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Copy is about the words you use to communicate in your marketing. The words in your marketing carry the message, the meaning, and the ideas.
If you want to master marketing, practice writing, speaking, and making videos of your copy. If customers use particular words when they talk about their pain and desires, when we use those same words it’ll make a huge impact.
Use short words, short sentences, and short paragraphs. Short words are understandable by everyone. Short sentences break ideas into bite-size pieces that keep communication clear. Short paragraphs look and “feel” friendly — they don’t intimidate.
Use long, detailed, persuasive copy that tells your whole story. Even though you’re using short words, sentences and paragraphs, you must use long copy to tell your entire story.
Imagine that you were face-to-face with your customer. What would you need to tell them so they could make an informed decision?
“Speak-write” as if you were sitting with your prospect in-person. Writing marketing copy is an exercise in imagining that you are talking in person.
Use what’s called “speak-write” — so that your words sound friendly and personal. Speak to one person when you write copy!
Does anyone read, listen to, or watch long copy anymore? When someone sees a 30-page sales letter or a 45-minute video, they might ask “will anyone read that?” or “will anyone watch that?”
While attention spans and copy ARE getting shorter, it’s a bad decision to bet against long copy. If you had a problem that was really bothering you, you’d definitely read the solution to that problem, no matter how long.
Speak the language of real customers, not fantasy customers. When you interact with your customers, listen to the way they talk.
If you can, adopt their language, their phrases, and their tone — and adapt it to the copy you use in your marketing. The familiarity will build trust and credibility. Don’t try to talk fancy.
Only talk about things that are directly relevant to your prospect. Don’t use hype, fluff or sensationalism — if you can at all help it.
Keep every part of your message focused on something that’s emotionally relevant and MOTIVATING. Keep the “motivator” in your mind as you write your copy — don’t forget it.
Make an outline of questions, answer them, and transcribe it.
– What benefit will your prospect get from going through your message?
– What are the fears and frustrations your prospect is going through that you solve?
– What results, benefits, and relief will your prospect get?
– How did you discover that the product works?
– How can they know that it will work?
– Who is it for, and who is it not for?
Direct response marketing is about ACTION and it’s about RESPONSE. In order to trigger action and response, you must remove all blocks and impediments.
When creating a marketing offer, design it so that it covers all “mental and emotional bases” — and answer all key questions.
Remove risk to encourage action and even try to reverse it. Customers feel that they are taking a big risk. Spending money feels very dangerous, and no one wants to look or feel stupid because they made a dumb decision. Remove risk as much as possible, even reverse it if you can.
Translate the value of your product and the result it delivers. Humans aren’t very good at comparing and understanding the “real value” of things. Translate the value of your product and the result it delivers — in terms that your customer can understand.
Summarize the key points of your offer all in one place. After you’ve created a powerful marketing message, it’s important to summarize the massive value of your offer all in one place.
This allows your prospect to see and understand everything they’re getting — and to “get it.” Organize this information in bullet form.
Risk Removal & Reversal: removal = 100% money-back guarantee. Reversal = 100% money-back guarantee + keep product.
Give your risk reversal or guarantee a NAME. Describe your risk removal/reversal in as much detail as possible — to make it perfectly clear, and allow it an opportunity to “land.”
Keep adding value, bonuses and other incentives to the offer. The more value you add and create, the more motivation you build in your prospect.
Continue to stack value, bonuses and other incentives to your offer so it becomes so tempting that your customer can’t resist.
Give specific directions and ask for your customer to buy now. Never assume that your customer will know what to do, or how to buy from you.
Give detailed, specific directions — along with a direct request to BUY NOW. “Just click the button below that says ‘add to cart,’ then complete the one page order form and click on the button that says ‘finish my order.'”
Leave nothing to the imagination — make action steps crystal clear. Look at your purchase process, and try to find ways that a customer could misunderstand it (and trust me, they will).
Eliminate anything that’s ambiguous, confusing, and unclear — to the point where a child would understand it instantly.
The elements of your marketing work together to create action. Remember: your marketing document, website, letter, video, etc. is presented to a customer as “one thing.” It’s critical that you design and refine your marketing communications for continuity.
Follow this marketing message formula:
– Headline that promises a benefit.
– Set up problem, challenge or opportunity.
– Story that builds credibility and trust.
– Introduce solution / result in form of your product.
– Build value, add bonuses, frame price.
– Remove risk.
– Summarize offer.
– Direct to action now.
Your headline is the “ad for the ad.” People skim headlines to decide what to read. If the headline doesn’t grab attention, it’s VERY unlikely that the content will… so people “skip it.” A headline is literally the “ad for the ad” — so focus your attention on making it powerful.
Your headline has a big job, so give it all the help you can. Headlines make or break advertisements and marketing pieces.
Headline writers are some of the highest paid writers for magazines, newspapers, etc. You should invest as much time writing headlines, sub-headlines and “bullets” as you invest in writing the actual copy.
Use high emotion value words and phrases. Some words and phrases trigger stronger emotions than others. “Lawyer” triggers stronger emotions than “attorney,” for instance. What are YOUR high-emotion value terms? What words are your prospects using?
Offer a promise of a result, a benefit, or relief in your headline. People are motivated by results, benefits & relief — so offer these key motivators. Your prospects can’t hear about their wants, fears, desires, and challenges too much.
Your headlines aren’t just the words at the top of a letter, but they’re also the first words in a teleclass, video, etc. Get your best stuff out up front.
Famous headlines that worked:
– “How To Win Friends & Influence People.”
– “Do You Make These Mistakes In English?”
– “How I Improved My Memory In One Evening.”
– “How A New Discovery Made A Plain Girl Beautiful.”
– “At 60 Miles An Hour The Loudest Noise In The New Rolls-Royce Comes From The Electric Clock.”
Align and connect your headline to every part of your marketing. One of the biggest “marketing blunders” that I see is a misalignment of a headline, message, and offer.
Consider what you’re going to ask your customer to do at the end, then “align” your headline with that. Make sure that all parts of your marketing are connected, continuous and congruent.
When in doubt, start with the words “how to.” A tried-and-true formula for great headlines, subheads, and bullets is to start with the simple words “how to.” Add results, benefits, and relief after “how to” and you’re already writing great headlines.
Re-use your headline powers in your marketing. Headlines are concentrated “marketing power” — focused into a few words.
Re-use this power throughout your marketing in the form of subheads and bullets. Make sure your headlines are inserted every few minutes into your audios and videos as well.
Your story is one of your most valuable business assets. Customers need a way to connect to you and your business, and your story provides it.
The more your story involves elements that your customer has experienced the better. Your story is an asset, so refine it!
Humans understand experiences and information in relationship to stories. It seems that in order to understand something, we must relate it to other things in a format called “story.”
This allows us to see how elements are related to each other and to the whole. Minds think and process in STORY form.
When we don’t have a story provided, we create one. We’ve already learned about the phenomenon called “confabulation.” We seem to always be looking for how elements fit together, and trying to create a story that “makes sense.”
Your story should allow your customer to relate to you. The more people have in common, the more they feel like they can “relate” to each other. In order for your story to help your customer relate to you, it must include elements that they have experienced personally.
Your story should touch on key emotional experiences. There are elements of stories that are most “touching” to people.
Being at a disadvantage, trying and failing, emotional drama, discovering winning formulas, achieving success when the chips were down — these are all very interesting.
Your story should touch on these key elements:
– Started in same situation as customer.
– Tried and failed.
– Breakthrough: discovered the secret to success.
– Created a system or product.
– Others used it and succeeded.
– Now you can succeed.
Stair-step marketing (or “don’t ask her to marry you on the first date”): You don’t ask a woman or man to marry you on the first date.
Therefore, don’t ask someone to buy from you in the headline of your ad. Instead, offer value, information, and solutions.
Your customers are people, and they want a trusted long-term relationship. Too many companies create marketing that feels impersonal, sterile and distant.
People are built to interact with people, not with “corporate entities.” Create a marketing experience that feels like building a relationship with a new friend.
Small action steps lead to big results over the long-term. As you build your stair-step marketing system, you’ll find that, over the long term, you’ll get very big results when many people are taking small steps since these small steps add up to big results in the long run.
The objective is to optimize the system, not to “get at the golden eggs” by killing the goose and going for a quick “as soon as possible” sell.
Build it and optimize it for one customer. Then attract many. Build your stair-step marketing system for ONE person (your customer avatar).
After you’ve designed a personalized, relationship-oriented experience, then “open up your funnel” to scale up your lead generation.
A basic 5-step framework for your stair-step marketing system: lead, subscriber, customer, up-sell, and back-end.
Get leads: run “interruption marketing” ads. Advertise on search engines. Create valuable content, videos, and articles that lead back to your website. Partner with others who have lists.
KEY: always promise results, benefits, and relief.
Capturing a subscriber: “sweeten the pot” as soon as someone comes to your website — to encourage them to opt in to your email list.
Offer free videos, PDF reports, a free analysis, etc., in return for opting in. Immediately begin by sending value to communicate that you’re one of the “good guys.”
Converting to a customer: continue to send valuable tips and informative content that builds credibility, trust and motivation on the part of your prospect.
Include occasional “special offers” to get additional value, bonuses, and promotions. Invite & interact with prospects to take advantage of user-generated content.
Up-selling at the point of purchase. The highest probability of getting someone to buy something from you is when they’re already buying something from you — during the purchase.
Make your “up-sell” relevant and valuable to the original purchase — so that it “makes sense.” Example: offer an advanced version of what they’re already buying.
The back-end of your business: follow up FOREVER now that you have a customer, the name of the game is to KEEP them as a customer.
What if you kept investing in your customers, after they became customers? What if you involved them in your product designs?
The old model: “give away advertisements.” It used to cost a lot to give away almost ANYTHING.
The internet has changed this, by allowing us to distribute documents, audio and video virtually free. Our inner chimp resists giving something away in order to get something in return.
The new model: give away something of REAL value. The highest leverage thing you can give away is content that educates your customer.
Free reports, free videos, a free webinar, free consultations — all have high perceived value. What could you create and give away?
The cost of creating and giving away massive value is now $0. Anything you can distribute online can now be given away essentially at no cost.
So what are most businesses doing about this? NOTHING.
Give away more value = attract more customers to your site and list. The more value you give away, the more you attract people to your site, and to your list.
There’s a lesson here: in the future, the game is about who can create the most VALUE.
The GURU mastermind: a “moving the free line” case study. I asked myself: can you give away TOO much?
I set out to give away $1,000 worth of value to as many people as possible. It resulted in a multi-million dollar product launch.
Create and give away something that’s worth at least $100. Create a set of free content, downloads or videos that are worth at least $100.
Then give it away — to as many people as you possibly can. You must get over your “justice mechanism.”
Naming = the ultimate leverage: nowhere do you get so much “bang for your buck” than choosing a name for your business, product, or service.
Create a name that’s impossible for customers to forget. Don’t focus on creating a name that’s “nice” or “easy to remember.” Instead, focus on creating a name that’s impossible to FORGET.
The mind remembers names by SOUND, not by sight. Names are sounds before they are printed words — so focus on the SOUND primarily. Repetitive sounds and rhythmic sounds win in this domain — so use them.
Avoid “cute” or “funny” names. Spending money is serious business — and most people don’t want to laugh when they’re doing it. Rarely does a cute or funny name work — so avoid them.
Use names that promise results, benefits, and/or solutions if possible. Most people think that a name is something very different from their “other marketing.” Not so — use everything you’ve learned so far to create a name that promises a BENEFIT.
Rhythm makes names much more “sticky” in the mind. We have a system called the “phonological loop” that acts as an auditory buffer. Use repetitive and rhythmic sounds to keep your name bouncing around LONGER.
Names that I’ve created: Double Your Dollars, Self-Made Millions, Be More Productive
Do use and include: alliteration, rhyme, power associations
Favorite name examples: Coca Cola, 3 Day Blinds, YouTube, Bed Bath & Beyond
Positioning — what it is, and what it’s not. Positioning is a game that you play in the mind — not a game you play in reality.
You don’t “position” your product by comparing it to other products. You position your product by creating a new MENTAL CATEGORY that it can be first in.
Human minds use categories as “shortcut decision makers.” The world is complex and full of product options. Most of the product options are not perceived to be significantly different from other available options.
When two options are similar to each other, we consider them to be roughly the “same” option and we “throw one away” to conserve mental space.
It’s no use competing — if you do, you’ve already lost. Competing is a rough game in marketing, and it’s one that is usually LOST when competing with an established competitor.
The reason is that the competitor has already gotten into the mind of your customer. It’s much better to create a new category — that you can be first in — and let others compete.
How to create a mental category: start with an aspect of your customer’s need that’s critically important to them. Examples include speed, convenience, specific results, a guarantee — whatever is the key element to your customer.
Base your new mental category on a key need that is currently unmet — that your particular product meets.
How to “niche” your category: drill down into a need to find the “high emotion value” 20% that is going unmet.
Discover the words, phrases, and specific “emotional hot buttons” that customers use to describe it. Research to find out the “niche within the niche” that you can own in the mind.
Categories diverge just like species diverge. Every business category eventually becomes two categories — or more. Computers became laptops and desktops, cars became compact cars, midsize cars and luxury cars.
Anticipate this process, and split the category yourself… to create a category that you can own. Big companies lose because instead of creating a new niche and a new business, they try to take the old stuff they used to do and re-label it. Think IBM, Microsoft, Google and Facebook.
Name your new category. To get into the mind first, name your new category — so that customers will see you as the INVENTOR of it. Win by creating and promoting the category itself, not just your particular business or product.
Who was the first? Who was the first search engine? Who was the first energy drink? Who was the first portable MP3 player? Most people will say Google and RedBull and iPod — because they were first in the MIND. It’s better to be first then it is to be better.
Examples of categories: health foods = WholeFoods Market. Online auctions = eBay. Luxury New York condos = TRUMP. Social networking = Facebook. Online videos = YouTube.
Two marketing philosophies: There are two basic approaches to marketing: branding, and response (or “direct response”) marketing. Branding is about getting people to “remember your name.” Response is about getting people to take ACTION and BUY.
Direct vs. indirect marketing: the reason it’s called “direct response marketing” is because it’s based on two key ideas that are very powerful together.
The first is marketing DIRECTLY to prospective customers & the second is asking for a RESPONSE. Branding is “indirect” — in that its intention isn’t to generate action NOW.
Conversion, not continuation. In professional sales, a “continuation” is when you set-up a follow-up, but don’t actually make a sale. In marketing (and sales), a “conversion” is when your Prospective Customer takes action — ideally buying what you’re offering. Aim for conversion, not continuation.
Branding is very, very appealing to “marketing chickens.” Most people default to branding or “getting their name out” — because it’s the easy road.
You never have to face direct rejection if you never ask for a sale…which makes branding a very appealing route for most business owners. You can always blame someone else when you don’t take personal responsibility for sales.
Response marketing has its root in direct, face-to-face selling. The best way to think about a good direct response marketing piece is to think of it like a real salesperson — only multiplied & automated.
The techniques of direct response have been tried, tested and refined over 100+ years. It’s now considered a “science” by the pros.
In-person sales is the greatest “paid research” you can ever do. Most people are afraid of selling their products and services “face-to-face.” In fact, it’s the best possible research you can do for your business.
You’ll never learn information and acquire knowledge you can use in your marketing that’s more specific or more powerful than when you SELL.
Do what big, successful companies DID — not what they do now. Don’t imitate the big companies — or assume that what they do will work for you.
If you want to imitate them, go back to when they began and do what they DID… and not what they’re doing NOW!
Your first marketing should be in the spirit of direct sales. Don’t aspire to have people “know your name” or “be famous.” Instead, aspire to have people who have a need come to you to buy what you’re selling.
Instead of trying to become a “famous brand,” work to sell your product to one person at a time… then replicate this direct response system to grow.
And what they did when they started was usually SALES. Sales has gotten a “bad name” over the past several decades. Professional selling looks nothing like the manipulative hustling that we associate with the “used car salesman.”
Professional selling is about discovering and developing needs, then matching needs to solutions. Professional salespeople see the sales conversation as research into the prospective customer’s needs.
It’s easy to forget that most people have no clue… Most people who are experiencing a need have very little education about their problem — and therefore have very little education about how to solve it successfully.
Even with access to so much information, most people are still in “quiet desperation.”
Educate as you market and sell your products and services. Education can be used successfully to both help people solve their problems & to help people SEE their problems.
Educating also helps build credibility and trust, which are essential for customer ACTION.
Content marketing: a new “form”of marketing has evolved with the mainstream adoption of the internet. This is called “content marketing” — which is basically creating content that attracts prospective customers.
This is really the ultimate “education marketing” — as it’s typically in the form of an educational tip or video.
Beware of the content trap… Content marketing is also very alluring to those “marketing chickens” who would prefer to avoid any kind of selling or marketing.
But don’t get distracted — the best content marketing uses all of the “power tools” of direct marketing — it doesn’t “skip” them.
