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All posts by Hanju Lee

01Nov

You are Just Not Interesting…

Posted bySalesNo Comments
If you are in sales, or if you ever tried to sell anything, have you ever had the prospect say…”I am not interested.”? So, how do you overcome this objection? Well, you don’t. Because “I am not interested” is not an objection. It’s the truth. You are just not interesting. Sorry.

Someone came up to me the other day and wanted me to sign a petition. I said, no thank you and he seemed very confused. He had this look like why wouldn’t you take 5 seconds to sign my obvious “this will change the world for good” petition? Well, I don’t know anything about this petition. I haven’t done the research yet. I haven’t studied the opposing side and even had any time to ponder and think about it. I don’t even know you. Maybe you have another agenda…how do I know? And therefore, why would I sign? So…no….I am NOT interested. And yes, you definitely are NOT interesting and you gave me no reason to sign.

So, how do you make yourself interesting to someone who could potentially buy from you?

You need to shine a light on a meaningfully different idea related to a problem your prospect might not know about. What does that mean? It means, first identifying their problem, then solving it in a way that they’ve never heard of. Surprise them. Educate them. They will become interested. Here’s a perfect, real-life example…

Okay, pretend that you own a small coffee shop chain. You have 5 stores in the area and you want every cup of coffee from each store to taste exactly the same since that’s your signature roast and brew. You also understand that 98% of coffee is water so you must have an amazing water filtration system. So, you’ve been shopping for one and you finally run into an expert filtration salesperson…me.

Let’s pretend that I am a Reverse Osmosis Water Filtration Salesperson. I would start the pitch by saying something like, “Did you know that the reverse osmosis water filtering system takes all the impurities out of the water?  Sounds great, right? Well, not really because when all the impurities are taken out of the water, the water is simply too pure to brew coffee with, all the flavors are in the minerals, and the RO system purified it, so…your coffee is going to taste terrible. This expensive RO system I am trying to sell you is basically useless.”

Are you sold yet? Hahaha.

Then I would say, “But guess what? Our system analyses your raw water impurities at each store location and we are able to mix the ratio of the raw water vs the purified water to make a perfect cup of coffee. And because we are able to control the ratio, each store will have the exact same tasting water regardless of what city or what type of water the store is getting.”

Now, are you sold yet?

I just solved your problem by shining a light on a meaningfully different idea related to a problem you didn’t know about. Before you met me, RO filtration was out of the question, but I came up with a different idea to solve the inconsistent-tasting coffee you were having at each of your store locations. Did I identify your problem? Yes! Did I solve it in a way you’ve never heard of before? Yes! Did I surprise you? Yes! Did I educate you? Yes!

So, am I interesting? Oh my yes!

When people say “I am NOT a salesperson”, I think what they are really saying is “I am NOT comfortable selling.” The ability to sell is not something you’re born with. In fact, what selling really is: exposing a problem to a prospect and swapping it out with a new possibility. Selling is easy. Selling is fun. Selling is life. It’s helping bring a change to someone else’s life, and getting paid doing it. What’s not fun about that? What’s not interesting about that?
25Oct

Omg, You are so Good at Sales!

Posted bySalesNo Comments
My friend looked down at my feet. I guess something caught her eye. My shoelace was loose. With a concerned look on her face and with her soft, caring voice she said, “Hey, your shoelace is untied.” To which I replied, “Yeah, I know, I understand your worry and I appreciate it but did you know that the whole tripping over your shoelace thing is a myth?” She looked confused, so I continued. “The chances of your loose shoelace getting caught underneath your moving feet and causing it to break your walking/running rhythm to force a fall is minuscule. Less than .000001%. It’s not even worth worrying about. Let me show you.” I began to run around crazy with my shoelace untied.

I finally came to a stop, and trying to catch my breath, I looked over at her and said, “see, I didn’t trip”. She laughed. And jokingly said to me, “Hmm, you should be in sales.” And I thought to myself…”Yeah, maybe I should”.

Isn’t it interesting that the most misunderstood idea of selling is that it’s primarily about convincing people to buy something they don’t want or need? The more convincing you are, and more pushy you are, the better you are at sales. Right? WRONG!

What, then, makes a good salesperson? In reality, an effective salesperson is someone who takes the time to understand the customer’s needs, exercises patience in building a trustworthy relationship, and possesses the intuition to provide solutions that genuinely benefit them. It’s more about helping than convincing.

But most of all, the most significant characteristic of a great salesperson is empathy. Empathy enables us to comprehend, relate to, and genuinely care about the customers’ needs and concerns.

