Cover image of Sales Funnel Mastery: Business Growth | Conversions | Sales | Online Marketing

Sales Funnel Mastery: Business Growth | Conversions | Sales | Online Marketing

Sales funnel specialist Jeremy Reeves, owner of www.JeremyReeves.com, reveals what's working and what's not when it comes to creating automated sales funnels. You'll discover unique and innovative profit strategies to grow your business while adding more automation, more stability and more cash flow to your bottom line. You'll get privy access to business growth strategies, conversion rate optimization tips, marketing automation tactics, authority building, and much more. Most episodes are short and to the point so you can get back to work and implement his suggestions. Subscribe now and listen in to the worlds #1 most trusted sales funnel authority to grow your business!

Popular episodes

All episodes

The best episodes ranked using user listens.

Podcast cover

How To Crush It With High Ticket Products & Services

Today we discuss why EVERYONE needs high ticket products & services in their sales funnel, and THE most effective way to sell them for the highest ROI possible. Plus TWO big announcements!   Resources Mentioned support@jeremyreeves.com Transcript: Jeremy Reeves: Hey, what is going on everybody. I just recorded a new episode and I completely forgot to tell you that my wife, Katie, is pregnant with number 3. So we have Connor, he is 5. We have Logan, he is 3 and now we are going to have a new born coming in February. So she is whatever, 13 weeks now, so we are very, very excited. We actually just went last week I think it was for her first you know, high-risk OB appointment you know. She is high-risk because she has epilepsy and then our oldest son, Connor, has autism so they basically they monitor her like crazy. We actually go I think it is like once a month now and then it is after when she hits past like 20 weeks we are going to -- we go for like every week and then after 30 weeks, it is like every week. So we are going to have a lot of doctor appointments coming up. But I just wanted to tell everybody that you know, that you know, she is pregnant with number 3. We were trying basically you know, all last year I think, whatever the time, this year, not last year. I am very, very proud of the fact that all 3 of our kids were planned and we you know, we are in the process of trying for all 3 of them you know what I mean, I love that fact, you know, we have always wanted kids and we kind of you know, made a plan for them and actually stuck to the plan which is kind of awesome you know, I think it is kind of rare because life gets in the way and either you do not have as many as you wanted or you accidentally have more than you wanted you know, which is, I think is more the case but you know, I am very happy and excited about the fact that you know, we not only you know, wanted 3 and kind of planned it out, but we are actually like in the process of trying when she get pregnant with all 3. So it is kind of awesome, but anyway, enjoy this episode. I have actually another big announcement on this episode so enjoy it. Hey what is going on everybody, Jeremy Reeves here with another episode of the sales funnel mastery podcast and I was just thinking about something, okay. So I have been talking with a lot of prospects and clients lately and we just got some really, really good result with one of our clients who basically -- he was selling a product essentially between $2,000 and $3,000, okay. There are 2 different choices, the one was, I think it was like $1997 and the other one is $2094 something like that. So he, you know, he was thinking of the best way to sell it that kind of thing and I said, well, I think we should do you know, we should set up an automated webinar to sell it, right. So in his case it was actually hi-breed because he you know, it is in the trading industry so you know, people want to see live charts, right, rather than you know, if you are looking at prices of stock and it is like from 3 years ago you know, obviously it is going to be very irrelevant. So to make it relevant you know, we decided that a hi-breed approach is the best thing where we, you know, we have you know, 80% of the webinar automated and then he kind of just pops in to show a couple of charts and you know, and that is it. So we launched and here you have one you know, that he was already doing and you know, and all that. So I redid you know, his webinar and that is going to bring me to my next point but so we redid it right, and what happened was the first time, now this is with no -- this is you know right out of the gate to -- I think it was a mix of paid you know kind of warm traffic. The first time right out of the gate he sells -- It was somehow, I still to get the final numbers, but it was roughly $30,000 from 1 webinar right, it took him -- he was on there for like whatever half hour or something like that. $30,000 okay and that was from by the way, it was not like you know, thousand (inaudible 4:37.9) registered, it was something like 400 people who have registered I think something along those lines and 150 showed up, so whatever it is I am going to do the math here and get up my trustee old calculator here so $30,000 divided by $150 is $200 per person who attended the you know, the webinar and it would also be $75 per you know per registrant right. So that means he could he spend 30 -- basically, if you wanted to just get a double ROI you know, 100% ROI. You could basically spend about $37 per lead to get a 2 times ROI, right. So now the average person is getting leads for roughly you know, let us just say $2 to $3 something like that, it is going to depend on the industry, but if he is making $75 per registrant right, that means that he can -- if you want to get a 10 times ROI, say he was getting $250 a lead right, let us say $250 a lead right, probably would not get that right off the bat because of the (inaudible 5:59.0) with you know, (inaudible 6:00.3) but if he was getting $250 a lead which you know, is reasonable once you kind of get down to it. That would give him a 30 times ROI, okay. So even if he did a third of what he actually did and made only $10,000 that means he would still be getting a 10 times ROI on you know, his paid traffic right. And you know, there are 2 kind of things that I want to talk about it here. Number 1 is that if you are selling anything high ticket, you have to be selling on webinars. Webinars are so bad ass that it is ridiculous and they have been, for years, and they will continue being because as -- unless somebody comes out with some kind of a crazy new technology which it still would be a webinar, just a different type of technology, maybe there is more interaction or something like that or you can have -- I know like people are coming out with like a 3D video where there is a like hologram or you kind of like in the room you know, so I could see people in the future doing kind of live presentations and you can actually walk around rooms and like all kinds of crazy stuff you know, we are not there now, but that is going to be coming in the future, but essentially, like if you are selling anything high ticket, you need to be doing some type of presentation, right. We are just going to call it presentation for now. A high ticket, you know, is essentially like anything like maybe $500 plus right, you know, that is when you should really start selling webinars even lower than that you know, even if it is like I mean kind of a typical recommendation is anything $197 or less you could probably sell via text, anything above that I think is you know, webinar, something along those lines you know, it really depends and you could test out if you do not think it will work best, but let us just say anything you know, $200 to $500 plus is kind of considered high end, right. Definitely need to be doing webinars to sell that because anything less is just -- you are not going to sell it because you know, you have to just you know, you have to get into the core emotions of your audience and the best way to do that is with webinar. So if you are sitting there and you are struggling through sales and you know, anything like that, and you are selling anything that is you know, just say $200 plus or $500 plus, you are kind of in that range right. Definitely consider putting together a webinar or presentation right. This also includes if your lifetime value, so like if people are spending you know, just say $50 a month, but there are staying with you for a year okay, well that is a $600 value, right. They are still going to need that kind of push you know in that direction with a webinar, okay. So now that we have that covered, right. So if you are selling anything you know, just say $200 to $500 plus, that would be considered kind of webinar territory. Now if you are local, if you are brick-and-mortar business, what you would probably do is you are essentially doing a webinar in person you know, an old school you know, traditional workshop right, were you are bringing people into your place of business and you are putting on a workshop and you sell them at the end, right. Same exact concept. People have been doing it forever, right. And I apologized if you could hear my dog barking outside, I do not know what she is barking at. But you know, again, if you can get people into your you know, into an actual live presentation, you can close up the 30% of the room doing it that way. I have clients doing that. So for example, financial adviser or you are like a chiropractor or a dentist or something like that definitely consider you know, doing facebook ads, google ads, getting people to a workshop in your actual business or you can rent out a space if you want and selling them in person, right, the best way you can possibly sell it. And then you know, of course, if you are online, then you do the online workshop, online webinar, you know, whatever kind of terminology you want to use, okay. So that is kind of who should be doing this, right. So if you are in that crowd. If you are not in that crowd and usually do not care then you could you know, you do not even have to listen to the rest of this episode unless you wanted (inaudible 10:15.4) learn how to sell better which probably (inaudible 10:18.1). If you are in that crowd okay, there is a really important point that I want to make here okay, and I am actually in the process right now of building a course. I have not launch a new information course in like 3 years and it just recently hit me how much of a skill we have for you know for launching webinars okay. So we are coming out with a course showing you how to do that and I am actually, it is actually kind of cool because I am going to break it up. There is going to be like kind of a core philosophy in how everything works, but then I am also going to give you, you know, the templates and you know, training videos for each you know if you are selling a product or service because it is you know, you are going to sell it differently depending you know, the scripts can be different, depending on the product and service. So I am actually creating a course right now probably going to launch it in September or so, I mean it is going to be bad ass you know, the whole you know, I am going to explain the exact you know, kind of how to set it up what you should use, but actually give you script for every single thing in it right. So it is going to be bad ass. So shoot me if you want any more information on that just shoot me an email. If you have any kind of feedback on that, that you want to give because I am outlining the products right now. Actually, just recorded 1 piece of it this morning. So anyway, essentially you know, one of the things you know, when you are talking about funnels, when you are talking about whatever kind of funnel it is, a lot of people get hung up on what is the structure look like you know, where do we put the opt ins, where do we put the upsells. Listen to me, that is not important right. That is -- you know, you need that right, but what is important is the messaging, okay. So many people I cannot imagine -- I cannot even begin to explain how many people are like, Oh well, you know, they come to me and they are like, oh well, you know, it is saying I am pitching them -- doing a webinar for them, they are like, oh well, I mean I know how to set up a webinar. So I am just going to do it myself, right and it is like, sure anybody can set up a webinar. I mean it is not that complicated, but do you know how to exactly sell you know, in the webinar I mean that is where the difference is that is like saying, oh well, I can write a sales page, but okay, can you do it properly right. Do you actually really know how to dig into the core emotions and you know, dig in to the you know, all the persuasion elements that you need to actually sell whatever it is that you are selling and for most people, the answer is no, right. Just because you can do it, does not mean that you can do it correctly, right. And that is the big, the big crocs here. So you know, when you are doing a webinar whether you are doing it yourself or you hire somebody to do it, whatever the case is, you have to focus you know, you have to start with really nailing down your core message you know, what is the webinar going to be about, okay. What is sexy in your market. You are also going to have to look at you know, how does that -- how does that topic translate in actually making sales because you can come up with any kind of sexy topic you know, but is that going to actually -- is that going to be congruent with what you are selling, okay. That is what a lot of people miss, alright. This is the kind of the stuff that I am going to cover in this course that we are going out with. The second thing is you know, once when you actually get (inaudible 13:51.4) because you have to have something that is sexy enough to get people to the webinar right and then you have to have a structure, a framework for that webinar that not only keeps them engage in the webinar, but sells them you know, again, it takes them kind of down to slippery slope just like a sales letter, okay, it is very, very similar. You have to get people -- it is kind of like you know, the topic of the webinar is the same thing as the headline of sales letter. It is meant not to sell them but to get them into it right, to get them to start reading or in this case start listening. And then the way that you know, the framework that you have for your webinar, the way that you -- the selling structure that you have throughout the whole webinar is meant to actually sell them right on whatever it is that you are selling whether it is product or service and that is what you really need to focus on is you know, what is the big idea behind this. What is the big concept that when you introduce this, this concept to you know, your audience they are going to think holy shit I need this product now. This thing is going to like completely transform my life you know, if you are selling like in this case you know, within the webinar, if you are selling anything high ticket you know, I am going to be targeting people right who are selling anything probably like I am going to probably say you know, $500 plus, right. So if you know, if the course is like a $1,000 or something, it is like listen you only need to make 2 sales of this and it is already paid for itself. You will do that at the first webinar that you have on. So you are -- you know, I am going to, kind of focus on doing it fast because I am giving you all the templates all the frameworks everything for this you know, we will even have services set it up for you, you know, all that kind of stuff. I will have those like in my upsells and all that kind of you know, good stuff right. And it is like look, you know, you are going to pay for this literally within 1 week of getting it because we are going to show you how to set up this webinar within a week okay and I mean it is just going to be you know, you just launch it to your list right, whatever you have and you are probably going to make at least 2 sales from that right, it kind of bad if you did not, and even if you do not have the big list right you are probably going to make at least 1 or 2 sales and then you -- the whole goal there is going to be to sell it you know, via paid traffic. So you know, it would be like another 6 figure you know, automated revenue (inaudible 16:16.9) for you. At least 6 figures. So if you are going to do that, you have to have all these pieces in place. You have to have the big main idea of getting this in place. You have to really narrow down exactly who you are selling it too and then you have to have the messaging correct. You have to have all these pieces in place that keep people engaged throughout the webinar because if they do not get to the end where you are actually pitching right you are not going to make any sales right. If people are dropping off, you are not going to make any sales. So you have to, not only get them in engaged, get them interested in the webinar, you have to get them onto the webinar and then you have to get them to stay throughout the webinar and then you have to get them to buy whatever you are selling at the end of the webinar, okay. So you have to have -- and there is framework and structures and you know templates and systems you could put in place for all of these to improve each individual aspect of it right. And that is what you need to do like if you want a successful webinar I mean we have I just realized how many of our clients our doing webinars I do not know why I never realized this before, but it kind of just hit me recently and you know, it is one of those things you know, we have kind of systems and templates that we used when we build this webinars for our clients right, and that is why we get such good results with them is because we have processes and frameworks that we used you know so that whenever we make these webinars we are not starting from scratch. We are starting from a proven formula that works regardless of what it is that you are selling you know, because I help my clients come up with you know the idea and all that kind of stuff but (inaudible 17:55.6) script it all the whole thing out for them. So we know what sells and what does not you know that kind of thing. So there (inaudible 18:03.8) less guess work you know what I mean you know, that is like if you have a high ticket, anything high ticket whether it is product or service right. Even if you are selling service going to free consultation you should still do with the webinar in most cases right. Why do you think I have so many webinars, it is because they worked you know, it is because when people watch them, a very high percent of people get in touch with me you know, that is why we have webinars, that is why I am always coming out with new webinars because they worked, right, and I am always testing new ideas. The cool thing is, with webinar, you can record an introduction and you can record a close and then when you want a test to a new concept, all you have to do is change the body of the content right. Maybe like the first slide where you are talking about like what you are going to talk about on the webinar. Oh my God, there are so many different amazing ways of these webinars, they are by far, one of my favorite things to build for clients because it is just you know, when I get somebody that is coming and they say, I want to build a webinar it is like I know the results are going to be there right. As long as they have a good message, they have like, you come up with a no brainer offer you know, that kind of thing it is just bad ass how good the results are you know. So the main point here is if you are trying to sell something high ticket, first of all, if you do not have anything high ticket come out with something high ticket, right, $500 plus. And again, you can do this for like $200 plus right, in a lot of cases, it will work really well right, but let us just say high ticket is like $500 plus for now just for kind of easy you know, simplicity here. When you are doing this you know, the choice is kind of okay do I put it together myself or do I get a professionally done right, and if you are putting it together yourself you know, you have to follow kind of what I just talked about you know, a lot of people are like, oh well, you know, we are going to do this, we are going to do a prewebinar sequence, we are going to do a postwebinar sequence and you know, we are going to send them reminders and blah, blah, blah, blah, and it is like, yeah, but if you do not do that the right way, it is not going to do anything okay. I can sell more on a webinar with no prewebinar sequences, no postwebinar sequences, they just show up to the webinar you know, whoever (inaudible 20:31.6) just kind of it drops off and I guarantee you, I can outsell most people who have all these fancy stuff in place with you know, all the you know, prewebinar you know, kind of (inaudible 20:42.7) sequence to get them excited for the webinar and then all the various behavioral segments that you can do after the webinar based on the behaviors that they take and all that kind of fancy stuff and listen that should be there in place, but if you have that in place, but you do not have the core foundation in place, you are still not going to do good right. You know, as compared to, if you really nail down the core foundation of what it takes to sell high ticket product right because it is different than selling a low end product right. If you really nail that foundation and that foundation by the way is the, you know, the hook, the big idea of whatever it is that you are selling coming up with a really, really good offer you know, having content that is congruent with whatever it is that you are selling. Having a title of your webinar that is congruent with the content of your webinar you know. If you have really nail all that, you are going to sell so much more than if you have all these fancy bells and whistles in place, but you do not have that core foundation in place, okay. So that is where you have to start, so if you are doing it yourself, make sure that you have that in place you know, if you do not, if you cannot afford us or you know, whatever, that is fine, but make sure you have all that in place and that is why I am coming out with this is because you know, our fees to do with this automated webinars are not cheap you know what I mean. They are not technically cheap in terms of like actual you know dollars, but they are cheap when you compared it to like the results that you get right, like this client, he got a multiple times ROI you know, John in his first webinar, and now he runs that every single week, right. So it is -- I mean it is just, it is a complete no brainer for clients that you know, have the revenue right. And you know, of course, if you are listening to this and you have a high ticket product or service and you, you know, this message resonates with you then I want you to get in touch with me right, because you know, we have really narrowed down, we have really solidified our you know, our processes and our systems and our frameworks for building out these webinars for clients right. So if you do not want to wait for the product to come out right and either way is fine like if you do not have you know the funds and you would rather just wait for the product to come out next month you know, it is probably going to be $997 you know, that is probably -- I am just going to throw it out there now I mean it is very likely going to be the price. I have to think about it more but that is probably going to be the price, it is affordable for any you know, real business owner. So you know, if you really do not have the funds then just do that you know, that is totally fine, but if you have the funds you know, and a lot of times you know, I have even helped clients do like a little promotion to their list to come up with a funds you know, I have done that a lot, but if you have the funds for building anatomy of webinar which is typically you know, like the $6,000 to $10,000 range to build out one of these automated webinars for you wherein we do the whole thing, there is only one little kind of piece that we you know, basically you know, we work with you for like the content piece of the webinar because you are the you know, you are the content expert. So we kind of work with you on that aspect, but you know, if you have the funds, definitely get in touch because we are killing it with our clients with doing these you know, doing these webinars. I just you know, helped another client do it and they are making -- the last time I checked, you know, she was making $1,300 a day with you know, with her automated webinar you know, I mean we have done a lot of them you know, I have done some launching products you know, I have done and that was the one it did 6 times expected revenue. I did you know, somewhere, he was making $57 for every $7 that he spent you know, I mean we have done a lot of these for clients not to mention myself you know, they do all of our webinars really well, you know. A lot of the clients that I talked to on the phone have gone through the webinar and then they get in touch with me you know. So anyway, if you are interested in talking about you know, us building one of these webinars for you, feel free it is support@jeremyreeves.com and my -- that will go into my support team, they will forward it to me. Yeah, let us you know, talk about doing this for you because you know, our system, we can get them done fairly quickly. It takes I do not know, maybe 4 weeks or so depending on exactly what we are doing like I am building one now and it is for -- someone actually that I was on a summit with right, she interviewed me to go in her summit and then she hired me to build the funnel for her. So with hers, there is a little bit more because we are doing a -- basically, we are doing a promotion after the webinar. We have a couple of upsells and downsells. We have a thing you know, one of her funnels is working really well you know, we are king of putting that together before the webinar. So there is a bunch of different ways to do it, but you know, it is taking more of like 6 weeks, but usually, it is about 4 to 5 something like that kind of also depends on how many other clients we are working with it at the moment, all that kind of stuff. But anyway, if you are interested in that, get in touch and we will talk about you know, I can give you specific quote. I can tell you exactly how long it is going to take exactly what we are going to do for you, but you know, for now, just think about, I mean it is just a results like that is the big thing you know, the nitty gritty specifics really do not matter that much you know like how many emails we are putting in this sequence you know, blah, blah, blah. What matters is the result that you are going to get right, and the fact that you know when we build this, we build them so that you can profit from paid traffic right and you guys know how often I talk about how that is the holy grail of marketing because when you can run facebook ads and you are making ROI from those facebook ads, you are set. I mean you can go on vacation for 3 months and you know, the ads still run and you still make money and you know, especially if you are selling a product you know, you can automate the whole thing so you do not have to worry about it and you know, it is a beautiful thing. So that is it for today, I hope you enjoyed this. I hope you get a lot out of like how you know, the frameworks of building a webinar and like what you should not do which is basically you know, putting your focus on like the you know, the nitty gritty specifics and not focusing on the foundational stuff you know, it actually helps you sell you know whatever it is that you are selling in the webinar. So if you are interested, just get in touch at support@jeremyreeves.com again, you know, the fees are typically like the $6,000 to $10,000 range that depends on what you are selling basically how complex it is you know, if it is something simple, it will be on a lower end you know, free consultations things like that if you are selling a service on the lower end of that, if you are selling an information product you know, the pitch takes longer so that would be in the higher end you know, something like that. So get in touch and we will talk to you soon and until next time, you know, regardless if what I would like to leave you with is you know, if you do not have a high ticket product, think about what you can come up with that is $500 plus, right, and if you already have one and you do not have a webinar, that should be the next thing that you do okay. I know you have a lot of priorities, that should be like number 1 on your list because it is just going to make you sell more I mean it is just, every single time it helps you sell more you know, so do that and again, you know, if you do not really have the funds or if you just love to do stuff yourself you know and you have a talent for it then wait for next month for the product to come out you know, again, it is only going to be about like $1,000, it is really not much especially considering you know, you are going to make that back probably the first webinar you ever run and then otherwise, if you do not like going through all that hustle because they can be kind of pain in the ass to set up sometimes, then you know, then get in touch and we will build it up for you right and we will you know, we will make you some more money. So that is it, that is all I got for today. I am actually going to go back and start working again on my client’s webinar right now actually because that is my project for the day. So I will talk to you soon. I hope you enjoyed this and I will see you next time.


10 Aug 2016

Rank #1

Podcast cover

How To Launch A New Product Into A Crowded Marketplace

This week, we talk about how to launch a new product into a crowded marketplace. I'll walk you step-by-step through exactly what I'm about to do for a client in the beauty industry to help them maximize their revenue with minimal risk. Enjoy!   Resources Mentioned Amazon Transcript Jeremy Reeves: Hey what is going on guys and girls. Jeremy Reeves here with another episode of The Sales Funnel Mastery. And today is actually labor day that I am recording this. I figure you know, we did not really have anything going on. Actually, well, in the morning at least today. One of my buddies coming over later on and we are going to go out and do some stuff, but we did all of our stuff over the weekend with the kids. I got pulled over which was awesome, always a fun experience and it was by (inaudible 0:44.8) and I was going 20 over in a work zone. So that is always a fun time. And the best part is, it was on my way to a kid’s birthday party that is 2 hours away. So it was an awesome day. No it was not that bad. My nephew had a birthday party and it was fun. They live about 2 hours away and you know, we had a really good time with the boys and with our family and all that kind of stuff. Anyway, so, today, I am basically just doing a couple quick things then I am going to head off. I am actually going to take some time today in the afternoon. I am probably going to work until about noon or so. Go for a nice long run and then come back and work on my car a little bit. I am actually getting back into detailing cars. So I used to be into detailing cars when I was probably about 16 to 18 maybe like in that range you know. As a young kid, you know, you get excited working about cars and you have your own car and all that kind of stuff. So I used to be really into detailing cars and I am getting back into it now. So yeah, anyway, so what I want to talk to you about today really quick. I am going to make this kind of short, is basically my thought process. I thought it would help for you to kind of understand like me given marketing challenge and then how I came up with solving it okay. And my thought process goes into the strategy that me and this client are going to do, right. So essentially, they came to me and they had a product that it is not really selling. Well, it is a physical product. I am not going to give away too much about it just because this is going to be -- it is going to be confidential once we officially you know, move forward with the project. They are not officially client yet, but well they soon. So I am not going to give away too much about it, but I will kind of just give you the overall you know, kind of the high level concepts of everything. So, essentially, it is a physical product. It is a beauty product that -- I am trying to think of how to say it. So, it is basically a beauty product that -- it is a beauty product, right. So, it is not a cream. It is like a device essentially that does a similar thing to a lot of salons, but does it in a much cheaper way and you only pay for it once and that kind of thing. So it is kind of a cool story behind it. It has got a good level of price justification in it because you know, you can use it once or twice and it kind of pays for what you would pay in a salon and you get similar results. There is a lot of proof behind it and that kind of thing. And I actually just got an email back at some -- it has some stuff to do with -- it is a therapy developed by NASA which is awesome. So you probably already know, you know, what the big hook is going to be. So they came to me and they were like, hey you know, this -- you know, it is a great product, but it is not really selling that well you know, do you want to you know, basically can you help us you know, we have tried a couple of things, they are not really working that well and you know, can you help us. And so essentially what I came up with right, was a couple of things, alright. So when it comes to selling a physical product like this and it is in the -- it is like a $250, so it is not -- it is not like the high-end range. It is not the low-end range just kind of like in the medium range where you, you know, you have to think about the purchase, but you do not really have to you know, maul it over for like a month, I mean it is $250. So what I said to them was, I said, alright, you know, you are not getting great results now. Number one is because the website -- the website copy is really bad. So I said, number 1, we have to redo that because we need really good copy, right. Number 2. This product lands itself well to demonstration, okay. And when a product lands itself well to demonstration, then it lands itself well to an infomercial style video, okay. And I actually got to write them back. They thought I meant like a 2 minute, like an actual infomercial 2 minute you know, 2 minute spot that kind of thing which we may or may will not do while I am jacking my (inaudible 4:57.5) here today. In the future, right, but for now, I do not think that is you know, quite the place to go. I was thinking more of like a 15 to 20 minute kind of spot, but infomercial style, right. And then you can kind of use that video in a whole bunch of different settings, right. But the big thing is, you know, 2 of things that are missing is proof okay and the concept. So the concept is a little bit new if you look -- if you think about in terms of the buyer’s journey or market awareness more specifically, the market is not really aware right, of this therapy or the product that kind of thing. So we have to start with education, okay. And that is what my you know, a lot of what I am going to be writing is going to based on okay, because the market is not aware of the product or why that therapy work so well, right. As compared to something like if this was like a beauty cream right, most people know you know, what a beauty cream does right, it gets rid of your lines and all that kind of stuff. So you can go more into like the ingredients. You can go more into the emotional benefits of it -- it kind of go right to that. This one is a bit of a new concept, so you have to start with more education, okay. You have to start a little bit slower. The sales process is just a little bit slower because you have to go into more of how it works right, rather than why it works and why it is better right. You have to first set the stage for how it would actually works. How it would actually gets you results, okay. So we are not going to talk about the science behind it and that kind of thing and that is for the NASA story comes in which is awesome. I am actually excited to write about that. It is kind of funny, I actually get kind of like you know, like giddy, like a little kid when I find out that there is really good stories behind things because as you know, stories sell very well. So -- I always love putting stories together. I will go out and take a cigar and a glass of Bourbon or whatever and take my white board outside of my office. Outside of my office there is -- we have a big patio and then we have our yard, the fence, and there is woods behind it. So it is like a really beautiful view of all the trees and you know, all kind of stuff and I love it. This time the year is just -- I love it and fall. So anyway, so I will go out and actually story board, right. The whole like how the story, like you know, what the set up and story is going to be. How are we going to you know, kind of take them through like an emotional journey and how the story fits into -- how it is going to benefit them as a consumer and you know, all that kind of stuff, right. So stories are going to be huge part of this, okay. Now the second part of this is so you know, the first part is conversion right. So we have to redo the website copy. We will probably come out with some kind of PDF or you know, some kind of thing education-based PDF. Think of this as kind of like a consumer’s awareness guide or consumer buying guide that type of thing right and we will talk about -- that way we can talk about the science, to get them really excited and that way in the sales copy, we can get more into the emotional benefits and to hook them in with stories and show you know, demonstrate the product so they can actually see it and you know, get into all that type of stuff right. So we are kind of doing like a 2 stage type of selling approach here. Then when it comes to actual marketing sales right, they made a mistake of -- so they have an investor behind this product and the investor actually has some experience in infomercials which was good to hear. I just found that out. And you know, as an investor, they are going to want like when they are giving someone money, they want the results fast, right. So the mistake that I think they made is they went with an SEO firm, okay. That is a very, very long term strategy, right. We are talking several months, years like it is a very long term strategy. So I think that was kind of you know, mistake number 1 that they made. So I am going to you know, I will kind of talk to them about that. So when I am looking at this, when I know what the product is, when I know where -- what stage of the buying process most of this marketers is going to be in and what stage of market awareness that the market is in, right, which is on the lower end of the scale. There is a scale of 1 to 5 (inaudible 9:13.5) now I think -- I feel like I did a podcast on that or might have done a blog post on it if you want to check through the blog. So there are 5 stages. They are probably about a 2 I would say. Most products are either 3 or 4. They are probably about 2 -- maybe even 1, as I get into it more, I will figure that out, but anyway. So what we are looking for -- when I (inaudible 9:36.9) when I was thinking about this, I said, alright, what do we have to do here to get -- you know, we need momentum, right. That is the big thing here. We need momentum. We need proof. We need you know -- we need some kind of social elements behind this. We need some you know, big influencers who will be taking about this. We need some buzz about this, that kind of thing. So I said, okay. Number 1, it is a physical product, let us go to Amazon right. So we will put together -- we did not do this yet. I actually just sent them the proposal the other day and you know, so we are probably going to move forward. We just have to figure out some of the finer details. So this is what we are going to be doing. Number 1 is Amazon. Lands itself perfectly to Amazon. It is going to give us you know, a couple of reasons for Amazon you know. Number 1, their paid traffic is awesome, right, because you are targeting buyers anybody going on Amazon you are not going there to like research information, you are going there to buy something. So we will target you know, specific keywords send them there and we will see how -- essentially, what we are looking for is number 1, we want to do product validation, right, and on my end I want product validation because this is going to be (inaudible 10:44.0) share you know, type of situation. So I want to get -- I want to put together a campaign that we know right off the bat, how people like the product itself because if people do not like the product you know, then I am going to go back and say okay, you know, look it is just -- it is going to be too hard you know, too much of an uphill battle from here and for me you know, and then you know, kind of just you know, and get out of the situation you know, and then also for them as well you know. You need product validation first, okay. So if you are looking something, you have a physical product or even a service whatever it is, you need product validation first, okay. You need people that are excited to get -- to move forward with it, right. So we need that first. So Amazon is a really good way to do that, okay. So this in paid ads, put together page you know, all that kind of stuff. Second thing that does -- so number 1 is going to validate the product because of the conversion rates are really, really bad on that then we have to figure out okay is it the product, is it the copy are we not talking enough to you know, are we not -- do we not know enough about the market. Is this not you know, good timing for the market you know, what is going on that the conversion rates are bad, okay. So that is going to be step number 1. Step number -- and then the second part of Amazon is that -- as you sell it, even if you do not make a ton of money on it, you get feedback right. You find out why people love the product. You find out why they do not like the product. You find out why they are going to buy. Why they are not buying. So you get a ton of feedback from Amazon that you can then use as you scale the project because we are doing a couple kind of free strategies or low cost strategies first before we get into paid traffic. On Amazon, we are doing paid traffic, but it would be on minimal scale you know, maybe $100 a day or something like that. So we are going to do that, right, Amazon right. And then we also not only are we getting product validation. Not only are we getting feedback, we are also getting proof because we are going to get reviews. We are going to get people giving us testimonials that we can then use in you know, in other market, okay. Then, step number 2 and basically this is kind of where we at now or where you know, basically what we got enough to at this point is influence or outreach, okay. So I said, alright, we want fast results, that is going to be Amazon, okay. That is going to get some momentum going, right. So Amazon boom, right. As Amazon is going, as we are kind of crunching those numbers figuring all that stuff out, we are going to reach out to influencers, okay. So we are going to look at people like you know, big bloggers and podcasters and you know, people what they called vloggers. I hate that word, but you know, video bloggers you know, and all that kind of stuff and you know, even you know, models on Instagram and you know reaching out to people, giving them free samples in exchange for a review or a testimonial or their feedback or whatever that is. Trying to get them to push that out to their audience, right, only if they love it, obviously. You know, obviously, they are not going to give it to their audience if they do not like it. So that is going to be kind of phase number 2 and then -- so that is going to not only are we going to get more feedback, it is kind of like a repeating loop here. We are going to get more (inaudible 13:57.2). We are going to get more sales. We are going to get more reviews and testimonials. What that also does is it generates buzz. So if we are getting these influencers to generate some buzz in the marketplace, we can then have more proof. You can see how the stuff stacks on top of each other (inaudible 14:13.6) proof stacking. That is a good idea. I might have to come up with that concept. I might have to dig into that a little more. So we are going to do some proof stacking. Used that the first time ever. They are -- I just coined the term for you. We are going to use proof stacking and you know, we will use that in the market, right. So we can then say that like, hey you know, this big blogger in the industry loves it and this guy does and then we can use that to leverage things like PR. We can use that to leverage things like getting on webinars right because it is going to be harder to do a joint venture with somebody on the webinar than it is to just say, hey, you know, check this out if you love it, tell your audience about it, alright. So if we get people that are saying they loved it, then we go and you know, we get one of these A players and then we reach out to other A players and say, hey, you know, do you want to do a webinar about it you know, this person, your buddy, or your competitor or whatever loves it you know, I love to send you and if you love it you know, we will do a quick webinar. I will walk you through. I will give you percentage of the commission whatever, right. Notice by the way, that there is barely any risk here you know, (inaudible 15:20.6) risk going into any of this. So it is going to also make the investor happy. When I came up with the strategy, I have that investor in mind because that is -- he is going to have a huge influence on the decisions that are made, right, because he is the one with the money. He is the one you know, putting his funds into this. So I kind of did all this wraparound that investor, right. So you also have to figure out when you are making strategies like this, you also have to take into consideration all of the factors right because if I said, oh, let us do you know, Facebook ads, we are going to spend thousand dollars a day, the investor would say, ahh.. nope. That is not going to happen because I already sank a lot of money into this and we are not going to do that, alright. So make sure you are considering all factors, okay. So at this point, we have Amazon and we will also redo the website probably at the same -- just kind of so it is there -- kind of one of those things like we are not going to send traffic rate to the website probably, but it is kind of just there like it kind of just needs to be there. It is one of those things you know, what I mean, that it is just like kind of you know, kind of just needs to be there. Then we are doing influence outreach. We are doing webinars on people and then the next 2 things that I said was PR right. So as we do this influence outreach, as we do webinars, as we do Amazon we are building up all this proof and credibility, well then guess what, don’t you think that this has a great story for PR. Don’t you think that we can go to some local stations and you know, if we tell them that this NASA technology is getting amazing results and it is a breakthrough thing and it helps you, you know, get amazing results in a fraction of a cost of going to salon and blah, blah, blah. Don’t you think the media would eat that up you know, they would love that. So I think PR is a huge strategy here. The next thing is customer virality right. And again, all of these are very, very, very either low cost or no cost strategies, right. Again, you know, I am thinking of that, that investor. I am thinking of you know, the cash flow that is available. I am thinking about these other factors. That is why -- it is how I came up with the strategy, right. So the last thing is customer virality right. So basically, really great products spread. So if you have a physical product one of the biggest ways to grow that product is by like organic virality right. Getting it to spread organically by getting people to talk about it, right. So how do you speed up that process because it is hard in the beginning right. It is like a snowball you know, snowball is tiny in the beginning as you know, the farther goes down the hill, the easier it is to keep rolling and keep gathering momentum, but somebody is going to push that snowball first, right. So you know, we are going to come up with some ways -- I have not mapped all this out yet, but we are going to come up with some ways to basically, essentially like you know, give free things if they tell their friends right. So after they buy rather than trying to upsell them in you know, all these kind of stuff, we are really just going to focus on the core message like we have to rather than putting together this big huge elaborate funnel and having all these various products, we are going to put 100% focus into the product and into the market okay. So exactly who is that market. Exactly who we going after. Exactly what benefits they want to hear. Exactly what emotions do we have to pull at to get them to buy. Exactly what you know, what pain points do we have to hit. Exactly what objections do we have to overcome. So we are nailing that first, okay, and then we are going to start once we really, really, really like crush all that, then we will move on to things like you know, adding in creams and adding in you know, I do not know extra strength or you know, whatever it is that we come up with for you know, upselling and cross selling. We have to nail it first with the product itself, okay. We have to prove that it is a valid product in the marketplace first, alright. So one of the things that we are going to do is customer virality and you know, just things like essentially you know, we can do contest, we can you know, give them free things if they tell their friends. Basically just to start getting that ball rolling and getting the conversation starting around this, okay. And that is pretty much it. So I do not know, how long that was, maybe a little bit longer, it was about 20 minutes. So anyway, that is -- I thought it would be kind of cool to take you into my mindset you know, as I am coming up with ideas and strategies for my clients you know, that is kind of what I do you know what I mean. That is how I come up with things and you know, when I have clients that say, hey, you know, what do we do that is essentially how my brain works to come up with the strategies for them you know, it is always looking at all the factors is looking at the lowest cost you know, the lowest risk ways to you know, to get things out there. Sometimes it is not the lowest cost by the way. Lowest risk does not mean lowest cost right. If someone has a huge like a lot of cash flow, their time might be a bigger risk factor than the money, right. So you have to take that into consideration. You know, all the various factors and that is what I came up with right. So yeah, I hope you enjoy it. I hope you have I know, by the time you listen to this it will be after labor day, but I hope you already had a great labor day. I am going to be like I said, I am going to be working in the morning and then I am going to spend the afternoon with you know, with the boys and my one buddy who is -- he is from Boston. He only comes in once or twice a year. So I spend a little bit of extra time with him. I am going to you know, wash and wax the car. So it will be fun. Put some good music on. Probably throw up some marketing podcast on or something like that as I am doing it. Yeah, and it should be a good day, but anyway, I hope you enjoy this episode. As always, if you enjoy this episode which I hope you did. If you are still listening, I am assuming you did. So if you are still listening make sure that you are telling your friends about it. Make sure that you give us a review on iTunes, that is the biggest compliment you could possibly give me. I get people all the time that when I talk to them, they are like, this is the best podcast I have listened to. You give the most actionable advice and you know, it is like the best strategy and blah, blah, blah. So yeah, you know, if you are thinking that in your head now, make sure that you give us a review, right. It would be absolutely hugely appreciated and we are giving you free things too you know, like I said, the conversion cheat sheet you know, there is 101 you know Conversion tips in there that you can use for you know, for your website you know, whatever you are doing, there is like basically, your whole sales funnel go through. So we will send you that. Just send us an email after you leave a review and as always, if you want to reach out and work with us you know, whether doing a funnel day to come up with a strategy like I just went through or to actually helping us or working with us to help you build out your own sales funnel whatever that is then reach out support@jeremyreeves.com alright. That it is for the day. I hope you have a good one and I will talk to you soon.


7 Sep 2016

Rank #2

Similar Podcasts

Podcast cover

How To Create WOW Promotions

In this episode, I walk you through a very simple formula for creating "WOW" promotions... either throughout the holidays or at any point during the year. Enjoy! Resources Mentioned None Transcript Jeremy Reeves: Hey what is going on everybody. Jeremy Reeves here with another episode of The Sales Funnel Mastery Podcast. And I am actually in my car right now, so I apologized if there is any audio issues, but hopefully you can hear me well. I’m on my way home right now from a funnel day that I just had with a client and we went over something that I wanted to kind of share with everybody and that is creating a WOW Offer. I actually just realized that you know, the kind of acronym with it, the WOW was very easy one to kind of come up with because it stands for the WHAT so like, the WHAT are you selling, the OFFER and then the WHY, right. So the WHAT, the OFFER, and the WHY. So just think of that as a WOW offer. So let us start with the WHAT right, so when you are -- you know, when you are coming up with you know, right now it is kind of early December. A lot of people are going to be having Christmas sales and promotions and things like that. All that kind of fun stuff, New Years. For him, he is in the health industry so you know, we have a lot going on with you know, the New Year’s resolutions and all that kind of fun stuff. So the first thing that when you are figuring out an offer to do you know, and I created some amazing promotions for some of my past clients. I created tons and tons and tons of money for them and I am going to be doing you know, the same for him. The first (inaudible 1:45.7) to place is you know, what, like what are you giving away? So if you only have 1 product, the what is easy because you know, doing something with that product right. For him, he has all kinds of stuff. He has I think like 6 or 7 different supplements. He has these meal bags which are like a whole bunch of different meal bags in different varieties and shapes and sizes and colors and all kind of stuff you know, he has yoga pants. He is having all kinds of stuff you know. So we sat down first to figure out the what okay and I will not go into the details about exactly what we are doing because that is you know, kind of confidential information that we went over, but the point is the first thing that I want you to think off is what, right. What are you going to -- what is the promotion going to be around essentially like what is the product or the service that the promotion is going to be about, okay. And then once you figured that out then -- and by the way, I usually go for the one the most profitability. In case you have a bunch of products and services, go usually with the one that has the most profitability because -- I apologize, it is getting loud here, I am passing at really loud truck. Hold on, okay. So go with the one with the most profitability and the reason for that is if you are going to give a discount right, you have the most margin to play with, okay. So if you have something that only has like a 25% margin you know, you do not really have much to play with so your offer the next part -- your offer is not really going to be that sexy, okay. So now that you pick out your what, right. We are going to go to the offer. So when you are figuring out an offer, a lot of people get this wrong. This is the most important part of this entire process, okay. So when you are selling a product or service, the 3 things that you need to kind of keep in mind are the traffic you know, the audience, the offer, and the copy, okay. Now when you are doing these promotions by far the most important thing is the offer itself, alright. It is more important -- I mean you already have the audience because you are doing this to your house list so your audience (inaudible 4:03.4) taken care off right. And then the copy, if you have a great, great offer, the copy writes itself alright, much more so than you know, if you are writing like a full sales letter or something like that because this is just based 100% on the offer really you know. You are not really selling them on everything else. So when you are coming up with your offer, basically, you have to get creative here. This is something that really you just need to brainstorm with somebody. It is really hard to just think like, oh you know, let us just do this you know. Sometimes it is easy like if you have an information product, you can just do 50% off like that is easy you know, it is a great offer. If you are not that lucky, sometimes a little bit harder, right. So for him, we actually did 2 parts of an offer. So we did basically 1% off and then also we added kind of an extra thing to that. Again, I will not get into it because that is kind of what me and him went over, but we did kind of just like 2 part offer okay and then that actually led into our reason why, okay. So going back to the offers for a sec. What you want to try to do is come up with creative ways that you can add more value okay without digging into your profitability, alright. So that may mean one of two things. It may mean doing less of a discount, but giving them some other type of value in exchange like another bonus or more time for consultation or something like that or you can think of it in terms of if you use the offer itself as kind of a lost leader and then you have an up sell in place or you know your backend -- you know your backend stats and you know that even though you might not make a lot of money on the offer itself you are going to get people who are going to buy your next product then I would also consider that as part of this whole process, okay. So that is kind of your offer just come up with something that be creative. Do not be lazy about this. This is where you should spend like 80% of your time is actually thinking about an amazing offer that nobody else is offering that stands out, that is amazing like it is so awesome that it is like ridiculous to pass up. People would be just insane if they pass it up, alright. So now you have who or you know, you have the audience, alright. So you have the -- you know, you have the audience. You have the what, right. So you have the whatever product that you picked and now you have your offer, okay. So now we are at the last W in the equation here and that is the why, alright. You cannot do these promotions without a reason why. You have to have a reason why you are doing the promotion. Again, sometimes you can get lucky and the promotion is just as simple as you are doing a Black Friday sale or you are doing a birthday sale or an anniversary or Christmas sale or whatever it is, right, but people actually respond better and they do work really well, but people actually respond also really well because you do not have to do these for just around holidays. You can do them at any time really. I teach my clients how to do this all the time. You know, you can do a thank you sale. You can do you know, some type of like a customer anniversary right. So they bought it from you a year ago and it is 1 year anniversary. You can do the customer’s birthday you know. You can do it based around different holidays. You can do it based around different -- if you find the calendar with like wacky holidays on it like there is you know, National Popcorn day. The other day actually was National Chest Day so like in bodybuilding. It was National Chest Day right. So if you are selling like bras or something like that you know, you can do it in National Chest Day. So look for things like that. Get creative about it and make it a fun event okay. And then -- but come up with a reason why. So for this client, we are doing a double -- kind of a double promotion. So we kind of wrap that around and this is the only part (inaudible 8:28.5) we wrap that around the fact that in his office they were celebrating the two kind of biggest you know, most common holidays in the month of December which are Hanukkah and Christmas, okay and you know, of course, there are other ones, but those are like the two that -- he and his staff are celebrating okay. So you know, the whole kind of theme is wrap around hey you know, we are doing -- we are having multiple holiday parties and celebrations and we thought that you should join in on the fun and you get rather than just giving you one discount (inaudible 9:02.1) giving 2 separate -- it is kind of like a double promotion-type deal, right. So that is kind of what we did you know for him, alright. And that is pretty much all there is to it. So just think of the WOW Formula, okay. So you are thinking of the WHAT and that is the actual like whatever the product or the services that you are going to wrap the promotion around and then you are thinking of the OFFER itself and then you are thinking of the WHY, the reason why, okay. And if you really nail those 3, and that is all you have to nail because if you get those, the copies are going to write itself and obviously you can do you know, you can increase the results quite a bit with really, really, really solid copy, but if you really nail those, you are already 80% of the way there and then you know, the better copy you write it is just going to take the really good results that you are going to get, it is going to amplify those results and get you better results, right. So that is it. That is all I got for today. I am actually going to be home here in a couple of minutes. So I am going to hop off here, but I hope everyone has a fantastic week and I hope you are also having fantastic month. Again, really quick reminder, if you have not started planning for 2017, do it now. Now is the time to start planning. Do not wait until after January you know. You want to start planning January now and next year and start getting your promotions in place so that you can hit the ground running in January rather than starting from scratch in January. Huge, huge difference in terms of your overall motivation level going in to the New Year, right. So I hope everyone is doing well. I hope you enjoy this episode and that you share it with your friends and all that kind of good stuff and if you want to get in touch to talk about a project then just reach out at support@jeremyreeves.com. I will talk to you soon.