Editorial marketing: a time-tested way to increase attention, interest and response to your marketing is to format it into an “editorial” style or design. Infomercials, advertorials, megalogs, many blogs, and other formats exemplify this strategy.
Editorial marketing looks like an article in a magazine, a newspaper article, a blog post, etc., and it’s automatically perceived as true. Designing your marketing like an editorial alone can affect views and engagement by 500% or more.
By simply making your marketing look like an editorial, it can significantly increase conversion.
Pay attention to the details. It’s not “intuitive” that you can increase your response and your results so dramatically by simply laying out your marketing differently.
Start paying attention to how news sites, blogs, magazines & educational videos design and format their content. Begin using these styles to increase response.
The place to start when marketing is customer NEEDS.
Start by identifying customer needs, then build your marketing around them. Don’t make the mistake of starting with what YOU think is great about what you do.
Customer needs are often hidden — so you must DIG.
We humans like to assume that we “get” others — and we know what they’re thinking. Turns out that we’re not as good at this as we think.
There’s real money on the line here, so it’s time to get serious.
The price of a mistake when identifying customer needs is high — and the reward great. The probability of successfully identifying customer needs is low — unless you talk to them one-on-one.
You’re looking for emotional needs that are going unmet.
As you research and consider customer needs, pay special attention to those that are going unmet. A need that isn’t met is far more powerful than a need that is being met.
If you want to “get it right,” you must talk to customers.
The fastest way to discover needs that you can fulfill with your marketing is to ASK. You’ll learn more by talking to a prospective customer for 15 minutes then you will by “thinking about it” all day long.
Invest a lot of your time and energy into talking to customers. Do this every day. It’ll pay off. Ask them for their fears and frustrations, wants and aspirations, etc.
What are the basic “irrational” human needs that drive us?
Maclean’s 3 brains: survival, reproduction, and status. Maslow’s hierarchy — There are two types of needs: deficiency and being. The deficiency needs MUST get fulfilled. It’s not optional.
We’ll do anything to get those needs met. When we meet a deficiency need, then the next deficiency need up the ladder emerges. (From survival, to safety, to security, to love, to self-expression.)
Our customers are mostly driven by deficiency needs. They don’t appear to be optional to the average human. (I need to sell my guys on the level they’re at, survival and security, and only down the road teach them how to be all they can be, their self-actualization needs.)
“The customer avatar” — If you combined all of your customers into one customer, what would they be like? What are the commonalities of all your customers? Who are they? How old are they? Are they male or female?
List the commonalities. As you “build out” your customer avatar, continue to find the “particular commonalities” that make your customers uniquely similar. Include only those commonalities that have meaning and value — discard irrelevant information.
You will create a very specific, interesting, unique person to speak to. Give them a name. See them as a real person.
Now you can create messages that talk to all your prospects, but give them each the feeling that you’ve created your messages and products just for that one individual person.
If it’s not specific enough, it won’t give them that feeling. You won’t turn them off, but you won’t turn them on either.
The “voice” of your customer: Different people have different ways of communicating with each other and use different languages.
“Computer geeks” communicate differently from “fashionistas,” who communicate differently from”car guys.” What’s the voice of YOUR customer?
Your avatar’s unique language: At the “ground level” your Customers are using specific words and phrases that have unique value to them in the context of their distinct needs.
Pay attention, listen carefully and reflect regularly to pin-point these “power words” and phrases to use when creating your marketing.
Create a dialogue with your customer avatar. As you develop your marketing campaigns, initiate and develop a “mental dialogue” with your customer avatar. Mentally connect with them on a human level, and talk to them like you would talk to a friend.
Human Psychology isn’t rational. From the inside it usually appears that our thinking, decisions and actions are “rational.” From the outside it usually appears that our thinking, decisions and actions are “irrational.” Humans do things for their reasons, not your reasons — and rarely are these reasons “rational.”
We humans have 3 brains in 1. Our brain appears to be 3 brains in 1. Reptile, Mammal, and Thinker. The challenge? Our 3 brains aren’t very well integrated — and the older brains (the reptile & mammal brains) seem to rule the newer (the thinker brain).
We humans are built and wired for a time that is long gone. The modern environment has changed dramatically from our “original environment.” We have become “Homo Technoligus” living inside the self-built “Human Zoo.” But don’t forget — our wiring hasn’t changed! It’s still built for the outside world.
We don’t make decisions logically, we make decisions unconsciously. The process of making a decision appears to be “retinal” — so we assume that it is. It now appears that most decisions aren’t made consciously. Instead, decisions are made on an unconscious level — then “rationalized” with the conscious mind (through a process called confabulation).
We are completely overwhelmed by communications and choices. We live in the world’s first over-communicated society. The level of choice we have is literally immobilizing us. The average person has essentially no hope of silencing the increasing noise.
We are twice as motivated to avoid pain as we are to get pleasure. Tests have shown that we humans will pay twice as much to avoid pain as to get pleasure. The “problem/fear/pain” aspect of what you sell is likely TWICE as important as the pleasure aspect.
Our psychology is rooted in our past. Great progress has been made “decoding” human psychology and behavior over the past decades. The more we look for “evolutionary” drivers of our psychological mechanisms, the more we find them. If you look behind most thoughts, feelings, and actions, you’ll find survival, sex and status.
When we have a need, our entire thinking & deciding process changes. A person who is experiencing a need, a craving, a desire, a fear becomes a “different animal” — so to speak. When under the influence of a need, we become single-minded in our quest to satisfy it. Especially when it’s about survival, sex, or status.
We humans are very bad at figuring out how much things are worth. Money, value, and prices are very confusing to humans. We are constantly looking for cues, criteria, and comparisons to understand how much products and services are “worth.”
All of this adds up to prospective customers who need CLARITY. You cannot hope to cut through this inner and outer noise without FOCUS. You must know what you’re offering, who it’s for, and what the benefit is to them — then present it to the IRRATIONAL human mind. If you don’t, you might as well not even start.
Most people aren’t prospects because they’re not motivated. It’s virtually impossible to sell products to people who have no motivation. You dramatically increase your chances of success if you’re selling to motivated people who have a need.
People don’t buy products or services — they buy results, benefits, and solutions. Most business owners think they’re selling a “product” or “service.” Most customers think they’re buying a solution, a result, or avoidance of pain.
Features, Advantages, Benefits, Results, Solutions, and Relief. Most people sell features, not benefits. What is the relief your customer gets with your solution? Losing 20 pounds is a result, and that’s great, but the next level is to talk about the ultimate solution, for example, the relief from feeling unattractive.
Stop selling logic — instead offer results, solutions, and relief. Ultimately customers don’t care about you, your products, your “quality” — or anything else. When they do pay attention to these things, it’s only to increase chances of getting results, solutions, and relief. Stop trying to logically convince — instead, focus on results, solutions, and relief.
Remember our 3 brains & our irrational decisions. The reason why we focus NOT on logic, but instead on Results, Solutions and Relief, is because people are driven by their motivational systems. And these systems are based on ancient brain systems that drive us to survive, stay safe, find security, find love, express ourselves and actualize.
3 important rules of thumb when targeting your audience:
– Look for customers who are motivated.
– Look for customers who are looking for you.
– Look for customers who have few perceived options.
In order to make this mental shift, we must practice it. We are so used to thinking “from our own perspective” that we don’t adapt quickly to thinking like a customer. In order to make it natural and automatic to think like a customer, you must imagine that you ARE a customer.
Start by “forgetting” about yourself and your product, then close your eyes and imagine that you’re one of your own CUSTOMERS. Marketing is entering a conversation that the prospect is already having inside their own mind.
How to know you’ve made the big mental shift: the way to know that you’ve made the mental shift to thinking like a customer is simple:
– When you say or write down customer needs while speaking in the first person.
– You use phrases that start with, “I want” and not phrases that start with “My Customer Wants.”
Marketing is about getting customers for your business. If you don’t know how to get customers, then you don’t have security or stability in your business — it’s that simple.
Most people won’t go out and get customers for their business: Most businesses die — their founders losing precious money, time and energy. If you ask them why their businesses failed, you will consistently hear a common theme: “I didn’t have enough customers.”
Definitions of marketing terms:
– Advertising: finding where new customers are located and getting in front of them with your marketing message.
– Sales: proactively finding people yourself, one to one, asking questions about their needs, and getting them to tell you what you need to do to get them to buy, then closing.
– Conversion: whenever a customer takes an action (clicking on an ad, subscribing, completing a survey, buying, taking an upsell, etc.).
– Upselling & Remarketing: the real money is not in getting the customer in the first place, it’s in getting existing customers to buy MORE stuff from you. It’s 3-10x less expensive to sell something to an existing customer than it is to go out and get a new customer. Find out the additional needs of your customers after they buy your product.
Commit yourself to learning and mastering marketing.
It’s the most important thing you can do for the success of your business and financial future.
Business success is completely different from job success.
People bring mindsets from previous experiences and apply them to new experiences. We tend to bring a “job mindset” with us as we build our businesses. Job success is about reactively doing work, and business success is about proactively getting customers.
Are you willing to do whatever it takes to succeed? The willingness to do whatever it takes is crucial to
succeeding in marketing. You’ll often have to step outside your comfort zone to have marketing success.
You will have to face and overcome your fears of embarrassment, rejection and “pushing” people. This isn’t about doing anything unethical. Rather, it is about breaking through your fears.
Why learn “Marketing Mindsets?” How you think about an area of business or success determines how will you approach it. If you have the wrong ideas about Marketing, or the wrong expectations, you are certain to make serious mistakes.
Marketing Mindset #1: Marketing is the KEY money-maker in your business. Most activities inside a business cost money, instead of make money. Of the things that do make money, marketing makes the most money. It re-prioritizes what you need to do everyday.
Marketing Mindset #2: Marketing is not something you do once — it’s an ongoing PROCESS.
Marketing Mindset #3: Marketing begins with understanding the needs and wants of your customer. It doesn’t begin with advertising, putting up a website, etc. It begins with delving deep into the minds of your customer.
Marketing Mindset #4: Customers hate to be sold — but they LOVE to buy. Instead of convincing, give them what they need to convince themselves to buy. Allow your customers the pleasure of finding a solution to their problem… so they can love to buy.
Marketing Mindset #5: Marketing is about triggering ACTION. Marketing is “customer-getting.” Human beings don’t make most decisions consciously, although it appears to the decider that they are. Appeal to the inner animal and chimpanzee so they have what they need to make the decision. Don’t cross your own ethical boundaries. Only use these tools when it’s in the best interest of your prospects to do so.
Marketing Mindset #6: Everything is a test. EVERYTHING. We like to think that what we’re doing is going to work, for sure. This causes us to continue unsuccessful marketing efforts, and compound our failure rather than compound our success. If you take the mindset that everything is a test, you carefully watch what you do to see if it’s working. You have the expectation that many things won’t work. But the ones that do work get used over and over again, and become winning (and very profitable) formulas.
Marketing Mindset #7: Run your marketing like a business. Running something like a business is about taking it seriously, measuring it, and making sure it actually works. Most people run their marketing by intuition, not like a business.
Marketing Mindset #8: Understand your Prospective Customer better than they understand themselves. This is about diving deep into their desires, fears, fantasies, etc. Learn the words they use to describe their situation. When you understand them better than they understand themselves, you’ll be able to develop deep and long-lasting relationships with them and offer them many products.
Marketing Mindset #9: Successful marketing is ultimately a successful marketing system and sequence. You want to build a marketing system, so a customer can come to you and get a consistent experience of learning about your services, why they need to purchase from you, the upsells you offer, etc.
Marketing Mindset #10: The success of your marketing is in proportion to the perceived value that you create for customers. It’s not enough to have a product and say, “Come and buy my product.” What customers need in order to make a decision is massive value. You need to translate the value of what you’re offering. You need to connect the dots and show them exactly how you’ll solve their problem.
Marketing Mindset #11: “I am now a Marketer, not just a business owner.” When people ask you what you do, answer “I’m a marketer, and I own a business.”
Marketing Mindset #12: Find customers where they are, not where you want them to be — and don’t expect them to find you. Find them physically and psychologically. Behave in a way that makes them comfortable with you because you’re meeting them where THEY are. Expecting people to find us is left over from the job mindset.
What Kind of Online Content Works as Marketing?
There are three main types of content that you need to create over time in order to perform effective content marketing: core, connection, and conversion. Copywriting follows, because you’ve earned the right to make an offer to your audience.
First, however, you need to provide the initial, crucial “C” — context. Without it, none of the content “types” will be effective in meeting your business objectives. Let’s take a closer look at what I call the “5 C’s”of effective content marketing.
The critical first step of any successful content marketing strategy is the context within which content is developed and delivered to the intended audience. Mess this up, and you’re going to waste a lot of time and effort for not much, if any, return.
Sales and marketing 101 says that you focus on the problems and desires of the prospects, and match those up with your product or service. Content marketing is no different, except you’re delivering independent value with content before you attempt to make the sale.
The internet has disrupted the traditional sales process, allowing the prospective customer or client to begin on their own terms via search and social media. This means savvy marketers must adapt to the information-empowered prospect in a fashion that more resembles courting than it does selling.
When someone has a problem or desire, what they’re really contemplating is a journey of transformation, whether large or small in scope. The job of the content marketer is to mentor — or coach — the prospect through this journey, and at some point your product or service becomes a necessary and desirable way to complete the journey.
Thinking of the content you produce as coaching advice is especially apt. The word “coach” derives from kocsi, which is Hungarian for “carriage.” Your content is the vehicle which carries the prospect on their journey of transformation.
Content marketing starts the sales process in a way that doesn’t leave the prospect with the feeling they’ve been sold to. Further, great content differentiates you from the competition in ways that traditional features and benefits fail to in a cluttered marketplace.
As the name implies, core content is the foundational topic(s) of your website, as well as your overall content marketing strategy. A core is something that is basic, essential, indispensable, and the chief foundation upon which something is constructed or developed.
These topics are what people need to know to make use of your website and do business with you. Once developed, these beginner, or “101” level tutorials/articles can be cross referenced from your other content, which provides an exceptional front door for new visitors and subscribers.
These are also the topics that you want to rank well in search engines for. And when approached in a strategic fashion, this content can do very well with Google, et al.
The key is creating compelling content that’s worth linking to and sharing, and then finding a way (social, email, etc.) to get the word out. It also means aggregating lots of high-value content on one page that is both compelling to people and easily understood by Google.
For McDonald’s Canada, core content naturally revolves around the food they serve. In keeping with the theme “what do people need to know to do business with you,” the fast food chain’s Our Food, Your Questions program has taken 10,000 questions from consumers about their concerns and answered them all on the website. This kind of foundational content is golden for site visitors and search engines.
The benefit of core content is twofold:
– Fantastic foundational content that site visitors and subscribers can learn from, refer to, share in social media, and link to from their own sites; and
– High search engine rankings resulting from real people “voting” on the quality of the resource thanks to social sharing and linking.
Core content demonstrates that SEO is not about tricking an algorithm. It’s about creating content resources so valuable that people want to share them and cite them as authoritative on the topic.
Connection content is all about teaching aspects of your core topics in a highly engaging way.
Instructional design experts will tell you that the key to higher comprehension and retention is engagement by the learner, and with content marketing, we’re educating people so that they’re able to do business with us.
What makes for engaging content? Think of connection content as a combination of meaning and fascination.
Meaning: This is the informational aspect of your content that your regular readers, listeners, or viewers look to you for. This is also a topic that matters to the prospective audience you’re trying to reach through social media sharing.
Another way to think of this important aspect of your content is relevance. Content must be highly relevant to your existing and prospective audience, but I prefer meaning, as it implies an extra level of value that makes people treasure your startup.
Fascination: The fascinating element your content is where your creativity shines. It’s the fun, shocking, or entertaining aspect of your content that makes people pay attention and share with their friends and colleagues.
Often you’re using an analogy, metaphor, or simile to make an associated connection between something cool and an important topic that might otherwise be pretty boring. Not only does this attract and hold attention, it also aids in comprehension and retention for your audience, which in turn increases your subject-matter authority with them (because they actually learned something).
You can spot the mix from smart headlines alone (meaning in italics, fascination in bold) using musical, cinematic, and philosophical references among many other approaches:
– 5 Ways an Introvert Can Build a Thriving Online Audience
– Tyler Durden’s 8 Rules of Meaningful Innovation
– Stoicism for Modern Stresses: 5 Lessons from An Old School Man
Many marketers have trouble with connection content out of fear of indifference from a part of the audience who won’t “get” or appreciate the angle.
The result is content intended to appeal to everyone, which in turn appeals to no one.
The point of connection content is to bond strongly with some rather than boring everyone. You can please another segment of your audience with the next piece of content, and so on.
When it comes to conversion content, I’m not talking conversion in the traditional sales or lead generation context. Rather, it’s more like in the evangelical sense. They are born again followers of your startup.
What do people need to believe to do business with you? You’re not trying to alter people’s larger worldview here — that shouldn’t be necessary if you identified context correctly from the beginning. What you’re doing is framing the problems and desires of your audience so they match up with your products and services.
