3 the art of authentic self promotion tủ tài liệu bách khoa

How to Break Through the Noise and Build a Powerful Online Presence 60 SECOND RECAP ••••••••••••• The Psychology of Traffic: David Beats Goliath Content That Sells: The 10X Power of Being Remarkable In the last exercise, you created your first piece of remarkable content and brainstormed a few sites that would benefit from your material Creating remarkable content always takes longer than expected, but when it clicks, it'll pay dividends forever Be patient as you navigate the process HAT YOU'LL LEARN IN THIS LESSON ••••••••••••• How to go from o to 1,000 email subscribers and beyond, in the shortest time possible The exact scripts you can use to promote yourself authentically, without being spammy, annoying, or desperate How to turn tactics and techniques into an sustainable, long-term, traffic-generating system Note: Don't worry if you don't have a website yet Learn the material now, and you'll be ready to apply it as soon as your site is up and running ZERO TO LAUNCH: HERE EARE ••••••••••••• We've gone through Idea Mapping, immersed ourselves in our market, and created our Profit Playbook We all pay to learn things from other experts who've been there and can help us navigate the waters We've learned about the power of being remarkable and practiced creating truly remarkable material Now let's talk about how to start building an audience and sharing our material with the world THE CURE-ALL OF TRAFFIC ••••••••••••• Traffic is the lifeblood of any online business It's the cure-all: Get enough traffic, and you can filter through it to find your true audience of fans, followers, & customers There's only one problem TRAFFIC MAKES PEOPLE GO A LITTLE CRAZY! ••••••••••••• You know the type: Always chasing the shiniest new tactic of the week, constantly feeling frazzled, guilty, and aimless Result: A downward spiral where they spend go% of their time on low-value activities that attract low-value readers I call this Marketing Tactical Hell E DON'T CHASE TACTICS HERE E FOLLO A STRATEGY ••••••••••••• Let's recap what it is: Create remarkable content Share it with the right people Find what works, and more of it Most of us already know about content creation But content promotion is at least as important Content helps you grow, but promotion is what helps you grow fast (I used to spend so% of my time on promotion!) IF NOBODY KNO ABOUT YOUR MATERIAL, HAT'S THE POINT? ••••••••••••• Ask yourself: How did you find the sites you currently read? There are subtle nuances with (1) finding the right audience, (2) attracting them to your site, and (3) converting them to become a long-term audience But if you it once, you can it twice, which means you can systematize it forever EVENTUALLY, YOU BUILD AN ENTIRE ONLINE PRESENCE ' ========I ~ '· TECHNI UE #1: THE 1-2 PUNCH ••••••••••••• , If you want a blog or site owner to promote your material, you could always go direct: "Hey, I wrote this article and I thought your readers might like it-check it out!" , This does work, and I've done it many times But there's an even better way , I call it the 1-2 Punch, and here's how it works SCRIPT: THE 1-2 PUNCH ••••••••••••• "Hi NAME) My name is NAME and I'm a big fan of your work I especially loved what you wrote about TOPIC because AUTHENTIC REASON I'm thinlcing of starting a website myself, and was hoping I could get some quick advice The idea is to help AUDIENCE get RESULT I just wrote my first article HERE) but I'm trying to improve it so that it's really excellent You have a lot more experience than me this better? -Add more A - Talk more about B -Etc If it were you) what you thinlc would malce What you thinlc? Is this something you feel would resonate with your readers if done right?" SCRIPT: THE 1-2 PUNCH PART2 ••••••••••••• Thanks so much for your feedback I'm going to make those changes right now If it's OK with you, I'll send you an update when it's finished "NAME, One more thing: This is a bit further down the line, but would you be at all interested in having me contribute a guest post to your site once I have everything up and running? It would really help me get the ball rolling and I think your readers would love it You can even use this post if you like it Let me 1-cnow-thanl-cs!'' HY THE 1-2 PUNCH ORKS ••••••••••••• ~~> We all like to help people, especially if they're friendly, genuine, and respectful of our time ~~> It's not spammy: You're adding value to them, and they're adding value to you And if it's not a good fit, that's ok! ~~> "Using Ramit's '1-2 punch,' I'm getting a response rate of ~33% to my initial email to bloggers asking them for advice And real, thoughtful responses, not the canned 'Thank you's I was getting before The follow-up response rate has also been ~33%." -NIR c HAT IF THEY DON'T RESPOND? ••••••••••••• Assume the best: They're busy and didn't have time to respond to your email They don't hate you and you're not a terrible person Just follow up a few days later: "Hi