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Attention is the currency of this day and age. If you have people’s attention, you win.
But how do you get it?
That’s the kicker. Imagine people eagerly tuning in to what you have to say multiple times a week. Think about how powerful that would be. Think about the impact of promoting something when you have that kind of attention.
Today, we talk about ways to get attention (the good kind). We talk about how it takes doing something 50 or 100 times just to even get on peoples’ radar.
We answer a ton of questions live on the show from real people just like you who are trying to build their audience from scratch.
You’ll hear us share how to use teaching to increase your exposure—even if you don’t consider yourself a teacher. You don’t even need to be an expert to teach. We’ll show you how teaching is actually one of the best ways to learn and how to get people’s attention while you’re learning.
Highlights, Takeaways, & Quick Wins:
- It’s not about numbers—it doesn’t matter if you have 100,000 fake followers on Twitter if you’re getting two favorites on your tweets.
- When you flip the switch from consumer to producer, you position yourself as an influencer.
- If you make a video or write a blog post once or twice, you don’t exist to people. If you do it 50 or 100 times, now you’re barely starting to get on peoples’ radar.
- Curation starts with your work and your work attracts the people.
- Give people value and use the attention it creates to promote your projects.
- All you need to know to teach is more than any one other person.
- Experts are seen as experts because they teach.
- View teaching as an opportunity to learn instead of thinking you haven’t learned enough to teach.
- Let your audience know what to expect from you.
- Every piece of content you make is an entrance point for someone brand new.
Oh, and something happened during the pre-show. Ben… danced. Live. On camera.
So if you’re wondering why you hear us have a really hard time regaining our composure at the start of the show and wiping tears of laughter from our eyes, it’s because of a certain animated gif below.
Let’s just say this probably isn’t the best way to get attention, but rest assured you’ll hear some great ways in today’s episode.
Click at your own risk:
- 11:18 Sean: Attention is what everyone is trying to get in any kind of marketing—whether you’re advertising, asking for reviews, testimonials, word-of-mouth referrals, knocking on doors, calling people, or providing content. It’s not about numbers. The numbers are fake but the attention is real. It doesn’t matter if you have 100,000 fake followers on Twitter if you’re getting two favorites on your tweets.
The most valuable resource is attention.
Getting People’s Attention
- 12:12 Charli asks, “If you had to pick one thing to point to that you feel has made the most impact, what would you say has been the most useful avenue for building your audience so far?” Consistency isn’t exactly a tactic, but conceptually, it’s the single biggest factor that has played into the growth of my audience. It’s also the hardest part.
- 13:05 Curation is another big one for me, but you can curate and put one thing up, then take a three week break, or podcast whenever you feel like it and call it, “Season Two.” Cory and I were just talking about this yesterday in the car driving out to a friend’s house.
- 14:25 Cory: I was wondering if I should sell my very first short film. I was going to give my audience content when I had content to give them, but Sean was talking about the importance of consistency. It’s giving them something they want to consume that’s valuable to them, but consistently. That was the hardest thing for me to hear because it’s scary to make a promise. It’s hard to hear but I know that’s what needs to happen.
- 15:20 Sean: That very piece of advice was embodied in the terrible videos playing on the tv at the friend’s house we went to. Our friend has a six year old kid that watches YouTube on their Xbox and YouTube has an autoplay feature that most people don’t turn off. This is working for them because he’s watching YouTube and the next video automatically plays. Last night he was watching these videos of a family that reviews board games. They have an audience, so companies send them games to review for exposure, while the family gets money and tons of views. They make their living off this from ads.
- 16:36 The quality of these videos was making us cringe with the stock music, basic cuts, basic B-roll, and scripted sounding lines. Cory has very high standards and he wants to make his own films, but he was realizing last night that people don’t appreciate the details or notice quality. It’s a sobering realization that only his producer friends will appreciate the nuances. I told him there’s two routes he could go: you can continue to create artisanal videos, where most people won’t appreciate all the details, or you can look at the fact that people are watching these types of board game review videos of basic quality that have 2.4 million views because they’re consistent.
- 18:12 Consistency is all people want. It may seem like everyone is making videos, but they’re not. 99% of the world is consuming. 2.4 million people aren’t making videos, they’re consuming.
When you flip the switch from consumer to producer, you position yourself as an influencer.
