Stop Buying Attention. Start Earning Advocacy | Ted Wright | EP17

In the key of that, when you're getting that tattoo, what's typically the thing that triggers it? Like, how do they start asking this question? Why am I not doing more meta ads?

Right.

So here's the interesting thing.

For everyone who's listening, your total addressable market can be really broken up into two pieces, the 10% piece and the 90% piece.

The 10% of that piece are made up of what we call advocates.

And those advocates really have three particular qualities to them.

They like to try new things because they're new.

Interesting.

Can you enable these folks? Can you empower them? Or is it just an organic?

So here's the cool thing.

You can enable them, but you cannot create them.

So these folks have been this way.

They've had this advocate personality.

By the time they're basically 10 years old, this is how they're thinking about stuff.

They're like, hey, I know this about my friend.

I know this about this thing, whatever that is.

Next time I see my friend, I should totally tell him about that.

Not because they want to be popular or not because they want to have, you know, some generator company send them 10 bucks because, hey, Ted bought a generator.

They're doing it because I know you.

I like you.

I see that you're moving down to where there's storms and there's power outages.

You need to know how much I like my generator.

And if you can, you should totally get one yourself.

Advocates have an innate love for sharing stories with other people.

So you activate them by knowing that they're out there seeking information about the thing you're interested in.