if you want to learn the ins and outs of
how to make content that attracts the
perfect person into your ecosystem
whether that's for your business for
your product or for just your creative
process we're gonna dive deep with
Christo on The Fifth Element of his
business psychology series attraction
marketing you want to stick around for
that so let's just jump right into it
Chris when you say attraction marketing
what exactly do you mean what is it for
me attraction marketing is this thing
that lives between a couple different
principles that you may be aware of one
is direct Outreach and sales which is
how you do outbound sales strategies and
something that's much more ambient which
is content marketing which is where you
create lots of content and over a long
period of time it tracks the right kinds
of clients too ideally this is what I
would recommend to every single person
to build your personal brand new thought
leadership your Authority but people
don't have that kind of Runway so they
need more tangible results so they can't
afford to do this for three five seven
years so this is some hybrid approach
that lives in between more outbound
reach and sales approach versus more
ambient content marketing personal brand
building when we talk about sales and
Outreach what are the classic kind of
behaviors that you have to do to ensure
that you get that kind of result short
of cold calling people or cold emailing
or cold messaging people the next
version of that is something like this
and you see this framework being used by
a lot of people I do this I help clients
with this and if you need help with this
talk to me now so it's very clear very
transactional it's hyper focused we
spoke to Richard Moore recently on
LinkedIn on a live LinkedIn audio
conversation he teaches people how to do
sales using LinkedIn period and the
premise was how to go from creating
content to getting customers and he's
like most of what I do teaches
principles around direct sales via
social media more specifically on
LinkedIn very rarely are you going to
see a piece from him about a personal
story something emotional that he's
going through because he just wants
people to know and Associate him with
the idea of direct sales strategies
using LinkedIn specifically so even
while he's making content which we could
argue is the inbound marketing that that
you said he is using direct sales
practices in that content so as soon as
you visit his page you're like I know
what this man does I know what he sells
and either I'm interested or not am I
understanding that correctly yeah and
it's not even on on his page it's really
if you're on LinkedIn one of the
strategies he talks about is if anyone
is looking at his profile it's a prompt
for him to reach out so he's constantly
look at who is looking at his profile
and saying hey I noticed you're looking
at my profile is there anything you need
help with and you know this is a very
effective sales strategy by the way so
if you don't know this you can use the
basic LinkedIn function or pay for the
more premium version which allows you to
see more of who is looking at you and
what they're doing this is the premise
that Richard works with which is no
one's going to look at your profile
picture unless they saw something that
you did either as a comment to another
post or something that you posted and
then trying to figure out who you are
it's not by random chance it's not like
we're scrolling through profiles
randomly on LinkedIn so the minute
somebody touches it it means that for
some reason they're curious they're
interested and they want to see who the
heck you are it's a great great way for
you to turn a lukewarm Person of
Interest to something that's much warmer
and then on the other side of this coin
is what you called content marketing
specifically and you said it was a long
game help me understand the difference
because there was a little bit of
content Marketing in that Richard Moore
example so how is content marketing
different than sales and Outreach that
is more outbound based this is more of
an inbound strategy which is more of
what I do and what many content creators
or designer creative types do which is
we create stuff sometimes it's visual
sometimes it's us demonstrating what it
is that we do for example if I like to
draw James Barn likes to draw so he does
this and he draws logos and he makes
funny videos sometimes he dances in them
and it just lets people know about what
it is that we're doing there's no call
to action there's no hard sale there's
not even a soft sale and in presenting
his work over time you may gain
followers and some of those followers
might be people who want to buy a logo
from him and so then the onus is on them
to reach out to James saying hey I love
what you do how much is it and I'll give
you an example this is real life example
right now I was going through my
Instagram feed and I'm looking at this
typographic animation thing and
Instagram knows that I like topography
design and animation and I see this
thing and it's pretty cool it's an
animated typographic poster on a
busboard or something and then it's a
tutorial on how to create this effect
using gradients in After Effects I
instantly follow this person and I reach
out in their DMs I say hey how much does
