Yaro: Yeah, but that one’s gone towards the magazine model as it made sense for him to do that.
James: Did he have a crossover between your style and that style? it was always trying to be that?
Yaro: It’s not a teaching blog, it’s a news blog.
James: So, you think a teaching blog is good for…
Yaro: I think for an individual, a teaching blog is definitely more realistic to make a full-time living from than a news blog, because a news blog, by definition, needs to have everyday current news, which is probably more than one post a day if you want to compete nowadays. So, that’s when you have either a fanatic – one guy who is spending 12 hours a day scouring the web, summarizing the news and reposting 10 to 12 posts a day, which is, it’s a model, it works.
James: Well, my own course OwnTheRacecourse is more or less a news blogging thing but I’d say there’s a blend of education…
Yaro: Speaking of racecourses, there’s –
James: Ah, there’s a beautiful little puppy. It’s a greyhound, yeah.
Yaro: Greyhound, greyhound racing.
James: So, in fact, I think that’s a whippet, just quietly. Looks very similar to a greyhound.
Yaro: Okay, I wouldn’t know; I’m a cat person so…
James: I’m a dog person. That’s a whippet. So, interesting though, if you’re reading more dog blogs, you’d know what’s the difference.
Yaro: Yeah, if I was a dog fanatic, that’s a perfect niche for a Laptop Lifestyle.
James: Well, one of our associates out there gets three hundred thousand views a month to his dog blog and it’s getting some serious traction.
Yaro: I hope they’re making some full-time income from that.
James: Well, they’re doing that transition where they get key sponsors and stuff so if you get enough eyeballs, you’ve got options, right?
Yaro: With three hundred thousand, yeah we’d hope we have…
James: So, we’ve made a really important distinction here about deciding what type of blog you want. So, I’ve ended up with a blog that’s educational. Like this is, obviously, just amazing educational content we’re covering here. And then, I have news elements where I update customers from my services of what’s new and what’s changed and I put out generally one news piece per week for each category and…
Yaro: I bet you teach in every single piece of news.
James: Pretty much, yeah. Edu-tainment or teaching in the news.
Yaro: So, that was a tip. Yeah, well that’s news, that’s teaching. That’s not a news blog, it’s a teaching blog. You might attach news to it but that’s still teaching.
James: Well, the thing that’s sexy about the news is that it implies people keep going to come back…
Yaro: And it’s new. That all powerful word “new” is in use.
James: New, so sixty-five percent of my visitors come back on my site. It’s got an audience. And “new” is one of the best words to use in a headline, right?
Yaro: Yeah, definitely better than “old.”
James: And “How To.” I have a lot of how-to posts. Like, if you searched “How To” on my blog, it will pull up the bulk of them. I take a real problem or a real challenge that someone’s having and stick “How To” in front of it and answer it with a video. There’s another tip. Well, the sun’s coming down and it’s starting to cool off a bit so I think we’re going to wrap up soon.
Give us some final parting wisdom that makes people remember this podcast, Yaro; what’s important to remember? You noticed we haven’t talked about what kind of specs you need for your laptop because I think a lot of people get confused about all the stuff that doesn’t really matter.
Yaro: Well, if you happen to be an Apple blog writer then you might care about that stuff but..
James: Yeah, if that’s your topic.
Yaro: Yeah, you would…
James: Are you an Apple or a PC guy, Yaro?
Yaro: Well I’m a bit of a walking contradiction. I use an Apple, I’ve got an HTC phone at the moment, I’ll probably get an iPhone next. I sit on the fence, that’s what I do; whatever I find that is solving my problems best then… I mean Apple has done such a better job at creating a stable operating environment than PC has, how could you not go with Apple? But I’ve got my coding friends, they would never go with Apple. They do their C and C Sharp and PHP and all that stuff and they use their PCs.
James: I don’t know what you’re talking about with all that stuff.
