Podcasts about John Carlton

Canary Island Garlic & Herb Olive Oil is the name given to Kristi's business partner's great grandmother's special recipe. Pour it over fish and it's like eating a Michelin star meal. It was a secret sauce that captivated the people who came into contact with it. These people included some very famous marketers including Dean Jackson and John Carlton.Kristi and Graham both are members of Flint McGlaughlin's MeclabsAI Guild. Kristi has been around since God was a lad, and Graham a more recent joiner.Kristi's BioI grew up the child of entrepreneurs. My parents owned grocery stores,a beauty shop, hobby shop and rental properties. My parents taught me at a young age to do what you love... and you'll never have a dull moment... my parents became cosmologists because there was a beauty salon for sale! My dad then got a gig doing hair for the local funeral home customers... he never did get a complaint.

Being a writer is so much more than the words.   John Carlton and I did a 25 episode podcast series together and the actual “writing of words” accounted for maybe a third of the conversation. The majority of the episodes were about the “living and thinking” behind the words.    I've been pondering this more than ever since large language models came into the craft.    Where exactly does the writer belong in this evolving process?   Of course, for established writers, its use will vary greatly. They know what they need from it and when it's in the way.   Soon, though, there will be a new generation of writers who never knew life without it.    For them, I believe, just like today, their advantage will come from how they live and experience life.    So, I offer this framework: W.R.I.T.E N.O.W. I lay out (almost) every step in this episode. 

Many people fear starting their own business due to the risks involved! In this episode, Deborah will speak with Sandra Beatty, who transitioned from being a piano teacher to a successful entrepreneur. Sandra's success story is a powerful reminder that with determination, support, and the right approach, it is possible to overcome fears and achieve a fulfilling career while maintaining a balanced and happy life! Here are the things to expect in the episode:How did Sandra overcome her initial fears about starting her own business?What motivated Sandra to transition from being a piano teacher to an entrepreneur?Sandra's background influenced the content and themes of her book 'Wake Up, Rosie Dosie!'.Strategies Sandra uses to help entrepreneurs convert website visitors into leads.And much more!About Sandra:Sandra Beatty has been copywriting since 2017 and studied under Ray Edwards, John Carlton, and Copyhackers. She's written copy and created marketing strategies for Lisa Larter, Alan Weiss, and Shelle Rose Charvet, among others. In May 2022, she became a published children's author under the pseudonym Mrs. Bee. With seven years of experience in website messaging and strategy, she works with established solopreneurs to get their websites to convert more visitors into leads. Connect with Sandra Beatty!Website: https://www.sandrabeatty.com/LinkedIn: https://www.linkedin.com/in/beattysandra/ Book Recommendations:Embraced by the Light: The Most Profound and Complete Near-Death Experience Ever by Betty J. Eadie Wake Up, Rosie Dosie! by Mrs Bee   Connect with Deborah Kevin:Website: www.deborahkevin.comInstagram: www.instagram.com/debbykevinwriterLinkedIn: https://www.linkedin.com/in/deborah-kevin/Book Recommendations: https://bookshop.org/shop/storytellher Check out Highlander Press:Website: www.highlanderpressbooks.comTikTok: https://www.tiktok.com/@highlanderpressInstagram: https://www.instagram.com/highlanderpressFacebook: https://www.facebook.com/highlanderpress

I've interviewed John close to 50 times over the years, this is certainly one of the best. A true must listen for anyone looking for an edge in sales, and in life.   

 Learn from John Carlton the key components that make a great copywriter in the world today. John is most known for his impressive track record of success in copywriting and understanding human behavior. As always, Marketing Legends is ad-free, and this week's episode includes… The story of how John Carlton first got into copywriting Bucket lists – why everyone should have one How to make a great headline Adapting to the world of AI as a copywriter What is the most important thing in becoming a standout copywriter In less than an hour, hear John's personal story and the values he adopted along the way that have helped him become one of the most renowned copywriters in the world. Buckle up for this episode as John Carlton drops knowledge bombs for an entire hour. 

E39: Imagine your work has contributed to a quarter billion dollars in sales. You read that right. Quarter of a billion dollars. That's $250 million.Today, we're joined by Colin Chung, a copywriter who not only knows how to write amazing direct response copy, but he knows how to get the largest clients in the business.Over the last 15 years, Colin's clients include: Agora, Jim Kwik, John Carlton, Brian Tracy, and Ava Jane's Kitchen. He's the unsung hero behind many of YOUR favorite brands. So, what are the key ingredients for amazing copywriting? And perhaps more importantly, HOW did he exactly land these big time clients?I speak to Colin about:Getting Into the Right RoomsWhy Funnels Aren't Great for FreelancersWhy Harnessing a Growth Mindset Is So CriticalHis 3-Step Framework to Write Copy That ConvertsThis episode is a gold mine for not learning to become a better writer, but how to grow your business.***SPONSOR: Big thanks to Growth Tribe for sponsoring this episode! I highly recommend this free weekly newsletter for anyone looking to start, grow, and monetize a one-person business.***EXCERPTS:Funnels for Freelancers: "If you're a direct response copywriter and you're looking to land those 8, 9, 10-figure clients in the direct response world, they're not reading your blog. They're not reading your Twitter. They're not reading your email newsletter. Like, there's no reason for you to be building a funnel." — Colin Chung (18:42)Getting Into the Right Rooms: "It's not who you know. It's who knows you." — Colin Chung (22:37)***TOPICS:[00:05:37] How Colin Got Laid Off and Chose Copywriting[00:12:16] How to Find the 'Right Room' to Grow Your Business[00:18:42] Funnels Aren't Necessary For All Freelancers[00:26:19] 3-Step Framework for Great Copywriting[00:32:23] Why Harnessing a Growth Mindset Is Key***LINKS:Colin Chung's WebsiteFollow Colin on TwitterEpisode 28 - EAR$ Framework and MonetJOIN: First Class Founders Premium MembershipDOWNLOAD: Hyper-Visuals For Our Episodes (Free)***FOLLOW / REVIEW:- Follow - Leave 5-star review***CONNECT W/ YONG-SOO:- X- Threads- LinkedIn- Newsletter***First Class Founders is a show for indie hackers, bootstrapped founders, CEOs, solopreneurs, content creators, startup entrepreneurs, and SaaS startups covering topics like build in public, audience growth, product marketing, scaling up, side hustles, holding company, etc. Past guests include Arvid Kahl, Tyler Denk, Noah Kagan, Clint Murphy, Jay Abraham, Andrew Gazdecki, Matt McGarry, Nick Huber, Khe Hy, and more. Episode you might like:Future of Newsletters with Tyler Denk, Founder & CEO at BeehiivFrom Zero to 100K Subscribers: How to Grow Your Newsletter like a Pro with Newsletter Growth Expert Matt McGarry...

⭐⭐⭐⭐⭐ Episode Links ⭐⭐⭐⭐⭐⏩ High-Velocity Copywriting

The question is: How do you bring your prospect right there when they are reading words you have written, maybe thousands of miles away? The answer was revealed 99 years ago, but it's not widely talked about in copywriting. Until today. In this special episode of our Old Masters Series, we look at a book by George Hotchkiss published in 1924. He has some ideas about using techniques novelists and hypnotists use. But using them in your copy, to bring your offer to life. To get your prospect to see and experience the best of what you have to offer. All through the words you choose. The book is simply called Advertising Copy. To the best of my recollection, superstar copywriter David Deutsch told me about this book many years ago. So thanks, DD! Now the author, George Hotchkiss, was both a successful copywriter and a major educator in copywriting. He started out as a newspaperman, and then went on to become a copywriter for the George Batten Company, which later became the giant ad agency BBDO. Also, he joined the faculty at New York University in 1908 and went on to start NYU's Department of Advertising and Marketing. And stayed with them for decades. Guy knows how to write copy and how to teach. On this podcast, we talked about something else from the book Advertising Copy in a show three years ago. The topic at that time was Reason-Why Copy. But what we're going to talk about today appeals to a different part of the prospect's brain, and in many ways may be more important. On the show, we talk about six great techniques to amp up your copy. For now, though, let's look at the power of what we're about to explore. Let's say you accidentally cut your finger with a knife, and you're looking for some sympathy. You could say, “I injured a part of my hand in an accident.” Not very powerful. Or, you could say, “I cut my finger with a knife by mistake.” OK, that might work better. But let's take it to the next level. How about: “I was cutting up some onions for soup I was making. The knife slipped and wouldn't you know it, I cut my index finger. It hurt like hell. Felt like an electric shock that came out of nowhere. I howled, and then, suddenly, blood was spurting all over the place. I had to wash it and put some ointment on it, and wrap it up tight with a gauze bandage until the bleeding stopped.” There you go. Now you've got a much better shot at getting some sympathy. Why? Because you brought your senses and emotions into the description. And, along the way, your listener's senses and emotions, too. That was a gory example, so let's turn to something a little more pleasant. Your sweetheart buys you some fine Swiss chocolates for Valentine's Day. What do you say to your friends, to make them jealous? You could say, “Dylan bought me some chocolates for Valentines.” OK. That's nice, but it's a little vague, right? To make your statement more evocative, you might say, “Dylan got me some Lindt dark chocolate truffles for Valentines.” Better. But how about, “I was so happy with what Dylan got me for Valentines. Lindt dark chocolate truffles. They are so smooth and creamy, and I get a jolt of pleasure each time I eat one.” Again, the description of emotion -- happy -- and sensory experience -- smooth, creamy -- makes it all seem so much more real. And sometimes you want to take your prospect right into the experience of your offer. That's what we'll talk about today. Everything we've just looked at and cover today is based on an important rule: Demonstration is the most powerful form of selling. We're going to talk about how to demonstrate, in your copy, the specific things that make people more likely to buy. For this kind of verbal demonstration, Hotchkiss uses three different terms at different points in the chapter we're taking this from. Those terms are mostly interchangeable, and they are: “Descriptive Copy, Human-Interest Copy, and Direct Sense Description. The best copywriters all use these techniques at key points in their copy. Some of them do it on purpose, knowing how and why they're doing it. But I suspect most of them just do this by instinct, because they know intuitively that these techniques work. One top copywriter, my good friend John Carlton, is very deliberate and explicit about this. His copy is filled with examples worth studying. And in his teaching, he talks about power words. A lot of them, especially the strong verbs he suggests, are very evocative of specific images, feelings and emotions. So today, we look at what descriptive copy is, why it matters, when it works and when it doesn't, and how to use it. Download.

In the great financial meltdown of 2009, Colin Chung lost his job with eBay. Despite having no experience in copywriting, he decided that was the next part of his career path. In 18 months, he doubled his eBay income and was earning six figures for the first time in his life. As a freelance copywriter. In one year, he doubled it. Before long after that, Colin was making really big bucks. Not only that. He ended up writing for major clients, including Jay Abraham, Clayton Makepeace, Mike Dillard, Agora, and even a Shark Tank investor! Also, from 2014 to 2020, Colin was the primary coach for John Carlton's Simple Writing System, where he coached many freelancers, business owners, and other aspiring copywriters. After all this, Colin has decided to reveal his secrets. And I say “secrets” because his approach, as he describes it, is different from the approach any other successful copywriter I've ever talked to or heard of. Colin has coached individual copywriters and managed teams of copywriters for clients. His experience goes far and wide. But only recently has he decided to go public with this. Colin also has a very modestly-priced course to help you ramp up your own freelance business. Check it out here: https://garfinkel.thefederation.io/ Download.

Persuasive communication is a cornerstone skill for every business owner, and many have never learned effective ways to consistently present influential messages. They may have a compelling offer but haven't established a strong enough connection to support it. Or the reader may be skeptical of claims after trying solutions that haven't worked, but the message doesn't acknowledge their experience. Billy Broas has gathered messaging wisdom from some of the greatest marketing communicators in the world and consolidated that knowledge into an extraordinarily useful framework called The Five Lightbulbs. In this episode of Your Own Best Company, Billy walks us through the framework influenced by copywriting masters like Eugene Schwartz, John Carlton, Gary, Bond, and Kevin Halbert, and David Garfinkel. Using The Five Lightbulbs framework will enable you to tailor your message for your customer's specific circumstances, and it will give you all the components of a complete persuasive message. Learn more about Billy and The Five Lightbulbs at https://fivelightbulbs.com Thanks for listening, subscribing, sharing, and reviewing Your Own Best Company with Franklin Taggart! #copywriting #framework #marketing --- Send in a voice message: https://podcasters.spotify.com/pod/show/franklin-taggart9/message

Bienvenue sur le podcast 08 secondes e-commerce. Je pars à la rencontre d'experts du e-commerce pour essayer de percer les mystères d'une boutique efficace et rentable, pour aider les passionnés qui construisent les marques de demain. Dans cet épisode, je discute avec Robin Hanna, expert e-commerce qui aide les marques de mode à vendre de beaux produits. Robin nous livre sa vision et ses précieux conseils pour : Créer une marque à forte valeur émotionnelle (qu'on tombe amoureux de vos produits). Bâtir un site e-commerce qui vend. Raconter des histoires mémorables et passionnantes. Faire des lancements de produits profitables. Fidéliser ses clients sur le long terme. Un épisode primordial si vous vous lancez en ligne, que vous souhaitez passer un palier de chiffre d'affaires ou que vous préparez de nouvelles offres. Les reco' de Robin à suivre : Neville Medhora (copywriter). Les marketeurs Joe Polish (et son blog I love Marketing) et Dean Jackson (l'inventeur de la squeeze page). Les Harmon brothers (vidéos marketing). Alex Hormozi et sa 100M$ offer. Les livres de Dan Kennedy et Kick ass copywriting Secrets of a marketing rebel de John Carlton.

Special guest on this episode is marketing legend, Trevor 'ToeCracker' Crook.During this open and frank conversation, Trevor speaks candidly about his comeback from deep depression, and even attempts to end his own life (on two separate occasions). This episode of The COMEBACK Coach Podcast is a 'must listen' for anybody who wants a spark of inspiration when struggling through tough times.Also mentioned during this episode:Those 'ToeCracker' shoes!Matt Bacak,Mark Joyner,International Lifestyle,Australia,Beer Bourbon and Business,Divorce,Dalai Lama,Sir Richard Branson,Shaun Stephenson,Get Off Your Butcomeback,PSI Seminars,unstoppable,Grant Cardone,self-sabotage,Queensland,banking industry,management,Finance Broker,copywriting,Dan Kennedy,proposals,mentoring,coaches, consultants,impact,Beers Bourbon and BusinessPariss Lampropoulos,John Carlton,Drayton Bird,Ben Simkin,Pauline Longdon,About Trevor 'ToeCracker' Crook:He's known as the Crocodile Dundee of direct response copywriters. It's a title he's happy to have. Trevor often has people trying to impress him with their copy and the profits it's made them.Yet as soon as he sees their copy, he can instantly see where they are leaving money on the table. A quick “That's not a profit! This is a profit” tweak . . . and they are making more money than they thought humanly possible.Over the last 12 years Trevor has mentored many copywriters across the globe. And many of them went on to become world class and A-List copywriters and work for companies such as Agora Financial.And he does it all while I live the International Lifestyle.Long before he got into copywriting and marketing . . . he was in the banking profession.Most of which was as a commercial lending manager.During his banking career he estimates he interviewed over 10,000 business owners, pulled apart in excess of 35,000 sets of financial statements over a 20 year banking career.This included 5 years as a self-employed commercial finance broker . . . brokering multi-million dollar deals for his clients between the greedy banks.Since 2001, his breakthrough advertising and marketing strategies have consistently helped his clients double, triple, even quadruple their business. At times . . . even more.Here's what marketing legend Matt Furey said about Trevor...“Trevor Crook has a rare ability to find the financial leaks in any business that most great entrepreneurs cannot see. Once found, his powerful and insightful marketing methods quickly increase income while creating customer loyalty. If you want the 'straight-scoop' with zero fluff, then pay attention to everything Trevor teaches about copywriting and marketing. He is one of those rare marketers who can turn words into a magic elixir . . . from the stage or through his sensational copy. He has a knack for turning lemons into lemonade . . .”  – Matt FureyLINKS for connecting with Trevor 'Toecracker' Crook:Website: https://smofo.comFacebook:https://facebook.com/toecrackerBeers, Bourbon and Business live event (Gdansk, Poland 16 - 18 May, 2023):https://toecracker.com/bbandblive"Exclusive 3-Day Event for Ambitious Marketers, Serious Copywriters and Savvy Entrepreneurs Shows You How To Create Market Domination On Autopilot"

If you're attracted to easy shit, it's because you're fucking lazy.  I see people being attracted to easy shit.  Make money online working from home.  Get a 4-year degree in 6 months.  John Carlton is a prolific copywriter and the father of modern-day offers.  He has a formula I still follow to this day:  "How to Get X without Doing Y."  But things aren't that simple.  Its why they're not working out.  If you keep going back to your ex for sex, you're being lazy.  Instead of doing the work to find someone new to grow with.  You have to put in the work in anything and everything you do if you want to find success.  If you keep living a life of doing easy shit, you're not going to have the life you want.  Stop being lazy shit, and put in some effort.  If you're looking for great, remember, great never came from some easy shit.  #RiseAbove  HOW TO GET INVOLVED:  This planet is based on an algorithm and with every positive action, there is an adverse reaction.  Ryan Stewman rose and overcame a life of addiction, imprisonment, divorce, and circumstances that would break the spirit of the average human being.  He went on to create a powerful network of winners and champions in life and business creating a movement quickly changing lives one day at a time.  Learn more at: www.JoinTheApex.com   Check out this show and previous killer episodes of the ReWire Podcast in Apple Podcasts.  

