46 Minutes Of Marketing Advice That Will Make You Millions

Transcript

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I've signed over 2,000 clients and I'm about to share my best marketing advice that will make you millions.

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Welcome to the Jason Moss Show, where established online business owners go to increase their income, freedom and impact.

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I'm your host, jason Moss.

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Let's dive in.

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Okay?

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So there's eight things I want to share with you in this episode here eight keys to marketing success.

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The first thing probably one of the most important things, honestly that people mess up when it comes to marketing is this idea of the smallest viable audience.

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Most online business owners I meet when they start their business or looking to grow their business.

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They're like I want to reach as many people as possible.

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I want to go out there.

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I want to make a big impact on the world.

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I want to help thousands and thousands of people, and so when I look at their content and what they're putting out into the world, what I see is a lot of broad messaging trying to speak to the masses.

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I go on people's websites and I see I can help you with this, or I can help you with that, or I can help you with that, and it's like we've got three or four or five different niches you're trying to speak to at once.

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If this is you, it's going to be very difficult to stand out.

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The reason for it is because we are in a world where there is lots and lots of noise, and the days of having a broad message that could reach everyone are over.

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The messages that stand out today are the ones that are hyper-specific, the ones that are personalized to us.

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We wanna feel seen and heard and understood when we read a piece of content.

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When I go to your website, I want to feel like you really get me, and in order to do that, you've got to narrow your focus and choose a lane that's going to make everything else you do in terms of marketing so much more impactful and effective.

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So the first question probably one of the most important questions you can ask when it comes to marketing is what is the smallest viable audience that I could build my business around?

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For example, when I first started coaching back in 2016, I built a six-figure online business helping musicians learn how to mix their own music online.

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First of all, most people don't even know what mixing is, and if you do know what mixing is, you're probably part of the 0.1% of the population that cares about that.

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This is a super small niche within a niche, yet I was able to build a very profitable business and sign over a thousand clients in that niche.

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This was by being narrow.

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It was not by trying to speak to everyone at once.

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So, looking at your business and asking yourself do I need to be more specific on who I'm here to serve?

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And if I had to build my business around the smallest group of people possible rather than the biggest, who would those people be?

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This is the coolest thing about the world that we live in today is that you can reach pockets of people that are super, super small.

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I know people who are running six multiple, six seven-figure businesses in niches that, honestly, 99% of the people in the world do not care about.

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This is what's possible today.

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You do not have to be broad anymore.

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As a matter of fact, the more narrow you are, the more effective your marketing will be.

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So don't be afraid to get smaller and to focus on that smallest viable audience.

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That brings us to number two, which is the three sources of traffic.

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Another question people often ask when it comes to marketing how do I get in front of my ideal clients?

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It can feel overwhelming as an online business owner.

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There's so many different ways that you can market yourself.

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So many different tactics.

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We look underneath the surface of all those tactics.

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There are really only three sources of traffic that you can tap into in order to grow your business, and once you know what these are, this makes marketing so much easier.

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So, first thing is buy.

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It's the first source of traffic.

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Number two is borrow and number three is create.

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Only three sources of traffic you can use in your business, and there are lots of different tactics you can apply on top of these three sources of traffic, but there are only three, and so the key is in online business owners.

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You got to know what these are and choose one or more of them to integrate into your business.

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So buy is the first, which is basically you trading your money for attention.

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So, for example, in my business today, we run a lot of paid traffic on Meta, which is basically you trading your money for attention.

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So, for example, in my business today, we run a lot of paid traffic on Meta, which is Facebook and Instagram.

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So every single day, I basically go to Meta and I say here's some money and I want you to take my money and trade that for attention.

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Put my ads in front of people in my niche and that's how we were really able to grow my business from 10K a month to like 60K months.

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So this is a great way to scale your business and it works really well once you have the foundations in place in your business.

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You've got clarity on your niche, you've got an offer that people are buying, you've got messaging that's pretty dialed in.

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The biggest mistake that I see is people jump to paid traffic too soon.

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They wanna use this strategy when something else in their business is not working, they're not getting success with organic marketing, their content is not standing out and they think buying traffic is going to be like the Holy Grail.

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I like to think of buying traffic as a amplifier of what's already working in your business.

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So if you've got those foundations in place and you want to scale, great Paid traffic can be an awesome way to do that.

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If not place and you want to scale, great Paid traffic can be an awesome way to do that.

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If not, I'd recommend that you focus on the second and third source of traffic that I'm going to be walking through.

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Next Borrow is the second source of traffic, which is basically you going out and finding people who have audiences that contain your ideal clients, and finding a way to get in front of those audiences to bring those people back into your world.

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As an example, in my business I do a lot of guest podcasts, so I go on other people's podcasts and do interviews.

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The reason I do this is because I know if I can get on someone else's business podcast, I'm going to get in front of thousands of people in my niche at scale.

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There's a lot of leverage associated with that too, because I can do an interview once, but that interview can be listened to by thousands or tens of thousands of people, so this can be a great leveraged way to get in front of your ideal clients.

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The downside is, it's usually more effective once you have something to offer these platforms, and sometimes what you have to offer is your expertise.

