Infopreneur

infopreneur, internet, information, product, laptop, entrepreneur,

What’s up ? This is THE stephane ANDRE !!! I watched an Olivier Roland’s video and I learned some good stuff.

I discovered what it was an infopreneur by reading Tim Ferriss‘s book « 4-Hour Workweek ». It was a book that was recommended in a personal development’s blog and this book has completely changed my way of seeing a « job ». This is definitely a point of view that we don’t learn at school, even at business school.

The profession of infopreneur is a very interesting profession and evolves all the time because of new technologies. In fact, if you don’t know, an infopreneur is a person who earns money on internet with information products. These information products aren’t news but they’re information to help people achieve a goal on a specific area.

What is special about this job is that we enable people to be more effective in things that are important to them and the result is that they’re happier.

Workplace

One of the advantage of this job is geographical freedom. The company is based on internet, which means that you only need a computer and an internet connection to work. There is no obligation to go to a workplace, you can work every day in a different place or in a different country as long as you have access to an internet connection. There are more and more jobs that allow you to have this freedom like programmer, virtual assistant, bookkeeper, data entry, copy writing, translator, travel agent, transcriber, etc.

It’s a profitable business because selling information on internet makes it easier to reach a large number of people with little money.

Distribution

internet company

Imagine how it was to sell a book before the invention of printing. Even if you had written the best book in the world, it was hard to live on it. Imagine, so that 2000 people can read your book, you needed 2000 handwritten copies of your book. Copying books was not a really cool job, so you can imagine how complicated it was. If you offer me a job that consists of copying 2000 books of 300 pages, I’ll answer you : « No, thanks !!! ».

With the invention of printing, authors started earning more mony because more people could read their books and that to increase later with the invention of copyrights.

With digital books (ebooks), it’s possible to sell 100 or 1 000 000 books without the huge costs of printing, distribution, storage and return management. There are still costs but they’re very low for the servers and the support (for example a client didn’t receive the email to download the ebook).

With internet, it give you the opportunity to manage the distribution of your information products yourself. Before internet, you had to have an appointment with a manager of a radio, television to reach as many people as possible. If this manager liked your work, you could have ads on radio, television but if this manager didn’t like your work, no ads.

Many talented people couldn’ have a great exposure to make known their talent because of these « Gatekeepers ». Internet allows you to no longer need to these gatekeepers to reach a large number of people.

If you want to know more, I advise you to read this article that I wrote. Click here .

Subscribe to my newsletter and share this article if you think it can help someone you know. Thank you.

-Steph

P.S. If you’re in Miami and you like Caribbean food, go to my cousin’s bistro to eat Haitian food, click here.

Boost Your Marketing Based On Science (Part 3)

tate tougue bitter sour sweet salty

I watched an Olivier Roland’s video and I learned good stuff.

Click if you didn’t read Part 1  and Part 2 .

Taste

Taste is a bit of an amalgam of 5 senses because it’s necessary to use 5 senses to have the full sensation of taste in the brain. It’s enough that it misses 1-2 senses so that the flavor modified. When a brand works to be recognized by several senses, it improves the credibility and the memorization of the brand.

An effective sensory marketing is based on the coherence of the senses to increase the positive evaluation of products, stores and visiting intentions. This multisensory experience increases the probability of creating strong and lasting emotional connection with the consumer.

Cognitive ergonomics, pricing, distribution and sales

cognitive ergonomics

Rules of innovation, presentation product/service and a good selling price increases the turnover and improves a brand’s perceptions. Consumers spend more time in a store when the place is thematized, theatrical or with a sensory experience.

Creating nice design for the brain helps a product to succeed in a market. Certain specific packaging’s elements attract the attention and interest of the brain. Imaging and iconography provike emotional evocation, color awakens somatic makers, writing gives meaning to the product and the brand gives the product qualities linked to its essence.

The preception and the price of a product/service by the brain have important consequences on the amount of purchases. An inapproritate price compared to consumers perception on the price-quality ratio can cancel a sale. A consumer refuses to pay for an expensive product if the quality seems low. With a price too low, a consumer thinks that the quality is bad.

The psychological price, which is the price that a consumer is willing to pay to buy a product/service, is the fundamental basis for the price policy.

