How to Establish your Publishing Empire
Agora started the information publishing wave. The process they used to become a multibillion dollar company is not complicated.
It’s a simple funnel.
At the top is awareness, then you move down into consideration, then you get them to make a decision, ideally in your favor.
This framework isn’t just for “experts” or coaches. Nor is it just for people who want to run paid advertising for their product or service.
Regardless of industry or what product or service you offer, you can (and should) become your own mini publishing empire.
Let’s talk about it.
Starting at the top, the first step is to make people aware. To introduce yourself to the world.
The goal here is appeal. Appeal, appeal, appeal.
Be likable, relatable, and of course, knowledgeable. There shouldn’t be any note of selling yet.
You just want to make it clear who you are, why you’re here, and why it’d be a good idea to listen to you.
Make them curious.
After they stumble upon your existence, you want them to do their own bit of exploration. As long as you stay consistent, you’ll start to gain their trust. It’s that simple.
Best pieces of content:
An ugly truth about your industry/current situation
An actionable tip based on your personal experience
Video/Images of you doing whatever it is that you do
If you have clips of you speaking at an event, or a published article that shows what you’re about — hell yeah. Use those to create some buzz and get people wondering.
Awareness is all about visibility.
In addition to making the content, you'll need to get it in front of the right people. Here’s a decent guide on how to do that.
After you’ve created some awareness, your next step is to solidify that credibility and get an initial commitment.
Consideration / Initial Commitment
Once you’ve got their attention, it’s time to get that first commitment.
You’re not asking them to buy your main product or service yet. You’re still trying to show that you’re worth listening to. That you’re uniquely positioned to help.
But at the same time, you want them to show some life, too. This isn’t journaling - you’re not producing content and sharing this knowledge for your own well-being.
You want your audience to show that they’re willing to put some skin in the game.
One of the best ways to do this is a lead magnet.
A lead magnet is just something you give in return for an email, follow, or share. It’s value is two-fold:
It makes your reader take action (give you their email or follow) in order to get more — a clear signal that they’re warming up to you.
Second, it gives you a direct-line of communication unbothered by algorithms.
And hey — your lead magnet doesn’t have to be anything crazy.
It can be a checklist, guide, a bit of thorough research, or maybe a sneak-peak of something awesome you're working on. Just something related to your free content that goes above and beyond.
As an example, here’s a PDF that I put together: 41 Blog Post Ideas. Not overly-complicated, but nice enough.
Whatever it is, the idea is to make it valuable with a low barrier of entry.
In advertising, you’d use retargeting to offer this lead magnet to people who found you in the awareness stage.
If you’re not running ads, you can still push people in the right direction by way of internal links to other, more substantial pieces of content, or by adding call-to-actions at the end of your content.
As they visit more links and get deeper into your content, they’ll start to trust you and look at you as an expert. (Even if they don’t realize it. Psychology is a helluva drug.)
Best pieces of content:
Ebook, exclusive video lesson, discount (e-commerce)
Taking action in this stage tells you that they’re warm. That they’re interested and willing to be sold to.
That’s when you get to show them your big toys.
Let’s quickly jump back to the Agora publishing let’s-make-billions-model.
Each publishing entity under the Agora umbrella has a roster of 8-15 financial gurus.
Each guru has at least one free newsletter, at least one low-dollar offer, and at least two higher priced offers (usually in the form of monthly or yearly access to their exclusive research).
Free newsletters would have anywhere from 50,000 to 400,000 subscribers.
They’d push daily content. Daily emails. Daily offers.
If you’re an information publisher, or want to be an expert, you can certainly go this route.
You could start with a free newsletter, go to a $7 offer, work your way up to a $47 offer and then up to $100… you get it.
What you offer will depend on your business, but a good option for most is creating a course.
But what if you're not after monetization right now?
What if you just want to let people know what you've got going on in life?
Respect. And respectfully, I offer this:
Regardless of what you’re writing for, you WANT people to care. You WANT people to read and identify with you.
You want trust. But trust is a funnel too.
You have to talk to people differently depending on how well they know you. You gotta work them down to the point that it becomes second-nature for them to check in with you & see what you're writing about.
That's how you build a real audience.
And sure, if you want you can have a crowd that stays no hotter than lukewarm. Or you can create content that will keep them wanting more.
It's really up to you.