As published on

If you speak with any business leader or marketing person about their public relations goals, they often dream of appearing on the front page of the Wall Street Journal or on the cover of Forbes. They want to appear on the Today Show or The Ellen DeGeneres Show. They are convinced that if their company shows up in front of millions of people, that they’ll win big. This is the rationale for many small companies who have shelled out a ton of money for a Super Bowl advertisement. I had the good fortune of speaking with founder Clay Hebert about several topics on the Grow My Revenue Business Cast. I especially loved how Clay illustrated why prime time advertisements may not attract the right crowd to grow your business.

The Interview is also available on iTunes and Stitcher.

Numbers Are Misleading

Clay is a highly sought expert on how to attract and engage the right audience to build your brand and even fund your dream. In the interview, Clay touches on several points that highlight mistakes that many executives make without realizing it. He shares the story of a client of his who was selling a specialty product for cat lovers. Clay helped the company to identify a specialty feline website that caters to the cat-lover audience. They launched a marketing campaign to drive product awareness and sales on the feline website. Around the same time, the company caught the attention of Whoopie Goldberg who talked about the cat product on The View, which captures over 2.5 million viewers per episode. (Source: At the time of the marketing campaign, the feline website had less than 25,000 subscribers. So, conservatively, the feline website had one percent of the audience of The View.

The results from these two efforts might surprise you. One effort generated a few hundred registrations. The other one generated over 2,000 registrations in one weekend. The irony is that the larger registration base came from the small audience on the feline website. The major television mention generated dramatically fewer subscribers and sales of the Kittyo product. Clay explains the results, “99% of people don’t care about your product in a mass-market.” That’s OK. In this case, Kittyo was able to speak to the cat audience where they know nearly 100% of the subscribers would crave their message.

Instead of trying to market to the universe and hope that you somehow can capture the attention of the right segment of a large audience, do your homework up front to ensure that your message is laser focused to the right people. If you started marketing years ago, you didn’t have much of a choice. Broad marketing based on numbers was all that was available. [tweet_quote]Today, you can run an ad specifically for left handed people who went to college on the west coast and like a certain singer[/tweet_quote]. No joke!

Keys To Attracting A Crowd

In addition to targeting your efforts, Clay shares the key element to attracting a crowd is to have a portable story that connects with your audience interests. A portable story is one that is easy to remember and for others to share. In the Interview, Clay lays out three specific steps you can follow to ensure that you have a story about your product or service that can be shared and will attract the right crowd.


If you are standing face-to-face with someone, how you introduce yourself can have a huge impact on whether or not you capture their attention. That person might be a perfect addition to your crowd, and messing up the introduction can lead to a wasted opportunity. Clay developed a method to concisely introduce yourself in just six words. He developed this approach after meeting Matt Mullenweg, the founder of WordPress. Clay noted, “This is the guy who developed the software that runs a third of the Internet. My introduction was way too long, and I blew it.” He has since developed the six word introduction. If you struggle to introduce yourself in six sentences let alone six words, Clay offers a great approach. If you visit Clay’s website you can download his free eBook that explains the concept.

It’s Your Turn

Clay has helped over 140 entrepreneurs raise over $40 million in crowdfunding. The funding part is incidental. His wisdom on how to attract a crowd is worth taking the time to listen to his interview. Clay offered so many great ideas during the Interview. What are your thoughts on the single best take away from his interview?