Leveraging Content to Captivate Your Ideal Audience That...

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Leveraging Content to Captivate Your Ideal Audience That

Will Buy from You Over and Over Again

Notes and Action Plan for Your

Complimentary Coaching Session With Ron Douglas and Alice Seba

As you know, we recently conducted a free coaching call to give you the strategies you need to grow a loyal audience and sell to them effectively. Our students asked if we’d put together some notes and action steps for them and we said, “You bet!” Our goal is to always make it easy for you to take action. You can have all the information in the world, but if you don’t do something with it’s useless. These notes and action steps are designed to get you acting. We’d also love to see you join us for our AR6 Words to Wealth Inner Circle program where we’ll take you from growing an audience of buyers, releasing your bestselling product and setting yourself up for continuous streams of income. For now, let’s get into those takeaways. The theme for this call can be summed in one quote that Ron shared and that’s:

“You can have everything in life you want, if you will just help enough people to get what they want.” Zig Ziglar

Because it’s absolutely true and we live in a wonderful day and age that makes it easy to happen. You can share content online, help people and it comes back to you manifold. Remember this always and you’ll go places. Now let’s go into the meat of the session…

http://www.bestsellerssummit.com/tuesday-replay

http://www.bestsellerssummit.com/ideas-to-action


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Borrow Ron’s Light Bulb Moment

Ron told us about how at the beginning of 2004, he was just going to focus on growing his list. He drove traffic to his free offer to grow his opt-ins and he focused on communicating with that list to create a relationship with them. He started with 694 subscribers January and by August, he had 40,620. That couldn’t have happened if he decided to work on other projects or got distracted with something else. He found that when he was able to do that and as soon he managed to get 1000 people opening his emails regularly, he was earning a good income. Think about it, if you have 1000 loyal followers, spending $10 each per month, that’s $10 K in earnings. So, this could be your light bulb moment. Focus on driving traffic to your free opt-in offer (we’ll talk about that next) and delivering great content and offers your subscribers can’t resist.

Creating a Powerful Lead Magnet If you’re not familiar with the term, a lead magnet is simply a free offer you make to get someone on your mailing list. Once they’re on your list, they’re a lead that you can turn into a sale. So how do you go about this? There are two things to keep in mind:

#1 Make Sure Your Lead Magnet Attracts Buyers Make sure you are targeting an audience of buyers. You can grow a large list of people, but if you aren’t careful about how you attract their attention, it can be difficult to sell to them. Alice provided an example of targeting the homemaker niche. If you have a free offer that shows your subscriber how to be frugal, for example, making their own natural cleaning products from home, it can be difficult to translate that into sales.



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However, if your free offer targets homemakers who love the latest gadgets or love the convenience of online ordering, you’re much more likely to have an audience of buyers.

#2 Make Sure Your Lead Magnet is Directly Related to Your Product Offer When a subscriber first gets on your list, they’re excited about what you have to offer and if you have a product related to the freebie you just picked up, you’re more likely to sell it to them. Let’s say you had a free report on weight loss after pregnancy, but your product offer was a parenting product, you might sell some because the target of your free offer is mothers. But it’s not directly related, so it’s a tougher sale than if you had a lead magnet specifically related to the parenting product. TIP: There is no limit to the number of lead magnets you can have. In fact, the more you have, the more targeted you can be with your promotions and you can send your traffic to the most appropriate offer possible. And don’t worry if you don’t have your own product, you can certainly make offers for someone else’s product as an affiliate marketer where you’ll earn a commission for any sales you refer. Selling as an affiliate is a great way to conduct your market research to see if you have a viable product offer to create yourself. The important thing is to start growing your audience now, so that when your product is ready, they’ll be ready to buy the moment you release it. You can create your own landing pages to promote your lead magnet. We happen to use WordPress and a plugin called Instabuilder to create attractive-looking and high-converting pages. And this is actually something we’re going to do for our AR6 inner circle members. We’ll set up your website with your first landing page, using Instabuilder. You’ll have complete control of that site, so you can add a blog, create more landing pages or whatever you’d like. Next, let’s look at a few examples of landing pages…



