Table of Contents
Two Important quotes:
The internet is a direct marketing medium, you have the power to build an audience and speak to them directly at your discretion without intermediaries
(CEO, Founder of Copyblogger Media)
While larger enterprises are fighting silo battles, politics, and tearing each apart focusing on (sometimes)meaningless metrics, small players with patience and passion are building audiences and winning.
~ Joe Polizzi
(CMO, content marketing institute)
Without an online audience, online businesses will suffer in the same way offline ventures will suffer and even die without a viable market.
The best product is essentially worthless if no one knows about it. A website is useless without web traffic.
So, it’s all about the people you serve that appreciate and value what you create.
Talent without an audience that appreciates it is a waste.
Vision without people who believe in it (however small they may be) is a delusion.
You need to build an audience online that want what you have to offer.
Following the 20/80 rule; if you invest 20% of your effort into building an audience first and building trust and relationship with them, you have built 80% of the business.
Walt Disney, the founder of Disney land said “you can design and create and build the most wonderful place in the world. But it takes people to make the dream a reality”
This is also true if you want to build an online business.
It is time for a better approach.
In this post, I am going to show you how to build an audience online that builds your business. The audience builds your business not only because you can convert some of them into buyers, but also because those who love what you do or what your brand represents will spread the word about you.
Thereby, leading to more audience, more sales and consequently more money.
But first, who is this audience?
They are your fans (potential customers), they are the people who love what you do. They buy your products (digital or physical). They are a member of your “tribe”. They are a community of people (of which you are also a member) that you build online to serve them.
But they also have problems they want to solve, they have desires they want to satisfy, they have fears, frustrations, anxieties, and aspirations. And you must have the solution that helps them remove the pains of not having what they want.
A marketing genius named Seth Godin came up with a unique perceptive on the subject and the importance of building an audience online and serving that audience to make money.
In his best-selling book titled tribe, he explained how anyone with access to the internet can now build a community of people who are interested in their ideas, work, and even products or services.
Seth Godin defined a tribe as a group of people connected, connected to a leader and connected to an idea.
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Smart marketers all over the world now understand that building a community of people with a certain interests and world-view related to a particular product or service is the best way to build a huge customer base and sell more products or services.
How do you identify, qualify and attract these people to your business so that they know you exist and that you have the answer to their questions? That is the focus of this ebook
Author Trish Bertuzzi, a marketing and sales expert said: “Qualifying is the hardest part, anybody can close a deal- a monkey can close a deal“. Well, I am not sure of the monkey part. But this is what I know if you build an audience around what you sell, you have done 90% of the qualifying work- the hardest part.
If you are interested in building a huge customer base that buys your products or hires you for a service. And you want more loyal customers or clients, more sales which mean more money. If that description fits you, you are at the right place reading the right stuff.
Following from above, your tribe are the audience you build online to meet business objectives. They are a group of people that are most likely to do business with you.
For example, if you are a writer, your tribe is the group of people that love to read your work, share it with their audience (friends) on social media, talk about it on forums and even offline events. And buy your book when you decided to make an offer.
Whatever you do, whatever business you are into, just know you are going to need people who value your work or buy your products or hire you for your services. You need to build an audience online that builds your business.
But this is not all about you or your business. Your tribe (audience) is also a group of people you help or serve.
Your Audience Are In The Digital Space
In the offline world, you are very limited in the number of people you can interact with at a time. You are limited in time and space. In the online world, this barrier is removed.
You can interact with thousands, even millions of people at any time and anywhere. You can connect and build a relationship with people without living your couch.
Realize that your customers, your audience, and the people that are most likely to do business with you are online. They are there in the digital space- the internet.
They are on social media platforms like Facebook, Twitter, Instagram, LinkedIn, etc. Some are currently searching Google for useful information that solves a problem they are having.
The internet is probably the most powerful invention of the 21st century. The creation of the internet launches us straight into the information age.
Take note that every invention and new technologies are created and designed to allow people to do something better or easier and make life easier to live. Except, of course, the atomic bomb.
The internet makes it easy for anyone to connect with others and build relationships that can serve a particular objective.
In this case, a business objective.
The internet is a powerful leveraging tool that becomes an unfair advantage for anyone who knows how to harness its power.
Also, know that each time something new is invented, someone somewhere becomes rich. And it is not necessarily the inventor that becomes rich. But the person who uses that invention to serve a lot of people.
The person who makes the invention of commercial value.
We are told in school that Thomas Edison invented the light bulb. That is not true. History shows that there have been light bulbs before Thomas Edison’s bulb. But they could not give light for long and the inventors could not make it of any commercial value. Thomas Edison was the 23rd person to invent the bulb.
Thomas Edison did just two things:
- He perfected the invention and
- Make it of commercial value.
That was why he was rich and famous.
How did he turn it into a commercial value? He built electric line poles and relay stations that connect the bulb to a power source and peoples’ homes.
He became rich because he built a system that connects the invention (the light bulb) to many people that want light in their homes. And who doesn’t want light in his home?
In other words, he became rich because he was able to connect with and serve a lot of people.
The internet is the latest and the newest invention that allows you to connect with and serve a lot of people….with your products or services.
And make a lot of money as a result.
Mark Zuckerberg did not invent the computer neither did he invent the internet, but he became rich by building a platform called Facebook that allows people to connect with their friends and also make new friends.
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And after Zuckerberg, there have been many people who became rich by using the internet to connect with and serve a lot of people.
You don’t have to build the next big social media platform like Zuckerberg. All you have to do is to use the tool of the internet to build your audience, your tribe, and the people who will do business with you.
The internet is a tool and is available for anyone to use it to serve a business goal. It is a machine of communication, connection, and commerce.
So, there is the audience (in the digital space), and there is the tool (the internet) that allows you to reach, connect and serve them. And become rich.
The question is, how can you build that audience online?
The answer = content marketing.
What Is Content Marketing?
The audience will not come to you unless you have something they need. Or you have something for them. Or you have the solution they seek. And that is the reason and the need for content marketing.
The best definition of content marketing came from Copyblogger.
Content marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you create is closely related to what you sell; in other words, you are educating people so that they know, like and trust you enough to do business with you.
From the definition above, content marketing serves more than one business goals:
- It attracts prospects ( formally strangers)
- Converts prospects into customers.
- Converts Customers into repeat buys.
- It makes people know, like and trust you.
The content types include Articles, videos, Ebooks, White papers, infographics, illustrations, slideshares and so on. We will look more into each type of content or media in another issue.
