Notes on Anthony Pompliano & David Perell: Growing Your Audience

  • Overview: [[Anthony Pompliano]] and [[David Perrell]] discuss [[Anthony Pompliano]]’s strategy for how he built his following online.
  • 1:34 presentation starts, [[Anthony Pompliano]] introduces himself.
  • 2:18 shows his results from building his online presence – 3 people built it, 60 million impressions per month.
  • 3:00 Main components of his stack: [[The Pomp Podcast]], [[The Pomp Letter]] (letter every weekday), [[Lunch Money]] (YouTube daily show). All of this is driven by [[Twitter]]. “Everything starts and ends with Twitter” – it’s a traffic engine for every other product and platform.
  • 6:42 “Audience is the new currency”. “Those who build the audience have the power.”
  • 8:30 It’s hard to build an audience. You want to ask yourself what the value you want to create, what does the end result look like, and do you have the time / energy / dedication to attempt this? Comes down to man hours and time.
  • 6 Principles for growing your audience
    • Persistence is the most important thing (9:40). It takes time, and audience building starts slow. True for everyone, even those with huge followings. #persistence
    • Productize yourself (11:25). Every hour is something you can dedicate to a different product. Break up your day and optimize every hour – “how am I dedicating time to production of an asset that can be monetized later on?” What is your “[[Return on Attention]]”? #production #Productivity
    • Focus on one platform at a time (17:00). Benefits: 1) [[focus]] (how can I win on this platform and how can I be successful?) 2) if you grow the first platform it helps you build the second one, because you push people from your first platform to your new platforms. The big [[social media]] managers and influencers will often advise to do a whole bunch of platforms at once. When you don’t have the resources of [[Gary Vanyrchuk]] (had 15 people working for him on a holiday!) then it’s way better to focus on one platform and get good at that.
    • More content is better than less (22:25). [[Anthony Pompliano]] started out just Tweeting articles and pulling out the most relevant tidbit and just tweeting that, because he was unconfident and didn’t know what to Tweet about. People don’t listen to all your stuff. It’s like Netflix, give as much as possible and give the audience choice. More content means more people being interested in your content which means more followers. #[[idea generation]] #[[growth hacking]] #Twitter
    • Create once, publish 5 times (26:00). E.g. podcasts – publish as audio, publish as video, take cuts out of it and publish interviews, tweet out links to videos. That is a mechanism that should always exist try to do this as much as possible. Streamline thought creation process and expand how you can use that content to a bunch of platforms. It helps to have a set process and organization – “when we record a podcast, then we do x, y, z”. #marketing #leverage #Strategy
    • You owe the audience everything (29:15). [[Anthony Pompliano]] spends a ton of time going through comments and responding. Often fairly safe, canned responses and emojis. Occasionally, you give a detailed thoughtful response. This gets the audience to become emotionally involved, and feel like they are involved and important. Not scalable, so he’s now at the point where he can’t respond to everything. The audience is why you can monetize, it’s the reason why you’re here. #engagement
  • Actionable Ideas: [[Twitter]] (37:21) #Growth #[[Audience Building]]
    • Create 10+ tweets per day
    • Use spacing and punctuation – make it easier to read
    • Lists increase [[virality]] – super clear, digestible.
    • Links hurt [[virality]] – links are the exact opposite, you have to click the link to get the information. Also, Twitter doesn’t want users to leave their platform. Put the content first and then the link later. Rather than sharing, actually talk about the top things you took away from the article and summarize things.
    • Hijack viral tweets / large accounts. [[Anthony Pompliano]] would put up alerts for big accounts like [[Donald Trump]] and he would race to respond as fast as possible. He would do something to get a lot of engagement, audience looks and checks out his profile. The big accounts are doing your marketing for you.
    • Reply to everyone
    • DMs are the real [[Linkedin]]. People are responsive, and there’s very few people on Twitter that have someone else running their account for them.
    • Set up your profile up for success. Where do you want people to go? Put the link in your profile. Write it out so people know the kind of content they’ll get. You can get tons of traffic on your profile if your tweeting gets lots of impressions.
    • A good gif is worth 1,000 favourites.
  • Actionable Ideas: [[Email Lists]] (43:25)
    • Set a consistent schedule & don’t miss. People subscribe expecting something, so don’t miss. If you do a paid list like [[Substack]], focus on getting free people then converting them to paid, don’t focus on getting people immediately to paying. Most people want to window shop. You have to ease them in.
    • Build your free list – give more than you extract. You are in their inbox, so you better be sure you’re providing value.
    • Don’t be afraid to ask people to subscribe, whether it’s other social platforms or to your paid list. Know what you’re worth.
    • Find like-minded audiences & do link swaps. Figure out how to work with the people in those audiences. “If you like X, you’ll definitely like this thing Y I’m doing”
    • Identify “inflection points” and promote them in advance. Sometimes you know you’re going to be putting out something good. Rather than waiting until you publish, promote in advance: “on Monday, I’m writing something about X, if you want to read it, subscribe”. After you publish it, say “I wrote something about X, if you want to read it, subscribe so you get more like this”.
    • Use email as a distribution point for all content. In the bottom of the email, put links to all your other things – podcast episode of the day, sponsors. Just use a template and fill it in. Passive links pay off
    • Upsell, Upsell, Upsell.
  • Actionable Ideas: [[YouTube]] (48:13)
    • Use the banner to explain what you cover and how often.
    • Don’t be afraid to ask people to subscribe.
    • Create more videos.
    • Optimize the video title, description, and thumbnail for SEO. [[YouTube]] is the second biggest search engine in the world. Look in [[Google Trends]] to see what people are searching for.
    • Use the description for passive links (link to all your other social platforms). Use that distribution you already have.
    • Pin the comment to top of comments with top link. Single best thing to do on YouTube if you want to promote other things. E.g. “pomp writes a daily letter to these kinds of people, here’s the link”. Whatever you’re optimizing for, pin it at the top of the comment.
    • Create an outro with each video. That 15-20 second outtro can just be a pre-recorded clip and you just drop it in.
    • Use search trends to your advantage
    • Leverage guests with large audiences
  • Actionable Ideas: [[Podcasts]] (55:05)
    • Set a frequency and don’t miss an episode
    • Target guests with large audiences
    • Authors with new books are always looking to promote their work
    • Record via Zoom to get audio and video
    • Good microphone and good lighting is important
    • Use micro content to promote individual episodes
    • Transcripts and show notes for SEO
  • “If you’re going to try this, make sure you are ready to dedicate hours a day for a decade”. Just trying it sometimes or just doing one day a week – you will get frustrated, won’t build an audience. #persistence
  • Businesses of the future will build the customer base first and then build the product. When you write and build an audience you get feedback about what they want. As a result when you launch a product, you don’t have to pay for any advertising. #Strategy

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