Test and scale

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Don’t stop what you’re already doing. It’s working – keep doing it.

But reaching a new audience takes a lot of work and resources. And of course you can’t scale up infinitely by doing the same thing – you’ll quickly run out of hours in your week! So you’ll need to change the way you approach your existing activities.

This is why it’s important to be measured and deliberate. Don’t just throw caution to the wind and jump in. Don’t go chasing the new excitement and forget about your existing audience. Don’t bet the farm on long shots.

Instead, look for ways to test any new audience on a small scale to make sure you know what you’re getting into. Start talking to people. Maybe do a few small gigs. Or test the waters with a new single. As before – focus on developing two-way relationships. Pay attention to what works, what resonates and what moves people.

By this stage, you should have a solid creative direction, a solid understanding of your audience(s), some reliable professional assistance and a burning desire to grow to the next step – wherever that may be.

Good luck!