Podcasts about Scientific Advertising

Archie Abrams is the VP of Product and Head of Growth at Shopify, where he leads a 600+ person growth org across product, design, engineering, data, ops, and growth marketing. Shopify powers over 10% of e-commerce in the United States, with $235 billion in GMV in 2023 (roughly the size of Finland's economy). He previously led Consumer product and growth at Lyft and was at Udemy for 8 years as SVP of Product having joined the company when it was 10 people. In our conversation, we discuss:• Why Shopify optimizes for churn• Why the core product team doesn't use metrics-based goals• Why they keep multi-year experiment holdouts• How they structure their growth team• The benefits of not having a CMO• Lessons learned about integrating sales into a product-led growth model• The power of discounting as a growth lever• Much more—Brought to you by:• Explo—Embed customer-facing analytics in your product• Dovetail—The customer insights hub for product teams—Find the transcript at: https://www.lennysnewsletter.com/p/shopifys-growth-archie-abrams—Where to find Archie Abrams:• X: https://x.com/archieabrams• LinkedIn: https://www.linkedin.com/in/archie-abrams-b6aa8b6/—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• X: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Archie's background (02:30) Shopify's impressive growth(06:17) Shopify's unique approach to churn and retention(08:43) Monetization model and success metrics(11:08) Long-term experimentation and metrics(23:00) Examples of big wins that Archie's team has shipped(26:42) Monetary friction(27:14) Metrics(29:47) Shopify's growth team structure(33:03) Goal setting and forecasting(37:10) Examples of long-term results within Shopify(41:36) Shipping neutral experiments(42:05) Building a hundred-year company(48:04) Why Shopify doesn't use KPIs(51:30) Shopify's “Get s**t done” framework(54:30) Cross-team collaboration (58:48) The importance of an opinionated founder (01:01:12) Growth and sales integration(01:06:42) Shopify's marketing structure(01:08:49) Insights on discounting from Udemy(01:11:09) Lightning round—Referenced:• Shopify: https://www.shopify.com/• Tobias Lütke on LinkedIn: https://www.linkedin.com/in/tobiaslutke• Gross Merchandise Value: Calculation and Best Practices: https://www.shopify.com/retail/gross-merchandise-value• Brian Chesky's new playbook: https://www.lennysnewsletter.com/p/brian-cheskys-contrarian-approach• Glen Coates on LinkedIn: https://www.linkedin.com/in/glcoates• Harley Finkelstein on LinkedIn: https://www.linkedin.com/in/harleyf• Udemy: https://www.udemy.com/• Scientific Advertising: https://www.amazon.com/Scientific-Advertising-Original-Claude-Hopkins/dp/1640954252• Four-Minute Mile: https://www.amazon.com/Four-Minute-Mile-Roger-Bannister/dp/1493038753/• The Sopranos on HBO: https://www.hbo.com/the-sopranos• Suno: https://suno.com/—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.—Lenny may be an investor in the companies discussed. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

Chapter 1 What's Scientific Advertising Book by Claude C. HopkinsScientific Advertising is a book written by Claude C. Hopkins, a renowned advertising pioneer. First published in 1923, the book is often considered a foundation for modern advertising and has since become a classic in the field.In the book, Hopkins outlines his strategies and principles for effective advertising based on scientific principles and data-driven insights. He emphasizes the importance of testing and measuring advertising campaigns to ensure their effectiveness. Hopkins believed that advertising should be measurable and based on factual information, rather than subjective opinions or guesswork.The book covers various topics, including the importance of headline selection, the role of psychology in advertising, creating compelling offers, the significance of tracking and analyzing results, and the importance of understanding consumer behavior. It is filled with practical examples and case studies that illustrate Hopkins' principles in action.Many of the concepts discussed in Scientific Advertising are still widely applicable today, as they provide a timeless guide to creating effective advertising campaigns. The book continues to be recommended reading for marketers and advertisers looking to optimize their strategies and make data-driven decisions.Chapter 2 Is Scientific Advertising Book A Good BookYes, "Scientific Advertising" by Claude C. Hopkins is widely regarded as a classic and essential book in the field of advertising and marketing. It provides valuable insights and practical advice on advertising principles, techniques, and strategies that are still relevant today. The book emphasizes the importance of testing and measuring advertising campaigns to achieve optimal results. Many professionals consider it a must-read for anyone involved in the advertising industry.Chapter 3 Scientific Advertising Book by Claude C. Hopkins Summary"Scientific Advertising" is a book written by Claude C. Hopkins, one of the pioneers of modern advertising. First published in 1923, it remains a classic in the field and has been highly influential in shaping the principles of effective advertising.The book focuses on the importance of measuring and testing advertising campaigns to determine what truly works. Hopkins argues that advertising should be treated as a science, with hypotheses formulated and tested through data analysis. He emphasizes the need to track and measure the results of every advertisement to determine its effectiveness.Hopkins stresses the importance of understanding and appealing to consumer psychology. He emphasizes the need to align advertising messages with the desires and interests of the target audience. Hopkins suggests using research and data to identify key selling points and create compelling advertising messages that resonate with the target market.The author also highlights the significance of headlines in advertising. He promotes the use of impactful and attention-grabbing headlines that immediately communicate the value proposition. Hopkins emphasizes that the headline should focus on the customer's self-interest and address their specific needs and desires.Furthermore, Hopkins discusses the concept of salesmanship in print. He argues that advertising should be seen as an extension of the sales process, using persuasive techniques to convince and convert customers. He stresses the importance of presenting the advertising message in a clear, concise, and compelling manner.Throughout the book, Hopkins provides numerous examples and case studies to illustrate his points. He emphasizes the power of testing and experimentation to refine advertising strategies, rejecting...

Scientific Advertising by Claude Hopkins (1923) with Jay Abraham ABOUT THE BOOK: Whether you are considering a career in advertising or trying to find the best way to market your product, start with Claude Hopkins (1866-1932) and then move on to the rest. In this interview, legendary marketer Jay Abraham talks about how Scientific Advertising changed the course of his career and life. In Scientific Advertising, Hopkins explains the process of getting (and measuring) results from your advertising. Claude Hopkins wrote Scientific Advertising in 1923, but his insight into consumer behavior still holds. The aim was to explain the rules of advertising and what makes consumers buy so that advertising returns would become a certainty and not a guess. Learn how to use his techniques to write ads that sell with certainty. Hopkins clearly shows how to write copy, provides methods for testing it, and shows how evidence-based advertising gets results in a measurable and cost-effective way. It is a must-read if you are in business, sales, or advertising. Hopkins shows what makes us buy and how you can make it happen. “Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life.” ~David Ogilvy In 21 short chapters, Hopkins reveals a variety of tested techniques that he used throughout his successful career in advertising: How advertising laws are established - What the professionals in advertising already know and how we can use this knowledge to develop better ads. Just salesmanship - What is advertising and how is it best used? Offer service - The best ways to offer service to increase sales. Mail order advertising - What it teaches us and how we can apply it to our advertising. Headlines - A lot of headlines get a poor response in email marketing, websites, and adverts. Learn how to increase your response rate. Psychology - Use Hopkins' experience to direct people to buy and use your product. Being specific - Are you being specific enough in your advertising? Hopkins shows that by using specific facts you can increase sales and outperform your competitors. Tell your full story - How telling your story is important and why some advertisers make the mistake of missing out on this. Art in advertising - Should we use bespoke artwork or tried and tested visuals? Things too costly - What strategies are too costly to attempt in advertising? Information - How to give the consumer the best information to help them buy. Strategy - Rules for directing a campaign. Use of samples - How getting samples into people's hands can increase sales. Getting distribution - Hopkins lays out how to get national distribution by starting small. Test campaigns - How to test different campaigns on the same audience. Leaning on dealers - Ways to get dealers to help your campaign Individuality - Set yourself apart from competitors and what your tone should be. Negative advertising - Will it help your sales? Letter writing - Hopkins shows how to write a sales letter. A name that helps - How does a product name impact sales? Good business - See how good business impacts consumer behavior. Excerpts from the book The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales. I never ask people to buy. The ads all offer service, perhaps a free sample. They sound altruistic. But they get a reading and action. No selfish appeal can do that. I set down these findings solely for the purpose of aiding others to start far up the heights I scaled. ABOUT JAY ABRAHAM: As Founder and CEO of The Abraham Group, Inc. (Los Angeles, California), Jay has spent his entire career solving complex problems and fixing underperforming businesses.  He has significantly increased the bottom lines of over 10,000 clients in more than 1,000 industries. Jay‘s books include Getting Everything You Can Out of All You've Got: 21 Ways You Can Out-Think, Out-Perform, and Out-Earn the Competition and The Sticking Point Solution: 9 Ways to Move Your Business from Stagnation to Stunning Growth which was featured on episode 299 of The Marketing Book Podcast in 2020. Jay's most recent book is Business Wealth Without Risk: How to Create a Lifetime of Income & Wealth Every 3 to 5 years, co-authored with Roland Frasier.  And, interesting fact: Jay has the same birthday as Elvis Presley! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/scientific-advertising-claude-hopkins-jay-abraham   

Ever wondered why your marketing strategies fall flat while your competitors' flourish? Roy Furr, a seasoned copywriter and fractional CMO, swings by to share some hard-earned insights. With a career pivot from customer service to marketing maven, Roy shares the fundamentals of direct response marketing, how it differs from other advertising forms, and how this knowledge can equip businesses to step up their game.Dive into an engaging conversation that traverses the path of copywriting, blending in artificial intelligence and underscoring the importance of meticulous research. Detailing how aligning your offer with the market is crucial, Roy shares effective copywriting strategies that delve into problem understanding, agitation, invalidation, solution, and action. We also shine a light on the rising media costs and increasing privacy laws, potentially impacting business success.Buckle up as we discuss building a successful and scalable business through two marketing departments, a strategy that could put you ahead in customer acquisition. Drawing from the principles of "Scientific Advertising" by Claude Hopkins, Roy explains how this century-old wisdom still holds relevance in the digital age's marketing. With insights on understanding the customer journey and crafting effective marketing strategies, this episode promises to be a gold mine of practical knowledge for businesses striving to make their mark.We're happy you're here! Like the pod? Follow us on all socials at @amplifywithanika and @yourbrandamplified Leave a review on Apple Podcasts Visit our website Connect with us at anika@yourbrandamplified.com Join me on PodMatch to start your own journey as a podcast guest!

What if I told you that a 1923 publication could hold the secret to your success in modern digital marketing? Today's episode opens a time capsule, dusting off the wisdom from Claude C Hopkins' "Scientific Advertising." Here, I marvel at Hopkins' foresight in scientifically measuring the effectiveness of newspaper ads and coupons - a century ago! I draw parallels to today's digital marketing landscape and underscore the importance of relentless testing and measurement in your marketing strategies.Next, I dive into the realm of psychology and its connection to marketing - a concept as old as advertising itself. In a world increasingly centered around personal connection, I explore the power of curiosity, the perception of price, and the role of personal branding. I also examine the importance of user-generated content, decoding the age-old understanding of human nature and its efficacy in designing marketing strategies. I'll share insights on using lead magnets effectively and the potency of giving samples to lure prospects.Finally, I delve into the significance of data and visuals in advertising. I unravel the strategic use of data, reminding you that specific facts and numbers are more persuasive than vague promises. I also stress the visual aspects of your ads, guiding you on selecting the right images to resonate with your audience. As I navigate through these timeless principles, I emphasize a culture of continuous testing and experimentation in marketing. So, tune in, learn from history, and let's elevate your digital marketing strategies together.Scientific Advertising on AmazonDownload Dash Hudson's Guide to 2024 Social Media Trends and get a free 15-day trial of Dash Hudson here: https://dashhudson.com/podcastLearn More: Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/freebies/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

#bookreview #marketing #uk Get my online course, How to sell: https://selar.co/16h3e2 Join my private Whatsapp group: https://app.groupify.co/g/yb8Tqi7iiavV Veritasi Homes: https://veritasihomes.com/

Tony Preedy is a bit of a legend at Etail Towers and has one of the most rounded and in-depth knowledge of e-commerce performance (brand, digital marketing, CRM and business models) that we know. Having run through Tony's CV, we focus on Fruugo - its history, operation and market position. With a blend of incisive wit and deadpan humour, Tony talks about the importance of relevance and focus at scale ("We're not a marketplace, we're a very good marketing machine"), and how a combination of AI and human care can present 140 million SKUs in 40 markets - a combinatorial challenge resulting in c6billion combinations, and serving around 1800 different ads per second. An insight from Tony is the focus on ROAS (return on advertising spend). The bid model takes price, propensity and margin to determine whether or not to bid and if so at what level. This 'anticipation' and planning means that all transactions are profitable and there's no anxiety over CPC spend rising to unprofitable levels. Tony doffs a digital cap to Claude Hopkins (https://en.wikipedia.org/wiki/Claude_C._Hopkins), author a century ago of "Scientific Advertising", who emphasised the importance of copywriting for relevance (and whose book was seen in the background of several Mad Men episodes!).  Amongst many 'zingers' and insights, a further point of note was that 80+% of traffic comes to a product description page (PDP) - the lowest level of a site's hierarchy. Rather than being seen after a brand-first browsing and filtering journey, Tony's customers land straight at the 'here it is, buy it' level, and these pages have to carry the whole brand, product and service story. He mentions the importance of the on-page "carousels" of products to increase the number of products shown, fish for opportunity and how these carousels (rather than navigation or on-site search) then drive the browse journey.   So many more things covered in our 40 minutes in the studio, and we'll update the InternetRetailing.net page with the full transcript. --  Run time: 47 minutes INFORMATION: [

Ah, emails. We get tons of them. Some we love. Some we delete without a second glance. So how do you make sure YOUR email doesn't meet a tragic digital demise? In this week's episode, join host Sara Estes as she dives into the anatomy of a killer email. She'll show you the 5 things your email needs to actually GET OPENED. And then, how to inspire your readers to take action. ⚡️Ready for the secrets?

The book I mention is "Scientific Advertising" by Claude C Hopkins.

Founders ✓ Claim Key Takeaways  “The difference between one advertisement and another, when measured in terms of sales, can be as much as nineteen to one.” – David Ogilvy Pay peanuts and you get monkeys “I admire people who work with gusto. If you don't enjoy what you are doing, I beg you to find another job. Remember the Scottish proverb: Be happy while you are living because you are a long time dead.” – David OgilvyThe most important thing you will decide is what benefit to promise“You are not advertising to a standing army. You are advertising to a moving parade.” – David Ogilvy Most successful careers are built on isolated incidentsStudy the great work that came before you “I have come to the conclusion that the top man has one principal responsibility: to provide an atmosphere in which creative mavericks can do useful work.” – David OgilvyTolerate genius and do not strangle the goose that lays the golden egg Talent is most likely found among non-conformists, dissenters, and rebels“In the best companies, promises are always kept, whatever it may cost in agony and overtime.” – David Ogilvy Read the full notes @ podcastnotes.orgWhat I learned from reading Confessions of an Advertising Man by David Ogilvy. ----This episode is brought to you by Tiny: Tiny is the easiest way to sell your business. Tiny provides quick and straightforward exits for Founders. Get in touch by emailing hi@tiny.com----This episode is brought to you by Meter: Meter is the easiest way for your business to get fast, secure, and reliable internet and WiFi in any commercial space. Go to meter.com/founders----Listen to one of my favorite podcasts: Invest Like the Best----Subscribe to listen to Founders Premium — Subscribers can ask me questions directly and listen to Ask Me Anything (AMA) episodes.----Join my free email newsletter to get my top 10 highlights from every book----(4:15) When Fortune published an article about me and titled it: "Is David Ogilvy a Genius?," I asked my lawyer to sue the editor for the question mark.(4:45) The people who built the companies for which America is famous, all worked obsessively to create strong cultures within their organizations. Companies that have cultivated their individual identities by shaping values, making heroes, spelling out rites and rituals, and acknowledging the cultural network, have an edge(5:30) We prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a pig pursues truffles. A blind pig can sometimes find truffles, but it helps to know that they grow in oak forests.(5:48) We hire gentlemen with brains.(6:16) Only First Class business, and that in a First Class way.(6:25) Search all the parks in all your cities; you'll find no statues of committees.(9:45) Buy Ogilvy on Advertising (10:45) One decent editorial counts for a thousand advertisements. + You simply cannot mix your messages when selling something new. A consumer can barely handle one great new idea, let alone two, or even several. — Against the Odds: An Autobiography by James Dyson (Founders #300)(15:22) It was inspiring to work for a supreme master. M. Pitard did not tolerate incompetence. He knew that it is demoralising for professionals to work alongside incompetent amateurs.(16:66) You have to be ruthless if you want to build a team of A players. It's too easy, as a team grows, to put up with a few B players, and they then attract a few more B players, and soon you will even have some C players. The Macintosh experience taught me that A players like to work only with other A players, which means you can't indulge B players.(18:12) In the best companies, promises are always kept, whatever it may cost in agony and overtime.(18:33) I have come to the conclusion that the top man has one principal responsibility: to provide an atmosphere in which creative mavericks can do useful work.(19:38) I admire people who work hard, who bite the bullet.(19:58) I admire people with first class brains.(20:23) I admire people who work with gusto. If you don't enjoy what you are doing, I beg you to find another job. Remember the Scottish proverb, "Be happy while you're living, for you're a long time dead."(20:50) I admire self-confident professionals, the craftsmen  who do their jobs with superlative excellence.(21:40) The best way to keep the peace is to be candid.(23:18) That's been the most important lesson I've learned in business: that the dynamic range of people dramatically exceeds things you encounter in the rest of our normal lives—and to try to find those really great people who really love what they do.  —  Make Something Wonderful: Steve Jobs in his own words. (Founders #299)(24:39) The Man Who Sold America: The Amazing (but True!) Story of Albert D. Lasker and the Creation of the Advertising Century by Jeffrey L. Cruikshank and Arthur W. Schultz. (Founders #206)(25:09) Claude Hopkins episodes:My Life in Advertising by Claude Hopkins. (Founders #170)Scientific Advertising by Claude Hopkins. (Founders #207)(25:47) Talent is most likely to be found among nonconformists, dissenters, and rebels.(26:49) The majority of business men are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked.(28:21) This podcast studies formidable individuals.(31:40) Samuel Bronfman: The Life and Times of Seagram's Mr. Sam by Michael R. Marrus. (Founders #116)(37:47) I doubt whether there is a single agency (or company) of any consequence which is not the lengthened shadow of one man.(39:51) Don't bunt. Aim out of the park. Aim for the company of immortals.(40:13) Most big corporations behave as if profit were not a function of time.When Jerry Lambert scored his first breakthrough with Listerine, he speeded up the whole process of marketing by dividing time into months. Instead of locking himself into annual plans, Lambert reviewed his advertising and his profits every month.The result was that he made $25,000,000 in eight years, where it takes most people twelve times as long. In Jerry Lambert's day, the Lambert Pharmaceutical Company lived by the month, instead of by the year.(41:30) The Mind of Napoleon: A Selection of His Written and Spoken Words edited by J. Christopher Herold. (Founders #302)(41:36) I am an inveterate brain picker, and the most rewarding brains I have picked are the brains of my predecessors and my competitors.(43:27) We make advertisements that people want to read. You can't save souls in an empty church.(44:05) You aren't advertising to a standing army; you are advertising to a moving parade.(45:13) The headline is the most important element in advertisements.(47:47) Runnin' Down a Dream: How to Succeed and Thrive in a Career You Love by Bill Gurley(48:15) Set yourself to becoming the best-informed man in the agency on the account to which you are assigned.If, for example, it is a gasoline account, read text books on the chemistry, geology and distribution of petroleum products. Read all the trade journals in the field. Read all the research reports and marketing plans that your agency has ever written on the product. Spend Saturday mornings in service stations, pumping gasoline and talking to motorists. Visit your client's refineries and research  laboratories. Study the advertising of his competitors. At the end of your second year, you will know more about gasoline than your boss.Most of the young men in agencies are too lazy to do this kind of homework. They remain permanently superficial.----Subscribe to listen to Founders Premium — Subscribers can ask me questions directly and listen to Ask Me Anything (AMA) episodes.----Join my free email newsletter to get my top 10 highlights from every book----“I have listened to every episode released and look forward to every episode that comes out. The only criticism I would have is that after each podcast I usually want to buy the book because I am interested so my poor wallet suffers. ” — GarethBe like Gareth. Buy a book: All the books featured on Founders Podcast 

Founders ✓ Claim Key Takeaways  “The difference between one advertisement and another, when measured in terms of sales, can be as much as nineteen to one.” – David Ogilvy Pay peanuts and you get monkeys “I admire people who work with gusto. If you don't enjoy what you are doing, I beg you to find another job. Remember the Scottish proverb: Be happy while you are living because you are a long time dead.” – David OgilvyThe most important thing you will decide is what benefit to promise“You are not advertising to a standing army. You are advertising to a moving parade.” – David Ogilvy Most successful careers are built on isolated incidentsStudy the great work that came before you “I have come to the conclusion that the top man has one principal responsibility: to provide an atmosphere in which creative mavericks can do useful work.” – David OgilvyTolerate genius and do not strangle the goose that lays the golden egg Talent is most likely found among non-conformists, dissenters, and rebels“In the best companies, promises are always kept, whatever it may cost in agony and overtime.” – David Ogilvy Read the full notes @ podcastnotes.orgWhat I learned from reading Confessions of an Advertising Man by David Ogilvy. ----This episode is brought to you by Tiny: Tiny is the easiest way to sell your business. Tiny provides quick and straightforward exits for Founders. Get in touch by emailing hi@tiny.com----This episode is brought to you by Meter: Meter is the easiest way for your business to get fast, secure, and reliable internet and WiFi in any commercial space. Go to meter.com/founders----Listen to one of my favorite podcasts: Invest Like the Best----Subscribe to listen to Founders Premium — Subscribers can ask me questions directly and listen to Ask Me Anything (AMA) episodes.----Join my free email newsletter to get my top 10 highlights from every book----(4:15) When Fortune published an article about me and titled it: "Is David Ogilvy a Genius?," I asked my lawyer to sue the editor for the question mark.(4:45) The people who built the companies for which America is famous, all worked obsessively to create strong cultures within their organizations. Companies that have cultivated their individual identities by shaping values, making heroes, spelling out rites and rituals, and acknowledging the cultural network, have an edge(5:30) We prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a pig pursues truffles. A blind pig can sometimes find truffles, but it helps to know that they grow in oak forests.(5:48) We hire gentlemen with brains.(6:16) Only First Class business, and that in a First Class way.(6:25) Search all the parks in all your cities; you'll find no statues of committees.(9:45) Buy Ogilvy on Advertising (10:45) One decent editorial counts for a thousand advertisements. + You simply cannot mix your messages when selling something new. A consumer can barely handle one great new idea, let alone two, or even several. — Against the Odds: An Autobiography by James Dyson (Founders #300)(15:22) It was inspiring to work for a supreme master. M. Pitard did not tolerate incompetence. He knew that it is demoralising for professionals to work alongside incompetent amateurs.(16:66) You have to be ruthless if you want to build a team of A players. It's too easy, as a team grows, to put up with a few B players, and they then attract a few more B players, and soon you will even have some C players. The Macintosh experience taught me that A players like to work only with other A players, which means you can't indulge B players.(18:12) In the best companies, promises are always kept, whatever it may cost in agony and overtime.(18:33) I have come to the conclusion that the top man has one principal responsibility: to provide an atmosphere in which creative mavericks can do useful work.(19:38) I admire people who work hard, who bite the bullet.(19:58) I admire people with first class brains.(20:23) I admire people who work with gusto. If you don't enjoy what you are doing, I beg you to find another job. Remember the Scottish proverb, "Be happy while you're living, for you're a long time dead."(20:50) I admire self-confident professionals, the craftsmen  who do their jobs with superlative excellence.(21:40) The best way to keep the peace is to be candid.(23:18) That's been the most important lesson I've learned in business: that the dynamic range of people dramatically exceeds things you encounter in the rest of our normal lives—and to try to find those really great people who really love what they do.  —  Make Something Wonderful: Steve Jobs in his own words. (Founders #299)(24:39) The Man Who Sold America: The Amazing (but True!) Story of Albert D. Lasker and the Creation of the Advertising Century by Jeffrey L. Cruikshank and Arthur W. Schultz. (Founders #206)(25:09) Claude Hopkins episodes:My Life in Advertising by Claude Hopkins. (Founders #170)Scientific Advertising by Claude Hopkins. (Founders #207)(25:47) Talent is most likely to be found among nonconformists, dissenters, and rebels.(26:49) The majority of business men are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked.(28:21) This podcast studies formidable individuals.(31:40) Samuel Bronfman: The Life and Times of Seagram's Mr. Sam by Michael R. Marrus. (Founders #116)(37:47) I doubt whether there is a single agency (or company) of any consequence which is not the lengthened shadow of one man.(39:51) Don't bunt. Aim out of the park. Aim for the company of immortals.(40:13) Most big corporations behave as if profit were not a function of time.When Jerry Lambert scored his first breakthrough with Listerine, he speeded up the whole process of marketing by dividing time into months. Instead of locking himself into annual plans, Lambert reviewed his advertising and his profits every month.The result was that he made $25,000,000 in eight years, where it takes most people twelve times as long. In Jerry Lambert's day, the Lambert Pharmaceutical Company lived by the month, instead of by the year.(41:30) The Mind of Napoleon: A Selection of His Written and Spoken Words edited by J. Christopher Herold. (Founders #302)(41:36) I am an inveterate brain picker, and the most rewarding brains I have picked are the brains of my predecessors and my competitors.(43:27) We make advertisements that people want to read. You can't save souls in an empty church.(44:05) You aren't advertising to a standing army; you are advertising to a moving parade.(45:13) The headline is the most important element in advertisements.(47:47) Runnin' Down a Dream: How to Succeed and Thrive in a Career You Love by Bill Gurley(48:15) Set yourself to becoming the best-informed man in the agency on the account to which you are assigned.If, for example, it is a gasoline account, read text books on the chemistry, geology and distribution of petroleum products. Read all the trade journals in the field. Read all the research reports and marketing plans that your agency has ever written on the product. Spend Saturday mornings in service stations, pumping gasoline and talking to motorists. Visit your client's refineries and research  laboratories. Study the advertising of his competitors. At the end of your second year, you will know more about gasoline than your boss.Most of the young men in agencies are too lazy to do this kind of homework. They remain permanently superficial.----Subscribe to listen to Founders Premium — Subscribers can ask me questions directly and listen to Ask Me Anything (AMA) episodes.----Join my free email newsletter to get my top 10 highlights from every book----“I have listened to every episode released and look forward to every episode that comes out. The only criticism I would have is that after each podcast I usually want to buy the book because I am interested so my poor wallet suffers. ” — GarethBe like Gareth. Buy a book: All the books featured on Founders Podcast 