When was the first time you woke up and you just thought, "I should be a copywriter; that is what I should do!"? Today's guest, the awesome Lorrie Morgan, shares her life working as an actress and in the corporate world before becoming a copywriter superstar. She talks about how John Carlton helped her shift her trajectory and eventually fall in love with copywriting. In this episode, we discuss how copywriting opportunities have changed over the years, some personal stories that made us realize that copywriting was for us, how men and women differ as writers, and Lorrie making it as one of the best in the business.  Listen now.

#793: On-Screen Pop-Ups: Annoying, But Are They Effective? Episode 3 Using a pop-up to encourage visitors to connect to your live chat is smart, but only on contact pages. The call-to-action (CTA) is a phrase that inspires visitors to take your desired action. It's easy to create a CTA, but you need something that will inspire your visitors. The key is to create the most enticing, irresistible offer you can craft. Harlan Kilstein is one of the only A-list copywriters who includes NLP in their copy. John Carlton studied under Gary Halbert for many years. David Deutsch is a great copywriting resource for just about everyone, but his work will be especially helpful to those in the supplement industry. Popup Smart is an online pop-up builder that has both free and paid plans. You can use Popup Smart on any website and it doesn't require any coding skills. If you haven't signed up for a HubSpot account, you may want to check it out. Split-testing is a long-term, ongoing strategy that will help you discover what your visitors respond to best. S.E.O dot com has extensive experience helping clients grow their email marketing list. More info about on-screen pop-ups: annoying, but are they effective?:    https://seo.co/pop-ups/   Connect with us:  SEO // PPC // DEV // WEBSITE DESIGN // RECRUITERS

My next guest is Jason Moffatt, the President & Pen Slinger at Jason Moffatt. He's been teaching entrepreneurs how to leverage the power of the internet in unique and out-of-the-box ways for over 16 years. He's worked with big dogs like John Carlton, Perry Belcher, Frank Kern, and many others. Discover new paths as he talks about his journey as a copywriter, NFT course creator, surfer, and guitar strummer.

#90 Francis Nayan from Stories & Copy: How to Use Storytelling to Make Your Brand Stand Out Copywriting is one of the most important skills of e-commerce marketing. So let's take a deep dive into high-quality copywriting and how to incorporate effective storytelling into your email marketing. Francis Nayan is a Direct Response Email Copywriter and Strategist for 7-8 Figure E-Commerce Companies. Francis specializes in automated behavior-driven emails that provide a steady stream of cash flow for e-commerce businesses around the world. Daniel and Francis would like to give a shout-out to Joshua Chin, Csaba Borázi, and the Chronus Creative Agency for helping them get connected. Thanks, folks! Tune in to hear Daniel and Francis discuss: ✔️ How did Francis Get Started in Copywriting? ✔️ How to Increase Conversions With a Personal Tone of Voice ✔️ How Do You Tell Stories in Emails? ✔️ How to Handle Customer Objections ✔️ How Long Should An Email Be? How did Francis Get Started in Copywriting? It all began in 2017. At the time, Francis was working as an English teacher in Budapest. He'd been in this role for one and a half years, and he wanted a change. When considering his options, Francis met a copywriter and an international meeting spot. Copywriting appealed to Francis as a career choice that would allow him to work remotely and travel. From his first client on Upwork, Francis would take on various projects from emails to blog posts and website content until eventually he was hired by an e-commerce email marketing agency. Francis particularly enjoys the ‘instant gratification' from email marketing - seeing how well your work performs a mere few days after launch. That's when began ‘niching down' and taking on e-commerce clients. Daniel and Francis agree that taking on feedback and understanding how customers are responding to your copy is crucial to professional development and success. How to Improve Conversion with a Personal Tone of Voice Authentic marketing has never been more important. Millennials and Gen Zs are particularly receptive to a personal and genuine style tone of voice (TOV). “Nowadays, the buyers are smart. They know what boring templated jargon build copy looks like. They don't have to be in marketing to know what that is. We have to give the customers credit.” It's important for the customer to feel like they're having a one-to-one conversation while they're reading your copy. Francis recalls one of his most important lessons from copywriting expert, John Carlton: pretend as if you're talking to your friend at a bar. ‘Barroom copy' reads more like offering advice to a friend rather than hard selling. Naturally, this TOV works best with advanced segmentation, personalized automation, and top-notch design. In Francis's words, that is ‘smart marketing'. Smart marketing for the smart consumer. How Do You Tell Stories in Emails? It goes without saying that marketing emails are shorter than landing pages. So how do you harness storytelling in such short-form content? As Francis points out, e-commerce emails are limited to fewer than 500 words. Above all, stories show the transformation. To incorporate storytelling into your emails, you need to show how your product takes a customer from point A to point B. You don't even need 300 words to do that. Most of this involves showcasing what makes your product unique and how it works better than that of your competitors. The more you demonstrate this transformation, the more you can simplify the copy. “When I say storytelling, it's not necessarily having that long narrative, it's showing the transformation.” It's not just writing emails that promote a 20% discount, it's showing the customer why they should use your discount code. If you are going to go down the narrative route, Francis and Daniel recommend engaging your customers with a story told over a series of emails. AndréChaperon calls this the ‘Soap Opera Sequence'. The ‘Soap Opera Sequence' works best at around 5 emails with a call to action (CTA) on the third email. Customers will lose interest if the sequence is too long. How to Handle Customer Objections The best way to handle customer objections is to be upfront about them. Don't hide the fact that there will be certain things your customers face, but that you have a solution to it. For example, “We realize some items will take some time to arrive. That's why you can track your order every step of the way/we only charge X - amount for shipping.” Always mention potential objections in the footer or P.S. Or dedicate an entire email to one. For example, “Worried your item won't fit? Here's our exchange policy.” Just make sure that your customers know that their objections are being taken care of. How Long Should an Email Be? Francis says that this all comes down to testing. Generally, don't make it too long. Don't have 300 - 400 words of copy with 10 - 20 product blocks. The more expensive a product is, the more copy you'll need. Francis prefers ‘short, punchy copy'. “People are just scrolling through their emails, and you want to stand out and get the point across pretty quick.” Use short concise copy that tells a story of transformation. For more fantastic advice on copywriting and marketing, be sure to follow Francis on LinkedIn and check out our episode with Csaba Borázi, ‘Why Copywriting is the Number One Skill in E-Commerce Marketing'. Thank you for listening! We come out with new episodes every Thursday, stay tuned! Follow Daniel Budai: Daniel's LinkedIn Daniel's Facebook

Tra i più grandi marketer al mondo, Jay Abraham merita un posto speciale.La sua è una carriera a dir poco leggendaria. Attivo fin dagli anni ‘70, diventa in breve tempo uno specialista capace di generare oltre 9 miliardi di dollari di guadagno per i suoi clienti.Parliamo di un vero guru del marketing. Ha aiutato con successo aziende come IBM, Microsoft e City Bank, facendosi strada con soluzioni innovative e intuizioni geniali.Questa sua capacità di pensiero “liquido”, gli ha permesso di interpretare le necessità del mercato in modo dirompente. Per certi versi poco ortodosso.Se sei un imprenditore, sai che devi inventarti nuove soluzioni di continuo, a prescindere da come andranno le cose. Altrimenti rischi di non sopravvivere.Ecco dove l'esperienza e le idee di Abraham si rivelano preziose.Nella puntata di oggi ti parlo dei suoi insegnamenti contenuti nel libro Getting Everything You Can Out of All You've Got. Il titolo è già un manifesto della filosofia che esprime (significa: “ottieni il massimo da tutto ciò che hai”).Si tratta quindi di diventare maestri nel captare ogni opportunità che ci capita sotto il naso, per sfruttarla in modo vincente. Posso assicurarti che non è facile, perché le apparenze possono ingannare e la realtà tende a sfuggirti di mano. Spesso facciamo fatica a riconoscerla.In particolare mi soffermo su tre grandi principi che, se applicati, faranno esplodere i tuoi profitti.A proposito, non tutti sanno che Jay Abraham è anche un copywriter straordinario.Si è conquistato questi onori scrivendo inserzioni pubblicitarie, newsletter e lettere di vendita dal contenuto “rivoluzionario”. Girano molti aneddoti sulle sue ad e su come i centralini non riuscivano a gestire il volume esagerato di telefonate in entrata. John Carlton (forse il più grande copywriter ancora in vita) lo ha definito “lo Shakespeare dell'advertising”.Ecco di cosa ti parlo in questa puntata:[4:10] Il valore capitale che ti porta l'esperienza di un veterano del marketing.[5:09] Il mondo sommerso di opportunità che (non) ti aspettano e come coglierle.[5:43] L'antidoto al veleno che paralizza le tue relazioni commerciali (funziona al 100%).[6:14] Le tre strategie di Jay Abraham per sbloccare i tuoi profitti.[7:30] Usa questo semplice accorgimento per salvare la vita del tuo business (annienta la minaccia del fallimento).[9:00] Impara a conoscere i tuoi clienti come le tue tasche: ecco come fare (non ti sfuggirà più alcun dettaglio!).[9:47] Cosa significa “crescita esponenziale” e perché potrebbe essere alla tua portata[10:16] Come applicare gli insegnamenti di Abraham al tuo business, rendendolo longevo e redditizio.[11:10] Come “sederti sulle spalle dei giganti” del marketing a risposta diretta e sfruttarne le scoperte[11:40] Cosa è cambiato rispetto ai tempi d'oro della vendita per corrispondenza (ovvero: il tallone d'Achille di ogni business online).[12:02] Non sei tu a quantificare il valore del tuo prodotto! (Mi dispiace deluderti)[12:50] Cosa cambia quando sai veicolare il tuo messaggio.[13:06] Il metodo più veloce per rendere il tuo marketing “SfornaClienti” Risorse menzionate:I miei appunti del libro di Jay: https://www.copypersuasivo.com/jay-abraham-getting-everything-you-can-libro/***Inizia a guadagnare di più con le nostre risorse a portata di tutti:1) Il Piccolo Libro della Scrittura Persuasiva https://www.copypersuasivo.com/prodotto/piccolo-libro-della-scrittura-persuasiva-versione-tascabile2) Gli Attrezzi del Mestiere. 11 Fondamenta del Copy Persuasivo® https://www.copypersuasivo.com/prodotto/copy-persuasivo-attrezzi/3) Il Manuale SfornaClienti https://www.copypersuasivo.com/prodotto/manuale-sfornaclienti-paperback/4) “Video Marketing Persuasivo” nello shop di Copy persuasivo® https://www.copypersuasivo.com/prodotto/manuale-video-marketing-persuasivo-cartaceo/5) Le Armi Segrete della Pubblicità Innovativa. Appunti da "Breakthrough Advertising" di Eugene Schwartz: https://www.copypersuasivo.com/armi►►Scopri il nuovo Club di Copy Persuasivo®Sblocca oltre 120 ore di formazione sulla scrittura e sul marketing SfornaClienti, e potenzia i tuoi materiali con l'aiuto dei professionisti: https://club.copypersuasivo.comSe non segui la mia Newsletter, rimedia subito. Inserisci i tuoi dati su https://www.copypersuasivo.com/newsletter (riceverai in omaggio anche i miei “24 Modelli Copia Incolla di Scrittura Persuasiva pronti all'uso”)



You can read more about Barry Randall and the ToeCracker at;https://unlimitedsuccessclub.com/about-us/ What We Discussed:   Why Unlimited success is subjectable . . . and what this means for you . . .  The Business Bromance of Barry and ToeCracker which is constantly changing lives of other's almost daily . . . ToeCracker reveals what a little Aussie Battler is and how this applies to many people across the world . . . who also create their very on unlimited success! The BazCracker Evolution . . . It all began with John Carlton mentioning to Barry he was speaking at my event in Poland and how our friendship developed and then turned into a business relationship . . . while at Kevin Roger's Copy Chief Live event a few months later Why you need to go in 'balls deep' . . . Barry reveals why he says if you're in . . . go in. Do not do it half-assed!and much more . . .  When you like this Podcast, kindly leave us a review here . . . even a few words help.When you enjoyed this episode and you want to know more about Barry randall and myself . . . check out our website at;Our website is: https://unlimitedsuccessclub.com/And you can also get a 30-day, $1 trial to our Unlimited Success Club Membership. Full details here;https://unlimitedsuccessclub.com/membership/ At checkout . . . use Coupon Code: USC1  

 If you're not focusing all your energy on attracting leads online, you're missing out. Today's real estate industry is so competitive that your most profitable business comes from referrals, rather than direct. One of the most reliable ways to secure referral business is to do the lead generation work for realtors – so they can concentrate on closing, and send the business back to you. I've brought in The Hardcore Closer himself, Ryan Stewman, to talk to me about strategies he uses for attracting leads online, and tell me his tricks for bringing the best quality leads to his agents.Ryan Stewman IS the Hardcore Closer. We've talked before about how important your personal brand is, and this guy's got it down. We start off by talking about authenticity and building a strong following by letting your personality shine through on social media. Ryan started his career in the mortgage business in 2003, but in March 2010 lost his license due to regulation changes that disqualified him due to events from his past. In 2009 and the first part of 2010, he'd already closed 260 deals. Rather than fighting his license, he turned to selling social media management to real estate professionals, and really focusing on sharing his expertise.In this show, we're talking about why lead gen is so important, and especially why it's vital to help realtors with leads. We're looking at what's working for him in terms of bringing in business, and some concrete steps of how to handle new leads to get them to convert. We're also discussing why you shouldn't be tempted to play it cheap on social media, and how much a good campaign might cost you per lead. Finally, Ryan also gives me some tips about how to handle agents to get the best return (in terms of referrals) from the leads that you supply.Today's TopicsWhy authenticity is key in building your brand on social mediaHow to decide who your social media audience isWhy it's key to work with realtors and feed them leads, and what you'll get in returnWhy big companies are now hyper-focused on lead gen for realtors, for FREESocial media and how it's making it easier to get some exposure back from Zillow.comRyan's verdict on whether agents should have IDX on their websitesConcrete steps to setting up a funnel for leadsWhy you NEED to make sure you have a privacy policy and terms set up on your websiteWhat's a reasonable budget for a Facebook ad campaign with decent return?Connect with Ryan Stewmanhardcorecloser.comWebinar Registration: hcwebinar.comResources MentionedCardTapp app: hcapp.coAgent Legend: agentlegend.comKick-Ass Copywriting Secrets of a Marketing Rebel by John Carlton     

Today's show is part of our popular Old Masters series, and we've got some unusual info and ideas from a copywriter of old, John Starr Hewitt. This comes from a book we're pulled from before, from 1925, called “Masters of Advertising Copy.” From everything I've seen in this book, Hewitt is the only contributor who gets down to cases when it comes to what it takes to become a master in copywriting. His ideas are decidedly different, even for today. He talks about the subtle skills a copywriter needs to develop, and the subtle changes that occur as you get better and better. I agreed with most of what he said. I didn't have an issue with any of it. Some of it was a little hard to understand and apply for copywriting today, but most of it translates very easily. And all of is interesting. More than how to structure an ad or how to do your research, this chapter by Hewitt focuses on awareness. What you need to pay attention to both with your product and regarding the world at large. Since this is new information, the way he presents it, I think you'll find it useful and maybe give you some new ideas. So let's talk about John Starr Hewitt and his chapter. I couldn't find out much about him personally or career-wise, except it looks like he was from New Jersey. His main idea is: What you see and what you feel is a major set of factors in your success as a copywriter. It's interesting that this was from 100 years ago, when only recently have authenticity and deep empathy become so important, maybe again or maybe for the first time, for copywriters. Because he was writing almost 100 years ago, every copywriter Hewitt refers to is a “he.” I hope you can look past that and understand that for the sake of accuracy and not adding awkward extra language to the quotes, you can assume “he” means both “he” or “she” for today's show. OK, let's get started. Hewitt begins by saying: “The more one sees of the difficulties of copywriting, the deeper grows the conviction that really great copy depends even more on seeing and feeling than it does on writing. “The man who sees and feels can hardly help writing sincerely. … “To express fully a fine, deep feeling calls for a writing skill possessed in the highest degree by only a few in each generation.” I agree. There will only be a few who are truly at the top of their game. But that doesn't mean it's game-over for everyone else. Because in copywriting, you can make a really great living, even make millions, without being one of the few very, very best. However, you still have to really home in on some key skills and get as good as you can at them. And Hewitt sounds more than a little like John Carlton when he says: "So it behooves the copywriters to grow up, get his work-bench in order, and learn to practice his art as a mature and conscious craftsman.” Link to free download on GoogleBooks, Masters of Advertising Copy: https://www.google.com/books/edition/Masters_of_Advertising_Copy/ufQiAQAAMAAJDownload.

