How to amplify your message
Amplification strategies evolve as your career progresses. as you grow your owned, earned, and borrowed media channels.
Hi,
At the beginning of my career, when nobody paid attention to what I said, it was helpful to talk a lot to get people used to the cadence of my work, to know I had something to say, and frankly to make them pay attention.
Eventually, something switched, though, since I started working with Monica, and Lee, and Melissa, and Laurie, and Travis, and Andy, and Mel, and Tawdra, and all the wonderful humans who I’ve partnered with over the years
At this stage of my career, people very much do read my work, yet I’m using the same tactics I used when nobody was paying attention. Now, they don’t work and even have a negative effect sometimes.
In fairness, it is considerably more overwhelming now when I send 10 emails a day because people don’t want to ignore them. I’ve been working really hard to pull back on my sends (imagine what I would be like if I didn’t, amirite?), but it’s a really tough transition.
On top of that, if I send the right thing, it gets amplified without me doing anything, which is something I never had. Previously, I would have to create an echo myself by multiplying my own efforts.
What is amplification?
Amplification is the process of magnifying your message and reach to build and sustain audience engagement. It involves understanding when and how to communicate to ensure your voice resonates with the right people at the right time.
Amplification strategies evolve as your career progresses. as you grow your owned, earned, and borrowed media channels.
Owned media channels
Owned media refers to the platforms and content that you have complete control over. These are the channels that you directly manage and where you can consistently communicate your message without relying on external parties. Owned media is essential for establishing your brand, building a loyal audience, and creating a hub where people can regularly engage with your work.
Examples of owned media channels:
Website/blog: Your personal website or blog is a central hub for your content, including articles, updates, resources, and other information about your work. It’s a primary space where you control the user experience and the messaging.
Email newsletter: Newsletters allow you to communicate directly with your audience, providing regular updates, exclusive content, and personal insights. Since you own your email list, it’s a reliable way to reach your audience without depending on external algorithms.
Social media profiles: While social media platforms themselves are not owned, the profiles and pages you maintain on platforms like Instagram, LinkedIn, and Facebook are spaces where you control the content and how often you post.
Podcasts and YouTube channels: If you create and manage your own podcast or YouTube channel, these serve as owned media where you have complete control over the topics, format, and audience interaction.
Books and ebooks: Your published works, whether traditional or self-published, are forms of owned media that reflect your voice, brand, and expertise.
Online courses or membership sites: Platforms where you host your own content, such as online courses or member communities, provide a controlled environment to deliver value and engage deeply with your audience.
Earned media channels
Earned media refers to the exposure you gain through organic, unpaid methods—essentially, it’s the recognition you “earn” rather than pay for. This includes any media coverage, word-of-mouth, social media mentions, shares, reviews, and any other form of promotion that comes from outside your direct control. It’s often seen as one of the most credible forms of media because it’s driven by others talking about your work rather than by your own marketing efforts.
Examples of earned media channels:
Press coverage: Articles, interviews, or mentions in news outlets, blogs, or industry publications.
Social media mentions: Shares, likes, comments, or posts by others on platforms like Tiktok, Facebook, LinkedIn, or Instagram.
Reviews and testimonials: Reviews on platforms, or endorsements from customers and other entrepreneurs.
Word-of-mouth: Personal recommendations from customers, peers, or influencers.
User-generated content: Content created by your audience, such as fan art, videos, or blogs related to your work.
Borrowed media channels
Borrowed media, sometimes referred to as “shared media,” involves leveraging someone else’s platform to reach their audience. This type of media includes guest appearances, collaborations, or content that is published on platforms or channels not owned by you but where you have permission to share your message. The key here is that you’re using someone else’s established audience to amplify your voice, often through partnerships or mutual agreements.
Examples of borrowed media channels:
Guest blog posts: Writing for other websites, blogs, or newsletters that have a built-in audience interested in your niche.
Podcast appearances: Being a guest on podcasts to share your insights, which can reach new fans.
Social media takeovers: Temporarily taking over someone else’s social media account to interact with their followers.
Collaborative content: Joint webinars, articles, or videos where you work with other creators to reach both of your audiences.
Influencer collaborations: Working with influencers who share your content or discuss your work on their platforms.
While you can also amplify your message even at the beginning with paid media, especially as your budget expands, I generally think about amplification across these three media channels.