The audience-building aspect of content marketing is that it attract your prospect (the audience) to you.
But first what is content? Content is something valuable, useful, relevant, interesting and remarkable enough to get the attention of the audience you want to build. This is the number one job of your content: to get attention.
That is where the whole journey of audience building begins – getting attention. But it does not end at getting attention. Content also engages, educates, motivate and inspires people to move in the direction of solving a particular problem or gaining a particular benefit.
Content gives people a unique experience distinct from the experience they get from using your product or service. Your content is an additional value on its own and has become a new USP (unique selling proposition) in an economy where people want to be informed before they make buying decisions.
Content marketing is also educating people about what they need to know to do business with you.
So building an audience online starts with creating and sharing useful and relevant content that is related to what you sell to attract the audience to your business.
Your content is an “online magnet” that pulls people into your marketing system.
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Then, you can sell your products or services without feeling sleazy.
The advantage of following this approach is that you sell more not less of whatever you are selling. Even if it is an information product. Why? Because your content demonstrates your expertise and builds trust with your audience.
You are not claiming expertise, you are demonstrating it…with your content.
Content Marketing Strategy.
Begin with the end in mind ~ Stephen Covey
The best place to begin is the end.
Who are the people you want to reach? How does their ordinary world look like? What is their belief system like before they discover your content? Who are their heroes? What kind of books do they read?
What are their fears, frustrations, anxieties, and aspirations? .Without a deep understanding of the audience you want to attract with your content, you cannot create content that is meaningful and relevant to them. Or at worse you attract the wrong audience.
So the beginning of your content marketing strategy is to try and understand your audience. To understand the transformation they seek and create content that increases their desire to seek that transformation.
Most companies called it your ideal customers. Online, the name that is commonly used is buyer personas.
Hubspot (a content marketing company) defined buyer personas as the fictional representation of your ideal customers. That is, who are they and what makes them tick? What makes them the kind of person that will buy from you or anyone?
This is what will guide you through your content creation process.
In defining and developing a buyer persona. you need to look at:
- Demographics. include location, occupation, age, gender, marital status, income level, etc.
- Psychographics includes feelings, desires, beliefs, opinions, attitudes, aspirations, values, hobbies, spending habits, etc.
The next thing is your business goals and objectives. You are going to create content that aligns with your business goals. But first, you need to know what they are.
The overarching goal for most businesses is to bring in new leads for their business and increase revenue.
If you are a solopreneur or an online marketer you want to sell your product or service to more people, make more money so you can do more of what you want to do …with money.
Fortunately, content marketing can help you achieve those goals in the most cost-effective way and without you having to do the hard selling.
Since the business goals are almost always the same for most businesses, the next thing to look at is how your product or service can help make your ideal audience’s life better. You will have to create content that is related to your product or service as a means of identifying the people who need the solution your product or service provides.
And that takes us to agile content marketing. This means that you create something based on an educated guess and put it out there to see how the audience reacts and responds to it. And based on the feedback, you tweak your content to align with their interest while keeping your business objectives in mind.
So agile content marketing is a way you figure out who your audience truly is and what they want so that you can create something meaningful, relevant and engage for them. Note that you will not be 100% right about who you think they are, but you can be very close.
It’s an iterative process.
One of my favorite subjects in school was mathematics and I remember using the iterative method to solve a matrix problem. If you are not a fan of mathematics no problem. This is not about mathematics, this is about business and money.
The iterative method looks like this: you put in a variable into an equation that yields a particular result. Your new result now becomes the new variable you put into the equation and you continue like that till you get the result you want.
Your initial content is the variable and the feedback is the result. Your audience is the equation you want to solve. They give you feedback- the result.
You work with the feedback in your next content creation process and you get new feedback- the new result. You continue with this process until you get the kind of feedback (the final result) that is good for your business.
Mathematics is sweet, especially when applied to business.
At this point, you know what they want and you know how to create content that positions your product or service as the logical, no-brainer solution for them.
Another way to better understand your audience is through research. Truth be told, research isn’t sexy. But with Google and social media, we can gain a massive insight into who our audience is.
Now, you know where to begin. You begin with figuring out who your target audience was
Knowing who your ideal customers or clients are important because:
- You can create content that are relevant to them, so they are more likely to consume your content.
- You can create a marketing or promotional messages that resonate with them.
- You will sell more of your product or service because your content has identified and qualified them as a prospect, selling becomes easy.
- You will have loyal and satisfy customers that are ready to pay what you charge and ultimately they will become brand ambassadors.
Three Kinds Of Content That Builds Your Audience
After you had established your buyer personas, you will want to start creating your content. Which is the natural next step but first you need to know what kinds of content you need to produce to kick things off.
Their three kinds of content are:
1. Audience-focused content. These are content related to your audience’s interests. It’s an attraction content. Because it’s content about them, not you or your product.
A lot of online marketers default to talking about their product or service.
This is a huge mistake.
You are not going to get anyone to pay attention to you if you are always talking about your product or service.
Your content should be about a particular problem they are looking to solve and it must show them that it’s possible to solve the problem.
Here you talk about their pains, worries, frustrations, and anticipations. But you don’t leave them hanging, you also solve the problem with your content.
Content must answer their questions, alleviate their fears, encourage their desires, but most of all….it must inspire and challenge them to transform their lives from the ordinary to the new experience that your solution provides. – Brian Clark (CEO and founder of the new rainmaker platform).
This kind of content is tailored to speak the audience language based on your research and understanding of them, at the same time, addressing their problems and desires. That is how you get their attention and attract them to your business.
You are giving value for free to get the attention of your target audience. To say it another way.
Content marketing is based on providing value for your target audience.
2. Your brand story. Now that you have their attention you need to engage that attention and further position your brand or business as a go-to resource for them so that they don’t look elsewhere for a solution.
This is an engaging content that builds your credibility and establishes you as the most trusted solution in your industry.
Stories have a powerful influence on us. A good marketing story lets people tell themselves stories that are in favor of buying from you. People don’t believe what you tell them, they don’t believe what others tell them either, they believe what they tell themselves. Your goal should be to influence what people tell themselves. A good narrative (told by you) can make people persuade themselves….that you are right.
As brain Clark said, “we have not convinced anyone of anything, we have only made them independently decide that we are right”. Powerful.
The best form of story you can tell online now are case studies. After you have talked about how you floundered for years before you finally found your recipe for success, the next stories people want to here are case studies.
