In the episode:
00:14 – A little recap
00:40 – This should be your mission for content marketing
01:55 – Shoot, move, communicate
02:35 – Stop trying this
03:19 – A case study
04:05 – Every successful enterprise starts with this
04:43 – Invest in the BIG FOUR
06:45 – This is powerful
07:40 – Here’s an advanced tip
08:04 – What if you were awesome
Watch the replay of all presentations inside SuperFastBusiness membership
James: Welcome back to our series about SuperFastBusiness Live 11. A little recap, we are going to do the rapid fire round now.
Ezra: Yeah. This is sort of like, let’s just clean it up, let’s cover everything else that was talked about at the event, bring it to a close.
James: Yup. And mostly because the surf is so damn good today.
Ezra: I want to get out there.
James: Really. We’ll have to take this screenshot.
Ezra: I got that drone footage from Moriarty that we could put in here.
James: I’ve got it too. It’s glassy, it’s three foot, it is amazing. So, rapid fire round. Are you ready?
Ezra: I’m ready. Let’s do it.
James: Content marketing from Darren Rowse. You’ve got to know your readers.
Ezra: Phenomenal session.
“Change your readers.”
James: Great presentation. The whole point was, change your reader. That should be a mission with your content marketing. Like with this content, we hope that between the beginning of this series and now, you’ve got some good ideas to be inspired.
Ezra: He had a graph. A/B. Where are they now? Where do you want them to go? How are you taking them there. I think it’s the same thing when you’re writing sales copy for a product. What is the pain they’re feeling now and how does your product solve that? What are the ownership benefits? How are they going to be different once they’ve consumed or purchased that product?
James: And he mostly highlighted the fact that we can go deeper with our content, and we should polish and enrich our content. So we put embeds, we edit more, we think about which angles we’re taking.
Ezra: Idea phase.
James: Yeah, we inform people, we inspire people, we interact with people more. You’ve got to see this replay.
Ezra: It’s in SuperFastBusiness membership.
James: It’s in SuperFastBusiness membership.
Ezra: Good points on content creation if you’re struggling with it. Don’t try to do it all at once. Come up with your ideas in one session then start the creation and create content in another session then go back and edit in the third session.
James: Exactly. Chris Dufey, he talked about message to market match and shoot, move, communicate. Shoot, get out there, then move and see where you’re at and then communicate. So feedback.
Ezra: Ready, fire and aim, kind of.
James: Exactly like that. And he said let people apply instead of just be able to buy. He talked about getting them on the phone.
Ezra: I will say that if you have any kind of service that you’re selling, getting the lead instead of offering it for sale always does better for us. We get the lead. We talk to people on the phone.
James: It’s the only way people join SilverCircle. They have to apply. And now, SuperFastBusiness is on a membership waiting list. So people can apply.
Don’t design your own website
Then we went on to Greg Merrilees, and he basically said, listen, you don’t make your own wedding cake. Stop trying to make your own website because it’s graphic.
Ezra: If you’re doing your own design, I mean just…
James: The new SuperFastBusiness design is designed by Greg. And SilverCircle’s design by Greg.
Ezra: I have to say something about Greg, just a quick aside, this guy was not famous within the industry. He reached out to us, he forced us into using him. He sent us free designs.
James: Yeah. He was so relentlessly persistent, and he’s a damn talented designer, which is the thing that really got us.
Ezra: He’s amazing. For sure. We didn’t like the first one.
James: We didn’t like the first one.
Ezra: And he sent us another one.
James: And he didn’t design the first one. Someone in the team did. So anyway, he said check out your heatmaps, look at your analytics, and he gave a great presentation on what makes a good design after doing some of the best.
A case study
Ezra: Sort of a choose-your-own-adventure wizardification is what I call it. Like, I have a small dog. OK, here are the products for small dogs. Let people sort of tell you who they are and then offer products based on that.
James: Exactly. He said hire two people to do each role so you’ve got some redundancy built in.
Ezra: I wonder where that came from.
James: Well, it was really a case study on the things I taught him. And turn off your distractions. When I first spoke to him about coming on board, there was all these things going off in the background. I’m like, “What is that?” He goes, “That’s my phone.” I’m like, “Turn that off.” That’s the first distraction.
Start with one thing
And then you spoke about stuff. How you made one and a half million dollars or something in a month. I don’t think people were that interested.
Ezra: Oh, you know.
“Every successful enterprise starts with one successful offer.”
James: But you also reiterated every successful enterprise starts with one successful offer.
Ezra: This has really been my experience in business from the beginning. You’ve got to get one thing working.
James: It’s like my first product, my first hundred thousand was from one affiliate offer for this software that only works on a Windows computer.
Ezra: And people try to do a whole bunch of stuff and they never actually really get one thing tuned. It’s like, just forget all that crap and just get one thing actually working because that makes everything else so much easier.
James: And once you do then you scale up.
Ezra: It gives you money to invest in the other things.
James: And you invest in the big four, which are?
The Big Four
Ezra: I do. Google, Facebook, Pinterest, Instagram. If you’re buying advertising, one of those four is going to be where you’re going to be buying traffic.
