In the Free Growth Plan Course, every section has a discussion question, where someone left a comment saying…
So I shared it with Instagram and offered a few pieces of advice which included this (this is the first page of my journal from when I was first starting MEB and had just gotten my real estate license)…Lack of credibility is only temporary. Click To Tweet
And man oh man, the feedback from that one post was insane.
I don’t think I’ve ever gotten so many replies on a story before… which lead me to realize that this is something that a TON of young professionals deal with so I did a poll asking if they wanted a blog post about how to deal with imposter syndrome or about how to gain credibility.
… and here we are, so let’s get down to business.
Let’s be real… Having credibility is awesome.
When you have credibility, you spend less time selling yourself and more time helping people because they have less questions and less objections.Having credibility means spending less time selling yourself and more time helping people. Click To Tweet
The four laws of your network
Your network should be like a spiderweb… When someone comes into your world, they’re stuck forever.
You should be communicating with them in a way that steals mindshare and makes sure that you’re the first person that they think of when it comes to your thing.
To do that, there are four laws that you must NEVER break:
- Build a Database
- Communicate with them systematically
- Service the business that comes your way
- Feed it every day
In this post, we’re focusing on the communication part but for this to work, you can’t ignore the other three laws of your network… They work together, dependent on each other.
Regardless of how you keep up with your network or how you built it – a blogger building her network (email list), a realtor building their farm, etc — you need to earn credibility with your network before you can monetize it so the same rules apply.
Step 1. Define Your Target Audience
There’s a huge debate over whether or not you need to have a niche…
Here’s my opinion: it certainly helps.
If you know your audience as well as you know yourself, you can cater directly to their challenges.If you know your audience as well as you know yourself, you can cater directly to their challenges. Click To Tweet
For example, our audience for Millennial Empire Builders is young professionals (generally ages 25-35) who are 9-5ers who want to make a difference in their community and eventually go into entrepreneurship. They struggle with time management, don’t know where to start and are generally the ones who their own networks look up to for “having it all together” even though they might not feel like they do.
With that in mind, all of our content is built around helping them strengthen their mindset, increase their productivity, grow their networks, starting a business and then leading the people in their lives.
When you can get THAT specific with your audience, you know the EXACT types of issues that they face and can literally build your brand so that you can become the solution to all of their problems.
Whether or not you decide to have a niche, remember this: it doesn’t matter how big your audience is… Engagement is what matters.Engagement is WAY more important than the size of your audience. Click To Tweet
If you have a community of 500 people who are CRAZY engaged in everything that you do, you’ll be able to turn that into real money faster than a community of 10,000 names you bought from a company that sells email lists.
Regardless of the current size of your audience, you should be feeding it every day. Building it every day.
… and I don’t mean by posting on Facebook, “call me when you need a ____”.
The key to building engagement is to humanize your brand and make them feel like they know you… Then, answer the questions that they have before they even ask them and you quickly become their superhero.The key to building engagement is to humanize your brand and make them feel like they know you. Click To Tweet
Make NO mistake… whether or not you own a business, you are a brand.Whether or not you own a business, you are a brand. Click To Tweet
While you’re defining your audience, here are some of the questions you should be considering:
- What challenges do they have?
- What questions do they have?
- Where do most people get hung up?
- What misconceptions are they carrying about your industry that you can give them a different perspective on?
Step 2. Refine Your Ask
Yup, before you even start thinking about promoting anything, you have to figure out what you want them to do.
This allows us to work backwards by making sure that everything that we do and create is leading them to your inevitable ask.
Are you trying to raise money for your organization?
Do you want them to buy a course from you?
Become a client?
Refer a friend?
Click on a link?
Give you their email?
What is the one thing you want them to do?
Yes, I said one.
If you give them too many options, they do nothing.
Focus on one ask at a time… and when you’re ready to focus on another, you’ll go back through this process again to create a whole new campaign for your new ask. If you start blurring the lines between your asks, you’re going to burn your audience out, make them think too hard, confuse them and they won’t take action.
That’s why when you visit a landing page, there’s like 17 buttons asking you to do the same thing and the entire page is dedicated to that ONE topic.
When you read a great blog post, it’s focused on ONE topic and then asks you to do ONE thing.
Give them ONE option and a million reasons to do it.
Here are some of the questions to consider while creating your ask:
- What do you want them to do?
- How will they get there?
