May 21, 2024 • 19 mins
How do you build an audience from the ground up?
First, realize you can't do everything, so pick your battle.
Define your audience. Who do you want to work with? Where are they? What are they saying? What is the biggest challenge your offer solves for them?
Remember the 5 x 5 x 5 rule.
If a lead doesn't convert to a client in the first 5 weeks, it will take at least 5 months, and they will need to opt in 5 times to your lead magnets, challenges, webinars, etc.
If you have a podcast, then get them to listen to it. Leads who listen to a podcast episode will close as a new client more than 93% of the time.
If you don't have a podcast, keep publishing relevant content on your social media account(s) and email.
Pick a platform and post often.
You're trying to learn what connects with your audience. Pay attention to how they respond and make more content around the items they react to the most.
If you're over 40 and late to the entrepreneurial game then subscribe to the Marketing With A Twang Newsletter. Simple, actionable ways to build your business without overwhelming you.
Subscribe to the Marketing With A Twang Newsletter
Listen to the Facebook Ads With A Twang Podcast
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hey everybody, this is the Marketing with a Twang
podcast.
I'm your host, ben Blackman,and on this episode we're going
to talk about how to build anaudience.
Here comes episode number three.
All right, all right, all right, it's time for Marketing with a
Twang.
You're down home no BS onlinemarketing show, so pull up a
(00:21):
chair and ease on in with yourhost, ben Black.
Hey, welcome everybody toepisode number three.
I'm excited to have you here.
I really enjoy talking aboutthis.
I mean, I enjoy all marketingstuff really, but this is kind
of fun for me, and so I'm goingto do my best not to ramble on
and on, because I get excitedabout it, and I hope that a lot
(00:44):
of this stuff is not toorudimentary for many of you,
because I know most of y'allhave done some of this work.
Okay, but I just want to makesure that we cover all our bases
so that people who haven't canbenefit from that, but the
people who already have can goahead and expand on it.
So what am I talking about?
Well, I'm talking aboutdefining your audience, and you
(01:05):
know most of the people that Italk to, especially coaches,
especially coaches will saysomething along the lines of
well, I know my audience becauseI am my audience, and that very
well may be true.
The only challenge with that isthat if you don't go through
the process of defining youraudience and really getting to
(01:27):
the nitty gritty of where theyare, what they say, what their
going to pigeonhole yourselfinto a very small group of your
audience who will actuallyconvert, because there's going
to be a whole lot of othersegment of people who would
(01:52):
otherwise convert if you justchanged your messaging or
changed your offer a little bitto kind of suit where they are.
Because maybe they're not, youknow, maybe they're not solution
aware, right, maybe they'reonly problem aware, or maybe
they're unaware, but you'recoming at it from solution aware
.
So you have to take thesethings into account.
In an ideal situation, you wouldreally want to ask them what
(02:17):
they want, then make it right.
You would want to do a hugesurvey, if you could, and then
whatever they say they want,then make it and sell it to them
.
Survey, if you could, and thenwhatever they say they want,
then make it and sell it to them.
But in most cases people havealready made their offer, made
their course, made their groupcoaching program, whatever it is
.
So now they have it, and that'sa tough thing to come back on
and say I want to change that,and I totally understand.
(02:38):
Just be willing to pivot though, when you need to, and from a
marketing standpoint, especiallyads.
So with your ads that's onething that's kind of nice about
ads you can do a lot ofdifferent versions okay, with
different messaging.
You can see which one worksbetter.
So that's really kind of a funthing.
But really want to define youraudience, and then we want to
(03:01):
kind of talk about how to buildit.
But first I want to kind ofgive you my to build it.
But first I want to kind ofgive you my five by five by five
rule.
Now, this is not part of thefive second rule.
If you've ever read that by MelRobbins which, by the way,
might be my and it's scary forme to say this, but it might be
my most favorite business bookthe five second rule completely
changed my business.
(03:22):
That and profit first, becauseI use it all the time and I have
read that book.
I have been through it at leasthalf a dozen times, so it is
very impactful.
But that's not what I'm talkingabout.
I'm talking about this is myself coined five by five by five
rule, and what it means is thisis that for most coaching
(03:43):
programs, if you don't convertsomebody who comes into your
world in the first five weeks,they are likely not to convert
for a minimum of five months andthey have to consume at least
five different pieces of contentby that time.