As you grow your audience, you’ll gain access to more and more powerful media channels as you build the structure of your network.
You could, if you wanted, spend a millions dollars in advertising and overcome a lot of these effects, but otherwise most of your amplification over time will fall over your growth in these three channels.
It’s important to note here that you should focus on one of these, and your success with them will naturally buoy your success with the others. Personally, my business is built upon owned media, with a significant amount of borrowed media, a little earned media, and paid media sprinkled in to keep growth steady.
Because I have a mailing list with over 44,000 people on it (owned), it’s a lot easier to book partnerships (borrowed) and get press coverage (earned). My message naturally gets amplified now in a way it didn’t 10 years ago. So, what does this look like?
The Early Stage: Filling the void
Objective: Establish your voice and get people to notice you.
Key tactic: Frequency over Refinement.
Media channel focus: Owned media
In the early stages of your career, the primary goal is to create visibility and establish your presence in a crowded space. This is about making noise to ensure that your voice cuts through the clutter and begins to register with your intended audience. At this point, you don’t have the luxury of a built-in audience or widespread recognition, so your focus is on showing up consistently and frequently enough that people start to associate your name with value.
You’re essentially building a foundation, laying the groundwork for recognition, and signaling to the world that you have something to say. This stage is crucial for building initial momentum and getting your audience accustomed to your presence.
While you can focus on any of the four media channels at the beginning, it’s probably going to be a lot easier if you have your own audience with your own projects that already have a little success.
Steps to implement:
Show Up consistently: Consistency builds recognition and trust. Create a content calendar that outlines what you’ll post and when—whether it’s a weekly blog, daily social media updates, or frequent newsletters. Stick to this schedule to build a rhythm that your audience can rely on. Even if engagement is low at first, regularity will help establish your presence. Don’t be afraid to repurpose content across platforms; the goal is to be seen repeatedly in various places.
Don’t overthink perfection: Early on, the most important thing is to be seen and heard. Don’t get bogged down by trying to make every piece of content perfect. Set a reasonable standard for quality but prioritize speed and frequency. Use templates, batching, and simple formats to keep content flowing without overextending yourself. Focus on delivering value and insights rather than polish; authenticity often resonates more than perfection.
Engage actively: Be an active participant in your community. Respond promptly to comments, questions, or feedback on your posts. Go beyond your own platforms—comment on other creators’ content, join relevant discussions, and make your presence felt. This not only boosts visibility but also shows that you’re accessible and engaged. Set aside time each day to interact with your audience, fostering a sense of community and loyalty.
Experiment broadly: This is your time to try everything. Test different content formats—blogs, videos, podcasts, infographics, and social media platforms. Track what gets the best response and refine your approach over time. Use analytics tools to monitor engagement and identify which types of content resonate most with your audience. Don’t shy away from bold or unconventional ideas; early stages are perfect for discovering what truly sets you apart.
Indicators you’ve moved to the next stage:
Organic engagement increases: You notice that comments, shares, and likes on your content are happening more frequently and without prompting. This suggests that your audience is starting to engage with your content because they genuinely find value in it, not just because you’re pushing them to.
Audience growth from external sources: People start discovering your work through mentions, shares, or features on platforms you didn’t directly engage with. This shows that your reach is extending beyond your immediate efforts.
Inbound opportunities: Instead of you always reaching out, opportunities start coming to you—whether it’s collaboration offers, speaking engagements, or media features. This shift indicates that others see value in associating with your voice and brand.
The Growth Phase: Building partnerships and expanding reach
Objective: Expand your audience by leveraging networks and collaborations.
Key tactic: Leverage Networks.
Media channel focus: Borrowed media
In the growth phase, your goal shifts from merely being noticed to actively expanding your reach through strategic partnerships and collaborations. At this stage, your voice has begun to resonate, and it’s time to tap into larger networks to amplify your message further. By aligning with others who share similar audiences or values, you can accelerate your growth, reach new followers, and build credibility through association.
This phase is about moving from solo efforts to a more collaborative approach, using the power of community and connections to multiply your impact. It’s not just about reaching more people but reaching the right people through trusted channels.
Once you get some traction, it’s a lot easier to build your partnerships. This is a lifelong pursuit, as your partnerships will level up as you level up.
