Posting with Purpose: How Eric Alper Turns Passion into Marketing Power
Posting with Purpose: How Eric Alper Turns Passion into Marketing Power
💬 Introduction: Why Eric Alper’s Story Resonated with Me
When Eric Alper walked into our session, the first thing that struck me was his energy. Not the kind that feels rehearsed or put on for an audience—but the natural enthusiasm of someone who truly loves what they do. As a publicist, entrepreneur, radio host, and one of Canada’s most recognized voices in music publicity, Eric has built a career around his passion for connecting people to music.
He isn’t just a publicist with an impressive client list (which spans everyone from Ringo Starr to Snoop Dogg); he’s a lifelong musicaholic who has turned his love for the art into a life’s work. Over the course of the talk, I realized that his professional success is deeply rooted in something much simpler than strategy or tactics—it’s his love for the process itself.
🎸 Lesson #1: Do What You Love, Regardless of Outcome
One of the most memorable things Eric said was that even if he didn’t have over a million followers today, he would still post on social media just as much—because he enjoys it.
He explained how his posting journey evolved:
- Starting with one post every three hours
- Moving to one post every half hour
- Consistently sharing across all platforms, every single day
To manage this frequency without burning out, Eric uses Zoho to schedule and organize posts, ensuring they go out at the right times. He also recommends Hootsuite as another powerful option for scheduling, analyzing engagement, and managing multiple platforms—both tools being excellent for cloud-based campaigns and automated posting.
The key here wasn’t algorithm hacking or chasing numbers—it was consistency powered by passion. Eric posts because he’s genuinely excited about the music, the stories, and the people. He doesn’t measure the worth of his efforts solely in likes or shares; the joy is in doing.
My takeaway: In marketing, it’s tempting to obsess over metrics and results. But if you only create when you see immediate returns, you burn out fast. The secret to sustainable success is loving the process so much that you’d do it for free. The audience will feel that authenticity—and that’s what makes content magnetic.
How I’ll Apply This:
- I will focus on producing content I’m genuinely passionate about, rather than just chasing trends.
- I’ll incorporate scheduling tools like Zoho or Hootsuite to ensure my posting is timely and consistent.
- I’ll measure success not just by analytics, but by whether my work aligns with my interests and values.
📢 Lesson #2: Consistency Builds Recognition
Eric’s social media growth wasn’t overnight—it was the result of years of disciplined posting. He built a reputation not just by showing up occasionally, but by being everywhere, all the time.
This reminded me of a key marketing principle: visibility builds trust. When your audience sees you consistently, you become part of their mental landscape. They don’t have to wonder who to go to in your niche—they already know.
My takeaway: Consistency is one of the most underrated tools in marketing. Most brands fail not because their ideas aren’t good, but because they show up sporadically.
How I’ll Apply This:
- I’ll set a realistic but steady posting schedule for LinkedIn and other platforms, and stick to it.
- I’ll plan marketing content in advance so I can maintain frequency without sacrificing quality.
- I’ll treat brand visibility like fitness: small, consistent actions over time lead to long-term strength.
🎤 Lesson #3: Passion + Knowledge = Authority
Eric’s deep knowledge of the music industry, both past and present, is part of what makes him such an influential figure. He can talk about the history of a label, a niche jazz record from decades ago, or the latest viral hit with equal enthusiasm and authority.
That expertise didn’t happen by accident—it’s the result of decades of immersion in his craft. He’s worked with iconic labels like Smithsonian Folkways, True North Records, and Death Row Records. He’s represented hundreds of award-winning albums, from Canadian Folk Music Awards to JUNOs.
My takeaway: In marketing, passion gives you energy, but knowledge gives you credibility. Audiences can tell when you’re speaking from real understanding versus just surface-level research.
How I’ll Apply This:
- I’ll invest time in deeply understanding the industries I work in, going beyond basic trends.
- I’ll treat each project as a chance to expand my expertise so that my marketing isn’t just creative—it’s informed.
🤝 Lesson #4: Marketing Is About People, Not Just Platforms
One of Eric’s biggest strengths is his ability to connect—not just with clients, but with audiences, journalists, and music fans. He understands that PR and marketing are fundamentally human activities.
He also stressed that much of his success has come from simply talking to people who share his passion for music, whether it’s about a newly released album, an old vinyl gem, or a memory tied to a cassette tape.
My takeaway: It’s easy to get lost in the tools—social media algorithms, analytics dashboards, ad platforms—but real marketing impact happens in conversations.
How I’ll Apply This:
- I’ll focus on building genuine relationships with colleagues, clients, and audiences.
- I’ll engage more directly with people on platforms, rather than just broadcasting content.
- I’ll look for opportunities to turn online engagement into real-world connections.
🧠 Lesson #5: Love the Work, Not Just the Wins
Eric made it clear that his work schedule isn’t routine—sometimes it’s Coke and chips for breakfast, dinner for lunch, and working late into the night. But to him, that’s not a sacrifice; it’s part of the life he’s chosen.
He emphasized that the best careers aren’t just about hitting big milestones—they’re about enjoying the everyday moments of your craft. Whether it’s writing a press release, curating a playlist, or sharing a music memory online, he finds joy in the small tasks.
My takeaway: In marketing, campaigns end, metrics fade, but the day-to-day process is what we live in. If you don’t enjoy it, the work becomes a grind.
How I’ll Apply This:
- I’ll make career choices that align with the work I want to do daily—not just the outcomes I want to achieve.
- I’ll celebrate small wins along the way to big goals.
📌 Key Reflection
Eric Alper’s story reinforced something I’ve heard before but rarely seen lived so fully: success is built on loving the process, staying consistent, and connecting deeply with your craft and your audience.
From his early days representing niche record labels to working with music legends, Eric has never stopped doing what he loves. His approach to social media—posting relentlessly, without caring about follower counts—reminds me that the most compelling marketing is rooted in genuine enthusiasm, not just strategy.
🚀 My 90-Day Action Plan Inspired by Eric Alper
Goal | Action Step | Deadline |
Build a consistent online presence | Post 3x/week on LinkedIn with marketing insights and reflections | Start immediately |
Expand industry knowledge | Read at least one industry-related article or report daily | Ongoing |
Deepen professional connections | Reach out to 2 industry contacts per week to start conversations | Ongoing |
Prioritize passion projects | Dedicate 2 hours/week to a marketing project I’d do for free | Ongoing |
✍️ Final Thought
What I learned from Eric Alper isn’t just about marketing tactics—it’s about mindset.
If you love what you do, you’ll do it often enough and well enough for the world to notice. If you stay consistent, people will remember you. And if you keep learning, you’ll have something valuable to share every time you speak.
For my marketing career, that means choosing roles, projects, and clients that I can care about deeply—and then showing up for them every single day.
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