By the end of this email, you’ll know:
The BOPA strategy
How to grow your business using BOPA
🥜 BOPA (in a nutshell)
Building an audience from the ground up is difficult.
It requires months to get your first viewers/customers. And it takes months for them to trust you.
Enter BOPA.
BOPA was created by Bryan Harris.
(the BOPA creator)
It stands for Borrowing Other People’s Audience.
What does that mean?
Collaborating to get your business in front of a similar audience. You give the audience value, and you get customers and trust.
A win-win.
And BOPA can be used in two ways:
Collaborating with another creator/business
Paying to get in front of the creator’s audience
Doing BOPA the right way can explode your business.
OK, let’s get into it…
💲 Create a Valuable Marketing Asset
The first step of BOPA is having something of value to share.
This piece of content should show the audience you know what you are doing.
Once you create that content, you can use it for:
Your social media
Collaborations/cross-posts (making content together)
Interviews or guest-writing (only their audience sees it)
The best place to start is with your previous content people already like. Reuse it and make it better.
Ask yourself:
Can you show the value of your content in one sentence?
If not, no one will collaborate with you.
OK, but what format should my content be?
Your content should be a lead magnet.
It should have a concrete use. It should solve a specific problem. And it should be easy to use.
One format I like is the “Compressed Outcome" lead magnet. Offer a guide behind an email or contact information paywall.
Deconstructed: Growth Tools BOPA example
You have created your content. Now, how do you market it?
Cold DM bigger creators in your niche. Show them the value of your content and ask them to share it.
Collaborative post (free)
This is the most common BOPA.
Go on a podcast, a webinar, or write an article together.
Ask the other creator if you can talk about a short guide you made at the end.
I have done collaborative posts with other newsletters, and this works well.
Give value and build trust with their audience. Then make a small ask at the end.
Guest post (free)
This one is huge.
If you are an expert in a certain topic, you can get in front of a bigger audience by guest posting.
Ask a bigger creator if you can teach a small section in their newsletter/video/podcast.
Then, with permission, link to your lead magnet content.
Paid Placements (paid, obviously)
Advertise your lead magnet with other trusted creators.
Deconstructed: Kieran Drew Paid Placement
If your free BOPA does well, pay to get in front of other people’s audience.
Kieran Drew advertises his newsletter and writing courses in Justin Welch’s newsletter.
This paid placement leads to a landing page to sign up to get his guide. BOPA works.
🎯 Today’s BOPA Challenge
BOPA is a great marketing strategy. Here’s a checklist you can use to get started:
Create BOPA-ready asset. Create or reuse a valuable content piece.
Choose a conversion event. Choose a place on your website for the audience to go to.
Cold DM a list of 20+ creators and businesses with similar audiences.
Build your network. Ask the people you collaborate with if they know anyone else.
You don’t have to build an audience. You can borrow one.
🌟 Resource Spotlight
Book Recommendation: Essentialism by Greg McKeown: This changed the way I viewed productivity and how I focus on what really matters.
Website: Moonlite — Discover new ways to make money with Moonlite. Explore 2k ideas and resources and find creators & courses you can trust. See what's working for real people.
Resource of the week (BOPA video): Borrow Other People’s Audience by Bryan Harris. A good video on how to use BOPA for high-ticket offers.
-Warren
PS: If you have a newsletter/business that is a good fit with Business Deconstructed, let me know by replying to this email.