Now we all have heard that ittakes seven touches before
somebody will buy, right, andGoogle will tell you you know,
(04:04):
you need 21 touches or somethingalong those lines and all
that's true, right, it's notthat that's not accurate.
They're just they're takingthat off of different data, okay
, than what I'm taking it off of.
So most of my clients, becausethey're in the coaching world, I
know, you know, when peoplejoin their Facebook groups or
any other kind of group thatthey have, I know how long it
(04:27):
takes, I know how many, becauseI can look back how many times
they have to opt into achallenge or a webinar or
whatever.
Okay, so you'll get a segmentthat'll be ready to convert
quickly, but most of them needmore time, right?
So that's the five by five byfive rule.
So let's just talk about theaudience themselves, right?
Let's just talk about what Imean by audiences and the
(04:50):
acquisition of potential clients.
So obviously, social media isone component.
Right, we're going to havethese followers, fans and raving
fans.
That's how I kind of segmentthem.
So followers are just thelooky-loos.
They're never going to doanything, they're never going to
get off the fence.
You know that's just part ofthe deal.
They're just going to followyou.
They're probably not going tolike, comment, share your
(05:11):
organic stuff.
It's fine, it's okay.
But that's the bulk of peopleand it's hard, it's hard to take
that in, to realize that 80%,90% of the people who are there
are never.
They're either not a good fitor they're never going to buy
anything.
They're never going to take thenext step.
And you know it's.
It's I see this happen a lotwhere people want more traction.
(05:33):
Right, they're like you knowthey want more people to reply.
You know they.
They've got a hundred people,um, that have contacted them.
Yet you know only two peoplewill follow up, you know, will
reply back from a follow-upemail or a follow-up direct
message or whatever it is.
And those kinds of numbers theysting a little bit, um, cause
(05:54):
it's like nobody wants to dothis.
Well, it's not nobody.
The point is is you have tofocus on the people who do want
you to follow up, because that'swhere the money is and and you
know, if you want to break itdown to money, that's where the
money is.
It's in the small 20% of 20%.
Okay, the top 20 of the top 20,if that makes sense, and the
(06:16):
fans that you have right, theseare the people who comment share
.
They just need more information.
They're in the second five ofthe five-by-five rule, right?
They need more time and theyneed more information.
They're in the second five ofthe five by five rule, right
there.
They just they're.
They need more time and theyneed more information.
That's it, ok, they like whatyou have to say, but they're
just not ready to take the nextstep.
They haven't heard the rightmessaging yet.
It hasn't clicked for them.
(06:37):
And then you have the ravingfans.
I love them.
Whatever you put out, they'regoing to take it.
I'll never forget.
I had this a couple of times,but there was one person in
particular on my other podcast,facebook Ads with a Twang, where
a lady contacted me and shetold me that she was driving
(06:58):
somewhere in Colorado, likecrossing states or something.
A really long drive.
She said she listened to everyone of my episodes back to back.
At the one time I was like, ohmy gosh, that would have made me
sick.
You know, like to listen tomyself talk that long, but
that's the type of raving fanI'm talking about.
Okay, so, okay.
(07:19):
So that that's it for socialmedia.
That's what I'm talking aboutwhen I'm, when I'm talking about
building an audience there, andthen you have your podcast
audience or blog post or maybevideo blog or whatever it is.
You have something like thatwhere you have an audience there
, and then you have your emailaudience, which, by the way, I
just I don't know how to saythis enough, but build your
(07:42):
email list constantly.
Be building your email list.
I haven't come up with a goodacronym, you know.
You may have heard the ABCsalways be closing, right.
Well, it's always be buildingyour email list.
Whatever that is.
Do that Because that's wherethe money is.
Again, I said that twice onthis episode about where the
(08:03):
money is, but it really truly is, because you're in control of
the email list and if Facebookshuts you out, or TikTok or
wherever you are, you still haveyour email list.
Right, you're not, but it's notthat you don't have that
available to you.
So building your email list isa big deal.
So the question might be well,how much content do I need to
(08:24):
produce for this audience and tobuild an audience?
And the question is or not?
The question.
But the answer is as much asyou can Now.
Are you going to produce asmuch as Gary Vee or Alex Ramosi
or some of these other peoplethat just do massive amounts of
content?
Well, maybe, but they have ateam right.