- How do you bring them into your world?
- What happens once they enter your world?
- How do you earn their business?
Step 3. Design Your Messaging
One of the BIGGEST mistakes that I see with people who decide it’s time to start building their network is that they skip the messaging and go straight for the ask.The biggest mistake you make when building your network is skipping the messaging and going for the ask. Click To Tweet
STOP RIGHT HERE.
If you ask before you build credibility, your audience will ignore you.
That means low engagement, tons of unsubscribes, less referrals, less people raising their hand to say they want to do business with you and a bajillion unfollows.
Raise your right hand.
Seriously, do it.
Now repeat after me: I will never say any of the following phrases ever (again).
Call me if you need a ____, I’m ready to help you.
[Insert huge graphic of the person who decided to start selling to their network] Who do you know that’s looking to ___?
Come support me.
It’s awesome that you’ve finally taken the step to ask, but if you have no credibility with your community and you start asking them for stuff, you’re killing your relationship before it even begins.
Think of your relationships as a bank account.
Every time you build capital with your people, you make a deposit.
When you’re like “hey, I’m selling this now so support me”, you’re withdrawing from the account faster than you can deposit.
You have to earn the right to ask and you do that with your messaging.
What do I mean?
I’m so glad you asked.
Earning The Right To Ask
Listen up, Empire Builder!
Just because they are your friends or family does NOT mean they “owe you” their business.Just because they are your friends or family does NOT mean they owe you their business. Click To Tweet
The burden to convert your relationship from personal to professional is on you to create enough value to COMPEL THEM to take action. It is not on them to support you just because of your relationship…. And no, it’s NOT about loyalty.
If you work with friends or family who are doing you a “favor”, they’re going to ask for a “favor” in return in the form of cutting your fees, commission, etc. etc. etc.
When you’ve shown enough value to COMPEL THEM to WANT to do business with you, you are now doing THEM a favor and they wouldn’t DREAM of reducing your fees, commission, etc.
… anddddd not to mention, when you’ve EARNED their business, it’s a bajillion (yes, a bajillion, not just a million) times easier to work with them because they trust you and don’t think they know better than you. They respect your business process.
All good things, yes?
Here’s one more: when they trust you, respect your process, and actually do business with you, you get more referrals too.
Until you change your mindset AND the way you communicate from expecting business from your network to earning business from them, you’ll always be at the mercy of “doing favors”.
So how do you earn their credibility so that you can lead your network to become clients who trust you, are excited to work with you AND won’t try to slash your prices?
It’s all in your messaging.
Let’s be clear.
You’re not going to get everyone to work with you.
No matter how smart, talented, qualified, well-spoken or prepared you are, there will be some people who won’t work with you.
Stop trying to sell to the people who won’t do business with you and focus on loving the people you DO want to do business with.
Now, since we’ve talked about your audience, how do you want them to perceive you?
Will you be…
Professional and serious?
Formal and corporate?
Funny and approachable?
My writing style is VERY similar to my regular conversation style…
By nature, I speak “matter of factly” with high energy, use a ton of metaphors for literally everything, I’m not afraid to be vulnerable and tell personal stories anddd I usually say the thing that people are like, “did she really just say that?!” (hey, I call it tough love).
I also bold or italicize certain words for emphasis, to make my writing sound like the way I speak.
The tone and style that I have when I write has evolved over the last five years into this and now, I find…
- It resonates with my audience… They appreciate the fact that it’s not written like a college essay (even though my blog posts are always notoriously long) and if I can get them to keep coming back to read, I can keep them engaged.
- When I meet the people who read my blogs, social media posts and newsletters, they almost always say they feel like they already know me. It’s all about building a connection with them.
… and when you can connect with them AND keep them engaged, you’ve got them ready to take action.When you can connect with them AND keep them engaged, you've got them ready to take action. Click To Tweet
So let’s get into more detail about HOW to create your messaging to get them ready for action. Think of these as little recipes for your messaging that get them to feel or act a certain way.
I want you to write both of these quotes down
Logic makes us think, emotion makes us act.Logic makes us think, emotion makes us act. Click To Tweet
Everyone wants to buy but no one wants to be sold.Everyone wants to buy but no one wants to be sold. Click To Tweet
Here’s why those two matter…
Firstly, if you cater to their logic, they might go, “yea, that makes sense”… and they might bookmark it to come back to and they’ll probably end up forgetting. If you can get them to feel and cater to their emotions (and more specifically, sympathize with their pain points and then present the solution), you’re taking them to “emotion island” and getting them to NEED whatever it is you have to offer.