Founders ✓ Claim Key Takeaways  “The difference between one advertisement and another, when measured in terms of sales, can be as much as nineteen to one.” – David Ogilvy Pay peanuts and you get monkeys “I admire people who work with gusto. If you don't enjoy what you are doing, I beg you to find another job. Remember the Scottish proverb: Be happy while you are living because you are a long time dead.” – David OgilvyThe most important thing you will decide is what benefit to promise“You are not advertising to a standing army. You are advertising to a moving parade.” – David Ogilvy Most successful careers are built on isolated incidentsStudy the great work that came before you “I have come to the conclusion that the top man has one principal responsibility: to provide an atmosphere in which creative mavericks can do useful work.” – David OgilvyTolerate genius and do not strangle the goose that lays the golden egg Talent is most likely found among non-conformists, dissenters, and rebels“In the best companies, promises are always kept, whatever it may cost in agony and overtime.” – David Ogilvy Read the full notes @ podcastnotes.orgWhat I learned from reading Confessions of an Advertising Man by David Ogilvy. ----This episode is brought to you by Tiny: Tiny is the easiest way to sell your business. Tiny provides quick and straightforward exits for Founders. Get in touch by emailing hi@tiny.com----This episode is brought to you by Meter: Meter is the easiest way for your business to get fast, secure, and reliable internet and WiFi in any commercial space. Go to meter.com/founders----Listen to one of my favorite podcasts: Invest Like the Best----Subscribe to listen to Founders Premium — Subscribers can ask me questions directly and listen to Ask Me Anything (AMA) episodes.----Join my free email newsletter to get my top 10 highlights from every book----(4:15) When Fortune published an article about me and titled it: "Is David Ogilvy a Genius?," I asked my lawyer to sue the editor for the question mark.(4:45) The people who built the companies for which America is famous, all worked obsessively to create strong cultures within their organizations. Companies that have cultivated their individual identities by shaping values, making heroes, spelling out rites and rituals, and acknowledging the cultural network, have an edge(5:30) We prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a pig pursues truffles. A blind pig can sometimes find truffles, but it helps to know that they grow in oak forests.(5:48) We hire gentlemen with brains.(6:16) Only First Class business, and that in a First Class way.(6:25) Search all the parks in all your cities; you'll find no statues of committees.(9:45) Buy Ogilvy on Advertising (10:45) One decent editorial counts for a thousand advertisements. + You simply cannot mix your messages when selling something new. A consumer can barely handle one great new idea, let alone two, or even several. — Against the Odds: An Autobiography by James Dyson (Founders #300)(15:22) It was inspiring to work for a supreme master. M. Pitard did not tolerate incompetence. He knew that it is demoralising for professionals to work alongside incompetent amateurs.(16:66) You have to be ruthless if you want to build a team of A players. It's too easy, as a team grows, to put up with a few B players, and they then attract a few more B players, and soon you will even have some C players. The Macintosh experience taught me that A players like to work only with other A players, which means you can't indulge B players.(18:12) In the best companies, promises are always kept, whatever it may cost in agony and overtime.(18:33) I have come to the conclusion that the top man has one principal responsibility: to provide an atmosphere in which creative mavericks can do useful work.(19:38) I admire people who work hard, who bite the bullet.(19:58) I admire people with first class brains.(20:23) I admire people who work with gusto. If you don't enjoy what you are doing, I beg you to find another job. Remember the Scottish proverb, "Be happy while you're living, for you're a long time dead."(20:50) I admire self-confident professionals, the craftsmen  who do their jobs with superlative excellence.(21:40) The best way to keep the peace is to be candid.(23:18) That's been the most important lesson I've learned in business: that the dynamic range of people dramatically exceeds things you encounter in the rest of our normal lives—and to try to find those really great people who really love what they do.  —  Make Something Wonderful: Steve Jobs in his own words. (Founders #299)(24:39) The Man Who Sold America: The Amazing (but True!) Story of Albert D. Lasker and the Creation of the Advertising Century by Jeffrey L. Cruikshank and Arthur W. Schultz. (Founders #206)(25:09) Claude Hopkins episodes:My Life in Advertising by Claude Hopkins. (Founders #170)Scientific Advertising by Claude Hopkins. (Founders #207)(25:47) Talent is most likely to be found among nonconformists, dissenters, and rebels.(26:49) The majority of business men are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked.(28:21) This podcast studies formidable individuals.(31:40) Samuel Bronfman: The Life and Times of Seagram's Mr. Sam by Michael R. Marrus. (Founders #116)(37:47) I doubt whether there is a single agency (or company) of any consequence which is not the lengthened shadow of one man.(39:51) Don't bunt. Aim out of the park. Aim for the company of immortals.(40:13) Most big corporations behave as if profit were not a function of time.When Jerry Lambert scored his first breakthrough with Listerine, he speeded up the whole process of marketing by dividing time into months. Instead of locking himself into annual plans, Lambert reviewed his advertising and his profits every month.The result was that he made $25,000,000 in eight years, where it takes most people twelve times as long. In Jerry Lambert's day, the Lambert Pharmaceutical Company lived by the month, instead of by the year.(41:30) The Mind of Napoleon: A Selection of His Written and Spoken Words edited by J. Christopher Herold. (Founders #302)(41:36) I am an inveterate brain picker, and the most rewarding brains I have picked are the brains of my predecessors and my competitors.(43:27) We make advertisements that people want to read. You can't save souls in an empty church.(44:05) You aren't advertising to a standing army; you are advertising to a moving parade.(45:13) The headline is the most important element in advertisements.(47:47) Runnin' Down a Dream: How to Succeed and Thrive in a Career You Love by Bill Gurley(48:15) Set yourself to becoming the best-informed man in the agency on the account to which you are assigned.If, for example, it is a gasoline account, read text books on the chemistry, geology and distribution of petroleum products. Read all the trade journals in the field. Read all the research reports and marketing plans that your agency has ever written on the product. Spend Saturday mornings in service stations, pumping gasoline and talking to motorists. Visit your client's refineries and research  laboratories. Study the advertising of his competitors. At the end of your second year, you will know more about gasoline than your boss.Most of the young men in agencies are too lazy to do this kind of homework. They remain permanently superficial.----Subscribe to listen to Founders Premium — Subscribers can ask me questions directly and listen to Ask Me Anything (AMA) episodes.----Join my free email newsletter to get my top 10 highlights from every book----“I have listened to every episode released and look forward to every episode that comes out. The only criticism I would have is that after each podcast I usually want to buy the book because I am interested so my poor wallet suffers. ” — GarethBe like Gareth. Buy a book: All the books featured on Founders Podcast 

What I learned from reading Confessions of an Advertising Man by David Ogilvy. ----This episode is brought to you by Tiny: Tiny is the easiest way to sell your business. Tiny provides quick and straightforward exits for Founders. Get in touch by emailing hi@tiny.com----This episode is brought to you by Meter: Meter is the easiest way for your business to get fast, secure, and reliable internet and WiFi in any commercial space. Go to meter.com/founders----Listen to one of my favorite podcasts: Invest Like the Best----Subscribe to listen to Founders Premium — Subscribers can ask me questions directly and listen to Ask Me Anything (AMA) episodes.----Join my free email newsletter to get my top 10 highlights from every book----(4:15) When Fortune published an article about me and titled it: "Is David Ogilvy a Genius?," I asked my lawyer to sue the editor for the question mark.(4:45) The people who built the companies for which America is famous, all worked obsessively to create strong cultures within their organizations. Companies that have cultivated their individual identities by shaping values, making heroes, spelling out rites and rituals, and acknowledging the cultural network, have an edge(5:30) We prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a pig pursues truffles. A blind pig can sometimes find truffles, but it helps to know that they grow in oak forests.(5:48) We hire gentlemen with brains.(6:16) Only First Class business, and that in a First Class way.(6:25) Search all the parks in all your cities; you'll find no statues of committees.(9:45) Buy Ogilvy on Advertising (10:45) One decent editorial counts for a thousand advertisements. + You simply cannot mix your messages when selling something new. A consumer can barely handle one great new idea, let alone two, or even several. — Against the Odds: An Autobiography by James Dyson (Founders #300)(15:22) It was inspiring to work for a supreme master. M. Pitard did not tolerate incompetence. He knew that it is demoralising for professionals to work alongside incompetent amateurs.(16:66) You have to be ruthless if you want to build a team of A players. It's too easy, as a team grows, to put up with a few B players, and they then attract a few more B players, and soon you will even have some C players. The Macintosh experience taught me that A players like to work only with other A players, which means you can't indulge B players.(18:12) In the best companies, promises are always kept, whatever it may cost in agony and overtime.(18:33) I have come to the conclusion that the top man has one principal responsibility: to provide an atmosphere in which creative mavericks can do useful work.(19:38) I admire people who work hard, who bite the bullet.(19:58) I admire people with first class brains.(20:23) I admire people who work with gusto. If you don't enjoy what you are doing, I beg you to find another job. Remember the Scottish proverb, "Be happy while you're living, for you're a long time dead."(20:50) I admire self-confident professionals, the craftsmen  who do their jobs with superlative excellence.(21:40) The best way to keep the peace is to be candid.(23:18) That's been the most important lesson I've learned in business: that the dynamic range of people dramatically exceeds things you encounter in the rest of our normal lives—and to try to find those really great people who really love what they do.  —  Make Something Wonderful: Steve Jobs in his own words. (Founders #299)(24:39) The Man Who Sold America: The Amazing (but True!) Story of Albert D. Lasker and the Creation of the Advertising Century by Jeffrey L. Cruikshank and Arthur W. Schultz. (Founders #206)(25:09) Claude Hopkins episodes:My Life in Advertising by Claude Hopkins. (Founders #170)Scientific Advertising by Claude Hopkins. (Founders #207)(25:47) Talent is most likely to be found among nonconformists, dissenters, and rebels.(26:49) The majority of business men are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked.(28:21) This podcast studies formidable individuals.(31:40) Samuel Bronfman: The Life and Times of Seagram's Mr. Sam by Michael R. Marrus. (Founders #116)(37:47) I doubt whether there is a single agency (or company) of any consequence which is not the lengthened shadow of one man.(39:51) Don't bunt. Aim out of the park. Aim for the company of immortals.(40:13) Most big corporations behave as if profit were not a function of time.When Jerry Lambert scored his first breakthrough with Listerine, he speeded up the whole process of marketing by dividing time into months. Instead of locking himself into annual plans, Lambert reviewed his advertising and his profits every month.The result was that he made $25,000,000 in eight years, where it takes most people twelve times as long. In Jerry Lambert's day, the Lambert Pharmaceutical Company lived by the month, instead of by the year.(41:30) The Mind of Napoleon: A Selection of His Written and Spoken Words edited by J. Christopher Herold. (Founders #302)(41:36) I am an inveterate brain picker, and the most rewarding brains I have picked are the brains of my predecessors and my competitors.(43:27) We make advertisements that people want to read. You can't save souls in an empty church.(44:05) You aren't advertising to a standing army; you are advertising to a moving parade.(45:13) The headline is the most important element in advertisements.(47:47) Runnin' Down a Dream: How to Succeed and Thrive in a Career You Love by Bill Gurley(48:15) Set yourself to becoming the best-informed man in the agency on the account to which you are assigned.If, for example, it is a gasoline account, read text books on the chemistry, geology and distribution of petroleum products. Read all the trade journals in the field. Read all the research reports and marketing plans that your agency has ever written on the product. Spend Saturday mornings in service stations, pumping gasoline and talking to motorists. Visit your client's refineries and research  laboratories. Study the advertising of his competitors. At the end of your second year, you will know more about gasoline than your boss.Most of the young men in agencies are too lazy to do this kind of homework. They remain permanently superficial.----Subscribe to listen to Founders Premium — Subscribers can ask me questions directly and listen to Ask Me Anything (AMA) episodes.----Join my free email newsletter to get my top 10 highlights from every book----“I have listened to every episode released and look forward to every episode that comes out. The only criticism I would have is that after each podcast I usually want to buy the book because I am interested so my poor wallet suffers. ” — GarethBe like Gareth. Buy a book: All the books featured on Founders Podcast 

In this episode, Troy interviews John Jonas, founder of OnlineJobs.PH and a pioneer in outsourcing tasks to virtual workers. He's based near Salt Lake City, United States. After quitting his day job to work online and becoming overloaded with tasks, he decided to outsource tasks to free up time. Now liberated with the idea that he could delegate tasks to keep from burning out, he and his newly hired programmer started OnlineJobs with the goal of helping small business owners all over the world find hardworking virtual assistants in the Philippines. OnlineJobs was launched in 2009 and has seen 50% growth since its inception. It now has a total of 40 FTEs in the Philippines, recently hitting eight figures last year, maintaining a truly remarkable run. Combined with the concept of arbitrage and teaching how to utilize outsourcing differently, John has helped a lot of small business owners manage costs and get more done by introducing them to hard-working VAs in the Philippines and providing Filipinos with a way to support their families.  To top it all off, John has placed an emphasis on the subject of thinking. Thinking is the number one habit that small-medium-sized business owners should develop and maintain to grow, as John said. Implying, that being able to think through the hard stuff is the catalyst for a small business owner to make things happen because consequently, it's where ingenuity and success happen. This Cast Covers:  The inner workings of John Jonas' company, OnlineJobs. Discovering the amazing work culture of Filipinos. Events that lead to John launching OnlineJobs. OnlineJobs' consistent growth since its inception. Gaining trust between your employees. Success is determined by the amount of progress made. Recognizing that success is not limited to business success. Delegating tasks that you are unfamiliar with to experts.  Solving problems through critical thinking. The significance of providing value to your business. Links:  John's Linkedin John's Personal Website John's Company Website  Additional Resources: The Outsourcing Lever: Secrets of How Successful Entrepreneurs Grow Their Businesses with Virtual Assistants by John Jonas My Life in Advertising and Scientific Advertising by Claude Hopkins Confessions of an Advertising Man by David Ogilvy     Quotes: “You have to gain their trust, you have to do things so that they trust you.” — John Jonas. “Success is progress.” — John Jonas. “Success isn't just business success, for me, it's family life, it's a personal life, its relationships and all of that.” — John Jonas. “It's not just about money, it's about fulfillment.” — John Jonas. “Take responsibility ... when something goes wrong, you have to take the responsibility yourself.” — John Jonas.

A new AI-based note-taking tool called Fathom automatically summarizes conversations. They also briefly mentioned ongoing attempts to discredit former President Trump and the inability to find any criminal charges, despite attempts to do so for six years. They also discussed the person's efforts to lay down a precedent for his return before the election. Various topics, including a bomb in the basement, the Epstein case, and the gender disparity in relationships. They concluded that some women lie about being in relationships and that the identity of the influential people involved in the Epstein case remains unknown. Various topics, such as having a fake boyfriend as a defensive measure, the delusion of some women who wear makeup, and the emergence of the trad wife movement, did not come up with a clear solution. The gender identity of a mass shooter, with conflicting reports on whether the shooter was a trans man or a trans woman. They also speculated on the motivations behind individuals transitioning genders, with one theory being a desire for power and dominance. Various topics, including conspiracy theories, transgender issues, and advertising techniques. They also mentioned a book called "Scientific Advertising" by Claude Hopkins. Various topics include advertising, polyworking, and the trend of super savers who save money in their 20s to retire early. They also touched on the idea that society's economic function may not align with its economic figure. The high cost of living in San Francisco for software developers and how some people are polyworking to make ends meet. They also talked about the use of AI in art and how it can be a tool for artists to create their vision. Copyright laws regarding AI-generated art and the use of images from public rooms on Mid Journey. They also discussed the possibility of creating private rooms, and Chris mentioned writing a book with ChatGPT.

What is the future of marketing? With the many technological tools available today, marketers have so many chances to optimize their marketing efforts. But such tools, like ChatGPT, do not negate the need for traditional marketing techniques that focus on consumer behavior. So a good marketer needs to start by understanding his customer and diving deep into the Customer Value Journey (CVJ), which is the foundation for a successful marketing strategy. In this episode of The DigitalMarketer Podcast, host Mark de Grasse interviews James Bullis, founder and CEO of Ventin Webmaster Solutions, which specializes in building websites that help businesses grow. James has over 25 years of experience in web design and development, and he understands the importance of websites in reaching your target market and achieving your business goals.Tune in and discover how going back to the basics of marketing while embracing new technology can work wonders for your business. Enjoy the episode!Key Takeaways:00:50 - Can anyone really master the web? Why is James bringing back the “webmaster”?07:00 - Discover the secret to effective marketing12:14 - James talks about the process that went into rebranding his business, why he's switching to the subscription model, and how he's applying CVJ to his process15:00 - How ChatGPT helped James create his vision statement and understand his customer 18:39 - Technological developments that have the potential to solve the big problems in this world25:10 - Old School Marketers vs. New School Marketers26:34 - A timeless piece of advice to anyone who wants to get into marketing Resources:-Breakthrough Advertising by Eugene Schwartz - https://breakthroughadvertisingbook.com/-Time's Up!: The Subscription Business Model for Professional Firms by Paul Dunn and Ronald Baker - https://www.amazon.com/Times-Up-Subscription-Business-Professional/dp/1119893526-Scientific Advertising by Claude C. Hopkins - https://www.amazon.com/Scientific-Advertising-Claude-C-Hopkins/dp/1453821082Connect with James Bullis:Website - https://ventin.co/LinkedIn - https://www.linkedin.com/in/jmbullis/Be sure to subscribe to the podcast at: https://www.digitalmarketer.com/podcast/Facebook: https://www.facebook.com/digitalmarketerInstagram: https://www.instagram.com/digitalmarketer/LinkedIn: https://www.linkedin.com/company/digital-marketer/This Month's Sponsors:Conversion Fanatics - Conversion Rate Optimization AgencyGet 50% Off Monthly Blog Writing Service - BKA Content More Resources from Scalable[Free Guide &...

What is the future of marketing? With the many technological tools available today, marketers have so many chances to optimize their marketing efforts. But such tools, like ChatGPT, do not negate the need for traditional marketing techniques that focus on consumer behavior. So a good marketer needs to start by understanding his customer and diving deep into the Customer Value Journey (CVJ), which is the foundation for a successful marketing strategy. In this episode of The DigitalMarketer Podcast, host Mark de Grasse interviews James Bullis, founder and CEO of Ventin Webmaster Solutions, which specializes in building websites that help businesses grow. James has over 25 years of experience in web design and development, and he understands the importance of websites in reaching your target market and achieving your business goals.Tune in and discover how going back to the basics of marketing while embracing new technology can work wonders for your business. Enjoy the episode!Key Takeaways:00:50 - Can anyone really master the web? Why is James bringing back the “webmaster”?07:00 - Discover the secret to effective marketing12:14 - James talks about the process that went into rebranding his business, why he's switching to the subscription model, and how he's applying CVJ to his process15:00 - How ChatGPT helped James create his vision statement and understand his customer 18:39 - Technological developments that have the potential to solve the big problems in this world25:10 - Old School Marketers vs. New School Marketers26:34 - A timeless piece of advice to anyone who wants to get into marketing Resources:-Breakthrough Advertising by Eugene Schwartz - https://breakthroughadvertisingbook.com/-Time's Up!: The Subscription Business Model for Professional Firms by Paul Dunn and Ronald Baker - https://www.amazon.com/Times-Up-Subscription-Business-Professional/dp/1119893526-Scientific Advertising by Claude C. Hopkins - https://www.amazon.com/Scientific-Advertising-Claude-C-Hopkins/dp/1453821082Connect with James Bullis:Website - https://ventin.co/LinkedIn - https://www.linkedin.com/in/jmbullis/Be sure to subscribe to the podcast at: https://www.digitalmarketer.com/podcast/Facebook: https://www.facebook.com/digitalmarketerInstagram: https://www.instagram.com/digitalmarketer/LinkedIn: https://www.linkedin.com/company/digital-marketer/This Month's Sponsors:Conversion Fanatics - Conversion Rate Optimization AgencyGet 50% Off Monthly Blog Writing Service - BKA Content More Resources from Scalable[Free Guide & Assessment] 7 Levels of Scale

Callan Harrington is the Founder and CEO of Flashgrowth, a consulting and fractional executive company that helps startups and scaleups achieve sustainable growth from seed to exit. He is on a mission to help early-stage B2B companies build repeatable sales processes and win the war against the 17-month average tenure of a VP of sales. In today's episode, we'll discuss why the VP of sales average tenure has shrunk to just 17 months. We'll also cover what sales leaders can do to ensure their tenures are longer, worthwhile and profitable.  What You'll Learn: Why tenures for VP of Sales are so short Ways sales leaders can start their tenures on the right foot What a sales leader can do to improve their reputation How to win the war on the 17-month average tenure of a VP sales Proven ways to scale a business successfully Tips for keeping high performers happy The benefits of developing self-awareness in sales leadership Should salespeople be creating content? How to let go of perfect and embrace your mistakes The average tenure of a VP of sales was once sitting at a healthy 26 months, but now it's  just 17 months. And 17 months in such a position is not enough time to make the impact a leader is committed to making. Hopefully, with the tips from Callen, we can reverse this unfortunate trend and create full funnel freedom.  Links and Resources  When you need to hire top sales professionals, turn to a recruiting partner that speaks sales. Alaant Workforce Solutions. Learn more and book a discovery call at www.fullfunnelfreedom.com/alaant The perfect CRM system, streamlined business processes and happier customers – Eligeo CRM Inc can make it happen for your business. Go to www.fullfunnelfreedom.com/eligeo for more info Connect with Callan Harrington on LinkedIn - https://www.linkedin.com/in/callanharrington/ Flashgrowth.com - https://www.flashgrowth.com/ Scientific Advertising by Claude C Hopkins -  https://amzn.to/3rKBN3U Full Funnel Freedom https://fullfunnelfreedom.com The Sandler Summit 2023 https://www.hamish.sandler.com/orlando  Sandler on Instagram https://www.instagram.com/sandler_yyc/  Sandler in Calgary - www.hamish.sandler.com/howtosandler Connect with Hamish Knox on LinkedIn https://www.linkedin.com/in/hamishknox/  Sponsorship or guest inquiries - podcast@fullfunnelfreedom.com  

Austin shares the 7 books that helped 10x his job search and land a job offer!Time Stamped Show Notes:[0:30] - Job searching is marketing yourself[1:54] - The 4 hour work week[2:52] - Influence[4:21] - Pre-Suasion[5:54] - Trust me, I'm lying[7:21] - The 22 immutable laws of marketing[8:39] - Scientific Advertising[10:09] - Never split the differenceClick here for Austin's Masterclass to Land Your Dream Job In 10 Weeks (Without Applying Online)!Ask Austin Anything (And Have Him Answer Live On The Podcast!)Click here to submit your question.Want To Level Up Your Job Search?Click here to learn more about 1:1 career coaching to help you land your dream job without applying online.Check out Austin's courses and, as a thank you for listening to the show, use the code PODCAST to get 5% off any digital course:The Interview Preparation System - Austin's proven, all-in-one process for turning your next job interview into a job offer.Value Validation Project Starter Kit - Everything you need to create a job-winning VVP that will blow hiring managers away and set you apart from the competition.No Experience, No Problem - Austin's proven framework for building the skills and experience you need to break into a new industry (even if you have *zero* experience right now).Try Austin's Job Search ToolsResyBuild.io - Build a beautiful, job-winning resume in minutes.ResyMatch.io - Score your resume vs. your target job description and get feedback.ResyBullet.io - Learn how to write attention grabbing resume bullets.Mailscoop.io - Find anyone's professional email in seconds.Connect with Austin for daily job search content:Cultivated CultureLinkedInTwitterThanks for listening!

Big brands have large budgets that allow them to harness the power of multiple marketing channels, from digital marketing to mass media. Small businesses rarely have this same advantage, so how can they leverage their limited budgets to compete with industry giants? Ian Barnard believes the answer lies in targeting future customers.  Ian is an experienced marketing strategist and the Strategy Director at Creative Business Company, a marketing agency that helps businesses accelerate growth through the power of brand marketing.   In this episode, Ian explains how big brands succeed by targeting both current and future customers, ensuring they maintain consistent demand for their products. Small businesses, on the other hand, tend to focus solely on in-market consumers. Ian reveals how small businesses can restructure their budgets to mimic the marketing strategies of big brands. According to Ian,  “The optimal split for your marketing budget is to spend 60% of your money on online video brand-building campaigns. These are wide-reaching campaigns with broad messages that target future customers. Spend the other 40% on digital marketing campaigns targeting existing customers who are in-market.” We also discuss how to create effective storytelling in modern advertising campaigns, how to maintain authenticity on social media, and the changes Ian foresees in the marketing landscape in the coming years. If you want to level up your marketing without breaking the bank, then this is an episode you don't afford to miss out on! Topics Discussed in This Episode: Ian walks us through his marketing journey and what he's working on today (02:42) The main marketing advantage that big brands have over smaller businesses (04:20) How small businesses can chase future customers on a limited budget (07:45) Ian walks us through the 2-4-5 digital media framework (11:41) How to create great storytelling in a modern advertising campaign (15:48) Do consumers have lower attention spans or is advertising not entertaining enough? (18:38) Why focusing on organic social media is a waste of time for small businesses (22:13) How people can leverage paid ads to boost sales (25:25) Marketing elements small businesses can put in place on a small budget (30:50) How Creative Business Company helps small businesses with their marketing (33:32) The changes Ian foresees in the marketing industry over the next few years (35:30) Mentions: Empire Flippers Podcast Empire Flippers Marketplace Creative Business Company Creative Business Company whitepapers Born Social whitepaper Ogilvy on Advertising, David Ogilvy (1986) JWT Planning Guide, Stephen King (1974) Scientific Advertising, Claude Hopkins (1923) Good Strategy, Bad Strategy, Richard Rumelt (2011) Sit back, grab a coffee, and learn how to build a big brand on a small marketing budget.