8 Dec 2016

Rank #3

Podcast cover

How To Sell More To Prospects On The Fence

Hey guys! In today's episode we discuss MANY ways you can easily steal from me to convert more of your "on the fence" prospects into first time buyers and raving fans. Enjoy!   Resources Mentioned iTunes Transcript: Jeremy Reeves: Hey everybody Jeremy Reeves here with another episode of The Sales Funnel Mastery Podcast and today I want to talk about a pretty cool product, not product, but I just looked at the word product, but topic and that is called Product Splintering, right. And I am going to kind of show you -- you know some of you may be familiar with this you know, with this term, it is essentially you know, splintering up a piece of your product and giving it to somebody in a cheaper a price, okay. That is kind of the same -- that is kind of like you know the (inaudible 0:45.5) of it, but I am going to kind of give you a couple different ways that you can take that concept okay and use it in your business you know. You guys know, one of my main skills I think that I have in my life is that I am able to take ideas from you know, one industry and use it another. I got that actually from J. Abraham, he is kind of the you know, the one that really taught me of that skill and it is you know, comes in handy a lot. I cannot even begin to imagine or to describe how often I may able to use that skill to get better results in business you know. If there is one skill that you really want is to be able to do that because if you look inside your own industry, everybody is you know, it is kind of like incest you know, everybody is kind of doing the same thing, a little bit of (inaudible 1:33.4) there. But anyway, so, the reason I thought of this right, I just took my dogs to the groomer, okay. Katie is out with the boys, Connor’s therapy and so she has the car and so I had to take the dogs to the groomer. So on my way back, I have been wanting to try -- there is a coffee place by my house and normally, I have my own coffee you know, I -- like have my own kind of process, I am little bit of a geeky with the you know with coffee you know, I get the whole beans and I have a French press and like this whole big process, so I am kind of picky with it. So I do not really like things like Dunkin Donuts and Starbucks and that kind of thing just you know, I am just not a huge fan of it you know. I do not know, whatever, but I usually get that, like if I am out, you know, I normally do not get coffee all that much when I am out because I you know, again, I am kind of picky and I usually just make my own or whatever, but there is one coffee place I went in by our house and it is like, this little locally owned you know, it is not a big you know, mass kind of chain store that kind of thing. It is just that you know, there is this nice lady, I was just talking to her and you know, just a small little store you know, it is not a chain, it got all homemade stuff and that kind of thing. So, I drive by -- this place is probably maybe a quarter of a mile from my house so where we are is basically like I live in a place where were on the maid ave. going through our town, but behind my house there is woods and stuff like that and it is all very you know, kind of naturistic, but then like, literally you go down like a quarter of a mile down the road and there is a big you know, shopping center and there are all kinds of restaurants and shopping places and like all that kind of stuff. So it is an awesome place to be. So this you know, this lady opens up her coffee store in that little you know, shopping complex and I have been wanting to try it. So, I finally did today right and I love the coffee and the first thing that came to my head was she needs -- because you know, if you think about it, I mean she is -- she is selling coffee right, it is nothing you know, it is nothing unique you know, everybody has coffee. There is like 84, 000 coffee stores usually either something like a Dunkin Donuts or Starbucks you know, there is like 19 of them every town. So I literally took the first step in the Coffee’s Fantastic. It is going to be my new favorite place to go. The thought that immediately hit me was this lady needs to get her foot in the door with clients, right. So I want you to think of -- just think in your head. I am going to give you a second. Think in your head, I am going to give you a little challenge here you know. Think in the head what would you do? So you own a coffee store, there is a Dunkin Donuts, there is Starbucks, all those kinds of things nearby. What would you do to get business, to market yourself right. So I am going to give you a couple of seconds. I am actually going to take a drink of coffee while you are thinking. Okay. So, here is what I came up with right. What I would do is, I would just get -- I would hire you know -- I would get like a shit of paper like something super cheap little postcard or business card or something like that probably just a business card you can get like freaking 10,000 of them for like $100. So printed on a business card and just put you know, whatever like you know, we are new, I want you know, we think that we have the best coffee in the Valley, where I live is called the Valley. So we have the best coffee in the valley but I do want you like I know that it is hard to you know, you probably already had your favorite coffee store and the copy would not be this long by the way, this is just kind of off on top of my head, but you know, you probably already have your favorite coffee store and you know, the problem with doing this is that people are set in their ways. You have to break them of the habit that they are in right, to get them to come to you especially with coffee. People have their habits with coffee. So you have to break them of that habit and what you would essentially say is, hey, all I want you to do is just come in, coffee is on me, you do not have to play a dime, it is totally free and I just want you -- you know, essentially, like hey, if you love the coffee come back you know, if you do not, keep going wherever you are going you know, no hard feelings, that is you know, whatever. And all she would have to do is get a business card, I do not know -- I mean they are like you know, they are like 10 cents a piece. So say, you went out to 10,000 people right at 10 cents a piece that is what is that, $100 right. And say that a half of a percent switched over to you. Well half of a percent of 10,000 people is, let us see, 1% would be 100 so it is 50 people, that is 50 new customers right and the average coffee drinker probably spends I do not know probably you know, just say $30 a month right and it is probably more of that because I think mine was like $2. So you know, that is basic coffee every other day right. So you know, say you know, $30 a month you get 50 people, that is $1500 a month for spending $100 right and you just keep doing that, you are only risking $100. You are getting $1,500 back right and that is not even including you know, they had donuts and they had you know, biscuits and they had sandwiches and like all those kind of stuff. That is $1,500 well if you did that in you know all the surrounding areas you could very easily get that up to you know $100,000 business right and that is just with that you know, then you can do a whole bunch of other stuff, but that is just with that. That is only at $30 a month which is just probably a little bit low for you know for a coffee place. I mean you know, if you are spending you know $2, $3, or $4 for a coffee I mean it is, you know, it is a very easy to spend $30 a month on coffee. So that is kind of the way that -- so basically, the whole you know, (inaudible 7:45.8) to that is, if you have something right, and essentially, like I look at it in like a 2 prong approach you know, you do your regular promotions and -- by the way, you can do this even if you have a high end service and I am going to show you how to do this with the service or product and something like a joint venture, right. So if you have a service, okay, think of what you can do to get your foot in the door, right. What is your foot in the door offer? Okay. A lot of times with me, you know, I have people and you know, you know that our fees are typically like you know, in the high 4 figures, 5 figures you know, that kind of thing. We are not cheap right. It is not like you are spending you know $500 or a couple $100 or something on copy like you know, our fees are you know, pretty high up there. They are not you know, not at the top of the industry, but they are you know, they are not inexpensive to someone who you know, is struggling with money, right. So a lot of times what I do -- essentially, what I do is basically say like you know, I get a lot of people and they are like, look you know, I want to do this funnel, but look, it is like $15,000 or $10,000 or $20,000 or whatever it is and you know, I am just kind of a little bit you know, little bit anxious you know, they are always -- I get this a lot you know, I see other results blah, blah, blah, but you know, I kind of want to see if it works for me and that is totally acceptable. I totally get that you know what I mean that make sense. So I get some clients that do that and what I will say is, okay, let us figure it out you know, the project is going to be whatever, $10,000 to say and how about lets us just do like one part of it for like you know, $2,000 or something like that and you look at that if you like the copy then we will keep, we will just keep going right and I have done that a lot of times so you can see like rather than them looking at as a $10,000 investment it is now $2,000 right, so it is a fifth of the price and what happens is you know, I have done that with -- oh my God I do not know how many dozens of clients and I am very proud of the fact that I do that you know fairly frequently and I have never once had a single persona that started that process and did not go through with the project, okay. So if you are selling a high ticket service do not be afraid to offer something lower to get people just to get their foot and get your foot in the door with them with the relationship, okay. So that is how you can do with the service and same thing with you know, with the coffee shop you know, you are just taking that principle that concept and applying it to a coffee shop. So the coffee shop, the foot in the door is, “Hey, come in and try our free coffee” you know coffee for her it is super cheap I mean it is probably, I do not know 10 cents a cup, something like that. So you know, it is almost risk-free for her you know, she is spending $100 or $200 to get in front of like 10,000 people you know what I mean. So that is you know, a kind of another example. So let us do this with the product. So you have a product say, it is $200 right. So you have this and you have whatever 8 modules, what you can do with that is for people who you know, you first start off with your best foot forward right. So you say, hey you know, the product is -- there are 8 modules it is going to teach you how to do XXX and you know it is $200 okay. So you are going to get a certain percentage of people that are going to say, “Hell yeah, I want that. It is $200, it is going to help me. I am going to buy it.” Those are the people they are like your hyper buyers essentially because they are going to buy it you know and they will buy it, you do not have to like hassle them you know whatever. There is just going to -- they love you. They love your product. They are going to buy it. Then you are also going to have the people that are just never going to buy right and who cares about them, they do not you know, they do not matter. Do not talk to them. On huge strategy by the way while I am here is find out who those people are and then you know in your -- you know, in your ads, in your targeting, in your copy you know exactly who to push away because the farther you push those people away the inverse happens with the people that you know, if they are on the left side and your perfect clients on the right side. Well, if you push away the clients on the left side, guess what happens, the people on the right side come closer to you, you know, they resonate that much stronger. So it is one really you know, important thing to note is that you should do that and find out who is not buying and make sure you are pushing them away because it is going to attract the people that will buy right. So anyway, going back, you can say, hey look you know, I understand $200 is expensive for you by the way if that is expensive if people are buying it you know, $200 for price. You may want to look at your copy and because it might not be demonstrating enough value right. So just quick little side note there. But you can say, you know, maybe you follow up them like a 10-day campaign selling the $200 course, they are not buying it then maybe you wait like a week or two weeks and then you can have another campaign that number one, you can give them a free trial or some template like you know, a lower priced trial maybe $200 is like you know, they spend I do not know $10 or something and they get a trial of it or you can say, hey look, I understand that this whole you know, maybe it is too overwhelming, maybe it is you know, maybe you just do not think that you have the time, maybe it is not in his priority, maybe it is the price whatever it is. Why do not you just take one of the modules. See if you resonate with my concept, my message, my you know, my ideas and then if you love it, then you can buy the whole thing right. So that is what you can do with you know, with products right. And then another way to do this is -- so I recently -- I have been going after you know, this certain guy, I have been trying to kind of get on his radar for I do not know, it is probably been 2 to 3 years now right and I am a pretty persistent guy you know, if I want to get on somebody’s radar I eventually will it is just kind of the matter of time. So there is this 1 guy that I have been wanting to kind of partner up with on some things. He is a very, very, very well known marketer. Probably 90 plus percent of the people listening to this podcast read his blog, right. That is where he does most of his market is through his -- he is a very, very, very prolific content marketer, okay. And he has several businesses, they are you know, couple SAS companies, they are all you know, 7 or 8 figures. So you know, there is a lot going on and I realized that if I partner up with him on some things, they could lead to a lot of different things, right. So for the last kind of 2 years, I have been you know, just kind of staying in touch, kind of putting my name in front of him that kind of thing. And you know, recently, I realized that he has a partner you know, in his business that is kind of like his you know, to say his wingman, right. He is like his you know, his second in command, his right hand man you know that kind of thing. So I realized that it is probably a lot easier building a relationship with his right hand man than it is with him you know, because he trusts you know, his -- let us just call him his partner just for easy terminology. He trusts his partner so if I you know, get in good with his partner then therefore I would kind of get into the -- into his whole business and that is exactly what happened, right. And you know recently, there is you know, we have been in touch of like 4 different ways that were partnering you know, so he is you know, he is sending me clients and we are -- I am actually doing a project for him and you know, there is a life of all these different things and it is because it is the same concept and this what I mean by taking it one concept and applying it in several different ways right. I am taking that product splintering concept or that foot in the door concept and using it in several different ways. So in this way, you know, I am using my foot in the door was with his partner, okay, because I knew that you know, the way to his -- kind of like you know, when you are dating, you know, the way to the girls heart is through the parents you know what I mean, is through like you know, if you are trying to date a girl you know, talk to her mom you know, become really good like really you know, kind of cuddly whatever with you know, with her mom and then her mom is going to be like, oh you know, Crissy this guy he is so nice, I mean he is handsome and you know that kind of thing. So it is the same thing. And yes, I mean that is pretty much it. So basically -- kind of a quick recap. If you are selling a high -- if you are selling any kind of service right and you want to gain access to a huge part of your audience, a huge chunk of your audience that is on the fence right and you want to push them over the fence, do something where you can take a piece of what you normally give clients and give it to them at not reduce rate, you do not want just discount your rates because that is horrible for everybody, but you want to give it to him at a cheaper price by giving them less, but you know, take like, if there is something in your business where you can get them a really good result in a quick way, you know, just give them -- like think of a quick win, it is huge when you are selling your services, okay. The same thing, it does not even matter what you are selling really. And then products you know, think about free trials or removing a section or anything where you know if people having excuses they are close, they are right on the fence, but they need just that little extra push. Think of how you can do that. And then the same thing if you want to get your foot in the door with people right. For joint ventures, affiliates whatever it is, think of little ways just you know, very slowly chipping away adding value to the life it is always about adding value and that is what I was doing with his partner by the way was, I was helping him basically you know, they were coming up with a new funnel and you know, he is like, oh you know, what do you think about this and I went and I say, hey, let me just help you figure this whole thing out, right. And then you know, when we were done, he is like, alright you know, what do you charge like you know, to actually build this all out for us and I gave him a price and you know, we are getting started this week. So think of it that way like if you want to get on somebody’s radar, add value to them and just little by little do not go from not knowing them to just jumping in and being like, hey, you know, I am here, I am here, give me business, give me work. I want your money you know, like that is not how -- you know, that is not how you build relationships you know, you first reached out to them just so they recognize you, okay. The first step is recognition right, just so they recognize your name. So comment on their blog you know, send them an email and just say, hey, your recent podcast or your blog was awesome, I really loved it you know, send them a gift. I can tell you, you know, you guys know I am huge, I love bourbon right. I am not a huge drinker, but when I drink, I really love you know, the different types of alcohol. Like I love craft beers and really good wines and really good bourbon and you know, things like that, like I do not drink that frequently you know, like on the weekends you know, like a normal person, but when I do, I like to drink really good stuff because I love that experience. I am very kind of experiential kind of guy. Same thing with food you know, I love the experience of eating you know, as funny as that sounds you know, I love like you know, the different flavors and the combinations and like I do not know, I just love the whole thing. So anyway, so if someone sent me you know, like if someone is trying to get on my radar, by the way, I am not saying to do this, but if someone want me to on my radar, if you sent me a bottle of bourbon, you would instantly be my best friend. Like you would, instantly, I would never forget your name right, just from that and it is like whatever like $30 or $40 for a bottle of bourbon. And that is all it takes you know, just get your name out there and do something so they are going to just recognize you and then you start slowly adding value to their life, right. I have a lot of copywriters who want you know, they want me to help them in their business and they will reach out to me and say, hey, I do not even want any money, let me just help you with the product. All I want is your feedback, your critique, right. I get that all the time with people. And I have helped a lot of copywriters you know. I have helped a lot of copywriters do that and because it is valuable. I did the same thing when I was just starting copywriter you know, it is a huge strategy and you know, if you are in any kind of like expertise field do that with somebody. If you want to learn really, really fast and you cannot afford to pay someone to be a mentor, just do something for them for free, right. And of course you know, you have to have like in my case, I have to look at them to make sure their copy is good first, like it has to be kind of up to a certain level first because you know, they are going to write something for them it is going to be awful and I mean, it would take me longer to edit it than it would for me to write it myself you know what I mean. So like there has to be that foundation there first, but you know, I can tell you like I have gotten a lot of free copy because of that and you know, and it is worth for them too because I critique them on the copy and I you know, I helped them kind of through the whole process you know what I mean. So anyway, that is it for the day you know, I hope this helps. I hope I gave you a lot of things to think about today you know, just a lot of this comes back to just being resourceful you know, a lot of entrepreneurs are like, oh I do not have this or I do not have money, I do not have time, I do not have you know, the resources. No. The resources do not matter. What matters is you being resourceful. You do not need that stuff, right. You do not need money to start a business, okay. You do not need expertise to start a business, right. You can start business in any way possible. You can market your product in any way possible. If there is anybody out there right now, saying that they cannot grow because they do not have funds, that is absolute horse shit, I am sorry. It really is you know, and I do not mean to be like insensitive, but I just want you to -- I want you to look at that belief that you need money to grow, okay. I want you to look at that and smash it with a hammer, right, because it is not true, okay. It is not true at all, okay. That is the biggest one, is money and that is why you know, kind of singling that one out. You do not need money. Money is you know, a byproduct of being successful. You do not need money to become successful. It helps. If you have money, you know, you can speed up the process, you accelerate the process, but you absolutely do not need money to become successful, okay. And if you -- if that is one of your beliefs right now, it is totally cool by the way, I have a lot of bad beliefs in my past as well. Get rid of it, okay. Re-analyze that belief. Figure out why you have that belief and then say, okay. I have zero dollars, what can I do to be successful and that is when your brain starts coming up solutions. You have to give your brain a problem solve then it is going to come up solutions, okay. So you know, I know I kind of went on a (inaudible 23:06.4) a little bit today. I know sometimes I do that, this definitely is not the most polished podcast in the entire world. I think you guys like that because I get comments on that all the time of how it is like you know, I have never come to this with a script. Usually, I do not even have any kind of outline. I kind of just have the you know, the idea and I just start talking about it. That is exactly what I did today. But anyway, so I hope you are enjoying the podcast guys. You know, like always, the numbers are continuing to grow. You guys are awesome. I am getting emails all the time just you guys saying how much you enjoy the podcast. That really does mean a lot to me by the way. Just reaching out and saying, hey, just wanting to let you know I loved your latest episode on you know whatever, here is how it helped me. That really like -- I actually love getting those emails. They go to my support. So it is support at jeremyreeves.com, but they forward me every single one of those and even if I do not reply, I promise you, I am looking at it every single one of them. And I really like -- I love to help people you know, if you guys have you know, known me for a long time, you know that I get such tremendous satisfaction just from helping people you know what I mean. It makes me feel just awesome, just to know that I am helping someone you know what I mean. So if this is helping you, you know, make sure that you are sharing it with people. Help us continue to you know, to grow this. I have a whole bunch of interviews coming up. We just launched -- we are doing video podcasting now, we are actually, I just did my an interview yesterday were actually, I think that interview is going to go live next week or the week after, I forget. We are adding questions in there so like you know, kind of like lightning questions to get to know the you know, the guest a little bit better. I am looking and reaching out for bigger and bigger and bigger guest you know. I have done a lot of kind of underground guest and I am going to start mixing that up with some bigger name guest you know, that you guys I think will enjoy. So yeah, there is a lot of cool stuff coming up with the podcast. It is only going to get better as you help continue to grow because the more the podcast grows, the more time I can allocate to it, right. It really just as simple as that. It is just simple business decision. So you guys are the guys and girls by the way that help this grow. So make sure that you are telling people about it. Make sure that you are you know, you leave a review and remember, when you leave a review, we are giving you free stuff you know, we are giving you my 101 Conversion Tips you know, PDF. So make sure you are doing that because you know, reviews help us grow so much, so they are so important. So if you like this, that would be the single biggest thing that you can do to help us out is to leave a review and just tell people about it you know. If it comes up in conversations or you know, put it on your blog or whatever you know, tell your mom about it, I do not know. Anybody who is a business owner. So anyway, that is it for the day. As always, you know, share this you know, tell people about it. Give us a review on iTunes and then also, if you are interested in working with us, then reach out to support@jeremyreeves.com and let me know a little bit about you, about your business and I will let you know if I can help you know. If you have ever talk to me you know that I am very, very candid. If I cannot help you or if I do not think I am the best person to help you, I would just flat out tell you that, right, and I get a lot of people that you know, I tell that to them. I probably tell more people that I cannot help them than I can -- than I tell that I can help them, if that make sense you know, and it is because I only want, when I take on a new client, I want to know with 100% you know, certainty that I am going to be able to help them you know what I mean. So anyway, that is it. I will stop my ramble here and I look forward to seeing you next time.


24 Aug 2016

Rank #4

Most Popular Podcasts

Podcast cover

Ben Settle On Personality-Driven Emails

In this episode, we chat with the one and only Ben Settle. Ben is a well-known email marketer who has a unique approach to writing emails. We get into the specifics of his unique style, why it works so well, why most people royally screw up the entire purpose of emails, and how you can use it in your own business for better results and a heckuva lot more fun writing emails! Resources Mentioned bensettle.com Transcript Jeremy Reeves: Hey, what is going on everybody. Jeremy Reeves here with another episode of The Sales Funnel Mastery Podcast. Today, I have on the line, Ben Settle. Probably a lot of you listening know about Ben. Basically, he is an email marketing bad ass -- if you bring up the subject email marketing, you have probably heard his name somewhere in there. He basically runs -- he does not do copy work anymore, anything like that. He kind of just focuses on you know, showing business owners how to write better sales copy with email and we will talk about it a little bit later where he has a news letter called email players which is pretty awesome and we will get into a little bit about that later. Ben, how are you buddy? Ben Settle: I am doing good, Jeremy. Thanks for having me on your show here. It is good to be here. Jeremy Reeves: Yeah, yeah. I appreciate you coming on. So before we get into like you know, the actual tips and all that kind of stuff. Tell everybody a little bit about yourself you know, go into your story a little bit so people know you know, who you are or what you have done and why people talked about you in the industry. Ben Settle: Okay. I felt everybody says good things about me (inaudible 1:25.3) I hope not or else I am doing something wrong. I am basically -- whenever people ask me what I do -- and being in this industry you know the frustration to that problem. You go to a party and it is not business people, certainly not internet people. What do you do, right. What are you saying.. I used to have these different answers. I would like to gauge people’s response. Like I (inaudible 1:47.6) expand emails. I write (inaudible 1:51.0) emails, but now I will say, I am like (inaudible 1:53.4) who gets paid. And then they go, what do you mean by that. I said, well, I wake every day. I write an email, it takes me 10 to 15 or maybe 20 minutes tops and then I am done. I go off and have fun and play all day. That is the essence of what I do and the kind of lifestyle (inaudible 2:09.6) you know, there is people right now out there glorifying long hours and hard work and few hours of sleep and I am like the (inaudible 2:19.9) whatever it is or a writer who does not you know understand grammar, but that is like, I am the opposite. I have tried to build a lifestyle where -- I do other stuff, but I only have to do that and so that is pretty much what I do. Jeremy Reeves: Nice, nice. Why did you make that decision you know, because I am on the same way and everybody listening to this probably is too because that is what I talked about all the time is you know, time freedom and kind of not going after you know, the typical like you work until your eyes bleed just because you know, if you are trying to build a company sell for you know 7, 8, or 9 figures then maybe do that for a couple of years and then sell it and then you know do whatever or like Gary Vaynerchuck says, you know, he cannot live any other way you know, that is just part of your DNA and that is fine, but I mean, I definitely at more along the lines of yours you know what I mean. Work for a couple of hours. Work you know, for a little bit and then enjoy your life you know. So why did you -- why did you end up you know, wanting to go down that path you know, versus like the work until your eyes (inaudible 3:28.4). Ben Settle: Yeah (inaudible 3:28.4) and I was just speaking at an event a couple (inaudible 3:32.2) weekend and I remember telling people I am like the anti Gary V. not that I am against him (inaudible 3:39.8) I respect the guy. Do not get me wrong, but I am anti that in the sense of I do the opposite, like I could not -- I am not a -- like he said, he is apparently -- I have never heard the guy talk before. It is kind of funny because everybody (inaudible 3:50.9). Apparently, I was on this interview called mixology I think with Andrew Warner. Really cool show. He was telling me that in an interview Gary V (inaudible 4:01.5) he is like a mutant. He only needs like an hour of sleep. I do not know man. To me, like that is not what I want. So this is probably back like 2004, I was you know, somewhat new copywriter. I have been doing it for about a year or two or whatever. And I remember being on this guy’s list, Matty Furey. Now, to me, Matt Furey is the email king. I give him all the -- I mean, the stuff he teaches is the foundation of how I got in to all of this. Now I hear often a lot of ways not but the foundational stuff. Yeah, I owe that guy everything as far as I am concern. I will be pumping gas at the Chevron right now (inaudible 4:35.6) for him. He was selling to the fitness niche right. You know, body weight, exercise books master stuff. He would write an email everyday and he will be done. Sometimes he brag (inaudible 4:45.1) you know. I do not even check his email respond. Just pushing (inaudible 4:48.0) I want to go off. I am in China. I am going to go write often and get massages whole day out. And I thought, man, that is what I want. I (inaudible 4:54.8) busting my ass like you know, client work. I am like, I want that. I want to go just send an email out and be gone for the day, so I can have the option to do other things if I want and I do. I write novels like monster novels and I (inaudible 5:07.4) joint ventures that I am involved in like in a golf market, but that stuff is optional, okay. (inaudible 5:12.9) to do this one thing and it is a very freeing way to live. I can still work hard if I want you know, I do. I do work hard. I get bored very easily, but it is nice to not have to, that is my whole point. Jeremy Reeves: Yeah and I think that is a big point you know. It is the freedom to do you know, if you wake up one day and then you are like shit, I just do not feel like working. I mean, you do not have to, you know, versus if you are tied down by a thousand things, it does not matter how you feel when you wake up. You have to work and it is just your grinding through it. You hate your day and that kind of thing. I totally get that. I love that. Ben Settle: To clarify a job at that point. Jeremy Reeves: Yeah, it really is, yeah. And I think a lot of people are you know, struggling with that. I think that is how most people set up their businesses. Ben Settle: You know, there is something -- I am also going to play Devil’s Advocate against myself because at the same time and I told (inaudible 6:05.8) you probably heard me talked about this in Kenny Roger’s thing. At the same time, those guys (inaudible 6:12.2) building actual real businesses and companies that they can sell off or just leave to a team to run, I wish I was more like that. I mean they are really the winners. They are the ones are going to win this race. I am just sitting there. I am just coasting along right now. If I get sick or hurt or die, some kind of (inaudible 6:27.1) because I do not have that (inaudible 6:29.5). So there is freedom there, but it is like the freedom of a drifter and like that (inaudible 6:34.4) David Banner wondering the earth. Well if he breaks his legs, he is kind of screwed you know. At the same time, I mean there is something (inaudible 6:42.0) to the other side and I should be thinking more like that. I just have not thinking inspired yet. Jeremy Reeves: Yeah, yeah. You know, like anything else, there is pros and cons. There is no black and white. There is no perfect way to do things. It is just whatever works for you and your lifestyle you know, what you want to do you know. So you know, for anybody who has not heard of you, I feel like a lot of the audience listening to this probably has at least a familiarity with you and the style of writing that you do, but tell everybody about like, because your writing is very different than most people you know what I mean. So I guess walk us through like the -- I guess like the overall framework that you used for writing and I do not know if you can write copy. I know some people can just spout off copy off the top of their heads, but like just to kind to give an example of what it sounds like just so people can see, kind of hear how it is different you know, than like a typical email. Ben Settle: Well, here is -- they have been hearing me do it since we got on the phone or on the Skype here because I write just like I talk and this is the fact. If I have a unique way of writing it is only because I have a unique -- everybody has a unique personality. I simply expressed mine through my writing. How I write is exactly how I talk. In fact, you were talking to Jonathan Rivera you said recently and he is my -- I am going to be doing a new podcast by (inaudible 8:05.8) well I can do new (inaudible 8:07.6). Jeremy Reeves: That will be interesting. Ben Settle: I had a podcast for 2-1/2 years with him and he was the producer and I am going to be you know, we ended that in actually just a couple of weeks ago completely. Now we are going to do a new one next year, different one. But anyway, he told me that, he called me on the air once and he went to some mastermind right where there is a bunch of people there that I guess knew me in person. We have hang out (inaudible 8:31.4) and then like you know, Ben sounds exactly like, on his podcast as he does it in email as he does in real life is the exact same voice completely congruent. You know you are talking to -- you can tell it is a Ben email without even seeing the frontline if you know him or heard him talk. So all I am doing is writing like I talk which is a very simple principle that I learned from Matt Furey actually. I give him all the credits for it. I used to censor myself. I do not anymore. I am raw, uncircumcised opinion and that is the way I do things. Jeremy Reeves: Nice. So how do you -- in terms of like you know, because I get a question a lot of you know, how much value do you put it in and like what do you sell. How do you leave the sale like all you know, all the kind of typical marketing questions. What is your -- do you have like a -- I guess like a framework for your emails, like do you follow a certain structure for them or do you kind of just like blurted out and you know, or do you follow like kind of a certain structure for them? Ben Settle: Well when I was figuring all this out, I very consciously started figuring out different structures. So for example, I am going to tell a story and 1 email or I am going to do a Q&A or I just (inaudible 9:41.3) with somebody ask me and I just answer. That is another structure or checklist of some kind or just a rant like a controversial rant and a whole bunch more. But I had to consciously work all this out and systematized it and you know, that is kind of what I teach these days, but nowadays, it is (inaudible 10:00.1) to me, I do not think any of that stuff. It is just in my subconscious. I just sit down and I have an idea, I start writing and I cannot explain it beyond that (inaudible 10:07.5) it is kind of like (inaudible 10:08.9) right. When you are trying to learn something, you are consciously unconfident. You know, you do not know and then you go from conscious confidence where you can do the thing while you are thinking about it and then you get to the point you are unconsciously confident which is like driving a car, you did not think about it anymore. And that is where I am (inaudible 10:25.2) that now, but I did have to work that stuff out originally and just keep doing it over, over, and over for the last you know, 8 or 9 years every day, sometimes 2 to 3 times a day to the point where it is so (inaudible 10:37.1) it is like hard for me not to write an email every day or voice emails. Jeremy Reeves: Yeah and actually, you know, speaking of daily emails. I know you are (inaudible 10:45.9) daily emails and you know, everybody has a different opinion on that of course. So you know, walk us through like you know, why you do daily emails? Have you tested not doing daily emails you know, have you tested autoresponders you know, what are some of the things that you have kind of try and saw that it work best around like frequency. Ben Settle: Well, when I first get started many months ago, I did like what the late great Gary Halbert used to teach people to do and I mean this with all due respect to him, but he was (inaudible 11:17.1). I mean he is right about a lot of stuff, but this where he was wrong. He was big on like send an email when you have something to say and then or only saw once in a while because then you know, people take it more seriously you know, all that what make sense on the (inaudible 11:32.9) especially back in like the 90s and all -- they kind of make sense. I still think it you know, when the work is well is how I do it now, but whatever, it does not matter. So I used to do that and so well, I would go months and months and months without selling anything. I would just be giving free content and free articles and then one day like exactly 10 years ago actually because I remember 2006, my friend John Anghelache who is a very good copywriter, excellent copywriter, I respect the guy tremendously, he put together a product for freelanced copywriters like how to get clients and my list was you know, very into that sort of thing I said good, I have got something to sell them right, it is a high ticket, high quality thing I believed in. So I send some -- (inaudible 12:14.1) asking for the sale and got a bunch of angry mob of angry people. How dare I sell anything. You are pimping your (inaudible 12:21.2) I never sold anything before though. And that is when I realized trying to appease these loser freebie seekers is the worst thing you can do if you want to have a solid email list or you are not getting a bunch of spam complaints and just trolls and all that. And so I started you know, thinking about that with why I am trying to appease this people. I have something to sell, I should do it and then of course I ran into Matt Furey’s teachings. He is pure daily email from many reasons like for example, people procrastinate you know, and you can assume it even seeing your last 10 emails just because of spam filters and they are busy. I get people telling me Jeremy that they made a decision to buy from me 6 weeks earlier than when they actually did. They just did not have the money. They just (inaudible 13:03.5) for reminding them every day. And here is another thought. If you are trying to position yourself as an expert, personally, I would like to position myself as a leader not just an expert because people listen to experts but they follow leaders, but let us just say -- Jeremy Reeves: It is a good distinction. I like that. Ben Settle: Yeah, I mean, you are trying to position yourself as some kind of authority, let us just put it that way and (inaudible 13:24.1) something to say once a week or twice a week you know, and then this other guy comes along and he has something to say every day. Who is -- perceptually, who is the leader? I mean if you do not have something to say everyday on what you are doing, people may not consciously think about it, but unconsciously, they think about this person is really the expert they say they are. And so, it is that and it is just this consistency, is like talk radio right, like every day you show up. They do not have read every email, but I am there every day and I am going to get them eventually if they are susceptible to my (inaudible 13:55.8) and the people I do not want will leave peacefully because they are tired of getting (inaudible 14:00.0) emails, so it is fine. It works out in so many -- it is a good way to keep your list strong and keep people kind of addicted to you like literally get a dopamine drip when they see your name in it, (inaudible 14:10.7) what is he going to say today. And you know, there are so many reasons to do daily and no I cannot think of any reason not to other than pure laziness or like you know, people just (inaudible 14:20.2) why I have to do the work. Jeremy Reeves: Yeah, yeah. That is a good point, and honestly, I think that is what it is most of the time you know. Ben Settle: (inaudible 14:28.4) they do not want to have to do it and I give it (inaudible 14:31.9) I understand it completely. I might even making fun of them because they think I know I should do that I am not doing and I am not doing it because I am being lazy and my rationalization (inaudible 14:43.0) spinning some other reason out, but the fact -- at the same time I will say this too. (inaudible 14:49.1) of internet marketing as we know it, (inaudible 14:52.3) but I once interviewed him, this is back in 2008 or something. He says, he only sends 3 a week and he tested it. Apparently, somehow got more sales doing that, whatever. I have never seen that be the case with anybody else but him, but (inaudible 15:08.3) about or anything. He is not a lazy guy so and he likes writing email, so for him, you know, I guess you have to do your own thing. I think that through writing emails that people want to read. Why wouldn’t you want to be there every day. They are looking forward to it. Jeremy Reeves: One of things I want to touch on and feel free to rant about this as much as you want. Ben Settle: I will Jeremy. (inaudible 15:32.1) free to rant. I love that kind of stuff. Jeremy Reeves: So what are your thoughts on controversy? Ben Settle: I love controversy. I tell you what. It is one of the things I teach people to do. First of all, people love controversy. I mean, it is (inaudible 15:49.2) right. People just arguing about the stupid and shit you know, (inaudible 15:54.0) 300 comments long and nobody has made a point. Nobody has change anyone’s mind, but they just like ranting. (inaudible 16:01.2) talk radio it is a lot of ranting, right. People like to hear ranting about things they are passion about. They like to hear ranting controversial stuff about (inaudible 16:09.2) they disagree about them. Let me give you an example. Back in the late 1980s, Marvel Comics decided to turn the green rampaging Hulk into a smart gray Hulk, who is smaller, not as strong, he is still strong, but not as strong as rampaging green Hulk because he is kind of like sinister-minded, kind of an antihero kind of you know, just a vicious guy basically. And all of the green Hulk people were pissed. They are sending letters (inaudible 16:37.0) writers and editors and we are never reading the Hulk again and then they noticed every month that went by, the same people were still there. They did not leave. They are still there just to see how much mad they can get and sales keep going up more. So controversy, it is a funny thing. Half of your list should disagree you know, half will probably agree with you and that is actually a very good balance and the (inaudible 16:59.8) one, you can pull to your side. So I am all for controversy. It also shows that you have some balls. I mean, most people are afraid to be controversial and people like to follow brave people. They do not want to follow some timid little rabbit like you know, (inaudible 17:16.7) me as I was. I was as timid little rabbit afraid to say too. I have tried to get to controversial. Now, it is like, I just want to see the expression on their faces change when I say something that pisses them off you know what I mean (inaudible 17:30.0). Jeremy Reeves: That gives you your little dopamine rush every day when you get hate mail. Ben Settle: It is a rush of dopamine. I love it. I eat it up. I love and then I use it in the next day’s email to make their point stupid and (inaudible 17:44.0) my part. Jeremy Reeves: Yeah. And the funny thing is, I always say like you know, if you picture yourself kind of like in the middle and you are like you know, like a magnet and the more that you pissed off people and push away and polarized people, the amount that whatever like the amount of whatever polarization you have to those people is the exact like in inverse relationship with people attracted to you, you know what I mean. Ben Settle: Absolutely. I totally agree with that. In fact, that is a major foundation of personal branding like how it is done, at least done. Most of them do not understand personal branding but done properly that is exactly it. You can almost tell your success by how much people hate you. And there is something else that (inaudible 18:29.0) deeper thing at work here too. Someone who is not afraid to just give their opinion up. It has to be done righteously. It cannot be done as a tactic or like I am going to be controversial is a tactic. It is going to be because you really see something that you know is wrong in your mind, in your heart like you are going to talk about it. It makes people realized that you are not me. You do not need them, if you did, you would be dancing on (inaudible 18:52.5) right, and you are almost trying to repulse some away and there is a lot of -- it is under the consciousness. It is not some people think about, but by being controversial that is why people do not go away because they -- there is something about you that they find attractive as a business owner, as a leader, and whatever, and even if they disagree or do they respect you and it is far more important as the late great (inaudible 19:15.5) I would say. It is far more important to be respected than liked and the more effective you are the more respected you are. So just by getting good at what you do, and proving your point and not giving in like the late -- for example, the late Dr. Atkins, right. I mean, he for years, was getting abuse by the media and people mocking him around. He stood with it. Now he is a world recognized brand you know. There is something to be set for that. Jeremy Reeves: Yeah. And I think a good example of not being controversial just to be controversial is like, if you are you know, so like we both agree with the -- we both kind of stand for like the you know, building a business for freedom you know versus the whole work until your eyes bleed thing. So you can be controversial about that. You can say like you know, the other side is I do not agree with that, blah.. blah.. blah.. and that is kind of good way to do, that gives -- you are going to attract people that think the same thing. And then, but if you want to do the stupid way is kind of like if you are like oh I hate all puppies you know, it is like -- like there is no -- there is no meaning behind it. You are just being an idiot you know what I mean and whether you hate puppies or not I mean I do not know how you can hate puppies, but you know what I mean like it is not actually serving a purpose to say that you know what I mean, I think that is a good -- Ben Settle: I will give you a recent example and so I think -- I think this is like, this will give people an email example too so it is kind of like teaching them email stuff at the same time. I am not totally against (inaudible 20:43.2) so for last year and a half, I have been studying this kind of kung fu called Wing Chun. Wing Chun, sometimes people think I am saying Weng Chan. Jeremy Reeves: I actually thought you did. Ben Settle: Yeah, well because of my stupid Midwest accent thing, gets me in all kinds of trouble, but I got to shake that, someday, but anyway, I was talking to my (inaudible 21:05.8) just last week and he was telling me about this -- I do not know Chinese phrases (inaudible 21:10.4) it is called flowery hands. These are like kung fu like and not just kung fu but any kind of martial arts were just all show and it is flashy but it is not really applicable in real life (inaudible 21:21.0) in Hollywood and movies. Most of them is just bullshit, it would never work. It is flowery hands. It is very fluffy. It is made to look cool, but the reality is you are not in balance with anything. You can easily get (inaudible 21:30.7). So I said, we have some of that and this was an email I sent (inaudible 21:34.4) and then we have some flowery hands in the email world too and I went over some things that I think (inaudible 21:40.9) that people do like will take the Gary V and I am trying to pick (inaudible 21:46.2) I just do not agree what a lot of people of do. He has this thing I think it is called jab, jab, jab, right hook, like that. Like give something free, give something free and then make an offer. I am completely against that. I think that is very flowery hands. The style looks nice, but the reality is that it is very selfish to not sell on every email and (inaudible 22:08.4) opinion because if you have something that is going to benefit someone’s life, what good (inaudible 22:14.2) at least left a note (inaudible 22:15.5) everyday. It is kind of like -- if you have a painful urinary tract infection, where it feels like you are pissing a razorblades and all that. You need to go to the store or pharmacy to get your prescription and they have -- the pharmacy (inaudible 22:28.4) and they say look, this is a good will day today, we are not going to sell you anything (inaudible 22:32.2). Like that is the mindset, the flowery hands mindset or people -- for example, there are people who give their list the option on how often they should hear from them. It sounds very nice. Very nice guy. Very (inaudible 22:47.0), it is still very selfish and at the same time, it is going to kill your sales (inaudible 22:50.9). And it is very flowery and I am not saying it would not work and some people can definitely pull it off and it is fine. There is nothing wrong with it, but to me, it is very flowery. It is just for show as to prove that I am not this big salesman. I am a salesman. I am trying to sell you something, but I am going to do it in a way where you like it, you know. I am like the passive abusive guy you know what I mean. I am going to abuse you, but you are going to like it. And you want more the next day. So anyway, I did an email about that. I did it once. There are some other things too and that was controversial email. I was not insulting. I was not trying to insult anyone’s specific (inaudible 23:29.2). I was simply giving people a different option for thinking differently basically because most people are thinking in this (inaudible 23:36.2) world (inaudible 23:37.7). They do not have to listen to me. They do not have to agree with me, but they are going to see another point of view and that could be controversial. Jeremy Reeves: Okay, yeah, yeah. I mean, honestly, if you look like a really good example of all this right now whether you love (inaudible 23:50.8) is trump, right. I mean, oh my God, I mean the marketing (inaudible 23:55.9) from that guy is just, Jesus -- Ben Settle: I hear you. I mean, earlier this year where I finally read his book, (inaudible 24:03.4) and I am like his whole play from what he is doing is in that book. There is no mystery to what he is doing. People like to (inaudible 24:09.4) at the reality is just very basic. Principle based versus tactic based and you are right and you know, he is controversial and he does it on purpose, but he is also doing it because he sees a problem that needs to be solved. Now whether you agree to him or not it does not matter. I do not give this guy a malicious (inaudible 24:26.9). I do not think they are being malicious not certainly on purpose, Hillary maybe, but like (inaudible 24:32.7) I do not look at him as trying -- I do not agree to anything he says, but I do not think he is malicious (inaudible 24:38.0) I think he believes them and it is controversial and (inaudible 24:41.4) and so as Trump is the same way. Jeremy Reeves: Yeah, definitely. So let us take this you know, because there is like the whole daily email thing right, and I think we cover that pretty well, but how about like when you are doing -- let us just say that you are doing a promotion you know what I mean. So it is like, you are sitting down. You are planning out some actual strategy because you are not going to write -- you are not going to -- you maybe write the same way in terms of like tone and things like that, but in terms of like the actual strategy behind it, that is going to change obviously because you know, you cannot just send out you know, the exact same daily emails when you are doing like a 4 day promotion or something like that. So how do you switch up the strategy? Do you keep the same tone, I am sure you do, but you know, is there a certain strategy that like a certain way that you like to structure those types of emails or like how does the overall email strategy change based on like the end goal that you are trying to reach. Ben Settle: It does change at all for me. The same email -- for example, if I had a 100 emails in an autoresponder space the day apart, I write them randomly in the exact same as if I am writing email broadcast and it has never hurt me. It is always done very well. What I do, okay, -- this might be the better answer to your question. I do not look at email tactically like most people do. Like -- okay, so I have Facebook group. This one guy was in there saying, well, how about this 4 emails I want to send off. This one tells, agitates the problem and this one you know, whatever, it is like problem education and I said, dude you are dead in the water right now because you approaching this tactically and you should be calling from a principle based thing. This is (inaudible 26:20.7) the world’s most (inaudible 26:23.3) negotiator. The reality is that you should be looking at what your market, what the problems are in your market and writing about that, not thinking (inaudible 26:30.3) agitate. What is insecurity they have that you can write about it you know. It is really (inaudible 26:36.6) like come from the market first not (inaudible 26:39.2). And so, that is how I approach for example for a promotion. I say, look, I think I have a real-life example, a recent one actually of something like it. So I say, okay, so a couple of years ago, I (inaudible 26:39.2) most people do. So this is back when he had this product that shows you how to do the survey funnels. He does not have it anymore. Now it is like a mastermind, but -- I bring this example up because I beat all his affiliates handily including some pretty big names like I just beat them all and I did not even try (inaudible 27:10.8) burned up somewhat. I was (inaudible 27:10.8) vacation. All I did was I said, okay, I have affiliate marketers on my list. I have network marketers on my list. I have freelance copywriters on my list you know, I looked at all the people who are on my list and I did an email about each one. So how could a network marketer (inaudible 27:27.3) this and I write email about that. How can affiliate marketer use this information, wrote an email about that (inaudible 27:32.9) same style and tone and all that, but I was targeting different segments of my market. I did this recently with Danny (inaudible 27:40.5) you know Danny (inaudible 27:41.3). I was selling his course builder (inaudible 27:43.6). He simply really -- this is way better than -- like the average affiliate. I do not know if I did the best or not, but you know, way better. I mean, he was very happy about it. I did the same thing. Okay, so, why would a freelance copywriter need to learn how to build a course. Why would an affiliate marketer need how to build the course. Why would a network marketer (inaudible 28:01.6) it is all about your list and the people on and what they want, tailored around that. That is the principle then you can throw the tactics after the next emails if you want, but starts with that. Jeremy Reeves: Yeah, you know what, I am actually -- I am actually working the whole day today and yesterday and tomorrow and probably the weekend actually which I rarely work weekends, but I am just motivated this weekend. But I am coming out with the new course and that is, well like, what the whole thing is wrapped around because I mean, you know, as a copywriter, you know, you are trained to, you are trained to -- and honestly this is really what separates really good copywriters from really bad copywriters is how much you focus on the actual market, the problems they are having you know what I mean, because you can write -- it kind of comes back to the flower hands. You can make the copy sound great but if you are talking about the wrong problems or you are talking to the wrong audience of if it is generalized, it is not going to sell you know what I mean. Ben Settle: (inaudible 29:01.6) all the time. People’s flashy headlines, all the shit. They think it is so cool and it is like, you missed the market -- You know, let us talk about this a little bit more. This is very interesting topic. (inaudible 29:12.0) I do not have the product made yet, so write the ad first, and then create and like create the product in the ad. I did this in the -- work at home (inaudible 29:21.1) we did not have a product, right and we look at the market and I wrote the ad saying if I have unlimited powers what would I teach these people and put it in the ad and then it is like, okay, now we just need to make a product that fulfills all these claims and if we cannot, we just take those claims out. That is the ideal way to do it. Only copywriters are going to get that. Operators are not going to understand that. Jeremy Reeves: I am actually working on a client project right now and I am just about to finish up all the copy and I literally have not seen her product yet. It is actually not even -- it is not even created yet, yeah. And what I told her was, because she was starting to make it and I said, wait until the copy is actually done because then like I can just write it and until it sounds freaking awesome, and then -- Ben Settle: Absolutely. Jeremy Reeves: Yeah, and then what you have to do is you have to then create the product so it matches the level of copy you know what I mean, versus if you create the product and the product sucks, will -- I mean the copy or the product is the weak link and the copy can only go up to that level versus if you write the most amazing copy in the world and sell the hell out of it then the product has to come out to that level you know. Ben Settle: Absolutely. It brings it up. It actually raises -- and you know what, when I first got into golf interest like in 2009, I did not know shit about golfing, seriously. I hope I am not slamming too much in your (inaudible 30:39.3) But I did not know anything about golf, like I was -- I never played a bit, not even miniature golf and but I studied the market so intensely and the product was not ready, but I was able to write 80% -- everything but the bullets basically, without even seeing the product or knew the market and they killed, I mean it absolutely killed it in sales. I mean there is no one even close and so yeah, I agree with you on that. Jeremy Reeves: Yeah, definitely. And that is the same thing. I just have to go back and do the bullets you know. Having the product, that is really all you need is just the bullets you know. Ben Settle: Yeah, (inaudible 31:12.1) that is really how you need it exactly. Jeremy Reeves: Unless you are doing you know, one of the like (inaudible 31:16.9) old ads where it was just like a headline and then bullets and you know, go here to buy. Ben Settle: One of my favorite kind of ads to write. Jeremy Reeves: Then you kind of you know, you kind of need the product, but in every other case you know and I have not really -- I think that is the only time I have heard or even seen (inaudible 31:34.2) like that. I do not think I have ever seen anybody duplicate one of those you know. Ben Settle: I tried (inaudible 31:39.7) couple case like I have this ebook called Crackerjack Selling Secrets, (inaudible 31:45.8) like a main stream like it is a problem they know they have and they know they want solutions to it and you can (inaudible 31:51.7) it is like informational (inaudible 31:53.5) to teasing, it is perfect. You do not even have to do (inaudible 31:57.2) you know, just start running bullets, it is like to shoot bullets at them. Jeremy Reeves: Yeah, bullets are good. I think the biggest thing people are wrong with them is they almost like give it away in the bullet whereas you know, they are fascinations. They are supposed to be you know, they are supposed to build curiosity you know and I think -- Ben Settle: Yeah. 90% is a good -- like 90% (inaudible 32:20.3) 10% but they need to execute it is like the best kind of bullet, because it is informational like you could be getting educated (inaudible 32:27.4) Jeremy Reeves: So one -- oh God, I just had it, and it went out. I love that when that happens during the interview. Alright, well, I guess we will skip that one. Oh you know what, you know what I was going to ask you, it just came back. So one of the things that I always talk about is that you know, when you are doing these type of emails and like a lot of your -- a lot of people think you know, email is dead and obviously that is just total bullshit. But you know, when it comes to doing email or even social media, it is kind of like the same thing whatever you like your main marketing you know, some people are really good at and by the way, anybody listening to this, if you hate writing emails, but you are really good at videos, you are really good on social media, you can use the same principles and just use it in a different media you know what I mean. Ben Settle: It is all the same. It is all freaking same. In fact, I have a guy just showing my email players newsletter. I met him while I was speaking a couple of weeks ago. His name is Tyson (inaudible 33:34.0) I hope I said his name right. He is big in the (inaudible 33:36.3) world and he is a video guy. He is great. He is freaking genius at video. He is like (inaudible 33:40.6) all can be applied to video. I have another subscriber (inaudible 33:46.2) he is a rapper and he was like, Ben, I never write emails but I take it in (inaudible 33:52.2) he is on youtube and it work. So yeah, what you are saying is absolutely true. Jeremy Reeves: Yeah, yeah and so where I was going with that because I went off you know, total spider web there. One of my kind of theories is that you know, when you are doing this you are basically building a relationship and even if they are not because you said a while ago, you know, a lot of people -- they know they are going to buy, it is just kind of waiting for the right time whether it is money or whether they are too busy doing other stuff or whatever it is. Would you agree that writing daily emails or even just frequent emails or just having that relationship keeping constant touch, it really just sets -- it’s kind of sets the stage, it builds the trust so that whenever you come out with something, I think this is why you are such a good -- when you do affiliate programs it is because you built that trust you know with them. You built that relationship with them and it is like, it almost does not even matter what you are selling, it is just like oh well, Ben says this is good, therefore, I need it you know. Do you agree with that? Ben Settle: Yes and in fact, I am thinking -- all of the stuff. The relationship is far more important to go back and trying to build credibility and all the stuff because that is the credibility in fact that they like and trust you. That is why I said there is a different -- copywriting is different than email in that sense. Like copywriting has to be very specific because -- you know, it is a static thing (inaudible 35:13.5) everyday you do not have to pitch benefits and try to prove how great you are everyday. You just have (inaudible 35:18.1) with dialogue just like you would -- It is funny that you brought up like people just buy it. So I launched this product called Copy Slacker last February and you know, I ordered 50 sets of it because I do not think (inaudible 35:33.7) I thought I get 50 sales or maybe 40 sales. I have like a 177 and I do not know -- I doubt anybody, any of them really read the sales letter. (inaudible 35:48.2) told me, I just bought you know. So you are right about that and by being there, that is another reason to do daily emails you know everyday like a friend in their inbox. Jeremy Reeves: Yeah, definitely. I have heard a lot of product launch you will see it is like you know, hey it is 12 o’clock, the cart is open and you have 10 sales at 12 o’clock exactly you know what I mean. Ben Settle: That is a function of a very good marketing. Well it is the very end of February, first couple of days in March I was -- I spoke at AWAI’s web copywriting intensive (inaudible 36:20.3) and Clayton Makepeace was there. It was honored to actually get to meet him and actually be on the panel. I was like, wow it was like my fan boy dream come true. I remember him teaching. He was -- what we are trying to do, what he was doing in his business is, he wants to (inaudible 36:37.1) so that the sales letters just not even necessary like the selling is already been done before I get there. And this is what emails (inaudible 36:44.4) you do (inaudible 36:45.4) it lets you sell before it is even like you said, the cart opens and it is got to be close in 20 minutes already because it is already sold out. Jeremy Reeves: Yep, yep. Who is that, I think it is Joe Polish that says, basically the you know, the product and marketing should make -- oh God, what am I trying to say. I am blanking here again, wow, I must be tired. Jesus. The purpose of marketing is to make selling superfluous you know what I mean. Ben Settle: That is all (inaudible 37:21.1) actually. Jeremy Reeves: Yeah. I mean the purpose of marketing is basically so that when you are going to sell something they are already sold on it regardless of what it is. Obviously, as long as in touch with what they actually need you know what I mean. It is not like you can go and sell them like a garbage can and then they are going to buy it you know maybe you can, you should do a test. That will be funny. You should put your face on a garbage can. Let us see if it is (inaudible 37:43.2). Ben Settle: You know Jeremy I have a rather unusual example of this, okay. I wrote an email about this many years ago that did pretty well. So I live in Oregon, where it rains a lot. I live in Oregon (inaudible 37:56.8) specifically. (inaudible 37:58.4) it rains like 80 inches of rain a year right. It is raining all the time. When I first got my dog, she got to go out. I take her out in the rain because I have to take her out and she was just pacing around, sniffing around while I am getting soak and then she get into the position like she is going to take a crap right like a rabbit looking position and then she would like not crap and then she starts sniffing around me and she did that 2 or 3 times. I am out there for 20 minutes during this (inaudible 38:24.2) And I was like what the hell -- I called it phantom poop like she is acting like she would poop and she did not. Well then it dawned on me -- it did not take a long to dawned on me that -- if I just wait to take her out when she really has to go when like it is like a periscope coming out of her ass (inaudible 38:41.5) it is coming out, she will go right away and I thought isn’t that how it is with selling, like most products (inaudible 38:49.1) are phantom pooping basically. They acting like they are going to buy. They did not look. They did not sniff around a little bit maybe they can see some other options but if you wait to actually pitch them when they are ready to buy it is a much easier to sell. So I think that goes in line with what Joe Polish is saying. Jeremy Reeves: Yeah, definitely and by the way, please tell me that you have written about that in email. Ben Settle: I did. I wrote about that. In fact, this is an example all the time when I get the (inaudible 38:49.1) because it makes the point. Jeremy Reeves: Yeah, it really does. It does. Well hey man, I have had a blast you know, I have learned a bunch. I am sure a lot of -- I am sure we have broken a lot of paradigms on this especially if you know anybody listening to this has not kind of been indoctrinated by the settle way. I hope you have kind of shifted some beliefs a little bit you know, I know your stuff gets really good results for a lot of different people in a lot of different industries you know. I always like to say that because people are like, oh my business is different and it is like, no, no. It is really not. Are you selling to (inaudible 39:51.5) yes. Okay, well no it is not. Ben Settle: Yeah. It is not different and you know what that is my whole goal on these things, is you give people options for thinking differently. They do not have to take my option but at least they know that it exist and if they want more they can you know, come to me for more of it. Jeremy Reeves: Yeah, yeah and speaking of that you know, before we hop off, tell everybody you know, where they can find you you know, what should they do if they resonate with your -- you know, your style? Ben Settle: Okay, well, they should go to bensettle.com and if you give me your precious email address. I am not going to promise I am not going to abuse it or anything, but I am going to mail you okay, but if you give me your address, I will send you the first issue of my 97$ a month “Email Players” newsletter which is a prestigious newsletter, but I will send you the PDF of the first issue obviously, like my autoresponder and there are 24 ways in there that you can start making more sales with email (inaudible 40:44.1) right away. People have told me they made tens of thousands of dollars just with that free issue, it is yours. If you do not give me your email address you can still click through the blog and there is like almost 2,000 pages of articles on there well over a dozen audio hours of audio and video training, all free. it is bensettle.com. Jeremy Reeves: Yeah and that will be in the show notes for everyone listening. So just you know, go in your phone and click in the show notes and you go right there. Ben it was a pleasure having you on. As always it was entertaining and educational. Thanks for coming on. Ben Settle: Thank you Jeremy. Good talking to you again too. Jeremy Reeves: Yep, you too. See you.


