If you’ve ever read anything written by me, you’ll know that I don’t believe in the “Good Old Days”.
In fact, those “Good Old Days” are light years in front of us. There is no better time than now.
One of my biggest fears is to become that stubborn that I can’t learn any more new things. Remember that time you had to explain to your grandparents how Skype works so you could talk to them and they just didn’t really understand what you were trying to tell them?
That’s one of my biggest fears. Not being able to understand the new technology.
People used to die burned alive for “witchcraft” just because we couldn’t understand the medical advancements.
The only reason I joined online marketing groups was to be able to know what works NOW.
Turns out that that’s not the point really.
Although from a tactical point of view, everything seems to be changing year by year, one thing remains the same. And that’s us, the humans.
We don’t evolve that fast as the technology does. Our needs remain the same. In fact, our needs have remained the same in the last at least 2000 years.
And here’s the proof.
We All Want The Same Thing. But We Phrase It Differently
Do you know what is the version 1.0 of coaching?
It originated about 2000 years ago. I had no idea what coaching was until last year.
Anyway, I’m don’t consider myself a smart guy. I see the same 6 patterns in my life and do my best to become proficient in those areas.
I’m a simple man.
In 2011 I started reading books and a friend of mine kept shoving one specific book down my throat. Something about an old Greek/Roman philosophy.
Like I said before. There is no better time to be alive than now. I have no intentions to read about an outdated way of thinking. That doesn’t give me any actionable advice.
While people sit and contemplate on philosophy, other people take advantage by taking action.
Anyway, the same book kept popping up over and over again in my news feed and people I followed and respected named that book the biggest influence in both their professional and personal life.
The book was “Meditations” by Marcus Aurelius. And that old Greek/Roman philosophy… that version 1.0 of coaching is Stoicism…
If you ever get to read a book on stoicism you’ll see that the concepts are exactly the same. A few techniques changed, we have more insight on other things, but at the base of everything, it’s pretty much the same thing.
But why is that?
Probably because we want the same thing we did 2000 years ago. We want to be happy, content, safe and free.
You may call it more clients, more time etc. But at the bottom of it, it’s the same need.
Our brains are still wired the same way. We haven’t changed that much.
“Times are bad. Children no longer obey their parents, and everyone is writing a book.”
― Marcus Tullius Cicero (died 43 BC)
Build A Following, Don’t Grow An Audience
Let me ask you this. Why do you want to have more followers on Instagram? What’s the purpose of that?
There’s only one purpose to growing an audience. And that’s to grow the probability of getting clients and making sales.
Everything else is just feeding the ego. Vanity metrics.
Here’s the truth. You have to give people a reason to follow you. You are either entertaining or you are providing some sort of value to someone.
Most coaches provide one of the following two types of content
- Short motivational posts with quotes from famous people
- Long motivational posts with quotes from famous people
Here’s the problem with this type of posts.
It’s not providing any value to anybody. You’re just being entertaining.
If you want to be known as the “motivational quotes posting person”, I guess this is just fine. You will be able to grow a decent audience. A whole bunch of people want to be motivated.
But if you want to be known as a coach that can help people transform their life and their business, it’s better to start building a following.
And for that, you’ll need a different approach. A mix between entertaining and providing value.
The Only Way People Used To Grow Their Following 2000 Years Ago
Here are the only two ways you can grow a following:
- Preach to more people (aka get more “eyeballs”)
- Have people recommend you to other people (aka organic growth)
Before you start trashing me in the comments section and bashing me for being a noob, just hear me out.
You are overthinking it. You are looking at it from a different perspective. Try looking at it from your customers perspective.
Your customers (aka your followers) are having a problem and you are the only one that can provide the solution. That’s it. That’s the only perspective you should be looking at it.
There are a bunch of ways to go about this. And to make it easier let’s break it down into 3 different sections
1. Be Clear On Your Values And Beliefs
I speak with a lot of coaches every week. And the number of people who don’t have this one figured out is shocking.
