TWEET THIS – YOU’RE TWEETERS WILL LOVE YOU FOR IT!
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Some people read Magnetic Sponsoring and then go out and do all the mechanics of attraction marketing, from videos, to articles, blogs, social media and the like, yet can’t seem to “crack the code” on lead generation with any of it.
I believe the problem they are having is the same one that I faced when I used to teach chess. Let me explain…
Many of my students would sit down in front of a chess board ready to play the game of chess after learning how all the pieces move. Pushing the knight here, and capturing a pawn there, they would delight in what they thought was playing chess – yet nobody was getting closer to winning the game. Well, they weren’t actually playing the game – they were only moving the pieces around.
Moving the pieces correctly? Yes. Playing the game of chess? No. There is a difference.
Be clear on this one point: just because you know how to move the pieces does NOT mean you’re playing chess. The concepts and principles that make up the game of chess, once understood and mastered, are played out in the movement of the pieces, not the other way around.
So, anyone void of understanding of the concepts and principles behind the game are reduced to simply pushing pieces aimlessly around the board.
In like sense, just because you create a video, post an article or even connect with people on social networks does NOT constitute the practice of attraction marketing. You’re “moving pieces” around the “board” but unless you get the core principle you will never “win the game.”
The core principle is this: to give genuine value to an audience of people who did not have that value before finding you.
I saw a video the other day of a guy talking about leadership. This isn’t a bad subject to give value from at its core, but what was sad about the video is that he talked about leadership as though he were reading the definition from the Merriam-Webster dictionary. In his mind I’m sure he thought he was giving value, but in fact he was not.
When you go about giving “value” in this weak and flabby way, thinking that your audience isn’t savvy enough to know the difference, you won’t establish yourself and you will never get that person’s attention again.
Here are the 4 ways that I have been able to give genuine value that gets respect:
1. Interviews: I’ve interviewed and recorded thoughts and wisdom from top producers from around the industry, and I publish that content on my blog. Most recently I interviewed a gentleman who has been in network marketing since 1975 and is currently the head of marketing for a major network marketing company. Oprah Winfrey was a “nobody” who became a “somebody” by interviewing interesting people. You can do the same.
2. Reviews: We are all bombarded with tools, systems, techniques, and a whole lot of stuff to supposedly help to build our business, but who really knows if that stuff works? Remember Siskel and Ebert? They made their living reviewing movies. You can become a branded expert by reviewing people, companies, resources, tools, software, anything relevant to our industry. There is a place for this type of expert, and you could fill that niche.
3. Original content: This is usually the most difficult for people because it embodies personal experiences or education that would need to be converted into value. Unless you’re very creative, you may find this strategy hard to keep up consistently as you will feel as though you’re running out of fresh content. However, this is the one that is the genuine “you” so it’s worth the effort to get good at speaking in your own voice. This one is my personal choice over all the others.
4. The “Remix”: By far, this strategy is the easiest because it doesn’t require any thought at all. A remix (or remake) of a song is simply someone taking a piece that was originally done by someone else and rearranging the music behind the lyrics and adding their own style to delivering the vocals. You can “remake” content that others have produced and make it your own. I shared this with one of my reps and they were concerned about duplication of someone’s content. I didn’t say hijack the exact wording and reprint it with your name! Here’s an easy way to understand this approach. Go to the nearest major book seller and pick any subject. Under that title (i.e. personal finances) you’ll see many different authors talking about the same stuff. Why? Because Robert Kiyosaki’s way of explaining wealth is different than Suze Ormon’s, yet they are talking about the exact same subject matter AND best-selling authors! How many ways can you talk about a particular subject? Answer: as many ways as there are authors interested in writing about it!
Once you “get” the principles and concepts, it won’t matter whether you use videos, articles, webinars, or whatever. You WILL get the results that you’re after. You will finally be playing the “game” the way it was meant to be played – and WIN.
If you find this content helpful, let me know by commenting below. Thank you for stopping by.
“I had the privilege of using Larry Beacham’s LinkedIn Blueprint and all I can say is WOW!! After reading through his e-book and applying the knowledge learned, within 24hrs I had a drastic increase in my lead flow in my primary business. Larry’s book is up there with Perry Marshall’s Definitive Guide to Google Adwords, except, this puppy is on Linkedin. I would highly suggest Larry’s mentorship and coaching as he delivers the goods.” – Joshua Boxer, Atlanta GA
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