12 Oct 2016

Rank #5

Podcast cover

Arel Moodie Discusses How To Use The Art Of Likeability In Your Marketing

In this episode, we chat with Arel Moodie who hosts The Art Of Likability podcast. Arel and I chat about using the power of likability to dramatically grow your business in unique ways that most of your competitors aren’t using. We even talk about how he leveraged his own “X” factor to get asked to write and speak for huge companies, including the White House itself! Resources Mentioned Forbes Huffington Post Facebook Instagram LinkedIn Stitcher Artoflikability.com Transcript Jeremy Reeves: Hey what is going on guys. This is Jeremy here with the sales funnel mastery, and this is our fist video interview. So I am kind of excited about it and Arel kind of gets to be a part of that. So the guy you are looking at here, his name is Arel Moodie and he is a best-selling author and host of the top career podcast on iTunes which is The Art Of Likability. I highly recommend it, go check it out, you know, you are probably on your phone now, so go in there and you know, go download it now. He is also the founder of the College Success Program and True Speaking Success and he has been -- here comes all the good stuff, right. He has been a contributor to Forbes and Huffington Post on the topic of likability which is what we are going to talk about today and how to kind of use likability in marketing and he has given TED talks on Likability. He was named to INC Magazine 30 under 30 list. Featured in USA Today, New York Times, PBS, Business Week, Black Enterprise, essence in Young Money magazine. There is still more. As a professional speaker, he spoken over 375,000 in 48 states and 5 countries and has actually been a guest speaker at the White House which is kind of awesome. He has used Likability to go from kid on welfare in the projects of Brooklyn to running multiple 6 and 7 figure businesses and it is actually kind of funny. I actually loved the show Ellen of video of him accidentally hitting his son on the head with a basketball went viral and ended up on the show Ellen, Ellen deGeneres, if you guys are not familiar with that. So welcome, so that is quite a list and it is not even -- I was reading your bio before this and it is not even all of it. It is just like the condensed version. Arel Moodie: Thanks a lot Jeremy, I appreciate you having me on the show and I am really to talk about the subject of Likability and marketing specifically because I think the 2 were so married together that when you can really combined them so they are not like fighting over alimony and they are actually a cohesive couple. It is game changing. So I appreciate what you doing with your podcast and honored to be the first video --. Jeremy Reeves: We are excited. We are just making sure that the video actually work because it is the first time I was doing it and I am like let me do a test run first you know. But yeah, so I mean you know, I gave your into but you know, tell everybody, go a little bit deeper you know. Who are you? Who do you help? What do you do in life? Arel Moodie: Yeah, so you know, I pretty much got introduced to entrepreneurship as a concept when I was in college. I had a really awesome professor and when I was in college, I started my first internet business which was helping college students find (inaudible 2:37.3) and kind of by doing that business it was great because I realized how much of the world they did not know you know, I was a kid from a project I was you know from welfare in Brooklyn like I had no connections, no nothing, so I am literally starting from this point of I want to change my life and improve it but I do not have anyone. And what was interesting is as I was building that business and then eventually went into another business called Extreme Entrepreneurship Tour which we later changed to Empact for Entrepreneurial Empact. We basically went to students across the country for colleges and we told them like being an entrepreneur is awesome like you know, we wanted occupational therapy make entrepreneurship a viable career path. So people would say like, I want to be a doctor or lawyer. We wanted entrepreneur to be that. So now we feel like it is actually is that which is awesome, but when we started, it was kind of like, you an entrepreneur you could not get higher you know, but what was interesting of doing that real estate business and then doing the entrepreneurial education business was I was building the skill that I did not even consciously know I was building which was this idea of Likability because we had to get people who did not know what at all to want and trust us, to want to give us a shot, to want to work with us and I started reading tons of books on you know, an (inaudible 3:50.1) social persuasion but a lot of it honestly came from just being in the field like how do you get you know, the White House to answer your call? How do you get you know, these people who literally you do not have connections but then there are these ways of doing it and the thing that I realized above everything is that relationships with people. Like anything you want in the world is literally one phone call away from someone. So if you have the right relationship, you can actually change your life in. That is why I kind of came about like the Art of Likability. I wanted to you know, take all these things that would not necessarily fit into my speaking engagements that I do. I do a lot with The College Success Program that is more for colleges and high school students, and through speaking success is teaching people how to become a professional speaker, but the Art of Likability was like I did not really fit into any of those categories. And that is why I decided to come up with a podcast and start writing about it and blogging, just creating content around it because I felt it was so game changing and it is kind of taking off from there very organically become one of the top itunes, podcast and a lot of you know, speaking engagements have come because of it, but it is really just helping people build relationships and connection with people so they can do a great work. Jeremy Reeves: Yeah, yeah, that is awesome. So I have a question, but I have to kind of bring it back to you know, one of the things that you said, because I get a lot of people and they are like, especially a lot of service you know, service providers or people that have kind of digital products and they are trying to build this relationships you know, and I think -- So how did you get on the radar of the White House you know, because a lot of people are like, oh well, you know, I am having a hard time getting in front of like B players and like, there is like you know, C players, B players, A players and like the White House. So how did you end up doing that? Arel Moodie: You know, it is so funny you know, the best way I can describe it is whatever you are doing, you have to be aware that the work you are doing today may not pay off until 3, 4, or 5 years from now you know, people who put in blog post out where they are putting out you know content whether it is videos or audios and they are like I am not getting any traction, is it worth it. If you are passion about it keep doing it. The reason why I was became kind of a perfect storm, we were doing entrepreneurship education since 2007, 2009 is when it really kind of kick off and in 2011, Obama created the Jobs Act and what that was about is creating more jobs and stimulating the economy. It was the big push in the White House, we need to get young people excited about creating jobs and entrepreneurship. So when they started googling and finding out about like who were the players in this young entrepreneurship space. Our business was one of the biggest only players you know at that time there are other people who you know since done it and doing it very well, but we were the people who kind of -- were able to be found because what we were doing we have a lot of content and information and just (inaudible 6:36.1) and get all the work we were doing without there. So we originally got on their radar because of their initiative and they were looking for the right person. Then my business partner at that time, Michael Simmons and I we went in and we met with some folks from Department of State and it was just an introduction like to see what is possible and then by building that relation with Department of State it eventually led up to, we need to get you in touch with you know, this White House initiative which was like, I mean, incredible. Jeremy Reeves: Yeah, that is something -- something to write home to mom about. That is awesome. So kind of going with that, you know, how do you use -- because this is one of those things -- it can either be used for good or bad you know what I mean. So you know, it is -- basically, anything with marketing you know what I mean. But how do you use like the skills that you have to build relationships in a very you know, kind of genuine way versus like, oh, I am going to reach out to this person because I want X you know. Arel Moodie: My mentor told me something which has always stayed with me. He said the only difference between persuasion and manipulation is intent. Jeremy Reeves: Sounds true. Arel Moodie: Like I can use manipulation to get a girl to want to like you know, sleep with me for example or you can use that exact same skills to get the girl to want to fall in love with me because I want her to marry me and have my kids you know, right. Like it is the same process, it really is your intent. So when you are kind of looking at it, it is something I kind of you know, I deal with the last. I am like you know, you have to realize that your heart has to be good because I say likability and relationship building is like a knife you know. A knife is not inherently good or bad, but the knife in the hands of killer is really bad and a scalpel in the hands of the surgeon is really good, but they cut someone open. So I would say that you have to self-regulate yourself. You have to say, you know what is my intentions, but even above that what I found is that no matter how much you are likable or persuasive or whatever it is, if your intent becomes known that you are just trying to get something from someone or (inaudible 8:48.6) transactional you know they say, the sun and the truth will always come up you know. So eventually you will get found out and it will do more harm than good. It may not happen today, it may not happen tomorrow, but you know, you look at people like you know, Bill Cosby you know, incredible human being for so long and then all this dirt he has been doing for his whole life comes out. His whole literally, his entire legacy destroyed because he you know, used his power and his influence for you know, bad reasons. So I would just tell people there really is no difference besides your intent. You have to be the first who regulates what type of human being you try to be in this world. Jeremy Reeves: Yeah, yeah, definitely. I even have a story that I was -- because I have been doing a lot of relationship building this year and the one guy, I met him at San Diego and then I emailed him and I am like, Hey, you know, we should hop on the phone, blah, blah, blah and he originally thought that I was doing it to like, oh you know, what can you get for me you know, like what clients can you refer to me that kind of thing, and I am like no dude, I just want to like hop in the phone and you know, just kind of catch up you know, we live across the country, I just want to you know, have a conversation and we did. And then he ended up inviting me to his yacht party in New York city where I actually met you know, new clients. Arel Moodie: It is so perfect. Jeremy Reeves: It was funny though, like it really hit me because when we were on the phone. He is like, oh, sorry I was a little bit you know, standoff, and he is like, I have so many people that do it just to get something out of me. He is like I love the fact that you did it in a genuine way and just were vulnerable, just you know, kind of free yourself out there. Basically he responded not really in a negative way, but in kind of like a brush off kind of way and I was like, dude, what the hell kind of respond was that? Whereas, I think, if I was going after him in a transactional way you know, I would just be like oh well, you know, whatever like I would not even said that you know, versus -- I said that because of the intent that I have which was basically just to get the friendship going and you know, just to kind of catch with him you know. Arel Moodie: (inaudible 10:54.4) I have a really good friend who is a high-powered executive out of a very, very large you know, organization and you know people are constantly (inaudible 11:01.3) for his time and you know, I was lucky to speak on the same stage with him and we just started talking and we built a pretty good friendship. One time he called me and I was in the middle of kind of having one of those things were people would just reaching out to me for (inaudible 11:12.9) and I was like, I am waiting for like why is he calling me? Does he need something? And then I was like, you know, I messaged him, I said, you know -- I really appreciate you just reaching out to me just to connect with me. He is like man, I know -- he calls it donor fatigue and I thought it was such a great way because people are kind of always to get you to give something to them that the donor becomes fatigue with it. Where someone if they genuinely want to connect with the person, there is no hidden agenda, no ask, the thing that is hilarious about it is exactly what you said, is what will always happen. The clients, the success, it is a byproduct of a genuine intent, but as long as your intent has a hidden agenda, it will be sniffed out you know, people are going to smell smoke and you are going to be gone. So, it is so important when you look at the concept of relationship building to realize this really is a long term strategy and you may build relationship with 10 people and 9 of them nothing happens, but 1 person could be the reason why you go to White House and (inaudible 12:09.8) right? Jeremy Reeves: So what would you say you know, everybody listening to this. We have our own personalities. We have our own kind of ways of communicating with other people, reaching out or kind of like the first time we reached out to them or you know, to existing relationships. Let us get into more of like, some of like the you know, the more of like tactical ways to actually be more likable you know what I mean? And use it in our marketing you know what I mean? And I guess you can kind of take the direction of it, but you know, whether it is for something like writing emails like how do you be more likable, more person personable in something like you know, kind of cold media like that emails or whatever or if it is for creating connections more of like a personal you know one-on-one type of thing. Arel Moodie: Yeah. You know, the funny thing is, a lot of people tend to when they are either getting started and you know whether it is email marketing or whatever it is, building your persona (inaudible 13:10.9) they get so caught up and you know, saying the right thing and doing the right way that they actually run away from what makes them who they are as a genuine intent. And what I tend to find is that when people actually come to (inaudible 13:24.0) with their own particular story that they become really good. Like if you look at people who are doing it well like the (inaudible 13:29.1) their personality is completely infused into their language. They are not writing what they people want to hear. They either crystallizing or they are like polarizing. I heard this straight (inaudible 13:41.6) You know they either say like if you do not like the way I am saying it like that is great, like I am going to polarize you and you are not going to like me or you are going to really resonate me, you are going to crystallize me. So what I would encourage people to do is look at what makes you uniquely you and the way that you find that is simply by saying, why did I want to get into this internet marketing in the first place. Like, what was it for me that was my personal story that made me say, this career, this you know, journey is what I want to take were you are going through divorce, were you going through a bad job you know, is it that you are stump with whatever it is. What was it that made you actually say, this is the thing that I want to do and then use that as your personal story. Infuse that concept and that languaging in what you do. So for me, the way that played out as a specific example is I grew up in the projects in welfare in Brooklyn, New York, right. I mentioned that almost every single time I do speaking engagement, in interview because that is part of my personal story like I want to be known that this where I started from. This is what I came from, but I wanted to make a difference. And for so long I ran away from it because I was kind of ashamed of it. I did not want people to know. I did not want them to like, categorize me, but when I ran towards it, it actually became like, wow, I get to become in theory, the American dream, right. So that is uniquely mine. Like there are other people have a big -- they are not uniquely me. So instead of running away from it and hiding it, I brought it to the forefront and there were a lot of things that made people feel uncomfortable, they are nervous or like, I do not want people to think I am weak, but those are actually the items and things that will make you more real and more connected you know. If you are dealing with depression and you know, started doing internet marketing to like get yourself out of it like talk about that and infuse that in the messaging you send to people. It is actually not going to make you look like a loser or look like someone who does not know what they are talking about is going to make the people who crystallize though. This person is like my girl, my God. And a polarize people they probably not going to work with you anyway so you want to get rid of them. So really going to what makes you you and discover that by asking yourself what made me want to go into this and use that as the way it kind of infuse it in everything you say and everything you do. Jeremy Reeves: Yeah, you know what, I love that and I cannot tell you just from you know, having you know, email subscribers, they go and email, they listened to podcast. My kind of story like, my thing that I watch onto is like the family man you know, that is my persona. So I am always talking about you know, my wife and my kids and you know, on my about me page, like my whole story of like why I get into this and it was because of a promise that I made to my wife you know, she essentially -- you know, I be able to you know, support her like she is always wanted to be you know, stay at home mom when she is. I can actually hear them walking around upstairs right now. But you know, so that is kind of my story and I cannot tell you how many people have emailed me and said like, oh my God, they resonate with me so much, I am in the same way or you know, whatever like that is my dream too if they are not there yet you know. So that is all true you know and just stories are so powerful you know. Arel Moodie: And I love what you are saying because when I teach people how to become professional speakers, I teach them what I called, your X-factor right. So what happened is like, because really, if you look at it, all internet marketing, it is really hard to differentiate yourself on content alone, right. I can get content from a thousand sources, but why I am going to want get my content from you and if I am someone who values family and if I am someone who values you know someone who has ethics and morals and then I come to you and I see you doing all of the internet marketing stuff really well which you are and you are making me realized that I do not have to be scummy sleazy person that (inaudible 17:30.2) value like you know, really important things. I am going to feel more comfortable and connect with you and your information may not be that (inaudible 17:40.4) different than someone else or in maybe, but I would not even know how to get there unless I can first get pass that initial barrier do I look like this guy. And I like you because of your storey and I think the more we grab hold of it, the more it actually becomes what makes people say I want my info. I want -- you want to be a part of this person’s tribe. Jeremy Reeves: Okay. Yeah, you know, there is, you know, an old marketing (inaudible 18:03.30) you know, people buy from other people they know they can trust you know what I mean and they have to you know, the like is the second one in there and trust, which comes from liking it you know what I mean, because usually, you know, you trust people that you like and you do not trust people that you do not like you know what I mean. Think of the, you know, the whole political thing going on. Arel Moodie: We will not go into that. Jeremy Reeves: (inaudible 18:22.2) Arel Moodie: The whole political -- I mean you either hate Trump. You hate Hillary. You do not like them. You love them. You know, it is a very few people kind of straddling the fence with these folks, especially -- Jeremy Reeves: Trump. Arel Moodie: Yeah, I mean especially. I mean, I do not think I have ever seen such political melee. Jeremy Reeves: Yeah, you know. It is pretty rough. Arel Moodie: But I think that genuinely speaking, and to get clear on the idea of likability you know, likability is not being fake, it is not a popularity contest like for you. You are not faking that you have a family. You are not faking that you know. It is not like you are making it up like it genuinely is who you are which you decided to do a simply leverage it as a tool to help people realize like you want to change lives. You want to make people do things for the better. You do all these great research and testing to make sure you have a good content. Now you layer in the family side to it and it kind of puts a moat around you that when you look at someone like you know, a single young guy for example. They just do not have your X-factor. That X-factor is what is going to make people say, I want to keep coming back then the content being good you know is what keeps them you know, stay. Jeremy Reeves: Yeah, definitely, definitely. I love that. So let us you know, think about when you are first reaching out to people you know, because like once you get people you know, what we have been talking about was like people kind of come in to your world and then they find out about you and all that kind of thing, but you know, you have been able to really leverage a lot of different things. So, and I am sure there was a lot of like kind of let us just called it cold outreach you know to that. So how do you use some of the principles that we have been talking about to someone who has never even heard of you before? Arel Moodie: Yep, you know, the biggest thing is kind of -- I do not have official term for it, but I am going to make it up as I say it, I called it kind of the ladder technique if you will. I wish I could say you know, in the beginning of my career, I went here. I was in Huffington post and Forbes and like. It was just (inaudible 20:24.4) like I wish I could say I went from an unknown guy to you know, getting these type of relationship and deals, but what will you do is you use a really good strategy of leveraging up. So here is a great example of how it works. Let us say you live in Los Lunas, New Mexico -- I am making this up right, it is a real place, but it is a small town, right. It is unbelievably easy to get into the local media in Los Lunas, New Mexico. There is going to be local newspapers. There is going to be local t.v. stations, right. So it can be like you know, let us say someone is teaching people about -- give me a random subject that (inaudible 21:04.0) maybe somebody in your tribe is like teaching people how to do. Jeremy Reeves: Automated webinars. I have a product coming up for next week. Arel Moodie: Alright. You contact the extremely hyper local news station magazine, t.v. station in your local area, right. You know, webinars are the key to the marketing future. I love to write an article, but the interview about on why webinars are the key to business in success in 2016 and beyond, right. Like when people only realize about media is they need your content before media and this is really big right. Before media was like a printed newspaper. It was a limited amount of real statement and that was it, right. Now, it is online where the more media you have, the better. So Forbes is posting maybe 60,000 article a day on their online site, right. So they are constantly needing new info. These local places are (inaudible 22:03.4) maybe it starts as a blog, maybe it starts as whatever, right. So we talked to these local folks, you let them know about the benefit of how you can help their readers right. We talked about like let me tell you about my launch, right, it is not bad. How to use webinars to grow your business. You get featured in that local media, right. Then what you do is you leverage that local media into the next immediate spot. So now I am in the local Los Lunas business journal. So I contact ABC 7 and say, Hey, I just did an article with Los Lunas business journal on why webinar is the marketing of the future. I love to come on to your show and talk about this in person. So it is a different medium, but I am using the original thing I got as my kind of ladder up to next one. And then when I started doing is using you know, good branding. So for example, I was featured on small town in Benton, New York. That is where I went to college and we were featured on the Fox News at Benton, New York, right. So instead of saying I was on whatever it is WWCCCBJ of Benton, New York. I was like, I was featured on the Fox News because it is true, it is an affiliate. So now I am leveraging a bigger brand that is connected with that affiliate and I am using that branding to leverage in to the next one and into the next one. So the key is to actually not start so so high, but to start with a very hyper local and even if you are in like New York city for example our major player your county or your neighborhood probably has some type of media outlet that covers just the area then you reach out there first and you leverage up from there and then eventually you are going to get yourself an opportunities that like blow your mind and then you can kind of almost start mentioning those smaller local ones and (inaudible 23:43.5) bigger ones and then once you get into a bigger one, it is a lot easy to get into you know, other big names. Jeremy Reeves: Yeah, I love that. And it is actually -- it is actually funny because you can use that you know, what do you called it, the ladder? Arel Moodie: Ladder. We just call it that, that could be something else right whatever. Jeremy Reeves: Yeah, whatever. The ladder strategy. You can use that in so many different ways so like if you have a funnel that is converting really well and you are looking for affiliates you do the same thing you know, go out with people that are kind of C players. Get a couple of them to promote. Then you go to B players and say, hey, you know, these players, you know, these people already promoted, they are getting whatever you know EPC you know, that kind of thing and then you get a couple successes with the B players and you go to A player you know. Arel Moodie: Right, and what is cool too is that if you really look at angles right, so for example, Instagram shout-outs, I find that for social media to be a great way to get followers for example you know, I am doing fitness and I say, Hey, I love fitness check out my awesome friends who has got fitness, right. So let us say you only got like 100 followers right, and someone else has you know, 200 followers and you say, hey I want to shout you out and you get them you know, 15 new followers right. I cannot do math, right, but you can say we increased their followers by 20% or 15%. Now mind you, you are only going from like easier numbers, 100 to 120, but to say you increased their followers by 20% is completely true. So when you reached out to a bigger player and you say, hey, I have been able to use this (inaudible 25:09.7) by 20%. Jeremy Reeves: I see where you are going. Arel Moodie: Then (inaudible 25:12.4) oh my God, this is pretty cool. Let me give it a shot. Then he get that bigger player and he say, we got this bigger play that -- and then it just you just ladder up. Jeremy Reeves: Yeah and then in the meantime you are getting them to shout-out to you, so then you are increasing your followers so then you know, to kind of just keeps going at it. Alright, cool. So that helps. I mean I think we covered both you know, both kind of cold and you know warm. How do you use this for things like social media you know. So like we are kind of -- I mean you know, social medial is kind of part of your funnel depending on how you are using, but you know, but have you used it to you know, to kind of grow that aspect of your business Arel Moodie: Yeah, you know, I am very similar into what you are saying. My family is very important to me (inaudible 25:58.8) my baby cry a couple of months ago. I have a beautiful wife that stays at home as well which you know, we are very honored and lucky to be able to do. I have 2 sons. They are very big part of my life. So when I am hosting, I am posting about my family on social media as much as I am talking about the business things that I am doing and a lot of times you know, it is like if you post too much you know, buy from me, buy from me, buy from me, buy from me you become a spammer and people do not want to talk to you. If you never say buy for me, the people forget that you are even selling anything, right, but if you have this great combination of let me let you win and not let me just let you win on I am on a yacht in (inaudible 26:37.9) welcome to my personal life, right. A lot of people do just that but you know, posting about -- let me say this really funny thing about my son, crying at the mall in front of everyone and then here is the marketing lesson that I learned from it then you know, it is not important what other people think, it is important what is the greatest goal is. Like for me, if my kids are having a temper tantrum, I am not going to give him a lollipop just so that people stop looking at me and take him away, you know, a lot of (inaudible 27:03.8). Jeremy Reeves: A lot of people of would. Arel Moodie: A lot of people of would. I do not want to look bad. Give him a lollipop, and I am like, No, like I do not want you to think that if you cry you get your way and I do not want you to think if I say, you have 1 lollipop you are going to get 2. It gets a larger lesson. So you can talk about this like, here is my son crying and all these people looking at me, but here is a larger lesson. So as long as you start sharing more about your personal line but then kind of doing a looping back into how it furthers your business, you connect to people to who you are as a person which makes them keep believing you, trusting you knowing your life can give, but then it also furthers your business goals. So I highly encouraged people to look at their life and say, hey, are you really into archery. Are you really into knitting you know, whatever is the thing that you are into and bring that into your actual messaging so it is not just you know, black and white you know, AB test and (inaudible 27:55.7) because the stories are what we care about like if you read a textbook, you are going to fall asleep, but if you read a you know, John Grisham novel, you are alive throughout the whole thing. So the key is to build those stories of your personal life into it and what is cool is you start actually looking around. Actually, when bad things happening to me in my personal life, I am like awesome, this is going to be a great story. Nothing really is as bad as it once was because it all has a leverage. Jeremy Reeves: Yeah, yeah, that is awesome. So one final question is a lot of people are probably listening to this and you know, it is hard I do not know if you have ever tried to write a sales letter, selling your own thing, right. It is harder or done really trying to sell yourself like it is harder trying to sell yourself than somebody else. So a lot of people listening to this are probably thinking, oh there is nothing special about me, right. Everybody thinks there is nothing special about them and then you talk to them and they are like, what is wrong. You are like an amazing person you know. But like we all have this kind of like cloud that keeps us from seeing how amazing we really are, right. So how do you help people or what are some tips you can give people to like find you know their X-factor? We just call it. Arel Moodie: I was talking to one of my coaching clients yesterday literally about this exact same thing. He is a guy who want to be a speaker and I was like you know, why do you want to be -- you know because -- I gave him every title thing to do and he still was not doing it and I am like, dude I am giving you the freakin -- do it, right. But it was a mental block because he was like, well, I do not really see how I stand out. So I finally started asking him about himself and he told me about you know, how he (inaudible 29:38.4) going through the suicidal things and his girl left him and now he has wife and he is so happy and I was like, do you share this story and (inaudible 29:45.3) like no, I do not share it. And I am like, what are you thinking, right. So the very the first thing I would say is you know, this is why mentorship and coaching is really so important. It is not necessarily because me as a coach, the only (inaudible 30:01.3) work with me is because I know things you do not know. That could be part of it but the other part is we are sometimes so close to the trees we cannot see the forest. We need to talk and not just talk to like your best friend or your wife or your husband who do not know this world, but someone who is in the world who can go, oh my God, this is important. So I am a big fan of coaching. I do coaching. I go to coaching, it is very important. The second thing to consider is -- I heard this from, (inaudible 30:27.6) those are really good, right. He said, imagine you are your own client. So step out of your body and imagine -- it is not I am writing about me, right. It is I am writing about Arel Moodie client. What has Arel Moodie my (inaudible 30:43.9) so you are almost 3rd person yourself. So instead of looking at it, what have I done, you would say, alright, I have been hired by Jeremy Reeves and I have to do this. What am I going to write about for Jeremy Reeves and you look at them almost as a separate person that you have to write for and you become a little bit more objective about it. So one, get outside perspectives from people who know what they are doing who can literally cut through a lot of your (inaudible 31:06.4) because so many people like you said, are so incredible and they are like, oh I have not really done anything and then it is like what world are you living in you know. And then the second thing is the kind of almost like transcendentally step out of your body and hire yourself to write the copy for you and you will actually find it is a little bit more objective as long as you stay away from, I am talking myself it is weird, no, I have been hired by Arel Moodie and I have to make sure Arel Moodie is the happiest client I have ever had. How do I blow up what he has done and it is really helpful to do those few things. Jeremy Reeves: Nice, yeah, I love that. And I very much agree with the whole coaching thing. I have talked to people like my own coaching clients and they are like, oh I cannot figure this out. I cannot figure them, I am like do this you know, and then it is like, okay, done. And the same thing with me you know, I hire coaches myself and I have had, I have had instances where I am sitting and looking at a problem, I am like, Oh my God, I cannot figure this out, and then you know, I say, hey you know, come look at this and they were like, well just do that, it is like, how did you not see that you know. It happened so -- I mean almost every single project that I have with clients has you know, that in there at some point where it is (inaudible 32:19.6) why don’t you just do this you know, it is like so simple and obvious but -- Arel Moodie: And that is worth everything honestly because -- I mean I had situations where I like to crack my brain about you know, well how do I break into this market or how do I do this and I have one mentor who has been my mentor for 10 years now and literally 30 minutes with him shed so much like so for example, I have (inaudible 32:45.7) who teach people how to become professional speakers, how to get paid to do it right and I love it and I am having this conversation with him and my mentor goes, well, have you ever thought about teaching people also how to speak? And I am like, well, I mean yeah, but not -- it feels like, there are so many people that want to learn how to speak and it was such a simple idea, but I was so caught up and just teaching people the business out of it that I never thought about also teaching them kind of the art -- the how to be a great speaker. And so now, I am working on that product as well, but literally it was just one question and I just never -- it just was not on the radar you know. Jeremy Reeves: There is -- have you ever read a book, Obvious Adams? Arel Moodie: No. Jeremy Reeves: You never read that? I would highly recommend even giving it to your coach and clients and I know everybody listening to this, there is a really good book, it is like 30 pages. It is just tiny little thing but yeah, look for I forgot where (inaudible 33:37.1) it was a dollar somewhere, but yeah, look for it, it is called Obvious Adams and it is about that, it is about like you walk around and like think of all inventions basically. I just saw one the other day and it was for a tape measure and you know, a lot of times especially if you are doing like a bigger project, you have the tape measure and you have like 14 other tools here and it is like, you are like, you know, going like this and like -- it is hard to get the measurement and all that. So they made it so that all you do is get a laser pointer and go like this and it tells you how you know, the distance and I am like, oh my God, that is so easy like how did no one ever think of that, but honestly, I mean most inventions are like, oh my God, how you know, there is one for umbrella you know, the way that it -- I forgot the way that it close so like, because you know like the water sits on top and then when you close it the water comes flying down and it did like the other way you know what I mean, like it just close (inaudible 34:33.7) I am like, oh God, you know, but yeah, those are kinds of the -- but nobody sees it you know, and that is an entire world not seeing it. Arel Moodie: You know what, I will say this because I think it is so important to see -- this has showed up in my life over and over and over again I do not know if this has showed up in your life too, but a lot of the things that actually change your business are not these huge really complex things, it is these little simple ideas. You know in my professional speaking where I will never forget this. I mean it is so simple, it is stupid, right. Like in the very beginning of my career, I was charging like $500 for speaking engagement right, like really low right. And I was speaking to someone who said well, what does the market typically charge? And I was like, what do you mean? Like so for example, I want to buy a brand new Toyota Camry. There is a concept of what a brand new Toyota Camry cost, right. I never thought about it, I was just like why do I feel comfortable charging people. And then at that time, the market I was speaking was like, Oh, they are used to paying $2,500. So he was like, alright start charging $2,500 and I was like that is ridiculous. No, if that is what people want to pay, that is what you should do. And so literally, I started the next conversation $2,500 and so I am like 5 times my speaking engagement and now you know we are doing $10,000, $20,000, $30,000 presentations but when I was doing $500 I could not have imagine like anything more than that because I was looking it from my own perspective, but the simplest thing of just charge of what people are used to paying for it, 5 times the business and then you know, whatever 100 thousand times of business now. But it is so simple thing, I was not necessarily speaking any differently, I was not doing anything differently. I just made that one little tweak and has had a huge changes. So a lot of times when we are looking at our business we are always trying to overcomplicate it. We are trying to make it so much more difficult than it is, but sometimes these little simple changes could mean the greatest return on our business and our investments. Jeremy Reeves: Yeah, yeah, that is, you know, even when you are you know, when I am split testing copy you know, it is always like the biggest leverage that you have is the big idea, the headline you know, like in the lead you know, the first page or two of copy you know and you can quadruple a sales letter with 1 new page of copy out of 20 you know what I mean and it really is are just the big you know, the big idea like there is one -- the big idea, it was a financial newsletter and you know, the whole like idea of it was the end of America. So it was about you know, America losing its currency reserve status or like the you know, it is the world currency or whatever and that was like the big idea and then they have all the facts and all that to support it and you know, that kind of thing, but that is you know, that is all it is just about you know, an idea you know, and you could be sitting there for a year and nothing comes and then just comes and it is over with you know, game over you won. Arel Moodie: Yeah, yeah. So you know, I really encouraged everyone listening to this you know, with your business, a lot of times (inaudible 37:28.7) or overcomplicating it. You think it’s this -- I think people think like to be a successful entrepreneur or internet marketer you got to be in this lab and there was like doodles all over the wall and there was like a beaker with like green liquid going over you with a smoke come in and that is only way in your split testing like should I use the letter A or the letter B and then in real life a lot of people -- I remember I got to speak at super conference which Dan Kennedy and Bill Glazer did and they were very big in this world and what was hilarious was I remember Dan Kennedy said this, I thought it was so brilliant. He was like a lot of the copy that (inaudible 38:05.9) the way he was doing copywriting for clients. He was like, a lot of the copy that I write for clients, I could literally give to them in a hour, right. I could write in an hour. He was like -- but I would make them wait like for 4 weeks for it, because in the client’s head it is like, they imagine him like going over each line and deleting it and re-editing it and like mailing it to himself and opening the mail and going, that was not impactful enough and he was like, if I gave it to him in an hour they would not value it. So I made them wait 4 weeks so that they can appreciate it and I was like you know, it was not just about the copywriting, it was just such a like the mental thing that we think it is this like really complex difficult process (inaudible 38:46.6) we can really just streamline it and get down to little things like you know, like you said, the title right, like my squeeze page, like this is little simple things that can make all the difference and then when you find it, it just kind of keep going after it really, really hard. Jeremy Reeves: Yeah, yeah, definitely. I totally agree. Hey, I had a blast on this conversation. It was definitely like it is you know, we usually talked about just like, oh, this marketing strategy, this marketing tactic you know that kind of thing. So it was a good -- it was a good like kind of you know, forelay out of that and into more of like a softer type of approach you know, but the funny thing is if you really nail your story I mean, I talked about you know, stories and you know, kind of you know, basically a lot of stuff you were talking about with like ability doing that in copy and if you really nail that, that can change the whole you know, the whole game. I cannot tell you how many letters I have written in you know, the beginning of the copy was a story you know what I mean. I am actually writing one right now. You know, the beginning it is like you know, it all started in 2008, that is the first line you know, dot, dot, dot and then it kind of goes into it you know. So you know, I love it you know, I think it is extremely valuable. So my last kind of question is, is there anything that I missed you know, any topic or anything you want to cover that we did not get to cover over the last (inaudible 40:10.3) how long it has been 40 minutes or so. Arel Moodie: You know, I think this was pretty, I mean, there is obviously tons of stuff you know, I would highly encouraged people you know, I think right now, at the recording on this episode, we have over 100 episodes of The Art of Likability you know, we put our episode every week. I mean literally, it is something that I do not think I could ever cover you know, in my lifetime. So there are tons of stuff, but the key thing is to realize that no matter what you are doing, who you are right now, you do have a story to tell and you do have a part to share to the world and if you know, someone I admire is that you know, do not be a diet version of anyone else. Be an original you, you know. Like do not listen to this and become I would become a diet Jeremy Reeves, right. Do not be a diet version and like, use this information and model it to be an originally you and that is always going to work better in everything you do. Jeremy Reeves: Yeah, it makes you happier too you know, it is probably within the last like 2 years or so that I really started just being myself and you know, I have lost friends you know because of it and it is just like look it is just that we do not you know, we are just not really compatible anymore you know, and it was like before I was kind of just -- there is one guy I am taking up right now -- but it was just you know, we did not, it is not like that I do not like them you know, it is just look, you know, we are in the different things, were you know have different views on things you know, it is just kind of you were like, it is those things were you kind of just like in it like just because that is what you have been doing all -- you know what I mean and you know, then one day came, I do not know, it was 1-1/2 years ago something like that and I am like just, I do not really want to hang out with him you know, and we broke up. But I mean, it is so freeing when you really get to know who you are and I just -- core level and you can just live your life as you, you know, versus like you know, who Facebook wants you to be or you know, the people on Facebook or who Instagram -- your Instagram followers expect you to be or you know, even you know your wife expects you to be you know, just you you know, I mean wife, she should know like the truth you know, but maybe that was not a good example but -- Arel Moodie: I called it senior citizen confidence you know, if you look at really old people, they do not care. Yeah, I mean they walk around looking crazy, they will have shoeboxes for sneakers and they literally could not care what you have to say about that and it is like this is how I felt -- like I am like how did you get out the house dress like that or look like that, but I am like that person has what I want right. They have got the utmost confidence and unfortunately, most people do not get there until they are senior citizen, and I would encourage everyone to have senior confidence right now regardless of how old you are. Jeremy Reeves: I can give you an example of that actually. I actually -- I forgot if it was the last time or the one before, but I was going fishing right and I had this you know, I had all my get up on and I looked like the biggest dork in the world you know, and I purposely put a picture of myself on Facebook and then I would like to say like, look I looked like such an idiot you know, for that specific purpose of what you know, who cares you know, like most people they are all laughing like it is not -- they are not laughing at you and even they are, who cares you know. You should not be friends with them if they are, you know what I mean. So I would highly recommend -- I do not have a word for it but like purposeful you know, embarrassment or humility you know or whatever you know, shaming yourself on purpose to gain that confidence and realize well, okay, I did that you know, I fell in front of the whole bunch of people, who cares, everybody falls you know what I mean. You know, I lost a project you know, I am having a hard time with my finances. I got you know, I got overweight and you know, I look bad -- you know, everybody has been there you know, most of us. The actual reality is you know, way, way, way less in reality than it is in your head you know what I mean. Arel Moodie: I will give everyone listening a bonus and this is -- I mean this is -- if you really get what I am about to share with you, I promise you everything transform in your life from this point forward, but everything you do. The only thing that has power over your are the things you are ashamed of. If you are overweight, but you are not ashamed of being overweight, no one can make fun of you for being overweight you know. If you are dorky and you like Pokemon Go or you like (inaudible 44:41.5) like with all of your heart and soul, if you do not feel ashamed of it, no one can make fun of you for it. When someone makes fun of you and it hurts you, the only reason why it really hurts is because they are ashamed that you have been connected to that and if you can get to the point like you said where -- again, most people do not get this until the end of their life and I read this really great article about hospice workers and you know, what they would hear from people who on their deathbed what they wish they would have done and over and over and over again they would hear that I wish I just would not have been myself instead of what people wanted me to be. And the only thing that will keep you from being who you really want to be is if you hold on to this concept of shame and the craziest thing about shame it only lives in your head. It only lives here like the stuff -- I used to be so shameful that I had a white mom and a black dad, right. I used to be so shameful that I was Jewish. I used to be so shameful that I was from the projects and once I let go of that, and then -- I would share with people and people like no one thinks that is a big deal. Really? Because I have been walking around thinking I was loser for so long, (inaudible 45:42.6) ridiculous things and what we find is most people are so caught up in their own world like I may care about like (inaudible 45:51.3) headline about this celebrity who is going to like a divorce or problem whatever and (inaudible 45:56.3) oh my goodness look what is happening with -- you know, so and so. And then I go on back to my life. I am not sitting here spending my whole day worrying about what Selena Gomez is doing and if you are and you are not a (inaudible 46:08.1) you know column writer, your life is really -- Jeremy Reeves: Yeah you got to fix something else. Arel Moodie: It takes a lot if you are like -- most people, they get their head and then they move on and when you get that it freeze you because the stuff that -- you can make huge mistakes as long as they are not like you know, breaking major laws or hurting people - - you can make big mistakes in your business and you know, how you interact with people and nobody cares. I mean if you look at -- I think the greatest example it is, is Robert Downey Jr. You know, years ago, he was untouchable, he was going through his drug problems and there is like hookers and then he became like one of the highest paid actors and like nobody cares. So it is all in our head and it is just the shame that we have and when we let go of the shame, we have full confidence and power. Jeremy Reeves: Yeah. Walk through a city and dance around like a monkey and then go home and see if you get online. I guarantee you won’t and I guarantee you, you know, a couple of those people that saw you are going to say, oh my God, I saw this dude dancing around like a monkey on the street and they will have laughs and nobody will ever remember you. And that is an extreme example you know. Arel Moodie: But it is so true, it is so true. Jeremy Reeves: It is, it is awesome. Well hey, man, I had a blast. I will -- everybody, actually before we jumped off, you know, where can everybody get in touch with you, you know, the number one thing is definitely everybody go and download The Art of Likability. Subscribe to that in you know, in iTunes or Stitcher you know, whatever you listen to, but you know -- Arel Moodie: Yeah, so the cool thing about my name, so my name is Arel Moodie and you probably see it in like the show notes and (inaudible 47:34.8) I am literally the only Arel Moodie in the entire world, right. There is no one else in the world with my name. So if you put my name in the Google, you could find all the articles that I have written in. If you put me in Facebook or LinkedIn, you can get connected with me on social media, but yeah, the biggest thing I would tell people is you know, get the podcast, we put out episodes every single week. (inaudible 47:54.1) we have a really cool reports so if you text the word awesomesauce it is 1 word, awesomesauce to the number 44-222 so the number (inaudible 48:02.8) we probably use internet marketing, I do not have to explain it to all the people here, you know, so text awesomesauce at 44-222 and we will send you a free guide on how to dramatically increase your likability in every situation that you are in. So if you are networking, if you are going to event, if you are at work it works you know, very well. So I encourage people to do that, pull out your phone right now do it, do not just listen to my words, do it. Text the word awesomesauce to 44-222 and we will send you that and literally I love helping, I love giving, this is why we do at all. So if I can be of service of anyway go to artoflikability.com. Leave a comment on the website. Hit me on social media. I will be happy to (inaudible 48:38.3). Jeremy Reeves: Sounds good. Yeah and all that stuff will be in the show notes. So if you already forgot, what was it? Awesomesauce, 44-222, man I forgot already. That is pretty bad, but yeah, hey man, it was a pleasure having you on and good luck with everything you do. Arel Moodie: Hey man, I appreciate in what you doing and keep doing as great.


