How To Become An Authority With Platform Building

Let’s amplify your voice! If you’re serious about platform building and ready to ditch the hope and pray approach, Juliet Clark is your guide to becoming a genuine authority. This episode pulls back the curtain on audience building basics, revealing the eight pillars crucial for effective platform development. Juliet dives deep into crafting your ideal reader avatar, mastering brand influence, and leveraging content strategy for maximum impact. This is your roadmap to dissecting demographics, conquering social media, forging impactful partnerships, and ultimately, building a platform that not only connects but converts your expertise into tangible results.

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How To Become An Authority With Platform Building

What we’re going to do is show you how to become an authority with platform building. Thank you, folks, for showing up. I want to be cognizant of your time. Jump out if this isn’t what you need because you might need something else. We’re going to be pulling back the curtain on audience-building basics because one of the things I’m noticing in the book world over and over is people using AI. If you don’t have some precise things, you’re not going to be able to use your AI effectively.

Platform Building Basics And Audience Overview

It’s not going to give you what you want. We’re going to talk about audience-building, eight pillars, and some advanced planning in this area. One of the things that authors get into, and I don’t want to say it’s childlike thinking but, in many ways, it’s not going to do what I need to think. You folks get into, “This is what I want.” Versus, “This is what I need.” While that’s all fine and dandy, you probably remember when your kids were little and they’re like, “I need a Barbie.” You were like, “No, you want a Barbie. You don’t need it.”

Platform building is a little the same way. You have to have a lot of discipline and understand what’s involved. A lot of people jump in without knowing the scope of what they’re getting into. Think about when you produce a book, you’re going to be promoting that for the rest of your life. It’s not just, “I’m here. Buy me.” I call that magical thinking. I used to work on the Barbie and Hot Wheels accounts many years ago. That was part of what we talked about. It’s that magical childlike thinking a lot.

This is a reality check as we go through this. I want you to take it in and understand that all of these things work together. You can’t just choose one and say, “I’m going to focus here,” without balancing it out in all those other areas. Right here is the result of magical thinking. The average indie author sells fewer than 200 books. That’s not the impact when you write a book that you’re looking for. You’re going to get pretty much zero sales as well.

This is the part where people don’t understand royalties in the back end of this. You’re only going to get $1 or $2 per book unless you can think outside the box, promote that, and get away from the 55% that the distributors charge. Another reason is, if you’re writing this book to make an impact. Less than 200 copies are not going to give you the impact you’re looking for. It does behoove you to not only sell more books but lead people to those high-ticket programs as well so you can get ROI on your publishing package.

The platform-building basics is the part that most people don’t drive down and do well with. If you do it well, you’ll work with AI as well. With AI, when you’re training it, you will have a clear view of your voice and the voice your audience wants. We’re going to talk a little bit about audience overview, brand and influencers, consumer semantics, and press and websites as well.

I invite all of you to think about this, revise, and get your avatar or your ideal reader very tight. It involves all of these. The first step is an audience overview. Who’s your demographic? This is important because we have several different demographics and generations, and we all communicate differently. Think about that. My kids text all day. I would prefer we talk, but kids don’t talk anymore.

You have to be aware of which generation and demographic you’re dealing with and how they respond and like to communicate because there’s so much difference out there. What is the education or profession of your ideal client? The more you understand the level they’re at and their educational level, the better you can create a book that will connect with them.

That’s important as well because are you writing a book that is the train-the-trainer, or for somebody who wants to learn that is a layman? One of the things that we see all the time is we’ll get books, and the book is meant for both. Think about that for a minute. If I’m an expert at something and I’m reading very basic stuff, I’m turned off. It’s like, “I know this. What am I learning here? Why am I reading this book? I’m not growing.”

The other side of that, when you mix it, is that those beginners are like, “This is so overwhelming. I don’t think I can do this.” You have to be aware of who you’re speaking to and who you’re writing, and if it takes two books and you want to write both of those, then write and budget for two books. Don’t try to mix it all. It’s that old thing about when you’re talking to everybody, you’re talking to nobody.

