My #DYFConf 2015 presentation

1. how to Build your
audience

2. Your new
Superpower

3. Four Mind shifts

4. Mind shift #1:
“I’m not an expert”

5. Yes, You are.

6. "Why would they
want little old me?"

7. “What would I
talk about?"

8. What would i talk about?
1.teach them how to Solve a
simple problem

9. What would i talk about?
1.teach them how to Solve a
simple problem
2.share a controversial opinion

10. What would i talk about?
1.teach them how to Solve a
simple problem
2.share a controversial opinion
3.teach your expertise

11. An Example

12. KAI davis, outreach CONSULTANT

13. 1. solve a simple problem
“How to build relationships
with influencers to get more
traffic”

14. 2. a controversial opinion
“if you want more traffic, You
don’t need SEO, you need
outreach!”

15. 3. teach your expertise
“How to use podcasts to grow
your audience”

16. Why build an audience?

17. Growing your business
•Earn more money (raise your rates)

18. Growing your business
•Earn more money (raise your rates)
•Become more efficient (hire junior employees)

19. Growing your business
•Earn more money (raise your rates)
•Become more efficient (hire junior employees)
•Improve your sales and marketing (become more
efficient)

21. Mind shift #2:
Stop Thinking Leads,
Start Thinking AUDIENCE

22. “A proposal is like trying to
get a date. If you ask
someone to marry you the first
time you talk, you’re not likely
to get a yes” — Chet Holmes

23. An Example

31. Nurturing an audience
• October, 2013: dude signs up for
nick’s newsletter

32. Nurturing an audience
• October, 2013: dude signs up for
nick’s newsletter
• October, 2013: dude responds to
nick’s welcome email

33. Nurturing an audience
• October, 2013: dude signs up for
nick’s newsletter
• October, 2013: dude responds to
nick’s welcome email
• November, 2014: dude emails nick
about interaction design stuff and
integrating a/b testing

34. Nurturing an audience
• October, 2013: dude signs up for
nick’s newsletter
• October, 2013: dude responds to
nick’s welcome email
• November, 2014: dude emails nick
about interaction design stuff and
integrating a/b testing
• July, 2015: dude replies to a 1-
question survey nick sent asking
about the #1 issue you’re having with
your Software as a Service business.
dude said “onboarding”

35. Nurturing an audience
• October, 2013: dude signs up for
nick’s newsletter
• October, 2013: dude responds to
nick’s welcome email
• November, 2014: dude emails nick
about interaction design stuff and
integrating a/b testing
• July, 2015: dude replies to a 1-
question survey nick sent asking
about the #1 issue you’re having with
your Software as a Service business.
dude said “onboarding”
• July, 2015: nick has an active Draft
Foundation lead

36. Nurturing an audience
• October, 2013: dude signs up for
nick’s newsletter
• October, 2013: dude responds to
nick’s welcome email
• November, 2014: dude emails nick
about interaction design stuff and
integrating a/b testing
• July, 2015: dude replies to a 1-
question survey nick sent asking
about the #1 issue you’re having with
your Software as a Service business.
dude said “onboarding”
• July, 2015: nick has an active Draft
Foundation lead
• August, 2015: nick closes a Draft
Foundation client

37. Playing the
TWO YEAR
long game

38. the Garden principle

39. "Bigger checks take
longer to grow."

40. 12 months watering my
Garden and…

41. what’s in my garden?
•$2,182 in product sales (this week)
•$100,000+ in consulting revenue from my
audience (so far 2015)
•$25,000 in active proposals from
guesting on podcasts (In September)

42. this shit works

43. Mind shift #3:
reaching Your Audience

44. “Looking Sideways”

45. ask yourself:
“Who is already
reaching this
audience?”

46. ask yourself:
“how can i work with
them?”

47. working together
•write an article for
their blog or
newsletter
•invite them on as a
guest on your podcast
•pitch them on having
you on as a guest on
your podcast
•host a webinar
together

48. Make a list of your
dream placements
and partners

49. colleagues aren’t
competitors

50. schedule time to meet
other professionals

51. There’s no
“one right way”
to build an audience

55. Mind shift #4:
pitching, Persisting, and
Presenting

56. Mind shift #4:
pitching, following up,
and Presenting

57. “The most impactful
marketing tool? Direct
personal contact.”

58. Pitching

59. One Email Every Day

60. what makes a great
email?

61. what makes a great email?
1. well Researched
2. Relevant to them
3. clear call to action

63. Following Up

64. “If you email me for
something, I'm going
to delete it. You gotta
follow up so I know
you want it.” —
@allanbranch

65. “Follow up until they
hate you” — me

66. “What separates those
who succeed from
those who fail is those
who succeed abandon
their ego”

67. No response doesn’t
mean “No”

68. It can take 7-10
emails Until they’re
ready to work with
you

69. follow up until you
get a no — or get a
‘Yes’

71. presenting

72. Have a clear call to
action and next step for
the audience

73. Call to action

74. “If you want to learn
more, visit {url} and
enter your email to get
{bonuses}

75. landing page

78. Where do you
go from here?

79. 1. accept the fact that
you are an expert

80. 2. Pick your
three topics

81. 3. make a list of
20 dream placements

82. 4. send one pitch email
every day

83. 5. set up a landing page
and have a clear call to
action

84. Want some awesome stuff?
Get some awesome gifts
SLIDES From this talk
(with my speakers notes)
practice worksheets
(to help you practice these
skills)
6 interviews on Audience
Building (for your flight
home)
70% discount on my two
books (The Traffic Manual,
The Outreach Blueprint)