One scenario is your direct competition in the marketplace. Most consumers report an inability to differentiate between various offerings, and immediately resort to price comparisons.
Conversion content allows you to differentiate on philosophy, worldview, and belief in a way that product or service features and benefits cannot.
Whole Foods sets forth their Four Pillars of Healthy Eating on their blog as an example of conversion content. The article leads with “At Whole Foods Market, we believe…” which indicates that you also need to believe in the four pillars of Whole Foods, Plant Strong, Healthy Fats, and Nutrient Dense, or you’re more likely headed to Safeway.
Often, your direct competitors are not the issue. The problem comes from those whose business models create brand or message confusion among your prospective customers or clients.
You can satisfy desires and solve problems with your content day in and out. But if your audience doesn’t believe what’s necessary to do business with you, they’re not really prospects after all.
Remember, people don’t buy what you sell, they buy why you sell it.
In the traditional advertising and direct marketing worlds, copywriting is what powers the entire message. In other words, an attempt to “push” products and services in a way that amounts to proposing marriage before the first date. Which in my opinion, is never the right way.
Content marketing, on the other hand, is more of a seduction. A strategy that courts and coaches prospects in a way that’s agreeable to them, much more like how dating actually works.
The irony is that the subtle “pull” approach is much more persuasive than the in-your-face “push” approach — again, much like dating.
Element s of the old-school direct response copywriting applied to the modern content copywriting work exceptionally well for gaining attention, increasing engagement, and prompting action. That’s why great headlines, compelling openings, riveting storytelling, and well-formatted text are hallmarks of great online journalism, as well.
With content marketing, you’re accomplishing the bulk of the sales process without overtly “selling” — getting people to know, like, and trust you, and educating them so they can do business with you. By accomplishing that, you’ve effectively earned the right to “pop the question” by making an offer.
At this point, traditional copywriting techniques are alive and well. You’ve got to craft an irresistible offer, communicate benefits, creatively overcome lingering objections, reverse risk, and other tried-and-true copy fundamentals.
Great copy still matters, but you don’t have to hit people over the head to get them to buy. That is, if your contextual content marketing strategy was on target to begin with.
Stated another way, your content is like a mentor who takes the prospect on a buyer’s journey. What you’re really doing is telling a story over time, with the prospect in the role of the hero.
A wise man once told me, “The only way to win is to learn faster than anyone else.” Hopefully I’ve set you on a path to create an exciting and profitable startup. The first major hurdle is launching; then, getting your first customer; and then, proving the concept and generating a wage for yourself in a scalable way.
What happens after all that? Now it’s time to run your business, and your decisions from here out will make or break it in the long term. Many businesses don’t survive, so what do you do to keep yours growing? Despite a lot of failures, I’ve managed to stay in business for more than 7 years. Here are some of the personal philosophies that helped me get there.
You are better off launching quickly and paying attention to real data rather than making assumptions. This doesn’t just apply to launching; it’s a general business principle that you can apply for almost every decision. Most of the assumptions you have prior to and after launching your business will be wrong.
– Before the iPhone, people assumed you neededakeyboardor astylusonyour phone. Five years on, the BlackBerry and styluses areall but extinct.
– In the ’70s people assumed no one wanted a computer in their home. Now everyone has a computer in their pocket and some people wear them on their wrist or their face!
– In the early 2000s people were happy copying their data to USB sticks. Now they they use Dropbox.
– In the 2000s, people assumed mass market electric sports cars were impossible. 10 years later Tesla brought out the mass produced electric Model S and won car of the year.
Your assumptions don’t have to be as dramatic. The business world is changing rapidly, small things don’t get tested. If you have an open mind, you can easily test your assumptions and those assumptions made by others in your industry.
– Why does everyone in your industry do things a certain way?
– What do your customers really like about your service?
– Why aren’t people buying your product?
– Why are they buying your product?
– Are people using your product?
– How are they using it?
– Why do they love it?
– What do they tell people when they refer you?
– Are certain parts of your product necessary?
– Do you need an office?
– Do you need a business card?
– Do you need a logo?
Similar to the examples above, there may be assumptions in your industry that have prevented people from doing certain things. There’s a very good chance they haven’t been tested recently. One small discovery might be enough to kickstart a whole new business or product.
A lot of business owners spend time solving problems they don’t have. Rob Walling refers to this as premature optimization. Examples include:
1. Getting a flawless credit card payment process setup before they have customers.
2. Optimizing their website before they have traffic.
3. Hiring staff before they have work for them.
4. Investing in the best systems before they have enough work to warrant it.
Normally these decisions stem from believing that when you have a problem, you won’t be able to resolve it quickly. Yet this assumption is often wrong. Many of these issues can be resolved quickly. Here are some examples from our own business:
1. Earning Ability had 50 recurring customers before it had a help desk. We were using Google docs, Podio, and a shared email inbox. When the business outgrew that system, it moved to a help desk system in one day.
2. I launched Earning Ability with an MVP (minimum viable product) site that I built off a template. Once I had proven the business and had enough traffic to the site (20,000 visits per month), my team invested $20,000+ in a professional design and it was live within a month.
These days you can solve most business problems quickly. There’s no reason to spend any time on problems you don’t have. Doing so will only cost you valuable time and money. It will take attention away from the work you should be doing. There’s a good chance that if you are a new business, you only have one problem: not enough customers. That’s where you should be spending your time.
Launching quickly is important early on when the conditions are uncertain. Once you have a clear path, however, quality is more important. For example, with Earning Ability, the first website took me 10 hours to put together. When it was clear the team was going ahead with the business, I put up a new site, and made sure it was well designed and communicated better than anyone else in the industry.
Any time you feel yourself wondering if what you are doing is good enough, compare it to the best:
– Don’t ask your friends to pick between three logos. Instead, compare them all to Apple. If it’s nowhere near as good, try again.
– If you write a blog post, compare it to one on KISSmetrics.com. If it’s not as good, rewrite it.
– If you launch a website, compare it to bench.com or simple.com. If it’s nowhere near as good, then you can do better.
It’s often asking a lot for a small business to reach the levels of an established leader. You will be compared to leaders, and if you don’t measure up, then people will notice. By comparing yourself to the best, you set higher expectations for yourself, and you will be better for it.
We must remember that startups exist not just to make stuff, make money, or even serve customers. They exist for their teams to learn how to build a sustainable business.
The companies that learn the quickest, win. This is partly because they do not make decisions based on assumptions and partly because they learn from their predecessors. While your competitors are debating which assumption is better than the other, you can build a competitive advantage on data, facts, and wisdom.
Do more of what is working. I’ve worked on over ten different business ideas and only one of them has really taken off.
The best thing I’ve done is make sure my attention was focused on the one that had the momentum. It would be easy for us to gloat in achieving what Sevenly had in the first year of business and think it’s a result of the team’s great work.
The truth is: I have made big mistakes, just as regularly as I have with other failed businesses.
– I completely butchered our ideal customer profile, spending months chasing the wrong kind of customer (most of them would later churn).
– The team spent months marketing to audiences for a grand total of a few thousand dollars, refuting one of the major assumptions I’d made launching the business in the first place.
– I had changed the product offering model regularly, only to change it back months later.
– I launched a bunch of new products, all of which failed and took away valuable time and attention from the core business.
Once momentum kicked in, these had little impact. In a job, this kind of incompetence would be grounds for dismissal and would cripple a lot of companies. In fact, one month Sevenly started the month by losing lots of money on a failed marketing strategy. This put the company at negative 6% growth on day one. Getting to 0% was going to be a struggle, not to mention hitting the 10% growth goal.
However, by the end of the month Sevenly had grown by 15%. Momentum got us there. People kept buying products.
Being part of a business that fails is tough. You feel like you are doing great work and you probably are. But no matter what you do, you can’t win. You improve your product, up-skill yourself, talk to your customers, read books, change pricing — you name it. Success eludes you.
On the other hand, when things are on a roll, no matter how many mistakes you make, things keep going in the right direction. You screw up a few jobs, miss a few deals, waste time on the wrong things, get distracted. Things still power on.
I’ve been in both positions in the last 5 years. From losing 90% of my savings on a startup plagued with chronic failure to a business that was profitable in 23 days and had over 5,000 customers in the first year or so. Doing more or less the same things.
Momentum is a powerful force, so keep an eye out for what is working and do more of it.
Your own personal happiness and motivation are the most important keys to the success of your business. I know plenty of people who have created great businesses, taken them to a point, and then lost all motivation.
“You should be more excited about Monday than you are about Friday. If that’s not the case, there’s a good chance things aren’t going to work out.”
If you are struggling with motivation, join a forum, start a mastermind, find a co-founder, hire people to do the hard work, and get back to what you’re good at. Take the warning signs seriously.
The only thing that will kill a recurring business is that more customers leave than sign up. It’s hard to get new customers, but it’s easy for them to leave. You need to do everything to keep your customers and the data you get from churning customers is priceless.
Make sure you are delivering constant value for your existing customers. If someone does leave, don’t send them a long and detailed survey, send them this — it’s a Jay Abraham trick.
Subject: Did we do something wrong?
Body: Hey [first name], I noticed you cancelled your subscription, did we do something wrong?
Most people will reply to this and you’ll find out the real reason people are leaving. Figure out why and deal with any issues that arise.
Difficult customers will waste your time, kill your confidence, and destroy your motivation (and soul). No amount of money is worth working with a difficult customer.
Every difficult customer can be replaced by a better one, generally much quicker than you think. The work required to replace them is a far better use of your time than any work spent trying to help them.
My team prides themselves in sniffing out potentially difficult customers prior to signup and scaring them off. I also cheer when the team lets a bad customer go or they leave on their own accord. I want to work with good people, and my team values time and group sanity.
Normally it’s simply people being unreasonable. Customers with high expectations are great because they can push your business forward, but some people are unreasonable and you a better off without them.
Neuromarketing is a fancy sounding word, isn’t it? It’s closely related to some even fancier terms like behavioral economics, persuasion research and social psychology.
Here’s a quick definition. Neuromarketing (noun): The science of using cognitive biases to influence the decision making process of consumers in marketing.
In web design, the goal of neuromarketing is to increase conversion rates and the percentage of visitors who take action by using specific cognitive biases in the design and content of the website.
Here is a list of 15 neuromarketing tactics that any website can use. Each is based on a specific bias. Most of these are simple, subtle, and very common if you know where to look. Every website should be using at least a few of these tactics.
We are all naturally inclined to do what others do. It’s called the “conformity bias.” For better or worse, it’s how our brains work. Marketers have played to this bias for more than a century by using social proof.
“When people are free to do as they please, they usually imitate each other.” — Eric Hoffer
Social proof is evidence of legitimacy. Simply show that others have chosen your product or service. The goal of social proof is to make any choice other than buying from you seem abnormal.
It would be weird for visitors not to choose your brand. It’s the most common type of neuromarketing in web design because it’s easy to do. Everybody is using social proof on their websites. You should too! (See what I did there?)
Testimonials use the words of your audience to give evidence of your quality. They are, by definition, more credible than your marketing copy since the language is authentic.
“When you say it, it’s marketing. When they say it, it’s social proof.”
The best place for a testimonial is on the page of the product or service it relates to. Here, they can support the assertions you make on that page. Think of them as supportive evidence as you make your case. Your audience is testifying for you.
Pro Tip: Never make a testimonials page. These pages tend to have low traffic since visitors don’t visit websites to read testimonials. Testimonials are weak when you put them all together. They are strong when they appear throughout the site.
If someone with a strong reputation likes your brand, show it. It makes you more credible through association. It’s called the “halo effect.” The positive impression the visitor has of them rubs off on you.
Endorsements are everywhere these days.
A few kind words from a tweet can easily be copied and pasted into a web page.
Pro Tip: On Twitter, use the “favorite” button (the little star) to collect kind words people have said about your brand. When you favorite a tweet, it shows that you’re grateful for the compliment, but also makes it easier to find later. Just go back and look at your favorited tweets. It will be there, waiting to be added to your site.
This is a common type of social proof found on blogs everywhere. Social media sharing buttons often show the number of shares across your various social networks. Counters that show the number of comments have the same effect.
“Wow, this was tweeted 85 times? It must be good?”
Warning: Do not use widgets that show the shares or comments if the numbers are low.
“Whoa, zero people have tweeted this post? I’m leaving this ghost town…”
Some social widgets do more than show the numbers. They show the people. The Facebook box shows who in your network likes that website. This is powerful proof because you know these people.
“Hey, Kurt likes Warby Parker? It must be good…”
Faces are great. Logos are good too. Industry associations, chambers of commerce, BBB, certifications, B-Corp Seal, and awards are all trust-building credentials.
Put them all together (in a “trust box”) on an important page (like the home page), but not in a prominent place (the footer is fine).
Think of the McDonald’s sign, “Billions Served.” Tell visitors how many customers you’ve helped. Specific numbers look more credible; very large numbers may make you look like McDonald’s.
“They launched 72 websites last year? They must know what they’re doing.”
The popularity contest is everywhere. Just look at books, music, and movies: New York Times Bestseller List, The Billboard 100, highest grossing movie at the box office. The idea is simply to show that others are buying.
Ecommerce sites: create a “best selling” product category. Also add information about popularity to the product descriptions of the best sellers.
Software subscription websites: on your pricing page, indicate which option is most popular.
Blogs: use a widget showing “what’s hot,” most popular, and most commented.
Bloggers: write a roundup of your top posts
Numbers sound scientific and build credibility quickly, especially odd numbers. Also, numerals stand out in a line of letters, attracting attention. Find the one statistic that emphasizes the importance of what you do and make it prominent on your site.
Can’t find one? Create your own. Studies used in marketing aren’t necessarily rigorous. A short survey of 100 people can help you find a super compelling statistic. And who knows what else you might learn.
“4 out of 5 marketers recommend using short surveys to create statistics”
Just like an endorsement, a write up in the press builds credibility. But press mentions come and go quickly. In the end, few people in your audience are likely to see the piece.
So the best way to get durable value from a press mention is to add an “as seen in” logo to your website. For web marketers, this is one of the biggest benefits of PR.
Pro Tip: Guest blogging is a type of PR, so the placement of a guest post can also create an “as seen in” opportunity.
Star reviews are standard on big ecommerce sites. They show visitors that others like the products. Stars also appear in Google search results, as long as the pages are tagged properly with “microformatting.” This can provide a small traffic boost, since the product pages are more visually prominent in Google when they rank.
The human brain tends to over-rely on the first piece of information it receives when making decisions. We are “anchored” to this first piece of data. All subsequent information is viewed in the context of the first.
So marketers “prime” their audiences through context. If you see big numbers up front, you’re thinking big. Small numbers? You’re thinking small. This is why priming is important in pricing and negotiations.
How did Williams-Sonoma nearly double the sales of their high-end breadmaker? They added an even more expensive model (source). This set price expectations of shoppers higher, making the second most expensive option seem more affordable.
Consider how these two pricing pages put visitors in different mindsets…
$249 seems like a lot to me…
$150 sounds pretty reasonable!
Anchoring can easily backfire on ecommerce websites. A big price discount on the homepage may put visitors in a price-sensitive mood. Make sure there is always at least one higher-priced product on your homepage.
When making decisions, the brain tends to overvalue loses and undervalue gains. We are generally more worried about losing something than excited about gaining something. This bias is called “loss aversion.”
Loss aversion is so powerful, shoppers who are normally courteous will literally trample each other to death during the holidays. According to Black Friday Death Count, there was only one death in 2013, down from two in 2012. Why do we do this? We’re scared we’ll miss an opportunity to buy at a discount.
It’s an easy neuromarketing technique to work into web design. The goal is to remind people what they will lose by not buying or becoming a lead, or to create urgency by indicating scarcity.
Scarcity makes people worried they’ll miss their chance. This is called #FOMO or “fear of missing out.” If you have a limited supply, be sure to let visitors know (“This event sold out last time”).
Many marketers selling products with unlimited supplies, create artificial scarcity. For example, Amazon offers “in stock protection” to many publishers, allowing them to print on demand and ship even if they don’t have a book in stock. That’s an unlimited supply! But they still show inventory to indicate the current physical supplies are limited.
Time is always scarce. If you have an offer that expires, let visitors know. Ecommerce sites selling holiday gifts can let visitors know how many days they have left to order in time to get it there. This worksfor every holiday. (By theway, every day isa holiday. Happy Northern Hemisphere Hoodie-Hoo Day!)
Loss aversion is also the psychology behind early bird registration. This second deadline and a second chance to make visitors feel they may lose an opportunity.
People will pay more to keep something they already have than to get something they don’t already own. This is called the “endowment effect” and it works both online and offline.
The idea is to get the product or service into the hands of the customer, knowing that once they have it, they’ll feel ownership of it …and they’ll feel loss at the idea of giving it up.
