A theory I’ve held for a while…
I believe the reason most coaches refuse to invest in paid advertising is fear.
Not fear of losing money. But fear of the advert succeeding in reaching hundreds of thousands of people.
Here’s why:
They fear the exposure – specifically the potential judgement, criticism and triggering of unconscious people that comes with it.
The fear of someone calling them out, questioning their advice.
That’s why I believe they’re afraid to grow their audience beyond the small, warm pool of followers they currently have.
But this creates a worse problem than you know.
Because if you only cater to the warm pool of people that already know, like and trust you…. sure they’ll pay for your offers when you release them. . .
However… they won’t respond forever.
you’re going to “burn through the audience”, as Mike Yanda eloquently puts it.
They’ll respond NOW. Sure.
But you’ll exhaust that list soon enough.
As each time you make an offer, the response will DROP.
And you’ll get more desperate… making more and more offers.
And this pushes them away further – and faster.
The solution?
Its the only viable one, when you think about it:
You must REPLENISH your audience with new people.
Give cold prospects the OPPORTUNITY to get to know, like and trust you.
So as you move warm prospects into paying clients, you’ll fill that gap with new warm people.
Fail to do this, and your sales funnel will burn out before you do.
And then you’ll burn out trying to fix it.
Build your audience DAILY.
Its one of your 6 key assets, and is CRITICAL to the sustainable and long-term growth of your company.