(08:46):
They have a team that does that.
It's not like they're trying todo it all themselves.
So if you're not you don't havethat big team where you can do
that then what you have to do isrealistically map out what you
can do, and you're probablygoing to have to push yourself
on this, especially if you'renot used to producing content
consistently.
This is how you're going tobuild these followers right and
(09:07):
get in touch with these peopleand give these people a chance
to get to know you better.
So they want to take the nextstep, and it takes time, even
running ads.
You know what will happen isads will be a supplement to this
.
You know what will happen isads will be a supplement to this
(09:34):
.
But unless you have a big youknow budget for your ads and you
have plenty of testing time,you know it's not going to work
overnight.
You have to work at it, and Ithink that with several people
who are just the smartest peopleyou have ever met and their
stuff is really good and theyjust don't get why people don't.
You know why people listen topeople who you know aren't as
educated about something Likethey'll.
Their audience tends to followthis person that has really no
(09:57):
background in this, whatever itis, and they do have the
background in it and they don'tunderstand why people won't buy
from them.
And so they're coming at itfrom the wrong angle, right,
they're not.
They're, they're not thinkingabout their audience there.
And you have to be thinkingabout your audience and the how
to solve their problem and thenonce you focus on that, once you
(10:18):
come at it from that angle,then things will start to work.
It's never going to, nobody'sgoing to pick one person over
another just because you knowthey've been at it for 20 years
and this person has been at itfor two.
It's whoever they think cansolve their problem the fastest.
That's it.
That's, that's the crux of it.
Ok, and so, if you know, havingall this stuff in your course
(10:41):
and stuff, you know, I rememberlooking at a course not that
long ago and there's like 48modules or something and I'm
thinking, what do I need to do?
Quit my job or do this or orwhat is it?
But it wasn't about that.
So I ended up with this coursewhere there was like four
modules and it was just acondensed version of the of the
other thing and I mean, that'swhat I wanted you know, even
(11:02):
though I knew the other personprobably had more knowledge
about what I was buying it for.
Anyway, I think you're gettingmy point, but that's kind of.
I just want to kind of makesure that I reiterate that a
little bit as we go through this.
The other thing is, you want toemail as often as you have
something very, very relevant tosay, but a minimum once a week.
(11:22):
You've got to email youraudience, just like you've got
to post on social media.
Now you can repurpose thesethings right.
If you just got done with yourpodcast, hey, that's an email
Done, send it out Great.
You just did a blog post Great,send that out Whatever.
Put it on social media, see,great, send that out, whatever.
Put it on social media.
See, now you've gotten multiplethings content that you can
(11:46):
send out there but you've got tostay in contact with your email
list and you have to payattention to the numbers.
Oh my gosh, pay attention toyour numbers.
If you see one email was openedup way more than another, why?
Well, it's the headline rightthe headlines.
What got them?
One email got more clicks Great.
Keep track of that.
Pay attention to that.
Keep a spreadsheet of it.
Make sure that you know whatthe content was of each of them
(12:09):
so that you know what to put outmore of.
Your audience is telling youwhat they want.
Just keep giving them more ofwhat they want and expanding on
what they're telling you.
And expanding on what they'retelling you.
You don't need to havesomething new every time.
I tell this story.
All the time I've beensubscribing to this newsletter
it's actually Dan Kennedy, theno BS Marketing Newsletter for
(12:31):
like 20 years, and everynewsletter says the same thing.
Every one of them is more orless the same, but yet I can't
get enough of it, and so that'skind of what you're trying to
trying to do, and you just don'twant to think that you're, you
know, saying the same thing overand over, because they you are
and that's what they want tohear.
(12:53):
So the next thing is where doyou want to show up?
Pick that out.
Pick out where you want to showup that you're going to be able
to do consistently Social media.
Pick a platform, two at most,but pick one.
If you're not doing itregularly, pick one or two at
the most.
Commit to it.
Show up there every day for 90days.
Every day for 90 days.
(13:15):
Make that commitment.
If you don't, if you choose notto, then in 90 days you're
going to be in the same place.
All right, now do you have tostay on that platform?
No, you don't have to.
You can certainly change and dosomething else.
But pick one so that youraudience knows where to see you
(13:38):
when they want to see you, ifthat makes sense.
Your email list, right.
How?
When they want to see you?
