3 the art of authentic self promotion tủ tài liệu bách khoa

How to Break Through the Noise and Build a Powerful Online Presence


60 SECOND RECAP
•••••••••••••

. . The Psychology of Traffic: David Beats Goliath
. . Content That Sells: The

10X

Power of Being Remarkable

. . In the last exercise, you created your first piece of remarkable content and
brainstormed a few sites that would benefit from your material
. . Creating remarkable content always takes longer than expected, but when it clicks, it'll
pay dividends forever. Be patient as you navigate the process


HAT YOU'LL LEARN IN THIS LESSON
•••••••••••••

. . How to go from o to 1,000 email subscribers and beyond, in the shortest time possible
. . The exact scripts you can use to promote yourself authentically, without being spammy,
annoying, or desperate
. . How to turn tactics and techniques into an sustainable, long-term, traffic-generating system
. . Note: Don't worry if you don't have a website yet. Learn the material now, and you'll be ready
to apply it as soon as your site is up and running


ZERO TO LAUNCH:

HERE

EARE

•••••••••••••

. . We've gone through Idea Mapping, immersed ourselves in our market, and created our
Profit Playbook. We all pay to learn things from other experts who've been there and
can help us navigate the waters
. . We've learned about the power of being remarkable and practiced creating truly
remarkable material
. . Now let's talk about how to start building an audience and sharing our material with
the world


THE CURE-ALL OF TRAFFIC
•••••••••••••

. . Traffic is the lifeblood of any online business
. . It's the cure-all: Get enough traffic, and you can filter through it to find your true
audience of fans, followers, & customers
. . There's only one problem ...


TRAFFIC MAKES PEOPLE
GO A LITTLE CRAZY!
•••••••••••••

. . You know the type: Always chasing the shiniest new tactic of the week, constantly

feeling frazzled, guilty, and aimless
. . Result: A downward spiral where they spend go% of their time on low-value activities
that attract low-value readers
. . I call this Marketing Tactical Hell



E DON'T CHASE TACTICS HERE.
E FOLLO A STRATEGY
•••••••••••••

. . Let's recap what it is:
1. Create remarkable content
2. Share it with the right people
3. Find what works, and do more of it
. . Most of us already know about content creation. But content promotion is at least as
important
. . Content helps you grow, but promotion is what helps you grow fast (I used to spend so%
of my time on promotion!)


IF NOBODY KNO 5 ABOUT YOUR
MATERIAL, HAT'S THE POINT?
•••••••••••••

. . Ask yourself: How did you find the sites you currently read?
. . There are subtle nuances with (1) finding the right audience, (2) attracting them to your
site, and (3) converting them to become a long-term audience
. . But if you do it once, you can do it twice, which means you can systematize it forever

EVENTUALLY,
YOU BUILD
AN ENTIRE
ONLINE
PRESENCE

.

.

'

========I

~

'· .


THE ICEBERG EFFECT OF TRAFFIC
•••••••••••••

. . People often look at my business and say, "Wow Ramit, you must have a great PR firm.
You're everywhere!"
. . What they don't see are the years spent building my online presence one website at a
time. I call this The Iceberg Effect
. . You'll get there. But you have to do the invisible work first: creating great material &
promoting it to the right places
. . After a while, people will tell you you how it "must be nice" to have so much traffic

SOHO

DO YOU GET STARTED?
••• •••• ••• •••

. . If you've done the Profit Playbook exercise, you already know WHO your audience is
and WHERE they hang out
. . Now your goal is to get your material in front of them
. . There are dozens of ways you can reach them. I' 11 start by recommending two of my
favorite techniques to get you started:
- The 1-2 Punch
- Go to the Source


TECHNI UE #1: THE 1-2 PUNCH
•••••••••••••

. ,. If you want a blog or site owner to promote your material, you could always go
direct: "Hey, I wrote this article and I thought your readers might like it-check it out!"
. ,. This does work, and I've done it many times. But there's an even better way
. ,. I call it the 1-2 Punch, and here's how it works ...


SCRIPT: THE 1-2 PUNCH
•••••••••••••

"Hi NAME) My name is NAME and I'm a big fan of your work. I especially loved what you
wrote about TOPIC because AUTHENTIC REASON .

I'm thinlcing of starting a website myself, and was hoping I could get some quick advice.
The idea is to help AUDIENCE get RESULT. I just wrote my first article HERE) but I'm trying
to improve it so that it's really excellent.
You have a lot more experience than me.
this better?
-Add more A
- Talk more about B
-Etc.

If it were you)

what do you thinlc would malce

What do you thinlc? Is this something you feel would resonate with your readers if done
right?"


SCRIPT: THE 1-2 PUNCH PART2
•••••••••••••

Thanks so much for your feedback. I'm going to make those changes right now. If
it's OK with you, I'll send you an update when it's finished.