Pay creates an impression of pain in the brain and there are several solutions to decrease or avoid this feeling : payment term, credit, deferred payment, product/service presentation like Premium, billing per month rather than per hour, price below a fixed price ($ 299.99 instead of $ 300.00).

When stores are thematized, theatrical or with a sensory experience, it increases the presence time of consumers as well as the interest. The result is an increase in turnover and an improvement in the brand perception of the store.

Subliminal relationship

subliminal messages

Since antiquity, communication has used many subliminal techniques to be more persuasive. Subliminal communication target directly the brain’s subconscious. Ads is still based on Aristote’s rhetoric method to improve credibility and Cicero. Here are Ciceron’s recommendations  : It’s necessary to prove the truth of what you say, it’s Logos. To reconcile the benevolence of the listeners by using the Ethos and to awaken in them all the emotions useful to the cause with Pathos.

  • Logos

    This corresponds to the choice of logical and rational messages. Theses messages show indisputable arguments about the quality of the product/service on an innovation that other brands don’t have.

  • Ethos

    This is to give confidence or seduce consumers.

  • Pathos

    It’s about message based on emotions.

Communications can be based on hedonism to look for inner well-being or joy like luxury or sex. To trigger strong emotions and enter in the memory, messages can be violent as for example advertisements on the road safety.

Subliminal communication target directly the brain’s subconscious, bypassing the barrier of reasoning. Even though subliminal communication is prohibited in some countries, many methods are allowed and used in advertising.

Advertising entertainment is an advertising based on the spectacular using humor or art with the harmony’s rules like Golden Ratio , Vitruvian Man , eroticism, etc.

Brands works with emotions to influence the consumers brain to make purchase. Consumer’s brain is attracted by brands whose history is reminiscent of known myths memorized in the unconscious (copy by somatic markers).

Brands need to create a story, an original epic that can be told in the community and be told for several generations.

Community and social networks

community

Community and social networks influence the consumer’s individual consciousness, which make it a collective consciousness. A consumer has access to a huge amount of information from different sources in real time. This information comes from all over the planet. This access to information allows the consumer to make comparisons before buying. With interactivity, a consumer becomes a neuro-consumer-actor. We’re living the creations of a new behaviororal generation of neuro-consumer multiprogrammed, it means people who consult several media at the same time.

We’re slowly entering a world where zapping replaces logic and reflection. A world where people prefer sequential information based on emotion rather than linear information based on conceptual reasoning.

Several factors influence the purchasing behavior : free economy, uberisation or participative economy of purchases, return of auctions, the wait of the proposal of purchases of the last minute, used to choose from several references as with Amazon (70 millions products), geolocalisation use of different sales channels (social networks, internet, smartphone, etc).

There are methods to meet these new expectations, permission marketing and digital marketing desire.

  • Permission marketing

    Permission marketing allows communication only with prospects who have given their agreements.

  • Desire digital marketing

    The digital marketing of desire is based on quality content and the pratice of « one-to-one ». « One-to-one » is the creation of a personalized relationship with each consumer and to develop this relationship.

Consumers saturated by the advertising of digital marketing gives a very limited confidence to the brands coming from traditional communication. They prefer to seek advice from people who have already tested the brand, product or service.

Use a viral marketing, buzz or word of mouth to spread positive communication on social networks across communities can seriously increase sales. This viral marketing, buzz or word of mouth is based on the oldest media in the world : the rumor. With the development of internet (website, blog and social networks), recommendation becomes more important than the communication.

Share this article if you think it can help someone you know. Thank you.

-Steph

Boost Your Marketing Based On Science (Part 1)

brain

I watched an Olivier Roland’s video and I learned good stuff.

Let’s see what neuroscience found on things that influence people to buy.

The book of Michel Badoc and Anne-Sophie Bayle-Touroulou « Le neuro-consommateur » (in french)  helps us better to understand this.

It’s a book that has been written for other researchers and academics. This is why this book is very interesting for entrepreneurs and consumers.

Here are the elements from this book to boost your marketing.

Until now, marketing and communication are based on the rational purchasing decisions and perceptions of advertising messages by the consumer. But neuroscience shows us that a huge part of our actions come from the subconscious part of our brain.