That makes sense.
Your email list, right.
How do you want to show upthere?
How often will are you?
Are you committed to email?
Are you going to do what I saidand do it at least once a week,
minimum?
Ok, with with very relevantinformation?
Ok, do that.
Your group.
Maybe you have a Facebook groupor school group or whatever.
How often are you going to showup there?
(14:00):
Are you willing to show upthere?
Like I had a Facebook group andI've had it for a long time.
I just don't enjoy going intothe group, so I don't post there
.
Like, people are still in therebut I'm not in there so I don't
do it.
So don't start the group ifyou're not going to show up.
Okay, I learned that lesson.
So learn how to post more andpost faster.
(14:24):
Right, that's a key thing islearning how to do more and more
posts because you're gatheringinformation.
It's not I mean, yes, it'sabout providing your people with
value, but you're gettinginformation from that.
You're learning what'sresonating with them so that you
can take that post.
You're like hmm, that post went.
Just, you know, I got 20% moreviews on this post, or likes or
(14:47):
whatever, than I did the lastone, so maybe I should turn that
into an email.
That's exactly right.
That's exactly right and that'sexactly how you do that.
You just have to pay attentionto your metrics, no matter what
you do.
So real quick though, before weget wrapped up, let's talk about
Facebook.
Well, I think we all know thatFacebook business pages suck.
(15:11):
They just do.
Nobody sees them and that's notlikely to change.
Doesn't mean you shouldn't postthere, because when you post on
your Facebook business page,even though it may not get a lot
of reach, what happens is thathelps your Facebook ads when
you're going to do those lateron, because Facebook takes that
(15:31):
into account when they thinkabout the relevancy between your
Facebook business page and theaudience you're trying to reach.
If you don't have any posts andstuff on there, then your ads
usually do worse.
It's just the way it is.
So, using a follower accountlike a creator account on
Facebook, that's a good thing,but you still want to have a
(15:53):
Facebook business page as well.
Okay, by the way, regarding youremail, if you haven't, make
sure you pick out a good CRM andlisten, I have nothing against
things like Wix and Squarespaceand you know MailChimp and you
can build a business with thosetools.
It's not that you can't at all.
(16:15):
It's not that you can't, but Imean and I do remember one
person and I can't think of whoit was who was running a million
dollar business using MailChimp.
Now, maybe there's more.
I mean, I'm sure there are, butall my million dollar clients,
every single one of them has avery robust system.
(16:38):
They're using high level I meanright now, you know these
things will change.
They're using active campaign.
They're using convert kit.
They're not trying to get bywith a freebie, okay, or spend
the minimum that they have arobust system, and that's only
because they're paying attentionto those metrics and those
systems.
Give them those metrics andthose systems.
Give them those metrics andthose systems have been proven
to work.
So if you want to run amillion-dollar business, it's
(17:01):
not that you don't want to skimpon the things that you don't
need to skimp on.
I mean, you don't need tooverspend either.
You don't need to go out andhire somebody and pay $10,000 to
have a website built and allthat kind of stuff, because
that's not marketing anyway.
That's more branding thananything else.
But you do want to make surethat you're picking a good
(17:25):
platform and don't overthink it.
Ok, just pick one.
All right, there's going to bethings about you like, things
that you don't like.
Fine, just pick one.
Remember, when you're staying incontact with people, you just
want to provide value and listento their feedback.
Stop overthinking it.
Just don't overthink it and askthem directly.
(17:47):
You know when you're postingyour stuff.
Ask them directly if they'dlike to work with you.
Right, send out an email andsay hey, would you be interested
in working with me?
Would you like to see what itlooks like to work together?
That's it.
That's all you got to say.
Most will say no.
Most will say no.
Most times you send it out, mostpeople will not reply back.
You won't get anything out ofit.
But how many times do you needto do it?
(18:08):
When you've got an email listand you send it out once a month
, even if one a year said yes,is it worth it?
I would have to say it is.
Now you're going to get betterand better at it as you go and
you're going to be able tocollect more emails, and then
you're going to be able torefine your messaging and it's
going to work better and better.
But don't overthink it.
(18:29):
Just ask people if they'd liketo work with you.
And the last thing is you haveto detach from the outcome.
Realize that most people willnever buy and that's okay, it
doesn't matter.
I used to keep this up on mywall, um, and it was S W, s, w,
s, w S W.
