Oh hey there, stranger

Long time no chat.

It’s me, erica, from cringe mountain. Your friendly sherpa.

It’s been quiiiiite a few months since I last sent an email here.

Where have I been? Mostly, over on my Youtube channel, helping creators build a category of one brand, using the science and psychology of icons.

But on this newsletter, I realised that there was a part missing from my messaging.

See, I was telling people that success went a little something like this:

Step 1. climb cringe mountain
Step 2. ????  
Step 3. have an iconic presence and a cult-like audience.

But over and over, people kept asking me questions about that middle bit - step 2.

• i’m showing up and posting, but nothing is happening. Why?

• isn’t the market too “saturated” now for my voice?

• how can I stop feeling like I’m constantly competing with other creators?

• why can’t I get my audience to care?

• why are people working less hard than me and getting the opportunities I want?

I’ve helped thousands of people solve these problems. 

And the truth is:

Step 2 is to build a category of one brand. 

It’s the only way icons like Lady Gaga, Mr Beast, Robert Pattinson and Taylor Swift were able to succeed. 

Yes, they just showed up 

But at the same time, they were strategically finding their zone of genius, understanding who they really were, and crafting a connection with their audience.

They don’t just post, they position.

So this is all to say:

I’m going to be back. I’ll still be talking about cringe mountain, but I’ll also be talking about branding. 

Not on some shitty, shallow marketing speak level 

(honestly I hate the word ‘branding’... but it’s the best we’ve got right now) 

But on a human level. How can you (as a person) position yourself to connect more with your audience (who are also people)? So often, that’s what we miss. 

Anyway, I hope you’ve been happy & climbin’. I’m excited to be back here. 

I’d love for you to reply with a 🫡 to tell me if you’re still with me,

or share one cool video you’ve seen on YT since we last spoke. 

Speak soon, love u

Erica