power of finance with the human element of running a company and become your own CFO.


Please Help Spread The Tilt Message!

Refer a fellow content creator to The Tilt and earn exclusive swag!

Your unique link: https://www.thetilt.com?rh_ref=1c5f8ff0

Track your referrals here.

Or share via Twitter, LinkedIn, Facebook, or email.

*Please note the rewards program is only available to US readers at this time. The Tilt reserves the right to reject referrals at their discretion.


the tilt team

Your team for this issue: Joe Pulizzi, Pam Pulizzi, Ann Gynn, Laura Kozak, Marc Maxhimer, and Dave Anthony.

Key phrases

Older messages

Real Help

Tuesday, February 7, 2023

Creators usually wait too long to reap the benefits of working with a virtual assistant. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Don’t Divide, and You’ll Conquer

Friday, February 3, 2023

What is a “cross” strategy? Find out from an entrepreneur who's doing it successfully. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Forwarding Address

Tuesday, January 31, 2023

Take your social audience and make them your own with these ideas. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Road Taken

Friday, January 27, 2023

The Professional Hobo's advice works for digital nomads AND creators with a permanent address. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Can you answer a one question poll for me?

Wednesday, January 25, 2023

Super Early Bird pricing for Creator Economy Expo ends Friday. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Daily Boost: March 25, 2023

Saturday, March 25, 2023

​ ​ ​ Here's a in-depth guide on using Twitter for SEO to help you increase the rankings of your website and get discovered more on the platform to build a larger following. You may also like: ​

As you wish 🌠

Saturday, March 25, 2023

Got a lot of replies and requests on this one! ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

#15 – Naval Ravikant and Brett Hall: Knowledge, Constraints, and Truth-Seeking Mechanisms

Saturday, March 25, 2023

Listen now (33 min) | Apologies for sending you another email. The links to the video and audio podcast in the previous email are broken. This email has them updated. Please enjoy! Airchat: https://www

#15 – Naval Ravikant and Brett Hall: Knowledge, Constraints, and Truth-Seeking Mechanisms

Saturday, March 25, 2023

Listen now (20 min) | Airchat: https://www.getairchat.com Naval on Airchat: https://www.getairchat.com/naval Brett on Airchat: https://www.getairchat.com/bretthall Keith on Airchat: https://www.

Friday Finds (McLuhan, Marketing, Sitcoms, and Hobby Tribes)

Friday, March 24, 2023

Read in your browser here. Hi friends, Greetings from Austin! The 10th cohort of Write of Passage is now open for enrollment and we're back with an all-new curriculum. Fondly referred to as Cohort

10 Revenue Streams to Expand Your Online Education Business [Scale Your Impact #88]

Friday, March 24, 2023

How to diversify your income ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

🎙️ Find That Pod #203

Friday, March 24, 2023

5 Great New Podcasts ADVERTISEMENT 5 Great New Podcasts Welcome to the 203rd edition of Find That Pod. As always, welcome new subscribers! We've got some open ad spots for March and April: book an

30 Days of Book Promos • FB Groups posts > 1M readers + Newsletter + Pins

Friday, March 24, 2023

Email marketing & social media ads for books. Enable Images to See This ContentMo's Author Book Promo Super Package We've taken the best from all all our promotion packages & put them

It's the Now I Know Weekender!

Friday, March 24, 2023

That generic subject line means I didn't know what I was going to write about when I started writing this. View this email in your browser · Missed an issue? Click here! If you're new to Now I

Influence Weekly #277 - Will the dad of the D'Amelios be the one to rescue TikTok?

Friday, March 24, 2023

Finance YouTubers sued over promotion of FTX Influence Weekly #277 March 24th, 2023 Executive Summary MLS strikes TikTok partnership as threat of US ban looms Finance YouTubers sued over promotion of