"NAME,

One more thing: This is a bit further down the line, but would you be at all interested in
having me contribute a guest post to your site once I have everything up and running?
It would really help me get the ball rolling and I think your readers would love it. You can
even use this post if you like it.

Let me 1-cnow-thanl-cs!''


HY THE 1-2 PUNCH

ORKS

•••••••••••••

~~>

We all like to help people, especially if they're friendly, genuine, and respectful
of our time

~~>

It's not spammy: You're adding value to them, and they're adding value to you. And if
it's not a good fit, that's ok!

~~>

"Using Ramit's '1-2 punch,' I'm getting a response rate of ~33% to my initial email to
bloggers asking them for advice. And real, thoughtful responses, not the canned 'Thank
you's I was getting before. The follow-up response rate has also been ~33%." -NIR c.


HAT IF THEY DON'T RESPOND?
•••••••••••••

. . Assume the best: They're busy and didn't have time to respond to your email. They

don't hate you and you're not a terrible person
. . Just follow up a few days later: "Hi NAME , just floating this to the top of your inbox in
case you missed it!"
. . Of course, if you're consistently not getting replies (less than 20%), it might be either
the quality of your content or your emails. Try testing new approaches


TECHNI UE #2: GO TO THE SOURCE
•••••••••••••

. . The 1-2 Punch is great when an audience has an "owner" that you'd like to establish a
relationship with
. . But who says you can't cut out the middleman entirely and go straight to the
audience themselves?
. . That's where the Go to the Source technique comes in
. . It boils down to this: (1) Find a target audience you can reach directly and (2) give them
amazing content


GOING TO THE SOURCE: EXAMPLES
•••••••••••••

. . My student Primoz, a productivity coach, got started by posting productivity tips
directly onto poker forums he was active in
. . Patrick McKenzie, aka patio11, established himself as a top-contributing member on
Hacker News. People now search "patio11 blog" to find his site (Kalzumeus.com)
. . And the master of this technique is James Altucher


HENEVER JAMES ALTUCHER

RITES A BLOG POST...
•••••••••••••

. . He posts it to Twitter, where it gets re-tweeted dozens of times ...
. . He sends it to his email list, so his fans can forward it to their friends ...
. . He posts the ENTIRE article to his personal Facebook page, where it gets liked,
commented on and shared ...
. . He sometimes posts the article to Reddit (unless it gets posted by others, in which case
he pops in to comment)


THE BOTTOM LINE
•••••••••••••

. . There are people out there who want and need your material
. . You know where they are and where they hang out. Your job is to find some way any
way-to get it in front of them
. . The content MUST be remarkable and relevant to your audience. James Altucher
wouldn't be half as effective if his material was mediocre
. . Beware: Nobody thinks they're spammy, until they're spammy


BUILD A SYSTEM THAT

ORKS FOR YOU

•••••••••••••

. . This isn't a sprint, it's a marathon. The best way to self-promote is to find strategies
that work for you in the long run

. . For example, if I only had 5 hours/week, I might spend it like this:
- 2 hours/week creating new content
- 2 hours/week promoting content (e.g. reaching out to 10 people and sharing my
material on forums)
- 1 hour/week on strategy, planning, and updating my Profit Playbook with
more resources


AFE

FINAL TIPS
•••••••••••••

.... BE PATIENT:

It takes a while to "crack the code" of traffic. Everybody gets
stuck-push through it!

.... FIND YOUR FLOW:

At first, this is hard. Everyone goes through this. You'll get
faster and better with experience

.... OBSERVE THE MASTERS:

How do the people you follow get their traffic? Watch how the
best do it, then see what you can incorporate

.... GET CREATIVE:

Play with the scripts and find new techniques. Think of it like
a game. You won't break anything by trying


SUCCESSES FROM THE FIELD
•••••••••••••

. . "Launched my website, resulting in 105 subscribers from my first post. I now have 530
subscribers (in 1.5 months). I've also clearly branded myself and it's easier for me to
reach out to others and get more interest and support." -NAGINAA.
. . "With my first blog, I have gotten to about 250 subscribers from zero ... after that I plan
to massively promote and get it to 500-1,000, then launch my first product" -PRIMoz B.
. . "I've gained more than 300 subs after I implemented the changes we discussed ... the
conversion rate from random visitor to 'prospect' is up 300% (from 7% to 21%)" -MARIA B.


SELF-PROMOTION: THE BIG PICTURE
•••••••••••••

. . In the beginning, getting traffic is all about hustling. You have to do it by hand before
the flywheel starts to spin on its own
. . The "overnight hits" get highlighted, but slow & steady is what wins in the end. Nobody
builds a successful business overnight
. . Everybody goes through this process. You can't get 100,000 subscribers without getting
1,000 first!