In the ever-evolving landscape of modern entrepreneurship, there exists a unique category known as “creators.” These individuals craft digital products that center on knowledge and information transfer, such as books, workshops, and courses, benefitting both themselves and their consumers. One such creator who has mastered the art of successful creative entrepreneurship is Jay Clouse, a passionate synthesizer of the world’s most effective creative strategies.
With platforms like the “Creative Elements” podcast, a burgeoning YouTube channel, a newsletter boasting 14K subscribers, a membership community with 100 members, seven courses on LinkedIn Learning, and five independent courses, Jay is an exemplary figure worth exploring for insights into what it takes to thrive as a creative entrepreneur. He recently joined Negotiate Anything to share some of his best advice for building trust and finding success as an online creator.
Building Trust
At the core of Jay’s philosophy lies profound understanding of the creator’s role in the transactional relationship with their audience. He defines a creator as someone who delivers mostly digital products for the mutual benefit of both the consumer and the creator. In an attention-driven economy, Jay’s key principle is aligning incentives to monetize attention. To achieve this, he emphasizes building trust and persuasion with the audience.
Building trust as a creative entrepreneur requires establishing a personal connection with the audience. This connection is nurtured through consistent communication, often on a one-on-one level, over an extended period. According to Jay, the relationships formed in this manner pave the way for a sustainable career as a creator. To stand out in a sea of competing messages, Jay suggests a simple yet profound approach: treat your audience as friends. By speaking in a conversational, accessible manner, creators can break through the noise and form a genuine bond with their audience.
Jay’s insights offer a refreshing perspective. Contrary to formal and professional communication styles, he encourages adopting a more casual and relatable tone in brand communications. He shares that in our daily interactions, we are typically engaging at a fifth grade communication level, so creating content that aligns with that tone is likely to help with building trust.
A significant challenge in this journey is finding the balance between personal connection and scalability. Jay acknowledges the humility required to build widespread trust, echoing the sentiment that trust at scale demands a genuine commitment to one-on-one interactions.
Uncovering Your Shadow Artist
For those feeling stuck and/or yearning for some form of creative expression, Jay has an intriguing concept: the shadow artist. This is the part of you that yearns to create and express yourself, often through activities that may not have been pursued yet. To get in touch with your shadow artist, he recommends examining your social media interactions, including the people that you follow. This analysis can reveal some hidden interests or passions. From there, it’s all about commitment to unearthing your shadow artist. For Jay, it came down to writing on a daily basis. He felt that writing was a form of creativity, and that if he wrote everyday he could prove to himself that he was, in fact, creative.
Getting Paid Your Worth
For creators, finding value in their work and effectively communicating that value to potential clients is a key determinant of success. Jay outlines two fundamental approaches: building a product then finding suitable customers, or building a following and then selling the product. He has leaned on the latter. In building trust with his audience and clients, sales became less of a battle.
Jay’s philosophy on sales extends beyond mere transactional interactions. It revolves around confidence. To Jay, confidence is rooted in understanding the client’s needs, listening actively, and proposing solutions that feel like magic to them. This delicate balance ensures that the client feels valued, not patronized, and fosters a collaborative environment.
Jay’s journey as a successful creative entrepreneur offers invaluable lessons for aspiring creators across various domains. The key pillars of building trust, embracing a personal and relatable communication style, and mastering the art of persuasion are central to this journey. By aligning incentives, nurturing genuine relationships, and effectively communicating value, creative entrepreneurs can thrive in an ever-competitive landscape.
Follow Jay Clouse on LinkedIn to learn more. Click here for the full episode.
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