it cost to make that thing for something
I'm looking at this person gave me a
price he said three thousand dollars
three to four thousand dollars I said
the most I have is three K's is
something we can do and he's like yes he
said we'll send me a proposal let's go
he wasn't looking for me as a client per
se but by demonstrating what he does his
expertise is Art his skill his
personality he's able to attract people
to you there's no direct correlation
between that pose and me seeing it me
reaching out I want to just share for
the audience the key distinction here is
if you are doing sales Outreach
behaviors you are inquiring to the end
consumer you are going to The Client
First when you're doing content
marketing if you were strictly doing it
because Chris mentioned earlier there's
a hybrid approach the audience is
inquiring because of all the Goodwill
that you've put out there talk to me
about what the hybrid approach would
look like because like you said earlier
not everybody has the bandwidth or the
runway to sit there and just make
content without ever asking so what
would the hybrid approach look like
between these two if they were to
coexist I think that's what we're going
to talk about in terms of what we're
planning on doing for the workshop
because I realize people don't have the
luxury of creating content for the sake
of creating content or perhaps they're
creating content with a poor strategy to
begin with so you could create content
for 100 years and get zero zero
inquiries for new work we want to fix
that I'm a big believer in building
thought leadership and building up your
personal brand and I'll tell you
philosophically where Richard and I
disagree and I want to present this so
that each person can determine where
they live on the Spectrum if you look at
our YouTube channel presumably this is
where everybody's watching we've created
over 1800 videos that's a lot of
freaking videos in most of the videos we
don't ask for anything we're not trying
to get you to sign up for anything and
you feel the genuine nature of our
generosity and we build a relationship
with you Richard's approach is I'm
looking for a client I'm looking at the
actions that I take that lead to result
that I want his whole thing is like I'm
here to optimize my work day to generate
money or clients for my business so when
you do a very targeted approach like
this I'm looking for clients you're
going to be more successful at hitting
those clients and when you're taking a
broader approach like myself like I'm
going to broadcast content out there
because I think I have a idea of who you
are and what your struggles are I'm
going to hit you I'm gonna hit three of
your friends and people I didn't even
know I was gonna hit because it's not as
targeted so in the short term if we're
to bet who is going to win this race
you're going to put all your money on
Richard I would too because he's going
to make more money in the short term but
if we step back and say who's going to
make more money we should be more
valuable who's going to be a key person
of influence three five 15 25 years from
now it's not so clear of an answer
because what we've done is we've built
Community we've created value and the
thing that you mentioned before is we've
created a lot of good will and when you
create good will people give you the
benefit the doubt they're willing to
become I prefer lack of a better term a
Super Fan they're on the road to
becoming a Super Fan where they'll
support you in everything that you do
whether you drop a t-shirt a poster
where you show up to speak at an event
they'll go out and they'll buy tickets
because they feel a personal connection
to you so one model is more
transactional I do something if you need
help with this thing I will provide this
to you in exchange for your money my
model is more transformational it's not
transactional I will not see money in a
direct correlation between my efforts
and what someone gives me on a
one-to-one relationship but I believe
what I'm doing is building value here's
where it gets real interesting people
like Conor McGregor Kylie Jenner The
Rock have built up a lifetime of either
content or Goodwill or relation with
someone and then where they cash in is
The Rock has a Kila line which is worth
a couple hundred million dollars same
thing with Conor McGregor proper fifth
Irish whiskey so they've been doing
something we get to know them we get to
like and trust them and eventually when
they ask for something you're willing to
buy and they're worth so much more I
feel like you may have heard him say the
word Workshop up he'll be going into a
deep dive explanation of all of this
across the European tour which will
start in April so if you are interested
in doing something like that and you've
enjoyed these five video series that is
something that I would highly encourage
you to look in the description on before
we go into the hybrid approach Chris the
way I understood that is the first one
is a strictly sales approach hence the
transaction the next one is a brand
approach to where at any point once
you've given so much Goodwill you could
technically sell anything if it aligns
with your brand because the audience
trusts your brand and the things that