Case studies are stories about how someone achieves success or attain a particular goal with your product or service.
For example, a case study on “how company XYZ uses our content marketing strategy to generate 3x more leads and more than 10x their annual revenue” is a good example of case studies.
Or a case study on “how I grow my email list to 10,000 subscribers and make more than 2m naira in 2months. And how you can do the same”.
Though these examples of case studies are made up, they are achievable in reality. As I write this ebook, some people are currently pulling it off. I know people and brands who are even doing better than those….using content marketing.
Case studies are not the only kinds of stories you can tell online. Stories that surround your industry, stories about a typical hero that inspires your audience, a story about a customer that your audience can learn from or a story about yourself on how you can build your business are all kinds of stories you can tell online.
Your brand stories make your claims and promise believable. They build trust with your target audience and get them to settle in with your solution.
Trust is important in business. And one thing content marketing does for your business is that it helps you build trust with your audience.
There is more to storytelling than I have covered here, but in my next free ebook, I will cover in-depth on how to use a story to build an audience and also to sell anything online.
3. Your unique perspective. Who are you? And why should I or anyone do business with you and not someone else? Can I trust you? This and more are the questions your target audience is asking in their mind.
Your content must answer those questions.
While you focused on serving your target audience interest, you must realize that they are also asking themselves “who are you?”
Your strong opinion or unique perspective on any subject matter let people get a sense of your personality. And personality persuades according to Derek Halpern (founder of social triggers).
When you create useful, interesting and valuable content, your audience learns they can trust you. They see that you know your topic. And they want to do business with you.
Your content reveals who you are to your target audience and allows you to connect with people that matter to your business. Not everyone will like you, but that is fine because that allows you to connect with those that like you.
Our words are our emissaries; they tell the world who we are ~ Ann Handley.
Everything that you or your brand represent can be unearthed by content marketing.
Also, Robert Rose (CMO for content marketing institute) said: “content is who we are”.
He said further “content defines every experience we create for our customers- including our product or service. Thus it cannot be a neutral part of anyone’s experience. Content either enhances the experience or degrades it.
Well, I think I can stop here.
Content is who you are.
The Know-Like-Trust Factor.
This has become a buzzword in content marketing. There are steps people need to go through before they become your clients, just as there are stages in relationships that lead to marriage.
First, they need to know you, then like you and trust you. But there are reasons we like people which may include; physical attractiveness, common background, they give us something or even because they give us compliments, praise, and approval.
People like to do business with the people they like. Your content (the value you give) let people know, like, and trust you.
Since you are giving something valuable for free, people see you as a likable expert that is helpful. And not just an individual can use this approach to their advantage, big brands can do the same by giving values that bring the know-like-trust factor to bear on their business.
To bring the know-like-trust factor that makes people want to do business with you to bear in the online business you must:
- Focus on helping people.
- Educate and motivate people to take steps to change something about themselves
- Be human. Be relatable. Show that you care
This is where the traditional method of sales prospecting fails miserably. Because it skips the process of know, like and trust that is important for any kind of business. it fails to build the relationship necessary for making a sale.
And that is why lots of traditional marketers who are still doing cold-calling are struggling to make sales. when they show up they always want to sell you something. And nobody wants to feel sold. We want to look smart when we make a purchase. we want to believe that we decide to buy something.
Content marketing helps you build an audience that feels smart buying from you. Because they are educated and they know they are making an informed decision.
Content + Search + Social = Content Marketing.
We know that content is the value we create for our target audience and we know that our target audience is in the digital space (social networks, Youtube, and search engines like Google, Bing, and Yahoo)
The important question to ask is: what are they doing there?
They are either socializing on social media or searching for valuable information (content) on Google or watching an entertaining video on Youtube. Or all of the above.
Your target audience might be present on different digital platforms for different reasons, but they are doing one thing; engaging with useful, entertaining and remarkable content.
Content drives the internet. If you understand this, you won’t have any problem with marketing online.
The mistake most people who want to market online make is that they treat content marketing, social media marketing, and search engine optimization as different marketing tactics.
While in reality, content, social and search are an integral part of a holistic process of content marketing strategy.
Let’s look at each separately and see how they all come together.
Content: A lot has been said already about content. But for this section, I want to point out again that the content you create must be useful, interesting and remarkable.
Something remarkable is worth talking about, worth paying attention to. Boring stuff quickly becomes invisible~ Seth Godin.
The purpose of your remarkable content is to attract your audience, to demonstrate your expertise and establish your authority.
Content or Media should be used to create the environment, to aggregate the audience, to gather the crowd of like-minded people who are excited to be there. Then you have the opportunity to sell them your stuff. They want to do it because they love you and they love your brand.
This is a media or audience-first approach to marketing. And it’s the best approach yet.
Content drives the internet. Content drives social networks. Content drives engagement, builds trust, creates a unique experience and enhance marketing and sales. Every small and big business need to start to think like a media producer. You need to build a digital media platform that builds your audience.
“Audience is a business asset that provides a return over and over again for the long-term, as well as short.~Brian Clark.
There are different types of content you can produce to attract and build your audience that builds your business.
The content types include:
- Articles or blog posts.
- Special reports.
- White papers
- Images and templates. Etc.
Social: wonder why I never talked about social media up until now?
It’s because social media cannot exist without media.
And, media = content (told you I love mathematics).
Social media is a big waste of time if you don’t know what you are doing online. We will look more into this in another issue.
Effective social media marketing amounts to content distribution. People need something to talk about on social media. They need content to share with their friends and followers. And they are not going to share boring content.
Whether for entertainment or education, your content must be remarkable enough to make your target audience want to share it.
Hugh Macleod of GapingVoid.com was on point when he said: we use other people’s stuff or other people’s content to socialize. And your stuff is either a social object or it’s not.
Content is the core social object. Your target audience needs to see your social object before they can become a member of your audience (tribe).
And how are they going to see it if someone did not share it and why would anyone share your social object if it’s not valuable and remarkable.
Well, it’s time to start creating something remarkable.
If your content gets enough shares, it will also attract external links from influencers in your niche. Enough external links and Google start noticing your content. And targeted traffic from Google is the essence of search engine optimization.
Search: if people think that your content is relevant, and link to it from their blog or website, so will Google.
If people think you are important, so will Google.
When we talk about SEO, what we are talking about is still content. There will be nothing like search engine optimization if we have nothing to optimize. It is the content on your blog or website that Google needs to rank in search queries. What we optimize is still the content.
