Marketing Your Brand: Is Quantity Over Quality Better?

Transcription

Let me ask you a question, do you believe that quantity is more important than quality? Or is quality more important than quantity? Well, it’s kind of a trick question, because the answer is, it depends. Now, what I want to talk about in this episode is with respect to your marketing. What I’m going to suggest is that quantity is more important than quality.

 

When quantity is more important than quality

What is marketing? How do we define marketing? Well, marketing is really, what I determine or what I see as, it’s the process of building relationships with people to the point where they know, like, and trust you so that selling almost becomes unnecessary. Essentially, the better you are at marketing, the less you need to sell, because people come into your “Sales process.” And, they’re already pre-sold. They’ve seen your stuff, they’ve seen your messaging, and they’re like, “You know what? I totally drive with this person. Let’s just kind of figure out the details.” That’s pretty much what marketing allows you to do, because as you know, it’s a lot tougher to have somebody jump on a phone call with you, for instance, who has no context, who has no idea who you are, who has no idea who you are, who has no idea about your philosophy, about how your business can help them, so marketing is really important.

Marketing is everything that happens to get the person in the door, selling is what happens once they’re in the door. Does that make sense? Okay, marketing is what happens, or is everything that happens to get somebody on the phone, and then, selling is what happens in that conversation, so I just want to give you kind of a very clear delineation between marketing and selling, because a lot of people have issues with selling which I think they can clump marketing into that as well. They don’t like putting themselves out there, they feel salesy.

 

Why the competition is real and how to get in the game

But, here’s here’s the way you need to think about it, is that if you’ve got a program or a message that can help a lot of people, or even a few people, it is your duty to do whatever you can to get the message out in front of more people, so with that said, when we look at the world today, online, when we look at social media, for instance, when we look at Google Search, YouTube, Instagram, all that stuff. Would it be fair to say that there is a lot of competition? Yes, right? Would it be fair to say that Facebook and Instagram both are showing our posts less to our own followers? The answer to that is yes.

Facebook specifically has stated that organic reach is 2%, and that means that if you have 1000 followers less than 20, so less than 20 people, so that’s 2% of 1000 will see your post. If you put up a post, and you put up a little cat picture, or something you did, or whatever, no one’s going to see that unless you put money behind it, and now it turns into an ad, and that’s the nature of the game is, Facebook which also owns Instagram wants you to be able to pay to play.

 

Building a brand and getting your message out there

Now, let’s say you don’t want to pay to play, or let’s say that you are, and you also want to complement that with messaging, or content like this, like a podcast, or YouTube channel, or a blog or social media. Now, before we go any further, I need to stop you, okay? And, I need to forbid you from doing any of that until you have a predictable sales process built into your business, so this conversation is going to be for those of you who are a little bit more advanced, who have a predictable way of generating clients, and now, you’re like, okay, how do I build my legacy? How do I build this brand? Not just attract more clients, but how do I build a brand that dominates my niche, or my niche? And, that’s what I want to discuss here.

So, everything I’m about to say is predicated on the understanding that you already have a predictable system in your business that is bringing clients in even if you do nothing of what I’m about to say. Does that make sense? Because, it’s really important you get this. I don’t even talk about this stuff with my clients unless they’re in my mastermind, because that means they’re earning at least six figures, they already have a predictable sales process, and now, we can start having this discussion. For everybody else, this is not even on their radar, at least for six months, at least, and it’s really important you understand this, because if you start doing what I’m about to tell you, you are going to burn yourself out, and it’s going to be a lot of work for very little, I guess, return if you want to think of it that way.

So, little bit of context for you. With Healthpreneur, you guys know that we have a podcast. If you follow me on YouTube, you know that we’ve got a YouTube channel. I love creating content. I don’t do writing, we repurpose our blog, so we repurpose our podcast, and our YouTube videos onto our blog as now we have all three going. You also might be following me on Instagram, if you’re not, do so today. I’m at @healthpreneur1, that’s me, so you’ll see me, and that’s where I’m most active on social media. Facebook I don’t do anything other than my personal profile which I actually consider to be my business page, because my business page doesn’t get any organic traction as we just talked about, and we do a lot of, lot of Facebook advertising.

 

How to take the next step and stand out

So, the only reason I can do all that stuff is because we have our perfect client pipeline built out. I don’t do any of that stuff anymore. I spent a good amount of time building it out so that we have people coming from cold traffic, prospects who don’t even know who I am are clicking on my ads, they’re attending our webinar, and they’re booking calls with us, and that’s happening every single day, even if I never did another podcast episode, even if I decided to shut down my Instagram account, and I never wanted to publish another video. All of that would have zero impact on my business in terms of generating new clients.