18 Aug 2016

Rank #6

Podcast cover

5 Stages Of Market Sophistication

In this episode I walk you through the 5 stages of market sophistication. This is a copywriting principle and persuasion technique that VERY few people know about, and even fewer talk about. However it's one of the most important factors in the failure or success of a campaign, and a must-know for every marketer on Earth! Resources Mentioned http://www.jeremyreeves.com/ Want To Work With Me? Visit http://www.JeremyReeves.com or email me at Jeremy@JeremyReeves.com Enjoy! Transcript: Hey what is going everybody, Jeremy Reeves here with another episode of the sales funnel mastery podcast. Today, we are going to talk about something that very few people talk about and fewer people, actually no, I said that wrong, that very few people know about and even fewer people talk about right, and that is the 5 Stages Of Market Sophistication Market Awareness right. So this is -- this is actually from a book called breakthrough advertising by Eugene Schwartz right. It is kind of a classic copywriting book and it is something that -- is kind of the you know the backbone of everything that really works you know. When things work it is because you correctly identified where your market was at in their level of sophistication for whatever it is that you are selling and when things flopped it is because you did not quite hit the mark right. I will kind of you know, walk you through everything and you can think about where your market is, okay. So you know, back when Eugene Schwartz was you know, was alive and you know basically one of the best copywriters that ever lived. Essentially, you know, he introduced this concept known as market sophistication and it is essentially, it explains why certain types of approaches work for different products in different markets, right. As you know, different things are going to work for different products in different markets you know. I have written copy for oh my God, countless numbers of people and it is funny because will approach things differently even though it is going to a similar audience or a similar product, right. So I am in the middle of writing a promotion right now for Agora, right, which is the biggest -- I am pretty sure it is the biggest. I think they are around $300M, the biggest alternative health newsletter in the world right now right. So this is you know, basically, it is one of those companies that if you are copywriting you kind of get the chance to work (inaudible 2:34.0) you are like considered like the you know elite of elite you know kind of thing. So it is kind of cool you know going through the process of that and you know, it is funny because the process that we are (inaudible 2:47.0) and the hook -- we just finalized the hook actually this morning which is totally, totally bad ass. I am really excited right about it. It is funny because the whole process and the way that we are approaching this is actually different than I have done in a lot of other alternative health markets you know and even though, it is a very, very, very similar audience right and that is because of the levels of market sophistication, where they are advertising that kind of thing. They kind of (inaudible 3:16.1) marketing too and just what they found that works the best for them you know. There is a lot of different factors that come into play, so you cannot just -- that is why you know, templates are awesome you know. I have copy templates, they are one of my best selling products, but what I always tell people is you cannot just take the template and just reuse it exactly as it is. I mean you have to -- it is good for starting point like if you are not a good copywriter, if you do not know how to write copy or whatever. They are very, very, very, very good starting point, but you know, once you get pass the starting point you kind of have to take them and customize them you know to your audience you know. It is because of this right. So let me get into all these and so there are 5 levels of this. The first one is essentially you know, the interaction, right. So in this stage, the product or service, I am just going to say product for all these, but it could be service too. In this stage, the product is brand new. So think of the Ipod when it was first launched, right. It was totally in a class of its own, nothing else is like it on the market right. So in this stage you do not need to write a 20-page sales letter about every little tiny details that is going into the product. Your story here, the approach you are taking is the story right, about the innovation, not the details. You are convincing people that this is the newest and greatest thing because of how new and you know “cool” it is, right. So let me give you an example. When Steve Jobs came out with the Ipod, right, the headline that was used to sell the Ipod, it was not anything you know, insane. It was not I think grand or spectacular or anything like that. It simply said something along the lines of puts 1000 songs in your pocket, right. That is it. Puts 1000 songs in your pocket. That is very, very, very simple, but you know, no lengthy discussion was needed. The product was really innovative, it was the first of its kind and most people never would have thought it was even possible and it completely, as you know, it completely revolutionized the entire way that we listen to music, right. So that is all that was needed. What a lot of people do not understand about copy ready is that you have to write only what is needed and nothing else right. That is why people are always like, oh, you know -- I have actually had a lot of people come to me and they are like, hey, you know, I need long firm sales letter, I am like, hey, no you do not you know, because we can write this in a way that it does not take that long to make it you know, it is so new that the concept is so clear and so focused and there is not a lot of competition. All you have to do is just tell people it is there right, and make it a new thing. Put a story around it and sell it right. So that is level 1, the introduction. That is if you are basically coming out with something that is never before seen. There is a lot of this going on right now, the technologies phase and you know, all you have to do is just tell people what are those thing, that is it you know, you do not have to go into this big huge complex thing. Level 2, the competition craze, right. So as people begin to know more and more about your product and similar products come on in the market, you can think of this you know, think of Garcinia Cambogia right or really any weight loss supplement. When it was first brought to light which I think it was on Dr. Oz show, basically, everybody you know, it came out and it was just new thing you know, level 1 introduction. Oh my God, Garcinia Cambogia, it is going to help you lose weight, blah, blah, blah, blah, okay. And then it went onto the Dr. Oz show and it got huge, right, it blew up everybody (7:07.1) started selling it and you know, it is this new hot you know, amazing new supplement, it is going to help you finally melt off the ugly fat you know, blah, blah, blah. So when this first started happening, everybody was selling this and everything was very, very, very hyphy right. That is kind of like when you see things that are super, super, super hyphy that is kind of the level 2 thing right, because everybody has you know, there is a lot of competitors and they are all trying to outbid each other essentially with the results that you know, that is going to get people. So you might have seen a headline such as you know, this was not you know, the actual headline, but it could have been something like this simple pill melts off 10 pounds in 7 days or less, guaranteed right. That is kind of like a level 2 headline is you are talking about the results and how amazing they are. Another one might be a new 372 horsepower engine makes new Corvette the best bang for your buck, right. So it is like a new thing very hyphy, very bold, all about the results that you are going to get in a very dramatic kind of fashion right. The problem with this stage is that they only last for a little bit because then everybody starts saying the same thing right. Everybody starts saying, oh, it is going to help you lose 10 pounds, then this new competitor, oh, it is going to help you lose 12 pounds, oh now you can lose 12 pounds in 3 days you know. So it gets to the point where it becomes unbelievable right, and that is when it starts moving into level 3 and that is the unique mechanism right. Now I want you to pay close attention to this one and the next one because especially this one because this is where most markets are right now is level 3, the unique mechanism. So I want you to kind of pay special close attention to this one. So this is where good copywriting really comes into play. You kind of get away with level 1 and level 2. You kind of get away with you know, kind of shitty copy writing because it is still pretty new and really all you have to do is talk about the results whereas the unique mechanism is you know, this is where you really need to have good copywriting coming in because it is really where the best marketers are going to stand out and where we copycats are going to start to you know, they are going to start to disappear a little bit right. It is also the stage where the best actual products themselves begin to really shine and get a lot of momentum behind them because it is where people start talking about it a lot more. So in this stage, as you may have guess, you begin to talk about the unique mechanism which makes your product or service get such incredible results. So instead of, well I give you an example in a minute right, but so instead of just saying what they get, you are going to actually tell them how it does it, how it gets those results right. You are not quite shouting from the rooftop quite as much. You are going to bring down the hype a little bit in this one, but what you are doing is focusing on the finer details of exactly how it works, how it get those results right. So you are moving into the you know, into the phase of using more proof and research to back up your claims, but also digging into like the you know, the finer or inner mechanics of your product or service right. So here are the couple of examples right, so simple pill melts out 10 pounds in 7 days and then here is the unique mechanism by neutralizing carbs right, guaranteed and then the other one going back to the automobile one would be something like, new air induction secret adds 50 horsepower in under 10 minutes right, so it adds 50 horsepower in under 10 minutes well how does he do that, the new air induction secret right. For the simple pill, how does it melt off 10 pounds in 7 days because it neutralizes carbs right. It disintegrates carbs. It eats up carbs like pac-man you know. However you kind of want to describe it right. This is where -- this is where a lot of supplements are at this stage. We do tons of work in the alternative health space and this is where most of them are you know, it is kind of hard to find or sell a supplement where you are only talking about the results, right. You have to say why it get those results and talk about the ingredients, okay. So again, you know, this stage it is all about what makes your product unique and again, if you have a service, what makes your service unique you know, it could be how fast you get the result or how easily or why you are able to sell it cheaper because of some new material you discovered you know, something like that. Think of graphene right, that is being used in cell phones more so that is going to be one of the big new kind of things coming out because it is bendable, alright, well this one is bendable, well how is it bendable, with graphene and blah, blah, blah use this much and you know, there is this crazy new glass and you know all that kind of stuff, right. So then, the next level, is the feature frenzy, okay. So this is where you start getting into bigger companies. Again, most companies that you know people listening to this are going to be in that, probably, like 2nd to 3rd level. The 4th level is where you are starting to get into bigger companies you know. Think of like $10M plus or commodity type of products, things like that. So by this stage, there are so many options for people that choices are starting to get harder. Think when you go to the grocery store and you are -- I remember I was just, I was looking at M&Ms right. I went to get an M&Ms for, we are having a party, this is I do not know probably, 2 months ago. We are having a party and we were making these little dessert, it was like a pretzel and then I do not know you do something with it, some kind of, like a sticky type of thing, like a peanut butter or something, you (inaudible 13:17.9) over it and then you put an M&M on top of it, so it is kind of like a chocolate peanut butter pretzel kind of thing, really good by the way. So I went in to get M&Ms and I went into the you know the part of the store where they have all the candy and all that. There were, I forgot how many -- they were like 11 different types of M&Ms. I actually could not find it. It took me like 5 minutes just to find just regular M&Ms and I actually never even ended up getting them. I ended up getting mini M&Ms, but you know, I was just trying to get normal M&Ms and I could not find them you know. Same thing with gold fish or crackers or you know, any kind of cookie you know, there is like 9 billion varieties. So this is what I am talking about in that kind of stage, right. So in this stage, level 4, it is all about features, okay. So you want your product to be faster, cheaper, more convenient, and have kind of a coolness factor that your competitors do not. So think about if you create a comparison chart, you want your product to have several features that your competitors do not, right, that is you know, when you are doing comparison chart, it is kind of like if you imagine at the top, there is 3 or 4 different competitors, you are in the middle on the left, there is all the different features and you want the most you know, check marks in your column, right. That is kind of like what you are looking for here. So here are the couple of examples. Fusion ProShield Chill Razor with Flexball technology, right. So that is when I saw for shaving thing. So Fusion ProShield Chill Razor with Flexball technology, right. It is insane. Here is another one that I got, I was getting waffle maker. I am actually excited. Me and my -- well, I am making -- one of our kind of staple dinners that we have here is chicken waffle so we do you know, Belgian waffles and then we get like a whole roasted chicken and put it in the crock pot all day and then put some gravy in it and put it over the waffles, oh, it is so good, oh my God, I love it. In fact, this is actually fairly healthy for you too in terms of you know, calories like macronutrients and then I like to eat a vegetable or two kind of with it, peas usually. I know it sounds weird, but it actually goes pretty good with it, but yeah, it is actually good. Anyway, so T-fal EZ Clean Nonstick Sandwich and Waffle Maker with Removal Dishwasher Safe Plates, 2-Slice, Silver, right. So that was the headline on Amazon. So you could see you know, T-fal EZ Clean Nonstick Sandwich and Waffle Maker with Removal Dishwasher Safe Plates, 2-Slice, Silver, okay. That is an example of the feature frenzy. They keep piling on these weird features most of which do not even do anything. Same thing like vacuums you know, most of technology anymore. Even the new phones, a lot of phones are in this stage you know, like smart phones you know, it is like, oh my God, you know it has whatever you can dunk in underwater or whatever, that one is actually pretty good, but you know, most of the features on these new phones anymore are totally useless, but it is a new selling point you know, they move the headphone jack or whatever, it is like you know, it is retarded but you know that is kind of the level where we at with smartphones right now. So here is another one. At 60 miles an hour, the loudest noise in the new Rolls-Royce comes from the electric clock, right. So that is kind of the feature and that is actually not even the best example, I could have got a better one for that. That is actually more of level 5 emotional, I think. So you know, but the point is, in this stage, you want like a thousand different features, right. So if your competitors -- if you are in the stage again, probably not but you know, if you have a lot of competitors and you really cannot talk about results anymore and that is kind of getting outplayed then you start moving onto to the features okay. The next level and the final level is the emotional play. So the emotional play. Level 5 is all about emotions, okay. So basically this point, you are selling a brand. You are selling your brand. You are selling an emotional appeal, right, and that is really what branding is. Is you know, your brand stands for something that appeals to people in emotional level, that is what that is. If you think about Coke or if you think about you know, any of these big companies, they are selling emotions, right, and that is why they do not have long form sales pages anymore because they do not need them anymore, they already have the loyalty. All they are doing is just maintaining that brand you know, Coke, McDonalds, Wendy’s you know, whatever it is, KFC. They are promoting a brand. They want -- you want, at this stage, you want your audience to be part of something. You want them to viscerally feel some type of emotion. So think about buying a Ferrari versus a Rolls-Royce or a Bentley you know, they are roughly the same price, right, but think about what each of those brands how it appeals to different people you know. Think of how is going to buy a Ferrari versus something like a Rolls-Royce or a Bentley. You want them for very, very different reasons, okay. The emotional appeal is very different between those 3 brands. Also, think about something like a Harley-Davidson, right. Harley-Davidson, I mean honestly, their bikes are not really the best on the market, they are good bikes, but anybody who has a Harley is a die-hard fan, kind of like Apple, right. Apple computers I mean, honestly, you know, I am a Mac kind of myself, so I feel like I can say this and without you know, pissing too many people off, they are not that much better than PCs right They are really not you know. They maybe a little bit more reliable or whatever, but you know, when you really compare it, I mean, it is like you know, fraction of you know percent better than things you can get and honestly you are over paying for most of the stuff with Apple products. Most of the reason that people are such Apple fans is not because they are better quality, right. It is because of the branding that Apple does because people want to be different you know, they want to be unique and it is actually a little bit ironic anymore because Apple is so popular now that you are really not, you really do not standout when you have Apple products because everybody else does. So their whole branding thing, I think they have to start redoing it a little bit because you know, it is kind of getting a little bit outdated you know, they have been doing it since like the 80s or 90s or whatever it was and that was huge back then like standout from the crown you know, be different all that stuff. It made sense then, but I mean, when everybody is using it, really it does not matter anymore you know, and again, I am saying that as a you know, as an Apple fan. So I am fully suck into their marketing. I want you to just think about all these right. How do you put this into your business even though you know, none of us are going to be you know, doing any promotions based on this level 5 emotional you know, emotional awareness. You can still put it into your brand, right. You can still put it into your marketing by having community and having things that make people feel like they are part of something. I do it in my copy all the time, right. One last example. Think about the American Express Black Card right. So it is an “owner” to get one of these right, even though you have to pay something around $7500 to get it plus $2500 a year, plus you have to spend $250,000 a year on the card. So why would you do that and their interest rate is probably are not anything special. I know there is a lot of perks to it, but I mean, common, it does not, you know, it does not make out for what you are paying for. You have to pay $7500 just to get it for the privilege to have a credit card, and then you have to pay $2500 a year and you have to have a minimum fee right of $250,000 a year. Why, because of the way it makes you feel that you have an American Express Black Card right because you are special, you are unique you know, very few people can get that. I think it is like a half of 1% of people even you know, qualified for or something like that right. It is the same thing as a golf membership, right. There is a golf membership by our house. One of the nicer ones in the area and it is like, it is something like $15,000 to join, right, and then not only do you have to pay them $15,000, but you still have to pay every time you golf, you have to spend I do not know, $1,000 a quarter or something like that at the restaurant, at the country club, right. Why do people do that, right. I have no interest in that. I was actually going to get a social membership. They have a cheaper social membership, I do not play enough golf to even come remotely close to justifying the $15,000. I like to play golf like a couple of times a year, but I was going to get a social membership, but then I realized, I mean we barely even go there anyway, so there is really no point, but you know, why are people join membership so much like golf membership, country club so much, it is not because you know, it is that good of a golf course or whatever, it is because they can tell people that they are a member there. That is why. Same thing with cars. Same thing with giant houses you know. It is the same thing regardless of what you buy. If you are buying something that is way above you know, it is like the high-end of things. Any kind of high-end products or service, you are selling emotions right. I mean, really, you are selling emotions with anything you sell, but you know, especially when it is the high-end of you know, the price range. You are selling emotions and you cannot forget that in your marketing right. So anyway, what do you with this, right. Because there is no point in understanding market sophistication if you do not anything with it, right. So the first thing is you know, number 1, if you are looking for a copywriter, make sure they know this because it is really important and very, very, very few copywriters even know -- they would not even be able to tell you, you know what these various stages are, and if they do not, do not hire them because the first thing that we do when we start a new project with the client is determine what level their market is at and then because what happens is let us say that they are level 2 about you know, the simple pill melts off 10 pounds in 7 days or less, guaranteed right. So let us say that they are there, but you are trying to sell you know, a feature frenzy you know, you are trying to sell them on all the features. That is not going to work because they are not at that level yet, okay. They are at a different level, okay. Same thing with the buyer’s journey you know, I would not go into this. I will do a separate podcast on this, but you know, there is 3 levels of the buyer’s journey. There is problem awareness. There is a research phase and then there is a decision phase, okay. If you are trying to sell them, just think of that one as warm or cold, right. So they are cold or brand new. They need to be educated, right. If you are trying to give them the solution when they still need to be educated, you are not going to sell anything. If you are trying to get them educated when they are ready to buy, did it ever have that happened to you when you are ready to buy something and somebody over sells you and tries to educate you too much, tells you (inaudible 25:53.8) things and then they say something, and it is like, Oh, well, I do not even need that. Did it ever have that happened to you, it happens to me all the time. They are basically you know, like kind of under selling you or you know, false selling you or something like that, but you know, essentially, they do not understand your needs. So you have to first understand -- think about your market which you know, which one, what level are they at, right. What stage are they at and then you have to focus your copy around that stage, okay. Understanding what level that they are at dictates everything that you do. It dictates every strategy that you come up. It dictates how your copy reads, you know. So figure this out first and then if you are doing your own copy, figure it out and then make sure that your marketing message match up to the market sophistication level that your market is at, alright. So that is it for today. Once again, you know, as always, if you are enjoying this episode, make sure that you are sharing it with your friends, colleagues, family you know, whoever you think would like it you know, twit it out, Facebook it you know, whatever you like on social media and make sure you leave us a review. Remember we are giving our Conversion Cheat Sheet. It is a course I used to sell for $77. I am giving you that for free when you leave a review. All you have to do is just email us at support@jeremyreeves.com after you do that and as always, if you want to get in touch about working with us, I have I think probably 80% plus of my clients actually listened to the podcast. A lot of you guys are reaching out to me to see how I can help you with your funnel. So if that is you, then reach out and we will see you know see if it is a fit. Otherwise, I hope you have a fantastic week. I will talk to you soon and we will see you next time.


13 Jul 2016

Rank #7

Podcast cover

Eric Siu On Growth Hacking Secrets

In this episode, we chat with Eric Siu about growth hacking!. Eric is a badass when it comes to growth hacking and how to implement little-known strategies and tactics into your business to spur new growth. We discuss everything from CRO, to ninja paid traffic secrets, and everything in between!   Resources Mentioned conversionrateexpert conversionxl.com growtheverywhere.com growtheverywhere.com/marketingschool Transcript Jeremy Reeves: Hey what is going on guys. Jeremy Reeves here with another episode of The Sales Funnel Mastery. And today, we have on the line, Eric Siu. Eric is the CEO of digital marketing agency Single Grain which has worked for Fortune 500 companies. It is a pretty big one such as Sales Force, Yahoo, and Intuit. And what they do is they help to scale the revenues using a combination of SEO and advertising strategies which we are going to talk about that today. He also owns Growth Everywhere which is a marketing podcast where he dissects growth levers that help business to scale. He has had guest from -- on the podcast from Echo Sign founder, Jason Lemkin; Eloqua co-founder, Mark Organ, Andy Johns, (inaudible 1:01.4), Facebook, Quora, and Twitter and a whole bunch more. He also contributes to Entrepreneur Magazine, Business Insider, Forbes, Fast Company, Time Magazine, and more. By the way, if you guys are not listening, he also does a podcast with Neil Patel, it called Marketing School and I listen to it every morning. I also highly recommend that you guys listen to that as well. So Eric, how are you? Eric Siu: I am good man. Thanks for having me. Jeremy Reeves: Yeah. It was a pleasure getting you on here. I think we can have a pretty fun conversation. What we are going to talk about for everybody listening is basically what is working now because Eric is kind of like me you know, we do a lot of similar things and he is -- he is kind of dabbles in a lot of different areas, so he knows what is working in a lot of different industries and a lot of different parts of the sales funnel everywhere from getting the traffic to actually making the traffic convert to making -- helping people become repeat buyers and you know, and raving fans that kind of a thing. So we are going to kind of walk through that process, but before we do why don’t you dive a little bit more into your story and tell people a little bit more about you. Eric Siu: Yeah, absolutely. So like you mentioned you know, I have an agency called a Single Grain and yeah, I mean you know, we mostly help technology companies, a couple in Fortune 500 in there and yeah, you know, we talked about growth everywhere that is why we really interview a lot of different people. We just talk about marketing and you know, talk about business and personal growth stuff and then the new one you mentioned Marketing School, that is a daily marketing podcast where I just you know, Neil and myself nerding out on marketing every single day, but we do a lot of different things you know, in addition to helping clients grow. We have our own projects too, so we kind of live and breathe marketing you know. Our ultimate goal is to really just accelerate the great ideas in the world and we just have fun while we are doing it. Jeremy Reeves: That is awesome. Yeah, I like that quote, accelerate the great ideas in the world. That is awesome. I like that. Yeah, so you are actually you know, a lot of people kind of just you know, they read things and then kind of just repeat that to their audience -- but you are actually in the trenches doing it you know what I mean which is kind of cool. Unfortunately, a little bit unique -- you know, I wish it was not -- I wish that was not a unique thing, but it is you know. So before we get into the you know, the content of this, all the you know, what is working basically. I like to do a couple really quick questions just so everybody can kind of get to know you a little bit more as a person right and there are 4 questions and the first one is. What is the worst habit that you have ever had and how did you get rid of it? Eric Siu: Worst habit that I have ever had well, I think it was probably -- I think I was just being kind of get everything at once. I think that is something that (inaudible 3:50.0) sometimes it will pop up every now and then but you know, trying to do too many things and not being able to prioritize that is something that you know, easy people struggling with quite a bit because there are so many opportunities coming to you and you just do not know what to do with them. So that is what it is. Jeremy Reeves: Yeah, you know what, I struggle with that myself sometimes. I definitely feel you there. Alright. Next one. If you could cross off one item on your bucket list like -- you probably have cross off a bunch of things. You probably have a whole bunch that you have not you know, done yet. If you could only cross off one more thing, what would -- which one would that be? Eric Siu: Yeah. I think it would be to the ultimate one, is to give away $60 million to the charity. Jeremy Reeves: Nice. I like that. And if you could change one thing about your life instantly, just you know, flick off the rest, what would it be? Eric Siu: You know what, I do not think I would change anything. I think you know, just you know a couple of years ago or a year or two ago, I started doing the 5-minute journal and that has really taught to be a lot more grateful (inaudible 4:44.8) as long as you are grateful, I think you just have to be happy with what you have, I think you are good to go. Jeremy Reeves: Yeah. You know what, I have recently started doing a similar thing myself. I write down every morning 3 things that I am grateful for and then -- I write it on a note card and then when I go up -- when my wife wakes up, I am up like quarter to 6 and she comes down around like 7, I do not know, 7:30 maybe. I do not know, something like that and when I go up for coffee I give it to her and she writes hers on the back you know and then -- the other night we actually asked both of our kids what their favorite part of the day was you know. Yeah. You know, and we are teaching -- they are only 3 and 5 and they are learning that skill already you know. It is so, so important. Eric Siu: It seems like really (inaudible 5:28.7) stuff like I used to be like you know, that stuff you know, I do not need that whatever, but it genuinely helps you know for the long term. Jeremy Reeves: Yep, yep, absolutely. And if you had to choose a spirit animal, what would it be? Eric Siu: Well, my spiritual animal -- Jeremy Reeves: Just the top of your head. Eric Siu: I think it would be the bull. Jeremy Reeves: Okay. Eric Siu: Because I used to like the Rock. I mean that brahma bull on his arm (inaudible 5:52.1) yeah it will be a bull. Jeremy Reeves: Nice. Yeah, the Rock is awesome. Nice. Okay. So with that said, now that we kind of get to know you a little bit better. Let us start with you know, getting people to the website you know, because there is kind of like -- if you really break it down, there are really only 2 pieces you know, there are getting people to the website and then actually converting those people. So I think we focus there you know, we can help a lot of people out. So you know, what are some of the things that you are finding that are working for the most amount of people in terms of getting people to the page whether that is -- and maybe you want to split it up (inaudible 6:27.6) like free stuff versus paid traffic. Eric Siu: Yeah. So I am going to keep it simple. I mean, you know what something that works well right now that not a lot of people are doing is Gmail Advertising. So that is literally you are advertising within a Gmail platform and you know, they are able to see an ad there and you click through it and (inaudible 6:46.8) to your website and the clicks are you know, really not that bad right now and the good thing about it is that you are able to target people that are opening emails. For example, if you are Coca-Cola you want to target people that are opening emails from Pepsi or you want to target people that are opening emails from Red Bull, right. And you are able to do that with a Gmail and bring them back and then drive a good you know, conversion rate and you know for 1 client that we had you know, they target cost per acquisition number was $150 that is for lead and we are getting that (inaudible 7:14.9) $7. So that is definitely worth trying. Jeremy Reeves: That is crazy -- I am actually -- I have heard about that, but I never actually done it. Is that through Adwords? Eric Siu: Yes. Jeremy Reeves: Yeah. Okay, I thought so. I am going to have look into that more. You got my curiosity peak on that one. And how about, anything with Facebook? Eric Siu: Yeah. I mean Facebook (inaudible 7:36.0) a lot of people pushing people to you know content or to webinar (inaudible 7:39.9) whatever it is. I think Facebook is you got to be doing Facebook nowadays. I mean, it is -- even it is retargeting people or getting people you know on your email list. That is kind of the bare minimum. So definitely, you know, target cold people to your content perhaps or you can warm traffic you know, these are people that know your brand. Target them to content and then you know, try to drive them down to funnel you know, even deeper. Jeremy Reeves: Yeah. You know what, you know, you are talking about content and there is kind of 2 schools of thought you know. One is hey, just you know, take it right from Facebook to your landing page whether it is a webinar or but you know, whatever it is, to your opt-in page and then the other one is you know, know (inaudible 8:15.9) content first, get super cheap clicks and then retarget them back to your opt-in pages. Is there any -- have you done any you know, because -- like a lot of people are doing really well, doing both of those, you know what I mean. Have you ever done any like straight test where you literally took the same audience, same offer, everything and tried both? Eric Siu: Yeah. I think we have and I think it really does -- (inaudible 8:39.1) it depends on the offer. It depends on what you were selling exactly. If it is something that is free you know, you might just (inaudible 8:43.8) directly to it or you know if it is a higher ticket like $1,000 or $2,000 course and they do not know who you are. You probably going to have to build that relationship and try to get into the webinar. So obviously, the less steps you have, the better because you know, my argument with (inaudible 8:57.1) what their content in the beginning was like, you know, why you want to add that step in the beginning but you know, it does in fact work because you are building a relationship you know, (inaudible 9:05.5) a piece of content and you are able to retarget that later. Really depends. You have to you know, work out the numbers on your end and then -- I think at the end of the day, if you were able to just make 1 tweak, sometimes all it takes is just 1 tweak for a campaign to sky rocket. So definitely test you know all the different ways, try to direct or (inaudible 9:23.1) piece of content and see how that does for you. Jeremy Reeves: Yeah, definitely. And you know, when it comes to you know, when it comes to -- because a lot of people really they do not focus enough. And I am actually building -- I am in the middle of building a course on doing webinars and one of the things that I am talking about is pre-selling people, you know what I mean, because so many people it is like you are taking them from you know, wherever it is, Facebook or Adwords or whatever it is and they have never heard about you and it is just like plop you know, right into the ad and I have seen a lot of people try where the ad itself had. It was more of curiosity thing you know and then when they get to landing page, they have like -- there is no context. There is no pre-sell whatsoever and they are getting a lot of clicks, but they are not getting a lot of conversions and you know, kind of the theory behind that is because they are not pre-sold you know. What are your thoughts on pre-selling people like do you try to really -- well I guess without giving it away you know, when you are writing ads for let us just say Facebook just for example. Do you try to you know, do you try to write the ads in a way that it kind of you know, targets a specific audience or do you do it more you know, maybe you are having a success with doing it more curiosity based you know, what are your thoughts on the actual ad itself? Eric Siu: Yeah. So, when I target people I mean you know, obviously you wanted to go to the you know, the message to whoever your target instead of just writing a general one. I mean -- I think you know, in general, the logic is you know, obviously (inaudible 10:55.6) target, it is going to resonate, it is going to get better, click to rates, better engagement in overall it is just better you know, better (inaudible 11:01.2). So yeah, that is generally what we do on that front. Jeremy Reeves: Okay, sounds good. You know -- and actually you know, while I am here, have you found anything that is working best for different price points you know. You know usually I find it usually like higher price points are webinars, have you found anything else -- I guess more in getting people kind of into the you know, the lower end product like for example. I have a client right now and they are selling a product for $250 right. It is a physical product, it is this mask that you put on your face. It is for like, you go out in the sun and it rejuvenates your face that kind of thing, right. So it is a beauty product. So we are not really going to do a webinar on that, probably a video at some point, but you know, it does not really fit into like a webinar category, but it is also not a just like, hey you know, here is this thing go buy it type of deal. Now we are going to try Amazon ads, but you know, besides Amazon because there are already buyers so they buy a little easier. Have you found anything that works best for you know, something like that where they are not high enough to really get them on a webinar, but it is not really low enough or it is an impulse buy you know, have you found anything that works in that like kind of a middle range? Eric Siu: Oh yeah. I will give you a couple of examples here. These are little more low tier but you know -- I have a friend at (inaudible 12:24.8) E-commerce company and they sell leather cases right, mobile phone cases and you know, it is like you know, they were $7 to $15 product and they are literally just tried the Facebook traffic to the product page and it is actually working for them believe it or not. And so that works and then you know, also we have a client that -- they have, they sell these brushes, really nice brushes, it is a subscription service. I believe it is about $20 a month and literally yeah, Facebook traffic is going straight to the product page and that is working out. So yeah, you know, the easy stuff people say you cannot really use Facebook to drive people directly to a product page. It does in fact, work. Jeremy Reeves: Nice, okay. I am going to have to -- because I have some clients that have lower end stuff and you know, a lot of what they are doing is like -- I am one -- especially when people are first starting like I always try to you know get some wins first without going into paid traffic and then once the funnel is converting, then you pay traffic rather than kind of just jump to gone over right in just because I am little bit more risk-a verse that I think most people are. So I like to do things like you know, for example, that client that I was just talking about one of the things that we are going to do is reach out the bloggers, have them review it that kind of thing you know, do like paid sponsorship type of situations that kind of thing. Just to kind of like get some feedback first you know, because it is one of those products that we have to be kind of sensitive with the objections and the way that we handle certain things. It would kind of take too long to explain it, but -- You know, brings me kind of my next one is, what are some things that you know, so you said the Gmail advertising right. So I think everybody you know, most people listening to this, they know about the like the big things you know, Facebook and Adwords and SEO and that kind of thing. What are some -- do you have any other kind of unique traffic sources that most people are not doing that they typically it makes a little bit easier to make something work you know, it kind of like the Gmail Advertising? Eric Siu: Yeah. I mean, the Gmail Advertising has followed the (inaudible 14:26.6), but I think at Youtube you know, Youtube has been something that has been you know, it is the number 2 search engine in the world and still not a lot of people are giving it even though it has continued to get bigger and bigger. I mean you look at your Facebook you will see everything single day you are seeing more and more videos. Facebook video has done well, but you know, people continue to neglect the power of Youtube advertising, but you have to think you know, you are able to retarget people. You are able to you know, to retarget or target certain channels, target certain keywords it is pretty powerful, still do not neglect Youtube advertising. Jeremy Reeves: Okay, that is a good one. And are you doing -- that is one actually that I am going to be starting to do actually with this webinar course. That is one of the things I am going to test out and also for client that I am working with now. It is also -- we are kind of (inaudible 15:12.2) you know. When you are doing Youtube, is it -- I am trying to think of the way to say this. When they are looking at the ads, is it -- do they only pay for it if they actually watch the whole -- I think there is a certain amount, they have to watch a certain number of seconds or certain percentage of the video or something like this and how that it works? Eric Siu: Yes, so the way it works is if they click on the ad you get charge for it or it is either you have to watch 30 seconds or you finish the video, which you know, whichever one comes first. That is how it works. Jeremy Reeves: Okay, nice, okay. You know I guess kind of a similar question is. Are you sending people, is it like or I guess maybe kind of depends probably. Are you using that more like an opt-in kind of strategy or you are selling it right from the ad? Eric Siu: (inaudible 15:57.2) I mean some people do opt-ins and they are getting you know, CPAs for as low as $1 to $2 or you can drive them directly to a page to sign up so either way, you know you just test it up probably (inaudible 16:08.5) and make it work. Jeremy Reeves: Okay, yeah. I guess you know, the easy way to -- I am huge you know, kind of a just hey you know, test a couple of things and see which one you know works the best and then put all of your effort into that as well and it sounds like you are kind of the same way. You know, I think an easy way to kind of figure out where to start like what strategy to start with you know, in terms of like opt-in or just a straight sale. It is probably the price point mixed with the complexity you know like the market sophistication of whatever you are selling you know what I mean. Would you agree with that? Eric Siu: Totally agree. Jeremy Reeves: Yeah, okay. I think that -- for anybody listening you know, if you want to try that out or even Gmail or whatever you know, I think it is like, if it is an easy buy you know, if it is just like hey, here is what it is, here is what it does, buy it now. Those typically tend to sell pretty well just straight from the ad versus like if you have to explain it. If the market does not really know what it is and you have to explain what it is or how it works that kind of thing, typically it is a little bit harder I think to you know, to make it work right off the bat, right. Okay, so that is -- I think that is, you know, pretty good amount of you know different traffic tips for people rather than the typical stuff do they hear or do Facebook advertising. That is like kind of it you know what I mean. I think 9 out of 10 times it is just oh do Facebook ads you know, but yeah, I mean there are a lot of other -- I am actually working with client right now who is doing a CPA offer you know, for a supplement you know, and it is like, a lot of people do not do that type of stuff you know what I mean. There are big opportunities because everybody is doing Facebook and everybody is doing Adwords so if you find things that people are not doing there is less demand there and the clicks are less and you know, and you get CPAs that are less which is you know, which is awesome. I think it is important to try some of this you know, some of these alternative strategies. So with that right, so we have the traffic now we covered that. How about some you know, conversion you know, once they -- so we are getting them to the page you know, how do we sell them once they are actually on the page you know, do you have any kind of you know, ninja tricks for you know, for doing that? Eric Siu: Yeah. I do not think there is really any ninja tricks nowadays when it comes to conversion. Nothing that comes into my -- I mean you can look at the digital marketer stuff, what they do when it comes to -- oh dragging people to a low dollar offer like a $7 offer and then doing some upsells right after you know, some one time offer you know, you up $7 and you upsell them to you know $200 product and you can upsell like another round. So you can use a tool (inaudible 18:48.4) to help you you know, set that whole thing up, but I mean in general, if we are going to talk about new conversion stuff that showing up. Generally, I just like to look at conversionxl.com or conversionrateexpert just to see what they are talking about, but I have not seen anything groundbreaking in the last couple of years. Jeremy Reeves: Yeah, you know what, and honestly I think that is a good thing because I think that -- I used to be really, really heavy into the CRO world. I actually -- conversionrateexpert actually reached out. This was a couple of years ago and they wanted me to work for them, but I am just not really an employee kind of a guy, so I said no. I actually worked with Peep too from conversionxl.com. He is super, super smart dude. And you know, I think when I am talking about conversions with people, I think a lot of people miss the basics you know. They want to focus, it is like, oh, what button color is or what color background or you know, what about you know, flashing arrows and then they are focusing on that stuff, but they have not really nailed down the core message right. They have not nailed down the objections. They have not nailed down the emotions of the market’s feeling or why their product is unique and like all the big thing is really you know, drive like 99% of the conversion you know what I mean, is that something you found as well? Eric Siu: Yeah, I mean, you know, generally people will talk about the colors and things like that just because you know, they read an article but really it is about more than that. You have to look at the data. You have to survey the audience and you have to you know, come up with the hypothesis before you start doing all this run and test and I think you know, growth hackers they just launched a tool called Growth Hackers Projects where it allows you to organize all of your tests get everyone on the same page. I think that is a great tool for you know, team to start using. Jeremy Reeves: Nice, nice. I like that. I am going to have to look that up. Because we are doing a lot too and it is like -- it is sometimes it is hard to you know, organize various tests because you have a whole bunch of them going at the same time and you forget you know what is even happening with them. I am going to have to look into that. I am going to write that down. How about you know, have you ever tested things like you know price points. I know digital marketer, (inaudible 20:55.4). He did a thing a while ago about you know, about pricing you know and I have kind of seeing the same thing. I think there is a lot of price elasticity when it comes to you know, when it comes to selling things and I have actually had a lot of different cases where a client came to me and they were selling something for whatever just say, it is $47 and we rewrote the copy and increased the price and kept the exact same conversions, but the price was you know, 50% higher. And I think that comes down to just good copy you know what I mean. Just explain (inaudible 21:30.1) the value more you know, building up the value more and reducing the risk you know more. So I guess you know, have you ever tested any types of pricing strategies that you have worked like that, like you know, you had one thing like I know with Ryan is one of the big things. He did was -- he had a $97 and he did 2 payments in 97 and it was like the same conversions with double the price that kind of thing. Have you ever done any test with that or any like kind of cool pricing strategies that works? Eric Siu: Yeah. I mean most of the time, I think people are just you know, afraid to increase their price. I mean that is the easiest way to kind of just start to scale your business and I think you know, I have certainly you know, victim to that you know, still sometimes I will be as well, but just to give you an example you know, for some clients come to us for a marketing strategy you know, (inaudible 22:16.6) marketing strategy as you know, $1,500 offer well you know, recently we started increasing into $5,000 (inaudible 22:22.9) it is literally the same thing. We just increased the price. So I think it is a matter of just saying, okay, well you know, I am just going to increase it you know, screw it. I am going to see how it works out and you know, we never got any complaints. Jeremy Reeves: Yeah and you know what, how is your -- how was the quality of your client has been, since you did that? Eric Siu: You know, it is even better. I mean you know, when you increase your price, you get different types of -- you get different kinds of people you know, if they are willing to pay that price, great right and they are not complaining you know, it is a different type of client versus the ones that are trying to you know, trying to negotiate that price down to you know, a $1,000 to $500 or something like that you know, it sets a different type of expectation I think. Jeremy Reeves: Yeah you know, I was thinking the other day about like micro continuity sites where it is like $7 a month or $10 a month versus just you know, versus just like alright say you have you know, like which is easier if you had $10 a month and you have to get whatever a thousand people to make $10,000 a month or you can charge a $1,000 a month for some kind of like you know, lower end service and have 10 clients you know, which one is easier to service or you know, $10,000 a month and have 1 client you know what I mean. And I think that is something that a lot of people you know, a lot of people missed you know. When you work with people, do you look at things like that like if they have low end and you think the price can be higher or you know like when you are working with clients -- I guess the question is rather than just like do you look at it more holistically versus more transaction I guess you know, things like that you know, pricing and the strategy behind it, the positioning rather than just like okay, lets us you know, do this traffic source and do this copy or whatever. How do you work with clients when you are -- you know, when they come to you and they have a problem that you are trying to solve? Eric Siu: I mean we would not get feedback. I mean, we have you know -- 1 client they have a type of service that is based off on subscriptions and we came to them saying, hey, you know, maybe your (inaudible 24:27.0) is a little too high, maybe you wanted you know, figure out, maybe making it just like a set price instead and try testing that out. So the thing is you know, we will take a look and we will give our feedback (inaudible 24:36.9) price at first you know that is really reserved for you know, agencies out there like price intelligently that can really help nail things down and really have a more scientific process to it. Jeremy Reeves: Okay, got you, got you. And how about -- how does your testing process go? So like you know, once you actually -- because this is, I know from an experience you know, this is an area that a lot of people get hung up on is they will put together a funnel, right, and they are all excited and then they run traffic to it and either it totally bombs right, and it is just like does absolutely nothing or it does a little bit, but it is not quite ROI positive right and then you know, of course and that is one we will focus on and then of course the other one is they launched and it does really well and you know and that is fine (inaudible 25:18.3). What is your process for going and actually like you know, taking a funnel that is -- it is kind of showing some light you know, because some of them just do bad. The messaging is all off you know, it is just not a good product in the market but you know, I think most of them will show at least some legs you know what I mean. They show signs of life they just have to be optimized you know. What is your process for actually going and optimizing funnels once they are actually launched? Eric Siu: Yeah so for us I mean we do not specifically specialize in funnels, but (inaudible 25:51.5) mostly for our own stuff I mean, when it comes to testing especially with ads I mean usually what you see with people is that they will say, okay you know, we have this $5,000 budget you know, let us test like a $100 or $200 a day and let us spread it over you know a certain amount of time. Our thing is we rather just put all that money up front and then collect all the data as quickly as we can. Get that data and then you know, try to (inaudible 26:13.3) shall we continue on with this? Are we seeing traffic with it? If we are seeing traffic let us continue and move on. So we are looking for any signs of you know, growth and then you know that is how we kind of continue to innovate. Jeremy Reeves: Okay, okay. Yeah, that makes sense. I am on the same way you know, I rather just get it all out there because why wait 2 months when you can just get it in a week you know, and then you could spend the next 7 weeks tweaking it you know what I mean and seeing you know, seeing what is wrong in that kind of thing. So when you are looking at results you know, are there any -- are there any certain KPIs that you, you know, that you typically look at -- For anybody who does not know the term, Key Performance Indicators. Any certain matrix that you look at as kind of like a benchmark? Eric Siu: Yeah. I mean there is a lot (inaudible 26:57.3) I am sure you do that too, (inaudible 27:00.4) we are looking at cost per acquisition you know, we are looking at -- or cost per acquisition, cost per lead whatever you want to call it and then we are looking if that numbers increase and decrease in overtime and then we also wanted to look at you know, also how much volume we are driving and you know, you can look at other matrix such as you know, click the rate as well, conversion rates too. Those are kind of the you know, the matrix that we look at and also cost per click too. Jeremy Reeves: Yeah and there is also going to be -- I think that is a good summary of like the you know, the basic one. Then there is -- you know, for different industries there will be a couple other like you know, specific-like industries, specific lines. Eric Siu: Yeah, the lifetime value things like that. It really depends and yeah. Jeremy Reeves: Okay, sounds good. Alright. Well, hey you know, I have a blast. I have learned a lot. I guess my last question is, is there any you know, is there a question that I have not asked or something that -- that you want the audience to know before you get off, that you would you know, you feel bad if you got off and they did not hear this one big tip. Eric Siu: No. I think that’s about it you know, if you are into marketing just listen to marketing school every single day. Give us feedback and give us topic ideas because we are always aching for more. Jeremy Reeves: Yeah, definitely. And before you hop off. Let everybody know where you know, where they can find you. Eric Siu: Yeah, absolutely. Just go to growtheverywhere.com and then you can find me on that podcast or you can go to growtheverywhere.com/marketingschool to listen to the podcast with myself and Neil. Jeremy Reeves: Sounds good. And for everyone listening, those will be in the show notes as usual and I also give my personal recommendation you know, for his podcast. They are topnotch you know, like I said, I listen to you know, to the one Neil Patel literally every morning which is cool while I am making my coffee and it is a good just kind of you know, quick insight you know, kind of just gives you new idea, nice little you know, spark I guess for the day and yeah, it is a good stuff. It was great having you on. Thanks for coming on. Eric Siu: Alright. Thanks for having me Jeremy. Jeremy Reeves: Sure.