All your effort to get your content ranked high in search engines (mostly Google) is what is called SEO. Again notice the word “content”.
One important element of SEO is keywords. Keywords are simply the words people are using to search for information on search engines.
But these keywords are also content. They are strategic words that you want to rank for in search engines. So you optimize your content with these keywords so that Google understands that they are words you want to rank for. This is what is called on-page SEO.
There are two types of SEO tactics: on-page SEO and off-page SEO.
On-page SEO is any optimization carried out on your website, whether to your content or tags or metadata or the robot.text, to enhance your content search ranking.
Off-page SEO has to do with getting backlinks from external blogs or websites which give Google the signal that your content will be relevant to some people that are using a particular keyword to search for information
Another important aspect of SEO is backlinks. Backlinks are links coming from external websites to your website or blog. Again, people link to content they found useful.
So, putting it all together we see that social and search help your remarkable content get the exposure it deserves.
And that is what content marketing is all about.
I have only talked sparingly about SEO, it is because SEO itself requires a comprehensive post like this one to be dedicated to it. We will look more into SEO in my coming post/eBooks.
The 4 Phases Of Online Audience Building.
It is important to look at the process of building an audience as something that happens in stages or phases to help put things in perspective.
The phases include:
Unaware – at this point your target audience won’t know you exist. They are oblivious to you and your solution (product or service). They have problems or desires at this point but they have not taken any step to deal with it. This is the “ordinary world” of your target audience and that is the world you must seek to understand.
You see, your target audience has a particular world-view and beliefs before you (your content) find them or before they find you. And understanding that world-view will help you create valuable content (or marketing message) that matches up with their world-view.
This is the point you will need to put on your “empathy cap” and create content that resonates with them.
Empathy is a quality of a good leader that endears them to their followers. It is the ability to understand other people’s feelings, pains, and desires and relate with them in a way that shows that you care. And that is what creates the know-like-trust factor we talk about earlier.
To move people from the unaware phase to the attraction phase where they know, like and trust you, you need to empathize with their problems.
Attraction- this is the phase where they find your content somewhere in the digital space. It may be through a search on Google (that is why doing SEO is important) or they discover your “social object” (remarkable content worth sharing) in their social networks (Facebook, Twitter, Google+, LinkedIn, Instagram, etc.) or through a well-targeted advertisement that offers desired information instead of immediate offer to buy something.
NB. Remember you are using content marketing to build an audience that knows, likes and trusts you. You are not running ads to sell a product- a traditional marketing method that is no longer effective.
You know your target audience have problem and desire they need to deal with. And you understand how to relate to them. At this point, you are going to create content that presents the idea that the problem can be solved and that the desire can be satisfied.
Your content is the “call-to-adventure” that asks them to take the “red pill” and seek the transformation they desire. Your content must address the problem people want to solve before you can attract them. There is going to be a resistance to the call which salespeople call objections.
But a valuable and insightful content delivered with empathy has the power to remove these objections in a subtle, non-creepy way. This content could be a remarkable story about you or someone or something they can relate with.
The next phase is probably the most important.
Permission – I forget to tell you something: all the audience (traffic) you attracted through Google or your social networks are transitional (they come and go) and that is not reliable.
For example, if you tweet on Twitter, only about 5% of your followers will see your tweet. Also, only a tiny fraction (about 4%) of your fans on Facebook will see your new post.
I have no fans. Do you know what I have got? Customers. And customers are your friends- Mickey Spillane.
Your Facebook fans, Twitter followers and traffic from the search are a great source of potential customers and are an important part of your audience.
But they are not the real deal. Your real audience that builds your business is your email subscribers.
So at the permission phase, they know, like and trust you enough to look to your content as a guide. And they permit you to contact them over and over again by subscribing to your email list.
The people that join your email list are your best audience because they are the ones who is more likely to do business with you.
Tim Grahl, author of “book lunch blueprint”, said permission is the ability to communicate with your fans in a way that reliably gets their attention and drives them to action.
And email is the perfect tool you can use to reliably get people’s attention and drives action.
The Tim Grahl Experiment:
I don’t only love mathematics, I also love science and that is why I have called this ‘The Tim Grahl Experiment’.
This is it:
During a recent book launch for one of his client with more than 200,000 followers on Twitter and about 50,000 email subscribers, Tim promoted the book to his client’s Twitter following, then promoted it to his (client) email list, to see which one would turn into more book sales.
He found: an email subscriber was 24 times more likely to buy a book than a twitter follower.
It is time for a better approach.
And that takes us to conversion.
Conversion- this is the point they decide to make the necessary changes in their lives and they believe that your product or service is the solution.
Your content has moved them to the point where they’ve decided to seek a change because now they believe it is possible to solve the problem or satisfy a desire.
They have also come to trust you as the solution provider, because of the free value you’ve given them. Also, they perceived you as a likable expert that wants to help. At this point, they convert on your offer.
And that is the goal of building an audience….that builds your business.
This looks like a journey to me and this is the break down; the target audience or prospect has a problem, through your content, he believes the problem can be solved. He believes in you. He believes in your product or service. He believes in himself and he makes the move to solve the problem-buys your product or hire you for a service.
They are now a convert. Your customers or clients.
The Minimum Viable Audience (MVA).
As you continue to attract and grow your audience, your audience will reach a critical and important number where it begins to grow itself. At this point, you’ve reached the minimum viable audience.
The minimum viable audience is the point where the audience starts to build itself. That’s because there are enough people in your audience that share your content thereby attracting more people to you.
This is the case of an ‘audience building an audience’. You create useful content, they love it and they think someone else will love it too, so they share it. Or they just think that it is cool to share something cool.
Nothing attracts a crowd like a crowd.
People can share what they like without you asking them, but it’s a smart move to ask them to share your content. That is why you add a share button to your website or blog in the first place.
These are the signs that show you have a minimum viable audience:
- You are receiving enough feedback in the form of comments, emails, social media engagement and other media platforms like news sites which allow you to adapt your content to better serve your audience need.
- Because of their sharing activities, your audience is growing organically every day.
- You are gaining deep insight into what problems your audience want to solve or what desires they want to satisfy.
A minimum viable audience provides insight that helps you move your business in the right direction.
Here is the truth; when you build an audience first, you have built 80% of the business.
It’s like building a market before you build a product. That way, you are certain of getting buyers for your products.
