TLC – Why I think exclusivity is bad for your growth

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Season 6 Episode 12

At first, the idea sounds great, you might even be feeling flattered that you were asked to make your work exclusively available. But stop and think about it.

By only having your work in one place might bring in a nice quick paycheck, but you just capped your audience and growth. In reality, you also just brought your existing audience to whoever you signed the deal with helping them more than helping yourself.

Let’s look at an example that I am seeing more and more of, an exclusive podcast distribution.

You are asked to make your podcast exclusive to one platform, or maybe you just feel like it is a good move to do that.

Well, now you just also restricted your listeners to using the app that the platform either provides or supports and what if they don’t want to use it? What if that app changes you don’t do or your listeners do not like or agree to the changes? You are locked in and have no choice.

All you have really done here is force your loyal listeners to now use a new app or only use the existing one to listen to your content whilst providing the platform you signed with a new set of users.

Maybe those listeners now have to create an account they never wanted just to hear your content, what if they decide you are not worth it?

These are just a couple of things to think about when you sign or entertain those exclusive deals, really think about the future and your customers, users, and fans.

I’d love to hear your thoughts on this.

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