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How to Build an Audience of Buyers (Not just empty views)
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Today we're talking about how to build
an audience, but not just the viewers of
buyers. If you're an entrepreneur or a
business owner making content, there's
really only one question that matters.
How do you build an audience that
actually buys the products and services
that you sell? It sounds obvious, but
this is the million-doll content
question. And all those companies that
you admire that are growing super fast,
they've cracked the code on how to do
this. Now, it turns out if you want to
build an audience of buyers, there's a
super specific approach you should
follow. So, in this video, I'm going to
break the whole thing down. This is the
six-step playbook for building an
audience of buyers that will turn
attention into dollars for your
business. By the way, I'm Callaway. I
have a million followers. I've done
billions of views, and I know this stuff
works because content is all I do all
day long. All right. Now, before I go
through the six-step playbook, it is
critical to understand the psychology
differences between how a viewer and a
buyer think about content while they're
watching it. Viewers watch because
they're interested in the premise of the
idea you're talking about. Now, here's
the difference. Buyers watch because
they have specific pain points they need
to solve. Viewers are interested. Buyers
are interested in solving. So, to build
an audience of buyers, you need to
create content that consistently
communicates these three things. First,
the topic is a painoint they actually
have. Second, your solve for that
painoint is better, faster, or cheaper
than whatever they're doing to solve it
today. And third, that you are the best
person for them to learn or discover
this new solve from. So, it's painoint,
solution, trust. That is the triangle.
If you want to build an audience of
buyers and not just viewers, you need
these three things to come across in
your videos, either by saying them
directly or implying them indirectly.
The difference between a viewer and a
buyer is that viewers do not have the
pain points that you're talking about.
Both can be interested in the topic, but
buyers have the pain that needs solving.
And this is really important. If you
make videos on topics that you think
will get a lot of views, but those
viewers don't actually have that pain,
then all those views will just be empty
sets of eyes that are watching to be
entertained. And I call those views
empty calories. Now, in order to make
content that successfully hits on those
three things, painoint, solution, trust,
you need to define a few different
things before you start making videos.
And I'm going to explain how to do each
one of these in detail in a minute. But
just so you know where we're going, the
first thing you have to do is define the
buyer. Who is the buyer? Second, what is
the task or workflow that they're trying
to accomplish? Third, what are the most
painful or highest friction pain points
in that workflow? Okay, now most people
get this far, but then they miss out on
this back half of the process. And this
is where all the gold is. Fourth, what
is the baseline or common approach that
that buyer is using today to try to
solve those pain points? And fifth, what
do you know that is less common or
nonobvious about solving those pain
points that would help them do it
better, faster, or cheaper? And it's
those last two pieces where all the gold
is for building an audience of buyers.
The distance between their current
solution and your new, easier solution
is ultimately why buyers stick and buy.
Now remember to convert a viewer into a
buyer, it's painoint, solution, trust.
And I'm going to say that triangle over
and over and over again because that is
the underlying framework that drives
this whole thing. Now what all this
really means at a high level is that the
formula for building an audience of
buyers is to understand what the buyer's
pain points are. Offer novel solutions
they don't know to solve them easier,
faster, or better. And then do that
consistently for a long period of time.
If you can train a viewer that seeing
your face or your name equals value for
them in solving a pain point they have,
it will create a Pavlovian trigger in
their subconscious where they will
associate trust with you and want to buy
your stuff. All right. Now, as promised,
let's get into the tactics. How do you
actually go about figuring out what
content to make so that you end up with
an audience of buyers that will buy your
stuff? And there is a six-step process
for doing this that makes it super easy.