26 Oct 2016

Rank #8

Podcast cover

Using Metrics To Catapult Your Business Growth - Safely

In today's episode we dive into one of those "bland yet unbelievably important" topics - metrics. Metrics are the LIFEBLOOD of your business yet probably 10% or less of companies really track them properly and use them to grow their business effectively. In this episode I'll show you exactly what metrics to track, how, and how to use the data to skyrocket your business growth. Listen To The Podcast [powerpress] Resources Mentioned AdWords Want To Work With Me? Visit http://www.JeremyReeves.com or email me at Jeremy@JeremyReeves.com Enjoy! Transcript Hey, what is going on guys, Jeremy Reeves here with another episode of the sales funnel mastery podcast. And today, we are going to talk about something really exciting and that is Metrics. We all love numbers right. So Metrics are the lifeblood of your business you know. There are so many businesses out there that do not understand their metrics and honestly one of the big you know, the big factors -- I mean talked to a lot of people everywhere you know, from people that are kind of just you know in the low 6 figure range all the way up to $300M companies, right. I am actually working doing a project for Agora right now. I am trying to be one of their controls that is bringing -- actually, I am not allowed to say confidentiality wise the numbers, but basically, it is many, many, many, many, many hundreds of thousands per month you know, kind of call that. So one of the big determining factors or one of the big differences that I see when I am talking to various levels of business owners is and I can see kind of how savvy they are as business owners. It is how well they understand their metrics, right. So I have talked to some clients and you know, usually, when I talk to people the first questions that I start asking are you know, how much are you getting per lead you know, what is your cost per click. What is your cost per lead. What is your conversion rate. What is your like on your opt in page. what is your conversion rate on your sales page. What is your you know, average order value. What is your average customer lifetime value you know, all of these metrics are really, really important because if you look at business, all business is money in versus money out, right. That is really what it comes down. Money in versus money out. If you are bringing in more money than you are spending, it is a good business. If you are -- you know, obviously that is relative. If you are spending more money than you are making, it is you know, you are not in a good situation and even with that, and I am sure everybody listening to this can agree of how important that is to know that because mean, you know, it is literally you know, it is kind of like you know, your health and you have no idea what is going on with your health. I mean, obviously, that is a bad situation you know, and that is when you get into trouble. And you know, even with that, I am sure everyone listening can agree on that, that metrics are like one of the single most important things that you need to know in your business, and yet, very few people actually know them you know. Think about your business, do you have a spreadsheet you know, calculating all of your various metrics in your business or at least something like analytics showing you, you know, the visitors you are getting, your conversion rates, you know, analytics can track all that on your website you know, things like that. If you are doing Facebook or AdWords, are you really tracking everything that you are doing so you know exactly what is working, exactly what keywords are working, what are not working, that kind of thing. So I give you a couple of examples here. So I had a lady, she had a dog training business and she came to me and she is like you know, it is not working, I do not know what is going on, blah, blah, blah, you know, I bought this business and you know, it is not really you know, I do not know if this is the case, but I felt like she felt like the person who sold it to her kind of gave her like a crappy business. It actually turns out, I actually sat with her and I you know, we put the numbers together and it actually turned out that the business was freaking phenomenal, right. She was getting -- and this is with like pretty much no marketing experience just handed to her. She was getting 9 times ROI on her ad spent, but she did not know that because she was not tracking things properly you know and it is a huge mistake but it is so, so common that it is unbelievable. You know, most business owners unless -- anybody under 7 figures it is almost rare for people to really, really, really, really have a really solid grasp of their metrics and the funny thing is, it is almost impossible to go above 7 figures if you do not know your metrics. So it is kind of a weird you know, irony there. So that is one thing. Another thing is that I am working with another client and I just had a meeting with him yesterday and you know, the topic was okay, you know, how do we keep you know, how do we continue to improve things. How do we continue to improve our metrics. And one of the things that I said was, I said, okay, and their businesses is a little bit complex because they are bringing leads in for 1 business and they get a certain dollar amount for those leads, but then they are also using those leads in another one of their businesses. So it is kind of -- it is more complex than you know, than the average kind of business and then there are also selling leads you know, that kind of thing. So there is a lot of different factors in play here, but I am going to try and keep it simple. What I said was okay, you know, for the average customer that comes to your doors, how much are they worth to you, you know, long term and they said, well, kind of depends. And also another kind of wrinkle in here is they have an online and an offline funnel. So the funnels had different metrics, so the offline I think was worth $130 a lead or a customer and the online worth $180 or might be -- it does not really matter. So I said, alright, let us at least you know, I do not think we are going to get this perfect, but let us at least get kind of the baseline, right. Let us at least get an estimate and say, okay, you know, let us just say that you know, they are worth $150 on average, at least, it is better than nothing you know, it is not a perfect kind of thing, but let us just say $150. Let us also put in a little bit of buffer in there, so let us just say, you know, they have to be worth you know, $130 or so to kind of be worth it to continue you know, getting those leads. So essentially, what I said was, okay, let us pick a number, let us just say it is $150, I forget the numbers off on top of my head. I deal with a lot of different businesses, so I have all kinds of different metrics going on in my head right now. So let us just say it was $150 just for you know, just for argument sake here. So I said, alright, your average person’s worth $150, right. Now, what is your allowable cost per new customer, right. So how much do you want to profit because you do not want to spend $150 you know, to then make $150 over time. You are essentially just you know, getting a zero return and you are not even getting it back for like the next you know, a couple of months or year or whatever it is. So let us just say we brought it down to you know $120, right. So the allowable cost is $120 to then make $150 in whatever the next 6 months or so, right. So they are making $30 you know, essentially, you know, 20% ROI over a 6-month period. Not great stats, but they are doing a lot of volume, so it is a little bit different when they are doing a volume (inaudible 7:32.1). So I said, alright, so you are able to spend $120 per you know, customer that you bring in the door. So let us now look at your advertising and figure out what is working and what is not. So we have your allowable cost per new customer, is $120, right. So I said, alright, their main advertising was AdWords, right, which makes it easy. So I said, alright, let us now look at all of your keywords because your average -- I think her average was, I think it was $130 something like that, let us just say it was $130. So I said, alright, so if your average cost per new customers $130 that means that you have some keywords that you are probably getting new customers for you know $30 or $50 and you have other keywords that are probably going upwards of $200 to acquire new customer and what we are going to do is take that $120 right, and have a little bit of a buffer, but essentially anybody -- any keyword that it is costing more than $120 to acquire new customer we ditched them. We removed them and then all of the ones that were under $120 especially the lower ones, we are going to ramp them up as high as we can that way you can keep a similar volume right, you spend for the customers that are really profitable, we are going to go up a little bit but you are also getting rid of all of the customers that were not profitable, right. So it is going to even out. So now you are actually going to end up spending much less money probably around 25% less, but you are still getting a similar amount of volume, right. So your actual profit is 25% higher, obviously, you know, those are -- we literally just started this yesterday. So those are not real numbers. Those are just you know, kind of estimated numbers, but you know, that is what happens when you really understand your metrics, you can do things like that, like when you know, okay, I need to get leads in for $2 because I know that you know, one in ten leads is going to convert and -- just say one in twenty leads is going to convert 5% conversion rate and that means that, what is that, I forget the numbers. I just finished up sending an appeal letter to the IRS, my brain is a little bit funky. They are trying to screw me up (inaudible 10:05.6) for something that was their fault, but anyway, so you know, we are getting leads for $2 each, one in twenty convert that means that is a 5% conversion rate that means that you are getting a new customer for $40 right. So if you know that, then all you have to do is find advertising where you can find customers for less than $40 right. That is it, and maybe you know, whatever your numbers are maybe that customer is worth $80 over the next 3 months or 6 months or whatever it is, but all you really need there is your -- you have to know first of all what your lifetime customer value is and you have to define that. So you can do -- I like to do a short term and a long term. So I like to do typically what is the customer worth in the first 30 days right because that is short term. I mean, you can -- most people can afford to you know, kind of have that cash flow going in 30 day periods right, without you know, drying up your bank. And then I also like to look long term. So long term is very, very, very different for some people you know or for everybody you know. For smaller companies let us just say under 7 figures, that might -- long term might be 3 months right or maybe 6 months, depends on how much cash flow you have, depends on how profitable you are already. For bigger companies so for you know, a couple of 100 million dollar companies for 8 figure companies even, you might stretch that out to 6 months or 12 months or 2 years or you know, some companies, they gauge their lifetime customer value over like a 5-year period right, but that is when you get into the really high number. So let us just say that your short term is 30 days and your long term is just say 3 months right. So what is -- let us do 6 months actually because that is a little bit more realistic. So alright, so what is your customer worth in the first 30 days, okay. So figure that number out then what are they worth in the first 6 months and what you will find is that if your new customer is worth and again, these are just hypothetical numbers, they are going to vary drastically in all different industries, all different businesses, I am just kind of throwing this out there. So let us just say that your new customer is worth I do not know, $50 in the first 30 days, okay, but after 6 months, they are worth $100 right. So what you have to look at is okay, well, to be able to scale my business I can then spend $50 to acquire new customer because I know that I am getting that back in the first 30 days then you essentially break even on that customer the first 30 days. Now the goal, I mean typically, when I do this, I try to break even on the first like 48 hours, but I am just using 30 days just you know, just a simple exam. I like to typically and again, this depends on the client. It depends on your business. It depends on the goal of the you know, campaign that you are doing you know, because there is all different types of campaigns. There is lead generation campaigns. There is audience awareness campaigns. There is profit campaigns which is usually going back to customers. So there is all these different things to consider. So then you say, okay, you know, so you know, and I have this advertising. I know that I am making $50 per customer in the first 30 days, but I am also making $100 in the first 6 months so is it worth it you know, then you have to look at -- so you have your lifetime customer value for 30 days and 6 months or 12 months whatever you want to do then you say, okay, so what I am willing to spend to get that customer. I know that they are worth $50 in the first 30 days and $100 in the first 6 months, okay and it is only going to increase in there, so they might be worth $200 in the first 2 years or whatever. So then you have to say, okay, well, what ROI do I want. What is my allowable cost. So, maybe, if you are in a good cash flow situation, maybe you can do spend $50 to acquire the new customer and just break even in the first 30 days knowing that you are going to double your ROI you know, over the next 6 months right. If you are kind of bootstrapping a little bit more you might say, okay, we are going to only focus on -- we are going to get super, super, super laser targeted and I can spend $30 to make in the first 30 days right, knowing that they worth $50, so you are going to essentially profit $20 per customer in the first 30 days and then $100 over the next 6 months, but you have to figure out your allowable cost and that is a little bit different for everybody, it depends on your risk level, it depends on your available cash flow, it depends on what advertising you are actually using. So all these different factors, right. The whole point of this is that you have to know these numbers, right. So if you do not know these numbers that is the first thing that you should do. Now if you are just starting you do not have to worry about it too much because you kind of have to find you know, your bigger play -- if you are in you know, the lower 6 figures like you know, just say 0 to I do not know $2 or $300,000, I would focus on a little bit more on really narrowing down your message, right. Your USP, your exact audience, your exact offer that you are giving them and why you are unique and special you know, different and all that kind of thing. But if you are above you know, just say quarter million or so, you really, really, really, really, really, really need to start focusing on your metrics and really get a good grasp on them because when you know your metrics it opens up everything because then you know exactly what your promotions have to convert. You know exactly how much money you can spend. You know exactly how much money is going to be in your bank you know, if you are paid traffic at least because when you are doing paid you know, and that is kind of the holy grail when you can make traffic work to paid traffic then you know that, hey, if I spend $10,000 this month that means I am going to make just like $12,000 in the first 30 days, I am going to make $20,000 in the next 6 months and you can actually predict how fast you are going to grow with your business, right. So I hope that all make sense. So that is my (inaudible 16:27.3) for today, as always, if you enjoyed this episode or this podcast in general, make sure you are telling your friends about it. If you are on any Facebook forms or you know, whatever you are on you know, make sure you tell people about it so we can kind of grow the community a little bit more. Like I said, it has been growing really, really fast lately, basically it doubled in the last 2 months or so which is awesome, I am really excited about that and it makes me want to continue to do it. Also, if you leave a review that is going to help us grow the fastest, it only takes like 30 seconds and you know, it would just be you know, if you really enjoyed this, it would be a huge favor to me if you just leave a review on itunes. Again, it takes like 30 seconds and it would be a giant favor to me. I spent a lot of time putting these together and thinking about it and for going out and finding guests and all that kind of fun stuff, so it would be a huge favor to me plus it is only in your best interest because I am going to send you my 101 Conversion Tips free if you leave a review. All you have to do is just leave a review and then shoot me an email support@jeremyreeves.com letting me know that you left a review and will send you that over. I actually got a -- I got an email from someone the other day that did that and he looked through the 101 Conversion Tips you know, PDF, and he said -- he was like, oh my God, I cannot believe you are giving away this for free. He said, I actually feel bad for going through this because you need to be charging money for this you know, so and I used to. I used to charge $77. The reason by the way that I am giving away for free right now, it is not going to be forever. The reason that I am right now is because some of the things in their not all, but you know, there is a 101 Conversion Tips and probably, I do not know, 15 maybe are a little bit outdated, things that you know, used to work or old formats, things like that and I just have not updated it yet. I used to do my site on HTML with Dreamweaver and all that and since I switched over to well, thrive that I am using now it you know, basically, I just have not move that product over. So it is something I used to sell for $77 and basically just have -- I just need to update it and then started selling it again, but again, I am giving it away for free simply because out of laziness, I do not really have anything else that I could think to give you. So I am just giving it away that because I thought it would be cool, but yeah. So anyway, leave a review. Tell your friends and I will talk to you next time. I hope you enjoyed it. Bye.


8 Jul 2016

Rank #9

Podcast cover

Why Webinars Are Badass (And Who Should Be Using Them)

Today is day #1 of a week FILLED with talk about webinars! Today we talk about why webinars are so badass, who should be using them, and a few super ninja tricks you can use to get better results. I also announce my brand-new training workshop, showing you how to use webinars to sell high ticket products/services. It's this Friday at 1 p.m. EST. The link to join is http://www.jeremyreeves.com/htff-webinar


14 Nov 2016

Rank #10

Podcast cover

Doberman Dan On Never Giving Up

In this episode, we chat with "Doberman Dan", Dan Gallapoo. Dan has gone through more disasters and failures than most people do in a lifetime, yet has figured out a way to "get up" over and over again. We talk about what it means to be a REAL entrepreneur, how to continue to push forward when everything around you is crumbling, and much more. This is a must-listen! Resources Mentioned dobermandan.com Transcript Jeremy Reeves: Hey what is going on guys and girls. Jeremy Reeves here with another episode of The Sales Funnel Mastery Podcast. I am saying my own title wrong. And today I have on the line, a good buddy of mine. His name is Doberman Dan. If you guys have been around you may or may not have heard his name. He is a little bit of an underground kind of guy, a little bit how I am and he likes it that way. He likes to do things to himself in the dark. Dan is -- he is basically the true definition of a kitchen-table entrepreneur you know and that is kind of what we are going to talk about today is you know, what a real entrepreneur is and some of the stories that he has. I know -- I met him down in -- I think it was Florida? Doberman Dan: Yeah. We were in Naples. Jeremy Reeves: Yeah. Naples. Both kind of working with the same client and so we you know, had a fun night out and I heard some of his stories. I am not sure he is going to repeat them on here or not but he has got some interesting tales and so we are going to get into that. I am going to kind of give a little bit of a disclaimer that you may not want to listen to this when you are in front of young children or sensitive wives or husbands. If anybody is sensitive to language, I have given Dan full permission to be himself, so we are going to see where that leads. And you know, like I said, he has got some interesting you know, stories to tell. So with that said, Dan, tell everybody a little bit more about your story and kind of you know, where you started you know, some of the things that you have done in your life. What you do first of all and we will go from there. Doberman Dan: Well thanks for the opportunity Jeremy. I have been looking forward to this. We had fun down in Naples and I mean really other than some emails we really have not a chance to speak since then. Jeremy Reeves: I know. It sucks. Doberman Dan: So cool. So now we got to do that and then you get to record it and other people got to eavesdrop I guess. So I am going to tell all the crazy stuff you did on Naples after several weeks (inaudible 2:27.0) lampshades on your head and all that stuff. Jeremy Reeves: Yeah. I was drinking at Manhattan that night I think. Doberman Dan: That is right. That is right. So my story is I am a guy who grew up in Barberton, Ohio. So raised by poor parents. They are good people, just poor. Poor because they were poor in thought and -- you know, not to make excuses, but my mother grew up in (inaudible 2:56.8) poverty and if you ain’t seen Mississippi poverty, you ain’t seen poverty. It ain’t like the poverty you know, you and I see Jeremy when I lived in Ohio and you up in PA. This is 3rd world poverty. So you know, that affects a person and they usually (inaudible 3:16.3) so that was pretty much my life had been decided for me because of that conditioning and my faith so to speak was for me to graduate from Barberton high school and do the best -- get the best job I could possibly get which was at that time (inaudible 3:38.1 ) rubber companies in Akron, Ohio, but I get fired (inaudible 3:41.8 ). Unfortunately, in 83, when I graduated (inaudible 3:46.5) started moving out of Akron. So yeah, I did figure out what the heck I was going to do and to keep this short, I bounced around from thing to thing. Took the first jobs I could get and they were a lot of them. Vacuum cleaner salesman. Jeremy Reeves: Nice. Doberman Dan: Yeah. Jeremy Reeves: That had to be exciting. Doberman Dan: So exciting. I was not door to door though, although, I have sold stuff door to door too, not vacuum cleaners but (inaudible 4:16.4) distance service door to door, but yeah, the vacuum cleaner gig was I was manufacturers rep, but I would go into retail establishments and I have to sell the people you know, looking for vacuum cleaner. I had to sell them all my particular brand and so -- Anyway, one of the gigs I got was in security at the mall and then that lead to loss prevention job in a department store. This pre-camera days Jeremy if you keeping imagining this we lurked the floor in you know, just civilian clothes with a bag on our hands like we were shoppers, but we are out looking for shoplifters. So that lead to meeting some of the local cops and then some of our friends I worked with say, Hey, work at city of Dayton, giving civil service test for police officer. We are going to go take it next week. You want to go? And my first reaction was, well, yeah I guess. I will take the civil service test but anything after that if they call me in for an interview you know, I have to be honest about my drug use in high school and he was like, wait you are going to be disqualified because I smoked a lot of weed. Anyway, long story short, the Dayton Police Department understood that that was part of the growing up phase and they hired me. And that was supposed to be a temporary gig Jeremy while I went and sought my true life form dream of being a professional musician. So the police department thing was like, ah well, I can (inaudible 5:50.3) buy some guitar gears and recording gear you know and then when I get (inaudible 5:55.9) money saved up, I will move out to LA and go to musician institute or something. Anyway, my temporary and I am doing (inaudible 6:05.3) temporary job with the city turned into a 12 year gig and through 9 of those years, first 3 years full time police officer, part-time entrepreneur, but part-time failed entrepreneur every single venture. I tried to go in, just crashed and burned. It was painful. If I got (inaudible 6:35.2) or I would have been living under bridges and eating up dumpsters. So through just at filing, getting tired of beat my head up against the wall, and all these failed ventures, I stumbled upon this dude name Dan Kennedy. You have heard of Dan right. Jeremy Reeves: A little bit. Doberman Dan: Speaking of an underground guy. Nobody in online marketing or direct response marketing has ever heard of Dan Kennedy. Jeremy Reeves: He is probably the most well known marketer I think that has ever lived. Doberman Dan: I am going to agree with that. So I bought some of Dan’s stuff because it was promising that it could help you get a lot of customers and whatever business I had at that time (inaudible 7:16.8) was failing miserably I thought well maybe this is what I need, but I totally got flipped around when I realized, man I just bought some really bad copies in a 3-ring binder in like really bad audio cassette copy, probably like 8th generation audio cassette copy. If anybody remembers audio cassette it is like, would you make a copy of a copy of a copy 8 times. The quality of that is like (inaudible 7:47.7). Jeremy Reeves: They sound like The Martian. Doberman Dan: That is right. And I realized -- oh by the way, the product was awesome. It was all information about direct response marketing which I did not know anything about, but I realized this Dave Kennedy dude just sold me this thing paper and ink and a few cassettes for $400 with a letter and I thought, that is a way cooler business than any of these other ones I have tried to get going. So yeah, they got me started down the path of direct response marketing and copywriting and that led me starting my first mail order business in 1995 which was an information business in bodybuilding market. That was after 9 years of failure, that was the first business that works for me and about a year later, it was making -- not a lot of money, but it was making enough money to get me free of the police department job. So ever since 95 that has been my whole deal. Me starting businesses like that on my kitchen table with nothing but a yellow pad, a blue pen, and this squishy gray matter between my ears. Jeremy Reeves: Nice. Yeah. And you know, I know you used to be on the bodybuilding. In fact, I actually saw a picture, I do not know. I think this is you. There is a gray picture -- if you look up Doberman Dan in Google there is a gray picture of you I think when you were younger. It is in Fitness Atlantic. I am going to Skype it to you right now. Doberman Dan: I am 51 now, I am sure I was in much better shape when I was younger. I am sure of it when I was younger. Jeremy Reeves: There. I just send it to you. I am going to put that picture up in the show notes just to embarrass you. Doberman Dan: (inaudible 9:33.6) make sure it is me. My goodness. I am downloading it now. This will be interesting. Is it the one in the blue shirt? Jeremy Reeves: No. No. You have your shirt off. Doberman Dan: Oh no, no, no, no. That is not me (inaudible 9:51.9) any pictures of me with my shirt off. Jeremy Reeves: Okay. It looks like you actually. Alright. Never mind, I cannot embarrass you then. Damn it. Alright. Anyway, so getting back to copy and not talking about your shirt off. As exciting is that would probably be to listen to. Doberman Dan: At this point, at age 51, it will be exciting to know one. Jeremy Reeves: So I mean you used to be a huge -- are you doing anything with that anymore. I feel like you sold that business a while back right? Doberman Dan: Yeah I did. That infobusiness in bodybuilding niche led to a supplement business. My first supplement business because I figure it out you know, (inaudible 10:34.2) I am making pretty money selling infoproducts to these guys, but these guys are -- spent a lot of money on supplements. So I just kind of figured, all I need to do with my customers who buy my info is just flipped them to buy supplements from me. They are already buying the stuff. (inaudible 10:50.9) buying them for me and that 10x my business (inaudible 10:54.8) overnight. So that was fun, but I sold that business quite some time ago yeah. Jeremy Reeves: Yeah that is -- I work with a lot of people in the you know, the health market now and that is one of their main strategies is like, hey, I am going to teach you how to do this and then the pitch is so easy. It is hey, look, you know, I just taught you how to do whatever like overcome this or you know, get bigger or get skinnier or you know, get better vision or feel better or whatever it is and then it is like, hey do you want to just take a pill and you know, and you will get that result and it is such an easy like just you know, like you said, 10 times your business and you know, I think that is why -- it such an -- like a congruent up sell to what you sold them first you know. I think a lot of people missed that you know, when they are doing up sells I see people they are selling 1 thing and then you know, you get to the next page or they have the backend and they are selling something that is like, it is like kind of in the same realm, but it is really not like hey, you know, it is not the next logical step you know. Like infoproduct to a supplement is a perfect logical step because it is like hey, you can either go through everything. Do everything on your own. It is going to take in the next 6 months to get results. It is going to be complicated blah.. blah.. blah. or you are going to just take this and you know, you get bigger or get skinnier or whatever and it takes like 3 seconds you just pop the pill. I actually just took a fish or krill oil supplement as you were talking. But yeah -- Doberman Dan: I agree. Sorry to interrupt. You just pointed out something that is you know, from your observations there is really downright brilliant. It is a great marketing lesson and it is also a good lesson in human nature that people want the magic pill. So the closer your stuff whatever that is your product, your services, your advise can be to a magic pill most likely the better it is going to sell. So the bodbuilders like I said they will buy information, but what they really wanted is they wanted the magic pill or they want -- I want the magic protein powder that I can drink this today and tomorrow I wake up looking like Arnold. And even so that is what they want to buy you know, they are buying protein powder and creatine stuff. So I sold what they wanted. Now the reality is all that stuff helps okay, but what they really need was better information. They were all eating like crap and they were trained right. So I quickly flipped my business model to sell them what they want and give them what they need about infoproducts that I was selling now became bonuses that I gifted my customers when they bought supplements. Jeremy Reeves: Nice. I like that. So I have a -- I have a transition. I am stretching it a little bit, but I wanted to bring it up and I am going to warn everybody that if you are still around family you may not want to be, but do you think -- we were just talking about the magic pill, right. Do you think that that is what politicians are selling? You know, if you think about everything going on with you know, with Hillary and doofus right. You know Hillary and Trump you know, think about what they are selling people. It is the magic pill. Hey, you know, elect me and you are going to get this and this and this and this and you do not have to do anything for it because all you have to do is pay your tax is what you are doing anyway and I am going to fix all your problems for you, you know. What are your thoughts on that and just you know, politics and kind of government in general? Doberman Dan: That is not a stretch at all, political issues. That is totally related. Yeah. I mean I would 100% agree with that. I think that is what -- I think that is what these guys are selling. They are selling the magic pill because they are -- I mean as far as marketers, they are smart. Jeremy Reeves: Their marketing is insane. Doberman Dan: Maybe not the politicians, but at least whoever their handlers are. You know, they understand the psychology of persuasion. Listen, even the most logical amongst us wants to believe in the magic pill. There is something in us that wants to believe it even though we know it just does not exist. And so they are offering all kinds of stuff you know and you know, we are going to take care of you, cradle the grave, healthcare is going to be free you know, we are going to make university free now, this and that is going to be free, it is going to be so much better because we are running it. Thank God we are getting the evil greedy capitalist out of this shit and you know, we are taking it over. And people want that. I will correct you (inaudible 15:59.0) something you said and the part of the pitch is you just keep paying your taxes, we are going to take care of -- well, half the people are not paying taxes. So we have arrived at the point where the productive 50% are supporting those who choose to be unproductive. Jeremy Reeves: That is a good point. Doberman Dan: You know, here is the bottom line. Anything that the government -- the government produces nothing. The government does not produce values. Anything the government gives you, they have taken from somebody else and they have taken it by force, by either use of deadly force or the use of incarceration or the threat of deadly force and threat of incarceration. So if you are taking money from the government you know, I do not see how anybody can feel good about that because what was given to you was taken away from somebody at gunpoint. In (inaudible 17:01.6) well they have so much you know, they deserved (inaudible 17:04.6) take it from them. Really? Let us apply that to you. I am going to show up your house with a bunch of armed guys and I am going stick my Glock 19, my sidearm of choice it is like 98. I am going to stick it in your face or better than yet I am going to stick it in your children’s face and I am going to tell you everything. I want half of everything you got right now and if I do not get it, I am going to incarcerate you and your family or worse, I will just -- if you resist and do not go on peacefully, we are going to kill you. Because you have so much and others have so little. And I am not talking about people who are not capable of producing from themselves you know. My gosh, we should help them. We personally (inaudible 17:53.5) the people. The government has no business being in that business because they screwed up. They take 99% of the money from themselves and use 1% of it to help the people who need help. Jeremy Reeves: I am going to interrupt you really quick right there. I just saw a thing the other day. Now this is not government, but it is just -- it is kind of the same when you are talking about like efficiency of you know, people like, oh I paid my taxes and it goes toward this and this and this and the fact is, it does not you know. So I was just reading something the other day about Red Cross right you know, big charity everybody trust them. Doberman Dan: For good sample. Jeremy Reeves: Right. They got a half of billion dollars, I think it was last year. I forgot the timeframe. Just say it was last year right. Half a billion dollars and their thing is they build houses in like 3rd world countries that kind of thing right. So half a billion right. Guess how many houses they build with it? Doberman Dan: With the half of billion, you could build a lot of house. Jeremy Reeves: Yeah. Just take a guess. Doberman Dan: I have no idea. Jeremy Reeves: Go on. Throw some out there. Doberman Dan: I mean, if you are building nice solid you know, house. I mean you could build thousands of thousands with that much money. Jeremy Reeves: Six. Six houses. So they are building basically you know, whatever that is like 85 million dollar houses. That is the efficiency. You know, compare that if that money went to an entrepreneur and that was his business to be able to build houses and somehow he got compensated for that right. There are some type of incentive to do that you know, how many you think could be build? They probably build them for -- I do not know, say $20,000 each, so that is I do not know what the hell the math is on that one. It is a lot you know. If it is 50,000 even it is -- Jesus (inaudible 19:40.1) 10,000 or 100,000 houses versus 6 you know what I mean. I think that goes to kind of prove the point on that you know and it is just you know, who is going to build the roads of all entrepreneurs well you know. Who is going to do this for us entrepreneurs. And it is going to be cheaper. It is going to be more fare because there is actually competition. That is like you know, people -- that is actually another good point you know, bring it back to marketing is when people say, hey, you know, I am going to try to find an industry with no competition and it is like, no, because nobody is buying anything there you know. Doberman Dan: That is right. There is a reason there is no competition. Jeremy Reeves: Yeah. And it is good going into markets with competition because even if you are new to it, it forces you to be better, you know what I mean. Regardless of what it is you know, someone comes out with a similar product as you. Well guess what, you got to go back to the drawing board. You got to figure out how to make yourself better you know. That is what being an entrepreneur is all about you know. It is not about just creating something, making money and just sitting there. It is about creating something, making money, and then going back to the beginning and saying okay, how do we make this better. How do we you know, improve our efficiency. How do we you know add more value. How do we you know, whatever. And it is just you know, people I think forget that point you know. Have you ever had any experience with that? Like you know, as you were building some of the businesses that you have over the years, have you ever kind of come across a situation where you know, you have it, it was doing well and then all of the sudden something happened whether it is a new competitor or you know, Google banned you or you know whatever you know, something happened and you have to kind of go back to the drawing board and you know, you kind of hit that “O shit moment” and you have to go back and then kind of made everything better you know, than it were been? Doberman Dan: All the time in every single venture I have started since 1995. Once, the last supplement business -- the supplement business that I sold back in 2012 which I started in 2004 because of things like that, because of changes in Google AdWords and other online marketing changes that happened, like I lost half of my business overnight. I had this dream that I am going to start some deal that after get it going and tweaked in and doing testing, I get it going good. It is just going to be smooth sailing and it is just going to keep going like it never happened. There is always something that happens like you mentioned. Competitors coming in (inaudible 22:18.6) you know. Advertising media being taken away, Google AdWords, I mean we have been through several versions of that. Facebook is now -- many people are going through. I just went through that just a couple of months ago. Facebook ads are working great. Facebook ads just going to hell overnight. Email marketing just kicking ass. All of the sudden open rates across all different platforms AWeber, Infusionsoft all these different 3rd party platforms. Boom. Open rates cut in half. Now all of the sudden, you know, less than 50% of the people who used to get through messages are now getting them. It happens all the time and it is still frustrating but let us take a 30,000 feet from above view on this Jeremy. I think the reason most people become entrepreneurs even if they do not know it at that time because everybody says they get into this for the money or the lifestyle or both. I do not really believe that is why they are in it. I think that is -- those things are serendipities. I think the person who is attracted to this lifestyle is getting into it or even if they are not conscious of it because they want to grow as a human being and you cannot be the same -- let us say you are making a $100,000 a year now in your business and you want to make $200,000, you cannot be the same person you are now and grow your business to the point where you are making $200,000. You have got to grown and improve as a person and all these challenges that constantly hit us as entrepreneurs and things working great all of the sudden go to pot all that stuff. It is your self-improvement process. Jeremy Reeves: Yeah. Doberman Dan: That is you know, I mean like, it seems like it sucks at that time. It is it biggest blessing from the universe you could ever possibly ask for. Jeremy Reeves: Yeah you know what, I think that is a good point. You know, people still you know, kind of think of the whole mindset thing. It is like, oh well you know, mindset does not matter. It is just you know, cookie it is (inaudible 24:41.1) you know, but honestly, I have never ever, ever, ever in my life come across a person that was really successful that mindset was not the number 1 thing that they focused on you know. It is like you need like the skills or whatever you do, but if you do not have the mindset to back it up, the ideas never even come you know. The thoughts never formed. If you are not ready to grow when you know, shit hits the fan like you just, you crumble you know and that is why you hear a lot of entrepreneurs something happens and they just never get out of it you know, they hit that they hit the rock bottom and you know, the rock is just keep tumbling all over him versus you know the really successful entrepreneurs. They hit rock bottom all the time you know, a lot of us. And thankfully, like as you get more -- as you get more successful it seems like the bottom is a little bit higher you know. So like I know my old failures like you know, looking at them now is like who freaking cares. It was like (inaudible 25:42.8). Whereas now it is like, it is easier to kind of pick yourself up off the floor you know what I mean, because you you know, because you are better as a person you know. You have more skills, you have a better mindset. You can push yourself through it. I think a lot of people you know just expecting to go smooth all the time. They expect to launch a product and it is profitable. Boom day 1 you know, like how often does that really happen. You know, it requires testing and tweaking and then it becomes profitable and then you know, you start multiplying the profits and then guess what? Eventually, like you said, something happens and it goes back down then you got to figure out okay, you know, what happened or why it happened. How do we fix it you know. And like you said, a lot of times, when the bad things happened that in the moment you think is like the most horrific thing ever. Like you said, it is typically like a big blessing in disguise and you can rebuild the business a lot stronger than it was because when bad things happened it reveals the weaknesses that were in the business. So then you rebuild it with by strengthening those weaknesses so then you know, it does not happen again, hopefully. Doberman Dan: That is so true. And the mindset is a key to all that. I have had a love-hate relationship with mindset back when I was the 9-year serial failure entrepreneur. I got deep into all the (inaudible 27:11.3) stuff (inaudible 27:12.4) all the classic stuff. I mean constantly listening to those tapes you know, somebody got the Amway business so I was going to all those functions and you know, I was deep into it as you can get. I mean could quote chapter and verse all of the stuff you know. Every day and (inaudible 27:29.5) I am getting better and better (inaudible 27:31.5) and all that stuff you know. Things in my life were just not working. It was horrible and after a while I just got fed up and I am like you know, the hell with this. Let us just focus on pragmatic stuff and I learned direct response marketing and copywriting and I just put my head down and just work like a fiend and things went well because of that, but they never went really well. I would grow things -- I would get things going that would grow really fast and I have this big successes and then you know, I would lose all my -- I have gone broke 4 times. I have gone legally bankrupt once and then completely broke another 3 -- almost 4 times but 3 times for sure broke like nothing. And that kept happening and you know, but still I was able to persist just because of an insane work ethic and just stupid persistence like anybody in the right mind should have quit and I was keep going. Jeremy Reeves: Yeah. Sometimes it helps being slightly insane. Doberman Dan: (inaudible 28:45.9) insanity. Insanity has my vote. (inaudible 28:50.0) crazy people are the happiest so but I just always hit these brick walls until recently and I think I finally found my balance. I mean, yeah, it is mind status such a huge part of it and there is stuff that you know, I do not understand why it works that way. First of all you feel better when you have the right mindset so that affects what you do and how you react to stuff that there is some other energy-related, quantum physics-related things going on with that too. The past couple of years since I finally found my balance between the pragmatic but just do a whole a bunch of stuff and work like crazy. Balancing that with the right mindset the floodgates have open (inaudible 29:36.3) 21 years but you know, in most cases, one of my friend says, it is not a skill set, it is a mindset. If you have the right mindset, you can get the skill set you need to do whatever it is you want or you can buy the skill set you need by hiring somebody else or you know, if you really got a vision, you will find people with the skill sets you need who will follow you. So yeah, mindset is huge man. Jeremy Reeves: Yeah and you know, one of the things you are kind of talking about was the ability to just get back up you know when you are down and just the ability to push through it with just you know, (inaudible 30:21.1) determinance is that a word? Doberman Dan: It is now. Jeremy Reeves: Determinance, I am going to use that in email. Remember everybody you heard it here first (inaudible 30:35.6). Shit. Now I forgot what I was talking about. Doberman Dan: Getting up once you get knocked down. Jeremy Reeves: Yeah. Yeah. I mean it is like anything else in your life you know. If you want to like you know, you have been into bodybuilding and the only way that your muscle grows is that if you add you know extra stimulus that is not used to and you push your body to grow. You know if you go and you do this you know, you are curling 40 pounds every single time you go, well guess what, you are going to get strong just like -- just strong enough so your body can lift that weight comfortably you know and it is not going to get any stronger because why would it. That is all you are doing every time, but if you go into the gym every single day and every time you are pushing yourself you know, your body has to adapt and that is how you get stronger and bigger and you know, the same thing losing weight. I mean, you have to go into a deficit you know to lose weight and you know, sometimes that means being hungry you know, and you just have to say well freaking shit, I want to lose weight you know. I know I am hungry, but you know, you just kind of push through it. I feel like a lot of you know, since the whole like (inaudible 31:40.8) talking about before you know, we started recording you know, I am all about lifestyle, but a lot of people take like they start a business and they are like, oh I want a lifestyle business. And they think that they can do that from day 1 you know and it is just not the case you know. You have to have that momentum first before you can have the lifestyle like you have to do like you did. It took you 21 years, but now you have the lifestyle you know. It may take some people longer. It may take some people shorter you know. I think it is a lot easier to make money now than it was you know, back in like 90s and everything because it was you know, with just you know, online marketing methods it is so much easier to just get your you know, get your name out there. But yeah, I mean, I think that, I think that like rugged entrepreneur mindset has vanished since the internet came out you know. What do you think about that? Doberman Dan: Well, it seems to be vanishing in the U.S. but since to be thriving in other countries like Asia. In fact, Dan Kennedy told me just a few weeks ago that if he were younger man and was not in the process of pretty much scaling down to retirement in the next year or so he would be completely focused on Asia because they have the mindset and the work ethic that we used to have here. Although, you know, I should not generalized. There are still, there are still a lot of people who have it here. Jeremy Reeves: Oh sure. Definitely. Doberman Dan: You know, it seems to have been brainwashed out of entire generations. Yeah. It is the persistence. It is the -- it is just getting back up when you get knocked down that I do not know man. It does look seemed to be that we have that like we used to know. It sounds like (inaudible 33:37.0) and maybe we can blame the government. I mean they have been -- Jeremy Reeves: Might as well. Doberman Dan: (inaudible 33:45.2) they have been working really hard since about World War II to condition that mindset in the people because of their agenda. And you know, like hey, do not worry about it you know we got to take care or take care your cradle to grave you know just get on the gravy train man. Just (inaudible 34:05.6). And you know, so there is that safety net like for me that was not an option. There was no safety net. The option was I made this work or you know, I am literally homeless which I have been literally homeless. Thank God I have this piece of shit 10-year-old Ford Taurus to live in for about a month while I went through that, but you know, those -- I did not have any other options, so I had to get that go. And I will say this. People asked me how did you keep doing it after so many failures for so long like 10 year, a decade of one after the other business failures you know, at least 2 to 3 years. So the truth of the matter is every time something (inaudible 34:57.3) I give myself a certain period of time where I do the pity party thing, but then after that it is like, alright. I am done. It is now, it is now time to stop crying in my beer and get back up and go at it and jeez man even if -- even if you just are a complete screw up and do not know a damn thing just do process of elimination you will eventually stumble up or something works for you. Jeremy Reeves: Yeah. It is funny. I actually do the exact same thing like whenever something goes bad or you know, I do a client project and it does not you know, turned out as we hoped for the first round or something like that and I just you know, you get that like failure feeling. Oh my God, you know, I am worthless. I am like you know, I sucked in what I do you know, you go through that whole kind of alter ego where you are just like horrible person. I actually set like I will set a deadline so if it happen right now you know, if I got an email or something you know, it is 2:45 right now and if I got an email I would say, okay you know, like I would lock upstairs. I would be (inaudible 36:01.7) my wife would be like, Jeremy what is wrong. I would say nothing. She says something is wrong. What is wrong you know, you go through that thing. And then I would tell her and then I would say, alright, you know, what -- after like an hour you know, because the first like hour or so you just feel like (inaudible 36:14.4) and then like after like an hour it is like alright. I am giving myself a specific timeframe you know. I am allowed to feel like hell for the next whatever it is like the rest of the day or whatever and then you know, you put on your calendar alright, now that is over. Pity party is over. Now it is back to work and we got to figure out what was wrong and how to fix it and how to you know, make sure that mistake never happens again you know. Doberman Dan: Absolutely. You know like, you go back out in the garage and you go ahead and take down the news you put up and like okay, well. Jeremy Reeves: So speaking of like you know, you were saying you kind of after so many failures there is just enough of them that you made that is kind of process of elimination. What were some of the things that you know, you kind of you know, you made all the failures for how many years like a decade or whatever and then you started, I mean you are like fantastically good on what you do and you have some huge successes. So like what was the turning point? What was like the big kind of “Aha Moment” that you had after all the failures? Doberman Dan: I think it was just the process. I do not think I had all the sudden flash of brilliance and thing and the dots connected. It all came from well a couple of things. I mean in spite of really, really bad conditioning, I just knew it just made logical sense if 1 human being can do something then even if I am not as smart as them not as good looking, I do not have any money, I can do the same thing, maybe better. So that kept me going, but you know what it was, it was getting back up after getting knocked down. I mean if you just keep getting up to bat and swing it at that thing with all your might you know, eventually, you are going to get a hit and you know, in some people if I have led people to believe this then I apologize, but you know, some people think after certain number of years who just well you have got it nailed and everything you do is a home run now. It is still like 8 out of every 10 swings at that ball is a complete strike out you know. It is just that continuing to get up to bat to go through the numbers you got to go through to get to the homerun or you know heck. You can make a really great career out of base hits. Jeremy Reeves: Yeah. Lot of people do. Yeah. It is actually funny because the playoffs you know on right now. I always watch the -- my wife loves the Red Sox so I always watch whenever they are in the playoffs. So I always watch it with her and they just lost actually and you know, David Ortiz retired and you know, Big Puppy. And he was you know, one of the best players they have had in a long, long time and you know, his average was I do not know what it is exactly, but it was roughly you know, .3 which means that guess what. He went up to bat 10 times, he only got on base 3 out of 10 and he was like one of the most famous baseball players right now you know what I mean. He is like an absolute rockstar for 3 out of 10 and you know, it’s -- that is I think how most entrepreneurs are. And there are a lot of ways I think to increase that like if you know, if you already have a big influence in your industry and you are launching a new product that you have done surveys, you have done all the research to figure out that they definitely want it that kind of thing like you are going to improve your chances, but you know, when you are coming out a new stuff, I mean it is you know, like I was telling the client the other day. You know, I was kind of talking to them about it and I said you know, if every entrepreneur hit not even a homerun but -- even minimally successful with everything they did, everybody in the world would be an entrepreneur you know what I mean. Like the only -- like you have to be an entrepreneur if you are willing to get punch in the face and then you know, kicked a couple of times while you are down and then stand back up and then have like 3 more people punch you in the face you know and then have a truck run over you while you are on the ground and go through that you know for years and then be able to stand up on your own you know. I think that it is just -- Doberman Dan: That is a good analogy because that is how I feel sometimes. Jeremy Reeves: It does. Like you said, even now you know, even people who are successful. I think it is something that a lot of people do not share is like a lot of people are not vulnerable enough and you know, but we all go through it you know, I do. You do. Every successful person does. Dan Kennedy you know, I am sure he has been doing it for you know, like 400 years now you know, like we said before, he is one of the most you know, well-known marketers that is probably ever lived and I am sure he still has a ton of promotions that bomb you know what I mean. Doberman Dan: He does. Jeremy Reeves: And you just you know, you go back to the drawing board and you find out why it failed and then you redo it and then you find out why the second one failed and then you know, you redo it and then you just keep doing that until it wins you know. It is kind of the name of the game. Doberman Dan: It is the name of the game. I think too many people who give up too soon you know, the problem is do not compare your backstage to somebody else’s frontstage. So in our -- we got a weird world that we live in Jeremy. This internet marketing world -- right now I guess this would be considered my frontstage okay. I am on an interview and you know we are talking about my experience and my successes and stuff and I used to go to these interviews and I would think (inaudible 42:08.0) I mean this guy is making a billion dollars a minute with everything he does you know. I can barely pay my bills and well you know, there we go. That is comparing your backstage with the person’s frontstage. When you are seeing somebody on stage in situations like this and they are talking about their successes most are not going to mention all the stuff that just went horribly wrong and it was bad because it is still I mean you never -- sorry if I am discouraging anyone, you never reach a point where it is just like -- Oh I am now successful, it will be smooth sailing from here. Now, as long as you are building something it is going to be like for every 7, 8, 9 times up to bat it strikeout or for every 100 times off the bat 99 times are strikeout you know, 100 times of base hit you know, it’s good base hit. You get (inaudible 43:07.8) but that is just the real world man. So do not feel bad if you are in the middle of that. That is like perfectly normal. You are right on track just -- if you have been feeling bad it is probably because you are comparing you backstage to some other (inaudible 43:24.0) frontstage. Jeremy Reeves: Yeah and I can tell your Dan Sullivan’s fan with the frontstage and backstage. I know exactly what you are talking about. And actually another thing that he talks about before we wrap here -- another thing he talks about is the gap you know. I do not know if you are familiar with that concept, but basically, you know, when you are like when you look at yourself and you are actually doing pretty good you know. You are making a decent income. You are hitting some you know, successes. You know, you are chugging along and you are looking at all your competitors and everyone else who is doing better than you and you are making yourself feel like hell. First of all, I mean that is normal, it is human nature. We are always going to compare ourselves to others you know. You are going to feel better if you do not do that, but it is a lot easier said than done. I even find myself doing that sometimes you know. I can -- I have kind of train myself to catch it so it does not happen very long. It is kind of like a couple minute kind of thing anymore, but if you just change the frame of it and rather than comparing yourself to what you want to be right. Like comparing like you are the middle here and there is the past behind you and there is a future in front. Rather than comparing yourself to where you want to be so like say you are making $100,000 a year now you want to make a million right, huge gap in between there. Compare yourself to what you used to be you know like you, you know. Compare yourself to like when you are going through you know, some of the bad times. Compare yourself to the worse times when you were you know, broke and living in the car and right now like if you compare it to your past it is going to -- you are going to feel like royalty even in your worst spot you know, rather than comparing to you know, where everyone else is and there is just that huge gap between that and it makes you feel horrible you know. And then you know, it kills your creativity. You cannot focus. Like you just -- you kind of get in that like depressive state and it is hard to climb out of that you know. So it is just about shifting your focus I think. Doberman Dan: Yeah. It goes back to mindset too. The gap in the (inaudible 45:33.5) was a huge epiphany for me that you know. Anybody that is profession is tendencies like I do which by the way is just that is not noble. Being (inaudible 45:46.2) is not noble. It is a form of self hate and it is just pure torture. I mean you would not tweak your worst enemy like that, but anyway, those of us who have been cursed for whatever reason with the profession as tendencies are always looking at the gap and again comparing our backstage to somebody’s frontstage and look at the gap like, oh man I wanted to make (inaudible 46:12.2) much money. I wanted this size of business and I am only here. Man you are really beating yourself up. Why don’t you turn around every now and then and look where you are now from where you came from and that might be a huge revelation to you. Jeremy Reeves: Yeah. Absolutely. Well said. Well hey. I know we got -- we both going to hop off here in a minute here, but you know, before we jump off. Two things. Number 1, if there is anything that you know, you got on this podcast and you kind of had in your mind that you have some kind of big insight that you wanted people to know. Let everyone know before you know, before we wrap up if I forgot to ask you question or there is just something that is like burning inside you that you just kind of what everybody to know. If you have anything like that and then secondly, tell everyone where they can you know, hear more about you and kind of get onto your list and just you know, listen to your shenanigans and help them grow their business and all that kind of fun stuff. Doberman Dan: Well thanks for the opportunity to do both those things. It is kind of funny Jeremy. Initially, I had the intention that I was going to talk about some recent revelations breakthroughs that I have had in -- as far as marketing goes, but it was all mechanics stuff you know. It was like this type of funnel and marketing versus this type. I kind of -- not kind of. I mean I had it on my head to talk about that, but you took it in a direction --You are a good interviewer man. You took it into the direction that I was not prepared for, but I believe you know, based on 30 years experience now as a serial entrepreneur, it was something way more important than the mechanics. I was initially going to talk about it. So I would say now that if I am going to leave somebody with something I would say this. You are not broken. You are as good or better than anybody else. If anybody has done (inaudible 48:19.8) like if you think what I have done is pretty cool. Oh trust me. My dear listener. This is nothing that you cannot do. I can with 100% -- I would bet every penny I have that you can do it and I think Jeremy is the one who dug up the key to making that happen. This interview today, you have dug up the key to making that happened and that is just to continue to get up time after time no matter hard they knocked you down. You just continue to get up. Jeremy Reeves: Yeah. Absolutely you know. One thing I would like to add to that is do not look at this you know, because I think what we covered today and I know like we you know, have the conversation before we started and we were going to talk about like totally different stuff, but you know, and that is why I do interviews like this. That is why I do not script questions because a lot of times you just get on the path and it is just the right path you know. I think this is way more valuable than if we talk about like oh you know, what is the last 3 split test that won for you and you know. What is the -- how do you write better headlines or whatever. The one thing that I kind of wanted just to expand on is do not look at everything especially the gap I would say. Do not look at everything just in terms of business. Apply it to all of your life right. Apply to it your health. Apply it to your relationships with your wife or your husband. Apply it to how your parenting you know. Apply it to if you are spiritual you know, your spiritual practice or your religious practice whatever you are into you know. Look at how -- because we all you know, we all want to grow especially entrepreneurs you know, we all have like you said before. We all have that drive to get better you know, that is what makes us entrepreneurs. So get better you know and get better without guilt you know, God, that is a good headline you know. Doberman Dan: I am going to totally swipe (inaudible 50:19.7). Jeremy Reeves: But honestly because you know, we all feel guilty if we have not hit our goals in the timeframe that we want to hit them in right. So rather than doing that you know, look at your life and say well where was I before you know and how much progress have I made in my health, in my relationships, in my whatever my slip, my revenue, my parenting you know, whatever it is. Look at that and it just puts you on such a better mind frame you know and I have got to train my wife even like when I get in mood like this because you know, I am like you, I am kind of perfectionist not really in terms of -- I kind of (inaudible 50:55.5) in certain things like in results you know what I mean. And she can tell like instantly when something bad happened and I am in one of those moods and I have kind of like trained her to say like alright well you know, what happened before this. Where were you before you know. Are you better than you were then and you know, the answer is almost always yes because it is just constant improvement you know in all the areas in my life you know. I think if everybody looks at their life in those you know, in that frame it just makes you a lot happier and being happier and being more creative and just like kind of mentally you know free I guess makes you therefore a better entrepreneur, a better husband, a better father, a better I do not know maybe not health, but although actually yeah because you know, your mood affects what you eat a lot you know. That is kind of the final thing I would like to add in there. So before we head off. Where can everybody learn more about you? Doberman Dan: Well the best place to get into my world is my website, at dobermandan.com and if anybody wants to they can -- I have been publishing a print newsletter delivered the way God intended newsletters to be delivered and paid for an ink. Why I get old fashion postal mail. So for 6 years I have been publishing that. It is a paid newsletter, but I will give people a free PDF version in one of my newsletters at dobermandan.com and I also have a podcast called Off The Chain With Doberman Dan that you can find on iTunes and I would just be thrilled if you show up occasionally and listen to me running my mouth on my podcast. Jeremy Reeves: Sounds good and you know, like always, those links will be in the show notes. So do not even you know, you do not even have to try to remember it, just click the link on the show notes and you will go right there and yeah. Well, hey man, it was a pleasure not only catching up, but being able to share our conversation with everybody else. It is a -- I think that is one of the things I love about being able to you know, interview people is that you know, you can learn from some amazing people and you know, improve your own skills, why you are helping everybody else you know. I think it is kind of an awesome. Doberman Dan: Well thanks for the invitation. I had fun Jeremy. I appreciate it. Jeremy Reeves: Yeah. Sounds good. We will talk to you soon and thanks again. Doberman Dan: Thank you.