So, how do you cater to their emotions and get them to take action?
Be Their Google
First and foremost, credibility is fluid.
That means even though you’re a boss and the master at your craft, if you’re not constantly reminding them of it (in a non-salesy, non-arrogant way), then you’ll start to hear, “are you still doing that?”, “I referred my friend to [insert competitor here] because I didn’t know you were still in it”, “I totally forgot that you do ___”.
When someone has a question about your industry (product, service, whatever), YOU want to be the resource they come to… Not Google.
You want them to ask YOU first…
So how do you do become that?
Answer their questions before they even ask them.
Essentially what we’re talking about is content marketing.
That’s just a fancy word for creating a ton of value.
In today’s ultra competitive world, you HAVE to be a resource before someone is willing to work with you… You have to be top of mind alllll the time in order to get their business.
You have to give them enough information to help them come to their own conclusion that you’re the best solution for their problem.
… and to do that, you have to show your expertise.
That means creating content that answers those questions.
I know I know, you’re super busy and you don’t have time to do that.
Yes you do.
How many of your clients ask the same questions and how many of your clients have the same objections?
Probably most of them.
If you really think about it… Your clients, community, whatever, have the same 5-10 questions and objections to whatever your product or service is (even though they might be asking them in different ways).
Go write a detailed blog post or record a video that explains the answer to their question or handles their objection in detail.
Next time someone asks you that or gives you that objection handler, your response will be, “[summarize the answer]. If you want to know more, I wrote a whole article (or recorded a whole video) for just that.”
Talk about blowing their mind… You’re the expert they never knew they needed.
Not to mention, most people get stuck in limbo because they don’t have enough information to make a decision… So they don’t make one. By giving them the information they need to feel comfortable to make a decision, you’ll convert your leads faster.
Here’s the trick to answering mind blowingly helpful answers: Assume they know nothing but don’t make them feel stupid for not knowing.Assume your audience knows nothing but don't make them feel stupid for not knowing. Click To Tweet
When you’ve been in your industry for awhile, it’s easy to forget how much you know about it and how little other people know about it…
That’s called the curse of knowledge… Once we learn something, we forget what it’s like NOT to know that thing.
So by assuming your audience knows nothing, you can really discover your inner teacher and help them understand your field without making them feel stupid.
For example, let’s say you’re a personal trainer and your audience is former high school and college athletes who got busy with life and are now trying to get back on the fit wagon.
What questions or challenges would they have?
Firstly, understanding how habits work and how long it’ll take them to get back into routine is something they probably want to know. They might think to ask that but it’s something that you know most people struggle with.
So when someone comes to you complaining like, “I’m trying to get back into it, I just can’t find the time/motiviation to do it”, BAM! You have the helpful answer they didn’t even know they needed.
Be their solution.
They probably want to know about how muscle memory works and how long it’ll take them to start seeing results again, too.
Oh, since they were former athletes, they probably have old injuries… So how do you work out without re-injuring yourself? There’s like 10 posts right there… You could offer a few workout suggestions for each of the major injuries for recovery and how to train around those injuries. Maybe they have bad knees but still want to workout their quads and definitely need to do cardio… What suggestions do you have for that?
What about meal prepping? If they’ve fallen off the wagon, they probably got busy and don’t think they have time for eating clean and working out… How can you help them start doing those without cutting into their regular routines and help them save time?
As a professional, you know WAY MORE than you realize and when you package it in a way that’s solving the pain points of your target audience, you my friend, are their one and only resource…. and that’s how you get the business.
… and the easiest way to do that is to answer their questions in a way that’s engaging, caters to them (your target audience) and gets them to go “yea, that’s me! I totally relate to that…. I need to work with you!”
Every time a client or lead has a question, answer it in a format that can be shared again later on (video, blog, etc.)
Not only does this make you look like a superhero, it’s also INCREDIBLY time efficient because when people ask you about it in the future, you just have to send them back to the article and send it to them rather than re-answering the question every time.
People do business with people they know, like and trust…People do business with people they know, like and trust. Click To Tweet
If you’re constantly branding yourself and your messaging is clear and consistent, they get to know you and like you.
