Podcast – Episode 0294 – How To Be An Influencer Part 3 – Audience and Distribution

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In this episode, Joel and Antonia complete their 3-part series on how to be an influencer and detail how to choose the right publishing platform and connect with your audience.

In this podcast you’ll find:

  • How To Be An Influencer Part 1 – You and Learning
  • How To Be An Influencer Part 2 – Content and Creation
  • How do you get your content to your audience?
  • Value exchange feels icky to some people.
  • They want to earn money at what they love, but they have issues with requesting payment for their services.
  • Make peace with this.
  • Money is the mechanism we use to demonstrate value.
  • You need to make money to keep providing value.
  • Is Making Money Wrong? Podcast
  • Entertainment, motivation, education are the categories you need to attract an audience.
  • These three categories will impact the quality of engagement from your audience.
  • Entertainment audiences are of lower quality than motivation or education audiences.
  • People pay less for entertainment than motivation or education.
  • People will pay the most for motivation.
  • More people are looking for entertainment, so it is a fantastic lead generator.
  • The category you’re in will inform the audience you attract and the business model you will want to use.
  • Pay attention to other people’s content and see where the value lies.
  • Most entertainment is subsidized through advertisements.
  • With entertainment, you have to continually create new content to keep the ad dollars coming in.
  • Category and audience will inform the business model and vice versa.
  • How are people monetizing what they do?
  • Personality Hacker has an asynchronous business model.
  • The podcast is our gift, and we have been doing it for almost six years.
  • As we build a relationship with our audience, we hope you will invest in our premium programs which you can find on our website.
  • Our paid-for products subsidize the podcast.
  • If you are an influencer, one of the best questions you can ask yourself is, are you in the health industry? The wealth industry? Or the relationship industry?
  • Pay attention to your competition in these industries.
  • It doesn’t matter who you are and what your business model is, you have to have a way to communicate with your audience regularly.
  • If you are only broadcasting and throwing messages out into the world, then you are losing money by not creating relationships.
  • An email list allows you to talk to your audience in a more personal way.
  • You can pitch offers and new content to your loyal audience members.
  • Find a way to collect emails from your audience. (We wouldn’t recommend purchasing such a list.)
  • Seth Godin “Permission Marketing”
  • Eben Pagan: “It isn’t about getting our name out there. It’s about getting their name in here.”
  • Email lists will set you apart as an influencer.
  • Aweber. Mailchimp. Infusionsoft by Keap.
  • Know your audience well.
  • To communicate with your audience, make sure you understand them well enough to create a customer avatar.
  • Initially, our customer avatar was female INFJs between the ages of 35 – 50. This is still our biggest demographic.
  • “If you can articulate your audience’s problem better than they can articulate it themselves, they will unconsciously ascribe to you the solution.”
  • What are the things troubling your avatar?
  • What keeps them up at night?
  • You are speaking to one person. Most people listen to podcasts or youtube videos alone.
  • Podcasting is intimate. There are no visuals to distract, so the audio needs to be good.
  • Invest in a decent microphone.
  • Little things will irritate listeners, like filler laughter or comments, interruptions, fighting for the microphone, talking over each other, etc.
  • You need to be professional when you’re recording audio.
  • The medium informs the content.
  • If you are a podcaster, you need to be articulate.
  • If you are a video maker, you will need to be good at demonstrating things.
  • If you are a writer, you will attract a  more literate crowd, so you need to make sure your articles are well-edited and crafted.
  • PH has attracted an audience of listeners because of our podcast, so when we released our book, we got a lot of requests for an audio version of it.
  • There are only four things you can do on the internet:
    • Write (articles)
    • Display imagery (photographs) (Instagram/Pinterest)
    • Distribute audio (podcast)
    • Distribute video (Youtube)
  • Youtube is the biggest video platform right now.
  • Youtube is a great discovery medium because your stuff pops up when someone is watching something similar.
  • Youtube is great for evergreen content.
  • Youtube has a built-in advertising model.
  • Podcasts are more real-time. People rarely go back and listen to old shows.
  • Podcasting isn’t a great discovery medium, but it is useful for building relationships.
  • There’s a lot of benefit in writing articles. They are easily skimmable, unlike a podcast.
  • The barrier of entry is lower for articles, but it is a noisy space because there’s a lot of written content out there.
  • Listicles can be very powerful and easily shared.
  • Long-form, anchor content can be useful over the long haul.
  • When you write, you typically own that content which gives you more control.
  • Platforms like Youtube can de-platform you at will.
  • Who owns your content?
  • Substantive narratives (podcasting/articles) vs. perceptive narratives (Instagram)
  • Instagram influencers are like the new Hollywood.
  • There are a ton of people rushing towards it, and only a fraction make it big.
  • If you have a substantive narrative focus, you don’t need as much attention as someone who uses perceptive narratives.
  • It’s difficult as an influencer to make it big on Instagram.
  • In the health and wellness space, it is good to have another influencer vouch for you.
  • Target Ten: Target 10 influencers in your medium and pretend you are on their staff. Contribute to their community in a significant way to gain their attention.
  • Affiliate monetization can bring in some extra money and create some relationships with fellow influencers.
  • Stick with it.
  • You are probably going to get discouraged early on.
  • Is anybody listening? Does anybody care?
  • Keep at it. Don’t focus on yourself. You’re not the star. Your audience is the star of the show.
  • Apply yourself over the long term, and you will find success as your content begins to build on itself.
  • People are fascinated by what you’re going to do next, so make sure you don’t disappoint them by being inconsistent.
  • You get better over time.
  • Have a marathon mindset.