Russell and special guest Josh Forti dive deep into funnels,  storytelling, and building your own reality. Find out how to break free of what's expected, how to create your own rules, build your own world, and be OK with being different. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: What's up, everybody? This is Russell Brunson. Welcome back to The Marketing Secrets podcast. Today, I've got two things for you. Number one, I got kind of a cold so if I sound a little funny, that's why. Number two, is you guys loved our last three podcast episodes with Josh Forti, so we thought we should do it again. Today, we jumped on a call and we recorded three more episodes for you, and they've been a lot of fun. The first episode was all about just kind of... It was an interesting conversation, and I think it took us a while to get exactly to the point. But by the end, the end of of it wrapped with some really cool thoughts and ideas and I think some clarifications that'll help you guys a lot. But it was all about I'm in this world of funnels, and how has that affected my world perspective, my world view and, everything else happening around me? And how does that work for you with the thing that you're most passionate and most obsessed with? And so I think you guys will enjoy this conversation. With that said, I'll queue up the theme song. When we come back, you have a chance to listen in on a conversation with me and Josh Forti. What's up, everybody? It's Russell Brunson. Welcome back to The Marketing Secrets podcast. A little while ago, Josh Forti and I did a couple episodes. We've done this three times now technically. This is the fourth, but we did an episode a little while ago, just to see how you guys liked it. And the feedback was amazing. I got tons of good feedback. I think you did as well, right? You saw everyone. Josh Forti: I got tons. I sent you some of them. We convinced somebody to start a podcast over it. Russell: Because of the... Yes. Josh: Because of the podcast. Russell: ... podcast. We are having little podcast babies now because of what happened last time we hung out, and I'm pumped. We're jumping back in. We got three episodes of recording today. I know the title of the topics, but that's about it. I don't know where we're going, the direction, but I'm pumped and excited and just grateful for you, man, doing these. I really enjoyed it last time. I left afterwards pumped and on fire and had a ton of energy, so I'm excited for this. Josh: Heck yeah. That's awesome. Well, are you sick? Russell: Yes. I have a little stuffy nose, so I apologize in advance if I sound... My voice sounds deeper though, so I sound more masculine which is kind of cool. But yeah, definitely got a little bit of a cold. Josh: Oh, man. As long as it's not COVID. Russell: Oh, yeah. No, I did that. We're good. The antibodies are flowing through my body, so I'm pretty good there. Josh: Heck yeah. Russell: Well, what's the plan today? What are we talking about for this episode? Love to get kind of- Josh: Are we doing intros or are we just jumping in? Russell: This is the intro. I'll do intros. Josh: This is it, we're in. We're rocking and rolling. Russell: We're live. Let's go. Josh: All right, all right. Let's dive in. Dude, interestingly enough, as I went back and I started going... By the way, I actually listened to all three of our episodes, even though we did them. I actually went back and listen, because I'm that geeky nerd. I was talking to one of my friends. We were sending VOXs back and forth to each other and he's like, "I just listed to my vox back to you." And I'm like, "I'm glad I'm not the only one that does that." And he's like, "Oh, no, you are the only one. I just did that one time." I'm like, "Crap. Dang it." I go back through it. I listen to VOXs and I listen to podcasts. I'm trying to figure out how I could've made them better. But what's interesting is I wanted to take this one a little bit of a different route today, to kind of kick things off. Because normally, I'd say there's two types of podcasts. There's educational podcasts, which is you're talking on a very specific topic, and you're trying to educate people on that. And then there's entertainment podcasts. Entertainment is much more... Maybe it could be educational still, but it's not designed to educate you on one specific thing, and then break all the beliefs around that thing. And then do the whole perfect webinar thing on a podcast episode. Whatever. But rather, just kind have an open conversation. And I want to open this one up, talking specifically about funnels. And not funnels and how you build them, but I want to know is funnels a worldview for you? And what I mean by that is right now, I'm really, really big into storytelling. That's kind of my thing that I'm geeking out about, is how to tell amazing stories. And I call it the master story. That's the core thing that I'm trying to figure out right now, is the master story for me is what's the one story I got to get people to believe? After they believe that story, they'll do whatever I want them to do. It's the big domino statement of stories. But as I've done that, I've kind of gone out and everything in my life now revolves around stories. I'm like, "Oh, story there, story there. Oh, that's the story? Oh, that's the story." And my whole life now is just everything is stories. Obviously, I'm a huge fan of Expert Secrets and Dotcom Secrets, and you wrote those books and everything like that. You talk about kind of building this world and this identity, and bringing everybody in. And so I'm curious for you, where do funnels play into your life besides just marketing? Is this a worldview? Is this a lens upon which you view the world? Russell: Everything. Yes, for sure it is. It's interesting. I still remember back when I first got in this game, and I was learning marketing, and then I started studying Dan Kennedy's stuff and started... And I remember starting after I got that, some of the initial inputs of this world. What's the Matrix? The red pill or the blue pill. I took the pill and all of a sudden I was like, "Oh, my gosh, I see the world differently." And for me, it was fascinating. I started loving, I became obsessed. In fact, you can ask my wife this. We first got married, we listened to the radio and commercials would come on and she'd want to change. I'm like, "No, no, no. What are they doing? Did they do a good job did, they do a bad job, and how could they have done it better?" I started geeking out on that and I started watching more infomercials. I started watching as you go down the highway and you see the billboards. "Okay. That billboard, did it make me do anything, did it not? Was there a call to action, was there not? If there was, what did... " I'd get my phone out and I call the number and like, "What happened? What was the sales pitch?" And I started seeing behind the curtain of what was happening, and I became obsessed seeing that. And I remember, this is probably a little bit prior to this, but after I started seeing things I started realizing how things made me feel. I remember in high school, I was the wrestler, as you know. and I was into my health and fitness. I didn't understand it back then, but I do remember Bill Phillips had a magazine called Muscle Media. This is probably way before your time. But it was the first muscle building magazine that wasn't... All the other ones were these dudes who were just steroided out. And Muscle Media was the dudes and the ladies in it was who you want to look like. That guys looks amazing. And he had a supplement company called EAS he launched, and so I got into supplements and got into Bill Phillips. I got into his world, where I was reading his magazine articles and buying his supplementsm and it was cool. But I remember I wanted to buy some... I can't remember what the new supplement was. And there was a GNC close to my house.And so I remember jumping my bike, riding down to GNC, being so excited to buy a supplement. And I walked through the door, and as soon as I walked through the door of the GNC, the person came out and was like, "Hey, how can I help you?" And I'm like, “uh…”, and kind of freaked out. I was like, "Oh, I'm just looking." And I got all nervous and then I kind of wandered away, and then it felt like the person was kind of following me and everything. And I remember I came there cause I wanted to buy something, but I felt so uncomfortable, excuse me, that eventually I just snuck out and I left. And I was like, "I didn't get the thing." Because I felt so uncomfortable in the process that even though I came there with my money in hand, ready to buy something, I didn't because I didn't like the process. And I noticed, I don't know if you ever go into a GNC. As soon as you walk in, they always come and they pounce on you. And even to this day when I walk into GNC, it's one of my favorite stores. But I know the initial anxiety of the person pouncing on me asking if I can help them, or what I'm looking for. I'm like, "I don't know what I'm looking for. I want to literally read the back of every label of every bottle here. I'll come to you if I need help, but don't come and pounce on me." And I started realizing that and I started thinking, "If this was my story, how would I have wanted to be approached?" And I started thinking the script. And I started thinking if I came in the door and the person says something like, "Hey, welcome to GNC today. I'm over here. If you need anything, let me know." And it was more of a deflect, I would've felt more comfortable. I would've walked around, then I would've felt comfortable coming back the person. And I just started thinking through that. Anyway, that was before I learned marketing. I remember feeling that way, and as I started studying marketing I was like, "Oh, my gosh. I now know why I felt that way. The script was wrong and the process was wrong." And I started thinking through things more like that. And I'm sure it was annoying for my family. We'd go to a restaurant and I would notice how did the server do things, and what did they say? And it started opening up for me. In fact, my junior year in high school during the summer, I got a serving job and I was serving tables. And I remember, because I would split test different things to see what would give me more tips. If I said this to a person versus this. And I remember in fact, this is a 17 year old kid who's stuck on himself. I'd roll my sleeves. "If my sleeves are rolled up and they see more of my arms, would it be higher?" And literally would split test this thing to try to figure out how to increase them. And it's just weird. That was when I was young, and definitely it's messed me up nowadays, because it's hard for me when I see every ad, everything. I want to go deep into things, and I do sometimes but sometimes it takes me long rabbit holes. I don't know if that answers the question or not. Josh: Okay. Well, I want to kind of dive further down deeper into that, because I want to expand beyond just marketing as well. Because I think any of us as marketers when we have the light bulb turn on, you take the red pill or whatever it is. I remember for me, I had that first experience with money. I grew up in a very small, small, small town. The two towns collectively combined had 750 people in them, and one bank and a gas station. Very, very small world. And then I started learning about money, and I'll never forget the day that it clicked for me. I was actually out in... I had already moved to Nebraska, and I started to realize how money flowed. And I got done reading this book, and I remember I picked up the phone and I called one of my friends who had been teaching me about money. I'm like, "Dude, I get it now. I get everywhere around. I can't not see how money is flowing and where it works." I'm like this, and now I have all these questions about it. And so I totally understand when your lights come on, you start seeing the whole world through that, for that specific thing. But I want to know what about other areas of your life, and how funnels and your viewpoint of funnels has affected that. And what I'm trying to get at and understand, is you talk a lot about in Expert Secrets, we're building this identity, we're building this community, we're building this movement, this calling. And what's interesting for me I've noticed, is that when I first got into this space, I was so new that the preconceived notions of what people should do or should not do did not affect me. Because I didn't know anything. I was like, "I know I'm an idiot." people were like, "You're doing that wrong?" I'm like, "Probably." And there was no ego in the way of it. But then as I grew, I thought there were certain ways that I had to think, or there were certain things that I had to do. And then if I broke free from the mold that everybody else was doing, then somehow that was wrong. And I struggled with that. Thankfully for me, I didn't stay in there. But what helped me get out of it, is I gave myself permission and I literally was like, "I'm doing my own world over here. Everybody else, they can have whatever it is that they want. They can make more money than me, that's fine. I'm building this own little thing." And when I envisioned myself stepping into this world, then I was allowed to make my own rules. And so the rules had to follow everything else, but people would be like, "Josh, it's super weird that you think about everything in marketing." And I'm like, "But that's my world." And so everything about my life, from what I buy, to where I live, to who I hung out with, was all shaped around that. And for a while, that was weird. And whenever I would go to my friends it was like, "You're weird." And I struggled with that. But then once I gave myself kind of permission to be like, "Well, that's just literally how I think. That's my world, and it's okay to be different." That really freed me. And so I'm curious. How has funnels shaped your world outside of only marketing? And what would you tell somebody? Would you tell someone it's okay to like view the world through whatever their new opportunity is, in all aspects of life? Does that make sense? Russell: I think so. It's interesting, because I know you're trying to get outside of marketing, but it's fascinating because in my vision of the world, like everything is marketing. Josh: That's what I'm saying though. That's what I'm saying. Russell: When I meant my wife- Josh: How has that affected relationships? When you are dealing with a problem in your family, do like go like, "What's the funnel for this?" Does that make sense? Russell: How do we craft the story, the pitch, the thing. But it's true, because I think about when I met my wife. When I met her, there were multiple people who... She was the prospect and multiple people all competing for her attention. It was like, "Okay. I've got to create a better offer. I'm not the best looking guy, so I got to... What are the tools I have to increase the value of what I have to be more attractive to her?" And things like that. With my kids right now, it's tough because my kids have got so many distractions and there's things that are way cooler than dad. I'm always trying to think through that lens of, "Okay." Josh: Wait, there's people cooler and Russell Brunson? What? Russell: You could never be a prophet in your hometown, they say. You're never cool to your own kids. But it's tough though, because I'm competing against all of... For my kids, the rappers that are in their ears, and they're listening to all these people who... That part of the world. And they got their friends and they got these... There's so many things we're competing against. It's like, "Okay. Well, how do I take them on this journey to be able to help?" And you talked about universe building, which is true. In fact, I'm working on a project with Dan Kennedy right now, and it's all about that concept of universe building, and things like that. And you look at the big companies that have done it successfully, that's what they did. Walt Disney built this universe. In fact, I've listened to the interviewed me and Dan did on Funnel Hacking Live, and he talked about Walt Disney and Hefner were basically the same business. He's like, "One had bunnies and one had had rabbits or whatever. Or one had mice, one had bunnies." But it's the same business, right? They both had a universe that people came into. And I think about that. We're doing the same thing. You create a universe for your customers. That's a lot of what the Expert Secrets and everything is about, creating this customer universe. But it's true in your office with your team, it's true with your family, it's true with your relationships. You're kind of trying to craft this environment that makes people first off want to be there and to be part of it, and then to persuade people to hopefully get the things you're looking for. All of us are in a persuasion business, even we don't want to admit it. And people are like, "I don't persuade people. I don't manipulate people." But you are. What do you want to eat for dinner tonight? You got to persuade the other person. What movie do you want to go to? Are we going to go out tonight, or are we going to sit home on the couch? You're always in this thing of persuasion. And if you look at any kind of sales environment, is the number one. The biggest, one of the most important things when you're trying to sell somebody something, is the, the environment. The universe that you put them in. It's the reason why if I do a pitch on a virtual event, where somebody is at their own home, in their own environment, and I'm giving them a glimpse in my environment. I can convert and I can sell people. But I do the exact same presentation at Funnel Hacking Live in a room where I control the environment, they're in my universe. My sales were 5-6X, even though it's the exact same presentation, exact same everything because I'm controlling the environment. And so my home, same thing. How do I control this environment, my home? And how do I structure things? And how do we set the same things? You think about in the ClickFunnels ecosystem, we've got these awards. We got the Two Comma Club awards, Two Comma Club X. We have things like that. How do we create these things for people to strive towards inside of our families? Colette and I did that a couple years ago. We were trying to figure out what's our family goals. Do we have a goal? What does that look like? What's something that we can collectively all work towards together? And in the Mormon church, one of the biggest goals is you want to get married in the temple. But to get married in the temple, you have to be living worthily. There's all these things to do. And so as a family, we set a goal. How do you explain it? If my kids get married in the temple, their younger siblings won't be able to go, because they're not old enough to be able to go into the temple to actually witness the marriage. The goal we set as a family, we set a goal of when Nora... Because Nora is the youngest. When Nora gets married, the goal is we'd love her to get married in the temple, and we want all of our family to be there. Which means all of our family has lived in a way where we're worthy to be there together as the family. That became our family goal, and it's this thing we're all shooting towards. And it's fun, because now when I'm having family conversations with my kids, it's like, "Hey, you shouldn't be doing that." It's like, "Hey, these are things that are keeping us away from our family goal." We want to do this thing in 10 years from now, 15 years ago, Nora... But the way you're living, you're not going to be able to do that. And it's less of me trying to tell them what to do, as much as this is the goal we collectively set as a family. This is what we're trying to get to. Same thing in Marketing, we're trying to get the Two Comma Club award, cool. You can go listen to forty other gurus if you want, but this is the path. This is the process. We can get you there, but if you're distracted... It's just kind of a similar thing where, you set the things inside the universe, the goals, the steps. And hopefully, everyone... Not that they will or that they want to. Maybe my kids decide they hate the universe and they want to break out of it, and that can happen, too. People don't think funnels are cool, because they don't like me. I talk too fast or I'm annoying or whatever, and they enter different a different universe, but that's okay. Josh: Yeah. And I think entering a different universe, I think maybe what I'm trying to get at is I grew up, once again, super small town. Super small world, and I just figured there was a way the world worked. Singular. That's how it worked. And as I've grown up, I was striving to figure that out. I'm like, "What's the way the world works?" And I get out there and I'm like, "Oh, my gosh. There's five million different ways the world works." And depending upon whose world old that you're in. And so I was watching the football game last night. We had it on. It was the Steelers and the Vikings. I don't know. By the way, I know you don't watch football, but I'm going to make a prediction on here for all my football fans out there. Patriots are going to the Super Bowl versus Tom Brady. It's going to be Tom Brady and the Bucks versus Bill Belichick and the Patriots in the Super Bowl. Anyway, we're watching it last night and they have this documentary that's coming out. Do you know who John Madden is? Russell: Yeah. Just from the video game. Josh: Yeah. They have this whole thing on Madden and his whole life. And it's coming out, this documentary, and they do little clips, and there's all these different little people talking about it. And they're like, "This dude, you couldn't be around him and not love football. Because he just exuded football in every aspect of his life. At the dinner table, around his family, around his friends, at the... Football, football, football, football." And it got me thinking, because I'm preparing for this interview last night. And I'm like, "That guy's whole life was football. That's how it came about. He couldn't imagine a reality where football didn't exist. "Yet there's somebody else out. There's millions, billions of people out in this world who they never heard of or think about or want anything to do with football." And so here's a guy where his whole life revolves around football. All of his analogies, all of his stories, all of his strategies, everything was football all. And then I was like, "Oh, I wonder if that's what it's like living with Russell." Everything is funnels. And it's like funnels, funnels, funnels, funnels, funnels. I feel like sometimes as entrepreneurs, I know I struggled with this for a while, and I struggled with this a lot more when I didn't know what I wanted to do with my life. When I was still trying to figure out my voice and kind of everything like that. But I'm like, "I just can't be the X guy, because that would be weird. That's not how reality works. That's not how life works. You don't just get to just focus on all of this." But I feel like it is. And I feel like you don't necessarily have to be a single thing guy, but I feel like you can. In the sense of... And that's why I'm trying to get at with you, is I feel like you've gone into this world and you've found the thing that works. And you've said, "Hey, listen, basically, in life you have to know where it is that you're going and how it is that you're going to get there." That's essentially in life, and that's kind of my core premise of everything. I'm like, "I don't care how you live in life." But I'm like, "If you don't know where you're going and how you're going to get there, your life is going to suck. You're not going to have a very fulfilled life." And so I feel like for you, you've figured out, "Okay. Wherever I want to get, this is the vehicle I'm going to use." And you've built an entire reality and universe around that. Yeah? Russell: Yeah, for sure. And it's interesting though, too, because I actually was on a call last night with Stu McLaren at their prediction college here, and he was asking my predictions for the future. And it's interesting because yes, funnels is the thing. It's my lens. And that's what people come to me. It's the lens they come through. But what I think is fascinating, and I see this with... In fact, I told Stu, I'm like, "There's an evolution. People were experts for a while and then they became influencers." And I think the next phase, it won't stick. People will still call themselves influencers, because it sounds cool and they feel the significance of that. But I think the next phase is people are going to become curators more so. Which is someone comes to me for funnels, but it's interesting because my last inner circle meeting, people pay 50 grand to be in the room. There's 100 people in this room and they're here because they want to learn funnels from Russell. We're talking about funnels and then we open for Q&A. And guess how many funnel questions came through? Zero. The questions were, "Russell, I came to you for funnels, but I trust you. I like you." And they didn't say this, but this is what happened, is they wanted to figure out how I curate. They wanted me to curate other thoughts for them. "I trust you in this, therefore what do you think about religion?" And they want me to take all my years of curation of all the ideas like, "This is what I believe." Or they're like, "How is your family successful?" And so they asked me these other questions. And I was telling Stu last night. I'm like, "Stu, you're the membership guy. People come from your memberships. But after they come in, that's what brings them into the door, but then they're coming because they want your curation of other ideas." Dan Usher. I think Dan on our team. It was fascinating, because his favorite band is Rufus or something like that. I don't really know the band that well. But he's obsessed with them and their music, and so he follows them, he loves them and everything. And he just bought his first house out here in Boise, so he needed to get art on the wall. He's like, "Well, I love Rufus. I trust them. They've curated their favorite art." He went and bought everything that Rufus ever said they like for art and put it on his wall. He's like, "Cool. Because I trust them, therefore I want this." And then he bought the furniture that they have in their house, because he trusts their opinion on this and other things. And so I think it's with Madden, I'm sure the football is what brings people in. And they come in there, they sit at the table for that. But then if they like him and they connect with him, then they want to know, "What else do you know?” I want to go down these other rabbit holes with you, because I trust you and I trust your opinion. I trust because you've already kind of done that." I think for me, that's probably more so, is they come in from one thing, but then if they connect with you then they want to dive deep on all the other pieces, the things that you find fascinating. Josh: Yeah. It's almost like they need the in to step into your universe, and then you get to build the rest of the universe out for them simply because you've built trust in that one area. Russell: Yeah. And what's fascinating. If you rewind back in my history 15 years ago, it was tough because when I was trying to create my universe, I didn't know that's what it was called. But it was funny. If you look at the landscape in our industry back then, it was interesting. Jeff Walker was the launch guy, Frank Kern was the mass control guy, Filsaime was the butterfly marketing person. Everyone had a thing where they were the best. Brad Fallon was SEO, and then you had Perry Marshall was PPC, and everyone had their thing. And I came in, I was good at all of this. I'm like, "I'm the guy who do everything." And I'd go to events like, "Cool, what do you do?" I'm like, "What do you need? I'm good at copywriting, and I can do all the things." And people are like, "Oh, okay." But then they'd go and they'd sign up for Jeff for launch. And I'm like, "I can do launch. I've done tons of launches." Or they'd go to whoever for copywriting, John Carlton for copywriting. I'm like, "God, I've done all these things." But there wasn't a thing. It wasn't until I specialize in. "Okay. Funnels is the thing." And it was a narrow focus where people could attach a thing in their head like, "Oh, Russell is the guy who does funnels." And they do that. But they come into the... That's the doorway that brings them into my world. But inside the funnel world, what is there? You can launch a funnel. There's copywriting, there's traffic driving, there's all these other things. But I had to bring them in through a channel they could connect with, they could label me with. You know what I mean? But after they're in my universe, there's all sorts of stuff I can do with him. Josh: I feel like that right there was the core of what I was trying to get after. I think a lot of people struggle with or are afraid to claim their thing, because they're like, "I can't just claim it." Funnels. Russell could claim funnels because that was a thing, but was it a thing before Russell? Was there a funnel... You are the one that came in and nobody came to you and was like, "Russell, you're the funnel guy. Go." You were the one that had to decide that. You were the one that had to come in and be like… Russell: And it's fascinating, because I was the only one back then talking about it. There was a bunch of people. In fact, I remember Todd and I started building ClickFunnels. And I remember about that time it was T&C, so it was the T&C before we launched ClickFunnels. And we got T&C, we were sitting in the audience, and Todd and I are mapping things out, and we're talking back and forth. And the entire T&C, that event was about funnels. And so Ryan was on stage, Perry was on stage talking about funnels they developed. "This is the funnel framework for all funnels." They sold the $18,000 funnel coaching program and half the room signed up, and all this stuff. And I was like, "Oh, my gosh. That's what we're trying to go, but they just took it from us." And then it was crazy. After that T&C, then everyone was talking about funnels. And it was funny, because the next week everyone became a funnel consultant. All of a sudden, 2,000 little funnel consultants were running around the internet talking about funnels. And I remember Mike Filsaime had done something showing behind the scenes of one of his funnels, and I remember somebody else got mad. I'm like, "We're the funnel person. You shouldn't be talking about this us." And I remember Mike and him were fighting back and forth. I was kind of watching this and I was like, "We have this software coming out called ClickFunnels. And I have this book I'm writing that's almost done called Dotcom Secrets, which is all about funnels." And so I was stepping in this thing where there was a whole bunch of noise around this topic, and I could have been like, "Who am I? I'm not qualified." Whatever. But instead I was like, "You know what? This is what I'm obsessed with. And I'm just going to do my thing, and I don't care about everybody else." And so I just did my thing and came out there, and there were people who... I can't tell the actual stories, but there were people who were upset. "You shouldn't be talking about this, Russel. This is so and so's thing." And then at TNC the next year, there was some weird comments from stage made about stuff. Because in fact, somebody said from stage, "Because of what we talked about last year at T&C, Russell created ClickFunnels because of us." And they gave them credit for this thing. And it was just this craziness. But man, we were the only ones who took it and that were consistent, consistent, consistent, consistent. I'm seven, almost eight years into the consistency, which is how you define the path. That's how you get the... You look at Jeff Walker, who's been talking about product launches for 20 years. Therefore, he's the product launch guy. People try to come dethrone him, but he's been consistently talking about the same thing for so long that you can't. And so the biggest thing is picking the platform, and then you just triple down on it and you keep doing it, and doing it, and doing it. And eventually, you will rise the Victor. But most people don't have the longterm, the patients to keep just drilling in for long enough to make it stick. Josh: Yeah. And I think that a lot of times, at least in my experience, and it could be different for other people. But a lot of times, it's because you're just not confident enough in it. The only thing that's going to be the difference of whether or not it's going to stick or not, is whether or not you're confident enough to follow through. That's not necessarily true for every single product universally. Sometimes the market doesn't fit, and sometimes there really is... If you tried to launch a competitor to iPhone right now, you're probably not going to make it. But generally speaking, especially in our world with funnels and experts and a lot of online influencer marketing and things of that nature. It's basically whoever sticks at it the longest and then creates the clearest, simplest stories, the clearest, simplest frameworks, and the easiest way for people to be able to get results with it, are the ones that are actually going to make it and follow through. Russell: Yeah. That's the game, and it's so much fun. Josh: All right. Well, I'm ready to move onto topic number two here. We're about at time. Russell: All right. Josh: You ready to rock and roll? Russell: We'll wrap it up. Thank you guys for listening. If you enjoyed this, let us know. Otherwise, we'll never do this again, so if you loved it, tag me and Josh on Facebook, Instagram, wherever you guys do stuff. If you tweet, I probably won't see it there, but tweet it up and let us know, and we'll come back and do some more of this stuff.

