In this video Shaun Whynacht expands on the second pillar of his "Big 5" framework – assets. He defines assets as any piece of business content that delivers value to a prospect (podcasts, blogs, ebooks, courses, workshops, products, etc.). He explains that once a brand is established, the next step is to identify the ideal client’s pain points and create assets that directly address those challenges. Using a web‑designer/developer scenario, he shows how to brainstorm topics (e.g., why a website feels outdated, how to choose a developer) and turn them into blogs, white‑papers, video series, or guides. He then outlines two core outcomes of publishing assets: (1) helping the audience, which builds trust and encourages further engagement, and (2) positioning the creator as an expert, making prospects more likely to book a consult. Shaun also tackles the common fear of “giving away knowledge,” clarifying that free content shares general ideas while the paid offering is the customized solution. Finally, he stresses that assets placed on landing pages, homepages, and social media attract leads, setting the stage for the next Big 5 element – leads. He ends with a call to audit existing assets and ensure they speak to the ideal customer.
Chapters
Okay, so yesterday I introduced to you the 5 key areas of any successful business, which I'll recap here, are brand, assets, leads, relationship, and fans. Today we're gonna be talking about assets. What are assets? Well, if you think about it in regular life, it's things that you own. You know, your house, your car, your boat if you're lucky to have one of those, but those are assets, things of value. And that's gonna be the key element here when we think of it in your business and marketing is value. What do you hold of value? So when we look at assets in a marketing sense for any business, these are things that you are putting out there that people can obtain or consume that are going to provide them value. So your podcast, your blogs, your ebooks, your physical books, your courses, your workshops, your products, Anything that they can consume, these are going to be assets that you're going to put out there. Now, early on in the marketing phase, what you're going to do is you're going to have your brand that's been developed that we talked about yesterday, and we're going to have consistency around that. And then we're going to look at what is it that your ideal client is struggling with and how are you going to help them with that. And then we develop assets that are going to speak to those pain points that they have. So let's say you're a web designer or web developer, and that is your key kind of business model. Well, think about it. Who is your ideal client? Is it somebody who is starting out and doesn't have a website? Maybe it is, or maybe it's somebody who has an existing website and they're not happy. Now that one, let's dig into that a bit deeper. What would be some of the challenges that they have? What are some of the things that they are feeling when it comes to that situation? Well, one, they're not happy. Okay? So you need to make them happy. They've lost trust in the previous person. Otherwise they wouldn't be looking for another web developer or maybe their website's out of date, right? There's a lot of new technology that's come along and they are just feeling that they're behind the 8-ball. So we're going to dive into that. So maybe you're going to create some blog posts about this, or you might even create an ebook or a free white paper or a video series. That might be, you know, level up your website, or the ultimate guide to understanding what you need in 2023 to have a competitive website to close sales, right? Something like that. Or what you need to know that your web developer hasn't told you about your website, right? Those things right there are going to speak to the pain points or the kind of clouded thoughts that your ideal client is going to be attracted to, and they're gonna want that. So you need to give great assets out to the world so that people can grab ahold of them and consume that. And what is that going to do? Well, it's going to do a couple of things. Number one, it's going to help them, which is ultimately the main goal of any type of marketing, which when you help people, they will want you to help them more. Okay. Um, and we'll talk about why that has been a very important part in just a few moments. But number 2, it is positioning you as an expert in that field. So if you're talking about things around, let's say, the website development that you are debunking or demystifying for a client, they're going to think, you know what, this guy knows what he's talking about, or this woman knows what she's talking about. I'm going to lean in, I'm going to listen a bit more, and I want to know if they can help me more. So maybe they're going to go book a free quote or free consult because they want to know more. So why is helping people important? And why haven't people done this so much? Well, the biggest fear that a lot of people have when creating content and putting out their knowledge is that they're holding it inside. And they feel that this knowledge is the thing that we have to sell. But that's not always the case. What you are selling is specific customization to that individual you are working with. While you can give away the general knowledge, the general ideas that are out there that'll make people think, yeah, I can understand that concept, I can see that, I could see how that would work for me, what's going to make them take that next step is Hey, Shaun, I want you to help make this work for me, right? So whether you're developing a product, a service, a workshop, a training, doesn't matter what it is, you want to talk about it. You want to tell people how it can help them in their lives. I mean, you can help them overcome and have those small wins, but it is your assets that when you put that out there, when you put it on landing pages, when you put it on your homepage and your social media, That's what's going to attract people. And who is it going to attract? It is going to attract your potential leads, which is going to be tomorrow's video where we're gonna talk more about number 3 in the big 5, which is leads, your potential customers, and how do you attract them. So what assets can you develop? What assets do you have? Does it speak to your ideal customers? Do that personal audit in yourself and in your business. And think about it. This will help you better in your marketing.