Next is location. Figure out the location of your geography as well. When you’re running ads, if your book is for something trendy, then you’re going to look to those big cities. Say it’s something like Dorothy. Dorothy is one of our clients who has written Voices From the Prairies. She’s invested in teaching our younger generations organic gardening, being able to run a ranch, growing your own food, and canning your own food. They have big concerns about sustainability.

You’re going to want to go where they’re at or catch those people in the fringes of that city group that are ready to move out to the country. With remote access, many highly educated people are moving out to the country so they don’t have to deal with the big city. It’s important that you know the location of those ideal clients so that if you run ads and promotions, you’re running it where they’re at.

Interests and skills. You have to recognize their passions, hobbies, skill levels, and how those are relevant to the topic that you’re teaching as well. This is where this impacts you folks. Your copywriting, if you’re not writing your copy for the right group, it’s not going to connect. Your book development, if you don’t know who that book is for in great detail, it’s not going to hit home.

Your voice. Does your voice and who you serve match with the people that you’re trying to connect with? For me, I write very action-packed books because I’m assuming that my reader, and I market to that reader, is that person who will pick up the ball and go do something. They’re invested in growth and moving ahead in their action-oriented.

I don’t write nurturing books, but if you’re in meditation or with religion, those probably need more nurturing communication than an action-oriented audience like mine. Content delivery impacts this, too. You have to get that reader avatar or your ideal client tight so you can communicate with them. The next is brand and influence. What are you doing on social media? Do you have content for shows, videos, and all those things that you can communicate well?

If you look years ago, YouTube was brand new. Nobody was leveraging it. Now, everybody wants instant gratification. That short video is the way that your brand can communicate with people quickly and effectively. You have to keep that brand and influence in mind. Who are the other influencers out there that are in your field? What are they doing? You don’t want to emulate them or be like them. You need to stand out. You need to do all that research in that area as well.

That has an impact on your engagement points, who your audience follows, your content delivery, and the relevant conversations. When I say relevant conversations, are you speaking about the current events that are impacting whatever it is that your ideal audience is looking at? You don’t want to be that person with an old conversation that everybody looks at and says, “That’s tired. These people over here are doing something new.” You have to look at what’s going on with your brand, or with the brands that are in your neighborhood, and what’s going on with your competitors as well.

Press and websites. This is something you forget, and it blows me away. You should be out looking at your competitors’ websites. You should be asking your readers or followers, “Who are the big people you follow?” You can go check them out and see what they’re talking about. Sometimes, a good blog, when you’re producing content, looks like, “These experts say X. I’m going to disagree with that, push back, and tell you why I agree with Y.”

It’s important. You can get a lot of great content out of looking at your competitors. You don’t want to bad-mouth them or do anything like that, but you can project an opposing viewpoint or something that you put out as an educational piece. Look at the key websites and offers. When it comes to press, look and see who your audience aligns with. Unfortunately, we are very divided in the US. Are your people looking at very liberal press outlets? Are they looking at conservative? Where does your point of view fit in with that?

Look at the media outlets. If you haven’t read, Tracy Hazzard and I did an episode on the shift in the media. If you look at the last election, it was the election episode. Podcasts and radio are much more consumable than the mainstream media. That impacts you because when you go to book media for whether it’s a book, a course, or whatever it is. You want to be where people are showing up.

The mainstream media, as much as people want TV, nobody’s watching. You have to shift what you’re doing and go to those outlets, those podcasts, those radio shows, and other people’s blogs where these people are. Build relationships with relevant outlets before you need that exposure. Many of you who showed up are part of Shannon Processes’ program where she does press releases. She has media magic where she’s generated her publicity for pretty much free.

That might be where you pick up her book. You look at, “How can I build a relationship with podcasters without having it? Can I be on my show yet?” Build those relationships before you move into the ask for them unless you purchase. If you purchase a tour, then you’re going to get that service automatically on there. This is important because of those relevant conversations. How do you take what you do as an expert and put yourself in a position in front of the media where you can have a relevant conversation?

Also, monetize content. Look at the paid offerings that are in your space. How can you make your program or course different from everybody else’s? Is it a three-month intensive versus a year-long program? We all know that people in year-long programs are dropping like flies because they’re not getting as much growth out of that year as they would from an intensive.