And I just want to remind you, if you're
an entrepreneur and you are serious
about solving this stuff, building an
audience of buyers, learning how to make
better content, I actually built a free
community for entrepreneurs called Wavy
World, there's over 17,000 people in it,
and they're all helping each other
improve their content. So, if you want
to get better at this stuff and learn,
make sure to join Wavy World. There's a
free invite link below in the
description. All right, here's the
tactical step-by-step road map for how
to build an audience of buyers. Step one
is defining the buyer. You need to
deeply understand who that buyer is
before you do anything else. Their
demographics, their psychoraphics, their
background, their interest, where they
hang out, and most importantly, what
mission or objective or workflow are
they trying to solve where they have
pain points today. Now, if you don't
have a product or service already and
you want to get started by first
building the audience of buyers, which
is what I recommend, you're going to
want to pick a buyer profile that is
either something you know a ton about,
something you already were yourself, or
something you want to get to know a lot
over the next few years. You're going to
be talking to and about these problems
and these pain points for a long period
of time. So, it's really important you
pick a buyer profile that you want to
study and immerse yourself into. For
example, in my case on this channel, my
buyer profile is business owners that
are trying to grow their business using
video content, either short form or long
form, and they want to turn that
attention into dollars for their
business. That is a specific profile and
set of pain points that I'm focused on.
Nothing else besides that. So, step one
is that you need to pick and clearly
define who this buyer is. And of course,
that will become who your audience is
made up of. All right. Now, the next
step, step two, is called buyer journey
mapping. And in this step, you need to
figure out what is the end-to-end
process or workflow that they're going
through today to try to accomplish the
task or objective or mission they have.
And you want to define this as
granularly as possible. So, you're going
to lay it out end to end, step by step.
And in each step, try to figure out what
are the friction areas or pain points
that they're facing. And when I say pain
points, I mean blockers. What are they
trying to do that's frustrating today
that takes a ton of time that's slow and
hard and complex? Maybe they're trying
to learn to code, maybe get a six-pack,
maybe learn to meditate, maybe grow
their business. All over the world,
people are trying to solve problems. So,
what is the workflow they're trying to
solve? And where are the pain points in
that workflow? You need to define that
full workflow to figure out where the
blockers are. What is hard, slow, and
expensive that you can make fast, easy,
better? And you're doing this in step
two because those blockers, those pain
points that you identify, those are the
source of video topics that you're going
to make. Now, let's continue with me as
the example for what I would do in this
step. So, I already figured out in step
one that my ideal buyer is business
owners that are trying to grow their
business with content. Presumably,
that's you if you're watching. And what
I need to define in step two is the
workflow or process that you're using to
make content today. And so, in that
case, the workflow for a business owner
to make content is something like this.
You need to define who your ideal viewer
avatar is. Pick a format, pick a
platform, come up with ideas, research
those ideas, script those ideas, record
those ideas, edit, post, grow, analyze,
and so on. That is the full end-to-end
workflow that a business owner making
content has to go through today. Now,
that was my buyer. For your buyer, when
you map any workflow, there's going to
be dozens of steps and tons of different
friction points and pain points within
that workflow. Maybe your buyer is
trying to learn how to use AI tools to
speed up their marketing or maybe file
their taxes faster or maybe get fitter.
What you need to do here is break down
that workflow into the atomic units so
you can more easily identify where the
pain points are. And I hate to say this,
but if you are personally not in the
buyer avatar, either in your former life
or current life, the only way to really
understand this workflow and the pain
points granularly enough to be able to
identify them is to interview a ton of
buyers in that profile. It is so much
easier to identify these pain points if
you've lived that journey yourself
before. And this is why so many people
end up developing expertise teaching
their former craft, the meta of
YouTubers on YouTube, teaching YouTubers
how to YouTube. The reason this exists
is not the sleazy core stuff that
everyone blames. It's because a former
YouTuber most intimately knows the pain
points of the journey to grow on
YouTube. And so, it's easiest for them
to relate and go deepest to then teach
that back to a newbie. This is the
easiest buyer profile for them to talk
to because they lived it. And again, if
you don't live it or haven't lived it,
you're going to have to figure out how
to immerse yourself in that community so
that you can be just as deep and
granular as someone who is living it
currently. Now, in my case, the reason I
chose to serve business owners
struggling to grow with content is
because I was a business owner
struggling to grow. I learned content
and that grew my business faster. That
is the expert profile that I've lived
and breathed for the last 3 years.