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If you've got a ton of credibility in your space you've been doing something for a long time that can be a great pitch when you go to a potential podcast guest or a conference host to be able to say, hey, I've got this expertise that can add value to your audience.

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Oftentimes, what the most effective thing that you can really offer these people are is access to your audience Because, remember, all these people want to grow their audience, just like you.

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So my pitch when I go out to podcast hosts and this works incredibly well is I've got an audience of 30,000 online business owners.

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I'd love to put you in front of them.

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How do you feel about me coming on your podcast?

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We can do a quick interview and then I'll share it with my audience and people reply and respond to that, because they want to grow their podcast and their conference and they want to get in front of new people, just like me.

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So if you have an audience that you can go to these guest spots and basically pitch, you're going to be much more effective, not as effective for folks who are brand new, who don't have a big platform.

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If you've got like 12 followers on Instagram, that's fine.

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I just recommend the third source of traffic to really focus on at this stage of your journey, which is create, and create is basically you going out on Instagram or LinkedIn and either starting to post content or opening up conversations.

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You can go DM people on Instagram essentially create traction in your business.

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Today, I got to five to 10K a month, by the way, as a business coach, by just DMing people on Facebook.

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That was my marketing strategy for the first nine months of my business.

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I would add 50 coaches a day on Facebook.

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25 of them on average would accept, and then I'd go DM every single person who accepted and I'd have conversations with people and if I thought I could help them, I'd either pitch them a call or I'd redirect them to a free training of mine.

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And that was a pretty successful strategy when I was in the early days of my business.

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So either content or conversations that you basically open up you using your own time this is the create strategy and this is the third source of traffic.

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Now, this is a great way to get started because there's no barrier to entry, so you can go out and you can start doing this right now.

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Downside is, everyone else can too, so it's a very crowded space and you need really good content in order to stand out.

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So it's gonna take some work to refine your approach and if you're newer to growing your business, it's just gonna take some time to really get traction via this third source of traffic, but it can be a great way to grow your business.

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I'm still doing this today.

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I'm recording this episode right now as a create strategy.

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So this is putting me in front of new people in my niche, on YouTube, on our podcast.

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It's gonna allow me to grow my audience over time.

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So three sources of traffic that you can tap into in your business only three, and there are lots of tactics on top of these, but the key is, I recommend for most people you start with one.

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If you're in the early days, if you've been running your business for a while, usually you're going to be integrating all three and generally we go up the ladder.

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So we start with create, then we move to borrow and then, last, I'll see people layering on paid traffic.

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Again, great strategies to grow your business and really only three sources of traffic that you can use to do it.

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Now, when it comes to the approach that you take, regardless of what source of traffic you tap into, there's really two approaches or ethos when it comes to marketing as a whole, and I think it's really important that you understand these because it will help you understand where you want to play and what strategies are going to be best for you.

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So the first is direct response and the second is brand building Two very different approaches when it comes to marketing, so direct response is.

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An example of direct response would be let's say, you get like a letter in the mail and it's from some you know company that you haven't recognized before, and it says urgent, open now.

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And so you open this up and it's this letter and it's like basically a sales pitch and there's all sorts of scarcity in there and it's like you need to buy now, in the next five minutes, otherwise, you know, some kid is going to die.

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And it's like pulling out all the stops to basically get you to take action in that moment.

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This is direct response, marketing at work.

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And the game of direct response is very simple.

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It's okay.

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We have a way to get in front of people.

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Let's say, we have a bunch of ads that we're paying for and we're going to send those ads to some kind of page maybe a video or some kind of a sales page or something like that and the goal is to get as many people to buy right away as possible and we make some money from that and hopefully the goal is we make more money than we spent on the ads.

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So we can basically repeat this whole cycle again and again and again in a loop.

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And the thing about direct response is it can work but you're not really building a relationship with anyone.

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It's very like try to sleep with you on the first date kind of marketing it's the way I describe it.

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It's like if you were to go out on a date with someone and try to sleep with them on the first date, in most cases you'd be like this doesn't feel very good.

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At least the other person would feel that way.

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And this is how direct response marketing feels.

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On the other side, it's very short-term focused and you're not really building a brand.

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There's no long-term nurturing really going on.

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For the most part, it's not that you can't be successful.

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I just really don't like this strategy and I think you actually make a lot more money doing brand building.

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The best way to describe brand building is to think of a company like Coca-Cola.

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So if you're driving down the street, maybe you're in a city like New York and it's a Thursday and you're driving down the street Nobody drives in New York City.

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But you get the point.

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You're walking down the street and you see a big billboard on the top of some building.

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It says Coca-Cola.

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Now, notice that billboard doesn't say go out to the store and buy Coca-Cola in the next five minutes, otherwise everyone you know will die.

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There's not direct response, but Coca-Cola spends millions and millions and millions and millions of dollars every single year showing you their logo, associating you with the feeling and emotion of happiness associated with their drinks, through commercials and through billboards and through lots and lots of repeated exposure.

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And their goal is they know that those ads in and of themselves are not maybe going to get people to buy like right in that moment.

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But when you go to the grocery store after being exposed to 5,000 Coca-Cola ads and you're walking down the aisle, and you're walking down the soda aisle and you're looking at all the different sodas and you're thinking, okay, which one should I buy?