The bigger you can build your own network and the better you can hone your own skills, the more attractive you will be to more and more successful people.
Steps to implement:
Identify potential partners: Start by mapping out potential partners who align with your audience’s interests. This could include other entrepreneurs, bloggers, influencers, or brands in your niche. Approach these partnerships with a clear value proposition—what can you offer them, and what do you hope to gain? Begin with small, low-commitment collaborations like guest blog posts or social media takeovers to build rapport. Keep track of your partnerships and their outcomes to refine your approach over time.
Contribute to communities: Look for forums, social media groups, or online communities where your target audience spends time. Consistently add value by sharing insights, answering questions, and participating in discussions. Avoid hard sells; instead, aim to establish yourself as a helpful, knowledgeable presence. Track which communities drive the most engagement and focus your efforts there.
Cross-promote content: Partner with others to share each other’s content. This not only amplifies your reach but also lends credibility to your voice through association with respected peers. Create joint projects, like webinars or collaborative articles, which allow both you and your partners to benefit from each other’s audiences. Make sure to follow up and evaluate the success of these initiatives to identify the most fruitful collaborations.
Attend and speak at events: Whether virtual or in-person, events are a great way to connect with others in your field. Use these opportunities to network, share your expertise, and learn from others. Prepare a brief pitch about who you are and what you offer and be ready to share it when the moment arises. After events, follow up with new contacts to keep the connection warm and explore potential collaboration opportunities.
Indicators you’ve moved to the next stage:
Consistent external features: Your work is being highlighted by others regularly, such as through guest posts, interviews, or mentions in newsletters and blogs. This indicates that your voice is resonating within your industry, and you’re recognized as someone worth following.
Engagement depth over breadth: Instead of just increasing the number of followers, you’re seeing deeper engagement—people are asking specific questions, requesting more of certain content, or showing loyalty by following you across different platforms.
Greater influence in collaborations: When you collaborate, your input is sought after and valued. You’re not just a participant but a key contributor, showing that your partners see you as an equal or a leader in the space.
The Established Stage: When Less becomes more
Objective: Refine your approach to ensure that your communication is impactful and well-received.
Key tactic: Selective Amplification.
Media channel focus: Paid media.
As you move into the established stage, the challenge becomes one of refinement rather than expansion. Your audience is engaged, but now it’s about ensuring that every interaction and communication counts.
Over-communicating can lead to diminishing returns, as your audience may feel overwhelmed or begin to tune out.
This stage is about focusing on quality over quantity—sending fewer but more impactful messages that resonate deeply with your audience. It’s about leveraging the trust and recognition you’ve built to make every message count, ensuring that each piece of communication drives action and reinforces your brand’s value.
By now you know your products sell and your message works. At this point, you can start running ads to amplify your message to people who might not know who you are. You’ve probably capped out at the people you can reach individually, and this allows you to keep bringing in new people as they age into your work.
You’ll also likely have enough work to break even on your costs, and enough word of mouth that a lot of people have heard of your work and are ready to try you out.
Steps to implement:
Audit your communication channels: Regularly review all the platforms you’re using to communicate with your audience. Identify which channels are driving the most engagement and which are not performing as expected. Consider scaling back or eliminating efforts on less effective platforms. Focus on where your audience is most active and responsive to streamline your efforts and maximize impact.
Prioritize high-impact messages: Create fewer, more purposeful communications. Each piece should have a clear goal, whether it’s driving engagement, boosting sales, or building brand awareness. Use data to refine your content strategy, focusing on topics and formats that historically drive the best results. Develop a hierarchy for your communications—reserve frequent updates for high-engagement channels and use broader announcements sparingly.
Segment your audience: Use data to segment your audience based on behavior, preferences, or engagement levels. Tailor your messages to these segments to increase relevance and impact. For example, you might send more frequent updates to your most engaged followers while offering broader, less frequent communications to those less engaged. Experiment with A/B testing to see which approaches resonate best with each segment.
Measure and adjust: Continuously track key metrics like open rates, click-through rates, and engagement to gauge the effectiveness of your communications. Use this data to refine your approach. Regularly survey your audience for feedback on your communication frequency and content preferences. Make data-driven adjustments and don’t hesitate to pivot your strategy if something isn’t working.
