SNM034: Does Your Audience Want Your Message?

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does your audience even want to hear your message? Find out on today's episode. Today's episode is brought to you by fresh books. Accounting and bookkeeping mistakes destroyed thousands of small businesses every single day. Bookkeeping doesn't have to be hard turned to the number one invoicing software for small businesses. Start for free today at serve no master dot com Backslash Fresh Books Are you tired of dealing with your boss? Do you feel underpaid and underappreciated? If you want to make it online, fire your boss and start living your retirement dreams now then you've come to the right place. Welcome to serve no master podcast where you learn how to open new revenue streams and make money while you sleep. Presented live from a tropical island in the South Pacific by best selling author Jonathan Green. Now here's your host. Most businesses, books, ideas, blog's stories, videos, their altars to the ego of the person who created them. We start off with an idea and decide that everyone else needs to hear. Everyone else needs our invention. This is tthe Hee Hee cho first business model, and so many businesses follow it, and eventually they collapse one of the biggest struggles new authors have is riding in releasing a book, and then no one wants to read it. It's painful and it's stressful. You can't figure out what went wrong So many times when I'm coaching or entering e mails, people say to me, But it's such a good idea. Why don't people on it? I've seen some amazing ideas that I think are brilliant, Go nowhere. It doesn't matter. I think it's brilliant. It matters if people want to buy it. If people want to hear it. When you start your business with your idea with your invention, with what you want for yourself and ignored your market, you could end up struggling through the school of hard knocks. I try to watch every single television show that's about investing. I watch shows where people come in and buy in and rebuild. Cos I watch shows where people page their inventions. I watch all the variations from lots of different countries. That's pretty much the only type of TV show I really liketo watch and I noticed many people. They have an idea. They start this invention, spent years with it and they've never showed it to anyone they've never sold one. People tell them all the time. Oh, I think it's a great invention and that that's nice, but it's honestly worthless. The only thing that matters is when people vote with their money. Plenty of people tell me they like an idea. It's great. But until they buy it, didn't really believe it. This is one of the reasons they get confirmation bias in small group tests. They bring in people to check out a new product, and they say, Oh, yeah, I would buy this. I would buy. This is not the same thing, is actually buying it. We want to start at the very beginning, our business model with finding out what people want and then giving that to them. I know many different ways to make money online. I know several large scale business operations. I know how to start things that are very flashing, very technical. I could teach that stuff. I could teach that methodology. It's what I used to teach five or six years ago a different way of building a business. But most of my audience doesn't want that. I found out what my audience wants. I found out what is most helpful most valuable to people like you when building a business. What, you're really looking for my entire structure. What I teach is all about content marketing. This is an approach to marketing that is very methodical. It may seem at first, like it's the turtle, the tortoise and the hare. It seems like it's a little bit slow at first, but with each step you get closer and closer and you end up making a lot more money than that hair ever imagined. This is a methodical but also unstoppable force. As long as you follow the methodology, I teach the systems of the steps that I share with you. Every day. You'll get one step closer to that fortune that you deserve. Quitting your job, leaving things behind, taking control of your financial destiny, paying off your debts. All of those things happened by following methodology. I'm teaching people how to build businesses. I know that's what my audience wants because I asked my audience all the time. I respond to emails all the time. I paid attention what people say to me all the time. I connect with my list. Whatever market you want to enter into find out what people are asking about. If you want to write romance novels, go to the forums where people talk about romance novels and talk about their favorite novels. Read what they have to say. People will tell you I'm only interested in romance novels that are modern day. I'm only in interested in romance novels where the main character's military, military know thinks I only like romance novels where the main character is a shape shifter. You can find out what your audience wants in any market, people talk online all the time. There are several places to go to find out and get a seat of what people really want to hear, what people really want and need to know about. I personally as a guy who releases most of my products on Amazon right now, that's where I start my research. I look to see if people buy books on the topic recently, and I mentioned this in my new book that's coming out in a few weeks. Recently, a client came to me to