If you're just a coach or course creator, you're thinking too small

It always interests me how cliques have formed in online business. All the IG people use Kajabi for everything. The Facebook people use ClickFunnels. The YouTubers start Patreon communities. And depending on when you started your blog, you'll be on WordPress or Webflow.

And all the new people follow suit blindly assuming that the most popular platform is the best. As I've said many times before, Virality = Value.

There is nothing wrong with this. Each piece of software has it's ups and downs and use cases.  But where this gets dangerous is in copying the thinking of your clique:

  • The IG people believe in swiping infographics, DMing new followers, follow for follow, dollar eighty strategy, etc. Their funnel is IG > Sales Call > 3 month coaching program. And if you don't like talking to 17 year olds who can't afford your program and just want free tips, well too bad, you're in for a long haul.
  • The Facebook trolls believe in destroying people who think outside the box. They never actually start businesses, they just try to stop other people. They download all the free lead magnets and never open or read them. They offer free consulting to anyone who will listen in hopes of signing their first SMMA client, despite never having run an ad campaign in their life.
  • The YouTube people are all about ad revenue and continuity programs. Why come up with any good ideas of your own when you can just look at the trending videos and thumbnails and copy them? Better yet, you can just literally copy their video clips and mash them together with intense music and call it a motivational video.

You get the idea.

But you'll likely realize that the best ideas often come from outside your own industry. For example, The Game is one of my favorite marketing books, despite only having one or two lines about marketing in it.

There are several million dollar marketing ideas in there.

So it's time to take a step back and think about how you can take advantage of the good things that each group is doing, without the insufferable things. And to be fail, I only listed the insufferable things above.

If you're just a course creator, you're thinking too small. If you're just coach, you're thinking too small. If you're just an entrepreneur, you're thinking too small — regardless of the social media platform that you're focused on growing.

Don't just create good content. Build a new universe.

Think about Marvel or DC. At one point these were just different comics, different heroes, different stories. But when these heroes came together, a new world was built. This world has new stories, new laws, new experiences for the viewers.

Everything that happens in a Marvel comic is related to that character but it also occurs within their cinematic universe, effecting other heroes.

And the same should be true in your business with the experience you create for your customer. Everything you do should be part of the narrative that you're building.

Every piece of content is not only just a chance to bond with your audience today but an opportunity to advance the larger story.

This is something that TV shows have done forever. Take Suits for example, because that's what I'm watching right now. Each episode has a single story arc where they battle through a tough case. But each episode also builds story for that Season and the overall story for the show. They are fractal in nature.

Most coaches and course creators never get to this point. They only think about how they can create a single piece of content today that will get them more viewers, more like, more follows, more money. After all, you've got to make a sale today in order to make rent at the end of the month.

If all you can think about is the next meal, you'll starve when winter gets here.

Good content, on the other hand, is fractal. It accomplishes the short-, medium-, and long-term goals.

It grows your audience, builds relationships, and makes sales.

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