Steve Brossman is on a mission to demystify the path to achieving six-figure earnings as a PodGuest without the hassle of hosting your own podcast, or pitching.

Based on a blueprint that has been meticulously crafted over three years, discover how 70% of your income can be secured before the record
button is even pressed - creating value and establishing your worth well ahead of the podcast episode itself.

About Steve

His journey has seen him speak across 15 countries, being a 9 times best-selling author writing, and training over 55,000 entrepreneurs and professionals. Today, his consultancy extends from small businesses to multi-billion-dollar corporations, making him a sought-after strategist in innovative ‘micro sales enablement strategies.”

Takeaways:

• Podcasting is becoming increasingly important for marketers, with 89% planning to increase their focus and spending on audio content.
• Simply appearing on a podcast and sharing your story is not enough - you need to proactively engage with the host and provide value to their audience.
• The key is to make the podcast host feel like the hero, not just promote yourself. Focus on elevating and edifying the host.
• Craft an engaging narrative and story for the podcast, not just a generic pitch. Build excitement, energy and enrollment.
• Provide specific, actionable value that the audience can implement, not just general information.
• Quantify the benefits and "agreed implementable value" you can provide, making it hard for the audience to say no.
• Treat each podcast pre-call as an important sales conversation, not just a casual chat. Do your research on the audience.
• Podcasting allows you to build long-term relationships, not just one-off appearances. Treat it like a marriage, not a one-night stand.
• The value of podcasting exceeds social media, as you get dedicated attention for 30+ minutes.
• Having a repeatable framework and system for podcast outreach and engagement is key to scaling your podcast strategy.

Automatically-Generated Transcription:

It's, uh, we are, we're here for the Elite Marketers March, 2024 edition.

And, uh, first up we've got Steve Brossman and Steve's on a mission to demystify the path to achieving six figure earnings as a podcast without the hassle of hosting your own podcast or pitching.

And so it's based on a blueprint that he's been meticulously, he is particularly crafted over three years.

And what you're gonna discover is how 70% of your income can be sourced before the record button is even pressed.

Creating value and establishing your work well ahead of the podcast episode itself.

So you probably don't need a introduction to, uh, to Steve, but you know, he's been, you, he's Yeah.

Spoken across 15 countries.

You know, he's, he's a bestselling, you know, author and Yeah.

And a, and a veteran of marketing.

So with that being said, I'll hand the reins over to, uh, Steve Brossman.

Thanks, buddy.

I'm, I'm gonna cram about eight weeks of training into 30 minutes.

Have I got the share screen happening?

It's all working.

Yep.

No, excellent.

All working.

Cool.

The interesting thing is, and I was never a big podcast person.

I don't drive long enough to listen to a 10 minute podcast, so I've never been a big fan of them, hosted my own for a while.

But, uh, when I decided to move my business in January 21, middle of Covid to America, went to one networking event, had one introduction, and then between networking and podcasting just being guests, it went from zero to six figures in under 10 months.

And every year since I've been doing over six figures just from being a podcast guest.

And I thought that's how people did it.

One of my clients came to me when she first started.

She said, I've been paying to get on podcasts and I haven't got a client in three months.

Scott was saying, Hey, listen, I've been on a podcast or two and I've got nothing from it as well.

I looked at what other people were doing, I thought, here's why.

But it's time to take it seriously, because last year, recent, it was just released that 89% of marketers actually said they're gonna increase their emphasis and spend on audio content.

And I've been in video marketing since 2008, and for the first time ever, the state of video marketing report was actually called the State of Audio and Video Marketing Report.

So the big boys are gonna pay a lot more attention to audio marketing.

It is a forgotten frontier, but it's a tsunami that's really going to hit down on us.

So most people, I'm going to not stop for q and A here, and we'll do it at the end.

Most people get on a podcast and expect to make their money generally one way.

And that's get on.

And they're all told to do one thing.

Share your story, share your knowledge, give them a call to action and send them somewhere, which is hopefully sooner or later they'll get in my funnel and they'll buy something that's very linear.

You might as well get on your knees, put your hands together and pray, because that's about as much as you're gonna get from that.

And it is just the wrong way about going about it.

Not saying you can't, I've been on, I've done podcasts and I've had people buy my program.

I've got one that's still paying me and they're paid me over 70,000 just from being a guest on a somebody's podcast.

Then there's pass on.

That's referrals.

But the big ones are here.

That's partner and promote negative is even when we go to the mountain.

That was interesting.

So how did some of those happen?

This happened in December last year on a pre podcast call.

And we, in our training, we spent two weeks on how to maximize the pre podcast call.

So we chatted, they said, wow, I think we can do more than just 'cause as well choreographed, well, more than just a podcast.

How about we organize a workshop for my people?

That would be great.

90 minute workshop.

There was 30 there.

We netted.

I personally netted 20 2K.

We co-created a new product together, which is now selling around two to four per month.

Then we actually recorded the interview, and from the interview, two people took up one of the programs and there was 10 K there.

So that pod cast alone generated 30 plus just from having the right conversation with the actual host itself.

One of our students in February booked a 60 minute workshop from the pre guest call.

There were 25 people and she knitted 16,000 before the podcast was even filmed.

See, most people think the, the pre-chat is all about microphone check, what are the questions?

Et cetera.

Now you do your homework and you get on, you get the host excited to work with you.

If they don't do that, then they're excited to promote you.

And the energy through the podcast is so much higher because you excited host and that energy will actually drive the sales or connections through.

Once I launched in America, here is just some of the podcasts that I've been on.

One square here, we had a connection, his VA was sent me to say, Hey listen, see if you can get Steve on.

He'd be a good guest.

I said, no, I want to talk to the boss.

We have a collaboration.

We filmed one of the videos today that will take the collaboration partnership to Seven Figures in August.

And that was from a connection pre podcast getting through to some of you will know some of these people here to being positioned alongside for me.

These are the gods in my world.

So that's what it can actually do for you.

One of the things that we teach people to do that if you are having a chat with the host, there's a nice little sequence we do instead of, and these are banned from the vocabulary of anybody that does our training.

They said, what is it that you could speak on?

You will hear, and you've probably heard over and over again, I'm sure none of you have ever used it.

I can speak on this.

I am passionate about this.

Have anybody heard that?

Yeah, I'm passionate about this.

I can talk on this.

That's basically saying wheel outta soapbox.

I'm just gonna jump up and down.

The formula that we use is, Hey, listen, we have a system blueprint roadmap or something for this.

This is how we work with people.

I am going to give your people and we talk about the three key things that they are going to get, the difference it's going to make in their life and or business.

And word it in a way that they will think and they are going to run back to you.

Thanking you for having me on.

So the goal is to make the host feel and look like the hero.

Not, hey, it's all about me.

It's how can I elevate and edify you in front of your people and build the energy through the podcast?

I'm gonna talk a little bit more about that in a second.

But in the beginning, if you say, this is how I work with people, I'm gonna pull out three key things that are gonna be of high value to your people.

Then they'll look at and say, wow, that probably deserves more than just a podcast.

Some of my people might need that.

How can we work together beyond the podcast?

That's the actual goal of the pre-chat, to start that conversation.

How can we go beyond, just because the podcast is a coat hanger for collaborations, it's not the end result.

So the thing is your bankable story now, Scotty, you're a well noun copywriter.

How much time effort do you spend on creating the story, the narrative of the copy that you are doing, versus how much time and effort did you put into crafting your story for the podcast?

Yeah, interesting.

Like, like on a sales letter versus a podcast.

Yeah, I'd, I'd spend a lot more time on a, on a sales letter than I really think about for a podcast.

Yeah.

Yet you can, and some of your copy generates significantly more than you probably get on a podcast.

But that's the thing most people get on and just blurt.

They tell their story as if it's about them.

We break it down.

It is not your signature story.

It is not your brand story.

The signature story and the brand story is about me.

People say build your brand story to build rapport.

Why don't you build a story, create excitement, engagement and enrollments.

You can, your bankable story needs to be memorable.

It's unique, it's clear, it's memorable.

It needs to be desirable.

It cuts to the chase in the first 30 seconds.

The person needs to get into the JLM effect.

The just like me.

Wow, that person's just like me.

I bet they can empathize with me because they have gone through it.

You don't tell the big story.

You tell the just like me story.

You start there and you've got them from hello.

Then you go through the struggles just like them.

Then you have the aha, authentic, helpful, and actionable.

Aha.

And then it's like, here is the breakthrough that I've created that will shortcut and deliver results.

And then you go into the last phase of here is somebody that I have helped with those.

So then you have the, then Harry Met Sally Effect.

I want what they're having.

So you start with the wow that's just like me, very clear and direct path to wow, I want what they're having.

And when you get that as your bankable story, it will be bankable.

See, most people will tell their story.

It's almost like a buyer.

And I say, wow, they've had an interesting life.

Hmm.

And walk out the door.

That's it.

They tell a story.

Whereas when you turn that into a bankable story and use the framework that we've created, it's very, very bankable.

And no surprise, we create a blueprint around your bankable story.

So when it's memorable, desirable and referable where somebody says, I remember this person, you've gotta talk to them.

It's how do you want people to talk about you?

What is it that you have other people say about you that's memorable?

It's desirable.

And when it's referable, that's when it's leverageable.

So that's the framework that we teach on your member, your bankable story.

When you can do that in 90 seconds.

So Greg, we've done the introduction, blah, blah, blah.

Tell us a little bit more about how you got to here.

Bang, your bankable story comes out, the audience are listening.

And that's gonna be two or three of the key things that I'm gonna share with your people as we get through here.

And you sl you lead into building the energy flow during it and you can actually guide the conversation when you've got your, your act together.

Now, quickly, 60 seconds on this.

There are three relationships in a podcast.

You need to look after all of them.

There of course is the host and the guest.

Your job is to excite the host before you get on.

That's the pre-chat.

They're excited.

They might be doing some more work together and they'll get on and say, Hey listen, I've had a great chat with, uh, with Brent.

He's got some fantastic thing.

I can't wait for him to share this information 'cause I know you're gonna love it.

That's because you've done your job, right?

Not, Hey, today we've got Dan.

Hey Dan, just tell 'em about yourself.

Well you mate, who do you want to introduce you?

Yeah, not gonna happen.

So you build that relationship and you keep it going throughout.

Then there's you and the audience.

And it's your job to invite the audience in as well.

It's a three-way.

Coffee chat.

They're just not saying anything.

And you say, Hey, ha Murray, this bit is just for your people.

I've, I've got this just for, if you're at home listening to this or traveling, get a pen out and get ready to take these down.

'cause this is just for you.

Now what you've done then if you've given them a surge of oxytocin, that's the belonging drug.

And it's like, wow, I feel a part of this now.

I've gone from being a spectator to being in the match.

That's crucial.

You don't want people just to sit back and be a spectator and walk out the gate at full time.

You want them to be a cheerleader.

You want them to actually feel as if they're the MVP s**t.

I've been spending too much time in America.

The best and fairest, best on ground.

You want them to feel as if they're the best on ground.

So it's your job to cultivate the relationship with them.

The big missing one is the relationship between the host and the audience.

Now, Greg, you'd know from all the fantastic work that you do in this particular area here, here, here, and I had to really make that up.

Yeah, a funny fella, you, you, you know, from all the fantastic work you're doing this, that, this, this and this.

So I've just elevated and edified Greg in front of his audience.

So Greg's got a surge of dopamine.

It's like, yeah, it's cool.

Um, I brought, I put him up and the relationship between him and his people go up because they say how he's talking about our peop how Greg, in a really cool way, Greg must be pretty hot.

So when you've got all of that and you've got the oxytocin, the dopamine, and the happy hormones flying around, the energy is brilliant.

Now again, big fault people wait to get to the end and hope they're gonna ask me.

So how do they contact you?

What have you got for my people?

And most people will say, I've either got a book in for a discovery call that's death.

B, download my free report.

That's basically my throwaway piece of crap.

So crap.

So I can get your email address and spam the hell outta you.

There is no energy there at all.

It just drops.

What you do and we teach, is you seed a compliment.

You give some great value, and I'm sure, Brent, that your people are gonna get some great value out of that.

And Brent's gonna say, thanks so much.

I I know they're gonna love it.

Hey listen, I've got that and I've got this tip and this tip and this tip in a special download that I've got just for your people.

We're gonna go look, we'll talk about that at the end.

So then you are starting to build the anticipation and energy of your special thing you've got for them.

And you'll mention it a couple of times.

So it's a natural energy flow to finish, click enter your details, download.

It's like, well, I, I want that.

Yeah, I, I want more of this.

So you've gotta create that flow so that the next step is a logical and a seamless one.

Your talk and your bankable story needs to follow this exact framework.

You might wanna write this down.

It's to take the audience viewer or listener on an emotional journey where in the end, in their mind, they make a logical decision to take the next step with you.

So you are taking them on that journey and it's a logical next step in their mind.

Of course, I've gotta download it, of course I've gotta book the call.

It's value, it's a flow through.

And you do that with the actual relationship Trinity heading into the last bit.

How do we all put it into place?

This DNQC sales formula is based on some science, neuroscience from one of the companies that I work with in America.

It's the order of insights, information and question.

You have it in the right order, you get the people to come along.

This is the basis of all of our sales work.

And you should have it in every conversation.

There's the data, you give some information.

Most people will then give some more information, some more information, some more information.

And we say, be the prize, not the professor.

Excite them, don't educate them.

Inspire them what it would be like to work with you.

Not inform them what you do.

So when you give a nugget of information, and Dan, let me share how this works.

One of the people we work with just recently implemented the DNQC formula.

They're on the road, they took a call and they thought, well, I don't have anything in front of me.

I'm just gonna go through the DNQC, give some information, tell a story, quantify it, confirm.

I'm just gonna go through that.

And they nailed a $10,000 gig sitting in the car following this framework.

Now that's what I just did, gave some information.

And then the next one is narrative.

Tell a story that brings the information to life.

That story needs to quantify.

And I told you that this person used this sitting on the side of the road, all they could remember was DNQC.

I've just gotta give some information, tell a story, quantify it, and then confirm.

And they did that two or three times through that confirmation is, I've given some information, this person got this result.

Now I got down here that I haven't got.

So Grant, if we were to do that same sort of thing in your business, could you see that working for you?

Now if we were to do that, I'm just rushing through, if we were to do that, what sort of a difference would it make?

Money, time, whatever it is.

Let's quantify on a monthly basis, what would that mean to you?

Oh, okay, let's just say it's 10 KA month.

Fantastic.

Is that a priority of yours right now?

Or is it something that you can leave?

No, it's a priority.

So when you deliver some information, you show how other people have used it through.

They were struggling with this.

Here's a piece of my system that we did to help them.

And here's the quantifiable results they got.

Let's quantify the results with you.

Would that work?

This is on a one-on-one basis.

And is that something that's a priority of yours?

If you do that and we do it with our blueprint and write on it, if you do that two times through the conversation, you've put money in their pocket, they've confirmed that it's a priority, how the hell are they gonna say no when the money that you are put in their pocket, when what we call it is the agreed implementable value.

Not the box value, not the but wait, there's more.

You get more calls, you get more useless videos you get back in the old days, more DVDs.

We've got a big box and you try and push up the value of the box.

That's where the pushy selling comes from.

But when you've done the DNQC and the agreed implementable value is significantly greater than the box value, which is the cost, it is so hard for them to say no because they have worked with you to quantify and confirm.

They virtually have to say, no, I'm an idiot.

I don't believe what I just said.

And you do this even in a podcast in a guessing situation.

So Jane's asked me a question and I've given a short answer.

In fact, that's something like when we worked with this person, this is what happened.

This is what the results that we got.

And you know, Jane, I'm sure your people would love those sorts of results, wouldn't they?

So vicariously through the host, you are getting the audience to confirm and they're probably saying, yeah, I'd love those results.

So when you follow DNQC in all of your conversations, sales presentations and whatever is hard for them to say no.

And it's so, so seamless, so effortless to be able to flow through that way.

And everybody says, tell a story.

Tell stories when you insert these stories, the hero or horror stories.

And it could be a horror stories, because I remember a lady that I, you know, worked with, she went to five of my five years, she went to my free events, didn't implement a thing, and I said, that's it.

No more.

You've got to do this next program in two weeks.

She got five high level clients and we worked out that if she'd have done that five years ago, we'd have put an additional $140,000 in her bank account.

Now that's a horror story.

It's like, well hey, how many of you would like to get, you know, throw away $140,000, get off your bum and do it now.

So the, I've thrown basically a heap of frameworks at you that when you have them in place, you can think on your feet, you can deliver your bankable story, you can answer some questions and go through a flow that is really selling the value, the agreed implementable value of what you do by telling that story and quantifying it and then getting the audience possibly through the host to confirm that's exactly what it is.

So I've thrown a heap in, if I could, if I wanted to, I could actually, okay, I, I've got time to go through this.

This is basically the six figure podcast map.

Here's how you do it.

It all starts with the podcast.

And as I said, that's the coat hanger for everything.

If you go directly to the audience and think about the audience, which is good, then you are possibly trying to sell a unit one at a time.

You might have two or three people download something, eventually buy from you, and they may refer, and it's okay to have people pass you on.

I've got one guy that's so bloody excited, he's back out again.

He introduced me to 25 separate pod just referring me on.

So when you have excitement, energy, and a bankable story, it's easy to get passed on and referred on.

But if you wanna look at the leverage side, it's how do we work with the host?

Start with the pre-chat.

You can excite them through the actual podcast itself.

So they could promote for you whether they're promoting your events or they can be an affiliate.

And, and the key thing is, a lot of people get fixated on the biggest list.

What's your audience numbers?

I had one lady early last year.

She came come to me and said, Steve, I don't have a big podcast, but I think you would be perfect for my people.

And I looked at it, I said, yeah, sure.

And we did the, the pre-chat and she said, oh, you need to do a workshop for my people.

They will love this.

And we did a deal that I would do an upsell and that, and she was an affiliate for two more of my events in the next six months.

And she generated from a podcast that didn't get any more than 100 downloads on any episode she generated in six months, $18,000.

You don't have to have the biggest in the best if you've got the framework and you've got the mechanism to capture it.

So we created an event for her people.

She was an affiliate, affiliate and off we went three speaker bureaus now and one next week is running an event and selling her program, which will include my podcast profits.

I don't sell it.

She's paying me a set amount per head of everybody that does her program.

And once they finish, they then come into mind.

So we're creating programs and products together that other people are selling and including mine as well.

So when you broaden, how the hell can I work through this in a different way, really broadens the scope on, no, I don't have to just get on and do a good talk and hope somebody goes to my my lead magnet.

But you do have to do the work.

I bet.

And I would dare Scott with his copywriting to just get in there and say, I'm gonna do this.

I'm gonna do this sales letter in one go.

I'm gonna do it in one hour because that's how people treat podcasting.

But if you treat it seriously and you do your homework and you prepare well, there's no reason why everybody, if they've got the good products and products and programs to sell, that's, that's crucial.

That's a given.

If you've got the good programs to sell, then you, there's no reason why you all can't be a six figure podcast.

If you are a podcaster, most of this will transfer across as well.

See, you've got somebody come in, you have that pre-chat.

Wow, you've got some great things to say.

Oh wow.

How about we do a partner deal?

And how about I host you?

How about I promote you?

How can I can be affiliate for you?

Anything that you sell from here, I'm gonna do a fantastic job because now I know how to pull this out of you a lot better so that you don't sound sleazy and we can sell more of your stuff on my podcast.

Would that work for you?

Great.

So when, and John, you've got a phenomenal system with your podcasting and guesting and everything all set up, leading them into what you wanna lead them into.

You know, it's not about the podcast.

Your system on the backend generates the money.

My people are now getting it.

They realize it's not about the podcast, but you do a damn good one.

You'll get exposure everywhere.

But it is about what you can do to leverage it.

So I'm going to jump off screen and answer questions.

Yeah, that, that's, uh, that's great Steve.

Thanks.

Thanks he for that.

I guess my first question is, if you're, if you're being a podcast, are most podcast hosts, are they open to having the pre-chat?

Because yeah, like most, in my experience, you usually don't have a pre-chat, but do you find most are quite open and keen on a pre-chat?

Depends how you'd coach them.

And, and How do you do that?

How do you set, how do you set that up?

Oh, if I tell you that I've gotta kill you.

No, it's, it's very simple.

Most that I work with do, it's got a booking the other day.

Say, Hey, love to have you.

Let's have a 15 minute chat before we get on.

Hey.

Yep, thanks.

I'd love to jump on your podcast, Scott, wouldn't it be great if we had a quick chat beforehand so I really understand more about your people and I can deliver some really great content and really make it valuable for your people.

Does it make sense?

We have a chat.

Yep, Yep.

It's not about me.

It's how can I deliver better results and value for you and your people?

And then Scot just says they'll p**s off.

I don't care about my people, I'm just filling in time.

That's virtually what they have to say.

No, I don't care about my people.

So when you craft it that way, it's about you and your audience.

And there'll be some, some people say, no, not a problem.

Send over your questions, send over this.

We've got a pretty relaxed format.

I'm fine.

Yep, that's fine.

Yep.

Yeah, yeah.

Nice, nice.

So a any, any anyone else got got questions?

Yeah, quickly, Steve?

Mm-Hmm.

Do you research their audience so you know how to pinpoint and target certain people?

How, how would you know how to say, Hey, hey Greg, this is gonna be great for your people.

Well, if you don't know Greg, how would you know For each, every podcast pre-call is if it's a 20 thou call.

Some may be, some may not be.

But I treat them all with the respect of finding out their audience.

If I'm looking for podcasts to go on, I don't start with the host, I start with the audience and their pains, who has the audience and the pains that I'm gonna add best value to then okay, they're the, I do that research first.

There's a whole bucket load of people that talk to these people that have got the pains that I solve.

Then I work with them.

I probably do a little bit of a listen, but if you are looking at probably earning maybe five, 10, $20,000, would it be worth 30 minutes investing Apart from that, there's no cost.

You don't pay anybody anything.

You spend a little bit of time researching, you send them a video before you connect with them, you stand out and then that makes a big difference.

Yeah.

So what, what's the video?

What's the video you send before?

Like what is it just like a positioning video, a a framing video.

Like what's the, the structure there?

Yeah, I don't need to get on a hundred podcasts a month to make a bucket load of money.

So two or three, four maximum is fine for me and it's generating some, some good deals.

And I will send a personal one.

I use Bon Juro and I'll just send one off and uh, I've got two Johns here, so I might as well use John.

Hey John, I'm really looking forward to our chat.

There's a couple of great things I'm gonna share with you.

I've had a look at your people and I've got some really cool ideas that I'm gonna run by you on what we can actually have in the podcast.

So I'm looking forward to talking to you on Thursday.

Cheers.

Now that just puts you the top of the tree.

You've done your homework, you've taken the time, that should take you no more than two minutes.

Click open, type in their email record, it hit send and off it goes.

Now that two minutes is a good investment that gets them as excited as, and one of the first things they talk about, Hey Steve, I've got your video.

That was really cool.

Thanks for that.

Breaks the ice and you build the relationship before you get on.

So yeah, Nice, nice Is that, I gotta tell you that Josh, Josh is the master at doing that.

I have finally got my butt kicked by somebody that does it 10 times better than I do.

And you Do that for the host, you don't reach out to their audience Specifically?

No, that's the host.

That's before we actually get on, that's the, the pre-chat.

Get them excited so that we want to do some work with them or they want to do some work with us or find out more.

He's like, you're you're different.

You, you stand out.

You are not just, here's my resume, here's my questions.

You ask those, I'll answer them and off we go.

It's, it really helps you do you really stand out.

So what, what I hear Steve, and, and you didn't pay me to say this, but jump on and dote Steve's six week course.

It's only an hour or whatever, a a, a week.

Like, just jump on and do it.

It's phenomenal.

So what I'm hearing you encouraging all of us in business to do is to build not one night stands, but long-term healthy marriages for an entire lifetime.

And it's the quality of the host to you relationship that really matters.

It's a big lever that you're putting under the host and the audience.

That's the, that's the game in Town.

Yeah.

I'm going to go back the other way and thank you for endorsing the, the, the fast track program is building a long-term relationship is actually your own podcast.

Okay?

It's a slow burn, it gradually builds, but when you are going from somebody else's group to somebody else's group and being personally introduced to them, so it's like a mystery date.

You'll pick the type of person you wanna have a date with, but you go in, you work with that group, that audience, but then you can actually move on to the next group an audience, and then the next group an audience and the next group an audience.

So to me it's, unless you've got a system like John where you, you you churn and you, you do the, it's a brilliant system.

It's a more leverageable way to get in front of more people being introduced as the expert than having your own and actually building your own list unless you, you build it fairly rapidly.

So the interesting thing now the value in podcasting versus social media is just getting disparate because you get at least 30 minutes to talk to somebody and, and connect with somebody in a podcast.

You get seconds as you're flying by, you are introduced as an authority and an expert on social media.

You're just basically jumping up and down saying, Hey, look at me.

You are people turn up to see and listen to you.

Whereas on social media, generally you're an unwanted guest passing by a ship in the night.

So the value of spending time curating your podcasting strategy is far in excess of, unless you're doing paid ads and things like that far in excess of just trying to curate social media and being at the whim of the algorithms, which can change change at any time.

I would rather be introduced to a group of people as an authority and I've got at least 30 minutes in front of them then jump up and down on Facebook and say, look at me.

Yep.

Yep.

Beautiful.

That how Good distinction.

Great distinction.

Yeah.

Thanks Steve.

If you do have any other questions, I'll very quickly and only once say I do group programs.

I got one starting again shortly.

I do a boardroom, which is a 12 person.

The next one is only about creating your bankable story and that's about it.

Yeah.

Based on this topic is basically group and very, very small intense groups.

Yep.

No, that's, You find my email and everything in the Yeah, and, and Platform drop drop it in the, in the chat there too, Steve, just so it's easy for people to, to reach out to you.

We've just sorted it out.

I had, you can get one of my back pocket guides.

I'll put that in first and then I'll just put, I'll just type my email in.

Yeah, No, perfect.

That's, uh, that's, uh, that's awesome.

Any, any other, any, we've probably got one more.

One last question for, for Steve, if anyone's got one.

I've Got, I've got one.

How many of you are semi-regular Yes.

On podcasts.

And does anybody here have their own podcast?

So one is Jane, I think you were nodding to when I was you have your own podcast 'cause recall that any other ones have I have a podcast and I'm on podcast about twice a month.

Recently I just signed a two hour deal to speak to the podcast host's company for, for his monthly Oh yeah.

Ol one's on more podcasts than hot dinners.

So we know that.

Yeah.

And, and that's, and how's this, what I was saying today resonate with you because you are an experienced person in this field.

I was saying Jane.

Yeah.

I mean, me experience, it makes sense when you have a framework that is easy and replicatable.

And I guess the gift that you've given me today is understanding as a host and as a participant that the setup is as important as the delivery of when you're on the podcast.

So yeah, that's really resonates.

Thank you.

Oh, cool.

Thanks Jane.

What, what percentage of your revenue, Steve, is done via relationships you build through the podcast as versus the leads you get as a result of the podcast?

I've gotta say 10% only would come from revenue generated during the actual podcast.

In sales.

From, from people who hear the podcast reach out to you.

Yeah, yeah, yeah.

Um, yeah, they may reach out and then sooner or later we may do something.

So, but as far as if I was to say how many programs, coaching programs, consulting gigs do I sell as a direct?

Yep.

Saw you here, let's have a call, buy now.

One call later.

That would only be 10% people.

I had one guy heard me on, I just got this last week, Steve heard your interview on marketing speak, loved what you said.

Would you be open for a collaboration?

And that's turned into quite a decent collaboration.

So I guess you could call that a direct result from that.

But 60% is generated from the conversations before the actual podcast goes to air or it's recorded.

Nice.

Yeah.

60% is done because it's a great door opener.

Hey, yeah, I'd love to be on your podcast.

Or Hey, would you like to be on my podcast?

It's, it's a phenomenal door opener.

And a former client of mine does very similar to what John does, but different.

He scours LinkedIn connects with people, forms a short relationship and says, Hey, would you like to be on my podcast?

They're carefully curated that they will become a client and he's got a digital marketing company.

They do the questions, they have a chat at the end and then goes back to him and say, Hey, listen, what you were saying the other day when we did this, I've got a couple of ideas for you.

Do you want to get on a call 30% conversion into digital marketing clients just from the podcast chats?

Yeah, No, that's, uh, that's awesome.

We've got Aldrin who's got her hand up.

Thank you.

Thank you.

I really enjoyed that.

Thanks Steve.

And I've done some stuff with Steve too.

Is he does a great job.

Always.

My question is around do you turn down many podcasts because there's literally like millions out there, right?

And I, I get approached just about every, every day almost for to be on a podcast.

And it's interesting, recently I had some kids from a Pakistan school that, that have reached out to me and now I'm getting all these kids coming forward and they just love it, right?

And I really wanna help them.

However, do you, you know, how, how much do you feel the people that come to you wanting to interview you and, and do you turn a lot down?

I do the right podcast for the right reasons.

Now, if they were Pakistani kids and I wanted to help them, and it was because I wanted to help them and it was outta my heart, I would do it.

Not because somebody asked me to do it.

And if I've got the wrong people wanting to do just a, a, a bastardized type of podcast, then I would turn them down.

And because I haven't put myself on platforms and those sorts of things where people will find me, it's generally word of mouth or my positioning that people will come to me and say, Steve, we'd love you on our podcast.

So I'm probably not in your situation where I'm getting that, that many, that I have to turn them down.

But when I get to the point of this is not a good fit for me, we will work with them and tell 'em, Hey, no, this is not a good fit, but gee, go and talk to Olin because she's got so much time on her hand, she'd love to do a podcast for you.

Thanks.

So that's why you're getting them all.

Oh, That's, that's great.

So, uh, yeah, we've got some, we got some great comments happening in the, in the, in the chat.

Craigs, you said, I've been a podcasting the past, past few months.

Great.

Around awareness, around my newly published book, which is a great book, by the way.

Get Craig to intro himself later.

But Craig, um, just sold his bus, sold his agency for an eight figure sum and he's gonna be presenting at, at a future, at a, at a future Elite Marketers event.

So, yeah, so, and he said, need to start putting some programs together.

This approach, this approach makes complete sense.

So, and Alden said, I love online shows and interviewing people.

Did two shows yesterday and Alden's gonna be doing a lot more.

'cause I I'm gonna be sending all the, all the ones I don't wanna do across to Alban as well.

So can you just drop your, your email in the chat, Alden?

Yeah, We'll, we'll just post it out, out there.

This podcast discusses how to leverage AI to create effective email marketing campaigns. The host explains that email marketing has a high return on investment and is a powerful way to build authority and generate sales. He outlines a process of using AI to quickly create reports and other content that can be used in email sequences to engage and nurture leads. The key is to make the emails sound personal and tailored to the recipient, with the AI handling much of the heavy lifting. The host also emphasizes the importance of doing upfront planning and structuring to make the content creation process efficient.

Takeaways:

• Email marketing has a very high ROI, around 36:1, making it a powerful and efficient marketing channel.
• Many marketers struggle to write effective emails, often taking too long or sounding too robotic/impersonal.
• Using AI tools like ChatGPT can help streamline the email writing process and make the content sound more natural and personalized.
• Creating valuable content like reports and whitepapers can be an effective lead generation strategy when paired with email outreach.
• The process of preparing for and conducting client interviews/testimonials is crucial for creating compelling content.
• Structuring the interview process with steps like question prep and ordering questions can lead to better results.
• Providing clients with guidance on how to look and sound good on camera for testimonials is important.
• Combining AI-generated content with the speaker’s own expertise and voice can create a powerful, efficient system for content creation.
• Transcribing interviews is a valuable step that can save time compared to starting from scratch.
• Having a clear, structured process upfront for content creation (whether emails, reports, etc.) is key to streamlining the overall workflow.

Automatically-Generated Transcription:

Okay. Welcome everyone. This is session two. The, uh, that I'm going to take you through now in terms of, yeah, how to leverage AI emails, basically to book your calendar solid is what we're going to be going through, yeah, be going through today. So let me just get that up. So how to leverage AI emails. I'll just take you through some real basic stuff in terms of why, you know, why email it generates according to litmus.

com. Email generates a 36 to 1 ROI. When I originally built my business, I built it on email marketing. It's, it's, I'm quite passionate about it. I think there's no better way to, to build authority. And also to generate sales, you know, to generate sales. I just find email is, is incredibly, incredibly powerful.

I've done multiple six figure launches. It's a low hanging fruit and it's the fastest path to the sale. And, uh, you can see there that the ROI is, you know, 36 to 1 email versus 6. 50. Let's say social media. Obviously, social media, the advantages is you've got incredible leverage and you can pump advertising into it and all of that sort of thing.

But email clearly leverages all your social media. So there's I won't take you through my, uh, testimonials, but there's some testimonials there. So, um, people don't, people don't do it. Like even marketers, I was taught, I talked to a marketer once. He's like, Oh, it takes me two hours to write an email. I generally, even without AI, it doesn't take me too long.

If I'm writing for myself, I can run it fairly quickly. If I'm writing for a client, it does take longer. Cause you got to put a lot more thought and research and all that sort of thing. We'll think that list is dead. Nobody buys. There's going to be, you know, worried about rejection. And there's two, there's two mistakes I see people making.

One is they do the scorched earth and the second one where they just blast their list and then it's not, it loses its value. And the other one is that they, you know, they just send love letters and they never sell anything and both, both fall apart. So yeah, so, so with A, one of the biggest problems is it doesn't sound like, you know, it sounds like a bot, right?

So it doesn't sound like you. So I'm going to show you how to actually. Make it sound like you today. So it's, it's quite, it's quite personal and where you're doing the 10 percent in the beginning, you're letting the AI do, you know, whether it's 80 percent or 70 percent or whatever, but a fair bit of the heart heavy lifting, and then you're coming at the end to sort of, to tie the, you know, to tie the loose loose ends up.

And it's, and it's coming across as quite personal throughout that process. The two biggest bottlenecks, people don't know what to write about, number one. It's like, what do I write about? The other one is a blinking cursor syndrome, staring at a blinking cursor. Can't put, can't put pen to paper sort of thing.

So yeah, my AI journey, I rejected it initially. I thought, yeah, like I thought the world's going to be flooded with crap content. Then I got into Jasper. I was, I was, you know, quite keen on Jasper until I tried ChatGPT. And, uh, yeah, for the last, I don't know how long, but yeah, probably 12 months or so, I've just been using ChatGPT as my primary AI sort of tool.

So this is, this is the, yeah, it's all part of a larger strategy, right? So, I call it, you know, the PDF strategy. So obviously you got your email list. There's nothing new there. You know, people come through networking past clients. You want to put them on your email list and build that relationship. And then they're downloading report.

So what, one of the big benefits we've got now is previously it was quite difficult to create reports, but with AI. We can create them on super speed. So the whole idea here is that we're having, we can create multiple reports. So let's say you're a social media agent, say you're a digital agency, right?

You can have a report on Facebook ads, Google ads, yeah, SEO. Automation, copywriting, funnels, you know, like there's probably six or seven different avenues. So what you can have within your email sequence is you're constantly sending out great content. People are downloading, people are downloading the report.

And then afterwards you've got niche emails. So if I download a report about Google Ads, Number one, you can grab my phone number at the same time. So you can call me up and say, Hey, did you get that Google ads report? Yes. Great. What, what did you like it? And then that can then, yeah, segue into a position where you can book them into an appointment and make, make a sale.

And second, you can send them several emails then just about Google ads, which you know, is their bleeding neck right now before putting them in the main part of the funnel. So it allows us to segment the list and enter the conversation that's going on in their customer's mind, in the customer's mind, because.

You're not downloading a, you know, a report on Facebook ads, unless you're actually interested in Facebook ads as such. So, so, you know, two steps in this. Number one, uh, you know, in terms of the downloads, nothing new there. It's a pretty standard download sheet. And then for the sake of booking appointments, then we're going in, here's a download, and now we encourage them to book an appointment.

I find this works way better than sending people just to, at the end of your email and saying, hey, go and book an appointment. Just the fact that they download the report and they hit this page, they're far more likely to actually respond, book an appointment from this, this page from, than from a, than from an email.

So, so in terms of what PDFs to create, I use. AI to come up with these so you can put it into AI and basically say, Hey, I'm, uh, you know, let's say, let's say Jane, I sell property investment education or education on renovation. This is all about my business. You could load a PDF up there about your business and say, what reports would you recommend that I create?

And then it'll come back and then you can choose the best type of type of reports. Yeah. How do I, how do I create a, you know, a PDF, for example? So, this is, let me, let me just, this is where we get to the sort of sexy part. I'll move away from the presentation and I'm just going to bring across from my prompt here.

Act is a world class copywriter. If you want to name a particular copywriter, that can also be useful there, who specializes in creating white papers and checklists for the marketing niche. Your task is to write an outline for a report based on the following title report, And this is, this is where, what, what you're, what you're doing here is, and I'll, I'll, I'll show you to actually identify this, you know, the, the structure here.

You're going in, kudos to John Hubbard for teaching me

about this little process, the, the sad face to smiley face process. So what, so what we're doing is we're looking at this. From a, you know, from a, from a report process. And what I might actually do is rather than, rather than use the, use my example here, I might might use a volunteers example. Does anyone wanna wanna be a volunteer?

No. Everyone's nervous. What about you, John Hubbard?

Oh, what am I gonna talk about though? Yeah, we could do one for, for Rob's business maybe. Yeah. So, so what's a sad face? Like, and this is, what's the title of the report? Firstly, maybe let's do one for property development. How to find a, a joint venture partner, a JV partner. So it's a sad face is no JB partner.

Yeah. Right. Happy face is JV partner making, you know, 100 K plus sort of thing. So, so, and we can do this as a, like a really simple one for, for the sake of advantage. So we could even just have three steps in this, right? And then sub steps. Underneath that, what would those, what would those steps, what would those steps be?

So the first one might be that you've got to work out what, which part of the development project that you want, let's say, let's say you're looking for a money partner. So which, which part of the funding of the project. That you need funding for. Yep. So, so it'd be, would it be like find a money partner?

Oh, yeah. Yeah. You could, you could do that. It depends which way you want to go with it. If you want to go a little bit higher level, cause essentially the JV partner is the money partner. So that's essentially the, uh, you know what I mean? So the first step might be work out what you won't need funding for, might be the first step.

And then the second step might be something like, you know, put, put together an IM, an info, an information Information memorandum, so you can present to them. And then the, the third step might be put together a heads of agreement. A heads of agreement. Yep. So, and then you've got put together heads of agreement and then that's sort of pretty much when they said the sub steps underneath that identify what you need funding for.

What's the sub steps? Oh, actually I've picked the wrong one. This is one that I would normally, this is the one I would normally walk Rob flux through. So I'm, I'm, I really should. Yeah. I'm not going to have the expertise to put this one together, Scott. Why don't I choose another one instead? Yeah, go for it.

Yeah. So why don't we do no testimonials and, and lots of testimonials. So what's, what's step one? Step one would be a testimonial request. Yep. Step two would be a, the pre testimonial positioning. Let's call it step three, testimonial interview. Testimonial interview. And then you might do, you know, maybe deployment.

So sub steps under testimonial request? Yeah, it would be a list of candidates. Yep. And then it might be prep. So a list of results or client results, maybe. That's your client results. Yep. Yep. And then write testimonial requests. Yeah. And step two. Step two prepositioning would be, would be writing the request and reminding them of their results.

So you can put that in the top one. Yep. That's fine. And then the, that all go in the same one, Scott, probably. And then the last one would be, you could only have, you only really need two subs, subsets here. The last one would be all of the. The free interview information. So what they, how, what they need to do to look good on camera.

And testimonial interview. Would be question prep. Yep. And then would be the, the order of the interview questions. So essentially a script. And deployment? Yeah, deployment then would be sales pages, emails, pre call sequences, let's say, and then repurposing for social media. Okay, great. So we've got, we've basically got here, so this is the pre work you want to do if you're creating, let's say, a report, right?

So you're getting very clear. And this, this could be the same with, if you create, if you're writing a book, if you're writing a report, very similar, very similar, similar process. So then what we're doing is we're taking this from chat GPT, as you can see here, and you'll see here, title of report. So we're going to pull in what we're going to call it.

John. Maybe how to get more clients with testimonials or something like that. Yeah. What would you say is the biggest benefit of that process? Yeah. Just outline. Um, How to get more clients with testimonials, I think that's good. And then we're just cutting, we're just cutting this in here, right? So step one is Testimonial Request, here.

And then step 1A is List of Candidates. So we're going to go, explain that generates a List of Candidates. And then Step 1B, List of Client Results, and then Step 1C is Write Testimonial Requests. So we're just pulling this in, but it's the thinking that, the thinking that goes in beforehand, which is just so valuable, rather than just jumping in and, and doing it.

And Step 2, Step 2 is Free Testimonial Positioning. Oh, it should say Pre, mate. What's that? Pre, not Free. Oh, Three. Yeah, free as in free as in so it's positioning the testimonial before the interview. So we're getting them to say the right things essentially. So maybe just call it testimonial positioning.

Yeah, you can do that. Testimonial positioning. And then we're going to pull this across and go writing the request and pre interview information. Pre interview information is step two. And then we're going to delete all of these and go to step 3, which is testimonial interview. For the sake of this, we might just stop it at three steps so we can Get into the sexy part and just go question prep, question prep, and order of the interview questions.

That will be 3B, and then we'll just go step 4, conclusion, recap what we've told them, encourage the reader to implement, summarize action steps. So there's that, there's the, that initial one, so Axelworld Class Copywriter, and so we're going to get an outline. So we click here and we get an outline. Looking good.

And by getting it to give us, give us an outline, we obviously know it's on track, but it's also, obviously, it's thinking that and it knows, it's showing us it knows exactly how to write it. So now we're going to go, now that we've got the outline, we just jump in and we go, Axelworld Class Copywriter specializes in creating white papers and checklists for the marketing niche.

And write section one, and you put what it is, or write, yeah, let's say the introduction, write the introduction to this report. Now this is great, right? In terms of. In terms of the introduction is, yeah, it's good copy and everything, but it's not really personalized to John. Okay, so it's not, it's not really personalized to John.

So this is where we're going to open up Otter and hit record. Do you want to talk, John? Just make sure it's picking it up. Yes. Can you hear me? Yep. Can you be close enough? I'll try. I'll talk loud into the mic. Yeah. So, uh, so what, uh, what I'm going to do here is I'm going to ask you the question. So we did the intro.

So step one, if you just want to talk us through step one, You know, over sort of 30 to 60 seconds and just hit on all those hot points. Yep. All right. So, so can you just under highlight it, mate? It's just a little bit hard to see. Thanks. Step one is the testimony request. So the first thing is just identifying your best candidates from your clients.

So you want to think about the broad desires and the pains that are representative of your target audience. So you're looking to match that by, by finding someone in your. Client base that's representative of that. That's going to appeal to the broadest possible audience. Cause what you're trying to do with the testimonial is have it as a custom led marketing version of a, of a piece of marketing.

So it's, it's the same, same rules apply to any other piece of marketing. It's just coming from your client. So what you want to do is just go through, nominate the clients that have got those stories. The second thing we want to look for is people have got big quantifiable results. So, uh, Ideally you want something you can wrap a number around.

So X amount done in X amount. Yeah. So X amount of dollars made in X, X amount of time, for instance, is a good one. Or, you know, let's say you're a sleep coach. So many hours of sleep saved. So what you want is a big concrete quantifiable result. So they're the kind of criteria. And then what you want to do is once you've nominated those people is you want to not list their results.

So you want to go back through sometimes that requires a little bit of research or something, or going back through your notes and having those results on hand. So when you reach out to them in the next step, you can actually quote those results to them. So you're not having to leave the job. to the interview to do that.

So then you do the testimony request. So that's about having a structured way of reaching out so that you're not putting all of the pressure on them to do it right now and following guidelines and a template for doing that. So you make it really easy for them to say yes and also don't. Kind of risk the relationship in the request, and then you make it very clear to him in the request that all the, all of the workers on you, all they have to do is show up and answer questions to an interview and that's it.

They're not going to have to go off and write a 50 page testimonial kind of thing. So then comes to step two, which is the testimonial position. I know, stop, stop there. So we're just doing step one at the moment. Thanks for that. That's, that's, that seems good. So we got, uh, we're going to copy and paste all this one.

That's where we started, isn't it? Step one is a testimonial quiz. Yep. It didn't say quiz, but yeah. Yeah. I can't remember quiz, but I think that's where we started. Isn't it? It was. Yeah. I reckon. Yeah. Yeah. So, so you can go through and edit it. I find the chat GPT does pick it up pretty well, even if it's, Even if it's, uh, you know, even if there's, there's some spelling, what was it?

Testimonial request, I think. Request. There's Candace here. So what we're going to do here now is we're going to go act as a world class copywriter specializing in creating white papers and checklists for the marketing niche and write section one, one for this report. And we've got here, or write step one, testimonial report, right?

Step one. Testimonial request. This report, testimonial request based on the following transcript. So chat, chat GBT has told us what we need to say, then we're, then we're saying it. So what's going to come out is going to be quite authentic to John, but it'll be It'll be authentic, but he won't have to write it.

So it takes him, took him like two minutes rather than taking, you know, an hour or so, you know, for what most people would take to write it. So we punched that in and this is based on your knowledge, right? Your unique expertise, all of that. Yeah. All of that sort of thing. So it's very, very authentic to you.

And the same, the same thing applies. If we're writing, yeah, if we're writing email, yeah, if we're writing emails, if we're doing any type of copy, if we combine the transcript, right thinking up front, yeah, and combine the transcript so it brings our, brings our personality into it, then it comes in and it's quite authentic copy that comes out of it.

Can you notice your words in there, John? Mmm. Yeah, that's done a good job. Yeah, so it feels like, it feels like you is, is essentially, is essentially what we wanted to, what we wanted to actually, yeah, to, to be, to actually be able to, yeah, to do. So let's, and this is the same thing, the same thing applies to, to email, right?

So, If we jump in here, we, we jump in and we say we want to create an email about what do you want to, let's say we, let's say we just picked step two, right? And we say we want to, we want to write an email about providing pre info, pre interview information, right? Providing pre Interview information. I want to read it off as transcript and then feed the transcript back into ChatGPT.

Act as if you're a world class copywriter. Yep, yep. That's it. And provide a three to five bullet I should cover in the transcript. So, we're going to do that. And we're going to go just in pre interview information. It's basically sort of giving us an idea of what to. What to do in the, in that section.

That's what that is. And the next thing is, we're going to say Greg, to exit world class copy and write an email of approximately three to five hundred words about, yeah, about pre interview information. And John, if you just want to talk about, go through steps one to four or one to five really quickly, and then we'll drop the transcript in, in here and turn it into an email.

Ready to go? Yeah, yeah, go for it. Yeah. So the first thing is you want to make clear to them the objective of the interview and you're trying to make it so you're not trying to conceal that it's about your selfish purposes. Obviously they know you're going to use it to promote your product or service, but you can also position it as helping or inspiring other people in the community.

You want to give them a really clear idea of what to expect. So give them a bit of an overview of the process. I, you're just going to have to turn up and answer questions and it's going to take. 30 minutes and it's just going to be on a, on a Zoom call, for instance. And this helps them to understand what's coming up so that they're less likely to be a no show.

Then you want to give them an idea of the types of questions that you're going to be asking, but you don't want to give them a list of the questions in advance. Otherwise, they're going to be very robotic because they would have practiced their lines and, and there's nothing worse than a wooden insincere.

Testimonial. So you give them the highlights of what you want to talk about and you just inform them that's going to be really casual conversation. So you, you say, for instance, that, Hey, I'd really love you to talk about X, Y, big X, Y, Z result that we got together, because I think that would be a great benefit to the community for instance.

And that way you're narrowing the focus of the interview, not to be very broad, but to be on the specific quantifiable result that you achieved together. Then you give them some tips on. How to share their story. What I would do there in that part would actually be tips of how to look good on camera. So I would typically appeal to their own vanity there.

And I would say, Hey, listen, people judge a book by their cover. You need the camera height at eye height. You need to be about an arm's length away from the camera. And, you know, you want to avoid that awful up the nose shot, for instance, of having the camera too low. So I would, I would want to have them looking their best on camera because they, They're essentially presenting your brand on camera.

And lastly, I would just give them the details of the call and the link. Yep. No, excellent. So what we're going to do is we're going to, in here, you said ready to go. Let's look for that. Just thinking where we started. I think there, wasn't it? Yeah, I'm pretty sure you said ready to go. And then I said, go for it.

Okay, good. Now we're just going to drop this in here. No, it looks like it's composing the email to the client. I think it's got, yeah, it's gotten confused and we can feed it back. And we can say, actually, pre invitement, here's the email, please make it a, make it an educational email, about this methodology or something.

Yeah. About this methodology. I think you might have to click this on it. You got it. Yeah. About this methodology, please make that and submit, and that should come back. That's done the same thing again. Done the same thing. So chat GT's playing up at the moment. I don't know if anyone else has noticed it.

Has it? Yeah. Been playing up. So normally that would come back and it, it'd be quite a, uh, yeah, it'd be a, it would offer a solid foundation, but we needed to, uh, yeah. A, a, a solid foundation to base it off. Please make about this methodology. To go out to a list of prospective clients who are interested in using testimonials to get more clients.

Interested in using testimonials to get more clients. And then failing that you might have to write, do not write a testimonial request. Yeah, yeah, yeah, yeah, yeah. Doesn't, uh, yeah, that's done it. So that, that's, that's essentially it. And then it's very much in, yeah, in. Yeah, based on John's knowledge, his expertise and all that sort of thing.

It's all, you know, it's all based on as a, as a foundation. So, so that's it. That's essentially it, you know, what, what we basically, um, yeah, what we, what we've basically done is it shown, okay, how do we write emails? And how do we actually then, then have the reports all in our own voice so we can build a system like this, which we can use to book our calendars, which can be done now because rather than writing a report costing thousands of dollars or taking days, we can do it at super speed and fast.

far more cost effectively. So these sort of, these sort of approaches with email are far more practical than they were many years ago. So, uh, with that being said, um, we're 1243. So I'll, I'll just open it up for, uh, for any questions and then we'll go out into a quick breakout. If we've got, we've got time, no questions.

I still think the idea of getting to record the. These, you know, thing and transcribing it's brilliant anyway, at the end of the day, cause that's the hard part is getting their voice, you know, yeah, yeah, yeah, the, the transcription is like super valuable and, and now with chat GPT, where you can add the PDF as well to get it in there, yeah, in there, in their voice, most people would know about, would know about that as well, but yeah, it's, it's very, uh, yeah, it's very powerful from that, from that sort of perspective.

Also, I think that interview crisis. Is really valuable for a client to that you, that you do with clients, Scott, because it's very hard for someone to often start with a blank page, but you taking through that someone through a structured process is very easy for them. And then it's very easy for you at the back end as well, just to churn out stuff.

That's ready to go for copy. Yeah. Yeah. Absolutely. Yeah. Having that, that front end stuff where you're doing, like, if you think about it. You could, you can, you can map this sort of stuff out quite, you know, quite quickly. And then you can create sort of four or five reports for the business. So, yeah, no, that's, that's, that's awesome.

It’s hard to be consistent on social media, but AI has changed all that. Discover how it can be used to engage with your audience across Instagram, Facebook, Linkedin and Twitter while ensuring each interaction feels personal and genuine.

With a profound understanding of market dynamics and consumer behaviour, Audra's passion for marketing is matched only by her expertise in leveraging the latest technological advancements. Her strategic use of AI in digital marketing has made her a trailblazer in the field. With her at the helm, zindo+co has emerged as a powerhouse of marketing wisdom, offering a plethora of resources for entrepreneurs looking to make their mark in the digital world.

Takeaways:

• Audra has been using AI to automate social media posting on platforms like LinkedIn, Twitter and Facebook. This allows for consistent posting without having to do it manually every day.
• She uses a platform called Make to build these automations. It allows connecting different tools and services to automate multi-step workflows.
• Initially the AI-generated posts sounded very "AI-like" but she improved it over time by tweaking the prompts and getting feedback from ChatGPT to sound more natural.
• Data shows a big increase in impressions and engagement on LinkedIn since setting up the automated posts compared to manual posting.
• She also built automations to summarize AI-related articles from various blogs and share them in a Slack channel to save time finding content for a newsletter.
• Tools like Scraping Bee can extract data like titles, body text from websites which is then used in the automations.
• In the future, "agents" that are composed of multiple AI systems working together could automate entire business processes with few human employees.
• Uploading one's own content to AI models allows them to have more natural conversations about that specific content.
• Consistent, on-brand posting is important for a social media presence even if not done manually.
• Automation saves significant time that can be spent on higher-level tasks compared to manual repetitive work.

Automatically-Generated Transcription:

Well, here you go.

I just checked in.

Yeah, I got the, got the recording.

Recording started.

So, Audra, I actually met Audra, I was actually on one of her her events last year and then we had a, then we had another chat.

And Audra's got a real profound understanding of market dynamics and consumer behavior.

So she's got a passion for marketing, which is matched only by her expertise in leveraging the latest technical technological advancement.

And she has a strategic use of AI in digital marketing, which has made her a trailblazer in the field with her at the Helms, Zido and Cove has emerged as a powerhouse of marketing wisdom, offering a plethora of resources for entrepreneurs looking to make their mark in the digital world.

And today what she's gonna be walking us through is how to use AI to automate social media while still being authentic and genuine.

Whether it's on Instagram, Facebook, LinkedIn, or Twitter.

She's gonna show us how to do it.

So, uh, I'll hand the reins over to, uh, you aud.

Here we go.

Alright, are you guys ready?

So, I don't have a fancy presentation.

I'm more of in the weeds.

I wanna show you what it looks like under the hood and see if you guys can take this back and use it.

Now, I know you guys, many of you guys are agency owners, have been marketing copywriters for a long time.

Just to give you a quick update, I've owned an agency since 2009.

So I've been in the industry a long time.

Worked with startups, work with Fortune 500 companies.

I told Scott the last handful of years what I typically do with clients.

I've kind of moved outta services and I will go into a company and I'll take their p and l and I will find money.

Is it developing new products?

Is it changing the systems, changing staff?

What does that look like?

And that has kind of become my sweet spot from that level.

But then AI came on the scene.

I was like, wait a second.

I may wanna dig back in here a little bit and see what I can do with it.

So, very success, uh, exciting technology.

And I've been doing a lot of tinkering and testing.

I know enough to be dangerous, meaning I know enough technology to be able to get into the weeds.

I think become coming up during 2009, back in that day, we are, we're seeing a little bit more.

As generalist, we can do a lot of different things, right?

Many of us have, you know, a couple lanes that we, we consider as our superpower, but we really can run the whole gamut.

So I have dug into AI and I've got a podcast.

I'm building GPTs.

I am testing con, you know, writing different kinds of content and just really pushing the limit to see how do we bring that in one as service providers inside of a company or even some of the smaller businesses.

How do you actually utilize that?

So last time Scott and I talked, we went down that rabbit hole of what else can you do with AI?

And really exploring where that's going.

And I have built some automations for social media.

Now we all know that between, even at an agency level or a client level, none of us are posting consistently enough going through the data, you know, seeing what's converting, what's not converting and RINs and repeat.

It's just, it's a very hard process.

We all know it's very labor intensive.

So I was like, you know what?

I wonder if I could automate it.

Maybe there's a way that I don't actually have to be the one doing this day in and day out.

So I use a platform, excuse me, a lot of talking today.

I use a platform called make.com.

Are you guys familiar with that?

It would be like Zapier or Patty.

It's an automation tool that you can go into and see, set up different types of automations.

So about four or five months ago went down that path of what can I use if I look at AI and I look at my day-to-day tasks, what can I use or what, what kind of automation could I set up to make this happen?

So I don't physically have to be the one doing it or I don't have to pay somebody to do it.

So I built out an automation in make that uses a different, we'll we'll do a tour, but just conceptually, so you guys get it uses topics and tones of voice.

And then I wrote a prompt that says, I want you to create a LinkedIn post.

I want it to be about this, this, and this.

And then I want you to go to my LinkedIn in post and I want you to post it every day at 10 o'clock in the morning.

So I started that about five months ago and I've really just let it run.

And it's more of testing, right?

I want it, I want some feedback.

I wanna see if, does anybody respond?

Is the algorithm throttling me?

Am I getting any growth from my followers?

And I also did it on Twitter and I did it on my Facebook pages.

So you can't do it on your personal profile yet, but you can do it if you have a business page.

So I have an Audra business page and then I have a business page, a company business page.

So I set it up on all of 'em.

I made the prompt a little bit different for each one of 'em and I picked some different categories as to what I wanted to write about.

Now when I first turned them on, it was crap.

It was, it sounded so much like ai, it threw in way too many emojis.

And I kept having to tweak it a little bit.

Okay, it's saying this, okay, it's got too many bullets, too many this, okay.

It dropped off halfway through the conversation and I've had to just kind of massage it to get it to a place that it sounded a little bit more like a human and also sounded a little bit more like me.

So it's been a great experiment.

Now I was looking at the data yesterday to kind of recap so I'd be able to share with you guys with Twitter and, and let me go ahead and share, actually, let me stop for a second and see, yeah, Integra map was a better name where May came from, who the hell knows.

But are you guys using, you know, just even a show of hands, are you guys using social media and AI together or are you just, so you're writing it and then posting?

Or does anybody have any automation set up where you're not touching it, it's just doing it by itself?

No.

Yes.

Heaps and heaps.

Okay, so Tim's, Tim's on it.

The cool thing about it is it gets, it accomplishes a couple things.

One, it allows me to free up time to work on something else.

Yes, I need to show up at, if I wanna build a brand, I need to show up on social media.

Doesn't mean I have to be the one doing it.

Doesn't mean I have to sit through the painstaking stuff of having somebody else create the social media.

It just needs to be there and it needs to be on brand, it needs to be value added and sound like me.

How it gets there I think is irrelevant.

At least for me.

It is.

Some people may have some issues with that.

I currently don't.

And looking at the data on some of these platforms, it's showing that it's not mattering.

So let me go ahead and share my screen.

My Facebook, my LinkedIn for example, it, so about kinetic marketing, when you search data start, yeah, I hear somebody, but I don't know what they're saying.

Oh, Oh, just try on silence.

Just bear with me for one second.

Oh, okay.

Okay.

I thought they were talking to us.

Okay, Yeah, yeah, no, that's, that should be silenced now.

Yep, No worries.

Alright, so Make is a tool that you can get in, you can set up, I mean I have many, many different automations, but we're gonna try to stick with social media here.

So make is a tool that you can get in and you're almost building a funnel.

You know, you start with an opt-in, you send them to a landing page, they take advantage of the offer, they opt in, you, you know, upsell them, downsell them, whatever it is.

When you're building an automation, it's almost the same concept of what you want them to do step by step.

So if I look at my, and if I'm going way too fast, 'cause I know I just jumped like right in the deep end with you guys, please holler with questions or anything.

When I jump into my automation, I have an initial setup.

And what this initial setup does is it says, I want you to connect to my LinkedIn page, here's the name of the page.

And I've given you a variety of topics that I want you to talk about.

So for me, I picked personal development, course marketing, mindset, entrepreneurship, and ai.

And what I want you to do is I want you to cycle through them.

So I don't wanna, I don't want you to talk about any one of them more than once at a time because I wanna be able to add variety.

You could have two topics, you could have 50 topics, whatever you want the tool to cycle through.

So I've set the stage of what is kind of the kind of content I want us to focus on.

The next is I need to pick the ti, the tone of the voice of the, what I'm gonna have you write.

So my tone of voices are persuasive, educational, engaging, and relatable.

And again, I only want you to use it once and I want you to cycle through it so it continually, you know, works through each one of them.

So it doesn't sound like the same thing every single time.

Now I have had to edit the prompt a few times and try to get it closer and closer and give it different instructions.

And I'm gonna show you kind of a cool trick.

And then I give it kind of the tool.

I set it up here and there's lots of videos out there make, if specifically has an AI assistant now that you can go into saying, I'm trying to set up an automation for my Twitter account.

That open AI writes it and it will actually set up the scenario for you.

Now you still have to know how to program it, but once you get inside of it, it's, it's actually not that bad.

Once you get the hang of it, if you guys get stuck and you decide, do you wanna do it, I'm happy to walk you through it.

So I've set up my topics, I've set up my tones, then I, I've gotta be able to say, okay, what do I wanna do with OpenAI?

I've just connected my API to this account.

I want it to create a chat.

I'm gonna use Model GPT, and then I want it to act as a moderator of my LinkedIn page.

Then it's going to go on as a user.

And I've written a prompt here.

So I want you to write a post.

I want you to rotate through the topics.

Use exactly one of the tones and personalities.

The entire post should consistently maintain the tone.

But do not write the name of the tone.

Oh, I had an issue where it would say persuasive tone and they're writing the post underneath it.

So you'll find that you've gotta massage it.

You know, at the beginning when you set these up, you do have to check on them, delete them real fast if they sound like crap, or go in and edit them.

But as you work through this gets easier and easier.

So then I give it some examples of what I want it to do, and then I give it some requirements, keep the same tone, introduce and explore one concept related to what I gave it.

I want it to give insight, but I also want it to provide actionable strategies in the post.

Then I want to ensure that the content is t tailored for LinkedIn audience, right?

So we wanna make sure that it's in the right context for the platform that it's on.

Do not use emoji emojis and hashtags.

Now I did have it trying at the beginning, trying to add in a couple, and it was like the whole post was emojis.

And I was like, I just gotta remove it 'cause it's, it's not cutting itself off.

Stick with the context, limit the characters.

So I say no more than 2000, but a minimum of six 50.

Structure it with bullet points, single sentences, short paragraphs, right?

Because I want it to show up as if I, the human wrote this.

Then if you know what we're talking about, follow practical tips, conclude with a call to action.

We're doing it for engagement and in a pers persuasive style.

So I've written that.

And then you go through and you just connect your LinkedIn, right, just like you would.

So if I follow the sequence, right, I've set the parameters of what they can talk about.

I give it a tone, I gave it the prompt, and then I say create it and post it on LinkedIn.

So then let me add my LinkedIn page over here.

All right, so if I go to my LinkedIn page, I'm about from a, let's look at some data.

I'm at about 66 followers, which isn't bad, but it's not great.

And again, I'm doing nothing to build this, build this.

So like I said, I started posting about five months ago, the first probably two months, maybe 60 days, 90 days, lots of emojis, a little bit different per prompt.

And I wasn't crazy about it.

It didn't feel like me, it didn't feel organic, it felt too chat, GBT.

And so what I did was to try and get it more in my tone.

I actually downloaded all of my data from LinkedIn and it'll allow you to pull down your post.

And I uploaded that to chat GBT.

And I copied the prompt that I've been using and make and I said, help me rewrite this prompt so it sounds more like me.

And through a couple iterations, that's where I've gotten to where with where it's at today.

So if I look at the data and I think, okay, is it helping me?

Is it hurting me?

Is it, am I even growing?

What is happening with this automation post?

I post once a day and I post seven days a week.

So if I go into the actual data, let's say for the past, let's look at the year, right, because I was not posting.

So if I go back five months, it's probably right around here.

So you see where it's dropped off on September 3rd.

So from this way to the end, I've been using automation this way.

Back was me manually posting when I would get into LinkedIn and post, sometimes I did, sometimes I didn't.

LinkedIn's not a good business generator for me.

My audience really shows up for me on Facebook, but I still know the value of using this platform.

Some days I did really good.

No, so it's, it's up and down, but it was still consistent right up except over here where there was crap.

But I've seen quite a, you know, bigger highs and lows or bigger highs I guess since I've set up the automation.

And I think it has to do with consistency and the content that chat, TPT is actually writing.

So if you look at, I have had a hundred dollars or $1,100, 1100% increase for the year based on impressions, which is pretty good.

Again, I'm not doing anything.

And then engagements, let's see if we can look at that again.

So we start September 3rd.