That's why I serve that audience. So, to
go back to step one after hearing step
two, do you know the buyer profile deep
enough to be able to mine for these pain
points in their workflow? If not, you
need to go back to step one and figure
out how to build that depth. Okay. So,
at this point, we are now intimately
familiar with the buyer profile and have
fully mapped the workflow that they go
through to accomplish whatever they're
working on. Now begins the process where
we're going to laser in on one specific
element of that workflow at a time to be
able to make content that acrus trust to
us as the expert. So, step three is
called painpoint baseline
identification. You want to pick just
one painoint in the workflow to start
with. Ideally, one that has max pain and
max friction. And that's what we're
going to go dive deep on. The key here
in step three is that you want to figure
out what is the baseline solve. What is
the buyer doing today to try to solve
this pain but still having a lot of
friction and pain. What are they doing
today? What is that baseline solution?
So to continue with me as the example
cuz it's the easiest one to explain.
Let's say I looked at that whole content
workflow that I went through and I
picked script writing as the first piece
that I want to talk about and help solve
the buyer pain for. So, the first thing
I need to do is figure out what is the
process today for business owners to
write scripts. And why is it so painful?
And the answer is today, if you don't
know what you're doing with content, it
might take several hours for you to
write a script. You open the doc, you
don't know how to write a hook, you
don't know where to start. Maybe you're
copying someone else's template, but you
don't know why it worked. You're writing
words and you're not sure if the
persuasiveness or psychology is dialed
in. It's really a guessing game, right?
That's what today looks like as a
beginner content business owner trying
to script write. And of course, that's
confusing. It's slow. It's painful.
That's the blank page problem, right?
That's where the baseline solution
really is. And again, in my case, I know
what that baseline solution is for the
beginner because I was a beginner. I was
a business owner spending hundreds and
hundreds of reps trying to figure out
what works with script writing and
videos. I've lived it and so I know
that. So, step three is taking that full
workflow, picking one pain point, and
then understanding what is the baseline
solve today that's still causing a lot
of friction. All right. Now, step four
is the sister to step three. Now that
you know the baseline solution that the
buyer avatar is trying to do to solve
the thing, what do you know about
different solutions, alternative tips,
tactics, frameworks, or formulas that
you can provide as an easier, better, or
faster way compared to what they're
doing today. This is literally the
opposite of the current state today. And
your goal in this step is to find a
better way to help them do the thing
they're struggling with. So to continue
my example, I spent so long as a
beginner trying to figure out what were
the patterns and formulas for script
writing and storytelling that actually
worked every single time. I was in those
shoes. And over the years, I had to
develop all these templates and little
tricks and tips so that I could make my
stuff do better so that I could grow my
business. And so what I did is I wrote
down a bulleted list of all those
frameworks, all those tips, those little
tricks and enhancements that help my
stuff do better than everyone else's.
And then I tried to make those
recommendations as tactical and stupid
simple to implement for anyone. So for
example, in my case, if I was trying to
help someone figure out how to improve
their hooks, I would say you want to
create more contrast using the words but
and therefore instead of and then. Or if
I was trying to help improve the rhythm
of your story, I would say write your
script and look at the end line of the
sentences and you want it to be jagged.
You want a jagged line when you look
down, not a straight line. That means
you have variability in the sentence
length and you can improve the rhythm.
Those are just two little examples of
novel yet tactically implementable
recommendations that make it way easier
for a beginner that's struggling to
improve their script writing. Current
state, my state in the future. And so
when I make the video about script
writing and my buyer who is struggling
hears my new solution and it's different
than what they've heard before yet
tactically implementable, immediately
they associate trust with me because
I've helped solve their painoint
quicker. And this step four, this really
is where all the sauce is. If you want
to build an audience of buyers, you have
to crush step four. You have to actually
have interesting, novel solutions that
solve the problem faster than everything
else. If you're actually dope at your
craft, this part will come really easy
to you because you will have actually
lived the transformation of the before
to after and have solutions that you can
recommend. If you haven't gone deep
enough to actually have the answers, to
have the solve, well, then you should
start back at the beginning and build
those solutions before you try to make
content about them. The highlevel
curators that are regurgitating the same
base level common stuff over and over,
they might get views because they've
hacked the algorithm, but they will not
have an audience of buyers because the
trust is not transferred when the
solution is not different. That gap
between old solve and new solve relates
directly to the buyer's desire to buy.
