Less is more.
In life, in business, and in marketing, this is often true.
A big mistake I made when starting this newsletter was trying every marketing channel at once.
The idea makes sense. The more channels you use, the more reach you will get, and the more growth that will happen.
But it rarely works like this.
The one-channel marketing rule is an example of less is more.
The one-channel marketing rule: Master one distribution channel and maximize it. Then, add a second one.
Deconstructed: Justin Welsh
Justin Welsh, a multi-million-dollar solopreneur, used only LinkedIn for marketing.
He became LinkedIn’s #1 global creator by focusing entirely on the platform for years.
After four years of mastering LinkedIn, he eventually added X as a marketing channel.
But because he’d mastered the skills involved in making viral short-form text content, he already had the skills to succeed.
He used the same principles from LinkedIn on X to get 300,000 followers in just 16 months.
Why one channel is the best marketing
Your marketing compounds in one place. Every post, comment, and follower adds to the next if you use the same channel. Using multiple channels splits the compounding effect into multiple places.
You get faster, clearer feedback. You get much more feedback on the specific channel and can tell why the content underperformed.
You learn the skills, not the individual platforms. When you focus on one platform, you learn all the individual skills you need (hooks, tone, CTA, and so on). These skills are transferable to other platforms.
When should you focus on one channel?
If you are starting, you should focus on one marketing channel.
If you have a team or currently use multiple channels, you should double down on the best-performing ones.
You don’t need to eliminate everything, but based on your audience and results you’re getting, choose the best channels.
Here’s how you can do this.
1/ Pick channels based on prior success and your skills
Focus on the channels that already work.
Consider your own skills and the social media platforms you use most, since you already have experience using them.
2/ Create your exit numbers
Figure out what “mastering” the platform is for you.
It could be a specific follower count, time span, or sales target. Once you reach that, you can add another channel.
3/ Look for signs of diminishing returns
If you see these signs, consider using another platform:
You’ve hit your exit numbers
You’re getting fewer views, sales, and less return on your time
You’re reaching the same audience and not reaching new people
If you follow the one-channel marketing rule, adding a marketing channel is as simple as using the skills you already have and applying them to the new platform.
Less is more,
- WL
PS: Look at every channel you use. If none of them are getting consistent results, focus on the best one.