When you’re their Google, they learn to trust you.
… and when you’re all three for them, they do business with you.
Oh, and I know what you’re thinking…
“Answering their questions caters to their logic, not their emotions and you said to cater to their emotions.”
Yes, answering their questions is catering to their logic… but the way you structure the answer is going to cater to their emotions which brings us to:
Pain vs. Pleasure
That sounds kinky, I know.
In every decision that we make, we’re either moving away from pain or towards pleasure.
… and which do you think we do more often?
If you said moving towards pleasure, you my friend, would be wrong.
We are usually moving away from pain.
Salespeople know that if they want to sell more, they have to talk to more people… and by talking to more people, they can provide more for their families, live their dream lives and have the financial freedom they desire.
So why don’t they?
You know that if you start working out, you’ll get in better shape and you’ll get to be like Baywatch on the beach….
So why don’t you?
Working out hurts.
The only way to get over that is to make the pain of staying the same GREATER than the pain of changing.
Knowing that this is how our brains work, use this in how you communicate with your audience.
Cater to their pain points and make it hurt… and then show them what the possibilities are.
Getting Them To Remember You: SUCCES
In the book Made To Stick, they use the acronym SUCCES to help us make our ideas “sticky”.
By making sure that your messaging is in alignment with SUCCES, you can get your network to start taking action.
Simple: Keep your messaging simple. If you overwhelm your network, you’re not showing them how knowledgeable you are, you’re only leading them headfirst into analysis paralysis. Keep your information simple, direct and to the point and focus on communicating one idea at a time, not trying to share twenty different things at once.
Unexpected: You know when you see a video on Facebook that’s captioned with something like “well that escalated quickly”, “I didn’t expect that”, or “watch til the end”? Yup, those get shared because they took your expectations and flipped them on it’s head. We lead through life with soooo many assumptions, so when you can make someone go “wait, that’s not what I thought was going to happen”, you have their attention.
Concrete: Don’t speak in general terms. Give them specific examples (the ‘feel, felt, found out’ model is great for this). Instead of saying “people tend to…”, use an example. “I had a client who ___.” Paint a picture in their minds of a specific scenario rather than being vague and giving generic information that they can find on google. In the book, they talk about how if you tell people “movie popcorn contains 20 g fat”, it’s too abstract. How much fat are we supposed to have in a day? Is that a lot?… But what if we said, “movie theater popcorn has more fat than a bacon-and-eggs dinner, a Big Mac, and fries for lunch and a steak dinner will all the trimmings – combined.”? That makes you go “jeez, that’s a lot of fat!’ Doesn’t it? If you speak in abstracts, you’re going to lose your people.
Credible: Have you seen or heard this before?
Fun fact… The NSEA doesn’t even exist. Why does it get shared? Because it sounds legit. You can make your ideas and messaging credible in ways other than statistics and titles… and that starts with having concrete ideas. My favorite way to establish credibility is with social proof. You don’t have to do the bragging on your own… Let your network, clients and other people tell their story for you. When they do, ask the to be specific with the results. What percent did their business grow? How many houses did they look at before working with you? How specifically did their lives change?
Emotional Stories: If you remember earlier, we talked about how logic makes us think and emotion makes us act. When you communicate with your network, make them feel. In addition to the other quotes throughout this article, write this one down: they may forget what you said but they’ll never forget how you made them feel. If you can make them feel, you can get them to act.
Getting Them To Take Action: The 311 (Give, give, give, offer social proof, ask)
There is absolutely nothing in this world that irks my soul more than when I get a message from a random person asking for access to my network.
I worked my butt off to build it so I’m not giving it away for free.
That’s not because I’m a taker, it’s because I’ve built a ton of capital with these people and if I give you access to them, you’re a direct reflection of me… If I don’t know you, how do I know that you’re not going to screw over my people? I don’t.
Here’s the trick to establishing credibility quickly…
Using the SUCCES acronym, follow this model of sharing information:
Give. Offer something of value that your target audience will find useful. On my Instastories, I regularly do sneak peak videos of properties where I sprinkle in bits of information that I know my audience will find useful. It’s sort of like my own version of HGTV… and they LOVE it.
