Productive Insights Podcast — Actionable Business Growth Ideas — with Ash Roy: Recent Episodes
Ash Roy
Are you a business owner looking to increase profitability through the growing power of ONLINE & CONTENT MARKETING?
The Productive Insights Podcast — the show notes of which you can access at https://www.ProductiveInsights.com/podcast — brings you brings you top entrepreneurs and shares actionable advice that can help you take your business to the next level. Some of the previously featured guests include: Ryan Deiss, Richard Lindner, Roland Frasier, and Marcus Murphy from Digital Marketer, James Schamko from Superfast Business, Neil Patel, Amy Porterfield, Ryan Levesque, Rand Fishkin from Moz, Jon Morrow the founder of Boost Blog Traffic, Brian Clark and Sonia Simone from Copyblogger, Noah Kagan from Appsumo, Molly Pittman, Ezra Firestone from Smart Marketer, Todd Herman — Author of The Alter Ego Effect, Mike Rhodes — a leading google adwords expert, and lots more!
Subscribe to this podcast to get the latest content designed to help you grow your business profitably using marketing automation, content marketing, mindset techniques and productivity tips.
In this video I reveal 3 simple keys to great storytelling.
Timestamps
00:00 Introduction: It was 8am on 26th October 2024 ...
00:48 ... and then everything changes!
01:50 Why stories are such powerful lead generators
02:18 The 3 keys to telling a great story
02:59 The 5-second transformation and why it matters
03:44 Why using location in your story is so important
04:23 Speaking in the present tense is your time machine
Learn more about the Productive Insights Membership program here
https://www.ProductiveInsights.com/me...
Get my 9-Step Business course here: https://productiveinsights.learnworld...
In this episode, Seth Godin and I discuss the power of storytelling.
I also share something I haven't shared publicly before — the reason I started Productive Insights after a tragic event in 2008.
This is my story. Feel free to skip around using the timestamps below.
Timestamps
00:00 Introduction: The Power of Stories
00:12 Understanding Money as a Story
00:35 The Influence of Metrics and Proxies
01:04 Choosing Your Customers and Future
02:14 Welcoming Seth Godin
02:39 The Importance of Stories in Strategy
04:51 Personal Story: A Journey of Resilience
09:06 Building a Community and Creating Value
22:29 The Role of Tension in Selling
28:14 Goal Setting and Developing a Practice
31:22 Conclusion: Choosing Your Customers
Learn more about the Productive Insights Membership program here
https://www.ProductiveInsights.com/me...
Chis Do's story is REMARKABLE.
He escaped with his family during the fall of Saigon at the age of 3. He went on to win an Emmy award, build a multi million dollar business and now charges over 30K for ONE keynote! Whether you're aiming to elevate your sales, or your understanding how mindset plays a critical role in your business' success, this video is packed with insights to help you thrive.
Timestamps:
00:00 Introduction: Overestimating vs. Underestimating Skills
00:18 The Journey of Success and Self-Confidence
00:56 Christo's Inspiring Story
01:43 Understanding Humility and Imposter Syndrome
05:28 The Impact of Self-Perception on Success
09:44 Manifestation and Visualization in Achieving Goals
13:45 Mindset and Belief Systems
18:46 The Power of Small Steps
19:52 Commit to One Good Rep
20:48 Loving the Journey
25:18 Creating Engaging YouTube Content
30:02 Mastering Sales with Confidence
35:34 Building a Supportive Community
38:03 Conclusion and Future Plans
Join my Membership:
https://productiveinsights.com/member...
Get my 9-Step Business course here: https://productiveinsights.learnworld...
In this episode, Guy explores the critical importance of a growth mindset, shares personal anecdotes, and offers invaluable advice on finding mentors and making impactful presentations with his 10-20-30 rule. He delves into the wisdom of impermanence, the future of AI, and critiques Apple's ventures into artificial intelligence, likening AI to a divine force. Whether you're aiming to elevate your personal development, pitch skills, or understanding of technology's role in humanity, this video is packed with insights to help you thrive. Watch now for a thought-provoking conversation on resilience, storytelling, and the evolving landscape of AI.
Timestamps:
00:00 Introduction and Opening Remarks
00:57 Guy Kawasaki's Background and Achievements
01:48 Derek Sivers and the Power of Storytelling
05:13 Growth Mindset vs. Fixed Mindset
09:16 The Value of Education and Cognitive Bias
13:43 The Power of Stories and Writing a Book
23:08 Gender Equality and Leadership
23:58 Artificial Intelligence and Its Impact
27:32 The Revolutionary Impact of AI
28:31 AI as a Divine Entity
32:32 Humanity's Environmental Failures
35:35 The Importance of Mentorship
42:37 Mastering the Art of Pitching
54:33 Concluding Thoughts and Gratitude
In this episode, you'll learn 11 powerful tips shared by top entrepreneurs that can grow your business to success. Learn the significance of narrowing your target audience, simplifying your strategy, embracing fear, and maintaining consistency. Learn how to execute big ideas in small steps, foster genuine relationships, and adapt smartly. Plus, harness the power of daily habits and storytelling to enhance productivity and decision-making. Perfect for entrepreneurs at any stage, this episode offers practical, game-changing advice, along with an exciting upcoming feature with Seth Godin. Watch now and transform your business routine and strategy!
Timestamps:
00:00 Introduction: Secrets of Successful Entrepreneurs
00:16 Tip 1: Find Your Niche & Dominate It
01:10 Tip 2: Simplify, Simplify, Simplify
02:20 Tip 3: Dance with Fear
03:51 Tip 4: Focus on Systems, Not Just Goals
05:06 Tip 5: Show Up Every Day, No Matter What
06:00 Tip 6: Think Big, Execute Small
07:02 Tip 7: Build Relationships, Not Just a Customer Base
08:05 Tip 8: Master the Art of Pivoting
08:37 Tip 9: Focus on One Game-Changing Habit
09:13 Tip 10: Build Leverage, Not Just Hustle
10:26 Tip 11: Be Your Brand’s Best Storyteller
11:16 Conclusion and Upcoming Content
Join my Membership:
https://productiveinsights.com/member...
Are you approaching sales conversations the wrong way? In this video, Chris Do, founder of The Futur and one of the top sales experts, reveals how to close deals without selling. Discover the exact mindset shift that turns a typical sales pitch into a genuine conversation, the key to building confidence in your sales calls, and why focusing on service—not sales—leads to the best results. Whether you’re struggling with rejection or just want to up your game, Chris shares actionable tips you can start using today.
Timestamps:
00:00 Introduction to Sales Mindset
00:52 Building Confidence in Sales
01:57 Finding the Right Audience
03:13 Understanding the Customer's Problem
04:00 The Right Approach to Sales Conversations
05:27 Conclusion and Next Steps
Get my 9-Step Business course here: https://productiveinsights.learnworld...
Why do some YouTube channels explode while others flounder? In this insightful episode, Ash Roy interviews Chris Doe, founder of 'The Future,' who reveals how he transformed his channel to over 2.6 million subscribers. Chris emphasizes genuine teaching over pitching, preparation, and continuous improvement as key strategies. Anecdotes about his own learning curve and examples from Steve Jobs' preparations illustrate the importance of hard work and audience engagement. Discover practical tips for creating content that resonates and drives growth.
Timestamp:
00:00 Introduction: From Boring Videos to Street Recognition
00:15 Interview with Chris Doe: YouTube Growth Strategies
01:01 Key Lessons for Creating Engaging Content
01:06 Key Lesson #1
01:21 Key Lesson #2
02:35 Key Lesson #3
03:25 Key Lesson #4
04:25 The Power of Preparation: Lessons from Steve Jobs
05:26 Conclusion and Next Steps
Get my 9-Step Business course here: https://productiveinsights.learnworld...
Ever feel like you're one step away from being exposed as a fraud, despite your successes?
You're not alone.
In this episode, I talk with Emmy Award-winning designer Chris Do to break down imposter syndrome and give you 3 actionable steps to conquer it.
In this video, we’ll cover:
-What imposter syndrome is and why over 80% of entrepreneurs experience it.
-How “humility” can mask self-doubt and prevent you from charging what you're worth.
-A simple 3-step framework to help you reclaim your confidence and start taking action.
-The athlete mindset: How visualizing success can help you win in business, just like Noah Lyles at the Olympics.
-Chris Do shares his expert insights on the mindset shifts you need to rise above imposter syndrome and take control of your career.
Timestamps:
00:00 Introduction to Imposter Syndrome
00:34 Understanding Humility and Its Impact
02:31 The Professional World and Self-Perception
04:08 The Cost of Underestimating Yourself
05:12 Building Confidence: Practical Steps
06:01 Visualizing Success: The Noah Lyles Example
07:49 Conclusion and Final Thoughts
✨ Key Takeaways:
Reframe your inner dialogue to build confidence.
Review your achievements before major meetings or calls.
Take action before fear holds you back – consistent effort leads to success.
How Joe Pulizzi Built and Sold His Business for $15 Million: A 5-Step Process
In 2008, Joe Pulizzi and his wife were broke, yet they set a goal to sell their future business for $15 million in seven years. In this episode, Ash Roy breaks down Joe's five-step process that led to achieving this goal with the Content Marketing Institute. Steps include understanding that building a business is a marathon, breaking goals into balanced categories, building a loyal audience, focusing on a single channel before diversifying, and delivering content consistently over a long period. Joe also shares the transformative daily question that helped him stay focused on his goals. Catch the full breakdown and learn how to apply these methods to transform your business and life.
Links mentioned:
Content Inc.- https://amzn.to/3zlhpxJ
https://www.productiveinsights.com/po...
Timestamps:
00:00 From Broke to $15 Million: Joe Polizzi's Journey
00:53 The Power of Goal Setting
03:00 Balancing Life and Business Goals
04:22 Building an Audience and Becoming an Expert
05:28 The Pitfalls of Diversifying Too Early
06:44 Consistency is Key: Delivering Over Time
09:42 Recap and The Transformative Question
12:08 Conclusion and Next Steps
Get my 9-Step Business course here: https://productiveinsights.learnworld...
Join our Membership:
https://productiveinsights.com/member...
Avoid these common digital marketing mistakes to ensure success in your online campaigns. Watch this video for valuable insights and tips on how to avoid these pitfalls!
In this video, learn about the eight common marketing mistakes that many business owners make, as shared by an experienced entrepreneur who's made these mistakes himself.
From chasing shiny objects to not focusing on a niche or keeping track of ROI, each mistake is explored with practical insights and solutions to help you avoid these pitfalls.
Links mentioned:
Conversation with Seth Godin- https://www.productiveinsights.com/po...
Empathy Map- https://www.productiveinsights.com/117
How to use Artificial Intelligence- https://www.productiveinsights.com/ne...
Timestamps:
00:00 Introduction: Avoiding Costly Marketing Mistakes
00:18 Mistake 1: Chasing Shiny Objects
01:36 Mistake 2: Targeting Too Broad an Audience
02:49 Mistake 3: Following Misleading Gurus
03:26 Mistake 4: Consuming More Than Creating
04:12 Mistake 5: Buying Courses Without Completion
04:32 Mistake 6: Ignoring ROI
05:09 Mistake 7: Not Focusing on Ideal Customer
06:08 Mistake 8: Lack of Content Pillars
07:11 Conclusion: Learn From My Mistakes
Get my 9-Step Business course here: https://productiveinsights.learnworld..
In this episode, we delve into Apple's remarkable marketing strategies and its multi-layered product approach.
Highlighting examples like the iPhone's integration as a distribution channel for apps and media, and the M series chips' AI capabilities, the discussion brings valuable insights for small business owners.
Joined by David Meerman Scott, we analyze Apple's deep understanding of its customers and their needs, exemplified by iconic marketing phrases like 'a thousand songs in your pocket.
Timestamps:
00:00 Introduction to Apple's Marketing Strategy
00:21 Apple's Multi-Layered Product Approach
00:56 The M Series Chips and AI Integration
01:29 Apple's Historical Innovations
02:00 Apple's AI and Privacy Strategy
02:11 The Evolution of Apple's Ecosystem
03:52 Apple's Proprietary Approach
07:08 The Vision Pro and Future Prospects
07:54 David Meerman Scott's Insights
08:36 Implementing Apple's Strategy in Your Business
11:51 Conclusion and Next Steps
Join our Membership:
https://productiveinsights.com/member...
Get my 9-Step Business course here: https://productiveinsights.learnworld...
In this episode, I share my journey from the corporate cubicle to entrepreneurship.
If you're a professional considering striking out on your own, or a business owner then this episode is for you.
I discuss the mistakes I made, and lessons I learned on my journey.
I explain my realization around my values having changed and the importance of stepping out of my comfort zone.
You'll discover how journaling played a crucial role in my self-awareness and decision-making at inflection points.
Join me for an insightful conversation about finding true fulfilment by aligning your life and business with your values.
Timestamps
00:00 Introduction: My Journey to Freedom
00:21 The Turning Point: Realizing My Dissatisfaction
01:05 Questioning Success: A New Perspective
03:14 Taking the Leap: Leaving the Corporate World
03:42 Discovering Writing: A New Passion
04:08 Journaling: A Path to Self-Awareness
05:25 Redefining Priorities: Living Authentically
05:54 Stepping Out: Embracing New Opportunities
06:27 Building Productive Insights: A New Venture
07:17 Final Reflections: Living Consciously
In this episode, I chat with Neil Patel, a leading figure in digital marketing. We dive into how AI is shaking things up in SEO and content creation.
Neil breaks down the latest trends in online marketing and offers practical advice for businesses adapting to these changes. We explore how search engines are evolving and what it means for marketers and content creators.
Whether you're running a business, managing social media, or creating content, you'll find valuable insights here to help you stay ahead in the digital world.