This also helps you with your ad keywords and copy buzzwords. When you look at other people’s sites, you can see what buzzwords they’re using. Do you want to use the same ones as them? Do you use something different? Are they speaking an expert language? Do you need layman’s language? This is where you need to get into a deep dive.

Consumer semantics. This is just, what hashtags are you using? Have you investigated those hashtags? If you’re using something like meditation that has millions of people using that same hashtag, are you going to get the visibility you’re looking for? Don’t do this. People are always cute, and they make up their hashtags. Nobody knows what you’re talking about. You have to find that balance there as well.

If you’re over on Instagram, you need cross-platform hashtags. The ones that work on LinkedIn are not necessarily going to work on Instagram or Facebook. Take a look at what you’re using where. Are you even on the platform where your people are? I’ve shared in the past that we had a client who insisted that her Solo to CEO program was on Facebook because she was so good at Facebook. If you think about that, people on LinkedIn are where you’re going to find those people. You have to make sure that you’re in the right place to communicate with that audience as well.

Targeted keywords and engagement strategies. Keywords are easy to find. You write something and run it through ChatGPT. I use Perplexity all the time. Find out what keywords are in the article. You might find out that you didn’t even use the keywords in the article you’re trying to promote, or the video that you thought you did, or that you wanted. All of those are important concepts.

All of it impacts your discoverability. You can be out there, but for people to find you, you’re going to have to be searchable. That means searchability, connection, everything key-rich, your content, your videos, your blogs, and then using your audience language. The other thing that everybody forgets, and I hate to make generalizations, but Andy and I talked about it in the course he’s in. You need a feedback loop.

You have to go in, analyze, and see what’s working and what’s not because you want to do more of what’s working. If you’re not gaining traction, it might be that people aren’t looking because you’re not producing the content with the keywords and the language that they’re looking for. All of this is a deep dive into that avatar and how you can tighten it up so you’re getting exactly the right people.

I had an exercise back when I first started. I went down to Venice Beach and Santa Monica Pier. I had one of those caricatures drawn up of my avatar Kathy. I had it on the wall. Every time I talked to someone, I looked up to see if this person was Kathy. I had all of my criteria underneath. If they didn’t meet the Kathy criteria, I had to dive deeper to see if they were going to be a good client for me.

Brand Foundation Message

The eight pillars of your platform build. This is the part where you have to do all of these. You can’t just do one and say, “I call it a day.” You have to integrate all of these together. At the end, you’ll see why we do that. The first is your brand’s foundation message. I’m not going to get into this in a huge way because I’m not a branding expert. We have lots of them. If you’re in Shannon Processes’ group, there are a couple of people over there who are good branding experts.

What you do want is authenticity. You have to figure out who you are before you can project that through the rest of the world. A lot of people I talk to, and you probably experienced this as well, have no idea who they are. For me, I’m direct and to the point. I’m an acquired taste at times. I have to know that and be okay with that. There are other people who are like, “I want everybody to like me.” If you know you’re that person, then proceed in that way. You have to dig deep. That might require that you hire a coach and do some personal development work.

Your message also includes your unique angle. What do you bring to the table that’s different from everybody else? Your audience alignment. Once you get that message in place, you don’t run with it. You have to make sure it resonates and meets the specific needs of your audience, whether it’s readers or people taking your course. You have to get that feedback loop around your brand constantly.

What I recommend is when you’re positioning that, position yourself as a server. I’m working with a company that wants to up-level what they’re doing. They’re all about selling. They have a fifteen-minute call to sell you. I’m saying you can’t do that. You have to get to know these people so they trust you on that. Connectivity is important on this. It’s the core of everything you create. It has to remain consistent across your book, business offerings, marketing material, and personal experience.

There’s nothing worse than seeing someone speak at an event, then you walk up and try to talk to them, and they seem all, “I am wonderful, kind, and open. Talk to me anytime on the stage.” They get off the stage, get on a plane, and go away because they don’t want to talk to you. You have to be in alignment with who you say you are. I worked for a company back in 2016 where the guy who heads it wasn’t who he said he was at all. It was very interesting to watch how he ran his business. I worked for him in a marketing capacity and was blown away by it.