For A.K Pradeep  and Martin Lindstrom , only 15% of purchasing decision are rational. Current marketing studies limited in the accuracy of customer behavior. What customers say doesn’t always match what they do. Responses collected during a market study can be influenced by context, which disturbs responses. With neuroscience, we can directly communicate with the brain to try to improve marketing.

Here the elements found in neuroscience on the unconscious behavior of consumers.

  • Age et gender

  • Memory

  • Emotions and desire in the decision

  • 5 sens

  • Cognitive ergonomics, pricing, distribution and sales.

  • Subliminals relationships

  • Community and social networks.

Let’s go, we’ll see that in detail. We’ll start with age and gender because these 2 create behaviors and attitudes, sometimes, difficult to understand by a person who doesn’t belong to the same category.

Age

reptilian limbic neocortex brain

Reptilian brain

It’s the center of instincts and the satisfaction of primary needs. This mainly affects young children. They respect the leader who is the mother or the father but also the strongest person who can protect them in case of external danger.

Limbic brain

It’s the center of stress emotions, instinctive behavior and memory. This mainly influences teenagers. They are mainly attracted by new brands / products and original fashions that can distinguish or oppose them to adult fashions.

Teenagers are often interested in causes or subjects with a lot of emotions : social, humanitarian, ecological, fair trade, etc. They prefer emotional communication over rational information.

neocortex,

It’s the center of anticipation and decisions. This mainly affects adults.

With internet, we can see several big differences in the generational behavior of consumers. There are Digital Native and Digital Immigrants and these 2 categories require different approaches.

digital native immigrant

Digital Natives

These are the people who grew up with computers, smartphone and internet. They prefer to have jerky information without verb and without object complement. They can read in parallel information on several different media. They don’t need to structure their thoughts and they can have a random read mode. They feel emotions much more with colors and designs rather than structured text. They want things to go fast.

Digital Immigrants

They prefer a linear processing of information. They like the text’s logic. They wish to receive the information in a slow way with consistency in the structure. They want to keep their privacy and are wary of the information’s distribution on internet. They sometimes want to work alone.

Gender

gender male female

There is a distinct difference between the behavior of female and male consumers.

Female

The left hemisphere of the brain is more developed in women and they’re subject to the hormones influence. We can see more of this phenomenon when a woman becomes a mother. A woman like to communicate more that a man, she likes to talk and be listened to. She needs shares her ideas, feelings and emotions.

She’s very well oriented in time. A woman is less emotional than a ma but she is more sensitive because she has the sens of smell, hearing and touch more developed than a man.

Male

The right hemisphere of the brain is more developed in man and they’re subject to the influence of testosterone. A man is more emotional than a woman, but he expresses less his emotions. He likes action and competition. He’s very well oriented in space, which allows him to find shortcuts. The man’s view is very developed and is eroticized. This explains why the man is attracted by the nude, jewelry, makeup and clothes.

For these reasons, it’s easier to mee a man’s expectations compared to a woman’s expectations.

Differences

difference

Male

As you can see, man primarily uses his view to select a product or service that he can use to show his strength and seductive power. He likes offers that give short-term profits. He prefers simple and direct communication. He prefers images rather than text. Price is more important for the man than for the woman.

Female

A woman is more complex in her expectations. She processes information in a way that is both rational and emotional. A woman is not attracted by nudity. She is attracted by a neat person with harmonious clothes and neat hands. In the case of a salesman, a woman has no preference for a man of a woman. This is influenced by several elements : voice, smell, facial expression, capacity to listen and quality of answers of the salesman.

A women prefers written and documented communication. She likes social media because she can express her ideas and meet people who share her points of view. She filters rational messages through her emotions. She likes positive communications. Before selecting a product/service, she will compare it with competitors and get information with her friends, co-workers and other people with experience.

A woman is less impulsive than a man even if a purchase can serve as an antistress. For a woman, the touch’s quality and the smell can influence a purchase like clothes.

This is the end of the 1st part.

Share this article if you think it can help someone you know. Thank you.

-Steph

Label And Format

 data science tableau label format

I have just enrolled in a Data Science course on Udemy  and I learned good stuff.

Our bar chart has colors by region but imagines that this bar chart is on a wall of an open space or in a report.

With labels, we can make this bar chart more clear, easier to understand.

In this bar chart, there are all necessary information: representative’s names, regions where representatives make sales and total sales for each representative in Swiss francs.

