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A s a Change Creator you


need to get your message
out there, to rise above the
mountains of digital noise and
find your ideal customers and
drive real impact. If you want to
scale and grow your business,
you are going to have to invest in
some form of marketing at some
point.
At Change Creator, we’ve
personally interviewed over 100
impact and business experts
including some of the most
profound leaders on the planet
today.
From Guy Kawasaki, to Russell
Brunson, to Nobel Peace Prize
Winner, Muhammad Yunus,
we’ve dug into our podcasts and
found 18 of the best marketing
Guy Kawasaki
tips from a range of powerhouse
interviews.
Whether you want to do some
strategic marketing, content
marketing or create a killer
Facebook campaign, this guide
will get you started and get you
thinking about marketing and
business growth in a whole new
way.
You think you know how to
market your company? Tell your
brand story? Break through the
digital noise and get customers? 2
Think again.
HERE ARE 18
MARKETING
SECRETS
from more than
100 impact
expert interviews
that you’ll love:
NOTE: These are not in any particular order

3
GROWTH MINDSET

1 Break the mental chokehold and


changing your inner-story.

Tony Robbins | Entrepreneur, author, philanthropist

We all have different experiences and tell real and sustainable growth. But knowledge
ourselves different stories. Whether you hear alone is not power, it’s simply potential pow-
a story or you tell yourself a story, it will have er. Execution will always create greater re-
a deep impact on the external results you sults than theory. And execution starts with
produce. your psychology. Because there is only a lim-
itation when you buy into it.
“I’ve been in this game for nearly 40 years.
I’ve worked with millions of people from The whole game of business is about taking
more than 100 different countries across the a vision and turning into a reality. If you are
world. Across the board, the number one feeling disempowered, then you are accept-
problem business owners face when they are ing an unspoken assumption. As a business
trying to grow their company is always the owner, your job is to break down the limita-
same. When a business is struggling, most tions holding you back.
business owners shift their entire focus to
strategy. But 80% of the time, the chokehold Henry Ford said “If you think you can do
on the business is actually the owner’s psy- a thing, or you think you can’t do a thing,
chology. you’re right.” Because the minute you start
believing that the problem is true, is the min-
Of course, the strategy, the skills and tools – ute you start inhibiting your growth.
these are all critical components to creating

ACTION TIP
Is your story limiting your life? Your business? That inner game is key in any kind of story
marketing. What you tell yourself about your business is what others will either be drawn to
or put off from. Before we get into the more strategic marketing tips, think about how you talk
about yourself, your brand, your mission.

READ THE THE FULL INTERVIEW WITH TONY ROBBINS


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CONTENT MARKETING

2
Create content that shares what you
uniquely know, not just highly
researched data.

Victoria Fine | Founder of Finally

Content marketing is a term you hear “So when people are considering
a lot these days. Companies are finally their own content, I like to encourage
starting to recognize the value of cre- them to think about not just the mes-
ating content that helps market and sage they have to tell, but all of that
sell their products, especially online. shared expertise and insight that has
been pulled together through an en-
There is no better expert when it tire time and the career that they have
comes to content marketing in the been in in the past.”
social impact space than Victoria Fine,
who wsa the founding managing edi- Share your expertise. People want
tor at Huffington Post Impact and Edu- to know the the challenges you face,
cation. how you overcome them, the success-
es you had and how you won them.
When we discussed how to strategize
content for impact companies, Victo- We all are teachers and we ar all
ria talked about sharing your personal students.
stories and expertise:

ACTION TIP

Lean into your skills. When creating ‘free gifts’ or incentives for your audience to build
an email list, consider what skills, talents, or experiences you bring to the table that
can solve an immediate problem for someone. What can you teach? You don’t have to
be an expert. You just need to know something that someone else does not. Or, just
interview an expert and offer something valuable to your audience!

LISTEN THE THE FULL INTERVIEW WITH VICTORIA FINE


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3
PUBLIC RELATIONS

Don’t be generic in your media outreach.


Public relations is not a numbers game,
it’s a storytelling one.