So about right here where it falls off, look to the right, how much higher the spikes are and versus to the left where I am manually creating that content.

Pretty different.

Now if we go to, I think that's all you could look at here.

Yeah, so if I go to my page, just so you guys can see what a couple of 'em look like, posts are getting pretty good profiles.

It's consistently growing.

I think when I started it, I was maybe at about, I don't know, 5,000 something and I'm almost gonna hit 6,700.

Again, no outreach on my part, no posting on my part.

Now I do get on and respond to somebody.

If somebody posts a comment, absolutely I do get on and maybe a couple times a week just to read what the AI is written just in case it's incongruent or incomplete.

Like this one, which I found yesterday, but I left it for an example.

So it starts to write the post.

Imagine a world with no obstacles, okay?

Personal development isn't just about reading.

Self-help books.

So it's in plain English, it's not hard to keep up with.

It doesn't sound like chat.

GBT wrote it, start with a mi, a growth mindset.

You may have heard the phrase, the only thing standing between you and your goal is the story you keep telling yourself.

Okay, I would say something like that.

So it starts to go through the bullets and then it stops at this one.

Something you have to be aware of when you set stuff on autopilot.

Now, typically what I would do found that I would go and I would edit it.

I would probably remove that and add a call to action or add a, you know, what other things, what other personal development things are working for you or something like that to tie it to the rest of the message.

But the this happening is so rarely that it's, it's so rarely.

So I don't worry about, you know, I'll go ahead and clean it up and just rinse and repeat and let it keep running.

I'll give you another example.

Let me let it go back today though.

There we go.

Now some of these were me actually posting that I was looking for something like this.

I did create that and I did create that one.

Here's another one, Chad, TPT wrote, isn't it true We're all on a journey of self-improvement.

Whether you realize or not, personal development isn't simply about ticking things off a bucket list, one vital, often overlooked, here's why.

And then it goes into a whole list very nicely formatted.

Makes perfect sense.

So the next time when you're setting goals, remind yourself it's not just about the finish line.

I mean it's actually so it's getting better and better.

Every little bit of iteration that I do to the prompt allows me to start getting better results and you know, nicely formatted, clean, simple, easy to read post that I didn't have to take any time to write or post or anything else.

And like I said, my growth continues to grow day over day based on this content constantly showing up.

Now the cool thing is it gets better.

So if you don't like the prompt I, what I've done a couple times is take the prompt that I'm using and I can go into chat GPT and say, I'm using Make, and I've set up an automation and you are posting to LinkedIn for me, here's the prompt I'm using, here are the, here's what I don't like about it.

Help me update it.

And we will constantly iterate it until we get to a place where it sounds like me, it's talking like me.

You know, it feels more congruent with who I am as a human.

Now is that perfect?

No, none.

None of the AI stuff as of right now is perfect.

But is it better than the resources that we've had access to a year ago?

Absolutely.

So it's definitely worth giving a try.

And you write each one of these a little bit differently, right?

What I say as a prompt on LinkedIn is going to be different than say my prompt on Twitter.

On Twitter I want short and punchy and you know, very different type thing.

Same setup.

You pick topics, you pick tones of voice, you rotate through them, then you will pick your prompt just a little bit differently.

So here's draft a Twitter post.

The post should be engaging, thought provoking, adhering to the following guidelines.

So I tell it a character count.

I want spaces between the sentences.

Do not use quotations or hashtags.

Don't add any external links.

So again, you're, you're writing the prompt based on the platform.

I mean we are already creating content specific to each platform.

We're going to give your the same type of direction.

So if I go to, oops, wrong one.

If I go to Twitter, I'm gonna see the same kind of thing.

Effective marketing isn't just about selling products, it's about sharing stories that capture hearts.

Remember people don't buy what you do, they buy why you do it.

Engage, relax or relate, evolve.

Very simple, plain English, not heavy unlocked by, you know, really driven by some of these silly words that AI keeps going back to.

But it's written in a tone that sounds like me.

I would say many of these SIGs, if I took the time Twitter, I post every two hours and 10 minutes.

Again, I'm not posting, but the AI is posting for me.

So let me stop sharing.

So you guys ask me questions, tell me how I can help.

I'm curious about make.com.

Yes.

I've not not used it at all.

Could you maybe just go through like one of those basic flows?

Yeah, absolutely.

Basic One, that'd be amazing.

You wanna see it or you want me to just talk through it?

Yeah, whatever's easiest.

Probably see it and just, okay, just like super, like if you were just gonna put together a new automation for a new, there was a new social media platform tomorrow called, I don't know, jojo, and you had to create a new process.

What's your high level approach?

Yeah.

Okay, so let me, let me kind of back it up for a second.

When it comes to make, what I want you to do, okay, as an agency, we sit down and we map out step by step by step.

We need to set up an email campaign, a welcome series, what is email one, what is email two?

And we'll walk through that.

You would do the same thing for this.

So what you would sit down and say is, what do I wanna automate?

What task can I take off my plate?

I set up an automation on here where I published a newsletter about AI once a week.

And what I found was I was spending like four hours on Thursday gathering the data, having to review the article real quickly, find out if it was worthwhile of adding, then doing a summary, then adding it to the newsletter.

It was taking me way too long.

I was like, this is a free newsletter.

I do not wanna spend this kind of time doing it.

So I went here and I set up an automation that said I need you to go out.

I even tried with Google alerts, but Google Alerts gives you everything, all the crap, all the stuff that is irrelevant.

It all shows up in there.

And I didn't wanna have to filter through it.

So I said I wonder if I could set up an automation that went to, because it seemed like I was getting my articles from like 10 blogs, right?

Amazon's blog, Microsoft, Google, OpenAI.

So there was like, you know, a handful of them that I was going to every week to find out what they did, what they didn't do.

And then I would have to summarize the article and then write something for it.

So I said, well let me put together a bot and I'll give you an example here.

So what I did was, I mean I had to do some research on it.

Chat TPT and I went back and forth.

So I explained the situation to it as to what I was trying to do.

I said, help me set up an automation that will collect this for me.

Bring it in, summarize it all and just give me the end.

I just need like a paragraph.

Tell me, give me a headline, gimme the summary of the article and, but explain it like I'm a fifth grader because a lot of this AI news that's getting published, some of it's pretty technical, I don't wanna read all that, I don't wanna learn it.

I'm a marketer.

So what we, what I did was I set up an R Ss feed.

Anybody can do this, right?

Many websites have an RSS feed available.

You can just go there and do a search on it.

It'll give you their link.

So what I said was, okay, I want you to grab this link and I want you to return no more than 10 articles at a time.

Most of these big brands don't publish more than 10 articles a week.

But I kind of set a limit 'cause it can get jammed up if you try to do too many too fast.

That's it.

I just said bring me in maximum 10.

Then I'm using a third party tool called Scraping Bee.

What Scraping Bee does is it goes down and it scrapes a website and it brings a data back.

That's it.

Super simple.

You can do it to analyze websites, you can do it to summarize websites, you can do it to collect your competitors.

Scraping bee's been around a while.

There's a few other competitors out there that'll do the same thing.

But, so I told scraping b, I want you to go out, I want you to collect the body right of the article and I want you to collect the title and I want you to bring it back.

And then I want you to stick it in chat, GBT.

And I want you to summarize the article in one paragraph and explain it like I'm five.

So you go read it, you bring it back, you tell me what it says, okay, you guys with me so far?

Okay then after you do that, I want you to stick it in a Slack channel.

So I created a Slack channel in my company, click Slack channel and it's called News and Updates.

And I just want you to stick it in there and I want you to give it a title and I want you to write the summary and I want you to gimme the link to the URL that you summarized.

So now when I run this, it summarizes the articles, sticks it in a Slack channel.

So all I have to do now when I go to do my newsletter, excuse me, I just read the summary, summary paragraph and then I realize, okay, this article's worthwhile or it's relevant.

Let me go read the whole thing or gather the whole thing.

Or this isn't for me and I don't need to waste any more time on it, it's done and I can just click yes, keep, no, no, no.

And it co really saves me time from having to go out and find it to sort through all the Google alerts and I immediately know something that's gonna be relevant for the newsletter that I'm producing.

So what I would say when it comes to make, what you gotta think about is what am I trying to automate?

And if you can tell it what you want to create, it will tell you what kind of tools you're going to need to make that happen.

Now what they do have, which is super cool, zap now just for comparison, Zapier is much easier to use than Make is Make is a little bit more like an engineer brain.

I mean there's sometimes I have to say this is too much, I'm gonna go drink wine and I'm gonna go come back tomorrow 'cause I can't figure this out.

But there are a lot of smart people out there that can help you figure this out.

I've built quite a few, what do I got?

50 different scenarios in here and, and I just stopped because I didn't know what else to create right now.

But Zapier's a little bit easier, but it's more expensive.

This account that I have now, I don't know how the money equates differently in different countries, but I can run 10,000 scenarios a month, which I never have ever hit.

And I've had this account for like three years.

I pay nine do, I mean it's, it's nothing for the amount that it does.

Just considering all the social media posts for me it's $9.

So I have, you know, I have our assess feeds I can create, here's a sexy one, hold on, hold on you guys.

Let me see here.

It will create a blog post from you for you.

Let me find Scraping Bee here.

Now Scraping Bee is having an issue, so I had to stop it for a second.

But what it will do can get it to take a keyword from a Google spreadsheet or excuse me, A URL take a URL from a Google spreadsheet.

It goes to Scrappy Bee.

Scrappy Bee Reads, the website comes back, tells chat, GPT what it is, sends it to this chat, GPT, which then describes it in one sentence, adds that one sentence plus a description back to the Google sheet.

Let me go to the Google sheet so you guys could see it.

This is called new AI tools.

So let me open up a window here.

I know I'm way in the weeds here so if you guys, if you want me to stop you better cut me off Scott.

Sorry guys.

But it's so fun when you figure out how to do this stuff.

I really appreciate it.

Like it's, it's really deeply useful to kind of see how you're thinking through it.

Appreciate it.

Alright.

Okay.

Yeah, my brain is, is a dangerous place.

It's like, wait, what if we did this?

So I have a site that I list AI tools on, again, taking too long to collect them.

That's why I'm not seeing it.

'cause I'm on the wrong profile taking too long to collect them.

So I wanted to find a way that I could send a bot out to gather the information and bring it back and populate a spreadsheet so I didn't have to do it.

So I built a spreadsheet.

Okay, gotcha.

Come on over here.

Okay, so the only thing I had to do was collect the URL.

You guys can see it, right?

Yeah.

Okay, so I, I gathered the URLs that I wanted to have and then what it would do was it will give me, hold on, lemme go to the sheet.

There we go.

It.

So I have, okay, we have a name, we have a URL, then it created the slug for the URL because at when I finish all this, I'm gonna have it actu automatically create a draft on face or on WordPress and save it for me because I use WooCommerce to create the products.

So it puts it in draft on WordPress and I don't have to take it over there from here.

So we got a name, we've got a URL creates a slug for WordPress.

I picked the category that it's going to go into, right?

What kind of tool is it?

If there's an image on the website that is based on A URL, it'll actually bring in the URL for it.

Any kind of tags, if I was using what kind of pricing it has, is it free?

Now this is all, if it's available, if they can, if the S scrapy B can access it on the URLI provided, then I say write a description so it read all the data on the website.

Then it created a description for me.

I have nothing to do with these.

Then it wrote a short description because if you, anybody's used WooCommerce, you know you've got a product description and you've got the long one when you create products.

So it does both.

I don't wanna have to deal with it.

So it wrote the long version, then it wrote the short version and I'm kind of playful with things.

So I use emojis, I'm sarcastic and all that kind of good stuff.

So I wanna make sure that I tie that into my brand and my voice.

So then I can take it from here and then go back to the make right.

So what we said was, we start with that Google sheet.

We said start with the URLs that I gave you.

Go out to scraping me, gather the data, put it in here, write a description.

So you're an ai, e-commerce SaaS assistant.

I want you to summarize what the website does.

Use emotion, invoking language, highlight the product benefits.

It takes that, it writes the short description, the long description.

Then it comes back and it posts it all back on that spreadsheet that I just showed you guys.

Here's the short description, here's the long description.

And I could tie in videos and stuff like that.

I was more just a lot of this, I'm testing a lot of it.

I'm building, tweaking, building and finding out what tools I can use to kind of deploy out there on a regular basis.

I've written blog posts with this where I just give it a keyword, it writes the rest of the blog posts, then creates a WordPress draft and sticks it up.

There are some pretty, and I think I'm just like a, I'm a baby when it comes to this stuff.

Some of the automations I've seen people create just crazy good.

They do have quite a few templates.

So you can actually go in and say different scenarios.

I wanna Google form that can post to telegram.

I want, I mean there's hundreds and hundreds of them in here.

And like I said, they can get pretty complex depending on what you're trying to do.

Now, right now we have to use third party tools like this because AI hasn't gotten to quite, I'm gonna stop sharing.

AI hasn't quite gotten to the place where we can do it all within A GPT or with a third party tool like relevance or bot press or any of that kind of stuff.

But it will come, right now we're talking about agents.

I don't know, has anybody heard about agents yet?

And how, how those are gonna be, I am like holding on for agents.

So what agents will, what we're gonna see, at least my prediction and probably in the next 12 months or 18 months right now, kind of think of we're we're building, you know, we start with our chimpanzee and then the person that could stand up, right?

And then the, I mean we're like evolving through this evolution of ai.

chatt PT is a two-way conversation.

I ask you a question, you give me an answer.

You have access to lots of data patterns, frameworks.

You give me back the response as to what you think I'm looking for.

The sky is tells you it's blue.

You know, you're able to con not, it's not, we're not conversing.

We're asking, we're asking, we're putting in a prompt.

It's giving us a response.

Now we've got GPTs and GPTs are a little bit to like the next step where we can say, okay, you have access to all of that data, but now I need to give you some of my stuff because I want you to talk more like me.

I want you to answer questions more like me.

I want you to, I wrote a book and it was in, you know, I wrote it after you were indexed and you don't know anything about it, but I want you to respond to my people with my stuff.

And that's where GPTs come in handy because we can upload our content there and then we can create our own little personal chat bot that we could share.

But it stays within that little universe.

Now there are third party tools now, or if you're using open AI's, API, we can take, actually take that out of there and put it in an iframe on our website or a chat bot or anything like that and expand the amount of content or the amount of information we program these with.

So they have access to, so they're not just going off their database, but they're also going off of things that you've specifically told it.

You want it to respond.

So if Scott asked this, this should be the response, even though I know you have 10 other answers, this is how Scott would respond.

And therefore that's why we've uploaded that data.

And I've, I mean I've seen some amazing case studies.

Authors are uploading their books and then creating a chat bot.

So it's interactive.

So you wrote a book and maybe you're reading it and you're like, you know, a, I don't know what you meant with this concept on page 82.

What is this?

What are you talking about here?

Well, because I uploaded my book to my chat bot or my G fancy GPT, it can say, well she meant this or this is what it means.

And go into complete conversation with them.

And I mean, I could give you guys a hundred different use cases, but the point is, the next evolution, which we're all starting to see a little bit of the like super tech people is agents and agents are on chat.

Bot does a task that sends it to the next chat bot that sends it to the next chat bot that sends it to the next.

And then I guarantee you in the next like 18 months, we're gonna see billion dollar companies.

These unicorns come about with three people because company only needs the innovator.

They probably need a CTO, right?

They're gonna need somebody that can be in charge of this technology and probably a CMO.

That's it.

Because I will be able to build my own agents that one person handles marketing and it's not a person.

One agent handles marketing, then I have a freelancer, then I have a video editor, then I have a, and we're a little ways away from that.

But people are already building out these agents.

They're very clunky, lots of bugs.

We're not quite there yet, but it's coming.

And that will be the next iteration for businesses.

Mm-Hmm.

That's, that's a big, that's a big bang to uh, to, to finish with.

I think the whole, and I think it's something you mentioned Roscoe at the, the last live event is that yeah, we're gonna have a billion dollar companies with yeah, less than, less than five staff, which is, which is huge.

Yeah, no, that's, uh, that, that's awesome.

So we might break out.

Thank big thanks to Audra and if you just wanna drop some comments too, just in terms of what you thought of the presentation just for, for feedback for Audra.

But I thought it was awesome.

You've got a incredible brain with all the AI stuff and Yeah.

Some of the stuff you're doing is, is phenomenal.

So we might just go into breakout rooms now and we will Yeah, just brainstorm how can we actually use this technology?

We'll have about, probably about five minutes just how can we use this technology, oh, sorry.

Technology in our business.

No, no, that's all right.

That's all.

No, all, uh, all good.

We will, uh, be back in the, where is my breakout going back out there.

That's good.

We'll back soon.

As one of America’s leading behavioral management specialists, James became fascinated with how beavioral management could be used to simplify a person’s ability to persuade just about anyone. More than 25 years of research and application across a wide range of industries led to his development of BRAIN GLUE ™, a power tool used by the world’s most persuasive professionals from Steve Jobs to Warren Buffett to Snoop Dogg, and more.

Takeaways:

• James discusses brain triggers and tools from his book Brain Glue that can be used to simplify persuasion and boost sales, like metaphors, rhyme, alliteration, humor, and trigger words.
• Examples of successful products and companies that used these brain triggers are discussed, like Squatty Potty, Men are from Mars, Women are from Venus, and Virgin Records.
• Small changes to product names, slogans, or pitches using brain triggers can significantly increase sales, as seen with books like Men are from Mars, Women are from Venus.
• Trigger words like "stupid", "dirty", "sex", and others can be powerful attention-grabbers if used strategically in advertising.
• James helped multiple struggling businesses explode their revenues by teaching them how to use brain triggers in their marketing.
• Explaining the key benefits of a product using logical reasons first, before applying an emotional brain trigger, tends to be most effective.
• Past, present, future questioning techniques can help identify client needs when pitching services like advertising.
• Keeping clients laughing and reducing their stress through humor aids creativity and problem-solving.
• Examples where brain triggers backfired or didn't work as intended are also discussed.
• James emphasizes the importance of truly understanding your product or service to effectively communicate its benefits through brain triggers.

Automatically-Generated Transcription:

So welcome everyone, and today we've got a couple of super exciting sessions.

The first up is Mr.

James I.

Bond, and, uh, James, one of the, is one of America's leading behavioral management specialists.

Years ago, he became fascinated with how behavioral management could be used to simplify a person's ability to persuade just about anyone.

He's worked with the likes of Warren Buffet amongst others, and with more than 25 years of research and application across a wide range of industries, has led to his development Brain Glue, which is a power tool used by the world's most persuasive professionals.

From Steve Jobs to Warren Buffet to Snoop Dogg and Moore.

You're in for a treat.

I interviewed James on a podcast recently and my head was just bouncing around with like, uh, brain cells were bouncing around like popcorn.

So, uh, uhoh, welcome, welcome, James.

I'll hand the reins over to over to you.

Great, Scott.

Nice to be here.

Thank you.

I always think, you know, it's oh oh seven, but I'm oh seven.

Nevermind.

What can I say?

Okay, you all see, can you see this?

Okay?

Yep.

All, all clear.

So here's the question I have for everyone is, could changing the name of your product or your sales pitch by using Brain Science multiply your income?

You bet it can, and I'll show you.

I wrote a book called Brain Glue, which covers this.

We go through this and I'm gonna talk about some of the elements of Brain Glue.

Now, first, I'm, and Scott said, I'm one of America's leading behavioral management specialists.

I work with a who's who of American business.

I'm originally from Montreal, by the way.

Uh, Canada, I'm love to show you a simple way to boost the selling power of your products, your ads, your social media posts, your pitches, your slogans, using brain triggers that activate the emotion centers of the brain where decisions are made.

This is actually quite, quite profound.

Yes, my book is a finalist as the Best Business Book of the Year by Publishers Weekly, because it's blowing the minds of so many people in advertising and marketing and entrepreneurs.

It's one, it's a reader's favorite five star award winner.

And Jack Canfield, one of the richest authors of all time, who sold 500 more than 500 million Chicken Soup for the Soul Books and more than 60 other major bestsellers called this book Mind Blowing and has forced everyone in this company, all the marketing people in this company to read this and to apply it, not just to read it.

By the way, as he explains it, if you're in business and you don't know this, I believe you have a massive in a disadvantage and you probably don't realize it.

So this is a revolutionary way to simplify how we influence, persuade, and sell by tapping the behavioral patterns that are ingrained inside us.

Everyone on this page, or every and every or every image on this page has brain glue elements in it, okay?

So brain glue, when you start to understand it, you start to go like, oh, and then you start to recognize it in other areas.

Okay, so let me see here so I can read this.

So our brains are already programmed to recognize specific phrases and patterns.

So this, I could see this.

So anchoring our products and ideas to something already stuck inside our listener's brain will also trigger an additional part of their brain.

The same region where images are processed and decisions are made.

And that's why Brain Glue is able to simplify your ability to persuade and sell just about anyone by amplifying your message.

So it sticks in the brain, your listener's brain like glue.

So let me talk first about how I discovered this, and then I'll give you examples of how this applies and how it works.

Okay?

Now I said, how did I discover Brain Glue?

I started an advertising agency in Montreal.

We built it up and then eventually won some of the world's biggest clients, Kraft Foods, Timex watches, Avon Cosmetics, Seagram's or World Headquarters is there.

And I had an opportunity to win the anti-drug campaign in America.

And I came up with, because of my connections and of all the work that we did, and I had an opportunity to win the anti-drug campaign in America.

And I came up with powerful, logical reasons why you should not do drugs.

And then I saw the ad that lot that I lost to, and it terrified me.

Okay?

When I saw the ad that one, I realized this is emotional selling, not logical selling, and it's infinitely more powerful than anything I knew how to do.

It was a guy holding an egg saying, this is your brain.

Then he cracked the shell and dropped the egg into a sizzling frying pan with exaggerated sizzling sound pointed down and said, this is your brain on drugs.

And he questions.

It was, it was pretty scary.

And I realized, I don't know, emotional selling and emotional selling is not something they teach in school and there are really no books on it, et cetera.

I mean, there are some things that are superficial, but nothing that really explains how to do emotional selling.

So I love three by five cards.

So on a three by five card, I wrote the words Your Brain on drugs.

So I'd remember the ad, and then I put a box next to my computer and I called it a passion box.

And every time I saw an ad or heard something that was emotional selling, it could be from, um, a, a quote that somebody had.

Every time I saw something that was emotional selling, I put it in the passion box in the hopes that eventually I'd be able to figure out how emotional selling works.

After a little more than 10 years, I'd moved from Montreal, Canada to Southern California.

It's a lot warmer here, I'll say that, but I think it's 50 below here in Montreal now.

But anyway, but 10 years later after I moved to Southern California, I met John Gray at a major convention and John Gray was telling me about a book he wrote, men, women in Relationships and people who read the book loved the book, and they said it changed their life.

It was profound as far as a relationship book was concerned, but he couldn't sell a lot of books.

He only sold a few thousand books and it was really frustrating him.

So he decided to change the name of the book to Men Are From Mars, women Are from Venus, and tweaked the Content a little.

So it referred to Men Are From Mars, women from Venus.

Throughout the book, what do you think happened almost overnight?

He sold half a million copies than 1,000,002 million and 5 million.

He went from 20,000 copies with men, women in relationships.

When he changed the title of the book, he sold more than 50 million copies of the book, all because he changed the title could simply Changing the titles be all he needed to Explode Sales through the Roof.

Absolutely.

So when I got home, I looked at, you know, my, I dumped my passion box on the bed and I discovered that it's a metaphor.

You know, men are not really from a different planet.

Some of you women out there probably think we are, but we're not really from a different planet.

It's a metaphor.

And I realized that like dropping an egg into a sizzling frying pan, that was not a brain, it was an egg, but that was also a metaphor.

And I realized that metaphors is one of 14 brain triggers at the heart of emotional selling.

I started applying this, I've applied this personally to more than 161 companies, but hundreds of companies have applied this and I had tremendous results.

But my results, I took a $2 million construction company and these three partners that had, it took 10 years to reach 2 million in sales in one year, I took them to 10 million and then they reached 32,000,002 years later by applying this, I had a tech company, it was about to be shut down and they had 21 million in sales in one year.

And sorry, in 18 months, I took 'em to 66 million in sales by applying this.

And then I had, you know, small businesses and people that are startups use this too, because it doesn't require money, which is really great and it helps you explode your revenues and the power of your marketing and advertising because it uses brain triggers.

But I helped two women with a struggling button website that generate their highest income ever and a lot more people.

So their 14 brain true of brain glue tools, and I'll take you through a few of them here.

Let's start with rhyme.

So there was a mom and her son with no business experience, okay?

And they watched the TV show Shark Tank and they went like, Hey, it would be fun if we can create a product and maybe, you know, become successful and get on Shark Tank and get investors to invest in us.

So they were thinking about it and then they came up with this idea and they said, you know, my mom was ha the mom was having difficulty going to the bathroom.

So the doctor said, get a stool that raise raises your feet above six inches off the ground and it will really help you because it changes the shape of your body.

She tried that, it worked really well.

And then they realized, why don't we start a sell a product that ha is a toilet stool, okay?

But they didn't like the word toilet.

We don't wanna call it toilet stool.

My wife said maybe you should call it the stool Stool, but I don't think that works, just by the way.

Okay?

But so they said, I, you know, they said, I don't like the name toilet, toilet stool.

What's another word for toilet?

Well, and I'm assuming 'cause we're from America, okay, Australia might have different terms for it, but it was potty.

You know, it's a potty.

And then if I'm sitting on that, it's almost like I'm squatting, what don't I call it the Squatty Potty.

They went from zero to a hundred million dollars in sales in less than two years.

And so here's a simple question.

If they called it the toilet stool, do you believe that sales would've skyrocketed the way it did?

No.

There's something about the name Squatty Potty that resonates.

So when we take a look at rhyme Squatty Potty is a good example.

We have famous Amos cookies that took off like gangbusters with a guy that had virtually no money.

OJ Simpson, uh, the celebrity OJ Simpson was in a murder trial.

And the attorney said at the end, if the glove doesn't fit, they had a glove for the, uh, you know, for the, uh, murder.

If the glove doesn't fit, you have to acquit.

And the glove got him off.

The, the phrase got him off from an almost certain guilty verdict in a murder trial.

That's how powerful rhyme is.

Give a hoot, don't pollute is used, was used, it uses the term ri well, excuse me, it uses rhyme and sun sense elevation.

Hoot, hoot, hoot competitors to Wonder Bread.

Wonder Bread invented sliced bread and became dominant in America for more than 10 years.

And then competitors came up with this phrase, the whiter your bread, the quicker you're dead, relating it to a disease that was common there called GRA and Wonder Bread.

When people stop using Wonder Bread, almost overnight, they went from dominating the industry to almost bankrupt because of this phrase, the whiter your bread, the quicker you're dead.

So brainless simplifies how you use rhyme to sell your ideas and products.

So here's a rhyme exercise list three words that relate to your product or idea, then list all the words you can think of.

You know, you can use AI at chat GPT or whatever else, but come up with all the words you could think of that rhyme with each of those words.

And I bet you'll be able to come up with interesting phrases here.

Here I did it with brain glue.

So for me, brain glue.

So it helps you with a slogan, helps you with the product name, helps you with a pitch.

Oh, pitch, I like that.

I found Switch your pitch if you wanna get rich.

Okay, there's my first phrase.

Then I said, I want a more sophisticated phrase.

Well, so what does brain glue do?

It helps boost the trigger, the emotion, the passion, the desire.

Ooh, desire.

So, you know, brain glue helps you light the fire of desire in your buyer.

You hear how that works?

It resonates, doesn't it?

We have products like Squatty Potty, Reese's Pieces in America.

There's Elf on a Shelf, there's Famous Amos Give a who don't pollute.

Zig Ziglar, motivational speaker.

Zig Ziglar was fam became famous with phrases like, you wanna have an attitude of gratitude.

Excuse me, you wanna avoid stinking thinking.

See how that works.

So, so then we have trigger words.

So you guys know billionaire Richard Branson.

What does billionaire Richard Branson, Madonna, and Olive oil have in common?

The word virgin.

Virgin olive oil.

Okay.

Madonna became a blockbuster of fame with the song like A Virgin Touch By for the Fairy.

First Time, I don't even remember the song, but it's great.

That song helped her become a blockbuster.

And Richard Branson, Richard Branson dropped out of high school and borrowed money from his dad so he could start a magazine for the music industry.

Eventually he decided to start a record company and he came up with the name Virgin Records because he figured that'll really get people's attention.

He was able to win people like the Rolling Stones and a lot of other groups.

And he realized that the word virgin is really a powerful word.

It's a brain trigger.

And so he started getting, uh, trademarks for all these other businesses.

He has Virgin hotels and he has Virgin Airlines, he has Virgin Galactic, et cetera, because he recognized the power of a trigger word.

There's a product in America called Blue imu, which is anti arthritis cream.

And their ads always go like this, blue imu, it works fast and you won't stink.

And I remember watching a TV show while the TV was on next to my computer while I was doing work.

And he says, blue emu it work fast and you won't stink.

Turn my, what did he just say?

And you won't stink a trigger word.

It gets your attention and it helps them turn into a blockbuster of success.

How about the word stupid?

Would we use the word stupid if we're describing someone?

And yet, if you're in sales, one of the terms we have is kiss.

Keep it simple, stupid.

And because they have that trigger where it's stupid, it makes it easier to remember.

James Carville held, helped Bill Clinton become president of the United States with a phrase called It's the economy stupid.

That's what we wanna focus on.

And it's amazing.

I talk to people in large groups and I say, it's the economy and everybody's, almost everybody goes stupid.

'cause they still remember the phrase that was used in his political campaign.

It's a trigger word.

Warren Buffet and I work with Warren Buffet's team and had lots of fun with them.

Warren Buffet loves these types of trigger words and types of phrases.

And he, one of his famous phrases is, only when the tide goes out do you discover who's been swimming naked.

Okay, basically he's saying, only when times get tough, do you discover who's really competent.

But doesn't it resonate more when he says, only when the tide goes out to you discover who's been swimming naked.

So here's our trigger word exercise.

Choose one of these trigger words.

Dirty, naked, stupid ass badass, vomit, stink, ugly, sex dark.

And then take a product or description and add that, add one of those or many of those to you to that, and watch what happens.

See if it becomes more resonant.

Let me give you some examples.

You've probably seen the movie or heard of the movie Dirty Dancing.

Okay?

It became famous and successful because of the word Dirty.

Dirty Harry movies were massively successful in America.

Certainly it's the economy, stupid, the good, the bad, and the ugly.

You know, famous movie, the Ugly, okay, the Good, the Bad and the Ugly became massively famous.

Virgin Airlines in America, we have Vagina Monologues.

It's a story of what women have to go through.

And if she called it, if she called her, it's a play off Broadway.

And the MHBO has a series now called the Vagina Monologues.

But if she called hers women, what the, the, the, the difficulties that women have to go through, you think it would be as successful as the Maggi Vagina Monologues?

I'm not sure I would name my product that, but she did and became massively famous.

A big Ass Fans was created by Carrie Smith.

It was actually a fan company.

And he ran an ad and he was joking around and he said, why don't I call it the Big Ass Fans?

And it became massively successful after he started from nothing after 15 years, he sold the company for 500 million.

I know this guy David Bayer, BAER, and he has an advertising training company for advertising companies.

And so I said, you know, you're Bayer, that's a great name.

You should change the name of your company.

The Bear Naked Advertising.

Okay, bear Naked Advertising.

Don't you think his, he has a partner.

His partner loves that name, but he's not crazy about it.

Whatever.

So, but I think that's a really good name.

But so what's your trigger worded product or idea?

Name?

Okay, next is Metaphor.

So men are from Mars.

Women are from Venus, you know, is a metaphor.

Men are not really from a different planet than women are, but it took his book from 20,000 to 50 million copies with that metaphor, the television show, shark Tank.

It's not a tank full of sharks, although it probably feels like that on television, but it's, you know, a a metaphor works.

Dryers became massively successful with the name Rocky Road Ice Cream.

And it's interesting 'cause you open up Rocky Road Ice Cream, it's got rocks in it.

No, it doesn't actually.

Rocky Road is chocolate ice cream with nuts and marshmallows.

But the name Rocky Road is like a, when you open it up, it's bumpy, like a rocky road.

When it rains, it pours turned Morton salt to, into a dominant consumer salt company.

And they, this, over a hundred years ago, they started this concept, when it rains, it pours.

It's the first, it was the first salt that was unc clumpy.

'cause salt used to be clumpy and they still dominate.

Even though so many competitors have unc clumping salt, you know, their, uh, their metaphor when it rains, it pours, has helped them become a monster of success and dominate the industry, the salt industry.

So Paul Tran created an electric razor for man's private areas.

Okay?

So he wanted to come up with a name for his product that made it easy to understand what the product does.

But he didn't wanna offend people.

He didn't want something offensive.

So he was thinking about it.

And then he came up with this metaphor, which is actually the name of the product.

He calls it the lawnmower.

Okay?

The lawnmower.

How's that for the name of a product?

Okay.

And it became a monster of success.

He's generated way over a hundred million dollars of success.

In fact, he changed the name of his company to Manscaped.

Okay?

We're gonna landscape a man with a lawnmower, okay?

For growing and body grooming.

But it stands out from the crowd because he uses a metaphor.

It's a lawnmower, it's not a lawnmower, it's a shaver.

No, it's a lawnmower and have lots of fun with that.

So let's say you wanna persuade someone.

I was trying to persuade a friend to have a more open mind.

Okay?

So here's how you develop that.

So what do you say to a person?

Well, so what works best when it's opened?

An umbrella, a parachute, a book works better when it's open.

A computer, a 10.

Let's pick a parachute.

So your mind is like a parachute.

It works best when it's open.

I said that to my friend and he went, Hmm, okay, okay.

He was much more resonant, he was much more, you know, effective positively by it.

Because I put it together in a metaphor like this.

It's like you're, you know, you're so d Dharmesh Shaw is the Chief Technology Officer, the CTO of HubSpot.

He has this great line, okay?

If you wanna hide a dead body, put it on page two of Google, okay?

For all you, all you guys.

Okay?

So what did he basically say?

He said, page two of, you know, we want, we, you need to, if you're gonna promote on Google, you need to get to page one.

'cause nobody sees page two.

You know, you're actually hiding if you're on page two.

So let's see, what else?

If you wanted to hide something, you put it on page two.

Okay, what do you hide A dead body?

That would be fun.

So he came up with the phrase, if you wanna hide a dead body, put it on tape, page two of Google.

And he uses that as a way to promote why HubSpot is very important, because it helps you get to page one of Google.

You think that's a good one?

Metaphors can also be visual.

And there are lots of ways to make metaphors visual.

How deep is the mud?

Well, it depends on who you ask.

We all go through the same stuff differently.

And this image kind of shows, you know, that, or there's an ad for Tabasco sauce as a fire extinguisher.

I guess that's a fire extinguisher.

But by using that visual, it helps them make their point that it's really hot.

It says hot.

It's so hot, you need a fire extinguisher.

So here's a client I work with.

I've done this with lots of clients.

It was a martial arts equipment company and one of the, so we worked with them and got 'em to develop a product.

One of the biggest problems that martial arts people in martial arts industry have is they have so much equipment that it doesn't fit in a backpack.

And so they have to carry two backpacks or carry out, you know, carry separate bags and everything else.

So we got him to create a backpack that's super large that could hold all this stuff.

And then he created a, a slightly smaller one that fits on the overhead compartment in airplanes, okay?

And he created this ad and he called it the Travel Locker.

And I'm like, what's a travel locker?

This is so critical when we're advertising, you know what?

He said?

Well, we put all these things, it's got pouches and pockets and all these definite features in it.

I said, let's stop.

When you're running an ad, you can, you only wanna do one message.

You don't, it might have multiple benefits, but you wanna pick one benefit and focus on that.

This is his ad, not mine.

I'm gonna show you my ad in a second.

Okay?

And I said, so you forgetting, you're forgetting something.

Okay, the Travel Locker, what's the number one most important feature of this bag?

It's that it's large.

You created a large bag.

So I changed the name of the bag and I called it the Beast.

A backpack So big that it holds all your gear.

You think that's a better ad than this one?

Sales exploded when we did it.

We ran retargeting ads.

Here's the CNN.

Okay, so you see in the top right, the Travel Locker ad, and here's the Beast ad.

Okay, which one do you think stands out more?

This one or this one?

Okay.

The beast.

The backpack's so big that it holds all your gear sales exploded because I simplified the metaphor of what we're simplified the message and, and created a metaphor.

It's not a beast, it's a backpack, but still it works.

So metaphor, exercise, my product or idea is just like, what?

And start with the craziest idea possible and then you can come down, okay?

But be as crazy as possible.

My book makes you feel better.

Well, chicken soup makes you feel better.

Why don't I call the book Chicken Soup for the Soul?

Take Drugs and your brain gets fried.

What else gets fried eggs?

So let's have an egg frying and say, here's your brain.

Brain glue is like a naked man running through your backyard.

So you can't, whoa.

You see that?

That's what brain glue does.

It gets, you know, it makes your, whatever your product, service or idea is, jump off the page.

So for all of you, my product or idea is just like, what?

And then the last one I have here is sense elevation and anchoring.

And this is an important one to note, they all are, but how do you like someone to steal your idea and get rich while you starve to death?

Would you like that?

Would that be fun?

Not right.

So, so post serials competes with Kellogg's and the head of post cereals decided he wanted to come up with a unique product that's totally different from what Kellogg's has and everything else.

And he can dominate the marketplace.

So he decided to come up with a, a little cake that has jelly inside it.

Uh, you know, strawberries, blueberries, raspberries.

And you put it in a toaster.

And he called it country squares.

And three months before he launched it, he bragged to the media, we're launching this product called Country Squares.

They started showing the product and people were amazed.

But the head of Kellogg saw the, uh, the, uh, article, the interview that he was on and went, oh, that's an amazing product.

We guys, guys and they got all the people in the company.

We gotta make that product.

We gotta make a product just like that.

But he came up with a better name, okay?

Using brain glue type tools.

This is what he did.

He said it pops out of the toaster.

So the name has to have pop.

And uh, Andy Warhol was famous back then.

The, the, uh, pop artist.

So the word pop art was really powerful.

We call this anchoring in, in brain glue.

Okay?

You're taking something that already is in the mind and just slightly tweaking it.

Pop art.

So he called it Pop-Tart, of course, like a competitor.

He launched it one week before Country Squares got launched, of course, right?

They sold out, they sold out so fast.

It's became the biggest selling product that Kellogg's has ever had.

Okay?

It sold out so fast that he actually ran ads saying, oops, we're sorry.

We, we ran out a product.

Just hang on and product will be available soon.

Nobody bought Country Squares.

They waited for Poptarts to become available again.

And then sales exploded.

Poptarts, as I said, is the largest selling, or has been the largest selling product that Kellogg's has.

And within six months post stop selling country squares 'cause nobody was buying them.

How'd you like to invent something or come up with an idea and your competitor steals it from you, you, and makes a fortune and you don't, okay?

So if you're in advertising and you don't know brain glue, you have a disadvantage.

Brain glue simplifies all this.

Naming your product service or business boosting the impact of your ads, your emails, your social media posts, your presentations, persuading others, even juries as you saw, and political voters, all this by making your ideas sticky.

And so to learn more, the book Brain Glue is available on Amazon and at major bookstores.

But the, I go back to the question is, could changing the name of your product or your sales pitch by using Brain science multiply your income?

And the answer is absolutely yes.

So I hope that was interesting for you guys.

Scott, was that okay?

Yeah, that was, that was awesome, James.

I've got, uh, heaps and heaps of notes and uh, you know, like I I say every time you talk, the the popcorn goes off in my, in my brain.

So, uh, you like, do you like that metaphor?

I love it On your ears.

I'm learning, I'm learning.

So, uh, yeah.

So, so we might open the, open the, uh, stage up for, for questions and see what, see what questions everyone has.

Sure.

Hey, can James, do you use everything all at once?

So the rhyme, the trigger words, the metaphors, or do you just use one of those strategies?

That's a really good question, and I'm gonna give you an answer with this.

Typically, you only need one, usually, but I'm gonna give you an ex a product that use several and okay, so brain glue.

So Rocky Road Ice Cream uses three, okay?

Rocky Road uses a metaphor because it's not really a rocky road, okay?

It's a bumpy, it's bumpy ice cream.

But the second thing it uses is literation.

I didn't have enough time, so I couldn't do more of these, but alliteration, which is a repetition of sounds, Roro, Rocky Road, Marilyn Monroe in America, we had Chevy Chase.

You know, we have Coca-Cola, PayPal, best Buy, TikTok, you guys know TikTok.

If they call it the Chinese social media platform, you think it would be as successful as TikTok.

So alliteration is another tool.

And then the third tool they used was humor.

Okay?

And it works this way.

Rocky Road Ice Cream was invented during the Great Depression.

And the Great Depression in America was called a Rocky road.

And so the concept was, we're all on a rocky road anyway.

We might as well have Rocky Road ice cream.

And people would laugh when they heard that.

So it had humor too.

So you can use multiple brain triggers, but you don't have to because most, many of these men are from arts, women from Venus.

It's not, I guess it's kind of funny too, uses humor.

But it's, you know, so the the, the answer is yes, both ways.

You could use one, just one of these and have tremendous success, or you can have multiple of them.

I had a client, we were doing a turnaround of the client, and they were under tremendous pressure, okay?

Including the owner of the company.

So I said, I know you're under a lot of pressure.

Remember this pressure creates diamonds.

So we help you go from stress to success.

So what did I do?

So pressure creates diamonds.

I'm illiterate, you know, I'm using a metaphor.

And then stress, you know, we help you go from stress to success.

That's alliteration.

A repetition of sounds.

So, so stress, success.

And by saying that they all went, oh, okay, that sounds like fun.

Okay.

You know?

And you know, especially if you're doing a turnaround, if you're ever doing a turnaround on somebody who's in trouble, people are so stressed that they don't have creativity.

It stress shuts down creativity in a lot of people.

And so that's why I would tell jokes all the time.

I'm a terrible joke teller, but I would tell jokes all the time, and then people would just keep repeating the joke to me.

I had one, I was turning, doing a turnaround of a company, martial arts equipment company.

And I said, so a man was hiding in the main, a maintenance man was hiding in the maintenance closet.

And whenever people would come up, he would open the door and scream supplies, you know, instead of surprise supply, you know?

So all year, every time I'd look inside somebody's office and they looked really stressed, you know, a glass window, and I'd look inside and they're really stressed.

I don't know if we didn't have product, or it was, it was some kind of problem, I'd open the door and say, Hey.

And they'd look at me and go, oh, supplies.

And they tortured me with the, the, the punchline for the joke.

But they remembered it and it changed their body language.

You'd see them go from stress to suddenly smiling and laughing, you know?

I mean, it just changed everything.

And when they did that, they became more creative.

And so, yeah.

So I know it's a long answer, but yeah, you could, you can use just one of these and then have tremendous success.

Or you can use multiple of them, you know, but you don't have to use multiple of them.

Yeah, No, that's, uh, that's great.

And I think Tim, Tim has his hand up for a question.

I do, I do.

Presumably it takes a, a relatively brave business owner to kind of go, yes, I'm gonna run with this kind of unusual idea in terms of presentation, because this is not what we'd normally see in advertising.

What are some examples of where it hasn't worked as successfully, where, you know, you're trying to be creative in a funny or something and it doesn't work.

It doesn't hit the, it doesn't hit the mark with the audience.

So in America, we have an ad that was got milk, okay?

And it was trying to improve the milk industry.

They spent a fortune, they had famous actors in it and everything else, and people loved it.

There are lots of competitors or lots of other industries that said, got milk, got cake, got whatever.

Okay.

They thought it was really successful.

Business Week in America, had an article about 10 years ago that said, got milked, 385 million sales still continued to decline.

And what it's, it was a terrible marketing campaign.

And yet you, I have books on Got Milk and in Milk mustache with famous people, famous actors and stuff with mustaches on famous athletes and stuff.

People think that's successful, but it's not successful because it doesn't sell.

And so that's why what you wanna have, you know, you wanna, if you're gonna come up with a name for your product or a pitch for your product, it, it talks, and I'll go back to the one I was talking about with, uh, with the Beast.

The backpack's so big that it holds all your gear, you know?

I mean, it's still, it's, you still have to let people know what the product does, what's so good about the product, okay?

It's like Squatty Potty, you know, you laugh Squatty Potty, what's that?

Oh, it helps, you know, you explain what it is, you raise your feet when you're on the toilet, it's really cool.

And it helps you actually go to the bathroom better and people go, okay, from that point forward, they understand what Squatty Potty is.

They may not buy it, but they understand it like, huh?

Like the, uh, you know, manscape, like the, uh, the lawnmower, okay, I never bought it.

If I, if I bought it, I would not share it with my friends.

Let's start there.

Okay?

But I'd probably share the name, I'd call my friend, you know, I, I could see myself calling a friend and saying, Hey, guess what I just bought?

Oh, what'd you buy Jim?

I said, I bought the lawnmower.

Oh, you have to mow your lawn.

No, no, no, it's a shaver for man's private areas.

I could hear him start laughing and go, Hey, Mary is talking to his wife or girlfriend.

Guess what?

James just bought the lawnmower.

Oh, he has to mow his lawn.

No.

And then suddenly it spreads like wildfire.

So, I mean, let me go back to the guy, bear, da David, David Bear, you know, bear naked advertising.

I think it would be tremendously successful because it would grab your attention, but also because the word naked has lots of different meanings, deeper meanings, you know, naked doesn't mean he's standing there naked.

You know, naked has a second meaning.

And the meaning is that it, maybe it's honest, it's, you know, it's the essence.

It's the bare, you know, it's the bare bones of it.

And so it makes it more powerful.

But yeah, you have to, you know, it has to be a po Well, except for the whiter bread, the quicker you're dead, if you wanna drop a competitor, but I mean, in most, in most cases, you still have to address the positive benefits of the product.

Now, I'll give you a good example.

There's a type of, I forget the name of the car, but it says, shoot, I can't remember the name of the car, but it's a brand of car.

It's in from, uh, from, uh, I'm going, I'm getting old, what can I say?

But it, it just says, oh, I'll see you in a Kia.

A Kia Motors.

Okay, see you in a Kia.

Well, the problem is they're in a competitive marketplace.

It's not saying anything positive about it that goes like, oh, well what's so great about I Kia, it just says Sia in I Kia.

And so I believe, and I know this because they've sort of changed their advertising, they could, they would do much better if they came up with a trigger word or a phrase or whatever else that actually gave you a reason why you wanted Kia.

You know?

And so see in a Kia, yeah, it rhymes.

Okay, great, great.

But it doesn't make me wanna buy a Kia.

And I think that's, you know, the Kia car, it doesn't give me any reason why.

And so you have to remember that you need a reason why somebody should buy.

I'm amazed by how many people I say I talk to, how many businesses I've worked with, like tons of businesses.

And I do work with the US Small Business Administration.

So I'll get like 300 to 500 business owners at a time.

And I ask 'em two questions, what are you competing with?

Or what are the alternatives to your product or service?

And why should somebody buy from you?

But you're not allowed to use the word price or quality.

So tell me why somebody should buy yours instead of somebody else's.

And I'm fascinated by how difficult it is for people to answer that question.

You know, they have to take a few minutes and think about everything else.

If you're in advertising, you wanna understand like what makes this product different from everybody else?

Or milk, you know, the got milk campaign.

Why should somebody drink milk if they said something like, uh, there are certain enzymes in milk that aren't in other vitamin C, you know, people take milk because of vitamin C, but you can get vitamin C in, in, you know, in all kinds of other products.

But so why should you take milk?

Because milk has certain enzymes in it as well as vitamin C that are catalysts that make the vitamin C work more.

So it strengthens your bones much more than other vitamin C tablets.

I'm not, I don't know if that's true, but I'm just saying that if I said that, then you're going, oh, now you're giving me a reason to buy the product.

Okay, you're going, oh, okay.

So that's interesting.

It's like Gatorade, you know, I mean Gatorade, if you're an athlete, you use electro electrolytes.

And so Gatorade says, you know, we're focusing on, if you're an athlete, your body uses up its electrolytes and it needs more electrolytes, and Gatorade is better than water because it has electrolytes.

So it's actually giving you a reason why you should buy.

That was a long answer, Tim.

I don't want you to have an accent while you're Driving.

Yeah, no, that's okay.

That's okay.

Just a follow on question from that.

'cause it's all product examples.

Do you think this works equally in a service based sector?

Say an accountant or a lawyer does it, you know, like that Absolutely.

Like the rest, A marketing company like the rest of us here.

Absolutely.

Absolutely.

And I think that's why you gotta, you know, you gotta come up with a, a, um, a pitch that explains something about your marketing company is different from everybody's market, everybody else's marketing company.

And so that you start, and here's how brain glue works.

We're logical, most of us are logical.

You start with a logical reason why, and then you apply a brain glue tool.

That's the emotional trigger.

Okay?

But if I ask you why, Tim, why should somebody hire you instead of another?

Well, you have two, you are competing with two things, right?

Why should somebody hire you instead of doing it themselves?

That's one thing you're competing with, right?

And then why should somebody hire you instead of another company?

By the way, just by the way, whenever you're talking, 'cause we had an advertising company, past, present, future is very, very important to ask a client, okay?

So you start with past, have you ever, when you're sitting and talking to a prospect, have you ever worked with an advertising agency before?

It doesn't matter if they say yes or no, you say, well, what worked for you and what didn't work for you?

Okay.

And be aim, be, uh, you know, prepared in case they say, well, nothing, everything worked fine.

Well, did you know all the media that exists?

Did you know this and that?

Everything else, okay, well maybe we didn't know all the media, okay, blah blah, but so past what worked for you?

What didn't work for you in present tense?

Are you using an agency now or are you doing it on your own?

It doesn't matter what they say.

You say, well, what's working for you now?

What's not working for you now?

And then you go to future, the ideal situation, what would that look like If you had a, an agency working with you so you can actually get what you really wanted, what would that be like?

And they're basically telling you how to sell them.

I want Seagrams in Canada because Exactly for that, because I wa I was used to walking in and showing my whole portfolio and hopefully something will resonate.

And talking about some of the concepts that we focused on, how you going?

Seagrams is the first one that I went that I went into call you today.

And I didn't.

And I didn't do that bum.

And what I did was I, I asked past, present, future.

I said, you know, like what?

So I said, what worked for you and what didn't work for you?

And the first thing he told me, the buyer for Avon, for uh, Seagrams was, you know, we spent between 50,000 and a hundred thousand dollars for the bottle and label design because to us that's very important because it has to have an image that works in advertising, but it also has to have an image that works on the shelf.

And so, you know, for us it's always annoyed us because people don't appreciate how important the bottle design, the label design is that it's gotta be photographed really well and it's gotta look great in ads.

Well, we had done a catalog for a lighting manufacturer and I said, oh, well we work with a lighting manufacturer that had glass lamps and you know, we had the glass and plastic lamps and we had to show the texture and the translucence of it and everything else and, and the shape of the glass.

We showed him one sample and he went, oh, I wish I had known you guys a long time ago.

We're hiring you guys.

We're gonna give you tons of work because we love what you do.

I was like, it was the first client that I didn't show my whole portfolio.

I sort of went, well, I can show you more of my portfolio.

And he went, well, you can if you want to, but you don't have to.

And I went, okay, fine.

I was tortured because I was so used to showing my whole portfolio, but I just showed him one sample and he was, it was a client.

It's because he told me how to sell him.

And that's why you Yeah.

Awesome.

I appreciate it.

Thank you.

That's good ideas.

Yeah, No, that's, uh, that's, that's awesome.

Yeah.

Thanks so much, James.

Grant will be revealing how to build marketing assets, not just campaigns.                       

In the vast landscape of marketing, where many are chasing the fleeting allure of campaigns and short-term promotions, Grant Thom stands apart. With over 35 years of international advertising and marketing experience, Grant doesn't just create campaigns; he crafts enduring marketing assets.

While the majority of marketers are fixated on the immediate returns, Grant's vision is rooted in the future. He understands the real power lies in building assets that not only generate revenue today but continue to do so long into the future. It's not just about the money today; it's about creating a legacy of value.

Takeaways:

• The fundamental shift from short-lived campaigns to lasting marketing assets.
• Why most marketers are missing the mark: The pitfalls of a promotion-only mindset.
• Crafting marketing commodities that are valuable, sellable, and enduring.
• The art of transforming fleeting promotions into tangible assets that buyers crave.
• Harnessing the hidden assets within your business for long-term wealth and success.

Grant's approach is a breath of fresh air in a world dominated by the next big campaign or promotion. It's a call to think bigger, to see beyond the immediate, and to build something that stands the test of time.In this transformative session, Grant Thom will challenge the status quo, urging marketers to shift their mindset and embrace the new paradigm of building marketing assets.

Automatically-Generated Transcription:

Yeah, welcome everyone to the October 20, 23 edition of Elite Marketers.

So today we've got a couple of great speakers including Grant, grant, Tom and Zach Mason.

And first off the rank is, is Grant.

So what the, the reason I wanted to bring Grant in is, is I had a, a couple of sessions with him earlier in the year and not only does he have like, just such an extensive experience in branding and marketing, but he actually thinks of, thinks about things from a different level about actually building assets and not just generating revenue today, but also looking, looking into the future.

And that was, that was what I was really yeah, interested in him really sharing, daring with us.

And he's gonna explain why most marketers are really missing the mark and how to cra craft, you know, marketing assets that are valuable and saleable and often they're actually, you know, hidden and lurking within our business anyway.

So yeah, with that being said, I'll hand the reins over to, uh, Mr.

Tom and he will, you know, take us, take us from here for the next 30 minutes or Something.

Thanks, Scott.

Thank you very much.

And let me just get up and running here, right?

So I called today's speech the Unfair Advantage.

So Judith, I apologize, she met me on a early meeting and I gave this presentation before, so she's received notes and I think we can hear Stella.

So anyway, so basically what I did was, Scott, was we just went and sort of unlooked at at all his assets as, as to what he is got.

And so we've, we, I've just turned this into a little bit of a, a presentation for today.

This is something that I've done personally myself, and this is something I've done with a few clients, but it's a case of just looking at, at all the assets that you've got.

Now, when I talk about assets, there are two types of assets.

You've got those kind of assets that you like.

It's a building, it's, it's a bit of software, it's a bit of intellectual property or it's basically some of the stuff that you've created that can be utilized as a, as a form of an asset.

So one of the things that, that we look at is how do we take things to market?

So lemme give you a bit of background to myself.

So my name's Grant Tom, I'm a brand scientist and where it comes from is that it's 35 years of, of running a digital marketing agency.

I ran six in six international countries.

I sold them all off in 2019.

Basically I've worked on about 4,000 accounts in my lifetime.

And so where I look at it, what I really enjoy the most is brand.

And the brand has multiple values.

There's about 3000 topics around brand that is really quite cumbersome and that's why it is like a mental Rubik's cube.

But what I really help with business owners is to help them to stop leaving money on the table by getting their brand right from the beginning.

Because ultimately at the end of the day, when you want to exit the business, that's ultimately your fifth gear, that you can leverage more money as long as the brand has got its right reputation in place when you're trying to exit a business, that's the last or the wrong place to start fixing a brand.

If you come to work every single day, then start making your brand become prevalent and, and prominent.

And a and a and a brand is not a logo.

A brand is about of reputation that people remember you buy and, and be able to distinguish you by as to, to the value that you're given.

What I also do is I uncover brand hidden values in the sense of what we're gonna talk about today.

I unleash the power of ai.

So I've created an AI bot with the view to help businesses to, to, to unlock and create competitive analysis at a very low cost.

And then basically enhancing the brand secret sauce.

And every business has a secret source.

It comes down to its people, it comes down to its touch points, it comes down to how it interacts with the customer in order to ensure that, that you're giving the very best experience.

At the end of the day, I also work with investors who like to look for businesses that are making money so I can raise capital to fuels your success.

And also because I've worked in six countries, I've got quite a vast leverage on my network as well.

So that's sort of what I bring to the table.

And with the bot, we call it Einstein, not ei, but AI as to what it is.

And it basically, it, it's a very good prompt with the view to help businesses to do a competitor analysis.

So if you have a look at our website, van scientist.com, it works basically on the paid chase GPT version where it, we found it to give its very best test results.

So there is a version there for doing a competitive analysis.

So you, if you had to choose say, five to 10 of your competitors that are doing what you do, and you want to try and find where there's a point of difference and basically you can run it through this.

And basically what a prompt really does is that it starts the question, you end the question because you know your your co your business best and basically it will sort of give you a lot of answers.

I use chat, GBT is a brainstorming tool as brand sciences.

We call it a co-pilot with the view to basically that you, you're not working alone or having to think from yourself, but you can really just really just explore.

And the fact that chat GBT has now been able to explore websites as well.

Now that that's just gives a, an a advantage.

But basically in business, any kind of business, it doesn't matter what kind of business it is, there's basically nine key areas to a business in the sense of where you get your, your suppliers from to the key activity to your resources that you need with you to put a value proposition, be it a service or be it that it's a, a product.

And then of course with your, your customer relations to that, your channels of communication or distribution to your customer segment, what you already sit with.

But all businesses face a couple of things from the top.

We've got the trends on the left, we've got the competitive environment from the right, we've the marketplace and at the bottom we've got the economic environment of what we're trying to channel in all nine areas, I'm able to go and find branding opportunities with the view to put it together.

Now not all, all businesses need to apply branding all nine.

So When did you start doing engage ai?

What time?

Okay, you got that Scott.

Alright, but I Don't see Anything now.

Okay.

And then basically, so when I talk about the unfair advantage, it's this area over here that I look at.

So basically this is your business.

This is what happens in the backend that people don't normally see.

And this is what the area where your customers see it the most and what I call the unfair advantage.

And the unfair advantage is very much in the sense of your customer, how you deliver it to your customer, where the revenue really sits.

And what I call it, the unfair advantage is that you've got upteen amount of opportunities with the view to bring about understanding of where it is.

All customers have a problem, nine outta 10, they've got a problem that you, they wanna buy a solution from you.

And so therefore you is your opportunity to create the marketing, to create the asset, to create the, the brand with the view to get that reputation with the view to engage.

Now in all kinds of businesses, there are seven levels in which businesses are serviced.

So we, Jane mainly sits on number four.

I think there's that book code is the enemy of great, I think it's Phil Collins, I think it is, is the author.

But we, we know that to go from good to great is quite hard.

But most businesses sit at a number four where they're floating, they're good.

And number three, it's average to you.

You look at someone's investment, you say you bought something, how was it?

Yeah, it was, it was good, it was okay, you know, whatever the case was, it is what it is.

It wasn't fantastic.

We know when we get to number two and number one when we, we disappointed or really we've had a bad experience, I call it sucking nine times outta 10, you're not gonna go back to them.

You're going to go and find someone else.

That's just how it is.

There are a few businesses that are great, number five that are great.

And so from that point of view, you know, you, you, you, you, you, you've got an expectation and they deliver and you really just love what it is.

But if you were to, to take a trip to London, for example, and we had to go choose a, a top end hotel and we walked in and, and it wasn't great.

Let's say that the bed wasn't made, there wasn't towels and the the dustbin was still there, but you, it's a five star hotel, you really wouldn't say it's an excellent experience.

So the chances are when you're booked into a high end hotel, you're rarely expecting excellent kind of experience all the way going through.

And so one of the things is that it comes down to the delivery as to how people anticipate what your brand is, as to what your service level is, as to your touch points as to how you scale them or do them a little differently to that of your competitor.

And so that's the, those are the opportunities of unfair advantage that you have with the view to try and find areas where you can add more to what you're doing at this point in time.

When you get to awesome, awesome is an incredible place to be.

It's extremely hard.

So I'll give an example.

Uh, we had at the, in, in Dubai and I picked up by, uh, a Rolls Royce.

I got taken there by the, by the time I got to the front door, they knew who my name was, they knew my partner's name, they took us straight to the elevator, they took us up to the 27th floor and we had great high tea and we had a lady play in the hop, but they knew everything about me by the time I got to the building.

And I can turn around and say, well that was an, an awesome experience in the sense that normal hotels that I go to, normal buildings that I go to, they don't know who I am.

So I would regard that as an awesome experience.

But the one thing is, is that when you're at number seven, number six or number five, you just need to make one little mistake and very quickly you're gonna fall, fall to a three, to a two, to a one.

And when you're down there, you work damn hard to try and get up against.

So if you ever read the book of Good to Great, we'll tell you how hard it is to sort of maintain a, a good, to a great experience and from a great, excellent experience and how we as as consumers or purchases are quite satisfied with good to average.

But at the end of the day, we would love to see great experiences coming to us, and so therefore your customers are expecting the very same experience from yourself.

So the idea that I was talking about with, with Scott was that when we look at a particular business, whatever the business is made up of, or whatever the business does or whatever role it is, whatever category it plays in, it's basically around a brand.

And that brand has a couple of key fundamentals in the sense that it's got a data in the sense of its customers in the sense of its database, A CRM, which is very, very important in the sense of its attributes as to how the business runs.

Naturally the revenue that this business creates is, is of most interest, especially if you wanna sell this entity at one stage.

So what kind of revenue is your business maintaining?

And naturally the investment that you make in the sense of software as to what software do you utilize that makes this business robust, that makes this business flexible, makes this business adaptable, is very important to the, the foundation as to what this business is made up of.

But naturally there's also a lot of the other stuff as well in the sense of goodwill.

Now goodwill is a, a, a strange subject in the sense of heart's calculated, but nine to outta 10, if you've got customers that are staying with you, there is a lot of goodwill that is sort of maintained and naturally patents and trademarks that you go and create with the you that are are, are attainable to you, that are personable to you, that are valuable to you are are sort of the, the makeup of what your service would be to your delivery as to what it is.

And, and not to say that everyone needs a trademark and everyone needs a patent, but it's, a lot of people have a secret recipe or secret sauce as I like to refer to it as, as to what it is and how they, they go forward and what they put together.

So nine times outta 10, what happens is we sit with a situation where we've got the goodwill, the patent, the trademark, the the brand, the software, the revenue, that is the business that actually goes to the customer base at the end of the day, that's where the problems already sit.

We are, we are there to supply a solution to the problem that they may have.

And so basically we always want to take businesses that go to market and one of the things that we spoke about with Scott was to turn around and say, well, how do we unlock other ideas, other aspects of your business that you may have?

So for example, I I let's call the paper jets as other ideas.

So you may go and say, listen, we, we do this already as our main shift business, but what we could do is add this as well to to our service offerings so we have another idea and we can have a another aspect to it.

So in Scott's business, for example, we spoke about that he is got so much content that, you know, he could write a, a series of books or of training models, he could go and create like a, an another opportunity where people are buying his workshops.

And once again, depending on how those are, are generated and reved, you know, it's a case of just going back through the archive.

So what I did was, in the agency world, you know, you, you spend so much time coming with ideas that don't really go to market, but they are relatively good ideas.

How can you dig back into your archives and really just unravel what you can bring to the market again and, and revisit.

And so the thing that I look at is what I call pinpoint, pinpoint pivot with the view of of going forward.

So I like to do this with a team because I, I don't think that it's done by one person alone, but if there's a team that could be gathered, a pinpoint is basically to gather your team to brainstorm revenue opportunities, revenue, other areas that the market would be willing to buy or pay for the inventory is to take stock as to what you've already got in the sense of your archives.

What you've already got is business talent.

So what you've got is knowledge that you can leverage to these to get these ideas to market.

The visualization is to determine how will these ideas add value to the customer?

Because if it doesn't add value, what's the point of you going for, for the whole exercise and how does it add value to your business?

At the end of the day, opportunities, there's always been lots of opportunities in every single category.

And so once again, if you are working in a particular business, there's a, a thing that I call spare capacity.

So for example, you're having staff or whatever the case may be, and they're not working full eight hours or they could work like an extra two by putting more projects onto to, to the the, to their plan that this is where you look at and say, well, well let's, let's explore opportunities to source and apply the right people to support and launch these concepts.

