Stop shouting into the food court

Hey Reader,

Hope you’re enjoying your holiday season!

As we close this year out, and look forward to 2026, there’s a trend in marketing I think you should pay attention to…

“Social media” is the billboard nobody’s reading.

Remember when everyone said, “You HAVE to be on social”?

Yeah, about that.

Turns out posting three times a day to people who are simultaneously watching TikToks, arguing with strangers, and pretending to work isn’t the marketing goldmine we thought it was. Shocking, I know.

Here’s what’s actually happening: social media is turning into that friend who talks at you at parties. Sure, they’re loud and everywhere, but are you listening? Or are you nodding politely while planning your escape to the snack table?

Meanwhile, there’s this quieter thing happening…

People are “choosing” where they pay attention.

“Social media” has become “Interest media”!

They’re joining communities about sourdough starters. Listening to podcasts about true crime while folding laundry.

They’re not doom-scrolling. They’re actually interested.

And that’s the whole game right there.

“Interest” beats “attention” every single time.

Because here’s the thing about social media: it’s like yelling into a crowd at a concert. Sure, you might get some heads to turn. But good luck having an actual conversation.

The algorithm doesn’t care if you have something valuable to say.

It cares if you can make people stop mid-scroll for 2.3 seconds.

“Interest media” is different.

When someone subscribes to a newsletter or downloads a podcast episode, they’re raising their hand and saying, “Yes, I want this.”

They showed up on purpose.

They care about what you have to say. And when people care, they actually do things. Like buy. Or book. Or show up.

So if you’re a podcaster wondering why your download numbers aren’t turning into actual engagement, or you’re hosting events where half the room is checking their phones, maybe the problem isn’t your content.

Maybe you’re just playing in the wrong sandbox.

The smartest move?

Stop chasing everyone and start ‘connecting’ with someone.

As Seth Godin says…

“Serve the smallest viable audience, first.”

If you’re a podcaster or event host trying to figure out how to stop shouting into the void and start connecting with people who are genuinely interested, let’s talk.

(Link below)

Stellar Marketing Quotes

“If your marketing isn’t a conversation, it’s a billboard — and the future has no patience for billboards.”

Jay Baer

“Great marketers won’t just create content — they’ll curate experiences.”

Carla Johnson

You know what nobody puts on their vision board?

A stack of cardboard boxes and packing tape.

Yet some of us become absolute masters at it. Not by choice. Not because we dream of becoming Professional Box Builders. But because life keeps handing us reasons to start over somewhere “new”.

Radio stations love two things: playing hits and switching formats.

One day you’re spinning rock classics, the next day someone in a suit announces you’re going “Country”. Or worse, you’ve been sold to a corporation that thinks “morning drive” is something you do on the highway.

That’s when the boxes come out.

Here’s the thing about forced changes: they make you choose. Stay put and hope lightning strikes (it won’t), or pack up and discover what’s next.

Most people freeze. They wait. They convince themselves their old life might come back if they’re patient enough.

But change doesn’t care about your patience.

The (not so)funny part? Every move costs you something.

Weight-based pricing means your treasures get converted into “pounds”.

(including flat-screens!)

That album collection you’ve been building since you were sixteen? Too heavy. The perfect couch from that vintage shop? Gotta go.

You leave pieces of yourself behind every time. The dentist who never judged your flossing habits. The mechanic who’d fix your car for fifty bucks and a pizza. The taco place that knew your order before you walked in.

Those connections that made a city feel like home.

But then you land somewhere “new” and discover a different “heaven”…

“Real” barbecue in Kansas City. Or fresh salmon costs less than ground beef in Portland. Or winter in Phoenix means you don’t have to shovel your “weather”.

The things you thought you’d miss get replaced by things you didn’t know you needed.

Change isn’t punishment. It’s a threshold.

And most of the good stuff in life is waiting on the other side of one.

Here’s to an awesome 2026! 🎉

Diversions

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