Attract Customers Like a Magnet: Marketing Strategies To Grow Your Business+Brand (Masterclass 5/5)

If you want to learn the ins and outs of how to create content that

attract

s the perfect person into

your

ecosystem, whether it's for

your

business

, your product, or simply your creative process, we'll dive deeper with Christo in The Fifth Element of his Attraction Marketing Business Psychology Series , you want to stay with that, so let's jump right into it Chris, when you say inbound

marketing

, what exactly do you mean? What is it for me? Inbound

marketing

is something that lives between a couple of different principles that you can keep in mind, one being direct outreach and sales, which is how you do outbound sales

strategies

, and something that's much more environmental, which is content marketing, which is where you create a lot of content and over a long period of time you also track the right types of

customers

.

Ideally, this is what I would recommend to each person to build their new personal thought leadership, their authority, but people don't have that kind of runway, so they need more tangible results, so they can't afford to do this for three five seven. years, so this is a hybrid approach that lives between more outbound reach and a sales approach versus more ambient content marketing personal

brand

ing when we talk about sales and reach, what are the classic types of behaviors that should you follow to make sure you get that? kind of result apart from cold calling people or cold emailing or cold messaging people, the next version is something like this and you see a lot of people using this framework.

I do this, I help clients with this and if you need help with this conversation with me now, so it's very clear, very transactional, it's very focused, we talked to Richard Moore recently on LinkedIn in a LinkedIn live audio conversation, he teaches people how to make sales using LinkedIn, period and the premise was how to go from creating content to getting clients and he's like most of what I do teaches principles about direct sales through social media, more specifically on LinkedIn, very rarely will you see an article from him about a personal story, something emotional about what he's going through because he just wants people to know and Associate it with the idea of ​​direct sales

strategies

using LinkedIn specifically, so that even as you create content , we could argue that it's inbound marketing that you said you're using direct sales practices in that content, so as soon as I visit your page, you're like I know what this guy does, I know what he's selling, and I'm either interested or not.

Do I understand it correctly? Yes, and it's not even on their page. Actually, if you're on LinkedIn, one of the strategies he talks about is. if someone is looking at your profile, it's a message for you to get in touch, so you're constantly looking at who's looking at your profile and saying, Hey, I noticed you're looking at my profile. Is there something you need help with and you know what this is? By the way, it is a very effective sales strategy, so if you don't know, you can use the basic LinkedIn function or pay for the premium version that allows you to see more of who is looking at you and what they are doing.

The premise that Richard works with is that no one will see your profile picture unless they see something you did, whether it's a comment on another post or something you posted and then try to figure out who you are, it's not by chance. It's not like we're browsing random profiles on LinkedIn, so the moment someone touches you it means that for some reason, he's curious, he's interested, and he wants to see who the hell you are. It's a great way to do it. turning a lukewarm person of interest into something that's much warmer and then on the other side of this coin is what you called content marketing specifically and you said it was a long game, help me understand the difference because there was a little bit of content marketing in that Richard Moore example, so how is content marketing different from sales and outreach? which is more based on outbound, this is more of an inbound strategy, which is more of what I do and what many content creators or creative designers do, that is, we create things sometimes. visually sometimes it's us demonstrating what it is that we do, for example if I like to draw, James Barn likes to draw, so he does this and he draws logos and he makes funny videos, sometimes he dances in them and that just allows him to people know what it is. is what we are doing, there is no call to action, there is no hard sell, there is not even a soft sell and by submitting your work over time you can gain followers and some of those followers may be people who want to buy a logo from you etc. then the onus is on them to reach out to James and say, “Hey, I love what you do, how much does it cost?” I will give you an example.

This is a real life example. Right now I was checking my Instagram account and I'm looking. this typographic animation thing and Instagram knows I like topographic design and animation and I see this and it's cool, it's an animated typographic sign on a bus board or something and then it's a tutorial on how to create this effect using gradients in After Effects. I instantly follow this person and contact them in direct messages. I say, hey, how much does it cost to do that for something? I am looking. This person gave me a price. He said three thousand dollars.

Three to four thousand dollars. I said the most. I have three K's, it's something we can do and he says yes, he said let's send me a proposal, let's go. He wasn't looking for me as a client per se, but by demonstrating what he does, his experience is his art. personality, he is able to

attract

people towards you, there is no direct correlation between that pose and me seeing it, I approach it. I just want to share with the audience, the key distinction here is whether you're making sales. Disclosure behaviors, you are asking the end consumer.