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You're going to be much more likely to buy the one that has been seared into your mind based on the thousands of repeated exposures through brand building.

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This is the game of brand building.

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It is a long-term, nurture-based process where a company or a brand, through repeated exposure, builds a relationship with you so that when you decide you want to buy the brand, the company is top of mind and that is the choice that you make.

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This is how I run my business.

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This is how I've generated well over a million dollars in sales online.

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It is not through direct response.

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Primarily, it's been through brand building, which means what I do is I create an audience and I have different ways of feeding that audience YouTube, organic, we've got going on, we've got podcasts, we're doing Maybe other things that I'm not thinking of Instagram, and I've got these different ways that I'm bringing people into my world and then, once they're in my audience, I don't sell to them right away.

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In most cases, I show them lots and lots of content.

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So I've got retargeting ads going, where I'm basically showing them lots and lots of my content on Instagram and on Facebook and on YouTube.

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And I've got our email list, where I'm sending multiple emails a week.

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Most of this, by the way, is just free, valuable content and I've got a podcast and a YouTube channel, and so we've got all these different ways that we're nurturing these people.

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Now my goal again is not to convert someone who just comes into my world.

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My goal is to build relationships with people in my audience, to build trust, to build a relationship with them over time so that when they are laying in bed six months down the line from meeting me and they're finally at that moment that they're like, okay, I really need some help growing my business, like I feel like I've just been hitting a wall for the last six months or 12 months or two years and I really want to get some help.

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Who do they think of?

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They think of the person they've been following for the last six months on social media, the person that they've watched hours and hours of training, and that person is me.

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So this is brand building at work in an online business and this is the approach that I teach.

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This is the approach that I recommend when I work with clients, when I help them with their marketing.

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It's a big part of what I do is help people build this out in their business.

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This is also the approach that, over time, is going to make you a lot more money.

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Because the thing about direct response is problem is, when you send a message to people who have no idea who you are, 99% of them are not going to be ready to buy in that moment.

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Maybe 1% will be, but what about the 99% that may have been buyers down the line, but you just kind of turn them off with this super spammy, aggressive approach on the front end.

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It's like if you go out on a date with someone and maybe they could be a great person, but they're like I just want to sleep with you on the first date and they show up in this sleazy way and try to force you into going home with them.

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You're probably not going to want to go out on a second date and that person might have been a really great match for you, but they burned the lead on day one with their super spammy, aggressive approach.

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So this is my problem with direct response marketing is, I think it's really short-term focused and you're only really speaking to a very small segment of your market who are ready to buy in a moment.

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These also aren't really great customers, because the people who are ready to buy in a moment, these also aren't really great customers, because the people who are ready to buy on day one don't care about you.

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They just want a solution to their problem.

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Versus this approach, which is you know, when I build an audience, I got people who are following me over an extended period of time.

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They build a relationship with me.

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By the time.

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They actually apply to work with me.

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They don't see me as just another business coach.

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They see me as someone they deeply connect with on a human level.

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We share values.

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They like my personality.

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I feel like we have something in common beyond just the fact that I can help them, and so I'm able to charge a lot more.

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I have lower refunds, I have happier clients.

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I enjoy my clients so much more because they connect with me on a deeper level.

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Really important to know what kind of marketing you're going to be doing in your business.

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Obviously, you know my stance on this, and brand building is, I think, the best approach for online business today and as we move into the future, I think it's getting more and more important.

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Direct response, I think, is just becoming less and less effective in today's world.

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So that brings us to number four, which is platforms.

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Big question people often ask when it comes to marketing, where should I show up?

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Facebook, instagram, linkedin, youtube there's so many different ways that I can share my message.

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What's gonna be the right platform for me?

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And I like to think about this in two separate categories.

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One is grow, which is basically what platforms are you using to get in front of new people who don't know you?

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And the second is nurture, which is how are we building those relationships with people who have already chosen, who've opted in, to follow you, so grow.

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I think the best approach for this is to go where your people already are.

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A lot of online business owners, I see wasting time building a website trying to bring people back into their world, rather than just going where their ideal clients are already hanging out.

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Usually, this is going to be social media.

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It's going to be one of the best ways to reach people.

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It's not the only way, at least when it comes to online.

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Your ideal clients are online and social media is going to be one of the best ways to reach them.

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The platform that you use to grow your audience and to get in front of new people in your niche, I think you know.

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The truth is all the platforms work.

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They're all great Instagram, tiktok, facebook, linkedin all the platforms.

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They can all be effective.

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There's no like one best platform, but the best platform for you is going to be dependent on a couple of things.

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Number one, who is your niche and where are they hanging out?

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Certain niches, certain platforms, make more sense, right?

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Like, if you're targeting corporate executives, then LinkedIn is going to be the place to go.

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You probably don't want to spend a bunch of time on TikTok trying to reach those people.

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Versus, if you're trying to speak to women who are maybe in their forties, I would probably say Instagram is a great place to go, because Instagram skews slightly female, so it's a good way to connect with women.

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I mean, there are many right answers here.

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The first thing is ask yourself where are my ideal clients already hanging out?

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The second thing is what platform do I feel like I might have an unfair advantage in?

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There's certain platforms that you just feel more comfortable with.

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Maybe you've been spending more time on.