NAME , just floating this to the top of your inbox in case you missed it!" Of course, if you're consistently not getting replies (less than 20%), it might be either the quality of your content or your emails Try testing new approaches TECHNI UE #2: GO TO THE SOURCE ••••••••••••• The 1-2 Punch is great when an audience has an "owner" that you'd like to establish a relationship with But who says you can't cut out the middleman entirely and go straight to the audience themselves? That's where the Go to the Source technique comes in It boils down to this: (1) Find a target audience you can reach directly and (2) give them amazing content GOING TO THE SOURCE: EXAMPLES ••••••••••••• My student Primoz, a productivity coach, got started by posting productivity tips directly onto poker forums he was active in Patrick McKenzie, aka patio11, established himself as a top-contributing member on Hacker News People now search "patio11 blog" to find his site (Kalzumeus.com) And the master of this technique is James Altucher HENEVER JAMES ALTUCHER RITES A BLOG POST ••••••••••••• He posts it to Twitter, where it gets re-tweeted dozens of times He sends it to his email list, so his fans can forward it to their friends He posts the ENTIRE article to his personal Facebook page, where it gets liked, commented on and shared He sometimes posts the article to Reddit (unless it gets posted by others, in which case he pops in to comment) THE BOTTOM LINE ••••••••••••• There are people out there who want and need your material You know where they are and where they hang out Your job is to find some way any way-to get it in front of them The content MUST be remarkable and relevant to your audience James Altucher wouldn't be half as effective if his material was mediocre Beware: Nobody thinks they're spammy, until they're spammy BUILD A SYSTEM THAT ORKS FOR YOU ••••••••••••• This isn't a sprint, it's a marathon The best way to self-promote is to find strategies that work for you in the long run For example, if I only had hours/week, I might spend it like this: - hours/week creating new content - hours/week promoting content (e.g reaching out to 10 people and sharing my material on forums) - hour/week on strategy, planning, and updating my Profit Playbook with more resources AFE FINAL TIPS ••••••••••••• BE PATIENT: It takes a while to "crack the code" of traffic Everybody gets stuck-push through it! FIND YOUR FLOW: At first, this is hard Everyone goes through this You'll get faster and better with experience OBSERVE THE MASTERS: How the people you follow get their traffic? Watch how the best it, then see what you can incorporate GET CREATIVE: Play with the scripts and find new techniques Think of it like a game You won't break anything by trying SUCCESSES FROM THE FIELD ••••••••••••• "Launched my website, resulting in 105 subscribers from my first post I now have 530 subscribers (in 1.5 months) I've also clearly branded myself and it's easier for me to reach out to others and get more interest and support." -NAGINAA "With my first blog, I have gotten to about 250 subscribers from zero after that I plan to massively promote and get it to 500-1,000, then launch my first product" -PRIMoz B "I've gained more than 300 subs after I implemented the changes we discussed the conversion rate from random visitor to 'prospect' is up 300% (from 7% to 21%)" -MARIA B SELF-PROMOTION: THE BIG PICTURE ••••••••••••• In the beginning, getting traffic is all about hustling You have to it by hand before the flywheel starts to spin on its own The "overnight hits" get highlighted, but slow & steady is what wins in the end Nobody builds a successful business overnight Everybody goes through this process You can't get 100,000 subscribers without getting 1,000 first! SELF-PROMOTION: KEY TAKEA ••••••••••••• Avoid Marketing Tactical Hell: Follow a strategy, and use your Playbook as a resource Don't wait for people to stumble upon your material It's your job to promote it! Use the 1-2 Punch and Go to the Source Create a system you can sustain over the long run ACTION STEP Time: hours (work;sheet provided) • Estimate how much time you have to spend on this each week Then, create your system: When will you be creating content? When will you be promoting it? • Start promotion & outreach now, even if you don't have a site up yet Get a head start and start collecting feedback! • Next, we'll talk about creating your first website ... them There are dozens of ways you can reach them I' 11 start by recommending two of my favorite techniques to get you started: - The 1-2 Punch - Go to the Source TECHNI UE #1: THE 1-2 PUNCH... about how to start building an audience and sharing our material with the world THE CURE-ALL OF TRAFFIC ••••••••••••• Traffic is the lifeblood of any online business It's the cure-all: Get enough... responses, not the canned 'Thank you's I was getting before The follow-up response rate has also been ~33 %." -NIR c HAT IF THEY DON'T RESPOND? ••••••••••••• Assume the best: They're busy and