How to lose complete faith in your audience

Behold a cautionary tale about one of the most powerful and influential production companies in the world who has become a complete and utter laughing stock over the past decade:

Lucasfilm and more specifically Star Wars. 

A decade or so ago, Disney bought Lucasfilm and kicked George Lucas to the curb. Fans were cautiously optimistic: There hadn’t been a new Star Wars movie in ten years when they bought it, so new movies were coming. But modern Disney has an uncanny ability to ruin everything they touch. 

Fast forward to Episode 7, and despite being a carbon copy of Episode 4, it was at least something new. Fans were excited again. They were hopeful about the future. And they looked forward to the other two movies in the new trilogy Lucasfilm planned. 

Except, they didn’t plan the trilogy. They only planned one movie at a time. By Episode 8, many of the characters we loved and wanted to see more of (whether Luke Skywalker himself or the newest Sith-threat, Snoke) betrayed what was set up in Episode 7. While Episode 8 still had highlights, it also featured a massive DEI mission scene of secondary characters that had no connection to the plot. 

And by killing off both Luke Skywalker and Snoke, there was no logical place to go in Episode 9. So they brought back Palpatine and made one of the most convoluted and stupid movies my eyeballs ever watched. 

In the time between Episode 9 and now, Lucasfilm made fatal mistake after fatal mistake. Whether bowing to the woke audiences who didn’t make up Star Wars’ core fans… or announcing movies and TV shows just to never move forward with them… to blaming the Star Wars fans (instead of themselves) for the lackluster way audiences received this new content… 

Lucasfilm fell a long, hard fall from the grace George Lucas left it. 

In fact, I heard they just announced a new trilogy for Episodes 10, 11, and 12. 

Only problem is… In the past few years they’ve announced 19 different projects including this trilogy. And not a single one has been made. Lucasfilm is acting like a toddler in a toy section, bouncing from one shiny object to the next without committing to anything. 

I doubt any of these will see the light of day. 

Which ain’t good. 

Not only has Lucasfilm attacked their audience and customers, but they’re also training them to be cynical by announcing projects without, y’know, actually making them. 

That’s how you lose complete faith in an audience who just 10 years ago would’ve done anything for more Star Wars content. 

And you know what?

This is something I see business owners making, albeit on a smaller scale, too. 

They announce new products or services or courses… only to, well, never release them. And it’s a dangerous path to follow because once you lose the trust in your audience, you lose everything. 

That’s the bad news. 

The good news?

There’s a simple antidote for business owners who have made this mistake: Be transparent to your audience. The best way to be transparent (while also staying top of mind and moving people 1% closer to a buying decision) is by sending more emails. 

Email is the most unique marketing channel because of the direct feedback and communication you have with your list. You can’t do that with ads, SEO, webinars, or even direct mail. 

But with email? 

Especially when you do it in a personal way that makes your list feel like you’re only talking to them?

Then you unlock this instant feedback loop that keeps your audience engaged, prevents making Lucasfilm-sized idiotic mistakes, and makes more moolah while you’re at it. 

Need help setting this up in your business?

Hit reply, and let's chat. 

John