James Swanwick | Former Journalist and Serial Entrepreneur

“What you definitely should NOT do published yesterday on blah.”)


if you’re trying to reach out to media
to get them to talk about your busi- • Explain that you have an idea of
ness, is write a generic standard kind topic that could interest his read-
of like copy and paste press release ers, regarding a specific benefit /
and send out an email to 1,000 jour- outcome, and why you’d be an ex-
nalists and say I’ve got a great prod- pert (“I thought your readers may
uct. I would be surprised if you got like to learn how electronics are
even one response out of that. unknowingly disrupting their sleep.
I’m a sleep expert, blah, blah, in-
What you SHOULD do is: cluding developing a pair of blue
light blocking glasses, Swanies,
• Pick a specific media, and find out which help people sleep better.
WHO are the journalists who usual- I’m happy to give you insights on
ly cover your industry / topic. developing a story to teach your
readers how to sleep better.”)
• Write or phone the most relevant
journalist using his name, and An impactful pitch is a personalized
open by acknowledging his work pitch, focused on the benefits for the
(“Hi Mr. Smith, I love the article you readers (not your product!).”

ACTION TIP

Think about the problem you are solving for your customers. Create a story that ad-
dresses their fears, desires, needs, and wants. That story is the foundation to your
pitch. Get to know your customers intimately and create a story around them.

LISTEN THE THE FULL INTERVIEW WITH JAMES SWANICK

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CONTENT MARKETING

4 You can’t sell something you don’t live


and don’t believe in.

Jay Shetty | Storyteller with over 1 billion YouTube views

Storytelling as marketing is a powerful tool, one that Jay Shetty knows how to
use better than anyone. When we interviewed him, we asked about his famous
videos and how he reaches his audience.

What matters to him? Authenticity and intention. That’s what’s going to win the
hearts and minds of your customers in the long run.

“Yeah, it’s as simple as this, that you it. And you can make it up and you
have to live the stories you want to can make it sound real from all your
tell. Right? The issue is, too many peo- research. But I’ll tell you one thing, you
ple are trying to tell stories they’ve may sell your product, but you’re lit-
never lived. Yeah, and you can’t tell a erally going to feel like a sellout your-
story you’ve never lived. If you never self, you’re just going to feel so broken
climbed Everest, I haven’t. I’m just say- inside. And because so much of what
ing. If you’ve never climbed Everest, I do is based on personal fulfillment
you can’t tell that story, no matter and as well, you can’t sell something you
you can be a great storyteller and fake don’t live and don’t believe in.”

ACTION TIP

What personal experiences can you use to talk to your customers? There must be a
reason you are selling your product, your service. Dig deep into that mission story and
communicate that to your audience. Your product will sell itself because you are au-
thentically tied to it.

LISTEN THE THE FULL INTERVIEW WITH JAY SHETTY

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“I think social entrepre-
neurship is incredibly
important and will play
a vital part in redefin-
ing the role of business
in the world, which we
urgently need to do.”
Arianna Huffington
(Change Creator Magazine
interview, issue #7)

8
CONTENT MARKETING

5
Practice telling your story all the time,
not just in your marketing efforts.

Kathleen Kelly Janus | Author of Social Startup Success and


Professor of Social Entrepreneurship at Stanford

Kathleen set out to survey 250 social The ability to craft a compelling story
entrepreneurs from the top fund- was one of the top five indicators for
ing portfolios, like Echoing Green, success, where “organizations that
Ashoka and Skoll Foundation, to de- grow tend to prioritize the practicing
termine the leading indicators for of storytelling at every single level in
scaling to levels of $2 million per year the organization.”
and higher.
Kathleen repeatedly found that the
One of the most striking findings from leaders crafting the most impactful
Kathleen’s research was that instead stories weren’t naturals - they put a lot
of boiling down to charisma or a few of practice into developing their sto-
extra-brilliant ideas, indicators for suc- rytelling muscles, saying things like,
cess are a, “set of tools and strategies “you have no idea how much coach-
that any organization at any point in ing I got in order to give that talk with
their growth can implement.” a million views.”

