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Episode 25. Creating Brand Loyalists & Future Buyers

Episode 25. Creating Brand Loyalists and Future Buyers

Episode 25. Creating Brand Loyalists & Future Buyers

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If you’re anything like me, you need more than one thing to talk about in your business – otherwise, you – and your followers! – might just lose your minds. But the answer isn’t to go crazy with all kinds of out-of-scope subject matter. The last thing you want to do is confuse potential customers about what it is your business offers and drive them into the waiting arms of your more content-savvy competitors.

We all agree; social media can be an echo chamber sometimes. But, there’s a way to create and share other related information while still emphasizing your true priority or key offering. Today, we’re talking about the “Umbrella Method” of creating content, how it leads to ideal clients, and how to go about incorporating it into your own business.

Today’s listener shout-out goes to Liz, who wrote this amazing review: “I love this podcast. Sam knows her stuff and it’s obvious that she genuinely cares about her listeners’ success. She keeps it real and shares incredible insights that are so helpful for business owners like me. Thank you, Sam.”

In this episode, you’ll hear… 

  • 04:26 – Keeping things fresh with diverse but related topics
  • 09:34 – The “Umbrella Method”
  • 17:01 – Looking to other companies for inspiration
  • 23:52 – Creating content that doesn’t dilute your messaging

What is the “Umbrella Method?”

Imagine your ideal customer as a person standing in the rain with an umbrella. Your business is the umbrella, and the handle is your core content pillar. They are there to get that foundational coverage from you, but every umbrella has spokes to help support it and keep the user dry. You can talk about other topics that don’t relate directly to your core offering, but keep it relevant to your ideal customer and serving their wants and needs.

Look outside of your expertise for business inspiration

We can get bogged down and bored with the specifics of our own spaces, but we shouldn’t lose sight of the immense creativity that’s exploded around the world. Innovative brands are staying in their lane while paving it to new exciting places – which all lead back to their customer.

For example, Casper, the mattress company, tries to make their content strategy more interesting and well-rounded by talking about issues that are related to sleep or someone who might need to upgrade their mattress. (Here’s an article with examples) The connections between other topics and our core content pillar are there, we just have to find them.

Won’t talking about other things confuse my audience?

I understand the concern. You need to be known for what you do, it’s true. But once you hit a point where your business becomes synonymous with what your expertise is, you can freely branch out and talk about other things without confusing people. 

You should know your ideal customer well enough to know what their wants and needs are, outside of what your core offering may be. As long as they know the primary reason to come to you, branching out is actually a great way to get existing customers to stick around and become loyal fans.

Establish your expertise, make your core content pillar known, then set out building those spokes with confidence.

Listen to On Your Terms on your favorite podcast platform

Listen to the show on your favorite podcast player and be sure to follow, and leave a review to help introduce the show to more online business owners just like you!

Resources Discussed in This Episode

If you’re ready to legally protect and grow your online business today, save your seat in my free workshop so you can learn how to take the simple legal steps to protect the business you’ve worked so hard to build. Click here to watch the free workshop so you can get legally legit right now!

LEARN:

  • Read Sam’s Blog for the latest legal tips, podcast episodes & behind the scenes of building her seven-figure business.
  • Listen to our customer stories to see how getting legally legit has helped 1,000s of entrepreneurs grow their own businesses.

Connect:

FAV TOOLS:

  • Kajabi // use Kajabi to sell your course, program, or even build your entire website. Get a 30-day free trial with my link.
  • SamCart // what I use for my checkout pages and payment processing and LOVE. And no, not because it’s my name.
  • ConvertKit // what I use to build my email list, send emails to my list, and create opt-in forms & pages.

DISCLAIMER: Although Sam is an attorney she doesn’t practice law and can’t give you legal advice. All episodes of On Your Terms are educational and informational only. The information discussed here isn’t legal advice and isn’t intended to be. The info you hear here isn’t a substitute for seeking legal advice from your own attorney.

AFFILIATE LINKS: Some of the links we share here may be affiliate links, which means we may make a small financial reward for referring you, without any cost difference to you. You’re not obligated to use these links, but it does help us to share resources. Thank you for supporting our business!

On Your Terms is a production of Crate Media.

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