He thinks his music will save him

I have a friend in London who works for a marketing agency.

He makes music on the side, and it's beautiful.

We spoke a few days ago. His wife's about to have a baby.

I asked him what his plan was if his job disappeared.

'I'll always have my music,' he said.

But the problem is his music reaches about 47 people on a good day.

He makes a little money from music royalties, but that's it. He doesn't have an email list or a significant following at all.

He's creating in a vacuum, waiting for the algorithm to notice him.

The other problem is that the job he likely believes is secure has a couple of years on it, tops, before it gets seriously threatened by AI.

In fact, I'm already seeing AI doing what he does.

So he has one income stream and another potential stream, both currently built on sand. And now a child is coming. Yikes.

Building a massive audience is harder than ever.

Algorithms are unpredictable and out of our control.

Reach is down across every platform.

And AI is flooding our feeds with generic slop.

The opportunity I see is still creating deep connection with a small group of the right people.

You don't need 10,000 followers.

You need 150 people who genuinely connect with your creations.

For example, in my friend's case, he might have one venue owner on his email list who books him for regular gigs. Or one music blogger who features his releases.

He could have several superfans who support him on Patreon and buy his merch.

That's real leverage.

My friend doesn't have this. He's hoping his music 'goes viral' one day.

Meanwhile, creators with smaller audiences but deeper connections are thriving.

And they are all creating content to build visibility. Many are writing online, sharing their stories and growing their newsletters. They're building deeper trust by sharing stuff that resonates with the right people.

They write things that make the people stop mid-scroll and think: 'This person gets me.'

When you write with genuine clarity about what matters to you, good things happen. You stop attracting random scrollers and start attracting the people who align with you.

That's the difference between hoping Zuckerberg's algorithm saves you and building something you control.

This is exactly what Online Writing Alchemy teaches.

Most creators struggle with one of two problems:

They're paralysed and not writing at all because they don't know what to say.

Or they're writing consistently and going nowhere because nothing they publish actually resonates.

OWA solves both.

You'll learn:

• How to write in a way that connects emotionally, not just informs

• The habit and confidence to keep showing up without burning out

• How to make your writing discoverable so the right people find you

If you're a creator, entrepreneur, or writer building your own thing, this course gives you the foundation to make it work.

Build something real, build your tribe with writing, and develop your future security.

Learn more here.

Laters,

Alex