Scientific Advertising | Claude Hopkins Warren Buffett's mentor (Benjamin Graham) said "investing is most like investing when based on arithmetic." Claude Hopkins spent the equivalent of 70 marketing and said something to the effect "marketing is most like marketing when it is based on science." That is a huge relief because it means much of marketing is a science rather than 100% creative work that needs to be reinvented every other week. In this podcast we will cover: How to create a customer journey to attract clients How to build a lead magnet to entice your customer to engage in a conversation with you How to nurture a client and generate sales Want to know more? I used to have only 1 business that collapsed overnight. Today I take epic vacations, help people, and buy the things I want. What made the biggest difference in improving my life? The 3 things I'm sharing with you today. Watch this short video now to learn what they are. Take notes and, when you're ready for more help, visit this link: https://alphawealthsecrets.com The link above takes you to a longer, more-detailed free video about the specific steps I used to turn my life around. There's no downside to watching it because it's free! Even if just ONE tip helps you out, it'll be worth your time. Learn what my mentors taught me that allowed me to make money while traveling and having fun - Subscribe! Subscribe!

"Andrea, da dove posso cominciare a studiare il copywriting?”Questa è forse la domanda più frequente che mi viene rivolta. Devo ammettere che è anche una delle più importanti. Perché si sa, chi ben comincia è già a metà dell'opera.A farmela sono i miei clienti, gli studenti dei miei programmi Adepto e Seguace e chi in generale ha voglia di avvicinarsi al mondo della scrittura persuasiva.Studiare la comunicazione scritta ai fini commerciali è un'attività che richiede:tempo; forza di volontà;capacità di cercare le giuste informazioni.Di quest'ultime oggi ne trovi davvero ovunque. Ma non tutte sono di buona qualità. Non tutte sono essenziali. Anzi, a sentire cosa ti viene proposto sui social rischi solo di confonderti le idee!Per apprendere alcune delle basi del Copy Persuasivo®, puoi cominciare da un libro.Ce n'è uno in particolare che i marketer migliori al mondo continuano a rileggere all'infinito……nonostante sia stato pubblicato nel 1923.Ti sto parlando di "Scientific Advertising" di Claude C. Hopkins.Il suo autore ha fondato per l'appunto la corrente “scientifica” della pubblicità - che ho poi coniugato con la web analytics e lo storytelling continuo (via email ma non solo). "Ma Andrea, perché diavolo dovrei leggere un libro scritto 100 anni fa?”Perché i suoi insegnamenti sono a tutt'oggi insostituibili e basati sulle leggi eterne del mercato. Qualcosa che devi sapere come il Vangelo se vuoi avere successo con il tuo business o portare più risultati al tuo datore di lavoro. Già il suo titolo la dice lunga sul metodo che propone. Parliamo di un approccio “scientifico” votato alla quantificazione e alla tracciabilità di tutte le operazioni promozionali. Di come gli insegnamenti di Hopkins vanno applicati nella realtà attuale ne ho parlato a fondo in un Corso apposito - che però non è più in commercio (lo possono studiare solo i miei Seguaci e Adepti).Ma alcuni principi fondamentali te li condivido gratis nella nuova puntata del Podcast.Se poi vuoi studiare il testo originale da te- sappi che lo trovi gratis in lingua inglese, mentre in italiano ti costa come un cappuccino.Adesso non hai più scuse per startene a girare i pollici. Eccoti un piccolo anticipo della puntata di oggi:[5.44] Cosa devi fare per conquistare il tuo posto tra i Pro che applicano tutti i giorni gli insegnamenti del copy scientifico - nel minor tempo possibile. [08:08] Le critiche che ha attirato il messaggio di Hopkins (vediamo se sono fondate)[9:08] Perché tutti gli imprenditori hanno interesse a fare pubblicità scientifica, a dispetto di quanto credono (con saccenza) alcuni esponenti delle agenzie puramente “creative”.[10:03] Chi era davvero Claude Hopkins e perché la sua scuola ha causato un vero e proprio scisma nel mondo dell'advertising.[11:13] Il segreto scoperto da Hopkins che ti permette (oggi come ieri) di DOMINARE il mercato con la consapevolezza di un “dio sceso in terra”.[11:45] Come estendere l'approccio scientifico a ogni aspetto del tuo marketing (e non lasciare mai più nulla al caso).[12:08] L'arma più efficace per attirare l'attenzione delle persone sul tuo prodotto o servizio (e come usarla da vero professionista).[12:46] Ipse dixit: perché le origini del Copy Persuasivo® sono da ricercare nella filosofia greca - prima ancora che nei libri degli americani[12:46] Copywriter persuasivo vs copywriter creativo. Quello che devi sapere a tutti i costi - se il tuo obiettivo non è solo fare il figo, ma soprattutto realizzare profitti.***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”)

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This week I'm doing something different with Breakthrough Marketing Secrets… I dug into my analytics… And picked out the 5 most-viewed videos in 2021. These are among the most popular videos on my YouTube channel, and for good reason. They teach powerful and popular concepts on copywriting and marketing. And in this gap week between Christmas and New Years, I thought I would bring them back. Even though they're not new, we can always learn new lessons from these videos. So with that, here's the #5 most-popular video of 2021… Scientific Advertising by Claude Hopkins [One Big Idea]

Links related to this episode: ☕ https://www.buymeacoffee.com/royfurr (Wanna say "thanks" for this episode?  Buy me a coffee...) ⭐⭐⭐⭐⭐ Links related to this episode ⭐⭐⭐⭐⭐

Want to learn how how to use content clusters to grow your web traffic and some expert marketing tips? In this interview, Daniel Kingsley Daines-Hutt from Convert.com and Amp My Content: Indepth Content Promotion Training will teach us how to create content clusters to grow your traffic. Topics Discussed: 00:00 How Daniel Daines-Hutt got started with content marketing 07:30 Is Tiktok good for B2B marketing? 12:17 What is branding? And how does it relate to audience? 14:36 How to know your audience better 17:23 How to get started with CR 23:24 What should you name the menu items on your website? 28:47 What are content clusters and how can they help you grow traffic 34:57 How to start a content cluster 41:10 The power of pre-frame sequences in content marketing 47:15 How Convert.com uses case studies to attract more customers 47:40 What should a case study include? 48:70 The power of combining case studies with how-to guides 53:40 Ideal case study structure 60:53 Ways to distribute your content About Daniel Daniel Daines-Hutt: Daniel is the Content Master at Convert.com His goal is to take complex CRO topics and break them down so you not only understand them, but take action on them and see more lift from your business. A psychology and behaviour nerd, Daniel has a background in content marketing and direct response advertising which is surprisingly similar to CRO. Understand the audience, get them to take a positive action, measure the results, do more of the same etc. He's had articles in the top 10 of all time on Inbound, and the top articles for 2 years on Growthhackers, with content shared or referenced by the CEO's or heads of marketing from major companies. Resources mentioned: Scientific Advertising by Claude C. Hopkins Content Marketing For Traffic And Sales: How To Use Direct Response Copywriting, For More Effective Content Marketing by Daniel Daines-Hutt Daniel's case study: “I Was A Podcast Guest On 60+ Shows In 90 Days: Here's How You Can Do The Same, For Free“ Converts case study page https://www.convert.com/case-studies/ Jon Morrow's article (on narrative and emotion and how it helps) An article on testing landing pages that would be relevant for people wanting to a/b test and improve their case studies https://www.convert.com/blog/a-b-testing/ab-testing-marketing/ A free 15 day trial of Convert software if you want to use it to test any pages https://www.convert.com/free-trial/ An example of Convert's content cluster articles https://www.convert.com/blog/a-b-testing/ab-testing-guide/ Join the Authentic Influence community: https://www.simplecreativemarketing.com/community/ --- Send in a voice message: https://anchor.fm/authenticinfluence/message

What I learned from reading Scientific Advertising by Claude Hopkins. Sign up to listen to the rest of this episode. You will unlock 215 full length episodes and get every future episode for free.WHAT OTHER PEOPLE ARE SAYING:“Without a doubt, the highest value-to-cost ratio I've taken advantage of in the last year is the Founders podcast premium feed. Tap into eons of knowledge and experiences, condensed into digestible portions. Highly, highly recommend. “Uniquely outstanding. No fluff and all substance. David does an outstanding job summarizing these biographies and hones in on the elements that make his subjects so unique among entrepreneurs. I particularly enjoy that he focuses on both the founder's positive and negative characteristics as a way of highlighting things to mimic and avoid.”“I just paid for my first premium podcast subscription for Founders podcast. Learning from those who came before us is one of the highest value ways to invest time. David does his homework and exponentially improves my efficiency by focusing on the most valuable lessons.”“I haven't found a better return on my time and money than your podcast for inspiration and time-tested wisdom to help me on my journey.“I've now listened to every episode. From this knowledge I've doubled my business to $500k a year. Love your passion and recommend your podcast to everyone.”“Founders is the only podcast I pay for and it's worth 100x the cost.”“I have listened to many podcasts on entrepreneurship (HIBT, Masters of Scale, etc.) and find Founders to be consistently more helpful than any other entrepreneurship podcast. David is a craftsperson, he carefully reads biographies of founders, distills the most important anecdotes and themes from their life, and draws commonalities across lives. David's focus is rightfully not on teaching you a formula to succeed but on constantly pushing you to think different.”“I highly highly recommend this podcast. Holy cow. I've been binge listening to these and you start to see patterns across all these incredible humans.”“After one episode I quickly joined the Misfit feed. Love the insight and thoughts shared along the way. David loves what he does and it shines through on the podcast. Definitely my go-to podcast now.”“It is worth every penny. I cannot put into words how fantastic this podcast is. Just stop reading this and get the full access.”“Personally it's one of my top 3 favorite podcasts. If you're into business and startups and technology, this is for you. David covers good books and I've come to really appreciate his perspective. Can't say enough good things.”“I quickly subscribed and it's honestly been the best money I've spent all year. It has inspired me to read biographies. Highly recommend.”“This is the most inspirational and best business podcast out there. David has inspired me to focus on biographies rather than general business books. I'm addicted.”“Anyone interested in business must find the time to listen to each any every Founders podcast. A high return on investment will be a virtual certainty. Subscribe and start listening as soon as possible.”“David saves you hundreds of hours by summarizing bios of legendary business founders and providing valuable insight on what makes an individual successful. He has introduced me to many founders I would have never known existed.”“The podcasts offer spectacular lessons on life, human nature and business achievement. David's enthusiasm and personal thoughts bring me joy. My journey has been enhanced by his efforts.”"Founders is the best self investment that I've made in years."INVEST ONCE, LISTEN FOREVER

David Ogilvy, the founder of the advertising agency Ogilvy & Mather and the author of Ogilvy on Advertising, once published a classic car ad in a newspaper. Above the ad copy was a picture of a Rolls-Royce, with a person sitting in the back seat looking out the window. The caption below read: "At 60 miles an hour the loudest noise in the new Rolls-Royce comes from the electric clock." Though BMW and Mercedes-Benz dominated the market, this ad campaign helped push Rolls-Royce to the forefront of the automotive industry in the 1950s and 1960s. .   In this famous Rolls-Royce advertisement, Ogilvy's unique copy-writing mindset was a key factor to its success. So, what exactly is this copy-writing mindset?

In episode 40 we speak with Josh Wilson, who is a serial entrepreneur, the founder of Kingdom Syndicate, The Deal Scout Podcast, and many other ventures. Josh has a ton of experience in scaling businesses. Josh shares with us his journey of going from a roofer in his family business to an investor and all the highs and lows that brought him to where he is today. Be sure to listen to the full episode to hear Josh share his story, including how to find your calling, how failure helps drive success, the 3 keys to scaling your ministry and so much more. Resources: https://www.linkedin.com/in/joshuabrucewilson/ (Connect with Josh on LinkedIn) https://kingdomsyndicate.com (Kingdom Syndicate) https://thedealscout.com (The Deal Scout Podcast) https://www.amazon.com/Life-Advertising-Scientific-Classics-Library/dp/0844231010 (Book: My Life in Scientific Advertising by Claude Hopkins) Register for the 2021 Digital Ministry Conference

Links related to this episode: http://www.freescientificadvertising.com (Free Scientific Advertising by Claude Hopkins) https://www.breakthroughmarketingsecrets.com/blog/the-architecture-of-a-list-copywriting-skills/ (The Architecture of A-List Copywriting Skills Article) https://www.btmsinsiders.com/bundles/btmsinsiders-all-access-pass?utm_source=btms-daily&utm_medium=email&utm_campaign=20210831 (BTMSinsiders is like Netflix for Copywriting & Marketing Training — Stream all of Roy's training for one low monthly fee) https://www.youtube.com/user/royfurr?sub_confirmation=1 (Subscribe to Roy's YouTube channel) https://breakthroughmarketingsecrets.captivate.fm/listen (Subscribe to the Breakthrough Marketing Secrets podcast) https://www.breakthroughmarketingsecrets.com/work-with-roy/ (Work With Roy) https://www.breakthroughmarketingsecrets.com (Get Roy's Daily Emails) Most of the best internet marketing books were written before the internet… For example, http://www.freescientificadvertising.com (Scientific Advertising by Claude Hopkins)… It's old.  Really old.  About 100 years old. I'm a fan.  Jay Abraham is a fan.  David Ogilvy was a fan.  In fact, nearly every GREAT marketer and advertiser today has read this book. And I think just about every great marketer today would say this book, written 100 years ago… Has more profitable internet marketing lessons, page for page, than 99% of the books written in the last 20 years. Why? What makes this book — written by a dead marketer — so powerful, even today? https://youtu.be/E0JIl3EOm_Q (Today's episode dives into that, and the story behind my “dead marketers don't lie” title [plus ZOMBIES!]...) Yours for bigger breakthroughs, Roy Furr

Links related to this episode: https://www.btmsinsiders.com/courses/scientific-path-to-increasing-profits?utm_source=btms-daily&utm_medium=email&utm_campaign=20210811 (The Scientific Path to Increasing Profits) https://www.btmsinsiders.com/bundles/btmsinsiders-all-access-pass?utm_source=btms-daily&utm_medium=email&utm_campaign=20210811 (BTMSinsiders is like Netflix for Copywriting & Marketing Training — Stream all of Roy's training for one low monthly fee) http://www.freescientificadvertising.com (Get a free audiobook + PDF of Scientific Advertising by Claude Hopkins) https://www.youtube.com/user/royfurr?sub_confirmation=1 (Subscribe to Roy's YouTube channel) https://breakthroughmarketingsecrets.captivate.fm/listen (Subscribe to the Breakthrough Marketing Secrets podcast) https://www.breakthroughmarketingsecrets.com/work-with-roy/ (Work With Roy) https://www.breakthroughmarketingsecrets.com (Get Roy's Daily Emails) Marketing testing can be your secret weapon… And it's not just doing a few A/B split tests… Or even developing a full-on conversion rate optimization plan. It goes deeper. It's the THINKING and PRINCIPLES and STRATEGY behind testing that will make you a better marketer. You can learn what's important. You learn what moves the needle. You learn what ACTUALLY generates response: leads, customers, sales, and profits. And that will mean every piece of marketing you touch going forward has the potential to be even more effective. https://youtu.be/3AR_JFA-8iY (Today I share one of my biggest lessons in marketing testing, that matters whether you're running tests or not...) Yours for bigger breakthroughs, Roy Furr

Mr. Caples was an iconic advertising figure from the 1920s (pre-Mad Men) who pioneered many direct marketing methods. Today, the highest honor you can garner in Direct Marketing is called "The Caples Award." His book, Scientific Advertising, is as relevant today as it was when he published it. Why? Because people are the same. That's why a Bible story is just an interesting or enlightening as it was two thousand years ago. Our surroundings are certainly different, but our human nature is the same. Just as it will be two thousand years from now. People mentioned in this episode: John Caples Books and other resources mentioned in this episode: Mad MenScientific AdvertisingThe Bible Six things about Simple Secrets and its founder, Chris Allen: Simple Secrets, LLC is a profit+growth consultancy based in Asheville, North Carolina, with team members around the world. Simple Secrets collaborates with a hand-selected group of entrepreneurs, small business owners, and independent practitioners – doctors, lawyers, dentists, veterinarians, CPAs, etc. – to maximize their incomes, allowing them more well-deserved focus, freedom and fulfillment. Simple Secrets was founded in 2015 by award-winning direct response marketer, entrepreneur, and consultant Chris Allen. In the pre-Internet 90's, Chris developed and marketed millions of dollars worth of physical products on radio and TV – the old "operators are standing by" days – then used his time-tested warchest of successful marketing methods to go completely digital in 2002, when the Internet began to mature. For over a decade, Chris provided information and consulting services to a variety of Fortune 500 companies, including United Airlines, Saks Fifth Avenue, Sony, LexisNexis and The National Federation of Independent Business (NFIB). When he's not online, helping clients, Chris enjoys playing way too much Pickleball, and eating way too much pizza. Don't forget your FREE GIFTS! If you're an entrepreneur, own a small business, or have a private practice, click the link below for FREE GIFTS guaranteed to make you more money with less stress... SimpleSecrets.com

In this episode of the next CMO, I speak to Bryan Clayton, a serial entrepreneur in the home services and lawn care market. Brian has had a fascinating entrepreneurial journey. Starting from the day, his dad told him to stop playing video games and go out and mow the lawn to growing a business of 150 people with $10 million of annual revenue and ultimately selling that business to the largest landscaping company in the US.But that was just Bryan's first act. In his second act, he's built GreenPal, the Uber for lawn care, which now serves 200,000 households and generates over $20 million in annual revenue. I learned a ton from my conversation with Bryan, a natural marketer and I'm sure you will too.Some useful links from the show:Learn more about GreenPalFollow Bryan on LinkedInBrian references books from Claude Hopkins, which can be found here: Scientific Advertising and My Life in AdvertisingFollow Plannuh on LinkedIn or TwitterSubmit your ideas for guests or topics to The Next CMO And make sure you check out Plannuh at plannuh.com   

И повторно по уште една пролетна пауза, #комкаст е назад со гостин во студио. Конечно успеавме да се погодиме со термините и здравјето со Гент и да помуабетиме на тема маркетинг инка или marketing funnel. Со Гент Мехмети (B2B Copywriter & Marketing Consultant | Head Of Marketing @ LEORON Institute) дискутираме за развојот на маркетинг инката како модел, пристапот кој треба да го имаме како маркетери за различни типови производи и услуги кои ги продаваме и како ги „хакираме” пред се туѓите инки. Во еден дел анализираме и една конкретна инка, дискутираме и за copywriting и секако спомнуваме многу мали совти кои навидум неважни всушност се клучни за успешноста на една инка. Гент во епизодата вети дека ќе сподели линкови до работите кои ги спомнува, еве ги: Sam Ovens “Consulting Accelerator” https://www.consulting.com/consulting-accelerator Frank Kern https://www.frankkern.com Coaching by Dan Kennedy https://nobsinnercircle.com/services/coaching/ Clayton Makepeace's Makepeace Mastermind Alliance https://www.awai.com/p/is/mmm/ Russel Brunson's Dotcom Secrets https://dotcomsecrets.com/getdcsfree-1 Scientific Advertising by Claude C Hopkins https://www.scientificadvertising.com/ScientificAdvertising.pdf

Gain a lifetime of experience from the inventor of test marketing and coupon sampling -- Claude C. Hopkins. Here, you'll get two landmark works in one, and discover his fixed principles and basic fundamentals that still prevail today.

Mr. Caples was an iconic advertising figure from the 1920s (pre-Mad Men) who pioneered many direct marketing methods. Today, the highest honor you can garner in Direct Marketing is called "The Caples Award." His book, Scientific Advertising, is as relevant today as it was when he published it. Why? Because people are the same. That’s why a Bible story is just an interesting or enlightening as it was two thousand years ago. Our surroundings are certainly different, but our human nature is the same. Just as it will be two thousand years from now. People mentioned in this episode: John Caples Books and other resources mentioned in this episode: Mad MenScientific AdvertisingThe Bible Six things about Simple Secrets and its founder, Chris Allen: Simple Secrets, LLC is a profit and growth consultancy based in Asheville, North Carolina, with team members around the world. Simple Secrets collaborates with a hand-selected group of entrepreneurs, small business owners, and independent practitioners – doctors, lawyers, dentists, veterinarians, CPAs, etc. – to maximize their incomes, allowing them more well-deserved focus, freedom and fulfillment. Simple Secrets was founded in 2015 by award-winning direct response marketer, entrepreneur, and consultant Chris Allen. In the pre-Internet 90’s, Chris developed and marketed millions of dollars worth of physical products on radio and TV – the old "operators are standing by" days – then used his time-tested warchest of successful marketing methods to go completely digital in 2002, when the Internet began to mature. For over a decade, Chris provided information and consulting services to a variety of Fortune 500 companies, including United Airlines, Saks Fifth Avenue, Sony, LexisNexis and The National Federation of Independent Business (NFIB). When he’s not online, helping clients, Chris enjoys playing way too much Pickleball, and eating way too much pizza. Don't forget your FREE GIFTS! If you're an entrepreneur, own a small business, or have a private practice, click the link below for FREE GIFTS guaranteed to make you more money with less stress... SimpleSecrets.com

In this episode, we're going to dive into PanaDoc's freemium launch during a pandemic. Show notes & key topics we've discussed: 00:00 - 6 freemium tips from Claude Hopkins in his book Scientific Advertising. 02:34 - What is Product-Led Growth? 04:27 - How did PandaDoc launch their freemium and Why? 11:12 - How do you balance between freemium and free trial offering (if you have both)? 14:49 - How did you actually make sure that salespeople keep getting the leads in freemium? 16:29 - What happens if people downgrade because of freemium? 18:49 - What metric was moved by Product-Led Growth strategy i.e. freemium? 21:22 - Did they change lifecycle emails from free trial to freemium? How do you find a balance? 23:12 - How should you think about value metrics and pricing to not lose business while launching freemium?  25:57 - When is the right time to launch a freemium offering? Links Check out PandaDocConnect with Tanya on LinkedInLeave a review

HTGG's review of the book Scientific Advertising, written by Claude C Hopkins. Facebook Instagram Youtube Twitch Discord Twitter Fiverr (For all your Outsourcing needs) Curb Face Masks (15% OFF WITH CODE - LAUNCH15) FragranceDirect (For all your Beauty products) 365Games (For all your Gaming needs) Schuh (For all your Shoe needs) #HTGG #Review #Book #ScientificAdvertising --- Send in a voice message: https://anchor.fm/htgg/message Support this podcast: https://anchor.fm/htgg/support

Mr. Caples was an iconic advertising figure from the 1920s (pre-Mad Men) who pioneered many direct marketing methods. Today, the highest honor you can garner in Direct Marketing is called "The Caples Award." His book, Scientific Advertising, is as relevant today as it was when he published it. Why? Because people are the same. That’s why a Bible story is just an interesting or enlightening as it was two thousand years ago. Our surroundings are certainly different, but our human nature is the same. Just as it will be two thousand years from now. People mentioned in this episode: John Caples Books and other resources mentioned in this episode: Mad MenScientific AdvertisingThe Bible Six things about Simple Secrets and its founder, Chris Allen: Simple Secrets, LLC is a profit and growth consultancy based in Asheville, North Carolina, with team members around the world. Simple Secrets collaborates with a hand-selected group of entrepreneurs, small business owners, and independent practitioners – doctors, lawyers, dentists, veterinarians, CPAs, etc. – to maximize their incomes, allowing them more well-deserved focus, freedom and fulfillment. Simple Secrets was founded in 2015 by award-winning direct response marketer, entrepreneur, and consultant Chris Allen. In the pre-Internet 90’s, Chris developed and marketed millions of dollars worth of physical products on radio and TV – the old "operators are standing by" days – then used his time-tested warchest of successful marketing methods to go completely digital in 2002, when the Internet began to mature. For over a decade, Chris provided information and consulting services to a variety of Fortune 500 companies, including United Airlines, Saks Fifth Avenue, Sony, LexisNexis and The National Federation of Independent Business (NFIB). When he’s not online, helping clients, Chris enjoys playing way too much Pickleball, and eating way too much pizza. Don't forget your FREE GIFTS! If you're an entrepreneur, own a small business, or have a private practice, click the link below for FREE GIFTS guaranteed to make you more money with less stress... SimpleSecrets.com

For Throwback Thursday - Rich Reviews and highlights ads from Marketing pioneer Claude Hopkins.

I see a lot of questions from beginning copywriters, working pro’s, and business owners that all boil down to this: “What can I do to get good at copywriting and stay good?” Of course, the answer that first comes to mind for me is, “Hire me as your copywriting mentor.” But that’s not always practical for a number of reasons. I can only work with a few people at any time. A lot of people are too early in their skills for mentoring from me. Some people don’t want to make the investment, and some people don’t have enough time for it. All of those things make sense to me. But I want no copywriter left behind. No business owner, either. And most of all, no, I’m not running for president. But I am doing a podcast. So, I put together a carefully selected list of hacks and reps to help you get good and stay good. Four of these groups of activities, you can do by yourself. The fifth one does involve other people, and I’ll offer you a variety of training and coaching options I can personally recommend. 1. Read copy every day. Even better, read it out loud. 2. Storytelling - handwrite a few pages from the opening of a few favorite fiction books. If I did it today myself, it would be Orphan X books by Greg Hurwitz An example from one of my mentoring clients 3. Books you could get a lot out of by just reading once - Tested Advertising methods, by John Caples - How to Write the Perfect Sales Page, by Nathan Fraser - Breakthrough Copywriting, by me, David Garfinkel 4. Books you should read multiple times - Scientific Advertising, by Claude Hopkins - A Technique for Producing Ideas, by James Webb Young - Breakthrough Advertising, by Gene Schwartz (makes more sense when you have a little more experience) 5. Take a course or join a group - John Carlton - Kevin Rogers - Copywriter ClubDownload.

