The Switch

Photo by Jaye Haych on Unsplash

Everybody is a fan of something already Your goal is to take somebody from being a fan of something else into a fan of your work. One of the most common methods to make this happen is something I call "The Switch", and it's remarkably effective if you do it the right way.

The idea is simple.

If somebody likes X and your work is like X, then a person has a very good chance of also liking your work, which we'll call Y. However, they've had years to build up their love for X, and they have no idea who you are or why they should care about you.

The problem is creators often find people who like X, and assume they are ready to like their Y, so they immediately whack them over the head with their Y, without giving people who like X a reason why they should care about Y first.

Giving them a reason why is critical for The Switch to work.

The Switch is all about taking fans from X to Y, but by way of U, or, more accurately by way of liking YOU first. The secret ingred…