You go Customer First when you're doing content marketing if you were doing it strictly because Chris mentioned earlier that there's a hybrid approach that the audience is asking about because of all the goodwill that you've put in, talk to me about what the hybrid is. This approach would be because, as you said before, not everyone has the bandwidth or runway to sit there and just create content without even asking, so what would the hybrid approach between these two be like if they co-existed? I think that's what we're doing. I'm going to talk in terms of what we plan to do for the workshop because I realize that people don't have the luxury of creating content for the sake of creating content or maybe they're creating content with a bad strategy to begin with. . so you can create content for 100 years and get zero zero inquiries for new work, we want to fix that, I'm a big believer in building thought leadership and building your personal

brand

and I'll tell you philosophically where Richard and I disagree and I want to present this so that each person can determine where they live on the spectrum.

If you watch our YouTube channel, presumably this is where everyone watches. We've created over 1800 videos, which is a lot of strange videos in most of the videos we make. We don't ask for anything, we don't try to get you to sign up for anything and feel the genuine nature of our generosity and we build a relationship with you. Richard's approach is: I'm looking for a client. I'm looking at the actions I take lead to the result I want. This whole thing is like I'm here to optimize my work day to make money or clients for my

business

, so when you do a very specific approach like this, I'm looking for clients for you. "I'll have more success reaching those clients and when you take a broader approach like mine, I'm going to broadcast content because I think I have a sense of who you are and what your struggles are." I am going to hit You.

I'm going to hit three of your friends and people I didn't even know I was going to hit because it's not that objective, so in the short term if we're going to bet who's going to win this race. "You're going to put all your money on Richard. I would too because he's going to make more money in the short term, but if we take a step back and say who's going to make more money, we should be more valuable, who's going to be a better person." key to influencing three five 15 25 years from now there is not such a clear answer because what we have done is we have built a community, we have created value and what you mentioned before is that we have created a lot of goodwill and when you create goodwill, people give you the benefit, the doubt, they are willing to become I prefer the lack of a better term, a Super Fan, they are on their way to becoming a Super Fan, where they will support you in everything you do whether you leave. drop a t-shirt, a poster where you appear to speak at an event, they will go out and buy tickets because they feel a personal connection with you, so a model is more transactional I do something if you need help with this I will provide it in exchange for your. money.

My model is more transformational, it is not transactional. I won't see money in a direct correlation between my efforts and what someone gives me in a one-on-one relationship, but I believe. What I'm doing is generating value. This is where you get really interesting people like Conor McGregor, Kylie Jenner, The Rock to have accumulated a lifetime of content, goodwill or relationship with someone and then where they cash in is that The Rock has a Kila line worth a couple of hundreds of millions of dollars. The same goes for Conor McGregor, the fifth Irish whiskey, so they've been doing something: we know them, we like them and we trust them and eventually, when they ask you for something, you're willing to buy and they.

They are worth much more. I feel like you may have heard him say the word Workshop. He'll go into an in-depth explanation of all of this throughout the European tour starting in April, so if you're interested in checking it out. so and you've enjoyed these five video series, it's something I highly recommend you look at in the description before moving on to the hybrid approach. Chris, the way I understood it is the first is a strictly sales approach, hence the transaction, the next is a branding approach where at any point, once you've given that much goodwill, you could technically sell anything if it aligns with your brand because the audience trusts your brand and the things you consider worth buying.

My question is what are the things someone should consider when deciding what field they are in and how they navigate their marketing? I want to make it clear that you don't have to choose one or the other, you can do both and, in fact, you can create both. content that is actually transactional and creates long-term content that is transformative, but you start to muddy the waters a little bit because sometimes you're selling and sometimes you're not, and I guess we do some version of that if you need money. like you can't eat you can't pay rent you owe money on taxes your partner is going to leave you your kids earn rags you need to focus on building a business and you need a sale you don't have the luxury of the runway that will be needed to develop the goodwill of your community, your audience and potentially some of your

customers

, you need to take care of your business first, get your house in order, so in that case I'll recommend you go for something more direct.

The sales approach is more outbound than an inbound strategy. What are some other things they need to figure out if they should go the inbound route? Other than that you don't need money right now, once you have taken care of your basic needs. We are not talking about living. a life of luxury and have fancy sports cars but you have money for rent and food you can go out on a date you have a little savings in case bad things happen your rainy day you have fun you are good so really what you want to do Now you have You have to think about where I want to be in three five ten years and you move into the Authority building, so this is usually chronological in terms of how it generally plays out, but you don't always have some training either for yourself. -you taught it or learned it at a university, you are a practitioner, what you learn, you have been able to do it over a period of time and you may have branched out on your own at this point, so we are not talking about someone who is 14 years trying to build Authority, that's a little ridiculous, so maybe you're in your 20s or 30s, somewhere in there where you start thinking about what my future is like it's not.