Mr. Caples was an iconic advertising figure from the 1920s (pre-Mad Men) who pioneered many direct marketing methods. Today, the highest honor you can garner in Direct Marketing is called "The Caples Award." His book, Scientific Advertising, is as relevant today as it was when he published it. Why? Because people are the same. That’s why a Bible story is just an interesting or enlightening as it was two thousand years ago. Our surroundings are certainly different, but our human nature is the same. Just as it will be two thousand years from now. People mentioned in this episode: John Caples Books and other resources mentioned in this episode: Mad MenScientific AdvertisingThe Bible Six things about Simple Secrets and its founder, Chris Allen: Simple Secrets, LLC is a profit and growth consultancy based in Asheville, North Carolina, with team members around the world. Simple Secrets collaborates with a hand-selected group of entrepreneurs, small business owners, and independent practitioners – doctors, lawyers, dentists, veterinarians, CPAs, etc. – to maximize their incomes, allowing them more well-deserved focus, freedom and fulfillment. Simple Secrets was founded in 2015 by award-winning direct response marketer, entrepreneur, and consultant Chris Allen. In the pre-Internet 90’s, Chris developed and marketed millions of dollars worth of physical products on radio and TV – the old "operators are standing by" days – then used his time-tested warchest of successful marketing methods to go completely digital in 2002, when the Internet began to mature. For over a decade, Chris provided information and consulting services to a variety of Fortune 500 companies, including United Airlines, Saks Fifth Avenue, Sony, LexisNexis and The National Federation of Independent Business (NFIB). When he’s not online, helping clients, Chris enjoys playing way too much Pickleball, and eating way too much pizza. Don't forget your FREE GIFTS! If you're an entrepreneur, own a small business, or have a private practice, click the link below for FREE GIFTS guaranteed to make you more money with less stress... SimpleSecrets.com

Today’s guest, Adam Bridgeman, CMO of Rhone, shares his insights on how they have scaled their brand from an idea between neighbours to becoming an industry leader in the Men’s Activewear and Lifestyle industry. Learn how their commitment to building out authentic content, testing everything, reading every review and taking a deeper look at their marketing platform analytics helped them to scale. Adam also shares his personal insights into creating a family-oriented culture and why it is important when running a business. KEY TAKEAWAY FROM THIS EPISODE Build a community if you want your brand to last a decade.Be committed to testing, negative or positive, that is a win and how you will succeed.Your ability to react quickly to your customers' reviews and respond (product development) is your competitive advantage.Small details of your personal life play a big part when you are running a business.TODAY’S GUESTAdam Bridegan is the Chief Marketing Officer at Rhone, the men’s premium performance lifestyle brand that was founded in 2014. Under Adam's direction, Rhone has seen Triple-digit growth year-over-year since it started and has become a retail leader.Check out their men’s high-wear activewear products and connect with their community as well here https://www.rhone.comConnect here with Adam on LinkedIn. Simple read and big impact Scientific Advertising by Claude C. HopkinsIf you want to learn more about the eCommerce Growth Plan for your brand click here:https://mindfulmarketing.co/products/full-growth-planIf you've been paying attention and your brand is ready to GROW, apply now to be the one new brand we take on this month!https://mindfulmarketing.co/applyWant to join a network of founders and executives who know your unique challenges in scaling your E-com brand from 7 to 8 figures? Apply to join our Ecom Executives Mastermind here: https://Mindfulmarketing.co/mastermind

We’re back with another show in our Old Masters series. A return visit for the ideas of Claude Hopkins, but completely different material since last time, when we pulled out some key points from his book Scientific Advertising. As I said before, and it’s worth repeating, When I first started learning how to write copy, everybody told me “read Scientific Advertising.” It’s a book written in the first part of the 20th century, over 100 years ago, by Claude Hopkins, who many consider the father of direct-response copywriting. I did read the book. I read it again. In fact, I read it 15 times. But for today’s show, on the advice of my friend and previous Copywriters Podcast guest Don Hauptman, I looked into an excellent book from long ago called “Masters of Advertising Copy.” The book has 25 chapters, and each is written by a different copywriter. I knew we had to start with the one by Claude Hopkins. His chapter is humbly titled, “Some Lessons I Have Learned In Advertising.” But to give you an idea of how eternal every single one of Claude Hopkins’s lesson is, I couldn’t find one that is not in active use today. Five lifetime lessons from Claude Hopkins 1. Demonstration and samples Sampling and demonstration, which are different forms of the same thing, make up the best way to sell anything. Features by themselves usually don’t sell. Features + benefits work some of the time. But demonstration, where the customer gets to sample the product personally, usually works best of all — because people know from direct experience what they’re getting and what the benefits will be. 2. Free gift and curiosity You can get people interested by offering a free gift, and you’ll do even better if the gift is a mystery until they get it. People always like to feel they’re getting “the better end of the deal.” This is a proven way to operationalize that desire on the part of prospects into a way to get more sales. 3. Power of drama with a boring product Drama will help you sell a lot more products, and if you dramatize a boring product, you can sell it when you couldn’t sell it before. This is similar to the idea in Jeff Walker-style launches. The drama adds to interest in the product in a way that’s hard to match with anything else, when you do it right. It’s hard to get this right, but when you do, you’ve got a gold mine on your hands. It’s hard to get it right because it’s like marketing entertainment. Publishing a best-selling book, or releasing a hit song or a movie, is usually much chancier and harder to do than simply making a lot of money with a good product. 4. Test everything Test small before you scale up. Early on in his career, many companies came to Hopkins with product ideas they were certain would be winners. Hopkins says he made “several great mistakes by relying on my judgment and on theirs.” 5. Seeking out the details that convince Your USP can be buried in trivia (or so it seems to many business owners and execs). But that “trivia” can be a detail the decides the prospect to buy from you, and become a customer. Gene Schwartz even developed a category of copy to label this kind of description: Mechanism. The key is not just using a mechanism in your copy, but using it convincingly to make a customer see why you are the preferable choice in the marketplace. Resource: Masters of Advertising Copy, Edited by J. George Frederick: https://www.amazon.com/Masters-Advertising-Marketing-Routledge-Editions-ebook/dp/B086H4L4K8Download.

Heute präsentiere ich dir „Scientific Advertising“ von Claude C. Hopkins und freue mich darauf dir die TOP 3 Konzepte aus diesem Buch mit jeweils 3 konkreten Anwendungsbeispielen für bildende Künstler vorzustellen.  https://www.ikonenschmiede.de/blog/memo-serie-ep-9-scientific-advertising

Today we're going to talk about growing your revenue by getting a firm grip on the sales process. Your marketing and sales team should be a cohesive unit that drives revenue. Getting better, leveling up, and increasing sales is all about having a good understanding of the sales process. There is a science to aligning your strategy to the profitable sweet spot all marketers want to be in. It's about being in the right place, at the right time, with the right stuff. In this episode, we're going to focus on the idea of “reading to lead” so you can take your sales and marketing to the next level!   Welcome to The #WeAreSlam Show, a digital marketing podcast where we share marketing trends, best practices, and ideas to help your business or brand grow. Created and produced by SLAM! Agency, the show exists to help marketing professionals, directors, and executives grow their brands and reach their customers in a more effective way.

In this episode of SaaS Boss show I interview Morgan Williams where he shares with us his process to doing cold email outreach effectively that gets people to respond and increase SaaS sales. The things we discuss: -A 3-step process for building a winning cold outreach campaign -Two things you can do to immediately improve your response rate -How to use AIDA to turn cold emails into sales meetings - copywriting formula - copywriting framework, sales letter framework -Tools for email finding software and email sending software and followup -Biggest problems founders make is not send enough emails and not following up more often -What to do when someone responds? Setting up email authentification Warming up the domain - start with 10-20/day and ramp up to 160/day. Crafting emails Books mentioned in this episode: Ca$hvertising by Drew Eric Whitman My Life in Advertising and Scientific Advertising by Claude Hopkins Breakthrough Advertising by Eugene M. Schwartz

Does a 100 year old book on advertising still apply today? In part two we explore the second of Hopkins' principles: tell your full story. If you ever tire of the slightly ridiculous drone of "hustle, hustle and hustle", you might want to step into the past over a cup of coffee and cake. And read the wisdom of yesteryear as the world hurries by.

Does a 100 year old book on advertising still apply today? In this two-part series we delve into concepts that are not just relevant, but crucial in marketing. Find out the principles that have lasted almost a whole century and how they can be useful to you, today. And tomorrow too. Probably the next decade or two as well.

For many years I have implemented a morning routine to build my skills as a copywriter. Every single morning, I sit down for 33 minutes and 33 seconds, I have this set on a timer, and write out ads written by the great copywriters. I spend time studying the process and the words so that I can master copywriting.   Copywriting is one of the most learnable skills in business, but so many people don’t want to do it. On March 9th, 2003, my birthday, I was reading the Gary Halbert Letter. The letter starts off with some person asking Gary if they could become a great copywriter in 30 days. Gary says “yes,” and then goes on to explain how.   The moral of the story is that to become great at any skill, you have to immerse yourself in the skill. Whether you’re writing out great ads, immersing yourself in a new language, experiential immersion is the key to fluency.    Keep in mind that you don’t need to master a skill to use that skill. You simply need to be fluent in it. Listen in as I share these three key insights about learnable skill secrets:    Why learnable skills lead to accelerated growth and profit. Why learnable skill secrets are transferable to your team.  How learnable skills do NOT require mastery or fluency.   Once you’ve become fluent at a skill, you can transfer that skill to your team through experiential immersion and role-play. Listen in to hear how.   In This Episode:  [04:22] - Alex shares the three key insights for this episode. [06:11] - It’s March 9th, 2003, Alex’s birthday, and he was reading the Gary Halbert Letter. Listen as he shares a quote. [08:17] - Learn what characteristics Gary Halbert thinks good copywriters need. [11:12] - Why you need to use the resources Gary provides for the rest of your life.  Scientific Advertising by Claude Hopkins The Robert Collier Letter Book by Robert Collier Tested Advertising Methods by John Caples How to Write a Good Advertisement by Vic Schwab The Gary Halbert Letter (all back issues) by Gary Halbert The Boron Letters by Gary Halbert The Lazy Man’s Way to Riches by Joe Karbo Breakthrough Advertising by Eugene Schwartz 7-Steps to Freedom by Ben Suarez [14:06] - After you’ve studied the ads, you write them out by hand. Learn why. [16:44] - Once you’ve written the great ads by hand, find ads in your niche and handwrite those as well. [19:04] - Your first ad should take the longest. After that, you test it and continue to use these steps as a recipe. [20:12] - Why are learnable skills transferable to your team?  [21:12] - Alex lists out several additional learnable skills and why experiential immersion is the best way to learn. Sales Copywriting High-End Selling Virtual Presentations Public Speaking Learning additional languages Curriculum Design Productivity [23:48] - Mastery is not required for learnable skills. You only need fluency. [27:09] - Before you can sell high-end products, become a high-end client. Learn why. [28:09] - Learnable skills can be transferred to your team through role-play and experiential immersion. [29:53] - The Alexism is, “Experience is not the best teacher. Experience is the only teacher.” [30:15] - Hear a quick review of the key insights in this episode:  Why learnable skills lead to accelerated growth and profit. Why learnable skill secrets are transferable to your team.  How learnable skills do NOT require mastery or fluency.  [33:08] - If you’ve already given Alex a review, write down your biggest takeaway from this episode on an index card. If you haven’t, though, please use that Aha! moment as your review for the show at this link! [35:13] - In honor of this episode, Alex gives listeners a final gift. You can get a completely free copy of his book Alexisms by going to this link! You will also get free access to his $497 VBT e-Course!   Links and Resources:  Alex Mandossian Alex Mandossian Fan on Facebook Alex’s Friday Live events MarketingOnline.com Marketing Online 4-Part Video Training Series Alex Mandossian on YouTube Alexisms by Alex Mandossian All Selling Aside on iTunes Alex Mandossian’s free live Friday show   WSGAT - What’s so great about that?  Scientific Advertising by Claude Hopkins The Robert Collier Letter Book by Robert Collier Tested Advertising Methods by John Caples How to Write a Good Advertisement by Vic Schwab The Gary Halbert Letter (all back issues) by Gary Halbert The Boron Letters by Gary Halbert The Lazy Man’s Way to Riches by Joe Karbo Breakthrough Advertising by Eugene Schwartz 7-Steps to Freedom by Ben Suarez “Do You Make These Mistakes in English?”“What Everybody Should Know About This Stock and Bond Business”  “The Nancy L. Halbert Heraldry Letter”“How to Burn Off Body Fat, Hour-By-Hour”“At 60 Miles An Hour The Loudest Noice in this Rolls Royce is the Ticking of the Electric Clock”  “Why Men Crack”“How to Collect from Social Security at Any Age” “The Admiral Byrd Transpolar Expedition Letter” “The Lazy Man’s Way to Riches”

Boeken die Bas & Jorrick hebben gelezen in 2019: Dotcom Secrets, Expert Secrets, Master Your Mindset, FU Money, Rich Dad, Poor Dad, The 10x Rule, Four Hour Work Week, How To Win Friends And Influence People, Scientific Advertising, Start With Why, Stay Poor, Broke On Another Level, Forever Wealthy, 16 Rules Of Leadership, Is It 5 Yet?, The Master Entrepreneur, Brainfluence, Think And Grow Rich, Atomic Habits, Superbrein, The Shallows, Focus, Influence, Shoe Dog, Een Nieuwe Aarde, Power vs Force, Factfulness, The Power Of Habit, New power, Who Am I? The school Of Life, Superslapen, Commerciele Intelligentie, Cashvertising, Het Miljonairs Brein Ontrafeld, Sales Mind, The Power Of Your Subconscious Mind, Buy-ology, Getting Things Done, Never Split The Difference, De 7 Eigenschappen Van Effectief Leiderschap Wil je ons vaker te voet volgen? Check dan onze sociale media voor de laatste updates! https://www.onlinedomineren.com/ https://www.instagram.com/basbults/ https://www.instagram.com/jorrickwieten/ https://www.instagram.com/onlinedomineren/

When I first started learning how to write copy, everybody told me “read Scientific Advertising.” It’s a book written at the beginning of the 20th century, over 100 years ago, by Claude Hopkins, who many consider the father of direct-response copywriting. I did read the book. I read it again. In fact, I read it 15 times. For today’s show, I reviewed it. This is part of our Old Masters series. I pulled out five powerful takeaways and we’re going to talk about them and how they apply to copywriting today. In the show notes on copywriterspodcast.com, you’ll find a link to get the book on Amazon. All I can say is, it’s well worth it. One of the most valuable books I’ve ever read. Here are the key takeaways. Much more detail on the podcast itself: 1. The only purpose of advertising is to make sales “Advertising is multiplied salesmanship.” Ask this question about your sales copy: “Would it help me sell them if I met them in person?” 2. The right headline can increase sales by 5 to 10 times. You can use your headline to target a particular type of prospect. The trick is to call out the type of qualified prospect that there are the most of. 3. Psychology is the gas in the engine — and the GPS — of all advertising. We can’t actually read people’s minds. But we can keep track of all their different behaviors. And the more specific things we know about what people respond to, and how they behave, the better our copy will perform. 4. The more specific you are, the more people will believe you. It’s always a bad idea to lie about specifics. But it’s always a good idea to include as many meaningful specifics as you can. “Platitudes and generalities roll off the human understanding like water from a duck… [but] the weight of an argument can often be multiplied by making it specific.” 5. How to guarantee your advertising WON’T make a profit. You can lose a lot of money by trying to change people’s habits. “It is a very shrewd thing to watch the development of a particular trend, the creation of new desires. Then at the right time offer to satisfy those desires.” Link to Scientific Advertising on Amazon: https://www.amazon.com/dp/0844231010Download.

When I first started learning how to write copy, everybody told me “read Scientific Advertising.” It’s a book written at the beginning of the 20th century, over 100 years ago, by Claude Hopkins, who many consider the father of direct-response copywriting. I did read the book. I read it again. In fact, I read it 15 times. For today’s show, I reviewed it. This is part of our Old Masters series. I pulled out five powerful takeaways and we’re going to talk about them and how they apply to copywriting today. In the show notes on copywriterspodcast.com, you’ll find a link to get the book on Amazon. All I can say is, it’s well worth it. One of the most valuable books I’ve ever read. Here are the key takeaways. Much more detail on the podcast itself: 1. The only purpose of advertising is to make sales “Advertising is multiplied salesmanship.” Ask this question about your sales copy: “Would it help me sell them if I met them in person?” 2. The right headline can increase sales by 5 to 10 times. You can use your headline to target a particular type of prospect. The trick is to call out the type of qualified prospect that there are the most of. 3. Psychology is the gas in the engine — and the GPS — of all advertising. We can’t actually read people’s minds. But we can keep track of all their different behaviors. And the more specific things we know about what people respond to, and how they behave, the better our copy will perform. 4. The more specific you are, the more people will believe you. It’s always a bad idea to lie about specifics. But it’s always a good idea to include as many meaningful specifics as you can. “Platitudes and generalities roll off the human understanding like water from a duck… [but] the weight of an argument can often be multiplied by making it specific.” 5. How to guarantee your advertising WON’T make a profit. You can lose a lot of money by trying to change people’s habits. “It is a very shrewd thing to watch the development of a particular trend, the creation of new desires. Then at the right time offer to satisfy those desires.” Link to Scientific Advertising on Amazon: https://www.amazon.com/dp/0844231010Download.

Frank Kern is the creator of Behavioral Dynamic Response which is an automated marketing method that speeds up your sales cycle by customizing your marketing messages based on your prospect’s behavior.He is one of the most sought after Direct Response internet marketing consultants and copywriters on the planet.In this interview, we will be finding out more about Frank (did you know he was a roofer?) and his passion for marketing. Here are just a few of the key topics we will discuss...- Brand or Leads, what's more important?- Marketing Your "Brick and Mortar" Contracting Business- Intent-Based Branding and how it generates leads fast- How important is your copy?- 3 ways to generate more leads right away- and much, much more!This is a can't miss podcast with one of the best marketers in the world!Time Stamps:Frank's Greatest Achievement - 4:25What Got Frank Into Marketing - 8:12Marketers/Books That Influenced Frank - 12:57Frank Breaks Down Behavioral Dynamic Response Marketing - 17:05Frank Breaks Down Intent Based Branding - 24:14Branding vs Lead Generation - 25:50Frank's Experience as a Contractor and Roofing Salesman - 30:45Attendee Question - How do you use dynamic behavior response marketing through facebook? Which is more valuable, facebook or email? - 37:01The 1st thing Frank would do digitally for leads as a Residential Roofer - 40:00***Golden Nugget*** Door Knocking and the Surgical Strike Method - 44:56The Importance of Frequency - 50:26What Frank Wants to Be Remembered For - 57:17Recommended Reading:Gary Halbert: http://www.thegaryhalbertletter.com/The Ultimate Sales Letter: https://amzn.to/2PP5xKUMagnetic Marketing: https://amzn.to/2seQvoSThe Man Who Sold America: https://amzn.to/2ro1tbh My Life in Advertising and Scientific Advertising: https://amzn.to/2ELpxYqBreakthrough Advertising: https://amzn.to/394RfxmMore from Frank Kern: https://frankkern.com/

Get ready to amp your content marketing with today's guest, Daniel Daines-Hutt—AmpMyContent.com.Daniel is a self-confessed marketing nerd who has a background in direct response advertising, but it's his content marketing that he is known for. Daniel had the top 10 content of all time on Inbound.org and the top content of 2017 on GrowthHackers. He also had a viral post generate $3 million in client requests in only two weeks.Where most websites convert 2% of their audience into leads, Daniels lowest is 17% and his highest is an astonishing 83%!Content marketing is about creating content assets that help you communicate with your audience, as Daniel explains. And today, his nerdy side comes out as he gives us all the facts on creating a highly effective content marketing campaign that will have you converting leads higher than the average!Listen in as we delve deep into the elements of good content and in just 3 minutes, Daniel gives us the algorithm to creating a tremendously valuable piece of content. Plus, find out the details of:Why less is morePaid trafficScaling slowlyAutomationLink buildingEffective testingAlso, what's the worst advice Daniel has seen given in his area of expertise?Find out his answer and so much more on today's really nerdy episode of The Art of Passive Income — packed full of value that will help you take you your content marketing to a whole new level by writing less content that will generate more leads!TIP OF THE WEEKMark: Learn more about Daniel and how he can help you really put your marketing on steroids, at AmpMyContent.com. There is a free download and lots of resources.Scott: Check out this sales book, The Challenger Sale: Taking Control of the Customer Conversation by Matthew Dixon.Daniel:Be empathetic to your audience because the more you can understand them the easier it is to write and the easier it will be to sell. To learn about direct response advertising, read Scientific Advertising by Claude Hopkins. Get the FREE PDF Here.If you are new to business, read the book, The Obstacle Is The Way by Ryan Holiday.Isn't it time to create passive income so you can work where you want, when you want and with whomever you want?

How to maximize your chances of success in marketing through risk mitigating experiments. This idea came from Scientific Advertising by Claude C. Hopkins. Listen to the audiobook free: https://projectegg.co/audible Read the ebook/paperback: https://amzn.to/2MIW5WS The purpose of this podcast is to discuss concepts that I read about for five reasons... To hold myself accountable for actually retaining the information I read Share interesting ideas that I pick up from books with the world Promote the books I really enjoy so more people learn about them Encourage more people to read because reading improves lives Include affiliate links to the books I'm reading to build another stream of income --- This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app Support this podcast: https://anchor.fm/bens-book-club/support

In this podcast from Richard Jacobs, the president and founder of Speakeasy Marketing, Inc., Jacobs outlines how to use a scientific approach to succeed in marketing your firm. Jacobs has had an extensive and successful career as a marketing expert and he has guided many law firms and private attorneys to higher heights, helping them target and bring in better clients and ultimately increase attorney profits.   Jacobs delves into the benefits of scientific advertising. Diving in, Jacobs briefly discusses a book which he and many in the marketing community credit for its advertising wisdom, Scientific Advertising, written by Claude C Hopkins in 1923. In relating science to marketing, Jacobs asks, do we form hypotheses when considering our marketing efforts? For example, do we ask ourselves questions, such as… if I do this, will I get that result, etc.? And if not, why not? As Jacobs explains, many attorneys go on a ‘feel' or a random trial and error approach reaching out to different marketers to assist them. The Speakeasy Marketing expert states, as scientists use a scientific approach, attorneys and attorney firms must also utilize the same disciplined approach to their marketing. You cannot go on ‘feel' or randomly try this or that without evaluating everything you do with a scientific mindset, through a scientific lens. You would never guess about whether the evidence in a client's case is useful or not, so why would you guess about your marketing? Guesswork is not useful, you must approach your marketing with purpose and evaluate your efforts systematically, methodically—scientifically.  Jacobs explains the importance of field testing in your marketing efforts. For example, if your admin staff is using a script to communicate with incoming calls / potential new clients, test that script. Document how many calls are turning into clients, and get hard numbers. Additionally, look at the math on quality, meaning, how many, percentage-wise, of these new clients, are the kinds of clients you want? Consider using two different kinds of scripts and document which one brings in more clients, and which one brings in better clients? The point is, you must be rigorous in your methodology and you must think scientifically in order to grow your business and increase profits. Looking at real data gives you the ‘evidence' you need to grasp which marketing efforts are working for you.  If you want to accelerate your marketing efforts and bring in great clients who will increase your bottom line, contact Richard Jacobs, the Speakeasy Marketing expert.

