Today I want to share a concept with you that will make it crystal clear to you why creating and maintaining social proof within your business is so important…
And why you shouldn't only judge your progress by your active engagement.
I know it can be totally demoralizing to be continuously posting things just to hear crickets…
But the more you post, the more you are going to create something called a Shadow Audience.
I like to think of the shadow audience as being like a stray cat, hiding in the bushes staring at your back door.
Each day you put food and water out for them…
And you talk to them…
Letting them hear the sound of your voice so that they start to become more comfortable with your presence.
You are providing them with value, getting them to know like and trust you, even while they decide whether or not they want anything to do with you.
And as you continue doing that, showing up every day offering them that food, that water, that value…
They slowly creep closer and closer.
Until finally, one day they take that food and they drink that water before scampering back to their bush.
It could take weeks, even months before they let you touch them…
And even longer before they decide to venture into your house and to make themselves at home.
These stray cats are our shadow audience…
They are the people who are watching us from afar without us even knowing.
They are doing their due diligence, watching your videos, listening to your podcasts…
They may have already decided that they will work with you once (insert whatever barrier is currently stopping them).
And so when you create your content, think of this audience.
What is it you want them to do?
What is it you want them to take away from their investigation of you?
And how can you make it easier for them to decide that you are the person they want to invest their time and money with?
Stop letting a lack of engagement slow you down. The shadow audience is there waiting for you.
Most people will watch and wait for a very long time before they reach out for help.
And so you need to be in this for the long game, and to stop judging your success on a minute by minute basis.
Commit to a content plan and then do it consistently for 6 months before you compare your progress.
Don't let your mind drama over your current lack of success stop you.
That is the past.
If you let the past dictate your actions, your future will be a mirror image of it.
If you keep on going even when it is tempting to feel sorry for yourself and to stop, then the universe is going to start to reward you.
Those who have made it to the top didn't get there because they were an overnight success…
They got there because they kept showing up for long enough that they created the momentum they needed to get to the top.
SO keep your shadow audience front of mind…
Talk to them…
Engage them…
Keep showing up for them…
And eventually, they will emerge from the bushes, and ask you for help.