I'll always want to chase clients like I do and it's not sustainable long term, so now you're at the place where I have things that I've learned, things that I can share inside. I have documentation. I have proof of the things that I've been able to do it's a good time to start sharing it and the way I would do that is to start sharing it with the younger version of yourself and that's a great way to frame it so that we can't We're not thinking At customers, we're not thinking about our competitors, we're just saying what the younger version of me would want to know, need to know, that could save them a lot of headaches and pain, so you can start distilling those life lessons.

They could be resources, whatever they are, you're going to talk to this person, the reason I say your younger self is because you already know this person.person, you know their habits, you know their resistance, you know the way they think about learning, sometimes we have It was a difficult time writing and creating content because we don't have a clear picture of who the person is, yes, well, this person You know them because you spent most of your life with this person, it's you, maybe you could talk about a mentor or teacher that they haven't met yet and what you're learning from this person and you can send it to that timeline if you want and here There's the interesting part: there's a younger version of you that's not called you and if it's a big enough audience, they'll perform for you and they'll get really excited and excited, they like your style, your tone, your delivery, your experience, your aesthetic and they will be hungry for that type. of the content you create.

I'm so glad you answered that question the way you did because I personally had problems in the early stages and just leaning on the brand and I never asked when I wasn't in a position to just lean on the brand and The reason why that I asked you that question is because there's a listener right now who, if you want, you'll consider it fortunately, unfortunately, because I also love this person, Garyvee, who says just give it courage, just give it, give it, give it, never ask, even though he say. Ask it the third time, but it's never quite clear when I should ask and then that person listening becomes the scapegoat.

His fear of selling or his lack of wanting to ask anything. Well, I'm just building my brand. You need money. You need to build your. In a business you need to generate income, it is not bad for you to be transactional when you need to survive and you are also giving value to the other person because then if you are only giving value and you never get anything when you actually need something. Think Chris and correct me if I'm wrong. You can start to feel that falseness when you're building a brand but you also want to transact and then it just breeds resentment in the person who's doing that.

There are many things you said. there, but the part I'm going to focus on is this part: some people mistakenly mix these two strategies, they believe that one executes the same as the other, they give you an example, you really want to sell your transactional and you are starving, but you are playing. the long content game, but you don't actually behave like that, so you're not really giving value, it's a thinly veiled disguise and most people can see through it, yeah, and I think it's better than recognize who you are and where you are. in your life and be super clear and transparent because you are not fooling anyone, you and I follow people and maybe some of them overlap and the only thing they seem to be doing is selling you all the time and if you need that service, yes Yes you want that information, you will support it, you will say, I want to communicate with you, let's work.

I will continue to follow you often, especially, I notice that you want to sell and I. I'm not here to buy anything, so I'll stop following you. I'm going to disconnect from you for a while. I'll get back to you in three six nine months, but from now on I'm going to disconnect you and that's the danger of wanting to sell to people all the time it's hard to argue against the person who sells all the time when they're saving a lot of money. amount of money you say, okay, I get it, I just have a different relationship with you, so let's talk about this model that you've been exploring and we've considered the hybrid approach, where do these two worlds coexist?

In your number one thought, start with creating something that is valuable to someone, really start there and we say: create. high value content like what does that mean? Well, show me something I didn't know that I haven't already seen a thousand times or share something I know but in a way I've never seen or deliver it in a way that I think is funny, interesting, here's the example, there's a guy who It's like the history of hip-hop, I think, where he talks in a language like that cat, this girl said, or analyzes movies or plays that are like pieces of literature that are difficult for the average person to understand because the language It's original, hell, they're using something like Old English, you know, and then take this, it's African American and talk about it.

I think this is super entertaining, it's really leaving it. You understand, so he's taking a story but he's presenting it to us in a way that's new, novel and different. There is also a similar concept. It's like the story of the drunks and these are experts and they relax because they are having libations and they are. Like, oh, okay, so it's like this and then back to the arguments, it's kind of fun to watch, so first spend the time identifying a resource, a tool, a guide, a study that you produce and package it, package it. in your voice, your tone, your company colors and logos, whatever you do and package it and that's how you can determine if it's high value content, what the market rate is for this item, for For example, how much would someone literally pay to know and if they could say zero, then that. it's worth zero, so your goal is worth around 30 hundred dollars, that's good enough and some people might underestimate it and say well, nothing I do is valuable, well that's not too correct here, just we want to have an honest conversation if you If we asked a neutral friend to look at this and say, would you pay money for this and how much would you pay?

