<ul><li>Activating the fans you already have, who trust you and support your work, is more reliable than trying to reach new people.</li><li>Instead of persuading those who oppose you, focus on creating conditions for those who agree with you to show up and engage.</li><li>The author emphasizes the importance of serving existing readers rather than constantly trying to find new ones.</li><li>Marketers face a daily choice between hustling for new customers or nurturing the ones who already care, with activation being more productive than persuasion.</li></ul>

Activation is not a secret

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