But the one thing you gotta be careful about doesn't go mean.

You need to go hire more people to get your idea.

If you don't have it in your natural realm, in the natural expense and something that you want to go and source, you've gotta realize that it's gonna cost you money and you hope that you're gonna make it work.

So before you do anything, the the last one is test in the sense that you've gotta test that this is what people want, that it's got the correct metrics because if you can measure it, you can manage it, it's ultimately what you can do.

And so therefore you can add value and, and as you build it.

So what I like to use as, as, as as pivot is, is a form of how do you get your ideas to expand in the sense of your, the business that you're already running.

Not all ideas might be that fruitful, not all ideas might be that valuable, but once again, it, it expands to the repertoire of what you want to do.

Now the biggest thing that I find with business owners is that they come to me and they want to have an investment or they want to get someone to buy in or they're looking for a silent partner or whatever the case may be.

And it gets very, that's that it's extremely hard to do.

And, and from an investment's perspective, it's extremely hard 'cause the investor only has got one thing in mind is that he, when he puts his money in, he wants to know that he is getting get X multiple back and he doesn't really wanna sweat or stress about the business that it can maintain or deliver where it goes forward.

So one of the things that I've always done is to look for opportunities that go to market with a view that you can actually highlight as intro factor.

So one of the business I had bought was a storage business that was a document storage business.

And basically, especially in Australia, you had to keep documents for like 15 years and this was before the, the whole cloud thing really took off.

And what happened was we started to do with pick, pack and dispatch and pick, pack and dispatch was something we noticed from an online shopping is that that was becoming morbid.

A lot of people didn't have the warehouse or the facilities to be able to deliver this.

So what would happen is people would have an e-commerce store that place an order.

Our warehouse would receive the order, we would take it out of a box or out of A-A-A-A-A crate, put it in an envelope, put a an address on it and send it off as to the instruction that we were given.

And so what we did was after a period of time we found that the business was doing extremely well, but it was a hassle factor for us.

It wasn't really our main focus.

And so what we did was we sold the business and the money that we got came back to the business, but we still owned the building.

So we were still getting the rental from the business, but we weren't having to sit and stress about the business going forward.

And what that did was with people who paid us for the ideas that we had or the, the, the intellectual property that we had generated and take to market that was creating revenue that someone wanted to buy.

We were able to channel money back to the business.

And by taking money back to the business, you were becoming more cash positive and becoming more cash positive gave you more opportunity to create more marketing for the actual thing that you really do for the actual function that you really do.

And so once again, even though you might have an association of those ideas, there's many ways of selling them off in the sense that you could license them, you can franchise them or you can sell them outdrive depending on what the entity is as to how you go.

And therefore the choice of the branding is very important because if it's related to your mother brand, the main brand, then it gets very hard to to defrag your business because then people take a, a chunk of your business.

But if you've created a, a reputation or a brand of that idea and someone wants to take it off your hands and it's giving you a good multiple back, it's a good way of create getting cash injection.

And by getting cash injection, you get the main core of the business to be able to grow without having to borrow money, pay off loans, pay off investors, and with the view to create an opportunity of of getting things to market.

So the thing that I always look forward to is how does a business unlock its value?

So with Scott, for example, you know, Scott's been writing for over 20 years.

He is relative written for multiple clients, multiple strategies, multiple documents.

How do we put them into silos?

How do we put them into ideas that we were able to take to market with the view that they'd become revenue streams and by that revenue stream let them grow up to become an asset or an intellectual property of its own right that can be leveraged, that would unlock more revenue.

That at the end of the day that when you get to the ultimate business that you want to retire from, that you were then able to get it to the very best that you could with the least amount of debt or borrowed money coming into the business.

So ultimately that was an idea that we got, I dunno, Scott, if you wanted to come in here as to anything else that you were referring to on your case as to how we looked at things, but that's basically the, the model that we were exercising and what we were just trying to demonstrate today as the, the unfair advantages to what people have as to what they can utilize.

Yeah, I I I think once one of your strategies, and I haven't haven't, I've been on holidays and, and in a, in a bit of a catch up mode, so I haven't gotten to it as yet, but one of, one of the strategies you discussed Grant, was really making a list of all of the assets within your business and really focusing on, you know, on those, you know, on those assets and building, you know, building those up so you're not just, you know, you're not just creating cash flow today, you're creating assets for the future.

Correct?

Very much so.

So basically the more market share that you have, the more that you've got, the more appetite you have in the sense of what you've built gives you that opportunity with someone that wants to acquire you by them acquiring you.

The, the, the formula's simple.

They want to get you at the very best price because they want to pay themselves back as quickly as possible.

The more assets that you've got in the marketplace and the more revenue streams that you've got, naturally the higher price that you can charge.

But the more, the faster they can try and get their money back, you know, selling a couple of business, it all comes down to the PE ratio that someone's prepared to pay as to how long that it's gonna take for them to pay themselves back from the working of this particular business.

And so therefore, you know, the goodwill, the patents, the trademark are all extremely valuable assets, but how you apply that to your category, to your knowledge, to to the team, to the talents that you've got in the, the team that you've hired to the opportunity in the marketplace where people are still wanting more or need more in order to solve their problem or make it fully fledged.

So another example would be a client that I worked on, he was, they were medical supplies and so basically they were selling things and they were just naturally just bringing on more and more elements.

So the one guy that he started to take on dentistry and he started to bring in dentistry equipment, eventually he was doing so well that someone offered him to take his dentistry off his hands and he did so with the you to go buy more stock for the hospital side of things.

That was the bulk of his business was the main draft of his business eventually.

So it's ama it's a, look, I'm giving you just very bland examples at this point, but I think from a a an agency perspective, from a a creative perspective, we sit with multiple opportunities and talent to market.

And so therefore they can be revenue streams or they can be sellable assets that come back into the mothership that basically helps to create more leverage, more exposure, more marketing going forward.

No, I think that's, I think that's great.

I'm just wondering, grant, like if you were working, let's say I don't, I don't know if we could do a quick case study, would you be happy to do that?

Yeah, I'm happy to try.

Yeah.

Does anyone want to volunteer for a, for a case study on, on their business?

J James?

James, yep.

So James has a, or James maybe you can, you'll be able to explain it better than I And for Penny and for a PAM grant.

Yeah, well I couldn't, like, I've a digital marketing business that's been going for about 20 years in various forms core business and where I repeat revenue comes from is from doing Google advertising, but we also offer content writing, social media, content, websites and, and similar services that most of us off.

So I'm open embarrass me.

Well, is that a case of embarrassed you, James?

It's a case of just unlocking where there's opportunity.

So for example, you might find that your, your core business, which is around being making business Google friendly in the sense of, of getting the best return of the investment is sort of the, the big flagship that you sort of go under.

But at the same time, building the websites might be one of these, these paper jets putting a workshop together as to how people should apply their business with the view to, to get the very best out of their Google rankings.

And their, their, their ad spend is another workshop that you can basically put to, to together.

So you can put those kind of workshops further.

You know, you've got multiple assets that people are wanting on a regular basis, how can you put them into different channels, into different reputations?

They don't run by you, but at the same time, if you've got enough disturbance or you've got enough gain or you've got enough market share of it that someone says, you know what, can I buy that from you because it's easier for me to buy from you than for me to go create it myself?

Then you find that someone who might find that he's got more interest in that subject than what you have and you want to focus on something else or something new comes up that you want to pivot, but you're now lumbered with these other assets that you've got is an opportunity where you can do it.

But the thing that you've gotta look at is how do you get this to become a revenue stream?

How does this become a mini business within the business?

How do you get to a point where it's got the goodwill, it's got the software, it's got the revenue, it's got the data that when someone buys it, it's not an idea.

It is something that's fully fledged working that I take it and I know that I'm, I'm prepared to pay for it, but I know I'm gonna make money from it as well.

One of the, one of the things that we had done, it took us quite a long time because of the relatively little staff availability we had, is that we have completely systemized everything we do around Google ads.

I mean there's, you know, this, it's, it was a huge effort.

So I had considered that that the process of how to, how to onboard and manage an ads client might be a saleable product.

And the other thing that we've developed, which we haven't actually taken to market yet, is a service called website concierge.

Mm-Hmm.

Where we will actually sit with a client and write a complete specification for a new website build so that they can give that to their preferred developer and we will act as the intermediary between them and the developer to make sure that they get what they're expecting and the developer doesn't try to shortcut or hood wing or come up with any excuses for not doing what's required.

So those, those are a couple of things I, we have I think are a little unique.

Yeah.

So for this, let's say to your concierge for example, that could be one of these paper jets, but basically how would you take it to market?

How can you get its revenue stream?

How can you build it to a point that someone said, you know what, I'd like to just take it off your hands and you're quite happy to let it go because you know, you've built it and, and you've done something the same.

Again, if you look at all the, the, the, the, the, the systems and process that you've come up with on Google ads, you might break them into industries and say, alright, I've got one for the jewelry industry, I've got one for the property industry, I've got one for the, and you go to to market with those and you can say, Hey, who would like to buy this from me?

Once you've actually made it, when you, when you haven't made enough revenue and you haven't got enough customers or database around it, it's very hard to sell any entity.

But if you've really got the market share of it or you're really attaining the market, or you are onboarding the market share at a really good rate, that is the very best time to then let it go for a premium profit that you can then go and go back to the things that you really want to do or the things that are of interest that, that are coming in your space.

There's always new things being invented or training, which is part of the trend.

And so in those cases you might find that you need to pivot just as much as what your businesses or, or your client's businesses are pivoting and therefore you want to put your interest into that space, but you wanna unlock the assets that you've already invested in.

You don't wanna shut them down.

So you want to try and make sure you're always building them to the best that you can in the sense of its brand, in the sense of revenue, in the sense of its data because that is valuable to someone else who would rather pay for it than try and do it again for themselves.

Yeah, Fair call.

Yep.

No, that's, that's that, that, that's excellent.

That's excellent.

Thanks.

Thanks.

Grant a, any does anyone Thank You.

Thank you Grant, I appreciate and thank you Scott for giving the opportunity.

Yeah, yeah, no, you're, you're welcome.

And, uh, does anyone else have any questions for, for Grant or would you like to ask him a question specifically about your business and how you can, you know, how you can turn what you've done into, into assets?

What about you, Tim?

You you would've built some automations and stuff there that are, that are pretty powerful.

I Got a few there.

So yeah, just thinking about the applications of kind of, you know, either creating this assets that we can then kind of onsell or, you know, putting some, you know, trademarks and stuff around them.

So interesting.

Specula actually we like this, this kind of layered thinking grant.

It's pretty good.

Could, Could you, could someone like, could someone like Tim for example, grant, he's built out all these automation sequences, right?

I mean I guess it's the same with what, with what I do as well, but let's say you did build an automation sequence out for a plumber or something in Canberra that could easily be applied to plumbers all over Australia, all over the world.

What are your thoughts on that?

Very Much so intellectual property is the, the, the, the best diamonds that we can create in the sense that if there's something that other people need and you can license it or you can franchise it or you can, whichever way you, if you still want to hold it or just let it go completely, whichever the, the price point is that, that you feel is the economic number at the end of the day is the way that you've gotta think about it.

The thing that you've gotta remember is that, let's say for example, you get to the end of the day and the end of the day is you want to now sell this business and you turn around and you say, oh, I've got this and I've got that, or whatever.

There's a good chance that someone's gonna come in and says, you know what, I'll just buy the two jets, the two top jets.

I'm not gonna buy the rest, let, let them fall by the way.

So I'll offer you X for that.

Then suddenly that those, those, those assets can just fall by the way, and you don't really get anything for them.

But I think what the point about where this idea comes from is that, say for example, you had an idea of, of some system and software and you were doing it for plumbers and it was running around the world and, and it was giving you a licensing fee that you weren't running yourself, but you, you owned it, it was yours, but you were getting a revenue from it.

It's a revenue that you're not having to look after that much and therefore you can go concentrate on something else or pivot your business to something else or bolster an area where you would like to do more, but you don't have the funds right now and you're hoping to get more sales.

And so therefore you're putting a lot of emphasis on sales to say, come on guys, get me to this revenue so that I can reinvest the business to do x.

Where sometimes you can just unlock value that you're prepared to, to license off.

So it's a case of just thinking as assets rather than a, a full entity, a full co compliance of one business that has multiple elements to it.

It's actually something that, you know, I just, for what I'm doing, I, I've actually sort of gone down in that rabbit hole a little bit and really builds out around, in this case around go high level a bunch of systems based on the last thousand odd companies we've automated.

You know, that that, you know, it's not just the, the software, I mean software's just just the software, right?

But the systems that we then deploy in, which includes all the automations and all the emails and all the text messages and all the copy and everything kind of becomes a system that if you bought it outright, you know, you might be spending $20,000 to have it bespoke built or 30,000 bespoke built, but can license that product to that customer for 300 or 200 or 400 or 500 bucks.

Yeah.

Which makes it both more accessible to the client, but also then increases the stickiness because if they go, they lose access to those systems, which you've then licensed to them.

Sure.

And They could do that, you know, websites, you could do the same thing, you know?

Yeah.

You get access to the website, but it's not at a, you know, it's at a sort of fractional cost of compared to building all up front and if you go, you lose access to the website.

Yeah, very true.

You know, one of the things we've gotta look at amortization in the sense that, you know, Warren Buffet always said that, you know, if you're making business only when you're awake, then you've got yourself a job.

But when you're making business when you're sleeping, then you've got yourself a career.

So I think it's those kind of things that you've just gotta look at those assets as to who wants them, who needs them, and who's utilizing them for their aspect of their business.

That co culminates into to annuity income is the best way to try and unlock.

But at the same time, I find too many people holding to too many things for too long and at the end there, there's, there's just not enough appetite to wanna buy it and therefore just falls apart where you can actually unlock the value as you go along.

And as things trend and change, how Do you, how do you carve up your business too?

Grant, like you talked about, for instance, like, you know, like maybe having a different company name or something like that.

So if someone wants to buy you and you don't wanna sell one aspect to your business, but you wanna buy the other one, sell the other one, how does that work?

So from a logistical perspective, So all you do is you, you don't create multiple companies because that's just expensive, but what you do is you create multiple brands and then if someone wants to take the brand, then they take the brand, they take the software, they take the, the, the data, and they go and put it into their structure as to however they want to do it.

And it just comes out of your structure.

But to go and run, run multiple companies, that's just expensive.

And I dunno if that's a good idea, especially if you don't know what it's gonna do yet.

You know, if for example, you've got something that is just incredible and the revenue's ridiculous and, you know, it just helps, it makes good sense to separate it.

So for example, one of the businesses that, that I run in is that when I had the agency, I owned the building and when I owned the building, well, I didn't own the building in the agency name, I owned the building in a separate and I charged myself rent, you know, type of stuff.

So basically I was my own landlord, but I was charging myself rent.

But if I wanted to sell the building, I could sell the building from the company and the, the agency wasn't affected.

If I wanted to sell the agency, the building wasn't affected.

So it's just things of how to set it up.

So it's a case of when to, in this case, when it comes to assets and ideas and, and products, I would just create sub-brands around it and say, oh look, this is our triple A plus version.

And, and, and, and not try and not attach your name too embedded into the brand because then, then it does destroy your brand every time you, you take it away.

Yeah.

Yeah.

James, Yeah, just further to that grant, about 10 years ago we sold off our web hosting and web development business that we had at that time.

Yep.

And what we did was we didn't sell the company, we sold the business part of the business.

Of the business.

Yes.

So, and, and the, the only issue that we had and, and it was very successful, it was, it was a very good transaction.

What we, we found out as part of the process was that the, the purchases lawyer reminded us that we had the name medically trademarked for web development.

So we couldn't trade us under the name of Mely for two years.

We, we had to register another trading name, which was a little unfortunate, but it, it wasn't too much of an inconvenience.

But there's, there's an, and I do a lot, one of my biggest clients is a business brokering firm, business brokers and valuers.

So I've worked with them now for about six years.

So I know the business very well and, and there's a big difference between selling a company and selling the business of a company.

So you've, you've gotta, and, and seriously, I mean, this is an unabashed recommendation that dealing with the business broker for this kind of things is gets you a lot more input in what, what legally and structurally you can do.

Sure, absolutely.

I totally agree with that.

I think when it comes down to the, the, the sub-brands is that you've gotta choose those names carefully.

If your intent is to let it go, and you never know when it's got enough value that you can save.

So let's say for example, we've got paper jet number one at the top and someone came and said, listen, I'll take off your hands, but it's worth a million to me.

You know, you've just made yourself an extra million.

You say, look, I'll take the million.

I let it go.

I've got other things to, to, to concentrate on you, you would take a million.

But if someone comes to you and said, let's not give you 20,000 for it, and you say, but it's making a hundred thousand a year, why do I want 20,000 for it?

No, I won't do that.

You know, type of stuff.

So it comes down to making sure that you're always on the ready to let it go, but you ultimately need to always ensure that you are, are, are trying that every day that you are working, you are always making sure that you've got talent, you've got people you're paying, how do you get the very best out of them with the view to create multiple assets going forward to a marketplace that needs these solutions.

Yeah, No, that's, that's.

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• Engaging thoughtfully on other professionals' comments through personalization can lead to new connections and followers.

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Zac Mason, and he's really turned LinkedIn into a goldmine for himself where it's actually generating, you know, he's, it, you know, like basically the reason why you wanna listen to, to Zac is he can show you how to add five figures a month to your, you know, to your bottom line via LinkedIn.

He's a founder of the metabolic recon method and actually a fitness expert, but he's garnered a jaw dropping 2,232,638 impressions in just one year via LinkedIn.

He's attracting top tier CEOs, entrepreneurs, you know, you know, via, you know, this module.

So it's gonna be revealing exactly what he does, his processes, his systems, if you go to his LinkedIn profile and I encourage you to follow him 'cause you'll see, you know, some of the unique things he is doing.

But he's gonna open the link to us now.

So yeah, I'll hand the reins over to, uh, to Zach.

Thank You Scott.

It's awesome to, to uh, go and be able to share what I'm doing.

So I'm just gonna share my screen.

Can everyone see the Google doc?

Yep.

Yep.

Okay, perfect.

So yeah, I decided to put all this in a Google doc, so if anyone wants it at the end, I'm happy to send it over.

And yeah, basically what I'm gonna share is what I have done to get over 2 million impressions and that's helped me generate six figures in my business or organically.

I haven't ran ads for many years because I got the s***s with them and said I hate Facebook and decided to go organic.

And using LinkedIn has, has helped me do that.

So basically 95% of my customers come from, or clients come from LinkedIn, so I'm just gonna show you what I do.

And these days I try to keep it as simple as possible so that I can repeat what works over and over and over and you'll, you'll see why.

So basically these impressions here is, you know, the past 365 days.

So it was a little bit higher when I first spoke with Scott, which is why it's 1 million.

But anyway, just to show you that, that is real, and I've broken down this into three pillars, basically.

The first one being profile optimization, second one being your network expansion and three being the content optimization.

So yeah, nothing too fancy, but let's get into it.

So the first one I wanna talk about is profile optimization.

And I dunno if you've seen this meme, but it's pretty funny.

A lot of people loved it on LinkedIn, but the, the thing I wanna point out is that a lot of people are, are, are just, you know, putting on this facade on LinkedIn and it kind of looks a bit silly when really there's this kind of gap in the market right now for LinkedIn for just people being real and being themselves.

So, so I wanted to point this out and which one is better?

I would say just, you know, being exactly who you are and what you are on LinkedIn is gonna stand out a lot more and more moving forward with all the bots and AI and everyone copying each other.

So here's what I did to optimize my profile and by no means do I have the, the best profile in the world, but it, it's obviously working for me.

So basically the first thing you want to do is have a, a profile picture that looks clean and stands out and is recognizable across multiple platforms.

This has kind of helped with me, so like YouTube, Facebook, TikTok, Instagram, Twitter, every single platform.

I have the exact same profile photo and I haven't changed this one for several years, so it just becomes, yeah, easier to recognize.

So you've got my before and after shot there, mate, when I had dyed my beard brown, Oh, sorry, what was that Before you featured section?

Oh, righto.

Yeah, my, the, my before and after when I had a different colored beard.

Yeah, the banner or obviously matters, but I see a common mistake with LinkedIn banners is that people don't optimize it for mobile.

So you wanna make sure whatever's in your banner can be instantly read and seen on a, on a mobile view.

And I'm basically like, I don't love this banner, but I'm just driving it to my most recent lead magnet, which is the, the train less small muscle checklist and telling 'em to, you know, get the link in the bio.

So clear cut call to action and then using a business blueprint picture is a bit of, you know, authority to help with that.

Then you've got your name, obviously it should just be your name, not have a bunch of higher efic, cryptic letters in there that, I don't know what means just looks really clean to have your actual name and not nothing else, then your bio statement.

So I just keep it simple, say what I do and then drive, again, drive the call to action to download the checklist.

Then you've actually got the link that you can pop below, you know, your business name and location so people can click that and it takes 'em straight to a website or whatever.

So I just have my landing page where people can opt in and download that.

And also it's, it helps to have the creator mode turned on, but they say that it helps, you know, get, get more reach for content.

I don't know how true that is, but you do get some extra features like the, the followers sort of connections.

And I do think, I can't see it on my end, but I'm pretty sure if, if you go to my page it'll say follow it won't say connect.

And if you want to connect with me, you'll have to actually tap the more buttons and do that.

So creative mode is, is definitely good if you want to get more eyeballs on, on your profile and in your content and below that you'll see the featured section.

This is really important because you can showcase what you do or any particular offer that you have.

So as you can see, I've just got client results there.

So that, that's the first thing that people are gonna see and it, and it makes it very clear about what I do.

Then we've got the about section, it's kind of hidden so people aren't gonna see this, but I still think it's worth putting in a really good about section that in a way kind of tells a bit of a story, not so much just, you know, this is who I am, this is what I do, gimme a call.

'cause everyone's doing that and it's kind of boring and that's not how you would sell to someone if you met them the upcoming event.

You wouldn't just say, hi, I am John, I do this book a call with me.

That would be really weird and awkward if you did that in person.

So I try to think, what can I say and do?

That is something that I would say and do a real life and that's what I put in my about section.

There is top skills below that.

So I guess it's an opportunity to put in your skills, not that anyone really caress too much, but may as well may take advantage of that.

You obviously wanna put your business experience in there.

So I've just put what I do for how long and a couple of YouTube videos below, if people wanna click the, it'll take 'em to YouTube and they can watch 'em.

Now there's also the education education section, which I guess may as well make the most of that if it's applicable.

And then for some reason the most important bit is recommendations is all the way, like at the bottom.

So I think it's important to, to ask, you know, your top clients and put recommendations, that's what I've done.

And, you know, slowly accumulating those over time.

It's great because it's, you know, it's, you know, you can see it's a real person.

People can click on their profiles.

I've even had some clients message former clients and say, Hey, I saw you work with Zach, how was he?

Blah, blah, blah, blah, blah.

And that, that was great.

So that's pretty much the profile optimization.

The only part I didn't really talk about was the activity, which shows, you know, recent posts, but there's, you know, everyone has that, so it's not really that important.

So we'll move on to, uh, network expansion and so we don't wanna be like Vincent Vince McMan, but anyway, I thought that was a funny meme.

So currently there's a connection limit of 30,000 and that's where it's important to then focus on followers because if you just stop, you know, connecting with people at 30, you can increase your followers to unlimited.

So that's, that's the benefit of I think using the creator profiles, you can then focus on having followers beyond that point, or you can delete connections that aren't relevant.

So people who are just not within your niche, not within your market, not within your country or whatever it is.

So at the moment I have my VA who will delete anyone from like India, the Philippines, countries that will never ever buy my service.

I get them to go and disconnect so that I can open up room for new connections for people who are within my niche area.

And this is like a daily activity because LinkedIn has become more and more strict over the years.

Like when I first got into LinkedIn over two years ago, you could add a lot more people, like stupid amounts, you could add like two to 300 people per day.

Now it's like a hundred people per week maximum.

This is why it needs to be like a daily repetition so that you are making the most of the capacity that we have and just adding, you know, the highest quality people that you think could use your service or product.

So adding 15 to 20 targeted people per day using Sales Navigator.

So I do recommend paying for the premium service so that you can do all these different filters.

You can put in a whole bunch of them and really dial in specific people that you want to connect with, which is really handy.

So I use Sales Navigator for that.

And it's also good to be aware that if you do exceed those limits, you will get a warning.

And I, I don't recommend getting too many of these warnings because if you do, it'll put marks on your account.

If you do eventually get restricted, it can make it more difficult to get your account back.

I have been restricted twice for different reasons.

The first time was because when I was testing ads, my ads manager had a problem with his account, which looked suss, so they, they restricted me as well for like a week.

That was annoying.

And then more recently, which I'll explain in a minute, I got restricted for three weeks just because I had too many strikes in my account just from testing too many different things.

And I guess in a way I kind of took the p**s a little bit and they said, no, like we're gonna restrict you.

And it was a bit of a hassle to get my account back.

So yeah, definitely want to stay within the, the limits of what LinkedIn spectrum us these days.

And so, yeah, one thing with network expansion is engagement.

So it's one thing to get engagement on your posts, but more and more LinkedIn is rewarding people who are actively engaged on other people's content and within that, within their post too.

So for example, one thing that's that's helped a lot to grow the follower base, you know, to get anywhere from five to 30 new followers a day is by engaging on other influencers posts.

So for example, Alex or Mosey, he'll put a post out, I'll go to his, his content, genuinely read it and, and if I have a genuine comment, I will put that there, you know, instead of just saying like, good stuff with a thumbs up.

Like, yeah, cool.

But the problem is a comment like that is that nobody else is gonna engage with it and there's no interest for anyone to kind of pay attention to you.

If I'm putting a, a crappy comment.

So if I do put a comment, I'll try to make it either expanding on what someone has already said or adding my own opinion or adding just something of value so that if somebody else is going through Alex or Moses's comments, they're gonna stop and read my one.

They might go to my profile, they might follow me, they might read my content.

So it's almost like treating, try to treat every comment I put almost like a new post.

So like if you post once a day, that's great, but then if you go and comment on 10 other posts, that's almost like you've posted 10 times.

But if it's a crappy comment, it's not really gonna be the equivalent of what a post would be.

So what I do is I make a list of all the top influencers who are in my niche.

So Alex is one, Simon Sinek, grant Cardone, maybe Gary Vanerchuk.

It depends, I change it up a little bit.

But I try to find people who are, who are really within my target market, so that as I'm engaging with them, my face is popping up and I become familiar.

So I follow them.

I turn on the notification bell so that if Alex posts, I can see, I get a notification.

So I can go there and try to be someone who comments as early as possible so that as he racks up 50, 100, 500 comments, my comments more likely to get seen.

Then I'll go through and I'll engage with other comments under Alex or Moses' post.

So if someone puts a really good comment, I might engage with that person.

And that's, you know, in a, in a way that's a connection or a touch point.

And if I see that that person is genuine and they use LinkedIn often I'll go to their, their profile and I might follow them and then engage with their content.

So now I'm not just engaging with the comment that they put on Alex's post and now go onto their profile.

They're gonna get a notification saying, Zach viewed your profile, I might comment or like on one of their posts and they get multiple notifications.

So I'm just building this exposure and, and repetition with, with these people.

And yeah, I just repeat that every day.

So I, I try to do the influencer engagement around the time or before I post my content so that LinkedIn sees, okay, Zach's engaging, he's being active.

Then I post my content, which we'll talk about in a minute, and that helps me to get eyeballs back on on my content as well.

Then we have like dms.

So the dms on LinkedIn is, is great because you can softwares to automate it and use AI to do this stuff.

I did test this quite a lot recently and I was sending up to 150 messages per day, which is like the maximum I could do.

I just wanted to see what happened.

Not a lot happened and it actually resulted, I think, in me getting restricted because I sent way too many messages, but I just wanted to see what would happen.

So that was a, a test that didn't go to plan, but I, I do know people probably more in like the B2B space who generate a lot of success doing like these automated messages.

For me, the fitness niche is probably not ideal, which is why I don't do it anymore.

But I think if you are keeping the limits much lower, like if you're doing 20 to 30 messages per day and you were actively changing up those messages so that it doesn't look like you're sending a thousand of the same message, you could keep your accounts safe doing it that way.

And also getting the software to do it slowly so it's not like super spam, like getting it to send a message once every 10 to 15 minutes, not every second minute.

That could be another nifty way to do it.

But yeah, again, I, I've tested this.

I can't say that, you know, sending bulk dms necessarily got me much business, but I do know people who have got a lot of business from us sending, you know, bulk dms every day.

It's just becoming more high risk because so many people are doing it.

Another thing that I find is worth doing that does help is sending a message to everyone who follows you.

So if you get a new follower, and this is something that my VA does, they'll just say, you know, Joe, thanks for the follow, or Hey Bob, thank you for connecting.

That's it.

No pitch, no nothing, and just leave it there.

And then I'll let my content do the talking so that when these people already, they see that I've already messaged them, messaged them, and then they'll reach out and I can see, oh, okay, this is someone that I messaged 12 months ago and now they're reaching out because they've seen my content.

And that's done all the, you know, the pre-selling, which leads us into the content optimization pillar.

So I, I'm a big believer in posting daily, if possible, again, consistency is what matters.

So if you only posted once or twice a week, that that's probably still okay.

But posting daily is gonna help with exposure with fami familiarity, it's gonna give you more data.

So for me, when I post every day, I get to see pretty quickly what worked well and what didn't.

And the more data I get, the better my content gets.

And one way to get, you know, good at posting content is to follow the trends and see what's already working.

And I found that checking this software we hunter with Twitter is a great way to see what kind of topics, themes, or things that are happening in the world right now.

Like what's timely will pop up on Twitter because you can look at anyone who has like a massive account and it'll show their recent posts and how much engagement and reposts they're getting that can give ideas on what content may do well on LinkedIn.

But with that said, I've found that the, the content can vary quite a lot.

So I can put a, a 62nd video on LinkedIn and Facebook and Instagram and TikTok and YouTube and they all get different engagement and they all get different impressions.

So, you know, whatever you create, whatever I create for LinkedIn, I'll also post it everywhere else that I'm maximizing that effort that went into creating it.

But it's also interesting to see over time what does better on LinkedIn is gonna be different to Facebook and different to to Instagram or whatever other platforms people are using.

And the types of content that have done really well for me, it's probably a bit hard to see from the images, but the best posts I did this year was actually just a, a viral video of a, of lady deadlifting a heavy weight.

There was one that did even better than that, but it didn't make it in this, this list here, which was actually a, a, I think it was like an 80-year-old gymnast lady and that got like 200,000 impressions.

Now that's cool.

I got a lot, a lot of impressions.

I can't say that post brought me any business, but getting that surge of eyeballs on my profile did help boost my exposure and, and, and followers.

So mixing up a little bit of viral content definitely helps to grow following.

And the more followers you have on LinkedIn, the more credible you look, the more people kind of pay attention to you 'cause you know you have more eyeballs, it brings more eyeballs po.

The second post style or posts have done really well for me is just texts and images.

So, you know, putting either a picture of myself that's relevant to the topic or even like a graphic so you can kind of see if I zoom in here.

So this post did really well.

I was just talking about burning off belly fat, but I put a graphic of like a belly and then like showing just like an arrow pointing to it and that that did really well.

Whereas if I put a picture of like an actual human belly, it would've got flagged because it's considered like nudity for some reason.

But a year ago that didn't matter.

You could post anything and it would do really well, but now they're like really cracking down on stuff like that.

Graphics work really well.

Polls still do well if it's, you know, relevant to a particular topic or something that, you know, might be super easy to answer, like do you work out on the weekends or anything that's relevant to to your niche tends to get good traction on on the polls.

And I'll typically do a poll maybe once a week and, and maybe on a weekend when, when people aren't using LinkedIn as much because they're not in their normal routine like a Saturday or Sunday, I'll try to leverage what LinkedIn is like pumping out more.

So like polls and carousels.

LinkedIn tends to favor those types of posts over texts and images or, or videos.

So I'm, I'm always trying to work with the algorithm when it's like disadvantaged for people actually using the platform.

Videos can do really well.

I've had some that have blown up others that haven't done well, so they do have the potential to, to do well, especially if they're shareable and it's something that can be like viral.

Then if that gets reposted, that helps a lot to uh, drive more, more impressions and engagement.

Carousel posts are are pretty awesome.

I've had a couple that have, that have done like over 20,000 or even have 40,000 impressions just by sharing really, really simple like basic tips, stuff that people just didn't know about food.

Like, you know, if you eat a slice of pizza, it's the equivalent of doing this many steps.

Like stuff that is really simple but is not well known.

If you can make it very easy to like visually see and people will just swipe through and if it's helpful then people will repost that and it becomes like a, a good pillar piece of content.

So often I'll use a carousel to get ideas for a lead magnet.

So I'm currently doing a lead magnet, which will be done soon, but I tested that first with a carousel and it got like, yeah like 50,000 impressions and I'm like, okay great, I'm gonna turn this into a lead magnet 'cause I know it'll get leads 'cause I proved it through the post.

Also important to put some kind of call to action, whether it's, you know, download my thing, link in the comments or follow me or go to my bio and download it there.

Or even just asking a question like putting a pss and just being like, you know, do you agree?

What's your thoughts on this?

If it's relative to the, to the content that can help increase engagement already mentioned.

Yeah, engaging with influencers prior to posting, but also once you post, don't just turn off the app, like stick around for a little bit and engage with people who comment 'cause that'll help as well.

Just keep the engagement going.

Have a good question there on that one.

Zach, have you noticed a significant difference by engaging with an influenced the influencer list and content before you post?

I mean that's, I mean that's a strategy I haven't seen before in terms of content, but you know, clearly you've got it there for reasons.

Yeah, Yeah, I, i it depends on the content.

Like if, if LinkedIn likes what you're posting and you're not flagging and putting any, like stuff in there that link, like we never know exactly what LinkedIn likes and doesn't like, but you can kind of see in that first 30 minutes what your impressions are doing.

Then think if you engage prior, that's gonna benefit you.

And I have seen like I've engaged with a bunch of people and then some of those people will come back and they'll engage with my posts.

But yeah, it depends on, on the timing.

Like some days I just don't have the time to sit here for 20 minutes and engage before I post or my VA's already done it, but she did it an hour ago, so I'll post an hour later and it might not be as fresh.

So yeah, it's, it's not like some strict rule, but I do think it helps with just getting a few more eyeballs.

But there's something else I'm gonna talk about in a minute, which can help as well with just improving the quality of a post that you've already kind of talked about, already posted.

I wanna talk about engagement pods because they were a big thing and I have tested them out, but I've completely cut them out now and that's because I realized that as you can see from this picture here, you can have like 600 to a thousand hearts and likes and whatever, but only 2000 impressions.

However, if your post is good, I can get, you know, 2000 impressions with 24 likes.

So sure this one looks better and nobody can see the impressions.

Only, only you can, and this, this isn't my post on the left, this is somebody else's that I, that I know of.

They use like a link boost service that you go into these pods and the AI bots just engage with everyone's posts as if it's you and then they do the same back view.

You, it's like a bunch of robots just communicating with each other and it pumps the engagement up that you can see.

But that doesn't always translate to actual eyeballs, it just translates to fake.

They're not fake accounts, they're real accounts, but they're people that are never gonna buy from you.

Anyway, so yeah, I stopped, I stopped doing that 'cause I thought it was just, it looks kind of silly and yeah, you don't actually need a whole lot of likes to get good good impressions on, on your posts.

And the reality is ultimately the people who who are gonna buy from you don't always engage.

So I would say the majority, if not like 90% of all the people who have, who I'm currently working with and have coached, they did not like my posts.

They did not comment on my posts, they did not share my posts.

The people who do constantly engage my posts never have reached out to buy anything.

So it's this, yeah, bit of a catch 22.

We want more impressions and more eyeballs so that our potential customers can see our posts, but that doesn't mean that the people who are actually engaging are gonna buy from you.

That's just based on my experience.

There is a repost feature where you can literally repost what what you've already posted.

I'd say it's a bit hit and miss.

I think it only works for absolute top content that that did really, really well.

Otherwise, if it didn't, like if your, if your post got a hundred impressions and then you repost it later, it's not gonna get a thousand impressions, like I might get another five.

So yeah, it's kind of hit and miss with that.

And, and one thing that's that's worked extremely well for me is putting out direct offer posts.

Not too often, but you know, maybe three to four times a month depending on how much other content I've posted and if, if I do want to bring on new clients.

So yeah, putting out a direct, well written post with all the, you know, the copy ticks, all the copy boxes and then putting that direct offer about what it is you're offering, how it works, and then telling the people to, hey, message me a specific word.

You know, it might be message me metabolism, message me, weight loss or whatever.

And it gives them an easy step to do.

And then you start getting these, you know, inbound messages.

So I, I did a post recently that got me, I think it was around 40 or so inbounds within seven days from one post.

Are you, it doesn't happen all the time.

Sorry, sorry.

Are You doing that to a lead magnet or are you doing that to a tail Offer?

Oh yeah, for this particular point, like, yeah, an offer to work with me on one-on-one.

Okay.

So it's like, hey, we're gonna do a program 17 weeks, you know, if you're interested, blah blah, and we'll have a chat, but on every other post I'll put, you know, download my lead magnet or I'll ask a question.

So I'm always trying to put some kind of call to action, maybe not every single post, but at least every second post.

Like if I put up a video that's about solving a problem or belief shifting, I'll say, if you wanna learn more, download my, my lead magnet links in the comment.

Otherwise, yeah, direct offer post couple times a month is a great way to harvest the, uh, people who you've been warming up through your content.

Another thing is on content quality, a lot of it is driven by above the fold.

So I've highlighted in this box here, so your headline and below that, before it gets to the see more part, this is like the most important thing because if this doesn't hook someone and get them curious to read more, then they just won't.

But the good thing is you can change this.

So if you post and you can see the impressions aren't really doing a whole lot, you've got this kind of window of around about 30 minutes or within 30 minutes to come in and change that and see if that makes a difference.

If it doesn't, it could just be that the topic is not relevant or hot or the image isn't really stopping the scroll or LinkedIn for some reason doesn't like it again, like we don't know LinkedIn's algorithm, but it is quite different to, to Facebook and, and other platforms in terms of what I actually write about.

What I've found does well is practical solutions that people can do immediately.

Like, you know, here's one way to solve X problem like today, leave shifting posts.

So focusing in on a belief that needs, that can be shifted for someone to get results or to to work with me.

Objection handling style topics.

You know, it could be, I'm, I'm, I'm too busy right now, but then, you know, telling a story about why we're, we're always busy and if we're gonna be busy in the future, then how's that gonna change?

Social proof is obviously really important.

I, I found that social proof posts don't, for me, don't get a lot of engagement, but typically people who have worked with me have seen them and that's played a role in them trusting me and reaching out going stories do really well, whether they're personal story, client story or even a story just to get a point across or shift a belief or teach a point like how I, how I did kind of posts are important.

Like documenting like, you know, here's 3, 5, 7 things I did to go from A to B.

Those do really well and if and if they're displayed very neatly and easy for the I to track along, that definitely helps.

And I've seen a few other influencers that just crush it with like visually pleasing posts, even if the topic isn't, you know, amazing.

If they make it easy to read, then they get a lot of engagement.

And then just funny stuff like could be memes could be something that demonstrates your personality so you don't just look like some picture perfect LinkedIn kind of resume type of profile.

I think that's gonna be more important moving forward is actually showing personality because it is getting a bit robotic.

Hence my point here on trying not to be like a robot and put comments like this where it's just like, check us out, blah, blah blah.

Like this type of comment or content is just absolute rubbish, but there's more and more of it popping up on the platform.

So don't do that.

Or at least I don't do that.

I think I already mentioned this.

Yeah, engages aren't necessarily buyers, but the people who buy do read your content, otherwise they won't trust you and won't buy a release not from me.

And newsletters, I found the newsletters are an interesting feature, but why I really like them is for one reason is they email all your subscribers.

So currently I've got like 4,900 subscribers.

So if I put out a newsletter might only get like 300 impressions in the feed, but it sends out 4,900 emails.

So I might get 1500 to 2000 people actually open this post in their inbox because that's a feature of newsletters.

So yeah, if it didn't have that email function, I wouldn't even waste my time with newsletters.

However, because it's got the email function, I see it as another way to, you know, if I put out an offer post tomorrow I'll just copy and paste the offer post into a newsletter and now another thousand or 2000 people are gonna see that offer that they didn't see in the feed.

So that's a really cool way of doing that.

And uh, yeah, that's kind of everything I do in the simplest, shortest form.

So thanks for for coming and please don't send me a sales pitch after connecting with me.

That's, that's great.

Zach, I, I think one of the reasons I wanted to have you on is because you know, you're not a LinkedIn, you know, person as per se, but you're doing it real time and I think that's so valuable is just seeing what you're doing now and what's working and the things that really stood out for me with that presentation was similar to what Tim Tim said was, you know, like, you know, going out to, you know, those influencers and really building the engagement for them to get a following, treating every comment, you know, you make as a new post.

And also the newsletter, I didn't realize it emailed all the subscribers when you did a newsletter, so, but with that said, is there any, any questions for uh, yep, Stella, I unmute myself.

Hi Zach.

Do you find time of day actually affects the engagement at all?

Because I know there's a lot of to and froing in terms of when you should be posting in ideal times, but I've always been a believer of consistency is best.

What are your thoughts on that?

Yeah, I've, I've found that posting like at a, at appropriate times does help typically for me, somewhere between 7:00 AM to to around lunchtime after that all the US goes to sleep.

Yeah.

So there's a lot of eyeballs that, that get missed.

And then in the afternoons, not a lot of Aussies are sitting on LinkedIn just scrolling around.

So my kind of window, I just use this time converter thing to refer to it.

But I find, yeah, for, for me it's, it's somewhere, you know, between this kind of window because that crosses a lot of different time zones.

Mm-Hmm.

I haven't, I haven't tested doing like, 'cause you can schedule posts later in, in, in the evening when I'm asleep.

The problem is though I'm not online and I'm not actively engaging.

So I tend to not like to post unless I'm using the platform at least for 30 minutes later.

But yeah, I do find the time does matter.

It's just, you know, when are most people gonna have a chance to see the post?

And that's gonna be when most people are awake.

But if you only work with people in a certain area, it's a matter of, well when do those type of people most likely use the platform?

But the good thing is if you post regularly and then you use a software, like I think it's shield, it'll, it'll collect analytics and it'll kind of show you when, what times you get the most engagement Mm-Hmm.

On your posts or the most impressions.

I haven't used this software for quite a while Mm-Hmm.

But last time I used it, it does give somewhat helpful data and a lot of the influencers use it too.

So could, could be worth, worth looking into.

What What was the, and just, oh, sorry, I just have one clarification question.

You mentioned earlier too that when you've got a new connection or a new follower, you actually send them a DMM that's not automated.

You've actually got your VA doing that each one individually.

Yep.

Just to clarify.

Yep.

Yeah, so hey, hey, thanks for the connection.

Yep.

Okay, perfect.

Good.

Thank you.

What, what was the other piece of software, Zach, that you had?

You mentioned where you look at what Oh, influencer posting.

I know it was mentioned there earlier.

What, sorry, what influences called tweet?

Tweet hunter.

Tweet hunter.

Oh yeah, yeah.

Sorry, yeah.

Tweet hunter.

Where did I put it?

Tweet hunter.

Yeah, that's, that's for Twitter.

Just to get ideas.

You can see what's getting the most traction, right?

Yeah.

Yeah.

It's just to see, okay, like look at the dates like 5th of October or 7th of October, Alex EY posted about X, Y, Z and it got this many, but like, it doesn't mean it's always gonna be good.

I'm just looking at what, what's recent and what did really well on Twitter.

'cause that can potentially be a hot topic that's trending on LinkedIn.

Do You think that, I mean you're in a, you're in a space, I guess fitness, it's, it's got a a very broad appeal right?

To a, to a lot of people, right?

It, it affects everybody like sleep and breathing and fitness in some capacity.

How do you, how do you think that impacts your results as opposed to something let's, let's be honest, it's a lot more boring, like marketing automation or products, you know, or websites.

Who else is on the call here or you know, podcasts, John, I'll pick on you as well or writing a book.

Do you think that makes a, a difference in terms of like kind of the the level of engagement that you're gonna get?

I think yeah, every industry's gonna be different, but it's how, it's how you make it relevant.

Like, I'm just pulling up this guy.

He, he's into marketing and crushes it, but if you see the type of content he puts up, who is this?

It's really Okay, sorry.

Yeah, He, he's a, he is a marketer.

He has a, he has a business page, which absolutely cranks, I don't know how he does it, but usually a business page on LinkedIn is complete rubbish.

His one is off the charts, but also his personal profile is great too.

But he just puts out like, you know, thoughts, opinions, ideas that are related specifically to marketing that other marketers and copywriters can relate to.

And he is built up quite a massive following doing that.

And there's, I've seen this across multiple different kind of formats.

Like there's, you know, different types of founders and CEOs who, who really talk about very specific things that are so technical in, in a niche that it, it's almost irrelevant for me to comment on, but there's a huge following behind it.

So I think it's, the more you kind of spend time on the platform and, and understand like where the gaps are.

Like you can't really do that unless you spend time on it.

But when you do, you can see that there often is a little bit of a blue or ocean within your niche.

There can be related back to what you do.

So like if you talk about websites, sure, if you just jump on and talk about generic stuff, it's not gonna probably grow too quickly.

But if you talk about, you know, specific problems with websites others can relate to, then you're gonna get an engagement and more eyeballs.

So yeah.

I hope that answers your question, but It does.

Yeah.

Zach, Can I just ask, when you are inviting people to connect in the first place, do you normally just put no message with that invite?

Or do you put a very specific connect request message?

I don't put a connection me connection message.

No, You don't just, just hit the button that says invite connects and that's it.

That's it.

I, I've tested it a long time ago and I didn't, for me it didn't make a difference.

But hey, if there was something really specific, like if I was, you know, B2B and, and, and there was a particular thing that I know a company needed, I might say like, you know, Hey I saw you do such and such reaching out for this reason.

But in my context it's kind of irrelevant, but there is a use for it.

I I just don't do it.

Yeah, Yeah.

I I think there's a strong use case for personalizing a connection message.

'cause what's happening, well my, my team are instructed if there's no message with it, delete.

'cause it will say, hi, I see that you, we know some of the same people.

I think we should connect 'cause I wanna sell my s**t to you basically is the subtext.

But if some effort's been put into it and it's been thought through, even if that connection request has been automated, then my team are trained to Yep, we'll accept that.

'cause it's been thought about.

So, but you, maybe you're right Zach, whether it's B2C or B2B might make a difference and it might make a difference industry by industry.

But yeah, I'd, I'd highly recommend something intelligent as a connection request.

Yeah, I think if it's relevant it's good.

But for me a lot of the time it's not relevant.

Like what am I gonna say?

Oh hey, I can help you lose weight.

It doesn't really Yeah, yeah, Yeah.

No, I get it.

Yeah.

And, and and not, not all of us are are a LinkedIn celebrity, like Zach either.

So, But the thing is, when you hit your maximum connections, like you're not gonna be sending connections anymore.

Yeah.

So it's once you hit 30 k, like no one can send you connect, like people can send you connections but you can't accept them The color.

Do you go through and color your connections and go, don't wanna work?

Yeah, yeah, Yeah, yeah.

It Or they only gauge.

I mean I've, I've tried a few that when I've had people who, you know, send a thanks for connecting message and you know, the response back is spam.

I'm like, that's really good reply, you know, but hello?

And then I'm like, well you're a d******d clearly far off.

Yeah, yeah, yeah.

I I think it's worth calling the people that you know are never gonna buy from you.

So, you know, anyone from Pakistan, I delete anyone from any country that I know will never buy from me.

I delete and I also delete other fitness people 'cause they're never gonna buy from me.

So, but yeah, I, I think it's, if it's worth paying like getting a VA to do that, I wouldn't do it myself 'cause it's just a waste of time.

But more importantly now it's just about, you know, following the right people and, and hopefully getting them to follow back so that they're in your world and they're seeing the content.

Yeah, that's, That's, that's great.

That's great.

So, so I think we might just do a quick round the room and we won't go into breakouts 'cause I wanted to keep that going 'cause I could see there are a lot of, there are a lot of questions there, but it'd be good just to do a, a quick round the room and and see what takeaways there were from, from that session.

John, John North.

What was your biggest, biggest takeaway from Zach session?

Got the Mute off the whole conversation.

My, it, it's interesting what it's sort of come to.

'cause I mean I think the biggest thing with LinkedIn is, is engagement in, in messaging.

I mean I've always made money outta messaging because if you target the right person and did do a decent message, you'll get somewhere.

I just spoke to someone this morning in New York I've been talking to for like three months on LinkedIn.

Finally book employment.

But, um, you gotta be careful with that LinkedIn jail.

Like, I lost the profile two, two times in, in four weeks.

And the last time I lost it, I resigned myself.

I was not gonna get LinkedIn back again.

And so I deleted it off all my LinkedIn profiles and everything and then I, they gave it back to me.

So, but if you paid for premium, less likely to get banned I think.

I think, Well they said to me, you are gonna stay restricted.

And I was like, what are you talking about?

They're brutal.

Hey, they're brutal.

They wrote me and once said, you're never coming back.

That's what they sent in an email to me.

You're never coming back.

Yeah, they, They said that to me and then I reached out to a guy who, you know, taught me all this stuff the last couple of years and he got his team to write me an email pretty much pleading in.

Very, Yeah, yeah.

At least they respond.

Right.

At least they respond if you reply back and create a ticket, the hard part is when you're banned, you're three difficult to create a ticket so you can't log in.

Yeah, no.

So as well on Facebook, but if you can keep asking questions, then they'll, they'll respond back.

And I think the last one I've got, I bought had written up for sure.

But at the end of the day they actually will respond back to you.

So I think if you get banned, don't think that it's like Facebook where you're never gonna talk to a live person.

You can actually get someone to help You.

Facebook is, is fantastic these days.

You can get an Instant reply.

I get instant replies on Facebook within five minutes.

Yeah, they're great.

LinkedIn's horrible.

You might gone the other way maybe 'cause for the Facebook used to be really bad.

Oh, I think so.

It is great.

Yeah.

Mm.

How, How about you Scotty Baker?

What was your biggest takeaway?

Doing 10 posts, like commenting on influencers because I notice I'll, I'll see someone's great comment and then go and follow that person based on that.

And the amount of effort that it takes to put something good together seems to be the return on investment might be as equal as trying to create your own via commenting on stuff.

So that, that was good.

And also the, the different images that I can't remember the carousel, I've noticed some of the creatives I follow, I I read them.

I just know that they're gonna have something really cool and I read them through and often take screenshots and read 'em a couple of times.

So yeah.

I've forgotten how much I like Those, so Yeah, I like that.

Yeah, no, that's, that's great.

And, and Greg, Greg Smith, I know you are big into, into LinkedIn, what was your biggest takeaway?

That doesn't have a clue what he's talking about.

No, that not true.

Is that, and I'm, I'm making that up.

No, that was really awesome.

Yeah, there'd be a couple of things in terms of the, the use case studies that I think that we need to nuance and be careful about.

But Zach, that was great stuff and, and I know that some of the, the really big influencers in LinkedIn are using exactly that strategy, commenting on the influencers post.

And I'm aware of a multimillion dollar deal being done out of that strategy.

Comment, comment, comment, comment, comment, edify advocate, edify advocate.

And eventually I came back and they said, eh, the LU my colleague said I'm blah blah, blah.

And they said, right, we need to have a conversation.

So great strategy really worth digging into.

And it's a reminder for me that that's one of the things I don't do as well as I could.

So well done Zach.

Great, great stuff.

Was that the big influencer directly who reached out to them?

Yeah.

And did the deal, not someone who was following Deal, not done deal is in the process of being done, but it's multi-Million dollar, multi-million dollar deal.

Yeah, Yeah, yeah.

No, wow.

Wow.

No, that's that's awesome.

That's really, really good.

Did Tim, did you put your hand up there for A second?

Yeah, I, I did have another question and now I've, I've completely sort of lost it because, you know, Greg's comment about, you know, going, you know, building that influencer relationship even potentially or the, the dream client relationship if even before you connect with them.

I think my question is, and I think Zach, you mentioned that you've got an EA who does a lot of your stuff.

Does do they do the commenting as well and, and what have you done to train them to capture your voice in, you know, doing those comments and or posts?

They were, they were doing it for a long time and it was very difficult to train someone in the Philippines to talk like me.

So I just decided that they shouldn't do it anymore because you know, if you see the same comment from me just saying like, amazing post, absolutely excellent top work, it's like, ah, this people are gonna think I'm an idiot.

So I just said to 'em, look, no more comments but go through.

So I've give them the influencer list.

Currently I've got 21 influencers on my list.

They go through and they engage, they just dislike, love, whatever the little symbols are on all their posts.

And they'll go through all the comments and they'll engage with every comment who has a title, who is someone within my niche in my target market.

So if they say CEO, business owner, you know, director, whatever, they'll like it.

And then when I get time, I come back through and I'll add the comments myself and that way I can see what they're actually doing if they are doing the work.

And then I add relevant comments that would be like me as if I actually said it to them in person.

And that's, that's another reason why I stopped using the, the VAs to comment 'cause they were using chat GPT to make the comments.

I know John North has posted that and obviously you can edit the chat GPT comment, but I find if I put a comment that's like, as if I would actually say it, then it's more genuine and people are more likely to engage with my comment versus if it's just some big blog of paragraph that looks hard to read and you can tell it's not genuine, it's not gonna do as well, You definitely don't want a conclusion to your comment.

Right.

The chat GBT conclusion.

Yeah, Well I just, I if you know, someone puts a good post and I don't, Jeremiah three observations of your post at conclusion.

Yeah.

Put that.

Yeah.

And I think the other way to go, Tim is we, we, we have what we call pos, so human beings that plug in and plug out of our clients' profiles to do that commenting, but they're onshore, they're Aussies or Palms or Yanks and they're they're doing that work.

Yeah, we just plug 'em in for an hour a day, unplug 'em hour a week, whatever it happens to be.

And we leverage chat GPT, but never, ever.

Yeah, that's the, that's the automated comment.

Just post that.

Oh my god.

No, no.

Personalize it, nuance it.

Bring bring your business life personal experience to the comment and then it starts to come alive.

Yeah, a hundred percent.

That's that, that, that, that's excellent.

So yeah, so I think that's a wrap for, for today.

So next events coming up, we've got 5th of October at 1:00 PM we'll have a 60 minute networking session, and then same again, 8th of November at 1:00 PM So if you want to whack them in your, in your diary.

And then the 23rd of November is the live one, I dunno.

Yeah, Dan's um, put that in the, in the chat again for, for that one.

The one day in Sydney.

And this will be uploaded to the portal.

Don, I think you've spent, like, you've spent dozens of hours I think, haven't you uploading all the videos to the portal.

So do you wanna give us a quick update?

About a hundred hours?

Yeah.

Uploading, cutting it up from the past For four years, cutting up and transcribing it.

Yeah, so one of the things we do is we send out the podcast alert every week to someone's replay.

But you can also, once you fill out that form, you get access to everything else.

But there's, there's over 60 presentations in there alone of all going backwards.

And they can search it, you can ask the ai the questions, you can do all sorts of analysis on that stuff.

So yeah, you need to play around in there really.

There is a video that we send out that we did last time that's that I think everybody got as well that would help understand how to do it.

But yeah, basically and also people who said that they were gonna create content never sent it in.

So if you fill out the form and said you wanna create content, you actually need to create the content now.

And I've just got a complaint, please, Scott, on that advert for the 23rd of November, right?

Almost in the center of the frame.

There's some old balding bugger right in the middle of that photograph with a blue shirt on.

Man, I wouldn't go just 'cause of that photo far Out.

Who's that?

Is that you?

Oh, it could be.

I Might have issues with his onboarding, Plug it into Midjourney and say change this guy.

Give, gimme a full head of hair.

But I sent you, I put a, I put a link up there for the no space article, which has got all the, what the platform can do.

So yes, I need you to consume that stuff.

Otherwise we did in isolation.

There's a lot of stuff there.

Well, you know, I don't know how many six, there was over 60 videos that we chart off, so Yeah.

Yeah.

So, and if you, if you're having any trouble logging in or whatever, just yeah, just let us know.

But all those assets are in there and this one will be uploaded to their, uh, there shortly as well.

So I think that's, that's a wrap.

In a digital world, Oksana Koriakova brings a refreshing and highly effective approach to brand engagement and client acquisition through direct mail. Her innovative strategies stand in stark contrast to conventional digital methods, proving that creative and personalized direct mail campaigns can open doors that emails and digital ads cannot. Discover how to craft compelling direct mail campaigns that grab attention and get you the meetings you desire.

Takeaways:

• Oksana discusses low-tech offline marketing strategies for acquiring new clients, including direct mail campaigns with fruit and personalized gifts.
• She emphasizes the importance of making campaigns about the recipient rather than just promoting your own brand.
• Oksana explains how to segment your contact list into different tiers based on relationship closeness and target each tier appropriately.
• Creative direct mail ideas she shares include sending a series of cards and fruit to build curiosity and intrigue before revealing your business.
• She advocates for measurable campaigns by including QR codes that track engagement rather than just logo-branded promotional items.
• Relationship building is central to Oksana's approach through consistently nurturing her network of 150 close contacts.
• Emotional intelligence and personalization are keys to effective campaigns in her view.
• Testing and data analysis are important to optimize campaigns and understand ROI.
• Long-term strategies are needed to stay top-of-mind over time as buying cycles vary.
• Humor, storytelling and making emotional connections are part of her direct marketing style.

Automatically-Generated Transcription:

Excellent.

So for session two of the December 20, 23 edition, we have Oxana Cova.

So we've had, we've just had Bill on, and Bill's obviously shown us, you know, the high tech cold email sort of world.

Now, Ana's gonna go back to the, the, take us back to the low tech, low tech world.

But then this is something I'm, I'm particularly passionate about because I've got into, like, really big companies using low tech strategies, like Ana's gonna gonna share with us today.

And Ana is, is a wealth of knowledge in this area.

She's, she's a practitioner.

I've seen some of her strategies and her ideas, and she's, yeah, they're, they're, they're, they're really quite remarkable.

So, so without further ado, I'll hand the reins over to Oxana to share what she's, uh, to share all about the how to get meetings with anyone in the offline world.

Fantastic.

Good to see everyone, guys.

I, I know quite a few people and thank you, Scott, for the opportunity.

Why should it, why you should listen to me.

I always, when I present, I start with a joke and when I came to Australia, I didn't speak one word of English and it was a big problem.

Now I have a bigger problem, I can't shut up.

I also know I didn't also didn't know anyone.

So, and I've been here for 21 years.

I got about 20,000 followers on LinkedIn, about 70 recommendations.

So I'm very transparent.

Growing up in communist Russia, I guess I never realized that this is a talent that I have.

You know, we didn't have one of the same, we didn't have money, so we need to think.

So I learned to think very creatively, and this is probably my bigger, biggest muscle and I've been in marketing for hundred years, and I love it.

I love every day of it.

I love the challenges.

And I run the merchandise company for the last 20 years.

Covid came and killed my business two years ago, but I'm very resilient growing up in, in Russia.

So I'm excited to share the, my tools, and it's quite interesting listening to Bill and his knowledge.

I'm thinking if they're reaching 5 million people a day or 1 million people a day, they can reach all Australia in a week, then what do you do after?

Quite interesting approach.

But I guess I start in sales when I was seven.

My parents bought the first cast.

So my approach into marketing, I love it just as a tool, but the end result for me is always, does it, is it gonna be, does it bring sales?

Like what's the ROI?

And being in the merchandise industry, it's quite challenging.

20 years ago was very different.

And I just wanna also show you that I just recently become a finalist in Australian Marketing Institute Award, and I use direct mail as my case study to show how, you know, my business survived during Covid and Thrive during Covid.

And the, and I didn't have any money and we would not meet anyone.

So I actually, when crazy, I maximize it.

I multiply what I normally do with direct mail during covid and achieve amazing results without, without spending, you know, a lot of money.

And everything I share the strategy is actually, it's everything that I've done for myself or we've done for the clients.

So I don't share hypothetical hallucination marketing story that, you know, somebody said, if we have data, let's look at data.

But if we only have opinions, let's go with mine.

So I'm a data-driven marketing marketer.

So everything I share with you, it would be, you know, with ROI and messages.

Why I love, so, and I give you example that most of the people, I'm in a very commercial price driven kind of industry.

So I sell drink bottles, mugs and umbrellas and all that stuff.

But I love 5 cents Marketing because it's just like a book.

It's have a, you know, you can drop it on the floor and data shows, if you can engage children more senses with your marketing, the stickability of your brand increases dramatically.

Because let's face it, I'm not sure what's the current benchmark for opening rate for the emails.

And I just learned something about one reply, but I can tell you that nobody can get a hundred percent opening rate, but direct mail can do that.

If, if I sent every single of your box, a hundred percent of you will open the box.

So, and with the emails, it's a noisy place.

People are overwhelmed, we're fighting for attention, we need to stand out.

So nobody has 875 unopened postcards.

So if you wanna use this as a tool in your marketing, this can be very interesting.

So I'm gonna share my screen.

Um, share.

Yeah, so here's my, lemme see.

Is this full screen?

Scott?

Yeah, you, your screen's showing up.

It's at the bottom.

It's got another freaking water bottle.

Imper.

Okay, so I hear this.

Yeah, so this is the title of my presentation.

I call it not another freaking water bottle.

You can say not another pan, not another, whatever the thing is, whatever widget that out there.

And with a full disclaimer, I do sell the water bottles, but all idea of this presentation is if we wanna open doors, if we wanna stand out, we really have to stop doing boring stuff that everyone else is doing.

And we really need to use our creativity and talented copywriting and talented email, email people to actually create something different.

So this is, and I'm gonna show you examples, the physical examples that you, you know, that you can see.

So one of the direct mails, I got this little box and I say, think outside the box and inside it's got a pink brain, right?

So this is, this is something that, that's very different and sort of will make the point why we different from another merchandise supplier who could happy to sell you anything.

Or you can actually, if you just wanna buy the cheapest widget on the market, you don't really need a, you know, we're not a good match because I'm all about strategy and coming up with creative ideas.

So I'll cover a few things.

Normally with the product, we use it for four in the four different categories.

It's number one is acquisition, right?

So whatever people do, why do they buy merch when they go to the trade show, they're looking for acquisition.

This is what I'm gonna be covering today because having a meeting with anyone opening the door, most of the cases it's acquisition.

We wanna acquire the new client.

The second channel that you use a merchandise.

And anything that you can smell, touch, and taste, it's attention.

So what is your retention strategy?

How do you get your clients by more often?

How we can make them sticky and stay with us longer?

The third one is retention.

Do you actually have tools in your business that help people refer you on regular basis?

And my favorite one is surprise and delight.

So I have a surprise and delight strategy.

I call it planned randomness, where we have structure, what do we do with every interaction to collect the data.

So we use it in the next 30 days, 90 days to surprise and delight the customer.

And because we collected it prior and they already forgot about it, for them, it's very random.

But for us, it's very planned.

This is why I call it PR planned randomness.

I'm gonna give you example of how I open very big doors for ourselves, because sending someone a catalog or sending someone a little widget pen with my log or it's not gonna, not gonna achieve what I'm trying to achieve.

So I created the campaign and I come up with idea.

I don't know how this would with my talent.

So let's say I wanna get, let's say Scott is a, a marketing manager for p and o cruises, and I want, I wanna catch his attention.

So I created the card and the card saying, are you looking for fresh marketing ideas?

And I, and then at the back, it's got information, our creative minds ready to meet you, and I will send this box to Scott and obviously I need to collect the postal address, I need to make sure he's the right person, he's a decision maker.

So it's a lot of research calls before we start doing the mailing.

And obviously Scott can't be in Argentina because I'll be sending him lemons with, with this package.

So this is the campaign for the Sydney marketing managers because it's include fresh fruit.