- 18:35 People are hungry for content. They’re refreshing their subscriptions page on YouTube and just waiting for new stuff. If you’re showing up consistently and it’s mildly engaging, people are there and hungry for your content. You can’t put up a crappy video and expect anything, you have to be consistent. There’s a curve—you’ll spend a lot of time putting stuff out consistently until it hits. Eventually, people that have just discovered you will see that you’ve been doing something weekly or daily and will subscribe. When you start putting out new videos or podcasts, it becomes part of their life.
- 19:49 Ben: That’s what’s so powerful about the daily video. One of the first things you see when you go to a company’s about page is, “We’ve been in business since 1921,” or, “We’ve been in business for 50 years.” The amount of time they’ve been in business is important because, in our minds, it translates to, “They’ve been at this consistently and they know what they’re talking about.”
- 20:28 If you’ve only been in business a couple of years, you wouldn’t say, “We’ve been in business since 2013,” because it would look weird. With videos, especially daily videos, you can build up a backlog in a relatively short amount of time. People don’t really care how love you’ve been doing it, because they’re looking at the backlog you have.
Setting Attainable Standards
- 21:03 When I think about doing videos, I know what 90% looks like for me and how much time it would take to do it as frequently as I would like, so that’s been a roadblock for me in actually producing something.
- 21:31 Sean: I want to make sure people aren’t confusing 100% perfect with some Utopian idea of perfection that isn’t achievable for them. 100% perfect is the level of perfection that is achievable for you, but only after a point of diminishing returns. The difference between 90% perfect and 100% perfect is double the effort, yet 2% or less of people can actually distinguish the difference because their standards are unreasonably high. Ben, I’m guessing you’re talking about 90% as if it is your 100%. The 100% is what you would like to do, but the amount of work to actually get to it is unreasonable for your circumstances, so I’m wondering if 90% for you might look like less. The way to determine that is by asking: is 100% double the work of 90%? If it’s not double the work, then your 90% is too high in your mind.
- 22:49 Ben: I know what 100% would look like—I would get it to the point where I would normally ship it, but I know there are things I would keep tweaking if I had the time. It might be worth rethinking what 90% looks like. Does your 90% really have to be what you might consider right now to be 90%?
- 23:57 Sean: I’m worrying that people are hearing me talk about 90% perfect and liking the idea of that, but they’re really conforming their idea of something that’s unrealistically high in terms of quality to 90% and calling it 90%. In reality, there’s garbage videos that people are watching! Balance that out. You can make a few of these perfect videos that a couple of people will appreciate or you can lower that standard to the point where you can do a weekly or daily video that’s still way beyond what these people are cranking out.
- 24:57 These people don’t care about quality and they’re getting millions of views. If you care a little bit, please just put content out there and I promise it’ll be better than the garbage that’s out there. I hate that so many people have gold nuggets of value stored inside them and it’s locked up because they have unreasonable standards.
- 27:19 Consistency is the more vague but important part. Practically, having an email list is one of the biggest builders of audiences, because people are coming to your site and they’re never coming back. If you get a percentage of them to sign up, you’re able to actually deliver more value to them and not just hope they stumble across you again. You need to be delivering blogs or podcasts to them, which really starts with writing. It all starts with writing (Related: e139 It All Starts With Writing (Again)).
If you make a video or write a blog post once or twice, you don’t exist to people.
If you do it 50 or 100 times, now you’re barely starting to get on peoples’ radar.
- 28:23 If you do something five or six times, I might have heard your name but I don’t know who you are. Meanwhile, you’re being like Casey Neistat editing vlogs at 3am and cranking them out. It takes that level to become a household name. Now, we only have to say Casey and everyone knows who he is. Maybe some people say Sean and the people in their circles know who I am.
- 29:19 The other day, Cory Staudacher captioned a picture, “Who’s your favorite person on YouTube?” He’s got a big audience of half a million people. I went through dozens of those comments and saw tons of people saying Casey Neistat. That’s incredible! That’s what consistency does. He’s got 70+ daily vlogs and he started in March of this year. I’ll be honest and say he’s not at 90% in terms footage. I’d say 40% of his footage is blurry and out of focus, but people are addicted because he’s consistent and he’s an excellent story teller. You can be a good storyteller but you need consistency. Tell a story once and no one cares. Consistency is good, but you need good production because production is a form of story telling.
