It is better to use anti-marketing when using a patronage model in building sustainability for one's creative work.

To do this, one should consider the following guidelines by Andy Matuschak:

• Be brutally honest about your progress.
• Focus publicly on the least rosy parts of your projects—what’s confusing, frustrating, not working.
• Transform interesting challenges into something positive: useful fodder for public conversation.

This builds a deeper, more authentic relationship with your audience. This works even better when paired with work with the garage door up.

Andy says that he first heard of this from his research partner Michael Nielsen. At first glance, I thought anti-marketing is similar to Unmarketing, which I first learned from Scott Straten’s book. While anti-marketing and unmarketing shares a disgust of traditional marketing (pushy, salesy, interuptive marketing), anti-marketing seems simpler and more undeveloped. Surprisingly, people are already using the term but seemingly in a different way than Nielsen.

To do

• Give support to the claims you made in the last paragraph.

References

Matuschak, A. 2020. Reflections on 2020 as an independent researcher. https://andymatuschak.org/2020/