ACTION TIP

One of the social startups Kathleen surveyed shared a team ritual called ‘Story Rou-
lette.’ Staff spin a wheel with everyone’s name on it, and whoever it lands on is tasked
with sharing a story on the spot. This activity helps build a culture of storytelling and
lets everyone gets in a ton of story crafting practice.

LISTEN THE THE FULL INTERVIEW WITH KATHLEEN KELLY JANUS

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PUBLIC RELATIONS

6 Be vulnerable, share your big failures.

Russell Brunson | Founder of Clickfunnels

Storytelling was a huge factor in how Russell Brunson, Founder of Clickfun-


nels, got his company the edge over the competition. Not only did Russell go
out and speak directly to his audiences, he wasn’t afraid to talk about his big
failures, including his bankruptcies -- all in the name of connecting with his
audience.

“I think that the more that we’re will- leave because this this has this fea-
ing to open up and be vulnerable ture. This is better and cheaper’ It’s
and share those things, it connects like no, I like I’m going to go with
people with you. And then when a Russell and the vision and mission,
competitor comes out with some- because of that they stay connected
thing similar, the usual… better or with the company and everything
cheaper, whatever, people aren’t else.”
going to be like, ‘oh, I’m going to

ACTION TIP

Vulnerability is an important part of genuine marketing in a digital world saturated


with junk. Don’t be afraid to tell your audience about your most vulnerable experienc-
es. Your story is powerful. Connect with your customers on a human level to develop a
loyal audience that trusts you.

LISTEN THE THE FULL INTERVIEW WITH RUSSELL BRUNSON

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STRATEGIC MARKETING

7
Marketing for validation.

Sam Mallikarjunan | Hubspot Marketing Expert who teach-


es Advanced Digital Marketing at the Harvard Division of
Continuing Education, and is the co-author of the book
“How To Sell Better Than Amazon”

Before his days as marketing guru at Hubspot, Sam Mallikarjunan tried to


launch several startups, none of which got off the ground. Although he might
not have found success in startup world, the lessons he learned from all of
those experiments proved valuable in his next career at Hubspot.

One of the tips that he shared in our interview is how to quickly (and cheaply)
test out your business idea using marketing.

“I had this idea for a startup, so I just build a landing page for it ran $400
worth of Facebook ads to see if anybody would sign up for it because if no-
body’s going to sign up for it, I’m not going to actually build it. I got a bunch
of feedback and commentary and stuff on the comments on the Facebook
and it turned out it was a horrible idea…”

ACTION TIP

This aligns to the concept of creating minimum viable product or idea validation. This
process is essential to your marketing for any new business or prodcut idea. When you
take a step like this you can identify what has potential early on before you spend a
lot of time and money on it.

LISTEN THE THE FULL INTERVIEW WITH SAM MALLIKARJUNAN

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STRATEGIC MARKETING

8
Create an ‘ambassador’ program to get
people talking about you.

Sam Parr | Founder of The Hustle

Getting over 3 million readers isn’t an easy feat, but that’s exactly what
the Hustle’s Sam Parr and team did and we found out exactly how they
accomplished this feat!

While some of the signups was completely organic (people found


their website, landed on the landing page, signed up), the team at the
Hustle was way more strategic to seriously scale up their audience.
Their ambassador program proved to be a huge success:

“So we created a custom program so people who are power users, get
a link and it says that they can join our ambassador program and they
have a custom URL and share that and get people to sign up they get
rewards for each benchmark. So if you get five people to subscribe,
you become an ambassador so you get access to a private Facebook
group. If you get 15 you get a T shirt if you get 30 you get a hoodie
maybe 50 you get a free ticket to Hustle Con.”

ACTION TIP

How can you reward your customers for telling others about you mission? It could be
as simple as free entries into a contest, discounts, special promo codes. You have to
get creative if you want to build your customer base quickly and you’ll need those
early ‘ambassadors’ to sing your praises!