Attracting the Right Audience
- 31:36 Terence says, “I’ve been staying consistent and curating very strictly, but how can I be sure I’m attracting the right audience, or is there even such thing as the wrong audience, if they’re following my passion?” In response I asked, “What is the right audience for you?” Ben, what do you think?
- 32:25 Ben: You can only answer that question for yourself, because it depends on what your goals are. If you have an online store, the right audience for you consists of people who enjoy your products and will buy things from you. You have to ask what your goals are and does your audience align with that?
- 33:33 Sean: I don’t worry about it too much, because if you’re curating—selectively projecting a single thing—you’ll attract the right audience. You’re not starting with the right audience and asking anyone to be part of your audience.
Curation starts with your work and your work attracts the people.
- 34:21 Then, people know what to expect (Related: e162 They’re Going to Put You in a Box). It’s like asking, “Should an internet service provider worry about what audience they’re attracting?” No. They provide internet service and they tell you you’ll get it every month when you pay them. They’re going to attract people that want internet service consistently.
- 35:04 Ben: You’re not worried about trying to define your audience upfront, you’re focusing on your work and doing that consistently. If your goal is to build an audience that buys products from you, and not doing the work you love, you might be in danger of bowing to the whims of your audience. It might take your art in a direction you didn’t want to go but now you feel pressured to because that’s the goal you’ve set for yourself.
- 35:45 Sean: Kyle Adams is an icon designer I like to pick on in the best possible way. I told him I wanted to see the words “Icon Design” in every single blog post he puts out. I don’t want him to talk about motivation or showing up, unless he’s talking about motivation to design icons or showing up and designing icons. He’s been establishing himself as the Icon Guy. He says, “It took a long time for me to feel comfortable with increased output and 90% quality but it has been the number one factor in growing my audience. The numbers and conversions don’t lie. If you’re sitting there making things and not putting yourself out there on a consistent basis, you’re stagnating. It’s killing your growth.”
- 37:04 I told Cory in the car last night that if he wants to make a film and for people to buy it, they have to care. You can’t put out your first thing, sell it, and expect people to care about it. You’ll make sales, you just won’t make sales on a scale that will make a real difference for you. People have to care. I gave Cory a bunch of ideas that he can talk about in his consistent content—editing, how to come up with titles for videos, what concepts to make videos about, hard drives and data storage for video storage, color correction, how to use certain programs, etc. He said he’s seen people talking about Cannons vs. Nikons, but he doesn’t know that much about Nikons. Forget about that and become the Cannon guy. Talk about Cannon and recommend Cannon. I gave him the example of me telling people what I use for podcasting.
- 38:21 I’m not an expert on every single kind of microphone that’s out there, but I compared the two top microphones and picked the one that sounded best for me. I told people what I use and now a ton of people have the SM7B mic I have, because they care. They care about me and my opinion. They trust me because of the value I’ve provided consistently. Cory, show up and do a weekly video, even if it’s three to five minutes. People don’t care you’re working on a short film, they care about themselves.
Give people value and use the attention it creates to promote your projects.
- 39:42 Say, “Here’s how I did file management for my side project,” or, “Here’s how I did color correction on this shot,” and eventually people will start to care. Eventually, you can say, “Go watch my short film. It’s $4.00,” and people will buy it because Cory made it. It matters that Cory made it because they like and trust Cory because he’s provided them value.
Daily vs. Weekly Content
- 40:52 Dane says, “With the amount of content being produced and consumed, I feel like there’s a big difference between daily and weekly content. Would it be worth sacrificing either the quality or amount of content for the daily consistency?” First, you get to ask that question when you show up and put something out every single week. You don’t get to ask about going to daily from weekly when you haven’t even done weekly consistently. Start with putting out weekly content before you even think about doing it daily.
- 42:02 It depends on how much time you’re spending, how high you think the quality is right now, and how much room you think you have. In my case with lettering, I went too high on the quality and switched my focus. I could put out more lettering to my 60,000+ follower Instagram account but I don’t, because the standard I set was too high. I have to spend a minimum of four hours to get anywhere near what I consider to be the standard of posts on that account, so I don’t post. If your standards are so high you have to spend four hours to do those posts, then maybe you have some room to come down. If you’re cranking them out and you still can only do two or three posts a week, focus on the consistency. I don’t want you to start committing to daily and it being too much and you fall back.