In 1923 a slender book was published by the advertising agency of Lord & Thomas. It was called Scientific Advertising and it was the first edition of a significant piece of work for advertisers. This book has been updated many times over the years - and is available at Amazon. (Links below) It was written by Claude Hopkins, a genius advertising pioneer. Many of his works has been updated and republished, so check them out. "My life in advertising" and "Scientific advertising" are available as a compendium (two books in one) to learn the insights and strategies of a brilliant advertising mind. Think this doesn't apply to current day? Read the books below before making judgement. You'll see what I mean. Start reading this weekend: https://www.amazon.com/Scientific-Advertising-advertising-copywriting-techniques/dp/1517038073 https://www.amazon.com/Life-Advertising-Scientific-Classics-Library/dp/0844231010/ Enjoy your Independence Day and week. May the "4th be with you" - as you grow and expand your life and business! -- Want to connect and chat? https://jonrognerud.com/calendar

Rev.com's Head of Growth has tripled the company's landing pages conversion rates across all major products. Here is how he did it... This week on The Inbound Success Podcast, Rev.com Director Growth Barron Caster talks about the company's process for conducting audience research, and how the insights gleaned from that process have enabled them to triple their landing page conversion rates.  If you like detailed, actionable takeaways, this episode is for you. Barron is sharing his exact process, right down to the nine questions he has his team ask when conducting audience research interviews. This week's episode of The Inbound Success Podcast is brought to you by our sponsor, IMPACT Live,  the most immersive and high energy learning experience for marketers and business leaders. IMPACT Live takes place August 6-7, 2019 in Hartford Connecticut and is headlined by Marcus Sheridan along with special guests including world-renowned Facebook marketing expert Mari Smith and Drift CEO and Co-Founder David Cancel. Inbound Success Podcast listeners can save 10% off the price of tickets with the code "SUCCESS".  Click here to learn more or purchase tickets for IMPACT Live Some highlights from my conversation with Barron include: Barron runs "growthproduct" and marketing at Rev. Marketing is focused on website traffic and growthproduct is about conversion.  Barron believes that the best way to improve your marketing results is to learn from your customers, so he tries to speak to at least one customer every month. In addition, the team at Rev uses Net Promoter Scores to track how their customers are feeling about the company's products. He also has a requirement that everyone on his team meet with at least two customers per quarter to conduct audience research, and they have a stipend to support that effort.  To ensure that the information gathered during customer interviews is accurate, Barron has created a one-pager that details exactly what should go into it, who they should be talking to, what questions they should be asking, etc. The one pager details the nine specific questions (shared in the transcript below) that his team must ask. All of the team's audience research interviews are recorded and transcribed using Rev. There are a dozen people on Barron's growth team and they meet for a half hour every week. During this meeting, they share the findings from their audience research in a "quickfire round" format. They pull key insights from this research and use the actual words of the customer to update copy on their website and landing pages. This has resulted in a 3X improvement in the company's landing page conversion rates. Another trick that Barron uses to understand customers is listening to what they are asking on the company's website live chat.  Resources from this episode: Save 10% off the price of tickets to IMPACT Live with promo code "SUCCESS" Check out the articles that Barron has published on Medium Read Barron's article on how he tripled Rev's landing page conversion rates Visit the Rev.com website Listen to the podcast to hear Barron's process for gathering audience research and using the findings to inform Rev's conversion rate optimization strategy. Transcript Kathleen Booth (Host): Welcome back to the Inbound Success Podcast. I'm your host Kathleen Booth, and this week my guest is Barron Caster who is the Director of Growth at Rev.com. Welcome, Barron. Barron Caster (Guest): Thank you so much for having me. I'm excited to be here. Barron and Kathleen hamming it up while recording this episode Kathleen: This is such a cool interview for me to do because I use your product every single week. And so for those listening who don't know what Rev.com is, Barron can give a more complete description, but I will just say I do this podcast. If you listen with any degree of regularity and if you visit my show notes, all of the show notes are transcribed using Rev. So I send Rev, through the cloud, I send my audio file, and then usually within a few hours it comes back, and it's this beautifully transcribed, written version that I don't have to do myself. So I love Rev.com, and we use it for other things too. As a team we create the SRT files, which is what we use to caption our social videos, and many other things as well. So I'm really excited to have you here for that reason. Barron: Thank you. I'm excited to be here and excited to talk about what you just did for us, which is using customers' words to inform and educate other people, and to show the value of the services you provide. So thank you for the glowing introduction. Kathleen: Oh, my pleasure. My pleasure. There's nothing better than talking about a product you actually use and love. Barron: Totally hear you. Kathleen: Speaking of which, though, I know I only use certain parts of your product. So before we dig into the actual meat of the conversation, can you just take a minute and tell the listeners a little bit more, first of all about yourself, because you have an interesting background. You've been an entrepreneur. You've been a venture capitalist. You've done a lot of different things, and so I think that's kind of interesting as far as how it influences the work you do now. And then also give us the quick spiel on Rev and all of its different products so that people listening have a sense for the full breadth of what the company does. About Rev.com and Barron Caster Barron: Cool. Thank you. Yes. I'll give a quick introduction on myself. I started with an education in mechanical engineering. I got my undergrad and master's from USC in Los Angeles. And then I promptly threw my degree to the side and became a venture capitalist looking at the wearables, healthcare, and mobile spaces. And I worked at a firm called General Catalyst, evaluated early stage investments, and realized that before I wanted to spend more time investing, I really wanted to get operational and figure out the inner workings of a great company and see what that looks like. So I joined the fastest growing company at the time. It was called Zenefits. Kathleen: We are also a customer of Zenefits. I love them. Barron: You're a customer. Rev is also a customer of Zenefits. It was the fastest company at the time to go from zero to $60 million in AR, and I was there at an incredible scaling time of the company, saw a lot of incredible things there, met tons of amazing people, and then after being there and seeing this crazy scaling period, they started to have some issues, but I saw a future for myself in product, which I was not doing at Zenefits. So then I moved to Rev, which I'd never heard of at the time, to join as a product manager. And at the time, Rev only had a few services. I joined as a product manager on our core transcription service. The one that you just talked about so gracefully. Thank you for that. And then I started our growth team. I've been at Rev now three years, and I now run all of our growthproduct, and marketing. So "growthproduct" is one word and then marketing. And growthproduct is a few product managers working on products that once people are actually on our site, convince them to use our services and marketing as all of the things that inform customers about our services. So you also think about it in terms of traffic and conversion. Marketing is the traffic and brings people awareness and educates them, and then conversion is once they're actually on Rev properties, how do we convince them to buy from us? Kathleen: Great. And one of the things I thought was so interesting about your background, and I'm kind of jealous I have to admit, is that I have always wanted to go through Brian Balfour's Reforge program. Barron: Oh yes. Kathleen: I follow him really closely online. I love every single thing he writes about growth and product market fit, and all of that. You've been through that program, so I'm kind of excited to see how that comes into the conversation, or if it does. Barron: Brian and everyone from the Reforge program are incredible. He leads the thinking in a lot of ways and has helped define what growth teams look like. I went through the program when we didn't have a growth team at Rev. I think it was a month old, and I was the first person on it working with one of our co-founders trying to figure out what should the growth team look like longer term and what should be build towards. So by looking at all the frameworks and ways it's built at different companies, that helped us inform what it should look like at Rev because growth teams are going to look totally different based on the company and the people within the company, but it's really good to talk to other people who have done it. And we do that for all of our learnings at Rev. We try to talk to industry experts and figure out how are the best people doing it. How Rev.com Conducts Audience Research Kathleen: Love it. So when you started talking about how you kind of handle marketing and you handle growthproduct and you think of traffic and conversion as those two sides of the coin, and when you and I first spoke, you talked about how a big factor that influences how you approach these things is the audience research that you do. So maybe we could just start out there and you could talk a little bit more about audience research and where that fits within your strategies. Barron: I think it should help inform almost all strategies at the company, not just on the growth team but in pretty much all the things that we do. And I think there's just a number of ways that you can do customer research. One of the best is talking to them. So, take it a step back. A lot of marketers really love... They work for companies. They know what their company offers, and they love talking about all of the things that their company does today because they know the features. They talk to the people that are building them. They hear a lot of about why they're great. But what you really need to do is get out of the building, talk to your customers and understand why are they actually using you. What value does your service provide? How do you change their lives? What do they like, not like about it. What they want to improve, to really narrow down what is special about your product and service. How are you differentiated? We do it in a number of ways. I think talking to people is always great. I try to have at least one very in-depth customer conversation a month, even though I'm not even working day-to-day on specific channels or features, just to help inform the sorts of things we're doing. And then we also have a lot of other inputs from customers, whether it be Net Promoter Score, online ratings and reviews, and reading where people are talking about you online, emails to support, talks from sales, all of these different places are ways to get as much feedback as possible to help inform what you're doing. Kathleen: And I like that you try to do it once a month. That's something that I'm kind of working on too which is when you're in marketing, you're not always in a position where you have direct customer contact, but it is so important to come up with some kind of a cadence so that you don't become so out of touch. Barron: 100%. And I've actually... on my team started creating requirements that people get out of the building, we have a stipend for it, talk to customers, meet them in person, hear about their journey, how they found out about us, what they're using us for, what they love, don't love, all those sorts of things for at least two customers per quarter. It's a requirement even though many people will never have customer interaction in their day-to-day. I think it's essential to have that empathy and understand what are we actually trying to do here. Kathleen: Oh, I love that. Let's actually get a little bit kind of down to brass tacks here. You're requiring your team to do these customer meetings or conversations. You're doing some of them. Do you have any kind of guidelines or framework that you use or that you ask them to use for those conversations so that there's some degree of consistency in the information you're getting? Barron: Yeah. I'm a huge documentation nerd across the board, so whenever I have an idea for a project or things that I want to work on, I write out a document to explain my thinking very clearly and get feedback on it. I think it's extremely important. So I have a one-pager about the homework, exactly what should go into it, who you should be talking to, what questions you should be asking, all of those kinds of things. And then everyone shares it back in their own format, and then we discuss it as a group. And I have the questions if you would like to hear them. Kathleen: Yes. Of course I would like to hear them. Rev.com's Audience Research Questions Barron: Great. I like to break it out into almost like the moment before discovery, and then questions around discovery, and then about the service itself. We have nine key questions and then a couple bonus questions, but they are how did you know that you needed a transcription service? Before Rev, were you using a different transcription service or doing it yourself? So those are kind of how did you know had a need, and what were you doing? Then how did you find Rev? How did you evaluate Rev, or which transcription service you wanted to use? Those are kind of on the once you've discovered it, how did you actually evaluate it? And then more into the use case. So what do you use Rev for? What does that process look like? How has Rev changed your life is a really interesting question because it forces them to think about the value you provide and quantify it, which can be very hard for marketers at times to figure out the specifics of value that you add to people. What is your favorite part about Rev? Least favorite part about Rev? This one is a personal favorite. How would you describe Rev to a friend? What is your service from their perspective? And then who else do you know that might benefit from using Rev? So what other use cases can they think of top of mind that would be relevant? And then my two bonus questions are what other product app services do you use and love? So you're usually talking to someone who is not like you but they use your service, so what is the typical person that uses your service? What else are they doing? What other things are they reading online? What other actions are they taking to try to see if there are any nuggets in there about other things that you could be doing to get in front of other customers and users. And then also what are your favorite newsletters, podcasts? Like what information do they consume on a regular basis? Kathleen: I love that. And I really like that you ask that question about how would you describe Rev to somebody else because what's that famous quote they say that, "your brand is what people say about you when you're not there?" Barron: Yeah, exactly. Kathleen: That's really what it is. You're finding out what your actual brand is out in the marketplace, as opposed to what you want people to think your brand is. And hopefully- Barron: I totally agree. Kathleen: ... those two things match up, but they don't always. Barron: You want them to, and then if you don't, then you can dig into why. Deriving Insights From Audience Research Barron: And then another big requirement around this homework assignment is that all of it is recorded and transcribed using Rev. So another big piece of it is dogfooding, which is another thing that marketers sometimes don't always do. They take their products at face value instead of really using it, understanding the nuances of what actually looks like for a customer to be spending money on this, and what is the value that it adds back to their life. So when I ask people what are the insights from it, they actually have to go back, read through our online, easy to use, interactive transcript viewer, and highlight things, comment, do all of those sorts of things, but it really gets them in the mindset of dogfooding and what is the user experience. How should we be talking about it? Rev's Transcription Services Kathleen: I'm going to digress for a minute because you as a company have two different transcription options. There's the one that I have always used which is $1 per minute. Really reasonably priced in my opinion, and it's very accurate, so I don't have to spend a ton of time cleaning up the transcription after I get it. But then I saw that you recently released, and I'm not sure if it's still in beta or not, a new option that is going to be 10 cents per minute. It sounds like it's AI powered, and it's a great option for people who want like really quick results. Could be a great application for which could be exactly what we're talking about right now which is audience research interviews. Can you just talk about that for a second and then we'll pick up where we left off? Barron: Definitely. Rev historically has had a lot- Rev.com has had many human services. We have human audio transcription. We have English captioning for English videos. And then we have foreign subtitles for English videos, and foreign document translation. And it's always had these human services. But over time we have served many transcription customers, and... over 100,000 transcription customers, and we have all of this information and data about accurate transcription. So we decided as a company to make an investment a few years ago in speech technology. And we said we have the world's leading English dataset around English transcription. We want to create a speech engine around this. And we have and we launched a consumer version of this under a separate beta brand called Temi.com. For a number of years it's been incredibly successful. So now we're going to put that automated service that has industry leading accuracy because we have top speech scientists working on our incredible data to make the best engine out there, and we feel like it's in such a good place that we're going to serve it on Rev.com. So we've been doing it under a separate brand name for a number of years, and we feel like it's more than ready for prime time, so we're bringing it to all of our happy Rev customers who may have always used our human services, and we feel like this will be a great option in addition to our portfolio for certain types of audio. As you were saying, you don't always need perfect transcription. For this podcast, we're going to have perfect transcription because we want to know exactly the things that were said, but in certain cases, you have tons of interviews and you really just need to know the gist of what people were talking about or pull out some key quotes here and there. And that's when the automated version is ideal. So right now it's still in early access and we're rolling it out for prime time for all new customers starting in a couple weeks. Kathleen: That's great. Barron: And we're really excited for that. And then we also serve it directly to developers through an API as well under a brand Rev.ai. Kathleen: Neat. That's going to be a game changer as far as I'm concerned because I have no problem paying $1 per minute for the podcast as you said because it's important. I'm publishing that text. And it's for a variety of reasons, for accessibility, for somebody who wants to read and not listen, it needs to be legible and accurate. But it would be cost prohibitive if I were going to use that service to transcribe every sales call my team did, every meeting we had, every audience research interview. That could get expensive. And so this makes it so... I love that it makes it so accessible and you almost don't have an excuse not to do it, right? Barron: 100%. And we at first, when we launched our own automated version, we were a little bit worried about cannibalization. We're saying, "Are we disrupting ourselves too much?" And when we started giving it to customers, we saw no, instead of switching from human to automated, there were actually just recording more and getting more things transcribed. So we saw a lot of lift instead of shift. So we're really trying to broaden the market and make transcription more accessible to a wider audience. Kathleen: Well, and I can say just... Here's a little bit of audience research for you. Again, we've used it extensively for podcast transcription. I haven't used Rev for transcribing audience research interviews. I will now. It just is... It's so simple. Not trying to do a commercial, but I do love the product, so I wanted to say that. Barron: I knew you'd turn this into a commercial. Kathleen: You guys... So you do these interviews. You have the question set. And then I think I heard you say that everyone shares the results of the interviews in their own format. But part of that format is having the actual transcription, correct? Barron: Correct. We share the transcripts and Rev invests heavily in our online transcript viewer so when you get a transcript back from us, it doesn't just come in a Word doc. It used to, and we realized that people wanted to collaborate around them, so sharing learnings around a transcript. So we invested heavily in making a very simple, easy to use but robust online editor that people can share with teammates, make comments on, highlight key things, take notes around. Almost like a Google Doc where it's like a online viewer that a lot of people can share and look at together. And that's... yeah. So everyone shares the transcript with other members of the team. How Rev's Team Uses The Insights From Audience Research In The Company's CRO Strategy Kathleen: So you're having periodic meetings. How often do those take place where you all get together and review these findings? Barron: I do quick-fire rounds so we do those like once a quarter based on recent findings, but I encourage people all the time to talk with customers, and we have a budget for that where people can go out and get them transcribed no problem. And I urge people to always share learnings in a transcript back whenever they have them, and then we have a more formal meeting around it once a quarter. Kathleen: Tell me more about what a quick-fire round is. Barron: Oh, well we have almost a dozen people on the growth team, so we have a half hour meeting every single week to talk about different key topics. So when I say quick fire it's just everyone talking for a few minutes about the key findings that they had or any interesting insights or use cases that they discovered that weren't on our radar before. Kathleen: So you're sharing all of this feedback with the team. The team's sharing it with each other. Can you talk a little bit about then how you actually incorporate this into your marketing and your CRO strategies? Barron: Definitely. Each person on the growth team is working on a different project. So for the marketing team, we're much more channel focused, so we have someone who runs our paid marketing, someone who runs content, someone who runs SEO, someone who runs influencers, and social, and PR. So whenever you hear a customer insight, people on the team try to think about, "How can I incorporate that into the things that I am working on?" And CRO at Rev lives under the product side of things, and I did CRO for my entire time at Rev. Almost my entire time at Rev. So when we were working on conversion in A/B testing, we used customers' own words to inform the tests we were doing and actually use it as our own copy. Because we believe that customers understand the value of our services a lot more than we do because they proactively sought us out, started using us, and find value to keep coming back. So they really understand what value Rev has to offer, and we want to use those insights to help inform the next batch of people that may come across us. Kathleen: So it's true like voice of the customer application, you're pulling quotes out. You're using those quotes... Or is it full quotes, or is it just instead of calling it a transcription, we call it X kind of thing? Barron: It's a combination. We have customer testimonials on our website as well, and we also have a Twitter feed that shows real tweets from customers, just more forms of social proof, so that's actually using their own words that they have written. But then we also just use it to inform the landing page copy. Like what are the types of things that customers say about us? And I could pull up an example. Let's see. Kathleen: Let's do it. Barron: On our website, Rev.com/transcription, Audio Transcription Made Simple, that's been a tagline we've had for a while. That's because all of our customers say we're so easy to use. And I manage our entire self-serve business so it's my job to make sure it stays that way, as easy to use as possible. But then under the fold, and under the main call to action, we say, "Rev's transcription service help you capture more value from your recorded audio." That came about from me from a customer interview. They said that. They said, "You helped me capture more value from all the things I'm recording." Kathleen: Great. I love it. Barron: And we used that, and now we put it smack dab on the page, and people relate to it, and they understand exactly what it means because that was a real problem that someone had. They said, "We're recording all this audio. We're not sure how to get value and insights from it." And they used us, and they said, "This is incredible. You changed the way I work," and I said, "That's amazing. Everyone needs to know that." Right? So that's one example. And then throughout the page there's other pieces that we've gotten from customers over time. Kathleen: Great. I love it. And so it sounds like the key to what's making it successful for you guys is having a very systematic approach of everyone's getting out there and doing the interviews. Everyone's having them transcribed. They're coming back. You're all sharing the learnings, and then that can easily be applied. The Results That Rev Has Seen From This Process Kathleen: Can you talk a little bit about some of the results you've seen from the experiments you've run using the voice of the customer? Barron: Yes, I can. And I read a post about this on Medium as well, but in using customers' own words we have managed to triple the... landing-page-to-paid conversion rate for three of our services. So for the audio transcription, our main service on mobile, we managed to triple the conversion rate, so that means tripling the effectiveness of your ads because you're paying for every time someone comes to your page and you want each of them to convert. So we've done it for our main transcription service. We did it for our automated transcription service. And we did it for another Rev side project that we ended up actually shuttering a year ago because Rev always tries new ideas and businesses, and we experimented with one that ended up not working, but it wasn't because of our acquisition. It was because of other issues with the business. Kathleen: Wow. That tripling of the conversion rate, is that kind of an average across the board, or... and are there some pages that have had amazing results and some that are smaller? Or is it usually quite a big impact that those kinds of experiments have? Barron: We experiment on our main service landing pages. We spend a lot of time and energy getting people to understand what the service is and what value it provides. I will also say it's easier to test on your highest volume pages because you have more data to make more informed decisions. And you have more customers that you can talk to and learn from as well. So most of our work usually starts on our highest volume services, and then we transfer those learnings to lower volume services as well. The lion's share of my work has been on our transcription businesses because those are Rev's most mature businesses. How The Rev Team Conducts CRO Tests Kathleen: And can you just talk me through how you manage those experiments? Are you starting with a hypothesis and just choosing one variable at a time like classic A/B testing, and how long do you let the experiments run? Is there a defined time period or does it just depend on volume of sessions to the page? Barron: Those are both great questions. So the first question was how do you run experiments, and it's very hypothesis driven, but I would say you can't start with a hypothesis. You have to start with learning that helps inform what your hypothesis should be. Right? So for our website, we realized that... I watched a lot of user sessions. I talked to people. And I realized they weren't actually reading the words on the page. We had so much copy on our website... this is two and a half years ago, and people just weren't reading it. We had all the information there; it just wasn't packaged in a way that people could digest. So we made it a lot more digestible, and we saw that it was working. But the hypothesis was people aren't actually reading even though the content is there. We need to make it better. So I'd say start with learning that will help you develop your hypothesis. And then in terms of how we test, yeah. Sometimes we'll package a couple ideas together into one bigger test, but it will always be testing a singular hypothesis because if you just make a bunch of changes that you're not sure will be beneficial, you could end up hurting things and you wouldn't know. Another thing is once you have a certain number of... Actually, I'll say really quickly that Andy Johns who is a venture capitalist at Unusual Ventures, and he was a founding member of the growth team at Facebook. He's worked at Twitter as well, I believe, Quora and Wealthfront. At Wealthfront, I believe, he was the VP of Product and Growth, and now he's a venture capitalist. He has a great framework for thinking about experimentation as a size of the company and your maturity level. When you are a small business you don't have a lot of data so you have to spend tons of time and energy working around crafting the hypothesis the right way. Is this the right way to test it? Being very, very thoughtful around each test because you don't have enough data to move quickly with. So you have to be very, very thoughtful before putting it live. And on the opposite end of the spectrum, you have people that have tons of data such as a Facebook or a Pinterest, and they are well known, their growth teams, for testing so many things as quickly as possible. Because they have all the data in the world, so they can run an A/B test statistical significance- Kathleen: In like hours. Barron: ... in minutes. I think faster than hours at times. They just... So they test as many things as possible because they have almost unlimited data. Whereas a lot of people listening to this podcast are probably trying to figure out how do I make the most with what I have? And it's around being incredibly thoughtful for how you do things. And then you asked how long you test for. We've had A/B tests... So it's always important to set like a minimum bar before starting the test because once you launch a test, emotion will come into it and it looks like something's really hot out of the gate, you said, "Let's call it right now. This is amazing." And then things normalize. So I've gotten really, really good over time in not checking results early because although it's tempting, it can definitely skew your emotion and your emotional state. Kathleen: It's like confirmation bias too sometimes when you see- Barron: Yeah. Exactly. So setting a baseline is good, and there's a lot of articles out there about statistical significance and the sort of time you should wait, but we did it anywhere up to months for statistical significance on key changes because data was limited on certain services, or certain pieces of the funnel. Kathleen: And I was reading the article that you wrote on Medium where you talked about this, and one of the things I thought was interesting, we spent a lot of time talking about customer interviews and audience research, but I thought it was really interesting that you also look at chats, for example, on the site. I think you guys use Intercom. Is that right? Barron: Yeah. Not only do we look at chats, I ran Intercom for months on the site myself so that I could fully understand what questions customers are having and what they wanted to see. By seeing the high volume of people in real time through whatever chat widget is hot these days, whether it be Intercom, Drift, Zendesk, there's a number out there, but getting in touch real time with your customers when they're making buying decisions is hugely important. So yes, we have a number of ways we're learning from customers, and another very popular tool, and I have another article about different tools out there, but full story, in session viewing, and I know there's tools like Hotjar are out there that do the same thing, but seeing how people are interacting with your site is extremely powerful because you can user test all day long and it will not give you real data what customers are doing. Seeing it live is almost magical. It's really cool, and it will help you be a lot smarter about your decisions. Kathleen: We use Lucky Orange for the same thing and it's amazing how it also can help you find bugs on your website that you would not have ever realized existed. We found this weird bug on mobile that was just on like iOS tablet versions X, Y, and Z, and it was because we were seeing, we saw a really strange change in the time on page and the bounce rate for that very specific device and started going into Lucky Orange and looking at user sessions for people using that device, and I was like, "Of course. There's a pop-up that's messing things up." And it's just amazing what you can learn the more you dig. But it is a- Barron: That is spectacular. Kathleen: It's a rabbit hole though. It's a deep one. Barron: I love that. The only other source that I'd say is... sources that are amazing are your support and your sales team. Your support team knows what the biggest customer issues are because they talk to them all the time, and sales is trying to convince people to use your products so they know what the biggest questions are from people when evaluating. And to help inform that, I've done rotations on both of those teams in the past. If your company would allow that, I highly suggest it because it just helps you understand what the problems are a lot better. Kathleen: Amen. I was on our sales team for six months before I took on this role as head of marketing, and it was hugely valuable. And we record all of our sales calls, so I still think listening to those is so important. Barron: Amazing. Yes. And getting them transcribed so you can read them easier. Kathleen: Exactly. Using the new 10 cents per minute tool. No, this is great. You have so many good articles on Medium. I'm probably going to put a few of those links in the show notes, so if you're listening and you want to see more of what Barron has written, check out the show notes for sure. And you are @BarronCaster on Medium. I'll put that link in as well. Barron: Thank you. Kathleen's Two Questions Kathleen: And a couple questions for you that I ask all of my guests. I'm curious what you're going to have to say. First one is when it comes to inbound marketing, which is really what this podcast is about, is there a particular company or individual that you think is really killing it right now? Barron: Yes. There are many people I think that are killing it. Kathleen: You can give me multiple names. That's fine too. Barron: I will. How deep do you want me to go on how I think they're killing it? Kathleen: Oh. Fire away. I'll stop you- Barron: Great. I think- Kathleen: ... if I need to. Barron: Okay. I think the first name that comes to mind is Neil Patel. I think he's done a great job of building an incredible content library that is extremely extensive, and he touches people on all different sorts of mediums. He's active across all social channels, and he's built up a personal brand that is extremely strong. And what he's done more recently in the past couple years is layer on tons of free tools that incentivize people to come to his domain to evaluate their website, and see what their SEO is, or look for keyword ideas through his Ubersuggest tool. And I know he's focused on acquiring these different tools to help bolster his audience and provide value to people. So he always leads with value which I think is incredibly important. So as an individual who is a brand, he stands out amongst the crowd to me. And then another company that I think is doing really well, is this company called Animalz which is a B2B, content marketing agency that I love and I've been in touch with recently because I subscribe to their newsletter and all their content was incredibly thoughtful and informative around content marketing. So I could tell they did an incredible job because I loved reading and opening their newsletter, and it led me to reach out to them about their business. So because I'm a converted customer, I am a huge fan of the work that they've done in being able to show their value to me. And then- Kathleen: And that's Animalz with a Z, right? Barron: Animalz, yeah. Animalz with a Z. And then the last company that I'm not a customer of but I really like what they're doing is G2 Crowd. Ryan Bonnici over there who used to be at HubSpot has created a content engine that is unparalleled, I think. And they're just producing a high volume of high quality content, which is very difficult to do, and I know they're investing heavily in doing that. Kathleen: Ryan's been a guest on the podcast. Yeah, he's a really smart guy. And you're the second person to mention Animalz, so I'm going to have to reach out to somebody there and get them to come on now, because that's- Barron: If you talk to Jimmy, he's great. Kathleen: Jimmy, I'm coming for you. Barron: Great. And what they do is they... Most agencies will shop out a lot of their work to other freelancers, and they believe in value and quality so hugely that they only have in-house writers. They only staff in-house people, which is difficult to do as a large agency, but it helps you keep quality consistent across the board. Kathleen: Interesting. Well, those are great examples for anyone who wants to check them out. Again, links will be in the show notes. Second question is with digital marketing changing so quickly, how do you stay up to date? What are your personal kind of go-to sources for great information? Barron: This is an amazing question. My first answer is that you shouldn't be looking for the latest developments. You should start by going back to the classics of marketing because a lot of the classic principles don't change. It's more of the mechanics that change. So like the people I love and refer to commonly are Claude Hopkins, David Ogilvy, like Robert Cialdini. These like great marketing minds and advertising minds where the principles last forever. Like I created a robust A/B testing program at Rev, and then I read Claude Hopkins, Scientific Advertising, which was written 100 years ago, and he had all the same principles. I was like, "Oh my God. I would have saved so much time by visiting this first." When before I had been reading all the blogs and trying to figure out what the best tech companies were doing. A lot of the principles are the same. It's more of how you actually bring them to market that's changing. And for that, I really loved Drift as a brand because I think that David Gerhardt, who runs a lot of their marketing over there, subscribes to the same philosophy. He constantly revisits the classics and then figures out how does that work in today's modern world, but he starts with principles. And I think the principles are extremely important. And then my last favorite, more general growth newsletter that touches across product development, entrepreneurship, marketing, and growth, is Hiten Shah who's actually related to Neil Patel, and he has a just incredible newsletter that's very informative, and he does deep dives on businesses and their go-to-market that will help inform you about how great brands that you know today actually made it, and the evolution that they went through over time. Kathleen: I love it. So many good suggestions. Lots of reading ahead. Barron: I don't mean to overwhelm, but- Kathleen: No, this is great. I think- Barron: ... if you have limited time, start with the old stuff and then work your way forward. I'm also a big fan of Nassim Taleb and Antifragile as a book, and he has this thing he calls the Lindy Effect. The longer something has been in existence, the more likely it is to exist for a long period of time. So these older principles still hold true in today's modern world. Kathleen: I can't wait to check some of those out. One thing I've noticed from doing so many interviews with different marketers is the best marketers are just these voracious learners. They're always wanting to find something more to educate themselves with. So lots of recommendations. If you're listening, go get all the books. How To Connect With Barron Kathleen: Barron, if somebody wants to learn more about you, or has a question, or wants to learn more about Rev, what's the best way for them to get in touch or find you online? Barron: You can check out my Medium that you will post later which is great. You can send me an email directly. It's my name barron@rev.com. Please reach out if you have any questions about anything, or if you have ideas of articles that you want me to write, I would love to hear that as well. I'm always looking for ideas on things that people are curious about so I can answer a question for a lot of people. You Know What To Do Next... Kathleen: Love it. All right. Well, thank you so much. If you're listening and you learned something new, which I'm pretty sure you did because I feel like there's a lot of good stuff in this one, I would of course love it if you would leave a five star review on Apple Podcasts or the platform of your choice. And if you know somebody else who'd doing kick-ass inbound marketing work, Tweet me @WorkMommyWork because they could be my next interview. Thanks, Barron. Barron: Thank you so much, Kathleen. This has been incredible.

