Ezra: Yeah. Charisma.
James: What I like is how we delivered the information. If you’re going to deliver information you do it like Taki does. He talks about the main problems that people have, then step by step just shows you how to solve them.
Ezra: And the cool thing that Taki was doing was demonstrating everything he was teaching has a live example of it.
James: And he put loads of testimonials in there, and he gives you a non-douchey way to sell things, which is simply something along the line of, you know, “If you need some more help on that…”
Ezra: Well, what he does is he pre-frames them, he says upfront, “I’m going to give you everything I have in this hour, and then at the end of the hour I’ll show you where to go to get more help.”
So he’s made a promise upfront of what he’s going to do, and then when it’s time to transition into the close – and when people make pitches, on live events or video sales letters, or any kind of pitch that comes after content, the most common problem that we see is that they have trouble transitioning from their content to the pitch.
And so Taki says, “Hey, so I gave you everything I have in this hour and as I promised upfront, and now I’m going to tell you where to go to get more help.” It’s a very seamless transition.
James: “Let me show you how to get help with this.”
Ezra: “Let me show you how to get help with this.”
James: Yeah, that’s pretty cool. I really enjoyed that one. As much as I enjoyed all of them, that one was like so…
Ezra: It was really fun.
Teddy Garcia on creating a vortex
James: Then we had afternoon tea. And after that we had Teddy. And Teddy was talking about creating a vortex, which was pretty cool. And he, let’s see… Do you remember some of the things, or do you want me to read some notes?
Ezra: He was talking about automation.
James: He was.
Ezra: Different tools.
James: He gave a lot of tools. Like ScheduleOnce. And TimeTrade.com. And making appointments. Really good at taking an initial giveaway, which was a recurring theme.
How often do we hear lead magnet, give away something for free, bring people into the funnel, segment them, and start having actions happen as a result of behavior that someone takes, and automating it?
Ezra: And look at the way that you do this in SuperFastBusiness. This is one of the things that he was talking about.
Where someone will come and they’ll view one of your services, and based on that action, if they haven’t bought, let’s say they view SilverCircle and they watch half of the video and they don’t buy, they get followed up with an email sequence because of that action that they took, which was watch half your video and not buy.
James: Yes, so what you see is you work backwards. Basically start with the end in mind. You think, what would you like someone to do, and then you plan for people to not do it, which is along the lines of what Dan was saying, rely on people to do nothing, and segment early and often, and segment, I think that’s definitely one of the most useful things….
Ezra: And we’ve talked about that with regard to our advertising campaigns as well. Everyone who talked about advertising campaigns at this event was talking about segmenting and targeting, male and female, age ranges, interest groups.
Segmenting is huge not only for the front end, where you’re generating visibility and the back end when you’re engaging with the user.
James: And then we went on to Greg, who, you know, similar sort of skillset.
Ezra: That’s right.
James: Talking about the key principles…
Ezra: How to double a business.
Greg Merrilees on applying the 80/20 principle
James: Well he came in with the same sort of stuff I was talking about. I was talking on a macro level in my business and life, I’ve been doing that 80/20 right down to the 4%, you know, just doing the things that are important.
He showed this cool dashboard where he’s doing it on every part of a sale. Like what’s the 80/20? Where’s the best bit to work on to get the result for each step of it? And I thought that was really cool.
Ezra: And one of the things that he mentioned is that simple pages convert better.
James: Because of the 10-second rule.
Ezra: You want to explain that?
James: Well, it’s when people say, “Should I stay or should I go?” That’s what they’re thinking when they arrive on a page. And so you have to make it easy for people to find out what they should do.
And again, he was using the same technique that we’ve been talking about, but he calls them junction boxes, what we call…
James: Yeah. You call it wizardification?
Ezra: I call it “wizard selling,” but then someone else called it wizardification, which I kind of liked, but then it was close to “wealthification” so I gave it up.
James: Me, I call it a problem solver. So, same thing.
Ezra: One thing on that, which is that how – something that you mentioned right before you talked about Teddy was how you’ve applied these things to your business and your life and one of the things that you will find in life is that the way that you do something is the way that you do other things.