So it will come and get delivered on the day to make sure.

So then Sorry, are, are we, look, were you, did you have, did you have it on the screen or you were just talking about it then?

Because we are, we're still looking at the why sticky screen.

Yeah, yeah, yeah.

Why sticky?

So I'm just giving example how I, the sticky campaign.

Ah, yes, yep.

No, all good.

Right?

Good.

Yeah, so good question.

So, so this is, the cards that I sent was a direct mail campaign for the, for the acquisition.

And this card came with the lemons.

So then a week later, so I don't really talk about myself much while, while I'm sending you the message, then the next week we'll send them another card with a message saying, we will make sure that your marketing campaign would not go pear shape and the message, and then obviously we're going to send it with the payers.

So second weeks, Scott already thinking, who is this person, why they're sending me the fruit?

Then the next one will come with the card saying, we're passionate about marketing.

And obviously it's come with a passion fruit, but it's, it's continued to the card number three.

I never needed to set all four of them because I had a meeting after two.

And the last one is the card saying we've got all your marketing needs covered with the cherry on top.

So, and it comes with a, with a box of cherries.

And is this real fruit that you're sending them?

Yes.

And Now I'm showing the real fruit.

Yeah, this is the real fruit, real pears.

This is why I say it's very important that you send it to the people that if you are in Sydney, you send it to the Sydney people.

It's very targeting campaign.

So, so it was pears, passion, fruit cherry.

What was the first one?

First one was a lemon.

We, we have some fresh ideas.

We have lemon.

Can I make a suggestion?

Yeah, yeah, we can.

Only because you're sharing screen at the moment.

You're only a tiny little thumbnail, so we can't see what you're holding up very well.

Okay, let me see now.

Okay, do it again.

Ah, That, that's why I was just looking, I was looking at the screen.

Yeah.

Ah, Sorry, sorry.

Okay, so the first one, so I thought, okay, how do I think differently?

How do I open the door to the big decision maker by the name of Scott?

I want him as a client because he is my, he's a muscle to the, to the buy and merchandise worth of 200,000 a year.

So I'm not sending him boring catalog with the umbrellas mugs and bottles and t-shirts.

I'm sending him a card saying we have some fresh marketing ideas, sending him a box of lemon.

Next one.

Have you ever had a marketing campaign go in pear shape?

So it's okay, but you obviously had the wrong team.

Maybe you didn't have a right copywriter, maybe you didn't have right strategy.

So I'm gonna send it with a real fruit, five apples, right pairs.

Next one was, we are passionate about marketing and if you didn't guess I am very passionate about marketing.

It came with a passion fruit.

And at the back say, we have a team that help you with X, Y, z.

And the last one was, we have all your marketing needs covered with the cherry on top and it comes with a box of cherries.

I never said that I sell drink bottles.

I never said I have a merchandise company, but I took Scott on the journey and he goes, I'm curious to meet.

So I opened the door and I, I never actually need to sell all 4, 4, 4 of the boxes.

But what you need to think about for this kind of campaign, you need to know what is your cost of acquisition, right?

Because this is, this is let's say about $150 cost of this campaign.

Just, just the delivery.

Like if you're gonna be delivering, it's $25 time four, but I never look at it as a cost because I know my life value of the customer that I'm trying to get.

So rather than big numbers, it's very, very small numbers.

So it's very direct approach.

So, and I think David Ogle always said, you cannot really bore people into buying your products.

And doesn't matter, doesn't matter what you sell, you, you can, I think Jane Carro said that the recent event in cans, she was in TV and they were, they needed to sell washing powder.

Like how boring is the washing powder is the product.

It's not a sexy product, but she said, but the people who use the washing powder are not boring, so let's shine all the lights on them.

And in terms of how do you think, how do you come up with these ideas?

Then I had bias agents saying, what can you do for us?

How can we create campaign like this?

And I think humor in, in my opinion, I think Monroe said, if, if the man can make woman laugh, he can make it to do anything.

So if we just break the serious of serious in business and you know, we have titles, positions, if we just connect in the human fund level, I use it for myself.

So I make this my market, my target audience is female, so I'm, everyone I meet, I give them my business card, but I also give them this cell filer.

And it says, for cool and fun marketing ideas, keep us on file.

I've been doing it for eight years and keep doing it.

Every time I give it to the person they smile.

Six months later they remember me, they post on LinkedIn about it.

It's, it's so effective and so simple.

Then when Covid came and killed my business, so remember hand sanitizers were more expensive than alcohol and was very shortage of that.

So I make little instead of hand sanitizers, I make Ani sanitizer.

My name is Ana, so it's Ani sanitizer.

I take a piece out of myself all the time and it works.

And then I add your brand doesn't save hands.

So I literally just send direct mail.

And during covid times this what I did then I also made this little tool and I send it to everyone of my clients during Covid and I say, here's a little tool to help you with social distancing.

And yes, it's mid and half, so it's a tape measure mid and half.

This tape measure got me to channel seven and I sold 80,000 of the tape measures as result of that because many people thought it's a good idea.

I do find this stuff and I think this was hilarious during Covid, this is perpetual disappointment diary.

So basically every day, every day it's kind kind of got a funny quote.

And with during Covid, this is, this is was I think very hilarious.

So they said take two unseparable people to tango or easy come un easy go, who is gonna lose?

You know, like just a funny little messages that people, people just can laugh about.

So I'm gonna continue to share about sticky.

Then the next message is very sensitive topic.

And ironically, this is what I do for living.

I put people logos on the products.

This is, this is what they come to me for.

But I always say logos important.

And I think the bigger the brand is, the more important it is because they have bigger budgets.

So with most of the businesses or smaller businesses, they don't really have a budget to pay to put their logo on the stadium or on a singlet for, for the football club because they sell insurance.

It's great for the brand awareness, but I guess if we don't have a brand engagement, brand awareness doesn't really mean anything.

And also logos do not have any kind of emotions and meanings and putting your logo on the bottle.

I was recently on the marketing conference and I literally collected 23 drink bottles in one hour with a different logos.

It's not really, when I look at the strategy of direct mail and acquisition, everything we do, it's always have to have what is the purpose for now and what is the next step?

So rather than putting your logo on that, can we actually put the QR code on this product that's gonna take them to the landing page and this landing page gonna collect data because we're gonna give them two gold class movie tickets.

So suddenly we have a data, if we give out thousand items, how many people actually took action and the code?

And then, then we can measure, like if this campaign was $10,000 campaign, we can measure the ROI because we know what action people took.

I personally prefer, rather than putting logos on the product, I do what people names on the product.

Like we do this notebooks with their names because the people that I give it to, they already know me.

So it doesn't really, as in my logo, in my opinion, it, it will have a details at the back or you might do the debo very subtle logo on the product.

But it does not, in my opinion, and from my experience it does not.

It's just you become just same as everyone else.

So if we make it whatever we give, and it is a difference between promotional product and the gift.

And if we trying to do the acquisition and open the door, we really need to make it about that person.

So we need to find out what they like because otherwise, you know, given umbrella with your logo, it's not really a gift in my opinion.

It's a promotional tool, promotional product gift.

But it's different from the gift itself.

So we need to have, if for acquisition, it needs to be all about them with one clear message.

And we need to say to them what we would like to have next, this is our job to drive.

The next step is people will forget what you said.

People will forget what you did, but people never forget how you make them feel.

So I try to bring the feeling into each campaign that we create.

Like what's going to be the opening experience when they receive this box?

Can this box have glitter?

Can this box be in their favorite color?

Can we need to do a lot of research to actually to make it, to make it exciting for them?

Because you can't just simply send the widgets with your logo and, and say, give me a call now you know who I am.

It's, you're not gonna get any, any reply in, in this kind of scenario.

And I think it's beautiful.

We live in a time where we don't have gatekeepers.

You can literally, if you spend 15 minutes to research the person, you can find out if, do they, do they love golf?

Do they have five children?

You know, like, like talking more like you can, you know how to surprise and delight and, and open the door if you just put a little bit of time.

And I say victory loves preparation.

So you need to make sure that you'll do the strategy.

You have who is the people on the list?

And Seth Gordon talks about don't wait to be picked.

So if you wanna get some big fish, how many who is on the list and how do we strategically engage with them on personal level?

Next thing it's, it's quite interesting after coming after Bill who talks about millions of the numbers, and I talk about many of you as a marketer might be familiar with this formula, it's called Dunbar numbers.

So they say in typically every single of us have 150 people in our network that we have ongoing relationship with.

And me being me, of course I spend half afternoon sitting down with the note and seeing if I can remember and download all the names from my head of hundred 50 people that I am, you know that in my network because some of them you talk more often than others.

It's same with the clients.

Not, not all animals are equals, but some animals more equal than others.

So you have a different relationship with each client.

And I use this for direct, for direct mail campaign.

And I explained how, because quite often people asking me how much we should spend and or how much it's gonna cost.

If we imagine we flying 150 people from LA to Sydney and we're all on the same plane, some of them, majority of the people would be drinking water, 70%.

Then we'll have some people who will be drinking champagne.

Then we'll have probably 10% or 5% who get in blanket with their name on it and limousine pickup.

So basically same in your business.

So I separated on economy, class, business class, and the first class.

So when you do the direct marketing campaign, the activity of we sending, we sending them something, but you decide, is this person, my question Al always, I ask myself, if I see Scott on the street, would I buy him a coffee?

So if the answer is yes, why wouldn't I put something in the mail?

Like I send about, I'm like, I might as well buy Australia post franchise because this is what we do.

We constantly sending the mail out and I love it because I don't need to, I don't wanna see 10 people every week.

But if I do the direct mail and send 10 envelopes, this is, this is the, one of my skills is a maximizer.

This is me maximizing the time and opportunity.

And then if it's the right thing, that 30, 90 days that they remember me and then my job is what, what I'm gonna do in the, in the next mail in the next 90 days.

So you define, does this person worth a coffee for you because they don't know it's coming.

It's totally your acquisition campaign or if you, so, because if you send something as a two centimeter thickness through the mail, it's only costing you $2 40 for postage.

Plus, let's say you spend some money on a product, so it is literally a cup of coffee.

But if you exceed the two centimeter thickness, let's say if I air the sanitizer, it's become thicker than two centimeters, then postage goes to 10, I think 10 or $12, depends where you send it in Australia.

But then people say to me how much it's gonna cost and I say, it doesn't matter, this is my business class people.

And the question I ask myself, would I buy Scott coffee with a muffin or would I buy him lunch?

So, and then you have a VIP customers, then you said, okay, I'm happy to spend a hundred dollars or $200 four times a year to stay with them, to stay in touch with them.

So the list is very important.

The acquisition process is very important.

And another thing is very important that you have to think, you know, one of the principles start with the end or in mind.

You have to help them to navigate the next step.

You, if you're sending something, then you give the message, this is the reason I'm sending and I'll be calling you next week to connect or I'll be seeing you at this event.

The most important thing, if you use handwritten note or the card I created the card, it's, uh, on it just, I just wanted to say because then I print them in a bundle of 500 and I can use it for, just wanted to say congratulations, I wanted to say, nice to see you.

So it has a multiple functionality.

So I don't need to run around and looking for the card every single time does have my subtle branding.

But this is just a tool.

So if you have it all available, it's very easy to make it happen.

But again, you need to know what's your cost of acquisition, what's your long time value of the customer?

Because if you're trying to catch the big fish, you, you can't, you know, come up with a broken fish line and, and some breadcrumbs.

You need to have the right tools because you only really have a first or one chance and only chance to open this door.

You can't go, oh, let me try to write him another email.

Because the opportunity and your positioning, it's one, one only.

So I suggest that you spend 80, 80% of your time and research and finding the right people and doing your due diligence and finding who else know the person I was having lunch with.

Someone very high level, we try to get him to get your, to meet Arnie, right?

It's a big, you know, how, how, how, what are we gonna do to open the door to work with Arnold Ger?

We'll find a way.

So when I was meeting with Joe, because I did not show well, but I knew someone who knew Joe.

So I say, what should I bring to the meeting that will delight you?

Because then I can use other people and kind of stand on the shoulders of the giant because they already have a relationship with them.

So this, this is the done by number.

So, and again, 150, if you have a salesperson or if it's a BDM, this is probably what they cover in terms of nurturing the relationship relationship because these people also, if you have relationship with them, they help you to open doors to other people.

So I'm all about leverage.

So productivity is doing more in the less amount of time.

Leverage is actually doing less, more with a less effort.

So I, I wanna do as little as possible.

So I have plenty of time to do yoga.

So I create various tools and opportunities that give me the leverage to maximize the effort.

So just to recap about what I cover.

When we talk about opening the doors, just make sure it's all about them.

I talk about one clear message.

So do not tell them what the next step is.

Very powerful.

If you do write handwritten messages, you add the pss, PSS is the first thing anyone read.

So, and make pss very personal or make pss is your next step.

And then make sure you follow up.

I always give a example of doesn't matter what business we in, obviously people come to us because they believe we can help them to solve the problem than they have faster, cheaper, and with more fun.

Otherwise they'll try to do it themselves.

So then the concept is if I'm a Panadol that I wanna sell the Panadol.

And if I ask a hundred people, how many of you will buy Panadol next week?

Maybe 3% of people saying, oh, I'll buy the Panadol next week.

But majority of people would not buy Panadol next week.

They just need to wear, be aware that Panadol is available and I'm a Panadol and I'm better than another Panadol.

But they will all buy this Panadol in the next 3, 6, 12, 18 months.

So as a marketer, we just need to make sure we create the journey that when they are ready to buy the Panadol, we are top of mind.

And if you are top of mind, you tip of the tongue.

And when you use the product very strategically, it has to be strategic because it's needs to be useful for them because then they will keep it.

If they will keep it, they automatically remember you.

So this is if you want, if you want them to come back, I always say give them a magnet.

We need to give them something so they remember us and use the product.

And by using this product, they, they will associate with you and your company.

And this is actually our job as the, as a marketer to make sure they actually remember us.

It's not our customer jobs.

And I see it in real estate a lot because they so focused on the sale and the cycle is so long.

So the cycle is seven years.

So, but they need to have tools to stay in touch because if they don't, in seven years, the customer might go with someone else and then real estate agent get upset saying, why didn't you call me?

And the customer simply said, I didn't call you because I, I forgot about you.

So is the real estate agent, they need to have tools and it's a different kind of approach.

It's, it's a fine line between, between being persistent and being a pest.

You probably, real estate probably can call them after three months, six months.

But you can only do this awkward call.

Do you wanna sell?

No, I don't wanna sell.

Do you know someone, it's kind of, people would not be answering your, your phone calls.

So how do we make sure that we stay in touch, but very strategic and meaningful and not, not kind of corny way.

And to do that, we need to be different and do opposite.

Like now everyone doing Christmas, I say, why you use Christmas?

Whatever you do, gonna be lost in this big overwhelming time where so many cards, so many gifts.

Why don't you do it something in January, next year's a year of Dragon.

And I use this calendar, it says, I love this calendar, it says every year is 30 day is a holiday.

And basically I can create marketing Maybe maybe stop sharing and to show the calendar.

Yeah, Yeah.

This is the calendar.

So this is the calendar hold I stop share here.

So this is the calendar.

So basically the calendar says every day is a holiday.

I love it because I literally can create marketing campaign or Sunday, okay, not Sunday, they have a Swiss cheese day, okay?

Or they have head day.

So you can, if you're looking for ideas, people say to me, oh, I'm not creative.

So you just need to have the right tools or find the right people who goes, this will work for us.

And also it's need to be audience specific.

If you're working with the lawyers and they're conservative and they have this tone of voice, it's like in copywriting, you, you know, you're not gonna go over overboard with the emoji and the jokes.

You need to be, you know, specific to the audience.

So this calendar, by the calendar and see, oh, maybe you can create three campaigns, two campaigns a year to reignite the, the energy or to bring people, if you are offline, if you event organizes, you can collect data and bring it online.

But if you are online business, what can you create to reignite energy and bring your people together, taking them from offline to online.

So, and this is a great, one of the great tools that I use and I love it.

And they think this is all for from me.

Welcome to connect with me on LinkedIn, send me the message, send me the questions.

I'm on Instagram as well, and I leave you with, um, my favorite quotes.

And the reason I'm here, it's because of Scott and because of relationships.

So I'm not really marketing, I'm just good at talking to people and nurturing the relationship.

So if this is something that you are passionate about, I leave you with this quote, one of my favorite quote, if you believe that, you know, building is on relationships or make building relationship your business.

And this is all from me.

And that's, uh, that, that's awesome Oxana.

And there, there's a couple of big takeaways that I got from that presentation.

One is, I guess the power of one 50, the power of the, the whole one 50.

And I know I read a book years ago called power networking.

I, I, the name of the author escapes me, but it was a five plus 50 plus a hundred method.

And I think like that's like a really good long game strategy, which is, which is so undervalued, right?

Keeping in touch, keeping in touch, keeping in touch with people.

So that was, that was like a real aha.

And the other one was obviously getting in, getting in the front door, right?

Like the unique strategies with the fruit, which is really hard to ignore.

And I've, I've heard a lot of strategies over the day, over the years and, and use some of them, but never, never the fruit.

So what, what's the conversion rate on that Original?

Yeah, yeah, yeah.

It's conversion.

Yeah.

What's a conversion rate?

Look, Con look, conversion rate is like, everything is simple.

Like when I share, I do a lot of, you know, mentoring and presenting on, on the panels and stuff.

It all depends how, because this is just a tool.

Like my conversion rate was 85%, right?

Because I have another ingredients to make an apple cake, you only need four ingredients.

But if you don't have a right order, if you don't have a right oven, if you don't have the right temperature, if you don't mix in the right order, you'll stuff up four ingredients, cake.

Yep.

So it's all about, you know, it's no point sending this fruit and spending a hundred dollars acquisition.

You know the difference between garbage letters and garbage, it's timing, right?

Are you follow up?

Are you somebody replying to you?

How are you step ahead?

What, what's the next conversation?

Do you have, I have 18 months strategy for the next step.

Next step.

But people just think, oh, can I have this mark in purple?

Of course you can, you can have it in purple and yellow and green.

It's, it's not gonna make any difference if you do not have a next step follow up, what's your offer?

Do you have all the tools to close the deal?

Are you a good salesperson?

If you're not, do some sales training.

Are you, do you have emotional intelligence, you know, intelligence kind of thermometer.

If you don't, you're probably gonna have low closing rate.

Yeah.

So This is A hundred percent, it's all about that overall strategy.

And I'll just open it up to see if anyone else has any, has any, has any questions.

Hey, Oxana, I love the QR code idea and I was thinking, would you put something on there like, you know, scan to win or don't scan this QR code and people are gonna scan it regardless.

Probably get a hundred percent possibility on that.

Yeah.

And then at the end of the qr, can you make it so like there's a different offer every month or how would you make them keep scanning it all Over that you, you are the digital guru, you can make million landing pages and, and track them.

I'm not, I'm not a big fan.

I think people are intelligent.

Like if you wanna make a joke, say not scan it, because especially after covid, everyone know you have to scan your code, right?

Like, you don't need to say open the Coca-Cola.

Like if you, if you wanna drink it, you should open it.

So here's the QR code.

I have a QR code on my umani sanitizer, but I, I not always put, but it's, it's, you can really track it, right?

Because you can create several landing pages and use quote for the copywriting, you know, which tagline work better and you know that here LinkedIn start here, there you should click Yeah, look at this from John.

Brilliant.

Yeah.

So I think yes you can, because I'm all about ROI like how we, because everything you can measure, you can improve if you don't know what we're doing.

If you give out thousand drink bottles and they all went, was it successful campaign?

We don't know.

They're gone with, oh, it's brand awareness.

I'm not Coca-Cola.

I don't need a brand awareness.

Brand awareness does not pay for electricity.

I need money in the bank.

So I wanna, I wanna ROI on the what I'm doing.

I think that that was another, and thanks for bringing my te bringing our attention to it.

Dan, that was another aha moment as well is where you make promotional products actually pre historically have not been very measurable, but this is a way that they can be, that can be me made, be made measurable and um, practical.

So that's, uh, that's awesome.

What.

The episode discusses strategies for successful outbound email marketing. Bill shares how he scaled his company Athena's outbound program from 50 emails per week to 1.2 million emails per week with a low spam rate. He emphasizes the importance of targeting the right person with the right message at the right time. Bill also provides tips on tools for data, email infrastructure, warming domains, and best practices. Athena's outbound program now generates 46% of their $7 million in annual recurring revenue. Bill advises on how to approach personalization at scale using tools with deep datasets versus more manual hyper-personalization. He concludes by offering his expertise to help others improve their outbound marketing through tools like Apollo and Robots.

Takeaways:

• Bill shares how he scaled an outbound email program from 50 emails per week to 1.2 million emails per week with a spam rate below 2%. This program contributes over 45% of their total revenue.
• Choosing the right message for the right person at the right time is key to success. Personalized subject lines and content perform best.
• Renting cleaned contact data from platforms like Apollo and Robots is recommended over scraping or buying data. These platforms have deep datasets.
• Warming up email domains is important for deliverability. Tools like Warmly can help automate this process.
• Best practices include setting up proper email authentication, warming up emails gradually, using subdomains/multiple domains, and rehabilitating reputation when needed.
• Outbound works well for B2B but can also be effective for B2C with high customer lifetime value.
• Laws around spam differ by location and a low spam rate is important to avoid issues.
• Subbrands can help scale outbound further while protecting the main domain.
• Consultants or experienced in-house talent are options to set up and run outbound programs.
• Target personas include hiring managers, heads of engineering, and founders for early-stage companies.

Automatically-Generated Transcription:

Welcome everyone to the December 20, 23 edition of Elite Marketers.

So today we've got an interesting session because it, it's about how to get a meeting with anyone, and we're taking it from two very different perspectives.

So first we've got Bill with the cold email, and second, we're gonna have Sana, who's doing some incredible stuff with the whole offline, going with direct mail and that sort of thing.

So two very different, very different perspectives that will open our eyes on what's possible.

So, but starting with Bill, bill Curve was introduced to me by Scotty Baker, who's also on this call, is gonna be sharing how he built and scaled his cold outbound email efforts from 50 emails per week to 2 million emails per week with a lower than 2% spam rate.

So this engine contributes, you know, to greater than 45% of their total revenue.

And he is run by a team of two.

And scaling outbound email is hard.

And what he's gonna do, he's gonna share with us the tools to make it easy.

So you might not walk away with knowing exactly how to send 2 million emails per week, but you will definitely walk away with the tools to begin to build your own outbound program.

So, you know, as we know, the first company to ever make it to the a hundred million hub revenue was, uh, was Salesforce and they did it outbound.

So, uh, yeah, I'll, without further ado, I'll hand hand the reins over to you, you bill.

Alrighty, thanks Scott, appreciate that.

And thanks.

Uh, Scotty Baker, also for, you know, the opportunity to be here and introduce me to, to, to Scott, the host.

So what I'm gonna do, I'm gonna introduce myself formally in a moment, but I've got some slides prepared, so I'm just gonna share my screen.

Gimme one, gimme a second while I get this all set up correctly.

So here's my screen.

Now, just let me Present it.

Can everybody see?

Can everybody see my screen now?

Is it loading up?

All right?

Yes.

Got it.

Yep, yep.

Alrighty.

So mastering lead gen with cold emails.

So let's dive in.

I'm gonna go through a quick introduction, outbound today, understanding your audience, crafting your message, some best practices, team and technology, what mastery looks like, how we or I can help.

And then we'll have some time for questions.

As Scott mentioned, I'm gonna try and do this in 25 minutes so we have, you know, time for q and a at the end and so forth, but I haven't time for this.

One other thing is I didn't get our team to help me with the design of this.

So it looks, I'm not the best designer.

This is all put together by me, so, no, no, uh, no jokes about the design, lack of, uh, skills.

So, so anyway, let's dive in.

So myself, I'm founder and CEO at Athena, we're a global talent platform.

So we align talent with opportunities.

So normally if you think of offshore teams, global talent, you think of Philippines, India, so forth.

We have big talent pools in Latin America, Southeast Asia, really around sales, marketing, product and engineering.

So that's, that's what we do.

Lots of, uh, customers.

I was recently ranked number one mentor at Start mate, which is Asia Pacific's leading startup accelerator.

Out of 150 mentors, I'm also an investor at Blackbird vc, which is the southern hemisphere's largest VC fund, an angel investor in humane.

You might have seen the technology humane, the AI pin that came out the other day.

I'm an angel investor in humane future, super atomic eight and more traveled all over the world.

I've got a cool little sausage dog you can see in this photo here.

Uh, people call me Doc, that's a fun fact.

My name's Bill, but people call me Doc.

So that's a little bit about me.

Why listen to me, as Scott mentioned earlier, I'm nearly word for word verbatim here.

Athena has scaled its outbound program from 50 emails per week in 2019 to 1.2 in 21.2 million in 2023.

Outbound email is only dying if you suck at it.

There's a lot of talk about outbound email dying.

So let's go through what it looks like.

So outbound today, outbound is harder than ever.

Today we're fighting against a lot of changes in the industry.

Google's cracking down.

Google doesn't like outbound email.

Google's one of Google's premier products is Gmail, and they like the user experience and the user experience of, of outbound email and spam is not a good experience and they don't make any real money from it.

So Google's trying to crack down and have high higher quality emails landing in the inbox.

So for people doing outbound email poorly, it's really bad news for people that do outbound email really well.

It's actually really good news.

So having said that, historically, our scale goes up, we get better, we get better at what we do at Athena in terms of our, our outbound and our result and our results go down.

That's because the industry is getting harder every year, every six months it gets harder with outbound, but still super viable channel, but not for the faint of heart.

So that's all the bad news.

Oops, excuse me, sorry.

But it still works if you put the right message in front of the right person at the right time.

That's where I'm gonna concentrate a lot today.

Those three things, you can do a million different fancy things.

There's a lot of infrastructure we can talk about.

People's preferred channel for brand communications is still email above anything else.

And if you put the right message in front of the right person at the right time, you're gonna win.

If you look at these three points I have for you, and you can kind of think of it like this, if you nail all three right person, the right message, right time, you have a client, if you nail two out of three, you have a lead.

If you nail one out of three or zero out of three, you're spam.

That's basically the, the, the breakdown.

So, so our story, it's a quick overview of our story at Athena.

So our journey kind of looked like this.

So as I mentioned, we started sending outbound emails, day one, week one Athena, and we sending 50 outbound emails.

A and today, now we 1.2 with 0.045 spam rates, which is insanely low.

We're really world class at it for a small company.

We're we're world class at at outbound, but we've been through trials and tribulations.

So we started spraying pre outbound using the wrong platforms, using the wrong strategy.

We scraped all the data ourselves, which means it was terrible data and terribly inefficient, and we killed our first domain.

So that was like the bad news that was getting it off the ground.

Athena IO is gone dead, never to come back.

We killed it.

Then we started to find our feet, we got consistent results.

Next, we found the right platforms, the right strategies, good data, and I've got a spelling mistake there.

But we started to see quality and consistent lead flow.

So that's kind of like stage two.

And then stage three, let's call it mastery and scale.

We killed another domain recently, actually we did, we're doing everything right apart from a couple small things and we, we killed another domain.

But we've rebuilt everything for from scratch with redundancy built into every step of the, the, the program.

We have new strategies and we have a really scalable, scalable customer acquisition channel.

So, but it's been a journey.

I'm gonna talk some of the highs and lows and some of the things to consider.

So, so that's a little bit about about us.

So the story today though, so going from 50 emails per week to 1.2 million emails per week.

Our historical revenue, this is not our historical revenue from day one of Athena.

This is our historical revenue from, this is all client revenue today and, and the acquisition channels.

So as you can see here, outbound attributes, 46% of our revenue today we're doing 7 million in annual recurring revenue today, USDA million USD, so 10 11 a UD million recurring revenue.

So 46% of that came from our outbound program.

And that's the, the, the, the automated stuff I'm gonna talk about in a moment.

And 27% of that came from outbound led by our sales team.

Let's just call that business development, as you can see there in purple.

So if you add those two numbers up, I don't like doing public math, but let's say it's 73%.

Our revenue comes from outbound.

So we're a small but fast growing company current pipeline.

Now this is, this is great and it's also a bit of a problem.

We've never had a marketing department because we've never really needed one, but we just hired our first head of growth and our first marketing team because we need to change the current pipeline because we're, we're a one trick pony and we leave ourselves a little bit.

We're best in class, we're world class at outbound, but it also means that if outbound something, something changed, then we might be left, uh, in a, in a rough spot.

So, but you, what you can see here though, on the right, our current pipeline, 73% of our revenue in our pipeline, which is about 5 million right now, 5 million in, in a RA in our pipeline today.

73% of that comes from outbound at scale, which is crazy.

And 12% comes from business development.

So that's 85% of our business comes from outbound sales.

So how do we get there?

So let's go back to that first thing that I mentioned, right message, right person, right time.

So let's start with right message.

What is a good cold email?

A good cold email has a strong subject line and good personalization.

So here's what I'm gonna talk about first is, uh, lemme just see these slides.

Yeah, sorry, I skipped a slide.

So first, starting with the subject line.

Now there's a million different ways to to, to test this subject line.

And anybody that's starting with cold email, you're gonna have a million different ab tests and I recommend doing that.

But the data shows from our two partners that we use.

One of them is the biggest in the world and one of them is at a very large scale.

The data shows that the best subject line in the world on average across industries is your company X, my company.

So Corp X, Athena, Tesla X, Microsoft, your company X, my company.

If you wanna start with outbound email, that's the world's leading subject line.

You'll also see variations of this subject line.

You would've had 'em in your, it had it in your own inbox.

But something that is a valuable idea to start with if you're gonna dive into cold outbound is to lean on this subject line heavily while you test your others.

So if you're thinking 80 20, maybe this is your 80 and 20 is your AV tests a thousand times from Sunday, you can ab test and you will probably beat this.

But on average, this is the best subject line in the world.

So this is something that can give you a foundation for a subject line.

So let's move on to the actual content inside of an email.

So there's two ways to talk about this and there's hyper-personalized email.

So hyper-personalized email has a personalized subject line and it has personalization in the first section of the email.

This is actually, I kind of was rushing a little bit with some of these slides.

This is actually not the best example.

Normally I would have the personalization in the first paragraph beneath Hi Christian in this example.

So, because that's, some of that is what you might see in the preview of the email, but in the first part of the email, you wanna have personalization.

So hyper-personalized might look like, Hey Scotty, great work.

I saw on the, we had a successful webinar last week, how that, I saw that you went to X school and that must be awesome.

I know you connected with this person.

And that real personalization that a human being has done.

There are now AI tools that can help with this, which we will go into maybe a little bit, but, but hyper-personalization is personalization that a human being sits down and researches their their prospect basically.

So that's one type of personalization.

And then there's personalization at scale.

So personalization at scale is using partner tools, which I'll recommend 100% to use.

A couple of tools we'll talk about shortly.

And these tools have their own deep data sets on prospects all around the world.

And in those, in that data you'll have, you can see here it says personalization, name, title, company, department plus four.

I mean, the partners that we use, they have 30 different, 30 different data points.

So to the, to the trained eye, you can kind of see through it that it's not personalized.

But at the end of the day, business is about solving somebody's problem.

So if you have personalization, if, if your email looks decent enough, but you're gonna solve somebody's problem, right?

Per right person, right message, right person, right time, you're gonna be, you're gonna be good to go here.

So there's major differences between these two types of two types of ways to approach copy inside of the email.

And they are as follows.

So hyper personalization is slower because as you can see, I've got in the brackets here, it's basically led by reps, SDRs, or account executives will hyper personalize their, their emails.

And normally this will be to the highest value prospect.

So these will be bespoke lists that you might've made yourself and you're really trying to personalize every touch inside of the email to try and get the highest warm reply rate.

So as you can see down the bottom here, highest warm reply rate for hyper-personalization, but because it's hyper-personalized, because it's slower, it's harder to scale.

It's kind of one-on-one, one to one, sorry.

So conversely, scale.

So personalization at scale is kind of led by the company or the program or the department, let's say.

So personalization at scale is faster, it's easier to scale, although it has a lower warm reply rate.

So what we're really looking for when we talk about success in, in outbound email, we're talking about warm reply rate, it doesn't matter, open rates don't matter, replies don't matter.

All you should care about is one reply rate.

Hey, this is interesting, I'd like to see a demo.

Or Hey, this is interesting, here's my credit card.

So personalization at scale, faster, easy to scale, lower warm replies.

'cause it's not hyper-personalized, but it's one to many.

So, so write person.

So that's right message, right person.

So I'm assuming everybody on the call here knows their ICP or their buyer persona, you know, whatever you wanna, you wanna talk about.

So, oh, all right, cool.

I'm selling to 30 to 45-year-old tech professionals in the Melbourne and Sydney, whatever.

I'm not, I'm gonna assume everybody has their ICP, their buyer persona down.

So if you don't, that's step one.

I'm not gonna talk about that on that, on today's score.

So if you've got your I CCP though, there's three ways you can go about finding the data of your I ccp.

One is your own data.

So you may have, everybody has a CRM, obviously in contact, so you have some of your own data.

But when, what I say here by your own data is you can build your own lists.

So scrape data, everybody knows the tools out there to scrape data, data, find people's emails, find people's phone numbers.

That's very painful, very slow, and I don't recommend it, but it's one of the systems you can use.

You can use your own data, you can next, you can buy data.

So buying data, the most typical platform really in technology in order to buy good quality data is ZoomInfo.

ZoomInfo is a listed company, incredibly expensive.

You know, they do a, they do things well.

They're very, very expensive and very enterprise.

So I wouldn't recommend Zoom info, I would highly recommend against it, in fact.

And the third option, which I would recommend is renting the data.

So data you rent.

So we use two platforms, which I'll talk more in depth again in a moment.

Plo.io is one and robots is the other.

So Apollo and robots both have the technology in order to, to schedule your campaigns.

So that's great.

But they also have their own data sets.

So this is from, this is from both Apollo and robot's websites.

So find and convert the perfect leads, find, this is Apollo.

Find contact, find contact, and close your ideal buyers with over 270 million contacts and streamline engagement workloads powered by ai, 270 million contacts.

So you've gotta remember what I mentioned earlier, when you're trying to do personalization at scale, and you're looking for deep data on 30 different data points on your, the perfect contact, Apollo has 270 million of the world's leading decision makers across all industries.

Grow robots on the top right has a hundred percent million, um, 171 million plus of the world's leading decision makers.

This data is cleaned, updated.

So when data bounces, when a, when an email bounces, it bounces twice, I believe it's just scrapped from the system.

So somebody's moved on, it's not Mark at Acmy corp anymore.

Mark's moved on to his next role.

So his email doesn't work anymore.

The system will pick that up, it'll kick the, it'll kick the email outta the system and you know, the data's clean.

So, so if we're going just back a step, you can find your own data, buy data at a very expensive rate, or you can rent data, let's call it renting data.

You'll pay for it, obviously, but let's call it renting the data of Apollo and robot.

So that's what I, I highly recommend.

So next we have the right time.

So I'm gonna go through this a little bit quicker, but right time, how do you know the time is right to reach out to your prospect?

Few indicators you can use, both Apollo and robots have hiring, currently hiring.

So for us, we do, we build global teams.

Offshore talent you think of like outsourcing, you know, that kind of stuff.

So they have currently hiring in their custom fields when you're searching their, in their fields, when you're searching their database.

So I can say technology companies, San Francisco, 51 to 200 headcount, currently hiring, I can use that, that that field.

Next is recently raised capital.

Both of the partners that we have, which again, robots and Apollo, I'm relatively certain, robots I think took it down for a little bit and I think it's back up.

But they have recently raised capital.

So obviously some of the best people to sell to people that have just had $40 million of cash pumped into their coffers.

So, so recently raised capital, recently purchased software.

So there's a few different tools that you can use to find out, okay, this person just bought, or this person just signed up to AWS cool.

They're obviously building the, the, the, the, the infrastructure of the technology platform.

I sell complimentary tool X to AWS great time to reach out to, to, to, you know, whoever the prospect is.

Live lead scoring.

So engagement metrics.

So both Apollo and robots Apollo do it better.

Lead scoring.

So if a lead engages with a, a lead magnet or your, your website email or whatever, you'll have live lead scoring.

And then market trends.

So everybody has their own market trends.

I don't know what they are in all of your industries, but knowing your own market trends.

So, so that's some of the ways in which you can get the timing right is just an example of, you know, lead scoring and, and behavioral stuff inside of Apollo.

But, but that's some of the ways that you can get the, the final part, right, which is the, the right time.

It's kind of the hardest.

But, but if we go back, success in outbound is, is very simple.

If you're doing the, the easy things, right, it's right message, right person, right time.

So that's a little bit on on those three points.

So it's some best practices with outbound.

So few best practices in, in order to have success, firstly you have to have a great email infrastructure.

So I won't go into the specifics about that.

I'll do one, I'll go through one slide in a moment.

But some real technical stuff that you just have to follow.

Basically a checklist, a couple of blogs or an onboarding, an onboarding manager and make sure that your email infrastructure is set up for success.

Otherwise, you're gonna land in inbox bamming boxes and the trash bin all the time.

Second is warming up emails as well.

So there's, you can either warm emails yourself, quite manual, quite painstaking, or you can use platforms and partners that, uh, will do the domain warming for you, which is pretty nice.

It's pretty cost effective.

It's a bit of a false economy to warm the email accounts up yourself today because it's pretty cheap and easy to do it, uh, through, through partners, but you can do it yourself.

Comply with sending limits.

So it is possible, I believe, to send 2000 emails still per, per email account.

So bill@athena.com, I can send 2000 emails per day if I want, but that'll just destroy my domain reputation.

So when I mentioned that we continue to scale, continue to get better at what we do at Athena, but we get worse results in the warm reply in relation to warm reply, it's because email, email warm replies and email deliverability continues to get harder because of a number of different factors from all the providers, Microsoft, Google, so forth.

So complying with sending limits is key.

If you have really good domain reputation and you have really good messaging, really good targeting and really good timing, then you can probably send 500 emails up to 500 emails per email account per day.

But I don't really recommend it because it's gonna be, it, it could get messy.

So if you want to be relatively safe and, and and comfortable, you probably want to have sending limits of 200 to 250.

And this is one of the reasons why outbound's getting harder, because if you did everything right previously, you could send a thousand emails a day, pretty, pretty comfortable if you did it, if you did it right.

But over time, that gets lower and lower and at the moment you're probably safe at 250 emails as long as you're doing things pretty well.

So complying with sending limits and then using subdomains, different domains and sub-brands.

So sub-domains, we'll talk about these in a moment.

So we'll talk about these in a moment.

And then rehabilitating domain reputation.

When it, when domain reputation gets bad.

So if you end in a lot of, if you, if your emails are ending in spam, excuse me, ending up in spam, then there's different ways that you can rehab your domain reputation.

So you pull the emails out of, out of the campaigns, prospecting campaigns, and you put them into rewarming sequences basically, and tools that you use to warm your emails up originally.

So these are kind of some best practices to buy.

So some of the technical stuff, the e email authentication records, D-A-D-K-I-M-S-P-F, these are the things, the technical things that I mentioned earlier.

They're all pretty much must haves now.

I mean, it says here that DA is highly recommended, it's not, it's must have.

This is all must have.

There's even a few other things, a few small other points you need to kind of comply with.

If you miss this step, you'll never be successful in any other, any of the following steps, which is like, this is like, yeah, putting your pants on and walk outta the house.

This is like step number one.

So email warming.

So this is kind of like a, a typical warming schedule days, one to three 15 emails at a 452nd interval days, four to 7, 25 emails, so on and so forth.

You know, over 30 days you can warm an email pretty, pretty comfortably.

And like I said, back in the past, even like four or five years ago, this was kind of a manual process.

There was some tools, but not really.

But now you can find tools and I can recommend a couple that are, that will take care of this for you for a small, a small cost.

And then going back to the sub subdomains, different domains and sub-brands, this is a typical subdomain excuse the quality of the image.

I just took a screenshot at moments ago, but McKayla at mail hive co.

So the, the male.is the subdomain obviously.

So what a subdomain does is it protects your main domain.

So we in the past had Athena, sorry, excuse me, bill@pay.athena.com.

That's cool.

Subdomains are cool.

What I recommend even more than that, I highly recommend is actually different domains.

So now we don't actually use subdomains, subdomains still are good, but even better is in my example bill@heyathena.com, no.no subdomain.

It's a different domain, not linked in any way to your main domain because what you're trying to do here is you're trying to protect your main domain business as usual emails.

If you end up in spam and you get high report spam reports and so forth, obviously there's so many transactional emails to in, in running a business, if your main domain gets damaged, it just can turn into a total s**t show, as you can imagine.

So, so, so there's subdomains, they actually work.

But if you wanna get ambitious and like scale with the outbound program, you probably want to have different domains.

And then I'll talk about sub-brands later.

Sub-brands is like when you get to the mastery stage.

We'll talk about that in a moment.

So, so that's some of the best practices that you can kind of think about in terms of running a successful outbound program.

I'm gonna just quickly talk about out team and tech to give you a bit of an overview of what we're able to accomplish, what tools we use and who were, who we have in the team in order to, to make it happen.

So these are some of our team that we have.

We have basically three guys.

Scottie mentioned two earlier.

That was from like, uh, originally when we booked this, this, uh, this session had two people, two people managing.

We have three now.

So we have Tino head of sales.

Tino oversees things.

He doesn't put his hands on anything, but he's like strategy like myself.

We kind of are involved.

These are outbound manager.

He does more of the technical stuff.

He kind of manages the campaign.

So he is like a, he's a, he's a mid to senior guy marketing guy.

And then we have dlo, who's digital strategist, dlo lens, his experience where he can, so he's another mid, mid to senior guy.

So we have three people managing our program, really like two and a half, kind of with some oversight from Tino and, and myself.

And we're able to send 1.2 million emails per, per week our tech stack.

So we have Apollo for sending and for data.

So when I say sending and for data, so we schedule all of our, all of our outbound through Apollo and we use their data.

Their data is the best in the world really.

ZoomInfo and Apollo robots we use for sending and for data as well.

Their data is not as good, but they have more cost effective plans and better plans if you wanna be really aggressive and scale, everyone costs you anywhere near as much as Apol.

So we use a mixture of both and we use a mixture of both just for redundancy in case one of them, I dunno, anything changes.

We use warmly for email warming.

Robots also uses robots also has a, uh, a free tool inside of their platform for email warming.

But we use warmly 'cause it's kind of a little smoother SendGrid for once you get to our level, you, you use something like SendGrid to build upon your email infrastructure.

That's not really step one of an outbound campaign.

So you wouldn't really need to worry about SendGrid until you, you know, get some real momentum and then lavender for email copywriting.

So that's kind of like a tool to improve the way that you write copy.

Yeah, just a great tool for email, for outbound email that we use only a few slides to left.

So yeah, and our, our our, our output, so our team, our, our, our tools and our output.

So we send, yeah, one, 1 million emails a week now.

And then I wanna just quickly finally talk about what we think mastery looks like.

So we're getting towards the, the mastery stage of outbound email.

Our plans for 2024 is to continue to strengthen our infrastructure because that's core to us.

Use start to use tech for hyper personalization at scale.

So you'll remember I mentioned before the two systems of like writing the copy, hyper personalization, and then personalization at scale.

Thanks to the rise of AI.

And just thanks to, you know, technology at large, there's now tools that you can use for hyper personalization at scale.

They pull data points from all around the internet and then they pump 'em into LLS chat, GBT, the others, whatever, GPT from OpenAI and the others, uh, cords, the other one from Anthropic and and so forth.

So you can use hyper-personalization at scale.

Now we plan to build more sub-brands.

I'll show you what we do with sub-brands in a moment and then increase our capacity to 5 million emails per week and beyond.

Really, we've built a fully evergreen system and I'll show you how we have done it and what mastery looks like.

So what I just talked about, we'll get anybody, if anybody takes it really seriously and is really ambitious and kind of follows the, except you'll have your own process.

But if you follow the steps that I outlined, there's no reason why you can't send a hundred thousand emails per week through your, through your brand outbound emails.

What you won't be able to do is send 1.2 million emails per week per your brand because you'll tread on the same prospects too often.

You'll have to recycle too prospects too quickly and it'll just become too difficult.

So what we've actually done has, we've created sub-brands.

So every one of these brands you see here, Jack's devs named after my brother Jack Ziggy's tech talent named after my dog, Ziggy Higher React devs, global sales talent, global marketing talent.

These are beautiful sites, fully fleshed out domains, great user experience.

And we run outbound email through all of these different sub-brands as a landing page, talks directly to our, the, the, the ICP we're looking at, they reply and then we funnel, we, we, we, we fess up, we say, Hey look, we're actually part of Athena.

They come into Athena's sales pipeline.

And then we, uh, continue from there.

So this is like, uh, pretty high level stuff.

I've never actually told anyone about our sub-brand strategy because it's so kind of important to us.

But that's what we do.

That's how we got to 1.2 million.

And in order for us to get to 5 million per week, which will be around $20 million of pipeline generated per month, we'll do that next year and we'll have 50 sub-brands.

That'll, that'll be how we do it.

So pretty interesting stuff.

How, how we, how we do it, following on how we can help we being me, we being Athena, my company and you know, team and partners that we partner with.

We're, uh, I'm on the sales advisory board for Apollo.

I'm like a a, I'm on basically the customer advisory board I'm really close with with Apollo.

So if you want intros and priority deals that Apollo, I've got a Typeform that I'll dump in the, in the comments and you can, you can say, hey, yeah, I'm interested in looking into Apollo.

I've got priority, we're the biggest customer in all of robots is customer base.

So I have a great relationship, as you can imagine with robots.

And we have like priority, priority deals and, and, and packages that robots, I can get an intro to to robots if you want outsourced talent.

So if you want somebody in Latin America or Southeast Asia running your programs, normally you would save 50 to 70%.

Then hiring locally maybe a, uh, a mid-level talent for 13 to $15 an hour, um, senior talent that could run your program for $15 to $25 an hour.

We can do that.

And then consulting, this is not, this is external as well, but I, I know really great outbound consultants that I could recommend 'cause there's a lot of people that say they're good, but I know some that are actually good.

So I'll, I'll share a type form in the, in the, in the chat simple Typeform, if any of those four things are interesting, you can just tick yes.

And and I'll get in touch and help if I can, if not all good.

Hopefully, you know, everybody got some, some interesting insights out of the, the presentation and uh, yeah, next I'll throw it back to Scotty and we can go through, you know, questions if anybody has any.

And, uh, that's it.

So that's, that's, thanks for listening.

That's the, the presentation from my end.

Yeah, no, that was, that was awesome.

Thanks.

Thanks Bill.

And yeah, just so good to get it from you as a, as a practitioner who's doing such incredible volume in this, in this space.

So I mean, one, one question I had B2B, B2C, is it, I mean obviously it works very effectively for B2B.

What are your thoughts on B2C?

Historically, I think outbound is better suited to B2B, but if you have a, a decent lifetime value, then it can work for B2C because you'll be able to find the data, you'll be able to build the program.

But it works best if you have a healthy lifetime value.

So if you have, if you were, say you say you're Canva, the design tool Canva, you know, Australian design tool, Canva outbound would be terrible for the B2C business for Canva.

'cause they charge $8 a month, it's just not ever gonna work if they were doing B2B to try and win their enterprise deals, great tool for Canva.

So, but if you have B2C customers where you charge a high ticket item, it can definitely work.

Yep.

No, that's, that's great.

And I'll open it up to, to the, you know, to everyone see what other questions are out there.

One, one question from me, Scott, and thanks for that Bill.

You, you mentioned the, the standard deadline and you said your company X my company, have you got an example of what that type of headline might look like?

No.

So it's very simple.

So if I was prospecting to three heads of engineering, which is typical prospect for us head of engineering at SpaceX, for example, the headline would literally read SpaceX X Athena, their company x, Athena being my company.

Yeah, that's how, that's how, how you do it with the platforms that I mentioned.

They'll do it for you.

So you can, they have the data and you just put in the, the form the fields will say your company X, their company X your company.

But super simple just like that.

Hey Bill, what, what SMTP services do you use?

Do you use postmark or SMTP to go what's better?

Our team manages that, that's the technical infrastructure stuff that me as CEOI don't actually know the most recent up-to-date answer because there's a lot of changes in the infrastructure side of outbound as well.

So although we send 1.2 million emails a week, I actually can't answer that one.

Well, Dan, to be fair, um, okay, and, And I guess you wouldn't be able to answer the, what sort of DM a c tools you use to create the keys for, but I can No, no, but what I can do, if you send me, if you just put your email in the chat there, I can introduce you to our outbound team.

I do a bunch of mentoring at a, in like a startup ecosystem in, in a and I'm always introducing people to our team.

So I can introduce you to our team and you can pick their brains.

You can, you know, ever, if you've ever got any issues we like helping, we're happy to help.

So although I can't answer it, if you flicking your email, I can do an intro and the team will, you know, that they'll be able to help you out.

Perfect.

I'll just see it in each chat.

That was a, a great talk.

Thank you very much for, for what you shared, bill.

One, one of the things that I've always been a bit scared about with doing mass emailing is the, the spam laws in Australia because they are quite harsh compared to, to other countries.

And I remember a guy in, uh, Western Australia called Wayne Mansfield, I if you've heard of him, and, and he got fined $5 million for sending out a million dollars of, oh, a million emails.

I think it was.

They find him $5,000,005 for each email that they deemed spam.

And do you ever have issues with the, the legislation or, or by buying or renting lists so they cleaned or opted in so that they don't pass a spam and is it a bit of a gray area?

What's deemed spam in Australia and what isn't?

Yeah, that's right.

It's a, it's a really large gray area because the definition is prospecting is not illegal sales prospecting.

So prospecting is not illegal, it's kind of a little bit of a gray area, but spam is obviously illegal.

So the, the difference between spam and being a good prospector and good outbound sales is really comes down to those three points I mentioned earlier, right message, right person, right time.

So we, at Athena we have a 0.04% spam rate and that's super duper healthy.

So we'll never come into any real trouble with spam laws.

But if you downloaded a list, bought, bought a list from somewhere and had really poor targeting, messaging, timing, I guess then you'll have much higher spam rates and then maybe there'll be somebody that might come down on you.

But the thing is Apollo, the platform that we use, the one that I mentioned is the kind of industry leader.

I mean, they're one of the fastest growing tech companies in the world.

They just raise their series C or D you know, $70 million at a $2 billion valuation or whatever.

And they're not a hollow unicorn.

Like lot, lot of the startups in the last few years, they're a real business and they're growing incredibly fast.

And it's because this is an integral, integral, excuse me, part of business is outbound sales.

So as long as you're doing it well, you're protected.

But to be honest, I'm not a lawyer.

So if you've gotta create your own philosophy around how you do this stuff and your, your question's super warranted.

So if you feel like the risk is worth the reward and you feel like the gray area is is wide enough, then it's a great channel.

But there are laws, especially in the eu, so the eu, you can't really get data.

The platforms we use don't really, don't really like targeting the EU because of GDPR rules, which are much stricter.

So, like I said, I'm not a lawyer, but this is a, I mean the biggest companies in the world gotta use an example of Salesforce.

Salesforce have written books about this stuff, you know, first company to a hundred million a RRR Salesforce, 100% pure cold outbound.

But yeah, super good question.

Consult your, consult your, uh, consult your lawyer.

Okay, thanks.

Hey Bill, I've got a quick question just about your, uh, the talent finding talent to do this.

If we were to set up this system, I imagine that talent would need to be trained.

Would the consulting then be a, a, a requirement I guess to, to get this system built if we were to do this ourselves?

Yeah, so look, there's a number of different ways you can go about it.

So you can go about it, the trial and error way, and I'm sure you'll do fine and it'll be, you know, slower and bumpier and rockier, but you don't have to have any consulting, you know, fees and not that the consultants that I know are super expensive and what have you, but you can certainly get off to a start on your own.

So two different scenarios in which, you know, if you were to get somebody to come in and help you would be either getting somebody in who's, uh, junior or an associate level email marketer and having some consulting support with somebody who can kind of help you build the infrastructure and, and get off to a start.

Or the other option is you could have somebody come in who's mid to senior talent who has let's say four to six years of experience with outbound email.

Our team, for example, we've been doing this for Caesar, the guy that runs our, our program.

I mean he's, he's a, he's a mid-level guy and he's been running our program for two years, two and a half years.

And he could, he could build a program with his ice closed himself.

So there's kind of couple ways that you go about it.

And Is he, is he actually available for consulting or you saying you would get someone like that?

No, so w we've, we've helped a lot of our clients.

Like we've helped them, but we haven't had a con it's been informal and we haven't had a consulting agreement and it hasn't been super high touch on our end, but we've certainly helped.

But there are a number of recommended consultants that I know through the Apollo network and through people that I, yeah, I have a, a few consultants that I would go to.

I actually don't know their prices, but I know that'd be, you know, it'd be, oh we'll set you up for 2002 and a half thousand dollars a month for, it'll take eight weeks or 12 weeks.

So it'll look something like that.

But no, our team doesn't do the high touch stuff 'cause they're like, you know, got their own jobs.

So, No, thank you.

I really appreciate it and great presentation too.

That was fantastic.

Bill, can I just ask your question, who is your ideal client?

Yeah, so we have two, two ideal clients.

One is on the early stage, and that would be a startup founder.

So if we have a, in technology basically, so you might think of, uh, 51 to 200 employees.

So that's an early stage series.

A founder for example, who are, you know, trying to preserve their runway and, you know, hire global talent so they can save, you know, 50, 60% of their hiring costs.

So that's one persona.

And the second persona, we're trying to move upstream a little bit.

So the enterprise persona is 200 plus employees, series C or D you know, funding and what have you.

And it'll be like a, a hiring, like a hiring manager.

So it would be head of engineering.

So the most in demand, the most in demand talent that we can find is like bespoke engineers.

So like a cloud engineer, you know, senior full stack developers, so on and so forth.

And a hiring manager is normally somebody who they just want to get talent in yesterday.

So like, so when we go enterprise, we go the hiring managers and head of engineering, and then when we go find a, excuse me, earlier stage, it's like directly to the founder.

'cause you can normally get access to them and they're normally making those decisions, right?

Yeah.

Tom discusses his process for finding and managing successful joint venture partnerships to promote each other's webinars. He uses a freelancer to identify potential partners, qualify them based on criteria like their email list size, and approach the best fits. Partners receive 3 customized emails to promote Tom's webinar in exchange for him promoting theirs. Tom tracks results from each partner and provides referrals to other high-performing partners. His system aims to make the joint venture process predictable and beneficial for both parties. An interesting point was that Tom interviews prospective partners on his podcast first to build rapport before formally proposing a partnership.

Takeaways:

• Tom runs a monthly webinar and partners with other marketers (OPN partners) to promote each other's webinars and build their email lists.
• Webinars are an effective marketing medium as they require some commitment ("skin in the game") from participants in the form of registration.
• Partnerships are mutually beneficial - partners promote each other's content and grow their lists. Quality leads are obtained through webinar registrations.
• Tom uses a freelancer to vet and select quality partners who are likely to generate many webinar registrations based on factors like their email list size and past performance.
• Selected partners receive 3 follow-up emails to maximize promotion of the webinar. An invitation to be a podcast guest is also used.
• Debriefs are conducted with partners to track performance and ensure the partnership was beneficial for both parties.
• Partners are incentivized to promote well by providing referrals to other partners who can return the favor.
• Regular quality content is needed to keep an email list engaged and prevent it from dying off from neglect.
• Starting small with a focused promotion of a single offer (e.g. a free book) to qualified marketers can help build initial partnerships.
• Video testimonials were requested from participants to promote Tom and his approach.

Automatically-Generated Transcription:

Let's move on to our next speaker, which is none other than the, the famous Tom Poland.

So Tom, I, I was chatting with Tom the other day and I didn't realize the extent of the amount of joint ventures he does and his process and all that sort of thing, but he, he literally coordinates a hundred plus joint ventures a year and within that he maintains quality control, um, of it.

And he is got a very special process where, where he goes on about c goes to create that quality control.

Like most people, they do a joint venture and then they just move on.

Mm-hmm.

And Tom's, yeah, 80% of the success is actually what happens after the joint venture is done.

So that's what John's gonna be sharing with us today.

So we can literally squeeze every, every drop out of the out of the joint venture.

Lemon.

I'll make you a co-presenter, Tom, and I'll hand the hand the reins over to you.

Thanks Scott.

Uh, so this is just put together for this meeting.

It's not, I've tried to lay it out in a logical order so you can follow it, but it's not a fancy pants PowerPoint.

And John, that was one of the most impressive presentations I've ever seen from, it's just so well thought out and so precise and so on.

The money, I'm guessing it's not the first time you presented on the subject, but kudos 'cause it was just, I think it actually is the first time we've presented that one.

But Thank you to, I've seen few of your presentations, so I, I I'm very happy with that.

I, I was, I was hoping it was about the thousandth times.

I wouldn't feel so bad about the amateur version I'm about to do.

Anyhow, the key points that I'm gonna make, which Scott wanted me to present on will be clear to you, but I wanted to give it some context first.

So since, um, I've been doing, I've been sourcing audiences for marketing events since 1995 and I've worked with banks and changes of commerce and all sorts of organizations individually owned, uh, subscriber lists.

For example, in the old days we would hire a conference center and we would fill the room with warm bodies from banks client list or an accountants client list, or one of our clients list and so on.

And it was always, it's always just been an exceptionally cost effective way to do marketing.

When I, uh, finished with that business in I guess 2008, I discovered webinars and I had, was tired of driving places and flying places and setting up bloody ad systems and having orange juice and receptionists and name tags and all that stuff.

So we just went to webinars.

We, I saw Gottowebinar, we signed up, still got the original contract, which is a hundred US a month for 4,000 seats.

So the grand, the grandfather clause prices if you like.

So these days, the context of this is I run a webinar once a month and we have multiple joint venture partners.

I call 'em O P N, other people's network partners sending their email subscribers an invitation to attend my webinar.

And at the webinar I struck my stuff a bit like I used to do in physical stages, except I'm standing in front of a screen and we've got a slightly fancier presentation happening behind me and we can flick it around and draw it and all sorts of things.

And at the end of that, the call to action, they to book a consult.

So it's a soft offer.

So our partners are pretty happy that we're not doing the whole again to steak knives and stacked bonuses worth half a million dollars, but the sky will fall on if you don't buy before midnight, they're happy.

We're not doing that.

It's just a soft offer.

So that's the context.

One webinar a month, multiple partners driving audiences to attend that webinar.

And why joint ventures?

Because the leads are free, we tend not to pay affiliate commissions.

We can if someone wants that, but our modus operandi is reciprocation.

So we want to be able to, uh, drive traffic to someone else's webinar or drive traffic to your five day challenge or drive traffic to your free book or whatever it happens to be.

We have all those things available for people to promote.

But plan A is always get people to the webinar.

And the reason for that is that the different lead magnets require people to put different skin amount of skin in the game.

The downloadable one page triple s as I call it, the short, shiny sharp thing, which is the one page blueprint or the one page master plan or checklist or cheat sheet, whatever else is really good for building subscribers, but it's not so good for getting people to pay money as a place for it.

Um, if you look at the other end of the spectrum from the short, simple, shiny one page thing, good for email subscribers growth, not so good for people paying money.

The other end of the spectrum is someone who goes out there on their website and says, look, book a time to talk with me about becoming a client with no pre relationship building or anything else.

That's a lot of skin in the game that someone's being asked to put in there when having never met the person or whatever.

So webinars sit somewhere in the middle, no one has to pay money to attend them, but there's time involved.

And so that's the skin of the game.

So we like, we use webinars as our primary marketing medium because it asks people to put enough skin in the game, but hopefully not too much.

If someone's prepared to spend an hour or 90 minutes with us and they turn up to the meeting, they put their hand up as being someone who's pretty seriously interested in that particular subject matter.

And that's why I like webinars in addition to the fact that I don't have to leave home.

And so if I go over that, that's why, uh, the leads are free because we are reciprocating promotions.

The leaves are high quality because we're asking for enough skin in the game, not just a a one page thingy.

And we can rinse and repeat this.

If we have a good OPN slash JD partner, I'll use those two terms interchangeable, then they'll be growing their email lists.

So a year later we can rinse and repeat.

We can do another reciprocal and we'll, we typically get about 50% of the response the second time summer promotes us, but it's still still significant enough to, for us to wanna do it.

So I think that gives us the context.

We don't promote a lot to our own list.

You can see here every 90 days we promote to our own list.

And the reason for that is that they will get sick of me promoting my webinar or my book or my my my thing after a while for start this, we get the honeymoon period, but we do get a really good response if we leave our list alone for promoting my staff just once every three months.

We tend to get a really good response to that.

In the meantime, we are promoting normally at least two partners every week of the year.

So something, uh, so, so that's, uh, probably every second year we add a launch.

Our launch for this year is starting next week.

And that's a pretty big deal.

We've got a lot of team members involved in it and we have, we might have 50, 60, 80, 90 partners involved with that, with one boom big thing.

But for the most part it's the steady monthly webinar.

We run a webinar.

It's relentless, it's predictable.

And that's what I like about it is that it's so predictable in terms of results, inputs equals outcomes and so on.

Any questions so far before we get into the JV system?

Not so much a question, Tom, but more observation that you've got your list largely to promote other people to.

Yeah, I think that's my, my Paradigm shift and look, I guess the approach, most people are building the list to promote their own stuff too, right?

I reckon everyone here Yeah, that's, that's why I build my list.

You're not, you're building your list literally to promote other people.

Yeah, yeah.

And, and we orientate new subscribers immediately.

They register for say something, say, let's say Scott kindly promotes my webinar and someone registers for that.

They're gonna get an email within I think 72 hours to say, Hey, thanks for signing up to, to the webinar.

We, we, we are on our email list now here's what you can expect.

If you don't like that, just unsubscribe here and we make that unsubscribe link top of the fold so it's easy and simple and quick for them.

But if you do wanna say subscribe, here's what you can expect.

We'll be providing you with probably around twice a week invitations to take part in completely free events or books or downloads from carefully curated partners.

Why don't you say subscribe and say if you like it sort of thing.

They get that orientation or induction email straight off the bat to say this is the deal to say subscribe.

You're gonna be getting a lot of emails from us from partners.

So I figured out that because there's a limitation of me being able to promote to my email list every 90 days.

90 days is almost a magical number.

It works well any, if I do it monthly, it's too much.

We, I'm subscribed to go up.

But if I do it every 90 days, it seems to be about right.

Ha, happy to share the document with you John.

Just might need a reminder.

So what I discovered is that we can, if we build the email list around the strategy and not build the strategy around the email list, there's a multiplication factor which is very significant.

And, and so we can promote a hundred partners a year, let's say 80 for whatever reason.

Some someone might step up or whatever.

So that's now 80 email lists that are promoting me.

That's a lot more than one email list.

I've only got one email list.

But so we get that and it's not 80 times because everyone who's been in marketing will know that as soon as you increase volume ratios decrease.

So if you have a webinar with 10 registrants, you'll probably get eight attended.

But if you have a re webinar with a thousand registrants, you'll probably get 300 attending.

The numbers might go up, but the ratios go down.

So be that as it may, marketing to getting my invitations out to 80 different email list versus one is a serious multiplication factor.

And that's the premise on which the whole JV system is based is your exposure.

If you treat your email list as an opportunity to promote other people's quality free stuff, uh, the right subscribers will stay subscribed.

Uh, the people that don't want that, they'll unsubscribe.

And that's fine.

And that's what I mean by building your email list around the strategy versus the strategy around the email list.

Almost all our, all our new clients are scared about that.

I'm gonna get a lot of unsubscribed.

I said you probably will, you're probably gonna lose about a third of your email list straight off the bat.

And you'll get emails from people saying, oh Tom, I didn't realize you were like those other people who wanted to sell me stuff.

How awful.

Okay, bye-bye and God bless you.

We always respond to people with courtesy and respect and say, look, no problem.

We understand and so on.

But it's this thing about we want subscribers who want content.