Mojca Zove is the owner of Super Spicy Media and a Facebook Ads Expert that helps +7-figure companies generate leads and increase profits with Facebook Ads. She's the author of The Facebook Ads Manual, a book that helped hundreds of people launch their first successful Facebook Advertising campaign. She recently launched her online course - The Science of Facebook Ads. She's an international speaker. She appeared on MicroConf, Double Your Freelancing Conference, Seanwes Conf, BaconBiz and others. Resources Email: mojca@superspicymedia.com Super Spicy Media (official site) The Science of Facebook Ads (online course)

Aziz Diallo se définit lui meme comme Consultant Marketing "Underground”. Il cumule plusieurs casquettes dont celle de Plombier comme profession de base, ensuite il a crée une boutique Ecommerce autour de son activité principale de l’époque avec laquelle il a eu de bons résultats mais aussi des echecs. Le parcours d'Aziz de Plombier a webmarketeur Underground L’importance des plateformes de freelance comme 5euro.com par exemple surtout lorsque l’on debute online Les techniques poussées de productivité et d'éfficacité L’importance de la lecture lorsque l'on entreprend Le sujet tres controversé d’achats de Fans C’est ce qu’il explique dans cet épisode. Bonne écoute ! Tout d’abord : Si vous voulez me contacter en privé, c'est sur Linkedin que je suis le plus réactif Suivez aussi Débrouillard sur Linkedin pour découvrir les prochains invités hebdomadaire Débrouillard est disponible aussi sur Facebook, Youtube et Instagram Rejoignez mon groupe privé ici Références de l’épisode : La Chaine Youtube d'Aziz Contacter Aziz directement sur sa page Facebook Livres mentionnés: Scientific Advertising de Claude Opkins Le Principe de Lucifer de Howard Bloom Le Principe de Lucifer, tome 2 L'Effet Cumulé de Darren Hardy La Semaine de 4 heures de Tim Ferry

Here's a quick example of how I'd make an offer for each major industry...   If you want to create a SEXY offer, you need to be a SCHEMER!   Oh, YEAH… it’s Claude Hopkins time… ;-)   In my last blog, I gave some quick and dirty examples of sales messages across ten different industries. Today, I want to go one step further and show you how to create an offer!   … so once again, I’m gettin’ down with the granddaddy of offer creation (and toothbrushes), Mr. Claude Hopkins.   (Get with it, Kids!)... seriously, check out this advert...   ARE YOU A SCHEMER? Claude Hopkins was *THE MAN*   He was one of the world's first Schemers.    Now, a lot of people hear the word scheme and think of negative pyramid shaped connotations i.e, dodgy pyramid schemes.   ...but that’s NOT what the word Scheme word meant in Hopkins day.   In the late 1800s, a schemer was somebody you hired to design your offer.   Offers used to be called Schemes.    You’d hire a ‘Scheme Man,’ i.e., “I'm gonna get the Scheme Man to come into my business to design my offer and sales message… and that’s the scheme I’ll go to the market with...”   Claude Hopkins was known in the industry as being one of the world's best schemers.    Claude Hopkins was one of the first to:   Give out samples as part of the sale… Test all his headlines with color-codes... Put an ad on a car...   He was one of the first people who said that:   You SHOULD test... and the ONLY purpose of an ad was to sell, NOT entertain.    If you read my last blog, you’ll already know about Albert Lasker, (the energetic bipolar genius who’s responsible for you drinking orange juice at breakfast.)   Hopkins was hired by the advertising firm Lord & Thomas where Lasker was a partner. In fact, it was Lasker who brought Hopkins in to work for the company.   … which meant that Lord & Thomas were able to create both the ads and the offer for their clients.   Claude Hopkins was the top paid scheme man in the world.    At that time, he made $185,000 a year. That’s the equivalent of about 1 1/2 million dollars in today’s money. THAT’S A HUGE AMOUNT!   GREAT NEWS FOR THE TOOTH FAIRY   Although it sounds pretty disgusting to us... but before an advertising campaign, (devised by Hopkins), people didn't brush teeth.   Claude Hopkins was responsible for making brushing your teeth popular.   There was a company called Pepsodent who’d invented this thing called toothpaste, and Hopkins built offers and sales strategies popularizing the idea of cleaning your teeth.   (“You’ll wonder where the yellow went when you brush your teeth with Pepsodent!”)   Claude Hopkins was AWESOME! He’s the total godfather of what I do. He wrote a book called Scientific Advertising in which he said:   “The time has come when advertising in some hands has reached the status of a science.”    However, that was in 1923, and since then...    Offer creation has become kind of a lost art... and that’s the reason why I'm bringing it back.    That’s why my Facebook group is called The Science of Selling Online, NOT ‘the science and art’...    I don't believe in learning art. I want to learn science; the formulas and formats that cause cash as a rule.    Hopkins hated the concepts of making things look pretty, absolutely hated it.   When I read that, I was like, “Claude, I'm your doppelganger, man. I'm even losing my hair!”   # spot the difference   HOW TO MARKET A PRODUCT   When people things to me like, “Stephen this won't work in my industry,” I wanna hit them.   Are you kidding me?    We're talking about general sales/ marketing/ offer creation as a whole. It’s NOT dependent on:   What industry you're in. The product you have.    You can take ANY product and turn it into an offer… you just need the right FRAMEWORK   There's a huge did between selling a product as a single solution, and selling an offer which solves a lot of other problems as well.   Right now, at the time of writing this, I have four very simple offer creation templates and frameworks that I use depending on what I'm building…   These frameworks are NOT flash in the pan strategies and tactics.    OfferMind is where I teach my frameworks, but I want to show you one specific framework that I call XAVIER.   I'm a little bit nervous to give this much away, but it's so I can entice you to come to OfferMind.   Offer Mind is NOT your average event.   I’m not a rah-rah guy. I'd rather get down to brass tacks and teach you the strategies.    I’ll tell stories when they're necessary, (if I can tell a false belief needs to be broken), but I'd rather just teach the thing.   OfferMind is very aggressive, you’re gonna be very tired by the end of it...  but I want you to come to the event to learn these frameworks.   A lot of times that's why your business isn't cash flowing, it’s NOT because you don’t have the right:     Message. People.    ...it’s often because you don't have an offer and you've just been selling a product.    ... there's a massive difference (a huge gap) between a product and an offer.   The XAVIER Method helps you to bridge this chasm and get people to open their wallets.   XAVIER is how I structure the core of ANY business.   So I’m gonna go through the same ten categories as I did for the sales message in the last blog. So that’s:   Agency / Freelancer Information Products E-Commerce Coaching / Consulting Network Marketing Local Small Business B2B Lead Generation Blogging / Affiliate Non-Profits Just Getting Started / Other   I'm keeping the examples the same as they were for the sales message example... so you guys can see, from sales message to the offer, how I’d pitch and tie them together.   If you want to watch me live, in front of an audience, you can go here… if not, keep reading ;-)   THE PRE-FRAME   I'm very excited for you to come to OfferMind.  Hundreds of tickets have been sold already, so it looks like Offermind is probably gonna sell out pretty quickly.   As always, you can learn a ton from what I’ll be doing to promote OfferMind over the next few months. We have:   A Summit; I have offersummit.com, I can't believe I got that. Hopefully, my book will be out beforehand too. Check out the actual event funnel itself, it’s an incredible funnel.   What’s I’m about to dive into next is some of the material and types of things that we’ll go over in a lot of depth during OfferMInd.    OFFER CREATION SPEED DATING   I’m briefly gonna go through the vehicle, the internal and the external false beliefs that my dream customer would experience when they see my product and then ask:   How can I solve that problem? How could I answer objections with additional things?   So I want to quickly walk you through some offers for each individual industry... ready?    Boom bam, baby whoa! Here we go!    INDUSTRY #1: AGENCY/ FREELANCER   If I'm gonna go build an offer (and I'm an agency/freelancer) this is how I'd do it:   If I say,  “Well hey, I'm gonna go run your ads.” Everybody's saying that! So how do I turn my service into an offer?    (Offer creation is  no different, even if you're a service provider)…   The service is the product.    A deep dive on your competitors: I give you information on their ads. That would be so awesome. I'd love it if you did that for me, “Oh my gosh that would be so cool.” Weekly stats: I'll run your ads, but I'll also give you weekly stats.. as well as recommendations on how to tweak. Ad creation: You don't need to hire anybody. I've got a creative team in my back pocket. They're gonna make all your stuff for you. You just have to hire us and we’ve got it all in a one-stop shop. A FREE course:  I'll need a few things and I don't want to bother you, so I want to help you get the right VA. We have a course called The Automated Assistant that’ll teach you EVERYTHING you need to know   ….I’ve solved a whole lot of problems for the customer.    INDUSTRY #2: INFO PRODUCTS   Let's say I'm selling something about funnels, I’m gonna give you:   The physical book. (That's the main thing I want to sell anyway, right?) The audiobook. (This is the exact offer for the fake book story, right?) A Quick Start Checklist.  You can get the book from anybody, but, “Oh my gosh,” I'm even gonna add the quick start checklist as well. A pre-built book funnel. The very one that you just went through. How cool would it be if you had that as well? My 10 Free Traffic Methods. Funnels without traffic are dead. So why don't you go ahead and get this through me for FREE? Reason to act now:  I'm gonna give you excerpts from top expert interviews.    Next one, super fast…   INDUSTRY #3:  E-COMMERCE   If I'm gonna sell a pair of socks, I’ll give you...   A second pair of socks. A guide to the best sock and shoe match: I'm gonna get a stylist to show you the three best looks that go with your socks. A guide on how to keep your feet from smelling: (People are gonna want to know that. They're probably not gonna ask, but you're solving a problem they might not know they have.) #stinky feet A foot doctor interview series. Here are some cool info products on how to keep your feet healthy. A FREE month of my Sock of the Month Club.    ...make sense?   *THAT’S AN OFFER*   Who are you gonna buy from?  It’s not hard to fulfill because half of it is freaking info products…. that’s the point!   INDUSTRY #4: COACHING/ CONSULTING (#funnel coaching)   I'm gonna give you…   Weekly Q&A coaching.   Monthly stats and funnels. All my personal stats   My Personal Funnel Assets: if I've got a pre-built thing that's already done, bam, here you go. My Personal Rolodex Access: If there's somebody that I know would be a good fit for your business I'm gonna give you access them. A Free Fly-in Day: where we can chat for a little bit.    ...I mean, come on, that's awesome! How many people are doing that? NOBODY!   INDUSTRY #5: NETWORK MARKETING (#Keto)   *This *is how I kill it in that game. It's so freaking easy, oh my gosh...    You're gonna get…     My keto product.   A Mail-in Blood Test Customization: Are you in Ketosis? My Safe Eating Out Guide: so you don't get yourself out of ketosis. The Cure the Cravings Jump Start. My Keto Lead Funnel: so you don’t need to harass your friends and family... “Don't worry about it, I've got a sweet funnel for you.”   Make sense?   Boom! Next…   INDUSTRY #6: LOCAL SMALL BUSINESS  (#Restaurant business)   The main thing I want you to buy is my food, but you also get…   A meet and greet with the chef: I tell you my story, “Oh man, I was eating beans and I hated cooking. but now you can't get me out of the kitchen.”  (I swear Disney does that with their characters, and then they charge, like your freaking face for it.) A bio-scanner. I want to make sure that I'm not making you fatter, so I scan you and I’ll know exactly what you've been eating... and what you shouldn't eat: “Ah, here's the menu for you. It's customized.” That's freaking sexy! A customized handout to give your personal trainer: “Hey, this guy was a tubby today. He cheated, he ate a triple chocolate torte last night,” (which I did... and it was really good.) A giveaway: Entry to a free raffle. I'm gonna come to someone’s house and cook a meal for them.    ...that's like, that's nuts!   Do you see how easy this is when you know the mechanisms?   Seriously, can you imagine doing this?    It's NOT hard when you realize that it's all about value versus price.   INDUSTRY #7: B2B LEAD GEN   Let's say you've got some tech software or an app, and you're trying to get leads…   A free consultation: you get the software as well as the consultation. A Slow Internet Checklist: most of the time we find that if someone has a problem with our software we find out their internet is crappy. (We want to help you to figure out that you probably shouldn't bury my router in the backyard and expect good wireless service.) A free support group: called ‘Too many tabs opened anonymous’ for those of you who have 50 billion tabs open. Three-minute reminders: How to set your software up in short video format. A quickstart guide: If you get stuck at all don't worry about that, we've done this a ton of times. 24/7 live chat: we hate ticketing systems, we know you do too. So we've got a live person every single moment of every single day. You've got something, we're here for you. Free lead giveaway: we’ll give you a few of the leads we’ve captured in your market to prove to you that our lead system works.   Some really cool little bundles you can toss in that cost next to nothing.    INDUSTRY #8: BLOGGING/ AFFILIATES    A lot of the people that came to the original FHAT event were from the blogging world.    They were getting millions of hits every single month, but they were NOT monetizing a thing...    so we would use these kinds of offers with them…   AND BOOM, they’d make the Two Comma Club really fast.   So let's say you're a mommy blog talking about how to get some rest. Sweet, well I'm gonna give you a cool…     Restful Mama Cheat Sheet.   The Successful Mom's Day: a rough guide to how I can be a mom, but still have a career. (I know you guys want that, I've been reading your comments.) I brought in a whole bunch of experts to create a cool course.   An Interview Series from Working Moms.   The Getting YOU Time case study: All these cool case studies of women that have actually done this. They were totally overloaded.. (“I was driving myself and my family crazy, stressed to the hilt, then I did these few little tweaks and suddenly I got my time back and I'm there for my kids.”) A FREE ticket to my Moms Retreat.   …that's a really sexy offer.    INDUSTRY #9: NON-PROFIT   “Hey, I need you to donate, and you’ll get…”     The “I Donated” t-shirt.   Our Highlight DVD: showing what accomplished with the funds that came in. A raffle for Private Meet and Greet Meal: I'm gonna bring you and your family to meet some of the kids you've been able to help. It's heavy, it's intense, non-profits are. This is real stuff. Raffle for the Donator's Highlight: get highlighted in our next newsletter.   INDUSTRY #10: JUST GETTING STARTED    This is the easiest way to start. I love this method. Here’s what to do…   Crowd create the course: don't make it yourself. Don't get stuck on product creation, get stuck on sales message creation. Go interview a whole bunch of people on something, and they’ll make it for you. Affiliate Outrage is the 101 on that. Interviews with 20 Millionaires: discover the cool patterns that lead to success. A checklist (the physical thing): I'm gonna mail a checklist to you so that you can actually walk through and make sure you're doing all the things lead to success. Private Community of Starters. A raffle to a Meet and Greet the Millionaires:  it'll be private, only a few people, but I'm gonna give you a raffle ticket so you can come and actually hang out with these people. How cool would that be?    The Bottom line is, whatever industry you’re in…   #1: *YOUR SALES MESSAGE MUST ROCK*   Capitalist Pig, Baby… BOOM!    If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good.   But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?    That's what I struggled with for a while until I learned the formula.   So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.   Wanna come?    There are small groups on purpose, so I can answer your direct questions in person for two straight days.    You can hold your spot by going to OfferMind.com.   Again, that's OfferMind.com.

Attracting leads is a whole lot more fun (and profitable!) than chasing them. But many real estate agents struggle with designing a lead gen system that works for the long term. Dean Jackson is the father of postcard farming, and he has created a method for getting prospects to raise their hands year after year. Today, Dean joins Tristan to discuss how his early days of cold calling inspired him to develop a postcard farming system. He shares the progression of his marketing strategy, from getting his name out there to getting prospects names to come in. Dean explains why he shifted from targeting clients in the market to sell NOW to cast a wider net in a particular neighborhood. Listen in for insight on how providing a free report on home prices leads to long-term success and learn why there is big opportunity in real estate for savvy agents who understand marketing! Key Takeaways How Dean was inspired by Claude Hopkins’ customer-centric approach to marketing Dean’s advice on building a business that fits naturally with your likes/tendencies How the hamster wheel of cold calling led Dean to create a postcard farming system Dean’s shift from getting his name out there to getting prospects names to come in How Dean leverages self-interest to attract clients in the market to sell NOW Why providing a free report on home prices has proven to be most successful How Dean supplements his postcard farming system with social media marketing The case study demonstrating the longevity of Dean’s free report strategy How Dean amplifies the impact of his postcards with ‘breaking news’ videos Why Dean sees big opportunity in real estate despite the likely market shift Connect with Dean Jackson GoGoAgent Connect with Lab Coat Agents Lab Coat Agents Lab Coat Agents on Facebook Lab Coat Agents on Twitter Lab Coat Agents on Instagram Lab Coat Agents Facebook Group Resources My Life in Advertising and Scientific Advertising by Claude C. Hopkins Strategic Coach