With the help of a minimum viable audience, you can build a minimum viable product. Building and offering a minimum viable product is a way to know what your audience would buy.
A Minimum Viable Product is that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort.
Think of a product or a service you can create with the least amount of effort and resources to test drive your market so you can better understand your audience. A minimum viable product is important to your business overall product development process.
How Content Marketing Builds Your Business.
The benefits of applying content marketing strategy to your business are that it helps you build trust with your customers or clients, establish your authority in your niche, attract and build more loyal customers that buy repeatedly from you and ultimately more money to further expand your business and live the life you dreamt of living.
Whatever you sell online, whether you sell your products or other people’s product as an affiliate marketer, this strategy will work for you no matter what you sell or you want to sell online.
This is the approach: use content to build an audience, find out what they want, build a relationship and then make your offer (sell them your product or service).
Take for example, have you ever been to a church where the preacher there says “The sermon this morning will be 2 hours long and it’s going to cost 2000 naira”.
His church will soon become empty.
No, he keeps preaching every Sunday morning to build this group of loyal followers who become committed to the mission and vision of the church. When people become committed, they can share willingly out of their resources- time and money.
I know you are not running a church and you are probably not a pastor. But my point is; you can do the same thing building an audience online by creating useful content and giving it for free to build your email list of subscribers. When you have an audience that knows, like and trusts you, you have an asset that will make you money now and in the future.
Sharing the information for free with the intent of building an audience and a loyal customer base online is the essence of content marketing.
Anyone can do it. Even you can do it. And you should do it if you want to build something real online.
There is something powerful in giving first before you ask to get.
When you give out free eBooks or free online courses to a specific audience who need the particular information contained in the eBook or courses that solve a specific problem, you will sell more of your paid eBooks and courses on the same topic.
Yes, you sell more not less.
It’s sound counter-intuitive, but it’s true.
As long as they enjoy the free stuff and find it valuable, they will go for the paid solution too.
If you are selling courses or training programs, this method will also help you sell more. If your audience trusts your free stuff they will also trust your paid solution. And they will buy.
Two important steps to follow:
- Give value to build trust
- Write with a personable and relatable human voice to connect with your audience.
This is how content builds your business:
1. It provides value that builds trust.
Content marketing is about using valuable content to educate and motivate your audience so that they feel confident buying from you.
Content is the information you provide that adds value to your audience. And that engenders trust.
Value is what attracts people to us. Because people are seeking out these values inform of information that solves their problems, they will find you if you have something valuable to share.
One of the best ways to build trust online is to give your audience practical and useful information they can apply in their own business. You must become a go-to resource for the audience you want to build.
The information you provide and the value you give make people perceive you as an expert. And people like working with an expert. Isn’t it?
And how you deliver that information with your unique voice and personality shining through can make people like you.
Again, you know people want to do business with people they like.
Now when you consistently and relentlessly deliver that value with a relatable human voice, what that will lead to is trust with your audience
When the element of trust in place, people will buy from you. They will convince themselves that you and your solution are the best. They will choose you over the competitor.
How do you give value?
If you want to sell more products/services online, build trust by giving value first.
- By solving a problem or creating pleasure (entertainment)
- By teaching and guiding
- By being helpful
- By inspiring and motivating people. And so on.
Anything that you can do for people that will make them have better results with whatever they are trying to achieve is what I call value. And that could be anything; it could be better health, it could a better relationship, it could be a happier life, it could be more money and peace of mind, or you can make them believe more in themselves enough to make them achieve more and do more. And so on.
You have to approach your online business with the mindset of a leader. You must be genuinely interested in helping the people who you want to attract to your site and the people who are already your audience
Your content or information must serve as a mentor and a guide on their journey to fulfilling their mission in life.
2. Educate to influence.
Now, information is any bit of news that influences thought and action. One of the most influential people in our lives is our teachers. It could be a secondary school teacher, a university professor, a Sunday school teacher or a pastor. These people have lots of influence on our life.
When you provide people with useful information, you become a person of influence in their life. And that allows you to serve them…with your product or service.
Because service is what it means to be in business.
You are not in business for yourself, you are in business for the people you serve. And in return, they become the saviour of your bank account.
Just as Zig Ziglar said, “you can get whatever you want if you will help enough other people get what they want”.
That is how it works now.
The statement suggests that you give first before you try to get, that you give value before you pitch and that you produce before you promote.
A guy promised to set up a blog for us and monetize it with an affiliate product. He promised to do all the work.
I fell flat for the pitch because I consider that to be a good thing then. When I got to the seminar, it was something else I saw.
Even though I learn one or two important stuff from the seminar, his promises did not match up with what he delivered so I couldn’t trust him again.
And more so, he is not providing any useful information for his email subscribers and site visitors. All he had was a sales page that sells his products.
We are not trying to fool anybody, people know that we are selling something. But when you can give value up front, people will feel comfortable and more confident buying from you….than from someone who starts with a pitch.
So, you give value before your pitch your product and continue to give value after people have known what you are selling.
This is the essence of content marketing. It’s all about educating and adding value.
3. It positions your brand to stand out.
You are telling a story with your content and that story becomes the message your audience needs to understand that you’re different from others.
The position your message occupies in people’s minds is what differentiates your brand from the competitor.
The position your message occupies in their mind determines how they view your brand and the qualities that are associated with your brand. The experience your audience has with your brand through the content and value you create is the essence of positioning.
Your useful content can earn you a good spot in people’s minds.
With content marketing;
You are providing information with the intent of solving problems. So essentially, you are a solution provider, a problem solver.
You are also educating them on what they need to know to do business with you.
At the same time, you are educating them on the benefits of doing business with you. This is the best definition of selling.
Selling is simply educating people about the benefits of doing business with you.
So, you are providing two kinds of solutions: free and paid solutions
If people love the free solution (content), they will buy the paid solution (products or services). If people love your free content, they will buy the paid content too.
If you deliver value with your free content they will trust the value of your paid solution. Do you get the point?
Your free content demonstrates the value of your paid solution.
The marketplace is noisy. Everyone is claiming to be the best whatever. If you want to stand out you must demonstrate your expertise and establish your authority by your content.
“More and more, with services and products being undifferentiated, it’s your content and it’s the way you speak to people that becomes the USP (to use kind of an antiquated term)”~ -Brian Clark (CEO and founder of Copyblogger).
If you are adding value via the content you create and you are providing useful information that educates and motivates your people, you will differentiate your brand, you will sell more of your product or service and you will have more loyal customers and brand evangelists. And it doesn’t matter what you sell.