Some will, some won't.
So what?
(18:50):
Someone's waiting, and I justthink that's a really good way
to look at it when it comes tothis.
All right, I hope you got a lotout of this and I'll catch you
on the next episode.
See you then.
Are you late getting into theentrepreneur game?
I got you covered.
Grab my free newsletter atmarketingwithatwangcom and each
(19:10):
week you'll get bite-sized, noBS marketing strategies, just
for you.
Get it atmarketingwithatwangcom.
I'll see you next time.
Hey everybody, this is the Marketing with a Twang
podcast.
I'm your host, ben Blackman,and on this episode we're going
to talk about how to build anaudience.
Here comes episode number three.
All right, all right, all right, it's time for Marketing with a
Twang.
You're down home no BS onlinemarketing show, so pull up a
(00:21):
chair and ease on in with yourhost, ben Black.
Hey, welcome everybody toepisode number three.
I'm excited to have you here.
I really enjoy talking aboutthis.
I mean, I enjoy all marketingstuff really, but this is kind
of fun for me, and so I'm goingto do my best not to ramble on
and on, because I get excitedabout it, and I hope that a lot
(00:44):
of this stuff is not toorudimentary for many of you,
because I know most of y'allhave done some of this work.
Okay, but I just want to makesure that we cover all our bases
so that people who haven't canbenefit from that, but the
people who already have can goahead and expand on it.
So what am I talking about?
Well, I'm talking aboutdefining your audience, and you
(01:05):
know most of the people that Italk to, especially coaches,
especially coaches will saysomething along the lines of
well, I know my audience becauseI am my audience, and that very
well may be true.
The only challenge with that isthat if you don't go through
the process of defining youraudience and really getting to
(01:27):
the nitty gritty of where theyare, what they say, what their
going to pigeonhole yourselfinto a very small group of your
audience who will actuallyconvert, because there's going
to be a whole lot of othersegment of people who would
(01:52):
otherwise convert if you justchanged your messaging or
changed your offer a little bitto kind of suit where they are.
Because maybe they're not, youknow, maybe they're not solution
aware, right, maybe they'reonly problem aware, or maybe
they're unaware, but you'recoming at it from solution aware
.
So you have to take thesethings into account.
In an ideal situation, you wouldreally want to ask them what
(02:17):
they want, then make it right.
You would want to do a hugesurvey, if you could, and then
whatever they say they want,then make it and sell it to them
.
Survey, if you could, and thenwhatever they say they want,
then make it and sell it to them.
But in most cases people havealready made their offer, made
their course, made their groupcoaching program, whatever it is
.
So now they have it, and that'sa tough thing to come back on
and say I want to change that,and I totally understand.
(02:38):
Just be willing to pivot though, when you need to, and from a
marketing standpoint, especiallyads.
So with your ads that's onething that's kind of nice about
ads you can do a lot ofdifferent versions okay, with
different messaging.
You can see which one worksbetter.
So that's really kind of a funthing.
But really want to define youraudience, and then we want to
(03:01):
kind of talk about how to buildit.
But first I want to kind ofgive you my to build it.
But first I want to kind ofgive you my five by five by five
rule.
Now, this is not part of thefive second rule.
If you've ever read that by MelRobbins which, by the way,
might be my and it's scary forme to say this, but it might be
my most favorite business bookthe five second rule completely
changed my business.
(03:22):
That and profit first, becauseI use it all the time and I have
read that book.
I have been through it at leasthalf a dozen times, so it is
very impactful.
But that's not what I'm talkingabout.
I'm talking about this is myself coined five by five by five
rule, and what it means is thisis that for most coaching
(03:43):
programs, if you don't convertsomebody who comes into your
world in the first five weeks,they are likely not to convert
for a minimum of five months andthey have to consume at least
five different pieces of contentby that time.
Now we all have heard that ittakes seven touches before
somebody will buy, right, andGoogle will tell you you know,
(04:04):
you need 21 touches or somethingalong those lines and all
that's true, right, it's notthat that's not accurate.
They're just they're takingthat off of different data, okay
, than what I'm taking it off of.
So most of my clients, becausethey're in the coaching world, I
know, you know, when peoplejoin their Facebook groups or
any other kind of group thatthey have, I know how long it
(04:27):
takes, I know how many, becauseI can look back how many times
they have to opt into achallenge or a webinar or
whatever.