There’s a huge difference between being a coach and being a facilitator. Not that there is a problem with being either one of those. You just have to be honest with yourself.
Here’s the thing. To be clear on your values and beliefs is to know your message. Know what you want to be known for.
- What is your message that you want to share?
- Why are you doing what you are doing?
- Why did you want to be a coach to begin with?
All this is part of your brand.
Now, why would you want to get this out of the way before anything else? Because without an answer to those questions you can’t have a tribe. You give nothing to your people to hang on too. You are just another motivational quote posting person.
What is that message you want to be known for?
Nobody will follow you without a good reason. It’s either entertainment or the value you provide.
2. Where Do Your People Hang Out
Back in the Roman times, prophets would climb on a box in the middle of the town square and just preach.
They did that out of obvious reasons. The town square is a very busy place. They had an audience.
The local pub had its own set of preachers. But those guys were talking to a different crowd.
Think of the town square as your social media platform. Where does your audience hang out?
The obvious answer to this is “everywhere”. And I’m serious. Your audience isn’t only on LinkedIn or only on Facebook. You can reach decision makers in Fortune 500 companies on Instagram. That’s not a problem.
It’s how you reach them that’s the problem. We’ll talk about that in a minute.
Some people don’t agree with me on this. They consider that their target audience is on one platform. And not on the other.
Well, that is not true. Everybody has a Facebook profile. There are over 2 billion people there.
- If they are a business person there’s a huge chance they are on LinkedIn as well.
- If your target audience is a woman, she can also have a Pinterest account.
- Depending on the age, your audience may also have an Instagram or Snapchat account.
I’m willing to bet that you have an account on more than just one social media platform. And if you say that your audience is only on one platform it means that you didn’t try reaching your audience on a different platform.
The fact that your Facebook friends aren’t your target audience doesn’t mean that your target audience isn’t on Facebook.
They are. Facebook has 2 billion monthly active users…
Think about the biggest influencer in your market right now. That person is present on multiple platforms. And you follow that person on at least two different platforms.
That influencer in your market has more than one account for a reason. Because the name of the game is called SYNDICATION.
It’s not only about creating your message. It’s about broadcasting it. Which leads me to the next point.
3. Show Up Every day
Having the message and an offer is only half of the equation. Build it and they will come only works if you tell them first.
If you follow any one of the influencers in your market you’ll see that they have two things in common.
- They are consistent with their message
- They show up every day
In a conversation with a friend of mine, we spoke about growing his audience. He has an HR consulting business.
He bragged that he got a bunch of enquiries in just a few weeks by posting a few times online. It’s clear that it worked for him.
So I asked him “if it worked that good, why not post every day?”
He looked shocked back at me and asked in a high-pitched voice “Post every day?! About what?!”
Funny thing is that he understood the value of posting. The question was not WHY to post every day. But WHAT should he post.
If you know what your message is and you know who your audience is, WHAT you should be posting about will come naturally.
Any type of relationship is built on trust and time. It’s very hard to convince someone to marry you on the first date…
Showing up every day providing value to your audience will eventually help you grow that audience. People will see the posts, they will engage with the posts and by the magic of social media, you will reach more people organically.
Building a following is mainly relationship building. And you have to decide what type of relationship you want to have. Either way, in order to build trust in your tribe, besides the regular leadership values, you have to be consistent with your message and with your presence.
Sure, there are a bunch of ways how to go about this. Like I said at the beginning. The techniques change all the time. But at the core, everything stays the same. Strategy-wise, everything stays the same.
To get you started I’ve put together my fail proof way of putting together the perfect audience growth strategy with content. It’s my 4 Stages Of A Perfect Content Strategy and you can grab a copy of it below.
Just use the form below and I’ll send you a copy of my 4 Stages Of A Perfect Content Strategy.
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