Join Rent Roll Radio's host, Sterling Chapman, with his guest John Sinclair as they discuss the many steps you can take to maximize cash flow on a property, what the no-money-down strategy got him into, and what the books, Rich Dad Poor Dad and Cashflow Quadrant, taught him in real estate. When he was just 17, John stumbled upon one of John Carlton's iconic infomercials that undoubtedly, many people can recall. After that piqued his interest, John (Sinclair) got himself his first house the following year with savings and an FHA loan. Working in a factory at that time, by starting to refer deals to co-workers, John began a career that's still going up until now. In this episode, you'll learn: John Sinclair – what the John Carlton infomercial got me into at 17. The guy who wrote about flipping houses regretted the houses he sold. The different ways for a property to cashflow. Airbnbs and maximizing a property's return. "You can wish in one hand and shit on the other." And much more! About John Sinclair: John started the Broker Sinclair Team in Coeur d'Alene several years ago. His main focus is on marketing listings and getting them sold for the most amount of money in the least amount of time. If you follow John's blog or Facebook posts, you'll quickly learn that he's an open book. John says what he thinks and keeps it honest. If the market is repressed, he'll be the first to tell you. If he finds a real deal, you'll see it in his passion for what he's selling. Born in rural West Tennessee, John has been a Realtor since 1998. He fell in love with real estate while watching a real estate infomercial when he was 17. John saved all the money he could and bought his first rental house when he was 18. A good friend showed him how to make a living, helping other people buy and sell what he was passionate about. To John, that seemed like a no-brainer. Today he continues sharing his passion with others and earns along the way. Connect with John Sinclair on: LinkedIn:          https://www.linkedin.com/in/jtsinclair/ Twitter:            https://twitter.com/BrokerSinclair    

Solve any problem, build a successful business, and create the impact that you desire through copywriting.  If you'd like to join world-renowned Entrepreneurs at the next Genius Network Event or want to learn more about Genius Network, go to www.GeniusNetwork.com.   Here's a glance at what you'll learn in this episode:  The biggest mistakes Entrepreneurs make when it comes to hiring and working with copywriters What to do before taking a product to market Craig Clemens recommends every Entrepreneur read THESE three copywriting books Lessons that copy, marketing, and sales has taught about life and humanity

I don't know how else to describe this episode other than “fun”. I certainly didn't expect to riff like we did, about so many different topics. Jimmy, who when asked to provide a bio, first submitted “I am Batman!”, requires quotes over an explanation…Out of Context Quotes from this Episode:“The reason why that's true is because I made it up.” “My parents were understandably pissed because my dumb ass called home and said, so I'm going to move into my car. If you're going to live in your car, maybe tell your parents after you've gotten out of the car.” “Poof, I'm a ghost.” “I didn't get up in the middle of the night to go pee. You're not going to get up and go swim.” “Jimmy's about to cliffhanger the F@*& out of you.” Can't-Miss Moments in this Episode:One guiding principle Jimmy and I have both used to grow our careers (and somehow give the appearance of being “everywhere, all the time”) Breaking sales records in less than half the time: the thing Jimmy did differently from his counterparts that had him on the leaderboard AND in hot water with his boss The road to entrepreneurship is apparently paved with attempts at a ton of different jobs Four damn near magical words to tell yourself before you try something new (these will instantly take the pressure off, and remove the sting of “what if this doesn't work?”) The pivot point: my personal crossroads as a writer, with one path leading to safety and waiting tables, and the other leading right here, to this very podcast episode!We had so much fun on this episode we've ALREADY recorded part two. Don't miss out - listen now! Jimmy's Bio:For YEARS I scraped the earth, digging for the holy grail of persuasion... because while it seems like while everyone wants to manipulate you into doing what they want, I couldn't do it. I hated the feeling of tricking people into buying from me.Then I realized that you can't persuade anyone… especially if it's your idea for them to buy. But if it's THEIR idea to buy, then they'll persuade themselves, and you can't talk them out of it.So instead of asking, “how can I persuade people do what I want?” I asked, “how do people persuade themselves to justify doing what they want?”Because if you knew that, then you could lay out the breadcrumbs so the idea to buy becomes THEIR idea… not yours.So ever since then, I've been studying the art and science of how people persuade themselves. BOOM. Resources and links mentioned:Jimmy's siteCopy Chief Radio podcast Books (links all go to bookshop.org, supporting local and independent bookstores):Good to Great by Jim CollinsBeyond Entrepreneurship 2.0 by Jim CollinsMastery by Robert GreenMindset (referred to in the ep as “Grit”) by Carol Dweck Inspirational people:John Carlton (website aptly named “The Rant”)Kevin Rogers and Copy ChiefDave RamseyChris OrzechowskiRachel MazzaMary Philio (Rum Cakes and Sweet Bakes – aka Angie's mom)  Come kick ass with me:Permission to Kick Ass websiteAngie's Facebook PageAngie on InstaAngie on YouTube

In today's episode, I spoke with none other than Nicolas Cole. He started off his career at the young age of 14 as a professional gamer (reaching the highest ranks of the World of Warcraft battlefield, kicking everyone's ass in the process) to then drop it altogether to focus all his energies towards two main goals: becoming a champion bodybuilder and one of the top writers on the entire internet. And now, he's the #1 most read writer on Quora and even has one of the most popular blogs on Medium. Yet, what I love most about Cole is he has a system for writing that I have personally learned a lot from. So if you're looking to learn how to create the type of messaging, writing and storytelling that literally demands your reader's attention all the way to the end… then you will definitely not want to miss today's episode. Here, you'll discover: The 3-step ‘subconscious grandmaster' blueprint Nicolas learned from playing in the World of Warcraft trenches to rapidly master ANY skill you desire from the ground-up (Nicolas personally used this proven framework to simply master gaming, bodybuilding and now writing… what will you use it for?) Find it here (15:26) The single biggest lesson Craig stole straight from legendary copywriter John Carlton to instantly supercharge your writing with potent persuasive power (35:50) Why aiming to get mentored by the cream of the crop in your field might be a foolish mistake (and what to do instead) (17:40) How to pull the ‘subconscious triggers' inside your reader's brain to smoothly sway them to buy your products and services (this technique is so effective… it allows you to turn on their internal buying switch without them even realizing it!) (1:00:43) PLUS --- 3 infallible storytelling techniques to write memorable pieces of content that not only stick and spread… but also hook your readers all the way to the end! (37:50)

Gert Mellak's mentor shares insights about his audience, and how to consistently create valuable content, year after year, by playing the long game. Podcast Highlights:  00:14 - Intro  00:34 - How Live Events Should Feel Like  02:55 - 80% Education - 20% Pitch  03:20 - Don't Sell Hard  04:07 - People Really Want Human Connection 04:28 - Nurturing the Community  05:38 - Focusing on Feeding the Audience  08:59 - James' History & Prime Goal 12:39 - A Very Good Overview  14:42 - Selling Information  15:07 - Roaring Interview with John Carlton 15:54 - Podcast with Tim Reed 17:31 - Why is Business Such a Long Game?  19:00 - Thought to the Future, Thought to the Now and Have a Nod Back to the Past  19:24 - Integrity is Rare 21:44 - You Can Control Your Own Reputation  22:06 - SEO is Like a Reward System  25:04 - Consistency in Content Creation  25:32 - What Does It Take to be Consistent in Content Creation?  27:31 - Own the Racecourse  27:51 - Shrink It Down to Bite-sized Pieces 29: 31 - You Don't Want Just One Channel  31:01 - Invest in Good Quality Content 32:33 - How to Get a Team Going 33:21 - Set Strong Expectations  36:14 - Tips in Order To Go Down the Right Way 37:16 - Thanking James Schramko  37:47 - End 

MUSIC AND BAD-ASSERY

Everyone has seen Top Gun… It's basically one of the best movies ever created. I would say it's easily Tom Cruise's best movie. Originally screened in 1986, because of the popularity of the movie some very strange things started happening. People started buying ‘aviator' sunglasses like crazy… (That's a given) And.. the Navy started putting sign up booths in cinemas because so many people wanted to be like Maverick & Goose. They had people walking out of the movie and signing up to become the next Navy hero. How funny is that? Before the movie, they had zero interest in flying fighter jets. After the movie they wanted to fly at G-force speeds and fire high powered rockets. That my friends is the power of a story. Although the story of Maverick was completely fabricated, people got so wrapped up in it… they wanted to emulate it in their own lives. I find that so fascinating! It just proves to me that a story can sell almost anything. It can take an average product and make it memorable. It can tell a great product and make it mind-blowing. A story can be the difference between a million dollar product and a 100 million dollar product. For me, when I think of great stories, I always come back to a sales letter by John Carlton. It's called the ‘One Legged Golfer.' I listened to a Podcast recently where John actually explained how he wrote the letter. He was working with a Golf Pro to sell a new program, and he went to visit him to learn more about the techniques he was trying to sell. After hanging out for a few days, he still hadn't found his hook. Anyway, eventually the golfer pro told him how he learnt a particular technique from a one legged golfer. And John had to get him to back up and tell him the story in more detail. This chump had no idea how powerful this story was.. “You learn how to out drive your competitors from a one legged golfer?” It's an incredible sales letter. I still read it every few months because it holds my attention from start to finish. I just love it. And here in lines today's lesson. Sometimes we don't realise how powerful our stories are… Let's talk about it in more detail on todays Podcast. --- Support this podcast: https://anchor.fm/copycoffee/support

Plus d'informations sur la psyché du regretté et brillant rédacteur Jim Rutz: (Facilement l'un des 3 ou 4 meilleurs rédacteurs publicitaires qui aient jamais vécu) Le grand John Carlton a mentionné quelque chose sur la façon dont Jim Rutz était comme une contradiction de rédaction: Il était probablement plus en Continue Reading