23 Nov 2016

Rank #11

Podcast cover

How To Sell More With Stories

In this episode, the one RIGHT BEFORE MY VACATION... We'll talk about why I'm drinking Wild Turkey Bourbon and how a story sold me on it! And of course we'll dive deep into why stories work so incredibly well, and how to use them in various areas of your business to build a better relationship with your audience, have more fun, and sell a heckuva lot more! Resources Mentioned support@jeremyreeves.com Transcript Jeremy Reeves: Hey, what is going on guys and girls. This is Jeremy Reeves and you are listening to another episode of the Sales Funnel Mastery Podcast. And today, I am in a very, very good mood. I am actually sitting here drinking a little bit of Wild Turkey Bourbon, so I am very excited and feeling good. I am actually going to talk about that. Talk about why I am drinking that in a minute, right. So before that, a couple of things right. So number one, I am actually very excited because we -- my wife and I found out that we are having a boy, right. So child number 3 will be boy number 3. So there is going to be a lot of testosterone running around our house. My wife is very excited about that. Lots of fishing and camping and hiking trips and dirt and just disgustingness in our future which is awesome you know, I love that. I was cool with either of them you know, because if it was another boy you know, I have a blast with Connor and Logan and so I already know that I love you know, having boys you know, they are ton of fun and actually I just got home. I spent the whole day with them. And if it was a girl you know, then I would have gotten to experience that whole side of things you know, having a girl and kind of everything it goes along with that you know, daddy’s girl and all that kind of stuff and then all the hormones and craziness that happens during teenage years and all that. So anyway, we are having a boy. So we are very excited about that. We actually just got home from buying Logan a bed and because Connor and Logan are going to be you know, going into the same room and the baby will get you know, it is on separate room just you know, because when baby is crying it is not waking up the other boys and all that kind of thing. So that is number one. Number two is right after I record this which you are probably not going to hear this until you know, roughly Wednesday or so. It is usually when Andrea publishes it. I am going to be on vacation. I am going to be on vacation the whole week from about 3rd until the 9th. Actually, from right after I record this, it is Saturday, it is 5:19 on Saturday. So think about what you are doing in 5 o’clock on Saturday and I was recording this. So I am just taking the week off. Normally, I would not be this excited about taking vacation because I love what I do you know, I love waking up and writing copy for clients and putting together campaigns and all that kind of stuff, but I really, really needed a break because the last 6 weeks I have been -- I have been pushing very, very, very hard, basically, too hard. I actually ended up getting myself sick and that kind of thing which I normally do not do. There is just kind of a couple -- it was like a perfect storm situation. The whole bunch of things kind of came together at once and they just you know, it is one of those things where you got to just you know, I was talking about hustle a couple episodes ago and it was time, I just had the you know, bury my head and hustle you know what I mean. So I did that for 6 weeks and now I am you know, taking a break. Taking a mental break just to recharge my batteries. Spend more time with the family. I mean it is not like I do not already, but you know, spend some more time on stuff that I like to do you know. So this week, I will be, I am going to go hiking. I am going to go fishing. I am going to go golfing. Probably do a little day drinking. I am going to meditate and exercise a little bit longer than I normally do you know. Play some playstation and watch movies. I actually have a setup in my garage where it is a 100-inch projector screen setup out in my garage and it is a big fancy setup out there so I can actually like sit out there and have some Bourbon and a cigar and watch movie you know at night which is pretty bad ass. All my guy friends love coming over and hanging out in the garage. So you know, read a couple extra books you know, some novels this week you know, spend some time you know, with family and friends. I will probably do some -- probably smoke a pork butt. Have the guys over for couple of beers and pork butt stuff like that you know. A couple of day trips. We are going to go on -- and lots and lots of just good old plain shenanigans you know, just plain practical jokes with my wife which will be funny and stuff like that. So I am excited about it. So anyway, that was a very long way of getting to the main topic here which is stories, okay. Now what I just told you is a story and believe it or not, me going through what I just did is actually helping me make more sales, right. It is actually conditioning you to buy more from. And the reason is because the stories -- and I will get into this a little bit more. Stories are very good way of establishing a bond. Establishing like a connection with people. So you know, establishing a relationship. It is a good way to get people to trust you. If I tell you about my life right, if I tell you about the things that I am doing and the things I am excited about and the things that are hurting me you know, the things I am vulnerable with you know, the things that I am scared off, the things that I am excited about, the things that I am happy for, the things that you know, bring me joy, that kind of thing. Think about it. It makes me seem like more of a friend right, because you know me better. So who do you know the best. You know your best friend is the best you know. You know what makes them scared and what makes them excited and happy and playful and you know, whatever. So it is a good thing to do and that is why I tell you (inaudible 6:00.0) of stories you know what I mean. First of all, I just like telling them. You know, (inaudible 6:05.3) they are just -- they are just magical for making sales right. So I was telling you before when I first started, I am drinking some Bourbon, right. I was having some Bourbon. I am going to take a sip actually. Oh God, that is good stuff. So I am drinking Wild Turkey, right, and this is actually my first bottle of Wild Turkey. So if you like Bourbon by the way, check out Wild Turkey. It is very good. It is a very light kind of Bourbon. So if you are kind of new to Bourbon, it is not going to like there is -- I am just drinking straight Bourbon. I am not -- I mean there is no water, no ice cubes or anything. And it is smooth you know what I mean. As you just noticed I went from drinking it right to talking. It is very, very smooth Bourbon. It is very -- I think it is very good for like you know beginning kind of like a transition into Bourbon because sometimes it can be a little bit harsh you know what I mean. And the reason that I am drinking Wild Turkey right now is because of Matthew McConaughey, right, the actor. So basically, what happened was, I was on Facebook probably -- I do not know about a week ago, something like that and I saw a thing -- Matthew McConaughey, he is one of my favorite actors you know, first of all because he just does awesome movies and I also -- I have heard several different times that he is just a very like kind of cool down-to-earth person, so I always like that with people who are really big like that, that they keep their you know, just become down-to-earth they do not get all like pompous and frilly you know just annoying like the Kardashian’s. So anyway, so I am watching the video and basically he is going to be their essentially, their spokesperson. He calls himself the creative director of Wild Turkey, right. And he is going to tell their story. So I watch it was like this little 6 minute like documentary type of thing that he did with Wild Turkey and like they take you through the distillery, you do like this little virtual tour of the distillery and he has the owners on there and you know they are kind of just talking about how they got started, I think it was before prohibition where they got started and like that kind of thing. And it instantly made me want to buy their brand, right. And it is because of the origin story. That is called the origin story, right. Another example of this is, is I just did -- I just did a promotion for a client -- a client name Mark and we did a promotion and made -- we each made tons and tons of money which is awesome because I was doing a percentage of the sales so we each made a ridiculous amount of money which is you know, which is very cool obviously. And one of the reasons that that happened is that during this launch, we launched his origin story. It was actually right before the launch, right, and that was one of the ways that we generated some buzz like right before the launch you know, we got extra eyeballs on his business right before the launch and we did it through an origin story, right. And basically, it was him and he has some really crazy like video skills, so he kind of put the whole thing together, but it was basically just his story about how he started the company and the struggles that he went through and the struggles that they are going through now you know. And it kind of you know, his vision for the company and why he started it and you know, exactly like kind of who it helps and some stories from some of his customers and you know, like I just said, the vision you know, for his -- for the future and that kind of thing. And we got -- it was like, when he put it on Facebook, he was getting like 15% or 20% engagement rates in terms of like views to likes and shares you know what I mean. So like if it was a thousand views, he was getting like 200 likes for every thousand views which is insane you know, like that is really high and I mean tons of comments and people saying how you know, it changes life you know, by working with them and that kind of thing and it is just goes to show you the power of stories and it is like I said, when you tell stories, it kind of just -- it brings down the barriers in people’s minds because when you are telling story it does not sound like you are selling, right, and that is the important point. It does not sound like you are selling. I used stories all the time in the sales letters that we write and in webinars and things like that and it is because you know, it is because they sell just very well you know. And there are a lot of different types of stories and maybe I will get into that. I am actually for this webinar product that I am coming out with that I told you guys about. I already had the name. I am not going to say the name yet for a couple different reasons, but I will say that if you are even considering buying one in the near future, do not yet until mine comes out because I am telling you this thing is game changing. It is so freaking ridiculously awesome. I actually just sent it to somebody. He is a buddy of mine and I said, Hey, you know, I will send you what I have so far and like as I update things if you will send me feedback, right. So he is like, oh yeah, awesome, you know, we are actually going to put together a webinar soon anyway. So I send it to him and he wrote me an email back and he is like, holy God, this is freaking awesome. I forget his exact -- I forget the exact phrase that he -- this is so freaking cool. I do not know something like that, but he was blown away and he said, I literally do not even know anything that I can tell you to make this better because it is like perfect you know. And he got a very, very, very beta version. I actually work on it all day today. That was one of my conditions with my wife before taking vacation off. I said, I am just going to work -- there was a certain like kind of thing that I want to get done with that product and I said, I am just going to work until that is done. Soon that is done I am on vacation and I was until I forgot to record this podcast. So now I am just doing this real quick. But anyway, so in that training I am going through like kind of the story making process right, and -- but there is different ways that you can use your story, okay. And one of the ways that I love using stories is through email, right. And you know, there is -- I can do a podcast. I can probably do 10 podcast on stories and you know, maybe at some point I will come out with like a story telling course or something like that. I know after this webinar product, the next one I am going to do is an email course because I just feel like there are very few really good email courses out there. There are just a very, very small handful and they are just not good you know what I mean, but anyway, so I got an email from someone and I have got this a lot over the years. Just saying like that people -- when they got my emails, they came into my list just kind of check out what I was doing and got on my list and I get this compliment all the time, they are like -- once I started getting your emails, by like the 3rd day, I would actually wake up in the morning and would go to my computer waiting to find your email and they are like they would scroll down and look for the email that I was going to send that day, right. And that like -- can you imagine how powerful that is in your business? Can you imagine like what kind of bond is there you know for someone to say that, right. That is obviously -- and that is through email, like that is the most cold just like just machine like you know, way to connect with someone. Like there is no -- God, it is not even -- you know, I am talking to this guy personally now because you know, I love compliments like that. So we started conversation about it, but you know, he was telling me like, he was just you know, he kind of just wakes up and he cannot wait to actually read an email. And when you get -- that is the power of stories. When you can tell stories in the right way and make yourself so in tune with that person and bond with them so well through email that they cannot wait for you to sell them something. That is a really, really good position to be in, right. So you know, what are the ways -- I guess, you know, for a more -- before I hop off here for like a very practical way of doing this, right. Here is my kind of template, right for writing emails, okay. So basically, you start -- I am trying to think of an example. Maybe I will try to write one off the top of my head and I will give you an example here. I did not plan on doing this, but maybe I will try to do and just off the top of my head, I will look around the room, right. So basically, you start off with a story, okay, and then you transition into the lesson of that story, okay. And then, after you transition into lesson, then you transition into how that lesson like basically why they should buy your product because of that lesson. So we will do something like this, right. So I am going to try (inaudible 15:20.6) right off on top of my head. So let us see, so we just came from a pumpkin patch so you know, alright, here is the email, right. I probably cannot come up with the subject right off on the top of my head. Number one because I am a little bit tired because it is 5:30 and I work from 6 until 2 and then basically went right from there to a pumpkin patch to buy Logan a bed and now we are home and I am drinking, so my brain is not exactly going full speed here. So here is the story right. So subject line (inaudible 15:55.5) hey that is the subject line or you know, cool story could be the subject line. So it could start off with something like, you know, hey first name. So I just got back from a pumpkin patch with my kids, right. Just got back from a pumpkin patch with my kids. You know, it is a yearly tradition that I take with my family. Every single year we go up to the same place. We get on wagon. We go and we find the pumpkins. My wife gets apple cider donuts that she loves because they (inaudible 16:30.0) seriously like the best donuts ever. So especially now that she is 21 weeks pregnant. She especially likes the donuts. And I what I just said could actually be in parenthesis. You could put a little joke in there, right. It helps create bonding. It also demonstrates your personality you know and people that like your personality will cling to you more. People who do not like your personality will kind of go away and you want them to go away anyway, right. And then you start bringing into lesson, right. So you start to kind of introduce a lesson. So you could say, you know, while we are riding on you know, on the wagon you know, the wagon is really bumpy you know, this is big huge wagon. There is no shocks on it. You are going through this big pumpkin patch. There are ruts. There are ditches. There are bumps so you are bouncing around on this wagon and as we were doing that something you know, a thought occurred to me and that thought was, isn’t it funny that this wagon ride is very similar to what most entrepreneurs go through you know. You get in the wagon. You are really excited and you start moving. Everything is great for the first couple feet and then all of the sudden you hit some bumps you know, you hit some road blocks. You hit some curves in the road. You hit some things that are stopping your progress and bouncing you around and all of the sudden you do not know where to turn. You do not know what to do you know, you are holding for dear life just trying to keep your business moving forward and like do you see where this is going to start to go. So that is the lesson right. So then you move in to the transition and you can say, look you know, and let us just say, I am going to pretend that I am selling this webinar product, right, so that will be the product that we are going to sell in this email, okay. So you could say, you know look, you are probably going through that right now. You know, you are selling a high ticket service and you know, you are really excited. Every time you get a sale you are super excited, but then the in between spots are what kills you, you know. The in between spots are where you get that fear and that concern for you know, because you are hitting road blocks way too often. You are bouncing around way too much from thing to thing to thing. You are really never you know, moving forward and that is not what you want. You want a more straight path. You want a path you know, to get right to you know, the pumpkin patch so to speak rather than going around turns and you know, going over bumps and getting bruises and you know, getting thrown around the cart that kind of thing. And that is what my product helps you with you know, rather than you trying to figure it out on your own and beating yourself up and you know, dwindling down your cash account and you know losing most of your money in testing and spending you know, spending 4 times as long to get there. I am going to show you the straight path to go right from where you are now right to being able to sell your high-ticket product without any of that you know, that negative stuff you know. So like you can see you know, obviously, the copy is not perfect, right, but even what I just said, as I am you know, half of the bag and doing it off on top of my head is probably better than most people’s emails that they are using to sell their services, right. And what is really cool about that is that you can send an email like that every single day of your life and people will not get annoyed by it because you are still selling your product, but do you see how it is positioned differently, right. Most people it is like hey, do you have, you know, are you suffering from this? Are you you know, do you ever deal with this? Do you ever blah.. blah.. why don’t you buy my product and it is so awesome and blah.. blah.. right. That is the typical email versus mine where you are still resonating with the struggles that they are going through. Do you see how I did that? You are still resonating but you are telling it through a story, right. You are telling it through an experience. So not only are you accomplishing that same level of resonation we’ll call it, the same level of bonding, but you are actually taking it a step further because you are telling them something about your life. You are telling them a story. Another big part of this is that they are actually going to read it, right, and that is obviously important because if you are sending these emails every single day that it is just, oh hey, buy my product. Here is why. Buy my product, here is why. You hear about blah.. blah.. Like it is the same thing every day. They are going to open it. They are going to see it is the exact same format, delete. They are not even going to read it. Whereas if you tell a story, people get sucked into stories. They want to know what happens, right. If you are telling a story about how you took your kids to the pumpkin patch you know, very few people are going to start reading that and not care, right, because if they like you which stories are very good way to get people to like you. If they like you, they are going to care what happens right. As I was telling that story you guys probably care you know what I mean. It actually turned out that my little one, Logan. He is -- so Connor, this is really quick like kind of side note. Connor is very, very like unbelievably sweet kid, right. He is our 5-year-old. He is the one with autism. He is unbelievably sweet you know. He is the one that comes up to you and tells you that your hair looks beautiful and like you know, that you look really nice today and that kind of thing. Logan is different. He is just one of those kids that just has his own personality and he does not give too freaking shits if you like it or if you do not and he just is who he is and I love that about him because he is so independent and he just is who he is and he has no apologies for it. On the other hand, sometimes, it drives you nuts right, as you know, anybody listening to this if you have kids you know, probably one of them is like that. So you know where I am coming from, but anyway, so he, of course, rather than picking a typical orange pumpkin with the stem, he picks the green one and it was just so typical of him that -- my wife and I were laughing. So going back to stories you know, that is kind of like the story template that you can use and again like in the future I think I am going to come out with something like that because you just make, I mean it just the way that you can bond with your audience is so much better you know, than just like these generic emails. Hey buy my thing. Here is why. Oh, here are the benefits you know, blah.. blah.. With stories you know like I said, you can still resonate with your audience on what they are struggling with, but you do it through a story, right. So yeah, so that is it today you know, the big lesson here is you know, what I want you to work on this week is -- you know, look at the emails that you are sending out to your audience you know. Are they engaging? Are they really helping establish a bond you know. You guys know that I am very much about trust, right. Not only being trustworthy as a person, right, but you know, I am trying to think of like, having a little brain fry here, but just being building trust in your marketing you know what I mean, and stories are one of the best ways to do that you know, like I always say, if you want someone to like you right, basically, all you have to do is tell them stories and be vulnerable, right. The more vulnerable you are, the more people are going to like you because everybody has vulnerable spots in their life, right. And when you are vulnerable, and you can do that through stories. I do that -- one of my -- my one story about how my wife fell down the steps when she is pregnant with Connor, right, because she has seizures. She has seizure falling on the steps and I caught her coming down the steps. That story, like that is in my autoresponder, I get probably -- I get more responses to that email probably by a factor of 5 than any other email in my autoresponder and I have like, I do not know, probably 100 in my autoresponder, right. And it is because of that vulnerability, right. So, anyway, so if you guys like this subject, let me know. Because I can kind of go into more details and give you more examples and stuff like that. Maybe I will come out with a course for it, I do not know. We will see if you know, if there is enough response to it, but let me know. Just shoot me an email support@jeremyreeves.com. I would not get it this week. When I take a vacation, I am fully unplugged like as soon as I -- basically, when I click end for this, wow (inaudible 25:03.4) way longer than I thought. When I click end for this, I am going to upload it into Dropbox and Andrea is going to get it and then I am officially done. I am officially on vacation. So at the end of this, I will be officially done for about a week, about 8 or 9 days or whatever it is, but yeah, anyway, so if you enjoyed this let me know because you know, I always like to hear you know, what topics you guys enjoy you know and I think you know, telling stories is just such a powerful way of making sales and building a bond with your audience you know and so I can maybe I will put something together, probably closer to next year I would say you know, I will kind of figure out when to do it but yeah and we can talk about it more on podcast and all that kind of fun stuff. But for now, I am going to hop off because I am going to go, enjoy my vacation. I am going to go, enjoy some relaxing time and basically doing nothing, right. And I am very, very excited about that because my mind has been on overdrive for the last 6 weeks so I need a break. So I love you guys. I will talk to you when I am back and in the meantime, look through your you know, whatever emails that you are sending out and see if you can upgrade them by adding stories in there you know. Yeah, that is my big -- that is my big lesson here for today. So go and do that. Otherwise, if you enjoy this you know, you are not paying for this, remember. I just spent 26 minutes of my vacation to do this for you. So do me a favor, share it with somebody. Give us a review on iTunes, that would be the biggest compliment you could possibly give me because that helps grow the audience and the more audience grows, the more I want to do this, right. So go ahead and do that now. Do not be a wanker. Go and you know, do your responsibility and give us a review, alright, and a good one. No. Give us whatever you think it deserves. But anyway, have a good one. I will talk to you next time and yeah and go on and do some stories in your business. It is really good. See you.


5 Oct 2016

Rank #12

Podcast cover

Building A Bulletproof Brain & Being More Productive

In this episode, we switch things up and talk about a few of the biggest lessons I've learned over the past 6 months for building a bulletproof brain to feel better, become more productive, and become a better thinker - all by taking control of your health! Enjoy ;)   Transcript Hey what is going on guys and girls. This is Jeremy Reeves with another episode of The Sales Funnel Mastery Podcast and I hope you all had a very, very fun Halloween. If you have kids, then you know, hopefully you took them trick or treating, well maybe not until like 16, that be kind of weird, but if you have young kids I should say or if you you know, did the whole trick or treating thing with people coming to your door, I hope that was fun. We had our boys out last night and it was freezing here in PA. I think it was, probably like below 30s you know, by the time we got home so it was really cold. I am not looking forward to the cold weather, but it is what it is. So today -- actually, I have a really quick update first before we get into it. So the webinar project right, the high-ticket project that I am working on that I have been telling you about over the last couple of weeks is almost done. In fact, the product itself I actually just finished you know, there are some little tweaks and added some stuff here and there, one or two little things that I have to add, things like that, but you know, it is essentially done and one of my things that I am doing today is actually getting it set up in the membership and like kind of getting all that prep and all that and then I have to actually put together a webinar you know, that is going to sell the course on doing webinars, right. So first of all, you know, I am planning on launching that in the next 2 weeks. So November 14th is, hopefully, the starting date. We are going to find out -- I do not like to rush launches. A lot of people -- a lot of my clients -- you know, they will come to me and say, hey I want to launch tomorrow you know. And I do not like doing that. I always like to get myself extra time to really do it properly, to make sure everything is set up right and all that. So as of right now I am planning on launching that course on November 14th and I am really excited. It is going to be freaking awesome. Everybody I have shown into so far is like, oh my God, this like a total game changer. It is like completely -- unlike anything else it is out there right now. So I am really, really excited about that and I will tell you why it is so awesome as we kind of come closer to it right. So if you are in the market for doing something high ticket. If you have anything high ticket, I would highly suggest not getting anything else until I launched that course because I am telling you right now it is going to be absolutely just completely game changing for you. If you have a webinar and it is not converting well or if you want to put together a webinar and it is just been a giant pain in the ass hint.. hint.. it is going to be perfect for you hint.. hint.. and yeah so that is it. So today, I want to go -- I want to talk about something a little bit off topic right. It is not technically about business, but it is about productivity right and that is health, okay. So I actually just cut down -- I have been -- when it was, let us see -- about the middle in March maybe early April something like that, I was 195 pounds. I was -- I have been fluctuating a lot you know in my life and I think the highest now -- I am only 5’9 by the way, so I am not a tall guy. The highest I have ever been was 205. I think that was when Katie was pregnant with Connor. I kind of did the whole you know, she is pregnant so I am going to eat like she does. Even though you know, the whole pregnancy myth with you know, eating everything is you know, that is also a myth. You really only need like 3 to 500 extra calories a day. But you know, so my wife does not even really eat all that much extra you know, definitely extra, but not like you know, disgusting huge, you know, gross meals every night. But anyway, so in March or April I was 195 pounds and I remember going back like I was -- every single day, I would get really tired in the afternoon. I would get my 2 waves of tiredness so to speak would be between 1 to 2 o’clock and then between 6 to 7 o’clock. So I was getting two different points in the day where I was getting really tired right and I mean like you know, like I am about to pass out tired right. And I have never eaten horribly right. I have always had like a semi-healthy you know, lifestyle. My problem back then was you know, I would drink like high-calorie beers and stuff at night and that kind of thing. My nighttime is really bad you know, I would have a giant bowl of popcorn with butter something like that. So that was one of the big things. But what I have noticed as I have really cleaned up my diet and my exercise program since November so how many months that is, it is like the last 6 or 7 months whatever that is -- is that my productivity has gone way up right. And that is why I want to talk about it today, right. And because a lot of people on this are probably you know, you are probably a little bit overweight or a lot overweight or you are -- maybe even if you are not like you have really good genes and you are not overweight, but you still eat bad, it is still going to drastically affect your mental performance right and as entrepreneurs, that is really, really, really important because if you are not there mentally right, if you do not have a clear sharp mind, you are not going to be able to come up with new creative, innovative, breakthrough ideas, right. You are going to go through your day just kind of like forcing yourself to get it done rather than having the motivation to get everything done rather than having the excitement to get your work done rather than coming and waking up energized and ready to tackle the day, right. So a couple of things that really helped me right. Number one is no breakfast. Huge, huge, huge breakthrough for me was no breakfast, right. And a lot of people are thinking, oh my God I am going to be starving in the morning. Oh my God, oh my God, oh my God. No. You really won’t. Now some people do. It does take a little bit of a period until like kind of get used to it. Now I have never been a huge fan of breakfast, but I have always eaten it just because I thought I was supposed to, just because you know, breakfast you know, “is the most important meal of the day.” It turns out that is absolutely not true. Whoever you heard that from, not that they are lying, but basically, the what happened was -- back in the -- I think it was the 60s. I might be off from the timeline, but 60s give or take a decade or two, the people that started saying that were you know, where do you think I am going to this? The people that came up with that idea guess what they sold? Breakfast food, right. They were marketers. Just like the people that came out seasonal affective disorder. That is not actually a real thing, right. It is just something that has been implanted into like the minds of American citizens you know and then the people that are making these things up are then selling the solution. It is actually a brilliant marketing technique, but when it comes to eating breakfast, it is absolutely not necessary whatsoever. It has nothing to do with your metabolism, right. This has been proven like a thousand times that not having breakfast does nothing to your metabolism at all, right. It actually, it takes like 2 or 3 days of eating nothing for your metabolism to really start dropping a lot. So if you are worried about like your metabolism dropping. It will not happen. I promised you, okay. You can look up the research. I am not going to go through it all right now because I do not have it in front of me, but you know, it is -- basically, there is zero evidence of it reducing metabolism, okay. The second thing is -- oh well, I am going to be like -- I am going to be hungry all morning. When you first do this, right. If you eat breakfast every morning, you are in the habit of eating breakfast and because of that habit, your mind is going -- your body goes through these you know, these habits. So if you wake up and the first thing you do is put food, put calories in your body. Your body is going to expect that. So the first week maybe 2 weeks, you might still a little be - be a little bit hungry. What you can do to stay that off is drink a little bit more coffee right that helps blunt your appetite and also, big thing that I have done is carbonated water or like seltzer water or something, some kind of non-calorie -- please do not drink diet soda, it is gross, except for like a treat once in a while. Something you can put in your body that is carbonated because it fills up your stomach right. That helped me a lot. Now these days, like I am up at 5:30 in the morning. I usually do not eat until 12 to 1 o’clock, right. So I am going like whatever that is like 6-1/2 or 7 hours, I do not really get hungry right and it is because I have trained my body to do that, okay. So the first thing is no breakfast. You are going to instantly drop weight because what happens is, if you have like a 2000 calories you know, if you are eating 2000 calories to say, and you are eating like a 4 or 500 calorie breakfast well now you can put that into like your dinner right. If you have the same lunch no breakfast now you can have a 4 or 500 calorie extra for dinner and still have the same amount of calorie. So you can have such more amazing meals, okay. So it just makes it way, way easier okay. So that has been a huge thing for me. Second thing is, in terms of like mental performance energy that kind of thing, is for your lunches, low carbs okay, because carbs are going to make you tired right. When you get that blood sugar spike, when it comes down right that is when you get really lethargic and that is why I used to get at 1 or 2 o’clock, I would get that you know, that drop right and the same thing (inaudible 10:18.2) because we eat at 5. So like within the next hour to 2 hours, you are going to just you know, hit a rock and if you do not want to do that anymore, try eating lunches with lower carbs okay. Now I am not one of these people like, carbs are not enemy. I eat a lot of carbs you know, today actually, I am eating a giant thing of chicken and rice for lunch and I am eating pasta for dinner, right. Now I am in a bulking stage now actually because I got out in 170s. Now I am going to start putting on some muscle. So I am actually eating a little bit more, but you know, in a normal day, I do not really eat that many carbs for lunch, right, when I am cutting. Now I added them back in because I am bulking and I am also going to do a huge you know, big long workout right before my lunch so that kind of counteracts the carbs, okay. So that is another thing. But in general, if you want a clear sharper you know, faster mind and you do not want to be tired throughout the afternoon, then eat low carbs for lunch and therefore, you are going to get more fats, right. Fats help fuel your brain. They are going to help you again, you know, have a clear sharper mind. So add some more fats. Add some coconut oil. Add some nuts. Add some really good healthy omega-3s, some Fish oil you know, Fish oil supplements are really good for brain function you know. Have a cup of coffee you know depending on how much you drink in the afternoon, I mean in the morning, you do not have too much because you can definitely have too much. I think they recommend about 400 mg a day. So depending on -- you should also look into where you are getting your caffeine. So like a Starbucks coffee, I think has about 400 mg which is like insane. That is called the Robusta bean. You probably want to look for Arabica beans. They have like, it is like a 3rd or a 4th Robusta. So anyway, so eat you know, eat healthy omega-3 fats you know, salmon, nuts, you know, have a steak you know, good grass fed steak even for lunch you know, smaller one probably because a huge (inaudible 12:30.4) get you tired probably. Next thing is, do a little workout. So I started adding in a workout right before lunch because I know that at 1 or 2 o’clock, I am going to get tired and I realized that well, you know, if I do a workout like kind of in that period right before I am going to get tired, then it is going to help kind of reboot myself, right. So I work from you know, I get up at 5:30. I work from about 6 until 11:30 or so and then I do a workout you know, it depends anywhere between 15 minutes to like 45 minutes, depending on what I am doing that day, depending you know, some days I go for a quick fast run. Yesterday, I did sprints. Today, I am doing strength training. Tomorrow, I will probably going to do a circuit training workout. So it is kind of like a mix of you know jump roping and burpees and box jumps and sledge hammer swings and that is where you get a sledge hammer and you hit a tire essentially. And you know, things like that right, kickboxing I put into that. So I do a mix of that type of stuff. So try adding in a workout right. And by the way, with all the stuff adding them one at a time do not let go and change everything that you do, just add it one at a time. And then the next thing is -- another thing that I do with my lunch is I take a greens drink, right. So it is really good to get your body in the alkaline state. If you get into too much of an acidic state, right, and that is from things you know, if you look in like a pH scale that you learned in high school you know, there is the acidic side of things so you know, coke right, not cocaine you know, soda is really acidic; alcohol is really acidic; meats are acidic, you know, basically, anything processed is acidic. And then you have the alkaline state and that is what makes you feel better right, is vegetables are alkaline you know, most healthy foods are alkaline you know, and you could look up kind of tables that show you what is alkaline, what is acidic that kind of thing. So just add in more alkaline. I am not really a big fan of adding only alkaline because you know, this people that only eat alkaline foods they do not realized that your body needs both right, you need both for different things you know, it is kind of like -- a lot of people when they are reducing inflammation, they actually have so many inflammation reducers that they do not have enough inflammation in their body right, because you need a certain amount. Your body is -- it wants to stay in homeostasis. It wants to be balanced right. It needs balance kind of like business plan or kind of like life you know, you need balance. Too much of one thing and you start kind of going off the edge. So just start adding in more alkaline state but with the greens drink, I drink 1 cup of (inaudible 15:29.3) vibrance and it is -- you can get it from Amazon. I think it is like I do not know $40 or $42 something like that for 30-day supply and basically, it is just a little scoop of you know, greens. There is all this like crazy you know, stuff in there (inaudible 15:44.9) you know, cracked wheat and like all this kind of crazy stuff that you would never normally get in your diet and you just put it in the glass and drink it you know, the first couple of times you drink it is going to be gross of course you know, you are drinking a big thing of greens, but then it actually taste like I do not mind the taste at all now. It actually kind of gets you out of that. People that eat a lot of sugar, if they eat something that is not sugary, they think it is disgusting, but it is funny like once you stopped eating a lot of sugar -- I actually do not like sweets that much you know, even you know, coming home from Halloween last night, I only ate like 2 or 3 little candy bars like I am good now. It is because you know, my body does not crave it because I do not really eat it that much. I ate healthy food now and I do not really crave sweets any more you know, except for like a good pie like an apple pie, oh man, I love that. That is my kryptonite, that and peanut butter ripple like the vanilla ice cream with peanut butter on it. Oh man, although that is not really a sweet. That is more of a fatty meal. But anyway, so I do that after lunch, has tons of probiotics in it which are super, super, super healthy. It keeps your gut you know, your gut balance, your gut flora in check which is actually also helps you think better and clear and feel better and that kind of thing. Makes you less tired. And so those are you know, some of the things that I am doing in my life. So to kind of recap, number one, do not eat breakfast. It is going to help you -- first of all, it is going to help you increase productivity because you do not have to be worrying about food right, and also, you just focus better. I focus better when there is no food in my body because my body is not worried about digestion you know, digestion slows you down. So when you do not have food in your body, you can then like your resources can kind of go to your brain you know. You can also try to add in a bulletproof coffee which is basically -- it is essentially coffee if you never heard of it. It is coffee with butter and MCT oil which is all really like it is kind of like brain food you know, because like I said, really, really healthy fats are basically brain food you know, that is what your brain thrives on. So if you eat a higher fat you know, diet then you are going to think better. It is better for (inaudible 18:10.0) than higher carb diet. So that is what I do, like right now, I am doing 40% fat, 30% protein, and 30% carbs you know, and it is because you know, you need a balance again you know, I know me like if I go too low in carbs I feel horrible. If I go too high in carbs and too low in fats, I feel horrible and if I go too low on protein I noticed a significant decreased in my strength right and so I need a balance, not shocking you know. So but I do a little higher fats because more of like the brain power you know, the mental kind of brain power. So do higher fats and so you can try adding bulletproof coffee in. You can try not eating breakfast and that is just going to help you lose weight which is automatically going to help you feel better, you know, because the less fat that you have on you, the less toxins that are in your body because your toxins are held in your fat right. So when you start losing fat, those toxins get released because your body like they kind of infect your body and so the less of them that you have, the better you are going to feel. Next thing is lunches. Eat smaller lunches, bigger dinners right. That has helped me quite a bit. When it comes to lunches you know, again, go for like a lower carb lunch because carbs are going to slow you down. Digestion slows you down, but carbs especially kind of make you tired because they release various chemicals that make you tired. It is actually good eating carbs right before bed because you kind of get into like tired state and then you can fall asleep easier. A lot of people actually will eat like tablespoon of honey at like 9:30 or 10:00 right before they go to bed because it helps their body just kind of calm down and relax and you know, and that kind of thing. So yeah, smaller lunches with higher fat and then also workout you know, so sometime whenever you naturally get tired add in a workout like an hour or so before that, an hour to two hours to say because it is going to kind of reboot you. It is going to recharge you, you know, and if you do it in the middle of the day kind of gives you like a nice you know, again, it kind of just reboots you like you know, I am working from 6 until like 11:30 or so and then I get a workout. So by 11:30, my brain is starting to you know, starting to drop off a little bit. So when I am able to do that workout and get more oxygen flown through my body, get the energy level, get the blood pump in, then I feel better and I kind of get like a second wind for the afternoon, okay. And then, you know, when I am done working around 3 or so, then I can just kind of chill and relax my feeling. So that is another thing. Another thing actually that I have noticed is if you are feeling tired and this is more of a disciplined thing. If you are feeling tired right. If you are feeling just sluggish and tired at you know, 1 or 2 or 3 or you know, whenever you are kind of tired state is, consider taking a nap you know, take a nap somewhere between 15 to 25 minutes. Do not go above half hour because you start shifting into the next phase of sleep. It takes you know, basically up to about half hour where the first stage of sleep essentially REM I think it is where basically your mind like you do not get into a deep -- like there is kind of 2 stages. There is one where your brain kind of recharges right and that is the first one, that is REM sleep. I am pretty sure it is REM sleep. Basically the connections that you have made. They all get like sorted out right, essentially and you just get like a quick little boost right, whereas if you get into, if you start going into the deeper sleep that is when it repairs your tissues and your muscles and like it does that like deep tissue repair process. You do not want to get into that throughout the day, that is for nighttime because your body essentially is working so hard. It essentially like shuts your brain down so that it can have the energy and the resources to be able to repair your body, okay. So think of it that way, like short is just kind of brain boost you know, brain recharge and longer is like a deep tissue repair, okay, and you only want to stay in that first one and that is like within a half hour or so you know, that is why a lot of people they wake up from nap (inaudible 22:36.4) okay, while if you take a nap and it is only you know, 20 or 25 minutes you are not going to fall into that state you know and a lot of times like I will wake up and I cannot even think I am so tired -- not really anymore I have been taking a lot of nap in a very long time because of all these things and I do not really get tired in the afternoon anymore, but when I used to do this you know, I would take a nap and like 20 minutes and I will be you know, jumping, roaring, and ready to go. So try that you know, add that into your thing on the days where you just, you know, you cannot think of anything because otherwise, you just kind of sit there and stare at the computer and that is obviously not productive. So you might as well go and take 20 minutes, take a quick little nap and then come back and you know, be ready to hit it again. I would say the final thing is make sure you are getting good quality sleep you know. Make sure you are going to bed at decent time and make sure that your -- and this is one that I still struggle with. Make sure that your you know, you are not watching TV or playing games or things like that on your phone right before bed you know, you should essentially be trying to stay away from blue light for about you know, 2 hours before you are going to bed you know, and I again, this is one I still struggle with because I still you know, I like to watch TV you know, God forbid an entrepreneur watches TV, you need to be at work all the time, oh my God, oh my God. No, I have a couple of TV shows that I really loved you know, I am watching The Walking Dead now, the Blacklist. I cannot wait for stranger things to come back in July, it is one of my favorite shows ever. If you have not seen Stranger Things it is on Netflix, you absolutely need to watch it. It is freaking ridiculous. But you know, so there is a couple of shows you know, I think Game of Thrones is going to be starting soon. So anyway, so those are a couple of my tips that I have used not only to lose a lot of weight in the last whatever 6 or 7 months, but also just to feel better. I mean my energy levels are so much higher now than they used to be and I just feel better. I am stronger you know, it is just -- I think way, way better than I used to because my brain has the you know, the nutrients and needs to be able to you know, make the connections. So anyway, I hope that helps you. I know it was a little bit off topic you know, it is not really about business, but it is extremely important because if your mind does not clear, if you are tired, if you are sluggish, then you are not going to be able to think properly. You are not going to be able to think clearly and you know, you are not going to -- those breakthrough ideas are not going to happen for you. So I hoped you enjoyed this. Let me know if you like topics like this that are not you know, 100% business related but they still have to do with business because they you know, directly affect your brain you know. Brain health is one area that I am really getting into now and I am trying out a couple of (inaudible 25:35.2) and you know, essentially brain pills like that. I am going to start adding in bulletproof coffee, I was never a huge fan, but I want to kind of retry it just to see how it works with my you know, with my brain and I had some stomach issues when I tried the last time. So I am going to try it again. But anyway, so that is it. Again, the webinar product is coming out either the next 2 weeks or 3 weeks. If it is not the 14th, it is going to be the 21st that I will launch that. So keep your eyes and ears open for that. The week that I do launch it I am probably going to have multiple podcasts in that week as part of the launch so that will be kind of cool and you will be getting like you know, couple podcast from me. So anyway, that is it for me today. If you -- by the way, if you have a high ticket item and you have been thinking about working with us and having us you know, do it and done for you automated webinar, I would get in touch now because once we launch this, it is -- we are going to kind of specialized in that and it is going to be -- we are going to get a lot of new clients that are looking for done for you webinars. So if you have been thinking about working with us for a done for you webinar or even coaching, that is also going to be one of the packages, then I would probably reach out now and kind of get you know, jump ahead of the curve here because, again, we are going to get really, really, really busy, okay. So I hope you enjoyed this. I will talk to you next time and yeah, just you know, make sure that you take health into consideration because it is really, really important you know, for your business, for your just overall energy levels and how you feel everyday and I can tell you now like looking back to how you used to feel, you would like -- if you are overweight and you you know, if you are not eating healthy when you switch you will notice a huge difference and it is one of those things you do not realized how bad you felt until you feel good you know. You do not realized how bad you felt until you feel good. Once you feel good then you look back and you are like oh my God, how do they even get through the day you know, it is one of those things. So take that into consideration. I hope this helps you. All these things that I have done, I do on a daily basis and they have all helped me. This is the biggest changes I have made and they made a huge impact. So I hope enjoyed this. I will talk to you soon. Bye.