00:19:31.369 --> 00:19:33.375
And also, what do you enjoy?

00:19:33.375 --> 00:19:37.465
Because some platforms like, for me, linkedin.

00:19:37.465 --> 00:19:43.730
I've completely taken it off the table, not because I don't think I could reach people on LinkedIn, but because I just don't have a lot of familiarity with LinkedIn.

00:19:43.730 --> 00:19:48.775
It's not a space I spend a lot of time in, but Facebook has always been super comfortable to me.

00:19:48.775 --> 00:19:57.558
Youtube is how I built my first online coaching business, so I've doubled down on YouTube because I feel like I have an unfair advantage there because I really understand the platform.

00:19:57.980 --> 00:20:02.730
You might have a platform that you've just been hanging out on a lot that you understand really well.

00:20:02.730 --> 00:20:05.637
I double down on that as well as what you actually enjoy.

00:20:05.637 --> 00:20:13.914
The truth is, people spend way too much time worrying what the perfect platform is, and this is one of those questions is like I have this phrase, I call it the zit on the elephant's butt.

00:20:13.914 --> 00:20:16.005
And this is one of those questions is like I have this phrase, I call it the zit on the elephant's butt.

00:20:16.005 --> 00:20:27.156
Sometimes my clients ask me questions that it's like we're not talking about the elephant, we're talking about the zit, and we could spend all day talking about the zit, or we could just like zoom out and talk about the elephant.

00:20:27.156 --> 00:20:30.154
The truth is, you can be successful in any one of these platforms.

00:20:30.154 --> 00:20:32.373
You just got to choose one and get on with it.

00:20:32.373 --> 00:20:49.175
Now, when it comes to nurture the rules kind of change, and once you've got someone who's followed you, the best strategy is to actually get them off a platform that you don't own and onto a platform where you have a direct line of communication with them.

00:20:49.916 --> 00:20:54.060
When I was in high school in middle school actually I was really active on MySpace.

00:20:54.060 --> 00:20:56.989
I was a singer-songwriter and I built a big following on MySpace.

00:20:56.989 --> 00:21:20.731
I used to spend hours and hours and hours sending direct messages on MySpace, doing outreach to grow my following and I had 20,000 people who were following me on MySpace and checking out my music, and then one day it felt like overnight MySpace disappeared and I lost all of those relationships that I had built because I had no way of reaching those people outside of that platform.

00:21:20.731 --> 00:21:23.934
So many people I see make this mistake.

00:21:23.934 --> 00:21:33.993
They build a big following on a social media platform and then maybe their account gets shut down or maybe the account gets banned or maybe the platform shuts down.

00:21:33.993 --> 00:21:39.193
I look at what's happening with TikTok right now in the United States and there's a pretty good chance it's going to get banned.

00:21:39.193 --> 00:21:44.817
Maybe when you're watching this or listening to this, tiktok is no longer even active in the United States.

00:21:44.817 --> 00:21:53.695
So if you're someone who's built a big following off the back of TikTok, we got to make sure we get people off TikTok and onto a place that you can control so you're not at risk.

00:21:54.096 --> 00:22:00.557
Now there are two platforms that I recommend that you communicate with people uh, that we call owned media.

00:22:00.557 --> 00:22:01.240
This is pla.

00:22:01.240 --> 00:22:05.616
These are platforms where you own the direct relationship that you have with these people.

00:22:05.616 --> 00:22:07.262
The first is email.

00:22:07.262 --> 00:22:08.807
It's been around for a long time.

00:22:08.807 --> 00:22:13.857
It's still a super effective way to nurture and communicate with your audience.

00:22:13.857 --> 00:22:16.473
So building an email list really good idea.

00:22:16.473 --> 00:22:20.233
Number two this is the one that a lot of people aren't talking about SMS.

00:22:20.233 --> 00:22:23.510
So we recently integrated SMS into our business.

00:22:23.510 --> 00:22:37.387
Here's what I've found when I send an email, a good email might get 35% of my email list or 40% of my email list to open and maybe, if it's a really good email, 1.5% of my list will click on, whatever the link is in email.

00:22:37.387 --> 00:22:47.075
I can send the same thing out via text message and 99% of those people will open it, and I might get a 10% click-through rate or even higher, up to 15%.

00:22:47.075 --> 00:22:53.176
Same group of people, but I can reach them so much more effectively via SMS.

00:22:53.176 --> 00:22:58.067
So I think SMS is one of the biggest opportunities for online business owners today.

00:22:58.067 --> 00:23:02.526
Most people I know are not taking advantage of this, and it's super easy to set up.

00:23:02.546 --> 00:23:09.028
There are so many different platforms and tools out there that you can use in order to set this up in your business.

00:23:09.028 --> 00:23:15.670
Email and SMS would be the two primary platforms that I would recommend to nurture your audience in today's world.

00:23:15.670 --> 00:23:20.258
So that brings us to number five, which is how do you actually nurture these people.

00:23:20.258 --> 00:23:24.527
How do you communicate with them?

00:23:24.527 --> 00:23:26.251
How do you bring them into your world in the first place?

00:23:26.251 --> 00:23:28.317
Well, there are really two ways that we can do this content and conversations.

00:23:28.317 --> 00:23:37.179
And the cool thing about marketing is these are really the only tools you have in order to communicate with people.