So, is empathy something you can develop and learn? Yes, empathy can be learned and developed. Empathy is the ability to understand and share the feelings of another person. It involves recognizing and being sensitive to the emotions, thoughts, and perspectives of others. How? One way is to actively listen, and pay close attention to what people are saying. Ask open-ended questions to encourage them to express their thoughts and feelings. Avoid interrupting or immediately offering solutions.

In order to help guide the development phase of empathy, I came up with some questions you can ask your potential client that can help you better understand their needs and guide them toward a purchase.

  • What challenges or goals are you currently facing in your [industry/area]?
  • How do you envision our product/service helping you with these challenges/goals?
  • Have you used similar products/services before? What did you like or dislike about them?
  • Who will be involved in the decision-making process for this purchase?
  • What is your budget or price range for this solution?
  • Are there any specific features or benefits that are most important to you?
  • What is your timeline for implementing a solution like this?
  • Can you share any concerns or objections you might have about moving forward with this purchase?
  • How do you measure success in your [industry/area]?
  • Are there any other stakeholders or departments we should involve in this discussion?
  • What would be the ideal outcome or result for you after implementing our product/service?
And while they are answering some of these questions, keep these points in mind.

  • Active Listening: Pay close attention to what people are saying. Ask open-ended questions to encourage them to express their thoughts and feelings. Avoid interrupting or immediately offering solutions.
  • Put Yourself in Their Shoes: Try to imagine how the other person might be feeling and what they might be thinking in a given situation. This can help you better understand their perspective.
  • Practice Perspective-Taking: Actively work on understanding different viewpoints, even if you don’t agree with them. This can help you become more open-minded and empathetic.
  • Observe and Learn from Others: Pay attention to people who are naturally empathetic. What do they do differently? You can learn from their behaviors and attitudes.
  • Practice Compassion: Engage in acts of kindness and support for others. Volunteer or help friends and family when they are in need. This can enhance your ability to empathize.
  • Self-Reflection: Take time to reflect on your own emotions and experiences. The more you understand yourself, the better you can relate to the experiences of others.

It’s important to note that empathy is a skill that can be improved over time, but it may not come naturally to everyone. The key is to be open to learning and practicing empathy in your interactions with others.

I truly believe customizing your questions and approach to each client is key to successful sales…and I also believe that being a good salesperson means being a good human. We can all use more empathy…in business and in life.

Looking forward to digging deeper into our “Sales” series. Stay tuned for more next week.

Oh, one more thing, I started running around again without tying my shoe. And I tripped. True story.

18Oct

Your FAQ Answered On Influencer Marketing

Well, whoever said all good things must come to an end must have been talking about our influential marketing series. If you’ve been following, over the past weeks, we’ve embarked on an educational and inspirational journey together, exploring the intricate world of it all. Hope you gained some insight and discovered some new ways to implement it in your business. I certainly have.

To conclude our series, I thought it would be fitting to delve into a collection of frequently asked questions (FAQ) about influencer marketing. What are the most common questions regarding it and how can we best answer for more clarity and depth? So, let’s begin.

Here are ten frequently asked questions (FAQ) about influencer marketing and their answers:

What is influencer marketing, and why is it important?

Influencer marketing is a form of marketing where brands collaborate with individuals who have a significant and engaged following on social media or other platforms. These influencers promote the brand’s products or services to their audience. It’s important because it allows brands to tap into the influencer’s credibility and reach a targeted audience authentically.

How do I choose the right influencer for my brand?

To choose the right influencer, consider your target audience, brand values, and campaign goals. Look for influencers whose followers match your ideal customers. Also, evaluate an influencer’s content quality, engagement rate, and authenticity. Collaborate with influencers who align with your brand’s values and have a genuine interest in your products or services.

What’s the typical cost of working with influencers?

The cost of working with influencers varies widely. Micro-influencers with smaller followings may charge less or even work for free products. Mid-tier influencers usually charge a few hundred to a few thousand dollars per post, and top-tier influencers can demand tens of thousands or more. Costs depend on factors like the influencer’s reach and niche, the complexity of the campaign, and the content format.

How can I measure the success of an influencer marketing campaign?

Success metrics for influencer marketing campaigns include engagement rates (likes, comments, shares), click-through rates, conversion rates, and return on investment (ROI). Additionally, consider qualitative measures like brand sentiment, increased brand awareness, and whether the campaign aligned with your marketing goals.

What are the legal and ethical considerations in influencer marketing?