you deem worthy of buying my question is
what are the things that someone needs
to consider when they decide which camp
they're in and how they navigate their
marketing and I want to be clear that
you don't have to pick one or the other
you could do both you can actually
create content that's actually
transactional and create longer term
content that's transformational but you
start to muddy up the waters a little
bit because sometimes you're selling and
sometimes you're not and I guess we do
some version of that if you are in need
of money like you can't eat you can't
pay rent you owe money for taxes your
partner is going to leave you your
children earn Rags you need to focus on
building a business and needing a sale
you don't have the luxury of the runway
that it's going to take to build
Goodwill up with your community your
audience and potentially some of your
customers you got to take care of your
business first get your house in order
so in that case I'm going to recommend
that you go for more direct sales
approach more outbound versus an inbound
strategy what are some other things for
them to decipher if they should go the
inbound route aside from they don't need
money right now once you have your basic
needs taken care of we're not talking
about living a life of luxury and having
fancy sports cars but you have money for
rent for food you can go out on a date
you have a little nest egg in case bad
things happen your rainy day fun you're
good so really what you want to do now
you have to think about where do I want
to be three five ten years from now and
you move into Authority building so this
usually is chronological like in terms
of how this usually develops but not
always is you've got some training
whether it's self-taught or you've
learned it in a university you're a
practitioner the thing that you learn
you've been able to do that for a period
of time and you might have branched off
on your own at this point so we're not
talking about someone who's 14 years old
trying to build Authority that's a
little bit ridiculous so you're maybe in
your mid-20s your late 20s early 30s
somewhere in there where you start to
think about well what's my future like
I'm not always going to want to chase
clients the way that I do and it's not
long-term sustainable so this is now
you're in the place where I have things
I've learned things that I can share
inside I have documentation I have proof
of the things I've been able to do it's
a good time to start to share that and
the way that I would do it is I would
start to share that with the younger
version of yourself and that's a great
way to frame it so we're not thinking
about clients we're not thinking about
our competitors we're just saying what
would the younger version of myself want
to know needs to know that could save
them a lot of heartache and pain so you
start to distill those life lessons down
it could be resources whatever it is
you're going to speak to this person the
reason why I say your younger self is
because you know this person already you
know their habits you know their
resistance you know the way they think
about learning sometimes we have a
difficult time in writing and creating
content because we don't have a clear
pictures who the person yeah well this
person you know because you spent the
most time of your life with this person
it's you maybe you could talk about a
mentor or a teacher they have yet to
meet and what you're learning from this
person and you can send it down that
timeline if you will and here's the cool
part there is some younger version of
you out there that is not named you and
if it's a big enough audience they'll
show up for you and they'll get really
excited and they're gonna get pumped up
they like your style your tone your
delivery your experience your aesthetic
and they're going to be hungry for the
kind of content that you create I'm so
glad that you answered that question the
way that you did because I personally
struggled in the early stages and only
leaning on brand and never asking when I
wasn't in a position to only lean on
brand and the reason why I asked you
that question is because there's a
listener out there right now who whether
you want to deem it fortunately
unfortunately because I love this person
as well garyvee who says just give value
just give give give give never ask even
though he says ask it the third time but
it's never really clear when I should
ask and then that person who's listening
scapegoats Their Fear of selling or
their lack of wanting to ask something
with well I'm just building my brand you
need money you need to build your
business you need to make income it's
not a bad thing for you to be
transactional when you need to survive
and you are also giving value to the
other person because then if you're only
giving value and never getting anything
when you actually need something I think
Chris and correct me if I'm wrong you
can start to feel that that
disingenuousness when you're like
building a brand but you also want to
transact and then it just breeds
resentment in the person who's doing
that there's a lot that you said there
but the part I'm going to zero in on is
this part some people mistakenly mix
these two strategies they think one they
execute like the other give you an
