How Do You Leverage Your Existing Audience? – Part 3

Welcome to the Media Mastery mini-series, where we take a look at the five most common challenges business owners face while trying to build an iconic brand.

You know you have a product or service that your audience wants. So why aren’t they jumping on it?

I hear this from prospects. They’ve been on TV; they’ve done the interviews, and they get good traffic on their website and social media. But for whatever reason, nothing is happening–it’s not converting into business. Their company isn’t growing, and they aren’t hitting anywhere near their revenue potential.

They need to leverage their existing audience to reach their goals. But how?

This is a complicated question, but it all comes down to this: are you serving your ego, or are you helping your audience? All the attention in the world doesn’t mean a thing if you’re talking about yourself. Instead, every single opportunity needs to be used to show people what you can do for them.

Using “You” Language

If you already have an audience, the odds are good that you already know your personal “why,” “how,” and “where” (which you can read more about here). This is an excellent start–it guides the types of opportunities you take advantage of and helps you motivate yourself to hustle every day.

But something isn’t quite clicking. And nine times out of ten, it’s because your publicity is too focused on you.

The harsh reality is, your audience doesn’t spend money because they care about you. They spend money when they feel you care about them and can help meet their needs.

The most powerful interviews for generating business are those in which the person being interviewed makes the entire experience about their audience–not themselves. This can be as simple as shifting from “I” language to “you” language.

For example, instead of saying, “I’m a media coach,” I say, “I help you generate publicity for your business.” Think about it in terms of your customer wants or needs, and lean into that for every media opportunity you have.

Utilizing Calls to Action

Sometimes it’s that simple: do you forget to ask your audience to do something?

A “call to action” is when you explicitly ask someone to click, buy, read, visit, call, or otherwise do. I’ve found that this is where many of my clients who are new to publicity get uncomfortable. They would prefer that their audience connect the dots themselves and seek out their help.

Unfortunately, that’s not how people work. They need to be told–clearly and politely, of course–what you’d like them to do. Think of it as an invitation. Sure, your friend could show up at your home unannounced, but they probably won’t.

Think about the interviews you’ve seen on TV with successful authors. After the interview, either the author or the host will hold up the book and say, “This book is now available from XYZ. Buy it now!” They tell you exactly what to do and how to do it, and it doesn’t feel overly aggressive. It feels like an invitation–either you’ll take them up on it, or you won’t.

It would help if you got comfortable delivering calls to action. If you have a product or service that could improve your audience’s life, consider it a favor to let them know how you can help them directly.

If your audience isn’t responding to you how you’d expect, change up how you talk to them. A small adjustment can go a long way.

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