Category Archives for Leverage Tactics

Better Ways To Get Massive, Targeted Traffic

Which is better?

  1. Getting targeted traffic by reaching your audience one at a time?
  2. Getting targeted traffic by the bushel by reaching thought leaders?

Seems like the answer would be obvious.  But #1 is the way most people are taught to get targeted visitors to their sites.  And it’s why most people fail to grow a business quickly.


Getting targeted traffic by reaching your audience one at a time with social media…

  • Do social media by the sweat of your own brow.  Meaning, go out and post on Facebook, G+, Twitter, and LinkedIn and slowly gather a following and engagement with your own posting and without the help of others.

Getting targeted traffic by the bushel by reaching thought leaders through social media…

  • Focus on being a supportive, engaged follower of thought leaders in your market who have the attention of a vast audience you want to attract.  Impress them.  Engage them.  And you’ll get the attention of all their followers in one fell swoop when the thought leader shares your stuff.  This happens only AFTER you’ve done something cool (or a series of cool things) for the thought leader.

Getting tons of traffic via joint ventures (the old way)

  • Mail a bunch of people with big lists and ask them to mail for you.  Wait for the deafening silence to follow.

Getting tons of traffic via joint ventures (the RIGHT way)

  • Do nice things for potential JV partners like calling out their successes on social media.
  • Mail for them first without an affiliate link.
  • Invite them to a Google Hangout as your featured guest where they can showcase their talent.
  • Write a blog post with their top 5-10 articles you’ve liked in the past.
  • Broker a JV deal for them with one of your valuable contacts.

You get the idea.  The JVs will follow.  Your list will grow by big chunks of new subscribers at a time.  Sales will increase the same way.

You can go after each new subscriber, follower, and customer one at a time and spend years growing your business.

Or you can go after a handful of individuals who control the eyes and ears of many thousands of your ideal readers, followers, customers and grow your business “overnight.”

It is far easier to implement your marketing campaign being focused on a handful of thought leaders than it is to focus on “everyone you created your products or services for” individually.

The most debilitating thing to a marketing campaign is confusion, clutter, and lack of focus.

And nothing is more confusing, cluttered, and unfocused than running a campaign that seeks to build your business by reaching out to your market one person at a time; one social status update at a time; one email subscriber at a time.

Look for the largest leverage points in your market and focus your entire effort upon them.  

All your search rankings, social following, email subscribers, and customers will fill in automatically, with no effort on your part, once you’ve capture the attention of your first audience:  the powerful, well-followed, successful thought leaders in your niche.


In your business, are you a trail breaker or a follower?

Most people follow trends and advice from average marketing experts.  Very few blaze new trails in business.  It’s no small coincidence that those few are most often the ones at the top in every industry, while everyone else spends their lives wallowing without the success they envisioned.


Below I describe two schools of thought in detail.  See which one you adhere to now and which one you’d rather emulate to grow your business bigger and faster than most people.

1.  Conventional Wisdom When Building A Web Business

This school of thought is one of hard work, sweat equity, extreme patience, and towing the line.  Here are some pieces of “advice” from most experts today:

  • Work super hard.  No matter if you have a life, family, another job at the moment, or any other “distractions.”  Do whatever it takes.
  • Wait your turn.  We all had to work very hard to get where we are, so you need to get in line and when it pleases us, we’ll throw you a bone and promote you (or not).
  • Gain a big following on social media one person at a time.  And do it by just being witty, giving away all your best content for free, and posting several times per day.  Expect not to get decent following, even then, for many, many months.
  • Build a big list by following a lot of the advice above.  One subscriber at a time on your own dime.  Don’t expect anyone or anything to help you do this easily or faster than 6 months to a year or more.

2.  Build It Big By Leveraging EVERYTHING

This isn’t a “school of thought” because it would be a very small school.  It mainly contains unwritten rules, yet it is how the captains of industry and virtually every major online success story grew their businesses.  It is obvious how they do it, often in plain sight, but most people miss the cues and live entire lifetimes in the presence of true business-exploding power without ever learning about it and applying it.

  • Instead of working super hard, we work at leveraging relationships with people who already have gained a big following, a big list, and a big customer base that is the perfect audience for our products and services.
  • Instead of getting our own search engine rankings, we use the rankings of others to gain the attention and traffic we need.  We don’t become SEO geeks and we don’t care if our terms ever get into the top 10 (except that they do, eventually, anyway!)
  • Instead of growing our social influence one follower and fan at a time, we get scores of new followers and fans in lump sums from our leveraged relationships.  From people who already have built huge following in social and have the attention of our perfect demographic.
  • Instead of growing our email lists one subscriber at a time by spending all our time writing content and doing social media a good portion of every day, we again leverage our relationships.
  • We work hard, but we work smarter, more than anything else.  And what we work at 95% of the time in marketing our businesses is LEVERAGE.

Leverage means you can go from small to big in short order.

It means you start at the middle, and quickly get to the top influencers in your market, and fill in all that work you would have done for years following conventional wisdom in one fell swoop.

Relationships take time and work to build too.

It’s just that they take less time and less work, and the payoff is massively larger than chugging away the “work super hard” way.  It also keeps you focused.

One of the biggest reasons most people fail to get anywhere in business is that they get distracted by what everyone else is doing.

They get distracted by shiny objects like a new Facebook marketing course.  A new SEO course.  And myriad other individual tactics for gaining more customers, leads, attention, and followers.  At the end of the day, you end up with not much more than a big pile of courses and an almost full-time career in educating yourself on things you don’t need to know nearly that much about.


If you can leverage top 10 rankings without knowing much at all about SEO, then you don’t need years of education in a very specialized and very difficult, ever-changing expertise.  I want to be in good health.  I don’t go out and learn how to remove my spleen.  I go to a surgeon who has spent decades learning and honing their craft.

I leverage doctors, lawyers, plumbers, realtors and every other profession so that I don’t have to go through their learning curves to get my stuff taken care of myself.

Remember that your goal is to build and grow a business as fast as possible with focused effort on the things you can already do right now.  Your goal was never to know all the stuff SEOs know or social media experts know.  Knowing something doesn’t put money in the bank.  Selling stuff does.

And the quickest way to get the things you need to sell a lot of “stuff” is leverage!

It should be your sole focus once you’ve got your product or service sales system set up and ready for the attention you can only bring when you market the right way.

Leverage Tactics Hangout: Expert Interviewing

On this, the inaugural “Leverage Tactics” Hangout, I talk with Rick Kansa about interviewing experts and how to use that content to:

  1. Gain authority and recognition in your market
  2. Get more social followers
  3. Get more traffic right away for the publicity
  4. Begin building a profile with Google to get ranked and establish relevancy in your topic range with Google
  5. How to drip and tease content which leads to paid membership
  6. How to maximize the number of people who come to your site and talk about and share your content
  7. Leverage points:  How to interact with and get the attention of big players without being a “known entity” yourself

Would love to hear what you think and also answer any questions you have about expert interviewing as a content marketing, branding, and direct/SEO traffic strategy below!