Okay, so you'll get a segmentthat'll be ready to convert
quickly, but most of them needmore time, right?
So that's the five by five byfive rule.
So let's just talk about theaudience themselves, right?
Let's just talk about what Imean by audiences and the
(04:50):
acquisition of potential clients.
So obviously, social media isone component.
Right, we're going to havethese followers, fans and raving
fans.
That's how I kind of segmentthem.
So followers are just thelooky-loos.
They're never going to doanything, they're never going to
get off the fence.
You know that's just part ofthe deal.
They're just going to followyou.
They're probably not going tolike, comment, share your
(05:11):
organic stuff.
It's fine, it's okay.
But that's the bulk of peopleand it's hard, it's hard to take
that in, to realize that 80%,90% of the people who are there
are never.
They're either not a good fitor they're never going to buy
anything.
They're never going to take thenext step.
And you know it's.
It's I see this happen a lotwhere people want more traction.
(05:33):
Right, they're like you knowthey want more people to reply.
You know they.
They've got a hundred people,um, that have contacted them.
Yet you know only two peoplewill follow up, you know, will
reply back from a follow-upemail or a follow-up direct
message or whatever it is.
And those kinds of numbers theysting a little bit, um, cause
(05:54):
it's like nobody wants to dothis.
Well, it's not nobody.
The point is is you have tofocus on the people who do want
you to follow up, because that'swhere the money is and and you
know, if you want to break itdown to money, that's where the
money is.
It's in the small 20% of 20%.
Okay, the top 20 of the top 20,if that makes sense, and the
(06:16):
fans that you have right, theseare the people who comment share
.
They just need more information.
They're in the second five ofthe five-by-five rule, right?
They need more time and theyneed more information.
They're in the second five ofthe five by five rule, right
there.
They just they're.
They need more time and theyneed more information.
That's it, ok, they like whatyou have to say, but they're
just not ready to take the nextstep.
They haven't heard the rightmessaging yet.
It hasn't clicked for them.
(06:37):
And then you have the ravingfans.
I love them.
Whatever you put out, they'regoing to take it.
I'll never forget.
I had this a couple of times,but there was one person in
particular on my other podcast,facebook Ads with a Twang, where
a lady contacted me and shetold me that she was driving
(06:58):
somewhere in Colorado, likecrossing states or something.
A really long drive.
She said she listened to everyone of my episodes back to back.
At the one time I was like, ohmy gosh, that would have made me
sick.
You know, like to listen tomyself talk that long, but
that's the type of raving fanI'm talking about.
Okay, so, okay.
(07:19):
So that that's it for socialmedia.
That's what I'm talking aboutwhen I'm, when I'm talking about
building an audience there, andthen you have your podcast
audience or blog post or maybevideo blog or whatever it is.
You have something like thatwhere you have an audience there
, and then you have your emailaudience, which, by the way, I
just I don't know how to saythis enough, but build your
(07:42):
email list constantly.
Be building your email list.
I haven't come up with a goodacronym, you know.
You may have heard the ABCsalways be closing, right.
Well, it's always be buildingyour email list.
Whatever that is.
Do that Because that's wherethe money is.
Again, I said that twice onthis episode about where the
(08:03):
money is, but it really truly is, because you're in control of
the email list and if Facebookshuts you out, or TikTok or
wherever you are, you still haveyour email list.
Right, you're not, but it's notthat you don't have that
available to you.
So building your email list isa big deal.
So the question might be well,how much content do I need to
(08:24):
produce for this audience and tobuild an audience?
And the question is or not?
The question.
But the answer is as much asyou can Now.
Are you going to produce asmuch as Gary Vee or Alex Ramosi
or some of these other peoplethat just do massive amounts of
content?
Well, maybe, but they have ateam right.
(08:46):
They have a team that does that.
It's not like they're trying todo it all themselves.
So if you're not you don't havethat big team where you can do
that then what you have to do isrealistically map out what you
can do, and you're probablygoing to have to push yourself
on this, especially if you'renot used to producing content
consistently.
This is how you're going tobuild these followers right and
(09:07):
get in touch with these peopleand give these people a chance
to get to know you better.
So they want to take the nextstep, and it takes time, even
running ads.
You know what will happen isads will be a supplement to this
.
