The most precious currency in the world of marketing

[samiaseo222]

Let's assume the following situation. I've decided to create an online course . But, unfortunately for me, apart from my family, friends and a few colleagues, nobody knows who I am.

So for me to go out, claim I'm the email outreach or recruiting expert and try to sell you, it won't mean a thing, would it?

That's where the attention rises above the pr directors email list surface and all those blogs with headlines "Create a course and earn $$$ fast" drown to the bottom of the ocean.

People are completely unaware of my existence and what my skills are. They haven't come across my brand yet. And the golden rule for online courses I think is…

People don't buy from the people they don't know.

Luckily for me, there's a way to crack this. It's difficult, but not impossible.

You have to search for topics (or communities, groups, conferences, events etc.) that are popular. These are usually the topics that drive a high amount of searches as people enjoy consuming them.

The only trick is that they have ZERO purchase intent. In other words, you should NEVER EVER try to sell. You should either educate or entertain. That's how you get attention and how you make people aware that you or your brand exists.

To put it in practical terms, if I'm selling an email outreach course, I can for example document all my email outreach campaigns that got me good results in the past. Templates, explanations… everything! And then distribute it.

Or, if I'm a hotshot recruiter, I could create a video and explain how lemlist hired their Head of Growth. The story of how Guillaume and I met along the way.