How you can be...
By: Jonathon Rivera
The “Norm Effect”
What you have in your hands could be the difference between…
A total life of obscurity.
Or the “Norm Effect.”
I’m about to date myself…
But it’s worth it.
You remember that old 1980’s sitcom, “Cheers.”
It was the basement bar in Boston where everyone knows your name.
You remember whenever Norm walked in everyone greeted him with a rousing,
If you’re reading these words right now I know you want to be unforgettable to the people you serve.
I know you want to make the biggest impact and help the most people you can.
I know you want to walk into a room and have everyone know your name.
And you’re in luck.
Why? Because that’s exactly what’s in store for you today.
First you’ll find out how to be unforgettable to your market.
No matter how hard they try.
No matter what else they hear.
No matter who else they meet.
They won’t be able to forget you.
But before you can be “unforgettable” people have to know who you are.
That’s why I’ll be showing you how to make it easy as pie for people to find you.
And once it’s easy to find you and you’re totally unforgettable you’ll see how you can make more and more of the right kind of people find you.
Then lots hop in.
2019 is the year of discoverABILITY.
You’re doing the hard work planning episodes.
You record them.
You upload them.
And when you get the finished product back.
You send one email.
You schedule one social media post.
You move on.
The next show comes and you do the same.
This half hearted effort is not getting you the maximum ROI for your investment.
When I say investment I’m not just talking about the dough you invest in
That’s a drop in the bucket.
What I’m really talking about is the “Brain Equity” you put into each episode.
You thought about it.
You wrote it down.
You recorded it.
And you’re only using it once…
Shame on you.
But I’m not here to make you feel bad.
I have a podcast.
I know how much work it is.
And I also know how much more work it is to promote the show after you’ve made it.
In many ways this is the hardest part of podcasting.
You’ve prolly heard me droning on about it before.
At the time of this writing I’m going into my fourth year of Strategic Coach.
I can’t say enough great things about the program.
Last year I worked less hours than I had the previous two years.
Had five weeks in Utah snowboarding with Cupcake.
Took most of November off to take Huddy back to visit the Philippines.
And both our business’ had their best year ever.
The real estate rental biz.
And The Podcast Factory.
This isn’t to brag.
But merely to demonstrate the point that you should be spending time in the two most important areas of your business if you want to make this year your best to date.
What are those two important areas?
Glad you asked.
1. Focus on increasing the value of your business. For me this includes creating systems, processes, workflows and assets.
2. Focus on bringing in cash. Cash is the life blood of any healthy business. For me these activities include sales calls, client calls, and prospecting.
Enough of that.
Let’s get into the meat and potatoes.
The Legacy Formula
I’ve got this new formula I’ve been working on.
It’s not one of those algo-thingies Google is famous for.
It’s much simpler than that.
But if you take the time to understand this formula.
It’ll make the difference between you working your tail feathers off to eek out a
Versus being the most influential leader in your market.
With people lining up to work with you willing to pay any price to get close to you and learn from you.
Write this down.
Message + Leverage = Legacy
Yip, seems too simple.
And you’re right.
A lot goes into having the exact right message, for the right person, at the right time.
But we’ll have to save the specifics for another day.
These are broad strokes to help you move forward today.
You know you can’t rely on social media alone.
Or ads alone.
Or facebook alone to get your message to the right people at the right time.
You absolutely must create an ecosystem where your best clients can’t get away from your message.
Where you’re surrounding them in your warm embrace.
Where they can’t escape you.
This my friend is how you become unforgettable.
Now for some nuts and bolts.
You ever hear of the AIDA formula?
If you use this in all your content your clients won’t be able to ignore you.
It goes like this:
Attention: With so much noise in the world this is harder than ever to get. But if you want to snap people out of their daily fog and get them into your world you must have their attention.
Interest: Just because you got their attention doesn’t mean they’ll stick around. That’s why you only have a few milliseconds to hook them and keep them with you. A good way to do this is to focus on their pain.
Desire: Once you have them paying attention to you have to build desire as quickly as possible. If Interest = Pain then Desire = Solution. The more unique your solution seems the more they’ll want it.
Action: This is what separates the losers from the winners like you and me. The purpose of a Direct Response PodcastTM is to get someone to take action. Whether that’s get on your list, book a call, or scream your name from the mountain tops.
You need to tell people what they need to know and where they need to go.
Let’s do a quick recap before moving on.
If you plan your content using the AIDA formula people will pay attention to you and take action on your offers.
When you’ve got the right Message you can leverage it in many different ways to reach more people and make a bigger impact.
There are two big things you should be focussing on to leverage your content more effectively this year.
Being Searchable and Being Findable.
They’re actually two sides of the same coin.
Think about this for a second.
You walk outside and look across the street to see your neighbor Steve’s house
has just been painted.
It looks like new.
The trim is perfect, the colors are great, and the work was done quickly.
You’ve been thinking about painting your house for a while.
The pain is dull.
Cracks are showing.
And your place looks dingy.
What do you do?
You walk over to Steve, tell him how great his house looks and ask him who did the work.
He gives you the painters info.
And you’d hire that painter on the spot because the referral came from Steve and his house looks awesome.
But what if you’re like I used to be when I owned a house.
I didn’t really talk to my neighbors.
When I was looking for help my first stop was always —-> GOOGLE.