Sites that offer free trials can take advantage of this with a “Don’t lose your access to…” call to action. It’s because of the endowment effect that subscription websites offer free trials. Sites that sell books offer free chapters. Ecommerce sites offer free samples.
Neuromarketers and usability pros use special cameras to track eye movements on web pages. The goal is to discover what visitors look at (and don’t) to guide design decisions and get better results.
Let’s look at an eye tracking study to see what web design tricks we can learn.
In 1933, psychiatrist and researcher Hedwig Von Restorff published a paper explaining how visually prominent items are more likely to be remembered. It’s called the “isolation effect” and it works because the eye and brain are constantly scanning for interruptions in patterns.
Using an “action color” that contrasts with the brand and the design itself is just one of many ways that web designers can guide visitors toward successful outcomes. Find a good designer and trust them!
Some brain science-based web design techniques make a huge difference. Others are so subtle, they may give only a tiny improvement, making them worthwhile only if you have a lot of traffic. They might make you want to take a shower to wash off the creepiness, but once you’re aware of them, you’ll see them everywhere.
Remember, 100% of your target audience has brains. B2B or B2C, lead generation, or ecommerce, it doesn’t matter. Keep those brains in mind in your web design. And as consumers, we should be aware of how websites are taking advantage of our own biases.
Growing a Talkable Brand is a choice. It’s a choice to stand out and be remarkable. It?s a choice to build meaningful relationships with your customers. It’s a choice to cut your own path and innovate in your industry. It’s a choice to stand out, attract customers, and drive sales.
But what is a Talkable Brand? Talkable Brands have something captivating and special about them — they draw customers to them. And once the customer buys, they realize the outside was only a piece of what makes the business special.
You can experience this dynamic by imagining a hot new restaurant opening in your neighborhood. Before your first visit you hear the buzz . Your friends and colleagues rave about their experience and suggest you try it too.
You might see the reviews and write-ups on Yelp, and you can see the comments online. But until you try the restaurant for yourself, you are only experiencing the external qualities of the brand.
The magic happens when you visit the restaurant and the experience not only lives up to the hype, it exceeds it. The ambiance is great and the food is even better.
The more you visit the restaurant, the more you get to know the people and form an emotional bond and a relationship with the business. Each experience builds on the last, and soon the restaurant becomes your first choice when dining out.
The restaurant has built a Talkable Brand. Talkable Brands bring together purpose, vision, customer service, passion, operational excellence, and strategy to deliver remarkable customer experiences. Customers don’t beat a path to the company’s door because of its marketing.
Marketing hype scratches off quickly. Customers seek out Talkable Brands — and come back again and again — because those companies offer real results and a memorable experience.
Talkable Brands play to win. They focus all their expertise and resources on where they play, who they serve, and how they deliver value to their customers. Customers choose Talkable Brands first because they are simply better.
Simple Clarity is the ability to simply and succinctly describe your business, what makes it unique, and who it serves. Simple Clarity is about speaking to customers how they need to hear it, not how you want to say it.
Simple Clarity is the foundation of a Talkable Brand. When you achieve it your business becomes more findable, referable, memorable, and desirable.
Talkable Brands Tilt the Odds in their favor because they are not all things to all people. They choose where to play and how they will win to create a sustainable competitive advantage. Tilt the Odds for your company by focusing on niche markets or services where it stands out as the first choice.
Function That Resonates is the pursuit of delivering value-added services that resonate with your customers. Customers want substance over flash and will seek out companies who truly understand them and their needs.
What do your customers really want? Identify how you can evolve your services to deliver measurable results for your clients.
Talkable Brands don’t behave like faceless companies. They stand out because they reveal their personality, share their opinions, and build real customer relationships.
Talkable Brands are visual brands. They engage their customers’ eyes because they know their customers judge them based on what they see. Sight is the most important human sense for evaluating brands and making purchase decisions.
Build a strong visual identity for your brand that engages your customers’ eyes and lets them know your business is unique.
Talkable Brands are built on a collection of experiences. It doesn’t matter what the company promotes, it’s what the customers experience that counts. The experience shapes the perception of the brand.
Talkable Brands provide their customers with compelling experiences that keep them coming back. Find what makes your business unique and better, and bake that into the customer experience.
The five best words you can hear a customer say are, “That’s interesting. Tell me more.” If you can get them to say that, you have caught their attention and they will listen to what you have to say.
Talkable Brands cut through the clutter of their market and engage their customers with Brand Storylines — stories that engage them in a conversation and build relationships first, sales second.
Talkable Brands stand out in their industry. They can compete and win against the big guys, because they’re not afraid to blow their own horns. Make your brand so visible and engaging that it’s hard to ignore.
Talkable Brands are their customers’ first call when they are ready to buy. It’s a powerful sales position. A First Call Advantage sets customer expectations, and provides an opportunity to solve.
Talkable Brands just seem to be everywhere. They have a buzz about them that’s usually the domain of much larger companies.
Unlike the big guys, they don’t spend outrageous amounts of money on marketing and advertising. They stand out by growing a community. Grow a community around your brand. Build and scale relationships so your brand is everywhere.
The number one value of growing a Talkable Brand is sales. Talkable Brands sell more, faster — provided they are purposeful with their resources.
Small- and mid-sized companies don’t have vast marketing budgets and resources to move the sales needle. To drive sales and grow a Talkable Brand, focus on one priority at a time: Volume, Velocity, or Value.
Talkable Brands are deeply committed to the performance of their products and services and the results they deliver. That focus on client results empowers their teams to go above and beyond the call of duty.
Talkable Brands are built from the inside out. Their people, culture, and values all come together to foster innovation and deliver remarkable client experiences. Your company’s people, culture, and values are the glue that holds it together.
Those strong bonds enable your company to attract the right employees and serve your clients even better.
The people who grow Talkable Brands are filled with pride. They take a great deal of pride in their work, their customers, and the results they deliver. And it shows.
They cultivate adoring customers because they are deeply committed to the work they do. Pride is powerful. It propels your company to innovate and deliver exceptional services.
Talkable Brands make Big Goals and take Bold Actions. Their goals energize the brand. They create momentum and excitement around a business that is infectious.
People are excited to talk about the company, refer others to it, and buy from it, because of its accomplishments. Ratchet up the energy and excitement in your company with Big Goals and Bold Actions.
Talkable Brands are built by people: ambitious, impatient, talented people. People who are not satisfied with the status quo or growing just another business.
Talkable Brands are built by people who commit to growing them. Choose your brand. Grow a brand that stands out in your industry like an orange tree in an evergreen forest.
Many entrepreneurs fail by never truly articulating a compelling value proposition. Establishing a substantial value proposition is critical if you want to move the journey from an “idea” to building a successful company.
The value proposition is the reason why customers turn to one company over another. It solves a customer problem or satisfies a customer need.
In its simplest terms, a value proposition is a positioning statement that explains what benefit you provide for who and how you do it uniquely well. It describes your target buyer, the problem you solve, and why you’re distinctly better than the alternatives.
Some value propositions may be innovative and represent a new or disruptive offer. Others may be similar to existing market offers, but with added features and attributes.
A value proposition creates value for a customer segment through a distinct mix of elements catering to that segment’s needs.
Values may be quantitative (e.g., price, speed of service) or qualitative (e.g., design, customer experience).
Below I have provided 11 areas of value proposition for you to consider.
Some value propositions satisfy an entirely new set of needs that customers previously didn’t perceive because there was no similar offering. This is often, but not always, technology related. Cell phones, for instance, created a whole new industry around mobile telecommunication.
On the other hand, social good companies who give a portion of their profit to charity, is new but not technical.
Improving product or service performance has traditionally been a common way to create value. The personal computer sector has traditionally relied on this factor by bringing more powerful machines to market.
But improved performance has its limits. In recent years, for example, faster PCs, more disk storage space, and better graphics have failed to produce corresponding growth in customer demand.
Tailoring products and services to the specific needs of individual customers or customer segments creates value.
In recent years, the concepts of mass customization and customer co-creation have gained importance (think Nike Shoe Designer or Kickstarter). This approach allows for customized products, services, and experiences while still taking advantage of economies of scale.
Value can be created simply by helping a customer get certain jobs done. For example, social media agencies help non-marketing companies execute the needed communication across the web. This allows the customer to focus on what they do best, while your startup gets the job done.
Design is an important but difficult element to measure. In the millennial generation quality design equals credibility. Also, the fashion and consumer electronics industries, design can be a particularly important part of the value proposition.
Customers may find value in the simple act of using and displaying a specific brand. Using a Mac instead of a PC is a sign of a creative, for example. On the other end of the spectrum, skateboarders may wear the latest streetwear to show that they are part of the “in” crowd.
Offering similar value at a lower price is a common way to satisfy the needs of price-sensitive customer segments.
But low-price value propositions have important implications for the rest of a business model. No frills airlines, such as Southwest, easyJet, and Ryanair have designed entire business models specifically to enable low cost air travel.
Another example of a price-based value proposition can be seen in the Nano, a new car designed and manufactured by the Indian conglomerate Tata. Its surprisingly low price makes the automobile affordable to a whole new segment of the Indian population.
Or consider a Free Model. Your startup might provide free content like podcasts or PDFs where others may charge. But keep in mind, free is only the trail that leads to a transaction.
Helping customers reduce costs is an important way to create value. Basecamp project management software for example, allows businesses to alleviate the need to hire a full time project manager. Instead, the software fulfills the need and reduces the cost (time and money) to the business.
Customers value reducing the risks they incur when purchasing products or services. For a used car buyer, a one-year service guarantee reduces the risk of post-purchase breakdowns and repairs. Incredible customer support removes the fear of a new customer not being able to figure something out.
Making products and services available to customers who previously lacked access to them is another way to create value. This can result from business model innovation, new technologies, or a combination of both.
Airbnb, for instance, allowed regular home owners to become vacation rental managers. Or Uber, who allowed anyone to become a taxi driver. Or even Skillshare, who allows anyone with a skill to become a teacher.
Making things more convenient or easier to use can create substantial value. With iPod and iTunes, Apple offered customers unprecedented convenience searching, buying, downloading, and listening to digital music. It now dominates the market.
Which of these value proposition areas is your startup focused on?
Does your business plan, marketing, copy writing, videos, business cards, and any other forms of action or communication clearly prove and support them?
Let’s face it, we are great at avoiding tough questions. The stuff that requires us to change our areas of life that might make us feel embarrassed or insecure. And you know what? Entrepreneurship is often one of those areas…
Entrepreneurship and idea development is less about strategy or tactics as it is about personal preparedness. It’s about building your maturity, personal leadership, and self discipline as a protective precaution to your dream.
Below, I have collected five important questions many new entrepreneurs are afraid to ask and offered my perspective on them.
A. Being scared is very common. To be honest, it’s almost impossible to avoid it. Going out on your own is risky. It requires boldness, bravery, and faith. Fear is the cost of those characteristics.
In my experience, the fear fades as you become more comfortable with being uncomfortable. And with every win (even the small wins), the trust in your entrepreneurial abilities will increase.
One strategy that has helped me stare fear in the face is building a “Plan B List.” Start by taking a moment to write down all the options you have if your business fails. For example, who would hire you, lend you some money, let you move in with them, and so forth.
Also, list qualities you know to be true of yourself. Maybe a skill that you have or a degree you’ve earned. These moments of fear can make you second guess the facts of who you really are. By having them written down, you can turn to them for strength in a time of worry. By relieving the unknown of potential failure, you’ll gain the confidence to push through even the strongest seasons of fear.
A. Remember, good ideas are common, what’s uncommon are people who are disciplined enough to turn them into something. Also, if your business idea was really that easy to start, then it’s likely not that good an idea in the first place.
I know this might be a hard pill to swallow but as you’ll learn through camp, starting a strong business is difficult. We need people. And a paranoid entrepreneur only limits the feedback, connections, conversations, opportunities, and open doors that will likely come along their journey.
A. A lack of confidence is never a good reason to get a business partner. A business partner should always offer value that you could clearly not afford otherwise.
I see too many new entrepreneurs get hung up in the romance of a partnership because of the “time they will save” or because “they are such a good designer” or because “they are really smart.”
While these are all great reasons to consider a partner, choose wisely. Starting a business with another person is at all levels a marriage. You share bank accounts, legal commitments, stresses, and you must make decisions, together.
I am not against business partners but I hate seeing great businesses fall apart three years down the road because of a partnership that was never truly right in the first place.
A. Over the last few years, I’ve watched parents who are pregnant wait until they pass the “12 week window” to announce it to friends and family. They say things like, “It’s still to early to share.”
Personally, I think that’s crazy. Whether you have a healthy pregnancy or not, the fact that you’re having a baby is worth the celebration alone. And if there is a turn for the worse, you have community there to support you.
It’s the same with a business. This is a huge adventure. A new season of life for you. And you’re going to need community by your side. By keeping it a secret you’re only isolating yourself from support. Secondly, when people know you’re starting a business you’re able to think out loud, which is a critical practice in understanding your business at the core.
But keep in mind, some people can be mega downers filled with negativity and unfounded skepticism. In reality, they see you chasing your dream, and because they dislike their own life, they can’t support you loving yours. Don’t let these people pull you down.
A. Earning Ability is my 3rd business in 7 years. One of my ventures lasted 2 years while the other is still going. And while many people think good entrepreneurs never give up, I’ll shoot back with, “but wise ones do.”
Remember, entrepreneur is not a job title, it’s a lifestyle. For example, this course is not just for “this business idea.” My goal is to teach you how to start a good business. Period.
But a good metric for quitting is if three close friends tell you to give up, you might want to listen. As the saying goes, when three people tell you you’re drunk, you should take a cab home. It’s okay to fail as long as you try again.
If you’ve been within 100 miles of an online marketing consultant, it’s likely you’ve heard them talk about SEO at any moment they can! But what exactly is SEO? Why has it become so prominent in the online space and most importantly, what is its benefit for your business?
SEO is an acronym for Search Engine Optimization, which is an organic form of traffic generation. This means that using a combination of technical and creative methods you increase the display rankings of your website for a specific keyword on search engines such as Google.
The most desirable result of SEO is to rank in the top 4 results on any SERP (search engine results page). It seems quite abstract to begin with, but in a nutshell, we use SEO to get our website to rank highly in search results on Google, Yahoo and Bing predominantly.
Think of the world wide web as a city, and websites are shops and buildings, the search engines would be your directory which has listed every shop and business there is. But if you don’t make yourself visible, have a sign or let people know you’re there, you’ll never be found.
SEO is the process of increasing your visibility. This is done technically by leaving a trail of breadcrumbs around your website that the search engines can pick up or “index.”
We’ve already touched on Google’s search algorithm updates in recent years in our Content Marketing training, namely Panda, Penguin and Hummingbird. Before these, the methods of carrying out SEO relied on quantity not quality.
What we need to focus on now is creating and posting quality, valuable, original content.
The mindset you should have is extremely simple, ask yourself this: “What can I post today that would really help someone in someway?”
Well there are certain things that the search engines look for when considering where to rank a website or page, here are some of the main ones.
Content: has to be relevant to the keyword term you are trying to rank for and properly written.
Think about how fast your site loads and if it works as properly as it should.
Does your site have good enough content to link to or do other authoritative sites use your website as a reference or cite the information that’s available?
How does the site look? Is it easy to navigate around? Does it look safe? Does it have a high bounce rate (how long visitors stay on the page before leaving — lower is better)?
If you type in www.example.com, but then you type in just example.com and the”www” does not redirect to www.example.com, that means the search engines are seeing two different sites.
This isn’t effective for your overall SEO efforts as it will dilute your inbound links, as external sites will be linking to www.example.com and example.com.
Old domains are better than new ones, but if you’re buying an old domain, make sure that the previous owner didn’t do anything shady to cause the domain to get penalized.
Having keywords you’re trying to rank for in your domain will only help your overall efforts — so spend a little extra time trying to secure that perfect domain.
Remember that it is not only URLs that show up in search. Images, videos and more also show up, and are a great magnet to bring visitors to your site, so make sure your images are optimized in size and quality, your PDFs or eBooks are compressed and other files are able to load as quickly as possible.
Metadata is the key under the doormat that you leave in the code of your website for the search engines to get in and get the information they need to display when your site shows on a SERP.
The 2 main meta tags you need to populate are the Title and Description tags. A simple example is for Aspire, you would put the title tag as “Aspire – A Digital Marketing Online Course For Entrepreneurs” and the description tag would be a short paragraph providing more details, and this is what the search engine would display when somebody is searching for you. Simple!
In this day and age of multiple social networks and content distribution destinations online, you no longer need to trawl forums and directories, you can share your content on places that your customers will be visiting happily, such as Facebook, Twitter, LinkedIn or Pinterest.
And because these websites have massive traffic, chances are your profile on their sites will rank quite highly on the SERPs, so leverage their gargantuan rankings and get your content posted across them!
There’s no need to follow old fashioned, spammy, grey-hat techniques to get your content ranked anymore.
It’s actually become much easier thanks to the multitude of social websites that allow us to leverage their traffic and rankings. So the one thing you should take away from this lesson is to focus on quality, not quantity!
