Transcripts
1. Introduction: Welcome to the Attraction
Marketing for Beginners class. My name is urban children, the founder of our money talks, a media company which
helps engineers and entrepreneurs improve their
communication skills. A strategy that
they are monitored, brand has used is
attraction marketing, which you may also known
as content marketing. Let's be real, something about the phrase attraction marketing
has more of an appeal. And in this class, I'm going to simplify
this concept so you can possibly apply
it for your brand. In this class, you will learn what is
attraction marketing? More about network effects. The Long Tail theory
a plus plenty of other topics which you
may have heard of before, but you didn't
necessarily connect the dots before this class. We'll connect the dots for
you so you can level up your attraction marketing
game if you are ready and excited for to build your brand, I look forward to
seeing you inside.
2. What is Attraction Marketing?: Attraction marketing is a
version of content marketing. This is basically when you're
putting content out there, you're building your
portfolio of ideas. So other individuals can get
value out of this content. And from there, they can
choose to work with you and buy whatever product or
service that you are selling. Now, with that being said, I would like to view content marketing
in a different way. Content is simply energy. I'm sure you've heard
of the phrasing. That energy that you put out there is the energy
that you get back. It's very similar with
attraction marketing. If you're one of those
individuals that wants to help people
with your content, then a lot of the times
you're going to attract a tribe filled with winners
who wants to see you when. But if you're in the
mindset where you're always working with
ulterior motives. We were just trying to take take take before you give at all. Then chances are
you're not going to attract the best type of tribe. With attraction marketing,
the intent matters. More important than that. What we need to understand
what attraction marketing is, that it's a lot different
than paid marketing. With paid marketing,
what we're pretty much doing is we're
interrupting someone. Let's say someone's over here watching a YouTube video and suddenly they get an ad for
someone else's service. This consumer is trying to
watch the YouTube video, but out of nowhere, they're just getting
interrupted. Some may convert, but the
ultimate thing you want to get out of this
is interruption. What would content marketing? Individuals are using their
own will to come to you? The intent from them is
completely different. Marketers have called this
permission marketing, where they're giving
you their permission. They're giving you
their permission to get more value out of view. So what attraction marketing
were predominantly focusing on giving an
immense amount of value, not only for others, but more importantly
for ourselves. We're building our brand. And as a byproduct of debt, we attract winners
into our circle.
3. 3 New Media vs Traditional Media: The reason that attraction
marketing is even possible nowadays is because of the transition of popularity from traditional
media to new media. Traditional media
was predominantly radios and tvs,
newspapers and such. And for these types of meteors, they're highly bound by
geographic location. And people of power
typically had access to this type of
distribution technology. With new media, it's
pretty different. It's the type of media
that can be created on the Internet or podcasts, YouTube videos, blogs,
tweets, and such. For this type of media, technology is relatively cheap. You can easily buy a phone
and started putting away. Now what happened with
this is that a lot of details started to emerge. A lot of people started to
create content in regards to their niche interests
were traditional media. They were trying to do this
broadcasting approach. And whenever you're trying to have this broadcast approach, you're creating content
predominantly for the mainstream. With new media, you
don't necessarily need mainstream.
You can have it. Sure. But nowadays,
there's also that a pocket for people that have
very targeted hobbies. Hobbies or something that individuals are
passionate about, which means that they can create a lot of content
on it when going. This is going to be
something that we'll cover later on in this class. The main takeaway you
want to get out of this video is that due to the increasing complexity
of information technology, we went away from the
traditional media model only to now entering new media. New media allows for more
interests to be shared. And these interests
or something that you can build a brand at all.
