We just covered how to post content effectively.

Now, let's transition to monetizing that content.

The Give-Ask Ratio

Gary Vaynerchuk popularized the concept of "jab, jab, jab, right hook," meaning "give, give, give, ask."

This approach works because of reciprocity—when you give a lot, people feel a natural urge to give back.

Major media companies have studied this ratio extensively.

For instance, TV typically runs a 3.6:1 content-to-ad ratio, meaning 47 minutes of content for every 13 minutes of ads.

Facebook, similarly, operates on a 4:1 ratio, with one ad for every four content posts.

For growing platforms, fewer ads create goodwill, which attracts more users.

For instance, TikTok had fewer ads during its early growth phase to build a massive user base.

As content creators, we should aim to give much more than we ask to build and grow our audience.

The moment you start asking for money publicly, is the moment you decide to slow down your growth.

The more patient you are, the more goodwill you build with the audience, and as a result––the more you will get when you finally make the ask.

  • If you're trying to grow - Give far more than you ask
  • If you're a mature brand - Give, give, give, ask
  • Pro tip - Give until they start asking
  • Pro tip 2 - give in public, ask in private. This way your reputation is based purely on giving

How to Ask

When it’s time to ask, consider integrating the ask (your CTA) into your content naturally right after a highly-valuable moment. Another option is to ask at the end of the content.

For example, after delivering valuable content, you might say, “Hey, if you found this helpful, I have more tips on my website.”

Remember to keep your give-to-ask ratio extremely high.

Another method is intermittent asks, where most of your content is purely value-driven, but occasionally you include an ask.

This keeps your audience engaged while subtly promoting your offerings.

Scaling Content

There are two approaches to scaling content:

  • ‍Depth and Width - Go deep on one platform:
    • Post on a relevant platfrom
    • Posting regularly on that platform
    • Maximizing content quality and quantity before expanding to another platform
    • Add another platform while maintaining the quality an quantity on the first platform
    • Repeat steps 1-4 until all relevant platforms are maximized

Pros: Maximizes return on effort, faster audience compounding. Fewer resources.

Cons: Less low-hanging fruit, single-channel dependency.

  • ‍Width and Depth: Get on every platform early, then maximize:
    • Post content on a relevant platform.
    • Post content regularly on that platform.
    • Here’s where this strategy differs from the one before. Instead of maximizing your first platform. Move onto the next relevant platform while maintaining the previous.
    • Continue until you are on all relevant platforms.
    • Now, maximize your content creation on all platforms.

Pros: Broader audience faster. Repurpose with little effort.

Cons: Requires more attention, time, and labor to be effective. Often - lots of bad content everywhere.

Simple process

Ideally, you want to record content twice a month:

  • Find topics (from the 'hook' section of pt.5)
  • 30 short clips and
  • 2-4 longer videos each session

Pro tip 1 - Don't get scared by these numbers. Just start and add volume over time.

Pro tip 2 - No fluff! You gotta make sure the content is good that people will want to share it. Forget about production quality – substance is king.

Why It’s Worth It

Creating content enhances all your marketing efforts.

For instance, when I realized my long-form content was driving the success of my paid ads, it was a game-changer.

Content builds goodwill and trust, making your audience more receptive to your offers.

Seven Lessons Learned

1. How I vs. How To: Frame content as personal experiences rather than directives.
2. Repetition is Key: People need to be reminded more than taught. You'll get bored of your content before your whole audience even sees it.
3. Start Small (puddles, ponds, lakes, oceans): Begin with a narrow focus, competing in a small vertical, then expand gradually.
4. Sales Tools: Use high-performing content as tools for your sales team and paid ads. Make a list of your greatest hits.
5. Retain Customers: Free content helps retain paying customers.
6. Attention Standards: People don’t have shorter attention spans; they have higher standards.
7. Avoid Pre-Scheduling: Manual posts often perform better because it makes you sweat before clicking 'publish' and makes you give it that one last look.

First Post Sharing

My first post was about offering free guitar lessons. It wasn’t perfect, but it was a start. Your first post can be a significant announcement or state-of-the-union type post.

Don't be afraid of what people think.

If someone won't speak at your funeral, you shouldn't care about their opinions while you're alive.

Benchmarks for Measurement

There's an old saying - if you can measure it, you can manage it.

The more things you measure, the more ways you can win.

Focus on total followers and reach (impressions), comparing month-to-month growth to track progress.

Measure:

  • Impressions:
    • Size
    • Growth rate (monthly)
  • Followers:
    • Size
    • Growth rate (monthly)

Compare growth between months and don't compare yourself to anyone else.

Consistent input will lead to steady output growth.