example you really want sales your
transactional and you're starving but
you're playing the long content game but
you actually don't behave like that so
you're actually not giving value it's a
thinly veiled disguise and most people
can see right through it yes and I think
it's better that you recognize who you
are where you're at in your life and be
super clear and transparent because
you're not fooling anybody you and I
follow people and maybe some of them
overlap where all they seem to be doing
is selling to you all the time and if
you need that service if you want that
piece of information you're gonna
support it you're gonna say I want to
reach out to you let's let's do work I'm
going to keep following you oftentimes
especially I find it with myself that
you want to sell and I'm not here to buy
anything so I'm gonna unfollow you I'm
gonna tune you out for a while I'll
check in with you in three six nine
months but from this point forward I'm
gonna tune you out and that's the danger
of wanting to sell to people all the
time it's hard to argue against the
person who's selling all the time when
they're putting a whole lot of money
away you're like okay I get it I just
have a different relationship with you
so let's talk about this model that
you've been exploring which we've deemed
the hybrid approach where do these two
worlds coexist in your in your thinking
number one it starts with creating
something that's valuable to someone it
starts really there and we say like
create high value content like what does
that even mean well teach me something I
didn't know that I haven't already seen
a thousand times or share something I
know but in a way that I've never seen
or deliver in a way that I think is
funny interesting here's the example
there's a guy who's like hip-hop history
I believe where he speaks in language of
like yo that cat said this girl or he
breaks down movies or plays that are
just like pieces of literature that are
just hard for the everyday person to
understand because the language is funky
as heck they're using some like Old
English you know and so he takes this
he's a he's a African-American and he
talks about it I'm like this is super
entertaining he's really letting you
understand so he's taking a story but
he's presenting it to us in a way that's
new and novel and different there's a
similar concept too it's like drunken
history and these are experts and so
they loosen up because they're having
Libations and they're like oh okay so
it's like this and then again to
arguments it's kind of funny to watch so
first spend the time to identify a
resource a tool a guide a study that you
produce and package it package in your
voice your tone the colors and logos of
your company whatever it is that you do
and package it up and that's how you can
determine if it's a high value piece of
content what is the market rate for this
piece like what would somebody literally
pay to know and if you could say zero
then that is worth zero so your target
is something about 30 a hundred dollars
worth of value that's good enough and
some people might then underestimate and
say well nothing I do is ever valuable
well that's not over correct here we
just want to have an honest conversation
if you were to ask a neutral friend to
look at this thing and say would you pay
money for this and how much would you
pay and they gave you an honest answer
then you know okay so I spent a month
and a half designing figuring out
something let's just say whatever it is
and now I want to share that with people
because it's going to help them it's
going to make their life easier it's
going to get them closer to their goals
now I'm not going to just upload a PDF
and say download the whole thing I want
to build a little Rapport and I want to
use social channels to my benefit so
what I'll do is I'll extract some of the
high value nuggets from this guy this
study this report whatever it is I'm
gonna write a post about it and I'm
gonna say something like for example if
you write email copy and you're doing
direct sales via email you figured out
the 100 subject lines that have the
highest open rates and you've run 10 000
campaigns so you have some evidence
remember that part about you're in this
place in your life where you've done
stuff you have proof and evidence okay
you can then jump on a platform like
LinkedIn and say here are are three
subject lines that are guaranteed to
outperform anything that you're writing
and you would give it to them and you
would explain why so you're adding a
little more meat on the bones and then
you would say something like I've
actually just finished writing the top
100 highest performing subject lines
over a four year period ten thousand
different campaigns tested I'm gonna
give it to you for free no strings
attached just comment this word below so
I know who to give it to so this is the
hybrid approach this is also Richard's
approach by the way so now I've got
something valuable I've created interest
the way that you've written it is just
super enticing and there's value already
delivered to this and so naturally
people are very curious like wow these
two are so good what did the other 97
look like I want the rest and so now
what you've done is you've asked the