“Look. Everything that you are creating as a business, as a Commerce-backed business, can be duplicated except for how you communicate.-Don Schultz
Build your audience…an E-mail list
Two important steps
- Build an audience (web visitors and email subscribers) using content marketing.
- Sell to that audience. Simple
Your audience, in this case, includes your email subscribers and web visitors. In the first place, you use your free content or information to build and attract web visitors and then you build your list by offering the free information as incentives to your web visitor so that they sign up to join your list.
You ask for their email address in exchange for a useful eBook or a special report or a white paper that solves a specific problem they want to solve.
Or you can create a registration portal for anyone that wants to have access to your free online course or free resources. With this method, you can build a powerful database of highly targeted potential customers.
If you are doing business online and you are not building your list of subscribers you might as well be wasting your time in the digital space.
A little bit ash, but it’s the truth.
The knowledge you have is valuable and some people are seeking the information you have. When you share what you know online- on your website – you will attract people to yourself. You can build your email list and you can start a conservation with them that leads to sales. ”
Notice I said “start a conversation” not “start selling”. Though, what you are doing is still selling but in a more subtle way that puts the focus on the prospect and not the product.
Now, I have established the importance of using your value to build trust
It is important to know that the contents are not equal online.
We want to look at the best way to deliver the content (value) you have gotten online to better connect with your audience.
Create Your Content With A Personable And Relatable Human Voice.
Have you ever read a blog post or any piece of writing or watch a video or listened to a podcast before and in your mind you are thinking “this is boring”? There is no life whatsoever in what you’re reading or watching or listening to. The whole piece is just lifeless.
Do you know the reason for this? The author or the show runner or the podcaster had failed to infuse into the work his personality. He has just taken the information and deliver it as it is.
Know that, people are not interested in reading another encyclopedia or Wikipedia. If they do, they know where to find them. Also, they are not interested in watching a boring Youtube video or listen to an uninspiring podcast on iTunes or whatever.
They came to your blog or website to meet a real human been who have gotten something valuable and interesting to share or who is solving a real problem and is talking about it.
There must be a balance between technology and humanity. Technology cannot replace humanity. Human has been connecting and socializing for hundreds of thousands of years long before technology came.
Technology only makes the connection and interaction easier.
The truth is, we have not changed much. No matter how sophisticated we have become, we are still human at heart. We want a real connection, a real relationship, and a real human touch.
Your content must demonstrate your generosity and show that you want to help. You must be empathetic toward your audience.
Once you get the reputation of being generous, a lot of opportunities present themselves. – John Grisham.
While there are boundaries we cannot cross in a business transaction, our content should show others that we can be trusted and that we care.
That is why content marketing is a powerful tool in selling your product or service online and even offline. And as such help builds your business
The Letter Kills…
“The letter kills, it is the spirit that gives life” ( A lesson from the Bible).
You are the spirit behind those letters.
You as a person is what we want to get to know, we want to know if we can trust you if you can help us and if you care.
Passion is a force that can be felt. Your passion for life and for serving others is something that can be felt both in your spoken and written words.
It is the spirit that gives life not the letter. When people read any piece of writing you create let them feel the spirit behind the letters.
Let them get a sense of ‘you’.
But content is not limited to text. It could be images, videos, podcast infographics, white papers, and whatnot. Whatever you create, make sure you mix heart and soul with your craft.
Be passionately helpful…
One important means of attracting and building the audience that builds your business is to share what you know with passion. And another thing is to be relentlessly helpful.
As I said earlier, you can use your content to demonstrate your generosity for all to see. And that is an important way of building a memorable brand for your business.
Share what you know with passion.
“Being memorable is just a start. But a huge part of sharing is being passionate about something”- Derek Halpem.
Sharing is a sign of passion. When you see people who love to share ideas, or research or whatever thing they are doing, you have seen someone with passion.
Growing up, I and my twin brother develop a great affinity for movies. Especially Hollywood blockbuster movies.
I remember after seeing the movie “the Lord of the Rings”, my twin brother who is now a medical doctor, shared about the movie with anyone in his class who cared to listen. Of course, those who listened are movie lovers too. And those who are not movie lovers know that something is interesting about the movie.
He would share any interesting movie he had seen like he was the one who directed the movie. This got him some attention from his classmate and his opinions about blockbuster movies were trusted.
This is just an example. Your own thing might not be movies, but there must be something that moves you about life.
And we are talking about business here. There must be something that drives you about your business that you want to share with your audience. There is something you know that they need to know too that will help them do business with you or just do their business better.
This is the approach that will attract your ideal prospect to your site and help you build an audience that knows, likes and trusts you online.
So, if you are passionate, let your audience feel it. If you are interesting, let them feel it. If you are funny, let them feel your sense of humour. People like to deal with real people.
Let your energy and enthusiasm shine forth in what you write or create. And if you are boring….well, stop being boring, because boring is unattractive. You can’t get attention by being boring.
It is being remarkable that garner attention while being boring is what is being ignored.
So if you don’t want to be ignored, be remarkable. How? By just being your passionate and helpful self.
Even having the idea that you want to write something shows that you are passionate about something. So let your personality shine through in your writings.
Write with a personable voice.
The voice you use when you are writing any piece is very important because that is what makes your message stick in people’s minds.
It is a crucial way of making your brand memorable. And a memorable brand is what gets talked about by people. And that is how your content goes viral online.
I know sites that are getting tons of traffic every month but are unable to convert those web visitors into buyers or customers because they take it for granted that people want to relate to real people, not with a website.
You need to follow the persuasive writing technique of writing online content or a web copy. More on the persuasive writing technique in another report.
Be human, show that you understand the people you are trying to reach. Show that you understand their problems and desires and show that you.
care. (In fact, that is the beginning of your content creation process as discussed earlier.)
That is when you will be able to connect with people. And that is when you will be able to serve them better. And the more people you can connect with and serve, the more money you will make.
This approach is better than the “make quick money online” that some people are promoting today. Build a better business with integrity by connecting with people that want what you have to offer and deliver that offer (solution) authentically.
It’s all About Connecting…
You connect with people when you can demonstrate that you understand them. That you ‘get them’. And that boils down to having empathy.
Empathy is understanding, seeing, and relating to a person’s views. When a person has certain believes about the world and you confirm it for him, that’s a powerful psychological connection.
