Reach, Attract, Convert, Educate

Reach: get our messaging in front of the right audience
Attract: get that audience to visit our site and become leads
Convert: convince leads to signup and become customers
Educate: help customers get increasing value and love our product

I like Intercom’s model because the acronym is RACE and that’s pretty nifty. 😉

It reminds me of my own Reach Teach Sell model because at the core of it we’re talking about the same thing:

Show up where your people are; build rapport; and help them take action.

Whatever mental model you use to think about this flow, whatever labels you want to apply… it doesn’t really matter. The important thing is to implement it.

The 3 B’s approach.

I came across the 3 B’s approach from Irrational Labs last year.

Key takeaways:

  1. Identify key behaviours (what do you want the person to do?)
  2. Remove barriers (what causes friction, preventing the behaviour from happening?)
  3. Amplify benefits (motivation for taking the action; the “what’s in it for me?” angle)

I love these sort of mental frameworks or systems.

In this case, I could see the 3 B’s applied to everything from addressing my own bad habits, to running meetups, to leading workshops, to improving marketing content, to helping clients… the list goes on and on.

Learn from Strava and find your niche.

“The content that you’re gonna post in those posts is gonna be very specific to training, or where you’re at, or fitness-related—as opposed to Facebook or Instagram, where it’s gonna be baby pictures and all of that,” says Rich Roll, who famously overcame drug and alcohol troubles to, at age 40, dedicate himself to clean living and ultra-endurance competitions.

Learn from Strava. Find your niche. This is an opportunity to break out from the major social networks.

Big brands are trying to hide their big-ness.

The most recent ad campaign on TV for Budweiser is pointing out as loudly as it can, “We brew this stuff in America!” The subtext: it’s “local” even though a Belgian company owns it and reaps the profits.

Source: The Future is Giants Pretending to Be Small – chrisbrogan.com

To which I respond,

“Then let’s support the businesses that are actually small and local.

Sure, it’s an ideal — I’m a fan of IKEA and I have no shame about that — but there are many opportunities to buy local instead. Farmers markets, for example, or craft shows around the holidays.