Boom, what's going on everyone?It's Steve Larsen, and this is Sales Funnel Radio. Today I'm gonna teach you guys about the origins of the offer. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along, as I learn, apply, and share in marketing strategies to grow my online business, using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. What's up, guys? Hey, okay. So I was at the Traffic Secrets event. Traffic Secrets was an event run by Russell Brunson, just for the Two Comma Club X people. If you don't know what that is, Two Comma Club X coaching is a program where we take people and we help them make their first million. Tons of fun, and it is successful. It's lots of fun. It's a fun group. There's a lot of events that come with it.I'm a Two Comma Club X coach. I've now brought, at the time I'm recording this, about 2,000 people through this process now. There are patterns; and when people follow the pattern, they have success. This event was called Traffic Secrets, it was over in Phoenix. Getting to Phoenix was pretty crazy. There was something messed up with the airplane, so they had to get us off and get a new plane. There was like, a bolt coming out of the side of the airplane, and no one could figure out what it was. It was really freaky.We got off the plane to switch planes, and that is the moment, my friends, when adults become children and start whining and complaining. Anyways,  I get over to Traffic Secrets, it's a bunch of fun. It's a lot of work. I remember growing up, my dad traveled quite a bit as well. I always had this perception like, "Oh man, Dad, is it so cool going out?" Like, "You're traveling like a beast, do you have so much fun? What, did you see while you're there? Did you see this while you're there?"It wasn't until I was a little bit older that I realized, it's pretty much straight work. I only see my hotel room, the event room, and the walk in between, that's it. And then the shuttle ride back to the airport. That's kind of all I see any event I go to. Anyway, so, Russell got up. He talked for two days. I had a ton of fun. Right before that, I got a chance to go and hang out with him in his office just he and I, until about 2:00 am, to structure a lot of the content and things like that. It was just a ton of fun. I'm going off script here real quick, okay? It's funny, 'cause my wife kinda laughs, she'll be like, "Hey, did you have fun with Russell tonight?"  I'm not teasing her, I just think it's funny, and I get it, you know. She'll be like, "Why do you like hanging out so much?"  Well, besides the fact that it's Russell Brunson and we are good friends, the more you learn about the thing that you're doing, the less people you can relate with about what you're doing. You know what I mean? And that's why the game can sometimes be a little bit lonely. So I always have a bunch of fun going and doing that. It was cool to be behind the scenes and be back structuring content and putting ideas and concepts together, and then go sit back and watch the audience as Russell executed that plan. Cool education right there.Russell talked for two days. Lots of energy. "Rah, rah, rah," right? He's all over the place - lots of energy. At the end of two days, we go, and we're having dinner with the ClickFunnels crew, the staff and all the coaches were there. We were just shooting the breeze, just chatting for a little bit. Most people left, and there's only five or six of us left, and we're like, "Hey, let's go see that movie, Venom." Which was super cool by the way, it was a good movie. Just before we left to see the movie, Russell leaves for a second. He comes back, and he goes, "Dude. Do you know who Claude Hopkins is?" I'd heard the name, but I hadn't studied him yet. I'm making the rounds on who I'm studying right now. I haven't gotten to Claude Hopkins yet. And I said, "No, heard the name though." And he goes, “Dude, you are going to love Claude Hopkins." I said, "Alright, cool." So he starts telling me a little about Claude Hopkins...and he said, "...basically, he's like the godfather of what you do." And I said, "Please tell me more." This is a picture of Claude.  I went and printed out a picture of him.  It's gonna look really blurry. This is the man himself. What's up, man? Alright,  Claude Hopkins?Claude Hopkins (1866–1932) was brought into companies to create the equivalent of an offer.  In 1907 he was paid a salary of $185,000 a year. That's like getting paid 1.3 million in today's dollars. This is a highly paid guy. And all he would do is go in and create offers. That's what he was known for. Companies would hire him to come in and help construct the offer as part of the sales message. So he goes in and he would create the offer, but then also pieces of the sales message that would make it sexy. I was like, "Russell, dude, that was like the greatest gift you could give me. Are you serious? You just taught me about how my market came to be." I've been looking around trying to find the history of what I do? And it's not been an easy thing to go figure out. Not many people teach what I teach, which is one of the reasons why I'm stepping into that zone and being the category king of offer creation. That's my goal, that's what I'm going for. You wanna see my second shot I'm calling? I'm calling it! My podcast introduction is all about, "Hey, I'm calling my shot!" Well, I'm doing that: I'm on track I hope, for a million dollars this year. It's gonna be close; it's gonna be really, really, tight. But we're getting close. Some of you guys have reached out and asked, so I'm just telling you.I'm trying to make my first million dollar business. I haven't taken on any VC funding, haven't taken on any debt.  It's gonna be close. Makes me feel better knowing it took Russell three tries to get it in a year. I'm getting close, though. I'm hoping that I can make it. I'm excited about it, though. I started freaking out. I was like, wait, this Claude Hopkins guy. Here's more about him: Back in the day, they were not called offers. They were called schemes. Meaning a scheme, like, you're gonna go create a scheme. What's your scheme to actually make cash? Back in the 1800s, you had a scheme man. A guy who created your scheme. They would come in, like, "Oh, I need a scheme man." A scheme man would come in and would create the offer, or their scheme. And so that's the origins of offer creation. That's literally, that's how that stuff came about. Now, I'm sure if some copywriter way back in the day, way before we actually wrote stuff down, similar concepts were going down, maybe? But that's how it happened, though.  They would go create these schemes and guys would come in and get paid huge sums of money to go in and actually create these things. I freaked out when Russell started telling me some of this. And I was like, "That's amazing. It’s a huge deal that you told me that."  There was a few, little epiphanies I had. My brain just started running, which it does, and I let it. It's a ton of fun - totally like the Beautiful Mind thing. "I gotta ask you guys if some of you guys are real." But in my head, because of learning that, certain frameworks about how I know money is made started getting adjusted right there at the dinner table. Right there.I was like, "Oh my gosh. That's how it works?" I was sitting next to Julie Stoian, and she leans to me after about five minutes, I was just zoned out. It's funny, my wife will reach over and be like, "You doing okay?" And it will wake me from this reverie; you know what I mean? I'm like, "Oh."Well, Julie Stoian leaned over, she goes, "You're getting very pensive." And I was like, "Oh, crap." I realized I had zoned out, I was staring at something for, I don't know, probably ten minutes. My head was racing, and what I realized was that... okay, walk with me for just a second here, okay? Just think about this for a second...Every sales message, every good sales message has two introductions, and it has to do with the way the brain functions. Every sales message has two introductions:One of the introductions, whoever the audience is that's listening to us, the introduction must introduce the person who's speaking. That makes sense. "Steve, who are ya?" Now I gotta do a little bit of an origin story. Meaning, how did I originally come into the thing that I'm doing? "Well, I started the Sales Funnel Radio podcast back when I worked in ClickFunnels,” right? You guys know all my, you all know my origin story. Now, if I'm gonna sell something, I also need to tell, I need to do an introduction about the topic. So there's two introductions, does that makes sense? I'm just kind of setting the framework here. This is a big deal, this is a huge deal. This has made it so much easier for me to teach copywriting to people since I learned that. And you, hearing this episode right now, just know I recorded this a few weeks ago, just so you know, that's just how I run my content - so that my team's got time to repurpose it like an animal. So, anyway, there are two introductions to every single sales message. Now, think about this, what I'm doing is I'm going in and I'm telling my origin story. It is the way I introduce myself. It was not until Russell walked in and said, "Dude. Claude Hopkins," that I'm like, "Whoa! That's crazy." I realized, markets have origin stories too.  I was like, "What?" That's the second intro. You guys getting this? If you're not freaking out right now, I totally get it. I'm a psycho, I'm a freak in this stuff, I totally get it. I'm gonna nerd out over things that you may not, and that's totally fine...But here's basically what it means: A lot of people when they sell, they believe that they need to come at it logically, or just emotionally. There are all these different ways to come in and be like, "I'm gonna tell you this, and do a whole bunch of scarcity urgency. I'm gonna do this and do the takeaway sale. I'm gonna do this and do that way." Does that make sense? "I'm gonna do the drug dealer close." There's all these different ways - there's a lot of different scripts out there on how to sell something. But what's fascinating is that it was the first time when I realized, if I just told the origin story of my product, there's a likelihood that my customers will see the product's flaws without me pointing them out. Think about this for a moment...So if I'm thinking about, well, offers... it's really hard to find books about offers. It did not take me long to buy all the books on offers I could find on Amazon, and start to move through them. There's just not a lot on offers. There really isn't. Claude Hopkins. He wrote the book Scientific Advertising. This guy knows what the heck he's talking about. If you start looking at the things that he's doing, the most crucial part of the sales script, the most crucial part of the sale, right, is the offer. Now, the sales message is what makes the sale, but that offer is the exchange to value. It has to be amazing. And if I can go in and teach you, "Look, you have to have an offer."  So I didn't tell you a full out rap story with the correct script and all that stuff about the origins - you know, teaching you guys about the origins of the offer...But if you think about this, if I just educate you on, "This is how offers used to be created..." Suddenly just knowing that there's a backstory that you may not have known about drastically produces and increases perceived value about what I'm talking about, right?Let's say you're gonna try and sell somebody the keto diet, right? You go out and you're gonna talk about the Atkins diet. "Oh, here's the Atkins diet, you're just gonna eat meat, basically." I think that's the Atkins diet, is it? I don't know, anyway... Here's the one where you just eat meat all the time, right? If  I start showing you a whole bunch of research on why the Atkins diet is the best, why this is awesome, why this is incredible. That's effective, but it's not nearly as effective, or it's not nearly as much incredible perceived value as if I can educate you on the history of the vehicle that my customer's already in. I'm going deep here, is that okay? It's not a normal podcast episode. I'm just freaking out by this concept. Way easier for me to draw it, I should totally have my whiteboard over here with me. The book Play Bigger, one of my favorite books lately, Play Bigger talks about how, whoever can best articulate the problem to a market, it's also assumed that that person has the best solution. You guys get that? Let me say that one more time. Whoever can articulate the problem the best to a market, it is assumed that that individual also has the best solution. And that's why this is so powerful.I realized that if I can get good at teaching the origin story for the market, for the product, that my customers are currently using. And I'm like, "No, you shouldn't be using that." If I'm the best at going in and teaching, "Look, here's the origin story about the product you're using." It's another way for me to sell them. It's another way to educate the market in a way. It's another way for me to articulate the problem the best - like Play Bigger is talking about. And to do what Claude Hopkins teaches, and actually say, "Oh my gosh, check this out." And they self-educate. And then suddenly, it's like being pulled from the Matrix. "Whoa! I never realized the product for the flaws that it has." Does this make sense? This is a huge deal. When I first started building a whole bunch of funnels, I was like, "Yeah, I got the Page Editor and ClickFunnels, I totally understand how this is going around. This makes a ton of sense. This is actually amazing. How do I write copy?" This is before Funnel Scripts or anything like that came out... I was like, "How do I write copy? Dang it, aw, man, hm. You know what, I don't even know." And there was no answer. But guys, if you're like, "How do I write copy, one of the easiest ways to do it is just by telling the origin story of the products that your customer's currently using. How did that thing come into existence? It was Steve Jobs who said, something along the lines of ... if you look around and understand that all the things that are around you that you can see, someone just made it up at some point.When you understand that, it's freeing 'cause you realize, "Wait, that was created with the restraints of a human being's brain." One person, most likely, right? Which means it also could be altered, like, "Whoa. That's crazy stuff!" That's huge. I'm trying to help you guys understand that when you are telling your story, when you're telling your offers... you're not just telling your origin story. The key and the point is to try and tell the origin story of the red ocean you're selling into. Does that make sense? Someone put that on a freaking t-shirt, 'cause that's good stuff right there, okay? That's gold. It better be on a freaking Instagram quote card here soon. That's a big deal. That's a big deal - because it means I can shortcut a lot of the little scientific isms of writing copy, but still get the idea across.   That means I don't have to go learn why the engine works. I can just drive the car when I just tell the origin story for the market. There's this super, super cool quote I really like from the book. I just have to log in real quick to it. I took a screenshot of it. I believe this is Claude Hopkins here. He has a very interesting way of speaking: "Many have advertised, 'Try for a week, if you don't like it, we'll return your money.' Then someone conceives the idea of sending goods without any money down and saying, 'Pay in a week If you like it?' That proved many times as impressive.”One great advertising man stated the difference in this way; "Two men came to me, each offering a different horse. Both made equal claims. They were good horses, kind and gentle, a child could drive them. One man said, 'try the horse for a week. If my claim's not true, come back for your money.' The other man also said, 'Try the horse for a week.' But he added, 'Come and pay me then.' I naturally bought the second horse."You understand what I just did there?   This is a big deal, and it's the reason why, if you have an offer and you have a product, if you have a skill, a talent, something that you have that you know you are better than the majority of the market at what you do - which is probably likely all of you guys if you're listening to this... If you're better than  the majority of the market at what you do, and you're having a hard time selling, the answer is, "You need to have a better offer." Which includes a sales message in my mind. They're very inseparable. That's why I create them at the same time. Does this make sense? Two horses, exactly the same, right? Exactly the same, both amazing. A child could drive both of them, as it says. One of them says, "Try it for a week, if you don't like it, come back, ill give you your money back." The other says, "Try it for a week and then pay if you like it." The only difference between those two offers is a little tweak in the way it's presented. That's like, the definition of a freaking offer. Does that make sense? This guy is brilliant. This is another Claude Hopkins quote I really, really like. I've been geeking out about him, this episode is just kinda about that: "The time has come when advertising in some hands has reached the status of a science..."Oh, what's up, Claude Hopkins, how you doing? I'm your man, 'kay? I am your man, that's me, that's me. The science of selling online. That's why that group was created. It's not about the art, it's about the science. What are the formulas? You guys heard about the frameworks episode that I did? "The time has come when advertising in some hands "has reached the status of a science." I want you to understand that. There's some really cool quotes he has in here also about, I was going through about, where he talks about, this stuff, advertising, and selling. It's all salesmanship, and if you have any questions, the best answers come from looking at the problem from the stance of a salesman. Does it sell? You are not in the business of entertaining. You're not. I'm in the business of selling. Now, as part of that, I might go and do some entertaining stuff. I might yell in the mic, and I might go crazy. And every Monday I might yell on the Instagram, "It's Monday, baby, whoo!"  Right? And there's a showmanship aspect to it. But I clearly understand that the showmanship is not selling. The showmanship is getting people to me, but I still have to sell the different mechanisms. Anyway, I've kind of danced all over the place in this episode. I just want you guys to know how stoked I am. And the major key of this entire thing, I'm trying to help you guys understand, is that your market, much like you, has an origin story. Your red ocean that you're selling back into, just like you, has a red ocean, I'm sorry, has an origin story. If you can go, just learn, and figure out how to describe the red ocean that your customers or the people you wish were buying from you.  You walk up and you're like, "Hey, you should be trying some ketones over here," and they're like, "Why?" If you can go in and educate them why their current solution is not awesome, and use the origin story to do so - it's huge power. Huge power. Origin stories are not just for an individual. Anyways guys, thanks so much. I appreciate it. Thank you so much for being here. Thank you, Mr. Claude Hopkins, for your awesome quotes and inspiration. You guys will see me, many times now, attach, watch what I'm doing, okay? You will see many times now attach what I do in the offer world to the backstory, the origin story, of what Claude Hopkins created and pioneered as well. That's what I'm doing, that's why I'm telling you guys this episode right now. That's what I'm doing, and it's tying into so many pieces in my brain. I'm so stoked about it. It was the missing piece I've been looking for. Boom! Found the hook, found the hook, baby. Alright, my friends, go be schemers. Be scheming. Go create cool offers, I'll see you guys later. If you guys like the episode, please rate and subscribe it. And I'll talk to you guys later, bye. Whoo hoo! Hey, there's more marketing resources than there are seams of the sea, am I right? Okay, maybe not, but there is a lot. How do you know if you're paying for good ones? Recently I went to my business bank statement and I counted 51 internet tools and resources that I use to run my business every day and actually keep my team size small. If you wanna see the list, I actually filmed an individual video teaching you why I use each tool and the strategy behind it. And then I dropped a link straight to the source right below it. If you wanna see the list and see what you can use yourself, go to bestmarketingresources.com. That's bestmarketingresources.com.

The Persuasion Code by Patrick Renvoise & Dr. Christophe Morin Today is a special day because within the last 24 hours the sequel to the most important business book in the past 95 years has been published.  Not since Scientific Advertising by Claude C. Hopkins, has the business book, Neuromarketing, Understanding the Buy Buttons in your Customer Brain, which sold 200,000 copies, changed the way we market and sell.  This is a book that launched hundreds of consultancies, created thousands of articles, numerous me-too books and changed marketing direction efforts for thousands of companies.  The sequel, long awaited and anticipated is “The Persuasion Code.”  We have Patrick Renvoise one of the co-authors with us today to discuss what this book delivers that so many have waited for.   For the uninitiated, Patrick explains Neuromarketing and then continues with: What he and his co-authored have learned in the intervening years since the original book was published. We discuss the considerable research, since the first book, which underpins this work. We ask what, if anything, he learned since 2001 which has surprised the authors? We discuss the famous Neuromap and ask if anything has changed in the  “Neuromap” brain based theory. Renvoise covers three take a ways that every marketer can learn that will change the way they sell and market.  About Patrick Renvoise, Co-Founder & Chief Persuasion Officer of SalesBrain Prior to co-founding SalesBrain Patrick, an expert in complex sales, was in charge of Business Development first at Silicon Graphics then at LinuxCare. While marketing super-computers and multi-million software solutions to some of the world’s most brilliant scientists at NASA, Shell, Boeing, Airbus, BMW, and more, he became fascinated by the human brain. Patrick then started to investigate a scientific model to explain how humans use their brain to make buying decisions. He spent 2 years researching and formalizing the first, 100% science-based PERSUASION model called NeuroMAP™. in 2002 Patrick and his business partner Dr. Christophe Morin co-authored the first book on Neuromarketing and published NeuroMAP™. This proprietary, award winning methodology has been used for the past 16 years to help over 6,000 companies worldwide SCIENTIFICALLY PERSUADE. In September 2018 Wiley published Patrick and Christophe’s second book titled “The Persuasion Code”. Following on the steps of Daniel Kahneman (2002 Nobel prize recipient) and Richard Thaler (2017 Nobel prize recipient) this book reveals the role of the Primal Brain or the Unconscious Brain in the process of PERSUASION (Kahneman named this brain the Fast Brain or System 1). Patrick received a Masters in Computer Science from the National Institute of Applied Sciences (Lyon, France). He is currently serving as Chief Neuromarketing Officer of SalesBrain. About SalesBrain SalesBrain, the world’s first neuromarketing agency, uses neuroscience discoveries to radically transform your sales and marketing performance by targeting the decision making part of your customer’s brain.  Using the proprietary NeuroMap™ persuasion model, SalesBrain customers scientifically PERSUADE with research, training and messaging services. Founded in 2002, SalesBrain has helped over 6,000 companies worldwide and has trained over 120,000 executives of 24 different nationalities. Awards In 2008 Patrick received the Vistage “Above and Beyond” speaker award. Vistage is the world’s largest CEO membership organization. In 2009 NeuroMAP™, received the “Next big thing in marketing” award from the American Marketing Association. The 2007 recipients of this award was Youtube. In 2011, 2014 & 2015 SalesBrain received the “Innovation Research Distinction” Award from the ARF (Advertising Research Foundation).

I was looking at a new online MasterClass by Judd Apatow, a film director who specializes in comedies. His bio said he got started in the business at age 15 as a dishwasher at a comedy club… and, you know how the story goes… the rest is history. You’ll hear lots of stories like that – but few in copywriting. Why is that? And what can you do instead? That’s what we talk about today. Copy is powerful. You’re responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims… and/or if you’re writing copy for offers in highly regulated industries like health, finance, and business opportunity… you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. Let’s go over what you need to learn first, and then we’ll talk about putting together an advanced program for yourself. 1. “College” – or, basic training - Basic programs. Two I recommend and have seen consistent results from: SWS and Copy Chief. I’m a big fan of the “person at the top” theory. John Carlton is the leader of SWS, and Stan Dahl makes a point of keeping a complex system working smoothly. Kevin Rogers is at the top of Copy Chief. Both of these guys care more than you could ever imagine, and that makes a huge difference. They and their programs have helped people get way beyond the basics, but that’s on a case-by-case basis and I want to give you something you can count on when you’re just going pro. You can’t go wrong with either of these. - Facebook groups. Not everything everyone says will be valid, but you can get a lay of the copywriting land there. Two that are robust and excellent from everything I’ve seen is: The Copywriter Club, and The Gary Halbert Copy Club. An important thing to look for is the clear-headedness of the people running the group, and their real-world knowledge and experience with copy. Kira and Rob with the Copywriter Club, and Bond and Kevin with The Gary Halbert Copy Club, all excel in that regard. - Books. There are a lot of books these days on copywriting. They all have their strengths and weaknesses, in varying proportions. If I had to suggest only five to start out with, I would suggest these for fundamentals that someone in the early stages can grasp and put to work: 1. Scientific Advertising, by Claude Hopkins 2. The Copywriter’s Handbook, by Robert Bly 3. The Ultimate Sales Letter, by Dan Kennedy 4. Advertising Secrets of the Written Word, by Joe Sugarman 5. Breakthrough Copywriting, by David Garfinkel Each of these books is a course in itself. They are not quick reads, but understand you need to rewire your mind if you are going to become a good copywriter. Most of these books are also suitable for advanced copywriters. The reason I picked them is they are comprehensive, well-organized, and easily understood by a beginner. Start writing. Get some experience. Get feedback. Find out what really works. See if you can sell your own products, or be an affiliate for someone else. Get as much experience you can in as short a time as you can. There are other great programs, groups, books and experiences that someone in their first few years of writing professionally can take advantage of. These are the ones I know best that I think are the surest bets and the best use of your time. Let’s move on to the advanced stuff, now. 2. “Grad school” – or, special ops In a lot of fields, with more organized professions, like law, medicine, or journalism, there are grad programs at many universities. Some of them are very good and produce high-quality graduates who make good money and some of them contribute a lot to individuals and society as a whole. Not so true in copywriter, as best as I can tell. There are a handful of grad programs in direct response marketing but I don’t know of any successful copywriters who have attended them. I’m going to focus here on what I know works, from my own experience, from talking with others, and from what I’ve observed with successful clients. - If you can get into a successful direct-response organization that nurtures and grows copywriters, do it. There aren’t that many. A lot of big direct-response publishers outsource to experienced freelancers. But there are some. Agora Financial and other Agora companies make it a policy to bring in copywriters and develop them, for example. - Seminars with copywriters who are successful and good teachers. Live and home-study. Nathan, you have a home-study online program on email marketing you could tell us about. … I took a lot of these when I was learning, from the best people I could find. I’m not going to make any other recommendations here but a good place to start is people whose copy makes you want to buy, and who have programs that others have said they’ve gotten a lot out of. Sometimes one person, one seminar, even one idea at one seminar can be a real breakthrough for a B-level copywriter who wants to move towards A-level. - Books for more advanced copywriters 1. Breakthrough Advertising, by Gene Schwartz. Breakthroughadvertisingbook.com 2. The Brilliance Breakthrough, by Gene Schwartz. Brilliancebreakthroughbookc.om 3. The Boron Letters, by Gary Halbert. Available on Amazon All three of these books could be read by beginners. But they’ll be much more valuable to anyone with some experience under their belt. - Mastermind Groups You can learn more in a short period of time hanging out with people who have lots of experience and are willing to help others, than you can in a long class with a teacher who understands the theory but has never competed in the battlefields of the marketplace. I co-moderate one with John Carlton and Stan Dahl. I know it’s good because the focus there is entirely on the members and solving their problems. I have a former mentoring client, Travis Sago, S-A-G-O, who’s doing some interesting things you should check out. There are many others, and some of them are good. It’s a powerful format. Do a little research before you join one. I’ve been in different masterminds for nearly 20 years and they’ve helped me way beyond how I can even explain. - Mentoring Find someone who’s been successful themself and likes to help other people develop. I have a mentoring program and openings come up from time to time. Another person two very advanced people I know of have mentored under and gotten a lot from is Parris Lampropolous, with his Copy Cubs program. There are others. Again, choose carefully. 3. Wrap up So these are the five elements of Copywriting Grad School, the way I see it: 1. Get a job at a top-flight direct response organization for a while, if you can. 2. Seminars given by successful copywriters. 3. The three books I mentioned: Breakthrough Copywriting, The Brilliance Breakthrough, The Boron Letters 4. Mastermind Groups 5. MentoringDownload.

I was looking at a new online MasterClass by Judd Apatow, a film director who specializes in comedies. His bio said he got started in the business at age 15 as a dishwasher at a comedy club… and, you know how the story goes… the rest is history. You’ll hear lots of stories like that – but few in copywriting. Why is that? And what can you do instead? That’s what we talk about today. Copy is powerful. You’re responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims… and/or if you’re writing copy for offers in highly regulated industries like health, finance, and business opportunity… you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. Let’s go over what you need to learn first, and then we’ll talk about putting together an advanced program for yourself. 1. “College” – or, basic training - Basic programs. Two I recommend and have seen consistent results from: SWS and Copy Chief. I’m a big fan of the “person at the top” theory. John Carlton is the leader of SWS, and Stan Dahl makes a point of keeping a complex system working smoothly. Kevin Rogers is at the top of Copy Chief. Both of these guys care more than you could ever imagine, and that makes a huge difference. They and their programs have helped people get way beyond the basics, but that’s on a case-by-case basis and I want to give you something you can count on when you’re just going pro. You can’t go wrong with either of these. - Facebook groups. Not everything everyone says will be valid, but you can get a lay of the copywriting land there. Two that are robust and excellent from everything I’ve seen is: The Copywriter Club, and The Gary Halbert Copy Club. An important thing to look for is the clear-headedness of the people running the group, and their real-world knowledge and experience with copy. Kira and Rob with the Copywriter Club, and Bond and Kevin with The Gary Halbert Copy Club, all excel in that regard. - Books. There are a lot of books these days on copywriting. They all have their strengths and weaknesses, in varying proportions. If I had to suggest only five to start out with, I would suggest these for fundamentals that someone in the early stages can grasp and put to work: 1. Scientific Advertising, by Claude Hopkins 2. The Copywriter’s Handbook, by Robert Bly 3. The Ultimate Sales Letter, by Dan Kennedy 4. Advertising Secrets of the Written Word, by Joe Sugarman 5. Breakthrough Copywriting, by David Garfinkel Each of these books is a course in itself. They are not quick reads, but understand you need to rewire your mind if you are going to become a good copywriter. Most of these books are also suitable for advanced copywriters. The reason I picked them is they are comprehensive, well-organized, and easily understood by a beginner. Start writing. Get some experience. Get feedback. Find out what really works. See if you can sell your own products, or be an affiliate for someone else. Get as much experience you can in as short a time as you can. There are other great programs, groups, books and experiences that someone in their first few years of writing professionally can take advantage of. These are the ones I know best that I think are the surest bets and the best use of your time. Let’s move on to the advanced stuff, now. 2. “Grad school” – or, special ops In a lot of fields, with more organized professions, like law, medicine, or journalism, there are grad programs at many universities. Some of them are very good and produce high-quality graduates who make good money and some of them contribute a lot to individuals and society as a whole. Not so true in copywriter, as best as I can tell. There are a handful of grad programs in direct response marketing but I don’t know of any successful copywriters who have attended them. I’m going to focus here on what I know works, from my own experience, from talking with others, and from what I’ve observed with successful clients. - If you can get into a successful direct-response organization that nurtures and grows copywriters, do it. There aren’t that many. A lot of big direct-response publishers outsource to experienced freelancers. But there are some. Agora Financial and other Agora companies make it a policy to bring in copywriters and develop them, for example. - Seminars with copywriters who are successful and good teachers. Live and home-study. Nathan, you have a home-study online program on email marketing you could tell us about. … I took a lot of these when I was learning, from the best people I could find. I’m not going to make any other recommendations here but a good place to start is people whose copy makes you want to buy, and who have programs that others have said they’ve gotten a lot out of. Sometimes one person, one seminar, even one idea at one seminar can be a real breakthrough for a B-level copywriter who wants to move towards A-level. - Books for more advanced copywriters 1. Breakthrough Advertising, by Gene Schwartz. Breakthroughadvertisingbook.com 2. The Brilliance Breakthrough, by Gene Schwartz. Brilliancebreakthroughbookc.om 3. The Boron Letters, by Gary Halbert. Available on Amazon All three of these books could be read by beginners. But they’ll be much more valuable to anyone with some experience under their belt. - Mastermind Groups You can learn more in a short period of time hanging out with people who have lots of experience and are willing to help others, than you can in a long class with a teacher who understands the theory but has never competed in the battlefields of the marketplace. I co-moderate one with John Carlton and Stan Dahl. I know it’s good because the focus there is entirely on the members and solving their problems. I have a former mentoring client, Travis Sago, S-A-G-O, who’s doing some interesting things you should check out. There are many others, and some of them are good. It’s a powerful format. Do a little research before you join one. I’ve been in different masterminds for nearly 20 years and they’ve helped me way beyond how I can even explain. - Mentoring Find someone who’s been successful themself and likes to help other people develop. I have a mentoring program and openings come up from time to time. Another person two very advanced people I know of have mentored under and gotten a lot from is Parris Lampropolous, with his Copy Cubs program. There are others. Again, choose carefully. 3. Wrap up So these are the five elements of Copywriting Grad School, the way I see it: 1. Get a job at a top-flight direct response organization for a while, if you can. 2. Seminars given by successful copywriters. 3. The three books I mentioned: Breakthrough Copywriting, The Brilliance Breakthrough, The Boron Letters 4. Mastermind Groups 5. MentoringDownload.

Are your CPAs on Facebook or Instagram rising? If so, you’re not alone. As more advertisers pour into the channel the cost of advertising is going up! Today, we’ve got a special “Flash Episode” for you. We share why your acquisition costs always increase as you spend more and we go step-by-step through a process that will help you advertise more effectively and profitably. This is a technical episode and one you might need to listen to a couple of times. But if you’re struggling to scale up your ad spend, it could be the ladder you need to take it to the next level.  Andrew and I go super deep into the FB weeds and talk about audience building, refreshing ads, horizontal scaling, etc. Paid social advertisers...enjoy! Episode Highlights: 4:30 The super tool that Facebook has given advertisers and you’re likely not even using it. 6:08 How to find the “First Time Impression Ratio” for your ads to make sure you are reaching new users. 10:23 Red Alert: Your CPA’s are rising: Here are the 5 levers you can pull to see overall improvements 14:23 If you haven’t tried Instagram placement in over a year or even the last 6 months, you should be trying and testing Instagram placements 16:06 How you can correct a failing ad set with just 5 minutes and a pen and some paper. 16:20 The advice Molly Pittman shared with Andrew as it relates to scaling your business on Facebook. 17:24 Austin’s key takeaway from his recent read: Scientific Advertising   Links and Resources: Delivery Insights Scientific Advertising Brand Growth Experts Foxwell Digital

Pete Williams is an entrepreneur, advisor and marketer who Forbes recently called, “one entrepreneur today that every marketer should be modeling,” while Inc. describes him as, “a savvy marketing strategist.” The highly awarded entrepreneur is the author of Cadence: A Tale Of Fast Business Growth which depicts the story of a business owner and triathlon coach named JJ who left his stable job as a teacher to fulfill his dream of becoming an entrepreneur. Quotes To Remember: “Revenue and profit are two very different things.” “Sometimes, focusing on the revenue is actually not a smart thing. It really has to be on profit.” “There are things other than traffic and conversion that drive profit.”   What You’ll Learn: Ways to Achieve Fast Business Growth 7 Key Areas of a Business Things That Hold Businesses Back From Growing   Key Links From The Show: Pete’s Site Foundr   Recommended Books: Cadence: A Tale Of Fast Business Growth by Pete Williams Profit First by Mike Michalowicz The Road Less Stupid by Keith J. Cunningham Keys to the Vault by Keith J. Cunningham My Life in Advertising and Scientific Advertising by Claude C. Hopkins The One Minute Millionaire by Mark Victor Hansen and Robert Allen   Support Breakthrough Success On Patreon Please consider supporting Breakthrough Success on Patreon. I publish five episodes per week which I carefully prepare for, and I choose to not run ads in my podcast to enhance the listener experience. I offer my patrons various perks, and even a donation as small as $1/mo would make a big difference for growing and maintaining Breakthrough Success. You can support Breakthrough Success by going here.  

When I first got into writing copy, I was having a hard time finding any good information about how to do it. So I took every seminar I could and read every book I could find. It was exhausting, and frankly, maybe not the best use of my time. Originally I put this episode together with the plan to come up with a handful of books every copywriter should read – what I wish I had known when I started. But my list got so long that I realized we were going to need two episodes to cover things fully. So this is part 1 – what I'd call "the core curriculum." Next week, we'll go through a second list I'm calling "the advanced stuff." First, a pleasant reminder: Copy is powerful. You're responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims… and/or if you're writing copy for offers in highly regulated industries like health, finance, and business opportunity… you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. Now, to the books. Some of the books I read, like Ted Nicholas's "Magic Words That Bring You Riches," are either not available at all, or available in very limited quantities. I set three ground rules for this core curriculum: . You have to be able to get the book easily . Each book is a course in itself. You don't need a study group or someone else to walk you through any of them to get really good value from them. . They're affordable. (One is a little pricey… but… it's worth every penny.) -Copywriting Books 1. Scientific Advertising, by Claude Hopkins • The "foundation document" of copywriting/direct response marketing • Ogilvy: Read 7 times; I've read 15 times; recently re-reading • Not easy or fun, but incredibly valuable 2. The Adweek Copywriting Handbook, by Joe Sugarman • Based on a seminar Joe used to give in his home • Joe's a dm pioneer and great copywriter • Easy to read, very valuable 3. The Ultimate Sales Letter, by Dan Kennedy • Takes you through all the steps • I've always found Dan Kennedy to be reliable source of great money-making ideas • Can absolutely put you on the right path to writing a winner 4. Breakthrough Advertising, by Eugene Schwartz • Hard to read and understand • Like a gold mine. 30 years later, I'm still getting new ideas from it • Expensive for a book – but worth it 5. Breakthrough Copywriting, by David Garfinkel • Easy to understand • Comprehensive • Includes templates and tools for a copywriter - Sales/Marketing/Creativity Books 6. Tested Sentences That Sell, by Elmer Wheeler • Early pioneer in testing words, phrases, pitches • The words/sentences may or may not work for you • But the method of split testing always works. This is a good introduction to split testing. 7. Made to Stick, by Chip and Dan Heath • Excellent book on clear, memorable communication • "Curse of knowledge" is super-valuable concept • Very practical, useful for copywriters 8. A Technique for Producing Ideas, by James Webb Young • Great introduction to / and working method for / tapping into the power of the unconscious mind for writing copy • Tremendous overall book to read for brainstorming and creativity • Worth reading more than once; I've read it five times. - Online Resource 9. The Gary Halbert Letter, thegaryhalbertletter.comDownload.