But, there is a problem. For example, if you ask for someone to say how many sales made Bill. This person must find Bill and see on the vertical axis to the left the value. Here we can see, it’s 1750.

But if we take the James case, we see that it’s between 1000 and 1500. James is far from the vertical axis and it’s difficult to say the true value.

That’s means, all people need to make effort to extract the bar chart’s information.

This it should not be the case because a Data Scientist searches always the best ways to communicate the information. This process is to help people to understand and extract the information in the easiest way.

Start with labels.

« Labels » button allows you to add text information in your bar chart.

data science tableau label format

You will add a label with the SUM(TotalSales) information

To do this, you click on SUM(TotalSales) and press and maintain the key Ctrl or Command on your keyboard and drag and drop SUM(TotalSales) on « Label ».

data science tableau label format

Now you can see the total sales value at the top of each bar.

data science tableau label format

The bar chart is easier to read because there is the total value of sales for each representative.

it’s time to add more information using the labels.

Use the « Rep » information. Click on « Rep », press and hold « Ctrl » key or Command key on your keyboard and drag and drop « Rep » to « Label ».

data science tableau label format

Now you can read the representatives names at the top of the bars.

data science tableau label format

You can also add the region. I’ll show you another way to add « Region » in « Labels ». Click « Region » in « Dimensions » and drag and drop « Region » on « Labels ».

data science tableau label format data science tableau label format

 

But it’s redundant because you can read the representatives names below and the regions at the top of the bar chart.

And each region has its own color. As it’s redundant, we remove « Rep » and « Region » from « Labels » by dragging and dropping out.

data science tableau label format data science tableau label format

 

It’s better, it remains only SUM(TotalSales).

data science tableau label format

Let’s go to the next level, we will publish our labels.

To do this, do a right-click on « Labels » and click on « … » button.

data science tableau label format

It allows you to have your own text. For example write « Sales : » and click on « OK » button.

data science tableau label format

Now you can see that your text appears at the top of the bars.

data science tableau label format

Well, click on « Labels » and click on « … » button.

data science tableau label format

Delete the text « Sale : »and click on « OK » button.

data science tableau label format

We will see now how to format your bar chart. This is the last step before your bar chart is in production.

You will change the labels size. Click on « Labels » and click on « Font »

data science tableau label format

Select « 12 » and bold.

data science tableau label format

Oh, you can do the same thing by clicking on « … » button

data science tableau label format

You have the possibility to change the color but we will keep the color black

data science tableau label format

Now you’re going to change the label type. Right-click on SUM(TotalSales) and click on « Format… ».

data science tableau label format

In fact the labels have their own format and you can change that by clicking on « Label » but all the other thing on Tableau give their format options make a right-click on it.

So when you click on « Format », you’ll see 2 tabs : « Axis » and « Pane ».

Select the tab « Pane » because that’s where the labels of our bar chart.

data science tableau label format

By clicking on « Alignement », you can change the text’s direction of the labels.

data science tableau label format

But what you can’t do with the « Labels » button is to change the digital type.

data science tableau label format

Return on the tab « Pane », we’ll change the numbers in currencies. Click « Numbers » and select « Currency(custom) ». You can also change the currency type in the « Prefix/suffix ».

data science tableau label format

To simplify, you delete 2 decimals in « Decimal Places ».

data science tableau label format

As you can see on my bar chart, the SUM(TotalSales) is vertical at the top of each bar. To change the direction of the label text, click « Alignement » in the « Pane » tab.

data science tableau label format

But there is a problem. Some bars don’t have SUM(TotalSales). To fix this, right-click on each bar and select « Mark Label » and « Alwlays Show ».

data science tableau label format

Now, the bar chart is more understandable.

Let’s put the units in thousands. Click on « Numbers » => « Currency(custom) » => « Units » => « Thousands (K) ».

data science tableau label format

Add a decimal in « Decimal Places ».

data science tableau label format

That’s better, we can see Swiss francs sales for each sales representative.

Look, there’s something you need to know You can’t change the size of the text in the tab « Pane ».

If you click on « Font » and change the size, it will not change anything on your bar chart.

data science tableau label format

This is because the font size in the « Label » button dominates the font that is in the tab « Pane ».

data science tableau label format

Ok, we changed the labels format. Now, let’s change the axes format.