Everyone seems pretty impressed at how copywriters can turn words into dollar signs… so I wanted to give you three actionable steps if you're just getting started in the wonderful world of copy. Hand Copy Everyday You might have heard of this one before, but the biggest improvement I've had in my copy is spending 20 minutes a day hand copying sales letters. So, typically, I find 2-3 sales letters that ‘sell' me. And what I mean by that is a sales letter that holds my attention from start to finish… a product that I would more than likely buy myself. I think it's important to study these types of letters because there's a strong emotional connection to the product. Some of the writers i'd check out are John Carlton, Gary Bencavenga and Joe Sugarman. These guys are old school but very talented. Read, read and read When I'm not hand copying, I'm reading. We're lucky in the modern era that we have access to so many books and online resources. Personally, I'd suggest you buy physical hard copies of books because it's been proven that reading a real book - rather than a digital book - improves how you retain information and a bunch of other benefits. Amazon is obviously the place to go. I'd suggest reading books from David Ogilvy, Eugene Swartz and John Caples. These guys have some stellar books out there. The Coffee Power Hour Okay, this is my favourite technique by far. And it's not new. A lot of copywriters do this. I learnt this technique from Ben Settle actually. Basically, you want to dedicate the first hour of every work day to yourself. Not to your clients. Not to your family, friends or to paying bills. You want to set aside 1 solid hour to write copy for your blog, book, podcast, emails, digital products or whatever you're working on. This has been the biggest draw card for me. I've seen a huge improvement in how quickly I write. And an even bigger improvement in the way my copy flows… It doesn't feel like a chore. It's a way for me to de-stress and get all the thoughts out of my mind. It's actually really enjoyable. So there we go. Three easy steps to help you improve your sales copy in 21 days or less. I actually learnt one of these technique straight from Ben Settle's ‘Email Players' program [INSERT LINK] Until tomorrow my friends, --- Support this podcast: https://anchor.fm/copycoffee/support

How to get your business to TAKE OFF! I was a jack of all trades and a master of none. Are you like that? It’s like you know a bunch of stuff about a lot of different things, and you’re good at all of them, but no one recognizes you for that ONE THING. You don’t stand out from the crowd because no one sees you as a SPECIALIST. Want to know how to take the knowledge and expertise you have and quickly become the go-to specialist in your industry? Then you HAVE to listen to this episode of Marketing Secrets. ---Transcript--- Hey what’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. So excited to have you guys here tonight, I’ve got something really fun I want to share with you. Alright so, I’m not sure the best way to kind of pre-set this up. But I want to share this with you because I think this is why a lot of people struggle. In fact, looking backwards now, it’s always easier to look hindsight. But looking backwards, I think this is one of the reasons why I struggled for so long, for probably almost a decade. The reason why is because I was trying to do the right things. I was trying to figure out how to provide value for my customers. So I was learning all sorts of things. So as I was learning everything, I was trying to teach these things, trying to share things, which is good. I think a lot of times people like us, who are creators and who like to give and serve, it’s just kind of our nature to do that. So I don’t think it was bad, necessarily, but what happened, I started becoming a jack of all trades and a master of none. I remember that when I first started getting into the internet marketing business and teaching stuff, I looked around at the marketplace at the time, and there were people that were specifically good at one thing. Jeff Walker was good at product launches, Frank Kern was good as mass control, they had all these different people, I can’t remember all the names right now. Perry Marshall was PPC, Brad Fallon was SEO and everyone is good at their one thing. Then for me, I started learning all these things. John Carlton was copywriting, and I looked at all these people and they had one thing, but for me I was like, I was good at all those things. I knew how to do SEO and I knew how to do pay per click, I knew how to do the copywriting, I knew how to do product launches and I knew how to do all these different things. So I would try to sell myself, I would teach, I could do everything for you guys. And I would try to show them how to do everything. And what’s interesting, as I tried to show people how to do everything, it was hard to really grow and scale my empire, or whatever you want to call it. And it was always weird to me because it was like, oh you can go there and get that one thing from that person, but you can get everything from me, come to me. And I think just because I loved it all, and I geeked out and I wanted share it all. But because no one could ever look at Russell and be like, “Russell’s the guy who does this.” They were like, “Russell is this guy that’s teaching all sorts of stuff.” Because I didn’t specialize, no one ever wanted to come to me. It was really interesting, and it was always frustrating to me because I was just like, I felt like I was as good if not better than most of these people, but because I didn’t specialize it was harder to get people in. So that was me for a decade. I struggled because I knew I was good at all these different things, so because of that I wanted to do them all. Now fast forward to four or five years ago, whenever we started making this transition and as we launched Clickfunnels, I kind of became the funnel person. And it was strategic, because I was Clickfunnels it was like, “oh he’s the guy who does funnels.” And I started talking about it more, started sharing it more. I became obsessed with just that one piece. So because of that, I started just going deep into funnels. I think that if you ask anybody now, they look at me as, “Russell’s the funnel guy.” And I wasn’t the first funnel guy, I wasn’t….honestly, I’d been teaching funnels for a decade prior to that right. But for some reason, it was just one of the things in my tool belt, but it wasn’t the thing. But when it became the thing, it changed everything in my business. All the sudden people who wanted to learn funnels came to me. And I watched as my empire, my brand, my whatever you want to call it started growing dramatically. Now after I became the guy at this one thing, I was the guy at funnel building, what’s cool is I bring my audience is, but I can still do and still serve them in all the other things. But it all comes down to one core thing, funnel building, that was my thing. I was the guy about funnels. And then I can teach traffic, but instead of teaching traffic it was fill your funnel. Here’s how we fill your funnel full of people. I could still teach copywriting, but it wasn’t just copywriting, it was funnel scripts. Here’s how we do the copy for your funnels. I can still teach traffic generators, all these different pieces that I was good at. I can still teach them all, but they are in the context of this one thing, funnel building. And when I did that, you’ve seen how things grew. I was able to build, we were able to build software around it and trainings and everything else. Masterminds, and coaching programs all around this one thing, which was the funnel. Now once again, inside of that I can teach all the things I did before because now I was known for one thing that was the key. So that was kind of the first thing I wanted to share with you guys. But it goes deeper than that. Today I had a chance, my wife’s out of town at a funeral for her grandma, so I was home with the boys, so I spent a lot of time with them, which was fun. Then I also went and worked out on my own and kind of just had some time to myself too, so I was listening to podcasts, and one of the podcasts I was listening a lot to was Dana Derricks. His podcasts and one of his books and stuff like that, and it’s been interesting because I’ve known Dana now for probably two, maybe three years. He joined my inner circle and he spoke at Funnel Hacking Live this year. What’s interesting, when I met Dana, he was famous at the time for copywriting for Amazon listings. He was charging people 10 or 20 grand to write a listing in Amazon. And that was his thing. It was good, he was making really good money, but it’s one off things and he got tired of writing. So he was like, “I’m going to write a book and teach people how to do what I do.” So he wrote this book and then he was like, instead of selling the book for really, really cheap, I’m going to sell it for really expensive. So he started selling these books teaching people how to do Amazon copywriting for like $500-$1000 per book. And started doing better, gave him leverage, started making more money. But still the marketplace, it wasn’t the big market that he wanted. So then he transitioned from there to teach people, “You can write these really expensive books like I did.” So he created a book that he started selling for like $2500 that taught people how to write books and sell them for $1000 at a time. And that was a thing and it was doing well, but I don’t think it was ever huge. And then how he started selling that book, he got a strategy that I think he got from me, and I got it from Chet Holmes and it was this concept of the Dream 100. Chet Holmes, there’s one chapter in his book called the Dream 100 and then inside of my training, I think I’ve referenced it four or five times, I’m a big believer in the Dream 100. In fact, in my book Traffic Secrets, the foundation of that is the Dream 100, which is kind of cool. But then Dana took it and put it on steroids, he wrote a whole book about it, started doing it, did it for his own stuff and then started doing it for other people. And that became this new, if you look at Dana now, he has become the dream 100 guy. He has a whole back end thing for, I don’t know, 30 or 40 or 50 thousand dollars, where he actually does the dream 100 for you, and all these crazy things. He’s got his book on dream 100 and now that’s become his thing. He may transition again in the future, who knows. But for right now, that’s becoming his thing. He’s got the book on front end, he’s got the done for you or done with you on the back end, all these things, and he’s going deep, deep into this one little piece. This one piece that was a chapter in Chet Holmes book, it was a chapter of what I share and he’s taken it and gone deep and built this huge business out of it now, and it’s all just because he is now the dream 100 guy and he’s focusing really, really tight on that, which is really fascinating to me. I took my, here’s my scope of everything I could possibly do and when I took one piece of it and became the guy, when deep on that, that’s when everything blew up for me. For Dana, I think it’s the same thing. There was copywriting and then there was writing and all these different things, but when it became dream 100 traffic, this is how you get traffic, this is the best way to get traffic, the only way to get traffic, focus on the dream 100, dream 100, dream 100. That’s when things blew up. Now he’s got his dream 100 con coming out, which is a big event that he’s doing and all these things, but he’s going deep in that one vein and that’s where now people are coming in, because he’s the guy that does dream 100.  Anyway, I think that’s so cool. I saw recently also, Steven Larsen’s sister used to work for us, Marie Larsen, and she, and I don’t know everything, kind of her whole story. But what’s she’s done really good, I believe she was helping Steven with his podcast and getting published or whatever and she decided, “I’m going to become the podcast person.” So she went down and was like, “I’m going to come down and become the best person at podcasting.” So she did that. “I’m going to teach people to do podcasts, I’m going to help them do podcasts, I’m going to build a service around it. I’ll do my podcast about podcasts.” All this stuff, she started focusing on that one little piece, that one little sliver of the market, and because she’s now becoming that person people are coming to her and she’s helping them do podcasts. And she went from not making any money online to overnight to making, I have no idea her revenue, so I’m guessing, $5000, 10000 a month or more and just….because that became the thing. Another good one is Yara Golden who is a super cool person. She was doing relationship coaching and other things and having success in different pieces, but inside of the Dotcom Secrets book, there’s one little chapter about soap opera sequences and how to write these soap opera sequences, so she took that piece and started doing it for herself and then started doing it for friends and started having success and started geeking out on going deeper, deeper, deeper now. She’s like, “I’m just going to be the person who writes these really amazing email sequences.” And then she did it for one person and it blew up for them and then someone else, and someone else. And everyone started hearing about it, and right now she’s making, again I don’t know her exact numbers, so I’m probably not even, I know it’s well. I know it’s more than $25,000 a month she’s making writing emails for people and going deep into that. And she hasn’t even created a course or training or anything, she’s just doing this service and making more than a doctor makes because she went super deep on that one little skill, that one little piece. So for you guys, I think a lot of times we’re trying to become so good at everything, teach everything, do everything and that kind of thing, but look at the whole market, look at all the stuff out there and just pick the sliver that you could become the person at. That you could go the deepest, that you could be the best in the world at that one little thing. Figure out that one little piece and go deep. That’s the magic, it’s not in being a generalist who’s good at everything. You can do that, and you should do that, because it’s good to have your skill set there, but the magic comes when you specialize in a little thing. Look at doctors for example, the more a doctor specializes in a thing, the more money they can charge. I’ve got a lot of people who live around me that are doctors and the ones that go to more medical school to specialize in a tinier thing, make more money than the generalists who are able to fix kind of everything. So that’s the mindset I want you guys thinking through. In your market, how do you become the person, the sliver, the one little piece that you’re going to own, it’s going to be your thing, that you do better than everyone else, that you can geek out on. So when someone’s like, “What does so and so do?” “Oh he’s/she’s the person that does podcasting.” “..that does email sequencing.” “…that does weight loss for teenagers.” Whatever it is in your market. What’s that thing? Find that thing. And don’t be nervous, “Oh it’s such a small segment.” The smaller it is, the more specific, the more specialized you become, the more valuable you are. When I became, when I was Russell Brunson, the guy who knew every type of marketing known to man, I was a generalist and I didn’t get paid what I feel like I was worth. When I specialized and became the funnel guy, that’s when my income exploded. After you understand that, then it’s like you can layer on other things within the context of that, but you do it all from the same foundation. Like I said, with funnel building with me, that’s my thing but I can lay on copywriting, I can lay on traffic, lay on these other pieces still but they’re all tied. You’ll notice I pretty much have funnel in every one of my podcasts now. Funnel or secret, those two words are mine, they’re in everything, because those are the things that tie back to the one thing I’m the best in the world at. So for you, just think about that. What is the thing you can become the best in the world at, and the smaller…you think about Dream 100 that’s such a small thing. For me it was a page and a half of one of my books, that’s as much effort I put into that. I wouldn’t have thought you could build a huge business with it. Because someone took that piece, that sliver and went super, super deep, boom. Dana’s building a multi-million dollar a year business out of it. Yara took Soap opera sequences, that one little piece, five or six pages that she learned and then went deep with it, boom $25,000+ a month coming into her, just for writing emails. She’s beginning this journey that’s going to turn into a multi-million dollar business by actually doing this service and training and teaching all this other stuff around it. And then with others as well. So just think through that you guys. Just start thinking about that for yourselves. You don’t have to be good at all these amazing things, just pick the little sliver that you’re going to become the best in the world at and go deep there. And the deeper you go, the more you master that craft, the more people are going to come to you because they’re going to want that thing because you’re the best in the world at that piece. So I hope that helps. I appreciate you guys all. Have an amazing night and we’ll talk to you guys again soon. Bye everybody.

This week on the Geniuses Of Copywriting podcast we have one of the most genius marketers I know, Nik Thakorlal, creator of the amazing LeadsHook quiz platform. On this episode: How Nik went from a career in high finance (zzzzz) to sharing the stage (and the Vodka bars) with Bond Halbert, John Carlton, Trevor ToeCracker Crook and other marketing legends Wisdom and insights collected on what's working online now, after reviewing 3,000 funnels The secret to surveys and quizzes that allow you to do your market research on the fly so you can launch NOW and refine later At ToeCracker's event in Poland Nik was one of the most insightful and informative speakers there, with a depth of knowledge of marketing and copywriting that puts most so-called 'gurus' in the shade. And his powerful LeadsHook software customizes your funnel like regular quiz platforms... but in a far more powerful and unique way that can scale your marketing up to 10,000 leads a day or more. Full episode & resources at https://GeniusesOfCopywriting.com/NikThakorlal

My guest today is Lori Haller, owner of Designing Response.Lori is known globally as the secret weapon of direct response design to top A-Lister copywriters like Gary Bencivenga, the late Jim Rutz, John Carlton, the late Clayton Makepeace, Carline Anglade-Cole, Parris Lampropoulos, David Deutsch and companies including The Agora Companies, Boardroom, Newsmax, Oprah Winfrey’s O’s Big Book of Happiness, 4Patriots, Healthy Directions and more.In this episode Lori walks through a long form sales page for a dietary health supplement funnel. This example uses direct response copy and design tactics to increase bottom line response. Here's the link https://youtu.be/3YMmrv0F3lE to see just that portion of this interview.Here's the full interlude video if you prefer to watch https://youtu.be/mJN4nrCyckIThis episode is brought to you by http://www.creativethirst.com The revenue optimization agency for health supplement companies. Specializing in split tests, funnels, upsells, and direct response copywriting so you can maximize profitability and scale.

Our guest today is Harlan Kilstein. He’s a copywriter, an entrepreneur, and a whole lot more. Here are 7 facts you probably didn't know Harlan. 1. John Carlton and I took turns humiliating his copy when he got started. Unlike most people, he took the feedback and turned himself into a great copywriter. 2. He's an ordained rabbi. 3. His sidekick, who we hope you don't hear in the background is named Kalba. She's a Pomeranian. He name means Bitch in Hebrew. 4. He lost over 60 pounds doing Keto practicing what he preaches. 5. His office is a mega shrine to the singer Meat Loaf. 6. He has nearly 2 million followers on social media. 7. He would do anything for love but he won't do that. I don’t know what “that” is, and hopefully we won’t find out on today’s show. Harlan, welcome. And Kalba, please keep it down. Here are the questions I brought to Harlan: 1. Big-picture, what are you doing for business on Facebook? 2. When did you first learn about Facebook compliance rules, and how did you find out? 3. What difference does it make — that is, how much more latitude do you have in your marketing — when you’re posting or advertising inside your own group? 4. What would you say are the two-three most important changes you’ve made in copy, both on and off Facebook — as a results of compliance rules? Could you give at least one before-after example? 5. What would you say are the biggest mistakes you see other people making regarding Facebook compliance? 6. Tell us about the Keto project I helped you with. 7. What additional advice do you have for copywriters and marketers, especially re: Facebook compliance? If you're having issues with Facebook compliance and you can't figure out if it's your ad, your landing page or just that Mark Zuckerberg doesn't like you, just send Harlan a message on FB. Harlan on FacebookDownload.

Our guest today is Will Wang, the founder of Growth Labz, where you can find help for your copywriting, and also of the Content Driven Business, where you can get templates to help you see what works in the world of content marketing. Enjoy! HERE’S WHAT WE COVER IN THIS EPISODE: The benefits and downsides of having an agency Team structuring for providing cold outreach Is it smart to outsource list building to a third-party tool? Why personalization still isn’t mainstream today  Tips for staying sharp in cold outreach What works today with the follow ups  Will’s secret marketing moves How to deal with a client’s content Resources: Tim Ferris books John Carlton books https://www.growthlabz.com/ Do not miss the opportunity to be one of the first students of the course we just released!  Find it on https://course.quickmail.io and use the special price for podcast listeners! Happy cold emailing! Jeremy and Jack  

Today we are joined by John Carlton, our copywriting guru we have been learning from on our whole path to this point. Enjoy! HERE’S WHAT WE COVER IN THIS EPISODE: Stepping stones for growing the sales Why copywriting attracts introverts  Why it’s important to step back  Learning by doing adds and failing adds  List of words that are going to get you in a spam filter How to discover what’s keeping our client up at night The research resources for copywriters How do develop the feel when it’s too much selling in an email It was a treat to have John on the show and share his wisdom bombs. Check out his writings and books he recommends and take your campaign on the next level. Resources: Podcast PSYCH INSIGHTS John Carlton website John Carlton’s copywriting books  Simple success secrets no one told you about, a book by John Carlton Travis McGee series of books by John D. MacDonald Fear and Loathing on the Campaign Trail '72, a book by Dr. Hunter S. Thompson Titanides, by Marcella Allison

J’ai récemment créé une nouvelle vidéo BONUS: “Dieu merci pour les ploucs” Tu peux la retrouver qui accompagne la formation qui arrive. C’était en partie inspiré par les récents événements économiques, mais aussi par le grand John Carlton, il y a de nombreuses années (2004). Plus précisément, quelque chose qu'il Continue Reading

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Years ago, she dreamed of being an actress. Now, years later, she's a well-known copywriter cranking out projects like she's simply reciting the alphabet. She's had the privilege to meet Gary Halbert LIVE, many times and even be mentored by John Carlton.In this episode we went through...How her copywriting skills flourished from press releases to discovering the world of sales letters, auto response emails, and MOREThe key to building a business and how to break out of the “anti-social” shell The skeleton to every piece of copy, and how every project has similar elements The differences between selling to a male dominated audience and selling strictly to women (Her strategy for women is “Problem - Relate - Solution”)    Did you like this episode?    Hit the subscribe button to get updates and notifications for the next episode.  I know you'll love it!

