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I write often about the importance of building our ideal audience. To create a community of people who are our true fans, who love our work and presence. However, that doesn’t mean we should aspire to be their guru… Here’s what I see as the difference between having a true-fan audience, and being a guru:
Both methods get you clients. You can imagine which one I endorse. Let’s start with the method most people think marketing is about... If you’re seeking consistent income, aim for consistent valuable output:
You don’t have to do all four, but aim to do at least two of the above. Becoming skillful in these valuable actions requires consistent practice and willingness to make mistakes and learn from “failure.” Translate “failure” into “learning opportunity” and keep going! Years ago, I launched a program I was very passionate about. I imagined 20, or 30, maybe even 50 people enrolling and participating. Total number of sign-ups? One person. I had to cancel it, and refund the person. It was a painful experience, because my expectations didn’t match reality. Looking back, I’m glad that the program didn’t run. The framework and tools that I teach today are far more efficacious than what I was offering back then. Good thing I didn’t expose more people to the earlier version! Today, the program which failed years ago, is now full, with a waiting list. 
Photo by Chirag K on Unsplash
There is an unspoken assumption in marketing: More followers = More clients, more fulfillment, more freedom. Related assumption: More Money = More Happiness. These ideas are seductive, because they contain some truth, and they appeal to our human ego. But they come with profound burdens and drawbacks that marketers rarely talk about. I’ll share with you my experience of getting "more followers", and why that might not be a wise direction to aim for… |
George Kao is a Marketing Coach for small business owners, especially solopreneurs such as Coaches and Mentors. He focuses on ethical & effective ways to grow one's platform and build true livelihood.
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