start working on a book on 10 itis, and I said, Well, that's interesting. I have never thought of it as a big market for people of ringing in their ears. It's kind of a medical problem. I don't know a lot about it, but I said Okay, I'll do some research for you and see what we can find out Put together I took a look on Amazon. There's a couple of good books on tonight is there's about two really good ones and I saw 12 or 15 what I would say terrible or garbage books, their books that have a lot of bad reviews. If a book has three good reviews and 15 bad reviews, that's a big red flag for me. Most of the books had really, really bad reviews. I could tell they were written by people that wanted to get into the tonight, this market for some reason and wrote books that didn't work, which is really unforgivable. That's a real problem. Man like someone was Tonight is has a pain or ringing. They're here all the time. It's affecting their way of life and trying to make a quick buck off people with that situation is not something I'm into. This is why, when I talk about my extensive research. I was a man. I spent so much time just reading medical papers during my next phase. Trying to understand current resurgence see with technology is to really get a grasp of where technology is right now and where cures are and the best solutions to the problem. Most people don't do that level of research. They just take a list from one website, turn it into a book and throw on Amazon. So I looked at the two really good books on Amazon, and neither of them are making any money. They're both very low, probably selling one or two copies a week. This tells me there's no audience or no interest in solving this problem on Amazon. Some ideas huge on other platforms but dead on Amazon. People don't want to learn it there. Sometimes it's the format people want to learn to swim from a movie, not a book. Understanding where to find your audience is important when you research. If there's no book on Amazon that people are buying on the topping, if there's no book on the topic at all, that's a big red flag. That's a sign that people aren't interested. It might be assigned to. People simply aren't interested in Amazon, but it might be a sign of something bigger. So then you want to start looking at Google looking at being. If you prefer that it's your search engine looking at forms and looking for blocks. When you find a block on your topic, you can gather a lot of information. What I look for is how many active members does this blood have? How often are people writing messages? I look for the most popular post. Sometimes you visit a block and it looks very popular. I used to do research for some of my products for women, for dating on a particular blogged. And it looks so busy. You see, we've got 100,000 posts, all these things. It was very popular Y. But I noticed, because I track the frequency of post how often people reply that the site actually died and became useless for me. I no longer uses a researcher source. When you're looking at a form you want to look for, how often are people replying and how many replies have there been in the last 24 hours? If they're really been two replies in the last 12 hours. It's a dead site. I want to see hundreds of comments in the last 24 hours that tells you that it's a thriving, active community and that the data you can pull from it is important and valuable. If you can't find any forum where there's a lot of activity on your topic, that's a sign not left. If you're interested in it, There are certain things that very small number of people care about. Only people with tonight is care about it. And so it's a problem that affects a small number of people and only a small number of them. Then look for a solution in different places online. When you're targeting a really small space, that's a sign to reconsider. Before you dive into it. Does the market exist? Does the audience exist? Are there enough people interested in what you want to talk about, What you want to teach about to support you financially? You might have the perfect cure for tonight. It's and that's wonderful. And if you could really help people rate, I don't want to stop. You just realize that it's a small number of people, so There's a small footprint you can create online. There's a small opportunity for profit. You're very limited. There are about 10 to 15 blog's that air kind of similar to mine. None of them are a direct match, but they're blog's about building an online business there. Blog's about quitting your job there Blog's about traveling around the world, kind of living in these amazing foreign locations or traveling full time being a digital nomad. If none of those blog's existed, I would have hesitated a lot more to start this. When you look at other blog's that are similar to your idea or that are in the same space you want approach, take a look at how much traffic they get. You go to Alexa dot com and see their rankings. If they're getting no traffic. That's a sign that no one cares. That's a sign that the audience isn't interested in your topic. Topics come and go. Things that were popular in the past or not, I was popular. Now, being aware of the changing winds of time is very important. Some of the blog's that I compete with our debt. They haven't put out a new post in two or three years, it happens. This is a sign that something went wrong for that business. You want to notice that as well? How frequently are they