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Live Content Becomes an Evergreen Lead Magnet

You may have seen this one when we were getting ready to open registration for the Best Sellers Summit. Alice interviewed Ron via a Google+ Hangout. You can see the title of the event is pretty compelling and since it was originally taking place live on a certain day, there was urgency to get people to sign up quickly. Once the Hangout was completed, we had the recording and can continue to use it to grow our list and sell recording and transcript packages from the Best Sellers Summit. You’ll see this landing page includes a question to prequalify the visitor, “Ready to sell more books, ebook and info products?” and really grabs attention. We also included credibility factors by including short bios of us and what we do and what we’ve accomplished, as you can see below.


http://www.bestsellerssummit.com/pre-launch-presentation/


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Product Excerpts as a Lead Magnet



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Giving your readers a taste-test of your paid content is a great way to get them on your list. This was a free report we released as a lead magnet. It is based on one of the module of our Writer Help Wanted course that includes information about 34 profitable writing markets. It was a small snippet of each market profile, but was useful content all on its own. If the subscriber wanted to get the full market profiles, they could sign up for the paid course. This one also starts with a qualifying question: “Love Writing, But Not Sure How to Turn it into an Income” and then it includes quick bullet points to show them what they’ll get.

Use Social Proof

This is Ron’s landing page for his free restaurant recipes book. You’ll notice he uses several social proof elements to get the opt-in include:

The Facebook widget that shows how many people like his page.

His 4.5 star book rating from Amazon

“As seen on’ which shows the shows and publications he has appeared in.


http://www.writerhelpwanted.com/34-ways/

http://www.writerhelpwanted.com/34-ways/

http://www.recipesecrets.net/getsecretrecipes/


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You may not have the same proof elements that he has, but you can certainly incorporate testimonials, reviews and other elements that give your visitors confidence that you offer value. He also starts with a pre-qualifying question, “Ever Wish You Can Cook Like the Restaurants?” Then lower on the page, he has recipe excerpts and if the user clicks to read more, they’re taken to the opt-in form. You can see this below.

Capture Leads, Even When They Don’t Buy Your Product Here is an example from Ron’s Five Dollar Posts website. When a visitor views his sales, but then goes to leave the site, a window pops up that says:


http://writerhelpwanted.com/fdp


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This popup is actually a feature of Instabuilder, which we use with our AR6 inner circle clients. You change the text and it can appear when a visitor leaves the page. It’s an opportunity to give them something else (likely a free gift with op-tin) before they go. In the case of Ron’s site, when they click to “Stay on the Page” in order to get Ron’s #1 Facebook Ads Tip, they’re sent to this page:

It’s an attractive, but simple opt-in that promises to deliver that promised tip after they opt-in. There are many ways to approach your lead magnet landing page, but if you can come up with something that your ideal customer would love to have and it ties in with the product you’re selling, you’re likely to have a winner.

Getting Free Traffic to Your Lead Magnet with Content Marketing

Content makes the web go ‘round and it’s a great way to drive traffic to your lead magnets. And the more strategically created and targeted content you can get out there, the more subscribers



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you’ll have. It’s as simple as that, so use content to strategically grow your list and drive content from your traffic to the landing page for your lead magnet.

Ways content grows your traffic:

When you create content people are looking for, you can rank on search engines for your chosen keywords. So when you have an article about, “how to save on groceries,” and you have an article on that topic, visitors can find you through search engines.

Create great content and it will travel through word of mouth. Whether your reader emails your link, posts it to Facebook or tweets about it, word of mouth is one of the greatest generators of targeted content. Make it easy for your readers to share your content and encourage them to do so. Also, work to create connections with players in your own niche. Friends are always happy to share the content of others, so grow those relationships.

