1. What can you borrow to build?
2. What can you leverage to launch?
Who has your audience, the “eyeballs”, the name cache and gravitas in the market you want to enter…..or deep down, truly want to own?
These 2 questions, while they may seem a bit trite, have been truly transformative in building my own Platform, in more niches, markets and industries than I can count.
For example? When I first started working online,“EzineArticles.Com”(the now ignominious article directory) was one of the top 300 trafficked web sites in the world.
And ironically, my brand new, bright and shiny business blog was probably one of 300 LEAST trafficked websites in the world 🙂
So I asked myself – “how can I borrow the trust, traffic, and brand awareness that EzineArticles had built up to build my OWN blog, brand, business and bank account?”
The answer was obvious – start writing a ton of articles. Share freely. Commit to creating copious amounts of new content each and everyday and submit it to their community – to get my marketing message in front of an audience who would probably never find me on their own.
Of course there are also risks and philosophical content crisis’s that emerge from this approach.
But for me, the rewards of writing for a HUGE platform, when I had no audience of my own, was truly transformative.
Over my first few years, the articles I submitted to EZA were read by well over 2 Million people. (today, that number, across multiple niches, markets and pen names, is almost 6 Million – even though “article marketing” is largely a forgotten practice)
Those articles directly resulted in over 1.5 million clicks to my own sites, services, affiliate offers, and became the evergreen gift that simply kept on giving for years. (articles I wrote a decade ago, STILL generate affiliate sales, traffic, subscribers and new visitors, each and everyday)
(I even wrote a really cheesy, but best selling KINDLE book called “How to Write Articles That Convert Like Crazy” as a result of the experience)
I’m a BIG believer in the idea that you’ve got to CONTROL what you create.
But sometimes, the best place to begin is to BORROW from those who already have what you want.
Rather than re-creating the wheel, simply LEVERAGE what others have built to launch the business of your dreams.
Over the last 7 or 8 months, I’ve applied this same principle to building THIS community.
– Borrowing Youtube to get tens of thousands of viewers on entrepreneurial content (about 50K minutes watched in the last few months on content that takes 5-10 minutes a day to record, 3 or 4 times a week)
– Leveraging the tools and tech of amazing software products like Podia (for memberships, content, courses, email automation and affiliate program) Mightynetworks (an amazing social networking app that has allowed us to build a deep interest network for mindfulness professionals, growth gurus, transformational teachers, aspiring authors, and enlightened entrepreneurs) – SAAS marketplace software like SHARETRIBE to build a beta AIRBNB like marketplace in a highly competive niche, on a bootstrap budget…and far too much other cool and creative stuff to count.
Most importantly, whenever I feel like I’ve run out of entrepreneurial rope – and find myself looking at my own audience, my own offers, my own content and community and finding it wanting, or coming up short – after that single moment of feeling sorry for myself, or wondering whether PayLessShoes at the Moorestown Mall will take me back, I pause and ask:
What can I borrow to build? What can I leverage to launch something great?
Somehow, someway, it always inspires me to dive in, and begin again.
PS – I’d love to hear what you are building! So few people in this community ever reach out and share what they are truly passionate about, and what makes you uniquely come alive. If you are building a brand, writing a book, or building a business around something you love – share it! I’d love the opportunity to help if I can – and i’m always grateful to hear from you.
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I am an author, artist and entrepreneur. My 2 passions are writing about, and teaching Marketing and Meditation. I like to think I'm a lot like Eckhart Tolle, if only he was taller, and a much better tennis player. (it turns out in person, he's super short, has a terrible backhand and wears this weird scottish hat thingy that makes it really difficult to concentrate while serving) Plus he refuses to keep score and says " it's always NOW" when you ask who is up. Enough about me. We barely know each other. Stop staring. You're making me nervous.