Content Strategy

Content strategy. This is a big part you all avoid. You need to build content. Whether it’s a podcast, a YouTube channel, a blog, a magazine, or whatever your delivery is, it has to be consistent. You want to be reliable. People know that my show comes out every Tuesday. There’s a promotion around that once a month. It’s the magazine. Every Monday is a LinkedIn newsletter people are looking for.

You need to be reliable because you want to project that you’re reliable in everything you do. What’s that saying, “How you do anything is how you do everything?” If you don’t show up reliable, people might not hire you because they want somebody reliable, and they don’t see you being that. Platform optimization. Tailor your content for the platform that it works on and be different from everybody else out there.

The things you put on LinkedIn may not be what you put on Instagram, YouTube, or Facebook. I have an example I use. It was a real estate agent where I used to live who, on Facebook, it’s connecting. She talks all about the problems with her ex-husband and child support. I look at that and go, “How the heck does she even have time to service me with that platform?” I saw that she has it over on LinkedIn too, which is completely inappropriate.

Make sure you have the right content strategy for the right platform and that there’s no TMI going on. There’s a point where you want to be professional. People don’t need to know all of that about your personal life. Maybe hobbies would be fun, but I don’t want to get in the middle of your drama with your ex-husband. The reason you need this content is that this is what builds trust.

When people see that you’re an authority on something, they’re going to go back and continue to read to your show and your articles. There’s a big concept in writing that is show, don’t tell. When you hear people out there screaming at the top of their lungs that they’re the best at what they’re doing, verify that. Go and look at their content. Does their content look good?

My father used to always tell me, “If you have to tell everybody how good you are, you may not be that good.” Content is the way that you show your expertise without screaming obnoxious things about how great you are. The content strategy for connectivity. You want to have social media. You need that list building and those power partners. Those power partners can be very important.

With this consulting I’m doing with another business. Over the years, they have not been reliable power partners. Now that there’s a new strategy and a new business model coming, the old power partners aren’t interested because they’ve experienced unreliability in the past. Be sure that you have that connectivity everywhere you are.

Social Media Presence

Social media presence. You have to have it. Are you producing good content? Is your content on the right platform, in the right place? Are you doing static things on Instagram where everybody’s there for the Reels? Community building. Are you creating social media experiences that can build community? What do I mean by that? It’s a social media and content with us where we do these meetings.

You all show up for the trainings. We love training you, but it also gives me an opportunity to connect with you and find out what your problems are. How can we help? It’s not just about selling. You get to ask questions at the end. You get to know me. These are things that all of my clients should be doing as well because that’s the way new people show up.

People tell me all the time, “I read your LinkedIn newsletter, and I decided I’m going to do this book. I’m going to come over to your training and get to know you and find out, are you my person?” That’s why you do all this. Social media has to be consistent as well. One of the things when we work with people on their social media, the pushback we get is, “I don’t have time to make a lot of content.” That’s where it behooves you to make one big piece a week and then repurpose the heck out of it.

I was complimented by another group because they’re like, “We’re looking at what you’re doing, and you’ve got nine different repurposes for every piece of content.” We’ve set it up that way so that we can attract different people. We’ve got these people that want instant gratification. We’ve got something for them. Those that are longer like the I-need-to-get-to-know-you people, we’ve got stuff for them too. Keep that in mind as well.

Social connectivity. You’re going to find that we’re going to connect this content, the list building, the social media, and the power partners. You need all of those for your launch. You can’t just choose one area. You’re going to develop all of them. I don’t mean go in and develop all at once. Develop one and move on to the next. That’s the way you should do it because it overwhelms people. They just don’t thrive. They get overwhelmed and quit.

List Building

List building. Out of all the things I just talked about, the content is yours. Social media is not yours. It belongs to Mark Zuckerberg, X, Elon, or whoever. They can take you down at any time if they don’t like what you do. That’s where your list comes in. This is another thing, like your content, that’s fully owned by you. If they took you off Facebook, you could still have your list. That’s why it’s important to have those lead magnets and get those people off social media and onto your list.

As social media, that transition, getting them off, you still have to have regular communication. You need an email with content at least once a week. I wouldn’t say every day. Don’t do that because you’re going to exhaust people with your list. I also recommend that you don’t sell things on your list. Maybe a book. That’s great. It’s a small ticket item. People get exhausted by being sold on their lists, too. You have to build that relationship.