- 43:43 Ben: In my mind, talking about providing value to your audience and the quality of your work are two different things, although they’re connected somehow. I made a lettering piece and the quality wasn’t that great, in my opinion, but the value of it to my audience based on their response was really high. It was one of my top performing pieces. Sometimes that has to do with the idea and the execution isn’t there. Instead of focusing on your quality, what if you focused on the value that your work is providing to your audience and allows you to lower your quality level? They’re still valuing it the same, but the amount of time you’re putting into creating those things has room to come down because the value isn’t changing for your audience.
- 45:26 Sean: That’s an interesting point because value and quality always seem so synonymous. Realize that they’re two separate factors and contemplate whether or not you could potentially lower the quality if it’s unrealistically high to the point where you could provide more value.
- 45:55 Ben: That’s hard to give up because you like the quality of your work and you can tell the difference.
You Don’t Have to Be a Pro to Teach
- 46:05 Sean: Justin DiRose asks, “How do you build an audience when you’re scared to share the little experience you have?” All you need to know to teach is more than any one other person. You know more than someone just starting in an industry. You know the first steps because you’ve done it. You don’t have to know more than the pros to teach because you’re not teaching the pros (Related: e67 Why You Shouldn’t Wait to Start Teaching What You Know). People are thinking “What if I don’t have a complete knowledge?” No one has complete knowledge—not even teachers, pros, or masters.
- 47:19 It’s a common misconception to think you’re not enough of an expert to teach. The leaders in any industry are the people that started to teach. They did’t reach a place of arrival before they decided they could teach. They’re seen as experts because they teach. You have to live it out. Teach as you go and iterate in public. Cory, if you start doing videos and teaching color corrections, you’ll need to do some research. You can teach what you know but there’s areas in there you haven’t explored. When you teach, you are going to learn a lot.
View teaching as an opportunity to learn instead of thinking you haven’t learned enough to teach.
- 48:58 Ben: If you’re concerned about teaching people and the information turning out wrong, or leading them in a direction you didn’t intend because you didn’t articulate it well, then you care. You’re the type of person who should be teaching. There are plenty of people out there teaching who don’t care. If you’re interested in giving people valuable information, you have plenty of room to teach. If you say something incorrectly, it’s an opportunity for you to come back and clarify that for your audience, so they can come on that journey of understanding with you.
- 50:26 Sean: Sarah says, “When you’re attracting an audience because you’re teaching (people who want to do the same thing as you), what do you do to attract an audience that will want to be your client (people who want to hire you to do what you do)?” It might seem unexpected, but keep doing the same thing and it will attract clients. Even if you’re teaching people who want to do what you do, you’re displaying your expertise. Someone could come along and think, “Oh, that’s what goes into performing this service.” They don’t have to read all of your posts to see that you teach. Leaders and teachers are seen as experts because they teach. People want to hire an expert.
- 51:27 Ben: When I’m looking for someone to hire for a service I need done, I don’t even read what’s written on their site, I look at how much content is on a page. That gives me the impression this person knows what they’re talking about. Even the at-a-glance appearance of being knowledgable about something is enough to set you apart as an expert in someone’s mind.
- 52:29 Sean: Teaching is probably the best way to attract clients, but you can do very specific, tailored pieces of content that show clients the benefits of hiring you. I wouldn’t worry about about teaching people who want to learn what you do and not getting clients, because you’re going to get clients banging down your door. I’ve turned off every possible way people can ask to hire me for commissions and they still keep begging to hire me! There’s even a message on my site when you try to contact me for commission work that says, “Sorry, I’m not taking on client work.” I’m not even asking for it and they’re still banging down my door.
What You Shouldn’t Do to Attract an Audience
- 53:24 Cory Miller says, “Is there ever a limit of what you should do to attract the audience you’re trying to reach? Short of compromising on your values, how far should one go to get those people to know about you? It comes down to marketing practices for me. I’m trying to reach a certain audience, but what if they don’t have any sort of connection to find me? Do I go where they are even if I don’t want to? For instance, if there’s a guaranteed audience in a pocket of social media that I don’t want to have anything to do with, is it worth putting aside some pride and reaching out to the people who need to hear what I have to say?”
- 54:06 At this point, I thought he had answered his own question. You know where the line is if you feel like you’re going too far if something doesn’t align with your brand, I’m not going to tell you to cross it, but then he goes on, “A lot of brands and companies reach their audiences through ads and little ad blocks, but I’d rather not do that. It’s not necessarily compromising my values, but I just don’t want to do it. How much do I need to push outside of my pride to get those people? Or should I just sit back and create content and allow my audience to spread the word for me?”