Timestamps:
00:00 Introduction
00:14 The Importance of Building a Brand
00:34 Impact of AI on Content and SEO
01:46 Changes in Search Behavior
04:29 Google vs. Chat GPT
05:14 Google's Environmental Shift
05:55 Simple SEO Hacks
06:19 Using Free Tools to Grow Your Audience
08:27 Final Thoughts and Conclusion
In this episode, I sat down with Emmy-winning designer and Founder of The Futur Chris Do to explore his incredible journey from a refugee in Vietnam to founder of The Futur.
Chris shares valuable lessons on branding, building a successful business, and the power of hard work.
We delve into Apple's marketing genius, using AI to achieve business goals, and the importance of humility and critical thinking.
Additionally, Chris provides practical advice on growing your YouTube channel and fostering a thriving entrepreneurial community. Join us for actionable insights and motivation, and learn more about Chris’s offerings at thefutur.com.
Timestamps:
00:00 Introduction to Today's Episode
00:15 Chris Do's Early Life and Struggles
00:43 Building a Multimillion Dollar Business
00:46 Insights on Apple's Marketing Strategies
01:02 Exclusive Membership Benefits
01:12 Meet Chris Do: Background and Achievements
02:43 Chris Do's Journey from Vietnam to the US
05:38 Early Entrepreneurial Ventures
06:36 Discovering Graphic Design
07:20 The Turning Point: Overcoming Personal Struggles
15:33 Achieving Success and Family Life
17:16 Public Speaking and Pricing Strategies
29:45 The Value of Brand and Storytelling
34:30 Materiality and Quality in Fashion
36:00 Apple's User Experience Mastery
39:33 The Power of Brand and Empathy
42:56 The Importance of Flexibility in Public Speaking
48:43 Scams and the Value of Hard Work
54:04 Building a Successful YouTube Channel
58:36 The Role of AI in Content Creation
01:01:20 Joining the Futur Community
In this episode, I sit down with Justin Welsh to discuss his impressive LinkedIn strategy that's generated $8 million in revenue. Justin shares his insights on:
Crafting effective LinkedIn posts
Optimizing your profile for conversions
Simplifying complex ideas for your audience
We also explore the concept of "unique knowledge" and how it can set you apart in your niche, using James Clear's work on habits as an example.
Justin's approach to content creation and business growth is both practical and innovative. Whether you're looking to improve your LinkedIn presence or build a content-based business, you'll find valuable takeaways here.
Links Mentioned:
How to use Atomic Habits to achieve your goals w/ James Clear: • How to use Atomic Habits to achieve y...
Justin Welsh $2.25m/yr Content Strategy & Roadmap: • Justin Welsh $2.25m/yr Content Strate...
Timestamps:
00:00 Introduction to Unique Knowledge
00:39 Justin Welch's LinkedIn Funnel Strategy
00:57 Crafting Compelling LinkedIn Posts
02:37 Optimizing Your LinkedIn Profile
03:35 The Art of Simplifying Complex Ideas
05:38 Choosing a Niche vs. Embracing an Obsession
07:27 Developing and Owning Unique Knowledge
09:14 Conclusion and Next Steps
Hey there! I'm Ash Roy, founder of Productive Insights. After 12 years of creating content, I'm sharing my best tips to help you build a killer content strategy. In this video, you'll learn:
-
How to truly understand your audience (hint: it's not just about surveys)
-
Why a content calendar is a game-changer (and you don't need fancy tools)
-
The power of diversifying your content formats
-
How to use AI tools like ChatGPT to analyze your audience and content performance
-
The importance of documenting your journey, challenges and all
-
How to systemize your creativity for better results
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My PRPR content repurposing framework
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Tips for YouTube success, including the crucial role of thumbnails and titles
-
How to promote affiliate products ethically
Whether you're just starting out or looking to level up your content game, these strategies will help you build a brand your audience trusts and values.
Links Mentioned:
ClickUp - https://clickup.com/
Trello - https://trello.com/
Asana - https://asana.com/
Opus Pro - https://www.opus.pro/
Descript - https://www.descript.com/
Timebolt - https://www.timebolt.io/
ChatGPT - https://chatgpt.com/
Instaflow 360 - https://amzn.to/3WZQ0uj
Timestamps:
00:00 Introduction to Content Strategy
01:19 The Importance of Understanding Your Audience
01:42 Gathering Audience Insights: Surveys vs. One-on-One Conversations
03:14 Planning Ahead: The Power of a Content Calendar
04:11 Diversifying Content Formats
04:22 Leveraging AI Tools for Content Creation and Repurposing
05:22 Engaging with Your Audience and Building a Community
07:52 Systemizing Creativity and Repurposing Strategies
09:51 Final Tips and Recap
5 Common Business Mistakes to Avoid - Lessons from a Business Owner
In this video, Ash Roy, founder of Productive Insights, shares 5 major mistakes he made while building his business since 2013.
He will explain each mistake with real-life examples and offers practical advice for business owners at any stage. Whether you're just starting out or looking to improve your existing business, these tips can help you move forward.
Watch to learn:
Why having a product is important for business
How to identify your ideal customer
The meaning of wealth in business
The benefits of building an audience first
How your mindset affects your business
Timestamps:
00:00 Introduction and Beginnings
00:37 Mistake 1: The Importance of Having a Product
01:49 Mistake 2: Understanding Your Ideal Customer
02:29 Mistake 3: True Wealth and Freedom
03:49 Mistake 4: Building an Audience First
04:26 Mistake 5: The Right Mindset for Success
05:11 Conclusion and Final Thoughts
Want to crush your goals like the pros? Ash Roy's got you covered with 5 awesome tips from Brian Tracy's book 'Goals'.
You'll learn cool stuff like why writing your goals down is a game-changer (it's not what you think!) and how to make your habits work for you. Ash even shares some of his own tricks. Plus, there's a surprise cameo from Brian Tracy himself! Whether you're building a business or just trying to get more done, this video's packed with practical advice you can use right away.
Timestamps:
00:00 Introduction to Goal Setting
00:58 Insight 1: Clarity is Key
02:14 Insight 2: Building Habits
03:15 Insight 3: Writing Down Goals
03:53 Insight 4: Setting Deadlines
04:21 Insight 5: SMART Goals
04:59 Conclusion and Next Steps
Want to know how to build a million-dollar online business? Justin Welsh shares his secrets. He's built a one-person business making over $2 million a year, with huge profits.
Justin talks about:
How he went from consulting to selling online courses
The difference between his two popular courses
Tips for growing a big following on social media
Why being relatable and solving real problems is key
Whether you're just starting out or looking to grow your online business, Justin's advice is super helpful. He explains things in a clear, no-nonsense way that you can actually use.
Timestamps:
00:00 Justin Welsh's Success
00:39 Justin's Journey to a 2 Million Dollar Business
01:10 Building and Scaling Online Courses
02:11 Recurring Revenue and Newsletter Strategy
03:19 Differences Between LinkedIn OS and Content OS
05:06 Effective Branding and Social Media Strategies
07:40 Relatability and Solving Audience Problems
11:11 Conclusion and Opportunity to join the Productive Insights Membership Program
Marketers, we have a problem. Traditional SEO is being disrupted by AI technologies like ChatGPT and Perplexity. Join Ash Roy on the Productive Insights Podcast as he talks with David Meerman Scott, the author of The New Rules of Marketing and PR, Fanocracy , The New Rules of Sales & Service, etc., a leading marketing authority and HubSpot advisor, on how AI is changing the game and what you can do to adapt.
Key Topics:
AI Marketing: How AI tools are revolutionizing SEO and content marketing.
SEO Disruption: The impact of AI-generated summaries on search behaviors.
Content Strategy: Ensuring your content is recognized and cited by AI models.
Future of Marketing: Adapting to AI-driven changes in marketing.
Chapters:
00:00 Introduction: The Disruption of Traditional SEO
00:15 Meet the Expert: David Meerman Scott
00:29 Key Ideas to Smash Your Business Goals
00:51 The Impact of AI on Content Marketing
01:30 The Future of Generative AI and Content Creation
03:46 Becoming a Recognized Expert
05:14 Newsjacking: A Case Study
08:09 Conclusion and Further Learning
Want to find a profitable niche for your online business? Justin Welsh, who makes over $2 million a year, shares how he did it. He talks about going from a regular job to running his own successful business.
Justin explains:
How to figure out what you're good at
Ways to turn your skills into a business
Why you don't need tons of followers to make money
How to find the right audience for what you do
If you're thinking about starting your own business or want to make more from the one you have, this video's for you. Justin gives real advice on how to make money doing what you know best, all on your own.
Timestamps:
00:00 Introduction and Revenue Overview
00:22 Finding Your Niche: A Conversation with Justin Welsh
00:35 Justin's Journey to Success
01:36 Revenue Breakdown and Business Model
02:26 Replacing Day Job Income and Building a Following
05:00 Identifying and Monetizing Skills
06:06 The Importance of Niching Down
07:55 Advice for Multi-Skilled Individuals
08:39 The Evolution of a Niche
12:11 Insights on SEO and High-Profile Examples
14:02 Conclusion and Membership Invitation
Discover how bestselling author James Clear transformed his life using "Atomic Habits" - and how you can too. In this eye-opening video, we explore:
-Why goal-setting alone often fails
-The power of 1% daily improvements
-How your environment shapes your habits
-Practical tips to redesign your surroundings for success
Learn from Clear's personal journey and insights on building good habits and breaking bad ones. With over 15 million copies sold, "Atomic Habits" has helped countless people achieve their goals.
Ready to harness the power of tiny changes for massive results? Watch now and start your transformation today!
Timestamps:
00:00 Introduction to Atomic Habits
00:19 The Power of Compounding Habits
01:49 James Clear's Personal Story
03:43 The Importance of Environment
04:06 Practical Tips for Redesigning Your Environment
06:43 Conclusion and Call to Action
Ever wonder how tech giants like Google and Intel stay ahead? It's all about OKR - Objectives and Key Results. In this video, we dive into how Jessica Mah used this powerful goal-setting tool to transform her startup, Indinero, into a multi-million dollar company.
Jessica shares her journey of implementing OKRs, revealing how they:
Aligned her growing team of 200+ employees
Boosted revenue dramatically
Maintained innovation as the company scaled
Learn the nuts and bolts of OKRs, including:
-Setting ambitious yet achievable objectives
-Creating measurable key results
-Avoiding common pitfalls
Whether you're running a startup or small business, Jessica's story will inspire you to rethink your goal-setting approach. Ready to supercharge your business growth?
Timestamps:
00:00 Introduction: The Power of OKRs
00:14 Jessica Ma's Journey with OKRs
00:42 Understanding OKRs: Objectives and Key Results
01:06 Implementing OKRs in Your Business
03:15 The Flexibility and Focus of OKRs
04:34 Achieving Success with OKRs
06:14 Conclusion: Mastering the OKR Process
07:42 Final Thoughts and Call to Action
Imagine fleeing your home country (Vietnam) at 3 years old with nothing but hope. This was the harsh reality for Chris Do as his family escaped Vietnam during the Fall of Saigon in 1975.
In this inspiring video, Chris Do CEO of The Futur shares his incredible journey from being a penniless refugee in Kansas City to building a 7-figure creative business and now commanding fees up to $30,000 for a 45-minute engagement.
You'll witness Chris Do's pivotal "dark night of the soul" moment that transformed him from a struggling student into a hyper-focused man on an unstoppable mission to succeed against all odds.
Discover the mindset shifts and strategies Chris used to provide massive value, develop an audience of 2.5+ million, and have the confidence to raise his rates 100x higher than industry standards.
If you need motivation to overcome adversity, stop underearning, and start getting paid what you're truly worth, this must-watch video will inspire you to reach new heights.
Timestamps:
00:00 Chris Do's Incredible Journey Begins
00:52 Fleeing Vietnam: A New Beginning
01:57 Growing Up in America: Challenges and Adventures
02:46 Early Entrepreneurial Spirit
03:54 High School and Family Struggles
05:28 Dark Night of the Soul
07:07 Turning Point: A New Resolve
08:41 Building The Futur: Success and Impact
09:17 Commanding High Fees and Providing Value
10:28 Final Thoughts and Inspiration
Struggling with an overwhelming to-do list and endless procrastination? Productivity expert Brian Tracy shares his powerful "Eat That Frog" strategy to tackle your biggest, most challenging tasks first thing in the morning.
In this video, Brian Tracy explains how starting your day by "eating the ugliest frog" provides a psychological win that motivates you to keep achieving. You'll learn his 3-step system to identify and prioritize your "frog" tasks, create an environment that breeds success, and use visualization to prime yourself for maximum productivity, every single day.
Stop treading water and make more progress than ever before. Watch now and apply these game-changing tips to slay procrastination once and for all!
Timestamps:
00:00 Introduction: Overcoming Overwhelm and Procrastination
00:15 Brian Tracy's Strategy: Eat That Frog
00:38 Meet Brian Tracy
01:15 The Concept of Eating the Frog
01:27 The Origins of Eat That Frog
02:15 The Success of Eat That Frog
02:32 Benefits of Tackling Big Tasks First
04:11 Understanding Procrastination
05:04 Developing the Habit of Eating Your Frog
05:20 The Power of Environment in Habit Formation
06:43 The Final Hack: Visualization
07:38 Challenge and Conclusion
Want to know how to charge $30,000 for a 45-minute speaking engagement?
In this exclusive video, Chris Do shares his proven strategies to boost your speaking fees.
Learn the essential techniques for building a powerful social media presence, delivering unparalleled value, and asserting your worth with confidence.
Chris takes you through his journey from free speaking gigs to commanding top-dollar fees, offering actionable insights for creative professionals and public speakers aiming to elevate their careers.
Discover expert tips on positioning yourself as a premium speaker, leveraging storytelling for effective personal branding, and mastering the art of negotiation to increase your speaking fees.