Give. Offer something again that your target audience will find useful (and I don’t mean a picture of you saying “call me when you need a ___”). Offer them actual information that will make them stop scrolling. All of your giving should fall in alignment with the SUCCES acronym. When someone raises their hand and tells me they want to buy or sell a home, I have worksheets that I snail mail to them, a 10-day email series that gives them alllll the info they need to know to go through the buying and selling process and I’ll call them a few times. When I first started doing this, I thought they’d hate me for how much follow-up I do… but it turns out they love it and since I started doing that, they convert faster too. I talk a wholeeee bunch about my follow-up plans in this post:
Give again. Educate, inspire or entertain them. Make them feel something. Don’t forget to cater to those pain points and offer a solution for them. Your content should be so good that it makes them feel compelled to tell someone else about it (ahem, shameless plug: if you think this post is epic, please share it and leave a comment below!)
Offer social proof. This can be in the form of a picture of a smiling client, a testimonial, proof of other people’s purchases, etc. Nobody likes to be the first, so show them that someone else has already done it and that they’re happy with their decision. If you tell them how great you are, they won’t believe you. If they hear it from someone else, they might believe them…. but if they hear it from a bunch of people, at some point, they have to start to believe it.
Ask. Nowwwww you’ve earned the right to ask. By this time, you’ve shown your people that you know what you’re talking about, you’ve made them feel something and you’ve shown them that other people are happy with their decision to do the thing that you want them to do too… So when you DO ask, it’s a no brainer. It’s not even like you’re selling them… You’re making an offer and if they’re ready to receive it, they will, with open arms. Don’t be afraid to go for the ask… If you’re just creating the messaging without giving them something to do, the skeptics are going to question your authority and those that are interested are going to be left wanting more without anywhere to go!
This model can be used in any frequency (daily, weekly, monthly, etc) with any delivery method which we’ll talk about in just a sec.
To do all of these, you actually have to listen…
Listen for what they’re saying beneath the surface.
Their initial question or problem isn’t usually the actual question.
Help them see that by clarifying…
My two favorite ways of getting them to the root of their struggle is to ask, “so what’s the real challenge here?” and then following-up with “so what I’m hearing, and stop me if I’m wrong, is ____.”
Nine times out of ten, they’re going to be like, “yes! Thank you! I was trying to figure out how to ask that.”
Then BAM! You have another question to answer in a shareable format for your future leads.
Step 4. Deliver Your Message Consistently
Consistency is where most people fall short of their goals.Consistency is where most people fall short of their goals. Click To Tweet
At this point, you’ve figured out what you want them to do and how to get them to do it.
… But it’s not going to happen overnight.
When you first start your campaign, you might get a few heads to pop up to see what you’re doing… and then they’ll probably forget.
Then you’ll get a few more heads to pop up… and then they’ll forget.
Then you’ll keep going…. and soon, you’ll hit a tipping point with your network where you are the expert, resource and go-to for your “thing”.
Even when you don’t think that it’s working… Refine and keep going.
… But don’t quit.
You have to build a brand, continue refining your message and keep communicating it because…
They didn’t hear you the first time… and if they did, they forgot.They didn't hear you the first time... and if they did, they forgot. Click To Tweet
We literally have 60,000-90,000 thoughts in a day.
So when you share one Facebook post, send out one email or have one conversation that might make someone hit the like button and keep scrolling, it’s not that they don’t care about you.
It’s not that they don’t support you.
They’re freakin’ busy.
Here’s the harsh truth: you haven’t offered enough value to steal mindshare or to inspire action.
We’re bombarded with about 5000 sales messages per day… What makes yours special?
Just because they are your friend or family member? Wrong.
They love you, sure… but that’s not enough to get them to part with their hard earned money.
You have to offer tonssss of value to earn their business.
In fact, we usually have to see something seven times before we even remember it.
So if you send out one sales email and then your best friend goes and refers their friend to someone else, that just means that you don’t occupy mindshare with them.
To do that, you need to have a follow-up plan for once you connect with someone new (whether that’s in person or an internet lead, you need to have a follow-up plan for once they come into your world).
… and lucky for you, I have a wholeeeee article about just that:
… and then you have to stay in constant communication with them which is a wholeeeee other post for another day.
Choose Your Format
There are sooooooooooo many ways that you can share your message with your audience. So by now, you’ve worked out what you want to say to them and now, you need to figure out you want to reach them.
When you’re starting out, choose ONE format you want to use to communicate… and once you’ve systemized it so it runs on it’s own, then and only then, can you add another format.