LISTEN THE THE FULL INTERVIEW WITH SAM PARR


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STRATEGIC MARKETING

9
Get outside of the building.
Talk, talk talk. Listen Listen Listen.

Gavin Armstrong | Cofounder of Lucky Iron Fish

Lucky Iron Fish manufacturers just something that was culturally sensi-
that, small fish-shaped blocks of tive.
iron. The simple product is one in
high demand for its health benefits. Gavin shares more about his
Simply drop the Lucky Iron Fish in thought process in his interview
any type of boiling water to infiltrate with us:
it with iron nutrients to combat iron
deficiency. “We can design everything we want
in the lab back home but if you
Lucky Iron Fish started in Cambo- don’t have something that’s going
dia when the founders saw the to be compelling for the end user,
need firsthand. Given the product is it’s not going to go anywhere…. It
something people put directly into was critical for us to spend a lot of
their food, the team had to establish time understanding the market be-
trust in the communities and design fore we moved into it.”

ACTION TIP

Consider how you can get to know your customers even better. Plan a time to go visit
with a few and spend the day observing and asking questions. Set up time to talk over
Skype. Whatever you have to do to start talking to them right now. And don’t stop, this
is an ongoing process for any impact entrepreneur. It’s ESSENTIAL.

LISTEN THE THE FULL INTERVIEW WITH GAVIN ARMSTRONG


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STRATEGIC MARKETING

10
Build strategic relationships with people
who are going to help propel your busi-
ness and champion your cause together.

Yanik Silver | Founder of Maverick 100 & Evolved Enterprise

Through many years of connecting with icons and celebrities


such as Richard Branson, to champion his projects, Yanik dis-
covered that there is no room for being fake when it comes to
building strategic relationships.

He shares that he’s, “built the best relationships over time.”

He points out that when these relationships are built on a


shared purpose for making the world a better place, relation-
ships such as these serve as champions to support the work
because they are aligned.

ACTION TIP

Write down five individuals you already have a strong relationship with thanks to an
aligned purpose. Make a plan to reach out and reconnect if it’s been a while. Next, list
five new individuals you would like to create a relationship with and what a mutally
benefical collaboration might look like. At Change Creator strong relationships has
been instrumental in our growth.

LISTEN THE THE FULL INTERVIEW WITH YANIK SILVER

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STRATEGIC MARKETING

11
Define what you want to be known for
from the get-go.

Anne Miltenburg | Founder of The Brandling Author of


Brand the Change

Anne sums up what branding means “try to stay as close to yourself and
to her in our interview together: as true to yourself as possible” and
define “what you want to be recog-
“I’ve developed a view that brand- nized for”
ing is really about framing who you
are, what you do, and why that mat- Anne explains how part of that pro-
ters. It’s having a deep understand- cess will be understanding exactly
ing of who needs to know you, and what makes you entirely unique and
how they’re going to find out about the value you specifically offer to
you.” your audience. She points out that it
can be very difficult to determine on
In order to effectively frame what your own but with the help of others
you do and why it matters in your it can be a very human process.
brand, Anne recommends that you,

ACTION TIP

When Anne was building the Brandling she invited 60 people to weigh in on her ideas
before it was even off the ground. She asked them to tear holes in her concept and tell
her what they truly looked for in a Branding agency. She credits their insights to help-
ing her agency be successful from the start.

Consider how you might be able to bring potential customers and peers into a dia-
logue about your current products and offerings. Get their honest feedback and make
sure the images of ‘who you think you are’, ‘who you say you are’, and ‘how your audi-
ence sees you’ are all aligned in an authentic representation of your business.

LISTEN THE THE FULL INTERVIEW WITH ANNE MILTENBURG


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STRATEGIC MARKETING

12
Spread a lot of seeds and see which takes
root before you put your efforts into a
marketing campaign.
Guy Kawasaki | Marketing specialist, author, and Silicon Val-
ley venture capitalist

When we interviewed Guy Kawasaki, he had a lot to say about how


to get your startup off the ground and get people buying your
product. After all, this is one of the guys who helped get Apple
products off the ground (and we all know where that company is
today).

“You might not like what I’m going to say. But my theory in identify-
ing audiences is you spread a lot of seeds, and then you see where
your idea takes root, and then you go, and you water, those seed-
lings.