And they gave you an honest answer, so you know it's good, so I spent a month and a half designing and figuring something out. say whatever and now I want to share that with people because it will help them, it will make their lives easier, it will bring them closer to their goals. Now I'm not going to just upload a PDF and say download the All of this I want to build a little relationship and I want to use social channels to my advantage, so what I'm going to do is extract some of the high value nuggets from this guy, this study, this report, whatever it is.

Write a post about it and I'll say something like, for example, if you write email copy and do direct email sales, you've discovered the 100 subject lines that have the highest open rates and you've run 10,000 campaigns. so you have some evidence, remember that part that you're at this place in your life where you've done things, you have proof and evidence, okay, then you can jump on a platform like LinkedIn and say here are three subject lines that are guaranteed. to top whatever you're writing and you'd give it to them and explain why, so you're adding a little bit more meat to the bones and then you'd say something like, actually, I just finished writing the top 100. running subject lines over a four year period, ten thousand different campaigns tested.

I will give it to you for free with no conditions, just comment this word below to know who to give it to. This is the hybrid approach. This is also Richard's approach. By the way, now that I have something valuable, I have created interest. The way you wrote it is super engaging and there's already value in this, so naturally people are very curious and say, Wow, these two are so good! Did the other 97 seem to want the rest? So now what you've done is ask the audience to identify themselves. I'm an email person and I'm looking for clients and I need to know what.

Subject lines work if someone isn't interested in that, they won't read your posts, they won't interact with you, they definitely won't comment below, whatever the magic phrase is, now that they've identified themselves and now I'm giving you permission to contact them They're literally saying, I want the rest of this, please, so you can say something like Hey, I just wanted to give you this resource, thanks for downloading it. I'm curious. A problem you're trying to solve doesn't have to be much more complicated than that or out of interest, was there something that stood out to you, what part stood out to you and if you feel they are aligned with your problem. what you can do, then you need to escalate and you need to ask the next thing and the next thing you're going to ask is I have three time slots available next week where I spend 25 minutes helping people like you diagnose their email campaigns.

It is simply in their interest, so you are asking them to make very small commitments that each time they engage in will give them increasing amounts of value. This is Seth Godin's classic permission marketing structure, so what we're doing in this modern age of social media is asking people to volunteer to sign up for a long-term marketing campaign. where with every interaction we delve into we get greater and greater amounts of value, so the first piece of value is here are all three. top performing subject line for email campaigns here are the remaining 97 pieces of value in terms of top performing subject lines for email campaigns and now I would love to give you a free diagnostic so you can look at what you are doing and discuss what their goals and challenges are see if I can solve them and then if they accept that Zoom call or any meeting, now you can sit there and diagnose, provide more value and at this point you can tell them at the end of This I'm going to tell you about a way we can work together only if it's okay with you, so you're telling them this is a sales call, but no, I'm not going to apply any high pressure on you.

I'm going to park it at the end only if you're interested and then the prospects. I think we need your help. What is the plan like? And that's how you go from strangers to friends and from friends to clients; That is the process of attraction marketing. So if someone likes the hybrid approach, I love it, I want to do it, what should be their first course of action on what they do well before saying okay? I need a free sample. I need a funnel I need to be able to convert on direct messages, like what they need to get right first.

We'll make it clear to your audience who you're marketing to. They have an urgent desire to solve a very uncomfortable problem. Do they have the means to buy a solution from them? They don't have the means. It's no use. So you can solve a problem for someone, but they can't afford the solution. It's not really going to work. For example. if someone is at a lower income level and needs to get from point A to point B to get to work but is in a place where they have excellent credit or have a down payment or are even contemplating buying a car They really don't care how sophisticated your funnel is, your marketing campaign, they just can't buy a car, really what you should do is solve other types of transportation problems for them, maybe a month pass that allows them to take any form. of public transportation we should focus on that or what a lot of industrial designers and urban planning people are trying to figure out is something called The Last Mile so we can take public transportation, but it's that last mile that kills us, where we have to walk somewhere to work or park at a restaurant, so they make electric scooters, they make all kinds of devices to get through the Last Mile and that's what they focus on because we're not going to inherently change the infrastructure of public transportation, but we can make it easier for you from the stop you get off at to where you need to be, so that's where they need to focus their energy.

