With more and more media and advertising bombarding the airwaves on every signal, social network, and media channel there is clearly no shortage of noise and distraction. All of us are suffering from sensory overload.
Conversely, attention is increasingly in shorter and shorter supply.
What does this mean for you as a leader, speaker, coach, or consultant?
Attention, my friend, is the new Currency.
When you are invisible, not being seen and heard by enough of the right people, no matter how good your product or service is, you become irrelevant. The old adage is true:
“Out of sight, out of mind!”
The market is more crowded than ever. Face it. Competition has never been greater. There are more people competing for the one thing that is finite: other people’s attention. And you’re in competition with everyone else who wants a slice of it.
People are more distracted than ever. Products are just the beginning. We have more movies. More television channels. More apps, radio stations, and podcasts. More news sites, blogs, and, of course, Facebook, Twitter, and LinkedIn, not to mention even newer social media services.
If you have something meaningful to "say or to sell," as Michael Hyatt would put it, than building a reliable means to be seen and to heard -consistently by enough of the right people is critical.
What this means is, you need a platform!
What exactly is a platform?
In the world of consulting, coaching, speaking, and expert advice giving a platform is a channel through which your message, your art, your impact can be delivered to and experienced by the masses.
It is vehicle by which you are able to distribute your value to those who might benefit from it the most.
It's an accessible destination that others can visit knowing clearly what benefits they can count on when they do.
In a nutshell, a platform is a leveraged position of influence that allows you to impact the world with your talents, strengths, and solutions.
Without it, while you could be one of the best at what you do, very few people will know, let alone care about you.
Without a visible platform today, it will be increasingly harder and harder for you to make a living doing and sharing what you love.
Before we get into how to build a more visible platform let's briefly talk about some of the misconceptions.
1. You must be "full of yourself" and a "celebrity" chaser if you set out to build a platform.
The truth: If you have something meaningful to say or sell you are being selfish, irresponsible if you do not learn how to get your message to the masses who can benefit from it the most. Those talents and gifts that you have were given to you so that they would be accomplished through you. You are a vessel of hope and change, my friend. Your message needs to be heard.
2. You have no real substance and your work must not be able to speak for itself.
The truth: Being great at what you do, in today’s world is no longer good enough. There are a lot of people who are great at what you do. Information, and expertise in all industries are a commodity (please don’t shoot the messenger). That’s the bad news.
The good news is, you don’t have to try to convince the world that you are better. Sally Hogshead, in her bestseller How The World Sees You, discovered through years of research that in today’s economy,
“...Different is better than better!”
While your work should “speak for itself,” in order to have the opportunity to have your work seen and heard you need a platform that allows you to illustrate how your work is different than the competition.
3. You care more about yourself than you do about the people you want to serve.
The truth: Whatever you want to accomplish in this world you will need the buy-in and the support of others. No one accomplishes anything of significance by themselves. Even if you have no desire to scale your platform to world recognized status, to make significant things happen and get worthy things done you will need authority and have key people know, like, and trust you.
These things happen faster and easier when you have a platform.
Any seasoned thought leader or influencer knows the value of a solid public platform.
If you truly care about other people, you must care about building your platform.
Here are 5 simple steps you can take to begin creating your platform:
Step 1: Pick A Problem, Then Pick A Fight
People pay attention to problem solvers. In addition, people always pay to have their problem solved. If you want to be seen and heard, and not just be another talking head, identify the pressing problems of the market or community of people you want to serve and speak boldly against those issues. Doing this will position you as a welcomed voice that advocates for the masses.
You want to aim at being the "William Wallace or Mother Theresa" of your industry. Be that voice that speaks out against a common enemy.
Step 2: Figure out your “Likable Persona.”
I first learned this phrase from top marketer, Russell Bronson. Your likable persona is the YOU that others want to be like or associate with. It's not being fake. It’s the authentic part of your personality that naturally attracts attention and connects with your core audience in meaningful ways.
Everyone has a likable persona. Find out what yours is and amplify it even more.
Step 3: Offer “Pain Relief”
As I stated earlier, people alway pay to have their problems solved. When you can find the pain that others are having, and offer practical solutions to their problems people will start to see you as a trusted authority worth listening to.
Step 4: Step Into The Spotlight
What I mean by this is, in today’s world choose 2 or 3 social platforms that you will consistently show up on with your valuable and immensely useful content. I suggest Facebook be one of them because just about everyone you may want to reach is on Facebook. In addition, have your own home on the web (i.e. a blog, or at the very least an authority landing page that offers an irresistible freebie, so that you can capture names and emails to build your tribe).
Lastly, choose a platform that your target market is on and that you can easily showcases your likable persona and share practical insight. (i.e. Youtube, Periscope, Instagram or Snapchat).
Step 5: Build A Tribe
This last step is critical. Having a lot Facebook fans, or Twitter followers should not be your end game. I like what Brian Clark, the CEO of Rainmaker Digital, says about trying to build a business solely on a third party social network. He calls it “digital sharecropping.”
If you want to truly build an audience that you can build a real business from, build an email list of people who can get to know you, like you, and trust you as an authority they’ll be happy to buy from.
The most proven way to do this is to create what I call an Authority Opt-in Page that offers an irresistible freebie in exchange for a person’s name and email. I wrote an article about how to do this here.
But, when it comes to growing a tribe of buyers just having a free offer is just the start. You need a simple, but complete online sales funnel. I created one just for coaches, speakers, and consultants called the Authority Funnel Framework.
If you’d like a free copy of this funnel so that you can get yours dialed in online click the button below and you are good to go!