In many countries, there are legal requirements for disclosure in influencer marketing. Influencers must clearly disclose their paid partnerships or sponsored content to maintain transparency with their audience. Violating these regulations can lead to fines and damage to an influencer’s credibility. Brands and influencers should also align on content guidelines and maintain ethical standards in all collaborations to protect their reputation.

What social media platforms are best for influencer marketing?

The choice of social media platforms depends on your target audience and campaign goals. Instagram, Facebook, and YouTube are popular choices for visual content, while TikTok and Snapchat are great for reaching younger demographics. LinkedIn is ideal for B2B influencer marketing. It’s important to research where your target audience is most active.

How can I establish a mutually beneficial relationship with influencers?

Building strong relationships with influencers involves clear communication, respect for their creative freedom, and fair compensation. Collaborate on campaign ideas, provide the necessary resources, and offer flexibility. Maintaining open and respectful dialogue is key to long-term partnerships.

What’s the difference between macro and micro-influencers?

Macro-influencers typically have a large following, often in the hundreds of thousands or millions. Micro-influencers have smaller but highly engaged followings, usually ranging from a few thousand to tens of thousands. Micro-influencers often have a more significant impact on niche audiences, while macro-influencers have broader reach.

How do I deal with negative publicity or backlash from an influencer campaign?

Negative publicity can happen, but addressing it transparently and swiftly is key. Monitor the campaign closely and have a crisis management plan in place. Engage with the audience’s concerns and take corrective actions if necessary. Always work with influencers who align with your brand’s values to minimize potential conflicts.

What are some best practices for creating compelling influencer marketing content?

Effective influencer marketing content is authentic and relevant to the influencer’s audience. It should tell a story and showcase the product or service in a natural, unforced way. Encourage influencers to create content that aligns with their personal style and the preferences of their followers. High-quality visuals, engaging captions, and calls to action are also essential components of successful content.

All that said, do you know who actually came up with the saying all good things must come to an end? The idea originated with Geoffrey Chaucer in the 1300s from his poem. It became a proverb that means nothing lasts forever…it’s a reminder to enjoy your life TODAY, because tomorrow…it just won’t be the same. So there you go, enjoy everything you have learned about influential marketing TODAY and implement it into your marketing plan. If you need help, give me a shout, I will be here.
11Oct

Good Vibes Only for Influencer Marketing

On a regular workday, Nathan found himself in an unexpected situation while heading to his job, his trusty truck suddenly called it quits right there on the highway. Instead of letting this disastrous circumstance ruin his day, Nathan decided to roll with the punches. With his skateboard in one hand and a bottle of ocean spray cranberry juice in the other, he simply shrugged off the inconvenience and carried on toward his workplace.

As he glided through the streets on this exceptionally lovely morning, Nathan had a spontaneous idea. He pulled out his smartphone and decided to capture a brief video of himself cruising along, all to share on the social media platform. He chose the iconic tune “Dreams” by Fleetwood Mac as the soundtrack to his impromptu ride. In this now-viral video, which has racked up an astonishing 30 million views and counting,

What followed was a brilliant influencer marketing move by Ocean Spray. The company decided to embrace the viral moment and collaborated with Nathan, gifting him a brand-new truck filled with Ocean Spray products. Nathan’s video had unintentionally become a marketing opportunity, showcasing the brand’s product in a casual and relatable, yet creating a “good vibes only” type of feel that creatives all around the globe followed suit. Check out this video that captures it all, including the Cover Song sung by Lanie Gardner (another influencer who became known through social media).

So, are you convinced? If you are still not reassured, I’ve accumulated the top 5 myths going around about influential marketing and thought it would be fun to debunk them all. Here they are:

Myth 1: Influencer Marketing Is Only for Big Brands

One of the most persistent myths about influencer marketing is that it is exclusively reserved for big brands with substantial budgets. Many believe that only multinational corporations can afford to collaborate with influencers, leaving smaller businesses and startups out of the picture. However, this is far from the truth.

Debunking the Myth: Influencer marketing is accessible to businesses of all sizes. In fact, it often proves more cost-effective for smaller brands with limited resources. Micro-influencers, who have smaller but highly engaged followings, can be an excellent choice for small businesses. These influencers are often more affordable and can deliver highly targeted results. Additionally, influencers may be open to various forms of compensation, including product exchanges, making it accessible for brands with tight budgets.

Myth 2: Influencer Marketing Is Only About Instagram

Instagram is undoubtedly one of the most popular platforms for influencer marketing, and it’s where the concept gained significant traction. However, limiting influencer marketing to Instagram alone is a common misunderstanding.

