Attracting a Larger Audience

Mike Killen: Hey there and welcome back. Attracting a Larger Audience, How to grow an audience of leads and prospects. In this video we’re going to see how we can use our product and process to attract a larger audience of leads and customers. So growth comes from scale, the ability to scale. And when we build scale into our business, allows us to grow. You can’t sell to no one, okay? You have to have an audience of people and you need leads and prospects in order to grow your business. If no one’s listening to you and no one’s watching you and paying attention to you then you can’t sell to them. We have to grow an audience of people that know you and trust you and like you in order to be able to grow our revenue and income. Attracting a larger audience, we’re going to talk about your process and your product being content.

We’re also going to look at your topics and sub-topics and think of a few ideas to create content around. Faster/easier, that’s a phrase I want you to think about and remember while we go through this process because it’s very important. And give away the farm. If I’ve learned anything from creating content and attracting a larger audience it’s that the more I give away the more I receive. Your process, and your product, and your service is a blog post. It is content. Think about our Chef Coach from earlier, that we talked about earlier. If he teaches people how to, you know, choose ingredients, and create a recipe, and prepare a meal, he’s able to do that through multiple different methods. We’ve talked about how he could do that one-on-one. He could do an online coaching. He could do an event. He could record the process and deliver it as a course. He could do a course, you know, stack it out live. He could record it as a book.

He could get it transcribed. He could write . . . record it as blog content and blog transformation. His customers are searching for that transformation. They are searching for the transformation of being able to choose better ingredients, the transformation of being able to create a recipe, or prepare a meal, or choose the right tools. They are literally on Google and on YouTube searching for that transformation. They want to know how to . . . choose better ingredients, create a recipe, prepare a meal. And if you’ve got customers already buying something think about what it is that they are learning to do, what they want to become. This then gives us our topics and sub-topics. Earlier we talked about really common questions. I think this a fantastic place to start. Think about the most common questions that you’re asked and can that be turned into content. Ninety-nine percent of the time, yes it can.

The most common questions that you’re asked about those topics from earlier, you know, with our, uh, Chef friend choosing the right ingredients, choosing the right tool, creating, creating a recipe. There are common questions about all of those topics. That’s why we call these topics and sub-topics because the journey and the process that we take our customers on, the journey and the process and the . . . those steps and those milestones, those are the larger topics and then we can think about sub-topics beneath them. There’s also, as I mentioned, this . . . the stages and milestones, that’s broken down into a pretty digestible format for you already. If you deliver, let’s say, a course on how to build an Android app, or how to do social media marketing, or how to search optimize a WordPress website, or whatever it is that you help people do, those stages are the larger topics and those milestones are the sub-topics that you can write about.

There’s also questions that we should ask. What should your customers be asking you? What should they know before working on a project like this? There’s, um, also some, some great ideas for you to be able to create content around really, really easily. If you’ve already created a product then you can create content, you can create audio content, you can create video content, you can create written content just in the same way that our products earlier were recorded and delivered in a specific way. We can take the same medium. We can take a different media. It doesn’t matter. But you can create content around those topics. Here’s what I want you to think about because I, I know exactly what you’re thinking. It’s . . . if I give everything away, won’t people want to hire me? And I’ll talk about that and I’ll prove that that’s not true. First of all, how can you make this result faster and easier to find?

If you’re able to help someone achieve a result or, or achieve a transformation, lose weight, run faster, develop an Android app, build their first website, search optimize a website, do social media marketing, whatever that transformation is, how can you help someone find that result faster and easier? Through search predominantly, often through social as well. But we’ve got two massive search platforms, YouTube and Google. YouTube is a search platform first and a video platform second. And Google is entirely a search platform and then an, an image platform second. People want to find those transformations. They want to find the root to be to do . . . whatever it is that they need to be able to do. You need to think, “How can I help someone find that?” and that’s how we create content.

If you’ve got a transformation process that helps people build their first WordPress website, how can people find how to do that faster than ever is by creating content. What are people searching for already? There’s plenty of topics and research and tools out there that allow us to look at what people are searching for both on YouTube and on Google, the groups that people are part of on Facebook and LinkedIn, the hashtags that people follow on Instagram and Twitter. There’s a lot of content out there that gives you ideas on what people are searching for. A really great phrase to be able to lead in to this kind of conversion process, if we’ve got an audience that are searching for a particular topic and we deliver them a piece of content on how to achieve that transformation, what you want to start thinking about is if you’re serious about . . .

Let’s say that you helped someone search optimize a WordPress website and you write five questions you should ask before optimizing your WordPress website and you list out those five questions, some of that content is going to already be in your product. Maybe it’s a course, maybe it’s a book, maybe it’s an online coaching platform, whatever. You need to then write at the end of that blog post, “If you’re serious about . . .,” then that transformation. So if you’re serious about search optimizing your WordPress website, you should invest in our course. If you’re serious about search optimizing your WordPress website, you should buy our training program, you should work one-on-one with me, you should buy our book. That allows you to lead in to that conversation for people who are serious about getting that transformation.