4. Long Tail: There was this
economist who created the theory known as
long-tail theory. And this is something that
you need to be very aware of, especially if you're trying to understand
attraction marketing. This is basically when there's a long tail distribution curve. And if you know what
I'm talking about, it looks sort of like
one of these curves. The spike at the top represents a lot of
the popular stuff, the hits, as you can say. And around the tail, it represents the
niche interests. So just to give you
a practical example, a TV show like I Love Lucy, that used to be a hit,
super popular, right? So that would be on the front of the long
tail distribution curve. But nowadays, with
the access to, let's say, new media, you can have a very
targeted topic, such as a podcast on the
Harry Potter series, which would be more niche. It's not going to be in the
mainstream distribution. Instead, it's going to attract pockets of people from
around the planet. You may be like, Okay, but pockets of people, I mean, how am I going to build a sustainable business
with a pockets of people? Here's the thing. The Internet has billions and billions
of people on it. So you are capturing just
a percentage of that billion within that pocket
is technically a lot. Now granted, you can
still adjust the numbers. But understanding the concept of the long-tailed theory
is highly important. It's not something that
only happens with media. It also happens with
your own content. As you begin to produce a lot. You'll notice that
certain content pieces are very popular, is getting a lot of views, a lot of sharing and such. And also there's
gonna be content that are in the tale
aspect of things. We want to embrace the entire long tail
distribution chart in order to optimize our understanding of
attraction marketing.
5. How to Create Content: Lot of businesses
are nowadays talking about how the data is king. That's not quite accurate. Data by itself is simply
potential energy. What you need is a correct
narrative on that data. And that narrative
is not enough. That narrative on that data
needs to be organized in a specific way in order to
inspire useful behavior. That field is known
as data storytelling. And likewise for you,
you have a lot of data that's known as
your experiences. But the data by itself
doesn't mean much. You need the narrative, aka the theme, aka your brand. Think about the book,
rich dad, poor dad. It's by this gentleman
named Robert Curl Zaki, who supposedly went through
certain experiences. There's a lot of talk about, is this book based
on reality or not? But let's give him
the benefit of the doubt is based on his life. Now, imagine if he's
someone that's just having a bunch of experiences. And that's it. Those
experiences wouldn't mean much. But on the other hand, he's like, You know what? I'm going to view my life
through the lens of finance. As soon as he was able to view his life through the
lens of finance, what he was capable of doing
was to look at his life and extract useful lessons
that dealt with finance. Suddenly two characters
that he dealt with, his real father and
his friend's father. We're no longer just random
individuals and his life. There. We're now rich dad, poor dad, and accounting book that has inspired many people
around the planet. Likewise with you, or you
have a lot of experiences. But what's the general
theme that you can use to evaluate
those experiences? Are you a fitness
type of individual? Are you someone that is very interested in public speaking
and communication skills? Dating, what is it? The more that you are
capable of getting a general idea of your brand, the more that you're now
going to have brilliant ideas in order to look at your
experiences through, from there, you're pretty much just
putting those experiences from that context of the
brand into words, aka blogs, aka videos, podcasts. That is how you publish content. You get your raw experiences and you manufacturer it
through your brand.
6. Publish Consistently: Creating content isn't enough. You need to
consistently publish. One of the best
ways to publish is to create a publishing schedule. What sort of schedule
works for you? This is something that you
want to be a scientist, what you want to
tinker, experiment. Certain content pieces have a lot more complexity
than other ones. So a tweet, You could probably publish multiple in
a span of a week. But what a blog is
probably once a week. I see what works for you. But you do want to maintain
consistency because that's you spreading good energy
through your content.
7. Diversify: Once you have a lot
of different content, what you want to now take
the time to do is diversify. A lot of individuals.
