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The host of a podcast about online marketing talks about the importance of connecting with audiences like they’re best friends.

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Opinions expressed by Entrepreneur contributors are their own.

Amy Porterfield is a marketing expert who teaches business courses online and hosts the podcast “Online Marketing Made Easy.” In this episode of #ThePlaybook, Porterfield talks with host David Meltzer about forming connections through marketing, the importance of consistently producing content and how everyone has an online course to teach.

Porterfield talks about connecting with audiences on an emotional level by obsessing about their wants, dreams and worries — to know them as well as you know your best friends. This ability to connect is innate for some but can also be developed, according to Porterfield. She also stresses the importance of email lists and communicating conversationally.  

Porterfield talks about what she learned from Tony Robbins, namely resourcefulness and that entrepreneurship is 80 percent mindset and 20 percent mechanics. She also talks about learning from her missteps, including inconsistency when producing content.

Porterfield discusses her love of helping others sell their expertise by creating digital courses, as they can be lucrative and offer freedom and flexibility to instructors.

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