posting? How much traffic early getting? How relevant are they? How active is there following all of these things? Tell you. Is there an audience that wants your message? There might be some amazing blog's. You see the blogging while this block is so beautiful. Amazing design. Look at all these posts. But if you look at the traffic numbers and they're getting no traffic, that's a sign. They have a beautiful block that no one looks at. Pay attention to these things. The next phase, once you've gone to this research phase, is to test the waters, share your idea with people and see how they react. There's several ways you could do this. There's a method where you post an ad with your product for sale before you make your product before you release your idea. And there were people go to check out. It says you're out of stock and you just look to see how many people try to even check out. This is a great way to test the market. We have spent about 100 bucks, and you could find out if there's any interest in the idea. With a little bit of testing, you can run tests on Facebook tests on Google. There's a lot of platforms that allow you to do this, and that's the basic idea. You show your idea to a group of people, offer them the opportunity to buy it, and rather than saying, Would you buy it? You created by button? You don't tell him it's not ready yet. And when people don't click on it and let you know home and no one said by something must be wrong with my marking my message or my idea testing your idea, dabbling with your idea, sharing with people, seeing how they react is very important. Sometimes he will come due with an idea, and I could tell instantly that I have a bad feeling about it. Sometimes I'm 80% sure that idea is terrible, so I don't want to totally kill the person, because perhaps I'm the outlier that doesn't see the great opportunity, but you're in the situation where you don't wanna hurt someone's feelings, But their ideas and very good. It's a tough balance to be in. I try to maintain my integrity and tell the person truth that hurt their feelings. But it could be really hard. And when you're friends with someone or it's a memory, family or close relatives have a terrible idea. It's hard to tell them their face. Hey, your idea's terrible. You're losing your money unit in the poor house, you're gonna hurt your family. She follows that. It's tough to say that stuff, and people do that. They make these horrible decisions. They create these products and I see people seeking investment, and they want to lower the cost of production. They talked to their makeup, their factory, and if they buy 10 it's expensive. But if they buy 2000 they get a great savings by the 10 and seldom first. See if you can sell 10 and a break even and then try and sell 100. A little bit of a prophet confirmed that the audience has any interest. Do you have a physical product idea? Get 10 made thrown up on Amazon. See what happens. Because if you sell all 10 you know you got a winner. Sometimes you have an idea that doesn't exist. It you've created invention to solve a problem. It's something brand new. It's cutting edge. You have a brand new approach, things. There's a difference between being first to market and educating a market. Educating a market is where you have to tell people that about the problem and then tell them about your solution. A great example of this is a Siri's of commercials on television for toothpaste, where they teach you about acid erosion. They start off the commercial telling you about this problem you have in your teeth. I'm pretty sure doesn't even exist. I think it's completely made up. They put a person in a doctor's coat, but it says at the bottom that it's an actor. It's not a real doctor. They then educate you about this problem and then try to sell you something. At the end, you may have noticed you see this commercial a lot. I don't know if it's still running, but recently, a couple years ago was running all the time. They spent millions and millions of dollars on this campaign. To educate a market costs a lot of money I had never heard of this problem before out. In fact, I've never heard of this problem outside of this commercial. I've never heard a dentist say to me, Oh, he looks like you had acid erosion. I don't think it's real because no dentist has ever said it to me and I visited dentist in a dozen countries. It's never come up. Either that or I'm immune to this disease, even though I don't use that toothpaste. Educating a market cost a great deal of money in a great deal of effort when you want to fix a problem, if someone has a problem and you have a solution to it, they say it takes seven contacts or seven messages to get on the radar. If they don't know they have the problem, you have to use those 1st 7 messages to convince them they have the problem. It can take 14 21 5000 contacts to take them through the sequence of You have a problem. You need to fix it. Here's how we fix it. It's very hard to educate a market. It costs a great deal of money. That's when you build a business. It costs millions of dollars to get it out there. That's not the type of business that I teach first to market is where people have a problem and you found a unique solution. That's the difference. If they don't know they have the problem, you are going to suffer if they're using a different solution and yours is better. It can be kind of tough for in between these two places. If the current solution people all