The biggest thing in here is you have to have performance tracking. Analytics. Which emails are they liking? Which ones aren’t? Go back and look. Was it the headline, content, or topic? Take a hard look at those things that aren’t getting opened and figure out what to do. One of the strategic things that I’ve seen great authors do is give things away in their list to build their list. They strategically go back in probably every quarter, send out an email, and say, “I see you haven’t opened in a while. If you don’t open in the next 30 days, we’re going to delete you. You’re welcome to subscribe later.”

What did that author, who made the New York Times bestseller list a couple of years ago, do that for? She has a clean list of 25,000 people. She knows where they read. You need more than one platform of sales for those big bestseller lists. She sends out. “I know these people are going to buy over here out of that 25,000. I know these five people are going to buy on Amazon. I’ve got my bestseller and people who are engaged in my email list and will buy that book.” This is where this all comes together. List building is part of this because the content goes into your list and social media. You’re exchanging with power partners. You’re going to use it for your launch as well.

Power Partner Growth

Power partner growth. This is probably the biggest area where everyone could improve. I have a list of about ten power partners that I do business with. We promote each other, mentor in each other’s groups, and do power partner referrals as well. What does that power partner referral get me? It gets me a warm lead versus a cold lead.

If you’re over-prospecting on LinkedIn, you’re probably getting a cold lead. It’s the same over on Facebook. It’s much harder and more expensive to turn a cold lead than a warm lead. This not only benefits your business, but if you have these partners buying a $20 or $30 book that someone has recommended to you, it’s a much easier lift during a launch to be able to do that. You have to build a relationship with your power partners.

My power partners are not competitors. They’re people who have businesses that would fit into mine. I have somebody who runs tours. He’s a power partner. I have Media Magic, Shannon’s group. We do press releases. I mentor her group. Tracy Hazzard pull stuff off of our magazine and run it as part of their content and vice versa. We invite people to their events. You have to get that in place because there are a ton of introductions there. There’s a ton of room to go and do presentations with your expertise to those power partner groups and sell those books as well.

It’s not only the mutual promotion but also a credibility transfer. Shannon is saying to the people that she sends to me. I value and trust this partner, and you can too. That’s why I like that so much better. For those of you who are out there and who’ve done JVs, the difference between the power partner and the JV is that the JV is a CLQ. CLQ is not a relationship.

From my time working for the Joint Venture Inner Circle, I know that JVs bring you big dead lists of people who want free stuff and not people who are serious about building a relationship and buying from you in the future. There’s a big difference in the quality of the audience you get on there. Through strategic relationships, you can get a lot of audience expansion.

One of my power partners was at an event in San Francisco. She called me and said, “I got a guy here who’s releasing a book next month. He needs a bestseller campaign.” She handed off the phone. I have the person. I’m talking to them later because they were at an event. It’s things like that where they’re just coming out of the blue. She knew this person. She didn’t know that he was writing a book. They connected at the event. Boom. He’s going to have a bestseller campaign if he wants it. It’s important to do all that and put that together for your launch.

Think about it. If you’re going to build a relationship for a launch of any kind, you need to be building that months before. It’s just like a relationship. When you’re dating, you don’t go out on the first date and go, “Will you be my partner?” You have to work on building that relationship. The connectivity has given me media opportunities. Partners open the door for press coverage. I don’t know how many times I’ve been on somebody’s show or one of my partners has approached me and said, “So and so heard you on the show. They wanted me to ask if I would introduce you.” Those opportunities just arrive out of nowhere.

Social media amplification. We have twelve partners who are sharing our magazine every month, which means that they’re getting business, I’m getting business, and they all have extra content that they didn’t even create. It came from the partnership. List building growth. Anything you can do to build that list because it’s going to be a big part of your launch, as well as the swipes from your partners. Swipes are promotional emails that you write for those partners so they can promote whatever you’re selling, whether it’s a book, a product, or a service.