Indicators you’ve moved to the next stage:
Noticeable drop in engagement with high volume: When you send too many messages, you observe a decline in open rates, click-through rates, or general engagement, signaling that your audience feels overwhelmed. This drop is your cue that more isn’t better anymore.
Action from minimal effort: You begin to see that even small actions, like a single email or post, can drive significant outcomes—whether that’s sales, sign-ups, or shares. This shows your audience is highly attuned and ready to respond to your cues.
Direct feedback: You receive feedback from your audience or network indicating they feel overwhelmed or prefer more focused communication. This might come in the form of unsubscribes, replies asking for less frequent updates, or feedback from partners about your approach.
The Evolving Stage: Trusting the ecosystem
Objective: Leverage your established network and influence to amplify your message organically.
Key tactic: Trust in Organic Reach.
Media channel focus: Earned media
In the evolving stage, your strategy shifts to fully leveraging the ecosystem of influence and connections you’ve built over time. At this point, your content and brand have a life of their own, and your focus should be on letting your audience and network do some of the amplification for you. Trust in the strength of your previous work, your established relationships, and the content you’ve put out to continue spreading your message organically.
This stage is about embracing a more hands-off approach, knowing that your influence now extends beyond direct actions you take. It’s about maximizing the power of organic reach, where your network amplifies your message naturally without needing a heavy-handed push from you.
You should be reaching out to the press throughout your journey, but this stage is when it will start paying dividends. Press coverage only really works if people know who you are and like your work. Yes, it’s great to get backlinks, but the more people know you, the better the press is going to work.
On top of that, the press will likely reach out to you over time to cover your work and subscribe to your work to get announcements. They might even start as fans and grow into great press contacts.
Steps to implement:
Create shareable content: Focus on producing content that your audience will want to share—whether because it’s insightful, useful, or entertaining. Infographics, quotes, and actionable tips can often travel farther than lengthy articles. Regularly refresh your content based on trending topics and feedback from your audience to maintain relevance and shareability. Ensure your content is easy to share by including share buttons or prompts.
Empower your advocates: Identify your most engaged followers or superfans. Create a system to reward or recognize them for their support, such as exclusive content, shout-outs, or early access to new work. Encourage them to share your content by making it easy—provide pre-written tweets, shareable graphics, or insider tips they can pass along. Cultivate a sense of community among your advocates to foster organic growth.
Lean on your network: When you have something important to share, don’t hesitate to ask your network to help amplify it. A personal ask can be much more powerful than a generic broadcast. Leverage your relationships with peers, collaborators, and industry contacts to spread the word. Offer to reciprocate their support in the future, creating a mutually beneficial dynamic that strengthens your overall ecosystem.
Trust the process: Recognize that your influence allows your content to have a life of its own. Give it space to breathe and grow within the ecosystem you’ve nurtured, rather than trying to push every piece manually. Monitor the natural flow of your content and step in only when necessary to nudge things in the right direction. Trust that your audience and network will amplify the right messages at the right times.
Indicators you’ve reached this stage:
Widespread organic amplification: Your content frequently spreads beyond your immediate reach without direct intervention—through shares, mentions in articles, or even discussions in spaces you didn’t target directly.
Recognition beyond your network: You start getting noticed or approached by people, publications, or organizations outside of your immediate network who have been indirectly influenced by your work. This shows your reach is broadening beyond your direct influence.
Minimal effort, maximum impact: You notice that major actions—like launches or important announcements—require significantly less promotional effort from you. Your established ecosystem and audience now play a significant role in spreading your message.
Evolving with your audience
This is not a perfect outline, especially when it comes to your area of focus. I know plenty of people that started with paid advertising before they had much owned media and killed it. They are more successful than I am at this point by a factor of ten.
I’ve built out this structure to give you the best odds for success and lowest chance of falling on your face. That said, you are gonna fail at this sometimes, and feel like a failure a lot of the time, as you work to amplify your message.
Even highly skilled experts working with world-renowned authorities have problems placing stories and breaking even on ads. Recognizing when to shift your amplification strategy is critical to maintaining and growing your influence.
By paying attention to these detailed indicators and implementing the expanded steps, you can confidently transition through each stage, ensuring your message continues to resonate and have the desired impact. Remember, it’s not just about making noise; it’s about making meaningful connections at the right moments.
