You have two audience: your existing audience and your potential audience.

Your existing audience is already on board with what you have to say. They’re going to open your emails no matter what. They’re all about supporting you and they believe in what you have to say.

Your potential audience has never heard of you. They’re not familiar with your materials, they don’t know the inside jokes or references, your principles, or your past episodes. They’re brand new to your material.

When creating content, you have to serve people in both your existing and potential audiences if you want to grow.