We don't necessarily want subscribers who just think I'm a swell guy.

That's nice, but we want them to want the content.

So we build those to meet, list that around that.

Yeah.

So that's hopefully explained to the rationale behind it.

Let me move on.

The problem with the JV world is that it's like the wild west without the sheriffs.

Someone stranger rides into town, shoots someone and then rides off into the sunset to find another town.

People do deals, but there's no quality control.

We've worked with hundreds of just, we've keeping very tight records for it two and a half years now.

And I think we've got 264 or something JV partners in that period of time.

Not one has ever said, shall we do a debrief?

Should we sit down after we've cross promoted and ask the question, was it good for you?

Not one.

I find that extraordinary and I've only recently started doing them probably in the last two or three years.

So I'm not suggesting I'm some sort of Mother Teresa of, of joint ventures, but it's joint venture world has tended to be random.

There's lots of cliques.

The the Perry Marshalls will promote the Brendan Bouchard or promote the Dan Kennedys who'll promote the whatever.

So you have this sort of high level clique going on, but um, how do you get into that?

We start at a lower level, work your way up, zero accountability, literally no follow up and depends on the level you're playing the game at, whether what your partner's support teams.

But some of them are incredibly unprofessional.

They just don't email when they do email and so on.

So what I've done over the years is broken down what is essentially a series of problems or obstacles to make this thing work really well, to get it so that the results are predictable.

So we know the numbers and the quality controller has to go into the pipeline to get a predictable quality result out of the other side of the pipeline.

So I've broken this down into three parts because any more than that, I start to lose people.

I'm just gonna resize the screen because it's not allowing me to scroll a minute.

I need to find the bottom of it.

There we go.

Okay, so prospecting, so this is, most of the system is handled by a freelancer or freelancers.

Um, most of our backroom people are in the Philippines.

They know how to follow systems.

They're incredibly loyal, they're grateful when they're well looked after and they, they stick around for year after year and we can pay them 8, 9, 10, $12 us an hour and it's pretty darn good money for them.

So it, it works in all sorts of levels.

So how we find JD Partners is we have a freelancer who gets five hours a week, not a lot, and she fills out this form and the form is here.

Nope, why isn't that showing up?

Try again and clicking on it.

Hmm, there we go.

So this is the, what I call the O P N assessment sheet.

And it self-manages the freelancer.

It's a little bit blurry.

I think the sheet increase the size of it, crystallize it.

Lemme see if I can increase the size of it.

Doesn't seem to want to go, oh there we go.

It's just leapt into life.

I need to resize it.

Sorry, I did have it set up but I need to reboot halfway during John's presentation.

So everything's gone a bit pear shaped since then.

So what our freelancer does is she goes, bear in mind we are looking for, we are looking for people who are already presenting webinars.

What we want to do is we want partners to promote our webinar.

We don't want to have to explain to a partner what a webinar is or why might be a good idea to run one And think what good marketing does is it puts an offer in front of someone who we are quite confident is already looking for that offer.

Selling is gonna go and convince someone that offer is a good offer.

But marketing does the work up front and find figures out what it is we want them to, to talk to, to accept and gives them that offer.

So we're finding the people, this is all about the due diligence.

It's all about pre-qualifying, um, pre quantifying prospects who want to promote, who will wanna promote our webinar in exchange for us promoting theirs.

So she'll go off and she'll search say the term business coach webinar and she'll probably get a million hits.

People are running webinars into our target market.

Uh, so our target market are coaches, consultants and trainers, people who have online courses they wanna promote and some SaaS developers.

So she can search, search any one of those terms and add the word webinar to the search to a phrase and she'll get millions and millions of people, right?

So that's not difficult what she then does.

Where's the scroll bar going?

So she'll, I just don't wanna get to column A anyway.

Maybe if I use tab.

No.

Oh here it is here.

Gosh, I think I have to make that bigger.

Looks like in Tom.

Sorry guys, I'm not good at driving these things.

Only want to tell me how I tab over to the other columns.

Normally I'll just click tab and it would fly over.

So she'll put someone's name in and she'll put the website in.

I am trying to get these knockout factors.

Okay, so this is the five knockout factors are good.

Okay, I've got them on the screen at least.

So she'll go ahead and she'll put someone's name in who's she's in the identifi as running webinars and she'll put their website in and then she runs them through these filters.

And the filters are, have they got at least one value offer, email, subscribe, opt-in on their website.

'cause obviously we only wanna work with people who've got email lists, right?

The second filter is do they target small business or entrepreneurs or solid entrepreneurs or people who are self-employed?

'cause that's our target market is small businesses.

Third filter is, you can see all the yeses here.

The wise standpoint Yes.

Offers business advice or training, not personal development.

And if I click on that, yeah and and also not offering a physical product.

Fourth one is they've run a webinar search for their name and the word webinar and do they feature themselves on the website?

So they're the five knockout factors.

If there's a no in any one of those cells, they go to a reject tab down here.

So we've found people who are running webinars into our target market, we've qualified them with the five knockout factors.

And then what we do is we quantify them and the quantification is a thing called JB Juice.

This thing here, lemme click on that.

So having confirmed that they feature themselves on the website, that they have an email list that they run, webinars and all these other things that offering professional business advice and not physical products and not products.

Then they go into this thing called JB Juice.

And JB Juice is an algorithm and it'll predict how many webinar registrants they're likely to be able to generate.

And it's not really the purpose of this to share about JV juice.

I did that at another presentation.

But you can go to jv juice.com uh, and have a look.

But essentially what you can do is you can go in and you can put someone's website into uh, JV juice, input the website, put their name.

This other data is just for the database so you can remember.

You click predict and it'll come up with a prediction.

And the prediction will give us estimated number of webinar registrants down here.

And our sweet spot is probably 50 plus.

It's, it's more likely people like Sherry Rosenthal, uh, Lauren Fogelman, you can see that we predicted they would be able to generate a hundred to 200 webinar registrants.

And so if one of these people, as the freelancer has identified that past all those knockout factors, they hit the sweet spot in terms of our prediction, then they get approached but they don't get approached if they miss any one of the five knockout factors and they don't get approached if they're scoring say zero to 50 here.

So we wouldn't contact for Joe.

Any questions?

Yeah, I've got one.

Tom, how many are making it through to that stage?

What kind of volume are you seeing over what kind of timeframe?

Yeah, it's a good question.

We, we used to, if people can get through the five knockout factors and I, I have to guess, I suppose that I would say 50% of the people we identify get through the night five knockout factors.

Okay.

And I would say about 50% of that.

So maybe a total of 25%, maybe 20% get through the algorithm.

Yep.

And this is less important when you start out, when you start out you just wanna do some deals with people and get some events happening and get some subscribers growing.

But as our calendar got fuller and we, we needed to become more selective because we were promoting people who could get us say three webinar registrants and we were getting them 200.

So we, and and it's not their fault or anything 'cause we agreed to do the deal, it's just that we needed the level of playing field with that.

So this is all this prospecting part here, run it through the five knockout factors.

We've run it through JV juice.

And then what happens then, and this is really important, is they get three emails.

So the initial email, if they're a cold lead, we invite them to be a guest on my podcast.

Welcome to my spider's web.

We know a lot about you already, but you don't know, we know a lot about you.

And so they come onto the podcast and the podcast is seven questions in seven minutes.

So it's really, it's a whirlwind and the adrenaline's pumping.

It doesn't matter if people have done a thousand interviews or not, you see them at the end of the seven minutes 'cause there's a clock ticking.

And I tell 'em the interview will finish at the end of seven minutes and I have a little countdown time and if there's 10 seconds to go, I tell 'em I'm gonna hold that up.

So there's 10 seconds to go you to finish with that.

So when the whole thing's done, it's like the ear goes out of the balloon and they relax and psychologically I congratulate them on some part of the interview.

I thought they did particularly well.

And then I make them an offer I think they already throw want, which is, Hey John, I couldn't help but notice that we're targeting the same target market.

Pause.

They go, yeah, yeah, it looks like we are, I wonder if you want to have a conversation about how we could grow each other's email list.

And at that point, nine out of 10 of them lean forward, their eyes open and they go, yeah.

It's like where have you been on my life?

And because all we're doing is we're offering 'em something and we'd pretty confident they're already looking for which is the opportunity to get promoted.

And so that, that interview is for people that Nancy has identified.

Using an O P N assessment sheet, you always wanna have fresh blood pumping into your JV vein so to speak, because partners will die, they'll go out of business, they'll sell their business, you'll get the diminishing results from partner who promotes you year after year.

'cause people have already heard about you.

So you always wanna have the fresh blood in.

So that's all the prospecting part of things.

When I was talking about the three emails, the email that goes out to a fresh person invites model the podcast and we get about 30% of the people who receive the email will accept the invitation and they'll book a time to come on the podcast.

Email number two goes out to the people who didn't respond to email number one and it basically says, Hey, I dunno if you've got this or not, but we wanna interview on the podcast, click here to go blah blah.

But 20% will respond to that.

And about 33 3, about 20% respond to the third email.

So if you only just send one email and don't get a response, you're actually leaving potentially quite a lot of money on the table.

And someone said the money's really in the follow up so to speak.

And we still get 30% of people who just never even respond.

We don't know if it hit their spam filters, we don't know if they're not interested, we dunno, no idea.

But they go into a list of non-responders.

So when they get the email, it's a very short, each email is very short, it's all above the fold.

It's all what it sees in the preview.

There's no long blurb or anything, it's just here's the opportunity.

High levels.

But there's a link and people love clicking on links if they think there's some sort of benefit.

Oh, curious, I'll see what's in there.

So the link takes 'em to this page.

This is a little larger than life, but top of the fold is appear on my 10 minute podcast.

The introduction takes a few minutes and then the seven question, seven minutes, I'll email your lead magnet, offer our 27,000 email subscribers and tens of thousand local media, social media connections and I'll introduce you to these other successful podcasts.

It takes less than three minutes to book.

So all the plane and all the questions, the big questions are answered it, we've all been invited onto a podcast or a summit.

You've gotta fill out 54 different questions and give them 35 links and headshots and bloody buyers and all sorts of stuff.

We've made this real simple.

So for someone Kerry Marshall booked, we, I just interviewed him in January.

So what does Perry Marshall wanna know?

He wants to know that it's gonna be really worth his time.

It's gonna make it really easy for him to book.

It's all there above the fold.

And then when they click here to book your interview.

But we've got a lot of testimonials here from past guests as well, how fabulous it was and how it was worthwhile.

They click here to book an interview and we have some filters in place and the filters ask them to check these boxes.

Yes, I have an email subscriber list of at least 2000 organically curator, right?

Happy to send a solo email, let them know about the interview and off we go.

So they can't schedule the time until they check the boxes.

And this is, we have this also for client inquiries.

A similar version.

A different version.

But once they've confirmed all that, then they can go ahead and find a time for the interview.

So the only people I'm interviewing are people that have gone through the assessment sheet, they've gone through JV juice, they've checked the boxes to say Yes, we'll promote the interview and yes, blah blah blah blah blah blah, blah.

And then they promote the interview.

So that's, how much more time have I got Scott?

I think probably about seven minutes.

Okay.

So that's the prospecting.

If as I mentioned, if it's a fresh interview and Nancy, our freelancers unified them, then we do the interview and then I ask the bridging question, I wonder if you wanna have a conversation about growing each other's email list?

Haven't mentioned webinars, haven't mentioned anything.

It's just a, it's a question We probably all say yes to the right.

Yeah, you interested to explore that?

It's just comfortable about having a conversation.

So it's a very gentle way to introduce them.

And if it's a yes, then I'll then what I'd like to do is refer you, get you in touch with our JV manager who can book times and dates and we'll do a debrief afterwards and let's just see if we can help each other to help some other people.

And I explained to them that when we do the jv, we are not so interested in whether they, we get sales or we just want them to do what they said they were gonna do.

Send out two emails, promote us, we'll send out two emails, promote you, we'll swap swipe files.

And I explained to them after that we'll do a debrief meeting.

And this is where most of the money is made.

And this is what most people never do is so we'll sit down and once, once we've got the dates booked, Lena who's on my team, will reach out to you and ask you to book a debrief meeting.

So we have that after we've done the cross promotions.

And at that meeting I'll ask you, was it good for you?

And hopefully you can do the same and we can confirm that it was really worthwhile.

If not, then one of us might wanna make it up somehow to the other part party.

But assuming that's okay, what we'll then do is I'll be able to refer you to three to five partners who got, can get you as many webinar registrants as you got me.

So the more webinar ants you get me, the higher the level of JV partner I can refer you to.

And that incentivized 'em to send the fricking emails out and to do it as best they possibly can at the best possible time.

'cause in the back of their mind they're going explain to 'em, and this is where we'll make the most of the money.

It's not in this interaction we are having now.

It's when I refer to those three, those partners and we have this partnership, again, it's a, it's a Google sheet and it, the way it works is, uh, one of our freelancers puts all the data in.

So every partner we've promoted, I can click on this tab, it'll show us all the partners and said, we've been running this for about two and a half years, I think there's 260 partners.

So it's got the date that they supported us, it's, they've got the registration numbers.

Um, and I can go into, when I meet with a partner for the debrief, I can go in here and type and say, oh let's go uh, David Newman and it'll show us all the dates that David promoted us and it'll show us how many webinar registrants he got for us.

And so if I'm meeting with David, I can say David, it looks like on average you've been getting about 200 webinar registrants for us and the 15th of December was that when you got us those 200.

So I can go up here to December, 2020 and I can say, please give us and this, this is one of our better partners.

Please give us all the partners who got us with a variance of 33%.

And I can then say to David, who don't, you know, on this list and I can introduce them, David, to those people who got us a similar number of webinar registers.

So if I explain that, okay, we're doing the debrief, we've done the joint venture doing the debrief, making sure it was good for David, David was good for us.

And then I'm putting this up on the screen and saying, and often there's a list of 15 or 20 partners here who don't, you know on that I can do this introductions.

And we are matching the JD partner we've just worked with, with other JV partners who could play the game at the same level.

Hmm.

So everything's pretty much everything is quality, controlled and systemized and there's a team that's running it all.

And that's it.

Let's probably go to questions.

There's, Yeah, no, that's awesome.

Thanks.

Thanks Tom.

So the, there was, I know people are very, I don't know if you could, if you've got the sheet that you've got up on the screen now, that'd be great to, I know John had to fly, but he's, I'd love to see that sheet.

I'm not sure if it's possible to drop that into the chat or the Slack.

Grab a Dropbox Link now probably.

Yeah.

Yeah.

No that's great.

Any questions from anyone?

Yeah, Tom, question for me that comes up, obviously this is um, uh, a system that's very mature and has been matured over a lot of years.

What do you think is the thing that people should be looking at doing if they wanna do something similar that, where do we start with something like this?

Look, I'd grab a freelancer and give him or her that assessment sheet.

Give them a profile of the people you want.

They, you know, if, one of the things I didn't mention is you wanna match the medium.

So if you are wanting to promote webinars, you wanting to find people that are running webinars, if you want someone to promote a free book, find people who have free book to promote.

It's a really easy yes for some reason.

If it's, if you're saying let's just, I'll promote your five hour challenge, you promote my five hour challenge, or I'll promote your webinar on, it's a very easy thing to get a yes too.

So I'd say give the profile, include the five assessment facts, set up an assessment sheet like that and if you know you need more details, just email me.

I'll be happy to tell you what we do.

But we give a new freelancer like an ident, like an avatar if you like, of the joint venture partner, how to search for them, how to find them, how to qualify them using the assessment sheet, how to run JV juice, and then the three email template that they'll send out and all the records of, um, every single prospective partner when the email went out, the date is in there, if there was a response that's in there and so on.

Yeah.

Do you think it's important to find JD partners have similar size lists as you?

No.

Um, it's quite a limiting, uh, strategy.

The, the most important thing if I list them an order is that they have content that your subscribers will thank you for.

Okay.

Because it's your brand that you are essentially as an indirect, your brand is either enhanced or tarnish depending on who you introduce your subscribers to.

Second thing is that they are reliable, they don't ghost you, um, that they do what they said they were gonna do.

They send emails out.

So these things are all more important than list size.

We've had, you know, very successful JV partnerships with people with a list of 1300 or 80 or 2000.

It depends a bit why they subscribed to the list.

So the source and the reason are very big influences on the likely response rate from someone else's email list to explain J fis, the list size was something like 24 people, but they're all clients who are used to paying money.

And so I think we picked up three clients from there.

Email list daved, 2000 subscribers just launched a new business.

Again, I think we've picked up six clients from the list of 2000.

We've had other lists of 80,000 subscribers and had 500 registrants and got one client from it.

But that very large list was a list that had been put together.

I mentioned the guy's name.

Very good copywriter had been put the list together over something like 30 years and had never offered them to, to buy anything.

Just sent nurture content for 30 years.

So they're just used to getting free stuff.

Um, so it depends on, the more important thing than this size, as I said, is do they have great content your subscribers will thank you for?

And what's the likely response rate from, you know, responsiveness from, from a subscriber list regardless of the size.

So with our new partners, I say to them, what I really care about is that you do what you say you're gonna do.

You send emails out on the dates, whether you get us eight or 800 webinar registrants, honestly, so long as you play all out, that's fine.

I'll be able to refer you to people who can do something at a similar level.

So this sizes, it's probably a bit of a cliche, but it it's not about the size.

Yeah.

Despite what my wife tells me.

Oops.

And what, what makes a list die?

'cause one thing you mentioned when we chatted was even if someone's got a list of a hundred thousand, if they haven't mailed it for a certain period of time, it's literally it's dead.

What's your experience there?

Yeah.

Two ends of the spectrum, which will kill us very quickly, is the raping and the pillaging.

Just keeping flogging sales opportunities at them constantly.

Uh, and the other is completely neglect.

There's an old Scottish saying, if you can't feed the sheep dinner, shear them.

So what it's saying effectively the list is, is you've gotta keep getting good quality content and you earn the right to offer the sales.

But if you just do the content without any sales offers at all, you might build a very big list, but you're building a list of non-bias.

Yes.

And what, what about if you, what about if someone just completely neglects it?

'cause I know people who've done that, they've, it's shared, shelved the list and then It's, it's How long does it take for it to just go dead?

I, I I would say 90 days.

Wow.

But I would say it's on a significant decline curve after 90 days.

That's my guess.

And I don't have, I don't have objective analysis to back that, but certainly at a year it's dead.

If you've got a list of 10,000, you might pick up 50 or a hundred from that to carry over to the next brand or the next business.

Wendy, it was Wendy Evans did a lot of research with Suchi and Saatchi on when the brand drops out of the brain and she swore to God it was at 91 days, at 91 days your brand was dead in someone's brain.

And unless they'd heard from you within that 90 days, I don't know actually, actually thought it was true.

She did a lot of work for them.

And then whether it's 60 days or 120 days, yeah.

Neglect is the killer.

It's the killer.

Yeah.

Yeah.

And do you mail, like in between those two emails that you send out for partners, are you mailing quality content in in between that?

No, No, No.

So it's really just partner emails?

It's partner emails.

Oh, to be fair, quality content is important.

We send the email, we email a link to the podcast for seven questions in seven minutes.

Ah, yes.

Yeah.

But we are not producing content.

I have a new book that we'll send an email out late this week or early next week to promote that it's free on Kindle for another 30 days or something like that.

We, we'll, but we don't have a content creation program in place.

Uh, I don't think it's, I don't think it's the most efficient way to keep the brand of the brain.

Mm-hmm.

Yeah.

And, and it's also this for, for the great unwashed masses who dunno you yet, uh, a lot of it's, as we know, it's not about websites, it's about web presence.

So if they google your name and you've got a lot of, you've got 10 pages of your name coming up because people have been on your podcast or you've been on their podcast, then there's a lot of credibility in that.

Yes.

Yeah.

No ab absolutely no, that's that's great.

E excellent.

Thank you Tom.

That was, yeah, great presentation.

Hand of applause for Tom Virtual.

I'm happy to share anything if you just reach out via email.

Yeah, yeah.

And yeah, if you've got a link to that, I think Tim was always, I'll find asking, it was a bit Blurry brief.

If, if you had a, if you had a, that first email you send out saying that you're gonna ambush them with offers Yeah.

If you did have that, I think that first email in any email list is like super important in setting the framework.

But whatever's gonna come afterwards 'cause people don't subscribe.

Not the next 12 months.

Okay.

I'm happy to do that.

I'll just need someone to email me to remind me.

Yep.

Yeah, I can send you a, uh, just a quick reminder after the call.

It's all good.

Yeah, no, that was fantastic cj.

So I told you, Tom, was it number one JV person in the country?

Mm-hmm.

Uh, I'm very humbled.

I've taken a lot of notes.

Thanks Tom.

Appreciate You knew, you knew that was coming.

You know, it's, uh, yeah, so that was, that was excellent.

I, I might quickly just ha hand the reins over to, um, Scott Baker just to expand on the $500 package he had before, which if you give it to, yeah, if you get it, then all the money goes to, goes to charity and I'll drop that link in, in again now.

Scott, are you there?

I am.

I'll just share my screen so I can quickly, Probably like three to four minutes if you can.

Adam, um, if you can you see this screen here?

Yep, yep, yep.

Cool.

I'll just quickly go through, so how this all started and just start off, what I'd really like everyone to do, and I'll put this in other thing as well, is everyone to do a video testimonial for Tom and John for today.

So we've, with Scotty, we've created this link from elite marketers.

So everyone who does a presentation or you want one from the group, jump on this link and you better do a video testimonial from the guys.

And John's told you how you should do a good one, make sure it's, Can you drop the actual link into the chat?

Yes, I will.

Just one sec.

Oh, actually, yep.

I'll grab it outta here.

And yeah, so this is like what this is.

Hey Tom, I thought it was incredible presentation.

This is what I got out of it.

Or hey John, and just sharing basically what you genuinely thought about the, about the presentation and I've gone through this, it's literally so seamless and just takes a few minutes And the, and yeah, and it's talking directly to the person, um, instead of just doing it as a, talking about what someone else can get.

So let me quickly go, got A super quick question there that, that transcription you've got on the bottom of that video, can you edit that?

Did you say me?

Sorry.

Yeah, I didn't hear That.

Sorry.

The, where you've got, if you scroll up just to your video thing on your on video ask, sorry.

Yep.

Where it was, you can edit that transcription, can't You?

Yeah, definitely.

Yeah, I, it, it, it's automatically picking up from ai.

So I had, I haven't edited that one, but yes, you can or you can just remove it so it's not in there.

You also can click on here, it goes to a website and you also have your own like thing up here as well.

But let me get through to this.

So yeah, if you could do, that'd be great.

Just quickly, this is the method to do these is very different to John's, but it's the top of the funnel.

So you can either send it by s m Ss or email simple and easy for the clients to use.

And the outcome is you get some links, embed codes, consent.

The consent part's really cool 'cause they sign that at the time.

And you also get text to ai so you can send it out as if these, if this is Johan or Scotty, you can do it yourself or have me doing that or someone else.

These are examples of testimonials that have come in from for Scott.

Hey Scott, I just wanted to thank you so much for all your help that you, And then that takes the AI takes that turns it into this.

And so you can use that in your social media for wherever you want to go.

So there's one from Tom Gilbert.

These are just examples of how they can look that I'll quickly get to.

So yeah, just at the top of the funnel, so you can use it for social media on your embed codes, use it in your emails, s e o, it's really good.

You can turn that into your, extract the script out of it and put it on your site.

These are all the different places that you can use it.

So the 13 videos, you get the 13 embed codes, the 13 links and the third.

And you can, and the AI turns it into the testimonials, which you will have to modify very slightly, but it'll turn that up.

And if you think of it, these are the platforms.

So you could put 'em across all of these and benefit from that.

As I was saying, the Baker's dozen price, that's what the price is there normally.

But I was talking gonna, Scotty and we were talking yesterday, how could we raise money?

So a hundred percent of the proceeds donated to flood victims.

So if you want a branded 13 videos of five 50 and it all goes to the flood victims or no branding, you get 6 2 75.

Keep in mind that the client is the one that will be doing the video.

This isn't me producing, this is sending out a link that we used for Scotty stuff.

That's it.

Yep.

E excellent.

Thanks.

Thanks Scott.

Really, really appreciate that.

I've dropped the link there for the, the Helping Hands website if you, if you click on that.

Excellent.

Um, we're back.

Oh, um, there was a question I think, um, Rob asked too, Scott, if you can drop the link to your, um, offer just in the chat, that'd be great.

Yeah.

The offer you just made, can I put The email in there just so I have it just Yeah.

Or your email or however they get in touch with you to, to find out more about it.

That'd be, that'd be great.

And yeah, we've just, we've just hit one o'clock, so I think, we'll we might just hand it over to, to, to Tim to wrap up.

What's your, what was your biggest takeaway from today?

And yeah, take us home.

Thank you.

Same.

Oh my God, you're putting me on the spot, mate.

Like, I not just, I think not just for, uh, and unfortunately I missed all the sort of, most of the earlier one from John, but I think just keep coming into this just opportunity gives me ideas and opportunity and just the sort of the ability, I think we were talking in that last group, right?

Just the, if you just give and give and give, we get so much back in return.

So I wanna thank everyone for contributing.

I'm looking forward, just adding value myself at some point, if ever Scotty gives me a tap on the shoulder to present.

But just an awesome group to be involved with.

So thank you everybody for your contributions.

Yeah, awesome.

Awesome.

Tha thank, thanks Tim.

And yeah, tha thanks everyone for coming.

The podcast discussed various strategies for using Google display advertising effectively. It emphasized the importance of highly targeted advertising based on location, demographics, and past search interests. A case study showed how targeting specific tradespeople by the websites they visited led to better results. Other tips included reusing text ads in the display network and customizing ads for different age groups. Breakout discussions focused on using display ads along with other channels like YouTube and LinkedIn. Participants also talked about getting very specific about their target area or industry when using ads rather than broad locations.

Takeaways:

• Google Display advertising can be very cost effective compared to other channels like Facebook. Targeting options allow reaching specific audiences.
• It's important to carefully target ads by location, demographics, interests to ensure relevance and avoid wasted impressions. Keyword targeting is also crucial.
• Case studies showed small businesses growing significantly through well-targeted Google Display ads.
• Remarketing allows re-engaging past visitors or those showing related interests. Different offers can be tailored to different age groups.
• Responsive ads format allows ads to adapt to different devices/screens. Ad preview helps optimize formats.
• Search intent targeting on Google Display can deliver traffic from people searching specific topics on other sites.
• Location targeting helps businesses reach local customers accurately without wasting ads budgets.
• Data and metrics like impressions, clicks help analyze audience response and optimize targeting.
• Recycling existing content through Google Business Profile or articles maintains online presence.
• For specific industries like software, legal, there are restrictions to consider for advertising. Combining channels like YouTube, Display can replace Facebook.

Automatically-Generated Transcription:

And next up we've got Mr. James Yuile.

So what James is going to be talking about, we've, this has come up a number of times on, on these calls, is about the rising Facebook ad costs.

And what James does is he specializes on the Google Google side.

Now most people, when they think of Google, they think of Google AdWords.

James, I was talking to James and his Google display is so undervalued, uh, and he's using this a lot with his clients to get some great results.

So today's gonna show us some of the real ads and examples of what's working right now.

I wanna talk to you about some, there's a couple of little tips about search campaigns because I see some mistakes very frequently and I don't wanna show you some of this stuff about display that's uh, I just don't think is widely known.

Now some of you're going to be really across this stuff so you know, if it's nothing new to you, that's fine, but I hope you picked something up along the way.

So look, we all know about Google Search Network and as Scott says, this is what people think about when thinking about advertising on Google.

So some while ago I did a talk for somebody about search and I was at the Sunshine Coast when I was preparing the talk.

So I just wanted some screenshots to show people.

So I did a search for swimming pool builders, sunshine Coast.

Now what really amazed me at the search, it was just something I picked up random, was how many of these adverts were irrelevant to the search.

So it shows you that being careless with your keywords can inevitably end up with you having massive numbers of impressions and very low clickthroughs.

And you wonder why.

So look, here we are, we're looking for a swimming pool builder on the Sunshine Coast, right?

So here's the first ad swimming pool builders and they've put the U R L in the second headline spot.

But where does it tell me that they're on the Sunshine Coast?

It doesn't.

And it says the commercial pool builders.

But does my search contain the word commercial?

No.

So that ad is wasted swimming pool builders have expert builders do your pool.

Now there's a Brisbane based telephone number there.

Is that relevant to the Sunshine Coast?

And where does it say Sunshine Coast?

It doesn't.

This one here.

Sunshine Coast Home Builders.

Surely a home builder would have swimming and pool as negative keywords in their campaigns.

'cause that ad is wasted.

So this ad here, oops, sorry, didn't mean to do that.

But the last ad there actually was somewhere close to the mark.

But the ING thing was that the first real listing with any relevance is here and it's not even an advert.

So there's four adverts there, all of which potentially somebody genuine about that search wouldn't click on.

So you know when people say things like, I've tried Google ads and it doesn't work, or nobody clicks my ads, there's a really good example of why that might be.

So if you were in the market for that, you probably wouldn't click any one of those adverts.

'cause it doesn't, it's not Sunshine Coast specific.

Okay, so the topic really is the display network.

So what is the display network?

Google Syndicate adverts out to literally millions of third party websites and blogs and and apps and that gives you an opportunity to target your market while they're not necessarily directly searching.

So really the search function is for people who are at the very pointy edge of the sale.

They're people who have proven demand and they need a solution.

And you're not always, that's not always how you wanna find people if you wanna find 'em a little earlier or in different ways.

So I wanna show you some of the ad styles that we've used over the years and talk about some of the results that we've had from them.

So there's a, a large variety of file formats you can use for these adverts.

Uh, I wish I wouldn't do that.

I'll leave my mouse alone.

So the first one at the top left here was for a fabrication business in Orange and New South Wales.

And this campaign goes back probably 10 or 12 years when this company was relatively small.

So we put this ad together, it's just a little jpeg that has the logo, the telephone number, a picture of a willy obtuse looking truck.

And the headline that made the whole campaign was we do amazing things with bodies.

And we ran that campaign on Google's display network and we targeted um, people with an A three or 400 K radius of orange and they got to the point where they couldn't manage to work.

That business now has formed Tels Good Business of the Orange about four times and he's now one of the largest employers in Orange in the fabrication industry.

So that business went from husband and wife and a few tradies to being a very significant enterprise simply on the back of that display advert.

And the average click cost for that was about 15 cents.

Ben Borough Lodge is in the Gold Coast hinterland and it burned down in the fires last summer.

But we used to run these accommodation deal ads on all the tourism and hospitality searches on all sites on display Network.

And that tracked a massive amount of business.

And again, that's just a simple graphic ad that we did in a variety of size formats to meet Google's needs.

Now the next one, romantic wedding location.

That was a dynamic ad.

Now what happens with these ads is do you upload several images and several texts and headlines and Google show them at random depending on the size and format and the price of the ad space.

But we started running that campaign and the landing page basically said, come up to borough for morning tea on us.

We'll show you where you can have your wedding.

They were doing almost no wedding businesses within two months.

They were booked out for weddings on Saturdays for six months.

And the click costs on those for about 15 cents.

And the last one here is a text ad that we ran for a company, which unfortunately turned out to be just a little bit of a a con, but we didn't know it at the time.

But they were marketing vending machines and that was a search ad, you can see it in text format, but we simply covered and pasted that text ad into a display campaign, which you can still do.

So you can just take a text ad from a search campaign, put it in a display campaign and it will run for you.

And here's a few more.

It's a case study here particularly for this business called Ion Interiors.

Now this company Lady own sits an interior designer and so she does, uh, she specializes in hospitality, so pubs, clubs, bars, restaurants, et cetera.

And we run these adverts here in, these are just the different examples of how Google puts the ad together in different spaces.

But she had a phone call one day from a woman who said, I want to talk to Refurbing, a cafe.

And the client said, oh, how do you find this?

And I saw ads who she, months ago I clicked it and I keep seeing her advert and it always looked interesting.

So she'd been cook obviously and was being remarketed to, I asked her to do a proposal for this refurb, this cafe.

It was only when she, when it got down right close to the end that they revealed to her that there was the head office of a coffee franchise chain and she was actually remodeling the company store.

And that resulted in her doing the refurb for nearly every store in their chain.

And those clicks were about 20 cent each, right?

Google display is stupid cheap.

So this is the graph of results from this campaign.

Now it goes back a while, but it's a very good case study.

So here's her display campaigns here, this one and this one.

You can see a click cost.

We paid heavily, we paid quite a bit of market for the remarketing.

But look at a cost per conversion look that compared with a search advert at $332 90 a cost per conversion from remarketing was 39 20.

And from a straight display add $33 10.

And I think you can be more clear about the potential of this from this, from these numbers.

She stopped advertising, she just had so much work and eventually she remarried and a guy in the furniture industry and she doesn't run the business anymore.

But that's one of most spectacular results from a display campaign that I've ever seen.

That one.

And then the fabrication shop in orange.

So how do we do this?

Google, which may surprise you, actually knows more about you than Facebook does.

'cause Facebook only knows what you do on Facebook.

Google knows what you do on the internet because you use Google as your interface for everything you do.

They know where you live, they know your gender, they know your income, they know your parental status, they know what your interests are.

And of course they know your search history and they know what kind of websites you visit.

Don't ever think that what you do is secret from Google because it sure say listen, good, bad or indifferent.

I'm not cussing an opinion about that.

So let's have a look at how you use some of these different variables.

Placements.

So this comes from a campaign we run in Sydney for a contract clean.

The business evolves essentially around uh, exit cleaning, which is where the money is in cleaning.

If you didn't already know that and you can pick your adverts as Marcus would know, certainly by country, you can pick them a state, you can pick them by postcode, you can pick them by radius.

And you can also have specific exclusions.

So for instance, in Southeast Queensland, if you're a licensed tradie, uh, some trades require you to have a different license in New South Wales, but you might service all that way down to ada.

So we will exclude New South Wales from their search.

So the people in Tweed heads don't see their adverts.

Not perfect, but it's pretty close.

So what we've done with this particular client is we've broken Sydney down into 12 different marketing regions each package up like postcode.

And we run a campaign for each of these so we can see the variables, the different search terms, the different click costs, and the different costs per conversion.

If you use Radius, you might have fail offices.

So you simply use your business listing as the epicenter and say I want my ads to show within 20, 30, 40, 50 kilometers.

It's also very useful when you're marketing for franchise groups too.

So if we look at the demographic targeting, this is in the settings menu in your ad campaign and you can, you can select, actually it's not select location, so it's mistake, it's select audiences.

So you can select from any of those age groups there in tenure increments you can select male, female and the other one is called unknown.

That's when the search is made from a computer that is either behind it on a network or it's used by a multiple number of people.

So you don't know specifically who is making that search.

So with income you can use uh, in 10% increments down the lowest 50.

And the other thing that you can do in display campaigns that you can't do in search is that you can tag people by the parental status.

So let's have a look at how you might use this.

You may have a product that only appeals to a certain age group, certain gender or parental status.

So you can very easily select those parameters for your campaign.

And the little bar chart on the right hand side, you can flick between age, gender and household income to see your metrics.

So that's basically a graph showing impressions versus clicks.

And we can very clearly see in this case, which is actually from the contract cleaners campaign, that his sweet spot is between 25 and 44, which is where the majority of people looking for exit cleans are.

And that's pretty much wide across Sydney by the way.

So you're in the, yeah, marketing for the contract cleaning industry is a little tip tbit for you.

But see, this all means too that you can run a different ad group to men or women.

You can run a different, you can run different adverts across the age group.

You can run different adverts across income brackets and take each of those adverts to a specific destination page on your website that that relates to that audience demographic.

Now you'll note that I say destination page and not lending page and I'm very specific in that because the destination page is actually a page that's fully visible as part of an active website.

And Google actually preferred them because using analytics we can track the movement of people through that website.

So it's not just by or go away.

It's, you wanna find out who we are.

You, you wanna read our testimonials, you wanna find out about our public liability insurance.

So this navigation for you to move around the website, whereas with a landing page or a squeeze page, it's basically giving you details or go away.

Just I'm not prepared to let you know anything more about me and your quality school will improve if you are using a destination page that has navigation to other parts of your website.

So this is a quick look how you can figure an audience type.

So you see here that we've got some, a place to put the name.

We can create a custom segment based on their prior search activity or visited sites.

We can set up marketing remarketing the people have previously interacted with your business.

We can list them with, uh, interest and detailed demographics.

So here's a couple of little examples.

This is um, targeting section.

So this, when you click these arrows and there's way too many of them to show you in example, but you can identify your target audience groups by things like whether they're commercial, whether they're interested in education, what their interests are.

So as soon as you pick those, you simply select the ones you want to use.

So here's just a simple example.

Uh, this is uh, a campaign we did for a company in Southport who run a co-working space.

We target business professionals, business travelers and people looking for business services.

And in another campaign for them we also target people who use home office to promote the meeting rooms that they have available on hourly or daily basis.

So if you are working from home, you need a meeting room, your home is and suitable, you can see an advert from them around that.

And again, we can use this for both search and display because all of these things are available to you for both search and display.

So this one is a, an example of um, previous search intent.

We use this for a, um, a product that's, uh, software especially focused in the plumbing industry.

So we can say we want people who've looked for plumbing software products and also who visit, um, the plumbing wholesalers websites.

We ran a simpler campaign 'cause their product is also, um, suitable for electricians in a few other trades.

So for the electrical software, for the electrical version of the product, we loaded this particular category with all of the electrical wholesaler sites.

So Mior, Florence and Hanson Haymonds and all the, all of those.

So the adverts were being shown only to people who went to those websites.

And the traffic that came as a result of that was actually better than this one that we set up for plumbers.

So we set them up side by side to switch with see would get, which would get the better result.

And the electrician one was the one that actually got the best result.

Sue's since changed the plumbing one.

So this is, uh, a cheeky little program we use for a, an accident and injury lawyer.

So we're targeting people who've browsed all of the other notable sites in Southeast Queensland.

And yes, it does get them some calls from people who were looking for these other law firms specifically, but they do convert an awful lot of calls that were aimed at these people to, to get their matter under in their house.

So essentially that's the limit of what I've got.

I've gotta say we have a little offer there if you are interested.

So had to talk to me or how to get more information about Google ads and how it works for you At that point, I guess I'll hand back to you Scott and you can um, open floor for questions.

Yeah, awesome.

No, that's that, that was great James.

And certainly open my eyes in terms of you're getting a 10 times lower or almost to 10 times lower.

I think it was on one campaign, cost per outcome versus on Yep.

Display as versus AdWords.

And I think the other thing just from the comments coming through is the, you know, the really big benefit is, is in the targeting, which I think has opened a few people's eyes.

'cause obviously Facebook's targeting isn't as good as it used to be.

And it sounds as though Google on the other hand has stepped up with their targeting.

It's always been this good.

Yeah.

Oh wow, wow.

So it's always Been this good.

Most, most, most of this has been around for years.

Yeah, interesting.

Let, let me give you, I'll, I'll give you just a couple of random case studies.

My wife and I were traveling Melbourne to see my kids coming years ago and we were pulling into Newcastle for a pit stop and she was driving and she made a comment, said totally outta left Shield field.

She said, I need to get myself a new pair of yo yoga pants.

I said, what's wrong with orange?

You've got, I said, they're too long, it's too hot, but I haven't been able to find any.

So I said, well have you looked at Lulu Lemon?

And she said, no.

So I pulled l Lululemon up on my phone, said she had a look at it while we had lunch for the next six months.

Everywhere I went I saw Lululemon adverts.

You've gotta be really careful what you search for.

Yes.

And when you, if you wanna set up a display campaign, when you set up a new campaign in Google, it gives you an option of whether you want a search campaign or whether you want a search and display campaign or if you want website traffic or lead generation or whatever.

If you want to set up a display campaign, set up a display campaign, don't do search and display, do a search campaign and do a display campaign.

And if you wanna put 10% of your ad spend into an experiment, there's a new campaign type called Max performance.

Now Max performance, the data unfortunately out of it is very poor.

But the concept is that you upload logos, images, videos, and texts and Google and, and tell 'em who your audience is.

And Google will show ads, ads on the search network, on the display network, on YouTube and in Gmail.

The challenge is that it's all fully automated and if they don't like your advert, they'll give you a poor ad quality.

But I won't tell you why.

But we've got a couple of those campaigns working.

One of them is performing extraordinarily well.

Um, depends, it's not easy to set up, uh, in the, you need or there's so much inventory you need.

And with the display campaign, what I didn't mention was setting up what are called um, responsive adverts.

So in search, when you set up an advert, you have now up to 15 headlines box each with a maximum of 30 characters and up to four description boxes, which are up to 90 characters including spaces.

Don't try and get clever with punctuation, use lots of exclamation marks, question marks 'cause they'll slap you for that.

You can't put a phone number in the copy of the envelope.

And there's a few other basic rules.

But when you're setting up a responsive display ad, you need to have two, so two different types of images, one logo images, and you need them in both square and landscape format.

And you also need other imagery for your adverts.

Now there's a trap for young players here in that you cannot use, um, uh, images from a stock photo library.

They must be proprietary images.

So if you try to use stock image, they'll ban your add.

And there are imaging dimensions which are available through the help menu to get the image sizes.

You do have the ability to crop the image slightly if the image is a bit too big or the wrong shape, but they won't be use anything that's in isn't in in right angle format.

So if you've got a circular logo uploaded in a square or landscape format, and if it's too big, it's too big, get it rescaled and then re-uploaded and then you, you can have I think up to about six headlines with up to 30 characters and they'll pick them at random.

If you only have the minimum number, they will warn you that the ads in inadequate, they'll still show it, but they're wanting to try to get you to use their artificial intelligence to decide which headlines and which two scripts to show it is possible to restrict it.

But as you may have in more on the earliest slides, the the idea of the responsive ad is that it change changes shape and appearance depending on the device type that the advert's being seen on.

There's an ad preview function when you create the ad and it actually shows you what the ads will look like on different side screens and different devices.

Run your answers through that little test and if you don't like, we make changes.

That's that's great.

We'll open it up to questions.

I've got a question, James.

I just got an email this week on Tuesday and it's so confusing that we can set up our Google presence with our business name and things like that.

And then this had, this email came through from Google saying the business, the Google My Business app is being replaced.

Start using Google Maps and search to keep your business profile up to date and connect with customers.

So confusing Google, like, I don't understand like all this.

Well look, I I I can't comment on that because um, You yeah, sorry, I'm, I'm not really a guru on Google business.

You need to see somebody who's an expert in that field.

'cause I'm really, the only thing I know about Google Business is write articles and keep circulating them because they show an article a week for eight weeks.

So it's a bit like markets with these emails you just keep searching and same articles through your Google business listing.

Uh, I just thought that when you've got a business, if you've got your business set up on Google as in a presence and all that sort of business that when you're doing an ad, it's gotta be correct.

I just thought, you know, That I, there isn't really any connection between Google ads and Google business.

Oh, okay, okay, Okay.

Yeah, go.

Google's a complex, uh, interface.

Uh, look, this, I I've been, I started using Google ads in February, 2002, so that's over 20 years ago.

I am still learning.

There isn't a month go by without there being some significant change in the platform that causes, you have to rethink something.

Even this week they've changed the billing interface details.

So everything that you were previously used to seeing when you looked at the billing summary is now presented differently.

And the other thing too, which I caught up with markets about some while ago, is that Google will require you to verify your identity if they haven't already.

They will.

And as part of that, you need to upload your business registration documents, your driver's license details.

If you sell software, there are massive restrictions about advertising software.

You cannot promote free desktop software and you have to verify that you are the authentic original creator of the software in order to uh, promote it.

There are massive restrictions coming in around health and finance, finance particularly.

They're getting very tough on at the moment.

They're also getting tougher and tougher on health.

We run a number of campaigns in the allied health environment and the restrictions coming around about what we can say in the image we that we can use.

Um, we had a podiatrist and we showed a photograph of a fungal toner.

They block typical gust considered to be gruesome.

So you're very limited and you're also limited.

Um, you're also very limited on remarketing around what they call sensitive topics.

So for instance, you can't remarket law, you can't remarket health, you can't remarket finance.

It's just three because they're all deemed too personal.

And the reason for that's very simple and if you did, you do a search today about getting a divorce and you've got a common log getting on the computer with your partner and they suddenly start seeing adverts in their newsfeeds about divorce, they're gonna start smelling a rat.

So you've gotta be very sensitive and that's an area too.

We're making different offers to different age groups and different genders works really well because a divorce scenario for somebody under 35 with small kids is very different to somebody over 55 whose kids are off their hand and the fights about the house, the business and the superannuation.

And you can pitch that very differently to different zones.

We even had when, um, um, there's some foul language in here, so I'll warn you, we were looking through the search terms of a divorce campaign and there was a search term that says divorce the fing b***h.

So she gets nothing.

So that gave you an idea to set up what we called an aggressive divorce campaign.

So we set up a landing page on this website and, and we used aggressive divorce search terms and the advert said, is heath threatening to leave you with nothing?

Relax, you always get something and will explain how.

And we did the same thing to men that went off the ripped skull.

So knowing your demographic and targeting specifically to your demographic is really, really important.

Yeah, it's so true.

What, what we might do is we'll break out into breakout rooms now for, for 10 minutes, but that's been an awesome presentation James.

So thank you.

That was really, really valuable.

And yeah, we'll go into breakout rooms and I think the discussion of the breakout room is just, yeah, how can we use Google display in our businesses and we'll go into five breakout rooms.

Awesome guys, we are back.

So might go, we might go around the room quickly.

We've got five minutes to go.

Just 30 seconds from one person from each room.

Ken, from your room.

I was just in the chat saying I've gotta run Scott.

Oh yeah, I, Sorry.

I Can do, yeah, I'll, I'll pass the button to John.

Yeah, thanks John.

Alright, see you Ken.

See ya.

Ken, we will really like the display network stuff and just about, we were just discussing different ways that you might marry that into other strategies.

For instance, if you any reason you've got someone coming to your site, so if you're running for instance, events on LinkedIn and you're advertising it that way, which we've heard about recently, if you're running YouTube ads, all of those different ways of following people around the web with the display network.

'cause it seems like a combination of, for instance, YouTube and Display Network might be a serious replacement, let's say for Facebook because the, I guess the one thing that tends to come up is YouTube doesn't always, in my experience give you the same volume that Facebook does.

And so we're still hanging out in Facebook even though we hate it.

But the combination of those things may well do it.

If you have a YouTube channel, you can actually set up a campaign to drive traffic to YouTube channel to build your audience.

Okay.

And this is specific facility within the ads interface to do that.

And that's to a, to an organic YouTube channel.

Yep.

Hmm.

That's, I didn't know that that's, yeah, that's a good way of growing your YouTube channel.

Nathan, your biggest takeaway.

We were talking about, I, so I had the lovely Judith and I had Adam Franklin in the room with me.

We're talking about think, think the biggest takeaway in the end was that there's so many different things you can do as business owners.

Everyone's rather than focusing on everything, work out what's working well for you and stick there I think was, I think it was the biggest the the general consensus takeaway.

Yeah.

That, that may be the case, but I would challenge most people to really think about whether they've actually thought about testing Google display.

Because for most people it's just something never crosses their mind.

And if you think you can buy a click 15 cents and you can remarket to that person depending on what the services for virtually nothing, you never have to send them an email.

You just get remarketing to them.

Mm-hmm.

Yeah.

So it's an alternative.

It's an alternative to building a list.

You build remarketing database because what you do is that you call in your analytics account to show the ads to all previous website visitors.

So you, your analytics use database becomes making this so you don't even have to get people to subscribe.

Yeah.

And I, I think I can that from, I think we can, I think we can also get stuck like everyone goes for Facebook, right?

And when you zig when everyone else is zagging, it can be quite powerful.

John Abbott, what was your biggest takeaway?

Uh, maybe John's left.

I didn't know that.

No, he's there.

Yeah, I'm here.

Oh no, you're there.

Yeah.

Hey John, Unfortunately we had James in our group.

We got it from the horse's mouth quite literally, which is great.

Yeah, really we're just thinking about asking more specifically around what's usable, certainly around broker and finance and mortgages and stuff like that.

And James was just talking about just get super super clear on just take on if you're mortgage broker, take on like an area that's gonna suit you the most.

And so Morga mortgages, I don't know Sydney North or I don't know if those areas they are, but just being super targeted rather than mortgage broker services Sydney, which, or New South Wales, which is just, you know, you're playing with so many, many others and you're getting lost.

Yeah.

So just getting specific and then just picking up the real, the the audience you're looking for that.

And the, and the other thing to think about just on that basis is that obviously property values here gonna change dramatically from area to area.

If you're promoting mortgages on, uh, the northern beaches or the up north shore in Sydney, you only want to be advertising the top 10 to 20% of income and it's 'cause the rest of 'em can't afford the property.

Yeah, yeah.

No, that's true.

The fact that you can target by income I thought was 'cause I, I don't know if you can still do that by Facebook.

I know you used to be able to, but yeah, no, that's great.

And Simon, you want to take us, we, we just hit past one o'clock.

Do you wanna take us home with a, with a bit of inspiration?

Oh, inspiration.

I think nothing becomes dynamic until it becomes specific and I think, or leaving here, it's like, it's really cool.

I think I've got a couple of really cool ideas that I want to talk to Nathan from Disruptor about.

'cause we work with him on the Google ads type of thing on a, on a couple of clients that we have in common, which is cool.

Yeah.

And I've got, I, I like that idea of longevity and not having to reinvent the wheel, like recycling emails.

And we were talking with some of the guys, we had Mark who's launched his book and been responsible for the, a whole string of disasters and wars and stuff.

Every time he has a book launch, there's a war or there's a Covid thing or there's a, there's another narrative that comes out.

But he's been on current affair and done so much media and then we're just talking about the idea of repurposing that and how one of my friends who's another marketer has been using the same TV interview that she had probably about six years ago.

And she gets massive traction from this day.

So you don't have to always have something new and something fresh.

Not always does an ad fatigue.

I, I know our own clients, there's one property marketer that I had, we use the same ad and it just kept going down in terms of cost per click and we ran it for nine months straight.

It just never got tired.

So yeah, sometimes that sort of stuff can happen.

So yeah, I think they're good takeaways too.

It doesn't have to be difficult.

You don't always have to recreate stuff.

There's maybe some evergreen stuff that we can test out as well.

A couple of cool insights for me personally.

I loved it.

Yeah, no, awesome.

Thanks.

Thanks Todd.

Ready to tap into the TikTok attention economy? Join us as Johan unravels the secrets behind effective digital marketing campaigns! With a unique vantage point that allows him to delve deep into myriad campaigns, Johan has discovered a game-changer: 2-minute videos can outperform hour-long webinars. How's that for brevity? Dive deep into the reasons behind this revelation and get practical insights to refine your own marketing strategy. Whether you're a seasoned marketer or just stepping into the digital realm, Johan's insights are a goldmine. Tune in now and decode the magic of short, impactful videos!

Transcription:

So let's move on to our next presenter. And I'm really excited about this presentation because I was talking with Johan a while ago, and this is probably a month or two ago, and he's like, 잡TIME here. With the you know, with CometSuite because you're obviously Johan's in the unique position where he gets to see into the back end of a lot of campaigns in terms of what's working he said the two minute videos are working better than one hour.

Webinars for conversion. And we're talking about it and Johan's like, Oh, it's, you know, it's, it's you know, we've got the TikTok attention economy now, where people want things, you know, quick. So I said, Oh, can you do a presentation to the group and show us specifically, you know, what you're doing and what the results are and all that sort of thing.

So I hope you only gave him two minutes then. Yeah, that's right. Let's try to two minutes to present. So yeah, so over to over to to go ahead. Awesome, man. Thank you guys once again for having me. I'm going to share my screen share sound. Okay. Let me know if you can see my screen.

Awesome. All right, cool. Let's go. So why two minute videos are working better than the one hour webinars and thanks to the psychology of the new TikTok attention economy. So what we're going to cover, two minute videos, why they work, structure of engaging content, creating your ecosystem, and then we're going to have questions.

So very quick and simple. Basically I downloaded TikTok, by the way, I spent four hours on it that night, and then I deleted it, because I was like, this is, this is horrible. I don't want this to, to be part of my life. And it's just because it's addictive. You get that dopamine hit, et cetera. And so that's where Scott came up with the title.

I said, Hey, give me a title for my presentation. He said, the TikTok economy, because we're all like that. Now we've got ADD and Yeah, that's that's how it works because attention spans now less than a goldfish. So back in 2000, it was 12 seconds. Now it's 8 seconds and a goldfish has an attention span of 9 seconds.

When we're looking at content, we all know this answer. Social media content, you know, is. People are creating so much content yet. Most business owners are not creating content. Therefore, they're not saying it. They're not saying they're not top of mind. If they're not top of mind that the people who are creating content who are top of mind are going to get that business.

So content is increasing in volume every day. There's so much content coming in. It's exhausting our attention spans and that urge for newness. You know, for us collectively, it makes us switch so quickly and at the same time, because our brains are now wired to absorb information really quickly, we can literally be like Neo and the Matrix where I can plug in something in the back of my brain or put a YouTube video on or a course and in two or three hours on two times speed.

I can consume that content and understand it, which is awesome. So that's, that's the good news. So guys, this is not a presentation on video marketing more. It's on conversion psychology and your ecosystems, your business ecosystem. So when we're talking about business, most people you know, we've run digital agencies for so many decades now, and we focus on Facebook ads, Google ads.

We were trying to get the. People who are ready to buy now, and then we do interruption marketing, et cetera, but you're still going to get the people who are trying to buy. It's only 3%. You're only going to get 10% conversion on those people. And that happens because we give them the right message at the right time using the right media.

So, why should we focus on that when we can, you know, influence the 97% of people who. If we can influence, if we can get them top of mind, by the way, when I say 97% of people, I'm not talking about everybody. I'm talking about the people in your niche. So like Greg was saying, your audience, know your audience.

If it's financial planners, you need to be known in that every, every financial planner should know you. And we'll talk about how we can achieve that too. And so when you focus on that large audience, your results are literally exponential. In the last month, we decided to focus on one audience and one audience only, which is digital agencies.

And in the last month, we've on boarded 218 digital agencies. It's been because all of our attention has been there. It's been absolutely incredible. It's changed our entire business. And so anyone who knows has anybody read the ultimate sales machine by Chet Holmes? It's a brilliant book. Definitely.

Everyone should read it. And so this is, you know, demand generation, any, in any room at any point in time, there's 3% of people who are going to buy it. And there's 7% who are open to buying it, but not looking, not thinking about it, think they're interested and know they aren't interested. So that's the, that's the buying triangle.

And that's where I got the 3% and 97% from. So, yeah. Our results when we do our marketing and we do a lot of cold marketing to our ideal client. So the right message to the right audience using the right medium. And this is some of our results that we're getting and why are we getting this? Because we know, we know the audience and we know their pain points.

And so when we hit their pain points, we get them to open up. We get them to engage with us. So on a typical, you know, email blast that goes out to 1000 of our ideal clients, we're getting between 40 to 65% here. This, these results actually from somebody in the group who's not here today, but this is, I was going to surprise him and show that he's kicking us over here.

So that's, that's his results. All right. So our secret formula that Scotty said, we do a 2 minute video. Which creates awareness. They now know that we are there. We then add for more videos. So those people who clicked on that video, we know that they watched it. We say, Hey, if you enjoyed that video, would you like for more?

We're going to show you exactly, you know, the next steps. So if we identify the 1st pain point. We can then solve their next pain points to the client journey that we know for every client. If we map that out, we know what those next 4 videos should be. And so, after or during when they're watching those videos, we invite them to a group, a Facebook group, a WhatsApp group, whatever group it is, but it shows social proof.

Now there's more people there. So they engage, they know that there's other people who've been through what they've been through. So now they're engaging with the, with those other people, as well as the leader of the group. And then there's a call to action, which is generally, you know, get on the phone, get on zoom call book or to buy, and then just rinse and repeat.

This is the entire system. Now, I'll show you some results that our clients are getting. So this is, you know, a person that just got done talking to Walt. They love the video. They've got their strategy laid out, the funnels in place, the lead systems in place, emails are in place. They're all ready to go.

The next one, Bridget. If I was going to create a YouTube video about my experience signing up for this awesome system, it would be called how I made 13 sales in 24 hours using organic traffic. Great job, guys. You're changing the marketplace, et cetera. This person, she sold two of her licenses. Now, this was a game changer for us, for her.

This guy, he's selling, you know, 10, 500 monthly plans. So easily. So these are, and this is the easiest thing they've ever had to sell, because by the time those people go through this system, they know, like, and trust you. So what does it look like? Again, Chet Holmes International, Amanda Holmes, if you guys don't know they're, they're a change management company that doubles your sales in 90 days.

Where, where they came to us and said, Hey, we've got a database of 250, 000 people. And part of the database, it's all segmented. Part of the database is just clients who they've done work with that spent more than 10 million with them. So they're a significant organization. So, what is that this video that you're looking at here of Troy?

And I'll show you a live example in a second. It's literally a 1 minute video. It says, Hey, I know that you've been a client of ours, or you've found us, or you've read the book. You've engaged with us in some way. This is a reactivation campaign. I've created these videos. I've released these videos from our vault for you.

Thank you. To give you more time, more leads, more sales and an 8. 4 million case study. Now that's going out to their ideal clients. Those clients are then clicking on one of those. And by the way, it's drip fed. So the other boxes will be grayed out and they only see one at a time. Every, every day they unlock.

So they click on that more time and it says time management secrets of billionaires. Now that one minute video has turned into an 18 minute. You know, video that they're watching fully automated and the call to action at the bottom is to book a call with Troy. Now they're sending out a thousand of these.

People are coming, they're watching, they can track everything, every video watch, who's watching, which part, when. So their sales team is now calling only the people who've watched the 8. 4 million case study because they are primed. They're ready to go. They know how the entire system works and those are the ideal clients and they work backwards.

So that's the example there is all this making sense so far. We all good. Yes. Thank you. Awesome. So the 4 stages of building the know, like, trust, basically, when people don't know you, when you're going into a new market, people need to know you. So they need to know who you are, what you do and should I care.

Now, I know this is basic stuff, but most of us still don't do this. How do they get to Like you? They, they're deciding in their heads when they're watching your content. Now, I'll go into content in a second. Do I like you? Do I like what you have to say? That's how you build a like, and then trust. They go, wow, this person is an expert.

Can they actually help me? Have other people had success? Once you get to. Conversion is easy because they go, okay, what do I do next? How do I get started? So those are the 4 stages, which you can build on autopilot using automation and the systems that we have now. So, let's go through some examples. I want you to keep in mind that the know is engagement.

They don't know you from, from, you know, from anything. So we need to get them get you in their awareness, like, we're going to create some educational content. Trust. We're going to repurpose some content. Everyone here has done presentations, talked, we even have people who sit and stick a phone in front of them while they're doing Zoom calls and recording them.

And then the golden nuggets that come out when you're doing a Zoom call, they then put that onto social media that builds the trust and then conversion, which is a product demo type video. So sit back, let's go. I'm just going to switch my screen. All righty. Let me switch to. Yeah.

Screen. Writing chip sound. All right. Can you guys see my screen? Okay, so this is the page. Now this is the final page. I'm not going to walk you through the entire funnel. We all know how funnels are built, but basically you can see that this video is only one minute long. And then he talks and he tells them about what he tells them about.

Let me just pause it, otherwise it's going to make noise. And then they can come here and they can watch any of these. They may share it, they refer it, et cetera. And if I click on any one of these, come on computer.

My computer just didn't update two seconds before I jumped on the call. Come on.

Hmm. Okay, let's see. If it's computer issues, Johan, I can always type it in on this end and see if it works. Yeah, for sure. I might I might flip through the. Could be the urls because it looks like my browser is frozen. So give me a second. I will stop sharing screen.

Okay. What was it? Yourprofitsdouble. com? Yep. Forward slash free hyphen gifts.

Let me try on this end. Okay. I'll just see if my audio will come through. That's the only thing. I'll just share it. Can you see that? Yep. Perfect. Yeah, I had about 20 videos, so I don't know how this is going to go. Can you hear that? No, it doesn't matter. All I wanted to show you was the structure of, hey, there's a 1 minute video and then they can click and then they can book in time with him.

But I did want to show you some cool examples of other videos. I'm going to, I'm going to stop there because we've had technical difficulties. I'm going to continue with the presentation. I'll send you guys the examples of those videos for each one of those. No, like trust. Cool. So, Scotty, if I can continue sharing, that'll be good.

Yeah, I'm just I will stop sharing. Yep. Go for it. Awesome. Thank you.

Back here. All right. So let's pretend that I showed you the, the, all the different videos of knowing, building that know, like, trust. The next thing we want to do is, don't tell me like, here we go, create a content strategy for yourself. We might, we might skip this part. Just to keep things going, and then I'm going to show you how we build an ecosystem.

Now, don't be scared when you see this thing, because only 1% of businesses actually build an ecosystem out like this. And if you did do it, you're going to stand out from all the rest. So this is another company that we're launching. It's called scaling legends. And so this is the ecosystem of it.

Basically, what it offers is there's a, there's a free course, which is a goodwill campaign. And so by giving people this goodwill campaign, it builds that know, like trust. And then we are selling them a masterclass masterclasses, a thousand dollars. It's a live event. They come, they attend. And then the ongoing from that is a mastermind for 12, 000 a year.

And then the next step up from that is people who are targeting their founders of SAS companies. They're going to Either say, hey, we need some consult consulting. And so that's a 20 K a day or a percentage of equity. So that's the that's the how the business works. The structure here is we get a landing page.

We have the content, which is a good will campaign. We have. An application, so if they show that they're interested after that, they then go into that, they book into the calendar, we get them to do some homework and send us that homework and they get a confirmation of the call. Now they're on the sales call with our people.

So we're trying to get them from left to right. How do we target these guys? Basically Facebook ads. Is the cold it's it's as Greg said, we know the pain we do cold email. We do warm email. Warm email is databases that already exist. We partner up with joint ventures and affiliates. And so we send all that traffic to the landing page, which then gets them into our email database, which then puts them into the nurture campaign, the content is drip fed through to them.

And then once they watch that nurture campaign, they then apply. So, just like you saw with Troy, they apply, they're interested, they come through their content. And then we offer them the online course, there's upsells, there's 2 upsells in there, and then there's a confirmation page with bonuses. Now, again, this is great for the affiliates, because the affiliates get access to that database by giving them some bonuses, and then we sell them the masterclass.

The masterclass is that. We get the mastermind is 12, 000 and the equity is the percentage of the company or 20, 000 a day. So, depending on when they apply, they choose which one they want. And then they go to the sales call to see if they qualify. Now, then we also run a Facebook ads with all the case studies that are, that are happening and people's success is coming through there.

So they apply and then they go through this funnel. Now we have social media on social media. We're directing them to the application to see if they're interested or to the content. The goodwill content. And then from there, we've got conversations, stories, posts, links and bios in the email. There's a footer, the website, and then retargeting happening, which is all directing them to social media, which then sends them to that content.

So I know this looks confusing, but if you build it out and build it properly, this is all you'll need. And then this is just on rinse and repeat. That's it guys, create your ecosystem. And then. Let's have some questions.

Excellent. That's great. Hand of applause for Johan. That was yeah, that, that was, that was awesome, Johan. And yeah, I'm keen to go through. I dropped those, that link in the into the chat too for anyone who wants to watch those, those videos. But yeah, I, I think, have you, have you ever tested it versus a, versus a webinar or what are you seeing in terms of the comparison of results of, let's say this system versus, versus a webinar?

We get 10 times my shop rates when they go through it at their own time. So we used to run webinars. We've run systems where it looks like it's a webinar that's starting. You know, we've, we've all got that. Hey, the webinar is starting in three minutes. You're so lucky. It was just in time, all that kind of stuff.

But when people have that breakdown, when it's all chunked and they can watch it in their own time, when they can consume it, when they've got the play bar, they can watch it on two times speed. They just qualify themselves and then they click on the buttons, they call, they book, and so they're taking the action, which means they're way more qualified than the, Hey, you're trying to chase them up, et cetera.

