If you’re not getting leads, this is why.

First let’s define a lead: someone who’s interested.

Other more aggressive marketers call it anyone you can contact.

The problem with this is that the “lead” is simply just curios. Cold.

They have only raised their hand for more information. Not taken out their credit cards.

They will forget in about 5 minutes. They are not salivating for you service. (yet)

This is why marketers harp on reaching out to new leads within 5 minutes. You’re still top of mind during this timeframe.

Conversion rates start to plummet after that. Why?

People need instant gratification in an automated and tech enabled marketplace. An Amazon 1 day shipping world.

They get distracted.

(Just like breaking up with your hot GF who didn’t realize she could do better until now.) ;)

People can’t focus, their attention spans are gone now. From 20 minutes to 2 seconds avg.

They move on. They expect to have their cake and eat it too.

I’m not saying ads are bad. They definitely can add that boost & accelerate your ROI.

But they are not the end all be all. Ads are step 2.

Here are the steps:

https://www.threads.net/@hvtjeff/post/C3W7qUaOCNL

Step 1 Iterate Organic Content.

Organic content is the key. 🚀

Let’s go back and consider what we said about not being top of mind, and them forgetting about you after 5 minutes.

With ads the lead is only typically asking for more information. If you’re unable to give them that information within 5 minutes you’ll lose them.

They will get distracted and move on. They just care about getting their questions answered.

With organic content, you typically can offer tons of information at various lengths. Over long periods of time.

If they choose to follow you and or subscribe they will continue to receive your content at their discretion and on their own time. They begin to see you, and see you consistently.

Instead of being lost forever after 5 minutes. They see you week after week. For 5, 6, 7 seconds on short story posts to 5, 6, & 7 minutes on short form posts.

This gives them enough time and exposure to gather enough information to feel confident in you, get to know you, like you, and eventually trust you.

Research has shown it takes about 7 hours of content consumption and 10-14 engagements or touch points with you to make a solid purchasing decision.

If we divide 7 hours by 14 that equals 30 Minutes.

You need 14 30 Minute Pieces of Quality Content To Bridge That Gap. (For an example)

Content bridges this gap for you over time. Even if their not watching it for 30 minutes.

It starts to snowball. 🎿

Not only does content attract new subscribers and followers, (who get every post) it nurtures the ones who followed you before. It’s a progression. A flywheel. A process.

It requires trust, and delayed gratification.

Your not only growing your audience but improving the quality of your audience over time. (Which I argue is more important)

I’d rather have 100 badass, super high quality followers then 1000 randoms.

To do this, don’t focus an spammy follower generation strategies. I know people with 20k audiences that are completely garbage audiences. That get no reach.

Instead, focus on posting quality content consistently.

You’re effectively attracting and nurturing with the same posts. This is leverage.

And this is the straight line path.

You’re working up to that 7 hours of consumption mark at your own pace and your subscribers consume it on their own time.

No more sales pressure, no more fake urgency. You’re attracting and not selling now. You do this by putting in the work.

Some people might be worried about audience growth being super slow with this meticulous and possibly daunting method.

It’s Audience Quality > Audience Growth Every Single Time.

You’re looking to join high quality communities and ecosystems of various subniches that you can contribute to the culture and add value.

We are like dolphins and whales and wolves that hunt and live life in packs. Partake in the communities that share your passions and desires and participate in the ecosystem by sharing value, engaging in conversations, and giving back.

Your social feed will be filled with people who inspire you, who offer tons of value and much more supportive.

We discussed how your effectively killing two birds with the same stone in posting organic content.

How that content is both attracting and nurturing.

I want to talk a little deeper about how it’s also fulfillment too.

This comes from Alex Hormozi’s interview with a popular youtuber expanding his channels.

Hormozi was talking about how media is fulfillment and marketing at the same time. How it’s the only medium that

can do that. Similar to a newspaper. Newspapers market themselves to an extent. Newspapers also fufill on the

expectations it promises, information about the city and what’s going on. Similarly with entertainment youtube

channels. The content speaks for itself. It fulfills the expectation, of “I am going to entertain you.”

Stick with me here. You want to create this kind of feedback loop of instant fulfillment of expectations.

Your content should market itself by declaring a certain expectation for what the consumer is going to get, then strive to live up to that standard. The ability to hit the expectation you set builds trust.