Media Establishing Authority

Media establishing authority. One of the things we see all the time is people will come and say, “I want to be on Oprah.” Oprah doesn’t have much of a show anymore that I know of, but the thing is, people aren’t watching shows like that anymore. People aren’t turning on the news at night and hearing people talk about their expertise in their book as much as they used to. They are over on podcasts and someplace like Newsmax.

Newsmax gets in there and gets books that they promote on air. They run commercials on particular books. It happens to be a book on how to position your business and your life to avoid paying maximum taxes to the government. I’m all over that book. Every business owner should be all over that book. There has to be some expert positioning. When you go on as an expert, we had this happen where I recommended someone for a podcast interview, and she got on the guy’s show. Every question he asked her, she didn’t give the knowledge of her expertise. She said, “You have to buy my book to find out.” You can imagine I got an earful about that.

Book planning and book media opportunities. It’s 3 to 6 months before you launch your book. The reason I say that is to contract that to a person because they’re going to be putting together the pitches, but they also need time to get you out there. Make sure you have all that contracted in advance. For me, I’m recording for May of 2025. I’m always two months ahead on my recording.

If you want that book media tour to start when your book launches, you need to get that book in advance so they can get you on calendars and be everywhere. Be everywhere you can. That doesn’t mean you’re on Pinterest and everywhere in terms of social media, but show up for things where you can share some authority.

Launch Strategy

Media connectivity. Those power partners can get you places on media. They’re amplifying your stuff on social media. They’re helping you list build because they’re amplifying those lead magnets. You have some launch momentum, whether it’s for your book, a program, a show, or whatever you’re putting together. A launch, especially a book launch, is a coordinated effort. The integration of your platforms, all of those things I mentioned, and a launch strategy. You have to choose the right approach.

Do you want a soft launch? A soft launch might be where you’re doing a beta group for a course or beta readers where they’re reading your book and giving you feedback. It could be a rolling launch where you launch every month over a year, which is an exhausting way to launch. I’ve been there and done that. I don’t think I’d do it again. Do you want a big bang launch? You have to decide with that strategy what launch you want, what partners you need, and what momentum you can get on it. Start building that pre-launch months in advance. Seeding all that for coming soon, talking to people, and beta. All of that. It’s not just a flat like, “We decided one day to do this.”

I worked with a company back in 2021 that came to me for social media training. All of a sudden, in week 3 of a 4-week training, they announced they had a show. I said, “Did you just decide we’re going to start planning for that?” They were like, “No, we recorded them six months ago, but we just pulled them out because of what you said about content. Now, we want to launch it. Can you tell us how to launch it?” I thought, “You just started recording. You didn’t look into what platforms you’re going to use. Do I need an editor? How do I promote?” They did nothing.

They just decided one day they were going to start. They never got it off the ground because they did all that work to record them and get them ready, but they didn’t have the money to go through someone like I use like Podetize. They didn’t understand how to use the do-it-yourself that I passed on to them since they couldn’t afford it. It went nowhere. What a waste of time and money. Everybody here is a small business owner. You know that time is money. You can’t waste it.

What you’re going to do with this launch and whatever you’re doing to integrate it is generate that social media buzz and get that excitement out there. There are a lot of people out there who suffer from FOMO or Fear Of Missing Out. The media exposure. Make sure that’s going at the same time. You have those lead magnets ready so that when you’re on a show, you can drive them to a piece of material that will educate and inspire whatever your platform is.

Email campaigns. It’s time to start converting those warm leads into customers. That’s why you want to warm them up. People are hesitant on these big-ticket programs to let go of money and get training. You’re going to have to nurture them a lot, which means building a relationship. Content rollout. What’s going to be paid? What’s going to be free? You need to get all of that together.

Post-Launch Monetization

What’s after the launch? One thing that happens with books, and I’m probably the only publisher out there who’s completely transparent, that with a book launch, you probably will not sell a number of books that will bring you ROI from that publishing package because they’re expensive, especially if you’re doing all you need to do with the content build and tours, a launch and getting all the digital stuff that needs to happen. “What’s the next step? How am I going to monetize and recoup that? Is it a course? Is it a webinar series? Is it a group program?”