However, I am very ambitious, and we want to dominate the world. We want Healthpreneur to be a household name so that when any health, or fitness experts thinks about how do I build my coaching business? Healthpreneur is the only consideration they think about. In order for that to happen, we are doing some really big things, and if you want to build a brand that is more than just making money, what I’m about to share with you is important to know.

Let’s go back to quantity versus quality. We talked about how getting seen in today’s world is more challenging than ever, and you probably know this. You put up a blog post which by the way I would never recommend if you’re considering using that blog post for any amount of return, or client generation for the most part. At least not from Google. You can use that for your own audience, but if you’re looking for Google to give you any love, it’s not going to happen.

Listen, my blog, it’s almost a million visitors per month. At one point we had a blog payroll just on our blog, not our whole team. Just on our blog of $30, 000 a month. We’re pumping out tons of content, tons of SEO work, to a lot of backlinks, and as a result we have organic traffic from Google, but with Healthpreneur, we don’t do any of that stuff, so Healthpreneur on our blog, even with YouTube, I think on YouTube, we might have like 50 subscribers on Healthpreneur we haven’t had anything to grow that channel. My health and fitness channel has 250, 000 subscribers, very different, so I’m creating content for our existing audience right now.

We are buying our audience through Facebook and YouTube ads, and then, we are cultivating that audience with our podcasts, or YouTube videos, and obviously our emails that lead to our blog posts, and Instagram as well. Now, the reason I’m sharing this with you is because of this, if you want to stand out, and really build a brand, you have to pump out a ton of contents. That’s the name of the game, okay?

 

Why quantity matters and how to set up your game plan

Tim Ferriss, probably about 10 years ago started this whole quality versus quantity experiments where he would put out an amazing blog post, you know, 10, 000 words, everything you need to know on whatever the subject was, and that really started this trend of quality over quantity, and it really, it does work. I mean, it does work if you have an unbelievable blog post. You’ll probably get more links back to it, and that will increase your traffic, and so forth, but the amount of time, and this goes … I mean, this is really, it’s up to you. I mean, the amount of time you have to put into that type of blog post is painstaking, and I’ll give you a great example. I was working with a very, very big … I’ll just name them whatever sumo.com, so they’re a huge, huge company owned by Noah Kagan. Great, great company, really great stuff, and we use one of their plugins.

Now, they’ve had a really high traffic blog, and I said, “Listen, I’d love to contribute an article on email marketing to you guys.” And, like they don’t just put up a blog post. It’s like a full on guide, so it’s like 5000 words, really in depth everything you need to know. I started writing this thing, and I actually had most of it written, finished up a few things, sent it over to them, and it took us more time going back and forth over stupid little edits than it did going back and forth with my publisher for my published books, and I was so pissed off with that whole process, because I cannot stand editing, writing in general, so that’s like my kryptonite.

I got to the point where I said, “You know what? F this. I’m not going to do this anymore. It’s not worth my time to keep going back and forth, and editing sentence structure to get this guide out to the masses.” Yes, it might get in front of 500, 000 people on their email list. I was so just like, oh my God. The payoff was not big enough for me to continue doing that, and so, that’s what I realized that if you’re going to do quality over quantity, that’s the game you gotta play, right? You gotta put in just an enormous amount of optimization, and editing, and nonsense, and research, and stuff like that, and that’s fine if that’s who you are, but most of us as the entrepreneur, as the visionary of the business, not all of us, but most of us are quick starts, which means we have an idea, we just want to get it out there, and if you’re that type of person just like I am, you just want to like get your message out. You just want to get the idea out of your head and share it.

And, if that’s you, there are not enough people that can support you to even capture all of your ideas, and that’s the dilemma, so it’s like, you’ve got all these ideas you want to share, but you don’t even have enough project managers if you will to even kind of get all that stuff out of you. My friend, Dean Jackson calls us the self milking cow. We are the cow. We are producing the milk. We don’t have enough farmers to extract the milk from us, and therein lies the challenges. You have so much milk, you have so many ideas, and you want to share this stuff on mass, online. We’re talking about Instagram, or Facebook, or YouTube, or a podcast. I’m going to that you the more is better, because most people are not going to see most of your stuff anyways, and you need volume to cut through the noise.

