My code monkey experience gives me a useful tool that translates well to marketing; it’s a lot easier to build complex systems if you break them down into a collection of simple systems.
In programming, you build metaphorical “black boxes” that take your inputs and give you back outputs. Once you finish building the box, you no longer have to care about what the hell is going on inside of it, as long as it spits out the right stuff.
We solve lots of non-coding problems like this. I need to travel long distances, so I provide the inputs (time and money) to the black box called American Airlines, and the output is my successful arrival in Bermuda (yeah, right).
I don’t need to know the physics behind flight. This is a good thing, because I’m not very smart.
Getting the word out to your whole audience is a complex problem, so shrink the audience you address at any given time. Find the niches within your niche. All comic book fans have comics in common, but only some of them gather to dress up like their favorite character.
But don’t forget to weave these efforts together. The whole point is that you feed the outputs from one little black box as inputs into another.
Then your buzz machine feeds itself.
A network of simple systems is more powerful (and flexible, sustainable, maintainable) than one really complex one.
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