Once your list grows and you create new content, it’s easy to create a surge of traffic to that content simply by sharing it with your list. They’ll appreciate the great content and will perhaps pass it on, growing your traffic even further.

Some Ideas for Your Content (even more than we covered in the live coaching):

Articles: You can post articles on your own website or submit to online directories, print publications and more. Many places will accept content that has been published elsewhere, so look for those. Just make sure to publish the content on your site first, so the search engines will see you as the original source for the content.

Blog Posts: Your own blog is a great place to start, but you can also look for high profile blogs that accept guest blog posts. These guest blogging opportunities can be a great source of new subscribers. Look for submission guidelines or reach out to the blog owner to offer directly.

PDF Reports & White Papers: Longer “articles” on a specific topic that can be used as a lead magnet, like we discussed, but you might also offer this content freely on a PDF sharing site like scribd.com, slideshare.net and more.

Don’t want to write a full-length report? You can even bundle up a series of related articles or blog posts and you’ve got an instant report. As a bonus tip, if you have written some reports or white papers, these can often be broken up into articles, so you have multiple pieces of content. You can even make it a series, where they read part 1 online and then opt in to get the rest.

Workbooks and Worksheet: Make it easy for your readers can apply what they’ve learned. It’s a great value boost to your content and could even have your readers opt-in to download a worksheet after consuming a relevant piece of content.

Checklists: Much like worksheets, handy checklists can boost the value of your content.



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Make it easy for your readers to complete a process by giving them a handy checklist.

Transcripts: Got video or audio? Have it transcribed, so the content is easy to reference and can be consumed by readers who can’t watch video or listen to audio.

Case Studies: Share success stories and experiences of your willing customers and clients. These are highly informative, but also very promotional types of content people love to read. It also provides the social proof your readers need to sign up for your products or services.

Inspirational Quotes: People love quotes. Find relevant ones for your market. You can add them to your articles, posts and reports. You can also post them to social media, create shareable graphics out of them and more.

Email Messages: As you grow your list, always keep in touch. Give them new content, product offers and grow that relationship. Encourage them to share your emails with their friends, so you can expand your reach too.

Reminders: If you teach your readers to develop new good habits, reminders are invaluable pieces of content. For example, if you help your audience incorporate exercise into their day, you can send them reminders throughout the day and give them ideas for exercises they can do anywhere.

Product Reviews and Comparisons: Your audience trusts your judgement about the products you buy. Offer in-depth and honest reviews of products to help them make those buying decisions.

Interviews: Audio, video or written – interviews are relatively easy to put together. Find someone who has a good message or advice to share with your audience and make it happen.

FAQs (Frequently Asked Questions) Answers: Ask your readers to submit questions and pay attention to what they ask via email, on your blog, etc. Create a FAQ with the answers they need. Or if you’ve conducted a Q&A via a webinar with your audience before, turn those answers into blog posts or other content you can share online.

Questions for your Readers: This is one of the easiest ways to create content on social media or on your blog. Turn the tables and let your readers create the content. Ask them questions that will get them thinking and self-reflecting.

Resource Lists: Everybody loves good resources. Share your must haves or make a list of resources to help with a certain topic.

Spreadsheets: Help your readers keep inventory, do calculations and stay organized with a handy downloadable spreadsheet.

Glossaries: Keep a glossary of jargon and terms relevant to your target audience.



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These are a good traffic generator as people readily search for these types of words and phrases.

Audio & Podcasts: Record and publish…it’s as simple as that. Audios with just yourself or as an interview work well. You can strip the audio from your videos and make them audio-only podcasts too. Publish your podcast to iTunes, on your blog and other audio-sharing sites.

Webinars: These online conferences are a great way to engage your reader. You can offer free webinars, have people opt-in to attend them or even sell them as a product. When your webinar is done, this is content you can further share, have transcribed and more.

Live Action Video: Take video of yourself or with someone else. Whether you’re demonstrating how to use a product or complete a process or just giving advice, video is a powerful content marketing medium.