PPC is one of the most frequently thrown about terms that we hear from marketing consultants and agencies, and often we hear it associated with Google AdWords. But what exactly is PPC? And why should you be interested in it? And most importantly, how can it make you money?
PPC is just an acronym for Pay Per Click. It’s one of the most popular and powerful forms of paid advertising and traffic and lead generation. It’s a very simple premise: you find a traffic provider, pay them some money, and they send you traffic. That’s it!
It’s worked well for years and continues to do so, and appeals to those who need traffic and fast. At the end of this lesson, you’ll have the confidence to delve straight in and test the waters without fear.
PPC is the opposite of organic traffic, which can come as a result of SEO, article, content and blog marketing.
It tends to produce results much faster than free or organic traffic. Every time your ad is clicked, sending a visitor to your website, you pay the search engine or ad host a small fee. (That’s why it’s called “pay per click.”)
When your PPC campaign is well designed and running smoothly, that fee will be trivial, because the visit is worth more to your business than what you pay for it.
For example, if you pay $10 for a click, but the click results in a $300 sale, then using PPC is a no-brainer.
Remember the main aim of running these ads is to be profitable. You don’t look at the cost alone.
Being an entrepreneur means always having the bottom line in mind, and if a campaign is profitable, you scale up as fast as possible.
As I’ve previously mentioned, one of the top reasons for using PPC is that the resulting traffic is delivered rapidly, far quicker than organic search engine marketing (SEM), SEO and blog related traffic.
SEO/SEM results rapidly decline the further down your content appears on search engines or on directories where you’ve posted.
With PPC ads, your content is always guaranteed to be featured in high visibility locations on pages such as Google search, Bing search, Facebook or LinkedIn for example.
You are essentially paying for a penthouse location with great views, instead of a ground floor apartment that most customers would avoid.
You can bid on exact keywords that your ideal customer would be searching for and have your ad placed right in front of them. This is huge when it comes to having a laser focused ad campaign.
The more specific you can get when targeting your ad viewers, the greater your chance is of having increased conversions.
The other benefit of this targeting is that your ads will not be viewed as unwanted spam to the searcher, they will be welcome solutions to someone who is searching for something specific, again, leading to a greater chance of converting them into a lead or customer.
Unlike SEO or SEM, you can have granular control over your ad, the design of it, the content, the demographic it is presented, the groups you do NOT want it presented to and even the beginning and end of the campaign.
With organic traffic, you have to hand over a great deal of control to the search engines with not much guarantee of ROI.
With PPC, you know what your ad will look like, who will see it, how much it will cost, how long it will take to run its course, and if it’s not converting, you can pause, stop and modify it.
Tracking is also much easier and refined with PPC, you can track each visit, click, signup, sale etc and work out your exact ROI per ad, something which is significantly more difficult with organic traffic.
There are a few metrics you’ll need to know about and track during the lifetime of your PPC campaigns in order to know if the campaign is profitable or not. The following are a few of the top metrics you should know.
Cost-per-click (CPC) means that you as an advertiser appearing on a SERP (search engine results page), pay the search engine for each user’s individual click on your ad.
Cost-per-impression (CPM) means that you as an advertiser appearing on a SERP, pays the search engine for every 1,000 times your ad appears on the page. The user doesn’t have to click-through, it’s just about page impressions.
Clickthrough Rate (CTR) is the amount of visitors who see your ad, and then actually click on it, this is important because it can tell you if your ad is actually compelling enough to earn clicks.
On the other hand, CTR will also tell you if viewers are just looking at it and moving on. If you are running a CPC campaign, you want these clicks, if you are running a CPM campaign, clicks might not be your top priority, perhaps it’s a second priority next to advisability.
The top 3 places at the moment for running PPC ads are Google Adwords, Facebook Ads and Yahoo Bing Network.
Between the three of those, you can reach the majority of visitors who are likely to become your customers due to their expansive coverage over multiple niches and markets.
However, each PPC provider works very differently and has different requirements for what is in their opinion a quality ad campaign. The following are a few differences between the 3.
AdWords is Google’s own advertising product. It offers PPC and CPM advertising as well as site targeted banner, text and rich media ads.
AdWords is also Google’s main source of revenue. If you use its service you will be able show your ads on one or both of Google’s advertising networks:
The Google Search Network, featuring the standard Google Search, Google Shopping, Maps and its various search partners.
Google Display Network, which is any website that partners with Google, and other Google sites such as Gmail, YouTube and Blogger.
Adwords’ nearest rival is the Yahoo Bing Network (YBN). It claims to be a “combined advertising marketplace” made up of Yahoo, Bing and many syndicated partners such as Facebook, Amazon and Monster.
In the US, this network accounts for 29% of online search, and according to its own data, searchers on the YBN spend 23% more in the same sites found on other search engines.
Worldwide there are 489 million unique searchers on the YBN, 94 million of whom don’t use Google. These searchers spend 137% more than the average searcher and 76% more than Google searchers worldwide.
CPCs are generally lower on YBN than AdWords. Advertisers pay a premium to take advantage of AdWords’ higher traffic and CTRs. There’s also less competition on YBN, in fact there’s 36% fewer advertisers on YBN to bid against.
Facebook Ads take a different approach because unlike Google their business model doesn’t rely on search terms. Instead, Facebook allows advertisers to utilize data based on location, demographics, interests and psychographics to target users.
For example: An advert can be displayed to people in Los Angeles, between the ages of 30-50 years old, and with an interest in decorating, interior design, and DIY.
When using Facebook as an advertising platform it’s useful to remember that you’ll have a smaller audience reach if you narrow the focus of your targeting. While this can lead to clicks of higher quality, they’ll be more expensive than if you were to target a wider criteria.
PPC is one of the most complex types of advertising to pick and get started with, but once you’ve got your first few campaigns running, you’ll soon be advertising like a Madison Avenue veteran.
In this age of article writing, the average internet user will be bombarded with articles all day long. To stand out from the crowd you need to focus on grabbing their attention by writing articles that are value packed and beneficial for your readers.
The most successful articles are the ones that are value based and answer a question or a set of questions. Solve someone’s problem and you’ll have a friend and fan for life, they’ll be compelled psychologically by the Law of Reciprocity to offer you something in return, which is great if you have something to sell.
Following a value based approach for writing articles is the winning formula you need for effective articles that get you more traffic and business. Learn the basics below and you’ll be well on your way to driving solid traffic to your business with these best practices.
Check Google Trends, see what kind of issues and questions the internet has on any day. If you already know the topic, then that’s even better.
Use trend tools online to laser focus the headline or question you’ll be answering.
Try to be as specific as you can, brainstorm if you have to, do a brain dump of ideas and you’ll have multiple ideas on which you can build multiple articles.
The more value you can offer, the more likely it is you’ll grow an army of fans and readers who look forward to your articles.
Make sure you capture these thoughts down in an organized way so you can refer back to them later.
Empathy is a marketer’s most powerful tool, and it can be learned, so don’t worry if you feel you know nothing about someone on the other side of the world!
The issues that you’ll be solving with your articles are the type of issues that act like a thorn in the side of your readers, the problem that keeps them up at night, the issues they talk to their friends about over a cup of coffee.
Because you know your demographic already, now you can go and use search and analysis tools and see what kind of things they are searching for online.
Google trends and keyword search are powerful tools, as is Facebook’s Graph Search. You can then go deeper and follow their own research, that will give you somewhere to start from in getting to know your target readers.
The best type of headline is one that poses a question or challenge. This is because psychologically, it’s a hook that most readers can’t resist.
The other winning type of headline in this period of shortening attention spans and instant gratification is a headline that contains a list. You’ve seen them everywhere and that’s because they work. 5 things that do something, 7 reasons why something is something, 12 images of something you won’t believe, and so on.
Try to capture the essence of your article in the headline. If you could summarize the outcome of the article in a few words, what would it be? What should the reader have attained after reading your article?What question are you answering for them? Whatever it is, that’s your headline.
When it comes to reading articles, nothing will send your reader running for the hills quicker than along, boring, dry article. Keep it simple!
There’s a fine balance to be struck between adding detail and writing a thesis. Don’t write a thesis. Your article should be backed up with facts and figures and try to inject some humor to build rapport with your readers.
Humor is of course something to be used in small doses, and if you’re writing an article about something like how to deal with a family bereavement or how to manage debt and avoid being visited by debt collectors, perhaps you should avoid too many jokes.
Be sensitive to your readers, use empathy, don’t deviate too far from the topic. If you have a specific intended outcome or call to action at the end of the article, make that the spine of your article, keep everything centered around that.
Don’t let your readers’ minds wander too far from what you want them to do or where you want them to click at the end. To keep them focused, you need to keep focused, and keep the article focused. And part of keeping that focus is make sure the article doesn’t go on too long.
Once you’ve crafted your article, the final step is to publish it to the world. You may be publishing it on your blog, in a newsletter, on Facebook or other social sites, as an e-magazine or countless other ways.
But the power of syndication is what will scale your incoming traffic — the more places you can syndicate and publish your article, the better.
Nowadays it’s all about quality content. Content marketing is the art of communicating to your customers and prospects without selling. It has arisen as an answer to Google’s more stringent requirements for quality content to rank on the search engine.
Originally, it was easy to game Google via spammy SEO techniques and loading articles with keywords. Google’s response came in the form of many search algorithm updates including the famous Panda, Penguin and Hummingbird updates.
These updates razed the rankings landscape and removed thousands of results from page one instantly. Now in order to be in favor with Google, it’s all about quality content. That’s why this is so important.
According to the Roper Public Affairs, 80 percent of business decision-makers prefer to get company information in a series of articles versus an ad.
Seventy percent say content marketing makes them feel closer to the sponsoring company, while 60 percent say that company content helps them make better product decisions.
Think of this: what if your customers looked forward to receiving your marketing? What if when they received it, via print, email, website, they spent 15, 30, 45 minutes with it?
There’s a lot of ways to package up good content but here are just a few suggestions to share it in unique ways. One of the most popular types of content that is used for content marketing that I’m sure you’ve seen and shared yourself at least once, is the infographic.
Tell a story, explain a concept or present facts and figures through the use of graphics. They are quick and easy to digest and often sharing them requires only one or two clicks.
If something is easy to digest, interesting and easy to share, it has a high chance of going viral. And viral content is the nirvana of content marketing, the ultimate goal.
Once content goes viral, the readers take over and start marketing your content for you.
And remember, content marketing isn’t limited to just blog posts or infographics, you can also create eBooks, cheat sheets, workbooks and templates, white papers and reports, videos, presentations or slide decks and case studies to name a few.
The more diverse your content, the higher chance you have of reaching different kinds of people who respond to different media.
And lastly, remember to keep track of the content you put out, there will come a time when you’ll need to rewrite/update or retire your content as it will not always be relevant or up to date.
Keep records of your content, the dates published and where it’s been published so you can always go back and update it, as old, incorrect or redundant content that leads back to you can do more damage than good.
In much the same way that television killed the radio, video marketing is fast replacing traditional text and images online. With professional grade camera lenses in cell phones, it’s become easier than ever to become a video creator and publisher online.
With video you have the opportunity to become a real storyteller. This is a universally valuable skill as a marketer, the process of marketing and selling is nothing more than telling a story that resonates with your prospects. If you can paint a picture of how your product or service will improve their life or solve a problem they have, you have yourself a buyer.
Videos are an immensely powerful tool for getting ranked on search engines. Often viewers will chose to watch video over reading a long, text-heavy article.
Now you might be worrying about the fact that perhaps you’re not a writer, but being a good storyteller is not the same as being a good writer.
As long as you can engage your viewers and listeners with your voice or the voice of an actor/actress, your story will get across to them.
The simplest and most effective structure for any video is to:
1. Talk about what you’re going to talk about
2. Talk about it
3. Talk about what you’ve just talked about
It sounds silly at first glance but it’s a great way of keeping yourself focused on the topic and in turn keeping your viewers from being bored by any side tangent you might go on.
Tell people about your product or services. Give the details on features and benefits.
Tell them everything they’ll receive once they make the purchase. If you’re not selling something in the video, then just offer pure value, give without expectation of receiving.
To position yourself as someone that can offer value, you have to be in a position of having something to offer, something to teach, so focus on your expertise and let the world know that you are an expert in your chosen topic.
What kind of questions do you get asked the most about your product or service, or whatever it is you’re
Is it worth your time to keep on answering the same questions every time someone asks you? No it isn’t! Record videos of you answering frequent questions.
How often do you search online for reviews before purchasing something? I do it often. And there’s always my go-to websites or experts that I trust more when they review something.
Why don’t you become that trusted, go-to person for others? There’s nothing stopping you from doing so.
Review products you’ve already purchased, or reach out to stores and suppliers and ask them for a review unit or sample. They are often happy to oblige as it’s a chance for free marketing for them.
61% of customers read online reviews before making a purchase decision, and they are now essential for e-commerce sites. So leverage this traffic and use it to become an authority.
This is a big deal especially in the top tier space. It’s one of the most powerful conversion techniques available.
Remember, people follow people, not systems. So if you have case studies, results or income proof, share it in a video, talk about how long it took you, what you’ve tried before, how well your current system has been working for you and how you think it can help others just like it helped you.
Talk about your mentor and how they helped you get in and get results. If you’re new in a company and don’t have your own results yet, that shouldn’t stop you.
You can use your mentor’s results, or the company owner’s results and explain why you chose to join them and why others should join you on this venture.
Why don’t you take your viewers behind the scenes? Show them a day in your life, or how you prepare your products and services, if you have an office, why not show them around?
If you run a store, walk them around, introduce them to your staff, take them on a car ride with you. All these things build rapport and help grow the relationship between you and your viewers.
It makes you seem more down to Earth and relatable. Not all videos should be glossy, super produced and heavily edited to perfection.
Let your hair down, bring your viewers into your life and let them get to know the person behind the name — it helps to build that trust and likability, a key ingredient in growing a lasting relationship with your prospects and customers.
The last important aspect of video marketing I’d like to cover today is slightly technical. Videos are an immensely powerful tool for getting ranked on search engines.
If you have a well SEO’d video on YouTube, you have a high chance of outranking other types of content that may have been there for much longer.
Often viewers will choose to watch a video over reading a long, text-heavy article. So take advantage of this.
Make sure your video title and description has the exact keywords you want to rank for. If you are doing a review, put the full product name as it might be listed on a sales website in the title.
Use Google AdWords keyword tool to find the exact phrases that people are searching for and include as much of that as you can in the title and video.
Use video thumbnails that are eye catching but also might have a keyword in them that grabs the viewer’s attention.
There is also the YouTube Keyword Tool for this very purpose, and you should definitely take advantage of these tools to maximize your exposure on the platforms.
Lastly, have fun! Have fun while recording your videos. It’s important to give a good impression.
It’s OK to be nervous on camera, the fear goes away with time and experience like with anything. If your viewers can pick up on your passion, they will feel a connection. Go for it!
If you think social media is just a fad, think again. As of June 2015, Facebook has 968 million active daily users. That’s almost 1 billion real people who log on and spend time on Facebook.com every single day, 3X the population of the United States!
Twitter now has over 270 million active users and is adding 300,000 users per day. The average Twitter user follows five or more businesses. Over a third (37%) of Twitter users will buy from a brand they follow.
YouTube has over a billion users — and reaches more 18-34- and 18-49-year-olds than any cable network in the U.S. You can navigate YouTube in a total of 76 different languages (covering 95% of the Internet population).
Facebook has almost 1 billion daily users, Twitter has 270 million, and YouTube has over 1 billion! Where the eyeballs are, is where the money’s at. These are the top three social networks.
Facebook was started by Mark Zuckerberg in his college dorm room. It started out as an online college yearbook (i.e., The Face Book), and evolved into a social powerhouse worth billions of dollars.
Today it houses a vast collection of “Pages” which belong to companies and businesses where they share updates and offers with “fans” (i.e., members who have liked their page) and in doing so opted in to receiving updates from the company.
Facebook also has its own PPC ad network which generates over a billion dollars a year in revenue for the company. Between the social interaction and the ad network, there’s a myriad of strategies for generating free and paid traffic from Facebook.
One thing to look out for with Facebook though is their ever changing terms and conditions, often an acceptable ad or content quickly becomes ban-worthy within a short period of time due to their quiet rolling out of updates to their terms.
As long as you operate within the terms, Facebook can prove to be a highly profitable source of income for you.
With Facebook often an acceptable ad or content quickly becomes ban-worthy within a short period of time due to their quiet rolling out of updates to their terms. As long as you operate within the terms, Facebook can prove to be a highly profitable source of income for you.
The number one location on the web for uploading and watching videos. Even the monolith that is network television has succumbed and has begun distributing content from their programs on YouTube.
YouTube stars have been born and been given their own Hollywood movies and TV series, and young singers recording themselves in their living rooms have found fame and become multi-millionaire recording artists through YouTube.
