The Core Four in Advertising

Introduction

• Speaker's Excitement: Speaker is enthusiastic about sharing insights from a book they haven't discussed for two years.
• Core Concept: Only four ways for one person to communicate to others about a product or service.

Audiences

Types of Audiences

1. Warm Audiences: People who know you.
   • Friends, family, followers, customers (past and present).
   • Important note: They need to know you, but you don't have to know them.
2. Cold Audiences: People who don’t know you.
   • Strangers, other people's audiences, and lists from platforms like Facebook.

Types of Communication

1. Private Communication: One-to-one (outbound).
   • Examples: Voicemail, email, text messages.
   • Definition of Outbound: First contact in a private environment.
2. Public Communication: One-to-many (inbound).
   • Examples: Billboards, podcasts, social media posts, ads.
   • Clarification: Mass emails, even if automated, are still one-to-one (outbound).

The Core Four

1. Warm Outreach: One-to-one communication to warm audiences.
2. Cold Outreach: One-to-one communication to cold audiences.
3. Content Posting: One-to-many communication to warm audiences.
4. Paid Ads: One-to-many communication to cold audiences.

Deep Dive into Warm Outreach

1. Introduction
   • Speaker shares their first experience with warm outreach and starting their first business.
   • Realized the cost-benefit of starting a business versus pursuing a degree.
2. Steps to Warm Outreach
   1. Create a List
      • Use contacts from phone, email, and social media.
      • Compile into a spreadsheet.
   2. Pick a Platform
      • Start with the platform where you have the most contacts.
   3. Personalize the Message
      • Research the person’s recent activities or milestones.
      • Engage by asking about their updates.
   4. Reach Out
      • Contact 100 people per day through various methods (email, phone, etc.).
      • Follow up multiple times.
3. Response Handling: ACA Framework
   • Acknowledge: Repeat what they said to show understanding.
   • Compliment: Tie their information to a positive trait.
   • Ask Next Question: Lead the conversation toward your offer.
4. Making an Offer
   • Use the lead magnet or core offer.
   • Ask if they know anyone who might be interested.
   • Avoid direct solicitation by focusing on referrals.
5. Maximizing Outreach
   • Provide value and keep leads warm.
   • Continually offer useful content and periodically check engagement.

Case Studies and Building Testimonials

1. Initial Free Service: Offer services for free or a small donation to build testimonials.
2. Gradual Monetization: Replace free services with paid offers as demand increases.

Practical Tips

1. Keep a List Warm: Continuously provide value.
2. Hinge Method: Use 3-way introductions for higher response rates.
3. Gradual Pricing: Slowly increase prices as demand ramps up.
4. Prepay Post Guarantee: Offer a guarantee for those who prepay, adding more upfront commitment.
5. Expectation Management: Understand and manage response rates.

Action Checklist

1. Who: Identify your first audience.
2. Where: Determine your contact platform.
3. What: Personalized outreach message.
4. How: 100 attempts daily.
5. Frequency: Follow up the first contact at least twice.

Conclusion

1. Scale Gradually: Progress from free to paid services based on capacity.
2. Stay Consistent: Regular outreach and content updates maintain audience engagement.
3. Learning Through Doing: Practice continually to improve outreach efficacy.