The energy you need to focus for the hybrid approach to attraction marketing to work is watching the last four videos. you can dial in your inbound marketing to make it effective. I have one last question and then I'll let you take it where you want. What do you think people get wrong when they try to execute this hybrid approach that you do? We are seeing it often and you think people should avoid making this mistake. I don't see as many people taking the hybrid approach. We know a lot of people on one side of the spectrum or the other where it's really about building a quote-unquote brand or they're just making all the sales all the time, we don't see a lot of fancy stuff in the middle because the middle thing is very difficult because Not only do you have to understand how to make direct sales but you also have to understand how to make direct sales. knowing how to create content that engages people, that's a fact, it's going to be valuable, so inherently there will be fewer people who can do it because A, they don't know and B, it's not easy, so I really don't know.

I have an easy answer for you, no. I think that answer was enough. It's still probably not as long a game as building a brand strictly when you need money, but it is a sophisticated game that will be challenging at first, but when you can master it. It's crazy, I mean, look at Chris, maybe the word isn't master, but you've done an exceptional job of making that nice set that is the finale of the five-part series of the five basic essentials for

grow

ing your business as a creative freelancer. If you've enjoyed this series, you can go back to the last four videos and enjoy them as many times as you like.

Ask questions in the comments, butI wanted to leave some time at the end of this video if you've gotten value and You're still here with us for Chris to just say a few words about the European tour that's coming up for him to teach these principles very, very in depth and for you to get the highest value possible, so if you're still here, check that out. and see you in the next video. Well, first of all I want to say thank you for making it to the end. We know there is a high attrition rate and the fact that you are still here says a lot.

Realize who you are and that you are connecting with content that many people don't realize about me. Where I'm coming from is before I made a YouTube video. I taught at private art schools for 15 years. Before teaching at a private art school. I ran a business for an even longer period of time, so I was running a successful motion design business for five years before I even thought about teaching what I've realized about myself is my identity. For a long time I thought I was a service provider, someone who makes commercials, graphic design, visual things for people, but I was suppressing a deeper identity which was that of an educator, so when people used to ask me who are you, Chris .

I am a designer. I am a designer. I would say wherever I went I took a lot of pride in that, but today when people ask me. What are you? What are you doing? I don't stop as much anymore. I'm just saying that I am a teacher who is connected to who I am. For the last two and a half years it has been very difficult not for us but for every person on the planet because of covid and recently when I went out and returned to teaching in person, I rekindled a passion within me that made me feel very alive and when I was doing a workshop tour in Australia I felt more alive than I have in a long time, you hear me say things like my brain was on fire and I live to

grow

, so when I'm there teaching there was a quote here.

I was interviewed recently and I thought I really like him. this here we go Craig Philip told me this is like you teach for yourself and you practice for your students. I tell them that I think there is a dichotomy with teaching that it is simultaneously a selfish act and an act of generosity, so when I teach sharing my goods if you wish with the people or the person in front of me, right, I do. I'm sharing with you how here are tools here are our ideas here is a big reframing or this is how you would phrase this so that you have to deal with this friction point, but in doing so, the person asking the question doesn't realize this, It is extracting or inducing something from me, which is information that I didn't even know I had and by doing so, I learned something. about me and when you are, I scroll up and say wow, okay, I have another way to explain it to you and here's the interesting part of live teaching, which is that one person will say something and accept your answer, but another person will say something like that. uh wait a minute, I don't accept it, how about this, Chris, how about this, how about this, and they're hitting you from three different angles so you have a much clearer idea of ​​what's not working, so I do you explain slightly differently? in ways or in a completely different way, it's a very long way of saying something, so I feel more alive when I teach people in person, so we decided to try a concept.

We are not an event production company, but it really fulfilled me. with joy and delight and my creative Soul was fulfilled in Australia, why wouldn't we try this more often in more places? So we thought, let's go to Europe, let's do some workshops and I don't want these artificial time constraints put on. For our part, I want to teach eight full hours on two different topics instead of destroying everything I know in four hours or even 30 minutes, so we're testing a theory: we'll go to Europe, we'll be there in April, and we'll arrive in seven different cities. .

Tickets are selling out very quickly now, so we'll probably announce that we're sold out in London and Berlin very soon because I'm still seeing a steady stream of tickets. I hope I can do it. Seeing you there I feel deep in my heart that if you are willing to show up and do your best, well, I teach you, it will be transformative. There is the transaction that is happening. You have to buy a ticket, but the transformation you will receive. It far exceeds the mountain you pay, so see you in Europe, that's right, ciao, okay.