James: And the biggest mistake when they buy that traffic?
Ezra: Yeah, what is the biggest mistake, targeting too broadly. [laughs] I forgot my slides.
James: And what would you say are really good elements of an ad?
Good elements of an ad
Ezra: So with our ads, we always have a text overlaying the image. We cartoonize our image, which is kind of like essentially making the images stand out, so we just turn them into cartoons. We use people’s faces. We find that pretty much every ad that we run that has a person’s face on it gets a better clickthrough rate and they’re still congruent to the landing page.
And one thing that you want to remember about your advertising is that your ad image and your ad creative only has two goals. One is to sell the click, people that actually engage with it, click on it; and also to frame the landing page. So it’s got to be congruent with the landing page.
James: And you shared this amazing thing, which you call the Dipsy Doodle and the Don Daliber, which people were taking all the screenshots of that.
Ezra: I did not create this model.
James: Not, but it’s a great way that you represented it. It’s easy to follow.
Ezra: Here’s what it is fundamentally: It is creating a piece of content that is either a case study or that relates to the problem that your product solves. So it engages someone in a conversation. It’s essentially OwnTheRacecourse except for with one piece of content. It relates to a problem that your product solves, and then it alludes to a solution, which is your product. I advertise content and that content transitions people into a pitch for my product.
James: So it wasn’t basically add to sales page. It’s just putting people through content marketing, helping them solve it. Basically all the stuff that’s good.
Ezra: It’s sandwiched into one core funnel.
James: It even helps with your SEO even, it works well for that. And you’re a big fan of the exit opt-ins.
Ezra: I use Exit Intent. So I send people to a landing page. If they try to leave, I pop up an opt-in offer related to that landing page. It’s not an exit pop-up where it opens a new browser. It actually opens up within the actual window so it’s not like against the rules.
James: And it makes a lot of sales. We actually put a link to that inside our SuperFastBusiness membership there.
Ezra: Get in there. Get on the waitlist for it.
James: And I think something that you do that is really powerful is you ask your customers to send video testimonials.
Incentivize your customers
Ezra: I actually incentivize, everyone who buys from me, to give me a video review, I say, “Hey, I’ll give you a $10 gift certificate to my store if you pop open your iPhone and tell them exactly what to do, hold it out, show our product, say our product’s name.” Like I give them the instructions on how to do this. “Send us an email, we’ll give you 10 bucks.”
James: And you still bump your sales cart by offering another offer straight off the purchase.
Ezra: We do post purchase one click up sales.
James: Right. And you send a bunch of emails after that.
Ezra: We’ve got a good solid post purchase automation sequence. One thing that you want to make sure about the email sequence that you’re sending your customer after they buy is it’s designed to educate them, to get them excited about the product, but also to get your conversion assets. Get people to take a selfie of themselves smiling. Put it on your landing page. Use the post purchase sequence to get people to give you reviews, selfies, videos, things that you can use from a conversion standpoint.
James: And what would be an advanced tip?
An advanced tip
Ezra: Don’t be an a**hole. I have this joke that I like to tell. I had this advanced tip don’t be an a**hole. And it’s like a lot of people think that the way to lead is to be strict and to be mean and like sort of just be a douche.
James: Push marketing.
A polarizing presentation
James: So next up we had Seth, and this was like, total change of pace.
Ezra: Yeah. He was very emotional. The guy can emote really effectively.
James: Well he has a very, well it was actually in the feedback, it was called like a preacher style, which in Australia, which is the least religious type country you can have, it’s not the same as a North American market. So it was really like, ‘Woah. What’s this?’ But the thing is, he was talking about stuff that people need to hear. He was one of the most popular and also the least popular presentation.
James: Polarized. He is the polarizer. I would say that’s got like the tax man effect, or the dentist effect, or the accountant effect.
Ezra: Stuff that’s hard to confront.
James: We don’t want to do it. We don’t look forward to going and getting our teeth cleaned, but we have to do it. And he said, “What if I am awesome?” What if we thought about ourselves as awesome? That’s confronting for people. He also confronted them, “Hey, the first light on in the morning is your iPhone and so is the last light off.” And a lot of people are living that lifestyle.
He just talked about the idea of how people perceive everything to be difficult, but you can actually change in an instant. He actually said later in a comment on my blog post, it’s like putting on a new T-shirt. If you want to be different from right now, you can change in an instant by just choosing. That was the message.
“You can change in an instant by just choosing.”
Ezra: Another good analogy was like how, when you’re taking off on an airplane and you’ve got that turbulence as you’re getting up, and a lot of people just kind of stay there. But once you break through that…
James: So that’s why some people might say they hate flying. And some people say they love it. It’s quite a polarizing experience. And the best thing is he basically said that, as entrepreneurs, we don’t have to feel guilty or whatever about what we do. It’s just what we do.
So on that note, we’ll leave this episode.
Ezra: It’s what I do. Seth Ellsworth.
James: We have one more episode coming up.
Ezra: I’ve been doing this, this is one of my new gestures somehow. I don’t know where it came from. And Carrie, who’s filming this, my wife, wants us to wrap it up. So James, SuperFastBusiness, we’ll do one more.
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