Debunking the Myth: Influencer marketing spans multiple social media platforms and even extends to other digital channels. Platforms like YouTube, TikTok, Twitter, and LinkedIn have all witnessed successful influencer campaigns. The choice of platform depends on the target audience and the nature of the brand or product. A well-executed influencer campaign can thrive on any platform where the audience is engaged and receptive.

Myth 3: Influencer Marketing Is All About Vanity Metrics

Another prevalent misconception is that influencer marketing is solely driven by vanity metrics such as likes, shares, and follower counts. Critics argue that these metrics do not translate into actual business outcomes.

Debunking the Myth: While vanity metrics can provide some insights, they are not the sole focus of influencer marketing campaigns. The real value lies in the ability of influencers to drive meaningful actions, such as website visits, conversions, and sales. Savvy marketers measure the ROI of influencer campaigns based on tangible results, using tracking links, promo codes, and other tools to gauge their impact on the bottom line.

Myth 4: Influencer Marketing Is Not Regulated

Some people believe that influencer marketing operates in a regulatory gray area and lacks oversight, leading to unethical practices.

Debunking the Myth: Influencer marketing is subject to regulations and guidelines in many countries. For instance, the Federal Trade Commission (FTC) in the United States has specific rules governing influencer endorsements. Influencers are often required to disclose their partnerships with brands, ensuring transparency for consumers. Additionally, social media platforms themselves have policies and algorithms that combat deceptive practices. As influencer marketing matures, it is becoming more standardized and regulated to promote ethical practices and transparency.

Myth 5: Influencer Marketing Is Short-Lived and Unsustainable

Some skeptics view influencer marketing as a fleeting trend that will eventually lose its effectiveness.

Debunking the Myth: Influencer marketing has proven to be a robust and sustainable strategy. As long as there are social media platforms and digital communities, influencer marketing will have a place. Its adaptability is one of its strengths, allowing brands to evolve their approaches as consumer preferences and platforms change. Moreover, influencer marketing thrives on authenticity, and as long as influencers maintain genuine connections with their audiences, it will remain a powerful marketing tool.

By understanding these truths, we can navigate the influencer marketing landscape with confidence, embracing its power to connect with and influence audiences in meaningful ways. As the world of marketing continues to evolve, influencer marketing is likely to remain a vital and valuable tool for brands seeking to engage with their target audiences effectively. So, let’s just keep the good vibes going…and let’s just keep riding into the sunset. You won’t regret it.

04Oct

Let’s Explore Some Influencer Marketing Strategies

Don’t you hate it when you are intensely lifting weights to increase your muscle mass and you want to listen to high-energy pumping music but you don’t want to bother anyone so you have these expensive wireless Bluetooth headphones with earpads on and it keeps falling off your head? Me too!! Just kidding, I can’t remember the last time I intensely lifted weights.

But guess what? Dwayne “The Rock” Johnson partnered with Under Armour to promote JBL’s new wireless headphones just for that reason. He was sick of dealing with lame headphones that kept coming off his bald head. That strategic partnership made sense to me.

This collaboration resulted in a remarkable influencer marketing campaign that garnered over 3 million views and substantially boosted JBL’s sales. This is what influencer marketing is all about.

Unfortunately, we can’t all afford Dwayne Johnson’s collaboration fee, but dang it, in today’s digitally driven world, it really proves that it works. Find a trusted individual who has a significant following on social media and BAM!

Well, since we know that it works, and not everyone has a budget like Under Armour/JBL (yes, they are owned by the same company) let’s explore different types of influencer marketing campaigns that we can work with each with their unique advantages and potential for success.

Video Product Review

One of the most effective influencer marketing strategies is creating engaging video product reviews. Whether presented as an Instagram story or a YouTube video, influencers provide an in-depth look at a brand’s product while sharing their genuine thoughts and experiences. This approach builds trust and authenticity with the audience. Instagram and YouTube influencers are particularly skilled at crafting compelling product reviews, but platforms like TikTok and Snapchat can also yield significant results.

Giveaway Campaigns

Running a giveaway campaign in collaboration with influencers can generate high levels of engagement. Many brands opt to partner with a group of influencers who promote the giveaway by sharing images of themselves with the product and encouraging their followers to participate. Such campaigns create excitement and buzz around the brand and product, resulting in increased brand visibility and potential customer acquisition.

Hashtag Campaign

Creating a campaign centered around a specific hashtag and enlisting influencers to produce content using that hashtag is a powerful way to amplify your brand’s message. National Geographic, for instance, has mastered this technique, becoming the first brand to amass 100 million followers on social media. They have successfully used influencer partnerships, such as a campaign celebrating International Women’s Day, which garnered over 3.5 million likes in a single day.