In this episode Joel and Antonia complete their 3-part series on how to be an influencer and detail how to choose the right publishing platform and connect with your audience. #influencer

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Showing 4 comments
  • Michael (A.A)
    Reply

    I thought I’d share some of my comments to add as I’ve listened in the podcast. You’re free to agree or disagree. I’m just sharing some of my Ne ideas with you as suggestions, haha.

    – Yes, it feels icky sometimes to ask for money back. It reminds me of this Boredpanda article talking about how influencers develop entitlement to ask products for free, and I appreciate how many of the customer service people talked assertively back on needing payment for their products or services. (https://www.boredpanda.com/ways-people-got-back-at-influencers/)

    -Your ideas on money reminds me of Wisecrack’s Youtube video on “The Economics of South Park,” where it analyzed some South Park episodes where large rich corporations are immediately assumed to be evil when compared to smaller businesses, even when smaller businesses can be as equally malicious as some of the less trustworthy corporations people know about. Nothing wrong with giving constructive criticism to businesses like this, but it needs to be more than, “It’s a rich corporation, so that means it’s evil, and, It’s a poor start up, so that means they’re pure saints.”

    — It also reminds me of the Reddit video on Youtube, “What Are Some Signs Someone is Fake Rich?” reminds me a lot of this attitude. A lot of bankers, for example, comment that a lot of the genuinely people can still have genuinely dominant attitudes, but don’t have a need to show off with material items. If they do bring attention to their “richness,” it actually has more to do with genuine projects, skills and talents that led to them being rich in the first place, while a lot of scammers usually only have expensive items to show that might just be bankrupt people getting into debt by buying overly expensive things. I don’t think all poor people are lazy and many have genuine disadvantages, but it’s also a trap to also go into the extreme that none of the poverty created by some is their fault. Being rich is a product of financial intelligence and not just being able to have money, as you can see when you look up how a lot of lottery winners spend all their money too quickly rather than having any genuine long term foresight on how to use it.

    — My comments on entertainment, motivation and education. One thing is that for some reason, entertainment jobs aren’t really taken as seriously as some people. Yes, entertainment content is often where you find the most low quality stuff, but not all of them are like that. Imagine a world without any entertainment field, and what you have is a world where people work to death where no form of enjoyment that actually makes life worthwhile. Yes, those who provide needs for health, technology, food, water, education and so on are needed, but don’t people forget that having a break and rest is also a need? As books like, “Finding Your North Star” suggests having “fun” is not a natural skill for a lot of overworked and overly serious people today, it’s no surprise entertainment value is marketable. Maybe for the exception of famous actors, animators and movie directors, respect for entertainment jobs is low, whether you’re a novelist, a musician or even a Youtube comedy channel owner, it’s apparently not “a real job.” Hey, if it earns you money, then it’s a job. Period.