Copywriter extraordinaire John Carlton talks with James Schramko about empathy and why it's important in business and marketing.

Two cool things you probably didn't know, that should help you with whatever it is you're trying to sell. On today's episode Russell talks about how being in a live interview made him realize things about his books. He also reveals some top secret information that you won't want to miss. Here are some of the awesome things you will hear in this episode. How being in a live interview caused Russell to think on his toes and helped him realize something about the art and science of business. And what is the big secret about Expert Secrets that most people don't realize. So listen below to hear some cool insights Russell has had in the last few days while doing a bunch of live interviews. ---Transcript--- Good morning everybody, this is Russell, welcome to Marketing In Your Car. I hope you guys are awake because today is certified partner day. We've got almost 40 certified partners in Boise at our new office, which is exciting. So I'm going to head out there and in 9 minutes I'm gonna…holy cow 9 minutes, I gotta speed. Always late for everything. The good news is they can't start without me, I hope. So I just had a quick message for you guys, because I thought it was interesting. It's been fun as I've launched the book I get to do tons of interviews and podcasts and all this stuff. So people ask you questions, and some questions people ask are the same ones every single time. But other people ask questions that make you go hmmm..How does that song go? Things that make you go hmmm. So a couple things got me thinking and I've got some cool ideas. So I want to share with you guys two things. Number one, it came out of one of the conversations. It was funny because it was someone, I can't remember even who it was, they were drilling me about, “Why in the world would you write another book? I thought you hated writing books?” I'm like, “I do, it's so hard.” And then I was like why, why, why and then finally, it's weird how when you're on the spot live and you can't edit and all the sudden magic comes out. I started thinking, I always tell people that this business there's an art and a science to this business and the problem is the people focus too much on the art, or too much on the science. If you have the art, it looks good but doesn't make any money. If the science structurally is right, but there's no money. It's gotta have both. We talk about increasing the sex appeal, making things exciting, that's the art side of this business. But then there's the science part, which is funnel structuring. I was thinking about it, Dotcom Secrets is the science part of this business and Expert Secrets is like the art. It's what you're putting on top of the pages and the structure that make it work, they make it convert, make people interested and engaged and keep coming back to you. As I said it, I was like that's so cool. Dotcom Secrets is the science and Expert Secrets is the art, and you gotta have both because this business is a business of art and science. That's why a lot of people struggle with it. They're either really good on the technical side or really good on the artsy side, it's a blend of the two, which is why I think most people should have partners because it's hard to have everything. No one's got everything, well maybe a couple of people but not everyone. So that's number one cool thing I thought was cool. Number two, if you guys came to Funnel Hacking Live, Todd Brown got up and spoke and shared an example of two books. One was how to outsource your business for profit, or something like that, and one was called the 4 hour work week. And obviously, as you know the 4 hour work week made Tim Ferris famous, and rich and a whole bunch of other cool things. But it came because the hook was right, but both of them are teaching outsourcing. It was the same concept, just the way they packaged it was different. I wanted to share with you guys something that some of you know, but most of you don't. This is a little top secret just for you guys who are hanging out on the podcast. I've had a lot of friends who are copywriters. It seems like every copywriter wants to go and launch his own copywriting course, and guess what happens to almost all of them? They all bomb, and you know why? Nobody wants to buy copywriting. It's not exciting or sexy or anything. It's bleh. I remember watching, I mean I love John Carlton, but I remember watching the first time he launched his Simple Writing System, I'm like this guy's the best copywriter in the world, I went to the page and I was like, “Huh.” How do you sell copy? It is not sexy or exciting or anything. I always thought that was interesting. I've had so many copywriting buddies go and launch copywriting courses. I'm like, “ugh, Nobody wants to buy copywriting courses. There's a few people, but not many.” So what's interesting, this is my little hint for those who are paying attention. Expert Secrets is my copywriting course.  I didn't call it copywriting, but what's the book about? It's about finding your hook, finding your angle, finding your offer, finding your market, creating an actual offer, telling stories, breaking belief patterns. It's copywriting, but I didn't call it copywriting. That's what I'm going to give to you guys. Think about that. Think about how you position your offers because it's the difference between making a little bit of money and making a crap ton of money. It's all in the actual positioning of the offer. Make sure you don't call it something like How to outsource for fun and profit, because nobody wants that. There's a few people, but not many. They want a 4 hour work week. That's what they want. So understand that, understand that it all ties back to what you call your product. In fact, we're about to launch our new coaching program. We had two different names for it, both were cool names that people would not give us any money for. We sat there in a room on a whiteboard, actually it was a blackboard with white markers, but that's beside the point, for like 4 or 5 hours. No not that long, 2 ½ hours, trying to figure out the right hook for it. All the sudden it came out and it was like the angels in heaven were singing. We're like, “That's what people will give us money for.” So we changed all t he branding and everything because of it. Alright guys, I'm walking in, the certified partner meeting is literally happening in 4 minutes. So I gotta go. Talk to you all soon, bye everybody.

The Daily Livestream Update for January 11, 2017. Hosted by LivestreamUniverse.com editor Ross Brand. Jennifer Quinn talks about how she came to love collaboration in #livestreaming, Joel Comm shares 3 awesome ways to murder your business and #LetsLivestream covers producing with Telestream Wirecast. Plus today's highly recommended shows featuring Wagner dos Santos, Leslie Nance, Rachel Moore, Jonathan Tripp, Jenn Nelson, John Carlton, Rj Redden, Mitch Jackson, Jennifer Edwards Hoverstad, Kim Garst, Claudia Santiago, Vicki Hainault Fitch and Courtney Smith Kramer. The post https://livestreamuniverse.com/jennifer-quinn-talks-about-moving-to-facebook-live-collaboration-tdlu-1-11-2017/ (Jennifer Quinn Talks about Moving to Facebook Live & Collaboration (Update Ep29)) appeared first on https://livestreamuniverse.com/ (Livestream Universe).

This episode features a living copywriting legend John Carlton. John's a ragged old dawg in the game of persuading others to open up their hearts and wallets from a distance. He's also world's most ripped off copywriter. Hold on to your socks as John takes you on an express coaching session in selling, marketing and persuading prospects in digital print.

Two guys joined our “Inner Circle” on the same day, one quit. Where are they at now, 12 months later?… On today's episode Russell tells a story about a friend of his, Mike Stazyk, who took a risk and how it paid off. He also talks about why taking risks is important for growing your business and how to set Lead or Gold deadlines. Here are some interesting things you'll hear in this episode: How Mike Stazyk took a risk by spending his college tuition on something that could make or break his business. Why Mike's friend who didn't take the same risk is still struggling with his own business. And why setting Lead or Gold deadlines is important for growing your business. So listen below to hear an interesting story about a kid who went from knowing nothing about marketing to making it big by taking some risks. ---Transcript--- Hey everyone! It's Russell and it's literally three in the morning right now. I'm driving home, and this is another very special, exciting episode of Marketing in Your Car. All right, so I guess it's three a.m., I've just dropped someone off at the Hyatt place, and I wanted to tell you a story about him. So his name is Mike Stanzic. Some of you guys may know him. If not, you should get to know him, he's amazing. But Mike, he's here in town because we're trying to film a kind of promotional video with him, talking about our coaching program, and just kind of hang out with him and have a good time and it's been really cool, and I wanted to tell you guys a story about him because it's pretty impressive. Actually, I'm going to tell you two stories, and these two stories are going to illustrate why he is successful, and why — if you're struggling, if you're struggling to be successful right now at this time in your life — you need to look at what he's doing, and it'll help you understand what you need to do to get where you want to be. So Mike was a college kid. He had dropped out of college and was like trying to figure out what he wanted to do. I think he said he had like $23,000 in his bank account that was meant — that he had saved up for his college tuition. He went to this Tony Robbins event, and at the Tony Robbins he met this guy, and they kind of became friends and stuff, and Mike didn't know anything about Internet marketing. He was involved in a network marketing program but didn't know anything about Internet marketing, and this other guy was big, like had been studying Internet marketing. And so after the Tony event, they were driving home, and they were just kind of talking, and this guy was telling Mike all about Internet marketing and how it worked and all these cool things, and Mike was like, “Well, I could use that for my Internet marketing business.” And anyway, his friend basically said, “Hey, there's this guy. His name is Russell Brunson, and I wanted to join his coaching program. It's really expensive, but it's going to change my whole life, and I think you should join it, too. We should join it together. It would be awesome!” And so Mike got excited, and said, “Okay, let's do it. Let's join this thing together,” and so they joined. And so, anyway, so this is the next Monday, so next Monday we get a phone call at our office from the buddy, and he signs up for our $25,000 Inner Circle Program, and then like four hours later Mike calls up and signs up for the $25,000 Inner Circle Program. And I guess what happened, you know, Mike told me the story now, is that his buddy was like, “Hey man, I'm going to do it! I'm going to do it!” And he's like, then he called Mike, “Hey, I did it! I sent the check in. The money is going, like I'm in, and you need get in, too.” So Mike is like, “All right, I'm in,” so he went in and actually did it. Wrote a check, sent it in. Got involved in the program, and basically, yeah, he got in the program. And then, Mike called the guy back like later on that day or maybe it was the next day and to talk about it, and the guy was like, “Aw! I couldn't afford it.” Mike is like, “What?” He's like, “Yeah, I couldn't afford it.” He's like, “Are you kidding me? You couldn't afford to like… Like you just told me you sent a check. Well, I wrote a check based on that.” Like he said, “I send my college tuition on this thing. It was like every penny I had in my bank account.” And the guy was like, “Sorry I can't do it,” and so Mike was like stuck at this point, and, you know, the buddy called us and canceled. But Mike had stayed in and basically Mike was like, “You know what? I committed to this. I can't… I got to do it.” So he went through and did it. He showed up at our next Mastermind meeting or our first workshop, as green as green can be. The guy didn't know anything about Internet marketing or anything. And we started the Mastermind group and there's 18 people or so in this group, and each person is supposed to get up and present their business, and before I started it, I said, you know, “Does anyone want to go first?” And Mike jumps right up and stands in front of the room — doesn't know anything about anything! Stands up there, starts drawing a picture of his supplement that he sold through his MLM, and said, “This is what I have,” and that was it, and so we started working on this thing. Man, he just jumped in and just worked hard and spent the next four months, building out his first funnel and launching it. Making some money, and then kept going from there and ended up learning how to drive traffic, and just kept growing and evolving. I've been watching him do this stuff, and anyway he came today, he was kind of talking about what he's doing. I didn't realize his last week alone he made 10 grand. Last month I think it was close to like 30 grand or something crazy like that, and what was interesting is that he told me that his buddy, the guy that had signed up and then canceled, basically had just reapplied for school because he's frustrated and his business hasn't grown. He's just stagnated and he was going back to school now to figure out Option B, and it was just kind of cool to see this tale of two people, right? Two people who started at the exact same situation, both made the same commitment. One followed through and one didn't, and where is their life at now? What's the difference? You know, what's been happening, and it's just kind of cool to see that. And just to kind of like put you in perspective of like the type of person that he is, he was telling me a story tonight that he wanted do this partnership with this guy that he was going to be calling, and it was for this mortgage broker thing. The guy told him, “Hey, you need to start cold calling mortgage brokers,” and Mike was like, “All right.” So he grabbed a phone book and starting cold calling mortgage brokers. He didn't even know what the pitch was but started dialing numbers, and saying, “Hey, so we've got this thing…” And didn't even know what it was, and was trying to like explain this thing, and he didn't even know what it was. The first one went and it totally bombed, so Mike called the guy back, “Hey, it bombed, but this is what I said…” And the guy is like, “Well, that's not what we're selling. This is what we're doing,” and so he kind of tweaked it. Anyway, he kept dialing, and just cold calling mortgage brokers out of a phone book; selling a product he didn't even know what it was, just because the guy said, “you need to do it.” And he just jumped in and did it and did it and did it and boom! And eventually landed like four or five mortgage brokers in this deal, and just did it, and I was telling him how impressive it is for me. Like he's the kind of person when he just moves forward and he hits something, and then he just keeps moving forward, he keeps moving forward and he keeps moving forward. And I told him how rare that is, like people don't just do that. Like most people, they start moving forward, they hit something and they stop, and then they stop. Maybe they'll move forward again, they hit something, they stop. And the reason why he's successful is because he doesn't stop. When he hit something he keeps going and he keeps going. He doesn't let fear or excuses or no money or whatever, he doesn't let the fact that he doesn't even know what the product is, stop him. He just goes and goes and goes and goes, and I look at this kid now, 20… I think he's 22 or 23-years-old. You know, he's ten years younger than me, and this is a guy who's got the world on his fingertips. He can literally do whatever he wants now. Because he just brute-forced through this, he understands funnels and traffic, and I've seen him build funnels now for himself and other people, and he's learned the process and it's just… it's amazing. And so, I wanted to share that story, first off, because it inspired the heck out of me, and hopefully inspires the heck out of you as well. I hope that it makes you guys look at yourself, and then kind of look internal and look at like what are the things that keep you from moving forward sometimes? You know, it's kind of funny, on the flip side of that I had a phone call today with another person who joined our coaching program, who signed up, went through the initial program. Went through my initial consult I do with them, where I kind of steer them in the right direction. I map out a business model, a funnel for them, and gave them everything on a silver platter, and then for two months he didn't do anything. And then, two months later he calls me and is like, “Hey, so I haven't done anything. I can't remember what you wanted me to do. Can we do another call, so that you can re-explain to me what you told me two months ago?” I was like, “No, like if you didn't take notes, if you're not paying attention, I'm not going to do it for you again.” Like, and then, the guy said like, “Oh, well, if I can't talk to you on the phone, I want a refund for my money.” All these things, and I was like, “Dude, like two months ago I gave you a business model on a silver platter. Since then you've had the ability to Vox me any time you want. How many times have you Voxed me? Zero. “You've had a chance to inbound call my two business partners every single week. How many times have you inbound called them? Zero.” You know, and it's just this guy who's frustrated and upset, and look at him versus Mike, what's the difference? Okay, one person doesn't make excuses. One person doesn't let… I don't know what would get in the way. One person doesn't let any… just moves forward, and knows that success is right there and just goes and grabs it. Where another person, I don't know if he's been there for two months. He hasn't been working, that's for dang sure, and now wants to blame it on me or blame it on whoever and it just drives me crazy. And so, I want to make sure that you guys are more like Mike. Not like Mike's friend, or not like the other guy that I'm talking about. Don't be that kind of a person, you guys. I want you to be successful. So anyway, I hope that helps. It's three in the morning. I'm so tired, I don't even know if anything I said even makes any sense, but that's how it works. So, you guys, if you've come to my events before or heard me talk about this, I talk a lot about a concept called Lead or Gold, where when I set goals or have ideas, I always set what I call a Lead or Gold Deadline. And that story comes from — I heard John, John Carlton, and Gary Halbert tell the story years ago, where they talk about how like the Mexican mafia, how when they need something to happen, right? They go to the government and they say, “Hey, we need to change this law, so that we can get more drugs,” or whatever, right? And the government is like “No, we can't do that. That's stupid. Like we'll never do that.” They say, “Okay, that's fine.” And then, that night they'll break into the government leaders' homes and they'll jump, you know, come and grab them and hold a gun to their head, and hold the gun in one hand in a bag of gold in another hand and say: “Hey, you know what I talked about earlier today? You need to change it, right now, and you've got two options: Number one is lead, and you're going to die. Or option number two is gold, where you're going to take my bribe, and those two options, Lead or Gold.” And when those are your options, Lead or Gold, it's pretty easy to take the gold, okay? And so for me whenever I try to get something done in my business, I set what I call Lead or Gold Deadlines. Like this has to happen, right now, and I do not deviate from it. I set these deadlines in there. In my mind, they are Lead or Gold. I will die if I do not create this deadline, and that's why I'm out at three in the morning. Because I set a Lead or Gold Deadline on a project that I'm doing tomorrow, and it's 3:09, and I'm finally getting home because my Lead or Gold Deadline, I had to hit it. I didn't have the opportunity to weasel out of it. And anyway, that's one thing I do, you guys, to help me be successful and help make sure I get stuff done. So anyhoo, I'm home. I'm done. I need some sleep because I've got to be up in four hours to go and give the presentation I just finished a few minutes ago. But I appreciate you guys. Thanks for hanging out with me tonight. I hope that you got something from this podcast. I appreciate you guys. Go out and conquer, go serve the world in your way. Change somebody's life today, and if you do that, all the stuff we talk about is going to be worth it. So thanks, you guys, I appreciate you, and we'll talk soon.