Don’t miss out on Chris Do's invaluable advice on transforming your speaking engagements into lucrative opportunities. Watch now to take the first step towards maximizing your earning potential and becoming a sought-after speaker in your industry.
Timestamp:
00:00 Introduction: From Hundreds to Thousands
00:05 The Power of Asking
00:42 Breaking Down the Pricing Strategy
01:12 Building a Speaking Career
01:41 The Impact of Social Following
02:40 Pandemic's Influence on Speaking Fees
03:23 Negotiation Tactics
04:09 Valuing Your Worth
09:33 The Concept of Reassuringly Expensive
12:03 The Importance of Story in Branding
19:24 The Apple Experience
What if there was a simple daily practice that could reprogram your brain to achieve any goal? Yeah, I'm talking game-changing, mind-blowing results - all from putting pen to paper. The goal-setting guru himself, Brian Tracy, is pulling back the curtain on his legendary goal writing technique.
You'll hear amazing real-life stories of people who used this technique to dramatically shift their lives. Brian breaks down the brain science behind this strategy and shares his easy routine to get started today. He also keeps it real on what it actually takes to make goals reality rather than just wishes. If you're ready to finally make things happen, don't miss this game-changing video!
Timestamps:
00:00 Goal Setting with Brian Tracy
00:47 Brian's life-changing goal trick
01:14 Why writing goals by hand works wonders
01:42 How goal setting taps into your subconscious mind
02:44 Real people whose lives changed by doing this
03:33 The easy, daily goal writing routine
04:44 Consistency is everything for big results
05:07 Honest talk about making your goals happen
05:58 What to do next and more resources
You'll learn Justin's tips on finding a niche, researching winning topics, optimizing videos with analytics, using AI tools like ChatGPT effectively, producing consistent content, and leveraging income streams like YouTube ads, memberships, and affiliate marketing.
Whether just starting on YouTube or taking your channel to the next level, get actionable insights from one of the platform's top creators.
Timestamps:
00:00 Introduction: How Primal Video built a Million-Dollar Business using YouTube
00:14 Meet Justin Brown: The Success Story Behind Primal Video
00:29 Justin's specific strategies that work on YouTube and in Business
01:27 The quality of ChatGPT’s outputs are a direct function of the quality of your inputs
5:11 What's the ideal YouTube Upload Frequency
8:57 How to find video topics that resonate with your audience
12:58 How to use Youtube Analytics to assess Topic Ideas
14:07 Is it ok to deleting YouTube videos (& renaming videos)?
17:28 How to use B-rolls effectively
23:37 The secret to repurposing Long form Video
27:15 How the Affiliate Revenue model can work for you
30:24 How to build a Personal Brand with Integrity
33:54 A bit about Primal Video Accelerator and Community
Justin Brown reveals how he took Primal Video from 0 to nearly 1.5 million subscribers!
In this must-watch interview, Justin pulls back the curtain on his powerful strategy for YouTube success
He shares insider tips on aligning with YouTube's goals, using AI for research, avoiding the "YouTuber" trap, and monetizing your channel as a strategic business tool.
Don't miss Part 1 of this epic 2-part video! Subscribe and hit the bell to get notified when Part 2 drops with even more channel growth gold.
Timestamps:
00:00 Introduction
02:00 The Secret to Growing a YouTube Channel
09:03 Is it Too Late to Start a YouTube Channel?
11:50 Justin Brown's Strategy for Building 1.5M Subscribers
16:23 YouTube's Objectives and How to Align with Them
18:20 Google's Strategy for Business and Brand Growth
21:05 Creating Attention-Grabbing Thumbnails Without Being Scammy
24:04 Is it Okay to Create a Canva Screenshot Using Someone Else's Content?
25:47 Justin Brown's Favorite Software Tools
28:41 Does the Quality of Questions Asked Affect ChatGPT's Responses?
30:52 Outro
How to achieve your goals? Discover the game-changing EPSoM system - a brilliant 5-step approach to turn your aspirations into reality.
In this video, I break down the EPSoM framework, combining the Eisenhower Matrix, Pareto Principle, Systems Thinking, Pomodoro Technique, and Mindfulness.
Learn how to prioritize tasks like a boss, discover the power of mindfulness for self-awareness, proactive decision-making, and fostering a growth mindset that propels long-term success.
Timestamps included for easy navigation. Watch now and transform your productivity strategy!
00:00 Introduction to the EPSoM Framework
01:42 Why this EPSoM incremental system really works
2:23 E: Eisenhower Matrix for Task prioritization
2:59: How to use the Eisenhower matrix to choose high leverage activities
06:49 P: Pareto Efficiency and the 80/20 Rule
08:10 S: Systems for Strategic Implementation
11:03 O: Pomodoro Technique for Enhanced Focus
13:26 M: Mindfulness for Productivity and Well-being
15:45 Recap of the EPSoM Framework
15:16 Closing Thoughts and Additional Resources
10/20/30 Rule for Pitching by Guy Kawasaki: How to Give Killer Presentations
Learn Guy Kawasaki's famous 10/20/30 rule for crafting remarkable pitches and presentations that engage audiences. In this episode, the legendary speaker and author breaks down his time-tested rule step-by-step:
-Use only 10 slides
-Present for no more than 20 minutes
-Minimum 30-point font size for easy reading
Guy shares actionable tips on slide design, storytelling techniques, understanding your audience, building rapport before presenting, and the surprising real purpose behind pitches.
Timestamps included:
00:00 Mastering the Art of Pitching with Guy Kawasaki
00:28 Guy Kawasaki's 10/20/30 Rule for Great Pitches
01:17 Breaking Down the 10/20/30 Rule In-Depth
02:48 Tips to Perfect Your Presentation Skills
04:47 The Importance of Practice for Successful Pitches
06:13 Understanding Your Audience for Effective Pitching
07:37 Building Rapport Before You Present
09:41 The Power of Storytelling in Presentations
11:14The True Purpose of a Pitch: Staying in the Game
13:01 Closing Thoughts and How to Access More Insights
Links Mentioned:
productiveinsights.com/membership Productive Insights Membership
productiveinsights.com/175 conversation with James Clear
productiveinsights.com/207 conversation with Brian Tracy
SMART goal setting is more than just a buzzword. It's a transformative strategy that can turn your aspirations into achievements. In this video, I'm going to talk about exactly how you can use the SMART goal setting system to turn your dreams into a reality. SMART is an acronym for Specific, Measurable, Achievable, Relevant, and Time bound.
And by applying this smart system to your goal setting and achievement, you can not only dream big, but actually achieve big. So let's get started somewhere along my journey. When I was completing my undergraduate degree in business and then my CPA, and then my MBA, while working in banking and finance, I realized how crucial the smart goal setting system was for success.
But I also realized that alone wasn't enough more on that later first let's break down the smart goal setting system into its five components and why it's so essential to us. Okay, let's talk about the first part of the smart goal setting system. During my undergrad in business, my goals were vague and unfocused.
They were anything but specific. And guess what? My results bore that out. If I had been clear about what grades I wanted, What coursework I had to complete by when, chances are I would have done a lot better. If I thought about why it was important for me to achieve my goals, my results would have been much better than just average.
Imagine if I had set clear goals like achieve at least an A in accounting. By studying three times a week and completing all my assignments at least two days in advance so that I could maintain a high grade point average, that could have completely transformed my academic career. Well, as it turns out, I was a lot more specific with my goal setting when I did my MBA a little bit later on.
And I ended up getting a distinction average from the leading business school in Australia. So the specificity did work. For you, as a business owner, this translates to being crystal clear on what you want to achieve, when you want to achieve it, and most importantly, why it's important to you that you achieve it.
Maybe it's your family. Maybe it's a professional aspiration you want to fulfill. Whatever it is, being specific and clear about your goals can dramatically transform your results.
Okay, let's talk about the second element, Measurability. And we are going to use a direct example from our very own toolkit.
At Productive Insights, we've harnessed the power of A B testing to dramatically improve the performance of our landing pages and the user experience. We focused on changing one variable at a time, be it a headline, a call to action, or even a color scheme. This methodical approach allowed us to understand exactly what elements on that landing page were making a difference.
and helped us to double down on what was working and cut out what wasn't. So this wasn't actually about guessing. It was using a measurable approach with data to guide our decisions around how to best improve the user experience and therefore conversions. As a business owner, I found that measurement creates a very important feedback loop, which helps to improve performance incrementally.
I would highly recommend that you incorporate measurement into your goal setting process.
Okay, let's talk about the next element, Achievability. It's essential to set goals that are ambitious, yet within your capacity, if you're going to stay motivated. For example, when looking to enhance our search engine optimization.
We set progressive goals on a monthly basis that would cumulatively lead us to the end result we wanted to achieve in terms of traffic, bounce rates, and time on site. We analyzed our baseline performance and identified key areas for improvement. I then subscribed to applications like RankIQ, Ahrefs, and SparkToro to help break these goals down into smaller achievable targets and also to continue the measurement process.
Setting achievable goals allows you to identify small wins, build momentum, and keep your team engaged.
And the next step is setting Relevant goals. This means aligning your goals with your overall business objectives. In our case, we redirected our focus on enhancing client engagement through better content, rather than just increasing the number of visits to the site.
This strategic shift, not only improved engagement rates on the website, but also helped us to connect more meaningfully with our prospects. And a wonderful by product was. We started ranking for keywords that we weren't previously ranking for because our website was seen as being more authoritative and more reliable by the search engines.
So our recommendation is to set goals that are relevant and aligned with your business objectives. Measure them. frequently and ensure that the alignment continues because businesses change over time and so does the business environment.
Finally, let's talk about the last element, Time bound. This is a crucial element and it brings structure and urgency to goal achievement.
One powerful method we use in our Productive Insights community is our unique productive sprints based on the Pomodoro technique. Setting clear deadlines is crucial for maintaining momentum. At the end of each sprint, each of us rates ourselves on a scale of one to ten in terms of our focus level, but nobody rates anybody else.
And that self rating system creates a sense of awareness in terms of focus. We also tell the group what we're going to be working on in the next sprint. And this creates accountability with that 30 minute timeframe. We found creating this time constraint dramatically improves our effectiveness and our productivity.
And we get more done in those 90 minutes. Twice every week, then some of us get done in the whole day. During a typical sprint, you might decide to solely focus on drafting an email. Once the buzzer goes off, you evaluate yourself and dive into the next task. And maybe your next task is to revise a blog post or make a client call that you've been avoiding.
This structured approach not only keeps our tasks sharply in focus, but it also instills a rhythm of continuous improvement and accountability in our group. It's a perfect example of how setting strict time bound constraints can dramatically increase productivity and focus and goal achievement. If you'd like to learn more about our Productive Sprints and the Productive Insights membership program, head over to ProductiveInsights.com/membership.
Now here's a pivotal twist to keep in mind. Smart goals are instrumental, but they're not the whole story. As James Clear wisely pointed out, you don't rise to the level of goals. You fall to the level of your systems. It's crucial to develop robust systems that underpin your goals.
If you'd like to learn more about how to build these systems, you should check my conversation out with James Clear in episode 175. We'll link to that in the show notes and in the description below. You might also like my conversation with Brian Tracy, where he talked about how he's used similar approaches.
To completely transform his life. I'll link to that in the description as well.
Thanks for listening
Summary: In this episode, host Ash Roy engages with entrepreneur and content creator Justin Welsh, delving into unique content creation strategies and the art of building genuine connections on social media platforms like LinkedIn and Twitter. Justin shares insights into his Creator Funnel concept, the LinkedIn funnel, and practical tips for crafting compelling content. He emphasizes the importance of authenticity, empathy, and consistency in building a personal brand and fostering meaningful relationships online. Throughout the conversation, Justin shares personal anecdotes, valuable advice, and actionable strategies for aspiring content creators and entrepreneurs.
Key Points:
00:32:06 - 00:33:29:
- The Creator Funnel Concept: Justin introduces the concept of the Creator Funnel, outlining stages from trust to authority expertise, community building, and monetization.
- Unique Knowledge Ownership: Justin emphasizes the importance of owning unique knowledge and repurposing content using his hub and spoke model.
- Creating Scroll-Stopping Content: Justin discusses techniques for crafting engaging LinkedIn posts, focusing on a compelling copy, calls to action, and profile optimization.
00:36:16 - 00:38:16:
- Topic Selection and Content Creation: Justin shares his approach to topic selection, highlighting six pillars of interest and his inspiration-driven content creation process.
- Course Creation Strategy: Justin discusses his approach to creating courses, emphasizing the importance of producing content that can later be structured into cohesive courses.
00:38:36 - 00:39:50:
- Audience Engagement and Newsletter Strategy: Justin explains his approach to audience engagement, focusing on providing options for consumers to access content without forced email sign-ups.
- Generosity and Empathy: Justin reflects on the principles of generosity and empathy in content creation and relationship-building.
00:40:02 - 00:43:29:
- Personal Motivation and Influential Figures: Justin shares his motivations and key influences, discussing the impact of kindness, generosity, and meaningful connections.
- Strategies for Engaging with Influencers: Justin advises against directly asking for favors from influencers, advocating for value-driven interactions and supportive actions.
- Building an Audience: Justin recounts his journey to building a significant following, emphasizing consistent content creation and value delivery.
00:46:07 - 00:47:13:
- Final Thoughts: Justin emphasizes the contextual nature of advice, encouraging experimentation and learning from mistakes. He shares his website for those interested in further insights.
- Gratitude and Closing: Host Ash Roy expresses gratitude for Justin's authenticity and insights, concluding the episode on a positive note.