There’s no place more sacred in internet marketing than someone’s inbox.
Social media algorithms will change, they always do… So if you have a direct line to their inbox and you create engaging content that gets them to WANT to open and click in your emails, you can monetize your email list.
Whether you’re a blogger, you’re trying to build your credibility with your network or you’re trying to convert a lead into a client, email works.
Don’t let anyone tell you otherwise.
Don’t believe me?
Just got this text last night:
… and it just so happens that I have a wholeeee article about what to send to your email list:
I freakin’ love blogs (if you couldn’t tell)…
Specifically because when someone comes to me asking for advice on something, I’ll give them a quick little answer and then direct them to a blog post that I’ve written that will answer the rest of their questions.
It allows me to blow people’s minds without taking up a ton of my time.
Plus, it doesn’t hurt that I regularly get emails or messages from people like “I read your ___ article and I had to bookmark it because it was so good!”
It’s good for the ego, builds brand loyalty andddd it reinforces my blogging philosophy: I only publish if it’s epic.
So sure, I don’t publish every week like some bloggers do… but when I do, you know that I’ve poured my heart and soul into it and you know that you’re going to get something out of it.
The key to blogging and monetizing it is getting them to take action… and specifically, get their email address (which brings us back to email newsletters).
I’ve dabbled in video and totally see the value of it, I just don’t do more of it because I hateeeeeee editing videos and I haven’t found someone yet to do it for me who’s style I like, turn around is fast enough and is affordable (if that’s you, hit me up!).
You know how they say that a picture is worth a thousand words?
I just saw a statistic somewhere that said one minute of video is worth 1.8 million words.
If that doesn’t tell you the value of video, I don’t know what does.
In addition, video consumption goes up every single year so I anticipate that in the future, video will be our main form of communication.
I do however, do tonssss of videos on my Instastories… Sometimes they’re chats related to MEB topics and sometimes they’re property videos. Those stories have increased our memberships, attendance and gotten me wayyyy more real estate referrals.
Firstly, I know I just clumped all of the social media platforms into one category when they all deserve their own sections but for the sake of the length of this post, we’re not going to get into detail here about how to build a following on social media.
If you’re going to choose this route, choose one platform and master it first. You don’t need to be on every platform.
That’s how you burn out.
Here’s what you need to know: hangout where your target audience does.
If it’s Instagram, become a boss on Instagram. If it’s Facebook, master that shit. If you’re a blogger, you probably already know about the impact Pinterest can have on your list building and traffic… or maybe it’s Snapchat.
Whatever the platform is, master it before you go to the next platform. By focusing on one platform, you can GREATLY increase your impact on your audience because of how much content you can create for that one platform.
The more they see you contributing value, the more they’re willing to do business with you.
One On Ones
Do not underestimate the power of the one-to-one connection.Do not underestimate the power of the one-to-one connection. Click To Tweet
Whether that’s phone calls, one on one meetings or personal emails, the one-to-one connection is the single most powerful connection you can possibly have.
So long as you focus on the right people, this is hands down the most powerful form of building credibility with your community.
I’m going to write an entire post about how to organize and maintain relationships with your community, just haven’t had a chance to do so yet.
Don’t try to do everything… Pick one or two ways to create value for your audience and do them at a high level.
… and whatever you do, do it consistently.
My Secret Weapon: Checklists and Workbooks
I’m obsessed with checklists, worksheets and cheat sheets… I have checklists for everything that I do and I created checklists for everythingggg that our MEB team needs to do on a regular basis. I have open house checklists, client intake checklists, and worksheets for pretty much everything that happens in my businesses.
They help us stay consistent, systemized and it makes it incredibly easy to track our results (since what you don’t track, you can’t improve).
These are SUPER popular with bloggers and infopreneurs but ANYONE can implement this into their business.
People will LOVE you for them because you’re giving hem clarity… and clarity is power.
Here’s a sneak peak of some of my worksheets and checklists:
Most people get overwhelmed by things they don’t understand, so if you can simplify it for them, remove the fog and help them see the process from beginning to end, you’re the person that made them feel like they can conquer it… and you’ll get the business.
For example, for my real estate business, I have a checklist for my sellers of everything that they’ll need to do to prep the house before we go up for sale… I have a worksheet for buyers to use to keep notes of the houses they’ve seen. I have a flow chart that walks them through the whole closing process.