Unboxing Videos

Unboxing videos, especially on YouTube, hold significant sway over consumer purchasing decisions. Brands invest substantial resources in getting their products reviewed by influencers in these captivating videos. Unboxing content often garners hundreds of thousands of views, demonstrating the potential impact of this influencer marketing strategy.

Social Media Takeover

One of the most immersive ways for brands to collaborate with influencers is through a social media takeover. During a takeover, an influencer gains access to a brand’s social media account and temporarily assumes control over its content. Instagram story takeovers are a popular choice, offering an authentic and personal connection between the influencer and the brand’s audience.

User-Generated Content (UGC) Campaigns

Encouraging customers to create user-generated content, such as images and videos featuring the brand’s products, is a potent influencer marketing approach. To kickstart UGC campaigns, brands often utilize influencer content to inspire their customers. This strategy fosters a sense of community and trust among consumers while showcasing real-life product experiences.

As you can see, influencer marketing offers various approaches to engage and connect with audiences…the ideas are endless and it leaves so much room for creativity. Basically, it’s not going away, in fact, it’s growing. So, let’s get on the train ASAP and start brainstorming who your influencers can be and how they can impact your target market to help expand and scale your business. Choo choo.

27Sep

Why and How Does Nike Implement Influencer Marketing?

I have a friend. I think he is on my email list so he might be reading this right now. He’s one of the most interesting and amazing humans I’ve ever met. One way we connected is through running. He runs. He runs a lot. In fact, he has created multiple running groups all over Orange County and continues to inspire people to stay healthy, stay happy, and run. A group of us out of curiosity looked up his running history on a Nike account – I was shocked by the miles he’s logged over the years. This was about 10 years ago, and he has exceeded the miles equivalent to the circumference of the earth. That’s 24,901 miles. 

I wasn’t surprised when he became Nike’s Brand Ambassador. They had posters of him running all over the local Nike stores and he participated in different events promoting their shoes, apparel, and most of all, their lifestyle.
So, how do you become a Nike brand ambassador? You must first live and breathe the company’s core values. Athleticism, competitiveness, risk-taking, and tenacity are at the heart of Nike.

The question is, why does a powerhouse like Nike need someone like my friend to help represent their brand? I mean, don’t they have millions and billions of marketing dollars and top famous athletes all over the world that are representing them already? Why a local, unknown hero? Here are some strategic reasons:

Authenticity and Relatability: Local influencers often have a more authentic and relatable connection with their followers. They are seen as “real” people who have genuine experiences and interests in the local community. This authenticity can resonate with consumers who value genuine connections over celebrity endorsements.

Alignment with Core Values: Nike has a strong brand identity built around values like athleticism, diversity, and social justice. Working with local influencers who share these values and actively promote them in their communities can help reinforce and amplify Nike’s commitment to these principles.

Targeted Audience: Local influencers can have a niche and engaged audience within a specific geographic area or demographic. This can be particularly useful for Nike when they want to target a specific market or demographic group that may not be effectively reached by a globally famous celebrity.

Cultural Sensitivity: Local influencers are likely to have a deep understanding of their local culture and community. This is crucial for avoiding cultural missteps and ensuring that marketing campaigns resonate positively with the target audience.

Long-term Relationships: Local influencers may be more open to forming long-term partnerships with Nike, providing consistency in brand representation over time. In contrast, celebrity endorsements may be short-lived or dependent on the person’s fluctuating popularity.

Grassroots Marketing: Working with local influencers can help Nike tap into grassroots marketing efforts. These influencers may have strong ties to local sports teams, events, or organizations, allowing Nike to establish a more authentic presence within the community.

So then, how do we, as a non-powerhouse small business with a limited budget implement this strategy into our own influencer marketing? Great question! 

  • Identify Your Target Audience: Begin by understanding your target audience. Who are your ideal customers, and what are their interests and preferences? Knowing your audience will help you find influencers who can connect with them authentically.
  • Define Your Core Values: Determine the core values and principles that your business represents. This will guide you in finding influencers who align with these values.
  • Research Local Influencers: Look for local influencers in your area or within your target market. You can use social media platforms, influencer marketing platforms, or simply conduct online searches to find potential candidates.
  • Assess Authenticity and Engagement: Evaluate the authenticity and engagement of potential influencers. Check their follower count, but also look at their engagement metrics (likes, comments, shares) to ensure they have an active and engaged audience.
  • Reach Out and Build Relationships: Reach out to selected influencers with a personalized message. Express your interest in collaborating and explain how your business aligns with their interests and values. Building a genuine relationship is key.
  • Collaborate on Content: Work with influencers to create content that showcases your products or services in an authentic way. Allow them creative freedom to present your offerings in a manner that suits their style and resonates with their audience.