Virality is king — on YouTube, but there are plenty of businesses flourishing without millions of views as well, posting helpful, valuable, consistent videos offering knowledge and know-how to viewers.
Viewers then subscribe to your channel, save or share your videos and leave comments. This is the primary form of engagement on YouTube.
You can then funnel them back to your website and initiate them into your on-boarding process.
The second method for generating an income using YouTube is via the adverts that YouTube displays on your videos.
Being owned by Google means that YouTube has a strong foundation in advertising and displaying ads of all kinds.
Every view generates a small amount of income which eventually adds up. But unless you are receiving views in the thousands regularly and consistently, don’t expect the views to line your pockets. Think of it as a nice little amount to buffer your main income, which will be via your primary business.
The last point to take note of is consistency. Upload videos consistently, otherwise viewers will forget you exist.
Reply to comments or moderate consistently and regularly as well, otherwise you could end up with a minefield of irrelevant comments which get in the way of your customers seeing the genuinely helpful or valuable replies and comments.
And lastly, enjoy! Enjoy making videos and engaging with your fans and prospects!
Twitter has often been described as the most difficult to grasp as a marketing tool and for good reason. The premise is that you post messages and updates that are restricted to only 140 characters.
That doesn’t seem like much at all to get across a message more significant than “be right there, running a little late.” But you’d be surprised.
These are what allow Twitter to see what’s “trending” (i.e., what keyword is being shared the most at any time).
For example, on Saturday nights, you might find that #SNL or #SaturdayNightLive is trending. The reason is obvious: because it’s on and viewers are tweeting about it! But through this seemingly simple mechanic, an entire sub-culture has been born.
It allows complete strangers to come together over common interests and ideas and participate in conversations that range from the relatively mundane to the incredibly important.
Television, sports, food, politics, health, medicine, you name it, there’s conversations going on about them as we speak.
Since Twitter is mostly public, you can dip in and out of different conversations going on by searching for a hashtag.
Imagine you run an online business selling custom car parts or knitwear for example. You can simply search for these terms and see what conversations are happening about them.
You can impart your knowledge and share value with strangers and instantly build rapport and position yourself as an authority on the matter, instantly making them know, like and trust you.
Finally you have DMs, or direct messages. This is how you can send a private message to another user who is following you, allowing you to pass them information about your business or send contact details away from the public eye.
Instagram is now owned by Facebook, and is essentially an online photobook filled with digital Polaroids. It is used mainly by artists and musicians, but has plenty of non-artistic members too.
You post images individually with a short blurb and can also make use of the hashtag mechanic here.
Google+ is Google’s answer to Facebook. It has not had the kind of traction that Facebook has enjoyed but it has gained some attention since its creation in 2011, with now 300 million users.
The most popular feature of Google+ is its Hangouts feature, a free to use video conferencing, live broadcast and messaging tool, used by many online marketers to conduct online teaching and training, as well as question and answer sessions.
LinkedIn is the Facebook for corporations and professionals. LinkedIn’s potential lies in its power to build authority, establish thought leadership and connect corporations with top talent.
It is the preferred tool for head hunters and the average LinkedIn user is a high net worth professional. If your business provides more of a professional service, or caters to high net worth individuals, then LinkedIn is where you need to be.
They also have an ad network of their own that you can utilize to target specific groups of members on the site.
The last of the “big ones.” Pinterest is like an online pin board for members to pin photos of things they like.
You can create boards for specific collections of images. For example, a bride to be looking for inspiration for her wedding might create a “Wedding Ideas” board, and pin images of bridal dresses, flower arrangements, venues and so on, which she can then share with a wedding planner.
Or a petrol head might have a board with various motorbikes he likes the look of that he can then refer back to when he decides what he wants to purchase.
Pinterest has 20 million monthly active users, with 5 million article “pins” happening every single day. Women are 5 times as likely to use Pinterest as men, and shoppers spend more on their purchases when referred from Pinterest — roughly twice as much as referrals from Facebook and Twitter, and interestingly for affiliates, Pinterest drives more referral traffic than Twitter, LinkedIn and Reddit combined.
You may choose to completely ignore this lesson and not join any social networks, or you might join them all!
But if you do join any, you need to ensure that your branding is relevant, appropriate and consistent across all networks.
This reinforces your message, and if you haven’t already got this from the other lessons, consistency is key!
Your brand is what will be the second most important thing people see after the content, it could turn off as quickly as your content caught their attention.
Big brands spend hundreds of thousands of dollars ensuring a consistent, relevant branding job is done for them and then implemented across all of their social networks.
Blogs give you the chance to let your personality shine through in your marketing efforts. They have the power to position you as an authority, build a base of loyal readers and subscribers, and ultimately sell anything that you have created or are an affiliate of.
Fundamentally, blogging has a lot in common with article writing, except for one separating factor: personality. It is commonly accepted that articles have more of a business-like tone overall, whilst blogging is accepted as having more of a personal touch.
Indeed the idea of a blog began as a digital journal of sorts, for an individual to record their personal thoughts and feelings about ideas or events. Nowadays blogs have the power to position you as an authority in a niche, build a loyal fanbase and monetize your marketing efforts.
Here are the eight steps to blogging for money.
In order to start blogging, you need a blogging platform to post your blog on, a blank journal of sorts. The most popular platform at the moment is called WordPress.
It is known as a CMS, or Content Management System, and can be used for something as simple as keeping a daily diary to building a fully featured corporate intranet or online shopping website.
There are two methods of setting up a WordPress blog:
1. Hosted on WordPress.com with a WordPress account
2. Hosted on your own web space with your own domain name (most popular)
If for some reason you don’t like the idea of using WordPress there are other platforms out there such as Tumblr, Blogger, Google+, Quora and more.
However we recommend sticking with WordPress as it’s the most flexible and easy to expand, as well as the easiest to find support for.
Remember, add that personal touch, tell stories, try to connect emotionally with your readers. If your blog has a specific topic or purpose, keep your posts relevant but don’t be afraid to add your own opinion and personality.
Remember, people follow people, not content. Post dynamic content, use images, videos and even audio if you can.
Don’t just stick to text posts as different people learn in different ways, and if your blog is there to teach or instruct, you want to be able to connect with as many different types of people as possible.
Figure out a blogging schedule and keep to it, the more regular you can keep it, the better. Regular blogging reinforces the habit of visiting your site within your readers and builds trust.
If you post 4 times in a month and then nothing for the next 2 months, you will find it difficult to build a loyal and regular readership.
If a tree falls in a forest and there’s nobody there to hear it, did it make a sound? Unless you’re looking for a private emotional outlet on the internet, regular quality blog posts that do not leverage the power of building subscribers and monetization are of no use to anybody!
We’re here to be profitable, so we need to turn our blog posts into cold hard cash, or potential for cold hard cash at the very least. This is done by building an ongoing relationship with your readers and visitors, via a subscribers list.
It is very simple to collect subscriber information on your blog such as name and email, and there are a number of services available that provide you a home where all this information can live, known as autoresponders.
Once you have this information, you can easily send out regular updates via email, such as a new blog post that’s just been published or a special offer for example.
The other common way to monetize blog posts and blog websites is via adverts. You essentially own a piece of online real estate, and you can host adverts that other businesses pay you for.
There’s also services such as Google Adsense — where adverts related to your blog content are presented to your readers and every view or click that happens on your blog means a small payment in your account.
If you are an affiliate of a top tier system, blog posts can be used to review the system you are part of, provide more information or do some teaching that’s relevant.
You can then link the reader to your affiliate link or landing page in order to bring them into your sales funnel. The potential for blogging monetization is ever increasing, and if done right, can grow your exposure and profits massively.
Banner Ads, one of the oldest forms on online advertising, have become as synonymous with the internet as billboards have with highways. These ads also known as Display Ads are still one of the most powerful forms of online advertising for top tier advertisers and publishers.
In the beginning, the only banners you could use were text and image banners. Slowly as web technologies became more advanced, we started to see moving banners, animated images, and then interactive banners.
Today Banner Ads are richer and more varied than any time in history. Banner ads serve as away for businesses to monetize their website traffic, as advertisers pay to have their promotion displayed alongside the content on the page.
So let’s talk about how you can make money with Banner Ads. You can make money from Banner Ads in two ways:
1. Host somebody else’s banners on your site and collect payment for the views and clicks from the advertiser.
2. Post your own banners on somebody else’s site and collect traffic from there.
For the purpose of this lesson we will focus specifically on method #2 and explain this in depth.
Remember that if you have the graphical skills to design your own banner, your market time is significantly reduced, but if you don’t you can easily hire a professional designer to create ads for you.
Most Banner Ads follow a simple and effective formula you can recreate.
Make sure this is something eye catching and punchy that creates curiosity.
A relevant image that piques curiosity is best here.
3- Call to Action
Either a button or text string that basically tells the visitor to click on the ad.
There are of course multiple variations, some banners have interactive elements, some have music or audio, some expand and take over the entire page.
But for the purposes of getting you off the ground and ready with your first banner ads we’ll keep this simple. Often times you can simply search on Google for the type of banner you are looking to create, and research the most common designs.
This is your research, you’ll see some very popular banners, a powerful exercise is to analyze the common elements between the mall, and you’ll begin to understand what converts.
Many of these banners have had years of research and development put into them so you can quickly and easily take advantage of these findings and implement them into your own.
Make sure to take a look at the standard banner sizes prescribed by the “Internet Advertising Bureau.”
They are as follows:
– 486 x 60 Pixels (Full Banner)
– 392 x 72 Pixels (Full Banner with Vertical Navigation Bar)
– 234 x 60 Pixels (Half Banner)
– 120 x 240 Pixels (Vertical Banner)
– 125 x 125 Pixels (Square Button)
– 120 x 90 Pixels (Button 1)
– 120 x 60 Pixels (Button 2)
– 88 x 31 Pixels (Micro Button)
Your next step is to decide where you’ll be advertising with your banner, both the website you’ll post it and where on the website you’ll post it.
The most desirable location for any banner is above the fold on the homepage of a website. Years of heat map analysis and visitor eye tracking has shown that the top of a website is a hot spot for ads.
This can also be a factor in the design stage of your banner. If you know for example that your ad will be placed on a less prominent part of the website, then you know your ad might need to be even more attention grabbing than if you’ve secured a prime location on a website.
We’re in the business of making money here, not burning money, so we’re not going to be applying a scatter gun approach.
As business owners, it is essential we get familiar with our metrics. We have know exactly what we’re spending vs. what the return on investment is.
1- Click/ Click Through
Clicks/Click-through: The number of visitors who click on the banner ad linking to the advertiser’s website. Publisher sites often sell banner ad space on a cost-per-click (CPC) basis.
2- Page Views
Also called page impressions, this is the number of times a particular webpage has been requested from the server. Advertisers are interested in page views because they indicate the number of visitors who could have seen the banner ad.
Although they don’t measure the effectiveness of a branding campaign, they do measure how many visitors were exposed to it. The most common way to sell banner ad space is cost per thousand impressions, or CPM (in roman numerals, M equals a thousand).
This describes the ratio of page views to clicks. It is expressed as the percentage of total visitors to a particular page who actually clicked on the banner ad.
The typical click-through-rate is something under 1 percent, and click-through rates significantly higher than that are very rare.
If your cost per click exceeds your profit per click, then you know the campaign is not profitable and needs to be ended as soon as possible.
If your profit per click exceeds your cost per click, you’re on to a winning campaign and should focus on scaling the campaign up to increase the amount of traffic and ultimately profits.
Solo Ads were the long held secret of the Top Tier producers before it was cracked open and revealed to the masses. It’s the go to traffic generation strategy for Top Tier companies and is the most effective form of email marketing.
Essentially, the process goes like this (in a nutshell): 1. Find a broker 2. Pay the broker 3. Receive traffic. Obviously, there are some intricacies to the process which we’ll cover in this lesson, but get ready for the excitement in finding out the process that has created a ton of new producers in the industry.
A solo ad is in essence, an email. The email will contain content that you have either written yourself, or have asked somebody to write for you. The purpose is to intrigue the recipient to open and read, and then take an action that you have paid for.
The action could be as simple as clicking the link in the email, signing up on the page the link goes to, or even buying something that you’ve promoted or are selling via the email.
A Solo Ad usually has 2 important parts:
1. A captivating subject line — something that can grab the recipient’s attention amongst the ocean of emails they receive every day.
2. An engaging body of text that compels them to read all the way to the end, or as far as they need to until they reach the call to action. So far so good right? Nothing too complex. That’s what’s contributed to the rise in Solo Ads amongst newbies over the last couple of years.
Good question! It’s mostly because of 2 reasons:
1. They don’t know about it.
2. They know about it but don’t understand it well enough to execute successfully.
Like all marketing techniques, SoloAds carry a small risk with them of not delivering ROI.
If you manage to get sucked into buying from a dishonest seller who sells you trashy traffic on purpose, or even a decent seller who sells you bad traffic by accident, chances are you’ll be put off for life. But that’s no reason to fear this technique.
For every bad seller, there are 10 good ones. The winners are the marketers who cultivate a strong mental attitude towards their advertising campaigns — knowing the difference between a bad batch and a bad campaign.
Because a solo ad is really just an email that goes out to a specific group of people, you need to find someone who owns a list of people specific to what you want to market.
If I was selling a new type of running shoe, I would go and find somebody who has cultivated a list of runners and athletes who would be willing to send out a promotional email linking back to my website where I sell my new running shoes.
You need to make sure that the owner of the list has built a good relationship with his or her list and that they know, like and trust him or her.
When it comes to email marketing, the mechanics seem simple but it’s a delicate balance between maintaining regular contact with your list and not overstepping any boundaries leading your emails to be labelled as spam.
A good seller, or broker, is someone who fully understands the mechanics of email marketing, how to build relationships with your readers, how to segment and cultivate a list of openers and clickers, how to filter out those who are not interested and how to not burn out the list by over promoting.
These brokers can be individuals who have worked hard to build a list or they can be huge publishing companies.
It’s up to you to find out who’s got the right kind of traffic, and this usually happens by running tests until you find a winner.
If you have the abilities to negotiate, that’s even more of an advantage as you might be able to get some extra traffic for a lower price.
The type of traffic you actually purchase comes in the following formats: clicks, leads and buyers.
Clicks are the most common, imagine you’ve paid for 100 clicks to your website, that means the broker will send out an email with your link in it and you should receive 100 clicks.
It’s the same with leads except that when you purchase a lead, the person who clicks your link then visits your page and submits their own information on your site to learn more about what you’re marketing.
The third is the most lucrative and elusive type of traffic — the buyer. This is somebody who has already spent money with the broker and is expected to spend more.
Therefore buyers tend to be the most expensive. But remember, we are looking at ROI here, not cost. So if a buyer costs you $150 to acquire, but you know you’ll make $500 from them, it’s an investment, not a cost.
Once again you need to be keeping an eye on your metrics. Just like all the other forms of paid advertising, if you splash your cash recklessly in a scatter gun approach, you’ll likely come away feeling burned and like you’ve been scammed, even though you didn’t take a calculated, professional approach.
You need to remember your CPC, or cost per click, or lead or buyer if that’s what you’re buying. You need to ensure that the seller offers you all the stats after the campaign so you can analyze, or have your own tracking in place.
Do your due diligence, keep an eye on your stats, ensure that your email content is targeted and attention grabbing, and your webpage where visitors arrive is user friendly and easy to navigate and you’ll be well on your way to mastering Solo Ads!
Licensing products is sure fire way to make your business take off. You don’t have to create your own products, vendors handle fulfillment, you can cherry pick what you sell, and you can make an attractive profit. With licensing you purchase the rights to a product or brand then turn around and sell it for a profit.
Think of it this way. Imagine that you walk into an online flea market. You have different product creators, or owners of different products, they’ve all put in the time to create their own product.
You get to walk up to each store, they each have a store. You get to pick up their product, look at it, you get to find out whether it’s selling a lot, find out if it’s a good product that you would actually feel comfortable about promoting, and then once you’ve done that, you can cherry pick which one you want to promote. That’s licensing in a nutshell, you get to pick the products with the most reward.
One of the biggest costs people don’t realize in doing this is time. There’s a lot of time and effort that needs to go into creating your business.
It’s very difficult work to not only create a product, but handling all the sales funnel creation, the customer support, and fulfillment. Trying to do all of that leaves a lot of people tired and frustrated.
You might recall my story and the mental anguish that I went through while I was in the process of developing my own online business. My first 2 years, I wasn’t making much at all. I would stay in my room and I would beat my computer for literally 10-12 hours a day.
Nothing really worked. If you’re anything I was sleep deprived, and my head was swimming with all the things I had to do. It’s probably not exactly where you would want to be or why you got into building an online business in the first place.
You don’t actually have to put in the work to create the product. When you license a product, you are simply purchasing the right to sell that product as your own. You don’t have to rack your brains trying to come up with all the content, the design, building the sales funnels, or any of that.