You know what will happen isads will be a supplement to this
(09:34):
.
But unless you have a big youknow budget for your ads and you
have plenty of testing time,you know it's not going to work
overnight.
You have to work at it, and Ithink that with several people
who are just the smartest peopleyou have ever met and their
stuff is really good and theyjust don't get why people don't.
You know why people listen topeople who you know aren't as
educated about something Likethey'll.
Their audience tends to followthis person that has really no
(09:57):
background in this, whatever itis, and they do have the
background in it and they don'tunderstand why people won't buy
from them.
And so they're coming at itfrom the wrong angle, right,
they're not.
They're, they're not thinkingabout their audience there.
And you have to be thinkingabout your audience and the how
to solve their problem and thenonce you focus on that, once you
(10:18):
come at it from that angle,then things will start to work.
It's never going to, nobody'sgoing to pick one person over
another just because you knowthey've been at it for 20 years
and this person has been at itfor two.
It's whoever they think cansolve their problem the fastest.
That's it.
That's, that's the crux of it.
Ok, and so, if you know, havingall this stuff in your course
(10:41):
and stuff, you know, I rememberlooking at a course not that
long ago and there's like 48modules or something and I'm
thinking, what do I need to do?
Quit my job or do this or orwhat is it?
But it wasn't about that.
So I ended up with this coursewhere there was like four
modules and it was just acondensed version of the of the
other thing and I mean, that'swhat I wanted you know, even
(11:02):
though I knew the other personprobably had more knowledge
about what I was buying it for.
Anyway, I think you're gettingmy point, but that's kind of.
I just want to kind of makesure that I reiterate that a
little bit as we go through this.
The other thing is, you want toemail as often as you have
something very, very relevant tosay, but a minimum once a week.
(11:22):
You've got to email youraudience, just like you've got
to post on social media.
Now you can repurpose thesethings right.
If you just got done with yourpodcast, hey, that's an email
Done, send it out Great.
You just did a blog post Great,send that out Whatever.
Put it on social media, see,great, send that out, whatever.
Put it on social media.
See, now you've gotten multiplethings content that you can
(11:46):
send out there but you've got tostay in contact with your email
list and you have to payattention to the numbers.
Oh my gosh, pay attention toyour numbers.
If you see one email was openedup way more than another, why?
Well, it's the headline rightthe headlines.
What got them?
One email got more clicks Great.
Keep track of that.
Pay attention to that.
Keep a spreadsheet of it.
Make sure that you know whatthe content was of each of them
(12:09):
so that you know what to put outmore of.
Your audience is telling youwhat they want.
Just keep giving them more ofwhat they want and expanding on
what they're telling you.
And expanding on what they'retelling you.
You don't need to havesomething new every time.
I tell this story.
All the time I've beensubscribing to this newsletter
it's actually Dan Kennedy, theno BS Marketing Newsletter for
(12:31):
like 20 years, and everynewsletter says the same thing.
Every one of them is more orless the same, but yet I can't
get enough of it, and so that'skind of what you're trying to
trying to do, and you just don'twant to think that you're, you
know, saying the same thing overand over, because they you are
and that's what they want tohear.
(12:53):
So the next thing is where doyou want to show up?
Pick that out.
Pick out where you want to showup that you're going to be able
to do consistently Social media.
Pick a platform, two at most,but pick one.
If you're not doing itregularly, pick one or two at
the most.
Commit to it.
Show up there every day for 90days.
Every day for 90 days.
(13:15):
Make that commitment.
If you don't, if you choose notto, then in 90 days you're
going to be in the same place.
All right, now do you have tostay on that platform?
No, you don't have to.
You can certainly change and dosomething else.
But pick one so that youraudience knows where to see you
(13:38):
when they want to see you, ifthat makes sense.
Your email list, right.
How?
When they want to see you?
That makes sense.
Your email list, right.
How do you want to show upthere?
How often will are you?
Are you committed to email?
Are you going to do what I saidand do it at least once a week,
minimum?
Ok, with with very relevantinformation?
Ok, do that.
Your group.
Maybe you have a Facebook groupor school group or whatever.
How often are you going to showup there?
(14:00):
Are you willing to show upthere?
Like I had a Facebook group andI've had it for a long time.
I just don't enjoy going intothe group, so I don't post there
.
Like, people are still in therebut I'm not in there so I don't
do it.