audience to self-identify I'm a person
who writes emails and I'm looking for
clients and I need to know what subject
lines work if somebody's not interested
in that they're not going to read your
posts they're not going to engage with
you they're definitely not going to
comment below whatever the magic phrase
is now they've identified and now
they're giving you permission to reach
out to them quite literally they're
saying yo I want the rest of this please
so you can say something like hey I just
wanted to provide this resource to you
thank you for downloading it I'm curious
is there a problem that you're trying to
solve it doesn't have to be much more
complicated than that or out of Interest
was there anything that caught your eye
what part stood out for you and if it
feels like they're aligned with their
problem what you can do then you should
escalate and you should ask for the next
thing and the next thing you're going to
ask for is I have three time slots
available next week where I spend 25
minutes helping people just like you
diagnose their email campaigns it's just
of interest to you so you're asking them
to make very small commitments where
each time they engage you're going to
give them increasing amounts of value
this is the classic classic structure of
permission marketing by Seth Godin so
what we're doing in this Modern Age of
social media is we're asking for people
to volunteer to enroll in a long-term
marketing campaign where with each
interaction that we go deeper we get
increasing amounts of value so first
piece of value is here are the three
highest performing subject line for
email campaigns here is the 97 remaining
pieces of value in terms of highest
performing subject lines for email
campaign and now I would love to give
you a diagnostic that's free to you to
look at what you're doing to discuss
what your goals and challenges are to
see if I might be able to solve them
then if they agree to that Zoom call or
whatever meeting then now you can sit
there and diagnose provide more value
and at this point you can then tell them
at the end of this I'm going to tell you
about a way that we can work together
only if it feels right to you so you're
telling them this is a sales call but
not I'm not going to apply any high
pressure thing to you I'm just going to
park it at the end only if you're
interested and then that prospects I I
think we need your help what's the plan
look like and that's how you go from
strangers to friends and friends to
customers that's the process that's
attraction marketing so if someone were
to like yo the hybrid approach I love it
I want to do it what should be their
first course of action on the thing that
they get right before they're like okay
I need a I need a free sample I need a
funnel I need to be able to convert in
the DMs like what do they need to get
right first we'll get clear on your
audience who is it that you're marketing
to do they have an urgent desire to
solve a very uncomfortable pain point do
they have the means to be able to buy a
solution to them they don't have the
means it's not any good so you can solve
a problem for someone but they can't
afford the solution it's not going to
really work so for example if somebody
is in like a lower income bracket and
needs to go from point A to point B to
go to work but they're on a place where
they have great credit or they have a
down payment or they're even
contemplating buying a car they don't
really care how sophisticated your
funnel your marketing campaign is they
just can't buy a car really what you
should do is be solving other kinds of
transportation problems for them maybe a
month-long pass that allows them to take
any form of public transportation you
should be focused on that or what many
industrial designers and urban planning
people are trying to figure out is
something called The Last Mile so we can
take public transportation but it's that
last mile that kills us where we have to
walk somewhere to work or park to a
restaurant so they make electric
scooters they make all kinds of devices
to get you past that Last Mile and
that's what they're focused on because
we're not going to inherently change the
infrastructure of public transportation
but we can make easier for you from the
stop in which you get off at to where
you need to be so that's where they need
to focus their energy the energy that
you need to focus for the hybrid
approach of Attraction marketing to work
is watch the last four videos so you can
dial in your attraction marketing for it
to be effective I do have one last
question and then I'll leave you to take
it wherever you want to take it what do
you think people get wrong when trying
to execute this hybrid approach that you
are seeing often and you think people
should avoid making this mistake I don't
see so many people taking the hybrid
approach we know many people on the one
side of the spectrum or the other where
they're really about building
quote-unquote brand or they're just
doing all sales all the time we don't
see a lot of sophisticated things in the
middle because the thing in the middle
is very difficult because not only do
you have to understand how to do direct
sales but you also have to know how to
make content that attracts people to you
that's a fact that it's going to be
