What do these two things have in common?

Both are advertising a product in front of someone else's audience.

In Times Square you have to pay $4 million per year to advertise your product.

But on The Late Show, Tom Cruise doesn’t have to pay anything to advertise his movie to David Letterman's audience.

Pay attention!

This is important.

Every form of marketing boils down to this...

YOU getting in front of someone else's audience and telling them about your product.

Facebook ads? You are paying for access to their audience.

Yellow Pages? You are paying for access to their audience.

SEO? Optimizing for access to Google’s audience.

Guest posting? Trading content for access to their audience.

You get the point.

Advertising = Getting other people to talk about you to their audience.

Let me give you an example…

Early last year I gave AppSumo, a company with over 750,000 people on their email list, a reason to send their list a message about me.

It produced 550 new email subscribers.

Guess how much I paid for that? $0.

Then, a few months back, I gave another company with 11,000 people on their email list a reason to send their list a message about me.

It produced 250 new email subscribers.

Again, it cost me $0.

But here is the catch…

You can’t just randomly ask people to mail their list about you. It doesn’t work like that.

You have to have a plan.

You have to build relationships with the right people.

AND you have to give them a compelling reason to email their list.

In Module 4 I am going to show you three ways to get other people to email their list for you.

The first strategy is the poster child formula.