So don't start the group ifyou're not going to show up.
Okay, I learned that lesson.
So learn how to post more andpost faster.
(14:24):
Right, that's a key thing islearning how to do more and more
posts because you're gatheringinformation.
It's not I mean, yes, it'sabout providing your people with
value, but you're gettinginformation from that.
You're learning what'sresonating with them so that you
can take that post.
You're like hmm, that post went.
Just, you know, I got 20% moreviews on this post, or likes or
(14:47):
whatever, than I did the lastone, so maybe I should turn that
into an email.
That's exactly right.
That's exactly right and that'sexactly how you do that.
You just have to pay attentionto your metrics, no matter what
you do.
So real quick though, before weget wrapped up, let's talk about
Facebook.
Well, I think we all know thatFacebook business pages suck.
(15:11):
They just do.
Nobody sees them and that's notlikely to change.
Doesn't mean you shouldn't postthere, because when you post on
your Facebook business page,even though it may not get a lot
of reach, what happens is thathelps your Facebook ads when
you're going to do those lateron, because Facebook takes that
(15:31):
into account when they thinkabout the relevancy between your
Facebook business page and theaudience you're trying to reach.
If you don't have any posts andstuff on there, then your ads
usually do worse.
It's just the way it is.
So, using a follower accountlike a creator account on
Facebook, that's a good thing,but you still want to have a
(15:53):
Facebook business page as well.
Okay, by the way, regarding youremail, if you haven't, make
sure you pick out a good CRM andlisten, I have nothing against
things like Wix and Squarespaceand you know MailChimp and you
can build a business with thosetools.
It's not that you can't at all.
(16:15):
It's not that you can't, but Imean and I do remember one
person and I can't think of whoit was who was running a million
dollar business using MailChimp.
Now, maybe there's more.
I mean, I'm sure there are, butall my million dollar clients,
every single one of them has avery robust system.
(16:38):
They're using high level I meanright now, you know these
things will change.
They're using active campaign.
They're using convert kit.
They're not trying to get bywith a freebie, okay, or spend
the minimum that they have arobust system, and that's only
because they're paying attentionto those metrics and those
systems.
Give them those metrics andthose systems.
Give them those metrics andthose systems have been proven
to work.
So if you want to run amillion-dollar business, it's
(17:01):
not that you don't want to skimpon the things that you don't
need to skimp on.
I mean, you don't need tooverspend either.
You don't need to go out andhire somebody and pay $10,000 to
have a website built and allthat kind of stuff, because
that's not marketing anyway.
That's more branding thananything else.
But you do want to make surethat you're picking a good
(17:25):
platform and don't overthink it.
Ok, just pick one.
All right, there's going to bethings about you like, things
that you don't like.
Fine, just pick one.
Remember, when you're staying incontact with people, you just
want to provide value and listento their feedback.
Stop overthinking it.
Just don't overthink it and askthem directly.
(17:47):
You know when you're postingyour stuff.
Ask them directly if they'dlike to work with you.
Right, send out an email andsay hey, would you be interested
in working with me?
Would you like to see what itlooks like to work together?
That's it.
That's all you got to say.
Most will say no.
Most will say no.
Most times you send it out, mostpeople will not reply back.
You won't get anything out ofit.
But how many times do you needto do it?
(18:08):
When you've got an email listand you send it out once a month
, even if one a year said yes,is it worth it?
I would have to say it is.
Now you're going to get betterand better at it as you go and
you're going to be able tocollect more emails, and then
you're going to be able torefine your messaging and it's
going to work better and better.
But don't overthink it.
(18:29):
Just ask people if they'd liketo work with you.
And the last thing is you haveto detach from the outcome.
Realize that most people willnever buy and that's okay, it
doesn't matter.
I used to keep this up on mywall, um, and it was S W, s, w,
s, w S W.
Some will, some won't.
So what?
(18:50):
Someone's waiting, and I justthink that's a really good way
to look at it when it comes tothis.
All right, I hope you got a lotout of this and I'll catch you
on the next episode.
See you then.
Are you late getting into theentrepreneur game?
I got you covered.
Grab my free newsletter atmarketingwithatwangcom and each
(19:10):
week you'll get bite-sized, noBS marketing strategies, just
for you.
Get it atmarketingwithatwangcom.
I'll see you next time.
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