valuable so they're going to be
inherently fewer people could do that
because a they're not aware and B it's
not easy so I don't really have an easy
answer for you there no I think think
that answer was sufficient it is
probably still not as long of a game as
strictly building brand when you need
money but it is a sophisticated game
that will be challenging at first but
when you can Master it the upside is
crazy I mean look at Chris maybe the
word is not master but you have done an
exceptional job in doing that okay gang
that is the end of the five part series
of the five core Essentials to grow your
business as a creative freelancer if
you've enjoyed this series you can go
back to the last four videos binge them
as many times as you want ask questions
in the comments but I did want to leave
some time at the end of this video if
you've gotten value and are still here
with us for Chris to just say a few
words about the European tour that's
coming up for him to teach these
principles very very in-depth and for
you to get as much value as possible so
if you're still here check that out and
we'll see you in the next video well
first of all I want to say thank you
thanks for making all the way to end we
know there's a high drop off rate and
the fact that you're still here says a
lot to me about who you are and that
you're connecting to the content what a
lot of people don't realize about me
where I came from is before I made a
YouTube video I taught at private art
schools for 15 years before I taught at
a private art school I ran a business
for even longer period of time so I was
running a successful motion design
business for five years prior to even
thinking about teaching what I've come
to realize about myself is my identity I
thought was for a very long time a
service provider one who makes
commercials graphic design visual things
for people but I was suppressing a
deeper identity which was one of an
educator so when people used to ask me
who are you Chris I'm a designer I'm a
designer I would say that everywhere I
would go I took great pride in that but
today when people ask me what are you
what do you do I don't pause so much
anymore I just say I'm a teacher that's
connected to who I am over the last two
and a half years it's been very
difficult not on us but on every single
person on the planet because of covid
and recently when I went out and I was
teaching again in person I kind of
reignited a passion inside of me that
made me feel so alive and so when I was
in doing a tour a workshop tour in
Australia I felt more alive than I've
been in a long time you hear me say
things like my brain was on fire and I
live to grow so when I'm out there
teaching there was a quote here I was
interviewed recently and I was like I
really like this here we go Craig Philip
told me this he's like you teach for
yourself that you practice for your
students I say to them I think there's
this dichotomy with teaching that it's
simultaneously a selfish act and an act
of generosity so when I teach I'm
sharing my goods if you will to to the
people or the person is in front of me
right I'm sharing it with you like here
are tools here's our ideas here's a big
reframe or here's how you would phrase
this so that you have to deal with this
friction Point anymore but in doing so
what the person who's asking the
question is unaware of this they're
extracting or inducing something from me
which is a piece of information I didn't
even know I had and in doing so I
learned something about myself and when
you're I slide up I'm like wow okay I
have another way of explaining that to
you and here's the cool part of like
live teaching which is one person will
say something and they accept your
answer but another person's like uh wait
a minute I don't accept it how about
this Chris how about this how about this
and you're getting hit from three
different angles so you'll have a much
clearer picture as to what's not working
so you explain it slightly different
ways or in a whole different way it's a
very long way of saying something so I
feel most alive when I'm teaching people
in person and so we decided to try a
concept we're not an event production
company but if I was really filled with
joy and delight and my creative Soul was
fulfilled in Australia why wouldn't we
try this more often in more places so
we're like let's go to Europe let's run
some workshops and I don't want these
artificial time constraints to be put on
us I want to do a full eight hours of
teaching on two different subjects
versus smashing everything I know
together in four hours or even 30
minutes so we're trying a theory we're
gonna go to Europe we're gonna be there
in April and we're gonna hit seven
different cities tickets are selling out
really fast now so we're gonna probably
announce that we're sold out in London
and Berlin pretty soon because I keep
seeing a steady stream of tickets I hope
to be able to see you there I feel deep
inside my heart that if you're willing
to show up and put in your best effort
well I teach you will be
transformational there's the transaction
that's happening you have to buy a
ticket but the transformation that you
receive will far exceed the mountain you
pay so we'll see you in Europe is that
right ciao
all right