The Market Your Message Show
The Market Your Message Show
The Audience Attraction Playbook (Ch. 1 Build Your Audience)
Becoming a Customer Magnet: Mastering the Audience Attraction Playbook
Want to grab the book? Go to PlatformGrowthBooks.com
In this episode of the Market Your Message Show, we dive into Chapter One of the 'Audience Attraction Playbook,' a key concept from the Your Message Matters series. Discover the power of pull marketing versus push marketing through engaging content and client relationships. Featuring the story of BlendTech's revolutionary 'Will it Blend?' campaign, learn how to transform your marketing strategies. Unpack the essential steps of the Audience Attraction Playbook: capture, boost, build, borrow, and buy. We also provide actionable exercises for creating your personalized audience attraction strategy, including setting up lead magnets, boosting social media engagement, building evergreen content, leveraging other platforms, and strategically using paid ads. Finally, we outline a sample 60-day plan to kickstart your blogging journey and grow your audience organically.
00:00 Welcome to the Market Your Message Show
00:40 Introduction to Audience Attraction Playbook
01:40 The Power of Pull Marketing
03:33 Why Traditional Marketing Falls Short
06:07 The Customer Magnet Strategy
07:42 Building Your Email List
08:25 Boosting Social Media Engagement
08:59 Creating Evergreen Content
09:50 Leveraging Other People's Platforms
10:21 Strategic Use of Paid Advertising
10:55 Creating Your Audience Attraction Playbook
12:09 Sample 60-Day Traffic Plan
12:55 Key Takeaways
Hello and welcome to the Market Your Message Show. We have been working over the last several months. Step by step through the Your Message Matters series. This is a series of six books where I take what I have been teaching in my high level coaching membership, and I've been breaking it down into books. And so if you're listening to this right now, we are getting ready to start probably what most people say. Is the most need, the biggest need they have in building their online business, and that is build your. Audience. So in this particular episode, we're gonna talk about the chapter one about the audience attraction playbook. Now, this is important because you're gonna learn the difference between push marketing and pull marketing, and why pull marketing is way better than push marketing. I'm also gonna introduce for you the different types of traffic, and there's four specifically that you're gonna learn. Throughout this entire book. Now this is part of the audiobook that you can go and purchase, but you're able to listen to it completely free for being a subscriber here for the show. So if you want to know more about the book, the audiobook, the workbooks, then hop over to Amazon, type in Build Your Audience and it'll pop up for you. Or you can go to platform growth books.com. Alright, let's get into the audience Attraction Playbook.
Speaker:Chapter one, the Audience Attraction Playbook. In a world of flashy ads and aggressive sales pitches, BlendTech was just another face in the crowd. It was 2006, and this humble blender company struggled to make waves in a sea of kitchen appliances. Then marketing director George Wright had an epiphany. What if they could show off their blender's power in a way that was so outrageous and entertaining that people couldn't help but watch enter? Will it blend? A YouTube series that took the internet by storm, iPhones, golf balls, even a garden rake. Nothing was safe from the whirring blades of a BlendTech blender as chunks of marble and shards of electronics flu. So did the view counts. Millions tuned in not to watch a product demonstration, but to see what crazy item would meet its demise. Next. The genius BlendTech never once asked viewers to buy. They didn't have to. The video spoke for themselves showcasing the blender's power. In a way, no traditional ad ever could. This wasn't push marketing. This was pull marketing at its finest. The result, a staggering 700% increase in sales over three years. BlendTech transformed from an unknown brand to a household name, all because they dared to entertain rather than sell. This is the power of attraction marketing, the art of pulling customers in rather than pushing products out. It's about making content so valuable that your excited audience comes to you. This chapter will unpack the audience attraction playbook. We'll see why building relationships is better than chasing sales. A pull marketing approach can revolutionize your business. So put away your sales scripts and reduce the volume of those promotional ads. It's time to learn how to become the magnet that naturally draws your ideal audience to you. Are you ready to blend your way to success? The outdated push. Why Traditional marketing falls short. Let's examine what most people do when it comes to marketing. They seem to be stuck in a time warp, still using tactics from the era of door to door vacuum salesmen. They're obsessed with optimizing sales funnels. Every click page view and interaction is scrutinized and tweaked to squeeze out just one more sale. It's all about the numbers, baby conversion rates, average order value, and customer acquisition cost are their gods. And let's remember the Holy Grail, immediate revenue. Who cares about building relationships when you can make a quick buck now? They're playing a game called How Fast Can We get this person to Whip out their credit card? Then there are the aggressive push marketing tactics. You know the type those flashy ads that scream Buy Now, or the relentless email campaigns that flood your inbox? It's the digital equivalent of a used car salesman in a loud plaid jacket pushing you to sign on the dotted line. But here's the kicker. This approach is about as effective as trying to push a rope. First, it creates discomfort. Think about it. What's your reaction when you walk into a store and a salesperson immediately pounces on you? You probably wanna turn, tail and run. The same principle applies online. Push too hard and you'll push people right out of your digital door. Secondly, this approach ignores a crucial fact that marketing guru Dean Jackson uncovered. His study found that a whopping 85% of buyers make their purchase decision after 90 days. Let that sink in. By focusing solely on immediate sales, you could ignore 85% of your future customers. It's like leaving money on the table, lots of it. Lastly, this shortsighted approach, sacrifices long-term growth for short-term gains. Sure you might make a few quick sales, but at what cost? You're burning bridges faster than you can build them. You're trading the possibility of lifelong customers for one-time buyers. It's like the business equivalent of fast food. Sure, it might satisfy your hunger for immediate revenue, but it's not doing your business