Stan Dahl is the co-creator of the Simple Writing System with John Carlton. It's well known as one of the best copywriting courses ever created and in this episode Stan shares some of his copywriting wisdom

John cheekily refers to himself as “the most ripped-off writer on the Web”, and no one on the inside of the online business world disagrees. Other marketers also call John Carlton “the most respected writing teacher alive”. Some of the best ever internet marketers such as… Frank Kern, Eben Pagan, Rich Schefren and Mike Filsaime say that John is their primary copywriting mentor. They learn and swipe from him because his marketing works. In this interview John gives tips on how to write great copy as well as advice for rookie copywriters looking to get into the business.

Some of the worlds best copywriters are singing the praises of this guy, Kevin Rogers. Kevin went from stand up comic to copywriter, quickly building an esteemed reputation in the copywriting industry. In fact “John Carlton” says he is one of just a tiny handful of people that he would trust enough to write for him. Kevin is behind some of Clickbanks (and the internet marketing worlds) biggest launches. And the reason they sold like crazy was because Kevin knows exactly how write sales letters, launch sequences and emails that make people want to buy In this interview I ask Kevin for his best tips on how to write great copy as well as how to avoid some of the biggest mistakes that rookie copywriters make

Todd Brown is one of the worlds leading authorities on building highly profitable marketing funnels. He's the creator of several training programs including “Marketing Funnel Automation Partnership Coaching Program, 26 Advanced Marketing Funnel Conversion Tactics and The Marketing Funnels Uncensored Newsletter”. He helped Rich Schefren grow Strategic Profits into the company it is today by implementing these strategies and tactics. What we talk about in this interview is easy to understand but it's advanced money making advice. It's all about Marketing Funnel Optimization. I promise you there is no joke, no hype in this next sentence... acting on what Todd teaches in this interview could easily multiply your online sales by double, triple or much more. Why? Because your marketing funnel is the core of your online business. You have to get it right and you have to keep optimizing it if you want to make the most money possible. In this interview Todd reveals... * The must-have tool to run your marketing funnel * Why straight, linear funnels are dead! (Hint: Dynamic, segmented funnels are what's working now) * How to have a high converting, front-end funnel that pays for all your traffic * How to create content in your funnel that does no selling, but still makes you a lot of money * How many steps a funnel should have * 3 back-end marketing sequences that will raise the lifetime value of your customers * And a lot more! Trust me, this content is gold, invest the next hour to listen to it, it will pay off Either listen to the interview or read the entire transcript below... Joey Bushnell: Hello, welcome to The Online Marketing Show! I'm your host Joey Bushnell Today's special guest is Todd Brown... who is without question, one of the worlds leading experts when it comes to marketing funnels. He's the creator of several training programs including “Marketing Funnel Automation Partnership Coaching Program, 26 Advanced Marketing Funnel Conversion Tactics and The Marketing Funnels Uncensored Newsletter”. I highly recommend you go check out his blog over at marketingfunnelautomation.com Todd, thank you so much for being on the call with me today. Todd Brown: You're welcome man! I'm excited to be here. Joey Bushnell: Thank you. Todd, how did you become an online marketer and become known as the go-to-guy for marketing funnels? Todd Brown: I'll give you the shortened version of how I first got online. Basically I was working for a company that owned about a dozen health clubs in New Jersey, in the US. I got a direct mail piece, a letter in the mail that was selling a direct response marketing training program for fitness professionals. It was about $300 odd dollars and I thought it was perfectly fit for what I was doing with this health club company. So I went to the owner and asked the owner if I could buy this thing and expense it, he said :”Yeah go ahead.” I bought this course for $300 odd dollars, got it sent to me and that was my first exposure to direct response marketing, copywriting and the world that we operate in within the online marketing community. I was immediately engrossed with this training program and got sucked in, so I decided I'm going to pick up the phone I'm going to call the dude who put this training program together and I'm going to ask him who he learned from, what did he study. That's what I did and he mentioned Dan Kennedy. So of course, I immediately went out and bought everything I could get my hands on from Dan Kennedy, at the time most of what I was buying was on eBay and I dove in and was going through the Dan Kennedy stuff like crazy. That very quickly led to me starting my first information marketing venture online. Knowing nothing about the internet, technology or websites, I barely knew how to send an email, this is about ten years ago now. The rest is history in terms of online, eventually the business started making a lot more money than what my job was paying so I eventually left that gig and moved down to south Florida and the rest is history. How did I become the go-to-guy for so many top marketers in terms of marketing funnels? Well, two things really happened. One, I was originally a client of Rich Schefren's when I decided to leave my job and go full time online, the skill set that I knew I was missing was business systematization. It wasn't the marketing, copy or marketing strategy it was the actual systematization of the business. At the time I knew that and still to this day, Rich is the absolute best at teaching that side of things. I became a client of his, we hit it off and became really good friends then Rich asked me to come aboard as a partner at Strategic Profits and run the marketing for him. So for about 2 years I was juggling, running all of the marketing for Strategic Profits, launching 15/16 different front end products, big internal launches, JV's, affiliate promotions and campaigns along with my own companies. It was through my running of the marketing there that I got to work on projects with Jay Abraham, Clayton Makepeace, John Carlton and then became friends with Michael Masterson. Then worked on and co-ordinated projects, launches and campaigns with JV partners like Mike Filsame, Russell Brunson, Frank Kern and Ryan Deiss. So I got to see 2 different sides of the marketing funnel world. I got to see what the online guys were doing and how they were applying direct response marketing techniques to their funnels online. I also got to see how the original “old school”, if you will, direct marketing guys did it offline. So how was Jay Abraham with his clients? How was he getting new customers? How was he multiplying their front end or back end? The same thing with Michael Masterson at Agora and the best franchises and divisions if you will at Agora, What were they doing? How were they doing it? Eventually that carried on over into application at Strategic Profits and we launched a whole bunch of killer front end products. We launched the Founders Club Membership which is still thriving and growing today. We did about 3 quarters of a million dollars in 7 days in an internal relaunch of a particular product applying some of the things I have learned. Just to wrap this up because I want to get into some meat and potatoes for everyone listening, what happened as about a year ago was a good buddy of mine Chris Brisson from Call Loop which is great application for SMS and voice broadcast, he was constantly giving me access to all of his software, application and all of this great stuff. So I said to him one day “What can I do for you?” and he said to me “Look, do a webinar for my customers.” We had one funnel at the time which was doing 24 dollars for every opt-in and so I did this 90 minute webinar for his customers. He has a lot of savvy big name marketers on there. It was pure content, no pitch at the end and after that webinar Chris's partner texted me within 20 minutes and said “People are freaking out they loved the webinar and they were disappointed you didn't have something to share with them in terms of coaching, courses or training.” Then we came back 2 months later and opened up Marketing Funnel Automation, the partnership coaching program and the rest has been history. But enough about me man let's talk about funnels what have you got next for me? Joey Bushnell: My first question for you Todd, was for someone who maybe hasn't heard the term before what exactly is a marketing funnel? Todd Brown: A marketing funnel is a strategic process. A strategic set of steps that you bring a prospect through with the ultimate objective being... at the end of the process they desire your product and they are ready to buy. They see the need and value of your product as the solution to their problem and situation above anything and everything else. Let me make an important point that I want everyone to get... When I first launched this Marketing Funnel Automation brand I specifically refer to it as a marketing funnel, not a sales funnel. Most people talk about it as a sales funnel but there is a distinct difference between marketing and sales. I think it was Peter Drucker who said that the whole purpose of marketing is to make selling superfluous. When you do marketing the right way, you are leading the prospect to the make the decision on their own that your product or service is the best choice for them, the perfect fit and perfect solution for their problem or situation. People love to buy they hate being sold. There is a massive difference in the way we approach a marketing funnel. Our job again, is to give the prospect this feeling of freedom of choice and freedom of decision so they feel at the end that they've come to the conclusion on their own and they weren't sold. So there is a very specific way that we do that. I'm sure you and I are going to get to how we actually do that and how are we marketing and not selling. How are we leading them to the conclusion. But again a marketing funnel is just a series of steps, it's a strategic process and I say strategic because so many marketers get caught up in the tactics of the marketing funnel. Most marketers, especially newbie marketers that get online and start learning about marketing funnels, when they think of a marketing funnel they think “OK, I'm going to have a squeeze page to a sale letter or one time offer to the order form to the up sell, if they don't take the up sell it goes to a down sell, if they do take the up sell it goes to another up sell". That is all the tactical components if you will, of a marketing funnel. I refer to that as a an offer sequence. You have the main offer then you have the up sell offer or down sell offer or an OTO and so on and so forth. But what's more important is the strategy behind the marketing funnel... What are you saying? When are you saying it? How are you saying it? Why are you saying it? What are you actually communicating through each of the steps of your marketing funnel? Whether your marketing funnel is 8 steps, 4 steps or 2 steps, whatever it is... it's the strategy behind the marketing funnel that's more important than the tactics. You have to have both but you build it on the foundation of strategy. Let me give you just 2 examples so that this makes sense. When we are putting together marketing funnels, there are a few things that we look at but 2 of the main things we look at are Market Sophistication and Prospect Awareness Level. Market sophistication is basically what promises, claims and benefits have your prospects seen from competitors? What are your competitors promising to your prospects? What claims have they made about their own products, about the benefits of their products to your prospects? There are 5 different levels of sophistication if you will, in a market and depending on the sophistication level of the market, that needs to change the sophistication of your marketing. The example that I give which comes straight from Eugene Schwartz and “Break Through Advertising” one of the greatest copywriters of all time, is this idea when weight loss supplements first hit the market, one day there weren't any weight loss supplements then the next day there was a supplement the advertising only had to say “Take this pill and you'll loose weight.” That's it. That was because nobody had made any similar claim before, there was nothing like it on the market. It was a totally fresh and really you could call it a "level 1 sophisticated market". But as more and more competitors came out and were saying similar things, the market became more sophisticated and those same claims didn't work to the same level that they previously did. Now the marketing had to go up a sophistication level. So then it became “Take this pill and lose 7 pounds.” Then when the market reached that sophistication level because more and more marketers were making a similar claim like that, then it was “Take this pill and loose 7 pounds in 7 days.” Then it went on to “Take this pill that contains some crazy rain forest bark that blocks the absorption of fat in your intestinal track.” They go through these different levels of sophistication. If you think about that one example then, today you couldn't release a weight loss or fat burning supplement and say just “Take this pill and you'll loose weight” Why? Because the market is too sophisticated for that. So that's just an example of how the strategy behind the campaign is more important, behind the funnel is more important than the tactics. It's not about having a front end offer, an up sell, a down sell or an OTO. If you don't take into consideration for example, market sophistication you could come into that with all of the right tactics and the whole offer sequence but your message is not sophisticated enough for the market. It's too “Unsophisticated” for the level they are at then it will fall completely flat. That is what happens to a lot of marketers and that is what I mean when I say strategy. Does that make sense? Joey Bushnell: Yes, it makes perfect sense. I think we've seen that happen in the internet marketing world. I remember back in 2007, where people were selling push button riches, and all sorts of other shenanigans which we all know now, are total BS. Fast forward to 2013 and the market has really matured, they don't fall for these things like they used to. So I can totally see your point there and I'm guessing that would carry over to any niche wouldn't it? Todd Brown: Absolutely, every niche will go through this and mature. They mature based on the marketing claims and promises that they are exposed to from the market place and from competitors. All we are saying is, if you could go into a niche and you could make a completely unique promise that they've never seen before, man you are going to crush it! I'm not saying if you can go into a niche that no one has ever marketed to before. I'm saying if you can go in with a unique promise you are operating at that level 1 sophistication, so your marketing message doesn't have to be that sophisticated. But in all niches eventually as competitors see you making money or as individuals see you making money and doing well competitors are going to come in. Usually what happens is you see lots of copy cats and so similar messages get put out to the market place. Then I don't care what geography you are operating within, every niche matures and gets sophisticated over time. It's your job as a marketer before you begin crafting your marketing funnel, before you begin engineering it or start thinking about one word of copy, it's your job to understand where your market is at on that scale of market sophistication. Joey Bushnell: Todd that's a great explanation, thank you. Before we talk about strategy and some of the marketing principles that go into a marketing funnel, I want to first of all just talk about the automation part. We can do all of this, as the name of your website marketingfunnelautomation.com suggests, on auto pilot. So there's lots of autoresponders and CRM tools out there that can help us to automate things. In your opinion what is the best one? Todd Brown: My opinion is that Infusionsoft is the best CRM. I don't get paid anything by Infusionsoft for thinking that, if something better came along, better meaning it would allow me to do more things than Infusionsoft allows me to do for myself, coaching students and my consulting clients, I would go to that. I am always keeping my eye out for a better CRM but the thing that Infusionsoft allows you to do that makes it so invaluable is that you can auto segment prospects based on their engagement or lack thereof with your content. What I mean by that and I think it will be incredibly valuable for everyone reading is... The days of bringing all prospects through a straight, linear funnel are dead. What I mean by a straight, linear funnel is, the days of sending everybody to a squeeze page and then sending them through a 4 part video series, where 3 of the videos are educational, another one is a sales video... So day 1, you send an email to prospects who have opted in saying “Video 1 has been posted.” Then day 2, you send everyone an email that says "Video 2 has been posted", day 3, send them an email saying "Video 3 has been posted" and day 4, an email saying "Video 4 has been posted". Those days are long dead of sending people straight through regardless of their engagement. Some people that opt-in to that type of funnel will immediately on day one go and watch video 1 and day 2 go and watch video 2 and day 3 and 4 and so on. But what about the people who opt-in go watch video 1 then on the next day when they are sent an email about video 2, they don't watch video 2? Now if your entire video series makes up your entire marketing funnel, if it's one big overriding message, that means every video in that example funnel is valuable and serves a purpose. Everything that we do, say and everything that happens in a marketing funnel is done strategically. It's there for a reason, it serves a bigger strategic or tactical purpose. If It doesn't then it shouldn't be in the funnel. We have to assume that in a 4 part video funnel, every video has a reason for being in there. Obviously, if it didn't we wouldn't keep it in there. Does it make sense to take a prospect who let's say... gets an email about video 2, doesn't click the link to watch video 2, doesn't actually watch it, should we the next day send them an email about video 3 which sends them straight to video 3 without them even watching video 2? Does that make any sense? No of course not. That is like us taking a 1 hour sales presentation so to speak, and letting them skip a 15 minute chunk of that sale presentation. We might say something crucial in there or cover one objection or two objections, highlight a benefit or a feature that is critical to making the sale at the end, in that 15 minute chunk. What Infusionsoft allows you to do, is move people through your funnel based on their engagement. The people that are consuming the videos in this example... if they consume video 1, tomorrow we are giving them video 2. If they consume video 2, the next day we are giving them video 3 and so on. The person who doesn't, we are going to continue to drive them back to where they left off. So people can go through your funnel at the appropriate speed. It's like if you were selling “face to face” with somebody and they said they had to go to the bathroom, you would stop your presentation, you'd let them go, wait until they got back then pick up where you left off. It's the same thing, we wouldn't just carry on speaking. Infusionsoft allows you to do that and a whole bunch of other auto segmenting. Segmentation is critical in the marketing funnel process because it allows you to communicate more targeted messages to your prospects. The more targeted you can be in terms of their engagement, needs, their response and their interaction with your content, the better your conversion rate is going to be for all the different segments. Joey Bushnell: So in that situation Todd, where someone has a 4 part video series as part of their funnel and they watch video one and then they don't click the link for video 2. So would you send them an email again saying here's video two, you wouldn't let them see video 3 until they've clicked the link and consumed video 2? Todd Brown: Yes and No. What I mean by that is, yes I'm going to send another email about video 2, I'm going to take an additional 3 days to do everything in my power to get them to consume video 2 before I send them on to video 3. At some point you've got to send them on to video 3 in hopes that they will re-engage and go back through video 2 as well. If they go and watch video 1 then the next day we send them an email about video 2 and they don't click the link or go to consume video 2. The day after I'm going to send them an email about video 2 that is going to present a different benefit, a different hook or angle as to why they should consume video 2. Remember people desire things for different reasons. So sometimes the hook you present or the main benefit that you represent as to why they should watch video 2, it might resonate with some people but not with others. So the next email that we send out is going to be a different angle or hook. Then finally, the day after that is going to be another angle and hook, ultimately again, trying to get consumption of video 2 and our marketing message. After about 3 additional days we are going to drive them on to video 3 but they are now in a different follow up sequence, meaning that the people who are actively engaged in the funnel, the people that went to watch video 1 went to watch video 2 are in a follow up sequence that acknowledges their engagement. It acknowledges their engagement, it's a funnel that's designed for people that are hot and engaged with your content. Whereas the people who didn't consume video 2 that we eventually have to move them on to video 3 they are in a different video 3 sequence then that communicates differently with them than the other video 3 sequence that is communicating with the other “hot” prospects. Joey Bushnell: So basically there's no such thing as a one size fits all funnel anymore. Every funnel should be tailored to how the individual engages with the funnel. Todd Brown: Yeah so if you are thinking big, operating big and you want to play like the big boys play, then you go the distance with your marketing funnel when you are engineering it because a single, phenomenal front end marketing funnel could revolutionize your business. It could revolutionize your business, a front end meaning customer acquiring. The funnel or funnels you have that acquire new customers for you, when you have one that allows you to generate new customers at break even, meaning you spend $1000 and you get $1000 worth of new customers in your business, the sky is the limit. You've just reached the promise land because at that point it's no longer about marketing it becomes a scale issue. I mention that within this context because is it work for you to set up a funnel like this? Yes absolutely. But anybody that tells you that you can have a 7 or 8 figure business without putting in the work is lying to you. The reality is, there is no fast way to sustainable riches online, that's all bull crap. I've been around this game a long time, I wish it was true. I wish there was a fast and easy way to make crazy money online but the reality is, there is a big difference between having an income stream online or making money online and having a business online. When people go after just income online, they are constantly having to hustle month in, month out. Eventually when that hustle breaks them they have to move on to something else. Whereas what we are doing is building a business, a long term sustainable business that grows and grows every month. In order to have something like this you have to have a rock solid funnel that allows you to pay for traffic, do paid media and break even on the front. In order to be able to do that with the cost of media today, you need a funnel like what we just went through with multiple paths all based on engagement not a one size fits all cookie cutter approach. Joey Bushnell: So with this type of funnel, you've already said Infusionsoft is your weapon of choice, it's mine as well. Am I right in thinking that if there is anyone listening to this interview that has Office Autopilot, they can do it on there as well? Todd Brown: Yes, that's right. Joey Bushnell: And tools such as Aweber, Get Response, Icontact, Constant Contact and MailChimp those types of auto responders, can't do these extra things? Todd Brown: With Aweber you can do certain things with AW Pro Tools. The reality is that we shouldn't even compare Aweber or Get Response with things like Office AutoPilot or Infusionsoft because Aweber is a tool to send out email broadcasts and email autoresponders. It is not a marketing automation tool, it's an email automation tool. So when we talk about segmenting on the fly and you and I could talk about tracking links, using interest tags and crazy marketing automation stuff in InfusionSoft. Aweber isn't set up to do that, it's not a tool to do that. So to me the reality is, I have a lot of coaching students who use things like Aweber and Get Response, I'll say the same thing to your audience as I do to my clients, I say “That's where you're at right now and we are going to set up the funnel with what it is you have right now, to the best of our ability. We are going to max out the tool that you currently have and get it as close to where I know it should be. But we are going to do that knowing that ultimately in the near future we want to move over to Infusionsoft" because done right, a tool like InfusionSoft or Office Autopilot will give you a positive return on investment month 1 when you use it. So we are going to set it up right now with whatever you have, that goes for everybody. I don't care whatever it is that you've got, you use what you have and you use it to the max. You don't use a lack of tools, a lack of technology or a lack of capital as an excuse, ever! I'll tell you very quickly, I started my business over 10 years ago with $850 - that was it! For that $850 I think we formed a corporation there in the States, like a legal entity. We got a merchant account, I think we paid out $200 for that. We bought a domain name, some hosting and that was it. I never to this day invested another dime of my money into any of my online ventures. That $850 grew our first company, then the money from the first company grew the second company and the third company. The point is... you can never let technology, tools and resources be the excuse because we just set it up the best we can, with what you've got then we go from there. Joey Bushnell: So Todd, what are the main steps of a marketing funnel? I know that this is going to be different depending on the product, the offer and the niche but are there some core steps, core components, that you think should be in most marketing funnels? Todd Brown: I'm going to answer that question a little bit differently than the way you were asking it. What I'm going to say is... First of all you were right in that every funnel is different. Every funnel and the complexity of the funnel, the steps and the length is all dependent on the complexity of the product that you are ultimately going to present, such as how many features and benefits there are. Also the number of steps in the funnel, the length and complexity of the funnel is based on the objections the market has, the sophistication level of the market, what competitors are doing in terms of, are all competitors using video or PDF's? So there are a lot of these to take into consideration. I spend a lot of time on with our coaching clients, it's something that I call EBM content. EBM stands for Education Based Marketing. The bulk of a marketing funnel should be EBM content. The way we are able to come up with the content, what you communicate and what order you say it is by asking one main question. There is a bunch of little questions but we start with this main question which is “What do prospects need to believe to buy?” The way I want you to think about this, is I want you to think of yourself as an attorney, lawyer or prosecutor if you will, and you are presenting a case to a court room and jury. In this case, the jury are your prospects and there are certain things that they need to believe. If you were prosecuting a case where the gentleman was being charged with murder, you would know that the ultimate objective is that you want the jury to believe that this guy committed murder. From that we can work backwards and we can say what do they need to believe in order to believe that. What do they need to believe he committed murder? That he was there, that he had motive, that his finger prints where there, that he is a shady character, whatever it is they need to believe. Our entire court case as prosecutors would be presenting that information in a linear, logical progression, making sure that everything they need to believe in order to come up with a guilty verdict at the end we are presenting. To simplify it, if we were prosecuting we make a statement of what we want them to believe and then we back it up with a preponderance of proof. Proof in marketing, proof throughout your marketing funnel for all of your claims is one of the most critical aspects of a high converting marketing funnel. Without proof all you have is a claim - that's it. So as a prosecutor you can't just say "He was there at the scene of the crime" that's not enough. You need to say he was there and here is proof his finger prints were there, there was an eye witness, he was caught on camera and it become a preponderance of proof. Making the claim is the easy part, any marketer can make a claim but the difficult part is presenting the preponderance of proof. So every point you would want that jury to believe, we present in the right order, like he had motive, here are the reasons, why the reasons are the proof. He was there at the scene here is the proof, he committed the murder here is the proof, his finger prints were on the knife, the knife has the victims blood on it. So we are presenting it in a logical, linear order and for everything we want them to believe, we are making a statement, a claim, a promise and then we are backing it up with a preponderance of proof. That is EBM content. That is education based marketing and before I give you an example let me say this... all of this happens without talking about the product. We are not talking about the product, we are educating and educating them in a way that leads them closer and closer to the sale and increases their desire for the end result, even before we present the product. So when we present the product, they want to buy rather then us selling. We are educating them in a way where we are pre-selling them on our product or service. So when we present our product or service, it's exactly what they want and they are grateful that we presented them with an opportunity to get it. An example is one of the early companies that I started, was a company that worked with chiropractors. We used to teach chiropractors and even create funnels for them and what it would do is offer a free video to prospective patients. The free video would be "How to relieve back pain naturally with no drugs, surgery or crazy treatments". The video would be educational and what it would do is walk people through all of the different options that they had to relieve back pain. All of the options where the other choices or alternatives to chiropractic that they had. But when they presented each of the alternatives one at a time, we would give them the negatives of those alternatives. We might give a weak benefit but we would go through such as they could go and get a massage, physical therapy, hire a personal fitness trainer, they could take natural herbal supplements and for each one of the alternatives we would tell them about the negatives. Then when we finally got to chiropractic we would give them all of the positives. Now we weren't talking about chiropractor care with the doctor we were just talking about chiropractic care in general. We educated them the whole way so at the end when we were done talking about chiropractic they got value from that marketing message and they reached the conclusion on their own that these other options suck, the best option is chiropractic care and I have to do it. So when we transition from EBM content to the introduction of their service (chiropractic care) then it became “Yes, this is great I want this!” There was no hard selling needed or hardcore sale pitch, there was no fake scarcity needed, none of that. This was because we educated them in a way that led to the sale. We pre-sold them on the idea of chiropractic care with education based marketing content. So whether that EBM content gets delivered by PDF, video, audio, a combination of those, a webinar or evergreen webinar or Google hangouts. Whether it's done in 3 steps, 6 steps that is all dependent on how much information you have to present. It's just like the question of how long should a sales letter be? Well, a sales letter should be as long as necessary to make the sale and no longer. Whether that is 3 pages, 1 page or 25 pages there is no arbitrary length, just like there is no arbitrary number of steps for the ideal marketing funnel or no ideal length for the perfect marketing funnel, it's all dependent on what you have to communicate. Joey Bushnell: So Todd, if we were to picture this front end marketing funnel, am I right in thinking it's an opt-in or squeeze page of some kind, then they are delivered the EBM content then you are sending them to a video sales letter or sales page to make the sale but only after they have consumed the content? Todd Brown: Yes, I think that is fair. For most marketers online, the majority of their conversions and front end revenue will come from the follow up steps in the marketing funnel. Whereas companies like Agora or take Stansberry research for example, one of their divisions they send people directly to a sales video or sales page. They are able to do that without an opt-in because of the quality of their copy. The quality of their copy is so good that they don't need to generate a list of prospects, they can just send people directly to a sales message, generate enough sales to pay for their marketing and only a customers list. For the average marketer online, yeah at a bare minimum, more than likely they should send people straight to a squeeze page. Then from a squeeze page have some kind of sequence behind that. The sequence then depends, in some cases you might have an immediate one time offer that you present right off the back of the opt-in depending on the niche and the product and so on. Or depending on the price point you might have a lengthier funnel, where you have one or more videos. There is no one tactical way to set up a marketing funnel. There is one right strategic way to set up a marketing funnel but the tactics of how you deliver your message, well there's more than one way to skin a cat. Joey Bushnell: With our front end marketing funnel, are we looking to make a profit on the front end? Or is this just something we are looking to break even with and make money later on? Todd Brown: The right way to do it and the way the big boys operate (when I say big boys, I mean real big boys, the Agora's, Boardrooms, etc) is that you look at your marketing in two different categories... Marketing to prospects in order to make the first sale and get the first transaction with them, that is what we call front end. The other category of marketing, is all the marketing that we do to existing customers, people who have one or more transactions with your company and that is what we call the back end. The purpose of the front end is to acquire the maximum number of new customers at break even. That is ultimately the goal, maximum new customers and for the average marketer, it's at break even. We won't even get in to the more advanced "going negative" on the front when you have the cash flow, we'll just say the goal is... maximum new customers at break even. There are 2 components there... One is of course, at break even, that means if you spend $1,000 in media buy, your goal is to get $1,000 back in the form of new customers. That's really like acquiring customers for free, there is no expense. If you invest $1,000 and get $1,000 back plus you get new customers on that front end transaction, that's not an expense, that's an investment and you should be willing to do that all day. The second thing and this is where a lot of people seem to misunderstand, is that the goal is not just to break even, the goal is maximum new customer acquisition. I hear a lot of marketers say, they will teach from theory this idea of why have a $1 trial on the front? Why not sell an expensive product? For you, if you are selling a $1 product, let's say you have to generate 1,000 sale,s where as if I'm selling a $1,000 product, I only have to generate one sale. The difference is I would much rather take 1,000 new customers at $1 a piece than one new customer at $1,000 because now even though on the front end they both break even and both put out in the same financial situation, if I have 1,000 new customers and you only have 1, I have the ability to put those 1,000 new customers into a back end funnel and sequence that sells them on my premium offer. Now we could bring them from $1 to a $97 a month continuity program or a $500 offer or to a coaching offer, a $2,00 or $5000 offer. I have 1,000 people to work with and you only have one. The goal is maximum new customers on the front end at break even. The purpose of the back end, all your marketing to your existing customers is to maximize lifetime customer value, is to build the value of your customer. So if you know that every $1 customer you get is currently worth $300 to you, our goal is to increase that so your average customer goes from being worth $300 to being worth $350, $400, $500 and eventually to being worth more and more. The marketer with the highest lifetime customer value can dominate. If my customers were worth $3,000 to me and your customer is worth $300 to you, I can afford to spend $1,000 to acquire a new customer if I really wanted. Whereas that would put you out of business but for me it would still give me $2,000 of profit over the life of that customer if I wanted to, so lifetime customer value that's all back end. Joey Bushnell: My last question was, I've seen on your blog, you talk about 3 back end marketing sequences that can help you maximize the lifetime value of a customer, can you let us know a little bit about those 3 sequences? Todd Brown: There are more than 3 but these 3 that I'm referring to are the resell sequence, the retention sequence and the reactivation sequence. The resell sequence is what most marketers online call their fulfillment sequence or thank you sequence. So somebody buys a product and most marketers fulfill the product, they will deliver the product whether it's physical or digital. That sequence really should be used to resell them on their purchase, sell them on consumption of the product. In other words don't just deliver the video course or eBook, it should resell them on the wise decision that they made. It should also deliver a phenomenal customer experience, make them feel valued and give them access to whatever training materials they need. It should also build a relationship with these people because ultimately your goal is to continue to sell to customers by delivering more and more value. Deliver more value in exchange for their investment in you so you build a relationship but it should also be used to generate testimonials and referrals. These are all things that need to be built in to the reselling sequence, that is number one. The retention sequence is really more of a sequence that is applied to continuity. What are you doing to retain your members or subscribers above and beyond just delivering the content that they expect to get. So if you have a newsletter, membership site or CD of the month or book of the month club, it's a sequence that is designed to remind your customers of the return of investment that they are getting from their subscription. It's telling them, reminding them and refreshing them on the benefits they are getting, the community that they belong to and the value they are reaping from this continuity program. In terms of keeping them around long term, one of your goals with this retention sequence is to tease future content. Tease what is coming up, what is going to happen next and what you are going to miss out on if you are not a member. In the retention marketing sequence, it's rewarding your members with little gifts, trinkets and unexpected surprises recognizing that there is a value to each subscriber. If you realize after looking at your metrics that a significant percentage of subscribers or members drop off at month 5 then you know in month 4 it would benefit you to send out a little something extra. Spend the $10 or $12 to send them a little gift tapping into the whole law of reciprocity the month before the big drop off point because if that helps you boost up your retention rate and you're charging $47 a month you could very easily, very quickly see a positive return on your investment. So a strategic use of expected gifts is extremely valuable. Then the last one, the reactivation sequence is just about not giving up on customers that either asked for a refund or cancelled their membership with you. But recognize that with the right reactivation campaign, in the right setting, you could activate up to 50% of the people that go inactive. If you have a membership site for example, credit cards decline because of balances or expiration dates on them and I learned from Jay Abraham a majority of people that go inactive in any business, don't go inactive because of anything harsh or negative from the business or business owner did but they go inactive for one of many different “Life reasons”. With a certain reminding them, that there are no hard feelings, these things happen, come on back with different custom offers for inactive, cancelled or old clients. You can re-engage with them and bring them back. Remember that a customer at one point has the potential to be a customer in the future and it's your job to continue to try to make that happen. So that is the reactivation marketing sequence. These 3 sequences are of course in addition to the big back end sequences that are designed to sell your customers on bigger and more valuable products and services with you. Your job with your customers is to deliver more value at higher and higher price points to your customers. The key being deliver more value, don't just have the mindset of what can I sell to them today. I learned from Jay Abraham... fall in love with your customers, value the customer and be a true customer resource and advocate for your customer. Put their needs at the forefront of your mind and you can't go wrong with that. Joey Bushnell: Todd, you said you were going to give us some meat and potatoes and there it is! Absolutely brilliant, so thank you. Where can we find out more about you and where can we get more of this first class information which is going to help us build our own first class marketing funnel? Todd Brown: The website you mentioned earlier, go to marketingfunnelautomation.com. Put your name and email address into the form and you will get our email newsletter when we put out new blog posts and have webinars you will get notifications on those things. We have a couple of different programs right now that marketers can participate in and they'll learn more about when get on that email list. We have a print publication called Marketing Funnels Uncensored it includes analysis, dissection, explanation of a player money marketing, money making marketing funnels. There is a newsletter with that, a blue print report that gets mailed to them. There is also of course, the Marketing Funnel Automation Partnership coaching program when that opens up. We have a product called “26 advanced marketing funnel conversion strategies”. But more than anything everyone, go over to marketingfunnelautomation.com, get on the list and I strive to always put out some great content so you'll find value if nothing else just being on that list. Joey Bushnell: Brilliant, Todd I want to thank you so much for your time today and thank you for being so generous with your information it's been absolutely first class. Thank you every body for listening in, get on Todd's free newsletter and you'll be able to continue your marketing funnel education. Todd Brown: You are very welcome, thank you so much Joey, talk soon.