After a webinar going, Hey, how was the webinar? Did you, did you like it? You know, do you want to do business with us now? It's Hey, can we apply? How did we get access to the system? Can we, it's a, we flip the scripts of them. Yeah. Yeah. No. Interesting. Interesting. So any, any other, any, any questions? Yeah, I've got one.

Johan. Awesome. Thanks for that. So you don't like TikTok videos, but you're encouraging your clients to do TikTok videos. No, no, no. I said I don't like TikTok videos because I was getting addicted to it and spent four hours on it in the first section. I'm only, I'm only, I'm only tripping man, but it's awesome.

I love, I love the two minute, the one, one 20 second synopsis is good. I got a question on repurposing old content. You mentioned, you mentioned that we've all got old content, right? Old presos, case studies, all that stuff. What do you mean by repurposing old content? I wish this thing was working, so I could show you, but literally you know, repurposing all content that you've spoken about in every, every 1 of us have done presentations.

You take out little snippets, you put it on there and then you say, part 2, sign up for the email, part 2, get access to it here, or you do 5 part series. If they watch part 1, and then they get access to part 2, that sort of thing. And so, by giving them those little snippets I've got, you know, Grant Cardone, Curran Myron Golden, all of their examples here, they're just putting up videos of.

Content that they've done 5, 10 years ago, and it's still getting high engagement because the message is still the same. And then because of that engagement, people are sharing it and they're getting access to more of the audience. So, instead of just sitting here, most people, the reason I put repurpose the content is because people sit there going, what am I going to create?

Oh, my God, creation is so hard, et cetera. No, you've already got a vault full of content. Use it. Leverage it. It doesn't take long to chop it up or to hire somebody to chop it up for you. One of the, one of the little ads that popped up because they saw that I was researching video stuff is, Hey, we'll, we'll do 30 videos for you.

30 videos, which you could repurpose across everything for 2, 000. I was like, well, that's cheap. And then I was like, Hey, you know, our clients could probably use all this stuff. Cause they all want. And that thing is in two days. They'll record for two days and they'll give you a sick. Response with the content.

So there's so much stuff that people have in their heads. There's so much content that they have sitting on their computers. There's examples in there of people not even showing their faces. They're literally just going through spreadsheets and going, hey, would you like access to this property analysis spreadsheet?

Yeah. Yeah. Click download and people like, oh, wow. Yeah. Cool. And all the comments are like, oh, my God, this is the best thing ever. It's just a tool that they've got there. Everyone on this call has access to tools, has access to videos. There's there's a dude on there who goes, here's the five websites, which you must know.

And then he'll go through each website. The engagement on that thing goes through the roof. He gets more than a million views. That's his people getting to know him. And then at the end of it, he starts selling his, you know, Hey, by the way, I, you know, you can buy all my courses and that's how he generates his traffic.

That's repurposing. You've, you've got it all there. It's in the vault. Use it. Don't just sit on it.

Put your assets in now. That's, that's good. Any other questions? John Hubbard, you must have some questions. You love webinars. I was just waiting for the right time, mate. I love it. It's, it's really brilliant. And I was thinking, do you, are you familiar with Jeff Walker's product launch formula back in that.

Yeah. This, this, this is the sideways sales letter. Right. And, but the first video is very, very short just to gain interest about the opportunity. And then you're doing, I can see the second video is 18 minutes in this example. You're doing a lot of the work that a webinar would do in that. Following following videos.

Yeah. And so for the people who don't know the easiest way to explain that is let's picture. The avatar is a, a, a boy. Who's never had a kiss. Who's never met a girl before. Who's never had the, you know, never walked up to a girl and talk to her before. So the 1st video is how would you like to go, you know, pick up girls and go ask them, you know, on a date or whatever around that premise?

And so the 1st video that he watches is how to approach a female, how to talk to her. And then he says, go try it out. And then 2nd day, the video gets, now that you're talking to the girl, this is how to pick up how to get her phone number and how to engage her. And then the 3rd 1 is now that you've got her phone number, how to talk to her on the phone, how to get her to a date.

And then the 4th 1 is once you're on the date, hey, how to, depending on which course you're watching, how to weather her better. Right. And, but in order to do that last 1, you need to buy the course. But by that time, they've already done results in advance. Yeah. He's tried it. He knows that what you're telling him works, that you are the expert in his eyes.

And so it's the sideways sales letter and you might, they wait 24 hours after they've seen that first short video. Is that correct? Correct. So they'll, well, no, when they see that first video, they can click a button saying, give me access to the other videos. Then the first one. No, the first one is this.

This is what I've created for you. Would you like access to it? Click here and watch and then they opt in. So after they watch it, they opt in. Yep. Thank you. Yeah, that's awesome. So Johan, you're helping your clients build that, essentially it's a, it's a video driven email funnel. Correct. And once they have that system set up, then it's, they just got to work on their offer.

Cause once it's, Hey, I'm Greg, and these are the amazing things I send out. Would you like to learn how I close 2 million clients by sending out five postcards? Uptin, let's go. And then, Hey, here's an example, et cetera, et cetera. And they're watching it, they're educating themselves. And then they just got a book.

Book button saying, Hey, Greg, I watched your stuff. It's freaking amazing. Let's go. And so when we send out a thousand, we're roughly getting between 30 to 50 bookings in the calendar. And so that's, that's, that's our promise to them. So we don't say, Hey, you're sending out a thousand. You're going to get 500 people booking in.

It's unrealistic. But when you say 30 to 50, they have proper expectations and then they can ramp it up. And sometimes the conversions are way higher than that. That's the average. So is that, is that a thousand, when you say a thousand, is that a thousand cold emails through Target, through Comet to your target market, you're booking 30 to 50 appointments?

That's right. Wow. That's, that's impressive. And I was hoping somebody would be here so he could brag about how great it is, but he's not here.

No, that's that's, that's awesome. And yeah, Johan, like what are the ballpark figures that it takes for an entrepreneur to invest in that service of yours where you are helping build that funnel? Like, is that a $200 or a $20,000 operation? Yeah, on average it's 5,000 bucks. 5, 000, they're set up, they're up and running, and then it's an ongoing 300 a month.

But we're gonna, we're gonna now push everybody to start doing direct mail because it just, you know me, I love it, and I'm so glad that we've reconnected. Fantastic. Yeah, you combine, you combine the two, it's like rocket fuel, isn't it? So, yeah. It's, it's, I don't know whether you chose, chose us together on at the same time, or it's just a coincidence, but they, you know, what Greg does and what we do, Greg's talking about, choose those ideal clients, know their pain points, we'll find those ideal clients for you.

We know they're paying points and then you just send them through both systems. This is a zigzag session, the ongoing 300 bucks a month. What does, what does that get people other than sort of access to the system? So every, every month they're going through, they're finding another thousand people to add into their database.

Okay. And it's, it's the, it's the equivalent of an Infusionsoft and it's a CRM. Okay, so it's the ongoing support for the system. Correct. Yeah.

No, that's that's good. But we might, we might break out into breakout breakout groups now and we'll we'll jump in there for probably 10 to 12 minutes. And really the, yeah, the thing for the breakout room is what your biggest takeaways from that session were and how you can incorporate, I guess, this, you know, This sort of process into your, you know, into your business and also like the, yeah, the best of both worlds, like what Johan's shown us and then, you know, direct mail.

So, we'll break out into three breakout rooms and we'll come back about, around about 12. 52. So, it's very specific, Scott. Very specific. Maybe 1253.

Awesome guys. So we might do a quick around the room and see what the the takeaways were, were Tim, what, what was the biggest takeaway from what you saw with Johann's event or Johann's speech? Talk, talk, speech presentation, just, just honestly, how handsome your hands looking at the moment. We, the conversation that we had was largely around sort of, you know, how much of this process we systemize and build and, you know, how much, but I guess is.

You know, just ultimately comes back to these fundamentals of marketing. We need to connect with people who are interested in hearing stuff. We need to build a relationship with them. We need to identify whether they're engaging with us or not. And we're doing that through the video chat video funnel effectively by, you know, which is, I guess, conveying more relationship than just an email might.

Okay. And we should be using video like that, but that's building relationship. And then we're putting the offering in front of people who then engage with their message. Not with people who are not yet ready to hear it. Although I'm sure Johan in the videos, we're kind of seeding nice nearly on that.

There's an offer coming later. And then getting them into, in this case, a consultative sales process to say, do you want to buy this thing? You know, let me handle your objections. I don't think, you know, whatever funnel we're using, whatever process we're using, it's the same thing about whether we're selling.

Widgets or cards or consulting services, or, you know, SEO, whatever it happens to be, you know, ultimately we've got the same process and the more we systemize the process we take people through the more likely we are to get the results we want. Yeah. Yeah, I think systemizing is really, really key. And yeah, creating that, creating that yeah, that, that engine, so, yeah.

Yeah. No, that's that it's not just, it's not just one part, you know? Yes. Yeah. No, ab Absolutely. Absolutely. And, and is Ranil yeah, Ranil, what was your biggest takeaway? The, the good chat that we had was actually around how does a company that you know, That that it lives in a different media channel actually use email as a tool to market the products.

And I think, I think what we discussed was that that's been happening all the time, right? So TVs advertised on radio radio advertisers on billboards and, you know, it is what it is. And I think it just really comes down to attention, right? Marketing is all just seeking and hopefully getting a call to action.

I'm, I'm actually running Comet's first campaign in about Three, four hours.

Next time I see you all, I'll I'll, I'll be, I'll be your hands next to number one case study. So watch out for that. Yeah. Yeah. Awesome. Awesome. Nice. So what's, what's this space. Watch this space. That's that's awesome. Well yeah, thanks, Johan.

The podcast discussed how memberships and subscriptions are becoming increasingly important for businesses as trust in big tech declines. Creating a successful membership involves providing high value experiences and content to attract people initially, while the community and networking aspects are most important for keeping members engaged over time. Building pilot programs with early subscribers can help validate new membership ideas before fully launching. Software like Pulse were also mentioned as providing flexible CRM solutions to help businesses better manage memberships and drive engagement.

Takeaways:

• Memberships and subscriptions are a good way for businesses to build authority, expand their audience, and leverage their time and resources as trust in big tech declines.
• Successful memberships provide high perceived value upfront to attract people initially, followed by ongoing value like educational content and community engagement to keep them subscribed.
• Elements like exclusivity, discounts, priority access, and a sense of community help increase the perceived value of memberships.
• Software like Pulse provide flexible CRM and learning management tools to help businesses better engage and retain membership customers.
• Creating a pilot program with a small number of early customers helps validate the value of a membership idea before fully launching.
• Gamification, rewards, leaderboards and other engagement strategies can help keep membership customers active and subscribed.
• Striking the right balance of personal involvement versus automated software is important for membership sustainability.
• Membership communities provide ongoing value through networking and connections between like-minded customers.
• Case studies show how memberships can generate substantial additional revenue for businesses.
• ntegrating sales and review processes into memberships creates stickiness and multiple revenue streams.

Automatically-Generated Transcription:

Training about all the reasons that they were thinking we were the small guys.

'cause there's only two of us in the up against competitors with over a hundred.

So we used all of that.

We used thought reversal on that.

So we re we reversed it back on the reasons why they should use us and the c e o and the, they were just like, yeah, this is what we want.

And it, it's been remarkable.

I've done a lot of sales over the years and I had a team of, I had 30 guys working for me at one time all around the country selling, and they were doing infomercials.

So get up to a demonstration and they'd memorize a four page script and I could tell what sentences they'd left out of the script based on their results.

And they could, they would always go, why did you ask me about that?

And I'm like, you should be asking me, you should be putting that sentence back in because of the fact I'm asking you that question.

And, and I didn't at the time understand the power of the hypnotic language patterns.

But after studying them for the last two and a half years, and the one sentence that's generated me the, the greatest amount of revenue is, Uh, keep that, keep that for the open loop.

You're, you're the second session.

So, so, uh, so, so what we're gonna do is we're gonna start with, with Jonathan.

I'll hand the reins over to, to you and then Scott will come in with that, you know, that one phrase that has made more money than any other phrase after that.

Hey Michael, good to see you here too on the first session.

So I'll introduce you in the, in the break, but, we'll, yeah, we'll, we'll roll on with Jonathan.

I'll just, I'll make you a co-presenter, Jonathan, so that you can share screens.

Just John.

Yep.

So you're co-host now.

Lovely.

Thanks.

Goty.

I don't have a sexy, snazzy phrase for you to all guess, but I'll, I have some pretty cool software just to briefly show at the end.

So hopefully that will be my kind of open load guys.

I'm just, share my screen here, make sure I've got the right monitor.

I think that's the right one.

Yep, we can see it.

That's All full screen.

Cool.

All right.

Yeah, thanks for the intro, Scott.

Half an hour presentation, really focusing on giving you some ideas.

Really not anything too massively detailed, but more of a, just an overview of the state of play with memberships and subscriptions.

Because now more than ever is a great time to be thinking about educating, empowering, expanding your audience and building your niche authority as we see trust in Facebook and big tech dwindling by the day, the less people following mainstream influencers as we know that about culture, everyone and a broad audience and more people on the reverse by following micro influencers, you know, who appeal then to a specific niche audience in a more intimate type fashion.

Um, people that really get their audience.

So we're seeing that big shift from macro to micro when it comes to, I hate the word influence, I need to find a different word, but in terms of businesses and personal brands that people are following.

So really today's just give you some ideas just to really take away, hopefully switch on a couple of light bulbs or give you a couple of aha moments that you don't have around subscriptions right now.

And like it says to, without the usual tech ache and trial and terror that we've had to endure over the past 12 years.

There we go.

Should be a picture of me on the screen there.

That, that was me at my launch event.

The wellness directory, a health directory over here in New Zealand that we launched back in 2009.

That was the actual launch event I did.

Had a hundred people in the room.

It was a very successful event.

We converted over half of the people in the room, which was pretty good at the time, considering we didn't have a website and we were selling a website advertising on the health directory.

So yeah, converting half the people was a, a pretty good effort.

So people in the room had to wait a week then to actually be listed on the site.

But the reason I've got this as well, 'cause it was my first venture into digital marketing, but I also actually committed one of my biggest business mistakes shortly after this event because like we do in business, we get into our own heads and head trash and imposter syndrome starts to take over.

And I thought, yeah, I'm, I'm a bit boring my by myself, so let's get some other speakers in.

Let's get some, some dynamic other speakers in that can offer other services and products and we can make it this big frenzy event that everyone's gonna love and everyone's just gonna sign up for everything.

So yeah.

So the next series of workshops, the next three were with five other speakers.

And basically to, uh, cut a long story short, I went from 50 plus percent conversions in my launch event to under 10% conversions with multiple speakers there.

And it really was, you know, a case of too many speakers, spoiled the broth if you like, uh, but it would just create a lot of convi confusion.

There was too many offers on the table and people had too many questions and people have too many questions and they're confused.

They don't do anything.

But I found that out the hard way back in 2009, but was a very good lesson for me because I landed a telemarketing role and it was the first time I've actually ever worked for someone the last time.

But I also found working for this hotel chain ACO and have these hotel sofa, hotel Paul, you, you'll know them, some of you might even be hotel membership with some of these guys.

That's me in the top left corner.

I wasn't smiling though, but I did learn a lot about memberships.

I, I found that I could sell on the phone in fact, enough to hit the sales targets I needed a couple of days early.

I was only there three weeks.

I did that three weeks running and I actually started selling my own annual memberships.

But that's a side story.

But what I really want to impress here is the fact that I learned a lot about memberships because I was selling a hotel membership over the phone and it really made me curious about why people would pull their credit card out and spend 400 US dollars over one phone call.

So start really scrutinizing what made an effective, profitable type membership.

What keeps people happy, what keeps 'em coming back for more so grateful for this opportunity.

'cause it then did allow me to set up several of my own online memberships, um, across the natural health of business coaching and right now the marketing software space.

So really just to validate where things are right now, I'm sure we've heard this one too, are sort of blue in the face.

But, uh, research in markets back in 2017 predicted the globally learning would be greater, greater than 325 billion by 2020.

That's pre covid.

So we can safely say it's, uh, it's going to be there a bit quicker than that.

But I think LinkedIn really lit the blue touch paper back in April, 2015 and acquired linda.com for 1.5 billion.

I was definitely one of those at the time thinking why on earth are LinkedIn spending this amount of money on an online course?

Websites nothing special, it's just got a load of online courses across all these different niches.

And of course this is now what we've come to know as, uh, LinkedIn learning.

But really, and this is the most important thing when it comes to our own customers and their consumer behaviors, what they're doing right now, how they're spending money.

We look at the bigger brands, they're really normalizing business subscriptions.

We look at the, the bottom two there in particular, we get an idea of power of subscriptions, yet that's in the technology space.

But working closely with clients over the past 10 years, we know that this can work in any niche.

And I know Samantha's on the call and she'll validate that for me as well because she does a similar type of thing with her clients, looking at how we can remove the, the actual business owner from that one-to-one bottleneck.

We're stressed out doing 50, 60 hours a week, and so open up other revenue channels, which doesn't take as much time.

So creating leverage in their business.

And I always like to come back to these guys because again, for me they are the, the subscription box pioneers, dollar Shave Club, if you guys have ever used them.

They were basically founded on a real high quality simplistic solution.

And uh, Gillette were very threatened when they came on the scene because, uh, they filed a patent patents infringement against them, um, because of their blades apparently having a similar coating to Gillette's patent, uh, back in 2004 or something.

So, uh, they certainly made people, uh, sit up and take notice.

Um, but that was early, they were early pioneers.

Now more than ever, is the opportunity really to be looking at where we can leverage our time, our energy, our finance resources by having yeah, our own community, having our own subscription.

And like I said, we're looking, if you look at the business landscape right now, we're seeing a lot of people doing it.

Well.

They're educating, they're empowering and they're expanding their audience with community, with subscriptions.

But there are a lot of misconceptions around building a subscription or membership type solution.

And that's really what I wanna focus on today guys, because I think when you learning something, it's so much easier to go the old way doesn't work.

So here's the new way.

So we're doing that with misconceptions today.

So I've got three misconceptions.

The first one about membership subscriptions is that you build it and they will come.

Unfortunately, that isn't the reality.

And actually most memberships rarely get off the runway without actually having some testing procedure and marketplace green light validation.

First simple solution around that is not to put time, energy, and marketing dollars into something that you are guessing that will work and actually go to a segment of your audience that are already warm on the idea of subscriptions.

Maybe you can find that out with a simple survey if you don't know that right now and create a pilot program.

Get money down on an idea at people will spend money on an idea as we know from all the crowdfunding websites out there.

If it's a good idea, people will spend the money and all you really need there is 10, 15, 20 pilot members, uh, to then basically have the validation that you need to go and set it up and actually put the time and energy into creating it, first of all.

So that's the first solution to that misconception.

And second part is, as I say, you've actually got accountability there with people spending money, which then gives you timeframes to actually go and implement the stuff, getting the right software, get the right people in if you need to, but until the fact that people have put some money down, it's all guesswork and hope.

That's the much smarter way to do it.

And by creating an actual pilot program, you can use those guys as your, your kind of Guinea pigs, but also just make it clear that they're part of the project, part of the branding, part of the marketing, and they're gonna provide you glowing testimonials and bring in other people as well.

Second misconception is passive revenue is passable.

Couldn't find a better p word there, but plausible, actually I need to change it.

Plausible.

Okay, passive revenue is one of the biggest misconceptions out there.

The more of the reality is that, you know, exceptional service in CX is what is going to retain customers longer term.

So if you're going into setting up a membership type solution, a subscription and hoping that you'll only need to set it up once, then set and forget, then unfortunately it's not going to work.

Because what keeps people in a membership subscription is something fresh as I'll go into in a moment.

I'll talk about the actual blueprint of a successful membership in a moment.

What I basically learned from selling the hotel memberships, um, but uh, also the quality of your network as well that you create around that solution is gonna be, uh, critical to keeping people as well.

And this is really a bit of a cold, hard reality.

You know, 50% of customers will switch to a competitor after one bad experience and that doesn't just apply to a product, uh, consultancy service, it also applies to a membership solution as well.

And in the case of more than one bad experience, that snowballs to uh, 80%, that's it's quite significant couple of sub average support moments and you're losing a customer.

So instead of thinking about passive revenue, instead of thinking about set and forget, think more about actually where people are at, how people are interacting with, uh, devices right now.

And these two words are absolutely buzzwords right now in terms of keeping people hooked and keeping people wanting to come back for more gamification and engagement.

I will say I've got two girls, uh, 11 and seven, oh actually 11 and eight, another age 11 and eight.

And uh, I always look at how they're interacting with devices because I think as adults we have kids in big bodies at the end of the day and a lot of the stuff that's keeping kids hooked on devices is the same type of tactics that you've gotta apply to your own memberships.

And by doing that also it's striking the right balance between how much time you put in personally into that membership solution, uh, and how much of, uh, the software does the heavy lifting for you.

Because of course we're not creating a membership to put loads of time.

This is the the opposite of what we're looking to do.

We're creating a leverageable piece for our business here.

So no, we don't wanna be putting a lot of time into it, but at the same time, we've gotta put enough in to keep people paying each month.

So I'm going to look at just an actual proven membership type solution now, which again, like I said, it was taken from selling hotel memberships and I've applied this to all the businesses that I've launched over the past 10 years.

And I've done successively.

I've got four subscription based businesses that really my insurance policy at the end of the day because if I wanna go on hold, I know the money's there.

If I want to, uh, start a new business, I know there's revenue there to come in that can, uh, account for the loss of one-to-one client time.

I've applied this membership blueprint and if I apply this to how I've garnered it from selling hotel memberships, the experiential gift package is the high perceived values.

When I was on the phone selling these hotel subscriptions, then that would be the free night away.

It would be the simple thing to get people into the conversation.

If you had a free night away, where would you go?

What would you do?

Who would you take?

So there's gotta be something experiential there that really draws people in.

It's gotta be shiny, attractive, and it's gotta be a big hook.

There's gotta be a compelling, something that brings people in on the front end when we've got people in, uh, then we need the Netflix effect working as well.

So the Netflix effect is the educational, it's the content, the resources, but it's also having something that's fresh each month as well.

Something that's gonna get people to pay next month.

Something that's get people to look forward to next month.

And there's lots of ways you can get around this.

Again, someone that loves to leverage time and my resources, I love to bring in other people, other guest brains and or hot seat actual members that are in the community already and get, that's a great way to get other people providing value because that's what's going to keep people.

Netflix effect is important.

Evergreen teas are important as well.

But notice their third on the list and a lot of people go into memberships thinking, oh, I can give away a cool resource cool video here.

Actually, that's not the stuff that's gonna get people hooked.

So the evergreen tees, the tip to TSS trainers, templates and tools, they're all important.

They all increase the perceived value, um, and they're more than anything else, the evergreen part of the membership.

And then of course we want the exclusivity.

People wanna feel special.

So that's why you see a lot of, uh, businesses using v i p clubs and languaging like that because people think it's exclusive to them.

So lots of ways you can create exclusivity, excuse me, could be discounts, priority bookings could be, uh, free upgrades to certain things.

There's lots just, yeah, creativity.

But the biggest one at the bottom here, which is actually, although it's at the bottom, it's the most important part for me is the value of the community and the network.

And that's what keeps people.

So at the top we've got the, the real hook, the product, the shiny object, the real some that solves their immediate problem at the top that draws them in at the bottom, the value of the community and the network's gonna keep people coming back because that pain of disconnection is so much greater when there's other like-minded people can connect with.

And the idea of losing that is harder for people.

And I love that quote, network is your network worth.

So that was misconception number two, that passive revenue is plausible.

Membership misconception.

Number three, I'm not gonna quote, but you're only one funnel away.

I'm sure there's a few people on the call that'll know where I'm going with this one.

The reality is, you are only one funnel away.

Once you've spent countless hours and marking dollars on discarding the other funnels that didn't work, that didn't perform, then you usually won't funnel away if you're lucky.

Progress over procrastination every time.

That's what we're, that's what we're looking for here.

And with, again, thinking about leverage, uh, this is where we sort of really start to bring in, okay, we're creating a course, a program, a membership, uh, how can we do that in the least possible time but actually have maximum resources available for our members customers and deliver a memorable experience.

So we set out a course commander a few years back thinking about doing software a little bit differently.

That's going to engage, it's going to retain, it's going to keep people interested.

And we came up with this mantra five Ss.

So keeping it simple software, if people want to create a new site of funnel or course a membership or whatever, they can do it pretty quickly and you can get it up there.

It's one piece of the marketing jigsaw.

They don't have to have all those pieces working together at the same time.

They can just get one piece out there.

So keeping it simple, speed of execution, so important.

If you've got a course to sell, you don't wanna be selling it next month.

You want to have it up within 24, 48 hours.

So again, launching faster with simpler software.

And third one, strategic really is about having an actual a plan with the software.

Not just giving you one piece of the puzzle, but when you've got a course up, then building the funnel when you've got the funnel up, then you want the backend delivery mechanism, whether it's the membership, the program, the course, or whatever.

If you want to sell things online, digital, physical, you can do that.

So you can put the pieces together strategically and secure obviously goes without saying.

So we provide all our users with our own virtual private server, which is great for performance and speed.

And our last SS is scalable.

And this one is a really big one because we find a lot of our users that the ones that come over from other software, again, I'm not gonna mention names, but usually the feedback is they've hit a wall, there's a limitation or they've outgrown it or something just doesn't quite work the way they want to for their particular business.

We've built some software that's open source, it's scalable, it's fully flexible, case by case, business by business.

And there's no limitations on actual customization side of things.

So Course Commander is all in one marketing solution for busy businesses.

And just very quickly, 'cause today's drew about subscriptions, but just want to give you an insight into how this fits into subscriptions.

So of course Commander, you can build the front end website, you have the sales page working, that's our actual sales page.

You have the checkouts, obviously working with the funnels, uh, but inside the actual platform, the most important part is you can have engaged users, you can have them.

If you look across the top here with Fre, uh, platform is set up to be social, um, as users would expect.

Now it's not enough for people just to go in and retake a course or download a resource like how do I connect with people in the same place?

How do I talk with people?

How do I share stuff?

So we've set up to be very social and when people are taking courses, they can see other community members who are taking those courses.

They can click on their names, they can connect with them, they can see what groups they're involved in.

I just want to be very clear here, I'm not a Sydney Rooster player, that boat sail at the moment I was born unfortunately.

But you can have any type of group, uh, working.

You can have multiple groups, you can have groups per courses, groups per programs, memberships, uh, you name it, it's all there.

It's flexible.

Um, same with the Messenger chat system.

Uh, I can actually message everyone in a group or I can message people privately as a business owner that's bringing in users into my community.

I can also send notifications to individuals or I can have little messages pop up as soon as they log in.

Or if I'm running a course and people haven't logged in for the last two weeks, life's got in the way.

I can have some automation set up that pings an email out to them to go, Hey, I see that life's got in the way.

Jump on a call.

That's help whatever it is, upsell potentially or just log them back in.

And we've recently, over the last six months, also combined forces with, uh, pulse technology in the state.

So Pulse are very similar to us.

Uh, they're open source, highly flexible, fed up with the old school software that's clunky, costly, and clumsy the three Cs.

And they've, uh, built a solution that really focuses on the process for the client, not the system.

So that's really important because most software is focused on the system and that's why people will only ever learn five to 10% of it.

And then they'll then the software companies wonder why people aren't engaged and actually using the software.

'cause they're not focusing on the process, they're focusing on the system.

So with Pulse, they're one of the most innovative, flexible growing C R M systems around right now.

There are, as I say, fresh breath of fresh air for against the old guard of CRMs.

And we've connected now to join forces so that people want the whole c r m and learning management system working hand in hand with all their front end of Mac end marketing.

They can have it all in one place.

And really, just to put some context to and finish off the presentation today, guys, because I, I think a lot of the time I talk about this stuff and people go, oh, that sounds lovely, and yeah, I can see the opportunity, but hmm, does it really work though?

Is it, what would, would it work for me?

One of our most famous clients in our pool of clients is a dental practice here in Auckland.

And we installed a v I p patient club into their business.

And as you can see there, the bullets on the right hand side, they had no previous subscription model.

They certainly didn't think it was possible when we had our first coffee together, we were talking about how to reactivate their old patients that hadn't seen them for a few years.

And really that was the conversation.

It was about how can we actually leverage your current assets, your databases, your recent past customers basically.

So we set about creating a club that really focused on people but focusing on meeting them where they're at.

So there's no kind of pressure to come into the dental practice, but it meant that when they do, they get priority treatments, they get discounts on products if they want, uh, there's a free annual gift that's sent to them every year.

That's really important.

See, there's, well, as it says there, but there's a lot of videos and content that these guys are setting up for their current and past patients, really just about teeth health and which to me sounds very boring, but when you spin it as okay preserving your teeth so that you have to pay less later on and you're having a whiter, brighter smile, that's how they're selling it.

People want to listen and that turn into a real kind of local community family type thing.

And I believe they're running an event next month with this as well.

So they started at 197 a month as a V I P club and a beautiful thing.

But they had a database large enough to generate over $25,000 worth of additional revenue in six months.

And I believe that many businesses can do that.

And there's lots of low hanging leverage for businesses with their current assets and they're leaving a lot of revenue in the clouds.

And I believe it can work in any niche, particularly if it's an established business that hasn't contact, communicate with their customers in a long time.

So we're primarily working with service professionals, knowledge professionals, service-based type businesses only generally because they're more focused on how can I do a course, how can I do a program, how can I leverage my time to make my one-to-one consultation time more premium and put my prices up, all that sort of stuff.

So it does fit this space, uh, a lot more neatly.

However the product space is right for it as well.

B two C as much as B two B and that really is everything I just want to go on about today in terms of subscriptions and memberships.

Open the floor up Scotty, and if there's any questions, please fire away guys.

Thanks for listening.

That's, that's beautiful.

Thanks.

Thanks, Jonathan.

We'll yeah, let's, let's open it up to, to to questions.

Do you, do you integrate with HubSpot?

Yes.

Okay.

Uh, at what level does the integration work there?

What does it sync?

All the sort of tagging, so people are say enrolling in courses or training or group or something, you can fire off tags into your lead generation back in there.

It it actually integrates with all the most popular CRMs and yeah.

Is that a, like a dedicated sync or is that through zaia?

It's actually built in integration in our platform where you can copy and paste your keys in.

Yeah.

And can we test it out on the free trial version?

Yeah, of Course.

Excellent.

Okay.

Absolutely buddy.

And I saw the full present, the second stage of the presentation last week with Jonathan and Jace and the stuff these guys have in comparison to what's out in the market.

And the price point was astonishing in terms of the ability to put it all together and add bits and pieces on with was quite extraordinary.

So Thank you Scotty.

And I didn't pay you to say that, did I?

No, but I'm getting excited again watching it again 'cause I missed it the first time.

A few things.

Yeah, this is very much the tip of the iceberg.

Um, but there's a lot of stuff that we haven't mentioned in there.

There's affiliate systems, there's conditional form, logic, quizzes, surveys, um, that obviously then can Russ integrate with your C R m and yeah, there's a lot of good stuff in there.

The reason I don't go on too much about all the features is because I have fun.

I think it's overwhelming for people, but I think a lot of people know software isn't exactly exciting for me, software is exciting when it's actually working for people and when people aren't having to really stress about wasting money on subscriptions because they're using it.

So yeah, there, there's a lot of features and that, that allows it to be very customizable for people wherever they're at in their business, whatever they need to do.

You, you mentioned gamification early on, so I presume you've got some gamification features built in.

What kind of features are they that you've built in there?

Yeah, so they, any kind of thing like point rewards, stars, prizes, ladder boards, all that sort of stuff where you're rewarding people to think challenges and courses, those types of things.

You can have them weighted as well.

So you could have actually people's participation be exported in terms of the points they're getting for each challenge can be exported into a, an Excel spreadsheet as well from the platform.

And then the spreadsheet can be uploaded back into the site if people want to pick winners, like weighted winners based on points, um, that they've achieved over time, whatever.

So yeah, that, that's really what I mean about gamification, you know, more carrot waving, incentivized stuff.

But obviously the UX is really important in terms of people using it on mobile.

It's very mobile friendly and obviously when people are actually, uh, using it on the desktop building courses and stuff like that, it's, it's very easy drag and drop intuitive type builder.

And the groups and the messenger, are they integrated with Facebook groups and Facebook Messenger as it standalone?

That's standalone.

Yeah.

This is all really geared at you having your own Facebook group and messenger platform as an alternative, which going back to what I said at the start of the presentation, I genuinely do believe a lot of businesses should be thinking that way.

Facebook group reaches absolutely just, uh, plummeted over the last three months alone and big tech are calling all the shots as we know.

So I think this is a great time to be thinking what does my own community and messenger chat look like?

Or as I like to say, you become the new Facebook group.

Yeah, your own Facebook group.

Yeah, your own chat system, your own community.

And you own the, you own the, the plat, like it's your real estate as opposed to renting it at the moment off those guys.

Exactly.

Yeah, yeah, yeah.

And, and I guess it also allows you to integrate, I don't know if it allows you to integrate the automation sequencing there, if they haven't been on or all of that sort of thing within the platform too.

Yeah, Yeah, with the groups you can, with the groups if you want to.

Yeah.

But certainly the courses, getting people back into finishing incomplete courses is really important or incomplete modules for example.

But often if it's a, if it's a low ticket type call, it's a great way to maybe get people on a call.

Jonathan, done for you From the group perspective, at, at what size do you find that becomes viable?

What size numbers?

Because a group of four people, they don't log in very much and there's no value in it.

Where, where do you think the critical mass is?

For me, I think you should be thinking about it a hundred.

As soon as you hit that type of three figure number, you should be thinking about, okay, this is a hundred leads, really I should own and start converting the ip because that's, everyone's got different views on it.

Of course, my view is Facebook is on rocky ground right now in many ways.

A lot of people have lost trust in big tech for a number of different reasons, and big tech hasn't helped itself by what it's doing and limiting reach and making conversation difficult in certain arenas.

I, I would be thinking pretty soon.

Uh, that's great.

Uh, was there another question?

Sorry.

Yeah, Sorry, just one more.

I see that you're limited to three course admins or offers per site.

How do you get that increased?

Is there a cost to get that increased?

Uh, yeah, so the three, do you mean the three sites Russ or three domain three sites?

Is that what you uh, it Says three course admins, so I presume Oh yeah, limited to three administrators.

Yeah.

So we've got a number of admins per tier there and they, I'm looking at the Tier.

Yeah, that says three.

Is there any way to increase that?

Yeah, we can look at doing that.

Yeah, again, it's open source WordPress, so Right.

This is why we can have these conversations.

We can go case by case.

Obviously long term we don't want to be doing that, but certainly with the businesses that we're working with at the moment, we can really refine and mold this to exactly their audience.

That's, that's great.

Thanks.

Thanks for that.

Okay.

So can, can I ask a dumb question up here from the final north of the country, in the home of the N R L, um, paint me some scenarios, Jonathan, of the kind of businesses that this might be suitable for and like Yep.

So businesses would use the software.

Often people go, what are you doing?

And I'll say, we're trying to bring ClickFunnel click funnel, I can't pronounce their name.

Click Funnels, only one Funnel away software, ClickFunnels, mighty Networks and Thinkific together.

That's the objective here.

So you've got the sales funnel builder, the courses, uh, the social group community side of things are working in the same place as one.

Now that then if we think about who people that would be using that be any like personal brand, service, knowledge, professional, definitely going to be our kind of ideal laser target audience because they're already thinking that way.

But we have a lot of different clients working with a wine company in Australia.

There's a number of other product companies that are using it because there are all these different facets to it that you don't have to be using it to be getting, sorry, you don't have to be using all of it to get value from it.

Some people just having a website and a funnel working together and in its simplicity is actually enough, but the course and the community stuff is there.

And that's actually in our middle, middle tier, the community, the social chat, because we appreciate that not every business wants to have their own community and their own chat system.

That's why we've deliberately put that higher up.

Yeah, that that's great.

And I think Russ, you had one, we'll take one more question, Russ.

Yeah, Yeah, sorry, one more question.

It wasn't related to the software, but just at the beginning, the presentation you did and you got a 50% conversion rate, so well done on that.

That's fantastic.

What was the price point of the offer?

It wasn't much.

$500.

Yeah.

Was it a continue, uh, subscription model or was it like a one-off payment?

Uh, that was for a year subscription, a year, year of, um, advertising basically on the wellness directory.

It was just the fact that I had no site life at the point and I was actually demonstrating a staged site that was incomplete and I couldn't upload pictures and stuff.

It, I thought I'd completely botched it.

But yeah, there was enough people that saw value.

You Can't send, can't send the wrong thing to the right audience.

Hey, yeah, that's it.

I understand the health world and practitioners and their needs and a lot of it, that's what it's about.

That's what running software is about.

And that's why we're in the software space now because we've worked with coaches, consultants, service-based professionals over the past 2009 since a long time.

So really this software isn't a kind of wake up one morning, oh, I've got a great idea.

This is more, this is borne out frustrations and moans and whinges and having to refer people to software that they then go and use and they abandon.

And this is our attempt to finding a solution for a lot of the, you know, grus.

Yeah, no, that's great.

Thanks.

Thanks for that Jonathan.

Thanks for, I think, yeah, that was all really good questions, which added I think to the learnings of everyone.

So thanks guys.

What we might do is just breakout into do some, um, breakout rooms.

We'll probably do breakout rooms about, so we'll go four breakout rooms, so there'll be threes and twos.

I think we're all coming back in.

There we go.

Yeah.

The Flo's returning to the Shepherd, Scott.

Yes.

The what The flock is returning to the shepherd.

I like that.

That's that's great.

It's true.

Isn't the shepherd's job is to guide the flock from the wolf, but the sheep don't realize that the shepherd's the real enemy.

Yes, yes.

Very true.

Very true.

I think we're, that's very poignant in today's scenario.

Yes, absolutely.

Very poignant.

So that's, that's great.

So I think we're all back now.

We're in the back in the zone.

So we might just do a, a very quick takeaway from each group, just 30 seconds or so.

Do you wanna start, Sam, from our group, what your biggest takeaway was?

Throw me under the bus.

Thanks Scott.

Uh, biggest takeaway that, oh gosh, we were talking with Judith who set up a really awesome membership, which happened by accident.

And I love the way that it's happened and gosh, what's the takeaway?

What's the takeaway?

Judith, help me out here.

Um, I think that it can develop organically and we possibly should be more strategic when it does.

I think that's what happened for me is when it's authentic and it's coming from a place that there are members that you can give value to really step up to the plate and use it.

So it sometimes can happen as an afterthought rather than the first thought.

But I think what you've covered today is even if it's an afterthought, what do we do to make it as valuable as possible?

What do we make it to do so that it's long term instead of a fly by night, oh, this was nice while it lasted and it dies a natural death.

I think the things that you've talked about from a model point of view allow us to take what might have been organic and natural into something that's long lasting and substantial.

Yeah, no, that, that's great.

And just so you know, if you don't mind me sharing, Judith, what Judith did is she had a 12 month free subscription, which it started out on and then it went to a paid subscription, but then everyone or, or it's very high stick rate, so most people stuck on that paid subscription.

So one thing I see that as an opportunity, like even something let's say just outta the blue, like a vitamin company, it's, oh, you bought these vitamins, you are on a 12 month stay healthy subscription.

It's normally 300 bucks a year or whatever.

And then at the end of the year you get so tied into the community, the relationship, you add so much value that all of a sudden you've got a second income stream that comes into your business.

And that I think that could apply to, to anyone.

So I I thought it was brilliant.

Yeah, so that, that's great.

Next group, I think Scott and Zare, either of you wanna Yeah, I would definitely, I wanted to say that there's a few things that Jonathan didn't mention but uh, extraordinary from my point of view is that I'm doing some training I with the franchise groups that I'm doing, I've offered them some training, but they've just, I've just told 'em it's one hour on a Zoom call, they're gonna get this stuff.

But within Jonathan's platform, I can check every 80 stores staff members who have actually done the course, who've logged in, who haven't logged in.

I can provide that to all the managers.

None of them know that this is gonna happen, but the added value within that.

And then I'm gonna have other courses that'll be available that, that are fac that are not part of the package, but there'll be advertising to them within that front dashboard, which is extraordinary.

'cause then I can cement myself as not only the reviews aspect, but the client care and the sales and, and everything like that.

So there's that from that big group.

But then from the individual part where I'm wanting to teach people how to have to be a review, in review ology, the, to be a review ologist as such, there's that funnel mess method for that.

So it's really cool.

And I was a part of a community where I paid 30 us, 30 k us to be a part of, and then to be stay on the next year I wanted to is just for the community.

And if there was just an option for that to redo it, I would've paid, I didn't wanna pay 30 K again to go back just to learn the re relearn it, but to stay in that community I would've paid significant significantly.

And there's just so many amazing options to keep it that sticky.

It's just really, it's, yeah, I love it.

Yeah, no, that, that's great.

Thanks Scott.

And, and Michael, I'll can you do a quick introduction to yourself to Michael?

I'll, I'll do the ten second one and then you can expand on that.

But Michael was introduced me via Nathan Wade and Michael does sales, I guess the best way I could explain it is sales process engineering, so really helping people to refine all their sales process.

So you almost take out the need of a sales person in the process because the entire marketing system is so systemized.

So, but I'll let you elaborate Michael and then, you know, share your takeaways from your group.

Yeah, Sure.

Um, thanks everyone.

I, I'm co-founder of Epic Sales Group.

So we help businesses to scale their sales.

And we do that by building a system from a, we build a sales process from a marketing point of view, HubSpot partners.

We go in there and do the digitalization, unpack all the intangible value from the founders, and we put that into a system and then we can plug anyone into that system, be it a team member or a salesperson.

I believe personally, the future of salespeople, big gorillas with the highest salaries of the, are gonna be a thing of the past.

And that you're gonna have a, a really tight system that you can just plug people into and they just follow the yellow brick road basically.

And all the lifting, the heavy lifting is done by that system.

All the automations, the email templates, everything is done from start to finish.

That's what we do in a nutshell.

In terms of my takeaways from Jonathan, I think what he said about pulling a splinter out of all your IP and putting it into a course and then flipping the beliefs of those of those people into the new way of doing things.

And then at the end of that, having that course then dovetail into arriving at the front gate, if you like, of your house.

And then being able to take them through more, more of a menu of what you've got to solve their issues.

That's probably the biggest, biggest takeaway that I got from Jonathan.

Yeah, No e excellent.

Thanks.

Thanks for that.

Uh, uh, Michael, and, uh, I, I think we missed one group.

Any spokesperson?

Uh, I'll jump in.

I think my biggest takeaway from, from our chat, 'cause we all like confirmation bias, so it was something that I already suspected and, uh, its marketing agencies are too hard consultancies where it's at.

That's got what I got outta that.

That's good.

Yeah.

No, e e excellent.

Excellent.

Yeah, no, it's much easier doing the, yeah, doing the one part than, uh, the whole part sort of thing.

So just Done Grateful bums, aren't they in clients for marketing agencies?

Yes.

Oh.

So, um, so I think Ben's making that transition so he, he gets it.

Marcus shared his system for creating monthly sales surges using a 1-hour reload email sequence sent throughout the year. The emails promote different products or topics each month, with the content needing only minor updates each year. Attendees discussed ways to apply this approach in their own businesses, such as focusing communication on their top clients or leveraging holidays and cultural events. Sending value-adding content between promotional emails was emphasized to keep people engaged. Testing fun and unexpected subject lines was also suggested. Attendees commented that implementing even a basic recurring email sequence could generate a good ROI from the regular income. The discussion provided ideas for segmenting lists and personalizing communication to different groups.

Takeaways:

• Marcus shares his 1 hour reload email system for creating monthly sales surges through a content calendar approach with recurring themed emails.
• He targets prospects and customers separately with different messaging, updating emails annually but keeping the same overall structure and themes.
• Themed emails tie into holidays, resolutions, cultural events etc. to boost engagement and sales around predictable times each year.
• Value-added content and free lessons are included between promotional emails to nurture relationships without constant selling.
• Segmenting the list and focusing extra attention on top clients/customers through monthly gifted content without direct selling was highlighted.
• Testing subject lines with curiosity/benefits and alliteration can boost open rates.
• Humor, unexpected themes and breaking tension may improve response rates.
• Starting slowly with a content calendar and building up frequency over time works better than an overloaded schedule.
• Forwarding emails as if they were shared can increase open rates significantly.
• Both B2B and B2C approaches were discussed, showing the flexibility of this system.

Automatically-Generated Transcription:

Okay, so our first member that's going to be, or our first talk today is Marcus Santa Maria.

And what Marcus is gonna be sharing with us is his one hour reload email system for creating a surge in sales each month.

So Marcus basically has an email list with over a hundred thousand people and runs one of the leading learn to speak Spanish organizations on the planet from his abode in Launceston, Tasmania.

And in this session, he's gonna be revealing his one hour relay calendar based promotion system that he uses to create a surge in sales each and every month via automated email promotions.

Marcus, over to you.

Alright, thanks Scott.

Yeah, I like a couple of things in the intro there.

Definitely a lot of how not Wow.

We'll be looking literally under the hood.

So I haven't prepared a slide presentation, but I will show you inside my infusion.

So account and how we we do this process.

It was also fun to hear you pronounce my name Santa Maria.

I don't think I've heard that since high school Santa Maria.

Anyway, doesn't matter.

Yeah, so my idea comes from, I had a marketing consultant, actually a systems consultant work with me for a long time.

Josh from, he was in Arizona and I'd just done a Christmas promotion and got a surge of cash from the Christmas promo and then backed it up with another one in March 31, which is my birthday.

And Josh said to me like, why don't you do a marketing calendar?

All the department stores, all the major retailers, they have a marketing calendar.

And so every month they know any a year in advance what they're gonna be promoting that month.

And it sounded like a pretty good idea.

And from there we just build it out.

So each month we come up with a, a reason why for our promotion and build some email marketing around it.

And the beauty of it was that when it came 12 months later, all I had to do was update the copy to anything that was specific to time and date.

For example, my birthday, I got a year older, so we changed that out in the email.

Anything that referenced the year.

So at New Year we always reference something like, make 2022 the best year of your life, or Make 2022 the year that you'll speak Spanish this year we'll just change that to 2023 and press send again.

And, and away those emails go to the new prospects that have come in.

And it all works very much like clockwork.

Even better than that, I have a guy on my team who does that, all that for me.

So I just say to, uh, John, update those emails in, in Infusionsoft and make them ready for, for this year.

And it's very much hands off for me.

So it's given me, it's given me a lot of stability really in, in each month I know I'm gonna get a surge of cash and therefore that gives me, I'm in Strategic coach.

They call about, they talk about cash confidence when we start out in business, we're really hustling all the time and we don't have any time to think we, we hustle and we don't get the time to step away and, and look down on our business.

But when we start to get a bit of cash confidence, we can start, start to say no to things and, and really think about my business.

So even though this is, you know, around promotions by making it part of a calendar, it's really given me a lot of time to, um, work on my business rather than in my business.

So that's the big idea.

I guess the other part of the big idea in this is there's a couple I will just share my screen.

Just let me know when you can see my screen guys.

Yep.

Yeah.

Cool.

And if anyone has any questions along the way, I'm happy to make it pretty informal and, and help anyone out.

Actually, I had a thought just as Scott was talking, um, a a lot of the people I noticed as we went round introducing a lot of the people are business to business rather than business con to consumer like me.

Um, can I, maybe just with the show of hands, see if anyone's business to consumer, just hands up two.

Yeah.

Okay.

Not a lot.

So there's another idea that could piggyback on this to business.

So a guy called Shed Homes had a, an idea of the top 100 club.

So it's the a hundred people you, you would really most like to do business with.

And you basically give those people something every month.

So let's say you wanted to, I don't know, let's say you wanted to do business with me for some reason, every month you can get in touch with me, Hey Marcus, it's Christmas.

Like to make 2022, the best year of your life, here's a little thing that worked for me, maybe a little Christmas gift.

And you keep in touch with those a hundred people giving them value before you do business.

And over time you're gonna, you're gonna get in the door and be able to hopefully build a relationship and do business with those a hundred people if you have it in a calendar.

Same thing.

If it's based around events that occur every year, the next year it's just turnkey to to roll it out again and yeah, okay, so that's just the idea for to business people.

So I'll give you a little look under the hood of the type of things we do.

This is inside my Infusionsoft account and one of the big things with this is reason why advertising.

So why are you, why are you emailing me and what's in it for me?

So at Christmas it's very easy 'cause everyone's thinking about starting to think about 20 the next year and, and their next year's goals.

So we just start that out.

Actually, I'll back one, We go to this one.

Yeah.

Pretty simple.

Christmas is 2022 going to be the year you finally speak Spanish.

Do you want to achieve something great with Spanish in 2022?

Here's my best offer to help you get there.

So things like this kind of reason why advertising.

Another one we do is on the 21st of January, There's the idea of everyone sets New Year's resolutions and most people, they're done and dusted within a few weeks, uh, to give people a reason why for another kick to do something with their Spanish.

That year.

We, we run a promotion on January 21.

Starts out statistics show that 95% of people who make a New Year's resolution have already broken it by today, 15 days into the year and it's over.

Um, fortunately there's a better way if speaking Spanish in 2022 is a resolution or a goal or even a wish for you, this free series of videos will show you your potential.

So again, like tapping into a calendar and, and something that's replicable for year in and year out.

Yeah, just with that thought in mind, I just wanna make sure everyone's getting some value out of this.

Is that something you could maybe apply to your business?

Maybe someone around the room could tell me how they might use that in their business?

Yeah, I, I wanna learn Spanish in 2022 I started learning a few words, but that's not the main thing I know you're trying to work on here.

But I absolutely want the Spanish in 2022.

Mm-hmm.

And in 21 and in 20 and in 2019 and 18 and 17 and 16.

But this is now gonna be the year.

That's it.

Yeah.

Perfect.

True.

This, this could be something that I could use in my business because, uh, we already do, uh, the little celebration things for the internet holidays on LinkedIn and we make like image posts behind it, but we never converted it to an email format.

And we can also leverage the internet events that are more so in our field when they have to with technology or specific demographics that we're targeting.

And it can be used in a way where it could be replicable, like you're saying, year to year.

So creating a content calendar around it, something we've been meaning to do for a long time, but you're giving me some ideas of how we could potentially leverage the holiday or like the mistakes that are made after the holiday, such as the resolution or something and drive that type of stuff with, uh, consistent touch points that's, that are not going to annoy people and create some illustrations around it that are effective for that.

But it's all about building the relationship in B two B.

So we're very good at building relationships, but, but my company, we don't market all all that well 'cause there's no marketers on our team.

So we need to do as best we can to create something that's reusable and to drive communication to continuously build the relationship, not necessarily sell them something.

Perfect.

I love it.

Yeah, that's exactly what I wanted to hear.

Just wanna say this, I'm, I have nothing to sell.

I'm in the business of selling Spanish, so I'm not trying to, trying to sell you a surface at the end of this.

Just wanna share some good ideas.

So I really wanted to see that someone around the room was getting value and that's really good validation that this is worth if one, if at least one person gets some good ideas out of this and it's worth my time and yours.

And just, that brings me actually into one of my other points.

Yeah, of course you wanna run a promo and there's selling, but there's also value involved.

So how we do that thematically as well.

There's things like this and you know, everyone's gonna have things specific to their interest.

So we've got one called, this goes out on the 28th of December and it's beware of Spanish speakers today.

Don't lend them money.

Check that the sugar is sugar, not salt.

Double check the time on your watch.

They always get me on the money.

Marcus, can you lend me 50 pestles?

Of course then they pocket the money and laugh.

They have the innocence is the equivalent of April Fool's Day in the Spanish speaking world.

So if you wanna learn Spanish and you're going to a Spanish speaking country, that's good stuff to know.

It's a little cultural insight that if you're gonna, especially our audience who are people who wanna retire in the Spanish speaking country.

So they might not necessarily know the, the culture, but they love the idea of trading in their lifestyle and, and you know, their money going further, living on the beach, living in a warmer climate, maybe getting a housekeeper, that sort of thing.

So people are gonna go and live in a different culture that's good information for them in an entertaining format.

Another one we do on that day A around that time is, Okay, so I was just gonna ask big picture.

Mm-hmm How many campaigns do you have throughout the year and do you repeat them year in and year out?

Do you repeat the exact same campaigns?

So the same people year in and year out?

And how many campaigns do you have throughout the year?

Yeah, so there's approximately 12 and the answer is yes, we do repeat them.

And not only that, now you, I I started thinking year two, someone's gonna say, oh this again, I, I've never had that email.

'cause we're also flooded with emails like I get really good open rates, but they're around 30%.

So we're all bombarded with emails and by the time the next year rolls around, most people have forgotten it all.

That nicked them on the way by.

So even if it hits the same people, it still works.

And then the other systemization, systemization thing we do is we run the same product to different segments within the list.

So if someone is a prospect, they get the prospect version, but if they bought a product instead of talking about 2022 being the year to finally speak Spanish, we talk about 2022 being the year to, you know, speak even better Spanish, be confident with your Spanish, achieve freedom and fluency with your Spanish.

So it's tailored to where people are in the ascension through our products.

But based on the same three themes over the 12 months.

Because what, what I'm clear on, what I just wanna get clear on is a big picture.

Mm-hmm.

Um, what are the 12 themes that you go through and you take like that you've, that you've got and mm-hmm when you repeat them, is it the same?

Is it very similar Open rates click-through rates year on year based on that?

It actually is, which I feel stupid saying it, I don't want to check my stats, but really every year it just works and, and I don't see any spikes or dips that, that send me a signal that to want, so I couldn't give you numbers.

I've not not noticed any spike or dip that worries me in the statistics.

Okay.

So in terms of the, in terms of the, so you've obviously got, you got a Christmas campaign.

Yep.

You got a New Year's campaign.

Yep.

What are the other campaigns that you've got?

Yep, So there's that January 21 or or January 15th, sorry, where we remind people about their New Year's resolutions and most people have dropped them and, and we've got some free lessons and then an offer Valentine's Day.

So with Spanish it's woo or seduce someone with your Spanish.

Then March 30 one's my birthday.

So we give a a discount that goes up 1% every year as I get a year older.

Then April, we had my son's birthday, but that was a bit corny so I pulled that one out.

Although having said that, maybe I shouldn't need to revisit that.

There was a lot of story around that.

My son was born in Mexico but in a car on the way to the hospital in Mexico.

So we, yeah, had a, had a bit of story around that I guess.

I feel a bit, he's getting a teenager now, so I don't like making a big deal about him.

Umm, may we have teacher's day in Mexico?

So every country in the world has a teacher's day and that one is here.

I just wanna pull that out because it highlights the reason why.

So the, the kind of reason why is really blatant.

So Mexico just celebrated teacher's day.

I want to use this day to make you an irresistible offer to make, to take the next step in your Spanish fluency.

So, you know, basically saying there it's teacher's day and we are using it as an excuse to, to offer you something.

Then June we have, it's halfway through the year, so halfway half off and also not too late to achieve your goals.

There's still six months left in the year.

Testing my memory for the rest.

September is Independence Day in Mexico.

So achieve independence and freedom.

So obviously Mexico, actually it's beyond Mexico 'cause other countries like Columbia, um, El Salvador, Guatemala, Costa Rica, a lot of 'em had their independence that month.

But we tie it to achieving independence and freedom with speaking Spanish.

So independence and freedom is pretty much what everyone's trying to do in their life and especially in business.

July four might work for nearly everyone in their business.

By instigating this thing in your business, you'll achieve more independence and freedom then um, we, we use 10 66.

That, that's one that's specific to us.

Um, it's a convoluted one where, where the French invaded England and brought lots of Latin words into England, which helped people learn Spanish.

'cause there there's, there's some words in English that are similar to Spanish.

So that's a bit convoluted and more for us.

But that's our October promotion.

And then November of course is Black Friday, black Friday in the us which is starting to show up here with all the sales.

So we do Black Friday and piggyback Cyber Monday with an extra offer on Cyber Monday And out of those campaigns.

So they get a similar result every year that you do them.

You write them once and you can literally repeat them 20, 30 times over do in terms They're register in the end In terms of like numbers, what would you get per name or do you have any metrics on what you tend to get from each campaign?

Yeah, That's uh, pretty good shot, isn't it?

So Yeah, maybe it helped the quality different style email.

It Was, sorry, I've just muted everyone and I'll just unmute Marcus, can you just unmute yourself?

Marcus, can you talk and just, yeah, yeah.

So I couldn't give you dollars per name, but yeah, it's five figures each time and, and so that's what I look at.

Just dollars in and dollars out and compared to the year on year and that's always pretty good.

Yeah, yeah.

So what you're saying is all of us here, like anyone with an email list could basically take our list, set up 12 campaigns, you've got excuses for Valentine's Day, your birthday teacher's day, whatever, make a list.

How many emails are these in general?

Are they five email campaigns?

Are they 10 email campaigns?

Are they three emails?

Yeah, so anywhere from five to probably 11 or 12.

But having said that, the last three, and this is where we get a, a surge of sales and this is one of the important things, if you can tie an offer to this that's expiring so you can create some scarcity.

So I'm selling digital products.

There's no scarcity of digital products.

You've got as you can sell as many as you have, but by creating a, a deadline date that creates a scarcity, you only get that discount or that package or that bonus until that date.

And there is, and therefore the last three emails are all around that 24 hours left, 12 hours left, five hours left, the 12 hours left and the five hours left.

Emails we only send to people who've clicked links in any of the other emails.

So we don't wanna burn out the list unless someone's shown some interest.

We, we only send 'em the 24 hour email, not the 12 or the six or it might be 10 or five or whatever, 10 or five hours or whatever it is.

Yeah, there's always three, three emails about the closing.

And then the first email is usually about the offer.

So if there's a formula, it's this, the first email is we have an offer.

I mean we have a reason why we have that offer.

Then the middle emails will maybe have a free lesson or some, some interesting tidbits like the, you know, the day of the day of the in innocence, which is like April Fool's Day in in Mexico, that New Year's Eve, we have one going out a few di few days about that, about how Spanish speakers will eat 12 grapes and make a wish for each grape for each month of the year.

And don't be a fool like me who ate all the grapes before the clock even rang.

The little things like that are, have some value, either free lessons or or tidbits of information.

And then the last three again are, are selling again and maybe, maybe in the middle we'll sneak in a selling email as well.

That's, that's just straight straight sell.

So I tend to talk about it as a straight sell email or, or a content email.

Another thing, um, hopefully I can just pick out an email and it'll have it in there for you.

Yeah, do a bit of this, see how we've got, there's one mistake that most actually my screen sharing, I still am, right?

Yeah.

There's one mistake that is almost certain to destroy your chances of Spanish.

And then we have this sort of reminding them of the offer and we found that the higher up in the email that is the obviously the more clicks you get and the more sales you get.

So some of the content thing will just have a little sidebar like this reminding people of the offer and have found that really helps generate extra sales.

Now that's good.

W would you be able to take us through maybe just one of your short lo like they're almost like launches, right?

That you're doing?

Uh, yeah, once a month maybe.

I don't know, one of your shorter ones like from, I don't know start if start to finish is too much, but just so we can see the, the structure of just one of them.

Yep.

Okay, let's see.

That's a long one.

Yeah, this is probably a good one.

So yeah, I guess no one wants me to sit here and read the email but so Black Friday's a traditionally a day of great deals in the U S A I doubt you'll find a better opportunity than the one I'm offering right now on my Spanish fluency program until Wednesday.

You can try out the first fluency module plus five conversation multipliers for just a buck plus as an extra super bonus.

You'll also receive Spanish ear training, which is now available on our all new video format too.

So that's the one we'd call out straight sale email, introducing the offer, then email two the easy path to Spanish.

This is pretty salesy too.

Yeah.

Okay, middling value here, not straight sale.

So one of the best things about being called a teacher in, in a Spanish speaking country is called is being called maestro in an Aussie amigo.

Thought that was very cool and instead insisted on calling mem maestro for a while.

Not that I minded a pository by the way, for only the next five days I'm offering a special $1 trial.

I'm bola vu with the simplest path to building fluency in Spanish.

So the structure we are using there is actually I'll, I'll go a little deeper here.

The subject line formula that we usually look for is curiosity plus benefit, not huge curiosity there, but definitely a benefit of an easy path to Spanish.

And then this structure is story segued into offer.

So not as hard selling as the first email.

Okay, email three, my secret source to and my secret hang on my Spanish secret source video.

A bit of alliteration there like the three S's, which is always good in a subject line and curiosity, what's the secret source benefit, implied benefit in that there's some secret source that's gonna get me speaking Spanish.

This video shows you my secret source.

I used to keep it close to my chest.

I thought it was too valuable to share outside of my paid programs.

Now I openly share it.

It can get you unstuck from unstuck from the verb conjugation nightmares that usually come with Spanish classes.

Check out this video and see how easy Spanish can be.

And that takes them to a free lesson.

So now that's value I number four, because of the structure of of this campaign, it's Cyber Monday.

So we're going straight into the offer again.

A few days ago I sent you an email with a fantastic Spanish offer.

It develops your ear for understanding Spanish and your tongue for speaking Spanish.

Um, so that sort of loops into the offer again.

And that straight sales email because of Cyber Monday Five I believe develops your ear for speaking Spanish.

Curiosity, again, what develops your ear for Spanish.

And then benefit, one of the things you, if you start speaking another language is you find people are hard to understand 'cause they speak quickly.

Um, so there's a implied benefit there.

Um, there are two ingredients to expand your confidence with Spanish speaking and being understood.

And number two, understanding what your amigos say.

Check out this amazing Cyber Monday offer to develop your ear for hearing Spanish and your tongue for speaking Spanish.

Then we ba basically go into a bit of a story of what of why textbooks are wrong and how to overcome it.

So it's definitely a selling email, but it's not straight off a hard hitting email.

Yeah.

And that then, like I said, then we get into that formula, oh hang on, no, the Spanish year training now on video.

Yeah.

Okay.

We're making the offer there again.

And then the last two emails are those time-based ones.

So 24 hours left and then it's almost over.

I'm guessing that goes out at about nine, nine, uh, nine hours before the close.

So that's basically the formula email number one straight offer, the the final couple of two or three emails closing offer.

So doubling down on the scarcity and this is where the, at least half of the sales come in the last 24 hours, often 60, 70%.

And then the middle emails may be something that's hard selling but softer sell and usually some something free and some value.

That's, that's awesome.

And in terms of, so you do that and in between these emails what happens?

Do you send the same content as last year or do you do unique content?

What's the process?

Um, yeah, that's a a good question.

In theory I like to, I would like to send out unique content and frankly if I don't have it, I'll just send out the same stuff from last year.

But usually the in-between emails are either story-based or some sort of value, something for free.

So we call those the goodwill emails.

They're building goodwill for the promo.

Obviously if you hit people with promos all the time, they're gonna burn out and they're gonna stop opening your emails.

So in between we make sure there's enough value that ideally you'd want people to be excited about opening your email.

'cause last time I got an email from this guy, I got something for free or I got an insight some way of seeing the world that changed how I look at things or an entertaining story.

Um, entertainment's always good.

So those sort of things, um, that's what I'm looking for in the middle.

And if I'm busy with stuff fra you know, frankly I'll reboot last year's email and still seems to work.

Yeah, no, that, that's awesome.

And you haven't found that sending those 12 promos a year, it doesn't burn the list if you're putting the quality stuff in the middle and nurturing and the story stuff and all of that sort of thing?

Yeah, no, I haven't found it at all.

I know it sounds counterintuitive and 'cause you've asked that question about three times, but it hasn't.

I've got a pretty big list and, and my list is there's always new people coming in as well.

New buyers and and stuff like that.

And so I guess saying that the top Somewhere between four and 20%, we won't email.

So for example, if the buyers will only probably do this kind of promo four to six times a year, so the prospects every month, 'cause there's always new prospects as they ascend, it's less frequent.