any favors In the long run, you're left unsatisfied. Your customers feel used, and your business's health needs to improve. So what's the alternative? If this is what most people do and it doesn't work, buckle up because we're about to flip the script on everything you thought you knew about marketing. It's time to stop pushing and start pulling. Are you ready to become a customer magnet? Pull marketing, the customer magnet strategy. Have you ever watched a magnet attract metal shavings? That's pull marketing in action. You're not chasing customers, you're drawing them in. Valuable content is your secret weapon. Blog posts, videos, podcasts, whatever floats your boat The key, make it helpful, make it interesting, make it shareable. Think about the last time you encountered a really useful piece of content. Maybe it solved a problem you'd been grappling with, or it taught you something new. How did you feel about the person or company that created it? I bet you were pretty grateful, right? That's the power of pull marketing. You're building goodwill, establishing trust, and becoming a go-to resource. Here's a radical idea. Forget about selling for a minute. I'd like you to focus on helping instead, answer questions, solve problems, and share insights. It's like dating you. Don't propose on the first date, do you? No. You get to know each other first, and then you build a relationship. The same goes for marketing. Create content that acts like a magnet. Make it so good that people can't help but be drawn to you. They'll come for the content, but stay for the relationship. And when the time comes to make an offer, they're already primed to say yes because you've already proven your value. You've already shown that you understand their needs. Remember, pull marketing isn't about immediate gratification. It's about playing the long game, but the payoff, it's worth its weight in gold. Capture building your email list. Your email list is your digital gold mine. It's a direct line to your audience. Free from algorithm changes or platform shifts. Think of your email list as a garden. You plant seeds, attract subscribers, nurture them, provide value, and watch them grow. Build relationships. It takes time, but the harvest is worth it. Want to attract subscribers? Use lead magnets. Offer something valuable in exchange for an email address, an ebook, a checklist, a mini course. Make it irresistible. Lead magnets work because they provide immediate value. They're like a free sample at the grocery store. Does it taste good? If so, you'll probably buy the product boost. Increasing social media engagement. Social media isn't just for cat videos and food picks. It's a powerful tool for visibility and connection. Matt Gollard nailed it. Social media is about the people. It's not about your business. Provide for the people and the people will provide for you. Focus on value-driven content. Share insights, ask questions and start conversations. Treat your followers like friends, not potential customers. Want more engagement? Be engaging. Respond to comments. Join discussions. Show the human behind the brand build, creating evergreen content. Evergreen content is the gift that keeps on giving. It attracts traffic long after you've hit publish. Pick your preferred method for blogs, podcasts, YouTube videos, medium articles, and Pinterest pins. The key is to make it discoverable and valuable over time. SEO is your secret weapon. It's how people find your content months or years later. Use relevant keywords. But don't stuff them in. Write for humans first, search engine. Second, think of Benjamin Franklin's, poor Richards Almanac. It was packed with helpful information, witty sayings, and weather forecasts, and people look forward to it each year. That's evergreen content in action. Borrow leveraging other people's platforms. Why build an audience from scratch when you can borrow one? Guest appearances on podcasts, blogs, and video interviews. Put you in front of a ready-made audience. It's like being the opening act for a famous band. Tim Ferriss nailed the strategy when launching the four Hour Body. He went on a massive podcast tour reaching millions of listeners the result. A New York Times bestseller to secure guest spots, offer value, pitch unique angles, and make it easy for the host to say yes. Bye. Strategic use of paid advertising. Paid ads can amplify your reach, but use them wisely. The goal, build your list and provide value, not just push for immediate sales. Try a free plus shipping book offer. You're using ads to get your valuable content into people's hands. It's a relationship starter, not just a sales tactic. Remember the Nielsen study. Recommendations from people we know are still the most credible form of advertising. Focus on building relationships and word of mouth Marketing will follow today's exercise. Create your audience attraction playbook, draft. Are you ready to implement the audience attraction playbook? Let's roll up our sleeves and get to work. Grab a pen and paper. We're about to map out your personalized strategy. Step one, identify your primary capture method. What's your irresistible lead magnet? A cheat sheet. Mini course free consultation. Brainstorm five ideas. Pick the one that makes you think I'd sign up for that in a heartbeat. Step two, choose your strategies boost. How will you amp up your social media game? Maybe it's daily tips on Instagram or thought provoking questions on LinkedIn build. What evergreen content will you create? A weekly blog post, a monthly podcast episode, a YouTube tutorial series. Borrow, where can you guest star? Find three podcasts, blogs, or YouTube channels in your niche. They're your targets. Step three, outline a buy strategy. If you had$100 to spend on ads, how would you use it? Perhaps a Facebook ad promoting your lead magnet or a free plus shipping offer for your book. Step four, craft your 60 day sample plan. Let's focus on the build strategy, specifically creating a blog to generate evergreen content over eight weeks. Here's a sample 60 day traffic plan, week one, research and planning. Week two, set up your blog. Week three, write your first blog post. Week four, promote your first post. Week five, create and publish your second post. Week six, optimize for SEO. Week seven, expand your content. Week eight, analyze and Adjust. This plan focuses on the build strategy, specifically blogging. It aims to create a strong base of evergreen content in eight weeks. Remember, progress over perfection. This is your roadmap to becoming a customer magnet. Key takeaways, pull Marketing focuses on building relationships leading to long-term business success. The Audience Attraction Playbook consists of five key elements, capture, boost, build. Borrow and buy a mix of these strategies creates a solid approach to growing and engaging the audience.