use it and it works OK and yours is just a little bit better, it can be very hard to break it. Then you're in a tough spot. Finding that balance when that's your little zone is hard and I can't give you generic advice because each case is very different. Seeing how hard would be to educate the market order, transition the market to your slight improvement if you made a paperclip that were 10% better but costs 10% more, could you get it to succeed? I don't know. I'm not a paperclip expert on office supplies expert. So sometimes you have to go to the expert in that exact field to figure out what's possible and run some tests campaigns. When you create your idea, you launch it and you start putting it out there. You may discover that you made a mistake. In fact, you'll probably discover the you made a mistake and you'll have to go to a point where you pivot this business model serve. No master was originally targeted at guys in their early twenties. My original idea when I first set up the website several years ago, that's what I was thinking about guys in their twenties graduating college. Basically guys like me when I was younger. That's why I was really targeting. I then started building up the site during that time and then had my Children. My 1st 2 Children definitely be having more. We're just waiting until we're ready for the next one. But my market shifted. I discovered that the majority of my audience is women, and I'm pretty sure close to 100%. If at least 80% of the people who listen to a podcast follow me, read my block post anything have Children. My audience is almost all late twenties and up, really more of more of my audience is late thirties, early forties, mid forties, that discovery means I needed to pivot my message. Things that air cooled to 20 year olds are not cool to people. In fact, I also paid our message because I don't want to communicate in that way anymore. I don't want to talk about action movies and all those things that just like when I was doing the things I like Now they've just changed the way I wanna communicate now changes. So my original vision to give you a core idea for the serve no master logo was the idea of like to samurais fighting and killing the other one. Very violent, very aggressive, very physical, something that would appeal to the people who buy mixed martial arts T shirts even though they're not fighters. That's not my target demo anymore. I've pivoted my business to fit where I want to take my business and if it my audience, I've softened my message, matured my message and created a much stronger business by pivoting, and you'll reach a moment where you discover what you're doing isn't quite working. You need to pivot your business a little bit. In order to determine the pivot, you need to take you want to survey your audience if you are a member of my fallen. You've been a member for a while. Every once in a while, I said an email where I send you to a survey, I send you to a series of 57 10 questions asking different things. And sometimes I said one question service for some of my lists. What's your biggest problem right now? What's your biggest struggle right now? What's holding you back from where you wanna be? Right now that's a one question survey. The answers you get well tell you, here's my problem. This I sent out this, I believe with my parenting followers recently, and most of responses I got said the biggest problem was terrible twos. I don't have to guess what the next book I need to write about parenting is, Do I? They've told me what they want when you need to pivot, survey your audience and they will tell you where you need to take the business. As long as you have enough of an audience there. People listening to you who will buy your products was asking, and they'll tell you I have a Siri's of 10 products that I want to launch to serve no master already outlined. The order in which I release those products is completely based on the response I get from my audience. Do you want to learn how to make videos? Do you wanna learn how to write nonfiction? Do you want to learn howto marked on Facebook? I ask questions, and the response I get tells me which ones to work on in that order. I know what I want to make. But the orders to turn my connected my audience, you can hit a point where you're in trouble. Your audience is no longer interested in you. Nothing selling You're feeling overwhelmed. You know you have to pivot, and it feels like everything's collapsed around. Your business has turned into ashes. If you have it by listening to your audience by surveying your audience to find out what they want, you'll discover that your business is probably 95% of the way. There. You just had a little bit off in your messaging, hid it, give the people what they want, and like a phoenix rising from the ashes, you can create a message of your audience. Actually, wants and generate the revenue that you deserve. Thank you for listening to this week's episode of Serve No Master. Make sure you subscribe, so you never miss another episode. We'll be back next Tuesday with more tips and tactics on how to escape that rat race. Head over to serve no master dot com forward slash podcasts Now for your chance to win a free copy of Jonathan's bestseller Serve No master. All you have to do is leave a five star review of this podcast. See you Tuesday. Thank you for Listen to this episode of the serve No master podcast. Follow me at facebook dot com Backslash serve no master.