And then you say, yeah, that was my intended market. I always in-
tended it that way… I learned this technique at Apple, because at
Apple with the Macintosh, we thought we had a spreadsheet data-
base and word processing machine and come to find out the seed
that took root was desktop publishing…”

ACTION TIP

Don’t be afraid to test several ideas in the marketplace to see what your customers
will take hold of. Create a few packages and promote them all on Facebook for awhile.
You’ll soon realize what ideas, packages, promotions, or products your customers grav-
itate toward. Then focus your efforts on those and win big!

LISTEN THE THE FULL INTERVIEW WITH GUY KAWASAKI

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STRATEGIC MARKETING

13
Gamification and incentives.

Sarah & Kevin | Founders of The Dyrt

Building an online community is hard work and sometimes you need to get cre-
ative to scale your efforts. That’s exactly what they did at The Dyrt. This gamifica-
tion concept worked incredibly well as it engaged the community and got them
involved. There was incentive!

“I was really luck to get into an great We set a goal to try to get 500 pictures,
accelerator program, called the Telluride videos and reviews in the first trial pe-
Venture Accelerator program, so i got to riod and we ended up getting 2,000. It
spend 6 months out there working on was because of that gamification of in-
our beta site and during that time we centivizing campers to submit pictures,
created the first leaderboard. We had a videos and reviews and get points to win
website, we had all these campgrounds gear from outdoor brands. The following
listed, but we knoew we had to incentize summer we had a goal of 12,000 and
people. Just becaue we had this website crushed that with over 20,000.
we does not mean people will come.
It took years of pain and focus on com-
It really is, if you build it, they won’t munity development.”
come. It’s really hard to get an online
community off the ground.

ACTION TIP
Just because you have a website, does not mean people will come to it. Based on your
business idea what can you do to get customers engaged as contributors in an incentive
program. Start researching what others have done and make a list of your top 3 ideas.

LISTEN THE THE FULL INTERVIEW WITH SARAH & KEVIN

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STRATEGIC MARKETING

14
Ask.

Vincent Dignan | Growth Hacker, Entrepreneur

This topic is so important we are going enough market research and they don’t
to reinforce it. The concept is to ask. deserve to win for that reason.
What that translates to is market re-
search or talking to your audience. But what if you don’t have an audinece
or community yet?
“Continually ask people, what problems
do you have, what would you actually Add everyone you can on Linkedin and
buy if I launch it...you get all this amaz- Facebook. Follow everyone you can on
ing data from your community. You have Twitter, a percentage of all of those will
build a community to do this and then follow back. Then dump them into com-
once you push it out you can then ask munities, so Facebook groups, Linke-
the people why didn’t they buy. You can din Groups, Twitter traffic going to your
do that classic “do you hate me?” email. Facebook Group. Then start to engage
That’s the next iteration of the product them in that group and in one-to-one
and your sales go up again. It’s about private message conversation too. Those
continuously talking to your users. When are the first steps anyone can do free.
you do that you don’t launch producst
that fail. Most people just don’t do

ACTION TIP

Think big for your final destination but start talking to small groups of people for com-
munity feedback that you can use to ensure your product offer is solid. Don’t be afraid
to give your ideas away for free, if it means validation and customer feedback! Ideas
are only as good as the execution.

LISTEN THE THE FULL INTERVIEW WITH VINCENT DIGNAN


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An old road
always leads
to an old
destination.
Nobel Peace
Prize Winner,
Muhammad Yunus

Listen to our full interview


with Muhammad Yunus

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STRATEGIC MARKETING

15
Don’t be a one trick skateboarder.

Seth Godin | Entrepreneur, Author

In our interview with Seth Godin, he talks about leadership and


scaling impact. When we asked him what one thing is that he
does everyday to make progress he shared a story.

... if you watch kids at a skateboard park, some kids will do the
same trick over and over and over again. And other kids will inten-
tionally do tricks they don’t know how to do. And that’s not their
objective. It just makes them happy. And that’s how they become
better skateboarders.

So I made the decision a really long time ago, to do things that


make me nervous, to do things that might not work and to do it all
the time. And I made it a habit that I enjoy. And that’s how I spend
my day.