Notable Quotes:
- "All advice is contextual, mine included... Try your best, learning from your mistakes, learning from what works and what doesn't work will be your unique path and unique journey." - Justin Welsh
- "Brand building isn't like a thing that you do outside of providing value for your audience. The value that you provide is the brand that you build." - Justin Welsh
- "The easiest way to grow an audience or grow a business or build your Twitter LinkedIn following is to try a bunch of stuff and figure out what works." - Justin Welsh
Resources:
- https://www.productiveinsights.com/podcast/159
- https://www.productiveinsights.com/podcast/389
- https://www.productiveinsights.com/podcast/75
- Justin Welsh's website: JustinWelsh.me
SHOWNOTES:
In this video you'll learn:
-
What it takes to be a successful entrepreneur
-
The mindset needed for long-term success
-
How to communicate your vision to teams
-
The biggest mistake startups make
-
Execution risk and how to avoid it
-
How to build systems that scale
-
And lots more
0:00 Introducing Martin Karafilis
5:00 Biggest Mistakes startups make
7:13 How Martin Karafilis implemented the execution risk
11:17 The importance of visioning
18:43 Communicating vision to your team
23:52 Martin talk about the book "Maverick"
25:44 Accountability and Trust in the work force
26:44 Martin's Best Approach to Building Community
33:31 Martin's Approach to Business Development Customer Acquisition
36:38 How to communicate with prospective and past customer
40:39 Customer Journey Map
44:46 Martin's view on Artificial Intelligence
46:51 Creating Culture that enables success
Links Mentioned:
productiveinsights.com/122
productiveinsights.com/210
productiveinsights.com/175
productiveinsights.com/54
productiveinsights.com/84
productiveinsights.com/49
Transcript:
(This transcript has been auto-generated. As artificial intelligence is still in the process of perfecting itself, there may be some errors in the transcription)
Ash Roy:
Today we're going to talk about entrepreneurship, business growth, and technology, which will help you, our viewer, to build and create a product that solves a problem that your customers are willing to pay for. Martin Karafilis is an accomplished entrepreneur, a speaker, a founder of multiple companies with successful exits under his belt.
He also happens to be the CEO of Fishburners, which is where I met him recently. And he also is the entrepreneur in residence at the Australian Graduate School of Management at the University of New South Wales, where I happen to do my MBA. So I'm delighted to welcome Martin to the Productive Insights Podcast.
Martin, thanks for being here.
Martin Karafilis:
Thank you for having me.
Ash Roy:
It's great to have you, Martin. Do you want to tell us a little bit about your background? And my audience would specifically like to understand a little bit about What entrepreneurial ventures you've been engaged in and what exits you've achieved, what problems those businesses solved and anything else you'd like to share?
Martin Karafilis:
Yeah, absolutely. So I think I've always been a serial entrepreneur. So multiple different businesses, some have worked, some haven't worked. Uh, I always say the first ever startup that I ever had was playing in a band. I think, you know, you're sort of playing, trying to travel to our no money at all. No sleep, trying to sell merch to be able to sort of, you know, feed your way through and, and, you know, really came down to marketing and getting your music out there and, you know, getting a bit of a brand out there as well.
So, you know, through school playing, playing music, I had a small sort of audio hire platform that came from that because I was touring and I was playing a lot of music and I had some gear around. I was like, Hey, you know what? Um, I'm sure that there's other people that would like to use this equipment that's just sitting there doing nothing.
I sort of learned a lot of things very fast, and one of the biggest things that I learned was I didn't have the ability to scale that, and I think probably the understanding of how to obtain customers or how to really obtain capital is probably the next step, and I realized that I wasn't able to scale that, so.
moved on from that business. I then started a company where I actually created a biodegradable style plastic. Again, not really realizing what I probably stumbled upon because I was sort of doing something that I really loved and something that I wanted to do. And later on was able to sell the IP for that company where I didn't actually realize what the value of that was.
And then my last venture was a computer vision AI company, really deep tech company with amazing co founders, amazing team, uh, and amazing customers. And. able to successfully move on from that business and now be CEO of Fishburners, where, you know, I still do investment into startup. I still work and advise multiple startups.
I've also gone along the journey of writing a book on, on everything that's happened. So, you know, I, I get to see quite a lot and there was really like no better way to be able to give back to the startup ecosystem than to join the Fishburners team. So. Yeah. For those that don't know about Fishburners, it is Australia's largest and longest standing startup community.
Ash Roy:
So tell our audience about the book. I'm really interested to know what it's called.
Martin Karafilis:
So release will, uh, release will come out, uh, very, very soon. Um, so. You know, it's a little bit under wraps until that's all out. But the concept really is about the idea of starting off as an entrepreneur and having everything. Everybody tell you how crazy you are and how hard everything's going to be.
Ash Roy:
Oh man, I can relate to that.
Martin Karafilis:
And really sort of starting to operationalize what you do, start to use some frameworks and say, Hey, this is actually very achievable. Start to knock those off and actually say, okay, well, those that are saying that you're crazy, you're actually a genius at the end of it all.
Say I think the, uh, the only real thing that separates crazy or genius is execution in the end, and I think there's a lot to do with the frameworks and the help that you have along the way.
Ash Roy:
I love what you said there, that what separates genius from crazy is execution, and we'll be talking about that more in this conversation.
What instrument did you play?
Martin Karafilis:
guitar. I can play most instruments, but I was a guitarist.
Ash Roy:
I play the guitar too. And depending on who you ask, I play it well. If you ask my wife, she'll say I can't, but you know, if you watch me in my normal habitat, which is where I'm not today. Right now we're recording at Fishburners, but, and this is the first episode we've recorded outside of the Productive Insights studio, but there's a guitar.
There are two guitars in the background when I record from home or from my studio. So, okay, Martin, you've been a CEO of the CEO of Fishburners for, Over a year now, and you've been an entrepreneur in residence at the University of New South Wales, you've seen a lot of startups, and I'm sure you've seen a lot of them fall on their face as it were, and let's face it, it's not easy, right?
What is the biggest mistake you find they make, and what's the best way to solve that problem?
Martin Karafilis:
I think it's easy to sort of talk about biggest mistakes when we start to go down vertical industries where the stage of the startup is at, if we're going to talk about the one biggest mistake that encompasses all stages, all industry verticals is the inability to effectively understand and really react to execution risk.
So we did mention execution being the key. Uh, what I would say is that no matter what stage you are in your business, execution risk is always going to be your biggest risk. So when a founder goes into creating a product, goes and looks at a market, tries to understand what the customers want, what they need, what the problem is, when they're going through all of these kinds of scenarios, They have to be pretty open, honest, blunt about how they actually execute on this and what the risks are.
Now, this might be something like something as simple as a capital constraint. Okay, well, how do I create a strategy that allows me to reduce the amount of risk that's there? Is it to obtain more customers and create some form of revenue earlier and not invest as much into a future product? Is it, do I have to raise capital and go externally?
Maybe it's something as simple as building a team and how do I build that team out? So a good example is founder dependency. So really early on, you're quite dependent on founders, but as you sort of grow and as you want to build equity within your business, you can't have the CEO doing absolutely everything anymore.
So how do you actually build that and actually start to reduce execution risk is really important. And I would say that's the number one thing where startups fall down.
Ash Roy:
So let me ask you this. When you started off back in the day, you were in a band and you were trying to figure all this out. You didn't presumably know what execution risk meant.
But you, I'm guessing, implemented it, or for want of a better term, executed on minimizing execution risk. Can you look back on that time and tell us how you did that? And for people who are watching, people who are not very familiar with the term execution risk or, you know, a lot of our audience is not very familiar with the startup world.
How would you explain it to them?
Martin Karafilis:
I would say I wish that I was smart enough to realize it at the time. If I'm completely honest, I think. Uh, and, and I realized this as I was actually writing my book that a lot of the things that I was doing and a lot of the frameworks that I was using probably didn't exist.
A lot of that stuff I was doing anyway, I was sort of mapping out, you know, the journey and the strategy and how we sort of really mitigated a lot of those risks. And I realized much later, years down the track, actually, what I was actually doing along the way. So I think there's a lot to sort of.
Starting at your end point and starting to work back is probably one of the, one of the biggest and easiest things to sort of say, Hey, how do I take those steps to actually achieve that goal? I think under any circumstance as well is always aiming higher than what, you know, the realistic goal actually is.
Right. Uh, so. I think I found that the lower I aimed, the more I was okay with getting pretty mediocre results. So I've always come from a pretty high performance background and it was always about, Hey, looking for the best, being the top, making sure that you're winning. And realistically, when you fall short, you're still falling short ahead of every other competitor.
And that was kind of, Something that I realized along the way that, well, if you're mitigating any of those execution risks and you're creating strategies that allow you to overcome them, if you stumble, stumble ahead of the competitors.
Ash Roy:
You know, I spoke to John McGrath, the founder of McGrath Real Estate, and that was episode 122.
If you're watching this, you can go to productiveinsights.com/122, and you can check it out. But that's exactly what he said. He said, shoot for the stars. Or shoot for the moon and land in the stars or whatever the phrase is. But let me play devil's advocate for a minute. That can go horribly wrong.
You know, we get a bit of a dopamine hit sometimes when we think, Oh yeah, you know, I'm going to be the biggest and the baddest and the best. And then we don't execute on it. So how do you hedge for that?
Martin Karafilis:
Yeah, I, I think there's also this as well, there's, there's a big, I've faced this throughout my journey.
That it's very hard to celebrate the little wins as you go along as well, because as a leader, you're always thinking so far in the future. So. I'm always thinking when we get a contract or if we, you know, nail a customer that we've been working on or, um, you know, a product gets released that we've been working on for so long in my mind as a leader, that's already done.
I'm already sitting there thinking, you know, what's the next step ahead of that? So it's very hard to actually Celebrate those little wins. And I think what that can do is start to maybe humble you a little bit in the sense that you're saying, Okay, well, the job's not done. The moment that you're thinking about this super high thing, and you're starting to live that, that lifestyle, lifestyle, and you're starting to think that, hey, you know, This is, this is what it's going to be.
You know, you're happy with just some of those smaller wins. It's going to be harder for you to actually get to that next stage. I think that's something that I sort of, I realized was that every step, every stepping stone where you're like, Hey, this is, People around you are saying this is really good.
It's like, in my mind it was always just the case where it's like, this is nothing. This is the tiniest step. So I've still got so much more. So I think that is as important as anything is to make sure that as long as you're sticking to that goal, it's a lot easier to be able to say, Hey, you know, this, this is just one small stepping stone.
Ash Roy:
So you're holding yourself accountable to a very high standard. Now, I wasn't going to go here, but I want to, because I think the conversation is leading us there. I read and listened to Arnold Schwarzenegger's new book called Be Useful, Seven Steps to Something. Arnold, if you're listening, you know, we'd love to have you on the show.
He keeps talking about having a vision and. you know, really seeing it very clearly and almost believing it's already happened. Now we're starting to tread in the area of manifestation, which I am personally very skeptical of. But what would you say about the importance of visioning and seeing it as having happened?
before it has happened and then living from that space. A lot of very successful creators and artists talk about this. Will Smith talks about it. Arnold talks about it. Lots of people. What are your thoughts on that?
Martin Karafilis:
Yeah, I think to be honest, I'm a massive Arnold fan to start off with, and I think there's a lot that we can take away from his career.
But. I, I tell you a bit about one of my experiences playing football, playing sport. There was a game that was a very important finals game, uh, where we were down by one point and there was a game play that had to be run to basically get us in front to win the game. And there was. about 60 seconds left on the clock.
And that was what we had to do. Every single person on that field knew exactly what we had to do. Every single team member said, this is exactly what A we've trained for, but what B we've actually envisaged. We know what's about to happen and we know what's needed to get there. So I think there's a difference between manifestation and, and hoping that something happens.
I certainly agree with that. But what I would say is when you can actively. see yourself achieving something and know how you have to do that. The execution piece is quite easy because it's just like a step by step process. So my background has really been, uh, operations in general. I have a tech background, but I have a business background.
So to bring that together and say, how do we optimize our processes? How do we actually create more efficiency? And I think when, when you do this, it becomes second nature. To be able to switch on and be able to do something, most of the time you're under the most amount of stress and pressure that you've ever been in your life.
When people say I act really well under pressure, it's because they've already thought or imagined or know what they have to do in that situation. When people talk about I thrive under pressure. That's because they've already they're living that in their mind. They're already living it. They're already saying these are the steps that I have to take to be there.
And I think that's the difference when it comes to crunch time. Those that are envisaging that can just play that out just like a playbook. They can say, here's the process. Just do this. Just do that. Uh, and those that don't all of a sudden have to go through the process of like, what do I do now? What do I do now?
And then it's very difficult under that situation.
Ash Roy:
So the big takeaway for me then is to visualize the outcome you want to achieve and have a clear plan in your mind, which you've almost, you can play out play by play. And by the way, there are studies around this that show, uh, neurologists will confirm this, that the act of.
Going through a process mentally actually is about 50 percent as effective as doing it in person. You know, they've done studies around pianists playing, you know, uh, the piano in their mind as they're falling asleep or whatever, without a physical piano. And it actually, you know, Activates those, you know, neural systems and those processes, which actually can make you a better piano player or guitarist or whatever.
Another point I want to make about this is Guy Kawasaki, who I spoke to in episode 210, that's productiveinsights.com/210, shameless plug. He talked about his journey. at Apple where he was a chief evangelist and he worked with Steve Jobs for eight years and Steve Jobs was incredibly good at visualizing the outcome he wanted to achieve and he already seen it in his mind and he was seen as a taskmaster.
But because he had so much passion about realizing this vision that was already real in his head. Now, it wasn't easy working for him, but he did achieve quite a lot. And to this day, the company I would argue is reverberating with his innovative brilliance and so on. Sure, Tim Cook has brought a lot to the table and made it a lot more profitable, but There were 90 days from bankruptcy when he came back to the helm after his exile, so there's a lot to be said for really envisioning stuff and working backwards from the end, yeah?
Martin Karafilis:
Yeah, I think maybe Steve might have also said the idea, I can't remember who actually said it, but uh, you know, if they wanted to be liked, they'd own an ice cream bit.