Yaro: Yeah, well, see there you go. Wait, no, that’s not my words of parting wisdom.
James: Well, there you go. I want to thank you for putting out that content you did seven or eight years ago when I was starting out online and you were starting out.
Yaro: What stuck with you back then James? You remember a certain interview or a certain piece of advice?
James: I think I remember you talking about you had a writing business of some sort.
Yaro: Proofreading, back then.
James: Proofreading, and that you interviewed people and you had little audio widgets on your site that you could play and interact with and sort of leave comments.
Yaro: Yeah I did.
James: And you had long posts and you had long hair. You had big hair, you were a big hair guy. But you had a very personal brand, so I remember it. I remember my key influence but I do credit you with the “Pillar” post which is the pre-epic post name for that.
Yaro: That’s right, my claim to fame – the Pillar article or Pillar content.
James: And I’m really paying attention to which pages on my site convert the best and then I make sure that I closely follow those topics for follow-ups or do multi-parts and now…
Yaro: With OfficeAutoPilot now, right? You’re doing some stuff with that?
James: I do some cool stuff with that but I’m putting feature banners on my site for like the Three Profit Tips and I’ll get the three Profit videos I did and make a feature page that leads to those three pages, and then I put a banner leading to that summary page. So, a reader will see that on the front of my site, click into the 3-part series without having to opt in, and then they can follow each of those three videos. So I’m looking at increasing page views and retention and giving more value upfront. My whole business model is massive value for free, with my blog and podcasts and videos, and then they move to recurring solutions with services and info products.
Yaro: Business model 101, right?
James: Business model 101.
Yaro: On that point, you did bring up something that I wanted to test and some of my friends have been doing great things with was basically micro reports with opt-in boxes, actually. So, blog content, article, and here’s the action checklist you can download to follow through with what I just taught you with this blog post. Enter your name, enter your email, and I’ll send you or I’ll give you the report right now.
James: It’s a great idea. A friend of mine, Dan Norris, has put out a piece on content optimization lately. He has a site called Inform.ly (Inform dot L-Y), and he’s introduced his own idea of having the most relevant opt-in related specifically to what is on that page. So different opt-ins all over your site that are hyper targeted. It does make sense.
Yaro: It does. I can imagine my blog will be one giant opt-in for every micro article I write which probably would quadruple my opt-ins from the list.
James: If you did that, if you made your opt-in targeted to that post, if you had a post dedicated to Apple laptops, and then your opt-in is, “Find out the three ways I optimize my Apple laptop” –
Yaro: It’s like a two-page report you could give away.
James: We could do it with one extra email, one email that, you know with OfficeAutoPilot which we both use, you could have that tag “laptop,” and when it comes in, it would say, “Oh, ‘laptop’ – I’ll send this sequence.” And I’ve just done this for a customer; I’m recognizing if they’ve been there before or not and sending a different follow-up as the first message. It’s so cool. So I think that’s a great tip.
Yaro: I think I’m definitely… I’m building a funnel but when I return back to Front End Marketing, I will definitely, I want to up the leads.
James: Bottom line, folks, is that whatever you’re doing now with your opt-ins, you can probably double or quadruple it, and I did that – just a little yellow thing that flies up when you scroll down on my site, is a lead machine. It just puts it into hyperspace, on the basis that someone is engaged enough to scroll down. Now it’s a good time to show them the opt-in. So it’s a behavioral trigger thing. It’s called…
Yaro: Form of pop-up.
James: Scroll-trigger box.
Yaro: Yup, like so many of those keep coming and going.
James: Well, Yaro, it’s great to catch up. Thank you for coming along and hopefully we’ll catch up again soon.
Yaro: Thanks for having me.
James: Come and visit me at Manly and have another yoghurt.
Yaro: Ah. I like the yoghurt. It didn’t taste like the yoghurt but it was great. But thank you for having me, James.
James: My pleasure and the whole of Manly, thanks you.
Yaro: Thank you, Manly.
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