Show Your Audience You've Got The Starr Factor

Ever been told by someone that if you want something bad enough, you’ll just make it happen?

Well for a lot of people, that’s just something that sounds great

For a few, it’s the sort of thing that would go on an A5 print above their bog

But for Regan Starr?

He believed it was true.

Starr desperately wanted to work for automation company Zapier.

He had spent years checking on careers and jobs pages, but nothing came up that would fit his experience level.

He didn’t give up. He started describing himself as an unofficial employee of Zapier. He started just acting like he already had a job at the company, even though nobody had heard of him.

He would trawl Twitter looking at questions Zapier customers had - and built a tutorial site to answer them.

Nobody knew that he was doing this, he wasn’t asked to do it and he wasn’t paid to do it.

He estimated that it came to 156 hours of free work over 78 days. But after this, he got a support job contract. 8 months after that, he moved on to the platform team.

All it took was for him to prove publicly that he could do the work. He showed product understanding and awareness of customer problems - plus he evidenced hard work over a long period of time.

I think of this story when I think about how coaches create lead magnets.

The difference between transactional and relational decisions.

Transactional decisions are things that look like goading people into giving their email address for something generic and unhelpful, just to be able to bombard them with offers.

If this sounds harsh? Ask whether the value exchange for a given lead magnet for someone’s email address is fair - do they get enough?

The opposite of being transactional is being relational

How can I just provide a ton of value without expecting anything back for a prolonged period of time

So that just like Zapier - people who see it for long enough know that I will continue to help them and that I really understand both the topic and the specific problems of those people?

A long-standing issue for the fitness industry is we have been far too transactional, and the time has come where this short-term, transactional model will bite you on the arse

And it will cost you business that a long-term, relational approach would have earned you