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Sphere of Influence – Andre Chaperon

De Jager is from the Netherlands.

A twenty-something year old Dutch makeup artist who shares her talents and techniques on her popular social media accounts. She has more than 13 million subscribers to her channel and 14 million followers on social media. According to SocialBlade, her videos earn her over one million dollars a year.

This is our new reality.

When we think that our competition include kids still in school, it can be overwhelming.

It is said that shout louder to get attention. This isn’t the way to get noticed.

Conventional wisdom assumes that lead volume is more important than lead quality because more leads leads more sales. It is simple math. It is also a red herring.

counterintuitive is a part of successful marketing. This will reveal and unpack.

We don’t need millions of followers or email subscribers to be successful. It requires good timing and random luck. Everyone would be billionaires if that was a strategy.

Think narrower is a repeatable strategy. tiny Even. 1,000 True Fans is a concept by Kevin Kelly. It was smaller. The number is not important because it can be 100.

We should not try to reach everyone. To reach the smallest viable audience, delight them. They tell others thoughtfully and fully. Godin is a person.

To get there. A shift in thinking is required. .

How you see marketing, business, what you’ve done in the past, and how you’ll likely change moving forward will likely be changed by this manifesto.

There is one word of warning.

A magic trick can push something against the walls of your reality in a way that makes you uncomfortable, just like a magic trick can push something against the walls of your reality in a way that makes you uncomfortable.

If you are comfortable with your current reality about modern marketing and business, I will say this. Do not read any more. .

The thesis of this document is that. Better prospects are important. . The reality is that neither prospects nor customers are created equal. We can choose the type of business we create, the people we want to do business with, and what success looks like to each of us.

There is. Cause and effect are related. Actions taken to get the attention of people, the type of prospects, and the type of customers acquired from those actions are all part of every business.

We all understand this dynamic on a basic level. Most marketers are blind to the root cause of the results they see in their businesses.

We live in a culture where Band-aids rule in every category of society. We don’t have the ability to solve downstream problems by going upstream.

Example:

• Problem ( effect ): not enough customers
• Solution ( cause ): increase lead volume (clickbait, lowering barriers to entry, etc.)

This thinking is flawed. The solution has zero chance of being created because our thinking is misguided.

I will use a bad analogy to make the point.

If you eat six donuts and wash them down with a Coca-Cola after a workout, you won’t be able to lose weight. The cause of the weight gain can’t be out-exercised. Replacing the upstream cause is the only intervention that will work. Replacing the six donuts with something less is problematic. A smoothy made from green vegetables with no added sugar would likely have a positive effect.

Success is not the result of a 100,000 email subscriber list that can only generate customers through coercion and the use of short-sighted tactics that produce no long-term upside.

Shawn and I think successful businesses are built on long-term happy customers. The path to get there is based on earning lasting attention.

When we lead with empathy, serve first, provide real value, and care about who we serve, we can earn attention.

I will need to start with first principles to unpack two fundamental realities of every business on the planet in order to present the idea that we should over- invest in the process to create better prospects.

I will explain why over-investment in creating better prospects will affect everything else you do downstream.

The journey begins with the first reality.

The ability to reach almost anyone is not a rare resource online. But. earning attention A carton of open milk has a shelf life of less than a carton of that.

Short-term attention can be purchased. It takes longer because of the dynamic of the relationship and the time horizon.

This thinking shows that attention is an asset to be earned and not gamed. The assumption that more leads equals more sales is flawed.

The second and third-order downstream consequences will be negative if you want to maximize lead flow or steal attention for a quick win. Negative downstream effects are the reason. It is invisible. Doesn’t mean they don’t exist.

When we over invest in long-term relationships with our prospects, we earn trust and get attention with a very long half-life.

Modern marketers give a shit about the people they seek to serve. Our prospects win first when our marketing leads with generosity and empathy.

You can either accept the new reality or follow the old rules. Your outcome will be different based on your mindset and behavior.

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