The Bible tells the story of the guy who built his house on the sand.

The winds blew, the streams rose, and the rain bucketed down. And the house fell down with an almighty

CRASH!!

But the dude who built on the rock. The weather did its worst. Yet his house stood firm.

Of these two…

Betcha can’t guess which of them is like a person who built their business “house” on social media? 😉

In case the great TikTok shutdown in the US hasn’t made it brutally clear…

Social media doesn’t offer a sturdy foundation.

The sands are constantly shifting.

Visibility tanking with every algorithm change.

And whole platforms sinking out of sight.

But if you have an email list. It’s your property. YOU own it.

It’s the solid rock to build your online business on.

You can choose to shift from one email service provider to another for sending your emails.

But no one can take your email list away from you!

No platform closing. No deplatforming. No algorithm changes.

The trick with social media is to use it for getting attention.

Use YouTube, Instagram, LinkedIn, whatever social media is your poison.

And, sure, these platforms may bring in some income along the way.

But the #1 goal is to use them to direct people to your email list.

An “All Roads Lead To Your Email List” approach.

That’s the way I see it anyway.

Now’s an ideal time get a social media insurance policy in place by growing an email list.

Especially if the TikTok ban has left you feeling a little nervous.