The Old Way vs. The New Way
Most brands still follow the traditional model: Build → Launch → Market → Hope for sales
But the smartest creators are doing something different: Create content → Build audience → Validate demand → Launch
Let look at exactly how this works with a real example.
The Ivory Sky Case Study
Ivory Sky is a UK-based western wear brand that joined us in Cut30 earlier this summer. But here's what's interesting - they started building their audience months before having a finished product.
You might be thinking:
"But what will I make content about if I can't just shamelessly sell my stuff in every video"
Hopefully you're not thinking that, but a lot of brands sure do make content like this. Let's break down the content pillars Ivory Sky is running with so you don't have to be one of em.
Behind the Scenes Content
- Showing off early samples
- Documenting their design process
- Weekly "what we're working on" updates
Value-First Content
- "Here's your western look" styling tips
- Outfit showcases featuring prototypes
- Fashion inspiration posts
Community Building
- Asking followers about color preferences
- Sharing sizing considerations
- Viral shots on goal
You'll notice - they've had some hits, some videos with big views, but that doesn't happen every time and everyone of your pillars doesn't always have to go big for you in order to be a valuable piece of your mix.
That said - One of their videos alone added 700 followers in the first 2 days. Not from paid ads. Not from influencer partnerships. Just from authentic storytelling.
Their outcome:
- 6,893 followers on TikTok
- 658k views across their content
- An excited pre-launch email list
- Customers literally asking "when can I buy?"
All BEFORE they sold a single pair of boots.
Not to mention... and let's be real: a simple 7 second post about the business you're building getting 100k views, 8k likes is a dream scenario for a new brand. But the comments and engagement from a rapidly developing community.. even better.
Key Insights
- Your content IS your first product - those sketches, samples and stories are valuable content assets
- Building an audience validates demand before you invest heavily in inventory
- Story-driven content outperforms product-focused content by creating emotional connection
- Community feedback during development creates invested future customers
- Pre-launch content builds buyers, not just browsers
Why This Works
Most brands think "I need a finished product before I can create content."
But when you build an audience around your story, vision, and vibe FIRST:
- You validate demand before major investment
- You create anticipation and FOMO
- You launch to people already waiting to buy
- You get real-time feedback to improve your product
Ivory Sky isn't just selling western wear. They're a young family building a UK-based western brand with a baby on the way. Their story is compelling because it's authentic and relatable.
The Documentation Advantage
Think about it - every sketch, sample, supplier meeting, and design decision is potential content. You're already doing the work. Why not document it?
This documentary approach transforms your business journey into entertainment and education for your future customers.
Action Items
- Start documenting your process TODAY - even rough sketches and ideas - you're building a library to pull from later
- Focus on finding your people and joining their community
- Ask your audience specific questions about preferences (colors, features, pricing) and what they want
- Share your "why" story - and especially what makes it special and interesting
The Bottom Line
Imagine launching your next product to hundreds or thousands of people already excited to buy it. That's the power of building an audience first.
If you start creating great content now, you can do exactly that. If you don't, you won't. It's that simple.
Our next session of Cut30 starts on September 16th.
You can register early and get $100 off with the code "early" right here.
