In the presentation:
02:12 – The burrito thief
03:55 – What to expect from this presentation
04:51 – 3 reasons for creating content
06:18 – The old way of marketing, selling and delivery
08:07 – The new way – and why it’s better
10:05 – Problems when creating content
12:41 – The Wuxi Finger Hold
13:50 – What’s hard about creating content?
18:58 – 5 keys to creating content
23:53 – What frameworks are really good for
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James: I’m really excited about this last session because we’re really going to unearth some frameworks, and that’s really the theme for this event. You just got a framework by the way. I’ve had to actually work out what things you should be doing and what things you shouldn’t be doing in case you didn’t know. That was a framework.
When I was re-engaging frameworks, I looked at what we were doing in the car industry and brought them across to my business. In the last year or so, I’ve observed Taki using framework when we’re at conferences together. I asked him about it. I knew where some of the ideas came from, combined it with a few other things. That’s how you ended up with this format and the two that you’ll get tomorrow.
So Taki really understands this well. So well that I wanted him to come here and share some of his best frameworks, and they should line up with some of the activities that you need to do that you’ve learned to do today and that you know what to do. My podcasting partner from SalesMarketingProfit, the burrito thief according to Ed Dale, and amateur surfer, come one up Taki. Big hand for Taki. Have fun mate!
Taki: Thank you!
Dude, not only did you mention that I stole his burrito, but he’s sitting right here in front of me. He wants his burrito. So let’s just tell the story because it’s important. We’re in Phoenix, Arizona, went out for dinner after one of Joel and Dane’s things, sitting down, eating Mexican. Food comes up, and the food looked great and I had a bit of this, and I ate a bit of that, and a bit of this, and then Ed goes, “Where’s my burrito?” And I said, “Oh, isn’t that sharing?” And then he goes, “Mexicans don’t share.” I don’t know why the Mexican suddenly sounded like a German, but he just did, but that’s the deal. So I kindly got Ed a smoothie right now to kind of repay my karmic debt because every morning I wake up terrified of going to hell because I stole Ed’s burritos 4 years ago.
Ed: I hardly ever bring it up.
Taki: Yeah, hardly ever, except every time we talk on social media. And he says, “I don’t want the burrito back. I’ve got this one over you for life.” It’s terrible.
So, hey, super fun to be here. This is going to be fun. I’m going to need your help. I’m going to put this down a bunch of times or in my pocket, I’m going to forget where it is. So if you ever see me put this down, if I do this, just point to where I put it down last. Is that OK? Is that OK?
Taki: Cool. Last quick thing before we get started, I reckon there’s 2 ways to teach, 2 ways to learn. How many ways?
Taki: Two. There’s the old way and the?
Audience: New way.
Taki: Yeah. The old way goes like this, the guy stands in front of the room, does a lot of? [doing hand signal]
Taki: Does a lot of? Talking. You try to? [hand signal]
Taki: But it gets a bit?
Taki: And you fall?
Taki: Right. Dude, this is the last session, you’ve been learning a stack. You’ve been sitting on your butts all day. I know that the mind can only take in what the butt can endure. So let’s make this a little bit more like a two-way dialogue than a one-way information dump. Is that cool? Is that all right?
What is framework?
Taki: Great. All right. So let’s do this. James asked me to come and talk about frameworks. A framework is a mental shortcut. If you’re kind of taking notes, that’s probably the first thing to write down. A framework is a mental shortcut.
And so where do you need frameworks? You kind of need them probably everywhere, but the place where they come in most handy for me is creating content. So I’ve got a quick question, where in your business do you need to create content the most? What styles of content? Who here writes blog articles? Cool. Does anyone have to send promo emails? Great. Who podcasts? Fantastic. Ed’s got his hand up for everything. Who never lets me off the hook on social media for stealing his burrito? Thank you!
Why create content?
So I want to give you 9 content shortcuts. 9 quick shortcuts for creating content that kicks a** in no time at all. That’s kind of our goal. So if you’re writing notes, kick a**, no time at all. That’s kind of our goal. Just before I do that, I was looking at my business about a year ago, and I realized that I make content really in 3 main places. I create content to attract. What’s the first word?
Taki: Yeah, to attract. To get people to kind of come to my website, pop in their details and connect, right? I create content to convert. Webinars, sales videos, even one-on-one strategy sessions need a system for doing that sort of thing. Are you following me so far? Yeah. And then I need content to deliver.
I don’t know what your business is, but my business has a lot of content to deliver because I’m a coach, and my job is to teach people stuff and have them apply it. Good so far? So just think about how most people do this stuff? Now, you guys are the smart crabs, so if some of these do not apply to you, it’s because it’s for everybody else out there who’s too dumb to be here. Is that cool?
By the way, I was here last year James, and I was blown away by the quality of speakers. I’ve been completely wrapped with today. I’ve learned stacks from every single speaker. I’ve got a bunch of notes, not just notes but action items. I know it’s hard to get people to fly from around the world to get here, both in the audience and speakers. I just want to say thanks dude, you’ve done it. Freakin’ awesome job.
The old way
So, to attract. How do most people do it? Most people don’t have marketing systems in place. So when they attract, it’s manual. What’s the word?
Taki: Yeah. You know, old school. They knock on doors, or they cold call, or they network and collect cards and they follow up. There’s this whole bunch of chasing involved. It’s sucky, right?
When it comes to converting, most people sell “onesy-twosy,” if that’s a word. Onesy-twosy, you know, like you get on the phone with a prospect and you’re trying to sell this stuff or meet them face-to-face. There’s a bunch of time involved.
And then when they deliver, especially when they’re delivering services or consulting coaching; when they deliver, it’s time for money. Cool? So I want you to have a quick chat with your neighbor, these 3 activities: manual marketing, onesy-twosy selling and time for money delivery, what do they all have in common? I’m going to give you 30 seconds. Play us a bit of a song if you could at the back, it would be great. 30 seconds, what do those 3 things have in common? Ready, set, go. And stop. All right. Shoot up the hand. Let’s get 5 or 6 answers real quick. What do they all have in common?
Taki: You have to be superman, yes. What else?
Taki: They’re not leveraged.
Taki: Time, yes.
Taki: They’re not scalable. What’s that?
Taki: Sales. Probably not. Actually, maybe. It doesn’t make sense to me, but if it makes sense for you, then I’m all for it. That’s all I’m saying. I love that. That’s awesome. So think about this. There are really 2 fuels. If you think about manual marketing, selling one-on-one and delivering time for money, there’s kind of 2 fuels that make that happen. There’s your time and your effort. What we know about time and effort is you run out of both pretty quick. So that’s the old way if you like.
The new way
The new way is a little bit different, and I guess what we’re all here to learn about how to do is instead of doing manual marketing, how do we automate it? Instead of selling one-on-one, how do we sell one-to-many?
Taki: Perfect. Webinars, good. Videos, seminars, exactly. And then when it comes to delivery, instead of delivering time for money, how do we deliver our stuff in a leveraged kind of scalable way? That’s leverage.