How to Borrow Other People's Audiences to Grow Faster

What if you didn't have to build your entire audience from scratch to grow your business? In this episode, I'm breaking down how to borrow other people's audiences and get in front of people who already trust the person introducing you. I share what you can learn from Tim Ferriss and Brené Brown, why getting in the right rooms and building relationships before you need them matters, and how podcast guesting opens doors to bigger opportunities and sales. Get ready to stop growing one follower at a time and start making the high-leverage moves that can change everything for your business. Check out our Sponsors: Shopify - Launch your business before Black Friday, go to http://shopify.com/happy to start your free trial. Monarch Money - Get your first year of Monarch Core for half off at http://Monarch.com with code EYH. Northwest Registered Agent - Visit http://northwestregisteredagent.com/EarnFree and start using free resources to build something amazing. Fabric - Join the thousands of parents who trust Fabric to help protect their family. Apply today in just minutes at http://meetfabric.com/EARN. Meetfabric.com/EARN. Quince - Find the fall pieces you’ll reach for most at Quince. Get free shipping on your order and 365-day returns and when Quince asked how you heard about them, let them know it was here on Earn Your Happy. Gloss Genius - Run a business that takes appointments? Use code HAPPY at https://glossgenius.com/earnyourhappy for 50% off your first two months of a premium plan. Faire - Sign up today and get 50% off your first wholesale order, up to $100 at http://faire.com/happy50. Terms may apply. Life at the Speed of Play - Go to http://getmarksbook.com/earn to get two copies for the price of one—one for you and one for a friend. HIGHLIGHTS Why you don't have to build your audience from scratch. How Tim Ferriss built relationships before he needed them. Why VIP access can get you closer to the people you want to know. The exposure effect and the power of showing up again and again. What Brené Brown's TEDx story teaches you about borrowing the stage. Why podcast guesting is one of the highest-leverage ways to grow. How to start borrowing audiences and create bigger opportunities. RESOURCES Learn how to turn podcast guesting into massive sales, ⁠⁠save your spot for the free live training HERE⁠⁠! Make your own ⁠Million Dollar Media Kit HERE! Try glōci for 40% off your first order with code HAPPY at checkout - head to getgloci.com FOLLOW Follow me: @loriharder Follow Chris: @chriswharder Follow glōci: @getgloci

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  This episode is brought to you by Shopify. Ready to launch your business before Black Friday? Go to Shopify.com forward slash happy to start your free trial. Monarch Money. Monarch breaks the debt cycle, turning that endless gloom into a plan with an end date. Use code E Y H at monarch.com to get your first year of Monarch Core half off at just $50. Northwest Registered Agent. Northwest gives you access to thousands of free guides, tools, and attorney drafted documents to help you run your business with confidence. Visit northwestregisteredagent.com/earnfree and start using free resources to build something amazing. Indeed. Spend less time searching and more time actually interviewing candidates

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  who check all your boxes. They're giving Earn Your Happy a $75 sponsored job credit. Go to indeed.com/podcast right now and support our show by saying you heard about Indeed on this podcast. Life at the Speed of Play. Mark is offering our listeners two books for the price of one. Go to getmarksbook.com/earn. Sequencing. Sequencing.com is offering our listeners up to 10% off your full genome test plus free shipping. Go to sequencing.com and use promo code EARN for 10% off. Just keep showing up. This is where a lot of people tend to kind of screw this up. They get in the room and they pitch themselves. This is not what we want to do. We want to

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  keep showing up because it's called the exposure effect. Go to the dinner, go to the after party, go to the event, follow up, comment on their stuff, show up again. You're stacking these exposures. And by event three, you're actually the familiar face that people are excited to see and talk to because familiar feels safe and safe gets you in the circle.

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  Hey, everyone. Welcome back to the podcast. It's time for another quickie because there's always time to fit in inspiration. And I am talking about high leverage opportunities today. This is going to dig into a part of yourself that is going to feel like an edge because nothing that's ever given you a massive quantum leap in your life has come from a comfort zone. So this is the thing that I wish someone had grabbed me by the shoulders 15 years ago and told me. And it is some of the things that I have done. But you don't have to build every single audience from scratch. You can actually borrow one. This is a high leverage move. Most people grow literally one follower at a time on their

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  Instagram or on their TikTok. And it can be one of the most challenging things, especially right now with everything that's going on with the algorithm. But today, I really want to give you the highest leverage ways to borrow an audience and real stories and real people who have done it. So the one idea behind all of this is that trust takes a really long time to build on your own. But when you are getting in front of other people's audiences who are already trusted, it transfers almost instantly. I want you to think about the last time that you had a friend say you have to go to my dentist, or you were looking for a doctor and they're like, I trust this person with my life. You maybe did not even look them up. You probably just asked for the phone number or the website and you booked

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  it based off of your friend's credibility, off of how they felt about this person. That is borrowing an audience and that is referral at scale. This is what we want to create for you in your business. So play one. Let's talk about going to an event and not necessarily pitching. In 2007, Tim Ferriss says he was a nobody. He had a supplement company and a first book with the title and he now jokes it sounds like an infomercial. He had no platform, no audience, and he went to South by Southwest. He gave a talk and then he spent his time meeting tech bloggers face to face. And here's the thing that is not normally shared is