You know that moment when someone says “this guy is talking about me, it’s like his reading my mind”. That is the magic moment when you connect with people.
Your messages resonate with them and they will love to read more of your articles, eBooks, special reports or whatever. And then, you can take the conversation deeper with them….that leads to a sale or a business deal.
All this is possible because you write with a personable and relatable human voice, not like a robot that is just spinning rhetoric information in the digital space.
This approach will not work for anyone who has no value to deliver. Being in the information industry (and we are all in the information industry because we in the information age) requires that you have something valuable to share. Something remarkable that get talked about by people.
The truth is, you’ve got values, experience, ideas and something that can benefit other people. The question is, are you sharing them?
It is what you share that gets multiplied. That is, the more you share, the more you know. Sharing simply increases your capacity to know more.
You don’t lose what you share, you get more of it. Quite a mystery, but true.
Now, not everyone will appreciate the values you’ve got to share. No, to think so is to be naive.
The people you are looking to attract and connect with are people with a particular world-view or point of view that matches up with the messages you’re delivering. That is why it is important to identify who they are and what makes them tick.
To think you can serve everyone is to be naive. You cannot connect with everyone.
Look for the believers and ignore the unbelievers.
Shun the non-believers.
Look for the 1% who believe and give them 100% instead of trying to win the whole 100% and spreading yourself thin.
If your goal is to create content that appeals to everyone, you end up with a message that appeals to no one. You lose.
So you write with your ideal customers in mind…. with the hope of connecting with them. Because when you connect with them, you can serve them!
…..I mean you can make more money!
And that is what makes the voice you used to write very important.
When you chose the right voice- a personable, conversational voice, there are people- the right people- who will choose you.
From All That Had Been Said So Far, Two Things Are Worth Taking Note Of:
- Create useful, interesting and remarkable content to build an audience online. The content must be valuable and of high quality to build trust and credibility with your audience.
- Use a personable and relatable human voice in your writing to better connect with your audience. Let them know that you care. Be passionate, be interesting and focus on helping your audience.
Let them come away with a feeling that transcends commercial transactions.
All these talks about creating content that is related to the product you sell and building audiences that know, like and trust you, all comes down to selling more products or services, making more money and living the lifestyle you want.
The free content you share is worth its weight in gold if you know what to do with it.
The Indispensable Power Of Email Marketing.
Having a database of email addresses and other useful information about people that have come to know you, like you and trust you (via your content) is the most important and powerful business asset online. This can make the difference between success and failure online.
building an audience online boils down to building an email list.
Email marketing will only work when you had already built trust and relationships with email subscribers. And that can be achieved by a solid foundation of a content marketing strategy.
I don’t know what you already know about email marketing but I want to share some powerful insight with you on the power of the inbox that you probably have never heard from anyone before now.
Email is the hub that turns the conversation into commerce. It is the machine that turns your content into money.
If you have a full grasp of what I have been sharing with you. It all begins with adding value and building an audience that trusts you…..and ultimately buy from you.
Email is the most cost-effective marketing tool. Because the return on investment is very high, about 4300% (according to the Direct Marketing Association).
Better by far than other marketing channels.
If you get the content path right, selling using email will be a walkover.
Numbers Don’t Lie…
Email marketing is one of the most effective marketing channels for driving sales and revenue. And the following stats speak louder than theory.
- 77% of consumers prefer to receive permission-based marketing communication through email. Source: ExactTarget.
- Roughly half of an email list will be active- either opening or clicking on emails. Source: Epsilon.
- 89% of marketers say that email is their primary channel for lead generation. Source: Mailigen.
- 58% of adults check their email first thing in the morning. Customer intelligence.
- Of those that opt-in to email messages from a brand, 95% find these messages somewhat or very useful. Salesforce.
- A recent study concluded that emails are almost 40 times better at acquiring new customers than Facebook and twitter. Mckinsey & company.
- An Email conversion rate is three times higher than social media, with a 17% higher value in the conversion. Mckinsey & Company.
- For every $1 (#320) dollar spent, $44.25 (#13938.75) is the return on email marketing investment. Experian.
The best time to start building an email list is 5 years ago. The second beat time is today.~ Simone Sonia.
You Need To Ask For Permission.
Email marketing is based on a very powerful concept of permission-based marketing.
“Permission-based marketing” is a book written by a guy named Seth Godin and the book is changing the way marketers all over the world are approaching marketing.
It is one of the books you need to read to have a better perspective on the subject of selling in this new age of the connection economy.
It will change the way you approach online marketing.
The approach is based on the idea that you should ask for permission from people before you send them any promotional messages. You should ask for their consent and they need to expect and even anticipate your message.
Permission-based marketing, according to Seth Godin, is the privilege (not a right) of delivering anticipated, personal and relevant messages to the people that want to get them.
So you ask for permission before you pitch your product or services to people. Because that way, you can sell more.
Permission-based marketing is the direct opposite of interruption marketing which comes in the form of TV ads, cold-calling (like cornering a friend of a friend in a birthday party and trying to sell him an insurance policy), billboards, banner ads on websites and on and on which turn out to be what we are trying to avoid.
I won’t go into details here about permission-based marketing strategy and why it is a more effective marketing strategy than interruption marketing or cold-calling.
You can get the book on Amazon or directly from Seth Godin’s blog.
Email marketing is based on building a continuous relationship with the people that need your solution. And delivering anticipated, personal and relevant messages to them.
Content so good it’s worth paying for…
People will only opt-in to receive something exclusive, valuable, and relevant to them.
There are to steps to follow to build an audience online that builds your business
1. Create content so good it’s worth paying for.
2. Promote the content as if your life depends on it.
Brian Dean, an SEO expert, uses this method to get his website backlinko.com to the top spot of Google search in less than 3 months. Brian preaches quality over quantity. To show that he practices what he teaches, he claimed there are only 32 blog posts on the backlinko.com website.
This approach flies in the face of the conventional wisdom of creating lots of content and hope and pray that Google noticed you and reward you with a high search ranking.
Sorry, that was broken.
What works now is to create quality content and promote the heck out of it. Get influencers in your niche to link to it and share it with their followers. Enough backlinks and your posts or articles will start climbing its way to the top of search engines.
Derek Halpern, the founder of Social Triggers and online course training expert, came up with the 20/80 rule of content marketing. The rule is simple: spend 20% of resources (time and money) on content creation and 80% on content promotion.
While promoting your content, set up a system to build your email list. Because that should be the goal of creating content and building an audience in the first place.