- 54:51 Well, it isn’t exactly, “sitting back,” and creating content is one of the most impactful ways to get attention these days. You can pay a bunch of money and get ads in front of people, but that doesn’t have as much depth. Personally, I don’t do ads or sponsors on my site or podcast and I don’t advertise at all. I tried it in the past just to see, but it felt kind of gross to me. If you saw seanwes in a sidebar with a bunch of other ads, how does that feel to you? If you’re wanting a way to get more attention and exposure, I would suggest trying to get an interview with someone and provide value to their audience with a strong call to action to get more value and bring them in.
- 56:13 You can try to “hack” your way into exposure more naturally where you’re giving value. You could create an ad that has a give instead of an ask. Don’t say, “Will you buy my product?” Instead you could say, “Want to learn how to…? Here’s some free videos.” Giving and building up to the ask is one way to ease your conscience.
- 56:51 Ben: This question made me think of getting on social media platforms and sharing what you do with the people there. There’s a lot of value in going where the people are and crafting content specifically for the platform where they’re already engaging. Don’t make a specific effort to tie it back to your own platform, just give value and put your name out there.
- 57:50 Sean: What you’re saying right now ties into Charli’s question, “What are some things you recommend staying clear from when it comes to ways to build an audience? I see a lot of YouTubers gaining an audience from spamming the comments of bigger YouTuber’s videos, but the idea of doing that makes me feel terrible so I’ve stayed away from it.”
- 58:10 It is terrible and you should feel bad if you’re doing that. People notice! If you look in the comments of Casey Neistat’s videos and see someone spamming their stuff, you’re not going to check it out and anyone who would check it out isn’t anyone you want anyway. Comment on the video or subject matter at hand and provide value in the comments. People can click your link in your bio and go to your channel. It’s way better to do it that way. If you happen to know the person, it’s even better to get on their show and provide value to their audience. People will go find you.
- 58:49 Ben: When Casey puts up his YouTube videos, he’s risking people using the comments section to try to promote their own stuff. Think about the time and effort he put into producing those videos and building his audience, you’re putting your stuff up there and hoping for free advertising. Nothing is free. Casey paid for you advertising in that case, but it’s clear that you didn’t compensate him for that space and people see that. It’s stealing value, like using a popular song as background music for your video. The value that song adds to your video is something someone else had to pay for to produce and if you’re not compensating for that, you’re stealing it.
- 59:56 Sean: People get that when they see you in the comments trying to steal people over to your audience selfishly. They don’t want any part of it because it looks bad. I don’t want to hack anyone else’s audience. Joint ventures and getting on other peoples’ show to promote your stuff is really big in the marketing world right now, but I don’t like a lot of that stuff. If you want to go somewhere and provide value, say, “Here you go. This is where you can find me online,” and that’s it. The only way I would do it is if I go somewhere else and provide value. “Thank you for the opportunity to speak to your audience. I want to give them value.” If they want to find me, they can find me, but I’m not doing it to steal some of their exposure.
Let Your Audience Know What to Expect From You
- 1:01:26 Eric says, “I was talking with my friend Olga yesterday about style and consistency. We concluded that many people seem to copy their past work and call it ‘style.’ This technique is quite effective for building an audience, however it hurts the creative soul and may cause an artist to get stuck in a rut.” My answer may be less purest than he’s wanting, but the reality is people crave consistency. When you get something that works, the way to build an audience is to play your biggest hits. When you’re a band, you’ll get sick of those greatest hits but someone hasn’t heard them and others will expect them.
- 1:02:30 Ben: You build your set around what the audience will love and you reel them in, then you sprinkle in the new stuff.
- 1:05:01 Sean: As an artist, you think you’ll make an album and then make another album that’s totally different because you’re an artist. You don’t get stuck in ruts. That’s fine, but changing the type of content you post all the time isn’t a purposeful way to build an audience. Sprinkle in the different stuff, experiment, have fun, and take sabbaticals. I’m switching it up and I try different things. I’m not as focused on lettering right now so I don’t always post, but that’s ok. Use Twitter or Instagram for behind the scenes. Just get it out there. I’m trying to help you grow an audience, I don’t want you to suck the life out of it. If you want to be purposeful about building an audience, know that people crave consistency.