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  that he built those relationships before he needed anything. So he never ever had to open with a favor. He just talked about ideas, not his book. He had met all of these people, created great relationships. Then the bloggers who heard him started writing about the book. Bigger media picked it up and the four hour work week hit the New York Times bestseller list and stayed on it more or less for like seven years. And he said he did that launch for under $10,000. Go to the event, you guys. Meet the people. You don't have to pitch while you're there. What you want to do is you want to get face to face like he did and let them get to know you. So the other play that I am like doubling down on for

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  you guys and for me is buy the VIP. If you're going to go to the event, buy the VIP upgrade. If you're gonna go anyway and pay for the plane ticket and your time, this is what a lot of people resist. They're like, okay, I'm just gonna go, I'm gonna get there, I'm gonna save the money. But when you buy general admission, you're just in the audience. But when you buy VIP, you're like in the room with the speakers and they see you and they meet you and you typically get a chance to actually talk to them. And this is about proximity. And proximity is one of the fastest ways to get leverage and for people to know you. So you're not paying for the lunch. You're not paying for, you know, these little perks

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  that you think that you're getting a gift bag, whatever it is. You are paying for proximity and I will pay for it every single time. Play three is just keep showing up. This is where a lot of people tend to kind of screw this up. They get in the room and they pitch themselves. This is not what we want to do. We want to keep showing up because it's called the exposure effect. Go to the dinner, go to the after party, go to the event, follow up, comment on their stuff, show up again. You're stacking these exposures. And by event three, you're actually the familiar face that people are excited to see and talk to because familiar feels safe and safe gets you in the circle. I have specific people

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  right now in my life and this is exactly what they did. And I'm like, I feel safe around them. I started to want to see them. I started to want to talk to them because they just became a familiar face for me. So play four is borrowing the stage. So in 2010, Brene Brown was a research professor at Houston, respected in her field, unknown outside of it. She got invited to speak at the very first TEDx Houston, about 500 people in the room. She walked off that stage thinking that it was awkward because she'd shared so much about her personal life. She went home and she threw her daughter's birthday party. Then TEDx posted the talk online and it went viral. It became one of the most

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  watched TED Talks of all time. She did not build that stage. She made sure she honed in on a skill and she borrowed it.

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• 9:41Speaker 00

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  When I launched Glossy, my drinkable skincare brand, I was obsessed with the formula. The product was my baby, but the store part felt way more intimidating. And that's a big reason we built on Shopify in the beginning, because you really don't have to be an e-commerce expert to get up and running. And that's a big deal in the beginning of a business. And here's the biggest lesson I learned about the holidays. You do not want to be building your store in the middle of the rush. You want to be set up, you want to be tested and ready before the traffic hits. So, two things I love. First, Shopify mobile app. I'm on planes, I'm on stages, I'm here recording with you, and I can still check my inventory, help a customer, see payments right from my phone, which is so much fun. And that's

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  the second they check out. So Shopify checkout with Shop Pay converts up to 36% higher than the competition. When you've worked that hard to get someone to your site, that last click matters. So, if you've had a business idea sitting in your notes app for way too long, this is your sign. Launch before Black Friday, a time of year when more people are already shopping and ready to buy. If you're ready to launch your business before Black Friday, go to Shopify.com/happy to start your free trial. That's Shopify.com/happy. Go to Shopify.com/happy today to hear your first...

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  But you guys, this is why I'm talking about podcast guesting. It's the highest leverage play for free. Go borrow other people's audiences. Go get that credibility of the host. I have spent 10 years building my audience to have somebody come on as a guest and me talk highly of them, or say that I'm excited about what they're doing. And all of a sudden, my audience is buying a 5K product, a 10K product, a 25K product, all the way up to, we have people who have told me they've made 100K off of my podcast. This is what you need to get, is that if you don't have borrowed audiences in your marketing plan for 2027, you're missing out on one of the biggest and fastest ways to grow. So, if I have to double what I'm

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  doing next year, which is a goal, I am going to double down on borrowing audiences. So, if you want to learn about this, I want to make sure that you get on the training. So, make sure you click the link, come to the training live. I can't wait to see you. Serious people who are ready to make change, who are committed, who are ready to start facing their edges, come live. So you guys, I really, really hope that you understand, this is not just about podcasting either. This is about a skill that is going to make you money this year. You're going to take the highest leverage opportunities. We're not going to continue to build the slow way. We're going to take the leaps and we are going to be the people who actually blaze the trail through high leverage opportunities of borrowing

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  other people's audiences. So, I hope that you join me. I can't wait to see you. I'll get to know your face. This is also a way that you get in the room. I get to meet you, see your face, see you over again. Maybe you were on the first trainings, maybe now I'll recognize you, maybe I'll shout you out. All of these are the ways that you are going to grow. So, don't miss it. I can't wait to see you there. And until next time, earn your happy. Bye, everyone.