Sixteen months, one novelist, no existing audience. The parts of the approach that transfer to any personal brand.
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When we started working with Caroline Montague she had around 5,000 Instagram followers and no TikTok presence. Sixteen months later the account had passed 200,000 followers and 6.7 million likes. What follows is the thinking, not the highlight reel.
The mistake most personal brands make is treating the platform as a distribution channel for something that already exists. It is not. It is the thing itself.
Start with the room, not the audience
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