To do this, right-click on the vertical axis and select « Format ».

data science tableau label format

Click on the « Axis » tab and change the text size with « Font » to 12.

data science tableau label format

Then, right-click on the horizontal axis. Selects « Format ».

data science tableau label format

And in the « Header » tab, you change the text size with « Font » to 12.

data science tableau label format

Oooh, do you see ? Mathiew is cut off. To arrange this, enlarge the bar chart by clicking and dragging on the right.

data science tableau label format

Right-click on « Central » in the top axis and select « Format ».

data science tableau label format

And changes the text’s size with « Font » to 12 and bold.

data science tableau label format

Now, look at the top of the bar chart. The « Region/Rep » line is useless because we know that Central, East and West are the regions and the representatives names are at the bottom of the bar chart.

data science tableau label format

To change it, right-click on « Region/Rep » and select « Hide Field Label for Columns ».

data science tableau label format

if you want to improve the title « TotalSales » by adding a space, right-click on the vertical axis and select « Edit axis ».

data science tableau label format

In the « General » tab, add a space in the title and click « OK ».

data science tableau label format

Let’s do one more thing. We’re going to put all the « Total Sales » in Swiss francs. Make a right-click on the vertical axis and select « Format ».

data science tableau label format

Click on tab « Axis » => « Numbers » => « Currency(custom) ».

In « Decimal Places », you put « 0 ». In « Units », you put « Thousand(K) ». In « Prefix/Suffix », you put « CHF ».

data science tableau label format

Well, you did a good job. Now you know how to change the format of the charts in Tableau.

Share this article if you think it can help someone you know. Thank you.

-Steph

The Right Time To Offer A Paid Product

paid content

I watched an Oliver Roland’s video  and I learned good stuff.

It’s necessary to think of 2 things :

  • How to find the right time to offer a paid product while usually everything is free

  • How to handle fear and criticism about a paid product while usually everything is free

The right time

the right time

The right time varies depending on the sale mode and type of product. The approach to proposing a product is different when you do a webinar, a product launch  or a sales page.

The easiest way to sell a product is to make a sales page because you don’t need to worry about the minimum subscribers number to have in your mailing list.

What is extremely important to understand is that you need to stop being obsessed by the number of subscribers on your social media (Facebook, Twitter, Instagram, Snapchat, Youtube, etc.) because it has not value. Let’s me explain, what is really important is the subscribers number of your mailing list (newsletters).

A lot of people have success on Youtube but unfortunately they need to stay on Youtube’s platform to keep their success. It’s really difficult to bring Youtube’s subscribers to another platform or another website. It’s even worse on Facebook because people are so used to the social media’s graphical user interface that they really have to give them an interesting reason to go elsewhere.

Survey

survey

Yes, with a survey you can attract all your social media’s subscribers to your own website. I advise you to do a survey when you reached 500 subscribers in one of your social media.

With a survey you can know :

Your audience reactvity

  • Your audience’s reactivity

  • What product wants your audience. This reduces the risk of creating an unsaleable product. The mistake entrepreneurs make is to create the product they want to do. For 1-2 years they work on it and when it’s ready, nobody wants to buy it because it doesn’t solve a problem of the audience.

When you reach 500 subscribers in one of your social media, you can say to your audience : « Hello, my friends, the community develops and it’s thanks to you. I would like to help you in a more efficient way that is why I propose you to answer a small survey where you’ll be able to tell me how I can help you to solve one of your problem ».

People who answer to this survey will show you the real reactivity of your audience. By exemple when you have 1000 subscribers, you have an average of 100-200 people responding to the survey.

The result of this survey will help you to create a product that will interest your audience.

Mailing list

Buid your mailing list (newsletters) is more important than having the maximum number of subscribers on your social media because they’re qualified potential customers. This what is make the difference between your subscribers who consume your content for entertainment and your subscribers who consume your content because it improves their lifestyle.

To build your mailing list (newsletters), offering an interesting free bonus to your audience is an effective way to collect qualified emails from people who are likely to buy your product. If you have no idea to make a bonus, you can make one by intuition and after adjust or change after conducting a survey.

eBook

By exemple if you have a Youtube channel or a Facebook Page about hamsters, by intuition you can imagine that the main problem of people is to ensure that their hamsters are well fed and long live. So you can write an eBook (digital book) like : « 5 tips for having a well-fed hamster and long live.