Okay, so now we're moving to step five.
At this point, you've gotten intimately
familiar with the buyer. You've mapped
their full workflow of whatever they're
trying to do at the granular atomic
level. You've picked one pain point
where there's high friction. You've
identified the current base state
solution that they're using to solve
that pain. And then you've come up with
your novel, easier, better, faster
solution that you can now recommend. And
this is essentially the meat or the body
that you're going to cover in the video.
Now, you're not done here because if you
just come flat out start, press play and
just talk about these things, it's not
going to do that well out of the box on
the social platforms. And this is
because content packaging actually
matters a lot in getting your video to
be permeated across these social
platforms. And that's really step five,
content packaging. Now, when I say
packaging on YouTube, that's the
thumbnail, title, and video intro. And
on short form, Instagram, Tik Tok,
LinkedIn, YouTube shorts, it's really
just the hook and the video intro. A
crude analogy for this is that all that
work we did before is really the gift,
but the gift is kind of hidden in this
brown box. You now need to wrap that
gift in wrapping paper and bows and
tinsel to actually get people to want to
open it and hear what you have to say.
It's a crude analogy, but that's really
what the video packaging does. It's a
wrapper around the sauce. No matter how
good your solve is or how painful the
actual pain point is, if you don't fix
the video packaging, your videos will
never really break out. And I'm not
going to cover video packaging in this
video. It's just going to be way too
long. But I promise you, I will be
covering that in a future video. For
now, below, I'm going to link a couple
other videos I've made where I've talked
about video packaging, both for YouTube
and short form. It'll be linked below.
So, the takeaway here is that building
an audience of buyers really requires
two steps. A, you need the meat or body
of the video to actually be
differentiated. That was steps one
through four that we went through. And
B, you need to package that body,
package that new solution in a way that
is optimized for the social algorithms.
And that's step five. I find that most
people when they're trying to build an
audience, they focus only on step five,
the thumbnail, title, intro. but they
skip over step 1 through 4, which is
actually getting to the novelty that
would build buyer trust. And now, the
good news is after you nail step 1
through 4 and you figure out the
packaging, all you have to do is record,
edit, and you're good. And I don't mean
to overlook the editing. Editing is
definitely a beast, but if you're a
business owner and you're actually
converting audience buyers to cash flow,
the first thing you should do is
outsource and hire editors that can
handle that piece for you. This is
exactly what I did. I built a great team
of editors. Everything you see on this
channel is done by them without any
review from me. So if you want to get in
touch with that team to increase your
quality of edits, I have a link below in
the description. All right. Now, step
six is the final part. Once you start
posting these videos, you're going to
have a bunch of audience members start
to engage. And if you've done your job
on all those previous five steps,
they're going to turn into buyers
automatically. And so, as they consume
the information in your videos, they're
going to take one of three actions.
They're either going to follow or
subscribe to your channel, leave a
comment, or want to go down the rabbit
hole to extend their knowledge with more
stuff that you've made. On the follow
part, this is great. Your audience size
will go up. Awesome. On the comment
part, this is where you want to engage.