Screen Capture Video: Show a slide show on your computer, demonstrate software or how to use a website. You can use free software like CamStudio.com to make your screen capture videos.

Slide Shows: Turn your articles into slide shows or share your slides from presentations you’ve done. You can put them on sharing sites like slideshare.net for extra exposure.

Coloring Sheets: Whether they’re for kids or adults, there are a lot of opportunities for creating lots of content with coloring sheets.

Quizzes: Quiz their knowledge, personal suitability and more. You can find quiz plugins in the WordPress plugin directory. When they complete the quiz, they can opt-in to your list or you can sell them a relevant product.

Photographs: Easy peasy content that can evoke a lot of emotions. Take a picture and share it. You can brand it with your URL, add a thought provoking quote or add it to a blog post.

Illustrations: Whether it’s hand-drawn or computer generated, you can show statistics, share an idea, evoke emotions and more.

Chapters and Excerpts: You can offer free chapters of your book or excerpts from your info product as free content. If they like what they see, they’ll come for more.

Give your content to affiliates to publish. Once your product is ready and you are growing your team of affiliates, make sure they can publish and share your best content to bring you new leads as well.



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Press releases: Create newsworthy press releases about happenings within your business and those that feature your expertise. Distribute them online and to your local media. Press releases can often be repurposed into articles and even blog posts with some minor editing.

Expand older content. If you have content that on a topic that drew a lot of traffic, expand on that. For example, if you have a list of 10 ways to get the job of your dreams, that could be 10 articles…one on each of the methods.

Just remember…always end traffic from your content to your targeted lead magnet landing

page or product sales page. Your content has purpose and it’s to grow, educate and entertain

your audience.

There are a lot of items on this list and it’s important to figure out what works best for your

market. There is no one-size-fits-all content marketing plan, so experiment with what kind of

content you enjoy and what your audience responds to and do more of that.

Standing Out and Captivating Your Audience

Your content is the way you can stand out from others in your market. Like we said, your job is

to entertain them or it might be to inform them. In many cases, it’s a bit of both. Be yourself, but

learn to be persuasive. Get excited about what you have to say and about the products you sell.

That is contagious and your audience will get excited too.

Alice mentioned that one of the biggest compliments she gets from her readers is, “It’s like you

wrote this for me.”

If you hear that, you’ve definitely done your job. You have touched on a problem your audience

is having and maybe you’ve given them the solution or courage they need to solve that problem.

Being able to do that comes from having intimate knowledge about who your target audience

really is.

When you create content, imagine talking to one person at a time. Don’t speak to a group,

speak directly to one person. Or if you’re writing an email, write it like you’re writing to one

friend. The more you can do that, the more your reader will feel like the content is just for them

and they’re more likely to become engaged with your content.

Sometimes it’s not easy to imagine that one person, but one of the ways you can get to know

who they are is creating what’s called a customer avatar. A customer avatar is a description of

your ideal customer. It could be one of your existing customers that you know well or the

person you imagine as the customer you’d most like to have.

To create a customer avatar, you can write down the following of your ideal customer:

Age

Gender

Where do they live?

What is their family status (married / children)?



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Education

What they do for a living

How much money they make / household income

What do they look like?

Religion

Political views

Interests

Causes they support

What are their favorite brands?

How do they get their current events?

What are their favorite websites and blogs?

What social media platforms are they involved with? What pages do they like / follow?

What are their fears?

What are their goals?

What problems do they have that you can help them with?

How much are they willing to spend to solve their problem?

What happens if they don’t solve their problem?

That doesn’t mean that every customer has to fit this description exactly or that your content will

only be for this person, but you get a real good guideline on who you are creating for and how

you can serve them. It’s easier to create content for someone when you can imagine exactly

who they are.

Your customer avatar will change over time as you get to know your market better, so you don’t

have to get it completely right the first time, but start picturing that ideal customer before you do

anything else. Having this will make it easier to create your lead magnets, create products and

publish content that will be relevant to them.