2 Nov 2016

Rank #13

Podcast cover

Podcast Changes In 2017

In this episode I talk about changes to the podcast in 2017, as well as my own 2017 goals! Resources Mentioned None


4 Jan 2017

Rank #14

Podcast cover

High Ticket Freedom Formula Concerns Addressed

In today's episode, we cover a few concerns people have about High Ticket Freedom Formula and why you should get started today before the promotion expires. It expires TONIGHT, Monday November 21st at midnight EST. Get more info at http://www.jeremyreeves.com/gethtff


21 Nov 2016

Rank #15

Podcast cover

Matt Inglot On Lifestyle Design

In this fantastic episode, I interview Matt Inglot about one of my favorite topics; lifestyle design. Far too many entrepreneurs get trapped by their businesses and sacrifice their health, family and happiness in order to "make it". I don't believe this is necessary. In this episode, we'll dig deep into building a lifestyle YOU want to live and making your business fit what you want, rather than simply hoping for the best.  Resources Mentioned* Tiltedpixel.com * FreelanceTransformation.com * http://www.freelancetransformation.com/salesfunnelmasteryCan I Help Grow Your Business?Visit http://www.JeremyReeves.com or email me at support@JeremyReeves.com and let's chat. Enjoy!TranscriptJeremy Reeves: Hey everyone, this is Jeremy Reeves, welcome back to another episode of the sales funnel mastery podcast, and today I have someone special on the line, his name is Matt Inglot, and I figure you are gonna find this pretty entertaining and pretty informative if you want to work less and enjoy your life more. I know I’m kind of in a stage right now where I am going a little bit nuts because I’m about to take some time off, but in general, you want to work a little bit less, enjoy your life more, have more of a lifestyle, you know rather than just kind of being stuck in the business all day long and I think you are gonna really enjoy this episode. Matt is the owner and founder of Tiltedpixel.com which is a web agency that primarily helps [inaudible 00:05:16] companies to basically convert visitors into customers and he will talk more about that in a sec. He is also the owner of FreelanceTransformation.com and basically they are really good resource for freelancers service professionals to build amazing lifestyles around their business versus you know just being kind of stuck in your business and you are just, you know, doing the daily grind every day. So Matt, how are you? Matt Inglot: I am doing well Jeremy and it’s great to be on your show. Jeremy Reeves: Yeah, thanks for coming on. Matt Inglot: Absolutely. Jeremy Reeves: So before we get into everything that we are gonna talk about today, take a second to expand on your 2 websites just so people have a good understanding whether or not you can help them, you know, kind of [inaudible 00:06:01] a little bit. Matt Inglot: Sure, well I think [inaudible 00:06:03] but FreelanceTransformation.com kind of hits the nail on the head of what I’m all about. So I have a web agency called tiltedpixel and that’s something that I have build over the past 10 years. In fact, we just hit the 10-year mark back in September and that is a very long journey where originally I had an office, I had employees and I basically had this weird and all too common perception of business which is that you are successful if you have a big company. So the more people that work for you, the more offices that you have, the more wheels are turning, the more successful you are and I originally built my company off of that model, but the end result was that I was working 80-hour work weeks, I was frankly miserable. I found that I was paying out most of our money to overhead versus actually getting to keep some at the end of the day and I had basically created this monster that I had to keep feeding instead of building a business that actually allowed me to live the life that I want to live and eventually I had a breaking point and said, okay, enough is enough. So, back in 2011 I got rid of the office, I gradually converted everybody to contract and now it’s a very overhead-light business were both of our expenses are directly correlated to our projects. I work a heck of lot less than the 80 hours. I work less than 40 hours in fact and that has given me a lot of time to create freelancetransformation which is basically helping other people dig themselves out of that all too common hole of basically owning a freelancing business that booms your life and try to get into something that actually gives you kind of a spectacular lifestyle that [inaudible 00:07:54] that’s probably why you started in the first place. Jeremy Reeves: Yeah, I think most entrepreneurs regardless if you are in -- like kind of service industry or you sell products, I mean, whatever it is you sell. I think most of us do it because -- I mean, first all, I think every entrepreneur loves like the challenge of it, there is all that, but it’s also to -- I think most people wanna do it because they want more freedom and more income and all those kind of things and then you start building it like you commonly hear, you know, people have like a 1000 employees and they work all day, they are stress all day and that kind of thing and it kind of just transforms into that. So it’s kind of cool that you were there and you got out of that. I think most people get trapped in that kind of vortex and never or able to actually get out of it. So it’s kind of cool to hear somebody that was there and then got out and you kind of get back to what you wanna do which is pretty cool. Matt Inglot: Yeah, thank goodness because a lot of people do not get out of it, get out of that and it’s very telling if you talk to somebody who is just starting out on their own especially if they wanna become a freelancer or even if like another type of entrepreneur [inaudible 00:09:04] that you will always hear is I wanna be my own boss, I wanna have the freedom to do things I wanna do [inaudible 00:09:10] less of dreams and then you talk to them 2 years later and they’re basically stuck exactly where I found myself or they -- you know, they have none of those things, they just have an 80-hour work week. Jeremy Reeves: Yeah, yeah, exactly. So there is a lot of different things that we can talk about. I guess, let’s start with how do you like kind of -- how do you make that switch actually, that’s a good place to start. How do you go from like, say you are in a point now where it’s you and you have a bunch of employees and they are kind of like running your life and your clients and customers are running your life and it’s really -- you are not even in control of your own life. How do you start to kind of transition out of that, is it by improving your workflow, is it improving, you know, maybe doing like an 80/20 on your customers and clients and only working with those that you are spending the least time with making the most income or -- is there any like kind of good place to start that transition? Matt Inglot: Yeah, definitely. So it’s very easy and very difficult all at the same time. So I started for a place of breakdown basically. Sometimes, you know that is kind of what has to happen, kind of wake you up. So at that point, I mean my business wasn’t doing that great financially because, again, the high overhead, the feast or famine cycle and I wasn’t that great mentally which was the bigger problem. Again, I was overworked. I was burned out. If you never suffered burned out, I mean it’s one of the worst things because you will wake up and you know you got a day ahead of you and then you will work for half an hour and then suddenly you are exhausted, that can be the end of your day, which is obviously a problem when you are trying to run a business and that is something all entrepreneurs have to watch out for. Ideally, you don’t start -- you don’t wait until you have a break down like that, but certainly maybe the motivator for a lot of entrepreneurs to finally change things. So in my case, the easy part was the mechanics. The hard part was making the decision because I mean it was freaking scary right, you have this office and I had invested 20 grand just a year and a half before that [inaudible 00:11:25] walking away from that office [inaudible 00:11:30]walking away from that 20 grand it also meant getting someone else to take over when I leave possibly taking on loss on that. What would I tell to my clients, what would I tell to my employees, all of these like fears and doubts in my head, but when I actually did make that tough decision, it was actually turned out to be very easy. So I did -- I did do an 80/20 analysis basically what you described and I basically decided to rebuild my entire business model and do that hard thinking that I have been putting off for so long. So I looked at the projects that we were doing and I realized that sure enough 80/20 rule, typical, 80% of our profits [inaudible 00:12:10] were coming from 20% of our clients and those clients had [inaudible 00:12:15] characteristics that the other 80% did not. So at that point I realized that I was investing a ton of money into a ton of overhead to start with 80% of clients that were basically breakeven at best. They help pay for the overhead, but the overhead was necessary in order to have them in the first place so it’s kind of why are we spinning the wheels. So the 80/20 was the key, honestly was the key, I talked to my landlord, I let him know what’s up. I found someone else to take over to lead, luckily, I had a great network of [inaudible 00:12:50] so I reached out to a number of people and someone knew someone that was looking for an office and we basically just change the name of the lease and it was done. I told my clients that we are gonna changing our business model. I was worried everybody would leave but in fact nobody left, nobody was really ticked off. A couple of people were a little worried [inaudible 00:13:10] being like you are going under or something but I reassured them and in the end like several months later life was completely different, and I could have done the exact same thing a year and a half ago, I could have done it 3 years ago, I just did because I thought that I had to operate my business this way and unfortunately it did take a bit of a break down to change that but it turns out making these changes are actually very easy once you actually commit to doing it. Jeremy Reeves: Okay, what do you think -- because there is -- I mean there is a million things that everybody does like -- on daily basis that kind of thing, I mean -- did you in terms of what you looked at because I’m sure at some point you had to look at your workflow like you get up and it’s like okay what am I doing today, what am I doing tomorrow, this week, or this month. What was some of the things that just didn’t -- that you were able to get rid of once you really simplified things -- I mean that is basically what you did. You just simplified the business. So what were some of the things that you just -- were able to just -- kind of not have to do once you got your employees from, you know, employees to contracts and you started working with less clients with better clients and that kind of thing you know -- where they certain -- I am trying to think of a good name for them, but you know, everybody has those tasks that they have to get done, you know, the entrepreneur, [inaudible 00:14:34] should not be doing them that’s more things that should be outsourced to people like assistance and project managers and other employees but most entrepreneurs that are not quite there yet. They are doing all these different things that they should not be doing, but they kind of have to do because they do not have the revenue whatever to pay for somebody to do it. How did you kind of go from doing all that stuff to just getting rid of it or outsourcing it and being able to focus on [inaudible 00:15:04] did the highest leverage activities? Matt Inglot: Absolutely, so I think the key in everything you just said is getting rid of it and I’m burrowing this from Tim Ferriss from the fourhourworkweek because he has got the same model of -- or maybe getting things done or maybe both of them -- [inaudible 00:15:21] great books, it’s Eliminate, Automate or [inaudible 00:15:28] in that order and that is critical and I think that is fourhourworkweek where you should be trying to think about your business in terms of what tasks I can delegate, that the last step, that if you can’t get rid of it. What can you get rid of altogether in the first place for automate. In my case, focusing on the profitable clients and getting rid of the rest was absolute key because that eliminated a lot of things. It eliminated a ton of low return on investment sales conversations. Originally, we are selling an amount of $5,000 websites [inaudible 00:16:04] company size selling $5,000 websites is not the answer for that unless it’s fully automated. So we were doing a lot of those and the problem is I get into these discussions because somewhere in my head I had the idea that I was the storekeeper so a customer comes up to you they want help, therefore, you have to help them, and I mean that’s kind of true if you run a retail business but if you are doing any sort of consulting you have to be a lot of [inaudible 00:16:34] than that. So now when people approaches, I screened them very carefully and I always start with -- I always start with what are the reasons to not take this first and on, and after, you know -- I haven’t been able to come up with any notes that is when I started thinking okay, how can we work together, how can we run this first and over. So by default is to refer someone elsewhere not to try to win them as a client and that is just dramatically changed to how I spend my time because I was not spending time trying to sell people that I should have be taken on as clients and consequently that also cut down a ton of my project management workload because I was not trying to manage projects that had marginal profitability and the more clients you have to manage, the [inaudible 00:17:23] more of your time. So it was really a process of elimination and as soon as I did that a lot of my problems frankly went away. Jeremy Reeves: Nice, and I love that. I completely forgot -- I remember reading that now, in one of the books because I have read both of those books too about the automated delegate and I have completely forgot about that because I’m kind of in that phase now where I am kind of -- elimination phase and even the same thing raising my minimum fees and all that kind of stuff. Even this year I think I went -- I think my minimum, I changed it to my $5,000 I think it was [inaudible 00:18:00] but I have been considering going up to $10,000. It is so much -- I mean it’s just -- it does not make sense to -- one of the things you are talking about that really struck me and I hope everybody really heard was that, the more projects you take on, the more projects you have to manage it exponentially gets worse because -- what happens of that -- that is almost like a productivity tip. It’s the whole thing of -- I forgot who [inaudible 00:18:32] was done but like how it takes like 20 minutes to switch tasks, you know what I mean and that is why even some of my writers and my employees and stuff I am always training them that don’t start writing emails and write for an hour and then go to a sales page and then go back to an upsell and then go back to this other project. It’s like, you know, the whole day should be focused on one thing. If you finish that then take a break don’t like go right for the next thing because you are not going to anywhere. You might as well just take a break go get some tea, whatever you wanna do and then come back and then start on a next thing but it’s -- I mean it’s so crazy how applicable that is. When you set up your week it’s so important to know exactly what’s in your week and exactly what’s in each day of your week. I can tell you right now exactly what I’m doing every single day of this week almost of the hour. This week is a little bit different because I’m like a little bit insane this week, it’s very abnormal for me. Normally I’m not this crazy but it’s only because I’m taking the next 2 weeks off and I’m also in the process of hiring 2 new people and I’m overbooked on client work. So it’s kind of like one of those perfect storms, you know. This week is a little bit different but if everybody didn’t really -- if that didn’t sink in, I really hoped that it does because you should really -- it really just comes back to 80/20. That concept is so powerful and again it doesn’t even matter if you’re running a service business, product business I mean there are things that you are doing that number 1 you shouldn’t be doing and you shouldn’t be switching task to task, I love that, I love that. It’s brilliant. Matt Inglot: Definitely [inaudible 00:20:24] $20,000 website project is probably gonna take me a 3rd of my time to do everything I need to want it including sales and project management versus $4,000 or $5,000 projects. So think about that 3 or 4 times the time commitment to generate the same amount of revenue, it is absolutely crazy. Jeremy Reeves: Yeah and even, you know, with projects, let’s just say 5 versus 20, even if you are not the one doing it which really, you know, I’m really starting to [inaudible 00:20:56] you shouldn’t be the one doing it like if you sell websites, you shouldn’t be actually building the websites. You should be building the vision, you should be building the systems to actually build the website and like all those kind of things, the vision from the company and like all that. A lot of people including myself like I put a lot of time when I first started -- this is the part that I’m personally good at. I am really good at starting projects, strategizing them, getting to move off the ground but then once they’re in motion, I have learned to kind of let it go and then just come in little by little, you know, not do the whole thing, not do the [inaudible 00:21:37] horrible at the end. That is why I have people on the team that help me get that part done because I might -- most entrepreneurs you are really good at starting things, you innovators, you like to change things and the whole shiny object things. So you have to -- kind of embrace that and build for me, build a team around that but if you are putting -- let’s just say that it takes you 5 hours total of your time and then your team handles the rest of it. If you are spending 5 hours doing a $5,000 project that’s a $1,000 an hour for like each hour that you put in, but if you put in 5 hours that same time which typically, it’s really not that much more for bigger projects. You might strategize a little bit more whatever but it’s not four times the amount more, it might be like 25% more, whatever it is then you are making $4,000 an hour for that and I think that is a really valuable lesson that the people should learn is when you are really focused on your best clients, your [inaudible 00:22:42] way up so either, you can work more or work the same and make a lot more money or you can cut your time in half and so you will make the same amount of money. Matt Inglot: Absolutely and definitely [inaudible 00:22:57] on the ladder. I long ago realized after all of my problems and everything and all the stress I caused myself trying to be one of the most entrepreneurs that you know so called hustle and working themselves to death. I realized that, I really have a breaking point around like [inaudible 00:23:17] around 6 to 8 hours in a day and that’s really all I could comfortably do on a healthy long-term basis. So for me, it’s rarely about how can I make more money versus how can I make more -- how can I get enough dollars per hour so I can then go do other stuff versus okay I’m making X hundred dollars an hour you know, let’s try to fill up 80 hours a week so that I can get rich. Jeremy Reeves: Yeah, you know, I think a lot of people are like that. I have always look at my business kind of the same way like okay let’s just -- you have your goal, let’s just say whatever it is, just say a quarter million dollars that you wanna make personal right, and it’s like, instead of saying okay, I’m just kind of keep working until I hit that, you will say, okay, the end goal is $250 grand, how do I do that within the hours of whatever, for me it’s 6 to 3 that is like my hours every day. For other people, it might be 9 to 5, for other people it might be 2 in the afternoon until 10 at night, whatever it is, it might be 9 o’clock in the morning until 11 o’clock in the morning, then you will say okay, how do I only work for 2 hours but still make $250 grand and then you tried to figure that out but I think it’s so important to do that and I kind of love that way of thinking rather than just how do I make X dollars period. It’s how do I make that in a specific amount of time so you are not killing yourself and you are not killing your creativity especially because a lot of like the people you help are creative. How did you -- when you started dwindling your hours down and you went from 80 down to, you know, you got it down to 70 and 60 and 40 and now you are under 40. How did that affect your -- just like your own role, the way that you think, you know your mental processes and your creative process and your clarity and that kind of thing. Did you see a big shift in the amount and the quantity and quality of your ideas and how you relate it and react it with your clients and that kind of thing. Matt Inglot: Hugely. Absolutely hugely and you know, just a disclaimer it wasn’t a nice, easy, straight road where [inaudible 00:25:39] from 80 to 70 to 60. After I got rid of the office, things improved greatly then I made a couple other mistakes along the way but the net result is for the past few years, few things have happened what I went from just getting sick at the [inaudible 00:26:00] to really loving my job because I get to work with the absolute best clients. It is very difficult to work with me in terms of actually getting accepted with your project. You have to meet various specific criteria which for me means I get to help the kind of people that I wanna help and that allow me to use my best ideas because of not constantly overwhelmed I have a ton of freedom in how I run my business and how I run my personal life. So for example, [inaudible 00:26:35] put on a conference and he announced it relatively last minute and so I looked at the calendar [inaudible 00:26:43] it was actually another conference that was put on even sooner. So that was one example where I looked at my calendar and was able to say, Okay, I think I will do this conference even though it’s only a few months notice and then there was another one kind of our retreat that I knew about 3 weeks in advance and I just looked at my calendar wiped out a few things and I was able to go to this retreat. You know, how many people can book a trip on 3 weeks’ notice for -- many people it’s like okay, I got to get the time off work and we can go to Mexico 6 months or 12 months from now. Whereas for me, I could be very spontaneous or just if I don’t feel like working today I don’t feel that great I can go do something else. So it’s not just amount of hours work in a day it’s the amount of time flexibility that you have, what you haven’t filled up your calendar like crazy and yeah that absolutely creates the time of freedom. Jeremy Reeves: Yeah, did it take you a while when you started getting to the point where you could, you have the flexibility in your schedule, did it take you awhile to allow yourself to take that time? Matt Inglot: Oh, hugely. I mean it’s still an ongoing issue today. It’s very difficult to not feel guilty when it’s like 1 p.m. in the afternoon and you already accomplished the one big task you wanted to do that day and that is where, I mean I have other things that keeps me busy now like freelancetransformation [inaudible 00:28:20] probably gonna make some money but right now it’s a free podcast, free resources. I have invested a ton of money into it, I mean, you know that is something that is generating an immediate return on investment, but I’m able to do it because of the time freedom or I have other hobbies like woodworking. I spend a lot of time in the wood shop. So it’s not just about having the free time, but I think having clear purpose of what to replace it with because otherwise you’re like [inaudible 00:28:53] okay, what now? Jeremy Reeves: Yeah, and you are always trying to look to like fill that point. Matt Inglot: [inaudible 00:29:01] track your emails if [inaudible 00:29:03] or you will give yourself a task that frankly don’t need to be done just to fill the time. Jeremy Reeves: Yeah, just stand up and get the hell off the computer. It’s funny I actually, I kind of get lucky -- kind of bad way but last summer, my dad past away last November, last summer -- aggressive cancer so we kind of knew that last summer, the summer of 2014 was gonna be our last summer to play golf together because that was one of the things of me and him always did, we play golf together and that kind of thing. So I kind of fell into that, you know what I mean, like -- I have always struggled too, you know finished a project and it’s -- like you said 1 o’clock and you know that there is nothing else like on your to do list but you kind of just try to fill that void and so I actually, was almost forced into taking days off without feeling guilty like -- If that happened to me I just call my dad and say, let’s do golfing. Thankfully, it stuck with me, since then I am able to do that, I will be done by -- and not that your -- I mean my to-do-list is always huge but sometimes I do a to-do-list for every week and I have everything list on just say there is 10 things. If I finished it, you know Friday morning or something, I will take Friday off and the weekend off because you know it’s done and you don’t have to do that everybody [inaudible 00:30:47] such a rush versus just, you know enjoying that you have a really productive week and you probably did a lot more than everybody else and that’s the reason I feel like you should kind of reward yourself for that instead of feeling guilty about it. Take a day off it’s not gonna -- it’s gonna do nothing but help. Matt Inglot: Absolutely, and the thing is you touch on something very [inaudible 00:31:09] unfortunately sometimes life just gives us a kick in the ass and forces us to rethink our priorities so I’m very sorry that your dad passed away and obviously that kind of forced you to rethink your priorities and make time for those golfing sessions but obviously, we don’t wanna wait for the bad stuff to happen in order to force us to change our ways. So one thing that worked really well for me as part of this process of transitioning away from workaholic to someone with a life was to take a longer trip. So I went to Poland then Ukraine for 2 months and that really forced me to reevaluate my entire business because I actually took that time off. I check email once every 2 weeks. I put my brother in charge basically forced everything to become a process, forced myself to not be involved in everything and that was absolutely transformational, one because you know, I haven’t had 2 months off since I was a little kid in summer vacation and two it really forced me to reevaluate how my entire business [inaudible 00:32:20] and I think there is something special about travel there because if you decide to take kind of so called staycation, you’re there, you’re available online it’s very easy to get fall back into work. When you’re travelling especially with a giant time zone difference where internet connection is not always even an option to you, it actually forces you to do things right rather than half-assed. Jeremy Reeves: Yeah, yeah. It’s very, very true. Do you have any kids or wife or anything like that? Matt Inglot: I have a wife. No kids yet but we do have 2 cats that we basically [inaudible 00:32:56] yes in fact like right before we started recording this interview I had to turn out Netflix for my cat because he likes [inaudible 00:33:05] and stuff. That’s what keeps him from like bugging me during the podcaster. Jeremy Reeves: That’s so funny. That’s funny. I do a lot of like this, you know, the staycations and all that and I have gotten good at that because that’s -- I also have a wife and a 2 and a 4-year-old so that’s like it’s a lot of times it’s just -- it’s less stressful, you know, than actually going on vacation. We went to Martha’s Vineyard, I forgot if it was this past summer or [inaudible 00:33:35] I think it was in 2014. It was like halfway through and like, “Oh my God, I can’t wait to go home” because it’s like -- it’s just you know -- bundling them off and you take them to the beach or whatever, you come back and they are all sandy and they are screaming and -- so I’m in that like of kind of bad zone right now or just, doing more of the staycations. So, I like -- at least, it’s hard when you are on here and most of the stuff -- the way our office is set up or my office is -- you go up in the first floor and then, there is all the typical stuff in the first floor and then our bedrooms are all in the second floor and our basement is all redone, we finished all that and my office is down here and next to my office is the kids play room and then next to my office on the other side, it’s kind of a big square. On the other side is an entertainment room, so I have a treadmill in there. I have a playstation, a tv, a couch, all that kind of stuff and so a lot of times, if I watch movies I’m in there, if I go and play playstation I’m in there, if I read a lot of times I come down because there is an awesome recliner chair that I love down here, so I kind of just sit down here and read. It’s hard like when you’re doing those staycations. I have to come through this room to get to the entertainment room where I’m gonna relax and it’s like -- you kind of like, you walk in, you see the computer and you [inaudible 00:35:03] pause and like stare at it and then you’ll have to force yourself to keep going but it’s hard to really get away, you know what I mean, like you’re still kind of tethered to it. Even if you are not checking email and stuff you see the laptop on the counter, you see the desktop in the office and you kind of just like -- forms out like that quick little connection and then you started thinking about business again and all that kind of stuff. I’m in the process now of learning doing more day trips and that kind of thing and just learning to travel with kids. It’s just something I’m not good at. I have a lot of friends, I have buddy who he has a little girl like, I mean they travel all over and they fly, they go to Mexico like all these different things and I’m like how do you do that, I haven’t been able to figure it out yet. Matt Inglot: And some people are great at that, not being a parent I can’t really speak to them. One suggestion would be as an alternative to staycation at home, I mean travel does not have to be travel, travel it could be a renting a cottage for a week or two or a month. Jeremy Reeves: That’s true, yeah just local. Matt Inglot: I lived in Croatia, so [inaudible 00:36:13] this is kind of a bigger trip but I lived in Croatia for a month and we stay in one place and we just rock climb every morning. It was awesome. So you don’t have to go all the way to Europe to do that. You can just, you know like I said, rent a cottage, move the family there for a month and just forcing yourself out of that regular environment is very, very life changing. Jeremy Reeves: I might have to try that, that might go in one of my goals for next year, is to do like a month away from the house, that’s interesting, I like that idea. Matt Inglot: [inaudible 00:36:46] I recommend it. Jeremy Reeves: Nice. So going back to off the ramp. Is there anything like -- how do you -- what would you recommend with structuring your time, is there a certain kind of time structure or work, you know workflow or work structure that kind of thing that you do like is there you know certain routine to have everyday or certain like set of things that have to get done every week, month or day or whatever or any kind of systems that you have to keep you from kind of straying back to where you were before and keep you on track? Matt Inglot: Yes, there is a few things that are sacred to me when we kind of [inaudible 00:37:27] earlier which is the idea of having one thing to do per day so just like you told your team to focus on either the upsell page or either the sales page but not like trying to deal everything at once. So I normally have one thing that I am gonna do today that’s gonna move me forward and that takes top priority. So obviously, there is email, so there is gonna be fires that come up that you have to put out, meeting and stuff like that but none of those things count. You also make a time for doing exactly one thing has actually [inaudible 00:38:01] when we started making those to-do-list we all know it’s gonna get done just the one thing and make sure everyday has the time [inaudible 00:38:12] to actually accomplish it so part of it is taking control of your time. For me the way I deal with is making sure that all my meetings get booked through a scheduling service so I used [inaudible 00:38:22] there is a bunch of good programs out there but basically the idea is that someone wants to meet with you, you send them a calendar link and they have to pick for one of the available times and it’s magic because when they see your calendar, they are not gonna come back and say, can you do it at this time when clearly you’re booked that time but the [inaudible 00:38:44] lets you set what time to make yourself available, how many meetings you have per day, all of that good stuff. So you can very quickly boxed up your calendar to make sure that for example you don’t get tripped into a 9 a.m. meeting. I do not like those -- I don’t like having 5 meetings in a day and this way it’s all automated [inaudible 00:39:07] so I never like let go of my willpower and let people walk because you know, like your clients says you know mornings work best for me so you try to be a people pleaser so you’re like locate your morning and be like okay I can do 9 a.m. or as you know, as soon as I am off that [inaudible 00:39:23] deeply regret it. Now it’s all automated that’s off the table. So that way I have lots of time in my day that I know we are not gonna get filled up with meetings and other stuff and I know I am gonna have time for that one thing. Jeremy Reeves: Yeah, yeah and I do the same thing. I have scheduled once and I think that [inaudible 00:39:43] really similar but you can do -- I do 11, 11:30 and then from 1 to 3, that is like my daily kind of thing and then Fridays I don’t do anything after -- I think 11 is the last one, because Friday is typically the day that if I’m gonna just take it off and not work that’s typically the day. So I actually, I like to just keep it open, I mean, usually the average [inaudible 00:40:08] but if I just don’t feel like it you know, sometimes I just don’t. Matt Inglot: [inaudible 00:40:16] tremendous freedom to that especially because the big secret is after around 11 a.m. no emails that [inaudible 00:40:23] inbox matter. Like they can wait until Monday because, you know, people don’t necessarily expect the response after that time [inaudible 00:40:31] but it’s, you know very understandable if you don’t respond until Monday. Jeremy Reeves: Yeah, that is why I like that. I’m gonna have to kind of investigate that a little bit because just thinking about it it’s very true I never really had that insight before but I can kind of rearrange a couple of things just based on that. I’m gonna sit here and be thinking about it while we are talking. I really like that. I’m gonna have to look into that and kind of look and see when people are emailing but that is a big one for me actually. So how do you do -- is there anything -- do you do certain things on certain days, like do you -- for example like Mondays are dedicated to building systems and Tuesdays are dedicated to marketing or like, do you have anything like that, like how do you -- how do you make your schedule? When you sit down, whatever day that you do schedule for the week, do you have any kind of like actual like structure of doing that, any kind of process or is it kind of just come up based on what’s going on in the business. Matt Inglot: For me it’s very fluid and there is probably things I can improve there but one thing I do try to do is make an either a Tiltedpixel day or a freelancetransformation day. It is the same thing of our contact switching. So for example with my podcast I have several Tuesdays and Thursdays available for recording podcast interviews and if you want to be a guest on my podcast I send you the appropriate scheduling link and those are the only times you will see and that way when I’m doing podcasting I am batching that, I am doing 3 episodes in a day let’s say and then I have my [inaudible 00:42:13] episodes versus letting people schedule episodes whenever because I don’t wanna be like halfway through writing a proposal for a client and suddenly I have to podcast, I mean it’s a completely different mindset for those things, so it goes back to batching to being clear about the type of task that you are working on each day and not trying to contact switch between them. I probably should do something like [inaudible 00:42:41] 80/20 review, it’s something I haven’t been diligent enough on, but you know, you just got me thinking about that, so [inaudible 00:42:49]. Jeremy Reeves: Nice, yeah and just to give you a little context on how I do it. I usually do -- have you ever heard of strategic coach? Matt Inglot: Yes. Jeremy Reeves: Yeah, so I’m in that program and you know you have the free days in there like the days off essentially and then you have basically your other 2 days are buffer days and focus days so buffer days are the things like delegating and building systems and checking email, like dealing with clients and that kind of thing and then focus days are essentially anything that like brings -- is gonna bring money into the company. So you can be doing marketing and doing sales calls or following up with existing clients and that kind of thing. So essentially something that’s going to, you know, like I said bring actual revenue in the short term like in the next 30 days into the business. So with me, I typically do it sometimes it changes, it kind of depends. I’m still in the process, there is always testing and tweaking, but typically, a typical week for me is I do Monday, Wednesday, Friday are buffer days and then Tuesday and Thursday are focus days. I have noticed that splitting it up like that -- it’s a whole, what was the word that you -- the contact switching? I like that. I like that phrase. It’s that whole thing, so like Monday is, if I know that I have 3 new projects that we just started I will take, instead of doing like a little bit each day or you know if you started in the morning and then do another one later in the afternoon or whatever it’s -- I batched it like that. So it’s like okay project 1, here is everything, here is -- we are setting up the whole thing get on calls with the employees, explain what it is, explain what we are going to do, you know that kind of thing and then batch it and that is all done and then Tuesday comes and then it’s like a whole new -- you know [inaudible 00:44:45] marketing or maybe it’s getting [inaudible 00:44:46] strategizing the project, you know whatever it is, but it’s totally different and then Wednesday comes and you know, so I like to switch back and forth like that but it’s just a good way, it keeps you -- since I have been doing that my productivity has just, I mean it’s gone through the absolute roof just because of that, you know the batching like that. Matt Inglot: I think that’s huge and I wanna add something because I think that’s a very good system and I think what’s gonna happen is a lot of people especially [inaudible 00:45:13] running a service-based businesses are gonna listen to what you just said or what I just said and they’re gonna say, well that can’t possibly applied to me because I’m always running around and dealing with client issues basically on an hourly basis on a single day, and so to get to that point of being able to do something like what you just described is you also have to change your project management approach to be way more proactive because I felt, and this again from my own experience but also talking to a lot of people that [inaudible 00:45:45] agencies or freelancers of some kind and the problem is they always take this reactive project management approach where a client, a piece of client feedback will come back or a design will come back or there is something wrong with the client’s website and suddenly it dropped everything and you work [inaudible 00:46:03]. Jeremy Reeves: I have never done that. Matt Inglot: Yeah, so you were always like -- you’re the one playing catch up constantly whereas one of the big switches I trained myself to be and working with less clients help make that change is now I’m very proactive. I know [inaudible 00:46:21] single project is at and I already know when I expect stuff and I already know what I can expect to revisit that project. I do not like randomly dive into each project everyday to try [inaudible 00:46:34] project management, it makes no sense unless there is like a genuine emergency. Genuine emergencies are few [inaudible 00:46:39]. Jeremy Reeves: Yeah, they really are. You know what, a lot of it comes down to fear, you know. Fear that the client is gonna get mad, fear that this things gonna happen, that thing is gonna happen, and it really 99% of the “reasons” that we do things are not actual reasons, you know it kind of like that -- I forgot what it is like 95% of everything that you fear in your life has never even happens and then there is like whatever 3% that it happens but it’s less than you know less than you thought it was gonna be and then like 2% that it actually happens, I boxed it but whatever that phrase is or that quote. Yeah, I mean it’s the same thing with clients you know, I started the thing with my client on boarding process when clients come in, I’m starting to build more systems and really explain how it works with clients and they [inaudible 00:47:38] it makes you sound so much more professional. When you say like okay Mondays we do this, Wednesdays we do this, I check email this time and this time, you know if we have to get on a phone, we schedule it this way or whatever. Clients do not care about that it’s like wow this person actually is legit you know they actually running it like a real business, not just like, you know, they are not like some fat slob sitting in their underwear and their parents basement, you know what I mean. Matt Inglot: That is so huge [inaudible 00:48:09] because that’s what it comes down to -- when you have a client that feels [inaudible 00:48:13] to you like they’re calling you all the time, they’re emailing you all the time. I mean very few people are actually genuinely bad or evil. The problem is usually with you, and the problem is you haven’t give in your client any direction on how you work, how they can expect the project to progress and therefore you know, they feel like they kind of have to take the [inaudible 00:48:36] if you haven’t done that whereas compared that to like a really good service provider [inaudible 00:48:41] like going to the dentist. A great dentist will explain everything that is about to happen and then you kind of relax and know what is going on whereas a bad one just gonna start doing stuff to your teeth. You know which one you want to [inaudible 00:48:57]. If you are the one that is proactive and make the client feel like you are in charge and that they can just relax and go with the flow they are not gonna become the horror client. Jeremy Reeves: Yep, yep. This is actually -- I actually just had a client call may be an hour and a half before we got on the phone today and we went through, we are about mid project right now and I am taking -- like I’m working the rest of this week and then like kind of the next 2 weeks I won’t really be here. You know, last week I said, hey let’s [inaudible 00:49:29] real quick let me just give you an update on everything what to expect, what’s done, how we are doing with everything, you know what to expect from the rest and we just went through the project and it took [inaudible 00:49:42] but we are doing a bunch of strategy for the rest of the project, but normally it wouldn’t take that long but it was just -- at the end of the call, it was -- basically, there are 3 people on their team and at the end of the call, like everybody was so relieved, there is no more anxiety because for a client it’s very, you know you are paying people a lot of money. For these, I won’t say the number but it’s in the 5 figure so it’s like, it’s not a small amount of money and when you’re just handing it to somebody, you know it’s like, you send it and you’re like, Oh God -- you know what’s gonna happen now. So a lot of -- from what I know, like a lot of freelancers don’t really think about that it’s just like, oh I’m getting the money so I’m happy, but they don’t really think about well how does my client feel that they just [inaudible 00:50:27] you know, are they -- why are they nervous, what are they anxious about, what are they waiting on, if I’m not telling them this it’s gonna make them nervous or anxious or whatever it is and just doing that, just having that like kind of either beginning, mid or end or all 3 of them, you know, things like that like a quick phone call, it just -- it relieves so much anxiety and make everything so much more smooth and that is something I just learned recently but it is amazing. Matt Inglot: A 100% it’s not cool that they just kind of -- you know get the contract and then disappear for a month, you could be working on the project diligently, client has no idea. So [inaudible 00:51:10] client followup strategy if you are just looking for a quick takeaway on how to implement this and everything you said is like 110% I agree with. One thing you can do is make sure that if you have an email of that client that [inaudible 00:51:25] email them. [inaudible 00:51:27] progress report, it’s gonna take you 5 to 10 minutes to type up and it’s gonna do wonders for your relationship and every time you send a deliverable to a client always tell them what the next steps are like I’ve always like -- if were in step 3 and I have just sent them the deliverables for step 3, I reiterate what steps 4, 5 and 6 are for them. So they have always kind of know where they are on the project road map because you can’t expect the client to know or remember the stuff. Jeremy Reeves: Yeah, you know, if you’re a client listening to this and I have several clients listening to this, you will be seeing that coming out because I love that idea. That’s brilliant, yeah. For any freelancers out there by the way, you don’t rely on your memory. I actually have a thing when [inaudible 00:52:11] if you don’t talk them during the week, send like a weekly update. I actually have a recurring thing in my iCalendar that sends me an email every Friday at 2 o’clock and [inaudible 00:52:22] clients updates and then -- you know, don’t rely on your own memory because we are all you know we are all kind of [inaudible 00:52:30] we are entrepreneurs, we have a lot of things going on and even if you don’t like it, I mean your human, you know were not AI robots. Make sure you remind yourself and that’s one of the things I implement a couple months ago like kind of a weekly reminders like that and that’s you know, clients appreciate it, they really do. Matt Inglot: And I did the same thing by the way like the calendar reminder key and again if you are thinking well, I don’t have time for that, that sounds nice, well yes you do have time for that because what’s gonna happen within the month and I promise you this, is you actually gonna find yourself on less phone calls with the client especially less and prompted phone calls, you’re gonna be fielding less questions from them because you’re gonna have taken bang the [inaudible 00:53:13] control in that relationship and that means the client is not gonna feel like they’re gonna contact you every day for an update. Jeremy Reeves: Yeah, yeah and even -- we have been talking about all the benefits from the freelancer, but well I mean, I guess this is too, but think about the experience that you are putting them through, and think about you know if anybody has ever hired somebody for any it doesn’t really matter it is. You know, 95% of the time that you hire a service provider it’s that thing, it’s like you send the money and then the next time you hear from them the project is done. It’s not very -- it’s not a good experience. Imagine, you know, you being that client and you’re getting updates, you’re getting told exactly what’s happening, exactly what’s going to happen and they’re just making you feel like, you know, number 1 you know that they’re actually thinking about you which is a big thing itself but [inaudible 00:54:06] you go through the process, everything comes out as expected and you know, this is all assuming that you actually do a good work which is, I mean, [inaudible 00:54:12] be assumed. The whole process from the moment that they send you money the first time until the end of the project, they are like, wow I can’t, you know this is like -- this is great, I don’t have to worry about this guy because he is gonna tell me what’s going on. He is gonna ask me questions that I would have, you know been having to ask him. He is gonna like kind of [inaudible 00:54:32] and then it gets to the end of the project and guess what’s gonna happen, you know number 1 guess -- a lot of service providers they -- or a lot of people hiring service providers they kind of like they both -- they will test 3, 4, or 5 different service providers for whatever it is like -- they get you to design their project or their website this time, the next time they get somebody else, next time they get somebody else. They are looking for somebody to stick with. So guess what’s gonna happen, they’re gonna stick with you because they know they pay you money and everything else is taken care of. You know, everything, the whole process, you’re gonna make it beautiful for them, they are not gonna have to worry about you and when the project is done everything is gonna be, you know, exactly as expected because you’re staying in touch with them, you’re making sure that if you are sending like kind of a partial deliverables or whatever like, they’re getting look at it’s like it’s agreed upon, keep continuing or whatever the case is and then guess what’s gonna happen? They’re gonna tell their friends because they are so, you know, they love working with you so much. So I mean there’re so many benefits to you know to this that is just -- it’s amazing. Matt Inglot: And you said it so well but I just wanna add to that. So a lot of people that especially when they start of freelancing or just kind of never transitioned to a higher level of thinking they’re very technically oriented and the crazy [inaudible 00:56:00] is you can do everything technically correct and so you do all the design stuff right or you do all the programming stuff right, you can be a complete wiz, you could knock out the project, give it to your client 2 months later and even though everything is technically correct, they could be pissed off as hell at you. That’s because they haven’t heard anything so even though their project is technically done and correct it was a nerve-racking risky experience to work with you and if you are that type of person they aren’t gonna work with you again and they’re definitely not gonna refer you to anyone else because getting the right project that’s [inaudible 00:56:38] I love that term. Doing right [inaudible 00:56:42] it’s everything else surrounding how you work with the client, that’s actually what’s gonna make you stand out. Jeremy Reeves: Yeah, yeah. I love that. And another thing to think about is I don’t know Matt if you are in a stocks at all but if you -- say you buy, you buy a stock at $10 it only takes like you know in terms of like energy, it only has to drop 50% to go down to $5. So it’s easy to drop like that but then you have to go to get back to just neutral, you have to double it so [inaudible 00:57:12] to go up 100% and it’s the same thing with clients. If you have that negative experience and they come down you have to essentially get double the momentum to get just back up to neutral, you know what I mean versus if you are doing all this stuff and they never go into that like kind of neutral zone, then it just whatever positivity -- or whatever I’m sure [inaudible 00:57:34] better phrase than that, you know what I mean. That like it just keeps increasing and so having all this from the beginning makes that happen you know, if you pissed your client of one time it’s so hard coming back from that and I have got to do that a couple of times not even because of the copy. In fact, this just actually happened fairly recently because I messed up on one of the stages and it took a lot of effort just to get back to neutral, now were back to everything and it took you know really good look at the copy that she look and she was like -- when she saw that she was just blown away by and that kind of got it back but if it wasn’t like to the point where it was so good that it didn’t [inaudible 00:58:16] it’s hard and you’re not gonna get referral, you’re not gonna get you know repeat projects and stuff like that. I mean this stuff is so important and really is like -- this is a big learning lesson for me this year really even in the second half of this year. This is one of the big things that I’ve been changing in my business because even at the beginning of this year I was making most of the mistakes that we have been talking a lot it was mostly just you know okay you get hired for a project, you deliver the project and I’ve always pretty good at like keeping in touch but not doing a lot of stuff that we have been talking about with like you know, you were saying like I was being reactive versus what was the -- how do you put that, reactive versus proactive, yeah. I have note a huge, huge, huge difference just in the overall kind of satisfaction with clients so it’s a big deal. Matt Inglot: Yeah, and probably revenue as well [inaudible 00:59:16] for everybody and by the way, most people will not tell you if they’re angry, they’re just gonna leave. So your story was actually an example of a good outcome usually what happens is they never say a word and they just leave. So to contrast the 2 approaches I have a lot of clients where we did the [inaudible 00:59:35] especially early on where everything was technically correct but those clients never grew they never asked us for more services, we never did anything more together and they just kind of eventually fell off the face of the earth and you know once their website updated they went with someone else, they did not ask us to redesign it. Whereas I have clients and again this is [inaudible 00:59:55] for you where they started look like a $10 to $20,000 website and over their lifetime they have spent more than $100,000 with us in some cases more than $150,000 with us. So try to wrap your mind around that how many $10,000 projects do you have to sell? How many clients do you have to manage to make up for screwing up one relationship that could have grown to $100,000. Jeremy Reeves: Yeah, it’s kind of funny because -- a lot of times you never know which clients are gonna be clients like that, you know, I can’t even tell you how many clients where it’s like, oh, yeah you know were getting like a small funnel done and then, you know, everything goes well and then they’re like, okay, we are doing another one but it’s gonna be five times the size, you know what I mean and you never really know. A lot of times you can guess, but I have a lot of surprises in my life or even I’ve had people where I did one good project for them and they all of the sudden it’s like, oh here is the referral, here is another one, here’s three more, and it’s like it’s just, I mean you never really, you know, you never know so you have to have this system in place that put everybody through the same process, it can’t be just like a random thing based on what client you like the best. Matt Inglot: Absolutely, but hopefully you pick the clients that you like the best to begin or probably [inaudible 01:01:15] relationship 100% but you shouldn’t feel that just because someone wants to work with you that you should work [inaudible 01:01:24]. Jeremy Reeves: Yeah, absolutely. Yes, we have gone through all kinds of different stuff today and they were a lot of takeaways even that I personally have missed. So before we wrap up is there anything that you know if we got off the phone today and you went away and would there be anything that you were thinking in your head like, I wish I said that, you know, is there any kind of parting wisdom something that we didn’t cover or just even if we did cover, just one really big takeaway that is gonna transform somebody’s business. Matt Inglot: Definitely. So if we want to put a bow on everything that we talked about whether it’s how to take time away from your business and kind of regain control of your calendar or whether were talking about regaining control of your clients or building these clients up for from $15k to $150k, behind all that and behind growing your business to the next level, the biggest changes for me have always been mindset. So it hasn’t been oh now [inaudible 01:02:33] and now more productive or I use this you know one crazy trick that I learned [inaudible 01:02:40]that never happened. Jeremy Reeves: You mean the crazy tricks don’t work? I’m shocked. Matt Inglot: Yeah, but what really does work is mindset changes. So being open to changing the way you think about things. So for me, one of the big mindset changes was thinking about how I take on clients where I used to see myself as [inaudible 01:03:03]someone comes into the store, I got to try my hard to sell them something. Whereas now I look at every project tiltedpixel takes on as a business deal. So I consider you know what is my potential profit off this thing? What are my risks? Am I gonna like working with this person? And that’s gonna inform whether I open up the table to actually may be striking a deal together. So instead of me begging the customer to buy something it’s much more of an equal relationship. The customer, you know, they are not subservient to me, they are not superior to me we are just 2 business people that are considering a business relationship together and we both have to feel that it’s the right fit and that’s entirely a mindset thing. There is no tools, there is no tricks, there is no proposal format that will change you. It is a mindset shift. Jeremy Reeves: Yeah, I love that. That’s really good advice you know, I think a lot of people have the wrong mindset when it comes to the -- the whole like client relationship. It’s not, like you said, you’re not superior, they’re not superior it’s just 2 people that need each other to move forward in their own businesses, that’s really all it is and you’re kind of there show them that you’re the best chance that they have on doing that. So, I love that. Thank you for your time today, you know, for talking about everything and helping everybody even if they have -- I mean there has been a lot of things that we’ve talked about especially with like structuring time and all that kind of stuff, even if you don’t have a service business, I have kind of both -- all kinds of business owners listen to this, you know they’re freelancers, they are more of like agency owners, they are people that own physical products and information products and ecommerce source and all kind of stuff. So a lot of stuff is applicable for anybody but thanks for coming on and sharing your wisdom. If there is anybody specifically freelancers or somebody who wants a website design, tell us about your 2 businesses and what type of person you are looking for to kind of interact with each of them. Matt Inglot: Sure, absolutely. So freelancetransformation is again where freelancers can go if they want to learn how to level up their business and build an amazing lifestyle around. It’s a lot of what we’ve just been talking about today actually and what I could do for your [inaudible 01:05:29] is I will go ahead and make a bonus page just give me a few days to do this. It will be -- let’s make it www.freelancetransformation.com/salesfunnelmastery and what I’m gonna do there is I’m gonna do a few things, I’m gonna link you to some articles [inaudible 01:05:46] that basically just go more in depth into what we just talked about, and I’m gonna go ahead and I will go one further, I will make a little checklist because we touched on something which is how can you predict whether a client is gonna be good client and you brought up a good point that there is no such thing as a 100% guarantee, but that said, I do have a checklist of exactly what it is that I do look for in a client when considering whether this is someone I even want to consider writing a proposal for and if you implement that checklist it’s gonna make a big difference in the types of clients that you take on. So just visit www.freelancetransformation.com/salesfunnelmastery and all of that will be up by the time this episode comes out and the other thing is my agency, tiltedpixel and if you do want to check it out feel free, we specialized in converting visitors into customers particularly if you sell higher type of things like stuff that’s over $5000 per customer then there is a very good chance that we can help to level up your business there. Jeremy Reeves: Nice. I love it yeah, and I would highly recommend everybody to go to one of those respective websites based on what you are doing. I can tell you that I’m actually gonna start following more of what you’re doing because I have learned a lot on this and if you are a client listening to this you should be happy that I’m gonna be starting to implement a lot of the stuff that we went over which benefits you. So that’s how it [inaudible 01:07:13]. And if you are listening and you are gonna be a future client then you’ll also know the same thing, but anyway, thanks for coming on, I really appreciate it and I will talk to you soon. Matt Inglot: Jeremy, it has been a lot of fun. Jeremy Reeves: Yeah, it has. Thanks.

