“Dear Naomi,

As an older and autistic individual who is new to TikTok, I am unsure about certain expectations for content creators on the platform. I have been experimenting with creating videos, and they are starting to gain traction. However, I am concerned about the idea that presenters should always change their outfits and accessories between videos.

I prefer to record in batches and feel that the task switching of changing my outfit would negatively impact my productivity. My question is, do I have to change my shirt and other aspects of my appearance, such as accessories, hair, or makeup, between videos to be successful on TikTok? Is it merely a custom, or is it more of a social requirement?

Thank you for your help, and please accept my apologies for not including a humorous signoff.”

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Hi Naomi!

So here’s the deal. I have been running a physical products business for over 15 years, and it’s doing very well right now. Sales are up 122% from this time last year and average order price is up 85%. My primary marketing method is email.

My open rate and click-through rate are very high both for tutorial emails and promotions. People stay on my email list much longer than industry averages. I offer sales often, and they usually do very well, especially in the last several months as I’ve been optimising more parts of my business, especially email marketing.

But here’s the dilemma: I currently only have one welcome email that I send out to new subscribers. It’s nothing special – just a welcome email. I send newsletters regularly, so they get the welcome email and then their next email is whenever I send a newsletter to the whole list.

I know I don’t really need to fix something that isn’t broken, but… should I offer, like, a discount code or something?

Yours sincerely,

Packing [boxes] in Provo

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Dear Naomi,

I have two businesses. One is a local service business I have been running for seven years, and the other is new, “the project of my heart” as you call it.

I have a small question, but it has been nagging at me and distracting me.

I really want a nice logo for my new business!

My first temporary logo was an image I found in the public domain. I liked it but it was a placeholder until I could get something better. My next logo was something inexpensive that I really liked but after buying it I found out I had commercial rights, but not exclusive rights. Other people could have it and use it and I do not want that.

I’ve found a local designer with a perfect style for me. I really like their process and their work. I’d like to go ahead with it, but it’s $750!

I want to do this but I’m conflicted. That is a lot of money in my part of the world. I’ve been conscientious and careful about bootstrapping and DIYing everything I can so this would be a very lavish splurge for me…

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Hi Naomi,

I sat on the fence about starting my business for a long time – too long, it seems. Now that I’ve finally gotten started, every idea I have has already been done by somebody else. Every product idea I have has several existing products like it already on the market. Every service I think of is already saturated. Now that I finally got off my indecisive butt, literally everything I think of has been done by somebody else.

What do I do when it’s all been done before? How do I find something actually new? And if I can ask a related question, what do I do if I can’t find something new and unique? I don’t want to quit before I really start, but I don’t want to be a copycat either.

Signed,

Late to the party

Hey Fashionably Late!

I’ve decided to change your name because I find my version much more empowering.

This is a great question – thanks for writing in. This comes up a lot and I am delighted to put this tenacious issue to bed, once and for all. I will do so through the power of allegory.

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Hi Naomi,

Thank you so much for doing this! Here’s my question.

Someone I know has recommended I start pitching podcasts as part of my reach-building efforts. I know it would be good for my business as I’m good at speaking and have a lot of radio experience in my past life. But the truth is that I’m scared and I’m embarrassed.

My business platform is ok – it’s somewhere between 1.0 and 2.0 in your terms. I know I can speak and help and be useful, but I don’t have anything to offer. I don’t have an exciting freebie or download or signature program. It’s just me, and I feel foolish going onto these things without anything to promote. I feel naked.

The logical thing to do would be to put podcasts and things on hold until I get something sorted out. But I don’t know what I would sort out! I’m intimidated by the technology. I don’t know if I’m ready to hire designers and things. I don’t even know if I want to make one of these things.

What should I do? Should I wait? Should I make something anyway even if it’s not very good? Should I send people to my (very neglected, very small) newsletter? Tell me, wise Naomi, what I should do.

Naked in Nan Francisco

Dear Naked,

Please know that right now, people all over the world are jealous of your name.

Now that we’ve got that out of the way, I’ll address your question.

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