00:23:37.179 --> 00:23:50.278
So you can either create content on all of the platforms or any one of the platforms video, audio posts as an example of content or you can have conversations.

00:23:50.278 --> 00:23:51.971
You can go DM people.

00:23:51.971 --> 00:23:53.832
You can invite people to DM you.

00:23:53.832 --> 00:23:55.410
You can do outreach.

00:23:55.410 --> 00:23:57.888
You can send cold messages or emails right.

00:23:57.888 --> 00:24:03.728
So we can either have content or conversations, and these are the only two ways that you can communicate with people.

00:24:04.289 --> 00:24:07.377
Now, content I love because it's super leveraged.

00:24:07.377 --> 00:24:11.634
When I create a piece of content, I communicate with thousands of people at once.

00:24:11.634 --> 00:24:14.590
This is the great thing about content it's leveraged.

00:24:14.590 --> 00:24:22.365
It allows you to multiply your impact, because every piece of content you create allows you to communicate with many more people at once.

00:24:22.365 --> 00:24:31.434
So I can warm people up in my audience at scale by creating lots and lots of content, and this is why creating content is usually the best use of your time.

00:24:31.755 --> 00:24:44.989
When it comes to marketing, the challenge with this is you're creating content that is speaking to many people at once, so it has to be broader and it's not going to be as targeted to each individual person.

00:24:44.989 --> 00:24:55.372
The benefit to conversations is, when I open up a conversation with someone one-to-one, I can ask questions to understand what this person really wants and needs.

00:24:55.372 --> 00:25:01.240
And I can ask questions to understand what this person really wants and needs and I can contextualize what I do to make it super relevant to that individual person.

00:25:01.240 --> 00:25:26.288
So conversations are always going to convert way higher than content and this is why I recommend for most folks who are in the earlier days of their business, leaning on conversations as a way to create interest, as a way to generate leads, as a way to convert those leads into sales is going to be more effective for you than content as you grow your business.

00:25:26.288 --> 00:25:41.573
What I find is generally, you know, in the early days of business you're a little bit more focused on conversations and in the later days of a business we shift and that focus moves from conversations to content.

00:25:41.573 --> 00:25:45.289
But in the early days of your business, conversation is usually the best way to go.

00:25:45.289 --> 00:25:50.354
A lot of people don't want to do this because they're afraid Conversations are a little bit more vulnerable.

00:25:50.354 --> 00:26:00.196
They don't want to come across as pushy or aggressive, so they just hide themselves in their moat and create content all day and expect their content to do all the heavy lifting for them.

00:26:00.196 --> 00:26:10.332
But even in more established businesses, I still use a lot of conversations in my business today sales conversations, opening up conversations with people who are following me.

00:26:10.332 --> 00:26:13.690
This is one of the best ways, by the way, to make more money in your business.

00:26:13.690 --> 00:26:19.633
Literally, you just DM people who are following you online and just open up conversations.

00:26:19.633 --> 00:26:22.185
You don't even have to have some crazy script or something like this.

00:26:22.607 --> 00:26:33.988
A couple months ago I tell this story quite often I was on Instagram and I noticed that there was this guy in my audience who was just harding my posts again and again and again, and he wasn't leaving any comments, but he seemed like he was harding all my stuff.

00:26:33.988 --> 00:26:34.808
He seemed like he liked it.

00:26:34.808 --> 00:26:36.109
I checked down his profile.

00:26:36.109 --> 00:26:37.291
He seemed kind of interesting.

00:26:37.291 --> 00:26:40.954
I liked what he was doing, so I just sent him a message on a DM on Instagram.

00:26:40.954 --> 00:26:44.638
I said hey, man, I keep seeing your name pop up on my profile.

00:26:44.638 --> 00:26:46.059
I just want to say hi.

00:26:46.059 --> 00:26:48.001
He wrote me back.

00:26:48.001 --> 00:26:50.173
He was like I've been watching all your content.

00:26:50.173 --> 00:26:50.894
It's amazing.

00:26:51.375 --> 00:26:55.917
We started having a conversation and I said okay, this guy's pretty warm, let me ask him a couple of questions.

00:26:55.917 --> 00:26:58.599
And I said tell me a little bit more about what's going on in your business right now.

00:26:58.599 --> 00:27:02.643
He shared that with me and then I asked him what's your goal or what's your vision?

00:27:02.643 --> 00:27:05.994
And he started sharing a little bit more about that.

00:27:05.994 --> 00:27:11.048
And as I was listening to him and where he was at and where he wanted to go, I said, oh, I have this offer coming out in a couple of days.

00:27:11.048 --> 00:27:12.570
We this offer coming out in a couple of days.

00:27:12.570 --> 00:27:16.636
We don't even have a sales page finalized yet, but I think this would be perfect for this guy.

00:27:16.636 --> 00:27:17.798
It's exactly what he needs.

00:27:17.798 --> 00:27:23.126
So I said, hey, I've got this thing.

00:27:23.126 --> 00:27:23.769
I think it'd be awesome for you.

00:27:23.769 --> 00:27:24.875
It would really be helpful for you to help you get to.

00:27:24.875 --> 00:27:26.461
You know, x, y, z basically just plugged in what he said he wanted.