So the way that you are in your business tends to be similar to the way that you are in your personal relationships and vice-versa, so you can actually see significant growth in your business from working on your personal relationships.
James: That’s so true. Like the day before the event we had a SilverCircle mastermind, and we all went surfing.
Ezra: That was fun.
James: And I believed that people were surfing in a very similar way that they do business. Wouldn’t you agree, Ezra?
Ezra: I would, yeah. I took Greg out… He’s making fun of me because I totally demolished Greg on a wave, on accident. Greg comes up to me last night, he goes, “I thought I was on that wave first.” I was totally on it first.
James: You got papsed, mate.
Ezra: Well, I had caught it from the side. And then there was Greg.
Entrepreneurs as surfers
James: You know what the surf school instructor said? Well, he said a few things, but one is he said, this group was a really good group. Because he teaches groups…
Ezra: Best group he ever had.
James: Yeah. Best group he’s ever had, because we had these high level entrepreneurs who follow instructions, most of them, and they really committed to the process of mastering this in the shortest possible time, so I thought that was really interesting. The other interesting thing was that the guy recognized me. He says I’ve been taking official school, up until..
Ezra: He recognized you from the water ‘cause you’re out surfing every day.
Lifting your deliverability
James: There’s probably a picture of me in the clubhouse, “Avoid this person.” So, then we had me the next morning. Time goes quickly, doesn’t it?
We’re talking about leverage and in particular emails. In this business, we all have email systems, and there’s so much we can do with it, even just making sure our emails get through.
There’s a significant number of things you can do, and one of them is to only send the right type of email to the right person at the right time.
And that will lift your deliverability, well; actually I could finish that sentence there, couldn’t I? Lift your deliverability. But there’s also scores that do that. And then, if you mix it with stories, then you can actually have people responding in a massive way.
Ezra: Let’s modify your own the race course strategy for a second, where we just put out really high quality content into a community of people and then make them relevant offers.
Now what you’ve started doing is instead of just putting out the really awesome content on the blog, you’re writing emails that sell the click to the content.
So you’re not only saying I have good content for you in an email. All your emails used to say, “Hey James here, another business video,” and now a whole story about why this piece of content is cool, which engages more of the people before they actually see what the content is.
So you’re taking this work that you’re doing, it’s conversion optimization right? You’re already doing all this work and now you’re just having more of your people engaged with that content, than what otherwise, by adding a story on to the front end.
James: Yeah, I’m taking the big leaf out of Andre Chaperon’s book, from the storytelling, and then switching it, which was aided and abetted by Walter, my surfing buddy, who showed me that my stories were interesting to other people. But I actually undervalued them.
Walter’s card tricks
Ezra: Walter, last night, handed fruit to a couple people right?
Ezra: And then he never… he just like left it at that. And now people, the guy probably still has that orange, thinking when is Walter coming to cut this thing open and where’s my fancy prize inside of it?
So like, he opened up this loop for these people, and that person’s going to come back next year with a rotten orange, looking for Walter.
James: Walter did a card trick, and he got it right. But you were trying to make him feel that he got it wrong.
Ezra: Well, I thought about it ‘cause I had stolen 2 cards. I had the times that I could make him think that he wasn’t right. But I felt bad halfway through, so I didn’t actually go through with it.
James: Yeah, I felt bad for Walter as well.
Ezra: Walter’s here!
James: Anyway, I’m so impressed that he did that.
Ezra: Yeah, that was pretty cool. I don’t know how he did that.
James: He’s good.
Ezra: He’s a magician.
James: Yeah. Interestingly though, while we’re on that, like last night’s entertainment was put together by people who are at the event.
It turns out through a bit of diagnostic investigation, that we, I’m covered a magician, a juggler, a comedian, and we added that to two real comedians and then me, and we had a fiasco.
Ezra: I thought you did quite well, I was very impressed. I wasn’t expecting you to do that.
James: I wasn’t expecting it, I didn’t even know what we were doing. It was Joel’s show, and Joel’s my co-host on Kickingback.com, the other podcast.
But I was actually, you know, the most interesting thing to me was that the community has amazing talent in many areas. Alright. So next up…
How to absorb everything in a live event
Ezra: Let me just interrupt you for a second. Just to say that, you know, one of the things, so when you come to a live event like the one that we’re at now, commonly what gets reported by people who have this experience is that they see a significant increase in their business after having attended it.