The concept is to offer something free in exchange for an email from someone of your audience. You really have to give something interesting so that people are : « Wow, it’s cool. I gave my email and I got it all ! ».

Criticism

criticism

I’ll be simple. All people who aren’t happy because you offer a paid product are supporters of slavery. Usually people aren’t aware of it. When you see a critic like : « It’s was great before, you offered a lot of free content and now you want to sell a product, it’s horrible ! ». What do you think ? Me I’m thinking of a person who wants me to work for him/her for free for life. And how do we name it ? A supporter of slavery.

Don’t be afraid ! You continue to give free content to your audience and in the same time your offer paid content. You don’t blackmail with your audience, your propose and people make their decision.

By having paid product that filter out people who recognize that your work deserves salary and people who are unconscious supporters of slavery.

Don’t worry, critics hurt at the beginnings but then it goes better and you gonna laugh at it.

-Steph

P.S. Smartphone apps :

To track my calories, I use MyFitnessPal 

To track my workout program, I use Jefit 

New Generation Of Marketing

next new generation

I watched an Olivier Roland’s video  and I learned good stuff.

When I was a child and I watched a movie on TV, there were advertisements during the movie. When I watched these advertisements I never told myself : « Wow, it’s too cool, I’ll buy it right now », I told myself : « No, again ! » and I took my smartphone. I think you do the same thing.

Interruption marketing

interruption marketing

This kind of advertising that interrupts what you’re doing is called interruption marketing. I’m happy, this kind of marketing is dying. It was a type of marketing that worked well in the years 1950-60 with TV. It was the first time we wached advertisements with a visual, sound and music, it was impressive. This advertisements format allowed to have access to more people than a advertisements in text format.

This interruption marketing has been successful and others companies have used this method. There are so many advertisements everywhere that we can find that on a supermarket receipt. I watched a TV report clip where people were paid to have advertisements on their own cars (it’s not normal, really !).

We are so harassed by advertismements that our brain developed a filter so that we can live our lives quietly. It’s cool because the interruption marketing is less and less effective and companies noticed it.

Permission marketing

permission marketing seth godin

It’s for this reason there is a new generation of marketing, it’s the marketing of permission.

The concept is to ask the permission from a group of people to contact them with informations and advertisements that are in their interests. We know that this will potentially interst them and if they don’t care, they will not give us permission.

The concept of interruption marketing is to have access to a maximum of people as possible. The permission marketing is the opposite because people give us permission. The audience is more listening because the brain’s advertising filter is disabled, simply because the theme of advertisements they’re interested in.

Use the 21st century marketing. Here’s how I use it :

  • I publish articles on my blog that attracts a group of people (bodybuilding and internet business). I create content that interests my future clients. It’s cool because I know my future clients share the same passion and same values than me.

  • To go to the next step, I offer free additional bonuses like digital books (eBook), free complet training program (on my other website) and link to effective smartphone apps

  • To have acces to these additional bonuses, you need to subscribe to receive my newsletters (mailing list). When people subscribe to receive my newsletters, they give me permission to contact them.

  • When people receive my newsletters, they unsubscribe at any time. In each email there is a link to unsubscribe by clicking, it’s very easy.

As soon as people subscribed to my newsletters, I know that these people are interested in products/service that are complementary to bonuses they used.

Exemple

Take an exemple with a blog about cats. You have a blog about cats and when person subscribes to your newsletters that person receives a free digital book (eBook) « 5 tips to keep your cat healthy and long live ». You’ll learn 2 things about that person who subscrided to your newsletters :

  1. This person is interestd in cats

  2. It’s possible that this person has a cat or wants to have a cat

It’s a specially targeted audience. Now, you know that this person will be interested by a book, a training or a physical product that will help this person to have a cat happy and healthy.

With this method, there is a audience’s screening. You don’t lose you time to try to sell your products/services to a person who is totally disinterested in what you do.

Fanbase

fanbase

This concept is perfect to build a group of people who are of what you do. This means that you build a fan-based internet company or based on a tribe.

I advise you to read this Seth Godin’s books about it.

This has nothing to do with interruption marketing that based on client’s amount. With permission marketing, there is a better profitability and a better human relationship. With this concept, we feel like helping friends because the entrepreneur and its audience share the same passion and same values.