00:27:26.461 --> 00:27:28.586
Would you want to check that out?

00:27:28.586 --> 00:27:32.230
And you know, of course he said yes and I sent him the sales page Again.

00:27:32.230 --> 00:27:36.636
It wasn't even finalized yet and a couple of days later I wake up.

00:27:36.636 --> 00:27:39.539
I open my inbox $2,500 sale.

00:27:39.539 --> 00:27:44.348
Now, after that, I'm thinking okay, we got a retreat we're running in a couple of days.

00:27:44.348 --> 00:27:51.373
I think this guy would be great for that too, and so I wrote him a message back via DM and I said hey, you'd be awesome for this retreat.

00:27:51.373 --> 00:27:52.997
And I sent him a link and he paid for that too.

00:27:52.997 --> 00:27:57.166
$5,000 sale, literally the result of opening up a conversation.

00:27:57.628 --> 00:28:00.817
Conversation's incredibly powerful when it comes to growing your business.

00:28:00.817 --> 00:28:10.317
Most people are not taking advantage of this enough, so how can you integrate more conversations into the work that you do in your online business One of the best ways to grow.

00:28:10.317 --> 00:28:13.528
So that brings us to number six, which is the content game.

00:28:13.528 --> 00:28:16.953
In a nutshell, a lot of people struggle with content creation.

00:28:16.953 --> 00:28:31.484
It's not an easy thing to learn how to do well, but when it comes to generating leads and visibility and getting interest on your content so that you can use that as a tool to attract the ideal clients that you want, the principles are actually pretty simple.

00:28:32.165 --> 00:28:52.095
The first thing, the most important thing to understand when it comes to content, is that the world that we exist in is a world of advertising, and all of these platforms LinkedIn, instagram, facebook, tiktok, snapchat they're all essentially exactly the same they are all advertising-driven business models.

00:28:52.095 --> 00:29:00.012
Essentially, their game is how can we capture and retain people on our platform as long as possible so that we can show them as many ads as possible?

00:29:00.012 --> 00:29:14.269
Instagram wants to keep people scrolling as long as possible, so they've developed amazing algorithms that basically make it so that we can capture the people who are on Instagram and retain their attention by showing them as much content as possible.

00:29:14.269 --> 00:29:19.211
That's going to do that so that we can show those people as many ads as possible.

00:29:19.211 --> 00:29:25.736
The longer we can keep people on the platform, keep scrolling, the more ads we're going to show, the more money we're going to make.

00:29:26.105 --> 00:29:33.690
So, in order for your content to be effective, the first thing you have to understand is that is the game that you need to get really good at playing.

00:29:33.690 --> 00:29:39.240
You essentially need to get really good at doing two things in order to stand out when it comes to your content.

00:29:39.240 --> 00:29:41.773
The first is you got to get really good at capturing attention.

00:29:41.773 --> 00:29:59.910
Your content has to get people to stop scrolling and pay attention, because if, for example, I'm YouTube and I have a choice between showing a video to someone that doesn't stop the scroll or maybe only 2% of the people who see that video stop their scroll.

00:29:59.910 --> 00:30:08.185
And then I have another video over here that, if I can put that video in front of you, I know that 5% of the people who see that video are going to stop that scroll.

00:30:08.185 --> 00:30:10.191
Why would I show you the 2%?

00:30:10.191 --> 00:30:18.612
If my game is, I want to show you content that's most likely to capture your attention so that I can keep you on my platform.

00:30:18.612 --> 00:30:23.769
Why would I show you something that's not going to do that or is going to be less likely to do that than something else?

00:30:24.291 --> 00:30:30.053
So the first thing you got to get really good at when it comes to creating content is capturing attention.

00:30:30.053 --> 00:30:39.409
Your content needs to stop the scroll, and the principles of how to do this are basically exactly the same regardless of what platform you're talking about.

00:30:39.409 --> 00:30:48.205
The tactics change, but really what you're doing here is you're creating some kind of pattern interrupt that creates some kind of open loop in someone's mind.

00:30:48.205 --> 00:30:58.825
For example, when I say 23 minutes of marketing advice that's going to make you millions, that kind of opens up like a question in your mind, right?

00:30:58.825 --> 00:31:00.692
It's like, well, what is the marketing advice?

00:31:00.692 --> 00:31:04.236
And I want to make millions and tell me more, like I want to know.

00:31:04.236 --> 00:31:07.273
That's an example of like a curiosity gap.

00:31:07.273 --> 00:31:13.272
It opens up an unanswered question that makes me want to click the video in order to close that loop.

00:31:13.272 --> 00:31:16.294
Same thing when it comes to headlines on social media.

00:31:16.294 --> 00:31:28.183
When you say something like I'm about to get really vulnerable right now, I'm about to get really vulnerable right now, or I'm about to share something that's really uncomfortable to me, dot dot dot.

00:31:28.183 --> 00:31:31.666
I'm like, well, what is it?

00:31:31.666 --> 00:31:31.988
I want to know?

00:31:31.988 --> 00:31:32.409
Tell me the thing.

00:31:32.430 --> 00:31:35.721
So this is an example of a really good scroll-stopping first line on a post that's going to get someone to actually pay attention.