So the buyers, yeah, say four to six times a year.

And then if the buyer people who've bought a standalone course ascend to a continuity program, I'm not gonna send them these promo offers.

'cause then it's more about retention in the continuity program rather than extra sales.

So it depends where they are on the list, how much of of this stuff they'll get.

Yeah, no, that's that, that's awesome.

That's awesome.

Thanks.

Thanks Marcus.

That's that's good.

Let's open it up to the room.

'cause I, I think that was, yeah, like it was real hard hitting what's working now.

Everything in there.

I just wanna throw it up out to the room now for questions.

Is everyone able to unmute themselves if I just unmuted?

'cause there was some background noise, but yeah, let me know if you can't and I can always, um, unmute you.

Any questions on that?

Yeah, Marcus, I've got a, I've got a quick question for you.

What do you find in terms of days of the week or time of the day?

Yeah, that's been the most effective in terms of responses.

So not just necessarily open but engagement all the way to sales.

Yeah.

Morning's better than night, but that's tricky 'cause everyone's in different parts of the world.

So I oscillate between what would be morning in the US and what would be morning in the uk.

So yeah, that's where my buyers are.

Maybe, I don't know, 10% of my buyers would be in Australia.

This part of the world, 60% would be in the US so I'm sending it their morning and probably about, I'm looking at maybe 11 o'clock New York time, which makes it about eight o'clock in.

Yep.

In the west coast.

11:00 AM Tuesdays and Thursdays in the US Eastern time.

Yeah, there you go.

Yeah, that's pretty much it.

And then, but I'll oscillate it and sometimes send an evening one in the US I think I've got that 'cause that'll be morning in the UK and Spain where a lot of my other customers are.

So I'll oscillate between those two.

And then just also on timing, the people get paid on the first of the month in the US so it's some, if possible, like if the timing works, it's better to to end the promo as you flip over to a new month rather than at the end of a month where people are running outta money or thinking about money more.

Yeah, no, that's, that's great.

Any other questions, Marcus?

What about u use of a sense of humor?

Is Christmas and Valentine's Day and those markers in the year are, are they a little bit predictable now?

O o o obviously you're a genius at what you do and I'm, I'm not casting distortions in your direction, but I'm just wondering if you have any of those emails that have a sense of humor to them or have you experimented with Magic Propeller Day or Blue shoot Tuesday or Magic Mushroom May or A, anything that's going to interrupt attention?

Does that make any difference to the response rate?

I couldn't tell you if it did, but I love your idea.

Thank you.

That's a great idea.

Some weird, yeah, that too.

Yeah, that's fantastic.

Yeah, humor is great and basically my humor is self-deprecating.

Like something stupid I did 'cause I didn't understand, didn't understand something in Spanish or some cultural thing like eating the bloody grapes before everyone else when you're supposed to wait for the bells to go and things like that.

So that, yeah, that's my humor and it's usually self-deprecating.

Something silly I did.

But yeah, I love your idea of yeah, magic propeller day.

I think you can even create your own day and get it registered.

However you get international day of not being a idiot with Spanish day or something.

You could actually have a bit of fun with that.

So that's a really cool idea and and I love the idea that you mentioned of just breaking the tension and the unexpected nature of it as well.

So that's, thank you.

Yeah.

Yeah.

Cool.

Just wanted to thank everybody today.

I've got someone angrily waiting for me because it's late.

Yeah.

Since it's got put on my calendar last minute with Scott after we talked about it.

I'm gonna plan this out next time so I don't have to just leave in the middle of it.

But great so far and thank you so much Marcus, for everything that you presented today.

Very much appreciated.

Yeah, you too man.

Thanks for your contribution and uh, I look forward to, to getting to know you better.

Absolutely.

Yeah, I'll be at the next one and not have to leave early.

Thanks Rob.

Cheers man.

Perfect.

Cheers.

No, that, that's, that's great.

Why don't we go into breakout rooms now and I think the theme for the breakout room is really how we can 'cause because I think what you've shown Marcus is, is fascinating and how we can actually integrate, whether it's in our own list or in our client's list, you know, this content calendar to really, you know, bump up, bump up revenues.

So I think the, yeah, the theme is for the breakout room is yeah, executing on content calendars.

So we've got 21 here, so let's break out into, I think we go into five rooms.

It's probably the sweet spot.

Maybe six rooms, five rooms, let's go five.

Um, Wrap the conversations at the best moments.

Yeah.

To encourage, it's to encourage more engagement later, right?

We leave it on an open loop.

So it's, I gotta finish that conversation.

You forget what you were talking about 10 minutes ago.

Yeah.

So if might just do a quick round the room from, we'll start with Judith from our group.

What was your, what's your biggest takeaway from both Marcus's speech and from the discussion?

We had some great discussion when we all came together about the possibility of segmenting the list and whenever you segment it tends to get better results.

We also talked about how we overestimate how much people are reading our stuff and that we can be reusing it.

We love this idea that set and forget to a certain extent, you just needed to tweak it but get stuff out in a more strategic way.

'cause I think we all admitted that some of what we do is ad hoc and we do a campaign and throw everything into it and then move on.

And sometimes we've got great stuff there that we're just not coming back to and using as much as possible.

Adam shared a cool thing about using brain teasers and riddles and things like that to try and get that engagement back when you're asking the question and then people are coming back with answers and you're really getting engagement rather than the one way.

And we had a question around whether you tie in to your social media, LinkedIn, Facebook.

Do you do the same monthly idea as the calendar?

Are you amending it to make it much shorter posts rather than the the longer email?

Marcus, are you tying it in at all?

I don't do much on social media and so there's a big opportunity there.

Obviously I've done some paid advertising around it and it works really well.

Christmas and Black Friday, really well around the same sort of thing.

Black Christmas, new Year.

And then actually there's, we really hit hard between Christmas and January.

We do January 6th, which is, it's called Los El de los, yeah.

The, the day of the three Wise men.

And that's like Christmas for people in the Spanish speaking world.

It's another day of present.

So here we're, again, here's another present from us so that, yeah, that, that time of year works really well on Facebook, as does Black Friday.

The other one's on paid advertising, so I'm getting a return.

The others, yeah, I haven't, I haven't worked as much, but I think I need to adjust it for social media and then it could.

Cool.

Yeah, 'cause you've done all the work, so it'd be interesting to see adjusting it to social.

How, how about you Russ?

What was your biggest takeaway from your group and what you've seen so far?

From what I've seen so far on the, the presentation, I was a bit late to the presentation 'cause I was just wrapping up a, a webinar that we just ran this morning.

But on the presentation itself, I like the idea there of providing content in the email, which obviously yeah we do already.

But after the opening line, kind of inserting that offer.

'cause I just run an experiment this week where I've had short, punchy emails to promote the webinar that have all worked quite consistent.

And I went with a different strategy this week of using content to promote the webinar and the, the registrations were well down, but the quality was well up.

The attendance was, I think, uh, initially it looks like it's about 45% live attendance, uh, from the registrations, which yeah, was pretty good really for what we normally get.

Uh, so it's a different style of email, but I like the idea of inserting the offer in the content email after the first line.

I think that could improve those emails even more.

So yeah, that was certainly a pickup from the presentation now.

Yeah, yeah.

No, that's excellent.

Thanks.

And, and Mark, Steven, what was your biggest takeaway?

Hey guys, just wanna say Marcus, thank you very much for sharing your tips and strategies.

That was fantastic.

This is my first meetings, but I really got a lot out of it.

Lots of great ideas and tips.

I think probably my biggest takeaway, um, from Marcus's chat was to, regarding the, the top 100 business clients and staying in touch with them and giving them something of value each month without trying to push them and sell 'em anything, just to be there as that person that just keeps gifting them.

But I, but I expanded that from that idea straight away.

Made some notes saying I should do my, I I've got not a massive database, 17,500 people, but I thought that top 1000, the people who engage the most, that spend the most create that top 1000 list and just create the v i p group out of them and give them something every single month.

Like a special, Hey, you are part of this special group and here's something again, similar to that business idea.

So that was great and lots of other great ideas I've jotted down, made lots of notes, four pages full of notes.

So thanks heaps, Marcus, for doing that.

Then in the breakout meeting, I I, what I really got from John was his unops.

So if 30% of people open an email that goes out today by tomorrow or within two days, create forward in the subject line as if it's just an email that's been forward with a little, Hey, just want to check.

You may have missed this.

Bang, there's the same email, it's just to follow up.

And, and John said he's getting up to 20% of people then open that all of a sudden that takes the email open rate from the 30% to 50% or whatever it comes to, whatever the maths adds up to.

But I thought that was a good idea.

So yeah, a couple of great, great takeaways and enjoy being here in this first meeting.

So thank you.

Yeah, no, awesome, awesome.

Thanks Mark.

And Mark's, um, a bit of a PR guru.

Yeah, he's very good at getting on TV and radio and newspapers and all of that sort of thing.

Yeah.

That, that's, that's why we've asked them to, to join the group.

So welcome.

Excellent.

So we've got, and Greg Smith, what was your biggest takeaway from what you've seen so far?

That's some magic mushrooms for me.

What what's that?

Oh, sorry, what what, what was that?

Oh, I said that's Marcus's new byline for me.

Magic Mushroom may, he's gonna do some fun stuff with that.

Um, but the, the, the um, assumption that I made coming into a group like this would be that the marketing brains on our planet would be all over what Marcus just described to us.

So I'm a bit surprised that my assumption was wrong.

So that's refreshing.

'cause my act is not together yet in the way Marcus's is with that email sequence.

And, and the other relief for me in males was me, males mere humans, was that Marcus explained in our breakout group that he didn't start with that entire suite of messaging all sitting there ready to go in a heartbeat.

And so the concept of starting once a quarter and building to once every couple of months and then perhaps once a month, that's the way for a normal human being or a busy human being to build up that collateral and rinse and repeat it in creative ways each year.

We were saying before, it's like super valuable because even if you've got a small list and you're only making five grand every time you do that launch, if you're repeating it 10 times, you're literally getting, and it's seven emails, you're literally making over 10 years, you're making 50 grand from writing seven emails.

So it's yeah, that, that's a, a pretty good r o i, you know, so Yeah.

No, that's, that's good.

And, and uh, Jane, what was your biggest takeaway from your group or what you've seen so far?

Oh gosh.

So many things are dropping just from these comments.

Right Marcus, thank you so very much.

I really appreciated that.

And just listening to what Greg was saying, I've started talking about putting this together for this year and we were actually putting the months together on different products rather than just going, I'm assuming you are doing to just one product with just the different topics, is that right?

No, uh, I do have a suite of products, so it's not the same offer every month.

It's either a discount or a bundle or a dollar trial.

There's, yeah, there's always something a little bit different about it, at least having said that, within a three month period, they're all different offers.

Mm-hmm.

It's, um, I really like that.

I like the idea of just reminding us why you are emailing me, what's in it for me and that curiosity.

So we had a bit of a chat around the entertainment and Tracy added on that she's entertaining people with open rates and then sending a lumpy mail, which is interesting, which is, um, great conversion for her.

But I was thinking about this top hundred being a B two B with the energy, well, sorry, B two C to a consumer on property investing and, um, and mortgages.

And having done that with John Hubbard in the past and having built that business, I was talking to someone recently about the mortgage broking clients yesterday, and the top 100 came to me and the conversation we had yesterday was, build the top 100 within your client database through referrals.

And that those people who have given you referrals, for instance, could be the top 100.

You can run a competition and offer them something.

And Kenwood and I have had some conversations around what that offer could be, but it just, yeah.

Rather than actually going to your list or your community or who you really want to work with to have that top a hundred, it's just dropped to me that potentially could grow that top 100 within your current database.

Yeah, no, that's, yeah, that, that's a great spin on things.

I'm looking at how we can apply one strategy to Yeah.

To pull it across to another.

So that's awesome.

Thanks Jane.

We will, let's move on to our next presentation and give Marcus a hand of applause for that.

That was, yeah, that was awesome.

And thanks for co coming in and doing this, Marcus.

Really appreciate it.

Well, My, um, and I, I wanted to give back, 'cause actually I've got a lot from working with you and I know we've had a lot of calls where there was no money exchanged, but you gave me a lot of value, so that was really my motivation to do it, to, um, to give something back to you.

So yeah, thanks.

And also, I've gotta cut out in about 10, 15 minutes, so if you see me leave, I'm not being rude, I just have to leave.

Yep.

Yeah, no, no, no drama at all.

No, thanks for being here.

That's, yeah, that was a, that was a great presentation.

The podcast discussed how to create effective offers and marketing campaigns to generate qualified leads. Johann presented how he transformed his company's failing offer by focusing only on what clients wanted, which was qualified leads. He launched a new campaign promising 1,000 leads for $300 using pre-built AI lead generation tools. Several case studies showed how clients successfully used these tools to find ideal clients and close new business. The discussion emphasized the importance of understanding customer needs and testing different offers to find what truly resonates with target audiences. Creating offers that directly address what people want, not just what businesses want to sell, was shown to significantly improve conversion rates.

Takeaways:

• Johan transformed his SAS platform Commic from long demos to a 90-second video offer on Messenger that closed deals much faster. This improved onboarding from 30 days to 2 days.
• Brendan generates events without spending money on advertising by focusing offers on what clients want, like qualified leads, rather than what the company wants to sell.
• Yohan's company Comic shifted from an overwhelming offer of many features to focusing on generating qualified leads, which improved conversions and ROI.
• Case studies were presented of businesses generating qualified leads through targeted campaigns using Comic's AI tools and achieving high conversion rates.
• The offers were simplified to focus on clients' ideal outcomes like more profits, distributed products, or acquired clients.
• Comic handles lead generation, qualification, sales conversations, and onboarding to deliver results quickly for clients.
• The system ensures clients are not overwhelmed by managing lead volume and routing leads to the appropriate campaigns.
• Developing the right offer is important to focus on the right audience and their desired outcomes to improve conversions.
• Offers should provide value to clients rather than just selling features the company wants to promote.
• Getting clear on the ideal client profile is key to creating offers and campaigns that resonate and drive results.

Automatically-Generated Transcription:

Welcome everyone.

So today we've got two pretty exciting presentations.

First we have Johann Mara, who's gonna be talking about his 10 minute close.

And then second we have Brendan Golby who's gonna be referring or taking us through exactly how he fills events without spending, you know, spending money on advertising essentially.

So yeah, super, super exciting.

So let, let's, let's dive in with Brendan, with Johan first.

So what Johan's gonna be covering, I was chatting with Johan recently and he, he's got a, a SaaS platform called Comet.

And what they basically did is he, he's gone from taking multiple touch points and, and one and a half hours of demo and converted in, converted it into an irresistible offer that has people closing over messenger with a 92nd video and about 10 minutes of dialogue.

So he is completely flipped the script on that and it's working so well.

The sales team had to stop selling for six weeks with while the delivery team caught up, which has led to a refinement of the onboarding process from 30 days per client to two days and a massive r o i for the business and for the client results.

So yeah, so we always like to show stuff that's working now in real time at this event.

So I will now hand the reins over to, to Johan and I'll make you a co-presenter as well, Johan, so you can share screens.

Awesome.

Fantastic.

Can you guys hear me well?

Yep.

Awesome.

Cool.

Yep.

The guys Comet came, comet is now one year old and it came about by finishing a bottle of rum, actually.

I went to the Gold Coast and caught up with a friend and he told me all these amazing softwares that he had built over the last 13 years and 50,000 customers, et cetera.

And um, I just went, holy wow.

Like what he'd built was incredible and most of you guys know him, his name is Walt.

And I went back and I was, we were in lockdown again, like I'm in Melbourne.

So it just became part of life and got drunk with one of my friends.

He lives a minute away.

His name's Chris, he's also a part named Comet.

Great story.

Start off with a bottle of rum and I was telling him about everything that Walter had built and he said, no, it's not possible.

It's, there's no way that this kind of software exists.

I said, yes it is.

And drunk messaged Walt at two in the morning and got him to do a demo the next morning.

And we were both sitting there with the hangover going, oh my god, this is, Chris was like, you, you're, this is incredible.

It actually is what it is.

So that was a year ago.

So we started comment, it took us about three months to craft build up the brand and all those sorts of things.

'cause we, what we did was we merged seven companies into one.

And so this is where the presentation starts.

Let me share my screen.

Can you guys see my screen?

Yep.

Yes.

Awesome.

Oh, how do I get this slideshow?

That's what happens when you have two screens.

I've got a blank screen.

Can you guys see my screen?

Yep.

Yes.

Alright, cool.

Awesome.

So the e evolution of Common Suite, how we turned around a failing offer.

So when we started off, we had, as I said, at least seven different companies and we were trying to make, sell them as one.

So we had social, we had content leads, reputation, comment, chat, insights, all all of these things.

And each one of these things is a behemoth within itself.

And some of you guys have been with us from the start.

So you know how big Comet is and when you have access to all of these, it's even bigger.

This is what we were trying to sell.

Now when I say trying it was, we were showing this to business owners and they were saying, oh my God, this is incredible.

And we'd call them up three weeks later and say, Hey, you said you were gonna sign up.

Why have you not signed up?

And they said, I need to hire three different people to run this entire software for my company.

So what we wanted was a business critical software, which everything was in one.

And you can see here we had SS e o content reviews, funnels, websites, replacing ClickFunnels, engaging with every pro prospect through chat, creating surveys and forms, all this stuff.

There's a lot of stuff on the screen and most people got completely overwhelmed.

Here's all the things we were replacing.

So the on demand lead generation, blah blah, blah, blah, blah, blah, blah, blah.

A lot of stuff.

7,500 a month.

We thought this was a great offer.

And how can they turn us down at 497 a month?

Crazy, crazy, right?

So anyway, and these were our packages.

The the ones who got in first it was 2 97, 4 9, 7, and 9, 9 7.

These were the packages that we're selling now to clients in the last eight months, we lost three clients.

So is the product sticky?

Hell, yes it is.

So we said, okay, what are we doing wrong?

Why are we, why is that conversion so low?

And we said, okay, what do the business owners really need?

So we started serving them saying, you've been using comment or you want comment.

What is the one thing about comment that really attracted you?

And they said, all I care about is qualified leads.

I went, oh, okay.

Wow.

So we stripped away absolutely everything and we focused on what they wanted, not what they needed.

Now what they needed is a typical creator trap, which is what we were, we just wanted to show the world how amazing all of our stuff is.

Come on, you can get this.

But they were overwhelmed and they would, they just wanted leads.

So we said, okay, let's fix that.

So we rebranded to Comet Leads and our promise was how to generate a thousand qualified leads in 10 minutes for $300.

We have a five step funnel, very simple, a Facebook ad, which was an application funnel, took them to a lead form, took them to a 92nd demo because we live in a three second world right now.

And attention spans.

If they really like the 92nd demo, they'd then go to a 15 minute demo, which is pushing it at this point in time.

And then they could book a call or they could sign up.

That's it.

The most simplest funnel you ever see.

If I'm an Infusionsoft partner for the last five years, some of my funnels are about 3000 steps long, et cetera.

And this is the most simple funnel that we ever built.

So simplicity is the key.

Okay?

So our application funnel, this is our ad.

The ad simply called out the business owners, business owners stop believing that you need to spend big money on social advertising to generate leads to grow your business.

You can now easily control your lead generation sales, growth, et cetera.

This is where we can help you with apply.

Now do, oh the second last sentence there.

Does your company qualify to use our suite of artificial intelligence tools?

Apply now.

So those were the key sentences there because we flipped it.

It wasn't, they weren't clicking to get something, they were now applying to get access to it.

And when they clicked it, they'd in their details a lead funnel.

What industry they're in, their first name, last name, their phone number, et cetera, and their company.

Um, I'm just gonna show you the, Oh This thing's gone off again.

I'm gonna show you the ad just quickly.

So you have, look at it.

My screen's gone blank.

Come on computer, stop sharing and start sharing small screen.

One minute please.

It doesn't matter, I'm just gonna keep going.

So the ad's pretty cool.

It's got funky music and everybody, it's a pattern interrupt ad.

And they go, oh, okay, cool.

They stop and they watch it.

I'll put the Link in for anyone who wants to watch it later.

Alrighty.

So then from the app, from the ad, we'd get their details.

What happened?

Too many presses, okay, back here.

So they'd come here and you can see down the bottom of this video, it's a one minute 21 second video.

So when they'd fill out their details, they'd come here, they'd watch this as that 92nd video I was talking about.

And then they'd get a very simple offer, would you like leads for 29 cents or would you like leads for 24 cents?

It's a 2 97 package or a 4 97 package.

Very simple.

So there wasn't that much complication for those who really wanted to delve into it.

They would go and watch a walkthrough video, which went for about 25 minutes and this was the video.

It's there and they just watch it.

And after they watch it, our team gets a message.

So our sales team on a round robin, they keep getting these text messages, Steve, just watch the demo, call them.

Now this is from this morning, Sonia Park just watched it.

Here it is.

So they're hot leads coming in as they do.

And then this is what our pipeline looks like.

So if you'll see on the left hand side, those are cold emails.

So of course we're selling leads.

We have to use our own system.

So those are the cold leads that are going on, cold emails.

And then the second line there says Facebook leads.

So those are the Facebook leads that are coming in.

The ones who we have no response from.

The ones who we've, who are interested, follow up, very interested.

The ones who've watched the 92nd demo, the sales team are really keen to get onto those.

Watch the full demo book, the one-on-one call, et cetera.

So we move them from left to open rates for our cold email.

Targeted cold email is 40% from that.

This is to a thousand.

Um people, 40% we're getting 50 leads every time we send out a thousand emails, 50 qualified leads.

So how are we closing them?

So people applied.

So because they applied, they must qualify in order to qualify.

We need some of their details to see.

And this is the opening statement, AR lead generation is not for clients who do not have the right infrastructure, you'll get overloaded and damage your brand.

This is a roll switch.

It switches us from trying to sell them something to being the advisor.

We wanna look after you and your brand.

We want to ensure that you can deliver on your promise and protect your reputation as the business owner.

So what we do is we drip feed 10 clients a day and by the time we get to six weeks, we're now sending you 50 um, touch points a day.

50 uh, clients.

So this is the questions that the sales team ask them, how many clients can you handle per month?

What is your average transaction value?

How long does it take to deliver your offer?

What does your current sales cycle look like?

What stages do your clients go through?

What is your offer?

Can we find some leads for you now?

So by the time they've gone through these set of questions, we are, the sales team already knows everything that they can add massive value to them from here.

This last sentence, can we find some leads for you right now?

The sales team literally jumps on, shows them how the software works.

Most of the time they will say, I'd say 80% of the time they'll say, oh my god, that's my client.

Oh my god, this software found my client.

We go, yeah, cool, that's 'cause that's what we do.

And so then we ask them the question, would you like a thousand leads or would you like 2000 leads a month?

It's as simple as that.

So that's the 10 minute close.

So it went from trying to sell them absolutely everything to transform an entire business to hey you on leads, we got leads, let's hook you up.

Now I'm gonna quickly show you some case studies.

Hey, where's my go?

There we go.

Oh, oh, oh, don't do this.

There we go.

So I simple, we simplify the entire system.

You identify your target.

Is it a business type, is it a particular person or is it a particular company that you wanna target?

Then you use comment, you find them ideal clients trigger one of the campaigns.

So that thing comes pre-built with all these different campaigns.

You can download that database and you can upload them directly to your c um, C R M to your Facebook so that the custom audience, so it's now advertising to them.

Or you can upload them to LinkedIn and add them into your LinkedIn and then you get to track them in real time.

So four quick case studies.

These guys are our champions over the last eight months.

And so I'm gonna walk you through a business coach, an event organizer, a joint venture broker, and a product marketer.

Alright?

The business coach.

So he's using common to generate leads for himself and have real conversations with real, real people who need him the most.

He is also generating leads for partners and charging a finders fee.

The system is doing all the heavy lifting for him.

Let me show you how quickly.

All right, so he gets their attention.

So his target is tradies tradesmen.

So he sends them via a cold email, a two minute video, how to increase your profit by 30%.

He says, Hey James, I know that you run this company.

I've had a look at all your profile and what you've got.

Here's a quick video on how to increase your profit by 30%.

A value add that he gives them is he'll also give them a four part video series.

Now by the time they watch that two minute video, their mind is like, holy moly, this is incredible.

If he gave me that in two minutes, what else has he got?

And so that then sends him to the four part video series and also to a Facebook group with other tradies.

What does this do?

It builds a know, like trust and it also has social proof.

The call to action he has is to book a call or to request a call.

His interest, if there's interest, if they're a good fit, they sign up at three K a month with him.

Automated onboarding, they have a great experience.

If they're not a fit, generally it means that they don't meet the revenue targets.

He sends them, he puts them into a top of mind campaign.

So now they're in there for 12 months getting upgraded, their brain's getting upgraded, they're learning all the stuff from him.

Reciprocity is getting built and it shows them how to build their business.

And then he refers them to a marketing agency where he says, Hey, you need to fix up these, your website, your Google ads, et cetera.

And they have a great experience from those 1000 tradies, you got a four 40% open rate.

So 400 of them, 10% percent of those took up on the call.

30% of those, which is 12, took him up on his business coaching.

Pretty cool.

28 of those above of the 40 who were not a fit, he sent them to the digital agency.

The digital agency closed them on average, they're worth about 12,000 a year, of which he gets a 20% referral fee.

So the results from 12, from 12 clients, he made 36,000 a month annually, 400 to 32,000.

And from his referrals you got 5.6.

So two 2,400, which is again, that's a total.

Now business coaches, once they hit a certain cap, they can't take on more people.

So now he's in a growth phase, hiring more coaches, et cetera.

So that's not bad for one little case study.

So why is it so powerful?

You're only talking to people who fit your ideal client profile.

You're saving time, energy, resources by implementing the focused action and you're saving money by reaching the right people and building those real relationships with them and adding value to them, which is reciprocity.

So in a crowd of people, that's the person you wanna talk to.

Alright, the second one is an event organizer.

So the first target that he had was speakers.

So he wanted to sell them a speaking package where they did all the video socials, database reactivation, email campaigns and created fomo.

FOMO around, Hey, if you are not gonna speak on business scaling, don't worry, I'm gonna go find somebody else.

Their action was, they either sign up as a speaker or they go, I'm gonna go check out this guy's events.

And they buy a ticket.

The results, he sent it out to 200 speakers, 30% open, six closed, he made 12 grand target audience.

The second target was business owners.

He was trying to sell tickets to these guys.

So these guys got value added.

Hey look at this guy.

This is, this guy's amazing.

He's, he has a three minute video here, has a 10 minute video, and then he added them to a Facebook group with the other business owners.

Now there's social proof happening in there.

So what the action was, buy a ticket and if they didn't buy a ticket, they'd go into a survey campaign, find out where they're, and then sell them affiliate products.

So 1500 emails went out, 40% opened in there and 120 tickets closed.

The third one was sponsors.

So he was looking for sponsors.

They either signed up as a sponsor or they bought or, or they were sent into the campaign to buy, uh, tickets.

300 sponsors were targeted, eight of them closed 24,000.

So from that event he made 95,000 just from doing what we showed you just now.

So the last, the second last case study business owners.

So this is a business broker, so he's targeting financial planners.

So the financial planning industry is absolutely messed up right now.

So there's heaps of people exiting and heaps of people acquiring.

So he had a campaign for selling and for buyers.

So for buyers and for sellers, basically he sent them a two minute video to the ones who are selling and he doesn't know who's selling.

It's a phishing campaign, how to sell your book and get a three times multiple on your revenue.

And then he'd send another one saying how to merge with or acquire financial planning businesses and leverage their book to increase the valuation of your company.

So now he's playing there and then he puts them into an education campaign and starts nurturing them to either buy or to sell.

The action is to get on a call with him.

And if they say no, they put them into a formal campaign so that they're again, top of mind and they're going, oh my god, all these other people are selling.

Should I sell or should I buy the results?

500 sellers, 10% open, three closed, $20,000 in comms.

Uh, $20,000 for an engagement plus comms.

So he made 60,000 there, 500 sent to the owners, 30% open, 15 of them engaged him at 5,000 and a total of 135,000 plus his comms.

And the last one is a juice.

So a juice brand new juice.

They want to get market penetration.

So they go, okay, who are we gonna target?

They want to target distributors.

So they send the distributors how to get 10 times more product distributed.

Video one and video two, leverage your proven product to expand your range and make more profits.

The action sign up as a distributor.

200 distributors targeted 30% opened, six of them closed, they bought a thousand cases, 12,000 profit a month.

Cafes and restaurants was its next target, the new juice range request your sample pack.

So he is telling them to get a sample pack and then it books them into a self-order.

Campaigns one who say yes, 500 cent, 500 cafes, 11 of them onboarded 22,000 a month.

Schools the healthiest juice to increase focus and natural energy in kids.

And then they had, they had all these scientific articles, et cetera around their juice.

Created a deployment schedule for delivery.

And 300 schools, three deals were closed, 8,000 a month.

So in total that's 42,000 a month or 504 a year just from doing this campaign.

So that's how we flipped it.

Those four people are gonna become our ambassadors, our champions.

And now we're relaunching our offers that I showed you before into three new offers.

So we've got three packs.

One's a startup pack, which is a thousand dollars one time, no commitment.

They can use it as much as they want and they get a dollar per lead.

Then we've got a booster package, which is 2 9 7, which is our standard package.

And they get a thousand leads to use any every month.

So every it accumulates.

And then the expansion pack, this is for the authors, the event organizers, the book launches, those people who just need a big boost of people coming to their event or whatever it is.

And that's 3000 annually for 12,000 leads.

So that's a new plus.

There's all these bonuses that we give them.

So basically what we do is we effort, effort effortlessly and quickly generate the hour leads that they could ever want with, uh, technology.

And you don't have to be.

So, uh, Scott was talking about before there was a 30 day onboarding.

That was because we were getting the clients to do the tech and we saw that was a big issue.

So now we have people in-house who will set it all up for them and get them up and running in 24 hours.

So all they need to do is to be able to point, click, type, copy and paste, and then they can start generating their clients in 28, 24 to 48 hours.

That's it my friends, thank you so much.

Foremost.

You've been with us on this journey since we started from the bottle of rum to where we are now and we're growing and we're integrating with nearly every C R m that there is.

So thank you.

Thank you for allowing me to share.

Awesome, thanks.

Thanks Johan.

I think what you've just shown is, it's something we all know is how important the offer offer is to any, you know, to any offering, any piece of sales, copy, any marketing campaign, and you've demonstrated that in real time.

Any questions from the group following Johan's talk?

Yep.

Steven, What, What about the, who pays the Facebook ads cost and the, and the development cost for the offer?

Like writing, how, what do you do about writing?

So I'm a business owner who writes the property, who pays for the Facebook ads?

What's all the other stuff?

Yeah, for sure.

So our, our promise is that they don't need Facebook ads anymore 'cause we will directly contact the right people.

So if you have a look at the software, you'll say, I'm looking for CEOs in Melbourne who have a broken hamstring.

The software will find all of them, find their LinkedIn, find their websites, find all their contact details, then they go into your pipeline and your sales team can follow them up, they can text them, they can start communicating with them.

Most of our closing is done via text, via LinkedIn, via Messenger.

So there's no even human talking with the Facebook ads.

You can download the database that you generate, you can upload it to your customer audiences and you can run it.

We have other agencies who are charging for pay per lead.

So they'll go to dentists and say, Hey, I'm gonna generate you Invisalign appointments for each one.

You only pay me when the deal closes.

How much are you happy to pay me?

And those guys are switching their business models.

So digital agencies from 1500 a month, 3000 a month, whatever they charge us for management to the pay per lead model.

And they're charging $2,000 per Invisalign client closed.

It's pretty insane.

So they've gone from 30, 40 leads where they'd only get paid 1500 to three grand to $2,000 a pop.

It's gone to 80 thousands.

Pretty crazy.

And I believe that's how digital marketing will go in the future.

'cause people hate paying their management fees.

Did I answer all your questions?

What about all the, the creative stuff like the, all that sort of stuff?

Some regard like I I can't deal with all of that.

Someone do it for me.

Yeah, correct.

So when it comes to things like that, we go, Hey, we've got this expert, his name's Albert, we're gonna get him on a call with you and he's gonna help you out.

And Albert is on my screen on your right hand side.

So we started off actually in October, we were doing a SWAs model, which is software with the service.

So when they signed up, they would then get an offer to sign up for a $5,000 package, which was done with you.

And we'd build out all the, the campaigns, et cetera with them.

Or a $10,000 package which was done for you.

And it was all these other campaigns and all the copywriting and all the emails and all that.

And then we went, you know what, we wanna focus on what we do best.

So we now have partners all around the world.

We flick those clients too.

So if somebody says, look, I can't do that, or I dunno how to do that, can you put me in touch with someone?

We go, yes we can.

And we'll farm them out.

Two people like Albert Albert and all the other people we have in our network.

I think we've got a question from Rob and, and Martin.

Awesome.

Yeah, so thank you Johan.

I, I guess you went at a rapid pace base, so I'm not sure I caught most of it.

Sorry, I get excited.

Can I just validate my understanding of your platform, it's an artificial intelligence that kind of scrapes the world to try and find leads for you?

Correct.

You set in your parameters in there, it then does the, gives you their contact details and whether you punch that into another marketing platform or not or whether you just start cold calling, you are just really going out and scraping the world and ringing it back.

Yeah, correct.

But the unique proposition there is we've got campaigns that are prebuilt that is built with marketing intelligence that says this is how to convert a lead.

This is how to warm up the lead.

This is how to, to nurture them, to get them to take the action.

So you can go, there's tons of scrapers out there and you can go and get a scraper, but it's, you might as well get the yellow pages and just be like, yeah, what do you do with that?

How do you bring them in?

How is everything integrated?

What's the client journey that you take them through?

What of that is what's in the platform?

So I guess I'm trying to work out the segue between when your platform does its bit and then that hands it over to the C R M, which is also doing some similar elements.

There's a crossover there.

And what's the, why do it in your platform versus the C R M where people have already been doing it and what's the, the benefit of one versus the other?

So with the CRMs, the reason the CRMs wanna partner up is because they don't have a lead generation mechanism.

And so what makes us unique is we generate those leads, we qualify them, we clean the database if you, yeah, anyway, so we take them through a process and only the ones who are responding, who are engaged, they're the ones who go into the C R M or we're dealing with real estate right agents right now and other people who have existing systems.

So they don't want another C R M.

So they use ours as a pre-qualifying, which then sends them to theirs where they have their systems already built out.

So I mentioned before, I'm an Infusionsoft partner, have been for five years.

There's probably about a hundred grand worth of development campaigns, et cetera.

If somebody asked me to switch to another C R M, I'd be like, I can't.

'cause there's so much in there that I've built over the years.

Whereas this thing acts as a separate engine that then feeds into my engine and then my systems and processes can do what it needs to do.

Okay.

Yeah, that's um, can I, can I ask a question?

I think, I think Martin was next to me.

Oh cool.

How do I put my hand up here?

Um, If you just go on that, but there should be, I think there's a thing in that reaction Under reactions.

Under reactions.

Yeah.

Maybe if everyone uses, that's probably the easiest way of doing it.

Yeah.

Okay, cool.

Is it me Martin?

Is there another Martin?

Uh, Martin Henley, yeah.

Yes.

Cool.

Okay, great.

Okay, love this.

Really exciting.

Maybe I'm just a Luddite and I'm not aware that these things go on.

What gives me the heebie-jeebies is because I used to be a sales person is the idea of having a thousand or 2000 or 4,000 leads.

'cause I know that leads are work.

So why do you set it at those really high levels and is there an option to have less leads?

Yeah, for sure.

So the the reason being is 'cause we drip them.

So every day, as I said, Double up.

Yeah, there we go.

So we drip feed them.

So to make sure that a client cannot, doesn't get overloaded.

'cause if I sent you 15 referrals today, you might be overloaded, whereas you might just want one.

And so from that thousand through the examples that I showed you, those guys were closing 50 60 around that per month, which most clients can handle.

And so it's a, and the ones who they can't, they say, okay, book in next month.

Or they have a process to make sure that they're not getting overloaded.

So that's why those questions that we ask them over the phone is, how long is your sales cycle?

How long does your offer take to deliver?

What are your price points?

We make sure that they can actually handle the volume that we're about to send them.

'cause if we send them that and they can't deliver their brand, their reputation gets tarnished A hundred percent.

Yeah.

Yeah.

So With the sales team, they get round robin, so you remember the big giant sales board that I showed you.

Those get farmed out to the different sales teams and then it also gets measured who's closing the most.

We can sit there and listen to all the different calls that were happening.

So we know who are the top performers.

We know who can deliver anyone who's, yeah.

Yeah, it's an easy system once you start using it.

Okay.

So it's designed for people with sales team to do the work of qualifying these leads.

It's So the, yeah, you'd have to have at least two or three salespeople to be closing them.

And that's yes.

Otherwise you're gonna get overloaded With most business owners, they, anyone who's got less than four or five people, they're, they're running around trying to sell, they're trying to deliver, they're trying to manage.

They, they don't have enough bandwidth in their brain to generate leads, talk to them, close them through a Okay, super cool.

Thanks.

Excellent.

And uh, Craig?

Yeah, look, I, I'm interested in this concept.

I was actually talking to Scott about this type of thing really yesterday.

So probably good timing.

Is this really, so you are doing all the work and you're really basically getting to the point of what an appointment setter is setting up a qualified lead is that, that's mentally how it is.

That's, That's the aim.

So you find the right people, you nurture them, the system starts doing what it needs to do.

There's a lot of other automation stuff which I haven't covered today, which nurtures them and gets them to the, and, and when we talk about ai, it's having conversations with them.

If you watch this thing in real life, you're like, it's, you think you're talking to a human, but you're not.

And it's saying, Hey, what's your three main problems?

Is it this, oh hey, cool, let me send you this video.

Video.

And it's all human language as opposed to g p three computer language.

And by the time they're done, they're booking into the, into your calendar or they're just signing up for the product.

That's the, Yeah.

And at worse they end up in your c r M database.

So don't just go out to thin air.

They end up on your list eventually.

Your list as in my list or your list.

Uh, as in, if I, let's say I use Keap for example, and they're not appointments set, they haven't co closed.

Where do they go from there?

There's, There's only 3% of people that are generally are ready to buy right now.

And in this day and age we need 17, 18, 20 touches with the way we are.

So you put them into your C R M, you put them into the top of mind campaigns, you put them into the FOMO campaigns, you nurture them, and then they start dropping in two months, three months when you create the pain where it's, Hey, you signed up three months ago, you still haven't done anything.

How's life going?

Can we help you?

That's all the marketing language that, that goes with it.

They drop after a particular amount of time.

So yes, every month you're accumulating a thousand of those leads With our system, those, that list is getting cleaned.

So anyone who's bouncing, et cetera, they get removed.

So you have a clean list, they get put into a different segmented list to see the engagement.

Once the ones who are engaging high, they get put into different campaigns to get them to close.

The ones who are not engaging, you send them more visual, auditory, trying to figure out whether they like videos, whether they, they like listening to podcasts, et cetera.

And increasing engagement and with the aim of getting them to the phone call.

Cool.

Which is where most of the closes happen.

Yeah.

If I have to jump off, I am interested, so I'll reach out to Scott to find out how to get in touch.

Yeah, man, for sure.

Yep.

Yeah, no, I can connect you with Johan.

No, no problem.

Uh, e Excellent.

Excellent.

No, that's, that's great.

So we might break out into breakout rooms in a second.

Before we do, I think Alexa has jumped on and I might just get you to do a quick intro, Alexi, 'cause Yeah, Alexi's got a quite an extensive agency background and very strong in AdWords and a number of other things, but you can probably introduce yourself better than I can.

Thanks Scott.

Hey guys, my name is Alexi.

I run UIO Solutions.

I've been for the last 15 years.

A lot of people may know me as the techie behind Andrew and Dale Grants business.

I've basically worked with 'em from day one.

I am working with Darren Stevens at the moment on my book called The Better Business That Works.

It's really aimed at, I guess a bit of a transformational process that I take businesses through when it comes to fine tuning their sales and marketing and making them more profitable.

So that's something I'm working on right now.

And as for my agency, I am in Brisbane, gold Coast and Melbourne.

I have a team of nine in Australia and a team of 20 in the Philippines.

So yeah, that's a pretty brief rundown of I guess what I do.

Yeah, no, a awesome thank thanks Alexa.

And they're welcome, welcome to the, the tribe.

So what, what, what we might do is we'll break out into breakout rooms.

Now there's about 24 of us, so we'll probably do five, five breakout rooms.

And the theme for the breakout rooms is let's make an offers.

So how can we either make better offers ourselves or better offers for our clients to get better results ultimately?

Hey guys, we're back.

We're back again.

So we might do a, might do a quick go around the, the room in John North.

Do you wanna tell us your biggest takeaway so far from the breakout Part of the fact we all marketers the shelves since That's interesting about conversations about stuff.

I, I think it was about ultimately figuring out your best offer in terms of working out who your customer's gonna be and getting clear on that.

I think that's the biggest problem and probably agree with there.

They, they have no idea who their real customer is and figuring out that I think is the most important part of it.

A lot money in advertising and get nowhere because you didn't get right at the start.

So you think get your offer right and you didn't get the right customer.

And I think that's the key to the whole thing.

That's it's marketing 1 0 1, but every time I talk to someone, it's the first thing they've ignored.

Yes.

What It's too hard to think about.

Right?

It's a really difficult conversation.

It hits your head so they avoid it.

Yeah, yeah.

No ab absolutely.

Absolutely.

How how about you Rory?

Yeah, I think there's a difference between having an offer that you think is good and having an offer that people actually want.

John was talking about how he shifted his model from like a, a consulting type thing where people would not take the action, you'd give them the great advice, but then they'd wanna opt out.

And then shifting that to providing like all kind of done for you type thing.

I think it really for me came down to you're just going to make sure that you're getting the right people for the right offer.

'cause some people I consult with and that's perfect.

They don't want the done for you stuff, but then some people it's, I literally do not care like about doing it myself.

I just need to get it done.

So I think right per right person, right offer.

That's what I took from that.

Yeah.

And Rory, can I say this too, Scotty, is that the other thing I took away from it is that Jace, uh, hates us all because he said, uh, halfway through our little session that he was bored with it.

He was moving onto another pla moving onto another group.

I Figured we were interesting.

We were pretty damn interesting, I thought.

And I got muscled into staying.

So, you know, the guilt got the better of me.

Oh, it's too funny.

Too funny.

Yeah, I've been made a co-host, I think it was by accident, Scott, but oh, power.

It gives me the power, it gives me the power to choose.

It's, it's got it's gone to his head, John.

Yeah, that's a problem.

We can get booted out very shortly.

Hey Tim.

Hey Tim.

Is that your shopping list behind you?

Because it's just all b******t.

No, Mate, it's, I'm interested in my wife's office.

We're just doing a planning exercise the other day to try and get a, That's not even in English what to do.

It's not even in English.

You're just trying to make us look, think bit.

No, it's in English.

It's just backwards.

Oh, it's, uh, that's good.

And Alex, what was your biggest takeaway from your group?

Oh look, I had Johan and Steven and then, um, it was good to ask a few questions and also share what I'm doing as well.

It's interesting to meet the entrepreneurs at different stages of their journey.

When someone does something for quite a long time, their perception of, uh, success and what they want to do and how much they should be paid is very different.

So I think, um, everyone's at a different level and potentially if we're talking about offers, uh, it's really interesting.

Um, my my observation is you really need to be able to qualify that interest and understand exactly what people resonate with in order to give them the right sort of offer.

So doing things like surveys and so on, in, in, in my opinion, works really well.

But yeah, just talking to, uh, Steven and, and Johan was really quite eyeopening, so lots to process.

Yeah, no, absolutely.

Absolutely.

No, that's, that's awesome.

That's great.

Tom provides advice on how to get promoted by super affiliates to reach over 1 million warm prospects within 90 days. He explains how to find and properly approach super affiliates through various online channels and communities. It is important to make sure the product is a good fit for the affiliate's audience and offer competitive commission structures, such as 50% or recurring commissions for subscription products. Affiliates receive many pitches daily so the product needs to stand out and demonstrations of prior success can help pass the affiliate's initial tests. Following Tom's guidance on preparing well and respecting an affiliate's time and reputation can help new entrepreneurs expand their reach through endorsed promotions.

Takeaways:

• Reach out to super affiliates who have large lists by signing up for their emails and attending their events to build rapport over time.
• Offer super affiliates competitive commission rates, especially for digital products like ebooks. Recurring commissions for subscription products are even better.
• Make sure the product you want promoted is a good fit for the super affiliate's audience. Consider products related to what they normally promote.
• Don't ask super affiliates to test your product - they get many pitches and want proven results. Have testimonials from smaller promotions ready.
• Respect super affiliates' time by being polite, preparing well, and not over-contacting them. Their reputation is on the line if they promote a bad product.
• Local service businesses can create digital products like ebooks to sell globally with high profit margins.
• Physical books remain popular for some audiences and command higher prices than digital formats.
• Send valuable, engaging content in affiliate emails to keep audiences engaged without overwhelming them.
• Super affiliates can't promote too frequently without upsetting their lists, so be selective in opportunities.
• Willingness to do joint ventures promoting each other can lead to ongoing partnerships with super affiliates.

Automatically-Generated Transcription:

I actually heard Tom, I think it was on one of, I used to be on Dan Kennedy's, uh, newsletter many, many years ago.

And, uh, Tom was one of the CDs of the month.

And, uh, I was like, this guy's like really clever.

And anyway, I I, I ended up being on Tom's podcast and I had a chat with him.

I said, oh, can you come and, uh, talk to, talk to this group?

And what Tom's gonna show us today is to how to get in front of a million warm prospects in the next 90 days.

So he is in a, he is an internet multimillionaire, and he's put people on the map overnight because they approached him correctly with their product or service.

So what you are gonna learn is what to say, what not to say.

And yeah, in order to get the big players to promote you to hundreds of thousands of warm prospects, including the exact scripts to use, how to prepare, how to find the best super affiliates.

So even if you're starting from zero, you can quickly become an online powerhouse.

So with that, with that being said, I'll hand the, I'll hand the reins over to, to you, Tom.

Alright.

Can you hear okay?

Through the cell phone?

Yeah.

Yeah.

Can everyone hear okay?

You give a thumbs up?

Yep.

Okay.

Yeah, it sucks.

I don't have no idea.

I did podcasts all day today.

No trouble.

Well, thanks, uh, for having me there, Scott.

And first of all, I should tell everybody, I've never had a job, ever.

So I, my podcast is called Screw the Commute because you can live two or three lives if you're not in traffic, making somebody else rich.

So I've always found a way to make it on my own.

In this particular case, I wanna give you exact things to do to get people like me, men, women, what we call super affiliates, to promote you.

And you could start with absolutely nothing if you know the right things to say and do.

And I'm gonna tell you exactly.

So make sure you take good notes today.

And, and I, I did tell you I didn't have a job, but I never had a job.

But I did apply for a job one time, and it, it said it had a 4 0 1 K, which is, I thought that's a great starting salary, you know, but it wasn't, it was a, it was a r i r a kind of thing.

So, so first of all, you get, you, you're gonna ask like, how do you find these people?

Well, the first, uh, thing that you wanna do is, uh, sign up and get yourself a throwaway email address, like a Gmail or Hotmail or Yahoo or anything that, that you can separate it from your main inbox, because what I'm gonna want you to do is search out other people in your field or related to your field and sign up for their stuff.

And you're gonna get bombed with stuff from some of these people.

And, but as part of the research, I mean, if you skip this step, uh, it's gonna be tough to do, uh, all the other things.

So sign up for a free email address and separate it from your regular.

Then, uh, and I've got a lot of notes here for you.

So, so then you're gonna want to google your topic plus the term email magazine or your topic plus discussion board or your topic plus blog.

And you're gonna run into all kinds of people.

And if they come up in the first three pages or so, you know that they're substantial.

And so they're probably have pretty substantial list of people that you can approach them.

Okay?

So sign up for them.

And another couple places that have literally tens of thousands of competent people with lists are ClickBank and JV Zoo, JV Zoo's, the new kid on the block.

ClickBank's been around forever, they're getting a little snooty when you try to sign up for 'em now, but between the both of them, you, you probably have, um, 150, 200,000 people to approach probably 10 to 15,000 or very substantial marketers that could put you on the map.

Okay?

So that's how you, you start to find these people and you sign up for their list.

Alright?

Now the next topic is like reaching out to these people.

Well, one thing I do not want you to do under any circumstances is reach out until you know what you're doing, because you can shoot yourself in the foot and a lot of them know each other and they'll say, I'll stay away from this person or that person because they don't know what they're doing.

Doesn't mean they're being mean about you or they're making fun of you.

It's just that people like me and people that you wanna approach have tons of people approaching them all the time.

And, and we want you, we desperately want you because we've sweated blood for years.

I mean, I've been selling on the commercial internet 29 years since it started around 1994.

And so I want to monetize my list all the time.

And if you make it easy for me and do all the stuff that I'm gonna tell you today, and it makes sense, then guys like me and women like me could put you on the map.

Alright?

So don't reach out too soon.

But the, the methods of reaching out, a lot of these people get chased around so much that they hide from you.

So some of the methods are phone, text, email, messenger is a good one.

Snail mail, you know, mail 'em something, FedEx, even if it's somebody you really want because FedEx get open.

So if you really wanna get to somebody, invest in yourself and, and do FedEx.

Another thing is attend their events.

Either live or or online and make yourself known.

Comment, ask questions.

Get your name in front of them because of the law of reciprocity.

They appreciate you if you show up and attend their stuff.

Now, if it happens to be a live event, yes, uh, you might spend money to go there and no, you may not get a chance to talk to them 'cause they're really, really busy.

But if you do, you wanna have your real quick spiel and give 'em your card and make sure you, they can, you can get it them to agree to follow up with you when they're not so busy.

And they do appreciate if you spent money and time investing and going to their live event so that, that really sets you ahead of the crowd.

But you know, a lot of that hasn't gone on for a couple years with people doing stuff online.

So you have to every which way you can try to reach out to them.

Now, the next thing is whatever your product or service is, do not under any circumstances.

I mean, this will get you kicked out so fast, I expect them to buy it.

You have to understand these people, including myself, have 20 people a week sending us stuff and asking us stuff and begging us to even look at their stuff.

And I'm not trying to be arrogant here, it's just, you know, after 29 years of doing this and being a super affiliate, you know, people know, get the word gets around and they, they beg you to look at their stuff.

So if you are the person that's that says, oh, well I, you know, yeah, you might be able to promote me, but to buy my stuff, I'll even give you a discount.

They'll like la they'll make fun of you.

I mean, in their mind, they might not do it to your face, but they'll be like, you're crazy.

You don't, uh, the, the the phrase that we use a lot of times is you don't know how to play the game.

I mean, this, any one of these people that I'm telling you to approach can change your entire life.

I mean, overnight that fast.

And it's no exaggeration.

So, uh, if it's a physical product you mail and and they've agreed to accept it, but you mail it to 'em as if you were mailing it to a regular, uh, customer.

Because see, here's the thing.

If you, if, if they take you on and promote you and, and you're quote a nobody, and I don't mean that mean, I'm just saying they've got a massive reputation they're putting on the line on your behalf.

And so they wanna make sure that you deliver because they're gonna get bitched at like crazy from people that trusted them if they promote you and you don't come through.

So they wanna see what the product is, how your customer service is, if something goes wrong, what's your packaging's like, if it's a real product, uh, or if it's a physical product, say so send it to them.

Now, the you, you really have to, uh, understand the life of a super affiliate.

Like I said, they're, they're buried all the time with people begging them to promote.

And they want you because they wanna monetize their list and make you do the work, right?

Basically, because they, they did their work over these years to get this list.

And so I want you to put this one in all caps and underline it in blood or lipstick.

If you're lady, and this is one of the most important things, your product must be appropriate for their list.

If it's not, you can do everything perfect that I tell you.

And they're gonna tell you to take a hike.

And, and so for instance, yeah, I'm a super affiliate.

I I won the last four out of five affiliate contests, but I'm a super affiliate for certain in certain markets.

So here's an example.

So people hit me up all the time that are parenting experts, all right?

And I, I gotta tell you, in America here, we're, we're pretty short on, um, good parents, but, and they say, Hey Tom, you've got a hundred thousand subscribers, um, and most of them are probably parents.

You should promote my parenting product.

And I'm thinking, you don't know how to play the game, take a hike, but I don't, I'm not mean to people.

But the thing is, is if I promoted their parenting product, see the people aren't on my list for parenting.

They're on my list for internet marketing, for small business, professional level speaking and entrepreneurship.

That's it.

And so if I promoted this parenting product, I'm gonna get cussed out in 18 languages and 5,000 people are gonna unsubscribe overnight.

Alright?

So I promoting your parenting product.

So your job is to make sure that whatever you're promote asking the super affiliate to promote is appropriate because that'll just, they'll just kick you out instantly.

They won't even answer or pay any attention to you.

And then how do you find out what's appropriate?

Well, if you signed up for all these lists, you, you must do your homework.

You must read them a little bit and see, oh, what kind of stuff are they promoting?

How big of a range will they promote?

Because I don't mind if it's something related.

In fact, many times if some, somebody comes to me with something, for instance, I've done 3000 speeches in 12 countries.

Nobody's ever beat me at back in a room sales for 20 years.

Alright?

Uh, so if somebody, uh, that one of the guys that I put on the map came to me with a speaking on cruise ship product.

And so I sell a lot of speaking stuff, but I'm not interested in cruise ships whatsoever.

I'm never going on one, I don't want, I can't even swim.

And I, I don't wanna pay $500 a minute for internet 'cause I'm busy, you know?

So I said awesome.

So I promoted it to my people and boom, he's a internet, you know, phenom.

Now the Daniel Hall is his name and just took off and that I put him on the map.

See?

So, so, and for instance, let's say you are, you're yoga, well yoga, you don't have to just hit up people with yoga lists.

And to tell you the truth, probably most of them are pitiful anyway.

'cause they're, there's in that field, there's not a lot of great marketers, all right?

But you could hit up health and wellness lists, which yoga is related to you see?

And if you're non-competitive, then that's even better.

It's something they can provide to their people that they know they're interested in, but it's non-competitive to the list on.

So if you, if you wanted me to promote a professional speaking system, I ain't gonna do it.

I, I have the best selling ever online, the wake 'em up speaking system.

But if, you know, this guy came in with a related product that I'm not gonna do and I promoted him say, so make sure it's, it's either exactly perfect for the list or related to the list.

And you find that out by looking at the stuff they're promoting and not just on their list.

They might have a, a banner on their website that's an affiliate link, so forth.

So, but anyway, you gotta, you gotta be appropriate or they're just gonna laugh you off or get rid of you.

Okay?

Let's talk about the commissions that you need to offer these people.

So commissions run anywhere and als uh, also, I don't know how you're handling questions, but anytime you have a question, just kick it in however Scott wants you to.

So commissions run from 20% to in excess of a hundred percent.

And you say, ah, you crazy American.

A hundred percent.

Who the hell is gonna give a hundred percent all their profit?

Well, people do, and I'll, I'll explain this to you as we go.

So I pay 20% on any of my products and services that have enormous amounts of labor.

For instance, I have the longest running, most successful, uh, most unique ever internet and digital mentor program marketing mentor program.

I pay 20% on the entry fee.

It's $9,000 entry fee.

So it's an $1,800 commission.

But then I have to work with that person along with all my crew for a year.

Alright?

So the, the, the amount of money is still pretty big for the person that's promoting the, uh, program, say now, if it was an ebook, people would laugh you off the face of the earth if you offered 20% on a $17 ebook, right?

That you would be an idiot.

Uh, so, so the norm for digital stuff is 50%.

If you're less than 50% there, I mean, it is not even, you're not even acting series.

Some lady outta California hit me up.

I've known her for 20 years, but she doesn't know how to play the game.

She's selling this big digital thing and wanna give me 10% of your mine, you know, um, I can't bother with you for, for that.

It's not in line.

Now, I said people pay more than that.

All right?

So ClickBank came out with a study.

I think the, the, the affiliates that made the most money were paying 65 to 70% commission.

So you have to look at this in the long run.

Other people are bringing you customers that you may sell for.

I mean, I've been some of the people I've been selling 21 years.

Alright?

So, so whatever I paid on the front end, who caress, right?

Um, and, and so super affiliates, one way to get their attention without looking desperate is to offer a higher than 50% commission on a, especially on a digital product.

And I, I assume most of you're gonna be doing digital stuff.

I hope you are because the profit margins are so high.

So, and then some people will offer a hundred percent because they're bringing in new customers that they never would've had.

And I'm not telling you to do that because I know you gotta pay your bills, alright?

But that's the kind of, the range is 20 to a hundred percent.

If it's digital, don't even dream about anything under 50%.

And, uh, another little thing you can offer, uh, on, you know, 'cause they're super affiliates and there's people that claim to be super affiliates.

Well, eh, some of 'em need to prove themselves and you for your product or service.

So you can offer a sliding scale.

So if they sell, you know, zero to 20 of whatever you're doing, they get one commission, then 21 to 50, they get a higher commission.

So that gives them incentive to push it to get to higher commissions.

And it doesn't give away the farm to people that are numb nuts that don't, that aren't really who they say they're okay.

That sliding scale, Tom, a quick, does, does that also apply for, uh, say, subscription products or would you put in a part of an ongoing piece of That?

If you're talking about a subscription product, if you really want to impress the, uh, super affiliate, you offer recurring or residual.

So, uh, for instance, one of the, one of the, I've, I wrote an ebook and I remember it vividly.

I was at the McCarran airport in Las Vegas, took me four hours, I wrote an ebook.

And so far as of this morning, it's brought in $3.91 million us because of residual affiliate programs.

So I promote an affiliate program in the book, and if you buy it, I get paid in perpetuity as long as you are using the service that I did.

So if you really want to impress a super affiliate, you offer, uh, recurring.

Now, sometimes people, like for instance, in my regular affiliate program, I offer, if you refer me somebody to me, you get paid on whatever they buy for up to three years.

That's kind of, that's a standard thing too.

But some things like subscription sites, you're, you're, you're not losing anything by offering forever because people don't stay in subscription sites forever.

So you're not really, it sounds good on the front end and it attracts better affiliates, but you probably don't have to pay 'em forever because unless you're a super Superman or superwoman to keep somebody in your subscription site for it.

Does that answer the question for you?

Hello?

I think, I think Tim answered, asked the question.

I'm does, thanks Tom.

Yep, yep.

No, all glass, all good.

Okay, good.

Okay.

Alright.

Now the next thing you know, you're passing tests with the super affiliate on every one of these things I'm telling you.

So the next test is, is the product, does the product expensive enough to have enough money to split it up and still impress the affiliate?

Now, don't be, don't be discouraged if you, you're, you don't have a, a, a higher ticket product yet to grab the biggest affiliates because you can always start with smaller affiliates that are more hungry.

They haven't paid their full dues yet and maybe they'll, they'll go with your product if you don't have a big ticket product.

But here's another thing you must understand.

Let's say you come to me with your $10 ebook and say, Tom, I'll give you five bucks for everyone you sell.

And I'm like, I'm thinking take hike.

But because some of the things that I promote, I get a $2,000 commission for just one sale.

So I'd have to sell 400 of your little piddly eBooks to make up for one person giving me 2000 bucks and I'm not gonna do it.

Now, uh, as I said, somebody more hungry, that's a newer, smaller list, haven't been around as long, you know, there's nothing wrong with that.

Every person that they bring to you could, you know, spend money with you forever.

So there's nothing wrong with that to get started.

But don't approach a super affiliate with some little piddly thing because there's not enough money for them to get excited about it.

And, and we're gonna talk about don't make 'em a Guinea pig in a minute, but again, you gotta understand where they're coming from.

Every time they do a mailing, they're going to lose subscribers.

That's just the nature of the beast.

You know, I have a hundred thousand subscribers, I've had as many as 150,000, but it turns over, you know, so, and they're all worth something.

But if, if I send out something for you and nobody buys anything to you, it's just a failed promotion to me.

I just lost a bunch of money from subscribers that I promoted something that they didn't want and now I gotta replace them and it costs money to replace them.

Either pay per click or, you know, search engine optimization stuff to bring in more subscribers or I gotta go do joint ventures to get more subscribers or summits, things like that.

So, so anyway, you gotta have enough money involved now and I have to be able to make enough money to replace the unsubscribes.

See?

And they could be worth a dollar or $2 a piece to me.

Say then I, I hear a question there.

No.

Okay.

Any other questions, feel free to drop any questions in.

Yeah, just jump in whenever Guys.

Yeah.

Okay, now the next thing is, is the, the topic of do not ask the super affiliate to be your Guinea pig.

I'm not sure if that that phrase is popular where you guys come from, but in other words, don't ask me or anybody like me to, to test your product for you because again, we split sweated blood and you're asking us to say, oh, give it a shot and if nobody dies, you just lost 5,000 subscribers.

We won't do it.

So what you do is, and what you might hear, and I want you to be ready for this, is somebody like me is gonna say, well, uh, I, I can't see anybody's name, right?

Would be, be more personal, uh, with you here.

But, but I might say, well what is your conversion rate?

And if you are like the old, uh, cartoon character, Elmer Fudd, then you sit there, blah, blah, blah, you know, like, you don't know what I'm talking about.

Guess what?

Take a hike.

You know, you're asking me to check out and see if your sales letter will even sell anything, say, but you say, well Tom, you know, if I don't, if I'm starting with nothing, how do I, you know, check my conversion rates if I got no traffic to my sales letter?

Well, that's where you must get at least, uh, to a, a certain level.

And it's very complicated to do online advertising well, but you need to get at least good enough to get some traffic to your sales letter or get smaller list owners to mail for you so that when I ask you that you've got some kind of answer, you're just not like in confused and dazed because now you failed your test with me.

So you either learn how to use pay per click and then run some traffic and count, you know, see how many people bought, or here's something that you could actually say to me that keeps you in the game.

You could say, Tom, well you know, I got a smaller list owner to mail from me and we sent to 500 people, we did a webinar and 85 people showed up and we sold 4, 490 $7 products.

Alright?

Now the numbers are almost insignificant to me.

It's the fact that you said that to me means, oh my God, I got somebody that's halfway knows what they're doing and I'm not gonna have to hold their hand.

You know, 'cause they did this and they came to me with the figures.

So at that point I might say, okay, well let's look at it.

Let me look at your sales letter.

Maybe we can do some tweaks at it.

Maybe I'll do some test mailings for you to see, see how it goes.

You know?

So now we're in the game together because you came to me properly, everybody.

I was just gonna say, we, we've got a question from, from Craig here.

What are you doing to keep your list engaged?

Do you send value emails before an affiliate opportunity?

Like what's your process for just keeping 'em continually engaged?

Well, with me, with, you know, I've just recorded 760th episode of my podcast.

So what I do, and this may not apply to you, but I send every, every week or so must listen podcasts maybe every two weeks.

So I pick out some of the training sessions that are really important for people and put several of them in an email.

So there's nothing for sale at all.

Now there is stuff for sale in the, the podcast if they listen to it, but they get totally free all this training that, I mean if you went to screw the commute.com/training, there's a million dollars worth of training there.

There's over 400 episodes of meets stuff telling you stuff.

See?

So that's what I happened to do now before the podcast.

That was years ago.

It was always, I would, uh, put out things, warnings on how to keep from getting scammed and, and tips on new software and stuff to help you sell.

And you know, just giving them tips.

But I don't, even though I do know the more email you send out, the more money you'll make.

I only send something when I got something to say.

I mean, I get buried with emails 'cause I'm, I've signed up for everything I'm telling you to sign up for 'cause that's my job.

But I get people sending stuff every day that just is worthless, you know?

So it gets to the point where you people won't open 'em anymore.

So if you can back off a little bit on your emails and make sure each one is really powerful, then people will open them.

But if you're hitting them every day, sometimes two or three times, times a day, yeah, I know that's a, a method, but people just get sick of you and they just don't even, they might not unsubscribe, but they never open.

