The answer to: How do you make money without selling? | Part 1
How do we attract an audience’s attention?
How on earth do we do it?
What is the philosophy and the technique that we teach?
Let’s uncover that now. I’ve sort of teased you along the way. I’ve explained what an audience is, but I haven’t told you specifically how to attract that audience’s attention. And this will all make sense in this section.
So, in this section I’m going to show you literally how to grab an audience’s attention using education and this applies to any single business. And I want you to keep this in mind for the entire BATON training, because if you can keep in mind the simple fact how can I educate my audience in lots of different ways. As you progress through the training I suggest having a separate sheet of paper where you come up with ideas on how you can educate the audience which is specific to your niche.
As an example with digital marketers, agency owners, multiple business owners how do we educate the audience, what we put our content out there. We put into a private space. We have a podcast and we have client conversations. All of the stuff we do, but the foundational basis is education.
Now let’s go into this and let’s make some more sense of how we can use education to attract an audience’s attention.
The answer to: How do you make money without selling? | Part 2
Hi it’s Harms here, and we are now talking about the key learnings on attracting an audience’s attention without being salesy and like really in their face.
So, how do we do that?
Well there may be some phrases you’ve heard in the past or int the present, things like content marketing value, value, value, sell, educational teaching, educational selling, content is king and a whole host of things like this. And everybody will put their own spin on it, and you’ve got famous social media superstars and agency owners such as Gary Vaynerchuk and he calls it, “jab, jab, jab, right hook.” And essentially what he’s saying is provide value, provide value, provide value to the marketplace. Then ask for the sale. Then ask for whatever it is you’re asking for within your specific business niche.
But why bother?
Because all this stuff means the same thing. It means giving away free or low-cost value first before you ask for the offer. And for anybody who knows about marketing there is really two big categories. One is this that we are speaking about, the other is direct marketing.
The BATON model and the BATON system is the opposite to direct marketing and this will make sense as I explain why we bother doing this, why put all the effort in the first place to share free information with your audience?
So, there’s a few reasons and they do link. So, the first thing we determine is we are producing value for our audience and this value can sometimes be free or very low cost. Then the next stage after that. And this is one of the things people miss considerably even small to medium businesses, and we see it in our clients is we need to go and produce consistent value and that’s important as well. The key about being consistent though will make sense later, that’s a little bonus feature which comes along with this model. So, now once you are producing consistent value in the marketplace. This now means you position yourself in the marketplace within your business niche as an expert. So let’s just write that there, so you position yourself as an expert in your subject matter and your business niche. Now, once you stay present and consistently put out more work and more free value. So again, consistent work and value, the next item along the link, along the chain starts to show itself, and you’ll start to see this immediately. And you may see this so an example of this is when somebody out in social media or somebody speaking in your friend circle, and somebody says, “I’m really interested in buying a birthday cake.” And this is just as an example. And you may get to a three responses within that group or within the social media circle which says, “Oh my god, you must go to Pete’s bakery Pete’s bakery produces the best cakes.” And what Pete’s bakery has done over many, many years consistently is, he’s positioned or she has position themselves as an authority in the marketplace and that’s a big, big trigger.
So, there’s a difference between being an expert. That’s a big thumbs up. You’ve got most of the way there, but when you get to be an authority. This is when people start to talk about you and start to say that is the go-to person within this business niche. And in the example we used was bakery.
Why, so this is the big question though, why bother doing all this work prior?
One of the biggest reasons is once we get to this level, we now have trust with our audience, the audience trusts us. Which means not only are their eyes on us. We are in authority in the market. We are an expert in the market and they believe and trust everything we say. So, this is one thing it has to be treated with respect, because you are going to have an audience and later sections you’ll see you’re going to have a tribe, and it’s massively important to respect the trust that they’re giving you.
Now what comes after the trust?
Well this is a big final piece of the jigsaw puzzle. We now have permission. And Seth Godin, the expert, Seth Godin calls this ‘permission marketing’, but essentially you now have their permission to market to them and share information with them. And they are looking forward to hearing about that information, and in later sections you will see why it becomes easier and more respectful to do it this way, and then present them with an offer. Because it is not going to be a hard sell and it’s not going to be a hard close. You’re going to seek permission from them in order to allow them to say okay, yes I don’t mind, I would like to see what you have to say. I would like to see what you have to sell. So, I like to see what you have to say and I would like to see what you have to sell.
So, if you are taking notes. This little link chain you can literally write as a formula, value and then an arrow, let me produce consistent value, then an arrow, this will mean I’m an expert, then an arrow, value, consistent value. Now I’m an expert in the market but that’s still not good enough, I need to produce more consistent work, more consistent value, useful free information to educate my audience. And then I want to be an authority in the marketplace. Why, because this builds trust with my audience, which allows them to give me permission to now speak to them and sell to them in a respectful way.
So, hopefully that makes sense to you there. Typically, we get pushbacks. So when we are talking to clients, talking to individuals or start-ups. There’s no age demographic for who we get pushbacks from, it’s literally most I think it’s a 50-50. Some people understand it if they been taught reading and understanding about marketing and the principles of permission marketing. However, if they haven’t, typically, we get pushback and say, “we cannot give away our things for free, then what are people going to buy?”