When I first got into writing copy, I was having a hard time finding any good information about how to do it. So I took every seminar I could and read every book I could find. It was exhausting, and frankly, maybe not the best use of my time. Originally I put this episode together with the plan to come up with a handful of books every copywriter should read – what I wish I had known when I started. But my list got so long that I realized we were going to need two episodes to cover things fully. So this is part 1 – what I'd call "the core curriculum." Next week, we'll go through a second list I'm calling "the advanced stuff." First, a pleasant reminder: Copy is powerful. You're responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims… and/or if you're writing copy for offers in highly regulated industries like health, finance, and business opportunity… you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. Now, to the books. Some of the books I read, like Ted Nicholas's "Magic Words That Bring You Riches," are either not available at all, or available in very limited quantities. I set three ground rules for this core curriculum: . You have to be able to get the book easily . Each book is a course in itself. You don't need a study group or someone else to walk you through any of them to get really good value from them. . They're affordable. (One is a little pricey… but… it's worth every penny.) -Copywriting Books 1. Scientific Advertising, by Claude Hopkins • The "foundation document" of copywriting/direct response marketing • Ogilvy: Read 7 times; I've read 15 times; recently re-reading • Not easy or fun, but incredibly valuable 2. The Adweek Copywriting Handbook, by Joe Sugarman • Based on a seminar Joe used to give in his home • Joe's a dm pioneer and great copywriter • Easy to read, very valuable 3. The Ultimate Sales Letter, by Dan Kennedy • Takes you through all the steps • I've always found Dan Kennedy to be reliable source of great money-making ideas • Can absolutely put you on the right path to writing a winner 4. Breakthrough Advertising, by Eugene Schwartz • Hard to read and understand • Like a gold mine. 30 years later, I'm still getting new ideas from it • Expensive for a book – but worth it 5. Breakthrough Copywriting, by David Garfinkel • Easy to understand • Comprehensive • Includes templates and tools for a copywriter - Sales/Marketing/Creativity Books 6. Tested Sentences That Sell, by Elmer Wheeler • Early pioneer in testing words, phrases, pitches • The words/sentences may or may not work for you • But the method of split testing always works. This is a good introduction to split testing. 7. Made to Stick, by Chip and Dan Heath • Excellent book on clear, memorable communication • "Curse of knowledge" is super-valuable concept • Very practical, useful for copywriters 8. A Technique for Producing Ideas, by James Webb Young • Great introduction to / and working method for / tapping into the power of the unconscious mind for writing copy • Tremendous overall book to read for brainstorming and creativity • Worth reading more than once; I've read it five times. - Online Resource 9. The Gary Halbert Letter, thegaryhalbertletter.comDownload.

[1:00] Why do most people fail at Facebook marketing? [1:35] How does Andrew look at Facebook as a business owner? [3:39] Facebook allows you to target your dream patient/client. It allows you to pin point your avatar and advertise directly to them. [6:00] Andrew discusses why picking your avatar is vital and how choosing the wrong avatar can waste your marketing dollars. [8:30] It all starts with the sales funnel. [9:15] Lead magnet, trip wire, call to action. [17:50] “…most PT’s are just guessing, you don’t know why what you did worked or didn’t work. You have to have a way to test. The beauty of a sales funnel is that there is always a way to test how effective your dollars were spent.” [25:10] Social media is just a tool, if your strategy is not solid, you’ll be wasting money. [25:30] The end goal is the core service. [27:19] Get your visual sales funnel for free! Click here! Resources Mentioned in this Episode: No BS Direct Response Marketing by Dan Kennedy Scientific Advertising by Claude Hopkins The post Episode 20- Facebook Strategy appeared first on Physical Therapist on Fire.

It's easy to pick up bad habits. Knowing what causes bad habits to succeed enables you to make good habits meet with similar success. In this episode we dig deep into the trio of trigger, routine and reward mechanisms. And how every one of them play their role. But then we go deeper into the world of groups and how the groups matter. If you've struggled to maintain good habits on an ongoing basis, this audio (and transcript) will show you the elements you have to put in place to succeed. ==== Useful Resources To access this audio + transcript: http://www.psychotactics.com/54 Email me at: sean@psychotactics.com  Twitter/Facebook: seandsouza Magic? Yes, magic: http://www.psychotactics.com/magic To subscribe to the podcast, please use the links below: iTunes   |  Android   |  E-mail (and get special goodies)   | RSS -------------------- In this episode Sean talks about To create a good habit or a bad habit you have to have three core elements in place. Part 1: How a good habit start with the cue Part 2: Why routine is important Part 3: Why no reward  leads to failure Right click here and ‘save as’ to download this episode to your computer.-------------------- Useful Resources and Links 5000bc: How to get helpful and specific feedback for your complex marketing problems? Episode 14: How to Get Things Done: The Power of The Trigger Resistance: How To Win The Resistance Game The  Transcript This is the Three Month Vacation and I’m Sean D’Souza. You’ve probably heard of Batman. Now how does Batman get summoned by the police commissioner, who happens to be Police Commissioner Gordon? Apparently Batman was being summoned by a pager. Every time there was a crime in Gotham City that pager would go off in Batman’s pouch and he would have to respond to a crime. Now you compare this with the bat signal. The bat signal is a distress signal that appears in various interpretations of the Batman myth. According to Wikipedia it is a specially modified Kleig searchlight with a stylized symbol of a bat attached to the light so that it projects a large bat on the sky or the buildings of Gotham City. No one knows for sure how that pager got thrown away and this elaborate bat signal came into play, but one thing we know for sure: that pager was no match for the elaborate bat signal that came up after one of Batman’s encounters with The Joker. Batman said that he was no longer happy to get this pager and skulk around in the shadows. He wanted this elaborate bat signal that would be projected on the building, that would be projected in the sky. That was his trigger. Most of us don’t have such an elaborate trigger every time we want to achieve something. Let’s say we want to go for a walk every day or maybe we want to wake up every morning and do yoga. Maybe we want to learn how to draw or write or do something and learn a scale or a language. We seem to fall by the wayside simply because we don’t have the trigger. Is it just the trigger? In episode number 14 I covered this concept of the trigger, but since then I’ve realized that it’s a lot more. In the Power of the Habit by Charles Duhigg he specifically talks about three elements that need to be in place. In this episode we’re going to cover those three elements, and then we’re going to add the fourth missing element that makes the big difference. To create a good habit or a bad habit you have to have three core elements in place. They are a cue, a routine, and a reward. What makes that cue, routine, and reward more powerful, especially when you’re trying to get a good habit rather than a bad habit? That’s the power of the group. In this episode we’re going to look at what is a cue, what is a routine, what is a reward, and how the group helps tremendously. Let’s start off with the first element, which is a cue. Part 1: The Cue Let’s go back to 1900. In 1900 one of the biggest problems that America had was that most people didn’t brush their teeth. Not a few people but most people. Now imagine you are someone who manufactures toothpaste and you want to get an entire country, probably the entire world, to use toothpaste. What do you do? If you’re lucky you have someone like Claude Hopkins around. Who was Claude Hopkins? Claude Hopkins was one of the first advertising geniuses of our time. He wrote the book Scientific Advertising. If you haven’t read that book, you should read it. As the story goes, Mr. Hopkins was approached by an old friend with an amazing new creation. It was a minty, frothy toothpaste named Pepsodent. He somehow had to convince everyone that they needed Pepsodent. He has to create this habit from nothing at all. He has to create a cue. He had to create a trigger. What was that cue or trigger? In the book The Power of Habit Charles Duhigg goes on to talk about how this trigger came about. It seems that Claude Hopkins signed on to run the ads on Pepsodent but he had to go through a pile of dental textbooks. In his autobiography he wrote about how it was terrible, dry reading. In the middle of one of the books he found a reference to something. That something was mucin plaques on teeth, which Claude Hopkins then called the film. When you wake up every morning you have this kind of film on your teeth. Most of us don’t notice it. Well, we didn’t notice it back in 1900. Now this film is a naturally occurring phenomenon and you don’t really have to worry too much about it, but Claude used it as the trigger, as the bat signal. He started running ads all over the place. He said just run your tongue across your teeth and you will feel a film. That’s what makes your teeth look off-color. That’s what invites decay. Then he pushed that button further. He said millions are using this new method of teeth cleaning. Why would any woman have dingy film on her teeth? Pepsodent removes the film. In that one action with that poster and that ad campaign, Claude Hopkins changed the habit by sending out that signal that when you wake up every day you’re going to have that film on your teeth. You’re going to run your tongue over it and you’re going to feel that. That became the trigger. This is the starting point for any habit. We do this. We have an alarm clock that tells us we have to wake up and go into our yoga, or in my case I have Tuesdays, which is when I record my podcast. I know that by Tuesday morning I’ve got to get this podcast out 4 in the morning. It’s not enough to have the cue because we all sleep through the alarm. We all let Tuesdays slip into Wednesdays. Before you know it it’s Friday and then you’re all stressed out. To solve that problem you have to have the second element, which is the routine. Let’s look at routine. Part 2: The Routine When I started out as a cartoonist many years ago I used to do two sets of comic strips. These are daily comic strips. You do them every day five days a week. Now I had to do two sets, which means I had to turn out ten comic strips a week. The thing is that I was young. I was in my 20s so I didn’t have time to think about my actions. I just said yes when the newspaper editor said, “Would you like to put your comic strips in five days a week?” Then when you sit down and think about it, do you really want to do a comic strip every single day? Wouldn’t it be better to just do it once every week or once every 15 days? Instead, what I found surprised me a great deal. I found that it was easier to do one or even two comic strips in this case and to do it every single day rather than to do one every 15 days. You know this to be true because it’s much easier to go for a walk on a regular basis or do something on a regular basis than to do it once every 15 days. Then when we went front cartooning into marketing, I started up this website called 5000bc.com. Now it’s the membership site of Psychotactics. It started out in 2003 and it’s still going. We still have our members and we still have a great time, but that’s not the point. The point was when I started out 5000bc I had no ability to write articles at high speed. I was taking two days to write a single article. Then I started 5000bc and I promised the readers that I would put in five articles a week. Now how did I come to this five articles a week? I don’t know. I looked at some other membership sites and they were doing five articles a week so I decided to have five articles a week. So the habit started. The routine was that somehow I had to have that cue, which is Monday morning or Tuesday morning, and then there was the routine where I had to go one, two, three, four, five. It was the end of the week, and then the next week. What you find with routine is that it’s much easier to do things on a regular basis than it is to do it every now and then. We took these concepts and we started applying them to our courses. In 2006 to 2008 we ran a completely different article writing course than we do today. At that point in time someone would write an article once a week. Then I would look at it and then comment on it. Then they would go away and then they would write another article once a week. When you think about it, that’s pretty good. To write an article once a week, that’s pretty phenomenal. Around the year 2008 my instructions were misunderstood. I started up the article writing course as always and one of the participants … yes Paul, you know who you are … Paul decided to write an article every day thinking that’s what I meant. The rest of the group, they thought they had to write an article every day. I was sitting there looking at them writing an article every day and thinking should I tell them. I went to my wife Renuka. Should I tell them? I let them keep on writing. Now this should have been amazing to me because to write an article every single day, how difficult is that? It wasn’t amazing. I’d learned this with the cartoons. I’d learned this with 5000bc. I’d learned this before. I knew that the routine helps you move along at a far greater speed. We see this with our daily brushing as well, which what Pepsodent started all those years ago. We brush our teeth once a day, many of us brush it twice a day, so the routine sits in. What we’ve covered so far are two things. First is the cue and the second is the routine. This takes us to the third part, which is the reward. Part 3: The Reward If you started out that yoga routine every morning and then you suddenly find yourself not continuing, there is a reason for it. It’s not because of the cue or the routine. It’s because of the reward. What you have to do to get a habit in place is you have to have the reward in place. All bad habits are created by rewards. You start eating a muffin today at lunch time and then tomorrow at lunch time and the day after at lunch time. Suddenly you know the reward before the cue or the routine. Afternoon doesn’t have to show up. In the morning you’re thinking about that muffin. For good habits you need so much more energy. You have to have the reward in place. When we go for a walk every day, and I’ve said this before, the reward is coffee, but not just any coffee. Because if the coffee wasn’t so good and in between we started running to these cafes that were not so good, your reward falls apart and then everything else falls apart with it. We had to look for this café that was open at 6:45 in the morning. Not 7:00 but 6:45, because that’s when we reach our destination, have our coffee, and then turn around. We found this café where the barista was one of the top three in the All Japan Championships. As you can tell, the coffee is consistently good cup after cup after cup. That becomes the reward. That becomes the reason why we wake up when it’s raining, when it’s windy, when you have good weather or bad weather. We’re on the road and we get that reward. This is what you have to set in place whether you’re writing a book or learning a language or doing just about anything. Pepsodent had an in-built reward that no one really talked about. When you have a great product, then you have great competition. Other toothpaste companies tried to sell their toothpaste just like Pepsodent had and they didn’t meet with a lot of success. This left all of those toothpaste companies totally confused. As far as they were concerned, there was a cue, that was the film, and then there was the routine, and that was waking up in the morning. The reward was clean teeth, wasn’t it? But it wasn’t, because Pepsodent had citric acid. It also had mint oil and it had some other exotic chemicals. When people brushed their teeth they got this tingling sensation. That tingling sensation was their reward. It took the other competing companies a long time to figure out what this secret ingredient, this reward was really all about. If customers didn’t feel that tingling sensation in their mouths, they would feel like they hadn’t brushed their teeth at all, so there was no reward and the whole exercise fell flat on its face. This is the reason why Pepsodent’s sales continued to soar and the habit continued to set vs. the other one where it wasn’t so good. That’s the same thing with the coffee. The fact that we know that there is a cue and the routine doesn’t make any difference if at the end of the trip the coffee is not stunningly good. I have the same kind of reward with the podcast. When I finish recording the podcast I have to then put in the music. The music is my reward, because I enjoy the music. I enjoy putting in all those little bits of music and increasing the volume just a little bit and reducing it. That’s my reward. All those cues and all those routines make no difference if there is no music. If you told me to record this podcast without the music, yes I would do it but I would not have fun. If I don’t have fun, there goes the habit. This is why bad habits are so good, because they have fun, they have reward. Every time there’s that muffin at the end, you don’t need much of a cue or a routine. You can quite easily get to the muffin. When you have a bad habit, it’s very easy because there’s always that reward in place. This is thefundamental flaw with habits: that the reward needs to be in place right at the start. We have to do this in the article writing course or all our courses. On Friday you get a gold star. You have to do your assignment on Monday and Tuesday and Wednesday and Thursday, and on Friday you get a gold star. Now it’s just a little icon. It’s just a little icon in the forum and you would think people would not be interested with that icon, but they are. That’s the reward. People crave that icon. How do we know that? We know that because you take it away and you see their reaction, and people say, “Hey, where’s my gold star for this week?” The reward can be tested. If you put a reward in place and you take away that reward, that is your benchmark. That’s how you know that the reward is really good. If you take it away and no one cares, you have to change your reward system. This is whether you are setting a benchmark for yourself or for your clients. You have to start off with the reward, then work out the cue, then the routine. Then we have a habit in place. What we’ve covered so far is the cue, the routine, and the reward, which can be benchmarked. But we found out that there is something else that matters. That is the group. Without a group it’s far easier to fall off the bandwagon. To give you an example of the group, let me talk about having a bad group. Now how do we define a group? A group is just more than one person. Two people, that’s a group. Four people, that’s also a group. Eight people, that’s also a group. 25 people: is that still a group? Apparently not. This is what we found when we started doing the courses. Now when you look online at many marketers they talk about how a thousand people turned up and 500 people turned up and 200 people turned up. Does that lead to change? Does that lead to a change in the habit? It doesn’t. The reason why 95 or 98% of those people don’t reach their goal, whatever it is, to write a book or sing a song or do whatever it is, the reason why they don’t is because the group is too large. What we did was we had to break it down so that we had, say, only 25 people. Then the introverts stood up and they said, “No no no, 25 people is like having 500 people.” We asked them, “How many people do you need?” and they said, “How about six?” We found that six or seven people constitutes the right group in terms of the maximum number of people. Two people, that’s just you and someone else, that’s the smallest group possible. You have to have the group if you want to set a habit in place, especially because we’re so hopeless at creating and sustaining these habits all on our own. The reason the group is so important is because one, you get to know other people, so it becomes a social environment but with just five or six other people, not with 500 people where you can get lost and no one can notice if you’ve dropped off. Even in the group of 25 it’s very easy to drop off and no one would notice. The may need to you have a tiny group, everyone notices. You know that everyone is noticing and so you show up. Once you show up, you become a responsible memorable of that group and you start pushing the group forward, the group starts pushing you forward. Now you have a habit. Now there are other elements of the group that make it so powerful but at the very core, that element of someone else needing your support, that is what makes the group so powerful. Again, like the coffee, if the group doesn’t know each other or if they are anonymous, it doesn’t work because you have no connection to the group. The may need to you have a connection to the group you have a responsibility to the group. As soon as you have that responsibility, then you know that the other person is waiting for you to go for the walk. It sounds crazy. When you’re looking at a course there are people from South Africa, there are people from the United States, from New Zealand. Why would they be interested in someone else? But they are, and that’s the power of the group. That’s what creates that habit. That’s what sustains the cue, the routine, and the reward. Summary If you really want to create a habit, you have to start off with the reward, then take away the reward. Does it make any difference to you? That’s when you know that it’s a great reward or not. Then you find a group. Once you have the reward and the group, then you go into setting up the cue and setting up the routine. Then you have cue, routine, reward, and group. That is how you get a habit in place. It’s 5:46 AM and at exactly three or four minutes from now I’m going to get my cue. It’s going to come through Facebook Messenger. Yes, my wife Renuka, she’ll Facebook me and say, “I’m up. Are you ready?” I have to respond, “I’m ready.” The group forms at that point in time. Then it’s time to hit the road and get our cup of coffee. When you’re working all by yourself it’s very difficult to form a habit, so here’s what I would suggest. At a primary level, join 5000bc.com. That’s our membership site. It’s very reasonable. It’s just $259 a year. Once you join, there are groups there and they will help you move forward. We purposely keep the groups very small. For instance, we’ve taken the info products course and we’ve set up groups. They’re working through the info products course. The second thing that you want to do is you want to join one of our courses. You missed the headlines course and you’re probably missing the cartooning course, but there will be a course, there will be a workshop. You want to come to these events because you want to see how we implement these things. The reason why clients come back and pay $2,000 and $3,000 for the course is not because of the content alone. A lot of people give great content. It’s not just us. Now our system is different and we have the system of tiny increments, but at the very core we have this core of cue, routine, reward, and group. You’ll want to do one of the courses just to work through the system and see how it works for you and how you can implement it with your clients. That is the magic of Psychotactics. Start off with 5000bc.com. Go there today and sign up, because there is a waiting list and we take two or three weeks to approve you before you get in. Get there quicker, get on the waiting list, and then you can join 5000bc.com and see how this reward system, how this cue and routine is put into place. Later, much later, you can do a course with us and you can see how that system works as well. It’s not just about courses but the applications are for pretty much everything whether you’re doing video games or just about selling toothpaste for that matter. That’s me, Sean D’Souza, saying bye for now. See you in 5000bc.com. Bye bye. Once we have good habits, we have to then maintain the good habits—but we run into resistance.Resistance is often just seen as a form of laziness, but that is not true at all. There are hidden forces causing us all to resist doing what we really should do. This slows us down considerably. Find out how to work with resistance, instead of fighting it all the time. Click here to get the free report on ‘How To Win The Resistance Game’.

Die Shownotes zur Sendung findest du unter www.socialgenius.de/026 Social Media Podcast Episode 26: Vladislav Melnik vom affenblog erzählt uns wie er sein E-Book, das affenbuch, mit Hilfe seines Blogs vermarktetVladislav hat vor einigen Jahren das Dasein als Grafikdesigner an den Nagel gehängt um seinen eigenen Blog zu starten. Inzwischen kann er davon sehr gut leben und bringt anderen Bloggern bei, wie sie "smart" werbetexten. Ein Schlüssel zu seinem Erfolg ist sein E-Book, das Affenbuch. Wie er auf die Idee kam ein digitales Produkt zu erstellen und wie er heutzutage vermarketet - das verrät uns der Anführer vom Affenclan in der heutigen Social Media Podcast Episode! Ach und über gute Überschriften lernen wir auch was. Reinhören lohnt! Keinen Bock mehr auf Kaltakquise? Kunden durch guten Content gewinnen!zu einem selbstDass man auch ohne Kaltakquise reichlich Kunden generieren kann, wissen wir spätestens seit dem Social Media Podcast mit Sandra Holze. Und dass es ab und zu gar nicht so dumm ist, seine besten Inhalte kostenlos herzugeben, hat uns Kerstin Hoffmann in ihrer Episode auch schon erzählt. Vladislav Melnik hat diese beiden Prinzipien genommen und perfektioniert, in seinem Blog, dem affenblog. Im Interview verrät er uns, wie es zur Gründung des Blogs kam und woher der Name stammt. Wir erfahren etwas über seine Themen: Werbetexten, Verkaufspsychologie, Internet Marketing und sein Spezialgebiet: Überschriften. Vladislav verrät uns sogar seine: 3 Tipps zum Thema Überschriften Die Überschrift ist das wichtigste Element eines Blogbeitrags Die Überschrift muss einen Nutzen bzw. Mehrwert suggerieren Die Überschrift muss dem Leser ein Versprechen geben Danach schießen wir uns aber auf das eigentliche Schwerpunktthema der Sendung ein: Das AffenbuchHerr Melnik verrät uns, dass es ihm bei der Erstellung seines E-Books immer wichtig war, dass sein Produkt ein Problem lösen würde. Daher ist es auch nicht weiter verwunderlich, dass er seine Leser & Fans bereits in den Entstehungsprozess mit einbezog. Nachdem Vladislav seinen Blog gestartet und sein Publikum aufgebaut hatte, fragte er sie ganz einfach mit Hilfe einer Umfrage: Wo drückt der Schuh? Und diese Probleme löst er in seinem Affenblog und Affenbuch. Der Grund dafür, dass die User bei all dem großartigen kostenlosen Content auf seinem Blog dennoch das E-Book kaufen, ist das Bikin-Prinzip: 90% gibst du preis und nur 10% behältst du für dich! Aber die echten Fans werden die letzten 10% auch noch sehen wollen und sind sogar bereit dafür Geld auszugeben. Und natürlich kann man dem Leser auch noch anderweitig Mehrwert bieten, so nimmt einen das E-Book viel mehr an die Hand als ein einzelner Blog-Beitrag das jemals könnte! Die Vermarktung des E-BooksIm Hauptteil der heutigen Social Media Podcast Folge mit Vladislav Melnik geht es darum, wie er sein E-Book tatsächlich vermarktet. Er erklärt uns die einzelnen Stufen seiner Verkaufsstrategie: Stufe: Kostenloser Content auf dem Affenblog Stufe: 21-teiliger Internet Marketing Kurs Stufe: Das Affenbuch Vladi verrät uns welcher Marketing- und Verkaufskanal für ihn am besten performed und welche Rolle Paid Social, Facebook Marketing, (Website) Custom Audiences und Lookalike Audiences für ihn spielen. Außerdem beantwortet er uns folgende Fragen: Wie hast du das Buch gelaunched? Wie bringst du das Produkt seitdem unter die Leute? Hast du Geld fürs initiale Marketing vorgestreckt? Mittlerweile sieht man häufig deine Facebook Werbung, verrate uns doch mal ein wenig über den Aufbau deiner Kampagne wie machst du deine Facebook Werbekampagnen so effektiv wie möglich? Welcher Kanal bringt dir am meisten Conversions? User-Frage von Haiblubbblubb: Warum vertreibst du dein Affenbuch nicht auf Amazon? Wie sehen deine weiteren Pläne für die Zukunft des Affenblogs aus? Und natürlich beantwortet uns Vladislav die 11 genialen Geheimtipps, wie wir man zum socialgenius! Weblinks Affenblog.de Affenbuch Facebook in schick – so könnte ein Redesign aussehen Alle Terry Crews Old Spice Commercials No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing Scientific Advertising by Claude C Hopkins

Barry meets with John Notgrass from Notgrass History, about his recent use of Facebook advertising to get over 1000 conversions per month on less than $250. Barry also recommends a classic advertising text, Scientific Advertising, that every budding marketer should read. See the full show notes at RealLiveMarketing.com.

Ben welcomes Marc-André Cournoyer of Coded Inc. to discuss self-marketing and sustaining info-product platforms. Thin How to Create Your Own Freaking Awesome Programming Language Influence- Robert Cialdini Scientific Advertising- Claude C. Hopkins Coded Inc. Growing Object-Oriented Software Guided by Tests Test-Driven Rails The Great Code Club Rejected Weekly Iteration

      Update   Looking for a free download of Scientific Advertising? I originally wrote this post some time ago after visiting a good friend of mine who taught me how to sell many years ago. Sadly he has passed on, and I miss him dearly. It's relevant today as the way [...]