On Monday, I announced the launch of Unfair Advantage, our new program where my team and I help your business get featured to one new audience each week—so you can have a consistent flow of high-quality leads and sales.

By far, the biggest question we've gotten since then is this:

"Why would another business want to feature me to their audience?"

It's a powerful reminder that impostor syndrome is all too real for entrepreneurs. Especially if you feel like... 

  • Nobody in your industry knows who you are
  • You don't have a big following of your own
  • You don't have connections or a big network to get your "foot in the door"  

Look, I get it. 

When you're not a household name in your niche, it can be tough to imagine an influential brand inviting you to do a partner workshop, or a popular podcast wanting to interview you, or one of those cool virtual summits featuring you as an expert guest.

But I strongly believe (because I've seen it over and over) that you do NOT have to be "internet famous" to get leaders in your industry to promote your business to their audience for free.

In this email, you're going to learn why.

How to Use "Content Gaps" to Get Industry Leaders to Promote Your Business to Their Audience for Free

"Who's going to partner with me? Why would anybody say 'yes' to me?"

This was Chaitra Radhakrishna's reaction when my team and I first introduced the strategy of partnerships to her. And, frankly, it was easy to see why she felt that way…

  • She had stepped away from her freelance design business for 18 months of maternity leave
     
  • She was pivoting the business into a brand new niche (Shopify store design)
     
  • She had zero leads, zero clients, and zero momentum

And if that wasn't enough...it was also the middle of the pandemic.

So you can imagine how shocking it was when she ended up generating $80,000 in revenue from Shopify design projects and $24,000 in sales of an online course she launched in less than 12 months. All by focusing on partnerships.

How did she do it?

By identifying what I like to call content gaps.

See, every company or influencer that already has your customers in their audience has the same problem:

Their audience is looking to them for guidance, but they're not an expert in EVERY topic related to their audience's needs.

They have a content gap.

So if someone like you does have knowledge in one of those topics, they will gladly let you step in and fill that content gap.

For example, Chaitra's customers are people who own Shopify stores.

Any potential partner that has Shopify store owners in their audience is only going to be covering a handful or two of the topics they care about. And very few are going to be covering the topic that Chaitra's online course is built around—product photography.

Chaitra recognized this content gap and started pitching potential partners on letting her teach their audience about it. She may not have had a big following or a recognizable name in the ecommerce space, but she did have knowledge that would help their audience.

That's all it took to convince one of the biggest brands in ecommerce to feature her as an expert to their audience.

A software company called Privy—which has the #1 reviewed Shopify app and 600,000+ users—said "yes" when she asked to come on their podcast and teach listeners about product photography.

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In the coming months she received four inquiries for Shopify design projects (often worth 5 figures each) as a direct result of the interview.

But the cool part is that the promotion from Privy didn't end with the podcast.

Later in the year, Privy came out with a physical book called The Ecommerce Marketing Handbook:

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Since people loved Chaitra's podcast episode, they decided to include her as one of the featured experts in it—giving her a massive boost in credibility and exposure:

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To this day, Chaitra is still getting leads and customers from her inclusion in the book. She said:

"Just a few weeks ago, I landed a [5-figure] Shopify client...And she was telling me, 'You know what, I was deciding who to hire for the Shopify project. I just clicked on your Instagram and I saw that you were on that book, and my husband was like, 'She is your girl, you've got to hire her because Privy is a big deal.'"

You never know where one partnership will take you.

In fact, the podcast interviews Chaitra has done are so meaningful to her potential customers and clients that they literally show up in testimonials on the Pinkpot Studio website. Check out this one from a business Chaitra designed a website for:

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All of these results happened because we showed Chaitra how to become a ninja at finding and filling content gaps for brands and influencers in her niche.

She didn't need an audience of her own.

She didn't need a big email list.

She didn't need a big social following. And neither do you. 

The key isn't having a big audience or being well-known. It's realizing that you, as a course creator, coach, or consultant have a superpower—your story, your teaching, your unique method of solving the problem that you solve. 

Still doubting yourself? Here's what Chaitra would tell you:

"Sometimes we think, oh, who's going to partner with me? But honestly your expertise and your content, whatever it is that you can bring to the table is really, really valuable. And you don't know that until you ask. So, send it out. I know it feels like a lot, but reach out to people."

2 Simple (But Powerful) Questions for Identifying "Content Gaps" in Your Niche:

When you identify a company or thought leader who has your customers in their audience, the content gap you can fill is sometimes obvious. But if it's not, here are 2 questions you can use to find it:

  1. What are competitors talking about that this influencer or business is not? 
     
  2. What is their audience asking for that they aren't currently covering well? 

Need more ideas?

Try thinking about the #1 problem you help your customers solve. Then make a list of all the things that can cause that problem to happen in the first place. 

For example, let's say you sell a course that helps married couples communicate better. What are common causes of communication breakdowns in marriage? You might come up with:

  • Financial stress
  • Parenting challenges
  • Intimacy issues

Guess what? There are literally thousands of blogs, podcasts, YouTube channels, Facebook groups, etc. dedicated to each of those topics. And most of them will have a sizable percentage of people who would be ideal customers for your course.

Most money management blogs are not publishing content on communicating better with your spouse about finances. 

There's your content gap.

No matter what industry or niche your business is in, there are hundreds of these opportunities that are within your grasp this very second. Each one has the potential to unlock tens of thousands of dollars for your business.

And when you become an Unfair Advantage client, we help you systematically find, secure, and execute partnerships that bring a steady stream of your best fit clients and customers. So growing your business is as simple as sharing your expertise with other people's audiences.

Reminder: To celebrate the launch of Unfair Advantage, you can get the special, one-time-only introductory price (which will save you hundreds of dollars) if you get in before June ends.

Go here to book a free Strategy Call with my team so we can give you a behind-the-scenes tour of the program and show you exactly how it would work for your business. <<<

Since Unfair Advantage is tailored to your business (and capacity is limited), we want to make sure it's a great fit and that you are 100% confident it will help you hit your goals.

As an Unfair Advantage client, you will get:

  • 12 Weeks of Done-with-You Partnership Implementation: We will create a custom Partnership Plan for your business, and then coach you step-by-step through landing and executing your first few handfuls of partnerships. 
     
  • 100 Done-for-You Partnership Leads: You'll never have to wonder who would want to feature your business to their audience (or how to reach out to them). We are your partnership recon team. That means we will identify 100 influential people and companies that would be ideal partners for your business.
     
  • Unlimited Coaching from Our Proven Team of 6- and 7-Figure Entrepreneurs: My team and I not only have experience building businesses like yours—we have also spent years learning the art of partnership marketing. That means you'll never have to worry about getting stuck or not knowing what to do next.
     
  • Accountability and Support to Keep You on Track: We don't sit around and wait for you to do the work. We watch your progress and proactively reach out if it looks like you're stuck, sidetracked, or at risk of missing your goals.
     
  • Access to our Private Partnership Software, so you can automate 90% of the process and get your "marketing stuff" for the week done in under an hour per day

All you have to do to learn more and see if it's a good fit is book a free Strategy Call with my team:

Go here to book a call now while they're still available (spots are limited).

  • You'll send us a few details about your business in advance.
  • On the call, a member from my team will walk you through Unfair Advantage and answer all of your questions
  • If it seems like a good fit (and spots are still available) you'll be able to join us.

If you're at all interested, do NOT miss your chance to become a UA client at the most affordable rate we're ever going to offer.

- Bryan