That needs to all start before that book is launched because you want to be able to use that book as a nurturing tool to get those people in that. You can probably see here that with the monetization and converting that authority into revenue streams, you’re going to have to build upon all the success you’ve been building through this platform. That’s why it’s so important to start, keep going, and keep building. Before your book is launched, have it all integrated.

Your plan is key. You need that connection, community, impact, and monetization. It all has to work together into one big build. This can be a little bit overwhelming, so I’m going to encourage you to start where you are. Don’t look out there and try something advanced. Start, assess where you’re at, review your goals, and then lay out that plan. Once that plan is laid out and you start to execute it, measure and adjust.

I always say that marketing is a guess until it’s not. I see that in a lot of you, too, where you’ll try one thing, and it doesn’t work. You’ll go to another. I can see who’s going to be successful because successful people are very persistent. Anybody who tells you that they started something and it was 6 figures in 6 months is probably not being very truthful with you because this is a long-haul project.

Upcoming Events & Game-Changing Trainings You Don’t Want to Miss

I want to invite you. We have two events. We have Revenue Rumble, which is a coaching panel. It’s on March 18th, 2025. It’s 10:00 AM Pacific. You guys can get all the time there. You can go to RevenueRumble.com to sign up. For those of you who were here in January 2025, Gretchen Heido was amazing. I got tons of emails about, “That was the best training you’ve ever put on.” She’s going to be back. She’s an ICF coaches coach. She is into getting people monetized, especially those people who are struggling to get past six figures.

Anthony will be here then. He had a family emergency, so I had to step in at the last minute. We will get him back because what he does is very important. I know so many of you need it. There’s also going to be Rebecca Bertoldi, who is a marketing and Go High Level coach. If you’re not using Go High Level, you are missing out. I switched months ago.

I have never been so happy with the program in my life as far as ease of using it. I had Infusionsoft. We all started with Infusionsoft, probably. Infusionsoft was difficult to use without a PhD, their training, and all that, and some of the other platforms as well. Also, on March 20th, 2025, we have GHLMonthly.com. That’s Go High Level. We’re starting to do author training for Go High Level. Everybody’s invited.

I have a question. How long is that going to be on March 18th, 2025?

One hour. We try not to do any longer than that because you guys are busy people.

Thank you.

In March 2025, it’s going to be on social media. Rebecca does great training. If you’re somebody new to Go High Level, or you’re thinking about it, these trainings are great because they might be the difference between you pulling the trigger and moving to this all-in-one platform or not. She’s going to talk about easy platform connection and how you get that social media together.

I love this so much. I’m posting for June 2025. I took my content. I’ve broken it down. My social media is in the system and ready to go. That’s how easy the posting is. Full content calendar management. She’s going to talk a little bit about that as well. Don’t forget Breakthrough Author Magazine. If you’re not a member, you don’t have to. It’s not just for authors. There are a lot of articles in there about speaking, content development, podcasting, and anything that most business owners need, especially digital business owners.

Rebecca writes articles every month on digital marketing. Even if you’re not an author, you probably could get quite a bit out of our magazine, I would hope. Go to BreakthroughAuthorMagazine.com and download your first issue. I have to give a shout-out to Dorothy Beasley. Dorothy has published one book. She’s in the middle of a cookbook and another book. She’s putting out canning courses and helping youngsters.

By youngsters, I mean probably those 25 to 40-year-olds learn more about ranching, farming, and sustainability. I have never seen someone with such a vision of what she wants to do. Connect with Dorothy and find out what she’s up to. She’d probably love it. Isn’t Alberta going to become the 51st state? I heard she’s up in Alberta.

You could push a button there, maybe.

There we go.

This is a great presentation, though.

Thank you.

It was a good review because I’ve taken your courses and worked with you on other things. It’s a nice review, especially running through things again. It’s been a while since I published.

We are going to do the November 2025 planning again. For those of you who haven’t done it in the past, we will go through it and give you the forms. Take your yearly goals for 2026 and break them down into quarters and months. I had Dorothy do it. She’s got a lot going on. For her to keep track of that, we broke all that down. It’s amazing when you break it down, and you get into the planning I was talking about.