When you're starting out, you want to
respond to every single comment. Take
them to the DMs. Ask them if there's
specific things they need help with. You
build that last mile of fandom in the
comments and DMs after you've engaged
them with your content. And lastly, when
they want to go down the rabbit hole and
consume more knowledge, give them a way
to do that. Have a newsletter or an
email lead magnet linked in your bio as
an extension ramp so that you can get
them from a rented platform like YouTube
or social media to an owned platform
like email or a private community. Make
sure to have those rails and nets in
place so that when a highvalue buyer
starts to trust you, you have a way to
extend their interest. Now, all you have
to do is run this playbook every week
for 6 to 12 months. And if you can do
that and stay laser focused on steps one
through six, you will have an audience
of buyers big enough to support a sevenf
figureure business in almost every
industry vertical. And I know it sounds
simple when I frame it that way, and
that's because the strategy part is
actually extremely simple. It's the
consistent execution and coming up with
those novel solutions every single week
that's really hard to do. But I'm
telling you, if you stay disciplined and
you figure out how to do this every
single week, you will have the audience
buyer intent to drive a sevenfigure
business. Now, of course, buyer interest
watching the content does not equal
dollars in the bank. Now, after you
generate that attention, interest,
goodwill, and trust, you need an offer,
a product or service that they can
actually buy. So, the next step after
you get all that attention is to craft
the paid offer. And when you think about
the landscape, this offer can really sit
in one of three areas. It could be a
product or service that solves one of
the workflow pain points you didn't
address. So let's say the buyer has a
workflow 1 to 10 and you make content on
1 to 8, but then you sell a solution for
9 or 10. That's option one. The second
option is you could sell a product or
service that goes deeper on one of the
items that you did address, but in a
much deeper way. So in this case, you
mapped the workflow 1 to 10 and you
covered all of those items 1 to 10 in
your content, but then you sell a
product for number two that goes way
deeper than the stuff you were able to
cover. And option three for the offer is
that you just sell a product or service
that speeds up or implements the full
workflow. So again, in this case, you
made content from 1 to 10, but you just
sell a service done for you or a product
that allows somebody to go through your
recommendations much faster. Those are
typically the three ways you can develop
an offer relative to the things you
cover in your content. And typically,
the price you can charge for that offer
maps to the magnitude of the pain solved
times the speed in which your solution
can solve it. Now, if you guys want, I
can make another video in the future
going through all of the offer creation
stuff, but to be honest, Hormoszi is the
best at this $100 million offers his
book. If you just read that, you'll be
set all around the offer and the product
service creation side. I personally
mostly focus on the front half and the
attention piece, getting people to trust
you and want to buy. Read his stuff on
the what do they buy. So, that's really
it. If you make consistent content
focused on a specific buyer workflow
with pain points that you come up with
novel solutions for and you do this in a
packaged way where the algorithm pushes
you, you will build an audience of
buyers. This is all you have to do. Then
it's your job to create an offer so good
that they're willing to buy it. And what
I found is the more value you give away
for free, the more willing they are to
buy the thing once you have an offer to
sell. For example, in this whole video,
I've been using myself to describe how I
would solve the specific pain point of
script writing. And so I went through
this whole workflow. I identified the
pain points. I came up with novel
solutions. I've made several videos for
free about how to solve script writing.
Everything I can do, I've put out. But
even after making all those videos, I've
realized that applying my learnings is
still not super easy for every single
person to do automatically. Even with
the answers, it just takes a ton of
manual work for a business owner to try
to learn. So what I then did is went and
built an AI software product that just
takes all of those learnings and more
and just does it for you. automatically.
And this is an example of the second and
third offer buckets that I've talked
about. It's not that I never covered
script writing in my content. I've made
several videos about it. I'll link them
below. What I did is went super deep on
that and then packaged up a speedrun way
for you to do it. So, I take the stuff
that I've shared and allow you to
implement it for yourself in 1/100th of
the time. And the reason Sandcastles is
growing so fast is because it's solving
a huge painoint. It takes hours to write
a script and Sandcastles will do it for
you using all the best methodology in
less than one minute. We have people
writing 30 scripts per day using
Sandcastles.ai. That's how easy it is to
use. And so again, that's a great
example of how you can build a product
or service, an offer that extends beyond
the free content you make for your
audience of buyers. All right. Now,
before I end the video, I just want to
cover one last thing. And this is also
really important to understand. It turns
out that most people who fail to build
this audience of buyers, they make one
of six critical mistakes. So, now that I
just tactically explained how to do it,
I just want to walk through the six
mistakes to avoid so that when you're
doing it, you don't fall into a trap.