And that’s one of the biggest challenges we face. So, we have to educate clients and say what we are putting out there. The value we are putting out there is in small pieces, small pieces in order to build trust. And once a trust is built people will buy the package. Whether that’s a product or service, people will buy the full package rather than try to work out how these individual pieces fit together. And that’s the way we explain it to them and you don’t necessarily have to give away your best stuff and there is some argument to say, give away your best stuff, because if you’re selling a service you can give away your best information for free because what they are doing is buying into your service. If you are giving away a product you can give away your best piece of your product but split it into small chunks. So, one it’s digestible for them, but also if they are interested then they can go ahead and buy your complete product.
Let me give you an example in the market. So, there’s some famous restaurants out there, so you’ve got Wagamamas and other famous Thai restaurants out in the marketplace. And what they do is they put their complete recipe guide in a cookbook and on YouTube videos. So, somebody looking from the outside or maybe internal employees is thinking, we’ve just given away our secret source, we’ve given away everything. We’ve given away all our recipes in a cookbook. We told people at home how to make these recipes, why are they going to come back to us?
Well the key here is, and this links nicely to why this entire model is important, it is they become familiar with your brand and when they become familiar with your brand. That means you are now top of mind. So, when that person is thinking, I fancy Thai food, I fancy going to a restaurant today. Who are they going to go? They’re going to go to the people where the cookbook is sitting on the shelf, the wagamamas cookbook. And I have no affiliation with the people, it is a pure case study. Or any other restaurant out there anything because that person is so familiar, because that the brand or logo or person is so familiar with you. That’s the people you trust to spend your money.
What is a great example of this. The greatest example of this is probably Coca-Cola. When you think soda drink or a fizzy drink Coca-Cola is typically the go to brand for that. They are the recent stat I read is they are in every single country in the world bar too. There are only two countries in the world Coca-Cola are not in, so they have reached every corner of the planet to become familiar. To become familiar and for people to trust their brand and that’s an example, and that’s a reason to go ahead and get some free information, documented content, get it out there. Because that will position you as an authority in the marketplace and that will give you and the audience permission to now engage, whether it’s a sale, whether it’s charity, whether it’s donations. Whether it’s a meet up. Whatever the situation is. That’s what you are aiming for, you’re aiming for to get from free value to permission and along the way, build yourself as an expert and an authority because that builds trust.
And hopefully now you’ve also overcome the fact that it’s okay to give away your information because hopefully as you develop this and you become an expert, or you are expert in your niche. If you work with Kyle on determining what your business niche is, what you like, what you love to do, what you’re passionate about, and that intersection that we spoke about previously, you will have depth to your knowledge.
So yes, this really works if you have a lot of depth to your knowledge, but you don’t have to be the complete expert. You don’t have to know everything in your field before you start to implement this, because the other way to start is to document. So, one of the challenges is, “I don’t have nothing to talk about.” Well in the audience section Kyle is talking to you in detail, if you’ve watched the other videos. In detail how to work out what people want to hear. Now if you don’t typically have the answer or you don’t feel comfortable giving the answer because you haven’t completed this task or challenge in your life, then embark on it. And when you embark on it document that journey because that documented journey is the content which provides the free value to your audience and think about where that will position you, not in a years’ time. But where will that position you in five years’ time, and that’s the key. This is a long-term play. If you wanted a short-term fix and a short-term answer, then typically my suggestion would be to spend a lot of money in direct advertising, targeting your specific business niche.
If you want to build up a long-term play and build yourself as an authority in the marketplace, then this has a greater reward long-term.
So, that’s me closing off this section. What we have spoken about is the formula on why education should come first when attracting the audience’s attention.
The answer to: How do you make money without selling? | Part 3
So, to summarise what we’ve covered in the education first section is the best way how to attract the audience’s attention, and ultimately the best results come from those who have a greater trust built with their audience.
So, if you’ve got a greater trust with the audience the opportunity and the likelihood of them purchasing from you, massively, massively increases. Even if you’re comparing yourself to competition, the corporation or other personal brand out there. And for example like I mentioned when you’re putting out your educational content, you have to have a backing. You have to know what you’re talking about; it doesn’t mean you have to be perfect. You don’t have to be 10, 20 years into your career before you start speaking about it. You can document and teach people along the way. For example, we have had an agency for many years now. We service clients, we’ve consulted, we’ve got a community and the proof from this course and the fact that we can teach this course is because we know what we are talking about. Kyle has vast way more experience than I have. He has been doing digital marketing and been in this realm since the age of 18 and then he went on to get an MBA, travel the world with the tools of digital marketing.
So, to summarise and close out this section. Ultimately, the key philosophy to keep in mind throughout the rest of the training is the fact that we are using education, providing value to the audience in order to build trust, which is a fundamental layer of the BATON model.
So on that note, I bid you farewell for this section, and let’s move on to the next part.