ACTION TIP

Don’t be afraid to try new things with your marketing efforts, that includes getting out
there and sharing your impact story. Many entrepreneurs are nervous to get out there
but we say, do it. Get on some podcasts. Do some speaking engagements. It will be the
best marketing investments you make!

LISTEN THE THE FULL INTERVIEW WITH SETH GODIN

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STRATEGIC MARKETING

16
Get your audience to fund your big idea.

Russell Brunson | Founder of Clickfunnels

Don’t get stuck in the mindset that you’ll need millions of dollars to fund your idea
and marketing efforts before you start to build your company. When we inter-
viewed Russell Brunson, Founder of Clickfunnels, he was adamant that most com-
panies (if not all) do not need funding from an outside investor to grow. What then
do they need? Companies need to tap into their customers to fund their ideas by
providing valuable education first, then using those profits to fund their company.

“Let’s say we want to launch a SaaS guys that I can then use to finance my
company that targets chiropractors. So idea? And I would go and I would, I
if I knew that, first thing I’m going to would probably find a chiropractor who
do is go to chiropractors and find out was awesome, I would partner with
what these chiropractors are like, what them, I’d have them do a bunch of train-
do they actually want. I figure what that ing stuff.
thing was out, and lets say it’s software.
Ok cool, but I can’t afford to build that And then I’d create a webinar and I
now. would go in and start selling informa-
tion to the chiropractors. When you walk
So let me figure out like, what do they through the book (Expert Secrets), like
want to learn? How can I educate them? it’s not hard to create an information
What kind of information can I sell these product and get $2 million and sell it.”

ACTION TIP

What information products can you sell as a teacher to validate and fund the bigger
business idea? Write down as many ideas as possible and then select the top 3 you
believe are you greatest strengths.

LISTEN THE THE FULL INTERVIEW WITH RUSSEL BRUNSON

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STRATEGIC MARKETING

17
Don’t be afraid to give something away
for free to get feedback.

Guy Kawasaki | Marketing specialist, author, and Silicon


Valley venture capitalist

When Guy Kawasaki writes books, he wants to sell millions of cop-


ies. How does he accomplish that? He sends his book out, for free,
to thousands of people for instant feedback.

“When I’m writing a new book, I ask if anybody would want to look
at the manuscript. And literally, I send out thousands of copies of
my manuscript. If you send out 2000 copies, 500 people actually
comment and send it back to you with feedback. So I get 500 piec-
es of data.

I cannot tell you how valuable those comments are, you know, in
finding weak spots and stuff. So I use social media, perhaps like no
other author because most authors are afraid to give their book out
in digital format for free. My game is to sell millions of copies, what
do I care if a few thousand read it for free?”

ACTION TIP

Think big when it comes to your launches. If you want to sell a million copies, getting
data from 500 is key. Don’t be afraid to give your ideas away for free, if it means vali-
dation and customer feedback! Ideas are only as good as the execution anyway.

LISTEN THE THE FULL INTERVIEW WITH GUY KAWASAKI

22
CONTENT MARKETING

18 Start with what you know and


answer questions...consistently.

Aaron Anjius | CEO of Louder Online

“If I if I was kicking off now and I had a limited budget,


I would be focusing on running content regularly on
the website. I mean, having a blog of some sort, where
you’re answering questions and solving problems with-
in your industry - not talking about your product and
service but sharing your perspective on questions and
problems your target clients have.

Not only are you creating many gateways into your


website, so that the right people can find you, but
you’re also giving yourself the opportunity to distribute
that content through social networks, and are able to
drive social traffic without investing in facebook ads”.

ACTION TIP

You know something that someone else does not. What type of questions would they
have about the topic? Write down a list of topics, let’s say 10, similar to chapters in
a book. Think of using a mind map.Start putting what’s in your mind onto paper to
help others understand the topic and answer their questions. In the end you’ll have a
collection of artilces that people can learn from, show your expertise and can be com-
bined as an embook you giveaway to build your list. Consistency is key.

LISTEN THE THE FULL INTERVIEW WITH AARON ANJIUS

23
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