And the reason that happens is, in your life, in your business, the things that you put your attention on tend to grow. And the things that you ignore shrink. So if you ignore your personal relationships, they will go away; if you ignore your business that will get smaller.
And so when we come to a live event like this, not only are we getting out of our normal life and putting all of our attention in one area, which is our business, we’re being supported by a group of people who’s also doing that, so we see these big leaps.
But it can also overwhelm you and there’s a lot of stuff that you have to do and kind of drain you, so one of the things that we recommend that you do after you’ve had all these business information just like thrown at you, or if you go through a course that’s overwhelming for you, where you have a bunch of content, just take some time to relax, take it easy, disconnect, which is something you’re now doing on a regular basis, I think you should talk about that.
James: We’re also doing it now, we’re actually in it. In a way, we’re just re-looking into learnings over the last two days in a discussion, just in a nice relaxed pace.
It’s interesting even just reviewing my notes since yesterday morning, how much I’m remembering, and it’s becoming relevant to me which things I need to do.
So, my mantra is just do less. That’s what I discovered. If you don’t do as much stuff, the world doesn’t end. It’s a bit easier actually. You just got to focus on doing the right things, that’s a Peter Drucker quote.
And it’s one I’ve held dear to my heart for a long time, like a decade or more. That’s really the secret, doing the right things. Doing means you’ve got to do something, and the right things means they’re right things.
So we had John Logar talking about being the middleman.
Ezra: The man back there.
James: Yeah, he’s the man.
John Logar on being the middleman
Ezra: You know what’s cool about John’s presentation is, within 20 minutes, just following that, you could start, it was a business opportunity in a box.
You could start a business doing what John suggested, which was basically, to sell local marketing services to businesses who operate offline, who have a million or $2 million in total revenue, and then outsource all of the labor through services like your SEOpartner or ATLweb, or some of the other services that are available to us within this community.
James: Yeah, which is SuperFastBusiness.
Ezra: dotcom. Yeah just outsource, completely through James.
James: Yeah, but what John said I think that’s really cool is he said that he’d look for a, I don’t know if he said this in his presentation but he said it to me yesterday, was that he looks for supply partners who have resource, who are resourced.
I have a help desk and they have significant abilities to supply, not solo operators. If you don’t deal with a resourceful supplier, then you can’t be resourceful for your customer to fulfill.
So, he actually said who you should be targeting, he told people how to target them. It was a particularly useful presentation.
Ezra: Let me do a plug for you real quick.
Ezra: All the recordings from this event, at some point or another, will end up in your membership area, right?
Where to access all the recordings from the event
Ezra: So if all these stuff sounds cool to you listener, you can get access to it inside of SuperFastBusiness.com. Also, I just noticed there’s a dude in the crowd.
Who was wearing a shirt that says in big bold white letters, big bright blue shirt so you can really see it, “I’d rather be watching cats on the Internet.”
James: Did you have that T-shirt made yesterday? You just happen to have that because it worked for me because I said something about it.
Yesterday, I was talking about how people come to my house and they watch cat videos, and I didn’t know people use the Internet that way, ‘cause I’ve just been using it for work.It was probably a day before so… 150 people are looking at me like I have no idea.
Ezra: Well, yeah. You probably use it often far more often for play than work, I would imagine.
Ezra: No no no no. Well, I use it for both, no. I play outside, I use it for work. I play online poker from time to time.
James: So moving on. We had Justin Brooke.
Ezra: Beast. Like awesome content.
James: What did you like about that?
Ezra: What I loved about Justin…
James: The good… like, we’re into today’s stuff, so you….
Justin Brooke’s heartfelt presentation
Ezra: Was this today? Justin was today? It was really good. So the thing about Justin, is that he is extremely passionate about what he’s talking about.
And that comes across in a way that has you feel, number 1, like it’s earnest and legitimate and I can actually do this. And it was just so heartfelt, and the energy that he was sharing his content with was really one of like, I really want you to get this, and I’m going to open up my knowledge base for you and show you what I’m doing.