Not only do they love it, but it saves me tonsssssssssssssss of phone calls of “what did you say about ___ again?”… because they know they can go back to the worksheets and checklists I gave them.
I’m all about giving someone a “wow” experience and blowing their mind but I FIERCELY protect my time and by creating alllll this content up front, I can do all of that simultaneously.
All of which leads me to…
Repurpose, repurpose, repurpose
I. Cannot. Stress. This. Enough.
If you answered a question in a video, make a quick little meme about it and share it on whatever social media platform you love.
Turn it into an infographic.
Add the video to a blog post and then detail the answer in writing too (that way people who prefer to read it can and the people who prefer to watch it can too)
Tell a story about it on your Instastory or Snapchat.
Create a worksheet, checklist or cheatsheet about it.
Turn it into a tutorial.
You work hard to create your content so if you use it in a bunch of different ways, you’ll make sure that you get enough eyeballs on it for it to make a difference.
I don’t care how epic your video, blog or meme was… People are busy and social media algorithms aren’t your friend.
So just because you post about it once on social media, doesn’t mean everyone saw it (in fact, less than 5% of your friends and followers will see your posts on social media so you HAVE to repurpose for it to be seen).
Just because you sent out an email, doesn’t mean they read the whole thing (or even opened it).
Take those 5-10 questions that your clients always ask and repurpose that content in as many ways as you can…. It’ll save you a ton of time, give you an endless amount of content and your audience will LOVE you for it.
Use Systems So You Don’t Burnout
I’ve hinted at this a few times… and while I’ve saved this for last, it’s probably the single most important thing that I’ve talked about in this entire article.
If you do something more than twice, find a way to systemize it.
Our brains are processing machines not memory machines… So if you rely on your brain to do everything, you’re going to be stressed, overwhelmed and burnt out.
Yes, it’s going to take you some time and it might cost you a little money to put systems in place… but if it’s going to save you time in the long run AND make you more money, isn’t it worth it?
I’ve also put together an entire article about all of the boring things in your life that you should automate or systemize which touches on some of the ways I organize my network:
Step 5. Reward Them
Lastly, when people complete your ask, reward them for it.When people complete your ask, reward them for it. Click To Tweet
Yes, that means deliver the value you promised AND STILL reward them.
If you’re asking for referrals, reward them when they give you the referral (regardless of whether or not the referral pans out), you want to reward the behavior so that they continue to do it. I always send a handwritten thank you note and a $10 Amazon gift card when someone refers me and then if the referral pans out, I’ll send an Amazon Echo (even though they call them Alexa, because you know, my name is Alexa… and I want you to think of me as a resource!)
If you’re asking them to register for something, give them a shoutout when they do (people love being shouted out and it’s the easiest way to show the rest of your network “other people are doing it so you should do it too.”) I do this for my free courses… When someone registers or if someone buys a ticket to one of our workshops, I always post them on my Instagram story. The more I do it, the more our sales and registrations go up.
Rewarding them serves a few purposes…
Firstly, by rewarding them for doing what you want them to do, you’ll encourage them to continue taking action.
It helps build your relationship with your community, is the social proof that you need to show them that other people are doing it so they should do it too (believe me, it works!) and it gets them talking about you even more.
Once you have someone’s attention on your brand, give them enough value that they want to keep watching you.
Bonus: Build A Community Around Them
Now, if you reallyyyyyy want to stand out as the expert, the resource and the person to go to, build a community around your people.To stand out as the expert, the resource and the person to go to, build a community around your people. Click To Tweet
By building a community around them, you help them connect with other people who are going through the same challenges or have the same goals, create more social proof, increase their engagement and get to know your audience first hand so you can always make sure that your content is relevant and useful.
It also helps you scale your impact because you don’t have to be the one doing everything… The other people in the community will inevitably step up to lead, answer each other’s questions and you’ll be the person who helped them make friends who are like minded.
You can create a community in a few different ways…
You can start a mastermind or networking group.
You can create a Facebook group.
… or my personal favorite, you can focus on making powerful introductions that establish you as a mover and shaker and host mini mixers to get people together.
The key here is consistency. Whatever you do, do it intensely, relentlessly and consistently.
I’m working on a FREE Course about building credibility with your network that will take you wayyyyy more into detail with all of this and help you put it into action. Wanna get on the waiting list? Register right here: