Inspired To Make Again

In yesterday's email, I wrote about how your problem isn't with posting consistently. It's with results.

If I told you the next 30 days of your content creation was going to skyrocket your streetwear brand with an influx of superfan customers

you wouldn't have the same consistency issue any more.

You'd be posting faster than the algorithm would let you!

Here's the thing:

For most, that sounds like a crazy dream situation.

It's too good to be true!

But allow me to make a case that may seriously simplify making content WELL.

ANY kind of content you make, whether it be on Instagram or email, podcast or TikTok, falls under one of two categories:

1. Product-focused content

2. Brand-focused content

Product focused content: It's in the name. Content about garment features, materials, use-cases, the making of, behind the scenes, or packaging are all examples of content you may have made that falls under this category. Basically, anything that's about your product.

This is the category of content that ALL brands start with.

And it makes sense...

You're selling a product - you market the product.

And then... This happens:

You struggle to find new and innovative ways to talk about the same stuff over and over again.

Each clothing drop is a renewed opportunity, but enough years in the game and you feel a bit like a broken record.

Not only are you leaving your audience uninspired by your content, but YOU'RE uninspired to make it.

And that's how we get to the inconsistency complex.

A shift needs to happen:

It's somewhere around this point that the brand, if they haven't already, must make a crucial decision.

Change the content and messaging strategy,

Or slow down the content consistency

until it stops entirely.

It's at this point I've seen far too many streetwear brands fall from the ledge - In one moment they are thriving. In the next, their latest post is now 7 months old.

This is when we get to the second category of content.

Brand-focused content: It's EXACTLY the same with one minor difference. Instead of selling a product. You sell a brand. Consequently, your customers also start buying a brand instead of a product.

Sell a product. They buy a product.

Sell a brand. They buy the brand.

And buying the brand is directly correlated with customers who buy the product over and over again.

And here's the thing:

Selling a brand isn't really even about selling.

It's about value.

It forces you to ask questions like:

Who is my streetwear brand for?

Who do they become when they put on my brand?

And: Why should they care?

To my point:

Both product and brand-focused content are absolutely essential to the success of your streetwear brand.

You need both.

But with a 3:1 ration your feed might start look like: value, value, sell.

And that ratio does wonders.

You may find your audience

and yourself

inspired

to make again

Truly,

Elijah