1hr 4mins

23 Dec 2015

Rank #16

Podcast cover

Brian Scudamore On Growing A $250 Million Business

In this episode, I chat with Brian Scudamore. Brian is the founder of O2E Brands, the banner company for 1-800-GOT-JUNK?, WOW 1 DAY PAINTING, You Move Me, and Shack Shine. We’ll discuss how he built a $250 million dollar empire, the challenges and struggles he faced doing it, and put his 9-figure insights to work for your business regardless of where you are now!   Resources Mentioned Linkedin O2Ebrands.com Transcript Jeremy Reeves: Hey everyone. Jeremy Reeves here, back with another episode of The Sales Funnel Mastery podcast. And today, I have on the line, Brian Scudamore and you may or may not recognize his name, you probably recognize his trucks that are probably driving all around your town. He owns 1-800-GOT-JUNK? along with WOW 1 DAY PAINTING, You Move Me, and Shack Shine. Brian obviously, as you can tell is a serial entrepreneur. He has been doing this -- Brian (inaudible 0:44.6) the exact year, but I know 1-800-GOT-JUNK? is roughly 150-million dollar company. It has been around since I think the 80s and now he is kind of just conquering the entire you know, home service market which is kind of awesome. I want to give in to your story of why you chose that market you know, he has made appearances on ABC Nightline, Good Morning America, Dr. Phil, CNN, The Today Show, Oprah, and CNBC. He has been featured in Fortune Magazine, The New York Times, Huffington Post, Wall Street Journal and the list can basically go on and on and on for about the next half hour about your background, every amazing thing that you have done, but instead of doing that, Brian, first of all, welcome to the show and let everybody know you know, go a little bit deeper into your story and to your background, so people can kind of get to know you a little better. Brian Scudamore: Yeah. Thanks for having me Jeremy and I always enjoy talking to an audience about their entrepreneurs and people that are interested in the startup world. We have done this now since 1989. We are about $250 million business (inaudible 1:49.0) 250 this year and O2E Brands is the parent company which stands for Ordinary to exceptional, O2E Brands. We have got 4 companies now from junk removal all the way to windows, gutters, power washing under the Shack Shine brand so we are having fun and growing the entrepreneurial world through different home service brands. Jeremy Reeves: Nice. I love it. Before we get into all of the business stuff, I always like to start off and ask a couple -- kind of get to know you questions, right. So the first one is what is the worst habit that you have ever had and how did you get rid of it? Brian Scudamore: Oh, interesting. I think the worse habit is probably not being as good of a listener as I can be. I am a big believer in a philosophy of “Leaders Eat Last” and that a leader needs to listen to other people, share their opinions before they speak. So while I say it is a bad habit that I used to have. I think I am still working on it and getting better, but I tried to have my team speak up and share their thoughts because they are the brilliant ones with all the answers and how am I to really formulate, visionary thinking if I cannot get other people’s ideas are. So a little more time listening. Jeremy Reeves: Yeah, yeah. I love that. I love that. And I think that is something that a lot of people could use some you know, some work on it including myself you know. Okay, second one you know, I am sure you have a bucket list. I am sure you have crossed a lot of things off, you still have a lot of things to cross off. If you had time to only cross off one more thing in your bucket list, which one would that be? Brian Scudamore: Well, it is interesting. So I was actually just looking at what we call our 101 Life Goals list and I have got you know, 101 things on there from giving over a win free a day hug which I got to do, to do in a safari in Africa, a hot air balloon which I got to do. The one that I would keep -- if I can only check one off is to live to be at least 101 years old. So that way, that would allow me to still accomplish all the other things on the list. Jeremy Reeves: Oh I like it. You are doing the genie cheating approach. I like that. Brian Scudamore: Being strategic. Jeremy Reeves: Yeah, I like that. Alright, next one is, if you could change one thing about your life instantly. If you could just you know, actually you know, a genie in the bottle you know, if you could rub the bottle and something in your life change instantly, what would that be? Brian Scudamore: Nothing. Jeremy Reeves: Nice. I like that answer. I like that. Beautiful. Okay, next one. What is your favorite drink? Could be alcoholic or nonalcoholic or you know, what is your favorite drink? Brian Scudamore: Yeah, I love my red wine. I am not a big fancy wine sommelier type but I definitely enjoy red wine and just a glass with friends or family. Jeremy Reeves: Nice, okay. And the last one is if you had to choose a spirit animal, what would it be? Brian Scudamore: If I had to choose a spirit animal? Jeremy Reeves: Yeah. First thing it pops in your head. Brian Scudamore: I have to ask you what that is. What do you mean by spirit animal? Jeremy Reeves: Yeah, yeah. So basically, if there was -- and first thing that pops in your head you know, if there is an animal that describes you, what would that be? Brian Scudamore: My favorite animal is an elephant. I used to think that there are smart. They are big. They stand out. They you know, pioneer roads through you know, trees. Jeremy Reeves: Nice. And it is actually funny, I was just watching the jungle book with my 2 sons the other day and my wife and in that -- I do not know if you remember seeing that from when you are younger when it came out. They just redid it and in that, the elephants are actually like the gods of the forest you know. They are the ones that are paving all the -- you know, they are putting in the dance, they are moving everything you know, so it is actually interesting, it is pretty good. I like it. Brian Scudamore: (inaudible 5:42.7) they did a great, a great new version of that movie. The special effects just blew my mind -- Jeremy Reeves: Yeah, I know. It was, oh my God, the animals are so real. It is incredible. I like it. So alright, so now that we kind of got to know you more as a person you know, let us kind of shift into the you know, the businessman Brian, alright. So first of all, you know, when you first started 1-800-GOT-JUNK? That is your, you know, that is kind of what started everything. That is what really put you in the map. Why was that you know, what was like the reasoning behind it? Brian Scudamore: Yeah, it was simple. I was in the McDonald’s drive-through in Vancouver. I was trying to think of ways to pay for college. I was 1 course short of graduation from high school and I (inaudible 6:27.4) my way to college, but I have to find the funds to pay for it. So I had a need for a job and there I was, McDonald’s drive-through (inaudible 6:34.8) pick-up truck filled with junk. That was the Aha moment. I went and bought a truck on my own for $700 and started hauling junk. A week later and the rest is history. What motivated me or inspired me to pay for college also got me to drop out. I had 1 year left in my diploma so to speak in business school, but I was learning much more about business running the business and I made the bold decision to drop out. My father who is a liver transplant surgeon who thought I was absolutely out of my tree, but we golf the other weekend and you know, he is proud of me and I am proud of him, it all worked out. Jeremy Reeves: Yeah, yeah, definitely you did. I mean going to 250 million is not an easy task you know. So in the beginning days you know, what where some of the things that really kind of move the needle for you so to speak you know. Was there any, was it the message, was it that the actual service was unique you know, I am pretty sure you were -- you were the first one really to bring that you know, that service to the marketplace you know, what do you think really you know, kind of put you in the map? Brian Scudamore: Yeah, what is interesting, I was not the first one to bring it to the market, not even close. There were thousands of junk removal companies that were just like me one-truck owner/operator hauling junk in any city across North America, but I was the first to do is bring the market together and say let us create a professional FedEx-like brand. Clean and shiny trucks, friendly uniformed drivers, exceptional level of service brought to an ordinary industry. And I started the and scale the business from Vancouver to Seattle to Toronto and today we are in every major market in North America and Australia with 1-800-GOT-JUNK?. Jeremy Reeves: That is awesome. I actually did not know that. I thought you guys were actually -- I thought you pioneered that whole industry, but -- Brian Scudamore: You know, we did it at a bigger scale than anyone else, but people have been picking up junks since you know, since the world started right. People have stuff to get rid out of it and you know, 1 day (inaudible 8:46.0) buggy-type model and you know, we just professionalized the very fragmented industry, the same way that Starbucks professionalized and created a brand in a mop-and-pop coffee shop world. We have got on to do it in the junk removal space and of course now you know, our real vision and inspiration is how do we do it in other arenas? How do we take an ordinary business and make it exceptional like O2E Brands our name says, we are doing it with windows, gutters, power washing, and the house detailing space with our newest brand, Shack Shine. So we have got 4 companies that are doing this in fragmented home service markets. Jeremy Reeves: Okay. So is that kind of like your, you know, your kind of go-to strategies, looking for services that you know, that are kind of providing like the basic level service you know, they are really not, they are in it almost like transactionally rather than actually trying to given an experience to the you know, to the consumer that is buying it? Is that kind of like your, you know, your MO so to speak? Brian Scudamore: That is pretty much it you know, it is working for us. We have got 4 brands. We are -- I would not say taking over the world, but trying to do it at least in North America and stay in focus and we do see that by 2021, we will be a billion dollar globally admired brand with 10 brands across the continent. Jeremy Reeves: Congratulations in advance for hitting the 1 billion dollar market. Brian Scudamore: Thank you. Thank you. I know it will happen and you know, money is not -- it is not about the money. It is about the billions of measurement for us, where we would say, hey look at this scale and significance of what we have created. Think of the thousands of people that had to be a part of building these brands and our ability to build leaders and help change the world one entrepreneur at a time, it is pretty exciting stuff. Jeremy Reeves: Nice, okay. Was there a point you know, on your way, kind of building the business. I am sure you have had you know, probably I cannot even count how many stumbling blocks and you know, road blocks and obstacles. What were some of like the biggest things that you had, the things that were you know, maybe you had or maybe you did not, but you know, if there were any, what were some of the times when you were going and you were going and you were going and then something just you know, a huge obstacle in your way that you thought that you would not be able to break through it and then -- how did you, you know, break through that? Brian Scudamore: Yeah. Five years into business. In 1994 I fired my entire company. I have 11 people, 1 bad apple spoils the whole bunch and I had 9 bad apples out of my 11 -- team of 11 and I (inaudible 11:21.5) you know what I got to get rid of everybody. This is not working for me. I am sure it was not working for them and I took responsibility as the leader and sat them all down in the room together and said I just screwed up. I did not hire the right people, train you, and give you the love and support that you need it and sorry team, but this is not working out. We are going to part ways and that day or the next day, a lot of pain going what am I going to do here. I am like going to rebuild my business. I got one truck rather that I can drive at the time. I cannot drive my (inaudible 11:51.4) and you know these employees and it was a difficult road in building things back, but what it taught me was learn from the lesson of -- I have made the mistake bringing on the wrong people. How am I going to ensure I always have the right people. And you know even when someone comes to our head office today it is called the “Junction.” They see a big sign. The first thing they see is a big sign that says, “It is all about people.” And that is our commitment to everyone that comes into that door. Find the right people. Treat them right. It is a special place, but we have worked hard to keep that. Jeremy Reeves: Yeah and you know, I would like to get your thoughts on this you know, because a lot of people when they are hiring, it is about, oh well you know, we are going to pay X amount of dollars and kind of looking for whoever takes that you know what I mean, rather than saying hey, you know what, who is the best person that we can find you know. What are your thoughts on kind of paying employees and you know, your hiring process like who you are looking for. What types of qualities they have and that sort of thing like in terms of hiring the right person versus just hiring someone to fill the role? Brian Scudamore: Yeah. We are slow to hire quick to fire. We really take our time in selecting the right people. And we involved the potential employees in the process to make sure that they feel it is a mutual fit. So when we put someone through the interview process here we called it the beer and barbeque test. I read an article about it on Forbes and what the beer and barbeque test is (inaudible 13:22.1) every person that is interviewing someone to ask themselves could they see themselves having a beer with this person? Do they like them? Are they interesting? Are they interested? Do they have the passion in life. And what we do with the people we interview is we just make sure there is a good strong connection because culture is everything. And then we asked people to say okay let us put them through the barbeque test. Could you see them in a company barbeque? Could you see them interacting, having fun, having a drink, having a (inaudible 13:49.7). Are they people that you know would take the business seriously but not themselves or not take themselves too seriously? We like to work hard and play hard and have fun. So when we interview people, it is often 8, 9, 10 interviews that they will go through, but you know, at the end of the process, both sides are pretty certain that it will be a sure thing. Now nothing is a sure thing, but you have a pretty good track record to bring in the right people on board. Jeremy Reeves: Okay. And are there any certain qualities that you look for you know, in terms of you know, I guess you know, skill level or do you focus more on -- I guess more of a question is, do you focus more on the skill or the person? Brian Scudamore: We still focus more on the value. So we hire around attitude, train on skill now before hiring a CFO as we just did recently you better hope that person has their papers (inaudible 14:40.6) but we hire first on attitude and what that means for us is we look at their values. Our values as a company, the abbreviation is what we called “PIPE.” Passion, Integrity, Professionalism, and Empathy. Do they have passion for life and for their career? Do they have the integrity, the professionalism in everything they do? The empathy that hey, cut yourself and other slack when you make mistakes, be willing to learn from mistakes. So our values (inaudible 15:10.6) is used as a filter if you will for really helping to screen and find the right people based on who they are as a people much more than their skill level. Jeremy Reeves: Okay, yeah and you know what, I am starting to hear that from more and more and more people you know, as I kind of grow my own business you know, and hiring people and that sort of thing is more -- what you said, you know, hire on -- hire basically on value and train on like the skills you know what I mean. And I think that is a big distinction because I think most people when they are hiring people it is like okay, we need somebody who can do A, B, and C versus we need someone who has the values of A, B, and C and can also do A, B, and C you know. I think that is a big -- I think that is a big shift. Now when you first started like when in the process did you I guess come into that realization you know, did you always hire based on values or in the beginning was it more of skill based and then you kind of learned over the years that it was -- there is a bigger impact you know, kind of per employee based on the -- hiring based on values. Brian Scudamore: Well, earlier on, as I told you, the first 5 years when I hired all the wrong people, that was me just thinking you know, someone applies. Do they seemed like they can do the job and we made the decision right on the spot. So putting process in place came from understanding that you cannot just hire anyone. You need to be selective. You do not just go to a party and go hey, you want to be my friend you know, you find your friends through time organically and you are selective because everybody is so busy that you cannot just be friends with everybody and spend time with everyone. So we do that same thing with employees. We take our time. We made sure it is a good mutual match and when it is, it is magic. Jeremy Reeves: Okay, nice. And how do you go about you know, when people are in the company, when your -- you know, because people grow you know, they grow personally and they get getter at their jobs, they get better at kind of being of employed in your organization. How do you go about kind of moving them up the ranks you know, do you keep them? Is there -- do they kind of stay like in a certain bubble if you will or do you kind of you know, do you allow people to kind of rise to the top or you know, how do you go about moving people up in the ladder? Brian Scudamore: We pay attention to developing our people as a part of who we are (inaudible 17:34.6) to be brand. We have what we call the leadership way. We have our way of developing people the leadership traits that really matter that we spend time on, and so a lot of our meetings are focused on leadership development. We do a lot of internal training because we know it is cheaper, much more effective, and a better process if we can find people internally and grow them from within. It is hard to find the right people and when you got someone inside your organization who has all values, the energy, the enthusiasm, they kept the vision of the company and they just need to be trained up makes way more sense to do that than to go to the outside hire some recruiters and go through a big lengthy process to find someone that you just do not know what you are getting. So leadership development you know, Nike one said, I think they are famous for saying that they are marketing company that just happens to sell shoes, we are a leadership company that just happens to remove (inaudible 18:32.8) to keep people’s homes move their boxes you know, that sort of thing and so leadership is really, really at the core of everything we do. Jeremy Reeves: Okay, I like that. Yeah and it reminds me you know, kind of you know, hiring from within and moving them up the ranks versus looking from the outside, you know, outside perspective. It is kind of the same thing as you know, a lot of people spend too much time focused on bringing in new customers what if they just focused under existing customers you know, it is -- you kind of get them back into your business. They are worth more -- you know, cost less to kind of re-acquire you know, for a second purchase that sort of thing. So when it comes to you know, let us jump into marketing a little bit you know, because obviously, you know, you cannot really grow to 250 without you know, knowing what you are doing and having a big idea that moves people you know, so what are some of the things that you have done for marketing that really worked for you and this could be early on in the days where I am imagining it was a lot more you know, a lot more hustle, a lot more kind of you know guerilla marketing if you will versus now where you know, you have a lot more momentum you know, you can go on a lot bigger like you know, like you have been on ABC and Good Morning America, Dr. Phil, Oprah, you know, those kinds of things where it is more mass exposure, but you know, along the way, what were some of the big marketing breakthroughs that you guys had? Brian Scudamore: (inaudible 19:52.4) leader marketing goal has pretty much always been about hustle whether it is knocking on doors of potential customers, knocking on doors of media outlets and trying to tell them a great story. ABC, Oprah, all those things, Dateline, Nightline, (inaudible 20:08.1) those are things that came to us from working it, from really getting out there and pounding the pavement and so even today (inaudible 20:15.6) being a bigger company, quarter of a billion, we are still all about the hustle. Our franchise partners are doing guerilla marketing locally making sure their vehicles or parts (inaudible 20:24.5) high profile visible billboards that generate business. And then you know, the one thing that might be different today versus the earlier years is we can afford to do some mass advertising that we could not afford in the earlier days. So 1-800-GOT-JUNK? is an example. We have got $8 million a year radio budget. That is a lot of radio and you know, it works well for us, but you got to build a business to grow it to the size where you are able to make those things happen and we feel fortunate that we you know, reached that level. Jeremy Reeves: Yeah, sure, okay. You know, what were some of the things like you know, I think you have it down now, but you know, earlier on with your messaging you know, because a lot of times it takes people a little bit tweaking here and there you know, to really narrow down their messaging you know, the whole like message to mark a match making sure that what you are saying is what your customers want. Did you have any problem with that or is it you know, when you brought it to the market, did it just click with people? Brian Scudamore: I think something we have learned is do not tweak too often or too much. So the phone number 1-800-GOT-JUNK?, the colors, the look and the feel, we stuck with it and just settle, let us be consistent even with Shack Shine. We got to a point where we said okay, we are new business here. We got to figure some things out, but let us just figure out the core messages. We call the industry house detailing because just like you detail your car, you should detail your house, wash it, power wash it, do the windows. So we came up with house detailing. We came up with the brand (inaudible 21:58.2) Shack Shine but it is keeping it simple and not tweaking too much. I think too many companies constantly change their message, their look, their brand and it confuses people and I think the consistency is something incredibly, incredibly powerful. You look at Uber, I mean, Uber keeps changing their logo, I do not get it. They have got a big company, a big brand why mess with something and it happens all the time in businesses and I do not think it is the smartest move to be making. Jeremy Reeves: Yeah, you know what, I think there is something to be said there because you know, when you are changing on your message, it almost makes the market feel like you are not sure what you are doing or what your vision is for the company you know what I mean. I think that makes a lot of sense. Brian Scudamore: Yeah. You are sending a message that you are not confident, that you are not clear, that you do not really believe in what you are doing and you are absolutely right, it is important stuff. Jeremy Reeves: Yeah, okay. And one final kind of big question that I am -- I am kind of interested in it because I am always -- I am always interested in how people you know, basically what their vision of the future is. So you are at $250 million now, right, and you (inaudible 23:07.2) started 0, got all the way up to $250 million, I am sure there were some you know, some kind of changes in your strategy and your vision along those you know, ways that you have to adjust and kind of keep building. You mentioned before that your -- the next like huge goal is a billion. What is your -- what is your visionary plan or strategy for hitting a billion? Brian Scudamore: Yeah, a lot of things. Our strategy for getting to a billion is really amassing these great brands in home service spaces. So 1-800-GOT-JUNK?, You Move Me our moving brand, WOW 1 DAY PAINTING our painting brand, Shack Shine our house detailing brand. There are 6 more brands to go and I do not know what those will be at. They will probably be in the home service spaces. And it is taking something ordinary could be carpet cleaning, could be lawn mowing, who knows and making those ordinary businesses exceptional through customer experience. It is finding the right people and training them right and then really having a clear vision of what the future looks like for that brand so that people have a road map or a destination that they are working towards and you put all those pieces together, vision, people, systems, great branding, and it is a lot of hard work building a business but one of the things I love about O2E Brands is that I think we give people a platform or a springboard of which to grow something much quicker together versus people going out and building them alone and it has been a lot of fun and will continue to be fun. So our strategy is stay focus. Stay consistent and finding great, great people. Jeremy Reeves: That is awesome. I love it. Well, hey I have learned a lot you know, from you, you know, today. A lot of what I deal with this more of you know, people like the 7 maybe 8 figures and it is cool talking to somebody who is taking it beyond that and gone to not only 9 figures but multiple 9 figures you know, now you are trying for 10 which is awesome. I am excited for you to get there. When I eventually -- I will see it, I will read it somewhere and see that you hit a billion. I will celebrate for you. Brian Scudamore: Awesome. Thanks Jeremy. These overnight success story sure take a long time, but as I said, we keep it focused, we have fun. We are getting there. Jeremy Reeves: Sure, yeah. And you know before we hop off, let everyone know where they can find out more about you, connect with you, or you know, anything else that you would like them to do? Brian Scudamore: Yeah. If anybody wants to get in touch I am on Linkedin, O2Ebrands.com is the best way to find some of the articles we have written, some of the media attention, videos about the culture of the company, and if anyone has a desire to learn more about vision I am always happy to share our painted picture, how we created our vision and what our future looks like and they can just simply email me, brian.scudamore@O2Ebrands.com. Jeremy Reeves: Sounds good. Well, hey, it was a pleasure talking to you and thanks again for coming on. Brian Scudamore: Yeah, thanks Jeremy and all the best to you. Jeremy Reeves: You too. Brian Scudamore: Okay. Take care. Jeremy Reeves: Bye.


9 Nov 2016

Rank #17

Podcast cover

How To Play 2016

Quick off the cuff thoughts on how to plan out a badass 2016!


18 Dec 2015

Rank #18

Podcast cover

Webinar Questions Answered

In today's episode I cover some of the biggest questions I've been receiving about my upcoming training workshop, the product itself, and webinars in general. Be sure to register for this Friday's webinar (with LIVE Q&A) at http://www.jeremyreeves.com/htff-webinar


16 Nov 2016

Rank #19

Podcast cover

Brad Degraw On Leveraging Amazon For Business Growth

In this episode, we chat with Brad Degraw. Brad is “The Amazon Geek” and helps his clients scale ads on Amazon using a simple framework that just simply gets results. Whether you already have products on Amazon or want to create new products to add a new revenue stream to your business, this is a great episode to get the ball rolling and give you what you need to get started with this untapped media platform. Enjoy! If you’d prefer watching the video you can watch it here: https://youtu.be/3SAtdIEs76o Resources Mentioned https://www.amazon.com/ https://www.alibaba.com/n.com/ https://www.kickstarter.com/ https://www.infusionsoft.com/ http://amazonsherpa.com/ Transcript Jeremy Reeves: Hey everyone, Jeremy Reeves here with another episode of the sales funnel mastery and today I have on the line Brad DeGraw and this is going to be a pretty intense conversation I think because I am a huge fan of selling stuff on Amazon. I always thought it was kind of cool, but I have never actually done it. I have a couple clients that sell things on Amazon. I help them with their descriptions and you know, taking them from Amazon into an online sales funnel that kind of thing. Maybe we will get into that, but you know, I no nothing about actually setting it up and like what you should do to you know, increase your -- you know, whatever Amazon search or engine rankings or whatever you call them. I am sure there is a term for it, I do not even know. But yes, we are going to talk about essentially how to sell a whole bunch stuff on Amazon, right. So Brad is kind of the you know, the Amazon God or Amazon nerd as he calls himself. He started with a $100 and basically computer and turned it into over a million dollars in Amazon sales. So he clearly knows what he is talking about. So Brad how are you? Brad DeGraw: Excellent, excellent. Thanks for having me. Jeremy Reeves: Yeah, yeah. Thanks for coming on. So before we get into all the Amazon stuff. This is actually a podcast first and we are going to kind of start with a couple of questions to get to know you a little better. You have had a little bit of time to think about 4 of them, but the 5th one is going to be surprised. It is going to be -- it will be funny, it is one that like -- If I had you think about it, it would not be as good of an answer. You will see once we get there. So the first one is what is your favorite alcoholic drink? Brad DeGraw: You know, I have not drink in several years. It is something (inaudible 1:55.3) these days it is just Arnold Palmer, but back in the day, it was anything with rhum. Jeremy Reeves: Rhum, okay, nice. What is one bad habit that you are trying to get rid off? Brad DeGraw: You know, I move really quickly through life and I feel like I do not take enough time to like learn about people at deeper level. So slow down. Learn people’s names and stories. Jeremy Reeves: Yeah, that is a good one. I like that. Wow, that is hard to beat. That is really good. So what is the one thing in your bucket list that you want to cross off. It is on there, you have not cross off, but you were like, once you hit, it is like one of those things that it is like you know, yes. Brad DeGraw: You know, for me, I love to see the Northern lights. I love to take my woman out there and just watch the sky change colors and do its thing. Jeremy Reeves: That is on mine too. Brad DeGraw: Excellent. Jeremy Reeves: Another one. Similar one. I want to see the milky way galaxy like you know, without like being in space, you know what I mean like from earth you know what I mean and I guess sometimes like in certain parts of the year and certain places like up on top of mountain and stuff you can kind of see you know, it is clear enough that you can actually see like you know, the whole kind of thing you know. Brad DeGraw: Cool. Jeremy Reeves: Yeah. So it is kind of a similar thing. If you could change one thing about your life instantly, just snap your fingers and it is done, what would that be? Brad DeGraw: Man, I wish my wife would have her green card. I could have that and we could travel international and do some awesome things. That is the biggest snap of the fingers. Jeremy Reeves: How long is that going to take? Brad DeGraw: Supposed to be 6 months. We are still waiting. That is all we can do at this point, just wait. Jeremy Reeves: Yeah. It is the government. You will be waiting in a while. Brad DeGraw: (inaudible 3:34.7). Jeremy Reeves: Alright. The final one before we get into the good stuff is, when I say, do not think about it whatever pops in your head, just say it, right. What is your spirit animal? Brad DeGraw: Turtle. Jeremy Reeves: I know see. And that is why I do not want you to think about it, whatever animal pops in you know and it is funny because I forgot somebody did that to me one time and I am like, it is such like a weird question, but it is like, it is just funny you know, I mean it is like -- then you (inaudible 4:08.6) why a turtle. Why not like a cheetah or like a rhino or like --- Alright so -- I like that question. It is fun. So with those out of the way. Let us -- you know, I guess tell us about what you do and with clients and you know, kind of just you know, dive into to what you do and like what is the Amazon world look like. Brad DeGraw: Yeah, absolutely. So for me, what I do is I find markets. People have a specific problem fantasy desire. Maybe they have diabetes or curly hair and they want straight hair. I find some emotional thing and I read the 1, 2 and 3 star reviews of products they already buying and (inaudible 4:51.3) expectations. So I go out to make (inaudible 4:54.1) and make those products better under our brand. That is the short and sweet part of it. Then we teach people how to do the same thing. Jeremy Reeves: Nice. Yeah, it is awesome. It is actually kind of funny because you know, I was like, I write copy for selling you know, services and products and things like that and one of our main focus is when we are doing a research to understand the market is the same thing. You go to Amazon. You look to the reviews you know so it is actually funny you said, not a lot of people do that or even know to do that, but I mean, oh my God, such a gold in there. I mean people just pour their souls out in Amazon you know. So what kind of products do you sell? You know, are they high ticket or low ticket. Does that not matter. Do you focus more on like the pain you know, like the level of the pain. Brad DeGraw: It is a little bit of everything. So we have pet products. We have parenting products. We have survival products/privacy, outdoor fitness products, and sexual wellness products. We have a little bit of everything. Jeremy Reeves: Okay, nice. When you -- I guess you know, take us to the process like what does it look like -- you know, say somebody on here is -- I guess we will start if they do not have a product and then we will get into like the (inaudible 6:06.2) things you can do to optimize your campaigns, but let us just say that you know, you are listening to this and somebody that wanted to get into the Amazon kind of like me. Like, at some point, I am going to do it. I have not done it yet, it is kind of like one of those things you know, like a little side project that I want to do on the weekends or whatever, at least to you know, for the first time doing it. What is like the process you know? Brad DeGraw: So the process, you know this from writing copy. First, you have to have market. Market is not like a platform. A market is a group of people who are passionate about spending money on a specific problem, fantasy, and desire. So you are not going to end up with catch a popsicle, something that no one wants. You are going to end up maybe targeting women who are pregnant with their second child and they want to maintain their body. They know what the first kid did to them and they wanted to do everything they can to kind of keep their body together. That would be a specific type of market. So let us jus use a very specific example. I live in Colorado and there are a couple of rules in Colorado. You have to have a mountain bike and you have to have a dog. That is just a rule. And if you do not have one that means you neighbor has got two. So if you can take that people who have dogs and bikes well you want to ride your bike and you want to walk your dog. So we looked it. There is actually a product for that and it is like a bike leash. So instead of holding it in your hand while you are trying to you know, stir the bike, there is a device that you can put on to the seat and it will kind of like make the dog run behind you. And so we look at this product and said wow sales are through the roof, but if we read the 1, 2, and 3 star reviews, there are some flaws with the product. Number 1 is being made in China with really lousy metal like pop metal. I am not a scientist, but if we can go from garbage to maybe steel, it is going to weigh a little bit, but is going to last. It is not going to break and your dog is not going to send you into traffic or the dog with the traffic. So great. We hire a designer. You do not have to be an engineer or anything like that. We hired someone, say, here are the flaws read the 1, 2, and 3 star reviews on Amazon and he made the new version of it. So he made all the drawings. We sent it over, had some molds made and now we can go through like Kickstarter to build up an audience while Facebook and then Kickstarter and then Amazon, but if you do not want to do the Facebook and Kickstarter that is fine. You can go right into Amazon because there is an ecosystem of buyers ready who may have bikes, they have dogs and they are looking for that solution. Jeremy Reeves: Okay, and you know what, I always -- I am always kind of you know, a lot of entrepreneurs do this and it is like you know, you come up because you are so -- if you are the right kind of entrepreneur at least, like our mindset revolves around, okay, well here is the problem, how do I solve it you know. That is why -- I think a lot of entrepreneur guys get in trouble with their wives because you should not do that in a relationship you know what I mean and I know I always fight myself mentally. It is like you know, when Katie, my wife Katie which she is actually pregnant number 3 by the way. So like, when there is a problem, my mind is, how do I fix it you know, where as you know, in most cases it is okay, no I just have to listen to -- and you know, and that kind of thing. We will not go into like the whole relationship part. Brad DeGraw: No. You figure it out that is the secret to marriage (inaudible 9:21.3). Do you want me to fix it now or do you want me to listen. Jeremy Reeves: Yeah and I actually sometimes -- I sometimes actually ask that exact question and she is like, no, just listen, you know, and I am like fine, alright, you know, let me get a drink. You know, but then sometimes, she is like, no, I need like, I do not want -- I need it fix you know, and I am like, boom, boom, boom. So a lot of times like I have had a whole bunch of like you know, invention-type ideas in my head right. Especially when I am doing things where I am not that good at it and it is like, this thing you know, because you (inaudible 9:56.8) fresh eyes. So like I am just starting to get into like building things with my hands. I was never really like a builder you know, but I have realized that it is really good to get into a flow state you know, which is good for like disconnecting from business. So I have been building a lot of stuff lately. I am still like in that kind of like learning you know, I am not really that good you know, I am smashing my fingers and hammers and all that kind of thing, but there is a lot of tools that I am using right and I am like why is not this like you know over here like the other side or whatever. So let us just say that you are like that. A lot of people listening to this probably are, they probably you know, heard like thought of ideas. How long does it take like you know, what you just said actually made it sound so simple because the reason I have never actually made anything was not really like time or money or anything in that, it was more like, oh, I have never done it you know and like I never really -- like in my head, the process is like you know, like (inaudible 10:54.6) but it seems like it is not that bad. Brad DeGraw: What I just described is the most complicated way to do it and that can take you maybe 3 months (inaudible 11:05.4) start to finish (inaudible 11:06.9) the idea to where you have your first organic sales. Jeremy Reeves: Okay. Brad DeGraw: You could even go a shorter process. So here is a great example. Pokemon came out like a month and a half ago. My kid and I are in the park and we have overhear someone like, oh man, by battery just died. Oh I got 1% I am going to have to go home soon and so our ears perked up (inaudible 11:26.9) even my kid he is like, hmmm, I wonder how we could solve that and there is a device called a power bank right, it is an external battery hook up that you can just recharge your phone portable. So what if we sold portable power that was already charged. You can solve (inaudible 11:43.4) utility company. Now given the hardware and the power and so I got on Alibaba that night. I am looking up power banks they are $2.31 per unit. Ordered 500 of them and before I could even get to market to it someone wanted to buy my brand. I had a great little domain and a name and so before I could even take the inventory and get it into Amazon, someone bought my brand, and made an offer. Jeremy Reeves: That is awesome. Brad DeGraw: So you could even -- you can do a shorter process, they call it, oh yeah man, it is basically off the shelf technology. You are not developing anything a thing you just say how much for that thing can you put my name on it. Also, it is called private label. So you could even do a (inaudible 12:25.2) and you can turn that around in a week, 2 weeks, let us say 2 weeks. Jeremy Reeves: Okay, got you. Yes. I mean it sounds like the process is not even that bad you know, alright so let us say, let us say design. Let us just say that -- I tried to look at something in my room here. I do not know like a new glass, I do not know, maybe something more complicated than that. A new timer, like an egg timer, right. So you have some kind of cool concept for an egg timer. What would you go and you know for the designer because I guess that would be the first thing. I guess like say, hey, here is what I am envisioning with it and then like what type of designer do you like you know, you go into the Google and it is like you know, X designer you know -- Brad DeGraw: It is literally a product designer and depending on how specific it is. It could be a plastics engineer or silicone engineer. You can get very, very granular and there are people who have studied their whole life on how to engineer plastics to do special things. So if you were doing timer let us say, it is a timer to I do not know, reward your dog. Like you are out of the house and you want to get a treat every hour. So it does not go crazy and tear up your house. Great. So you say it well, it is a product, I mean a product engineer. It is probably going to be made of plasticish and it is probably basically going to be a little spin timer. Done. And you reach out, you can Google you know, product engineer and find the match. Jeremy Reeves: Okay. How do they you know, do you pay them, is it like by project, by hour, it is probably various. Brad DeGraw: It still varies. So you could do a little bit of both. You can say, hey, this is what I think it is going to be, send me a scope of work and I would like you to bid it. Tell me how much do you need for a flat rate. Tell me much you need for an hour and we need to know time and money. How long is going to take it to complete it. How much is going to cost me. Jeremy Reeves: So it is similar hiring someone for like a software program. Brad DeGraw: Same thing. They are service provider. Jeremy Reeves: Yeah, but instead of software -- and I am imaging a lot of times because one idea I have always had -- so my wife has epilepsy right. So I am always you know, when she is out of the house I mean she could be on the walk with the kids and she has seizure you know, on the side of the road. So I have always wanted to come out with something that was like some type of you know, some kind -- type of thing that would like measure it, like you know, it probably be like a predictor type of thing. So it is like, I do not know something happened like the electrical signals if she wore it on her wrist or necklace or something and it would -- like certain type of electrical signal hits it, it would send me a message something like that, so like would that be more of like a software type of thing or -- Brad DeGraw: That would be both. You are starting to go into kind of an IOT space with wearable technology and it is coming. There are already people working on that. Last year we went to the trade show called CES and it is all about the future technology like showcase there and then it comes out in a year or two. There are already at least 4 companies working on wellness monitors specifically for like senior citizens, but it is not that -- it could not be use (inaudible 15:31.7) but yeah, that is a big, big problem and whoever solves that the best it will be a billion dollar company. Jeremy Reeves: Yeah, definitely. Okay, yes. So I got (inaudible 15:42.9) now you got me one to start. Because I am always you know, I am always tell my wife and my wife always you know, she is always like, well, Jeremy, why do not you just do it and I am like, yeah, you know, and then got this thing going on and that thing and -- but like, the real reason (inaudible 15:56.3) in my head the amount of work was way bigger than I actually think it is you know what I mean. Brad DeGraw: For that because the software itself -- I actually went down this (inaudible 16:07.6). Jeremy Reeves: That is probably the harder, yeah. Brad DeGraw: You are talking around $100,000 for the software side of it and for the most start ups I got a crazy idea. You do not want to spend $100,000 on the crazy idea. So it is okay to let someone else roll with that one and there is some really smart companies working on it right now. Jeremy Reeves: Yeah, okay. Sounds good. So let us know, you know, let us say that you have the product whether you created or you got it from something like Alibaba or whatever the case is and now you are at the point where you actually on Amazon and it is like alright let’s you know, let us actually make money you know, let us sell this. What are some of the things that you have seen that work? You know, because I know the last client that I work with on Amazon product, he was telling me how basically -- like he was kind of talking about the organic results from Amazon and reviews are huge you know, that type of thing and just like you know, SCL all the various ways to kind of rank yourself better you know. So what are some of those besides reviews because that is kind of obvious one. Brad DeGraw: Well it gets really, really simple. Once you have a great product, your business is really 2 things and you love this from being a copywriter (inaudible 17:19.5) traffic and conversion. That is it. So traffic wise, it is search term. You have to have the right search terms. There is a feel when you create your listings that says keywords. You want to load that up with keywords. You have 5 lines each of them can hold a thousand characters and number one thing that newbies fail to do is fill that thing up. That is your real estate. That is how you dance with the search bots, so your search terms. Next up is getting reviews. We use bloggers. There is a service called Tomoson. It is kind of like a dating site for bloggers and rent owners that you kind of match them up, which is perfect because not only do you have the Amazon review but they are blogging about your product everywhere. So you have some juice. Next, also, most people miss this, you have customer questions and answers right there above the reviews most people miss it, but the blogs really, really love this. So each one of those is a high quality back link. Without getting super technical, means every question, every response is going to help you start ranking for that relevant market. Does that make sense? Jeremy Reeves: Yeah, yeah. I love that. Brad DeGraw: And then another -- this is super, super important. Do not try to do this yourself. The images. People do judge based on your first image that has everything to do with your kind of click through rating. Nothing super technical, has something intriguing, has something compelling that is emotional, not just like an iPhone hero shot you know, it has to be compelling. Jeremy Reeves: Yeah, I mean everybody is you know, everybody says, do not judge a book by its cover, but it is literally impossible not to. It is, I mean you know, there is no saint on earth that does not like -- there is not a split second you know -- Brad DeGraw: Why -- it is how we survive this long (inaudible 19:01.9) species because we understand danger or you know, pleasure. Jeremy Reeves: Yeah, yeah. So how about you know, let us say you know, actually before we go there. Is there anything with you know, with the copywriting, so like with the description, you want the keywords, but you also want to sell the product right. So you know, you actually have to talk to them about what they are suffering from and you know, how your, you know, widget overcomes that and how it is unique and awesome you know, that kind of thing. So is there really like kind of copywriting tips. Do you have any kind of like formula or template or anything like that or is it you know, do you sell too much of (inaudible 19:39.2) stuff. Brad DeGraw: Here is our best practices and it evolves. So half of the things we talked about today and 6 months from now they are going to be updated processes. So currently, the title we write for the boss is all about the traffic. So we have our most relevant keywords at the front and without being super technical when you do that you have a great (inaudible 19:59.8) which means the boss loved it. Those search terms are going to give you the most relevant traffic. So after your title, you have bullet points and those bullet points are (inaudible 20:09.9). You want to go ahead and sell, sell, sell. It is not just like the futures of the product is wireless. Forget the fact it is wireless. Tell them they are never going to have to get tangled up to the wall. They are going to be able to unplug and do whatever they need to do. Give them the benefit of the benefit. Just ask yourself. You know it as a copywriter. Ask yourself why is that matter. Why did they care. Why should they care and by the time you get to the 5th time of answering it that is what you need to write. The benefit of the benefit. Also, you need to end with the call to action. It is silly, but when you tell people to buy it, they buy it and 3% increase in conversion just on that little thing there. So in with your last bullet point is a call to action and the same with your product description. Forget about what it is. You are really selling who it is for. You are selling people their identity and so talk about their life circumstance when they are feeling like they need to buy and then again, end with a call to action. Jeremy Reeves: What you just said is beautiful. I hope people pick up and that you are selling like themselves their identity. That is absolutely beautiful. I love that. So everybody listen to that. And also real quick before you keep going. An easy thing from the bullets right, because a lot of people only do the features or they only do the benefits. What I found works really well is doing like kind of a feature, but then you say -- so it is like, whatever you know, a purple nozzle right which means and then you go to the benefit you know, which means whatever, it looks beautiful or you know, whatever the benefit is. Brad DeGraw: Yes. In the benefits as well as creating an infographic. So, because people want to feel like they are educated without actually going to the process of being educated. And infographics are great for that you know, do your little arrows, your callouts and tell them why that matters to them and why this one is the best one on the planet because it has XYZ. Jeremy Reeves: Yeah, I love that and nobody has infographics on Amazon. That is awesome. Brad DeGraw: So few. Jeremy Reeves: Yeah. And I always noticed because I actually just saw one -- I was buying a green -- like a powdered greens thing and by the way, if anybody is not drinking powdered greens in the morning, you definitely should. I know it is a huge difference. Number one, my heartburn, because I suffered from heartburns since I was like 16. Also, like just energy throughout the day you know, it is huge. But anyway, I noticed -- I forgot if it was the one that I bought or not, but when I was looking at a couple of them, the first thing that I looked at was the label right, the design of the product and then the second thing was, I think I picked like 3 of them to kind of compare. The one with the infographic, I was on significantly longer. Like looking at it you know then the other ones, because the other ones are just bullet, bullet and then the one had an infographic it was gorgeous. It was like showing all the different things you know, it had pictures (inaudible 23:08.3) individual ingredients and I was reading about that one significantly longer you know. I forgot if I bought that one or not. I definitely look again, but I remember like as you were saying, I kind of get the flashback of being back there. Brad DeGraw: Yeah (inaudible 23:24.9) make great buying decisions. Like the whole point of the listing is to help people making a quick buying decision towards you. That is what Amazon does really well is they shortcut the shopping process down to where -- I want it. One-click purchase is on the way before you realized, wait, I just bought that thing. That is what Amazon is genius for. Jeremy Reeves: Yeah. I suffered from that all the time. So how about you know, one of the huge downfalls with Amazon is that, they do not really give you the customer you know what I mean like you cannot really like synch it with you know, Infusionsoft or whatever you use in for emails and (inaudible 24:06.1). Do you have any kind of like ninja tricks for getting Amazon customers into -- so you can then follow up with them better? Brad DeGraw: Yes. Jeremy Reeves: Oh, nice. Brad DeGraw: Okay, so we have to make sure that we do not compromise the account. So Amazon allows you to reach out to customers for customer service issues. This is within the terms of service. If you are going out there and saying, hey, buy a cheaper on my website. You are risking your account, your business model can have to shift radically. So what you do is you make sure every communication has customer service in it. So you can put in product inserts. So on site A, we tell you how to use the best product or how to get the best results from the product and then on the back side of it, we will say, do not forget, you get to join our VIP program for no cost. Here is the link. Go over here for promos, samples, and special offers. And then as soon as they put their email in and you know, it is just going to be a squeeze page, soon as they put their email in we have a thank you page that says as promised, here is a promo, a special offer, or a sample. And now you are there. You can (inaudible 25:14.5) so there are happy Amazon customer and there are VIP. So you can do product inserts. You can also -- I do not recommend this, this is going to take a lot of time if you are soloproneur, but you can actually reach out to them by phone and just want to make sure you are happy with your order, that is called customer service. You did that. And then once they are done, (inaudible 25:33.8) yes or no whatever they say, just listen. If they are not happy just give them a refund and hang up the phone. Do not try to (inaudible 25:40.9). Just give them their money back and call it a day. However, if they are happy, then you can say, oh great, I do not know if you know, some people miss this but you are actually able to join our VIP program and you get special promos and coupons and discounts and offers. If you want, I can send you the link you know, it is in that insert it is just you know, name of our company.com/specialoffer. Done. Jeremy Reeves: Yeah and you know, think about -- because I saw a lot of high ticket stuff so like think about, if you had, you can use Amazon. If you have let us just say, you are in -- you are selling like a new tropic, right. Do you know what a new tropic is? Brad DeGraw: Oh yeah. Jeremy Reeves: So you are selling a new tropic. So if anybody does not know what that means, it is basically a brain pill, right. It is supposed to -- it is kind of like the movie, Limitless. It essentially makes your brain work better so you have more concentration and you know, less brain fog that kind of thing. So let us just say that you have a supplement and you could probably label supplement really easily. You put it on Amazon and then you have some type of high level entrepreneurial coaching program right. Those are the types of people that that product attracts you know what I mean like, when you -- like people buying new tropics are just kind of regular (inaudible 26:54.1) you know, working at McDonald’s or whatever. I mean (inaudible 26:56.6) but you know, the majority are you are like a high performance type of situation you know and you need your brain to be you know, working really well all time. So you can then use that call to then like you have, like an automated webinar selling a high ticket whatever program or service or coaching or whatever it is. And you know, if you make a 100 calls and you get 2 people on -- like 2 sales you know, from each 100 calls for that you know, $2,000 program, well then, it is a very much worth it you know, calling them. And you know, you just hire a sales person that says you know, hey, you know, call these people and you get a percent you know, so you are not -- you are only paying them out of money you made already you know. So I mean, there are a lot of different ways to do it even if you just have a higher level or higher you know, price product, you know, it does not have to be $2,000, but yeah I mean it is you know, and you can just pay people based on commissions. All you have to do is make a script for them and then there is nothing else you know what I mean. So it is very easy to make that work and the reason I brought that up is because that is what I tell you know, my audience all the time. If people are not calling their customers, it is the biggest wasted opportunity in the history of the world you know what I mean. So I highly recommend if you have something on Amazon, try to figure out a way to make that work because it can be definitely huge you know. Brad DeGraw: I love phone sales that is my background. So to me, when I get someone on the phone whatever I am selling it is done. So email marketing is great because it scales. Phone is a little bit slower, but once you get good at listening to people and understanding what their real problem, fantasy, and desires, you can close those deals I mean sometimes or half the time depending on you know, how steep your offer is. Jeremy Reeves: Yeah, definitely. And you have to remember they are buyers too you know, even you know, calling a 100 buyers and making 2 sales is probably really low you know what I mean. Depending on the price point you know if you are selling $100,000 program you know, obviously, but yeah, I mean it is you know, you have a good salesman that is doing it for you and not someone that is just going to say, hey you know, buy my stuff, buy my stuff, here is what I need you know. If you actually have a good salesman that you know, like you said, listens to them and finds out why you know, they are having the problem and what the problem is and then you match that with solution you know, it is done you know. Brad DeGraw: Yes. Jeremy Reeves: Any other ways to get them you know, to kind of monetize the buyer? Brad DeGraw: Those are the 2 easiest one. So you have product insert. So you can just go to (inaudible 29:26.9) print business cards or postcards. Second one is phone. The third one, some smart people nowadays are coming up with some software that can plug it into Facebook. So yes we have the buyer’s name and phone number. So Facebook has a nice you know, audience generator. It is not 100% -- nothing is a 100%, but there is some software coming out now and it is doing pretty fair where you can grab that information from Amazon and put it into Facebook. I am not a lawyer. I do not know the ethics of whether this is legal or appropriate. There are so many different laws. So follow your moral compass. If this does not feel like something that works for you, do not do it. Jeremy Reeves: Yeah and it is really you know, I mean you could do that with email list, so it is really no different, it is just a phone number you know what I mean. It is just kind of the same -- you are doing the same thing. I mean people use their email list to build you know, look like audiences and things like that all the time you know what I mean. Yeah, I love it. So how about -- is there anything that like any kind of you know, do not do that, that Amazon kicks people off for, you know what I mean. So like for example, I know that you cannot put like a thousand links to your website and like you know, push them away from the Amazon experience essentially you know, is there any more stuff like that? Brad DeGraw: Yeah. There is 1 cardinal rule on Amazon. No customer should ever feel deceived. So as long as you are not thing that could lead to deception. So if your product does not have batteries and you are showing a picture with the batteries in it. Even if you say, batteries not included with a little star, that could lead to deception. If anyone thinks that you are deceiving them, you are out. Like you said, if you -- you have this great Amazon page which is saying do not buy it here, buy it there. That is deceptive because the whole Amazon experience is to have Amazon grow their customer base. So those are the big ones. There are some incidence especially depending on your market. If you are in supplements that is kind of a black hat space where a lot of people are not playing by the same rules. There are people who will -- your competition, there is someone out there who will play dirty and they will call Amazon. They will buy the product and then they will call Amazon and say, hey my babies have been born naked it is because of this supplement. I have headaches and nausea and -- (inaudible 31:51.7) you know like well, I mean the human body is pretty complex. How are you going to say that your thing is because of my thing. Were you pregnant. Did you drink during the day. Like what your thing. And that is kind of a gotcha space. So if you are new and you are kind of fragile, you do not want to play with those folks, I stay out of the supplement space. Jeremy Reeves: Yeah and I have -- I do a lot of work in that space and I fully agree. They are going to do anything to make it work. I do not personally work with people like that, but I work with a lot of companies that really, really like you know, high level companies, but I know they told me stories of things you know. It is the same thing in merchant accounts like they will call and do charge back and they will call and say that they got you know, like dupe into something or there are some kind of a fraud or I mean it is just -- it is a rough industry. It is the backstreets of Harlem essentially. Brad DeGraw: So if you can stay out of those. If you are new and you want to have some success and feel good experience, stay out of those markets. I would stay into pet space or baby products, something where you can make the world a better place and it is maybe a little less crowded. Jeremy Reeves: And you should be doing that anyway you know. Brad DeGraw: Exactly. Jeremy Reeves: You know, it is kind of like anything else. I mean, like the smaller the niches you know, there is kind of like that you know, you are down here and the niche is like really small and but it is really easy to succeed and yeah, maybe you might not turn into a billion company, but the odds of succeeding is huge, whereas, the higher you go, the more potential there is you know, for like a bigger and bigger and bigger business, but it is that much its exponentially harder to actually get to that point you know what I mean. Brad DeGraw: You nailed it. Jeremy Reeves: So you have to have something that is like totally just you know, blows everything else out of the water or totally transforming ever you know, like just -- like a game changer you know what I mean. An industry disruptor. But yeah I mean you know, if anybody is interested in doing that I would definitely recommend starting and that is what I am going to do. Like I eventually do it, I might do like kind of a side project you know what I mean maybe if I sell one of my side businesses or something I will replace it with that, but yeah, I mean, I would definitely start with something smaller you know, versus like going into like the health space or something like that. How about -- one last question before we hop off. How about doing things so like and you might not even focus on this area, but you know, there is like selling the physical products, but then what about things like Kindle you know like selling books or PDFs or things like that you know for Kindle. Do you have any experience on that area? Brad DeGraw: Oh yeah. There is a bit of a crossover if you are creative. So the great thing about Kindle books is they are reading them on the screen. So it is easy to get them from this screen, this book, over to anywhere you want. So you can lead them from Kindle over to your product. You can lead them from Kindle to your squeeze page. The smart, smart marketers are putting Kindle books out with tons of links back to squeeze pages and then now you have a list that is the real (inaudible 34:59.1). You are not going to make much money on the book. And now that list, you can drive them anywhere you want over to your physical product, back over to a more digital products. It totally works. We did some work for (inaudible 35:11.2) brand and there is a lot of bootlegs out there at cash flow game and some of them are great looking bootlegs, but they are still illegitimate. So what we did is we said, hey Robert, why don’t you just put a 1 page kind of letter telling people how to integrate those lessons into their life so they can improve their lives in their business and we will have this as an exclusive bonus. We can easily copywrite that letter and anyone who jumps on the listing and said, hey, we are selling this too. They are doing one of two things either fraud because they do not have the letter or copywriting infringement. Either way it is easier for us to (inaudible 35:49.1). Jeremy Reeves: Yeah. It is easier to find them. Yeah. Oh, that is awesome. I love that. That is smart. I am going to think about that even with (inaudible 35:55.7) products and stuff like that because it is you know, as soon as you put something online, it is like all the freakin you know, idiots go and you know, put somewhere you know, but that is the, unfortunately, that is the world we live in. Well that is -- you know, definitely been an interesting conversation for me because I have been personally thinking about it and I know a lot of our audience has also been you know, and plus there are just a lot of entrepreneurs on here that just like the you know, they like to try new things and dabble on new areas and things like that. The last question that I have for you is, is there any question that I should have ask and I did not or like some kind of point that I missed or anything that you know, if you got off, you would be like, oh I wish the audience knew this you know, is there any kind of last lesson or you know clarifying thought. Brad DeGraw: Yeah, absolutely. The thing that you might want to think about that did not come up is ask yourself what is this thing or any other thing is. What is the difference between those who are going to succeed and those who are just going to try it and then move on. So (inaudible 36:55.9) what I found, we teach this all day every day. The people who are successful here are those that make up their mind. They know their outcome and they lean forward. You can still sit down and do this business but if you are sitting on the couch you need to lean forward towards the coffee table and bang this (inaudible 37:10.9) rather than leaning back and get over the Netflix. So that is the key. That is what I found, is the key to this business and everything else will pursue. Jeremy Reeves: Yeah, I mean you got to you know, if you are going to try it do not just you know, try for 2 weeks and no, it did not work and just go to the next. Yeah, definitely lean in forward. Alright. I had a great time chatting you know so everybody again this is Brad DeGraw and Brad, why don’t you tell them you know, if they want to get in touch, I know you have various services for helping people do all this you know, so why don’t you tell people how to get in touch with you if they want to you know, lean forward so to speak. Brad DeGraw: Excellent. Yeah, just catch up with us on amazonsherpa.com. We have a newsletter. We send out every Wednesday. So it is tips, tricks, stories about what is working right now in our business. This week is really, really good newsletter and then yeah, if you guys need help, I am happy to jump on like a 20-minute call either to help you get started or if you are already rolling and you need to take it to the next level just jump on our schedule and I am happy to jump on in one-to-one call. Jeremy Reeves: Sounds good. Hey, well, thanks again. I really appreciate it coming on here. Brad DeGraw: Excellent. Thanks for having me.


31 Aug 2016

Rank #20