The word I keep coming back to is “grassroots.” It’s funny, I have no idea how the roots of grass came to define an effort that starts small and local but ultimately builds momentum because of the authenticity and trust at the core of it, but I do know: that’s what I want for your business! Take some time to think about people in your context who might be the best ambassadors to represent your company – it could be the beginning of a movement.

I’ll be ready to address some more strategy questions for influencer marketing next week, but for now: be like Nike – just do it!

20Sep

The Power of Influencer Marketing

If you are interested or involved in any type of marketing for your company or brand, you can’t ignore the phenomenon that has revolutionized the way businesses promote their products and services. Basically leveraging the credibility and reach of prominent individuals across various social media platforms. That’s right, we are talking about Influencer Marketing.

What is it? How does it work? How did it start? How will it end? Or, will it end? And who are they? For this new series, let’s do a deep dive and see what we can learn and how we can help implement it into our own entrepreneurial growth.

The Evolution of Influencer Marketing

Influencer marketing is not a new concept. It has its roots in celebrity endorsements, a strategy used for decades. However, what sets influencer marketing apart is its accessibility and the diverse range of influencers available to brands. This means you don’t really have to be a famous celebrity…you just have to have a decent following due to your content that people are willing to listen to and follow.

Traditional celebrity endorsements were also typically expensive and reserved for big-budget campaigns. With the rise of social media, the landscape shifted towards micro-influencers, individuals with smaller but highly engaged followers. This allowed brands to connect with niche audiences effectively.

The explosion of platforms like Instagram, YouTube, TikTok, and Twitter provided an incredible foundation for influencer marketing to flourish. These platforms allowed influencers to create and share content directly with their followers, fostering a more personal connection.

Influencer marketing became more sophisticated as data analytics tools allowed brands to assess an influencer’s impact, engagement rates, and audience demographics. This data-driven approach enabled more effective collaboration and resource allocation.

The Role of Influencers

Influencers are individuals who have developed a substantial and engaged following on social media platforms. They can be categorized based on the size of their following:

Mega-Influencers: These are celebrities or individuals with millions of followers. They often collaborate with major brands for large-scale campaigns but may have a less personal connection with their audience.

Macro-Influencers: Macro-influencers have a significant following, typically in the hundreds of thousands. They provide a balance between reach and authenticity.

Micro-Influencers: Micro-influencers have a smaller but highly engaged following, usually ranging from a few thousand to tens of thousands. They are known for their authenticity, niche focus, and stronger personal connections with their audience.

Nano-Influencers: Nano-influencers are individuals with a few hundred to a couple of thousand followers. They are often local or hyper-niche, making them suitable for specific, localized campaigns.

Do you personally know any of these influencers? Do you follow them? Why?

We’ll talk about some influencer marketing strategies next week and how with careful planning and strategy, you can boost your brand to a new level. But in the meantime, I hope I have helped pique enough interest for you to keep your mind open.

To be honest, I still have some mixed feelings about how much power we’ve given to those who are best able to curate their perfect social media persona. But I do believe there’s a way to embrace influencer marketing with authenticity and intentionality that fits your specific context, so you won’t miss out on the benefits it can bring your business.

Excited to talk more and figure it out together!

13Sep

10 Digital Course Mistakes to Avoid

Welcome to the rollercoaster ride of online course creation… As you know, we are doing a series on the best way to create a passive income, and online digital course creation is the trending solution.

But be warned: it’s not that simple. Every twist and turn could lead to either resounding success or a crash-and-burn flop. We’ve all heard those legendary tales of online entrepreneurs who seem to effortlessly rake in six figures from their courses while sipping on margaritas by the beach. But behind every success story, there’s a list of mistakes that can create the most epic blooper reels. So, buckle up and prepare to learn what not to do.

Here are the top 10 mistakes you absolutely must avoid (according to Amy Porterfield, online course creation guru):
 
Mistake #1: Launching without first getting results for myself or somebody else first.
 

Picture this: You’re about to embark on a journey to teach others about quantum physics, yet your own understanding barely surpasses “The Big Bang Theory” TV show. Mistake number one is like trying to teach someone to swim when you’re still figuring out the backstroke. Before hitting that launch button, make sure you’re either an expert or have coached someone successfully. If not, you might as well be teaching rocket science to a group of cats – it won’t end well.

Mistake #2: Impostor syndrome. You can’t worry about what others think of you. Instead, you have to show up for yourself and make yourself proud.