The first problem people face is the
channel type problem. I mentioned
earlier that viewers can come from
educational or entertainment type
channels. Well, typically buyers only
come from education type channels.
Simply put, if you're trying to build an
audience of buyers, do not make an
entertainment type channel. There's this
famous story of a lifestyle influencer
that had 8 million followers and she
went to sell t-shirts and she couldn't
even sell 25 t-shirts. And everybody
thought that was so crazy. 8 million
people and only 25 bought. How could
that be? And this is because her videos
were made for entertainment purposes
only. They weren't made to solve a buyer
painoint. When you make entertainment
style content, you're basically just a
TV channel. And that means you can
monetize from ads, which are brand
deals, but it's typically very hard to
ramp a majority of your audience into a
product or service that you own. And by
the way, that means those brand deals
aren't really working. Entertainment
channels will get you views, but they
don't acrue the same type of audience
trust that you would need to create an
audience of buyers. Now, you may try to
rebuttal and say, "What about Mr. Beast?
He has an entertainment channel and he
sells tens of millions of chocolate bars
every single year." And I would answer
with this. Having legit tier A raw
fandom will supersede any playbook that
I'm talking about. But chances are you
will never achieve a tier fandom, nor
will I. And you actually don't want
that. So building an entertainment
channel is suboptimal for building
sevenfigure businesses the easy way. If
you're trying to build a seven-figure
business and you want that process to be
a thousand times easier, do not make an
entertainment style channel. All right.
Now, the second problem that people face
when they're struggling to build an
audience of buyers is the precision
problem. In this case, you didn't do the
work to fully understand the buyer
profile, and so your content selection
is all over the place for many different
buyers. You might be able to get narrow
enough on a single painoint for one set
of buyers once in a while, but then you
shift to another set, and so you bounce
around. This ruins that Pavlovian effect
of seeing your brand and it relating to
value for that specific buyer group over
and over and over. And the problem here,
like I said, is that you have not been
precise enough in understanding and
mapping your specific buyer. An example
of this would be, let's say I'm an
accountant and I'm trying to sell
accounting services to small and
medium-sized business owners, but I end
up making content about current business
events from a financial lens. And you'd
think this would actually help you build
credibility because you're talking with
a financial perspective about things
that are happening in current events.
But this attracts a whole set of
different buyers. It could be small and
medium-sized business owners, but it
also could be people interested in
politics, in markets, in economics, in
current events. And this is a classic
precision problem because when you go to
sell your accounting expertise, such a
small percentage of your audience will
relate that those videos will not do
well and not find those buyers. To avoid
this problem, you want to stay super
disciplined on a single buyer avatar and
really deeply research and understand
what their workflow and pain points are.
You want to stay within those rails.
Now, the third problem is the painoint
identification problem. And in this
case, your videos are aimed at a single
buyer, which is good, but the topics you
pick are too high level, too broad, or
not really mapping to a pain point they
have. And the good news is these are at
least kind of mapping to the expertise
you want to build. The bad news is these
are just junk food and low value because
you're not talking about their pains. An
example of this again would be if I'm
the accountant selling my accounting
services to SMBs, I might make videos
talking about all types of business
related things. Filing patents, setting
up operating structures, maybe covering
taxes, but then broadening beyond that.
Now, all those topics seem right because
they're everything an SMB would want to
know, but it's not necessarily things
they should hear from you. And that's
the issue. You're too broad, too high
level, and not focused specifically on
their accounting painpoint problems. To
avoid this problem, you just want to
narrow down your content topic selection
to only pain points the buyer has. And
you can do this easily if you've
effectively mapped their workflow. The
fourth problem is the solution novelty
problem. In this case, your videos are
focused on a specific problem or pain
point. That's good, but the solution
you're giving is not novel or different
enough. In other words, you're giving
the same generalized advice and takes
that everybody else does. When you do
this again, people will watch, but deep
trust is not acred because the thing
you're saying does not actually help
solve the pain point differently. And to
continue this example, you're the
accountant. You're going for small
business owners. You're now talking
about specific tax services and
problems, but the solutions are the same
thing they could use chatbt for or go to
an H&R block specialist. You're not
giving them differentiated tips or
knowledge. Now, if you want your
solution to come across different
compared to the incumbent, you can do it
in three ways. Either being first,
better, or different. First is if you're
the first one to explain a new ruling or
some clarity on a rule change that no
one has covered yet. Different, which is
always better, is coming up with
different things than people say. You're
zigging when everyone else is zagging.
