In this episode of Just Keep Learning, Josh Spector joins Justin Nolan to talk about simplifying content creation, building an audience around your ideas, and turning your expertise into income. Whether you're just starting out or already building a creative business, Josh offers clear, practical insights that cut through the noise.
Josh didn’t set out to become a marketing expert. He started in the world of entertainment—working in comedy clubs, managing talent, and learning how to engage audiences. That hands-on experience led him to roles in digital strategy, where he helped brands and creators grow their platforms using content and community.
Now, he runs multiple newsletters, consults creators and businesses, and continues to teach people how to grow an audience of buyers—not just followers.
One of Josh’s core principles is this: Stop chasing everyone. Start speaking to someone.
He encourages creators to focus on their “ideal person”—a concept that goes beyond basic demographics and gets into mindset, problems, and dreams. Josh explains how this single shift can improve your writing, positioning, products, and overall business growth.
Josh breaks down a content strategy that works for solo creators who don’t want to spend every minute online. His system revolves around:
Attracting the right people through value-driven content
Offering simple products or services that help those people
Repeating what works while staying true to your voice
Forget fancy funnels and endless ads. Josh proves that consistency, clarity, and simplicity still work.
Write for one person. Always.
Your content should be useful, entertaining, or both.
Don’t overcomplicate your offers. Make them easy to say yes to.
Focus on transformation: What change are you helping people make?
You don’t need a huge audience. You need the right audience.
“Your goal isn’t to go viral. Your goal is to become valuable.”
“The people who pay attention are telling you what they want—if you’re listening.”
“You can’t scale chaos. So get clear, get simple, and then grow.”
Don’t try to be everywhere. Don’t try to do everything. Find the overlap between what you’re great at, what your audience needs, and what you enjoy—and build from there.
joshspector.com
For The Interested newsletter
Podcast: I Want To Know
Twitter/X: @jspector
Josh Spector is a content strategist, writer, and consultant who helps creative entrepreneurs grow their audience and income. He’s the creator of the long-running newsletter For The Interested, host of the I Want To Know podcast, and a trusted advisor for creators and businesses who want to turn ideas into impact. With a background in entertainment and digital media, Josh brings practical, no-BS advice to the world of audience building.
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