Today’s episode was inspired by an event I attended last week in Austin. An influencer/entrepreneur I know, with nearly 2 million followers, launched her podcast with an in-person event that was really, really cool. However, it wasn’t as packed as I expected, prompting a realization: success isn’t solely about size. In this economy, even big players follow a strategic formula to drive action. In this episode, I’ll be sharing the exact action formula we should all be following to get our audience to take action.
I’ll be sharing:
- Why alignment with your audience is SO important and how you need to make sure you’re offering something they really want and need.
- How if you want someone to take time out of their day to engage with you, then you need to focus on what’s in it for them.
- That it’s not annoying to promote your offer. Your audience is not seeing everything you post and you need to stand out from the noise if you want to get things done.
… and so much more.
Tune in for a conversation on why business is different from social media, and how you can achieve your big goals no matter the size of your audience.
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READ THE EPISODE TRANSCRIPT
Emily Hirsh:
Hello my friends! Welcome back to the podcast. This is a big week in my house I’ll share with you guys. We are starting day one of homeschooling my kids. I haven’t actually shared this anywhere or on social media yet. But when I was in Costa Rica in January at an experience that I went to I had this realization of opening gosh like we live in the matrix of 9 to 5 Monday through Friday get up, go to school come home from school eat dinner repeat and. My kids have started some after school different activities like jujitsu soccer and I was just feeling like I don’t see my kids enough and I was in the middle of my experience in Costa Rica and I just was like why am I doing this like why are we in this box when we don’t have to be. Like I understand some people, that’s the right decision for their family. That’s the right decision for the kids. They maybe have a job they need to do this. But for me, like I have the freedom to choose differently and so. Talked to our kids about it. They were really excited about the opportunity. I basically, like did research, talked to a bunch of homeschooling moms and put together our plan and included like in-person meetups and different things and I tried to create our days to have.
A lot of flow in them and not be like super rigid and structured and then I’ve got my nanny who is supporting the actual homeschooling process as well and so we started today. My kids have this checklist in the morning and I told them like the 1 thing is when you get up I want I don’t want to hound you. To get dressed to clean your room to do these things like it’s still a school day and so I gave him this checklist and I was like that’s my 1 big thing like I’m not asking you 5 times to get dressed and clean your room and so they got up. They did their checklist. I included a meditation for them each morning and journaling and it was really beautiful this morning. So I know it’s day one. We’ll see how it all goes. But I’m excited to see this kind of intuitive thought that I had in January basically come to fruition. Right? So today’s podcast episode was inspired because I went to an event last week in Austin. Austin has some really awesome events that are put on by entrepreneurs and the community here because there are a lot of really incredible entrepreneurs in Austin which by the way if you’re coming to. The experience that I’m putting on on May 4th in person in Austin there will be some epic entrepreneurs there. So if you don’t know what I’m talking about you can go to notforlazymarketers.com/experienceiam putting on an experience for entrepreneurs. The first part of the day is at noon.
And it’s like an amazing race entrepreneur edition that is going to be super fun. There’s going to be prizes and it’ll just be really special like the whole race is very intentional. It is truly an experience in showing you kind of like the journey of my entrepreneurship journey but also. Entrepreneurship in general is related to the challenges and then the second part is an after party I have a little bit of time to change and then the after party is dinner fireside chat with some of my really great entrepreneur friends and myself with a big company announcement that I’m sharing and then a Dj dance party because like yes, please, so it’s free. The entire event is free. I’m hosting it. I am super excited and then if you’re a client the next day no matter if you’re in any of our programs the next day is a 4 hour vp mastermind experience that I am hosting for free for our clients. So anyways, not for lazymarketers.com/experience. You can save your spot. You just have to rsvp let us know which part of the event all or some you’re coming to and if you really can’t make it you can rsvp for the virtual edition we’re doing on May 7th. Okay so I went to this event in Austin last week and it was put on by an influencer entrepreneur who I have mutual friends with who has like almost 200000000 followers on Instagram. She’s kind of a big deal and she was launching a podcast.
And so she decided to put on this in-person evening event to celebrate that and she had tickets that were $20 $ 25 and she had a room. I think it probably held like a hundred people and I had this thought in this. Event because what I realized is as the human that I am I was comparing myself to her because I’m going to put on this in-person event and I was like well you know she probably can fill an event way easier than me. And she you know would have way more success right? I was totally going there in my mind because she has way more reach than I do. She’s a huge entrepreneur billionaire friends like definitely a bigger deal than me. But 1 thing I realized was there wasn’t that many people at the venue. And like a quarter of the room was her friends and I don’t know if she sold out or not I don’t know how fast she sold out like I really don’t know those details I don’t really care about them. But what I realized was it doesn’t matter how big you are. It still takes intentional strategic action to fill an event or to get somebody to take action and that’s what I want to talk about today because I think just like I was doing last week we all do this where we assume that somebody bigger than us, has it easy.