The system could be as simple as directing a Facebook ad traffic to a landing page that is hosting an ebook or a white paper that people can opt-in to download for free. They have the free ebook, you have their email addresses.
And while money is gold, email addresses are a goldmine.
The Money Is In The List.
The money is in the list. You definitely might have heard that before. And now I am saying it again.
And do you feel tired of hearing it again? Don’t be.
Because that is where the money truly is. I don’t think anyone should be tired of hearing about money.
Your subscribers are closer to you in the circle of trust than social media followers. The closest to you are your repeat customers. And that is why email subscribers are more likely to buy from you.
Email subscribers are more engaged and responsive than twitter followers for example.
They have shown interest in your content and they are more likely to take you on your offers.
Sonia Simon, CMO, and co-founder of Copyblogger wrote “but here is the secret that smart online marketers know: When you want to move from conversation to commerce, email just works better”
Again, she said, and I love this one “Email is a more intimate medium than a new social media feed. If Twitter is a networking event, permission-based email is a dinner party”
Because of this intimacy, people are more comfortable buying from you. They are more relaxed and confident buying from you.
But it must be a permission-based email before this can work effectively.
So you are giving enough information to educate your audience before and after they subscribe to build trust and you have a great product that you can sell.
Yes, money is on the list but you have to sell!
We can’t talk about making money without selling something. Either you sell a product or a service or an idea.
I know a quite number of people don’t like to sell. They think selling is bad.
Selling isn’t bad.
It is showing your ideal prospect of the value of your offer. Or showing them the benefit of doing business with you.
It is effectively communicating the value of your product or service. It is showing your prospect how you can help them solve a nagging problem. I can go on and on just to show you that selling isn’t bad or something to avoid.
Because no matter how I or anyone try to dress it, decorate it, or disguise it, it all comes down to this only thing-sales or selling.
I struggle with the idea of selling myself.
Until I realized that without marketing and selling there won’t be sales. No sales, no money. Case closed.
Without sales, the entrepreneur cannot keep the business alive and definitely cannot expand the business.
Know that selling is the way values go round.
As an entrepreneur or anyone who wants to make money outside his/her regular job (and you should if you want to be rich), selling is the first important skill you must learn.
Selling is a non-transferable responsibility for an entrepreneur. And also, it’s a skill all entrepreneur or aspiring entrepreneur must master.
Unfortunately, selling is not a skill we learn in school because school is out of touch with the real world of money.
That is why most people find it difficult to raise capital to start their own business. They say “I have a great idea, I need capital to start my business”
Maybe you have an uncle who can invest in your great ideas.
Some of us are not that lucky. So we started by selling. Find a product or service to sell and then, you can raise capital. Or work for someone for the rest of your life. Your choice.
That is my formula. Probably not the best advice. But at least, all successful entrepreneurs agree on that.
Selling is so important that a man called Dan Pink wrote a book about it, titled “to sell is human”.
That is one of the books you need to read if you are in business for yourself or want to be.
This is the summary of the book is: Ultimately, everybody is selling something to somebody.
The kind of selling I am talking about is not a traditional outbound selling example of which is cold-calling. This is not about selling an insurance policy to a friend of a friend at a birthday party.
Or “selling ice to the Eskimos” kind of selling. Which is becoming obsolete and not effective.
This is a permission-based selling through the inbox! It’s email marketing. You will be selling through the email to the people who want what you are selling. And this is not difficult to do if you have been adding value and building a relationship through your content.
Yes, money is in the list, but the list (your email subscribers) will not start donating money to you just because they are on your list. That is apparent enough.
Educating your prospects or audience through content marketing isn’t enough.
You must ask them to buy something. You have gotten a solution- an offer based on the conversation you have been having with them through your content.
You have done your due diligence, you have earned the right to ask them to buy.
Now is the time to sell.
I am working on a book that will teach you how to sell your product or service without selling your soul and without feeling like a fraud. Stay tuned.
When you build an audience with your intellectual property (your content), you have built a business asset that will serve you in many ways other than make you money.
Let Me Show You The Money.
How does all this talk about building an audience and building an email list makes you any money? How do all these build your business?
1. Let say you are into network marketing and you need 500 people in your downline to hit a specific financial goal, Let say #500,000 per month. You are a smart marketer who is willing and ready to leverage the power of content marketing to build an audience around the product or service you offer.
.You understand that building an email list of potential partners (not buying them) is the most effective way to get your marketing message across to them (because Email channel is highly responsive).
Then, you are ready. Let say you give yourself 6 months to build a highly targeted and responsive email list (they have come to know, like and trust you) to 5000 subscribers.
Six months may look like a long time to you, but I know people who are stuck in a spot for years because they refuse to try something different.
With email marketing automation or auto-responder series, you can send an educational and promotional message to the list.
To be on the pessimistic side, let say your conversion rate for six months is 15%.
15% of 5000 = 750. You have exceeded your goal of 500 downlines or business partners and that without even taken into account the people your downline brings into the business. Since you have exceeded your goal of 500 downlines, you have also exceeded your financial goal of #500,000. Maybe now you are on #750,000/month
It may sound too good to be true, but I only see that in the worst-case scenario.
Your success as an entrepreneur rests on your ability to see things in your mind and work to bring them to reality.
Hubspot, an inbound marketing company, forecasted that 75% of your email list will buy something from you in 18 months that they join your list and 15% in the first three months.
If you can start earning up to #750,000 per month from a side business, imagine the changes that can bring to your life. No promises, just showing you what is possible if you are willing to do the work (and without relying on any government)
2. Let say your thing is not network marketing, you are an internet marketer or a coach, or leadership and personal development expert, maybe you need people to fill your event, come to your seminars, or whatever, the approach is the same as above.
If you sell your product or service for #20,000, and your conversion rate is 12%.
12% of 5000 = 600. 600 x 20,000 = # 12,000,000. What if you charge #10, 000? That is #6,000,000.
What if your email list is 500? And your conversion is still 12%?. 12% of 500 = 60.
60 x 20,000 = # 1,200,000. And at # 10,000, 60 x 10,000 = # 600,000.
Not bad for a start.
Money is a game of numbers.
If you cannot see the numbers in your head, you may not see the money in your hand. Powerful. Use your imagination to access what is possible, set goals, plan and take action and you will turn your ideas into money.
There you have it. It all starts with creating value that solves a problem, knowing the demographics and psychographics of your target audience, creating content to attract and build your audience and finally using email to sell.