Lisa Manyon is the President of Write On ~ Creative Writing Services, LLC. She is a Professional Copywriter, Marketing Strategist and Published Author specializing in POWERFULLY communicating your marketing message to increase results. She is a master of matching your message to market in your authentic voice. Plus, Lisa has a passion for helping people reach their individual goals. She helps transform dreams into manageable action steps with tangible results. Her passion for authentically sharing newsworthy messages has earned her recognition for press release and publicity results. She continually invests in professional growth to offer the best service possible. She's completed Ali Brown's Marketing Mastery 12 month online marketing & mentorship course and the Millionaire Protégé Club Platinum Program (serving as a mastermind leader within the program). Lisa developed a series of marketing trainings for the Idaho Small Business Development Center to help businesses avoid costly start-up mistakes. Lisa is the first professional copywriter in the state of Idaho to achieve Glazer – Kennedy Creating Copy that Sells certification. She has worked as Managing Director of Lorrie Morgan-Ferrero's National Copywriting Mentorship Program, is the featured press release case study in Lorrie's She Factor Marketing System and serves as a Copy Coach in the She Factor Copywriting Bootcamp program. Lisa has studied John Carlton's work and survived his infamous Marketing Rebel Hot Seats. She is the Copywriting Expert for the Association of Web Entrepreneurs, Wendy Y Bailey's Group Mastery and more. She's a published author and is a featured in the International Association of Web Entrepreneurs Official Guide to Emerging Trends Every Online Entrepreneur Must Know and has written promotional, advertising and marketing copy for internet marketers and a wide variety of brick and mortar businesses. We appreciate you tuning in to this episode of Your Partner In Success Radio with Host Denise Griffitts. If you enjoyed what you heard, please consider subscribing, rating, and leaving a review on your favorite podcast platform. Your support helps us reach more listeners and create even better content!Stay ConnectedWebsite: Your Partner In Success RadioEmail: mail@yourofficeontheweb.com