They can just post something and it sells out or posts something and they get thousands of leads and while there is some validity to yes, somebody with a big audience is going to have it a little bit easier to post something and get momentum. Because they’ve done the work to build that audience. They have the platform. It doesn’t mean it’s like posting and we’re done and while I didn’t directly think that I really did think like wow she she probably could post about an event and get 500 people to show up because she has 1000000 plus followers on Instagram right. And the realization I had was I don’t care how big you are, how big of a business you have, or how big of an audience you have. Everybody still follows the same intentional formula and process to get somebody to take action. So I’m talking about an in-person event but this is not just relevant to an in-person event and this would be relevant to a free webinar, a lead magnet, any sort of live experience. You’re doing it virtually or in person. It also is obviously relevant to any paid offer and you think you’re selling right? The reality is it takes intention. And strategy notice I’m not saying work because I do think it can come with ease and alignment right? and I don’t want to put the message out there like it’s hard.
It’s impossible because the reality is you’re actually following a formula that some people have just mastered easier because they understand their audience more and that formula is what gets people to take the action. You want them to take no matter how successful you are you still have to follow that Formula. There is definitely truth to say someone with a million followers is probably going to have an easier time filling or launching or doing something than somebody with not that not as many followers and followers is not followers is not the end I’ll be all like I’m using that term because that’s a number I know I don’t know how big her email list is I don’t know her other reach I’m.. It’s probably very large. I’m certain it is but the truth is she has a big reach. She has a big platform. She has a big audience and she’s spent years and a ton of incredible content and consistency to build that she deserves it all right. But she still has to follow this formula to get people to take action whether it’s a free or paid thing and so that’s the main core reminder I wanted to share with you guys because I needed that last week. And then I want to tell you what the formula is and I know what the formula is because I do this formula and when my reach is bigger. This formula will work even more but what I want to Debunk is the concept of oh you can just post it or put it out there and then they come and they flock and it’s easy.
That is not true for anybody and I know this because I see it behind the scenes all the time too. So I can guarantee it but I forgot it for some reason last week so here’s the formula. There’s 3 parts to it. The first is aligning. Whatever the action you want someone to take and the outcome of that action. And the promise of it with what people actually want no matter if this is to download my Pdf, sign up for my free webinar, take my free challenge, come to my free event, come to my paid event, buy my offer and sign up for my service. You still want somebody to take action. And people do not take action unless there is something in it for themselves like that is a very true reality even when people donate to a charity or they’re doing something kind and nice like that. Typically there’s an underlying reason why they’re doing it. They feel good about it. It’s allowing you to know whatever it is so the first step to this formula is to offer the actual action you want somebody to take aligns with what they want aligns with something that’s going to motivate them enough to take this action. So I looked at this event that she was putting on. She didn’t just say hey come come hang out with me like I’m so cool. Come hang out with me and celebrate my podcast launch. She probably would have gotten some people to do that.
Right? Because she has followers. They think she’s cool and as we do with our followers like we want that proximity but it was very clear in the messaging that there was going to be value as it relates to what her ideal customer wants and needs and she broke down the reason why. You should be at this event and the outcome of it and she even created some fomo around like come find out this. It’s intimate and we’re going to talk about these things that people in her audience her ideal customer wants. Okay, that’s the same thing we all have to do. She just probably did it really fast because she knows her audience really well too. So step 1 in the formula aligning the offer or the action that you want someone to take with if they take that it will get them something that they want it will benefit them. Someone said to me today when I was doing a training why can’t I just send my ad to my website wouldn’t that be a brand awareness ad and I kind of went off I actually might do a separate podcast on it I kind of went off because I was like why would somebody care about going to your website. Like somebody brand new sees your ad and you’re like hey come check out my website. Why I don’t give a crap about your website and I’m not saying this to the person to be rude at all because this is a common misconception but you have to think about it from the perspective of your ideal customer. I am only going to do something.