And then better is representing the same
information, but in a much clearer way
or with better metaphors or better
visuals so people can understand more.
You're saying the same, but they're
actually absorbing a lot more. That
would be better. All right. The fifth
problem is the walk away value problem.
In this case, your videos are focused on
a specific buyer. You're focusing on a
specific painoint. Your solutions are
actually novel and different. All good.
But you don't complete the circle to
give the tactical walk away steps for
how someone can take your novel
solutions and implement them themselves.
You only get half the credit if your
novel solve is different. The other half
comes from someone actually being able
to implement what you say without your
help. For example, most of my videos on
this channel, they cover tactics and
strategies for content that you're not
going to hear anywhere else. They are
inherently novel and different. And that
is because I know this playbook works
and I am spending a lot of time coming
up with the novel and different
strategies. I'm doing this on purpose.
But the magic isn't from me telling you
what this is. It's when someone else
watches the video and applies those
learnings and tactics on their own and
then 50xes their views overnight. Once
that happens even a single time, I have
fully earned the trust from that person.
They've taken my novel solution,
implemented it, and it worked. and now
they're willing to buy a solution that I
sell in the future for a different pain
point in the same workflow. All right.
Now, the last problem is the consistency
problem. You find the buyer, map the
workflow, pick a painoint, come up with
a novel solution. It's tactically
implementable. You do all that
correctly, but you just don't do it
often enough. Google has a rule called
the 7114 rule. A buyer needs to see your
stuff for 7 hours across 11 different
touch points in four different ways,
four different formats. So, if you
average 20 minutes in length on your
video and your super fans watch every
single second, it's going to take 21
videos for them to watch and then buy.
So, if this is your problem, you're
doing all the right things. Painpoint,
solution, trust. You're just not doing
it enough. You have to keep doing it
consistently over and over and over. And
I'll say this, you may be watching this
video so far and thinking, "All right,
what are you saying kind of makes sense,
but if I do this and I pick a specific
buyer with a specific workflow and a
narrow set of pain points and my
solution is novel and different? If I do
that, are my views going to be super
small? Because there's only going to be
so many people that relate to what I'm
saying? And that is the exact right
question. And here's the answer. Views
are not the goal. Dollars are the goal.
Customers are the goal. You need to
untrain yourself that more views equals
more dollars. That is not how it works.
The algorithms are extremely good at
finding the right demographic of person.
If you stay consistent and service only
a small set of pain points for a
specific buyer, your view size will be
directly correlated to the size of the
buyer group that has the problems you're
targeting. If you're solving a niche
problem in a niche market, then your
views are going to be smaller. But that
doesn't mean that your dollars have to
be smaller. If you run a marketing
agency and can only take on 15 new
clients at once, well then the
difference between 500 views and 500,000
views doesn't matter if they both net 15
clients. And I'll say this, if you want
lots of views and lots of dollars, then
you need to pick a large enough problem
where the total addressable market of
buyers is big. All right, guys. That is
all I've got for this video. That was a
long one, but hopefully a master class
in how to build an audience of buyers.
As a summary, we went through the six
tactical steps for how you actually
build the audience of buyers and then
the six pitfalls and common traps that
you need to make sure you avoid if
you're struggling with it. You now have
everything you need to get started
building an audience of buyers. And
remember, I built the free community,
Wavy World, that now has 17,000 other
business owners and entrepreneurs
helping each other get better with
content. I built that specifically
because I wanted to become the best
place in the world for you to uplevel
and learn. So, if you want to join that,
it's completely free. I've got an invite
link for you in the description. And
until the next video, thank you guys. We
will see you on the next one. Peace.
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