00:31:35.721 --> 00:31:43.728
So the first thing you got to get really good at on social media is capturing attention, and that is your first line.

00:31:43.728 --> 00:31:47.413
If it's a text-based piece of content, maybe your image is also a big part of that.

00:31:47.413 --> 00:31:52.593
On YouTube, on platforms that are more video-driven, it's the first five seconds of a video.

00:31:52.593 --> 00:31:54.732
It's the headline and the thumbnail.

00:31:54.732 --> 00:32:02.306
That is what you are working with in order to get the attention that you really want, which is the first step.

00:32:02.306 --> 00:32:22.112
So the better you get at stopping the scroll, at creating things that essentially get people to pay attention in that first half, a second window, the more effective your content is going to be and the more the platforms are going to reward you with more visibility because you're playing the same game that they're playing Now on the flip side.

00:32:22.593 --> 00:32:26.830
The other part of this, the second piece of this, is you've got to get really good at retaining that attention.

00:32:26.830 --> 00:32:41.236
So if you can create content that will keep people reading or watching or listening longer, those platforms are going to be infinitely more likely to show your content and to show it to more people.

00:32:41.236 --> 00:32:51.455
As an example, with YouTube, average view duration is probably the most important metric to pay attention to when it comes to creating better videos.

00:32:51.455 --> 00:32:55.852
This is something I pay a lot of attention to, which is how long are people watching my videos.

00:32:55.852 --> 00:33:09.240
If I can create a video where someone's gonna watch 10 minutes on average and YouTube has a choice between showing that video or showing another video to someone that only keeps them glued to the screen for five minutes, why would they show the five-minute one?

00:33:09.240 --> 00:33:10.768
Because the 10-minute one.

00:33:10.768 --> 00:33:14.057
They have five minutes more to show them more ads.

00:33:14.057 --> 00:33:24.694
So retaining attention is the second part of this game, which means every piece of content that you create needs to be something that keeps people glued to the screen.

00:33:24.694 --> 00:33:28.798
There's lots of information out there about how to do that.

00:33:28.798 --> 00:33:30.980
I'm not going to get into the details of this today.

00:33:31.000 --> 00:34:01.315
In terms of the tactics to focus on, in terms of how you structure your content in order to stand out, you gotta get really good at capturing attention and you gotta get really good at retaining that attention, and the better you can get at this, the more you can study this on whatever platform you're showing up on, and learn more about what it actually takes to do those two things effectively, the more that you will stand out and the more that you will get rewarded with more and more visibility.

00:34:01.315 --> 00:34:04.094
That is the content game in a nutshell.

00:34:04.094 --> 00:34:11.275
Now, one question people often ask, when it comes to content too, is what do I put in terms of the words that I say in all this content?

00:34:11.275 --> 00:34:14.492
Messaging is the other half of this, which is okay.

00:34:14.492 --> 00:34:24.409
You gotta get really good at capturing and retaining attention in your content, but you also gotta make sure you got the right words in your content so that when people read it or watch it or listen to it, they wanna work with you.

00:34:25.166 --> 00:34:35.355
And the key to doing this well, in a nutshell, is to create content that positions you as what I call a likable guide.

00:34:35.355 --> 00:34:39.735
This is the backbone of my content creation methodology.

00:34:39.735 --> 00:34:48.512
This is a big part of what I share with every single client that I work with and, of course, when you work with me one-to-one or on a deeper level inside my various programs, I'm helping you with this.

00:34:48.512 --> 00:34:50.246
I'm giving you feedback on your content.

00:34:50.246 --> 00:34:56.849
I'm working with you to make sure that your content is the best that it can possibly be, so that it attracts more of the leads that you want.

00:34:56.849 --> 00:35:04.500
But if I had 30 seconds to explain what you need to know about content in order for your content to be effective, this is one thing that I would share with you.

00:35:04.844 --> 00:35:11.088
Great content, content that actually gets you clients, is content that positions you as what I call a likable guide.

00:35:11.088 --> 00:35:12.893
There's two pieces to this right.

00:35:12.893 --> 00:35:23.568
The likable piece is the first key here, which is someone has to see your content and have that moment where they're like I, like this person.

00:35:23.568 --> 00:35:25.713
I feel connected to this person.

00:35:25.713 --> 00:35:27.925
I feel like we have something in common.

00:35:27.925 --> 00:35:31.887
I want to be around them because I feel like maybe if we hung out in person, we could be friends.

00:35:31.887 --> 00:35:33.130
We share values.

00:35:33.130 --> 00:35:35.195
I just feel like I want to be around them.

00:35:35.195 --> 00:35:40.588
We want to do business with people that we like, people that we feel connected to on a human level.

00:35:40.588 --> 00:35:46.393
We don't want to just do business with people who we feel like can help us solve our problem.

00:35:46.393 --> 00:35:48.496
We want to do business with people we like.

00:35:48.496 --> 00:35:55.141
So the more that you bring this into your content, the more that you're going to stand out, and this is one of the biggest keys in today's world.

00:36:16.565 --> 00:36:23.724
No-transcript.

00:36:23.724 --> 00:36:32.777
That message in and of itself is like okay, well, maybe I want that, but what's going to make me choose you over the hundred other people who can help me do that same exact thing?