The people with the show, if they had done that to beginning, they would have cost it out. They knew there was tech they had to learn. They didn’t have much of a budget, so they would have known. I can’t pull the trigger on this. They wouldn’t have done all that work to find out that this wasn’t doable for them. I’m going to do it for free, probably again in 2025. I used to make it a paid course, but you guys all benefit. I have to set some goals. It’s November 2025, and I’m behind on it.

I like what you talked about with this assess and adjust because that’s so important. That’s where the road is, I think. If you’re not evaluating what you’re doing and making changes accordingly, it’s a problem. That was nice to see.

Andy, we talked about that in class too, the analyzation. Nobody ever goes back, looks at the open rate on their email, and says, “What was the response to this social media post? Was it ugly? Did I get comments?” They just go along and then wake up one day and go, “It’s not working. I don’t know why. It’s too late.”

Juliet, it’s funny that you talk about that. I wrote a book. It was a small book. I’m using it as a lead magnet. People are signing up. I’m not getting any comments. I was like, “What the hell’s going on?” You said that I got in the back end. I didn’t connect the thank you to my email. They didn’t even get the link for downloading the book.

It’s things like that. I did something where somebody came back and they said, “We can’t see that.” I was like, “What do you mean you can’t see it? I can see it.” It’s the same thing. I went back and looked. There was one piece of code that I didn’t put in there.

I didn’t link it. My whole email drip campaign was all set up. My guy says, “Andy, where do I get the book?” I was like, “What are you talking about?” I tested myself. I forgot to do the link. Thank you for that. I’ve been promoting it and was like, “How come they didn’t say anything about it?” They weren’t getting it.

Think about that. If you hadn’t done that, you probably would have gone a year and just gone, “I don’t know why I’m writing this big book. Nobody’s even interested in the little book.”

Thank you so much for that. It was a great review.

You and Bob have outnumbered me. I will send it directly.

Thank you.

Thank you, Juliet.

You’re welcome. We’ll see you soon. I was going to say why that’s so important, too. I have gotten from another book developer a whole bunch of people who have arrived. They’ll say, “I have a lead magnet. I’ve gotten six of them.” I take a look at the lead magnet. It has no drip campaign or lead possibility. They take the quiz. It goes nowhere. All you have is an email and phone number. You’re not going to call them and sell them something cold just because they downloaded that. You need that nurture sequence.

I had to go back to them. I’m talking to them about some other things and say, “What are you doing? You’re selling something to these people that is not helping them.” Think about that, too. They had no idea because they don’t have the savvy or the know-how to go back, go through it, and go, “This should have had a drip campaign. Why am I not getting leads from this? Why do I not know more about it?”

I have a free program called How to Walk Your Way Out of Chronic Pain. If anybody wants that program, it’s less than fifteen minutes. It’s powerful. It helps people stay off walkers as they get older.

It’s a good deal.

Get a forward head posture. I also texted it to you, Juliet.

That’s why I have so many texts here. I was wondering.

Three of them are from me.

That’s it. Unless you have more questions. I have an appointment with the lovely Terry when I’m done here. Terry, tell people a little bit about what you’re doing, if you would take a brief moment.

I’ve got a couple of books published in this part of a series. I don’t want to continue with the series until I get some good marketing done on book one. I run a nonprofit religious organization that puts out faith builders, articles, eBooks, courses, and that sort of thing. It has since 1996, when the internet was first discovered by the public. I’m trying to get my schedule shifted away from the admin duties of running that organization onto where I can focus on the books and the courses and getting not just my product known, but my face and voice known.

That’s where Dorothy’s out to. She’s got to get her lovely face out there.

I also wanted to point out that when you’re talking about the follow-up and the drip campaign when you build a lead, I use WordPress for my website. There’s a free WordPress plugin called Downloadlink. That’s how I distribute the eBooks. Everybody has to fill out their name and email address to get this. Downloadlink’s plugin shows you who has downloaded it. If they haven’t downloaded it, you’ve got their email address to go and say, “You were interested in this. Apparently, you haven’t downloaded it yet. Here it is attached.” That builds up loyalty.

Nice. I like that a lot. Thank you, folks.

Important Links

• Voices From the Prairies
• Podetize
• Revenue Rumble
• Go High Level
• Breakthrough Author Magazine
• How to Walk Your Way Out of Chronic Pain

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