LEVERAGE: LONG TERM
ENGAGING CONTENT BUILDS YOUR DATABASE:
I am a big fan of converting Interviews into content that can (a) multiply me, so I can be in many places at once, and (b) position me as a solution to a known problem. For example, prior to your Interview, thought should be given to the topic itself. Imagine for a second that you’re a chiropractor. Maybe you specialize in helping patients eliminate back pain. And maybe you have 7 methods for helping chronic back pain suffers. During the interview, these 7 methods are what we would talk about, “7 Unconventional Ways to Eliminate Back Pain That No Medical Doctor Will Ever Tell You About.” Then, post-Interview, a copy of that recording can be sent to a transcriptionist. This now gives you a written document, which can be converted into a Free Report or White-paper. This is content that can be used for lead generation i.e. direct-response marketing. By creating a Free Report, from the transcript of your interview or a Free CD or Audio Clip, from the mp3 recording, you now have valuable information that can be offered to prospective clients, in exchange for their contact information. This is what builds your prospective client, customer, patient database. It also offers a pressure-free way to introduce a prospective client to your knowledge and expertise. And now, from a trust perspective, because you have a way to communicate without forcing interested prospects to contact you, directly, you don’t have to try to “close” on the first meeting or appointment. You can follow-up with more content, more case studies, etc.. from your previous clients or you’re able to reach out to them in the future, to answer any questions they may have.
Simplified, the process looks like this: The Interview gets recorded = Free Content/Report/Articles/CD/Audio that can marketed to prospective clients, and given away for free in exchange for contact information = Lead generation = The ability to follow-up with more valuable content, that further positions you as the Authority = Higher conversion rates from prospect to client, customer or patient.
YOUR COMMUNITY MUST BE FED:
Here is a business lesson I learned from a rich man, “Amateurs focus on sales. Pros focus on relationships.” Of course, right? But if it’s so obvious and common sense, why do most business owner not make it a priority to feed their audience, more often, with great content. What if your favorite sitcom or drama series only produced 1 new episode a year? Would you ever truly get to know the characters? How could you become invested in the plot or storyline? Think about Friends, which ran for 10 years. In season 1, episode 1, nobody knew who Rachel Green was, and Jennifer Aniston was a virtual no one. Ten years later though, fans of Rachel, those who connected with her—from 10 seasons of content, 23 episodes per season—chose to style their hair like Rachel, and dressed the same way as she did on the show. And Jennifer Aniston, she became America’s sweetheart, and one of the highest paid actresses in the world. Why? How? Because people fell in love with her character. From a conceptual standpoint, Jennifer Aniston is no different than you. She has a craft. You have a craft. Your craft is different than hers. But the outcome is the same. To grow and enjoy a large audience for your craft…to have real fans, and to build a real community around your knowledge and expertise, then you must commit to feeding that audience with consistent content. Thought-leaders have audiences and communities and fans around their work, that buy their books, hire them, etc. But to be a thought-leader, in your industry, to your community of clients, customers, patients—by definition—you must lead with thought…
Every interview you do, every blog post or article you write, every book you publish, should be seen as an episode of your “sitcom,” and opportunity to grow and feed your fan base. Even if you’re a landscaper, I don’t see it that way, but why can’t you be the Ed Hume of Out East? — Ed was just a guy who loved gardening, who shared his knowledge and expertise, which built him a fan base, which he parlayed into a lucrative career as the go-to Authority on gardening. This opportunity to enjoy a fan base is available to every business owner, in every industry. He just needs more content, more “episodes”, to feed his growing audience.
MEDIA BEGETS MORE MEDIA:
P.T. Barnum famously said, “There’s no such thing as bad publicity.” Barnum was perhaps the most successful PR person in history. Why? Because he understood what Oscar Wilde understood, enunciated in this quote, “The only thing worse than being talked about [in a controversial nature] is notbeing talked about.” Said different. If you are not being talked about or interviewed, and if there isn’t demand for your thoughts, opinions, and commentary—then, from an importance standpoint—you don’t exist. And, as Robert Greene eludes to his his book, The 48 Laws of Power, for the man who seeks power and influence, nothing is worse than being ignored. This reveals the truth about getting media exposure for your business. Particularly, appearing on larger media outlets with larger and larger audiences. These content programmers, they want to know you’ll be able to deliver. It’s about ratings! This means the host of the program, or the program’s producer, will typically want a history of your past media appearances, and if you have it, audio or video examples from those interviews. Putting an unknown person “on air,” from their perspective is a risk. You may be smart. You may be the most qualified expert in town. But they need to know what they are getting. So, the more interviews you have to demonstrate your ability to deliver great content, the more attractive you can make yourself in future press releases. For future media appearances. For bigger and bigger media outlets.
One Interview is great. But one after another—because there is growing demand for your story, your knowledge and expertise, and because people want to hear what you have to say—is better. Who knows? Your Interview on Voices Out East® may just be a stepping-stone to something even larger.
A CHANCE TO SERVE AND PROTECT THE PUBLIC:
Let’s face it. In this day and age, who can you trust? How many providers in your industry, in one way or another, to your frustration, mislead the public? “Truth in advertising.” HA!… Business is cutthroat and competition is fierce, and it seems more and more business owners, sales professionals and entrepreneurs are willing to cut corners, or bend the “truth” if needed, to out-compete competitors. And the consumer? Well, he often gets the short end of the proverbial stick. On Voices Out East®, I’m not just interested in interviewing the brightest experts Out East on Long Island, I also want to interview the most ethical. Do you have a message that people need to hear? Can you help protect the public, by debunking myths or by empowering them, with your advice? I see Voices Out East® becoming the most trusted source of consumer advice in Long Island. When someone needs someone they can trust, I want them to come our website. Tune-in to our Podcast. And I want them to find you. Your interview. To hear your story and expert advice….
That is—if you have a message that can benefit the public?—our neighbors!