When you license someone else’s product, you’re leaving everything up to the expert, the content expert. They go and create the product that’s got the hungry market, because they understand what their market is actually looking for. That’s a huge burden off of your shoulders, because you don’t have to go and spend years doing all the research and learning all the content.
You also have the advantage of leveraging our phone sales team to close your sales for you. Take all the stress and guesswork out of of selling and let the pros handle it all for you. Make it easy and let them close the deals.
The other good part about licensing is you get to cherry pick what you want to sell. You get to pick the products you feel comfortable about promoting, and selling.
Once you have made your first few commissions and you are more comfortable with the business, and more confident, then you can look at using the no sales assist marketing funnel.
At this point, you should have some basic understanding of what affiliate marketing is.
Affiliate marketing is when you’re promoting someone else’s product. Usually you’re getting up to maybe 50% commissions. You’re getting maybe half the money. You go and spend all the money and time to get the customer, you’re driving the traffic, and you get up to half.
With licensing, you can get much bigger margins. 90%, sometimes even more than that. You keep most of the money that you bring in.
You go out and you find a different product to license, you talk to the product owner, and ultimately you license their product. That could be from a $5,000 fee, it could be a $10,000 fee, or upwards.
You might be able to get a better deal than that if you really negotiate, and also if the product is from someone who’s less well known. Usually that’s about where it’s going to start.
I also want to tell you about a second option that will save you a lot of trouble. If you don’t want to have to go and find your own products to license and dealing with paying a $5,000 or $10,000 fee or more to license their product, there’s an easier way.
What you can actually do is license Digital Altitude’s (DA)’s best selling products. DA licenses their products at up to 90% commissions. In other words, you get to use some of our best selling products, and every time you get a sale, you’re getting up to 90% commissions.
Our team will give you everything you need to create a 6 figure business including: marketing, branding, sales tools, business resources, training, online community, coaches and our phone sales experts even close all your deals for you!
A few of the many product options for you include: my email marketing empire, how to build a funded proposal, affiliate bonus domination, OPT formula, traffic masters academy, and DA licensing kit.
For most of our partners who are just getting started, we do recommend that you leverage our sales partner program, which is our phone sales team, and let us close your first few sales for you.
Let us do the hard part for you, let us get your first few commissions under your belt, and then when you’re confident enough, if you want, you can go and do your own phone sales. Otherwise, just leave that part up to us.
From the start all automatic follow up with your leads is handled by DA. This includes email, text and direct mail.
Different calls done for you include: lead inquiry, pre-membership calls, orientation calls, strategy sessions, business plan calls, marketing plan calls, funding calls, member support calls, and member support email.
Follow up can take 5-10 hours over a 2-4 week period, let us take care of the hard work for you. If you choose, you can actually opt out of the sales assist program at any time you want.
Again, if you want to do your own phone sales, you’re welcome to, but otherwise, you don’t have to do anything, and we’ll follow up on your behalf for you.
As part of DA’s inner circle, you also get the ability to earn a residual income. Every time you have a customer come into DA, let’s say they get the inner circle, and they start paying the $99 per month, they get the first month for free, of course, but then they’re paying $99 a month. You actually get half of that every single month. It’s a residual income stream.
As long as they’re getting that newsletter, you’re getting a residual commission. You only need to find 2 people who subscribe to that paid newsletter, and your own membership’s paid for. Any more that you find, that’s just going to be profit.
The whole point of this business is for you to be able to leverage it so you’ll be able to live your ideal lifestyle. That’s why you’re here, and that’s what our company’s really for.
You can wake up whenever you want, work from home, Starbucks, wherever you want, and also travel the world and be able to work from your laptop. That’s the whole point of what we’re trying to do here.
You will own a very powerful and unique system that does all this for you. All you need to do is generate leads and the system will take over from there. You’ll be the one earning all the great commissions.
What’s even more lucrative than a franchise model? It’s the model where you don’t have to worry about production, distribution or fulfillment costs.
It’s the only model that lets you compete against big companies like McDonald’s, Visa, and Nike using your very own specialized knowledge in the most profitable online marketing niche.
Under a normal retail situation, big companies can get by on less profit per sale because they’re buying in bulk they can get their products manufactured much cheaper.
This is bad for the little guy or the new company trying to gain market share. With this model operating under very small profit margins, you simply can’t compete with the bigger players in that niche.
Where you can compete is with opportunity based products using a different formula in the information marketing space. The online space is the biggest, most profitable opportunity for entrepreneurs today.
The formula for pricing opportunity-based products is quite different and it’s often based on the end result and potential of the opportunity plus the buyers desire to achieve that result.
You do have to factor in fulfillment, cost to produce and maintain etc. that’s usually far, far less in the opportunity-based sector and especially in the online arena.
In other words we have an immediate advantage in selling online. Where a physical book might cost you $7 apiece to have printed and shipped, creating a digital book which can be read electronically from someone’s computer, phone or tablet literally can cost $0 in fulfillment.
With online and opportunity products, you’re able to diversify and spread your cost through a broader range to get a much higher profit potential in the process.
That’s what’s so exciting about this business and that’s why I’m in it and that’s why a lot of people are in it. There’s so much opportunity. You can sell seminars, live web events, webinars, etc.
In the online space, people will gladly pay you for what you know or what you’ve created that will add value to their lives or solve a problem that they’re facing. This is often niched down and specialized information unique to you.
Walmart and the big box stores can’t compete with you here, they can’t do that. You’re not buying a product per se, you’re buying knowledge, investing into what the person knows. Hence the term information marketing.
We also have to consider if people actually want your service. Besides actual need, emotions are involved in the decision making process.
If you can solve a problem that many people have you might be on to something very lucrative but just because you see an opportunity that looks untapped don’t automatically think that it’s going to be profitable.
It’s a common myth that competitive markets should be untouched and you’ll be better off finding a non-competitive small market. That’s bad, bad advice.
Just think about that for a second. Why are those markets competitive in the first place? It’s because they’re selling what people want and people are actually making money selling to the customers.
You go to where the people are, plain and simple.
When you see competition, great. That’s why the big three — health, relationships, and making money — are what you want to stick with if you’re going to market online.
Look for different ways to break into the big three by niching down. Instead of looking for tiny markets that no one cares about, you look for different ways to break into the big three.
Oneway to do this is either by leveraging the bigger players or by niching down within the big three. Specialization is key.
Let’s niche down weight loss:
– Weight loss for brides
– Kettlebell workouts for women
– Lose weight fast after pregnancy
Let’s just do this as an example. “Weight loss” is very broad. What about “weight loss for women”? That’s still fairly broad.
“Weight loss for brides” — now we’re getting a lot more specific. “Kettlebell workouts for women” — again, more specific. “Lose weight fast after pregnancy” — again, we niche down by making focusing on something very specific.
This way you’re still within the big three, but you’re specializing and targeting less competitive markets.
Every market has its own language you need to learn it! Plumbers, brides, make money online, body builders, golfers — all of them they all have their own language.
If you’re going to sell to them you need to speak that language. You have to talk to your market in the way that they already speak to each other or they speak about their problem or desire.
Retail can also sell to desire as we talked about when we were talking about the Hyundai and Mercedes example earlier on.
Companies like Apple computers, BMW, Mercedes Benz, Starbucks, and Harley Davidson motorcycles, all have designed their businesses and created a real desire for consumers to buy their products.
These companies are few and far between but the companies that are desired the most, profit the most.
Think to yourself, what do people desire? Not just need but also want? What are their emotions pulling them towards?
If you’re interested in creating a product in the retail realm and trying to compete with the big boys, then you had better create a brand with a strong desire built into it to differentiate you and charge more.
The best type of opportunity product is one with minimal production cost, and little to no carrying cost or inventory. Online is the perfect vehicle for us to run with this dream. Low costs, passionate markets, and high profits.
Think about why people usually go searching for things online. They have a need and a desire that they want to be fulfilled.
When it comes to deep seeded insecurities, or things that we like to keep private people prefer the anonymous nature of the internet. That’s why they go online and that’s their first place to search.
With your sales funnel, you’re going to have a feeder product. This is common in all areas of marketing, even traditional offline marketing.
Your feeder product is one that attracts customers who might be interested in other products you have which are more profitable to sell.
Then you have a funded proposal. This is where products are sold in a sales funnel to help fund the marketing and the advertising expense that’s necessary to get new customers.
A funded proposal is generally not profitable unless it’s paired with a primary offer. Oftentimes, these might even be a loss leader. You actually lose money on that first sale just to get a customer.
Your primary offer, that’s the main product that you’re selling. Other products in your funnel are either feeder products, funded proposal products or both at the same time.
These other products serve to fund your advertising or attract customers to your primary offer or a combination of both.
Earning Ability serves four primary functions for your business:
We have products that will serve as your feeder product to actually go and find customers who might be interested in your primary, top tier offering. Then that funds your proposal. A funded proposal by automating the sale of other products to your leads to help monetize your list.
If you were to go and build all of this from scratch, it would cost hundreds of thousands of dollars and possible hundreds of thousands of hours of your time to try and make it like we have set it up. That’s what it’s cost us.
Earning Ability already contains everything that you need and teaches you how to use it.
Then you’re going to have service upgrades, accessories etc that got you in the door for free and possibly taken a little loss to do so because the back end is going to actually bring in profits and overall it’s going to bring in many, many millions of dollars a month in profits.
Trying to make money selling low end products like vitamins, cheap information products, juicers, and just about everything else you can imagine, it doesn’t leave you any room for real profits.
That’s why many of these companies ask that you contact everyone you know or you teach some free traffic method.
They know that you have no room or profit potential to actively grow your business by using real and scalable paid traffic methods.
Some smart person finally figured out that if you created a more expensive product line for your representatives to market, then larger commissions could be paid and reps might actually make some decent money.
With top tier you’ll have direct access to much more expensive products that will be sold through our proven marketing systems. These products are priced more along the lines of a small franchise opportunity.
Which means much higher commissions and profits paid to you all with less effort than the traditional methods that are out there.
Between the marketing system, training, resources, and guidance that you receive as part of Earning Ability, literally everything is in place to ensure you have the five required components of a successful online business. That’s traffic, funnel, filter, follow up, and product mix.
We provide you with traffic training, sales funnels that work, filter prospects, follow up that’s all done for you and products to sell and more. Earning Ability is perfectly positioned as Top Tier to make you the fastest and largest profits online.
When most people start looking to get into a business themselves they imagine grandiose things and think, “Wow, that person must be making a lot of money.”
But the reality is 95% of businesses fail. On the other hand, 85% of franchises succeed. So what’s the difference?
Now for starters, it’s extremely risky to try and start your own business from scratch. Rarely do people ever consider what’s involved in actually starting a business.
That’s why stats show that less than 20% of new businesses make it. Then out of the percentage of those who do make it, they find that they’ve simply hired themselves into a job that was worse than what they had before.
Without a proven system you’re working in your business and not on it. You’re not growing it and you don’t have time to focus the way you need to.
You’re doing your best to just handle the daily operations. It’s just like a job but with much more risk and responsibility.
The secret then is to find an existing, proven system to leverage their success. All the hard work has already been done for you. You get a turnkey business ready to generate profits.
Think back to the example of owning a McDonald’s or your own hamburger shop. Which one’s easier?Which one gives you the greatest chance of success?
To try and start your own burger house or to just buy a McDonald’s franchise that’s proven to work and has everything set up to turnkey? It’s an obvious answer.
The winner is McDonald’s, where all the hard work has been done for you and the marketing systems are already set up and proven to work.
When you invest into a franchise, everything is systematized and scalable. It’s Step 1, do this. Step 2, do that. And so on.
You do it — you take those steps and ideally you’re profitable. You will succeed. It’s already proven to work and other people have already done it.
In addition to the true and tried system, with a franchise you’re getting tailored mentoring and consistent support all the way from the top.
If you run into a similar problem like maybe a marketing method isn’t working well for you or you’re not sure of the best way to go and do something, there are people above you who you can call for support.
The odds are they will know exactly what you will need to do to get the result. You’ll be able to get customized help from someone who’s running the exact same model that you are.
You can be confident that they’ll be giving you good mentoring and they will help you reach the next level.
Think of it this way: banks would not lend money to someone who doesn’t have a system. Why? Because it’s far too risky and the statistics of succeeding are against that person.
They will happily lend money for a proven system, a franchise, most of the time all day long. Why should you be any different? Learn the difference between just a product and a proven system.
1. SUCCESSFUL TRACK RECORD
Look for systems that have a successful track record and where the economics work out. For example: a top tier business model. The economics work out with that business.
2. TRAINING AND SUPPORT
You want to be a part of something where you’re going to get consistent training and help to ensure your success.
3. TOP MENTORS & COACHES
Find the top mentors and coaches in your industry and learn from them and model them. You want to be learning from industry leaders, not advisers or “theory” gurus without experience.
Don’t pay attention to anyone who gives you advice on an online business who’s never actually done it successfully themselves. If you have people in your life who’d like to offer their opinion and their advice and they’ve never actually done this, stop listening to them.
Now, talking about franchises usually there’s a cost. There’s definitely an investment and it can often be
If you do a little bit of research, you’ll see just how much they really are. Just go to Google and type in “typical cost of a franchise.”
Most franchises are a good investment because you’re getting a proven business model. There is a proven systems, there’s training and the economics work out.
Thanks to the internet and the rapid growth in the digital information sector (where people are actually paying for information courses more and more these days), the cost of getting into a proven franchise-type business model can be greatly reduced.
More and more people are consuming information on their iPads, iPhones and tablets. We truly live in a digital information and internet-based world. Internet-based businesses are the future.
The good thing about Earning Ability is that you’re set to capitalize on this trend and leverage this opportunity with little risk because the cost to entry is free with massive upside. You get the best of both worlds.
Growing up, most of us weren’t taught that being an entrepreneur is a choice or at least it wasn’t encouraged. Most of us were taught to go to school and get a job not how to be or do what we really want to be or do.
It’s up to us to learn how to shift from an employee mentality to one of controlling our own destiny as an entrepreneur who takes full responsibility.
While you may not know it, we’ve been conditioned with limiting beliefs from a very young age. Let me prove it to you by asking you this: if you want to become a lawyer what would you need to do?
To enter into any of these fields we know what we need to do: go and get additional schooling. We have to go and get a degree in the field to obtain the credentials that would then qualify us to get a job in any of these categories…
But what would you need to become a millionaire or an entrepreneur? We’re not really taught that in any school or university. We’re not taught the business mindset and that’s what we’ll explore here.
What would you need to become a millionaire? How do you become an entrepreneur? We’re not really taught that in any school or university. We’re not taught the business mindset.
I’ve been doing this for a number of years now, actually about five. We’ve had thousands of people go to our live seminars and what’s always interesting to me is, I get to see two people who get started in the industry with very similar circumstances who end up totally different.
One of them goes on to not do very well and the other goes on to do seven figures. Now what is that and how is that possible?
Well it all begins up here, with your mindset.
You see when you start this business you need to start thinking like a business owner. You can’t think like an employee anymore otherwise you’re not going to make it.
Personal development is tied to financial development and you can take your mind and your business to the next level just by the way that you think.
In Robert Kiyosaki’s book The Cashflow Quadrant, he talks about four types of people that make up the world of business. (E) stands for Employee, (S) stands for Self-employed, (B) stands for Business owner and (I) stands for Investor.
Most of the money is made on the B and I side (business owner and investor) where 90 percent of the wealth comes from.
If you look at those in the B and I side, they’ve mastered systems and they have mastered leveraging their time.
Now anyone can become part of the wealthy and on that right side but there’s a limitation wall. That limitation wall is usually the way that you presently think or your mindset.
Your mindset determines what side you are on.
When I began interviewing business leaders and started surrounding myself with successful people, I didn’t realize the impact it would have on me. Getting the opportunity to talk to dozens of successful, inspiring individuals has been nothing short of incredible.
Through our conversations, I got VIP access to learn their best secrets and advice, what motivated them, and what helped them to get where they are today.
Here are nine of their best success lessons (so far!)
My mom always used say, “Tell me who your friends are and I’ll tell you who you are.” And she was right
on — because millionaires surround themselves with other millionaires.
If we really are the sum of the people we surround ourselves with, it’s so important to surround yourself with the right ones.
But money can buy you the freedom to do the things that can make you happy. True happiness comes from filling your time and your days with meaningful pursuits that you’re passionate about.
I’ve met rich people who are incredibly unhappy and poor people in ThirdWorld countries who are some of the happiest people I’ve ever encountered. The point is that it’s possible to be happy right now, whether you have $20 or $20 million.
It’s about becoming the type of person that can accomplish the goal, said by the great Tony Robbins. He probably knows what he’s talking about.
Most millionaires will tell you it’s not so much about making the money; it’s about growing as a person, growing your business to a point where it’s capable of making money. The journey is far more valuable than the destination.
And once you’ve arrived, the question becomes, Now what? That’s why it’s so important to enjoy the ride and be grateful for how far you’ve come and what you’ve achieved so far.
Almost every successful person you ask will tell you they had a mentor at some point along the way.