We talked about this in a previous episode where, overcome the fear of rejection with respect to, we don’t post more often, because we’re afraid of pissing people off. We’re afraid of what people might think, we’re afraid that they might unfollow us, or unlike us, who cares? There are millions of people who need your help, and I would rather see you put out more stuff, and help more people, and maybe alienate a few people in the process, because they don’t want to hear as much from you, but the reality is that if you’ve got 1000 followers, or a million followers on Instagram, or whatever it is, not all of them are going to see every single one of your posts, so I would rather you see, or pump out 10 times more content even if it’s not the most amazing thing of all time, just get it out there. Just put it out there, get the message out there.

One of the best things I did from day one in my health business was, I created YouTube videos that were just, they were good. Some of them were just verbal diarrhea, but I just put them out there, and I think we’ve had what 1400 or so videos? I mean, I can create even more, and with Healthpreneur, you’re going to see a lot more videos from me both on YouTube, and social, because I’ve got a lot of things to say, I’ve got a lot of things to share, and if I want to stand out, we gotta cut through the noise, so for your stuff as well, you want to stand out, and really build something noticeable? You gotta put stuff out there consistently, and then, if you can put some money behind it as well in terms of advertising, that’s only going to add gasoline to the fire. That’s going to amplify, and accelerate your results even faster.

My whole take on quantity versus quality is that quantity for most of us who are quick starts, idea generators, we just want to get it out there, quantity is the most important thing you can focus on, so pop out as much as you can, as often as you can, and set up a system where you, like it’s a system, so it’s not just you’re burning yourself out or grinding away. I’m not talking about hustling and grinding here, I’m talking about being smart and strategic about this, but instead of putting out one post a week, like don’t even put out one post, don’t even do that. Put zero out if you’re going to that. If you’re going to do one, do 10, and if you’re going to do 10, do 20.

Now again, you have to have infrastructure to support this. You have to have a team to help you with this, and you have to have already a predictable sales process that is already bringing money, and clients into your business in order for you to start doing this stuff, because most of us want to teach, coach and serve. That’s pretty much what most of us want to do, and this will allow you to do that, but you have to do it in a smart fashion.

So, this is one of the things that I spent a lot of time speaking and helping my luminary clients with, which is my masterminds, and if you are interested, and you’re at this level in your business where you’re like, “You know what? I want to really start doing some big stuff with our brand, not just getting more clients.” Then, excuse me, I’d like to invite you if you qualify to our upcoming Luminaries Experience. Now, our Luminaries Experience is essentially this, every year we have three meetings. As of right now we’ve three meetings as our mastermind every year, and we bring all of our mastermind clients together, and then, we open up a number of spots. We open up about 15 spots for non-members to sit in live with us, and really go into the trenches of a slightly higher level discussion.

And so, our next Luminaries Experience, our next mastermind meeting is in Tampa, Florida, February 14th and 15th, and if you are interested in having my hands on in person help, and being connected with some pretty awesome people in the health and fitness space, and being in a room of bigger thinking, of real ambitious type of discussion like we’re talking about here, then I’d like to invite you to join us if you qualify, so if this is of interest to you, here’s what I want you to do. Go to healthpreneurgroup.com/2day so the number 2, and then, day, D-A-Y, so not T-O-D-A-Y, two like the number 2, D-A-Y. That stands for 2 day, the 2 day experience, so healthpreneurgroup.com/2day, all, without any separation there.

On that page if you like what you see fill up the application, we’ll review the application, if you’re a good fit we’ll let you know within the day, and we’ll get you all settled up, and again this is first come first served based on those who qualify to attend. We did this actually just a couple of weeks we were on Los Angeles for our most recent Luminaries Experience, and it was amazing. People were just like blown away by the level of strategic topics and discussions, also the people in the room were amazing, and it was just great for our luminaries to again get together every few times a year, and then, obviously introduce new people into our ecosystem, and really help them, so it was a lot of fun.

If that’s of interest to you, you know where to go, yeah, again it’s first come first served, so I would not delay on this, and we’ve made it very affordable. As you know we don’t do anything cheap in Healthpreneur. This is one of the only opportunities you have to get our help at a very, very inexpensive level compared to some of our other stuff, so anyways, healthpreneurgroup.com/2day, and that’s all from me today. I hope you’ve enjoyed this episode. Remember quantity over quality if you’re at the right point in your business to make that a reality.

If you’ve enjoyed this episode remember to subscribe to the Healthpreneur Podcast. We’ve got some great stuff coming up your way. Wednesday, we’ve got another between the ear’s conversation with the results coaches. Friday we’ve got an amazing, amazing interview with Phil Caravaggio who’s the co-founder of Precision Nutrition. It’s an amazing talk, you will not want to miss that one, so that’s all from me today. Thanks so much for joining me. I hope you have an awesome one. Continue to get out there, be great, do great, and we’ll see you on Wednesday.