People want to read and consume helpful valuable content and they will pay to have it delivered faster and easier and more conveniently. So now we’re flipping this. This is one of the reasons why people are happy to pay you if you give it away for free. Let’s say that I write a hundred blog posts on how to scale your business. I wrote . . . write, uh, a blog post on every single slide that I’ve presented to you here. It’s 500 words or a thousand words. People would have to read it. They’d have to consume and take time out of their day. First of all, if they liked it and if it resonates with them, if that blog post resonates with them, they want that result again. Think about the last time that you consumed something online. You don’t listen to a radio show or a podcast and think, “Yeah, I’ve had enough of that. I’m kind of . . . I’m kind of done with that now. I’m, uh, uh, I’m going to leave that.”

If you liked it and if you connected with those presenters, if you connected with that writer, if you connected with the result, you’re going to want that result again. You’re going to want to be entertained by that particular podcast again. You’re going to want the transformation of getting those kinds of results again. There’s an investment kind of ratio that you have to work on. A blog post is a lot of investment for the reader. They have to do the majority of the work. We can then start to say, “Well, I can give you that same result faster and easier if you buy the book.” And if someone buys the book and you say, “Well, actually, we also have a course for, you know, a thousand dollars inside the book,” and you go, “If you’re serious about this project still, by all means you should buy our course,” they’re going to get that result faster and easier because there’s more interaction.

And then if they want to work one-on-one with you for $10,000, they get that result even faster and with even easier and with even more automation. Remember, people want to see the same things that they’re already used to. We actually don’t like being challenged as human beings and if someone has shown us a path to a transformation that we want to be a part of, then we absolutely will pay to have that experience and have that transformation again. I can hear the fear in a lot of people watching this and my advice is give away the farm. Give away absolutely everything that you know. That’s not to say you don’t have a product that you can’t charge for, but all of the content that you’re producing for your course, you should be talking about in multiple different ways.

Let’s say that you help people build their first Android app and one of the first things they need to know is should they buy a phone to be able to test their app on or should they just use their current one and you write a blog post about all of that. Now if that’s already in as a module in your course, you should still be writing about that. You could even go into the minutia and expand on it. The point is that the product that people are going to buy is, uh, they’re buying because they know you and like you and trust you. They want that transformation enough from you. They trust you to deliver it. And the reason they trust you is because you have helped them all already. Imagine a world where people trust that you’re going to help them because you’ve already helped them. Frank Kern says, “The fastest way to get someone to trust that you can help them is to help them.”

If you’ve helped them through blog content, and podcasts, and videos, and presentations, and free content that you’ve given away, they’re going to trust that you can help them down the line with a paid product. So if I create free they won’t buy from me. I understand this. Like, we’ve talked about this a lot. But remember, the increased value that we bring every time someone invests with us. Every time they invest more with us, we’re going to deliver further depth. We’re going to make it faster and easier for them to get results. A course is much more intense and much more content than the free content. That’s not to say that you couldn’t do a free course, give that away, and then have a book because they’re able to consume the book in a different way. They’re able to take it with you. Or an e-book and they’re able to read it at their own pace. Or maybe they have, uh, a one-to-one coaching program or software.

A really classic way of people training of selling software is by selling and giving away, uh, a course or selling it for very cheap. Teaching people how to do a process and then saying, “By the way, there’s a piece of software that actually does this faster.” It’s about scaling our reach and our audience to generate more customers. It’s not about working with everyone. You should never feel guilty about turning down a customer that’s not able to afford you or not able to work with you in your terms. It’s about working with customers who are a part of a scalable process. We’re trying to scale out our business. Not trying to work with everyone. If you don’t do this, you have to manually find customers and leads rather than grow a brand. One of the biggest things we talked about right at the start of the course is when you’re delivering work for customers, you completely neglect the sales and marketing process.

You neglect to find more customers and drive more outreach when instead what you could do if all of your, uh, process were taken care of and your delivery process were taken care of and all you had to do was just drive a larger audience, you could focus massively on that rather than having to go out there and try to find them manually. You could create content that attracts way more people and reaches way more people. You could also stop spending time on admin and delivery simply because you have to do it. Instead, what you’re able to do is focus on driving a massive audience, growing your audience. This is how you grow a brand as well is when your processes and products are delivered repeatedly to the same customers and delivers them results rather than having to do this manually yourself.

When you’re able to put content out there and help people for free, that’s how you grow a relationship with a huge audience, that’s how you grow a brand. So you’re action is to write out the 10 topics that would lead into your product and then create content around them. You could do the same content as your product. You could do different content as your product, different media. You could do a YouTube channel. You could do a podcast. Don’t slack. Use these, uh, topics and use this as a way to be able to accelerate the, uh, the, the size of your audience. Thank you so much for taking this course. I am Mike from Sell Your Service and, uh, yeah, I will see you on the next course. Thanks very much for watching.