This YouTube interview (Feb 16, 2022) with Sabri Suby explains how to convert social-media attention into monetizable leads. Key points: lead with disproportionate value (free reports, video trainings, cheat sheets, even a book) to exchange for contact details; delay the sales ask to increase long-term conversion; use an 80% value / 20% pitch content split; offer backend services or paid work as the ultimate monetization; and move audiences off rented social platforms into an owned email list to avoid algorithm changes.
Chapters
And then overnight Zucks decides to change the algorithm. You're no longer getting any organic reach anymore. And then you're like, holy, Like I've just spent three years building up this audience and now I can't even reach these people.
One thing I noticed for you, your type of lead generation for your, for yourself and company is a book. So what made you choose this path?
Sure. So like that's just one of the avenues that we do. My whole thing is like, how do I lead with my best foot forward and give a disproportionate amount of value, Right. And the longer that you can delay the ask out of providing the value in advance is typically the more that you'll be compensated. Right. So whether it's a free report that you're putting together or it's a video training or it's a cheat sheet or swipe file, that already puts you ahead of what 99% of other people in businesses are doing. Because they're typically like, get a quote, right? Speak with us. Get a demo. Like do something of like to engage in a conversation about price and about sales, right. So that's like the most short term thinking that you can do. That's like provide no value. And it's all about taking, right. And extracting value from the leads that you get. Then the next step on that is, you know, how do I create something that is of value that I can give away to people? And that the easiest way to do that is through a free report. And that immediately front loads the value that you're providing in that. You know, that's the first sale that is made. When someone gives you their contact details, they are buying that information in exchange for their contact details. So then you need to over deliver on that. And then like a lot of people like, dude, like when is the money going to change hands? Like when am I going to ring the cash register, hit the gong, ring the bell and celebrate a win and bring some revenue in the door, right? Well, that is going to happen. But if you only focus on that, then you're going to get nowhere near as much of that happening. So then the next step on that is like, you know, for instance, I've obviously got a book out and all of that kind of stuff. It's just really providing a disproportionate amount of value than the ask that I'm asking, right. Even with a course, like most people sell courses for two grand, right? They'll have some kind of like the webinar into a course and then that's how it's kind of created. Right. There's a bit of value exchange on the webinar and they get you on a $2,000 course. I'm basically taking what these people are selling in $2,000 courses and I'm giving it away for free. You know, you just pay for a small fee for the shipping and handling, and you get something that has taken me, you know, my lifetime to put together. And regardless of whether or not, you know, we ever do business again, there is no pitch to any other thing that I offer in that book. It's a standalone piece of value. So I'm just delaying the longer through that and I'm just engaging in, you know, ways that is hard for other people to compete with.
Okay, I like that. And I think a lot of people will. You know, you've grown your agency to a point where you can do that. But for someone who does want to start their own lead gen, what would you suggest for someone who maybe doesn't have a big of a following and wants to start to go into these kinds of avenues? Yeah. Would it be a book or a course or anything else? What's. What's on your.
Well, do you have any. Is this. Is there any topical example for this one that you want me to give specific advice around or is it just in general?
Yeah, because I get a lot of people who ask me, well, how do I monetize whatever I'm doing on. On social media? Because I'm giving value through my videos, but I'm not sure how to convert that into attention. Yeah, attention. And something that I could continuously, like you said, delay the ask and potentially go on and sell something bigger. Yeah, it could be any. It could even be a marketing.
Yeah. And where a lot of people like really kind of get it wrong. Like they're just out there saying, like, just get attention, get attention. Like the attention. Unless you know how to flip it and day trade it into actual money, it doesn't really do much for you. Right. So you need to have the attention piece and then you need to have the conversion piece of actually converting that attention. So depending on what business that you're in, you know, it's. You typically you're going to be giving away something of value and whether it's like if someone's just posting on social media, you're going to have to have an offer off the bat back end of that to then monetize that. So, you know, the easiest way and an easiest kind of framework to use is like 80% value, 20% pitch. Right? So you're giving away something of value, and then you're like, hey, if you're enjoying this, if you're enjoying this content, and you would really love to see how this would apply to your specific situation, to your business, then I'd love to get on the phone with you and come up with a complete roadmap of exactly how to apply to this, this to your business. Right? So then you're giving something else in there, and then you're going to get a certain percentage of people that like, hey, like, this is awesome. Like, can you just go ahead and do this for me? Like, I don't have the time to do this. Could you just do it for me and I'll just pay you to do it. Excellent. Yeah, I can help you with that.
Do you also suggest that they go into email marketing? Because I read that also in your book, you were saying how email marketing is, like, the top way to generate leads. Or does someone have to have a certain amount of people who trust in what they say so that they could delay it to the point where they do have more and more people who would like to hear what they have to say or should be?
Well, the reason that I like, I like email is just because it's a. It's a medium that I can control, right? So it's like, you never know when Instagram's going to change their algorithm, and then you're no longer going to be getting, like, in front of those people that you spent all the time and energy to build that audience. Right? Like, right now, they're trying to compete with TikTok, so reels are really hot. You know, you're getting a lot of inventory in the feed. You get lots of organic reach on that, but then there's going to be something else that pops up, and then you might build an audience of 100,000 people, 50,000, 10,000, whatever that looks like. And then overnight, you know, Zucks decides to change the algorithm, and then you're no longer getting any organic reach anymore. And then you're like, holy. Like, I've just spent three years building up this audience and now I can't even reach these people. So I'm very big on using those mediums to get attention and then moving them off those mediums onto my email database. So then that is a medium that I can control, and then I can continue that conversation going on, and it doesn't matter what changes on those platforms moving forward. I have now turned that from a borrowed piece of attention into an owned piece of attention. And I can then go forth and build that relationship with those people, because it's not going to be like, hey, I watched this Instagram video of yours, and now I'm ready to buy. Like, it's still like, romance. There's still courting. It's still, let's go out for a drink, let's have dinner together. You know, let's start dating. It's not going straight for the marriage proposal. So you're not taking them off these mediums and going straight to the marriage proposal. Hey, guys, if you're enjoying these videos, please, like, subscribe and hit the bell button as we're dropping a video like this every other day on YouTube. And if you've got any questions, just leave a comment below with heysubrey. And I will do my best to get to it.