Find someone you admire, look up to — someone who’s where you want to be — and ask them for guidance to help you improve who you are and what you want to become. With their advice, you’ll learn best practices, you’ll be challenged, you’ll be better prepared to succeed.
Every entrepreneur and successful person I’ve met is a lifelong learner. They understand the importance of constantly improving, constantly growing.
Driven people self-educate through books, audiotapes, online courses, seminars… They’re determined to always learn new skills, to keep developing as a person — to never become stagnant. They never stop.
Two (or three or four) income sources are better than one. Millionaires know how to put their money and resources to work for them. And almost all of them have at least two more sources of income — investments in financial securities, real estate, angel investing, partnerships.
While multiple sources of income certainly help them increase their wealth, they are laser-focused on one income stream first then diversify once they’ve hit a level of stability.
Almost every millionaire I’ve interviewed has some sort of rigorous workout routine — weightlifting, marathons and triathlons, running.
There’s a correlation between breaking down barriers in fitness and breaking them down in business. So get working on your fitness — and the rest will seem a little less daunting.
I’ve yet to meet a millionaire who doesn’t do a lot of reading. And I’m not talking about Harry Potter or Hunger Games. I’m talking books with real, practical tips — for personal and professional growth, for people who want to constantly improve themselves and their businesses.
Books are a great way to learn from successful people who may have been where you are now and have something valuable to teach you. It’s like having some of the best business minds of our generation mentor you.
You don’t have to blog to be a millionaire. But it wouldn’t hurt. A lot of successful people are getting their start from blogging.
It’s a powerful tool because by documenting your journey and inspirations, you go through a sort of self-discovery. If you’re not ready to share everything on a public blog, try keeping handwritten journals.
The introspective writing process reminds you of what you’ve been through and where you want to go.Writing down your goals is an incredible way to make sure they happen.
Without this missing ingredient you have a recipe for disaster. You have a business that will very likely lose you money.
Most people find a product that they can sell into a hot market and they start driving traffic to the offer that sells that product in order to get sales. The problem is, they’ve got it completely backwards.
What must be considered first can be found by examining what we call the Tactical Triangle by Perry Marshall and Jack Borne. Basically, it says that in order to sell something you have to get traffic (T) which is just eyeballs in front of your offer (people).
You have to then convert (C) that traffic, which is when the potential customers reach into their wallet, pull out their credit card, and spend some money with you. Finally, you have to make sure that the economics (E) work and you make a profit on what you sell.
That’s how good online businesses scale. They’re able to be profitable on sales from the beginning and then take those profits and re-invest them back into more traffic which feeds itself.
The letter E stands for economics which is the 4th ingredient. Economics means that you have to make a profit on what you sell. You have to be making profitable sales.
That’s taking into account the cost involved in generating these leads or in advertising, which is the reason why you’re really in business, right?
To make a profit.
Once you’re making a profit, then you get to go and reinvest that profit back into getting more traffic, converting more traffic, making even more profit and scaling your business.
That’s how good online businesses scale. They’re able to be profitable on sales from the beginning and then take those profits, and re-invest them back into more traffic which feeds itself.
This business as you’re soon going to see, requires a bit of backwards thinking. Reversing the process and keeping the main goal of you making a profit in the forefront of your mind.
If the economics don’t work, then we have to start all over again. What we must do is what Stephen Covey so famously said and what Perry Marshall learned early in his career: “Start with the end in mind.”
We don’t look at the traffic first. We start with economics because that’s the reason why we’re in business in the first place. You’ve got to start with the economics or the business model first. Once you’ve got that in place, then you focus on getting targeted traffic.
Now you might have noticed the 80/20 in the middle of the Tactical Triangle which stands for Pareto’s principle. We’re talking about getting 80% of the results from 20% of the effort.
It’s all about leverage.
It’s one of the most important elements in business to understand. You can apply the 80/20 principle in each of the categories: traffic, conversions, and economics.
You put less in (like spending money on advertising) but you get more out. Focus on the right things and you get 80% of the results. That’s the ultimate leverage in life and business.
There are customers out there that if you provide them with enough value, they will spend a lot of money with you. Very likely a lot more than you imagine right now. You must capitalize on their willingness and desire to spend more money with you to get what they want.
Top tier premium pricing allows you to make more money per customer so you need fewer customers to be making a profit. Once you’re making a profit, you then reinvest that profit back into getting more traffic, more customers, which pays you more traffic and goes around in a circle.
That’s how you scale up.
That’s how you go from making nothing to potentially making millions of dollars per year. If you do it right.
Now many people think it’s harder to sell a $9k product than a $1k product, but that’s not necessarily the case…
Let’s take a look:
Spend — $15
Sell — $10
Profit — -$5
Backend Profits: $0
If you’re selling a product for ten dollars and you spend fifteen dollars to get that customer, you’ve now got a sale. But you’re losing money without making any profits.
The only way that that will work is if you have a proven funnel and system in place that provides you profits on the backend that allows you to take a loss on the front end. Now 98% of businesses don’t have that.
Now let’s take a look at a second scenario:
Front end Profits
Spend — $15
Sell — $10
Profit — -$5
Back end Profits
Spend — $1,000
Sell — $5,000
If you’re making five thousand dollars and you spend even up to a thousand dollars to acquire that five thousand dollar customer, you’re still four thousand dollars in profit.
Now, I don’t know about you, but I would happily spend one thousand dollars to make four thousand dollars every hour of every day of the week. As long as I knew that every time I spent the four grand, I was getting five grand back. I would happily do that.
I hope you’re seeing the difference, that top tier is what sets the professionals apart from the rest of the people out there struggling to make any money at all.
That is the one major difference.
The beauty of it is that it doesn’t require any extra work or effort on your part if you have someone else handling the back end. That’s why we highly recommend that you get started right away with a high ticket top tier offer.
Don’t work your way up to it. Start from the very beginning having your own top tier offer in place so you’re able to get much more money for each customer that you bring into your business.
Now the flip side of ensuring your business economics in order to make a profit, is making sure you have the capital to start and fund your business.
Here are 11 ways to fund your top tier business:
1. Start part time
2. Start the business from home
3. Get apart time job
4. Use a credit card or apply for more than one
5. Apply for a business loan or line of credit
6. Apply for financing or credit line
7. Apply for a home equity line of credit
8. Apply for a micro loan
9. Tap into your savings, investments or 401k
10. Sell something you own like a car or real estate
11. Borrow from family and friends
Here’s the good news, you have a huge advantage I never did: information and guidance. I had to spend years figuring out what works and thousands of dollars to figure out what didn’t work. If you’ve been in this same situation, know that it’s not your fault there’s a lot of bad advice out there.
The fastest path to cash is not “figuring out”everything yourself but rather learning from others who have “been there done that” to get your business off the ground in the quickest way possible. My way of paying it forward is to share all my knowledge and experience from my multi-million dollar business with you.
So you don’t have to go through the learning curve like I did. Instead, it’s a simple plug and play into a proven system that works. Even if you’re a total newbie this system will work for you because it’s based on results not hype.
Ever wondered why a McDonald’s franchise is worth so much? Because you’re using the power of leverage. You get the leverage of using their billion dollar brand, their advertising campaigns, their products and their funnels that sell.
In short, you get a guaranteed system that’s proven to work. Earning Ability works the same way, it’s a proven system that guarantees results. You get to skip all the years of grueling frustration I had and simply follow the plan that’s taken my business to over 7 figures using the most lucrative business model in any industry.
Top tier is basically a fancy term for a system selling “high ticket” products or services. In a traditional, non-top tier system (selling at a low price point), think about how many sales you would need to make $5,000 a month. Let’s break it down.
Traditional (non-top tier) model:
$4 item — 1,250 sales
$7 item — 714 sales
$47 item — 106 sales
See the pattern?
Now let’s look at top tier (high ticket items):
$1,000 item — 5 sales
$3,000 item — 2 sales (+ $1,000 profit)
$5,000 item — 1 sale
$9,000 item — 1 sale (+ $4,000 profit)
As you’ve seen top tier is the way to go because of higher profit margins with less work and it gets even better when you follow a digital top tier strategy.
Combine top tier with digital and you have the most lucrative business model on the planet because of:
– High profit margins
– No inventory
– No employees
– No shipping
– No insurance
– No liabilities
The economics of business today requires top tier, high ticket products and services thanks to rising advertising costs and low margins on low ticket items.
So the question then becomes, how can I build the most successful top tier digital business?
Using these 5 principles below will get you there and in the next lessons we’ll cover them in depth!
5. Tiered Products
Get these five elements (and learn how to leverage them) in the Earning Ability members area.[/vc_column_text][/vc_column][/vc_row]
For the longest time, I wondered how people who were successful making money online managed to do it.
How do these internet marketers create massive followings and get people to listen to them when they recommended their followers buy something? How do they do it?
The truth is, there are actually two types of successful internet marketers. The first is public-facing, the second isn’t. What do I mean by that?
Well, as I’m sure you have seen, some of the most successful internet marketers are constantly on camera, sharing their lives.
This creates a certain magnetic force (“the law of attraction”) that pulls people in. People looking to be successful are attracted to success.
Obviously, someone who is that public about their life as a successful internet marketer is an example of the public-facing type.
But what if you don’t have any success to show yet? What if you don’t have flashy cars or tropical vacation photos to show off?
Frankly, this is where people who try to make money online spin their wheels, sometimes for a very long time. The reason why is simple: they don’t have an origin story potential followers can relate to.
If you have been on a lot of webinars over the years, you probably have picked up on the fact that even the most successful marketers will begin their webinars by explaining where they came from.
This is to reduce the amount of space between them and those they plan to make an offer to later in the webinar. To be a successful internet marketer though, you do not have to do webinars.
You just need an origin story that you can put in front of people in the form of a sales page. Then you just send traffic to a squeeze page that redirects to that sales page once the traffic opts in.
If you want your email list to engage with you, they must get to know you. The real you.
And if every single person who has subscribed to your list has read your origin story, you will no longer be some asshole internet marketer who is constantly blowing up your subscribers’ inboxes.
Bottom line: get your origin story down, and get it in front of people.
Here’s how to create your origin story from start to finish (and how to integrate it with an offer or business opportunity so that it converts like crazy):
Generally speaking, people buy from people they like. To be likable, you must present yourself as the hero of your own movie.
If you watch any Hollywood movie, the hero is introduced in the beginning of the story. There’s always one specific thing about the hero which makes the audience like him/her. It’s usually one of the following:
1. The hero’s in jeopardy. There’s a disaster coming, but the hero doesn’t know it yet.
2. Someone who’s good at what they do. This is the classic “Rain Man,” “The Firm” and “A Few Good Men” Tom Cruise character.
3. Trapped in some bad circumstance.
4. Likable by other people in the movie. This is the classic Tom Hanks character in almost every Tom Hanks movie.
5. Funny. We like funny people.
6. Powerful. Superhero movies play on this a lot.
In order to get the reader to like you, so they can proceed to buy from you, you must choose ONE of the strategies above.
I recommend choosing one of the first three options. These are the most surefire approaches in the business opportunity space.
As a rule, most top earners position themselves using one of the three of these angles in their “origin” stories.
So… which one are you? Are you the struggling about-to-be-thrown-out-on-the-street hero that makes good in the end? Or are you a skilled real estate pro who didn’t see the economy crashing in 2009?
Or maybe you’re just someone who lived his entire life making someone else rich and is now ready to make the jump, but is stuck, because you sort of missed the boat on the internet?
It’s up to you to choose. For that, please follow the following guidelines:
Describe your life JUST BEFORE you decided to try to make money online. Think of it as the first 5-10 minutes of your own movie, where you are the hero.
This is a great place to describe your job (which you may have hated or still hate), your family, the things that most annoyed you about your life, the problems you’ve faced on daily basis, the lingering thoughts that wouldn’t let you sleep well at night and so on.
Your goal is to show the reader who you are, to make them engage with you emotionally and to elicit an emotional connection with you because of the situation you’re in and/or because of your personality and attitude about life and people in it.
TIP: Don’t summarize.
“I’m a family man with two kids. I worked my entire life in construction and it was never enough to pay the bills, so I decided to start an online business.”
“I was sitting in my home office reviewing the bills. I was trying to decide which ones we could afford to pay now and which ones I can put off until later. I basically had to decide, ‘Do we give up our internet, our cell phones, or our electricity for the next couple of weeks?'”
See how the 2nd example describes a specific “scene” out of your life which overtly tells us you’re struggling and you’re stuck in a really bad place in your life? That’s what you’re looking to do.
Next thing we must describe is WHAT moved you to start seeking an online income.
Was it another late bill which tipped you over the fence? Was it your mother-in-law moving in to help with the bills? Was it your child asking how come the neighbor’s kid got a drone for Xmas and they didn’t?
There’s always a reason WHY you decide to start an online business. What occurred in your life that made the present state of being so painful you decided to change?
TIP: BE AS SPECIFIC AS POSSIBLE and DON’T SUMMARIZE.
“I didn’t go on vacation for 2 years. I decided it was enough.”
“One evening, after I told Timmy a bedtime story and tucked him in, he asked when are we going to go to Disney. He said I promised to take him but I never had time because I was always working. I felt like the world’s worst father. My own son thought I don’t love him, because I always put my job first. This is the moment when I knew I had to get out of real estate and build my own business which gave me flexible work hours.”
What are the 3 obstacles you encountered when you started your online business?
The first two obstacles have to be minor obstacles you overcame easily.
The third obstacle should be presented as an insurmountable obstacle you had no idea how to overcome and that almost made you quit, but which you overcame eventually through the help of the business opportunity you’re promoting.
This is one of my favorite formulas for sales-getting copy. It’s problem, agitate, solution. Solution is the business opportunity. So now we need a few problems.
Be super specific.
“English isn’t my first language. I didn’t know how to overcome that.”
“My first coach, who I paid $500 told me I needed to post content. Content could be anything from an article to a video to a podcast. English isn’t my first language. I’ve got a thick Spanish accent going on. So I steered away from video and decided to write instead. I thought I could easily write 300-500 word articles about success and motivation. But it would take me a year before I finally learned how to produce a decent piece of content.”
SPECIFICS about the problems you face and the solutions you use to overcome them is what’s going to get you those sales. So don’t spare any details.
We established you as the hero who tries to achieve a certain goal. We have discussed how your life looked before you set on your journey and what were the obstacles you overcame.
Now we need to clearly define what the ideal outcome looks like. What’s that “paradise” you’re striving towards?
Please take at least 500 words to describe it. Be as specific as possible. It doesn’t need to give a general overview of your life. It needs to paint a specific “scene” which represents success to you.
Here’s an example from someone I know in Israel:
“For me, it was my daughter. Even before my wife and I had Erica, I wanted to set my life up so I can spend as much time with her as possible. I wanted to be there every single day. My dad never picked me up from school and never took me to school. I remember playing soccer with him once in the yard in my entire life. I wanted to send a different message to my daughter. My wife and I made a commitment to always be there for her. We’re the only couple in the entire state of Negev who drops off their child and picks their child up from pre-school together. We both walk her right to the front door, kiss her, hug her and wish her a great day. When she walks out later that day, she sees both of us. She knows mommy and daddy love her very much.”
See how specific that is? Not just about WHAT he wants to have in his life, but HOW and WHY?
And he focused on one tiny yet specific thing in his life — the relationship with his daughter. He didn’t talk about driving a nice car, living in a big house or working out of a coffee shop.
All these are fine, but it wasn’t his idea of success. So, what’s YOURS?
Create a sales page with your own personal origin story. Select a high-ticket offer as the answer to what got you out of trouble and include it at the end of your story.
Be sure to include some good photos of you (if you have one with a family member or a loved one that’s great!).
Seriously, open up here. Make it vivid and real, and don’t spare any details.
The more authentic and true to yourself and your real story you are with this, the more successful you will be. Remember, no one you know is going to see this page — only strangers will be reading your story.
Why? Here’s the lead flow:
1. You buy traffic.
2. You send the traffic to a squeeze page.
3. Some of the traffic opts in and is added to your email list — and is redirected to the sales page with your story on it.
4. A small percentage buy the offer on the sales page with your story on it because they identify with your former situation.
5. Even the ones who don’t buy the offer are now more receptive to your emails, since they know exactly who you are and where you come from — you’re a person to them.
6. Eventually some leads buy the offer through your emails as a result of being on your email list.
That’s it. At no point do your friends or family members ever read what you put on this sales page. Keep that in mind as you put together your origin story: don’t hold back.
Every internet marketer has experienced a lot of failure. Don’t be embarrassed about it — your past failures are what people will identify with the most!
I hope you have found this post to be instructive and useful. Take everything I have presented here and use it — it’s what will get the ball rolling for you.
Without your unique origin story, you will keep spinning your wheels. (Maybe forever, honestly.) It’s the difference between gaining momentum and getting nowhere at all.
Becoming an Earning Ability member is a commitment to transitioning from dreaming to doing.
Now it’s time to put what you’ve learned on this page into practice. Desire meets destiny here.