Speaking of relevancy, here’s a great story from Alice…

More Sales from a 200 Subscriber List Than an 8000 Subscriber List

Also pay attention to your audience’s behaviour. When you email, for example, track the links

they click and the products they buy. You can create targeted emails, based on their behaviour.

For example, Alice shared a story of how you she sent a mailing to about 8000 of her private

label right content customers an offer for some recipes with PLR rights. These were buyers, but

because they bought all kinds of content, it was hard for her to customize the email.

So she decided to follow up with an email with JUST a couple hundred subscribers who had

purchased recipes before. She was able to change the language of that email and say

something like, “Since you picked up some PLR recipes before, I wanted to be sure I shared

this with you.”

That email to this very SMALL list produced more sales than the email to the larger list. Simple

because it was more targeted and she was able to speak to exactly what the subscriber

needed.



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Get Personal…Get a Reaction

Ron shared an email he sent to his list on Christmas. He included a personal story and a photo

from that day and encouraged his subscribers to live in the now and appreciate those around

them. He wrote the email by imagining just one person and received a great response of thank

you’s and even people said they cried (in a good way, of course).

Craft Your Subject Lines Carefully and Be Strategic with Your Content

Ron showed an example of an email written to promote the Best Sellers Summit. It started with

the subject line, “Do you give up easily? (and Sunday get together)”

It got a lot of opens because it tapped into a common problem of those trying to make money

online (giving up easily). It also piqued some curiosity about the Sunday get-together, which

happened to be a Google+ Hangout we were having.

Then the email went onto introduce Ty Cohen, who was a speaker at the Best Sellers Summit.

The purpose of this email was to give a personal introduction of Ty to the list before the summit

even opened for registration, so our subscribers would want to hear more from him as soon as

registration opened.

We included a bit about what Ty does, what we’ve learned from him and even include a

motivational quote from his Facebook Page.



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Think about how you can make these connections for your audience. You’re giving them great

quality content, but you’re also warming them up to purchase the product you’re selling.

Your Next Action Steps

We covered a lot of ground in a short time, but the next thing that has happen is for you to take

action on what you’ve learned. In order to start leveraging content to attract your ideal audience,

you need to:

1. Make a goal to grow your audience and focus on doing just that. How many subscribers

do you plan to have by the end of next month?

2. Consider the market and figure out who your ideal customer is. Who are the buyers and

answer the questions listed in the customer avatar checklist on page 12-13.

3. Determine the idea lead magnet to attract that ideal customer and create your landing

page. Remember, as an AR6 inner circle client, we actually do a lot of this work for you.

4. Create highly-targeted content that drives traffic to your lead magnet, so you can reach

that subscriber goal.

5. Pay attention to your audience and continue to learn what makes them tick and what

they respond to, so you can improve your content marketing strategy and deliver exactly

what they’re looking for.

And if you want to help ensure your success…



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Join Us for the Guidance, Tools, Done-for-You Help and Personalized

Assistance You Need to Succeed

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to Wealth Inner Circle what we're here for...to get you to take action with a precise blueprint,

support and accountability you need to make it happen.

Let us guide you in our exclusive 6 month program that shows you how to grow your audience,

create and sell your book or product, and prepares you for a continuous stream of income well

beyond the end of the program.

We personally help you:

Discover your ideal customer and understanding your audience

Use your content tools to grow your audience and sell

Plan and create the product your audience is dying to buy

Launch your product to a ready to buy audience

Continue to serve your loyal audience and creating ongoing income

Tap into our 25+ years experience which has helped Ron sell over 1.4 million books and

allowed Alice to sell millions of dollars in content to her customers that look to her for content

marketing advice to grow their businesses. You’ll get weekly action plans, twice monthly

focused training sessions, one-on-one guidance and all the help you need to make this

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Click here for complete program details

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