Let’s face it; even the greatest minds have moments where they feel like a discounted version of themselves. But here’s the scoop: worrying about what others think is like trying to juggle flaming swords while riding a unicycle – it’s not going to end gracefully. Embrace your inner weirdo, drop the impostor syndrome at the door, and remember, the only person you truly need to impress is you. After all, self-confidence is the best accessory for any online course creator.

Mistake #3: Creating a course about something I had no passion or enthusiasm for instead of finding my sweet spot.

Imagine being stuck in a never-ending loop of watching paint dry. That’s what creating a course about something you have zero passion for feels like. If your heart isn’t in it, your students will notice, and they won’t hesitate to bail faster than you can say “boring.” Find your sweet spot, that magical intersection of passion and expertise, and build your course around it. Your enthusiasm will be contagious.

Mistake #4: Editing my own videos way longer than I should have. Once you have the ability to outsource, do it!

Remember the time you spent hours editing out every “um” and “uh” from your videos, only to realize it’s a never-ending battle? Yeah, mistake number four is the kind of self-inflicted torture you should avoid. Time is precious, and once you have the means, outsourcing your editing can free you up to focus on the core of your course. Plus, let’s face it, not everyone’s a Spielberg in the making.

Mistake #5: Thinking that the course you are creating is the end-all and be-all. Trust me when I say that you only need one profitable course that you can launch over and over again.

Imagine trying to be the Beyoncé of online courses, churning out hit after hit, only to end up in a creative rut. Your masterpiece should be just that—one masterpiece. Focus on crafting one course that stands the test of time and can be your golden goose for years to come. Don’t spread yourself thin; it’s the recipe for a burnt-out soufflé.

Mistake #6: Not going all in. I was getting ready to launch but decided I wouldn’t play full out. Don’t waste your time playing it small.

Dabbling in online course creation is like dipping your toes in a pool on a hot summer day and then walking away before you even get wet. Mistake number six is the hesitation that keeps you on the sidelines when you should be making a cannonball-sized splash. Playing it small won’t get you the results you desire, so dive headfirst and make waves in the world of online education.

Mistake #7: Not nurturing your list. I didn’t nurture my email list before I launched — don’t make this fatal mistake.

Imagine having a garden full of seeds but never watering them. Neglecting your email list is akin to letting your digital garden wither away. Before launching your course, tend to your list, nourish it with valuable content, and build a genuine connection with your subscribers. Neglecting this step is like starting a car without gasoline—you’re not going anywhere fast.

Mistake #8: Avoid the kitchen sink syndrome. I threw every single thing I possibly knew into the course. More is not always better. Your job is to give them the fastest line from point A to B.

Remember that time you ordered a burger and it came with every topping imaginable, including a kitchen sink? Yeah, mistake number eight is the course equivalent of that. More doesn’t always mean better. Your students want a streamlined journey from point A to B, not a detour through the alphabet. Trim the fat, focus on what matters, and save the kitchen sink for home renovations.

Mistake #9: Lack of a webinar onboarding process. Be intentional with your onboarding process and send a series of emails to everyone who registers.

Launching your course without an onboarding process is like inviting guests to a party but forgetting to give them directions. Mistake number nine is the failure to guide your audience into your course seamlessly. Create a well-thought-out webinar onboarding process, complete with a series of engaging emails, to ensure your students arrive at the virtual party with the right mindset and excitement.

Mistake #10: Waiting too long to embrace video.

Ah, video—once feared, now loved by content creators everywhere. Mistake number ten is clinging to the days of text-only courses when the world is craving visual engagement. Embrace video early in your course creation journey. It’s like switching from a black and white TV to 4K Ultra HD—your content will come alive, and your students will thank you for it.

In closing, we definitely threw a lot of analogies at you there but I want to go back to the one we started with: the roller coaster. I know it’s usually meant as a picture of all the up-and-down challenges we’re going to face, but let’s also remember: roller coasters are fun! I hope this series is setting you up for success, and once the passive income starts rolling in get ready to enjoy the ride!
06Sep

Solution to Your Online Creation Challenges

My dad is 87 and he just wrote a book. Since retirement, he’s been taking long walks every day. And when I say long, I mean long, like 2-3 hours at a time. We live close by so sometimes I would see him walking so I would honk and wave. But with two heart surgeries about 10 years ago, he’s had to cut back on the long distances but he’s still excited to finish the book and get it published. So, why a book?