Alright, so, so send great stuff.

Uh, that's, there's nothing for sale, but it can lead them to a sale.

That's all I do.

Just To follow up on that question, the reason I asked it for, say, a super affiliate, how many opportunities in a 12 month period would you have without killing your list?

So you couldn't really do a, a promotion every week to a hundred thousand people of a different product.

So just think you're a sales person.

So that's where the, I guess the question come from, Well, yes, you can do more than one in a week, but what I do is divvy it up between big stuff and little stuff.

For instance, I do a lot of these online summits now.

There's a new style summit where you don't have to sit there all day to wait for the person beyond.

It's a different thing.

And so I hit that really hard and that's a, a bigger ticket thing.

But then I might send out for some people, like there's a, what I'm working off is a book that I wrote that I'm telling you guys what's in the book and it's like, I don't know, 17 or $27.

So I send little stuff and big stuff.

So yes, you can do more than one in a week.

Uh, because here's the thing, uh, I mean, again, I'm sorry I can't see your names, but, uh, it's pretty arrogant for me to think that just 'cause I send out a hundred thousand emails that everybody opens them and says, oh, how wonderful Tom is.

That's b******t.

All right, so the subject lines might get 25,000 people interested in that particular topic.

And then the next, I sent another one out this week and those 25,000, you know, maybe 26,000 and open this other one.

You know, so each person is not necessarily getting bombed with, with stuff.

And couple times a week is compared to a lot of the marketers that hit you a couple times a day, keeps people engaged online.

They know that whatever I send is gonna be worth it for them to open.

So, so your your list is never gonna be all open in every one so you can hit 'em.

And then here's another thing that I found over many years of doing this.

You could send out a promotion on Friday to your list, right?

And let's say you got a hundred sales, you can send the exact same promotion, the ex exact, to the exact same list next Friday and Friday's not the best day, but I mean a, a week later and you'll get 50 more sales.

And if you did the exact same email, no, not even any edits to the exact same list, a week later you'll get 25 more sales.

Why?

Well, people on vacation, they're busy.

They didn't open that one, but they opened the other one.

So you can get 175 sales instead of a hundred just by sending the same thing over again.

And then a couple months later, they all forgot about it and you do forget.

Got it.

So most people are trying to create new stuff all the time.

Well, you should maximize your old stuff and update it of course, and then put it out in different formats.

So you could put an ebook out, you could then, you could record it, put an audio book out, and then you could put it on video, put a video book, all the same information just in different formats.

And, and another rule of thumb, I know I'm getting a little off topic here, but another rule of thumb is the amount of profits you make is dependent on the format that you put the information out on.

Same information.

For instance, this is one of the classic books ever in the speaking industry.

My wake 'em up book and it's 320 something pages, beautiful soft cover.

It sells for 24 95, the equivalent of one 12 of what's in this book.

I put out an audio and it sells for 89 95 and it's only one 12th of the information, but it's audio.

And then the video where I throw in the book and throw in the audio sells for over a thousand.

And I throw in a couple consultations.

See?

So it's the same information, it's just the format that you put it out in.

So don't reinvent the wheel every time.

Spread out the wheel so that you're covering everybody's learning style.

See, because some people would rather watch videos, some people are on the road, they can't stop and watch your video, but they'd listen to your audio.

Some people love to read.

And then if you're really something, you put out a physical book too, because people love that.

I don't do it much anymore 'cause it's just too more hassle than what I'm willing to do it being an old fart.

So, so Tom, Tom, one other, um, question I had, like, there's a lot of people here who are like in the, in let's say the service business and, and that sort of thing.

So if you were, I mean someone like Zach for example is like a personal trainer who sort of trained CEOs and that sort of thing, let's say.

And, and there's a number of people here from the service industry.

Let's say you didn't have a product, you had a service, would the same exactly the same thing apply, you'd offer a 20%, you'd maybe ongoing, like how would you, how would you structure that?

Well, Scott, it's way bigger than what you're even thinking about.

Yep.

So, uh, yeah, I've gotten hit, hit up by many people that consider themselves local businesses.

I want you to quit thinking like that.

I want you to do your local business and become the expert that you are.

But if you create products about what you do, you can bring in money from around the world, not just in your service area.

A typical example is there's ice cream shop that's got a five mile, uh, radius of customers, but if they write an ebook on how to make a ice cream cake, they can bring in 97% profit eBooks from around the world and they could translate it into different languages even.

See, so I don't want anybody thinking local, even if they, you know, landscapers or accountant, whatever they you're doing locally, start thinking globally and put out products on it because you will find out that you will make more money teaching people what you do than actually doing it anymore because you have a much bigger market to, to pull from.

And the biggest, one of the biggest mistakes is people say, well, if I tell people how I do stuff, then they won't need me.

Who caress if the money is rolling in at 97% profit from your digital products?

Like I said, you won't wanna do it anymore unless you just love what you do.

That's fine.

So I want you to think globally.

So yes, the same things work, but you, you gotta think globally, not locally.

Yep.

And we got, we got one more question and then we'll probably go to breakout rooms, but from John Abbott regarding offering to pay the affiliate to mail out.

Do you want to expand on that John Off offering?

What Do, do you wanna expand on that, that one John?

Yeah, so, so you're going through all the different ways of, of kind of pitching yourself to the affiliate.

And I was thinking, 'cause like I've, I've done a lot of this in the past and I'd have people come, come to me and, and offer to pay two and a half thousand, $5,000 to mail our list.

Is that, does that work with you guys?

What, what's the, what's the kind of way that you'd work out a, you know, some kind of matrix on how you'd price it up so that you know, 'cause 'cause obviously we have lots of products and sometimes, you know, you, you don't wanna take the risk to your, to your, to your, uh, list, but if somebody pays you 10 grand and maybe it's worth it.

What, what, what's the, what, what do you guys look at with that?

Okay, well first of all, you know, I, I'm real heavy on reputation.

I mean, I even have a TV show in development Hollywood called Scam Brigade where I go after scammers, which there's plenty to go after.

So my reputation is killer important to me.

So it doesn't matter how much money you have, if I find out you're shady or the product doesn't, it's not worth it to me to, to 'cause people trust me and I don't, I could kill that trust like instantly by promoting somebody that's a, a scumbag.

So no amount of money will do that.

Now would I send a solo ad for a good product that I have tested and I know is good for a marketer that I know is legit and not a scammer?

Absolutely.

I think we, I think we have a a $1,400 cost.

I mean, we don't do it very often because I'd rather sell my own stuff because my mentor program is 9,000 on the front end and 50,000 outta your products on the back end.

So, so this $1,400 doesn't mean much to me compared to 59,000 if somebody gets in my mentor program and is successful.

So absolutely I would do it, but only if it is, uh, somebody that you are absolutely sure is gonna take care of the people that, 'cause it's your reputation on the line.

Now what you charge is there's sites out there that you can see how much people charge for solo ads.

I, I, I don't do it much so I don't remember the names of any of them, but, you know, just set your price high and then you can always negotiate low if it's something that's really good.

Or you can actually do a combo where, uh, you, you get paid to do it plus a smaller percentage.

So there's all kinds of ways to structure.

Yeah, no, that's, that's awesome.

Did you have, did you wanna have another question there, John, or No, that's good.

Yeah, no e excellent.

Excellent.

No, I, I think that's, yeah, that's, that's been a incredible session.

Thanks.

Thanks so much Tom.

And if you just wanna drop into the comments, the main thing or the number one thing you got out of that session, that would be, that would be, that would be great.

And give Tom a hand of applause.

You probably can't see that Tom if you can't see us, but yeah, I can.

I got a quick checklist recap for you too.

Yeah, go for it.

So get a throwaway email address, determine your present conversion rate.

Now I can send this to anybody that wants to me to email it to 'em.

Identify joint venture partners, make sure your products are appropriate and expensive enough.

Contact them no matter how you can try to keep going after 'em.

Be polite and protective of their time.

'cause if you're a pain in the neck, I'll throw you out, even if not, uh, you do everything right and then, uh, make sure you give them a, a copy or a sample of your product and, um, possibly hire commission.

So, and then be patient 'cause they're busy, but if you get in the queue and they eventually promote you, like I said, it can, it can change your life.

Yeah, no, that's, that's awesome.

Great summary.

And we've got John, John said great advice about John North.

Great advice about affiliate margins.

We've got Tom Bilby only say something if you have something to say, Craig.

Great presentation James.

My takeaway was to maximize your product by considering different learning styles.

John Abbott pay for their programs and show up at their events and make yourself known by adding value.

And John Hubbard, fantastic, thanks Tom.

Love the sliding scale on commission.

Dan, Dan Dougherty sliding commissions and sending a physical product.

Judith Wil.

Thanks Tom.

Your pack was the very first I ever bought online 18 years ago and, uh, now, now Judith has a fantastic seven figure business where she, yeah, she's got a training business and also has productized it to teach other people to train.

So it, it, it worked.

We got Melanie very good explanation of how to vary commissions depending on labor involved.

Tim, make it worth the time.

And Scott, you guys are looking for partners, often was, was his takeaway.

So yeah, thanks so much.

We'll go, if you can hang around for 15 minutes, we'll go into a breakaway room.

If you, if you need to jump Tom then, then feel free to do that.

We'll we'll jump in there and then circle back from there.

Let's give him a freebie.

You know, I got a book on how to automate your business because I want you to spending time with your customers and products and everything.

So you can go to screw the commute.com/automate free and it's all the tips and tricks that I use to really, you know, handle a hundred thousand subscribers without going crazy.

Yeah, yeah, I know.

Excellent.com/automate free.

Automate free.

I'll drop that into the, in the, in the chat as well, so Yeah, but that's, uh, that's awesome guys.

So there's, there's about 24 of us here, so we'll go into breakout rooms, we'll go into into five breakout rooms and then come back here in about, in about 10, 15 minutes.

So what, What are we do in the breakout rooms?

Um, uh, yeah, so in the breakout rooms, sorry, it was just your biggest takeaway from Tom's session and what you're actually, you know, how you're gonna apply it into your business to get, you know, to either get more super affiliates or help your clients get, get more super affiliates.

So yeah, that's, that's, yeah, thanks for prompting me.

That's, that's great.

Yeah, if anybody, if anybody has any questions, just email me at tom@screwthecommute.com.

Yep.

So that's tom@screwthecommute.com and screw the commute.com/automate free and I'll drop them in the, in the chat as well.

And I'm sorry that I'm not as good looking as Carly.

Uh, Hello?

Hello?

Hello, hello.

Is that, is that you Tom?

That's me.

And unless I owe you money, then it's a recording.

Yeah, no, that was great.

I thought you really, you really nailed it.

Yeah, there's some really good, really good feedback there as well.

So yeah, appreciate you, you jumping on.

My pleasure.

That's the way I roll, man.

Yeah, yeah, no, that was, uh, that, that was awesome.

So yeah, we'll drop those, those links in there and yeah, and everyone can jump across and learn your, learn your stuff.

I knew you'd been around for a long time, 18 years.

I can't remember when I listened to you.

I dunno if it was 18 years ago, but Yeah, it was a while ago.

Hey Scott.

Yeah.

Is that you?

Is that you Blake?

It is, yeah.

Yeah, sorry, I, I missed a fair bit of that, but Lucky Tom was on, so he'll regurgitate a lot of it.

What was the, the link to the, the automate book?

Yeah.

Yeah.

So I'll, I'll I'll drop it in the chat now.

Let me just, uh, cool.

Drew the commute.com/automate free.

Automate free.

And then I'll, I'll, did I miss, was it tom@screwthecommute.com?

Just, are you still there, Tom?

I think I've got it.

Yeah, screw the commute.com/automate free.

Yeah.

Order yeah.

Slash automate free.

So that was the, that was the Yeah, got it.

The link for the, for the download.

So cool.

Yeah, and I think it's tom@screwthecommute.com Oh, I see.

Is the email address.

I can probably confirm that 'cause yeah, yeah.

I think it'll be on here, but yeah.

Yeah, no, it was a good, it was a good session.

Yeah, absolutely.

Yeah, I think it's, yeah, given, I think we spoke about it, Scott, but yeah, doing some JVs and trying to monetize the webinar for us would be good.

Yeah, yeah.

To, to take it to the next level and get the Yeah.

The super affiliates on board and all of that sort of thing.

Yeah, yeah, Yeah, yeah.

It's like, it's like running a webinar's easy, but like, you know, in our given it's done for you, it's Yeah.

Productizing that and, and monetizing a webinar.

That's the tricky part.

Yeah, yeah.

No, a hundred percent, a hundred percent.

Yeah.

Getting it to getting it to be profitable and, and I think if you, I think if you run it, if you can run it and make it profitable on a small scale, then you can circle back to like the super affiliates and go, Hey, we've made, yeah, you know, we've got a thousand people on and I mean, I'm not, you know, we, we had 30 people on the webinar, we closed five sales and we made, you know, 30 grand or something.

Yeah.

And then, and then yeah, you can sort of, sort of scale out from there sort of thing, so Yeah, Yeah, yeah.

Test it first.

Get it right first before you go to the big fish and ruin it.

Carly helps people land TEDx talks within 30 days using her methodology called "land, learn, leverage." She discussed the process of ideating a talk topic, developing the idea into a script, and maximizing the talk's reach through marketing. TEDx talks can be given at live or online events, or prerecorded in professional studios which ensures high video quality. Getting a TEDx talk boosts one's credibility and opens doors to new opportunities. While acceptance rates are low, Carly can leverage her industry relationships to fast-track the application process. Interesting points included options for making studio recordings look like being on an actual TEDx stage, and how early results show talks increasing clients' leads and business within 30 days.

Takeaways:

• Carly helps people land TEDx talks within 30 days using her methodology called "land, learn, leverage".
• Getting a TEDx talk can help establish credibility, attract clients, and create business opportunities.
• Ideation support is provided to develop the talk idea and presentation skills.
• TEDx talks can be given at live events, online events, or recorded in a professional studio.
• Quality of recording varies at live events but studios ensure a high-quality legacy piece.
• Relationships with organizers are leveraged to fast-track the application process.
• Smaller TEDx events are easier to get into but the online talk is the important legacy piece.
• Building relationships over 2-3 years may help get into larger TEDx events.
• Joining local TEDx organizer mailing lists allows applying when opportunities open.
• Support is available to help clarify ideas and determine readiness for a TEDx talk.

Automatically-Generated Transcription:

Carly Farrier and Carly's the founder of Walk the Talk, a TEDx strategist, a brand stylist, a best-selling author, and an award-winning entrepreneur, A big thinking visionary here to enable change by supporting founders to elevate their authority, amplify their impact, and create a life and legacy they love.

So she's gone from fashion design to events and from burnout to Burning Man.

In 2016, Carly left her successful career to travel the world for two years to heal and grow through experiences like a 10 day silent retreat and off the Grid Tree house in Guatemala for three months and 10 days in the Nevada desert at the world's largest gathering, having lived in five different countries so far, Carly's worldly experience and inner journey has helped her define her gift to be a change enabler who unites purpose with strategy and self-expression.

And she's dedicated to positively influencing the lives of 90 million people by 2000, 2038.

She aims to do this with the only methodology of its kind in the world that fast tracks leaders to a TEDx talk in as little as 90 days by landing their talk in the first 30 days, no matter the location, and even if they don't have the time or much of an online presence.

So, Carly, first question I've got for you is, can you tell us how you ended up helping people with their, with their TEDx talks, like it's sort of a bit of an unusual outside the box thing.

Was there something that happened that caused you to go down this route?

Yeah, so I, I have had a career in events and marketing and, and business development, but as a bit of a, a connector and as someone who really, you know, came back from that two year soul, um, searching journey, I really did want to, um, do really purposeful, meaningful work.

And so I knew I wanted to work with a TEDx organization.

And a few years ago I was the head of partnerships, um, for, for one in, in Australia.

Um, of course, covid hit, it changed a lot for a lot of businesses.

I was made redundant.

Um, but a lot of people were still contacting me, asking me all of the, the usual questions, where do I start?

Who do I work with?

How long is it gonna take?

Is my idea good enough?

And so, as a bit of a creator and connector, I started to really problem solve for people and, and connect with people all around the world in the TEDx space.

And I quickly realized that there was not one source of truth for people to find this information because Ted don't make it easy for people to become TEDx speakers.

So I build a, uh, nine step methodology for people to fast track their way to the stage, and that's the land learn leverage your TEDx talk methodology, which, um, I support people with today.

Excellent.

And and if someone was wanting to plan a TEDx talk, where do they actually start?

Yeah, so there is a, it is a good question.

Really.

I would encourage people to allow at least six months if they're wanting a TEDx talk.

And for those of you who have seen Simon Sinex popular TEDx talk, you really wanna start with why, why do you want want one in the first place?

And so a lot of people look at it for global visibility, for authority, for income and impact.

So get really clear on why you want a TEDx talk.

You want to really look at the, the type of TEDx talk you want.

So I can talk a little bit more about those.

But, um, there are, since Covid online event opportunities, there's studio opportunities and there's also the face-to-face events.

Um, but those, um, are capped at a hundred people these days.

And so there's sort of less, um, exposure, um, with those face-to-face events and a longer, longer lead time.

But you wanna work out what type of event really appeals to you, and then what kind of support do you want on that journey, whether you're an experienced speaker or not, whether you need help with the developing the idea.

So yeah, my, my suggestions would be get clear on why you wanna do it by when, what type of talk and what kind of support you want.

Yeah.

No, it e excellent.

So if someone doesn't have a TEDx idea talk yet, like perhaps say for, you know, hearing about this for the first time or haven't really thought about it in detail, what do you, you know, or, or if they have like lots of ideas, what do you, what do you suggest?

Yeah, it's quite common actually.

We get a lot of people who, you know, have the, the TEDx talk on the vision board and on the bucket list, and they are still trying to work out the best message to share.

And I mean, that's, that's one of the biggest things that, that our TEDx coaches help people with is that ideation process.

So we encourage people to still contact us and, and, you know, try and get clarity and confidence around that.

But as a starting point, if, if this is your situation, if you are unclear, think about if someone was to say to you, love for you to speak to my audience in an hour's time and you've got 10 minutes, what, what would you speak about that is really easy for you to, to talk about and something that you're passionate about as well?

That'd be the first, the first thing to consider.

The second thing would be, okay, well, let's just say in a year's time, you get the opportunity to talk about something on a regular basis, and it's going to mean that people get to connect with you afterwards, and you get to create opportunities for your life and your business.

What would your talk be about then?

And then the third thing to consider is, well, what if, what if it was your last year on earth and you had a 10 minute talk and a legacy piece and something that you can share with the world that could potentially really make an impact?

Then what would you talk about?

And so taking those three things into consideration, and yeah, I encourage, if anyone wants to share in the chat, we'd love to, to see what, what's coming up for people.

But it's, it's a way to really see what is present for you now and what is really passionate for you now in the short term and in the long term.

So that'd be a good place to start.

Yeah, yeah.

No, absolutely.

And, and in terms of the different types of opportunities that there are from a TEDx, you know, events talk opportunities, what are the, what are the different options that are available?

Yeah, so there are the face-to-face events that have recently in the last few months been capped at 100 people.

Um, they are typically quite a, a long lead time.

They can take quite a while to apply for them and get interviews and all of that.

It's actually the average person that's out there applying for TEDx talks themselves.

It's an average of about 80 applications, which is huge.

That's why a lot of people give up.

There's the live events, then there's the online events as well, and, you know, they can have hundreds of people attending them.

And then there's the TEDx studio opportunities, which are, uh, generally prerecorded and they can be, um, published at, at any, any date that the organizer that the organizer publishes.

So what, what I support people with mainly is these prerecorded TEDx talks that are for the, the studios or the online events.

And the reason is because you can actually fast track the, the process and not take about nine months in preparation for the event, but actually take as little as three months.

And, uh, there's so many benefits to pre-recording it and doing it in the, in a professional studio with the right lighting and camera angles and, and all that.

Yeah, yeah.

No, that's, that's great.

I, I wasn't even aware you could do a pre-recorded.

So what, what are the benefits of doing pre-recorded rather than on a, you know, on a live stage if you were to break that down?

Yeah, so, well, with these face-to-face events, as I said, they're, they're capped at a hundred people.

Um, but what people don't realize is that depending on the organizer, you don't know whether they're going to be filming it or not, and you don't know if they are filming it, the quality of it, and then whether that video will actually end up online.

So a lot of people who have been wanting a TED dog for years go down this long process to finally get on a stage, and then there might be 50 people in the audience and they get awful footage of it, or, you know, so, and we, some of the, one of the coaches I work with, he's had that situation where he is, you know, got an amazing TEDx talk, but you can barely, it's like film from the back of the room and you can barely hear it, and that's what's gonna be online for, for decades to come.

So we really wanted to like, avoid all of that and make sure that our clients who are out to make a big difference are really having a good quality piece of content online.

And so that's why we focus on the, the studios and the, um, online events.

So really what what's required is a month out from the, the due date is that people go into a local studio and they film, you can do it with a green screen.

So then the post-production makes it look like you're on a, a TEDx stage, or you can do it in, you know, a setting that really supports your, your TEDx talk theme.

So yeah, it, there's, there's so many benefits of doing it in a studio.

You can have a teleprompter.

You haven't got the, the, uh, the stress of having an audience and all of the, uh, extra event, um, things that you have to abide by if you do it at an actual TEDx event.

And you can obviously retake things as well and get lots of angles and the, the right lighting and, and all of that.

So, Yeah.

Yeah.

No, that's, that's, that's awesome.

So, so can you like, so in terms of if someone wanted to do a, a TEDx talk, how would you go about helping them?

Yeah, so my methodology that helps 'em land learn and leverage in as little as three months, really within the first 30 days, we focus on, on their idea so that I can go and pitch them to TEDx organizers.

We get really clear on where they are and where they want to get to because everyone's got different reasons for wanting to be a, a TEDx speaker and, and have a TEDx talk out there in the world.

A lot of our clients do want to use it to then become paid speakers, but for a lot of people, it's also about credibility and standing out in their, their niche and really attracting in the right types of clients and business opportunities.

So we wanna get really clear on what that roadmap looks like specifically for, for the client.

And so once we've landed the talk and we've got that strategy set up in the first month, then it's really about the client working with the TEDx coach to develop the idea into a script and the presentation skills and get ready for filming.

And then they work with me on implementing the strategy, and that's right across like elevating their brand.

So they've got that global visibility and presence, and they're positioning themselves as an international speaker.

It's looking at marketing, like really maximizing their marketing and monetizing their message.

And, you know, we look at developing partnerships and really creating opportunities for that TEDx talk to be seen and heard by more people.

And that's through pr, other speaking opportunities and, and, and partnerships.

So yeah, that's the, the nutshell of the land learn leverage methodology.

Some, some clients do, um, fast track it in as little as three months.

Some stay with us over about 12 months.

So it really depends.

Yeah, yeah.

No, absolutely.

And we, we've got a question here from, uh, James.

How does a TED organization make their money?

Well, all of the TEDx organizations are not, not-for-profit.

So through sponsorship and partnerships, that's how they can generate their, their income.

Yeah.

Yeah.

Yep.

Okay.

Yep.

No, that's, that's good.

And any other questions out there from, from anyone?

We might just open it.

Yep.

Open it up and see if there's any questions.

Yep.

When I was, I, I launched a book a few years ago and I was about to go out and do a big speaking round for it, and I went down to look into the TEDx pathway and put together a, a plan for that.

I was working with a group, uh, people at a, a entrepreneur education company called The Entourage.

So I sort of work with them about putting something together, but it was like, you couldn't actually just go and speak about anything.

You had to come in from a real unique angle typically to get past the, the gatekeeper.

Is there any ideas is, is that actually true?

Because, you know, you can't just go and say, I'm gonna just go and speak about my book on a TEDx stage.

There's that, they, they were explaining how you needed to come in from a unique angle.

Is that correct?

Yeah.

So what TED stands for is an idea worth spreading.

And so it, it does need to be something that is quite unique and an idea that people are willing to adopt and, you know, take action on and, and then actually share with other people because it's, it's activated them so much.

What I, and, and this is, I've had this feedback a lot from a lot of people who come to me who want me to land a TEDx talk forum because they've struggled elsewhere.

And what I would say to that is that every organizer has their own their own process of interviewing people and accepting speaker applications.

Like I know a number of organizers who get bombarded daily with interest, and they run one event a year with up to nine speakers per event, and they know who they're booking on their stage for the next two years.

So it's quite for you to stand out and actually have your application seen, like it's 1% of applications actually get looked at by the average TEDx organizer because they already know who they're booking.

So yes, you want to have that, that angle, but where I've been able to support people is by landing that talk for them in the first 30 days, regardless of that, that angle.

Of course, we're helping you develop that, that idea, but I've got the trusted relationships in the industry that don't go out to market and don't open their applications up to anyone.

And I pitch to them, um, quite privately.

So yeah, there's, there's different ways of going about it.

Yeah.

Does that answer your question?

Yeah, yeah, that's fine.

I mean, you know, you are like a gatekeeper in a way that if you can fast track the process.

'cause if it's only 1% Yeah, makes sense.

Yeah.

What, what's the sort of reach, what's the sort of reach that a TEDx talk gets?

Like if I, like if someone gets on a TEDx, are they get being exposed to, and, and I, I realize it would vary.

Yeah.

Because there's, it's not just, not everyone's gonna have a Simons and Neck start with Y Home run, but is it tens of thousands?

Is it hundreds of thousands?

Is it millions of people?

Like what would someone expect?

Yeah, so on the TEDx Talks YouTube channel, which is where most of them get published, and, and our clients get published on them, there's close to 40 million subscribers.

So that's the potential reach there.

But of course, what you wanna do is get as, as many views as possible on your talk, especially in the first 72 hours.

And there's certain things that you can do to, you know, support that.

So I mean, the reach is endless.

The, when they say there's a viral TEDx talk, it's because there's been over a million views, and that's generally taken someone a couple of years.

So one of the coaches i I work with, he's got close to 2 million views, and that's been close to, to two years.

So there's different strategies that you can use in order to maximize that reach.

Um, we've had one of our clients in the first 48 hours get over 2000 views organically, and that was not using too many strategies at all.

We've had another client, she has reached over 150,000 over nine months now.

There are, you know, so many different strategies that you, you can, you can take.

But yeah, that's, that's part of the magic and the, the stuff that I love doing with people.

Yeah.

Yeah.

No, abso and, and, and obviously there's a benefit from reach from brand how, because you, it's not really a call to, it's not a call to action thing, but can you also use it as a, as an authority piece in all of your marketing material?

Like what are the, I guess, the bottom line measurables that come out of the, the back end of that?

Yeah, definitely.

So the thing that I love about, um, the, my community that I'm supporting is that they're starting to see results within that first 30 days since like landing the TEDx talk, because even by announcing it to their community that they've just landed a TEDx talk that instantly increases their, their authority and they start to generate more leads and business opportunities as a result.

So we're working towards a number of TEDx talks at the end of this year, and we've got a few spots left to fill actually.

And yeah, we've already got people that are, you know, getting PR opportunities.

One of the clients is, uh, in talks about a documentary, another client over in Dubai, she's on a, she's been booked for a stage with Tony Robbins, and these are all people that haven't actually got their TEDx talk out there yet.

So it's really amazing to see just that stamp of approval of being a 10 x speaker, the opportunities that are, that are coming for them now.

Yeah, yeah, no, a absolutely no, that's, um, Sorry, Tim's got his hand up.

Sorry.

You can, you can go first.

I'll, I'll, yeah, I have a, like, yeah, back to the, my original question originally, the, there was two avenues.

I haven't heard of this online concept before, but they said to me that you get, there's one main stage in Melbourne, one main stage in Sydney, but you could get a TEDx gig at the multiple small venues that might be in say, university.

And there might only be like about five to 10 people there just to get your name out there to start with.

Is that a pathway that you would recommend?

So is this what the entourage was offering that No, no, not offering.

They weren't offering it, but, we'll, I was looking into the whole TEDx pathway that, and there's little events where not many people turn up to that are quite easy to get on, but you get your name in front of the brand in, but there might might be five people there.

Got it.

So my, my recommendation in that situation, if you are able to secure one of those TEDx spots, just remember that your legacy piece is going to be the, the piece of content that's online.

It's not the people that are in the room.

So I would encourage you to get really good film crew there and then make sure that TEDx organizer, when they submit that to ted, then that's going to be your authority piece that's being looked at for decades to come.

And then have your strategy in place to make sure that you are getting as many views as possible on that TEDx talk over the, you know, next couple of years.

That's good.

Tim, where, where do people find TEDx organizers if you wanted to get on their radar, right, and, and kind of play a longer game if the good ones have got a sort of two year pipeline, you want to kind of get your content visible in front of them and again, seems like a good speaker, where do you find them?

Great question.

And this is where a lot of people struggle because when you go and Google TEDx talk applications, when you go to the TED website, it really is a bit of a, a minefield.

We actually have a TEDx event and organizer list.

So there's, those are for the face-to-face events and they are very hard to pitch people for and, and apply for.

So answer your question, it is just a matter of searching online and when you, if you are looking to get one in here in, are you based in Australia?

I am.

I, I don't really care either way.

I'm just thinking of other clients as well.

If they want something becomes tedex speakers, you know, advised them and say, Hey look, you know, it's not, not just look so up and give 'em a call and say, Hey, I wanna be a TEDx speaker.

Can you put me on, right?

Mm-hmm.

I think it sounds like as if for the good ones, unless you built the relationships already, you know, effectively as your PR agent, your TEDx presentation, if you wanted to build your own profile, you've almost gotta kind of go, this is a two, three year pipeline of kind of build a relationship, make sure that you're speaking and seen to be speaking on a regular basis so that when someone comes and has a bit of a perv at you and say, what are you about?

They can go, Hmm, they're actually pretty good.

I can put them on my stage.

Yeah.

So someone's saying, I think you're right's an X-rated speaker.

F**k.

Yeah.

So I, I would suggest if there are particular locations that you are, you are close to and and willing to do talks for, then you can be following them and join their mailing list so you know, when their speaker applications are open.

That would be the first thing, um, I would recommend.

And probably the, the easiest.

Uh, because often though I have, I do know people that have traveled overseas for the TEDx talks, you might be able to find them more locally.

There are thousands of organizers all around the world and they are popping up regularly as well.

I also mentor people who are wanting to become a, a TEDx organizer.

So yeah, the easiest way is to join mailing lists of, of TEDx organizers and when they open up for speaker applications, then apply that way.

And I do have a, a resource, if anyone's interested, it's a, a TEDx talk application form guide.

It has, it has brought, I guess, the standard questions that organizers ask in that first like, interview process.

But every organizer's different and they have different application processes.

But this is a starting point.

If anyone wants that, you can just connect with me.

Yeah, do do.

And the, if someone wants to shortcut the process, Carly, what's the best way for them to get in touch with you?

Yeah, so if anyone wants to just connect with me on Facebook, I can provide that link.

But my TEDx coach has actually opened up his diary the next couple of days.

'cause I'm gonna be pitching to organizers in the next fortnight for some spots at the end of this year.

So, I mean, if anyone is really interested in getting on the stage by the end of the year, then yeah, I can provide that link, um, for you to book in a clarity call with the TEDx coach.

And that way you can just yeah, get more clear and and confident on your TEDx talk idea and find out whether this is for you.

I'll put your Facebook, I think that's your Facebook link Oh, great.

In the, yeah, in the chat if anyone wants to connect with Carly and yeah.

And if there's any other links you want to drop in there too, Carly, feel free so everyone can reach.

Yeah, everyone can reach out to reach out to you.

Any other, any other questions?

Final questions for a Quick one, Carly, just on the studio setup, what look are you are, I was just scrolling through the videos on TEDx and it seems that some of them, it looks like their studio shot, but shot in a black background, for instance, but the person's got the Madonna, mike on, on the, the whole bit.

So they're trying to set up that look.

What, what kind of look do you go for when you're shooting in the studio?

If it's a private studio that you're controlling?

Yeah, it depends on the client and, and their topic and, and their brand.

But most clients will do it with a green screen, and then my team does the video editing, so it looks like they're on the TEDx stage with the curtains and the red circle and, and obviously the organizers logo.

So that's, that's one option which looks really lifelike.

But another option is a digital studio where it really does look like a real stage because it is, and there's, um, a digital backdrop that might have, you know, the planet Earth with some, some FedEx logo or, or whatever it is that's in, in theme with, with your talk.

Right.

And is that a requirement of, of Ted?

Do they give you a style guide for that, or is that just something you do to, to make it look up market and, Uh, there is a little bit of a style guide, but it's mostly the standard that I hold because since Covid, a lot of people did TEDx talks from the Zoom screen, and they are not clickable on YouTube.

And I want my clients to have really professional looking, uh, TEDx talks.

So, um, we do not support Zoom recordings.

Right.

Thank you.

Yeah, no, that's, that, that's great.

And if, and if everyone can just drop just a note of what you, mainly what of your biggest takeaway from Carly's talk, that'd be, that'd be, or Carly's presentation.

That'd be great into the, into the chat and yeah.

Thanks.

Thanks so much, Carly.

That's been like, super, super insightful.

Big hand of a hand of applause and yeah, very much appreciate you coming on today and sharing your, your expertise.

So we've got John Abbott who said I'd be interested, interested Carly, and then we've got online version was a great tip from Craig Schulz and Blake Cola.

Thanks Carly.

We've got Roscoe Patterson take a film crew to a TEDx talk and don't rely on their video professionals.

Yep.

No, a hundred, a hundred percent.

So that's, that's, that's great.

So's some really solid, solid insights in that presentation and what Scotty Baker said, an expert to get through the clutter.

Yeah.

And John Hubbard studio shoot was great.

Was a great takeaway.

Thanks.

So that's, that's, that's, that's excellent.

So yeah, and, and yeah, no, that, that surprised me.

Actually, I, I didn't even think about like the whole studio shoot and, and that sort of thing.

We got, Tim, if you land one, make sure you leverage it and promote the crap out of it.

Don't just leave it to TEDx.

Yep.

It's a bit like, it's a bit like, it's bit like book pug publishing, right.

You know, that's bad.

Yeah.

Yeah.

It's so, and Serena said Studio for consistency online is online is great.

The podcast discusses using a pipeline management system to track prospects on LinkedIn. It allows automatically adding leads to the pipeline from groups and profiles. Messages can be sent to prospects through templates as they move through the stages. Responses have been around 40% positive. Connecting with others who have engaged with your content first helps build familiarity before connecting. The system makes it easy to have depth of conversation with many prospects without losing your place. It was noted that personal connections will become more important as automated content increases online. Tracking engagement and moving prospects through stages can help increase meetings booked from initial connections.

Takeaways:

• A sales pipeline management system was demonstrated that allows tracking prospects at different stages, from suspects to contacts to opportunities. It automatically populates details from LinkedIn.
• The system makes it easy to find and add large numbers of leads/suspects quickly from various online sources like LinkedIn groups.
• Standardized message templates are used at different stages to ensure communication is consistent and moves conversations forward.
• Automated activities like commenting and engaging with prospects' social media helps increase visibility and build familiarity before connecting.
• Prospect responses to initial connection requests on LinkedIn have a success rate of around 40%, better than direct mail.
• Personalizing outreach based on prospects' interests extracted from their profiles and content increases relevance and response rates.
• The system supports dynamically adjusting conversations based on a prospect's responses to keep discussions tailored.
• Tracking prospects through a sales pipeline prevents losing track of conversations and next steps as volume increases.
• Connecting with a target company's employees first can help gain credibility and access to decision-makers.
• Such systems may become even more important for creating meaningful connections as automated/inauthentic content proliferates online.

Automatically-Generated Transcription:

So next up we've got Mr. Tim Hyde. And I spoke with Tim. I was, I know it was six or eight months ago or something. And he showed me what he was doing with, you know, with his on, on his screen and how he was following up people and all that sort of thing.

And I, I was curious because I've often done stuff, or not often, but a couple of times I've done stuff on LinkedIn and then I've just given up because it's been tough to do all the follow up and keep in touch with people and all that sort of thing.

The LinkedIn setup isn't super conducive to that.

And so I chatted with him recently.

I said, how's it going?

He goes, yeah, it's working really well.

So he, he's got a system called Sell by Chat, you know, the best way to meet your next client blueprint.

And it includes how he's adding hundreds of quality leads in under a minute and using a sell by chat system to manage 8,315.

You're sure it isn't six 316?

Hold To, I'd have to go back and have another check.

It's gonna be good.

I'm gonna add a few, I'm gonna add a few hundred more here.

I don't have slides.

I'm gonna be very informal, uh, with it.

And Can you do screen share?

I will do screen share.

To be fair, I didn't come up with that title so he can blame Scotty for the title.

Yes, Concurrent conversations on LinkedIn.

Guys, I apologize.

I've gotta go.

I've got a, a, another meeting and I'm desperately disappointed 'cause I really wanted to see what you've gotta say, Tim.

And We're recording.

Let's go off.

You've Got the recording anyway, haven't you?

Yeah, yeah, Yeah.

I, I can get the, I'll drop the recording in in Slack, so check out that afterwards.

Alright, Hopefully I appreciate that, Hopefully.

And, um, thanks guys for your help and sorry, I, I've gotta miss yours.

I really wanted to see it, Tim, but that's All good.

Hopefully some of these other guys ask insightful, intelligent questions.

Yes.

Cheers.

Thank you.

Thanks Keith.

All good.

Alright, let's get on.

I'll, I'll, I'll share my screen in a sec.

I just wanted to give you some preface, um, before we get in and, and I'll, I'll, I'll effectively show you a live demo as we go.

Hopefully my internet won't go ass up while it's raining out here.

Apparently, according to Optic and Telstra, the internet does not change when, when it's raining, but we all know otherwise.

I think when I come back to this fundamentals of, of customer journey, uh, and how we say business, right?

And there's all sorts of different stuff that we can put in to kind of influence the connection we've got with people.

So it might be testimonial, it might be video, whatever we're doing.

Ultimately we're trying to do one of three things, right?

And the first one of those I think in, in any marketing journey is that we've gotta connect with the right people, right?

I think we would all agree here that if we started pitching to kindergarten kids, it'd be a, like a, a ridiculously long pipeline and half of those people wouldn't be really our target market.

So the first thing is we've gotta find groups of our target market where they hang out and connect with those people.

The second stage is obviously deepen relationships.

Now more often than not, we do that with content, we do that with email marketing, we do that with video.

We show social proof for our testimonials, uh, in order to get that connection and an element of visibility and trust with someone that they go, I know who you are, I can pay attention to what you do.

And you seem interesting, right?

The third side is always, we've gotta see if they've got a problem, right?

And that's where our call to action, some form of call to action comes up.

Whether it's an event around property investment and and development.

Whether it's do you wanna buy my book, whether it's wanting to down mine, my ebook, come to my training, my challenge, whatever, that's the third stage, right?

It's always about see if they've got a problem.

And the last stage of course is, are you right fit or actually, do I like you enough to want to solve your problem?

So I don't think any of us would disagree.

That's largely describes the marketing journey.

Obviously post delivery, there's a a bit more about upsell retention and so on.

Um, and I think, I don't, I would be speaking out of turn here if I suggested that none of you have not heard about a sell by chat strategy.

Um, particularly before, uh, chat G P t decided to take over the, the news, right?

Everything over covid was all sell by chat as everyone suddenly went online in a big way, right?

That was the strategy that, that everyone was starting to adopt, right?

But there's a problem with generally sell by chat, right?

And I think it comes back to these fundamentals that Robin Dunbar talks about in Dunbar's Mumba is that we can only maintain five intimate relationships before we start running out of capacity to understand what it is that we're trying to do.

15 close relationships, 50 casual relationships, and 150 like acquaintances, right?

People we know and recognize, but we don't really know the first thing about them, right?

And I think even in this group here, you look at who's more really close relationships and who's my more casual relationships.

You know, we know who drinks coffee, who drinks beer, who drinks wine?

What color you generally wear, what's your wife's name?

Who's full of terrible jokes?

Hello John Doer.

Thanks John.

Hi John, you're not and so on.

Okay?

And so the more you know about someone, the more intimacy you wanna create.

And I think one of the challenges we have as marketers, both for ourselves and for our clients is how do we scale the number of relationships we have at the same time as we increase the level of intimacy, not decrease, which often happens as we grow.

Okay?

So this is a system that I came across, um, a couple of years back.

I actually met the two guys who develop it.

It's not my system, same as video ask, not my system.

Um, but I got the opportunity to consult to these two guys in the US a couple of years back.

And they were, they come through the ClickFunnels thing, they've got a couple of the sort of plates on the wall from ClickFunnels and all that sort of stuff about building million dollar courses and so on.

But they were recognizing the same thing 'cause they were using sell by chat systems to grow their market share.

They literally get onto someone, blast their ear off and say, Hey, do you wanna buy my thing?

And away we go.

Now, of course, the problem, there's a couple of problems with it as we mentioned firstly, is our customer doesn't know the game we're trying to play.

Second one is they're not on all the time.

And the third one is how do we manage the number of conversations that we've got, right?

So I will share a screen now if I can.

There we go.

Okay.

And you can see here obviously that there are an absolute time.

Let's go to, let's go to LinkedIn for argument's sake.

Let's go to, where's my messages on LinkedIn?

Here we go.

Alright.

There's literally thousands of messages that are probably unapplied to, okay?

And most people will scroll back half a day at most to see the most recent messages.

They'll just reply to the ones on top.

Now LinkedIn particularly, we know people who may be on once a week or twice a week or so.

They're not really on the all time.

So when I'm message Steve, for example, I message met yesterday, if he doesn't get my message about the next step that I want to take him on, it's gonna be on page 17 of his inbox, his messaging inbox.

And so he is not gonna reply and because he's now on page 17 of mine, I'm not gonna remember to follow up with him either.

The only time sell by chat systems really work is if there's that immediate response, right?

And we've all seen screenshots of the message and this is how powerful it is, da da da, I did this sort of thing and someone responded straight away.

But it only works when they respond straight away and you're on top of it.

And even when we throw them off to these, these messaging guys who promise to sell by chat for you, again, it only really works if they can manage the number of conversations otherwise they disappear.

And I can always guarantee you that you've all got messages in your inbox where you've sent a call to action to someone and they haven't seen it because it's now on page four of their inbox or page five of their inbox.

It's not that they don't wanna do it, they just haven't seen your reply.

And because it's now on page 20 of yours, you haven't gone, oh, I need to get back to Rob or Ben or Sally or Jane or whoever.

And so we have this scattered around the place of half finished conversations that have never actually gone to where or progressed to where we want them to go.

In the same way that many of you, maybe your former relationships didn't progress because you, there's John like that, right?

Thank you John.

Appreciate that.

Haven't really progressed any further because we've just forgotten they've even forgotten us or we've forgotten them to take that next step in the relationship, okay?

So it really only works if we've got some form of system in order to manage the number of conversations.

Now Scotty mentioned, I'm trying to manage eight and a half thousand of them at the moment.

We can probably add a few more to that today.

Um, and so we need some form of system to manage these conversations and know what the next step is, but also be able to way have a way to systemize those conversations so that we as the genius behind the profile, don't have to actually manage 'em.

We can get a $5 an hour Filipino to go and do that conversation for us.

Now, this system, these guys developed called flow chat, I'll show you over here, right?

It's effectively a CanBan board style pipeline management system.

I don't care what system it is, you could do, I've, I've seen people try to do this in a Google sheet as well.

I just find that a little bit cumbersome, but, and I'll, I'll show, I'll talk about the color coding and all that sort of stuff in a sec, right?

The thing that I really love about this is it becomes very easy to not only when you apply it, it not only becomes very easy to find and scrape leads and not, we're not actually scraping their email addresses in this case literally was scraping their social profile links, right?

And their messaging links and put them in as a victor, as a lead in here and then manually manage where those lead those conversations they're up to.

So it's not automated.

I'm, as much as I love automation, and you all know me as an automation guy, I find conversations are absolutely terrible when automated and you've all got them, right?

You've all, you're all in the receiving end of those automated conversations and they generally start with hi.

And then about five minutes later I was, here's my pitch, right?

And you're just, oh, thanks for getting to know me.

I feel really special now.

So I'm gonna, I'm gonna run through this.

I'm looking at a couple of different scenarios here and there's Taki more.

Thank you very much, Taki.

I'm gonna go and scrape a bunch of leads out of Taki's group as well shortly, and I'll show you how we can do that.

So let's start with, let's start with, I'm gonna jump into, let's do LinkedIn.

We can do it anywhere.

In this case, Canberra, small business owners.

I happen to be a member of this group on Facebook, I'm sorry, on LinkedIn for argument's sake.

Let me say that these people are all I, my target market happens to be small business owners in Canberra.

There are about a million different groups out there that have a group of your target market.

So let's take this guys, I'm just gonna scroll through this and you'll see this little widget here that updates with all the people.

I won't go too far through them, but all these people in presumably are Canberra small business owners.

I'm literally going to import 30 profiles here.

I'm gonna give them some value.

Let's make it worth 5,000 bucks for argument's sake.

I'm gonna stick them in.

This is my little demo profile I'm gonna show you.

And just for good measure, I'm gonna make these yellow so I know where they are and I can put in hashtag Amber Small business owners, right?

So I just know where to find these guys again later.

And literally by that it's gonna go bang and what it's done is gone and taken because all of these effectively just, um, hyperlinks right to these people's profiles.

And so now when I come back into my pipeline, you'll see now that there's 30 odd people.

Now these are just suspects.

I dunno whether they're right people for me, I just happen to know they're in Canberra.

They happen to be small business owners.

But what it's done is actually put a value against all these people.

You can see they're yellow, right?

You could color code for the team member who's responsible for following them up.

You could color code for where you found them and so on.

You can see if I click on their card here, I can see here that they've got a tag, right?

For Canberra, small business owner, they're added to my C R M.

So on.

And as I start to move these things from my profile, my link, my thing, I can say, oh Victoria, let's have a look at Victoria.

And just by clicking on the little icon for the thing, it takes me directly to Victoria and I can see she's a consultant, policy advisor and sustainable use of heritage assets.

Holy s**t.

No chance in hell that I want her in my pipeline at all.

So she's not going to progress through my pipeline, right?

She's not qualified.

So I'm gonna bin her straight away.

Done.

Okay, I don't even follow up.

Let's go to Laura.

Have a look at Laura, senior resource leader.

Sounds pretty boring.

Doesn't have a profile.

We could probably do some improvement on her social profiles.

She re, she represents a potential contact.

And so what we might do with Laura is we then just drag her into next column and say, okay, she's now qualified.

And as we progress through this, you'll see some more stuff and I'll get to some other ones.

Let's look at some more groups.

So there's my Canberra, small business owners, let's go and uh, let's go to John North.

You can see if I click on John North, he's messaged me.

And you'll see John North pops up here as a potential leader.

It's gonna import one profile.

There we go.

John, I'm gonna stick you in the same thing.

I'm gonna make you purple.

There we go.

And I've just bought John North into my profile, into my thing as well as a potential contact or as a potential suspect, right?

Then we're gonna go through, let's find a bunch more.

Let's go to elite marketers, right group on Facebook.

I can now just scroll through the big group list of people.

These represent all maybe my dream.

Alright?

Same sort of thing.

Hashtag elite marketers.

Alright?

I could even call your potential referral partners if I wanted to make it even more powerful.

You guys can pick it.

Here we go.

Let's stick you in there.

What color do you wanna be?

Gray?

There you go.

Import list elite marketers and uh, might have to add the group first.

One sec.

Oops.

Add new group.

Elite marketers, add group.

All right, so there we go.

Lead in.

And again, all we're trying to do is just go through wherever the people happen to be and go.

I think these people are, are suspects.

Okay?

You might decide that grant card owns 4.2 million followers, uh, uh, are prospects for you.

So what do we do?

We click on the followers and there we go.

There's 50 people that follow Grant Cardone.

I can stick into my pipeline, right?

And so was going through this and saying, okay, where are these people?

They're not gonna get 'em from Pinterest or Instagram or, or Facebook or LinkedIn or Slack or Discord or Twitter or TikTok or whatever.

Whatever source you want, right?

So it's Brexit's really easy to scrape potential prospects.

Now here's another one.

Let's go to, let's bugger elite marketers off.

'cause you guys, I'd love to be able to help you at all.

But let's go to seven figure business coach.

I'm need something.

I'm gonna be a sneaky, I'm gonna go to Tuck Moore's business Joe.

For example, if I was to search for coaches, now there's a whole bunch of people out there that do this sort of s**t all the time, right?

We really want people who are putting their hand up to say we want to grow.

So let's go to this one, right?

Here's a thing, da da da da.

Many coaches make, and I know that Tuckie does this all the time, specifically, here is your hero and he is gone.

I want people who want to get the workbook about designing a hero product.

Does anyone, has anyone in solution design here or hero product design?

And there's 63 people here.

Let's just go into comments.

There's 63 people here who have said, yes, I want to grow my business and I need help designing my hero product.

There we go.

I'm just gonna import in this case 29 profiles, Hero's give a name.

Same thing, right?

So these people are not only prospects, they've also indicated by their behavior that they actually want to grow their business in some way, right?

They're not my, they're not my followers, they're someone else's followers.

But if I start connecting with them and building a relationship, well maybe I can help them in a similar way as well.

If they don't like Tuck's price or if cut's jib, so to speak, right?

And so now when we come back to our pipeline, uh, refresh, there we go.

I just added 144 leads.

What was that?

18 minutes.

I could have gone further if I wanted just by doing more escrow, right?

If I really wanted to pick all 4.2 million followers of grants, I could have done auto scroll here and it will literally go through and I don't know how many that is.

That's gonna keep going eventually and import even more.

You can do the same thing in other groups as well.

If I was to do within Turkey's group, just by going to members And importing and start auto scroll, let's do this.

It'll keep going down.

Eventually it'll stop.

39, 49, 59, 69.

How many, how many business coaches do you want?

And people are not, business coaches are not following Turkey.

There you go.

So there's another 179 people from this.

The blue, right?

There's another a hundred and seventy nine, a hundred eighty nine leads, right?

Who are business coaches and they're following Taki in this case.

Okay?

So that's how we go and find the context, right?

Pretty easy.

That's fairly self-explanatory.

Next part is obviously having the conversation with 'em.

This is where we come back to the pipeline itself.

And this is one of the things I love about this one, right?

As we move people, and you can see Facebook actually brings it straight to the messenger as we move people through the pipeline.

What it's actually doing is there's a message template attached.

And this is what I really love about this one.

It's actually got a message template attached to each stage in the pipeline.

And so as we do qualified icebreaker build connection, Hey look, we're talking to a lot of business coaches right now about these two things.

Curious to know your perspective, whether it's this is more important to you, that's more important to you.

Oh, by the way, I've got lead magnet.

Do you wanna get on a call?

And so on as we go through the things, we've actually done this where we've, in this case we've actually put some SOPs in each stage.

And so my super bright Filipino conversation team is literally picking up, well, what do I need to do to the next step?

Again, this is my demo pipeline.

So this's a lot of crap in here at the moment, right?

But allows me to go, let's have a look at Rebecca, fantastic.

Rebecca's the right contact for us.

We can see that she's a creator at LaBelle Medi Spa.

Fantastic.

She seems like a good person to reach out to.

She's reasonably active.

Good.

January 15, February seven, December seven.

Not super active, but reasonably enough.

It looks like a good sort there.

I'm gonna move Rebecca through my pipeline.

And as I start getting through my pipeline, just by clicking on the, in this case, the message chat, right?

What it's done is copy a template directly into, right?

And you just send me, write that message.

Okay?

Now I would update that specifically to, it looks like your coaching business is on fire, right?

Let's go and send this one.

Okay?

Dun, done your coaching businesses on fire.

And because it's not automated, it allows me to di dynamically change the conversation if she responds in a different way.

Now the cool thing about that one now is I can forget about Rebecca and tool, in this case the 11th because I set, this is the next follow-up date and I don't have to try and manage where the conversation's up to from the messaging system itself.

I'm managing it from my pipeline and she'll pop to the top when she's overdue.

So as I move her through, in this case 3, 2, 1, I can now mix things up.

So my 3, 2, 1 done is actually go to Rebecca's profile.

You can see here, go to Rebecca's profile And like whatever, maybe I shouldn't like that photo, right?

Wow.

Crazy floods, right comments, right?

Crazy floods.

Okay?

So it's actually allowing me to manage where my stage is up to as I go through stuff.

Now, of course, as you're moving through the, as I'm moving through the pipeline, I'll get to the point where after building the relationship and deepening that relationship, commenting on her stuff, appearing in her world, often I can then start to go this or that off the lead magnet and so on.

So even John, where are you mate?

Where's your message there, John?

It doesn't do it in here.

It does it better.

On, on uh, on face.

There we go John.

Right?

I can pull up my message templates and I can go probably John's gonna go like a bunch of your s**t mate just for s***s and giggles.

Okay?

And I can go like, now you are getting a bunch of notifications.

I imagine John, as I do this here.

Oops, lemme go back.

How did I get onto that thing?

Lemme go back here.

Clicked on the wrong link.

Now you're getting a bunch of notifications, John, I imagine as I do this is going, Tim has now liked five of your posts.

Awesome, right?

I'm appearing and of course what I now do to John is I pull that message template and go da da apology copy.

Right click paste.

Sorry for I list getting lost in your content right now.

He's gonna play ahha.

That's really funny, Tim.

I go, Hey, just while I've got you mate, I've got a resource or you might find it interesting.

Can I shoot it over?

Okay.

So it allows us, again, to manage depth of conversation over lots and lots of conversations without losing our place or, or trying to pretend that we actually know where they're up to in our, our messaging inbox.

And eventually of course you say, let's get on a call and you pick up the rest of your sales process.

That's it.

That's all I was gonna present.

You are looking very serious.

Yeah, no, it's, it's impressive.

It's impressive.

The technology.

Uh, yeah, no, I, I don't know what to say.

I wasn't, yeah, yeah, I, I can see It dumbfounded.

It Can be used in a lot of different ways, but I'll hand it over to everyone else for, for questions.

Yeah, I think I, you can certainly use it for client prospecting.

One of the things that I've set up, one of my team to do at the moment is actually use that for prospecting referral partners.

Mm.

Right?

To go out and we're actually building out a pipeline at the moment.

It isn't so much about download my lead magnet and, and let's get, get on a sales call.

It's actually, uh, again, doing more of that.

Okay, there's a stage there where we know we need to message and there's a stage there where we need to know and do the physical activity of liking commenting on posts, which you can't do through automation.

But because we've systemized the stages, we take that referral partner through, we've actually connecting and liking this s**t before we even send a re uh, like a connection request.

Yeah.

Building relationship and then asking to connect and then saying, Hey, I'd love to, and then doing more relationship building and then saying, Hey, do you want to get on a call or are you open to finding ways we can work together?

It looks like we've got pretty similar clients, but because they've seen you all over their content already and we know that for most people, they get f**k all engagement with their content in the first place.

We stand out like dog's nuts.

And the opportunity to then build a relationship with them saying, oh, I can tell you being looking at my content and yeah, actually you've been adding value, you've been sharing my posts and this and so on.

When it comes to the ask to say, are you open to finding ways we might be able to refer each other?

It becomes really powerful and we get the, the cut through is massive, which we're in a 40 positive response to that request kind of thing.

It, it just makes so much sense, right?

Because if you've had 10 touches before you do the ask, it's networking on a mass scale sort of thing.

So yeah, very powerful.

So you can do, and we can do all sorts of stats and you can put your team on it as well.

So if we look at, lemme just come back and share this again.

Oops, Ryan.

So I can actually go into reports and look at my pipeline activity and see over what dates, what stages, where were people at in those stages, what did we do, that sort of stuff.

You can put stages in and out of pipeline if you want to.

You can create a whole bunch of different pipelines.

If I look at our main one, where has it gone to?

Not the master pipeline existing LinkedIn connections.

Literally I went through my existing LinkedIn connections and you can see we've color coded different stages and I've literally just gone to view profile 11,503 followers.

Um, so I can see that John didn't reply so it's immediately lost.

Sorry John, but I'll come back to you like that.

I literally just started importing all of the people I'm already connected to and had conversations with 'em, right?

Because we, we do these connections but then when we have it, we never actually have conversations with anybody.

And so this has just allowed me to go like 2022 was literally talking to everybody in my network.

And so we had 11,500 conversations last year just to my existing network.

Wow.

Wow.

Of people that I hadn't spoken to much before.

We'd connected but never had actually had a conversations.

Uh, Hey Tim, Here's John.

It's replied awesome John, thanks very much mate.

Hey Jim.

Yep.

Question.

So the import tool that you actually used, is that a high level thing or does that work?

No, it's nothing.

It's specifically to, to do with this case with flow chat.

So message templates, copy.

Will That work?

Will that work with HubSpot?

Yeah.

Yeah.

I say this is completely, so at some point what you're gonna do is to say do you wanna jump on a call?

Here's my calendar link and what you'd take, whether it's HubSpot or Schedule once or you keep or your high level calendar link or whatever it had Calendly and you'd put that into your message template to then share with your prospect if you had a, your download of sorts again, you'd put the link to your download and you put the link to the download in the message template which you then share.

Right?

Right.

And you notice here, hi John.

Right, literally because I've picked that message template, I didn't write John, it's actually merging John's name, which is pulling out of the cr out of this case LinkedIn and inserting that into the template itself.

Mm-hmm.

That's, any other questions?

I was curious to see like how many templates have you got set up to How many templates?

That's a good question.

I don't know any templates I've got.

Um, I think you constantly like updating the template or like Tweaking.

Yeah.

We're constantly tweaking with them and saying what's the response rate on some, some of 'em I don't care 'cause it's literally like, what's going on with you today?

Saw you did really loved your latest post.

I'm not really testing the the 'cause I'm not asking people to do anything.

I'm just doing that from a relationship building perspective.

So what we're doing is more about we'll test the call to action stuff.

So the where I want a specific response, like I'll test the, the, the wording around let's get on a call, I'll test the wording around, let's get download my lead magnet kind of stuff.

I'll test the wording at those stages.

The rest of it I don't really care.

I don't think there's too much to optimize about whether they say hey or hi name sort of stuff.

I have found in a lot of cases using emojis and not Hi Scott.

Hi John.

Hi Dean.

Hi.

Judith.

Doesn't work very well right?

Because everyone's using the same text.

Okay.

Wacking in some emojis immediately makes it stand out in your message feed a lot better.

Yeah.

That and gif.

Yeah gif You are having conversations with the same person simultaneously in Facebook Messenger and LinkedIn.

You can.

So what it allows me to do, so let's pick Lisa for example.

If I had Lisa's Facebook Peter Osh, I might be connected with Peter Swish on the Facebook.

Okay.

So there we go.

I'm connected with Peter Osh.

Okay.

So what I could actually do, and I'd have to manually, manually update this, but you can see here I've got Peter's LinkedIn profile and actually edit that lead and put in his other links I can put in his Okay.

YouTube stripe.

Oh yeah.

And where's his Facebook?

There we go.

I can put his LinkedIn Facebook profile in there.

Right?

And if I had the LinkedIn chat I could go directly to the LinkedIn chat.

I'd just find it easier to, So you essentially you're having a conversation whichever way came Door, it's actually added in the Facebook links.

If I had Peter's Instagram, it would put the Instagram icon and it allows me to then converse whichever wherever I want to with him.

And what are you finding, which platform's yielding better results for you?

My focus historically has been on LinkedIn.

We are gonna switch to do a bit more Facebook this year just to see if it's a little bit different.

I find certainly for the market that that we are trying to chase that LinkedIn for me, uh, anyway is a little bit better.

It's much easier for me to identify I guess the size of business that I wanna work with.

Whereas there's nothing, you know, you might see c e o listed as a title on Facebook maybe, but you really can't tell what size they are.

Yeah.

Right.

So some of these coaches in Turkey's group for example, I might go, let's pick one here, let's go a Facebook seven figure business coach.

Right?

I might go who's the description?

Okay.

I'm sure there's a bunch of five figure business coaches in here that I don't really want, but I won't know until I have that conversation with them.

But if I go to LinkedIn and do a LinkedIn premium search for manufacturing with 50 plus staff, I already know they're at a certain size with a, an approximate revenue.

And so when you're qualifying, you'd probably go and click on their profile, you click on their website, you'd look for the key issues that they might otherwise have in a business to business context and go whatever it is.

If we wanted to do steal of Rob fluxes, you know, contacts we go to Rob, I'm just gonna pick on re Robb 'cause you're on my screen.

Ching got cheesy green, holy s**t.

Right?

We could go into Rob's groups and find Rob.

You could probably do the same thing with other developer things make you go into their groups and steal all their people and just start talking to them and say, oh, we do the same thing.

You should check it out.

Right.

But you can start to do that sort of thing with groups and, and and lists and followers and tags and all sorts of stuff as well.

Yeah.

Dicey but good Aren you just having to connect with people who share a same passion as you.

Yeah, I I like it.

I'm, I've gotta work out the workflow, but I like it.

Yeah.

And then Tim, you are closing with a call, right?

You it's leading to, I didn't, I didn't push to a call and close from there.

Yeah.

I'll, I'll, I'll throw up a little, uh, hang on, I'll throw up a little demo link based.

They do have a, yeah, they do have a, there's a demo link if you want to just go and buy it.

Here's a demo call ready to buy and we go again.

I can literally just click on there.

They've got a pretty good affiliate program as well.

Um, but you can do it right.

So I had actually used this for clients and because I'm logged in, it's me, it's gonna go to my profile.

But if I was logged into a client's profile, it would literally, I'll click on a button and it would go directly to the client's profile as logged in and then it connect as them, right?

So you can expect manage it for clients if that was a thing that you wanted to do as well.

Hmm.

Right.

You just have to add the login credentials.

Yeah.

No, that's, that's awesome.

That's awesome.

No, tha thanks.

Thanks Tim.

That really insightful.

I I always get stunned with marketing 'cause it doesn't matter how long you've been in it, there's always something new that comes along.

Yeah, I I think it's, I think it's gonna be interesting space to, obviously we've all been across the chat G P T revolution, that hitting everybody I think with in terms of the amount of kind of autogenerated content that's dropping out there.

In fact, I even saw one a site that's popped up already, which now accesses content to work out how much of it's auto generated, right?

Yeah.

And it was a tool developed for teachers so they could actually look at how much auto-generated essays are being submitted.

That's the one originality.

And so we're gonna see this absolute flood of really inauthentic, bland, boring content smash absolutely everywhere over the next 12 months, 12 months to two years as people get onto it.

So I think the opportunity to create deeper connections is gonna create, be even more important than it has historically been.

Right.

That personal referral and connection will be more and more powerful in terms of how we connect with customers and, and partners.

Yeah, no, agreed.

Agreed.

What, what's your cut through rate, just outta curiosity of if you start a conversation with someone and it's a reasonably good conversation, how many of them turn into appointments?

I think we worked out, it was about 4% of all the people we spoke to out of a pretty cold connection list that I've accumulated since I got onto LinkedIn in 2005, 2006 or whenever it was, it was about 4% converted to appointment.

Yeah.

Okay.

That's, that wasn't too bad.

But all the, the people who said, and the approach we took, and again, we're experimenting with approaches.

The approach we took was a connection.

I've got this resource, do you want it?

Of the people who said yes, I want the resource to who responded, right?

'cause obviously there's a s**t ton of, of people who still don't respond and you have to have the bumpiness to top of your feed kind of thing.

People who are just not active on the platform at all, whether it's Facebook or LinkedIn or Instore or wherever, they're just not active where you're trying to message them.

Um, it was in the 40% in terms of positive response saying I've got this thing, do you want it to book call?

Oh wow.

Yeah.

So, so it's probably, um, better than direct mail.

Really.

Like you probably get a one 2%.

Yeah.

Again, think it because you've actually built a relationship and it's personal, direct mail is awesome, but it's, I dunno who, I don't dunno you from a borough.

I think that's why we were seeing a better response because there is actually some form of relationship attached.

Yeah.

And you could combine, you could potentially combine them as well.

Yeah.

No, that's, that's great.