How To Build Your Audience

My DFYConf presentation in 2015

Transcript

1. how to Build your audience
2. Your new Superpower
3. Four Mind shifts
4. Mind shift #1: 
 “I’m not an expert”
5. Yes, You are.
6. "Why would they want little old me?"
7. “What would I talk about?"
8. What would i talk about? 1.teach them how to Solve a simple problem
9. What would i talk about? 1.teach them how to Solve a simple problem 2.share a controversial opinion
10. What would i talk about? 1.teach them how to Solve a simple problem 2.share a controversial opinion 3.teach your expertise
11. An Example
12. KAI davis, outreach CONSULTANT
13. 1. solve a simple problem “How to build relationships with influencers to get more traffic”
14. 2. a controversial opinion “if you want more traffic, You don’t need SEO, you need outreach!”
15. 3. teach your expertise “How to use podcasts to grow your audience”
16. Why build an audience?
17. Growing your business •Earn more money (raise your rates)
18. Growing your business •Earn more money (raise your rates) •Become more efficient (hire junior employees)
19. Growing your business •Earn more money (raise your rates) •Become more efficient (hire junior employees) •Improve your sales and marketing (become more efficient)
21. Mind shift #2: 
 Stop Thinking Leads, Start Thinking AUDIENCE
22. “A proposal is like trying to get a date. If you ask someone to marry you the first time you talk, you’re not likely to get a yes” — Chet Holmes
23. An Example
31. Nurturing an audience • October, 2013: dude signs up for nick’s newsletter
32. Nurturing an audience • October, 2013: dude signs up for nick’s newsletter • October, 2013: dude responds to nick’s welcome email
33. Nurturing an audience • October, 2013: dude signs up for nick’s newsletter • October, 2013: dude responds to nick’s welcome email • November, 2014: dude emails nick about interaction design stuff and integrating a/b testing
34. Nurturing an audience • October, 2013: dude signs up for nick’s newsletter • October, 2013: dude responds to nick’s welcome email • November, 2014: dude emails nick about interaction design stuff and integrating a/b testing • July, 2015: dude replies to a 1- question survey nick sent asking about the #1 issue you’re having with your Software as a Service business. dude said “onboarding”
35. Nurturing an audience • October, 2013: dude signs up for nick’s newsletter • October, 2013: dude responds to nick’s welcome email • November, 2014: dude emails nick about interaction design stuff and integrating a/b testing • July, 2015: dude replies to a 1- question survey nick sent asking about the #1 issue you’re having with your Software as a Service business. dude said “onboarding” • July, 2015: nick has an active Draft Foundation lead
36. Nurturing an audience • October, 2013: dude signs up for nick’s newsletter • October, 2013: dude responds to nick’s welcome email • November, 2014: dude emails nick about interaction design stuff and integrating a/b testing • July, 2015: dude replies to a 1- question survey nick sent asking about the #1 issue you’re having with your Software as a Service business. dude said “onboarding” • July, 2015: nick has an active Draft Foundation lead • August, 2015: nick closes a Draft Foundation client
37. Playing the TWO YEAR long game
38. the Garden principle
39. "Bigger checks take longer to grow."
40. 12 months watering my Garden and…
41. what’s in my garden? •$2,182 in product sales (this week) •$100,000+ in consulting revenue from my audience (so far 2015) •$25,000 in active proposals from guesting on podcasts (In September)
42. this shit works
43. Mind shift #3: 
 reaching Your Audience
44. “Looking Sideways”
45. ask yourself: “Who is already reaching this audience?”
46. ask yourself: “how can i work with them?”
47. working together •write an article for their blog or newsletter •invite them on as a guest on your podcast •pitch them on having you on as a guest on your podcast •host a webinar together
48. Make a list of your dream placements and partners
49. colleagues aren’t competitors
50. schedule time to meet other professionals
51. There’s no “one right way” to build an audience
55. Mind shift #4: 
 pitching, Persisting, and Presenting
56. Mind shift #4: 
 pitching, following up, and Presenting
57. “The most impactful marketing tool? Direct personal contact.”
58. Pitching
59. One Email Every Day
60. what makes a great email?
61. what makes a great email? 1. well Researched 2. Relevant to them 3. clear call to action
63. Following Up
64. “If you email me for something, I'm going to delete it. You gotta follow up so I know you want it.” — @allanbranch
65. “Follow up until they hate you” — me
66. “What separates those who succeed from those who fail is those who succeed abandon their ego”
67. No response doesn’t mean “No”
68. It can take 7-10 emails Until they’re ready to work with you
69. follow up until you get a no — or get a ‘Yes’
71. presenting
72. Have a clear call to action and next step for the audience
73. Call to action
74. “If you want to learn more, visit {url} and enter your email to get {bonuses}
75. landing page
78. Where do you go from here?
79. 1. accept the fact that 
 you are an expert
80. 2. Pick your
 three topics
81. 3. make a list of
 20 dream placements
82. 4. send one pitch email every day
83. 5. set up a landing page and have a clear call to action
84. Want some awesome stuff? Get some awesome gifts SLIDES From this talk 
 (with my speakers notes) practice worksheets 
 (to help you practice these skills) 6 interviews on Audience Building (for your flight home) 70% discount on my two books (The Traffic Manual, The Outreach Blueprint)