He told me that during his long walks, suddenly, all the past memories of his life would come flooding back. The hardships he’s endured, the highlights of celebrations, the mistakes he’s made, even specific things someone said or did that changed the trajectory of his life…good and bad. He said it was weird how these memories would just appear. So, he started bringing a pencil and a small notebook in his pocket, and when these thoughts or epiphanies would emerge, he would write them down…thus the book.

Some say we as humans have this innate desire to share what we know and have learned.  I am not sure why – maybe the reasons are personal, social, psychological, or even cultural. But we definitely have that desire. How do I know? Well, just look up “how to change brake pads” on YouTube and you’ll see pages and pages of videos from random people sharing their knowledge and thoughts on brake pads. So strange.

So, what are you waiting for? You have expertise to share with the world! I know you want to.

But I also know why you haven’t started yet. I am going to guess your top 3 reasons.
  • Content Quality and Organization: Developing high-quality content that effectively communicates your knowledge can be challenging. Organizing your content in a structured and engaging manner can also be difficult, as you need to strike a balance between depth and simplicity. Ensuring that your course covers the right topics and delivers clear learning outcomes requires careful planning.
  • Technical ChallengesOnline courses often involve using various technologies such as video recording, editing software, learning management systems (LMS), and multimedia tools. Dealing with technical issues, troubleshooting software glitches, and ensuring a seamless user experience can be frustrating, especially if you’re not familiar with these technologies.
  • Marketing and Promotion: Even if you create a fantastic course, getting it in front of the right audience can be a significant challenge. Effective marketing and promotion are essential to attract potential students. Standing out in a crowded market and convincing people of the value your course offers can be time-consuming and complex.
Well, I am going to give you one solution for your challenges. Find someone to help you….

At BOS Media, THIS IS WHAT WE DO! The three things I just listed that cause most people to get stuck are literally our favorite part of the job. We would love to come alongside you, customize the perfect plan to fit your needs, and then present you to the world.

Let’s start walking together and turning your knowledge into passive income. Because for BOS, helping you achieve your dream is how we achieve ours. 
29Aug

How to Build an Audience to Buy Your Online Course

If you’ve been following our new series on how to create an online digital course to make passive income, here’s a quick summary and links to each subject.
So now what? Do I just sit around and wait for someone to find me somewhere online and pay me to start the course I created? You can…but it will be crickets for a while. There are sites like UdemySkillshare, and Coursera that already have a built-in audience of learners, so if you upload your course by using their platform, they can help you find your future customers.
But if you want to hit it out of the park, let me tell you what I’ve been doing to gain the audience who will be my future customers.
As some of you might know, I am a huge golf-obsessed nut. The experimental project I am working on right now is launching a full-on digital course teaching mental and strategic aspects of the game to help beginners become competitive, single-digit handicap golfers. But I knew that before I start selling the course, I needed to create an audience that would buy from me. So, here are the steps I took to get to where I am today.
  • I first created a name and a brand for my project. I called it Better Golf Academy and the logo that I created is simple 3 different color circles: Orange, Black, and Red. The order of the colors is significant, as for most golf apps, if you bogey a hole, the default color of the score is orange, the par is black and the birdie is red. So, these colors represent a progression of someone improving from bogey to a birdie.
  • I created a website. This is where I keep all my content, links to social media, and all my landing pages. I am bringing in traffic to my site through SEO as well.
  • I created a Podcast. Basically, it’s just me on a mic for 20-30 minutes telling stories and teaching an audience about mental and game strategy. I try to be as entertaining as possible. This has become somewhat popular with thousands of downloads from all over the world. People reach out to me once in a while to thank me or just to encourage me. It’s been a fun experience. Here’s the link.
  • I created a social media presence. I do Golf News videos and post them on TikTok, Instagram, and Youtube. I only started this about 3 months ago and I am organically reaching close to 1000 subscribers on Youtube and Instagram. I am having a hard time with TikTok, I only have 85 followers and the views on my videos aren’t as high. I think my audience is too young…lol.
  • I collect emails. I created a handful of landing pages and incentivize people to download a lead magnet (some type of drill, check sheet, charts…) – giving  resources to help people in their game as a trade for their email.
So, through these outlets, I’ve put myself out there and started slowly building my audience as well as building trust and just making friends. All this to avoid crickets. I am not saying you’ll need to do everything I did, but I wanted to show you what’s possible to gain your own audience and how to target the market with very specific and niche-based content.
I hope hearing my journey demonstrates a “fair way” to move forward on a “course” of your own. And if nothing else, let my experience be proof that the things you’re personally obsessed with don’t just have to be a distraction to what you do for a living. It’s a feature, not a bug – put it to work for you in an online course and it can be your best source of passive income.
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