The entrepreneur help its audience to accomplish a goal he/she has already achieved or the entrepreneur want accomplish a goal and its audience witnessed its evolution. Usually entrepreneurs do both. It’s obvious that it’s not possible to know all people of an audience but it’s easy to communicate with them. If there is a Meetup or a meeting with the community, everybody will be able to talk about cats for hours and it’s great to meet passionate people.

Marketing

Permission marketing works with everything. Interruption marketing will work for long time because campanies are putting a all lot of money into it.

Internet companies and startups therefore 21st century companies need to use permission marketing to adapt to the industrial revolution.

-Steph

P.S. Do you want free training program ? Click here 

Smartphone apps :

To track my calories, I use MyFitnessPal 

To track my training program, I use Jefit 

Free Content and Paid Content

content

I watched an Olivier Roland’s video  and I learned good stuff.

Free Content

free content

People when they start to create content on their blog, YouTube channel or Facebook page, they’re afraid to give good quality content for free. Now, it’s normal to give free content so that people get to know you and analyze your expertise. Lets people decide if they like or not your expertise. This is how you build your audience by sharing your knowledge and your expertise. Give something free is the first step to give something to pay.

Don’t hesitate to give the best of your content. If you keep the best for you thinking you can sell it later, you make a huge mistake. The only way to show to the world that you’re one of the best in your field is to show for free what you can do.

There is a lot of free content on internet, the competition is so aggressive that it’s quality that makes the difference.

Paid Content

paid content

The free content you have, you can use it in a different format by adding value. Here are some example :

eBook

You can sell a digital book with the best content of your blog/youtube channel (free content). The main thing is that you have to be transparent about the content of this book. The value that this eBook has compared to your blog/youtube channel is that it gathers content of your blog/youtube channel in relation to a theme in a format easy to read (PDF or Kindle). You can also add exclusive content.

Grouping content around a thematic in on place can have an added value of $10-$15. For many people, it’s more convenient to pay for this eBook than spend several hours looking for content in your blog/youtube channel.

Online training

It’s the same thing, you use the free content you have but you present if with videos. The video’s value is greater than the text’s value. Oh yeah, podcast audio is between the 2. It’s better than a text and less than a video.

Look, a Harry Potter’s book is cheaper than a Harry Potter’s DVD/BluRay. It’s the same content but formats are different.

In an online training, people don’t want only content well presented, they want an efficient tracking, an interaction with the community and a network to meet other people with similar interests. An online training also has a pedagogical curriculum that is nonexistent in the free content.

Olivier Roland have an online training of 9 months with more than 140 videos organized in 7 modules. By example if it’s a blog’s training logically blogs participating in training are evolving during online training. This is not just theory, at the end of the training, each blog will have achieved its goals. This is the true value brought to people.

Content

Content is just a part of the equation of what people want. We can recycle content in different ways. But beware, nothing prevents us from putting exclusive content in our eBooks or in our online training.

Yet another way of giving content. Make a workshop in « LIVE » with Facebook, Youtube or Instagram. It’s a way for you to meet your audience and make people meet.

Different format

different digital content

Did you ever see a movie at the cinema and after you bought the DVD/BluRay ? I think « yes » (I also do this). It’s the same content but in 2 different format.

Did you buy an album from a music group that you like and then you go to see their concert ? I think « yes » (I also do this).

We do that because the experience is different. So don’t be afraid to give free quality content. This is the only way people have to see if your work is of good quality.

An example with 2 entrepreneurs :

  • Entrepreneur A : He said : « Hello, I’m the best personal trainer of the world, it’s me the best ! ». On his website, we can watch only one trailer of his training program that lasts 3 minutes.

  • Entrepreneur B : He said : «  Hello, I’m a personal trainer. I have a blog and a youtube channel, you can see my programs ». On his blog and his youtube channel, there is a lot of free content to lose weight and gain muscle.

Which entrepreneurs will have a growing audience ? Entrepreneur B because he share his knowledge and his expertise.

Give free content means that this content doesn’t have a pedagogical curriculum. People who come to see free content have all different goals and this allow to the content creator to have a lot of freedom of expression.

A paid content need to have a pedagogical curriculum to reach a specific goal. The organization and consistency of content must create a value that goes beyond simple content.

-Steph