And I’m not alone.
Last I checked GOOGLE gets around 63,000 searches per second.
3.8 million searches per minute.
5.6 billion searches per day.
If you think about it, GOOGLE search is like Referrals 2.0
Before we’d ask our neighbor for a recommendation, now we just GOOGLE it.
People don’t even question the results.
If GOOGLE shows it, then it must be good.
That’s why you have to make yourself searchable and easy to find on GOOGLE and all the other search engines.
Lately we’ve been doing this in three main areas for our clients.
1. Show Name – Using keywords in your show name is a good practice, especially if your brand isn’t so big that people are already searching for it.
2. Show Description – Gotta have some good keywords in the description so people searching for your topic will find you.
3. Episode Title: Search engines like iTunes and YouTube like to deliver the most recent and relevant content. By using keywords in your titles you’re feeding the search engines exactly what they love – recency and relevance.
One thing to remember – Search Engine Marketing is a long term play. You can’t rely on this alone.
In the next section I’ll tell you about something that is quicker and just as good.
But first, a quick recap.
When people need help for the most important things in their lives they ask friends and family for referrals.
Today, more than ever people accept search engine results as a referrals from a trusted source.
To get a bigger audience and make a bigger impact you need to be searchable so the people who need you can find you.
If you’ve got kids then you’ve probably played where’s Waldo.
Remember the guy with the funny glasses and the red and white striped sweater.
You’d look at a picture and search until you found him.
In today’s distracted world it’s harder and harder to get noticed.
In fact, I saw some research from a firm called Yankelovich, INC that says we’re exposed to over 5,000 ads per day.
Marketers are screaming for attention.
People are begging to be noticed.
And everywhere you turn there’s a new ad pooping up in your feed.
So how do you stand out?
How do you make yourself noticeable?
How do more of the right people find you?
Enter The Asset MaximizerTM
If you’re reading these words there’s a darn good chance you’ve got access to this and you don’t even know it.
Our team has painstakingly combed through every word you’ve ever said to pull:
1. Power ClipsTM
2. Power QuotesTM
3. Power NotesTM (formerly known as show notes.)
You took the time to plan your show.
You recorded it.
You uploaded it.
You got it back.
You sent one email.
You put up one social media post.
And you’re on to the next one.
That’s no way to treat your precious “Brain Equity.”
You should be hitting more people in more places with those ideas.
Some people like video – that’s when you use a Power ClipTM.
Some people like memes – hit them with a Power QuoteTM.
Some people like to read – they need your Power NotesTM.
We’re experimenting with a new technology here at The Podcast Factory I’m calling EVERlaunchTM
If you’ve followed the internet marketing world there’s no doubt you’ve heard the stories of multimillion dollar launches coordinated by internet elites.
First they’d have a pre-launch and get people hyped for the product before it was available.
Then during launch they’d hype the fact that you could now buy their chachkies.
After that they’d close the cart and poke fun of anyone who missed out.
Then they’d come back and do a cart reopen to give you one more chance to buy.
EVERlaunchTM brings this same excitement to your podcast show.
The day before your show airs you post a Power ClipTM to get people excited.
The day your show is live you post a Power NoteTM to tell people what it’s all about and why they should listen.
The day after your show airs you post a Power QuoteTM to show them what they’re missing out on.
Before you get too excited…
This is in the early stages.
We’ve got some clients testing out the BETA version as we speak.
We plan on rolling out more updates to make it even easier for you to use.
But you don’t have to wait for us.
If you have a team that can implement this for you, get them a copy of this newsletter – STAT.
You’ve got all the assets already.
All you gotta do now is deploy them in a systematic way.
If you do it right people around the interwebs will be noticing you (your ideas, your message, your leadership) on a daily basis.
To recap. People are dying for attention all over the interwebs.
They’re shouting, “Notice me, Notice me!”
And people are being hit by 5,000 ads per day.
No one knows where to look.
That’s why you have to put your message out there.
In different ways.
On different networks.
At different times so they will NOTICE you.
Wouldn’t you know it.
I said I was going to keep these newsletters short.
And we’re already over 2,000 words.
The next one is gonna be shorter.
Before you go – How about a summary?
The worst thing you can do is to rely on one single network to get your message to your people.
You want to walk into a room and have everyone know your name?
You want the “Norm Effect?”
Then write down this simple formula, “Message + Leverage = Legacy”
Before you can be unforgettable, people have to know who you are.
That’s why you must build an ecosystem where you’re regularly putting your ideas out in different ways, at different times, hitting different people in different ways.
You also got the A.I.D.A. formula for making messages your audience can’t ignore.
Then I told you how GOOGLE search is like your neighbor Steve who just had his house painted.
You ask him who did the work, he tells you, and you trust them.
That’s why GOOGLE is like Referrals 2.0
You gotta create content that makes it easy to find you.
It’s got to be searchable.
Sometimes keywords is a good strategy.
Other times pop-culture works well.
Find a mix that suits you and plan accordingly.
Once you’ve made it so you’re easy to find the next step is to get more people to find you.
I told you about The Asset MaximizerTM and how you can use your
1. Power ClipsTM
2. Power QuotesTM
3. Power NotesTM
As a mini-launch for each one of your shows. Start with a tease, then let people know when the show is available, and then show them what they’re missing out on.
That’s all for this time.