Example, if I can succeed in explaining how to grow a super high quality audience and the snowball effect in this newsletter, I’ve built trust with you the reader. (As well as how to market and fulfill simultaneously)

I have a few nuanced ideas on this model. It pertains to information products.

Newspapers as an example of an ‘information product.’

Newspapers have useful information in them, by consuming the information you can make better decisions and get wins.

These wins can be quick wins, or long term wins.

My theory for amazon’s meteoric rise to success, was because they had built their company on information products. These information products were the marketing and the fulfillment, the attraction and the nurturing.

You read a book, you have a better mental model or piece information for decision making, wisdom, and navigating the environment.

You get a quick win and (potentially) a long term win simultaneously. This creates a ridiculous long term feedback loop of wins and positive associations. You go back for more.

Using this theory, I hypothesize that the next generation’s businesses that have similar disruption, innovation, and meteoric success will be an information product or a mind product (Nueralink, cough cough)

The first Trillion dollar company will primarily deal in mind products, info products and the like.

Media and organic content qualify in my opinion as a mind product. When adapted correctly to the medium of communication.

Due to technology changes and the way people consume information these days, 1 tweet, or one newsletter can be last decade’s equivalent of an encyclopedia.

It comes down to condensation. Can you condense information into magnificent bit sized posts.

Mind products are info products.

Info products are media products.

Can you become the next media company that markets itself, offers quick and long term wins, and charges big bucks for it all at once?

What does that look like?

One of the worlds largest hedge fund and money management companies Fisher, (236 Billion Under Management) was built from this principle. The CEO wrote and ran a newspaper column for 30+ years giving useful financial information, market updates, and investment advice. Customers and clients all around the united states and other countries read this consistent column week by week.

Client reads advice, gets quick wins, feels good emotions, does business with the source.

Be that source. Write your own newspaper column for 30 years.

Social media platforms are that permissionless newspaper column.

Step 2: Find A Winner.

A hidden benefit of creating so much content is that you see what works, and what doesn’t work.

What people respond to and what they don’t.

You learn about your audience, what they like, and dislike.

Content you think is awesome, might not be content they want to consume.

This forces you to adapt and iterate and step up your game.

It forces you to make little bits of progress. It gives you context and shows you your place amongst the creators.

It shows you your place in the “algorithm” which you should replace that word algorithm with audience.

From this feedback and iteration winners will emerge. Content that did well. If it does well, repurpose it, create variations of it. You struck gold. You have a tap on the audience now. If an organic post did well, it well do well as an ad.

Step 3 Turn It Into An Ad.

Audiences are averse to ads, and conditioned to skip and scroll past them. If you have a piece of content that looks and feels organic and you boost it and add a button, lead form, or call to action (like view profile) your reach expands.

I personally like to have an optimized bio and profile with good content already up and boost my good posts in Ads manager. I just send straight to view profile CTA’s because it’s a natural discovery process and then they can watch my content, check me out, and then click the link in bio.

The views and clicks to profile is what you’re aiming for. That natural discovery process.

This organic based process also helps you see your numbers. “Okay this many views gets me on average this many clicks, and this many opportunities.”

Now you have some context on where to start in terms of ad spend, and target metrics in terms of ad performance.

Step 4: Scale

Now you have all the fundamentals in place. Your content is dialed in from feedback and iteration.

Your ads are simply repurposed successful content that add fuel to the fire, and systems are turning.

Now we want to begin looking at client results optimization and fulfillment. How much can we scale, how much can we grow once we get this feedback loop turning.

Do you need to hire new talent?

Easy, you have SOP’s already created.

What bottlenecks do you have?

What new trainings do you need to get your clients better results?

Your content now becomes based on the clients you have.

The flywheel turns full circle.

We repeat the process, the content becomes even more focused and lasered in on what the client wants and needs, hence the ads become more dialed in, and the fulfilment as well.

Your content, the subject, the topics, the message itself becomes a laser beam shining into the audience illuminating the perfect, exact avatars who align with it.

The offer, the content, the messaging gets so dialed, your clients salivate at the mouth when they see your offer.

This process continuous and you don’t stop.

Need help getting leads, building audience, and creating quality content?

If you want help getting started join the HVT discord server: https://discord.gg/2d6K7MTx2n

Or book a call on my Calendly here: https://calendly.com/jeffreyclarkjensen/coaching-call

You can also check out the 1 Man Ai Biz Plan Intro Video Here:

https://x.com/jeff23rey2/status/1765554591742247206?s=20

See you on the inside!

HVTjeff