The Audience Revolution: The Smarter Way to Build a Business, Make a Difference, and Change the World by Danny Iny

Author:Danny Iny [Iny, Danny]
Language: eng
Format: epub
Publisher: Firepole Marketing
Published: 2015-03-25T18:30:00+00:00

You’ve already heard my story of product creation with and without an audience. With MaestroReading and Marketing That Works, I built the product first and never got very far. With Write Like Freddy, the Audience Business Masterclass, and the Course Builder’s Laboratory, I started with the audience first, made money well before the product even launched, and went on to impact the lives of thousands of customers.

Now, these are all great stories (particularly to me, since I got to live through them!), but they aren’t unique or particularly special. Two other great examples (out of thousands I could choose from) are Copyblogger Media and Netflix.

Copyblogger Media started out as just Copyblogger, a blog about copywriting applied to blogging started by Brian Clark. He had nothing for sale, and gave a ton of great information away for free. The blogging world noticed, and started flocking to his block. His audience grew, and grew vocal. They told him what they liked (which was a lot), what could be improved, and very importantly, they also told him what they wanted. Brian listened, and created exactly the offer that they asked for, teaching exactly what they wanted to know... and the audience ate it up, to the tune of over a million dollars in sales in their first year selling anything!

That was only the beginning, though. The audience continued to grow, and Brian continued to listen. He created more products, and the business continued to grow — always driven by the loyal and engaged audience. A lot has changed since the early days of Copyblogger. Today, Copyblogger Media is the agglomeration of a handful of Brian Clark’s partnerships, with most of the money coming from the sale of software products under the umbrella of their Rainmaker Platform product suite.

Now, how about an example a little further afield of our little world of blogging and online business? One of my favorite examples is Netflix and their hit show House of Cards. Even if you don’t know (or like) the show, you probably know people who do... but did you know how intentionally the show was created based on knowledge of the Netflix audience? Everything about the show was engineered to be a success. Netflix has great data, after all, about the viewing patterns of its users; they know a large segment of their viewers likes political dramas and likes Kevin Spacey, and likes to binge-watch an entire season at a time. House of Cards was so successful because it was made to order based on what Netflix saw that their audience wanted!

Whether it’s my business, or Copyblogger, or Netflix, or any one of thousands of other product-based businesses (including yours!), the unifying factor that drives great success is the simple act of building the Audience First, and seeking to serve them.

So clearly this works when building products ranging from online education products, to software, and even to online television! But what if you aren’t selling a product at all? What if — like many coaches,

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