- 1:06:50 Ben: It’s similar to having multiple passions. You’re curating and not sharing stuff outside of what you’re sharing consistently, but we’re not talking about not doing those secondary passions. The reality you have to deal with is building an audience requires that kind of consistency. You’re letting people know what to expect, but your audience has grown and those people aren’t just connecting with your work, they’re connecting with you. You can begin to branch out a little more. At that point, your audience is there for you, not just your work, and it that has to be built over time.
- 1:07:45 Sean: Eric says, “I’ve seen designers be consistent in a different way. They use a really strange medium every time. The variation is their consistency.”
- 1:10:54 You have two audiences: your existing followers and the people who have never heard of you before (Related: e125 Your Two Audiences). You can say that your loyal followers know you change it up and understand the type of consistency you put out. Well, enjoy your limited following, because you’re never going to get new people that way. We’re talking about audience building and increasing your influence, not maintaining what you have. If you want to maintain what you have, do whatever you want. I’m not making the rules, I’m just telling you how to increase your influence. You have to serve both audiences.
Every piece of content you make is an entrance point for someone brand new.
- 1:12:32 Ben: If you feel lifeless because you’re not able to express yourself or you feel confined to a specific expression people seem to be signing on to, then you should go with what’s going to be life-giving for you if the artistic expression is more important to you than the audience building. If your goal is to build an audience, you don’t have to sacrifice the artistic side, it just means you have to approach it differently. I feel like some people want to make it an all or nothing thing, but the reality is that people are going to respond to consistency and you need to be consistent with them if you want to build an audience. It doesn’t mean you can’t do the artistic stuff too and find a way to sprinkle that in.
4 Keys to Growing an Audience When You Feel Like You’re Not Getting Recognition
- 1:14:21 Sean: 4 Keys to Growing an Audience is the title of the talk I did at Creative South:
- Curation—the kind of thing you’re projecting. People are going to put you in a box and you have to define the box they’re going to put you in. You define it by telling people what to expect.
- Consistency—the frequency with which you output content. Do it weekly or don’t do it at all. Can you build an audience doing it every other week or once a month when you feel like? Yes, but it’ll happen really slow.
- Quality—the value you’re providing. It’s not enough to curate and show up consistently—you have to deliver value. What is value? That’s something that’s defined by the audience.
- Time—have patience. This stuff doesn’t happen immediately. Show up every day for two years and don’t expect to see any results.
- 1:16:21 After that point, if you feel like you haven’t built an audience, you’ve been consistent, and you’ve done all four of these keys, then you can give up. You probably didn’t start with showing every day for two years.
- 1:16:39 Ben: If you’ve gotten to that point two years in, then you’re probably more committed to doing it than you are to building the audience. If you’re committed to doing this and you really love doing it, then the audience building part probably doesn’t matter to you. In that case, maybe you’ll give it another five years. It really depends on what it is—some things do take longer to build than others.
- 1:17:13 Sean: In the movies sometimes there’s this guru mentor guy that’s teaching a younger guy how to be disciplined and accomplish what he wants to accomplish, and tells him what kind of daily practices to do and how long to go after it in order to achieve this. The younger guy does it every day when he wakes up. Let’s say the guru guy tells the younger guy to carry a heavy backpack up a mountain every morning for two years. “What does this have to do with my work? How am I going to improve?” he wonders.
- 1:19:25 After one year and 112 days, he realizes that it wasn’t about taking the backpack up the mountain, it was about building his strength. The old man wasn’t going to tell him there was an exception. The guru isn’t going to tell him to go up the mountain until he’s built enough strength, because that’s vague. Don’t plan for exceptions. Let exceptions be exceptions. I’ll spoil it for you: you don’t really have to show up every day for two years without expecting results, because you’re more than likely going to experience the results sooner. You’re going to realize it was about showing up every day and building that habit, instead of focusing on how many likes you get.
Sign Up for the FREE Audience Building Course
- 1:21:01 Here’s my call to action: sign up for my free Audience Building Course. Even as long as this podcast is or as long as my conference talk was, I have more to share. I’m giving it away for free because I want you to see how high quality my material is. I want to give you a taste so you can know that my paid offerings are top notch. We’re producing it as if we’re selling this course for $200, but we’re giving it away for free.