Ash Roy:
Yeah, that's it, yeah. He said something to that effect.
Martin Karafilis:
I'm not here to make friends, yeah. The reason why it's actually quite difficult is because, and this is entrepreneurship as a whole, is most of the time an entrepreneur will see what nobody else sees.
So when they're running through their mind and they're trying to get this out to other people, you can't do it on your own, right? So you have to have teams that are working, uh, you know, you have to have people around you that are actually executing on this with you. So it's very, very difficult to communicate and get out into everybody else's minds what you have in your mind when nobody else can actually see that.
That is one of the most difficult things for any entrepreneur or any founder to do. And, um, I think from a communication piece, it's really, if you drive vision, mission, if you can drive your strategic values really, really well, your teams should then start to be able to understand that for themselves and start to implement that themselves.
We see probably in the startup world, a lot of founders that just start talking about the product and start talking about the problem. Not really realizing that as a true leader, effectively a good CEO, their job is to drive that strategy, the mission and the strategic pillars and values that the company really holds true and allow staff to be able to create that product in the end.
So that was something that these larger companies do very, very well. obviously with a CEO that can effectively communicate and get that idea across to those teams.
Ash Roy:
Most entrepreneurs I've met, in fact, I can't think of one that doesn't fall into this category, but everyone, every entrepreneur I know tends to have some kind of challenge.
They tend to be neurodivergent, they have ADHD, Neil Patel mentioned that to me, Neil Patel has it, but they all tend to have some kind of a challenge and it's not uncommon for them to have challenges around communication. Now, sure, they can train themselves, and a lot of them do, uh, to become great communicators, but communication is so important.
When you're trying to build a vision and hold the vision in the context of a team and even more so in a growing team. So I don't know whether you have been diagnosed with any ADHD or whatever, but you're an entrepreneur. Have you had to work extra hard on this and how have you achieved that communication piece?
Martin Karafilis:
Yeah, I think I would almost certainly say early on, I almost expected it would be mind readers actually in the end, if I, if I look back now, in hindsight, when I would communicate, I would say, we just want to do this. And I think I really had to develop skills. and, and learn how to not only communicate, but also be able to effectively have a two way, uh, discussion.
Uh, and I would say more than a discussion is actual execution to, I guess, persuade maybe, uh, you know, people that are working on the product or whatever that might be a good example, something that it kills most business owners in general, founders, entrepreneurs. when you know their staff fail at something and they can see it is in and knowing very well that the founder if you did it yourself you'll probably succeed at it but I always say is for that founder or that manager or someone that's that leader don't go just do that don't go and just do the task and just say this is how it's done it will absolutely eat you up inside but let that person fail and experience the pain so that they can grow and become better and In a lot of senses, you'll already, I've lived this before where I already know the answer and the result to something and I mention it and say, look, this is what I believe is going to happen.
And if you think about it as a leader, we'll give some constraints, maybe it's time, maybe it's budget, whatever that might be, something that doesn't overly affect your business operations and you can say, Hey, If they're actually successful, and they prove you wrong, awesome. If they come up with the same response and answer that you gave anyway, they've learned and they've learned the same way you have and they're going to succeed in the next round.
So I think Under both circumstances, you can't really lose. I think it's really important to be able to let people within your organization and people who are close to actually experience a little bit of that pain to actually be able to grow. I, I think as a leader, you and someone that's experienced, you forget about how many times you had to do that to get to that stage, particularly as you have a workforce that grows, you will have, you know, Very inexperienced people right through to experienced people.
The reality is, for me, my thesis is always to hire people that are smarter and better than you anyway. I, to be honest, I've just been very, very lucky that I've had some amazing people around me. Um, I don't think, uh, personally that, um, Yeah, I'm the driver for a lot of these things. It's about having the right people around them, um, and around the products and the companies that actually make them successful.
and the moment that you start to remove some of those dependencies, including myself as a dependency, the better that company is going to be in the long term.
Ash Roy:
You've touched on some really important points that I want to bring out to our viewers and listeners. The first thing is I think leadership is an attitude and not a designation.
I think leadership requires empathy, which you have clearly demonstrated. And what you've said, I've built a team of my own, and I completely agree. It is so hard to let them make mistakes when you can see they're going to make that mistake. But if you try and head it off at the pass, you're stealing the opportunity.
The opportunity for them to learn and that then means that you're not building competency core competencies within your business and the systems are not just standard operating procedures, which are important, but they're also people you're not building the systems and processes and the tacit I don't want to rely too much on tacit knowledge, but the tacit knowledge and capabilities for your team.
To be able to then not only not make that mistake again, but also understand why they shouldn't make that mistake and then further solve related problems, which you probably will never see as a ceo. So that's a great point. Leadership is. About empathy. It's about hiring smarter people than you, but there's a lot of wisdom and humility involved in hiring smarter people than you.
Now, sadly, I've worked with a lot of toxic leaders when I worked in the corporate world, and unfortunately there is a significant amount of this toxicity in leadership, particularly in large corporations where they rule with fear. And a lot of people did say that. Jobs ruled with fear as well. I think sure people were scared of him, but they weren't, they were more scared of letting him down and they were scared of letting down the goals and the values that he set as a standard more than they were scared of him.
That's what, that's my understanding of having, after having spoken to Guy and, you know, a few people. So I think that's an important nuanced point that I wanted to bring out about leadership., I saw on your desk the book, Maverick by Ricardo Semler. So I have to confess I haven't read it yet, but I've read the shorts of it.
I got ChatGPT to summarize it for me, full disclosure. And he talks about democratization of leadership or business. I'm, not using the right words, but he believes in a very transparent and open ended approach to management. Can you tell us what, What appeals to you about that book?
Martin Karafilis:
I'm glad you saw it.
I actually was given this book from a person that actually sits behind me in the office. Someone that was one of the first people that I met here at Fishburners and have a really good relationship with. And actually I respect his opinions so much when it comes to business and life in general. So I think that when I got this, I valued it very much because I knew it was going to be good.
I think, you know, ultimately challenging conventional. You know, business wisdom, uh, it's very important. I think for where we're at now in probably our ecosystem within business in general, with how the world has developed and advanced the opportunities that lie for many different employees. But I think creating a workplace where employee freedom, uh, is paramount is something that really resonates to me.
I think if you think about some of the key concepts. Things like an employee setting their own salary, their own work hours and things like that. This, it sounds like such a radical idea, but it really does create trust and accountability. And I think when someone sets their own salary or their own hours, they're accountable to that.
They are saying, I believe I can do this in this amount of time and I'm worth this much money. They need to show that they're taking ownership. I feel like that really resonates with me around accountability and trust. Yeah. across the workforce. I think there is to a certain extent an ability for many different people in their own jobs or even in life.
Uh, we can all sort of just sit on cruise control, but when we're setting our own standards, we will hold much more accountability than those that are set by somebody else.
Ash Roy:
I agree. That makes absolute sense to me. Let's talk a little bit about your role. At Fishburn as a CEO, I mean, based on having run a community now for the last five years at Productive Insights, I know that community building is not easy, but it's very important.
And Fishburn is, you mentioned the word ecosystem is a beautiful ecosystem. The best I've come across so far for somebody who's trying to think outside the box, who's starting his or her own business. And it's the most welcoming, lovely place to spend your day and to build your dreams. What are your best approaches to building a community?
And I'm sure one of your KPIs I would imagine would be increasing tenure. In membership to maximize revenue because, you know, tenure is very important in a membership based business. So what's your strategy to maximizing tenure and building community or, and do you have any other recommendations around membership based businesses?
Martin Karafilis:
I would say that one of the biggest things for me, I was new to managing a community. Uh, when I came on at Fishburners, I've always been in the tech sector. I've always worked with products that actually have pretty minimal touch points from a people aspect. It's a technology, your software can be consumed pretty easily, pretty fast, purchased online, and there's not much there.
So, One thing that I would say is that realistically for a community is just remembering that it's a people based product and at its core, it's always going to be a people based product. So when you start to look at some of your fundamental company pillars, like if you're talking about, you know, what actually means something to you.
Fishburners, for example, for me, is the most inclusive entrepreneurship environment, it's the most accessible entrepreneurship environment that you can possibly get. I think that at its core for me is something that I get to drive every single day, that we can hold together. education, events, different forms of collaboration, people that have great ideas just don't have the ability to access these resources and access this information, access and community.
At its core, it's a people based product. Everything that we do is for the people. I myself as an entrepreneur, you go through the lowest of lows and in reality, you have no other friends through that time. So most of the time when you're going through and you're starting a company, you don't have any friends throughout that journey.
So I've been lucky enough to be a part of communities where you can lean on other people that are in the same situations or have come through those situations or, you know, something as simple as even, you know, People that are in the same situation can actually switch off from it all of a sudden on both sides of it.
You can have a beer and relax. You may be able to play basketball or some form of sport and relax. I think making sure that you keep people and community first over profits, monetary value will mean that the product itself will continue to thrive. And in any community, if you can have a product where people are adding their own emphasis or they're helping out each other, the community should really start to push and drive itself and develop itself.
I really think of that in the way that my approach is that we provide a lot. Yes. But the members provide even more. And that's what I think about when I think about fish burners, is that Everybody is willing to be another piece that makes that community better.
Ash Roy:
So this comes back to your points earlier on about leadership.
I think, you know, leadership is a lot like parenting. You can't force knowledge onto your children. You have to help them learn. You have to create an environment for them to learn often through their own mistakes. And the community is like building a family. And to me, that's what I feel when I come here.
I feel like it's my second home. I feel comfortable. There is fluidity that things are not too rigid, but they're not too, um, boundaryless as well. It feels safe. It feels like home. And I think that's what I've learned is really important in building a community. You have to create the right conditions and you have to allow it to grow much like you raise a plant.
I remember James Clear telling me in episode 175, you know, in terms of habits, he said, you wouldn't put a seed in the ground and then scream at it to grow. You know, every day you just have to water it regularly. You have to provide it with the right soil and you have to allow it to grow. And it's very similar to communities.
And I think this is one of the problems I have with very metric driven, blitz scaling BS in business. You know, that a lot of businesses are obsessed with making a million dollars yesterday. Why? I think it's very difficult to do that. And even if you did build a unicorn, it usually, in my opinion. It has externalities, which never get noticed or often don't get noticed.
It makes sense. If you want to build a good business, you build it incrementally, gradually, and for the right reasons. Tell me about your approach to business development, customer acquisition. How do you approach that as a CEO of Fish Burners?
Martin Karafilis:
I think this is one of the topics that can get complicated very, very easily.
I think. When you're doing an analysis, I am a very data-driven CEO. I let data drive a lot of my decisions. And I think when it comes to our customers, and, and I think this is in general, when I look at and I advise a lot of different startups, is that the data that you are getting back should be driving those decisions because a conversation here or there is very hard to quantify 'em and I, I see startups that say.
I had this customer that told me this. So I started developing this product or feature or whatever that might be. I sort of sit back and say, well, does the data say that they're the right persona? Number one. Okay. Well, you know, started right at the start of the journey, create a customer journey map, make sure that you're creating personas and make sure that you're validating those personas and make sure that you're talking to the right people first.
Once you sort of start getting through that process and you start to realize that you're talking to the right people. Okay. Well. What do they really want? What do they say could be two very different things because a certain person's opinion may not be their organization or their needs.
Is the customer, the user is the, that's a whole nother subject in itself is that maybe we might have a customer. That's not actually the user in the end of you, you might have a beta, beta C product or something like that. So actually understanding that process gets missed very often, really, truly understand who you're speaking to and what you want out of them right at the start will mean that what you get out of the end is actually useful because if you just go and talk to someone in an organization, you may be talking with a large corporate.
Talk to one person out there and say, Oh, I'd love this tool. This is what I need. Uh, you go and develop that tool and they go, Oh no, my boss is never going to tick this off. Like it needs to do this, this, and this. It's like, okay, well, you didn't speak to the right person. You didn't get the right feedback.
So. That then sort of gets to the next point is to make sure that you're collecting the right data as well after that point and make sure you have the feedback loops, whatever the drivers might be for your business, is it NPS, is it, you know, voice of the customer, any form of like data that you can gain to say, okay, is this working?
Is this not working? Maybe run some A B testing, things like that. Your customer realistically will never stay the same or their wants and needs will never stay the same. Hmm. As they grow, as time develops, as the market increases, you have competitors in the space, things are going to change and there'll be opportunities for people to change to a different product or a different company.
They will have constraints. The economic environment will change. Maybe they don't want to spend as much money anymore, or maybe, maybe they have heaps more money, whatever that might be, things will change. So make sure you're sort of observing both in and out of the customer circle as well. And the environments that are there.
So data first and let that drive a lot of your insights and make sure that you start to analyze that. But the next piece is really being engaged. So even as a CEO, you can't sit in a square box and expect that everything's going to run smoothly. Make sure that you're engaged with those that are paying you money.
Make sure you're engaged with those that are going to pay you money and make sure that you're engaged with those that have stopped paying you money. Because I think It's very easy for people to say, Oh, we're obtaining customers and we're, we're doing this and that. How are you keeping those customers?
Why are people leaving? Talk to those that have actually left as much as those that are happy and staying. So I think engagement is a really big piece of that. And sometimes I've probably learned this a lot about being in a people based industry as well, that sometimes people just want that personal touch as well.
And if you can just add that little bit extra to say, Hey, we're listening and we're helping out. There's a lot of businesses that have terrible, terrible technical products, but get by because they're customer services.
Ash Roy:
Okay. So Martin, we were talking about business development in a rapidly changing environment.
And I want to just mention to our listeners, there's a couple of relevant podcast episodes. One, I forgot to mention this earlier, but. When it comes to community building, if you listen to episode 54, Mackenzie Fogelson talks about the three pillars of community building, which I've found very useful. And if you want to understand how an industry is evolving, there are a couple of useful tools.