They start off with, let's say, Twitter alone. And eventually they're
capable of getting those tweets and creating
big blogs out of it. And other times it's vice versa. They start off with the blogs
and then they're capable of getting the main points of that blood and putting
it into tweet format. The reason that diversification
is important is because you never want to
strictly rely on one platform. When you do, it
becomes very risky. What happens if, let's say you say something that the
platform doesn't like, they could just cancel
you once you cancelled, you don't have
other backup plans. I believe it's pretty smart
to get something working. And once you get it working, you start expanding from there. Now you don't want to
do it in such a way where it's starting
to hurt your quality. I believe that
it's best when you get something
working from there. I simply diversifying it
is not that difficult. A lot of individuals, they really figured
out blogging first. And then they get
that same exact blog and they posted on a
platform like medium. This diversification allows different individuals
to come into contact with you who otherwise wouldn't have
came into contact with you. Now the diversification is optional if you're one of
those individuals who's like, I really just wanted to master one thing that is
perfectly fine as well. Go ahead and just
measure that one thing. But if you're one of those
individuals who's like, I see a lot of versatility with the type of
content that I produce. Then go ahead and diversify.
8. Network Effect: Once you diversify and you're consistently
publishing content, what's going to happen is a thing called a network effect. You can never predict.
A network effect is something that just happens
over a duration of time. The duration depends on
a multitude of factors, such as what industry you're in, how much you're publishing, how great you are in terms of the content
you are publishing. But if you're sticking
with it long enough, a network effect does happen, which is also known as
exponential progress. This is when multiple people are discovering your content
from different angles. Let's say you're someone that's
been working on building your media empire for some time. And you've dedicated at
least five years to it. Over time. What's going to happen is, let's say someone just
discovered your book one day. And at the back of your book, you put a link to your website. They come to your website, and from your website they see that you have an
army of material. You have blogs, podcasts,
videos and such. From there, they start to listen to one of
the YouTube videos. Your YouTube video is promoting your pointer on one
of your Twitters or has a link for all the difference books
that you've published. And this one individual
is going all around. They're engaged in
a nonlinear funnel. Funnels of the
Industrial Age and the early part of the
Information Age was very linear. You put a bunch of
people on the top, aka your general content, and you get a cell where our generation has a thing
called non-linear funnel. It's very hard to track. They're going from
one content piece to the next, the
next to the next. And the more content pieces
that they engage with, the more likelihood that
they're going to give you the most powerful version
of marketing out there, which is a form of
attraction marketing. You know what that is?
Word of mouth marketing. Once they've seen you on multiple content or platforms
that don't be like, Hey, have you ever heard of this particular creator before? And now they are
recruiting for you. This is the type of
network effects that often happen when you're
being consistent. And you're always trying to provide that good
energy, more value. That's when like-minded
individuals come your way.
9. Final Project: Congratulations on making
it to the end of the class. Now's the time for
the final project. I want you to look in. I want you to analyze
your own media behavior. Who is one Creator within
the past couple of weeks that you've consumed
their content and you did it with your own. Well, there was no
pop-ups flooding you or ads or
anything like that. You came into their
content sphere. You enjoyed the
content, then you left. It could be a newsletter
that you religiously follow. It could be this class. It could be another class
within the platform of Skillshare or whatever
content that you consumed. Once you have spotted
that content, I want you to trace back
how you are led up to them. Don't just view the latest
content that you consume. Think about how you
were introduced to this crater in
the first place. Was this creator on a podcast
that you listened to? Was were they a guest? Did you just randomly find them as you are
searching on Google? Did you randomly here about this person
through word of mouth? Try to retrace your steps. The more that you're
replacing your steps, the more that you build
a subtle fluency. In regards to
attraction marketing, you see that marketing does
not have to be sleazy. Instead, it can be very ethical. And by understanding that
it can be very ethical, you can apply that same level of ethics into your own brand. Once you have spotted
the content piece, once you have retrace your
steps back to the origins, I want you to create a report. What was it like? How did this creator hook
you in the universe? How did they provide value? Get as detailed as
you possibly can, and post your report in the final project
section right below. I look forward to reading it. I thank you very much for
joining this beginner's class. And if you would like to
learn more about marketing, social skills, public
speaking, and much more. Be sure to check out our money talks.com where I
published a lot of blogs, my videos, podcasts, and much
more are money talks.com. Go on and check it out.
Arman Chowdhury, Confidence thru Communication