    — I personally have a bias that motivation content are the least valuable, but to be fair, it’s because I need the other two types more than other people. I am though working to appreciate other people have more problems around this. I had problems with Ne distractability growing up, but while it’s still like that sometimes, it calmed down as I got older with more developed Si. Reminds me of Youtube channels like Ben Lionel Scott, Prince EA or Infinite Waters really. Something that frustrates me about some of these types is a lot of those I’ve seen are activists on some kind of topic, and personally I find that there’s a shortage of activists actually providing solutions or practical steps to help out for a cause rather than providing motivation for something. As I developed introverted sensing, this has become more and more frustrating for me for some reason. I don’t mind intuitive activists to emphasize the motivation for a vision as their main role, but if that’s the only they do for a cause, then you’re not doing far enough. I feel like motivation content is payed for the most because people enjoy the sweet feeling of the ideals of being inspired by something, and less interested in the actual educated work that goes into figuring out how to practically do something.

    — Ah, education is my main form of content, so I’d love to comment on this one. I find that people oversimplify how educational content should be. Some people create educational content solely to show off how smart they are than actually informing people. So a lot of teachers may use overly complicated expert sounding words when more simple words can be used to get the point across. It reminds me of Wisecrack’s video of the “Philosophy of Fullmetal Alchemist Brotherhood,” where scientism gets mentioned. What’s scientism? It’s the philosophical idealogy of following elements of science in all exclusion to rather than equally to ideas of emotions or spirituality, whether it’s a secular or non-secular type of spirituality for you. I’m saying, when educating, don’t just do things like emphasize the science without having any respect for the emotions and different beliefs of your audience. Do it as respectfully as possible and do it in a way that grabs attention with entertainment elements if possible. Look up what “Bloom’s Taxonomy is” and don’t just think memorizing without any creativity or critical thinking is actual complete learning. By the way, learning for fun is not just for children. Surprise, surprise, it’s also a thing with adults. You think having fun makes you lazy? Which activity do you work harder at? Something you find boring or find fun? You know the answer. Then make use of it if you like. Add a sense of humor. Think of an interesting experiment to do, or some game activities that help with understanding this concept. Don’t be overly rigid with rules. Create an open discussion. Get beautiful visualizations for your info that’s something like the statistics at informationalisbeautiful, the surprisingly orginal analogies for math ideas at Betterexplained or something like 3Blue1Brown’s math videos with smooth editing and calm classical music. The different subjects on the Youtube channel Crash Course, whether it’s teaching the sciences, the humanities or business ideas, give very good examples of this. Adding entertainment value to educational ideas doesn’t make it less respected or stupid. It makes people pay more attention, and focus on the subject is crucial to learning it. Anything to actually educate beyond just memorizing or demanding blind obedience to what you teach. After all, if you give people a passion for the fun of learning something, students will likely continue to have the passion to learn more about the subject themselves even after the course. Though I am a 5w4 in enneagram, and haha the 4 wing really adds a level of entertainment value from 4 creativity that 5w6 people don’t have as often, so that’s just me.

    Thank you for reading.

  • Beth Hitesman
    Reply

    Your shows are always so valuable, and these three podcasts were just what I needed to hear. I am trying to enter and navigate world of influencing and you helped bring great clarity.Thank you for going so in-depth in your sharing. These shows are jam packed with info and helpful beyond words. Thanks!

  • Bryce Widom
    Reply

    *So* much value in these three episodes. From how to speak to viewers when making a video, to the why of my email list (I’ve honestly never understood why until now), to clearly identifying my customer avatar.

    So much here that I’m already beginning to apply to my work (as an artist) – on social media, my personal website, my youtube channel, the blog that I decided just yesterday to launch in the coming days.

    And much to be grateful for. Including your generosity of advice-giving, Joel and Antonia – AND your stories of what you’ve been through, and how each piece has been personally important in your work and growth. Thank you for the candid share.

  • B. Adam Baillio
    Reply

    Hi! Adam here – INFJ (probably).
    I can’t tell you how timely this podcast miniseries was for me. It’s funny how you say you’re talking directly to the one person listening, because I literally feel like you were composing your message just for me.
    I have had a successful career in theatre over the last decade, but it hasn’t been what I needed to provide for my family. I’ve done a career pivot my going back to school to get a pharmacy degree. In order to create my personal brand, I’ve started a blog and podcast about complementary/alternative medicine and how to make them integrative with western medicine.
    It has been powerful and enabling to think about what I’m doing to create my future profession based on what you’ve presented over the last 3 episodes.
    Thank you so much for providing this podcast. What you’re doing changes lives and makes the world a better place. I cannot thank you enough.

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