One is the PEST framework, which sometimes is now called a PESTEL framework, stands for political, economic, social, and technological framework. And you can look at an industry from, you Those four or six angles, if you include the EL bit in the end. So the PEST framework, that's episode 84, ProductiveInsights.com/84.
And then Porters by Forces, which is productiveinsights.com/49.
It would be a mistake not to talk about artificial intelligence, given that it is changing the landscape faster than anything has changed anything in recent history. In today's environment where we are seeing a tsunami of mediocre content, and people are getting bombarded with information, and attention spans are shrinking faster than anything, and they were already short to start with.
How do you communicate With your prospective customers, your past customers, to do that audience research and understand why they left, or why they stay, or why they joined. How do you solve for the customer, if the customer is even hard to get hold of?
Martin Karafilis:
Yeah, I think this is where there's probably a lot of Around industry trends analysis as well.
I actually got told the other day, I was just doing some general sort of industry research and sort of macro environment research. And the person that was next to me said, you know, this isn't work. You're just reading, you know, you're just reading what's out there. I said, a lot of my job is just understanding the environment and what's happening.
So there are a lot of circumstances I would say with any innovative products, any innovative company. You have to be quite okay with working in ambiguous environments. Sometimes customers, when you're trying to get feedback or you're trying to have those discussions, sometimes you actually have to draw the lines together yourself.
I would say that there. You know, there should be processes within your business to align, I guess, the parallels and to actually sort of deduct those assumptions correctly between what's happening in the macro environment and ecosystem versus what's happening with your direct customers and, and seeing what those trends are as well.
So. I think when you're a business leader, you truly need to understand what are your leading and lagging indicators within your business and you'll be able to sort of start to piece this together. So I see this happens quite regularly. If you're looking at just revenue, for example, maybe customers are dropping off, but they're still paying a month or two for their revenue.
Or whatever that might be, if you're not measuring the actual active user base, you'll get unstuck. And basically in a couple of months time, you'll go, Oh, our revenue numbers are so down what's happened. And it's three months later, right? So exactly, I think sort of understanding the true sort of leading indicators for your business.
And you'll be able to do this. It's very hard when you go to sell to a board or you sell to other people, you know, other stakeholders and shareholders that it's like, Hey, you know, the internal metrics are tracking in the right direction. We'll see a reflection of this in three months time or six months time or 12 months time, depending on what that indicator might be.
So. Understand those, draw the parallels and make sure that you have some form of process and, and something that makes sense more than anything other than just sort of saying, Oh, I believe it's this
Ash Roy:
and just, to clarify for our audience, you know, when we say lead indicators and lag indicators, a good example of that would be a leading indicator in sales would be the number of calls you make.
And then the lag indicator, which is usually about three months down the line, is a number of customers you actually acquire. So your activity, that's what they call, you know, making outbound calls. Your sales activity is a lead indicator, which is a pre predictor or precursor, if you like, off your ladder lag indicator, which is sales.
And you know, you can usually establish a correlation between the two. I mean, back to what you said earlier on about being data driven, right? I think this is a great opportunity where you can look at the data in terms of, say, drop off rates, say, three months into the membership or six months in. And you can try and say, well, a lot of customers are dropping off at this point.
What happens at that point? And that is a great way to go and diagnose problems. And yes, it's a symptom, but you, you know, use the five wise framework, maybe, or, you know, you use the root cause analysis approach and you ask yourself, well, what's causing this? And Solve for the customer that way. Would you agree?
That's a good.
Martin Karafilis:
Yeah, I agree. I think if you can have some form of customer journey map, uh, if you can actually sort of have maybe from a marketing angle, it's a bit more of a funnel type scenario, but I'd say like a customer journey and sort of understand. where those or statistics or the data is actually showing you where the holes are, you'll be able to find it pretty easy.
The deeper you get with every single step a customer takes, the better your insights are, but also the better your reactions are going to be. So a good example, uh, that you could use is maybe on the front end is when you start combining your marketing and sales statistics, you might start to say, okay, you know, we ran an ad and only.
This many people became customers. Now, a lot of things happen in between that time between running an ad and having a customer come on. Absolutely. So I would say in that process, you could start to break down and say, okay, well, we've run an ad. What's our quick through rate and what's our cost to actually get to a certain amount of customers.
And then you will have some form of data that's there. And then you will say, okay. Okay. How many of those become qualified, uh, marketing leads and, and you will have some form of data that's there. And then you'll say, okay, well, how many of those are called from a salesperson or, you know, what kind of sales processes actually occurs there?
And then from that have those numbers and start to say, okay, well, then from those, how many have actually converted or, you know, You know, whatever that process might be, you can have an overall, you know, CAC cost and all of that. But it's like, if you start to break down every single piece and where the drop offs are, you'll start to analyze what that looks like.
And also like as a business leader, you should realistically be able to look at some of these frameworks and look at some of these numbers and say, Hey, we need to either a higher in this spot, we need to spend more money here or the opposite and say, We've been investing a lot of money in this thing right here, and we're not seeing any return there.
Let's stop spending money there and put it where we know it actually works. The deeper that you can get, and right now, most tools can track every piece of the customer journey. So, if you're not tracking that data and you're not understanding how that customer's Moving throughout your, your, your journey, your sales journey, or, you know, even through to the end and churn, if you're not understanding that, then it's very, very, very difficult to actually be able to make the right decisions.
Ash Roy:
to self full disclosure.
I'm a HubSpot solutions provider, but. I love HubSpot. I love their approach to customer journeys. I love their content. I highly recommend checking out the buyer's journey on HubSpot. I also love SparkToro, which was created by a friend of mine, Ryan Fishkin, the founder of Moz. And that's great for audience research.
You can Put in things like what websites do my, or does my audience go to? What is my audience talking about? And it gives you a whole lot of text related information. I can show you later if you're not familiar with it, but I absolutely love the tool for audience research. Coming back to my original question, then I think what I'm hearing from you, Martin, is if you want to have conversations with a very distracted customer, then dive into the data, really understand the nuanced elements of their pain points, and they will t
IntroductionSmall business hiring in 2024 might feel like walking through a maze blindfolded.
But not only is this not impossible, it's life-changing.
Over the last 10 years, I've made all the mistakes in the book when hiring new team members.
I wrote this blog post so you don't have to make those same mistakes.
I won't beat around the bush. These are simple actionable insights you could use to transform your team into a lean mean profit generating machine.
In this article, I'll share the key things you need to do to hire great team members, the dos and don'ts around hiring, the mistakes I've made along the way, and how to avoid them.
Ready?
Let's dive in.
My painful journey around hiringWhen I started Productive Insights back in 2013 I knew nothing about hiring as a small business owner.
I'd managed teams in my previous roles back in the corporate world but I'd never actually recruited as a business owner.
Turns out, when you're hiring for your own business there's a lot more at stake. One bad team member can make or break your business.
Especially in the early stages.
I started off by hiring people based on their written applications in response to job ads.
Big mistake!
Some of them didn't have the skills they said they had. Some did have the skills but had a very poor attitude and consistently missed deadlines.
Some even didn't show up for work on day one!
Over the years, I learned a few tricks that have helped me find the best possible candidates for my business.
I wrote this blog post so you don't make the same mistakes I did.
It might saves you years of heartache.
My hard earned lessons from hiring1. Always be in hiring mode 2. Don't hire the first applicant 3. Get clear on the skills needed 4. Test them with a trial project first 5. Understand hiring needs effort 6. And retention is even more effort 7. Confirm they're a good fit culturally 8. Create a clear job ad (use easter egg) 9. Screen for detail-orientation (via easter egg)
- Always be in hiring modeFinding the right team members isn't a one and done affair. It took me years to learn this simple lesson.
Being on the lookout for great quality team members who are a good fit for your business is essential if you want to build a great team over the long term.
This doesn't mean you go out on a hiring frenzy and you hire new person every day.
What it does mean is, you keep an eye out for people who are likely to be a great fit and build relationships with them for future hires.
The key is to keep building relationships and connections with great candidates.
Follow their careers watch what they achieve and how often they get promoted within the same company.
Neil Patel shared some good ideas with this in my last conversation with him.
2. Don't hire the first applicantI've made this mistake more than once. You'd think I'd have learned this the first time but it took me ages to learn this lesson.
If you follow my advice in point 1 — always be on the lookout for great candidates — you're less likely to be in a huge rush to hire someone when you need the help and you're less likely to hire the first person that walks through the door or applies for your job online.
You need to interview effectively and check for the right personal attributes — not just hire for skills.
- Get clear on the skills needed (but go beyond this)Getting a person onboard with the right skills is essential but not enough.
You need to hire people who have the right attitude. Hire people who are entrepreneurial and resourceful.
I've lost count of the number of candidates I've hired that were a great fit for the role in terms of skills but were unwilling or unable to do anything outside their job description.
For a small business owner, this is a nightmare.
Don't make the same mistake I did.
Hire people who have a great can-do attitude. People who have are genuinely curious and are willing to solve problems at a root cause level rather than just put band aids on problems.
Pro tip: Write a great job description that automatically filters out the tyre kickers (I'll be sharing more about this later)
- Test for skills and attitude on a project basis Once I make a commitment to someone by bringing them into my team, I do my best to offer them a great working environment.
But a great working environment is a product of a strong culture which is built by every single team member (more on culture later).
By hiring someone on a project basis, you get the opportunity to watch them work with you and your team in real time.
Almost anyone can perform well over an hour long interview, but actually performing well over a period of weeks or months on a project gives you a real picture of what they're like to work with.
Hiring people on a project basis (or for a few weeks on a probationary basis) is one of the best moves I've made over the last 10 years as an employer.
5. Understand hiring needs effortEver heard the phrase "Sweat more in practice, bleed less in battle"
That's very true when it comes to hiring.
One of the biggest mistakes you can make is to not put in effort to get the right team member in place for each and every role.
This includes hiring people who are keen to learn, and aren't afraid of stepping outside their comfort zone (and their area of expertise)
For years, I glossed over the idea that hiring required effort. What this meant was I ended up putting in running my business.
I made several poor hiring decisions.
The result?
My business was a dumpster fire. People with the right skills who didn't want to do the work needed to get the job done. They only wanted to 'stay in their lane' and do the work they were hired to do.
Newsflash: if you work in a small business, it's all hands on deck. Working only on your specialty is reserved for large organisations.
For example, if you hire someone as a full-time video editor, they might need to occasionally do some graphic design. Or manage a project in Clickup.
Sure, you wouldn't ask them to write code, but a good team member wouldn't balk at the idea of learning it.
And that's the point.
Hire people who are open minded and willing to learn. If you hire people who aren't open minded it'll come back to bite you (even if they're very skilled at their job).
Note: The above only applies to people who are full-time employees in the business. Freelancers and contractors (by definition) aren't going to do anything outside their job description which is acceptable.
- Understand that retention takes even more effort than hiring wellOnce you've got the hiring process right and you've done the work to bring the best people into the team, the next step is to retain them.
Talent prefers to work with talent. This means you need to provide a good working environment for these team members you've recruited.
They need to feel challenged but not overwhelmed. It's a fine balance.
You also need to ensure that they're supported in making decisions and they need to be given professional latitude.
You need to give them the resources they need to do their job (or to learn how to do it well) but you can't be micromanaging them either.
The minute you have to start micromanaging someone, is the minute you need to take a good long hard look at your management approach.
If your management approach is sound, and you've created a great culture at work, and you still need to micromanage, then perhaps it's time to look for a replacement.
7. Confirm they're a good fit culturally during interviewsOrganizational culture refers to the collective values, beliefs, attitudes and behaviours that make up an business.
It's a shared understanding of how the business does things and influences how work gets done.
You could think of it as the personality of your business.
Culture is normally discussed in larger organizations but it's as important (if not more important) in small business.
When interviewing candidates you should check for values like integrity, honesty, and accountability.
Ask questions like:
- Can you give me an example of when you went above and beyond for a customer?
-
Can you share an instance where you made a mistake? How did you address it? What did you learn?
-
Create a clear job description (use an easter egg)
Here's an example:
Video Editor Job Description
Position: Video Editor
Location: [City, Country/Remote]
Type: [Full-Time/Part-Time/Contract]
Overview: We're a fast growing startup based in Australia and are seeking a highly skilled and creative Video Editor to join our dynamic team.
Here's a link to our website /https://www.ProductiveInsights.com
You have a strong passion for storytelling through video and a keen eye for detail. Final Cut Pro is essential for this role, as you will be editing a wide range of video content.
Responsibilities:
- Edit video content using Final Cut Pro, incorporating various elements such as sound, graphics, and special effects to create compelling narratives.
- Collaborate with the production team to understand project requirements and deliver high-quality work within tight deadlines.
- Organize and manage video assets for easy access and efficient workflow.
- Provide creative input on video projects, including storyboarding and conceptualizing ideas.
- Ensure all edited content meets the company's quality standards and branding guidelines.
- Stay up-to-date with the latest video editing techniques and trends in digital media.
Requirements:
- Proficiency in Final Cut Pro is a must.
- At least 2 years of experience in video editing, preferably in a fast-paced environment.
- Strong portfolio showcasing a variety of editing projects.
- Excellent storytelling skills, with a keen eye for detail and visual aesthetics.
- Ability to work collaboratively with a team and independently with minimal supervision.
- Strong organizational skills and the ability to manage multiple projects simultaneously.
- Bachelor's degree in Film, Media, or a related field is preferred.
To Apply: Please submit your resume, cover letter, and a link to your portfolio showcasing your work with Final Cut Pro to [Email/Link] and use the words "superstar video editor" in the subject of the email.
We are looking forward to seeing your creativity in action!
So that's the job description.
9. Screen for detail-orientation (via easter egg*)Did you notice the easter egg in that second last paragraph of the job description the the previous section?