00:36:32.777 --> 00:36:46.695
Well, if you have that promise, but also you bring a lot of your personality into your marketing, if you show people who you are, what you do is you create another layer where someone can feel connected to you.

00:36:46.695 --> 00:37:16.577
Where they go, oh, you're not just someone who can help me grow my business, but you're also someone who's kind of spiritual and someone who lives in Colorado and I really like Colorado and has a dog, and someone who really values ethical marketing like I do, because you talk about it all the time and how important that is to you and I feel like we share values and there's all this other stuff that is now a part of someone's decision-making process and that means for the right person, that person looks at you now and goes there's no one else I'd rather work with.

00:37:16.577 --> 00:37:27.838
Even though you, on the surface, do the same thing as 99 other people, there's an aspect of you that I feel makes me want to work with you more than anyone else.

00:37:27.838 --> 00:37:31.152
So this is a big key to standing out in today's world.

00:37:31.211 --> 00:37:31.974
How do you do this?

00:37:31.974 --> 00:37:34.987
It's sharing your personality.

00:37:34.987 --> 00:37:36.952
It's telling stories from your life.

00:37:36.952 --> 00:37:40.309
It's sharing your lifestyle, your values, your beliefs.

00:37:40.309 --> 00:37:41.157
It's talking vulnerably your values, your beliefs.

00:37:41.157 --> 00:37:50.896
It's talking vulnerably about some of the challenges that you might be experiencing, sharing things that you're afraid to say, dialing up the parts of you that are most polarizing.

00:37:50.896 --> 00:37:56.527
This is a hard thing for a lot of people to do because we're afraid to show people those things, because we're afraid to turn people off.

00:37:56.527 --> 00:38:20.387
Like a while back, I sent an email talking about how I thought Donald Trump was crazy and my thoughts about the election and how I was deeply concerned about our country and the fact that we now have Donald Trump as our president, and a ton of people unsubscribed from that email that I sent out, but I also got a ton of people who wrote me back, who said thank you for saying this.

00:38:20.387 --> 00:38:33.389
I want to work with you so much more now because we share values, because we see things similarly and so asking yourself how can I bring more likability into my content and how I'm showing up?

00:38:33.389 --> 00:38:35.576
Now, this alone is not going to get you clients.

00:38:35.576 --> 00:38:44.652
The other piece of this is showing up as the guide, which is someone has to see your content and go okay, this person has what it takes to actually help me.

00:38:44.652 --> 00:38:48.132
And the guide and showing up as the guide is all about doing this.

00:38:48.132 --> 00:38:55.336
So this is when you show people that you are an expert, you're someone who knows your stuff, you're someone who has helped other people get results.

00:38:55.336 --> 00:39:11.235
So, sharing things like testimonials or teaching, for example this is a piece of content that if you're listening to this and you're like, wow, this guy really knows online marketing, like I'm showing you that I am a guide, I'm showing you that I can help you just by sharing and educating.

00:39:12.105 --> 00:39:20.090
I you know, talking about your client success stories, talking about your own journey of transformation, a lot of people ask like, okay, if I'm in the earlier stage in my business.

00:39:20.090 --> 00:39:21.855
Maybe I don't have a lot of clients today.

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I don't have a lot of testimonials to work with.

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What do I talk about?

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I always say you're usually your first testimonial, because the transformation that you're helping other people through generally it's something that you've been on personally.

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So talk about that.

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Talk about where you were before you started doing all the work that you now help other people with and where you are today.

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It's a very powerful way when you're first getting started to draw people to you.

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So testimonials, mistakes talking about the biggest myths or mistakes that people in your niche make.

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Talking about how you help people, your process this is another piece of this Sharing, like your method or basically the steps that you walk through when you work with people.

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All of this builds your positioning as a guide in somebody else's mind, as someone who can help them solve a very specific problem.

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So when we do a good job balancing both of these things in your content showing up as likable and also building your positioning as a guide this is when you lead somebody by the hand and over time, through your content, through nurturing them through email or SMS or social media or the various different ways platforms that you're showing up on, take them from.

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I have no idea who you are to.

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I feel like you are the right person to help me because I feel connected to you on a human level.

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I like you and also I feel like you're the guide that can help me get to where I want to be.

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That is messaging made simple.

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And finally, let's talk about my million dollar marketing mindset secrets.

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It was a little bit of like a hooky tagline there, but there's three things that I think when it comes to online marketing, when it comes to marketing in general, three things that are responsible, more so than the strategy for 99% of people.

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These are the things that actually make the difference between people being successful versus people struggling or burning out or just giving up.

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The first thing is you got to have a long-term mindset.

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Almost everything that you do when it comes to marketing is not going to work on day one.

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You're going to feel like for a while, when you're getting started, like you're just showing up, creating content, putting it out into the void.

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No one's paying attention and, honestly, that's what it felt like for me in the early days, and it's a hard thing to go through because you feel like you suck at everything and no one's paying attention and you're struggling to stand out.

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What you're really doing is you're learning and you're also refining your message and you're getting a lot of feedback from seeing what people resonate with and what people don't.

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And over time, as you do that again and again and again, everything gets better 1% every single day.

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And then there's this exponential effect that starts to happen in business.

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I've been talking about this with my clients.

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