Sign up for free things. Buy a paid thing and sign up for a service if it benefits me so step 1 the thing you want someone to do has to benefit them step 2 is now you have to be able to explain how it benefits them. The messaging and how you speak about the action. The offer you want someone to buy or the action you want someone to take must now very clearly lay out how it benefits them when you see me talk about my May 4th event. Absolutely it is for me to announce something huge. It is a big announcement I wanted to do something iconic I wanted to honestly put on a free event for you guys that I hosted that I pocketed the money for and I gave back to the community. But if all I said was hey guys I’m gonna announce something really cool. On may fourth and I want you to come and hear the announcement you would be like well what is in it for me. Why would I do that? Why do I care about the announcement instead I lay out the experience and the benefit of the networking. The. Intimate experience of being around very successful entrepreneurs in Austin the connections that you’ll build for your business. The vip days like me giving you business strategy and me hot seating and doing something that I would charge thousands of dollars for for free
To celebrate this announcement and give back to you but here’s how it will benefit you so step 2 of the formula is first you identify what the reason is that they would take that action that they would. Go and sign up for the offer, buy the offer whatever and then you have to be able to explain that and when you talk about the event the offer the service. You’re not just saying hey sign up for my service or hey here’s my product. It has this many courses in it right? No, what’s in it for me. Why should I do it? What will I be able to know be or do if I come if I go through this if I consume this if I buy this okay and then the last thing in this formula because once you get the messaging you obviously have to have the traffic. But if we’re talking about warm traffic and getting people to sign up for something. It’s also how and when and how much you talk about it. It is the traffic right? because you can have an awesome event or an awesome free webinar or an awesome lead magnet. And you can put it out to the world and if you just post it like 2 times on social media and hope people sign up for it. Well, of course you’re not going to get a lot of people right? if you post it and you don’t have big organic reaching you choose not to run ads and get traffic. Of course you’re not going to get a lot of people like you need to get it out there. You need to scream from the rooftops.
I feel sometimes that people don’t do that because they don’t feel confident in how to talk about what they’re offering or in the value and in the power of what they’re offering because they haven’t fully fleshed it out. They haven’t fully. Identified Why someone should do this. They haven’t fully gone through the process of saying let me convince you why you should come to this. Let me convince you why you should buy this and why you should sign up for this. So It’s how, when and how much you talk about it from there now you got the messaging now you have this. Action You want someone to take that’s going to greatly benefit them and you know how to tell them that now you need to put it everywhere paid ads email social media multiple times you think people are going to see your stuff a very small percentage of your audience actually looks at everything you post. Actually consumes everything you do. You need to talk about it way more than you think you need to talk about it and then you also need to have other traffic strategies. Once you do these first 2 things that I talked about you can justify things like paid ads and marketing because what you’re sending it to is going to convert. This formula Every single person has to follow whether you have 10 followers or 1000000 followers. There is no such thing as just post something and it blows up and it’s successful out the gate even for the biggest of the biggest players like if you go look at some of the biggest influencers. Let’s go look at the Shark Tank Huge influencers right.
If they launch something they follow this formula and if they launched something and they just said hey come hang out with me like come see my thing they would probably get a little bit of momentum because just they naturally have people who follow them and have that relationship that they want with them. But it wouldn’t do nearly as well as if they said here’s how you’ll benefit, here’s what’s in it for you make your marketing about your audience, make your marketing about your leads, make it about your customers way too often. Do we make it about ourselves? Do we make it about whether I need to make sales? I need to get people to my website I need this. The second you realize it’s all about serving your audience and it’s actually about them and you let them drive it and you put your effort into serving them showing up for them, connecting with them and explaining the benefit to them the moment it gets so much easier. So I personally needed this reminder when I went to the event of like wow this is not a huge event for someone with one point eight million followers and it was a great event. She did an amazing job. I don’t know if she sold out or not. She might have sold out and maybe you couldn’t buy more tickets but I think I bought like the day before. So even then you know I was comparing myself like. Well I want more people to come to my event and you know could I do that and this is someone with like literally 100 times more followers than me and she’s still following this formula. She’s still having to put strategies. She’s still having to put effort and work into filling her event into doing whatever she wants to do right.
So if you catch yourself going? Oh like you know it’s so hard for me or I have to put so much effort into getting people to take action like it takes effort to get someone to take action today. Everybody is busy. Everybody is consumed in their life. Their kids, their business, their work. Their health. Things that come up right and we are asking someone to take away from their attention in their life and give us their time, energy and money. That’s a big ask. There better be something very great on the other side of that or I’m not going to do it and think about yourself how often. Do you decide to give your time whether it’s a free event? You’re going to go to a webinar a challenge. You’re going to participate in or especially money and your energy like you guard that right. I know for me like I will not go to something that’s going to take my time unless I know it’s going to benefit me. And like seriously benefit me because I weigh it strongly. Is it my time I don’t have unlimited time I don’t have unlimited energy right? You’re weighing those things so is your audience you are asking them to take away from somewhere else. They might put in their time, energy and money and give it to you. So you better clearly communicate and also clearly have a very solid outcome. A very solid reason why they should do that alright I feel like this episode’s fire like I feel like I got a little passionate here and I hope this helps you think about your marketing just a little bit differently.
And also remember the work following the formula being intentional and showing up never goes away no matter how big you get okay the more years you’re consistent the more audience you build. The bigger the impact you get to have, not the less strategy and work and intention. You have to do this entrepreneur has the ability to have a huge event because she has a big warm audience. It doesn’t mean that she would launch an event. And have to do no work to sell it. That’s the difference all right everybody I’ll talk to you on Thursday!