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The Smart Passive Income Podcast

AP 0888: How Do I Give My Audience Value without Overdelivering?

AP 0888: How Do I Give My Audience Value without Overdelivering?

By Pat Flynn on

AskPat 888 Episode Transcript

Pat Flynn: Hey, what’s up everybody, Pat Flynn here, and welcome to Episode 888, that’s right, 888, of AskPat. Thank you so much for joining me today. As always, I’m here to help you by answering your online business questions five days a week.

We have a great question coming in today from William, but before we get to that I do want to thank today’s sponsor which is DesignCrowd. If you are stuck on ideas on how to develop your logo, website, your business card or any other design-related thing, check out DesignCrowd because they have over a half million designers worldwide there to help you. It doesn’t matter what kind of business you have, you can get a perfect custom design every single time, or you get your money back. So check out DesignCrowd.com/askpat. You can learn more and download your free guide to crowdsourcing great logos, web graphics and websites for your business there, and you can get $100 off. So DesignCrowd.com/askpat. Make sure you enter the promo code “AskPat” to make sure you get that $100 off. All right, thanks so much, and here is today’s question from William.

William: What’s up Pat? This is William from Fitness4BackPain.com; I’m obviously in the fitness space. My question is based around value. We always throw around how you have to provide massive amounts of value. In some cases when you’re on topic, you can go on, and on, and on about this one topic that in your mind you feel your audience needs to know to grasp the idea, or the tip, or the course you are trying to give them.

What I feel like could happen is you over-deliver in a sense, where it’s just too much information. Is there a system that you can follow? Is there a way of thinking, or questions you can ask while you are creating content that says, “Okay, this is my audience. This would be undervalue if I only kind of touch on this one small topic,” versus, “This is way too much because . . . ” Not that too much value is a bad thing, but it’s just that too much information could be a bad thing.

I struggle with that. I want to provide value. I’m confident that I provide enough value, but in the back of my mind I’m like, “Oh, I could have added that.” Or, “Ah, I could have added that.” But then next thing you know you are going from a five page thing to a thirty-five page thing. I just don’t want to have too much information. Is there a way that you can categorize this value idea so that you are not giving too much of an elementary aspect to the content, but you are not giving some PhD version of what you are trying to get across? Thank you so much Pat.

Pat Flynn: Hey William, thank you so much for the question today. I really appreciate this, because you know it’s coming from a place of serving, right? Because you’re right, there are . . . I mean undervaluing is sort of obvious. You’re just not giving enough information, people can’t take away anything from that, or there is just missing pieces. That’s very obvious. But the overvalue, I mean there is that as well.

The number one way to know if you are doing that is to simply ask people, to be honest. I mean I do that with my courses, I do that with my content, and I often ask. One thing that I do every single month, I know a lot of you know this already, I reach out to people on Skype. I reach out to people on Skype, ten people a month, and I reach out to them through my email list, essentially. I say, “Hey, can we get on Skype and talk for fifteen minutes?” Sometimes those conversations go much longer. The longest one I’ve done was an hour and a half but I couldn’t stop because there was so much great information. In that conversation and in many others, I talk about this idea of, okay, well what am I doing that I should stop doing? A lot of times people say, “Well sometimes it’s just too much.” I remember in some of my coursework actually, people were like, “Well some of your videos are a little long. I probably could have got a lot more out of that in a shorter time period.” When I think about some of my favorite online courses I realize that, wow, some of these are actually very short. My favorite one is actually coming from Michael Hyatt, and that is Five Days to Your Best Year Ever; I’ll be promoting that later this year. It’s absolutely one of my favorite courses, and it’s the shortest course I’ve ever taken. It’s perfect; it’s absolutely perfect. It doesn’t give me more than I need, but it gives me everything I need. That’s where the trick is: Finding out exactly where that line is. A lot of times you won’t know where that line is. If you are coming from a place of serving William, and if you are like me, it’s like you want to make sure every bit is in there. Sometimes there are things in there that people don’t actually need.

The only way to really know is to ask and engage and talk to people about it, and literally just be vulnerable. Ask, “Hey, is this confusing? Is this overwhelming you?” Then you have to kind of reshape things and kind of present it again and say, “Hey, is this better?” A lot of times, especially us entrepreneurs—I mean William you get this—a lot of entrepreneurs, we definitely . . . If you were to have a person record a video, I mean this is very common, I’ve done it myself thousands of times. You record a video, and it’s your first take, and it’s ten minutes long. It’s just, wow, a lot of stuff. You record it again almost immediately after and it’s seven minutes, but it’s better, right? It’s punchier, it’s more enthusiastic. It’s not like you talked that much faster, it’s just you remembered the important parts and you share those things. The trick is learning exactly what to deliver to actually help a person achieve that goal without adding too much, because there definitely is that overwhelming part of the strategy of succeeding online these days—is to be that shortcut for people. How can you be a shortcut if you are giving so much information?

There is a line there, and for me, the best way to figure that out is to test and to experiment, and to talk to people. That’s really what it’s all about. Test, experimentation, you take iterations, you learn from them, and you do better the next time. Sometimes you won’t know until you hear from other people, because, I mean, you are doing this to serve your audience. What better place to understanding what is working for them or nota than to hear directly from your audience?

That’s what I would do. I don’t know if that’s the answer you were looking for, but that’s the answer that I want to give because that’s the truth in terms of how I approach things a lot. It’s that experimentation, the iteration, and the getting the feedback from who it is that I’m serving. I’m sure there are systems in place and checklists and other things that you could add, but honestly, getting feedback is the best thing possible.

William, thank you so much for the question, I appreciate you and the thought that you put into asking this question today. I want to send you an AskPat teeshirt for having your question featured here on the show. For those of you listening, if you have a question that you’d like potentially featured on the show here as well, all you have to do is head on over to AskPat.com and you can ask right there on that page.

Thank you so much, I appreciate you, and of course make sure to check out Power-Up Podcasting. It’s coming out in about a month. PowerUpPodcasting.com. If you want to start a podcast of your own and you don’t know how, you want the short track to do it and to do it right, and to do it in a way that you can market it and launch it to a lot of people, and to get a lot of people listening, I’m going to give you the recipe for it. PowerUpPodcasting.com is the place to go. It’s been tested with a group already, that’s kind of what I was talking about. I’ve already tested this content, improved it, made it shorter, and it’s the best it can be right now. Poweruppodcasting.com coming at you next month. Sign up for the wait list, PowerUpPodcasting.com.

All right, thank you so much, and here is a quote to finish off the day by R.H. Tawney, and that is, “Clever men are impressed in their differences from their fellows. Wise men are conscious of their resemblance of them.” All right guys, take care, thanks so much, and I’ll see you in the next episode of AskPat. Bye.

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