Overview:

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.