You'll be amazed at how many people apply without using the words "superstar video editor".
My advice: don't even consider applications without those words in the subject line. Don't waste your time.
Attention to detail is essential in almost every job as is enthusiasm for the work.
Both go hand in hand.
If they miss the easter egg, they're telling you what you need to know before the interview.
Enough said.
ConclusionHiring a new team member isn't easy. It takes a lot of work.
But not doing the work when you hire someone means you're setting yourself up for a LOT more work down the track. You'll end up with all sorts of problems and it'll take you years to sort them out.
Possibly resulting in your business having serious problems.
Remember, if you follow these 9 principles in hiring you'll be positioned well to build and run a successful team.
Dive into the riveting journey of digital marketing maven Neil Patel on the Productive Insights podcast, expertly guided by the dynamic host Ash Roy. From toilet scrubber at an amusement park to the architect of NP Digital's $100 million annual revenue, Neil shares gripping stories, challenges, and golden insights in the ever-evolving world of digital marketing. This lively conversation spans the realms of business growth, scaling strategies, and leadership, peppered with Neil's practical tips for content creators. Buckle up for a rollercoaster of inspiration as Neil's narrative unfolds, offering entrepreneurs a thrilling ride.
Key points:
00:00:42 Neil's Humble Beginnings
- Neil recounts starting his first job at 15 and a half, cleaning restrooms and picking up trash at an amusement park.
- Share the challenges and motivation behind the job.
- Set the stage for Neil's journey towards success.
00:01:27:05 Building NP Digital
- Neil discusses his entrepreneurial journey, from starting KISSmetrics and selling it to transforming his consulting business into NP Digital.
- Talk about a failed attempt at a cloud computing company, burning $1 million of borrowed money, and the valuable lessons learned.
00:02:03:08 Neil's Expertise in Digital Marketing
- Highlights Neil's expertise in search engine optimization, content creation, pay-per-click advertising, and more.
- Emphasizes the importance of long-term strategies over short-term gains.
00:02:29:08 Dealing with Growth Slowdown
- Neil provides advice on what to do when growth starts to slow down.
- Encourages businesses to explore new avenues during slowdowns.
00:02:41:19 Leveraging Technology and Staying on the Cutting Edge
- Discusses the relevance of staying updated in the age of AI.
- Talks about building amazing products, creating great user experiences, and staying ahead in the industry.
00:03:23:22Scaling Internationally
- Neil shares insights into scaling a business internationally.
- Emphasizes the importance of tapping into new markets for sustained growth.
00:15:52Starting Out and Scaling
- Neil shares his experience of combining consulting with overcoming financial challenges.
- Discussion on scalability and the importance of making money initially.
00:18:43 The Challenge of Saying "No" and Focus
- Insights into overcoming perfectionism, avoiding overanalysis, and the need for faster revenue generation.
00:19:33 Saying "No" and Focus on Profitability
- Discussion on Neil's biggest mistake, the importance of focus, and hiring strategies.
00:21:34 International Expansion and Growth
- Insights into NP Digital's international growth strategy and overcoming economic challenges.
00:23:31 Balancing Revenue and Profit
- Neil emphasizes the shift from revenue to profit, maintaining profitability, and challenges in reinvesting.
00:26:26 Hiring Strategies for Success
- Neil's approach to hiring is based on experience, loyalty, and success with previous competitors.
00:30:57 Generosity, Empathy, and Content Creation
- Neil's perspective on generosity in content creation, the dual-sided nature of content, and the importance of empathy.
00:35:15 Choosing to Stay Private
- Neil's decision to keep NP Digital private despite offers to go public.
- Brand-building
Links mentioned:
www.productiveinsights.com/1
www.productiveinsights.com/147
www.productiveinsights.com/200
www.productiveinsights.com/222
Quotes:
- Ash Roy: "I don't really see being able to have six months to a year ahead where they're integrating stories that are so amazing that people want to read."
- Neil Patel: "You create content, you educate, you build relationships, you learn more, you become wiser."
- Neil Patel: "Figure out what people are paying for in your industry that you can make for free and give it away for free, and you'll naturally just get traffic without doing any marketing over time."
- Neil Patel: "If your company is growing at a nice pace, just tell these folks and keep doing what you're doing. The moment here, growth slows down. Start looking at other things to do to speed it up."
- Neil Patel: "I'm doing it because I love helping people. But I'm also learning a lot, too."
Introduction
00:00:00:02 - 00:00:25:10
Ash Roy
If you're looking to build your brand using digital marketing strategies, then you're in for a treat. Today's episode on the Productive Insights podcast features the legendary Neil Patel. Neil is someone I'm proud to call a friend. He's received multiple awards over the last 20 years and has also been recognized by President Barack Obama for his incredible contributions in the field of digital marketing and entrepreneurship.
Neil happened to be the first guest on the Productive Insights podcast. You can go back and check it out on episode one and you can listen to how green I was back then. And in this episode, Neil shares his story, which starts from a very humble beginning, where he was picking up trash at an amusement park.
00:00:42:04 - 00:01:10:14
Neil Patel
I'm 38. That was when I was 15 and a half. I was able to get my first job and it was from minimum wage at that time was $5.75 an hour. Technically, they're able to pay me a little bit under minimum wage. I don't know why. Maybe because I was at 16 and it was clean restrooms and picking up trash at a theme park.
And I loved cleaning the restrooms because when I clean the Russians leave, they're paying extra $0.25 or $0.50 an hour to clean the toilets was a really messy job because of the theme park.
00:01:10:16 - 00:01:27:04
Ash Roy
He worked his way through some very challenging situations. He started KISSmetrics, he sold it, and then he built his own consulting business, which later on turned into an agency now known as NP Digital, and it currently makes around about $100 million a year in revenue.
00:01:27:05 - 00:01:44:20
Neil Patel
It tried to create a cloud computing company before that was really popular. Before there's Amazon Web Services. From my understanding, maybe I'm getting my timing off, but I'm pretty sure before this was big, we're trying to do cloud computing and it didn't work out and burn $1,000,000 of borrowed money and eventually had to pay it back. So it's like NAYLOR.
00:01:44:20 - 00:02:03:07
Ash Roy
Shared his entire story from his very humble beginnings all the way through to where he is today. He shares what he's done to become a dominant force in his chosen industry, which is digital marketing. Neil is an expert in search engine optimization, content creation, pay per click advertising and lots more.
00:02:03:08 - 00:02:15:14
Neil Patel
I don't really see being able to have six months to year ahead where they're integrating stories that are so amazing that people want to read. I think people under or overestimate what I can do in the short run and they underestimate what it can do in the long run.
00:02:15:18 - 00:02:29:07
Ash Roy
In this episode, we also talk about what you can do when growth starts to slow down and how you can stay on the cutting edge of your field while still producing results and leveraging technology efficiently.
00:02:29:08 - 00:02:41:18
Neil Patel
I learned this great piece of advice. I'm going to use it. If your company is growing at a nice pace, just tell these folks and keep doing what you're doing. The moment here, growth slows down. Start looking at other things to do to speed it up.
00:02:41:19 - 00:03:02:07
Ash Roy
In today's world of AI. This is particularly important and relevant. And finally, we talk about how to build amazing products, create great user experiences, and build services that your customers continue to come back for and enable you to build a brand that prevails and succeeds against all the odds.
00:03:02:08 - 00:03:23:16
Neil Patel
Let's give you a hypothetical right here. If someone's established business, you make over $100 million a year in a market like the United States. When you have a bad market, it most likely your numbers are going to start getting hurt your growth. Then suddenly number three and start going backwards. But on the flip side, if you're in a new market, let's say you could just expand to the United Kingdom, which has a good GDP and you're at $0 in revenue.
00:03:23:22 - 00:03:42:01
Neil Patel
Good market, bad market doesn't matter. You're going to close something you shouldn't be. So you're going to be better off than where you were before. And in a good market, close more in a bad market cause that'll be slower. And that's why we're growing still at a decent clip is because we're adding a ton internationally.
00:03:42:01 - 00:04:20:02
Ash Roy
So tune in and enjoy. Before we go, there's one more thing I wanted to share with you. Only about 10% of you that are watching this video have actually subscribed to our YouTube channel. So please go ahead and subscribe. Because the more you see these videos, the more you like them and the more you leave comments under the videos on YouTube, the more likely they are to be seen by more people.
The bigger our audience gets and the better quality guess we can get you. You've got some great guests lined up for 2024. Please do like and subscribe and share this with other people who might benefit so we can get you more content just like this. Thanks again. Thanks again. I appreciate your support and I look forward to seeing you in the comments.
00:04:20:04 - 00:05:20:23
Ash Roy
Welcome back. Today, I am delighted to welcome the oldest friend of the Productive Insights podcast, our very first guest from episode number one, and that's Neil Patel, the founder of NPR Digital. The Wall Street Journal calls him the top influencer of the Web. He's a New York Times best selling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
He's received congressional recognition from the United States House of Representatives, most recently AMP Digital. That's Neil's company was awarded Best Workplace in 2023. For the second year in a row, they were chosen out of 591 applicants as an MP digital partner. We add productive insights are delighted and proud to welcome back Neil Patel from NPR Digital dot com.
And today we're going to talk about profitable scaling, artificial intelligence, content marketing, and lots more. So welcome back, Neil, to the Productive Insights Podcast.
00:05:21:03 - 00:05:28:04
Neil Patel
Thank you for having me. And if I can keep in mind, it's not you, it's me. I have jetlag. So I just got back from the UK.
00:05:28:06 - 00:05:37:18
Ash Roy
Wow. So you've been traveling a lot and actually I was watching a conversation you had with Matt Gray and you were saying you travel 35 weeks of the year, which is a lot. How do you manage that?
00:05:37:18 - 00:06:32:06
Neil Patel
You get used to it over time, but right now it's a little hectic because I'm traveling every single week internationally. So it was funny because one of my buddies has a private jet and he's just like, Do you know the average person? It takes flights that are under 3 hours. And I'm looking at my most recent flights over the last like ten flights.
And I think my average is a little bit above 10 hours. Wow. So it's very heavily international in London and a few days off to go to Germany. Then I think after going to Dubai after that, then Romania, then Dubai again. And when I do these trips, keep in mind, I go there, I fly back to the States, I go there, fly back to the States.
Well, when I was single, without children is easier because I just go from location to location, which saved a lot of time. But I miss my kids and my wife and my family also misses me. So I can go back for a few days and then I'm back on the road.
00:06:32:08 - 00:06:45:03
Ash Roy
I was going to ask a really young family that must be hard. And just to give our listeners some context, I want to put some clarity around the private jet remark because a lot of people would take the wrong idea from it.
00:06:45:04 - 00:06:52:09
Neil Patel
I'm flying commercial, by the way. I was saying, my friend as a private jet was telling me the average flight that someone takes is under 3 hours.
00:06:52:13 - 00:07:05:08
Ash Roy
Thank you for clarifying that. And that's something that I really like and admire about you, which I don't think you do a lot of justice in your content because focused on technical value driven.
00:07:05:10 - 00:08:00:20
Neil Patel
I've thought about a private jet. So I go to India. India is roughly, call it 40 hours total roundtrip. I'm around me, it's roughly 40. If I get a deal on a plane, that can take me far enough. You're roughly looking at $10,000 an hour because keep in mind, there's cost for landing and fuel and plane maintenance putting up the pilots and the crew.
You need multiple pilots. When you go to India, you need a massive plane because it's such a far journey. But when you just think about that just for a minute, you're talking about the musical cost me $400,000 for a round trip. I'm not saying I do this, but if I wanted to splurging on first class on Emirates, which has a shower and everything, 20 grand, they're better off donating.
The $380,000 is someone who needs the money. Then you're waste 400 grand on a flight that long. Now, if I was Elon Musk or Bill Gates, it probably doesn't matter at that point in life, but I'm not them. For me, I'd rather donate the.
00:08:00:20 - 00:08:15:21
Ash Roy
Money, and that's what I want to talk about a little bit. You donate a lot of your money and your wife specializes in this and I really like that you guys have this sort of combination, right? You're the guy who makes the money and your wife gives the money away a little bit like Warren Buffett and Bill Gates.
00:08:16:02 - 00:08:54:18
Neil Patel
So talk to us and then clarify. I does not specialize in it. That's what she focuses on. She's been learning quite a bit over the years, but she loves it. It makes her happy. It also makes her cry a lot. So we joke is my wife's donation varies a lot based on the tier factor that my friend and I joke with my wife about this.
The more she cries, the more she does. She don't. It's from her heart. I donate based on logic. I'm like, you want the money? Okay, you're trying to solve poverty. How much more? Our kids were less hungry in the last 12 months because of your efforts. Like I look at the stats in the data and my wife who genuinely donates from the heart, I'm not saying my approach is right or my wife's approach is right, but a combo of both them is genuinely pretty good.
00:08:54:22 - 00:08:59:14
Ash Roy
So at what point did you start donating money like go?
00:08:59:16 - 00:09:04:04
Neil Patel
When we first started this interview, I was donated. Back then I wasn't donating as much.
00:09:04:04 - 00:09:07:13
Ash Roy
Right? Approximately what proportion of your wealth you give away?
00:09:07:19 - 00:10:02:13
Neil Patel
Not that much. Right now. Presented to the world that single digit for percentiles really, really tiny on an annual basis. And it's actually very, very low single digit percentile just be super clear. Even when I look at portion of income I generate on an annual basis, I'm donating less than 10% of my income on an annual basis. By the time my wife and I pass away, we will end up donating close to 100%.
Right. But I do hold most my cash. I'm not the most generous person. I'm not trying to paint myself out to be a saint. I'm not that I'm capitalist, just being transparent. I love making money for the sport of it and I don't know why, but I can't stop. And sometimes I wish I could just stop and just be that dad because it plays soccer football with my kids and go to the park.
