Ray Eason

I wrote a book, got a $500k advance for it… and it was a waste of time. It’s called Hustle and it was on the New York Times bestseller list. There is nothing wrong with books and I tend to spend hours a day reading (mainly articles)… But I thought if I wrote a book it would help drive up my speaking fees and drive business. It didn’t really do any of that… 1.I co-authored it so it probably didn’t help as much with building my brand. (I also split the advance with my co-authors). 2. Within my space I already had a decent size brand way before I wrote the book. 3. The book wasn’t related to my space so it probably didn’t help for that reason as well. There is nothing wrong with writing a book, but do it for the right reasons. I didn’t. Write one because you want to, not with the goal of making money. And if your book is amazing it will help you make money, but that more so is the side effect.

The only way to win at content marketing And I have a framework for you to copy. Keep in mind though... 94.29% of the web pages indexed in Google got no traffic in the last 30 days. When we looked at 5,204,391 social media posts, 59.41% had no engagement. The real issue is that we have too many choices because over 4 billion new pieces of content are published daily. So, how do you win? Here’s the framework to copy: 1. Use X as a testing ground - most social networks penalize you for crap content, X doesn't. Test out first on it, then roll out the winners to the rest. It helped me produce 46.7% more LinkedIn views, 31.4% more YouTube views, 29.5% more Instagram views, and 103.8% more traffic to new blog posts 2. Focus on omnichannel SEO, just look at this chart and how people are starting to use other platforms for search. 3. Kickstart your social posts with paid ads - with channels like YouTube, they care how well a video does in the first 24 hours it goes live. Paid ads help, just run them for a few days when publishing. It also helped me get 1 million YouTube subscribers. 4. Lo-fi content performs better than hi-fi content. Focus on creating it, it's cheaper and easier to create. 5. Create more long-form content. In the last 30 days, our short-form content generated 2,304,842 views. On the flip side, we do an hour-long webinar at least once a month. On average, 12,284 people sign up for each of our webinars, and only 4000 to 5000 show up. Out of all our short-form views, we would be lucky if we could generate even one sale. But on the flip side, our average webinar this year has produced $417,093 in revenue. 6. Optimize for AI Overviews on Google - we have seen a decrease in impressions, but an increase in clicks. 7. Focus on podcasting - it is not competitive, and you can repurpose the content you create for social media. Check out this chart that breaks down how length affects listens. Try it out and let me know!

You’re Wasting Your Time On Paid Ads: The New Approach xitter.cf/i/broadcasts/1lPKqbbYQ…