That's honestly not me. I just love business and making more money. I'll spend time with my kids. I read puzzles with my kids or random stuff.
00:10:02:13 - 00:10:04:18
Ash Roy
You're a good driver, is that correct?
00:10:04:20 - 00:10:05:05
Neil Patel
I'm good.
00:10:05:06 - 00:10:06:20
Ash Roy
Off the blood, man.
00:10:06:22 - 00:10:36:02
Neil Patel
Yeah. I should donate more. I'll donate more before we pass. I keep majority of the cash for more business to grow and make more money. And again, I should change that. But it's hard right now in my prime when I love what I'm doing. And I hope that by me investing more into business, it compounds faster. We still give some every year, but maybe at the end when we give it all away, it'll have a much greater impact.
My wife is on the flip side. She's like, People need it now. We should give more of it now. So just to try to find a balance.
00:10:36:04 - 00:10:51:10
Ash Roy
Well, I just want to thank you for your transparency and your honesty. I really appreciate that. I know you also said in the first million podcast that you don't want to just give money away to your kids, which I deeply admire and respect.
00:10:51:15 - 00:11:27:05
Neil Patel
The biggest mistake I made was I put one of my businesses shares in a trust for my children. As my children are walking around in Elizabeth, they're too young to understand. I put some shares of a company in a trust and I ended up giving them too much. You know, at this point, I don't know what happened, but in theory, my kids will walk away with nine figures each at the age of one and three right now.
So I wish I had that as much in a trust. So when I say I don't want to give them anything, some of it's already too late. Legally, I can't just break the trust. It's irrevocable. That was the biggest mistake.
00:11:27:07 - 00:11:31:01
Ash Roy
Your view is to give away the money where it's needed most. Is that right?
00:11:31:06 - 00:11:36:12
Neil Patel
That's right. And when I made those changes, I was much younger and it was a big mistake. But living life.
00:11:36:17 - 00:11:37:16
Ash Roy
Yeah, well.
00:11:37:19 - 00:13:12:02
Neil Patel
So my goal is to give it away. And for the people running the trust to also use it for nonprofit and donation purposes and instilling that in my children, I'm not going to be a co-parent. And what I mean by that, and that's actually a bad way to put it. I don't think that if someone doesn't give their kids anything that's not called, that's actually a very incorrect statement to me to say I will give my kids something if they need it.
And here's what I mean. If my kids are on the street with no food and they're sick, you better bet I'm going to give them a house. I'm going to give them a house in Beverly Hills, but I give them a normal house and food and shelter. Or like if my kids are cancer and they can't afford a treatment, I will gladly pay for that treatment.
So, like, there is nothing and more importantly, what they don't even understand the amount of relationships and business connections that they've already met at their young age is quite ridiculous. Imagine a three year old and a one year old doing dinner with your friends, and your friends are billionaires and they've done this multiple times with different people who have billions of dollars.
And I'm not saying having those dollars makes you great or not having it makes you bad or good. Those who have lost sight. But if you look at it from a neutral perspective, typically people for that wealth are usually business owners of the people I know who are that wealthy are business owners. And if my kids want to do anything in their life, they're getting to know these parents for willing.
Well-off parents are getting to know the kids. The kids are getting to know their kids, and their kids are getting like they're building amazing network and Rolodex at such a young age.
00:13:12:04 - 00:13:14:05
Ash Roy
And hopefully they'll use it for good.
00:13:14:07 - 00:14:08:21
Neil Patel
That's correct. You never know. The time will tell. And I'm still bad. Like the other day, I was at a jewelry store and as expensive when I was called Harry Winston and they had a mother's Day present for my wife. They give mothers a present like a gold plated plate or whatever it was, cookies and stuff. My little three year old love story and her birthday's coming up soon.
I was like, What's the cheapest jewelry you have in here? And there's like, this pendant for 30 $500. I show it to my trailer and she's like, I love it. And she's turning four tomorrow. And I'm like, You want my honey? And then she's like, She looks like a princess. And then, here you go. So I'm like, not again.
I'm not a saint. I shouldn't be buying a little kid that 30 $500 a jewelry piece and a butter, many pieces of jewelry to probably break it up for a month and that's it. But like the see the smile on my little kids face? And she's like, I'm going to be a princess for my birthday. And I was like, You go get it, honey.
00:14:08:23 - 00:14:49:08
Ash Roy
Fair enough. So let's switch back to when you started. You started from very humble beginnings, and I want to sort of undo this million dollar this and million dollar that. And everyone's talking about revenue and not talking enough about profit or cash flow, which we'll touch on a little bit later. But you started cleaning toilets at an amusement park.
So talk to our viewers about that. And at one point, if I'm not mistaken, you were $1,000,000 in debt. So let's talk about the really difficult side of business. You're doing $100 million a year now, but that's not how it always was. And I want people to hear and understand that it doesn't happen overnight. So can you talk to us a bit about that?
00:14:49:12 - 00:15:52:11
Neil Patel
I'm 38. That was when I was 15 and a half. I was able to get my first job and it was from minimum wage at that time was $5.75 an hour. Technically, they're able to pay me a little bit under minimum wage. I don't know why. Maybe because I was at 16 and it was cleaning restrooms and picking up trash at a theme park.
And I love cleaning the restrooms because when I clean the restrooms, the paying extra $0.25 or $0.50 an hour to clean the toilets was a really messy job because of the theme park. You can imagine a theme park with roller coasters and kid roller, not the little kids. So I did it to make more money. I wanted a better life.
So you do whatever for the cash and eventually I tried starting some businesses. My first one was the job board failed miserably. Eventually, I tried to create a cloud computing company. Before that was really popular. Before there's Amazon Web Services for my understanding, Maybe I'm getting my timing off, but I'm pretty sure before this was big, we were trying to do cloud computing and it didn't work out and burning million dollars of borrowed money and eventually had to pay it back.
So it's like.
00:15:52:13 - 00:15:54:00
Ash Roy
How did you get yourself out of that hole?
00:15:54:05 - 00:15:58:20
Neil Patel
I was doing consulting at the same time and helping people grow their traffic on the Internet, so that helped a lot.
00:15:58:22 - 00:16:14:10
Ash Roy
So that brings up another question, and this is about scaling. I have found that there's a lot of talk about blitz scaling and scaling, but before you scale, you have to own scalable stuff. Would you agree or you don't agree? And why or why not?
00:16:14:12 - 00:16:48:11
Neil Patel
Depends on the business. If I'm trying to start a software company from day one and it's a meta software company, I'm creating a CRM. Let's take a deal with Salesforce and HubSpot and the list goes on and on. Zoho Sugar CRM, you may not need to do as much manual stuff because you're in a older industry that's established that already has a lot of systems and processes built.
So you may not have to worry too much about scalability because you can get that early on. On the flip side, if you're doing something new, a lot of times you're going to have to grind it out and things aren't as scalable as they should be.
00:16:48:11 - 00:16:54:01
Ash Roy
So when you started, did you start off with scalability in mind or did you start off with.
00:16:54:07 - 00:17:15:03
Neil Patel
Wanting to wrap up by just thinking about making money? And how has it there is no like, I need to make it scalable or I need to make it super efficient. And so my marginal profit, I'm just like, how much revenue can I make and how much of that drops to the bottom line and goes in my pocket?
That was it. When you're starting off, it's for most people it's much more basic.
00:17:15:08 - 00:17:39:18
Ash Roy
Yeah. And in your conversation with Matt Gray, I noticed you said one of your pet peeves is people don't make revenue fast enough and they don't ship fast enough. They sort of sit in paralysis for a long time. And I have to confess, I was guilty of this and I'm still sometimes guilty of it. How do you bring yourself to get too done and not get caught up in the whole perfection thing?
00:17:39:20 - 00:18:43:19
Neil Patel
That's a tough one. And I don't know the honest answer for that. And here's why I'll say that when you're going out there and just trying to get things done, you just have to have the mentality that it's okay not to be perfect and just ship stuff and get feedback. I don't know the real secret or solution. I think it's more the mentality than anything about putting a rocket into space that falls.
There's not that many repercussions. First rocket into space. Sure, people could die, but you know, when you're talking about building a software company, you have no paying customers. Who cares? Just get it out there and give feedback. What do you have to lose? And I think that's where people make the mistake because they overanalyze. They genuinely just overanalyze.
And I don't know why. Instead of just trying to get it out there, get no secret shit out there, you do. Okay? You don't get other you don't do those, okay? Like not rocket science. If it's not perfect, you got it out there. You're dead. You learn from your mistakes if it's great. lucky you, because most people don't experience that right away.
Right? Like it's more of a mental thing. Can you get over it?
00:18:43:21 - 00:19:14:13
Ash Roy
I really like how honest and open you're being in this conversation, So thank you. Something you also said was one of your biggest mistakes was not being focused enough when you were younger and you are more focused now. In episode 147, I spoke to Noah Kagan about this as well, and he said, you know, being able to say no is an important skill.
How do you say no? And more importantly, what things do you say yes to? What sort of filters do you have in business when picking projects?
00:19:14:17 - 00:19:33:11
Neil Patel
I say no to most things and I'll say yes. So my main business and that's it. So I was at dinner one time and this guy does not remember there was a guy named Brian Leder, Brian Lee, critic. She does a lot with Kim Kardashian, legalism and honest company and a few other companies. Honest companies with Jessica Alba.
00:19:33:15 - 00:19:34:09
Ash Roy
That's right.
00:19:34:11 - 00:21:34:18
Neil Patel
Brian taught me something and I didn't understand it back then. And they took their advice for granted. And when I say I took it for granted, I was like, yeah, I learned this great piece of advice. I'm going to use it. And I didn't take it from Brian from a mental note standpoint, but like bullshit on me for not using it, right?
I did not use it and I was super arrogant. I was going, Do you know, I know what I'm doing. But Brian once said, If your company is growing at a nice pace, just tell these folks and keep doing what you're doing. The moment your growth slows down, start looking at other things to do to speed it up.
So. NP Digital. All right, you're based in Australia, right? We have Australia Division. I don't know if you knew that we have anti digital in Australia as well. I do because there you go. And Dan ends up running it. That's right. So now and we have a lot of different divisions economy is bad. I'm not here to tell you we're booming when a lot of people in marketing are struggling animals, competitors and they know a lot of their numbers because they share.
Did you know our internation when you look at year to date numbers and you compare the year to year has grown roughly 74%. Wow. In this economy. So what are we doing to create more growth? We started the year with Australia, the UK, Brazil, India, Canada, the US would make it six. We also had Germany, but the Germany guy didn't work out and he didn't want to do any work.
We both decided to part ways, not try and talk trash is the reality. Yeah, so he just wants something else alive. So those are the five regions right now. We're in roughly May 19, May 28 that in a year timezone is May 20th while recording this. So you got those by region six if you include the United States.
We've already added Italy, Spain, Singapore, Mexico, Colombia, Malaysia, Hong Kong, Japan. We're about to add France. So now you're looking at nine regions that we've topped up in roughly five months.
00:21:34:18 - 00:21:35:18
Ash Roy
Wow.
00:21:35:20 - 00:22:12:01
Neil Patel
Because we're seeing growth and the growth isn't coming from these new nine that we've popped up. It's coming from the existing five and we're like a half the revenue really is international, which we knew, but we need to see the data because it's expensive to spend all this money to expand overseas. It cost millions of dollars per region.
Our original projections are nothing for region, but that's not the case, sadly. It's much more by the end of this year, including the United States will probably be somewhere around 23 to 25 regions that will be in countries. When I say regions like we're pushing hard for future growth and international expansion.
00:22:12:04 - 00:22:17:07
Ash Roy
So what's driving this growth? How are you having this success when the rest of the market is shrinking?
00:22:17:09 - 00:23:12:07
Neil Patel
We're not just focused on the US. If you're established business, let's give you a hypothetical right here. If some of the established business you make over $100 million a year in a market like the United States, when you have a bad market, most likely your numbers are going to start getting hurt. Your growth is going to suddenly start going backwards.
But on the flip side, if you're in a new market, let's say you could just expand to the United Kingdom, which has a good GDP and you at $0 in revenue, good market, bad market, it doesn't matter. You're going to close something you shouldn't be, so you're going to be better off than where you were before. And in a good market.
Close more in a bad market, close a little, be slower and that's why we're growing still at a decent clip is because we're adding a ton internationally. You are not seeing the revenues from all these international regions yet because we've been adding so many. I think not next year, 2025 will be our year is not done with, but.
00:23:12:13 - 00:23:31:04
Ash Roy
Okay, let's talk about revenue versus profit. You know, I put on my CPA or my MBA hat and I can tell you that if you're doing and I'm not talking about you, I'm saying if a business is doing 10 million, 100 million, whatever a year, but if they're spending 11 million or 111 million to make that revenue, you're worse off than the guy on the side of the street in the cardboard box.
Ash Roy
Right?
00:23:31:04 - 00:24:16:15
Neil Patel
Because you're broke in theory, yes. Unless your company is valued on revenue, which some are like a lot of SAS are. But the public markets now want profit and investors now want profit unless you're growing like 40, 50% year over year. They're a little flexible. But if you don't have the growth numbers, which most people don't have the profit.
And then the other problem that's changed is before there were okay with no profit, we have 40, 50% growth. But if you keep having 40, 50% growth and your losses just keep compounding each year faster than your growth, there is a problem. So that's why yeah, I'm a good draw. The end you're familiar with with my kind that we were to a young age that a business is someone that makes profit, not revenue irrelevant number.
00:24:16:19 - 00:24:42:04
Ash Roy
So let's talk about that. I want to just drill down to that. How do you ensure profitability? Because I'm sick and tired of hearing people talking about revenue numbers. Revenue is not important and it doesn't impress me. What impresses me is profit. And I know you're profitable, but my question is how do you focus on profitable revenue, as it were, and as importantly, if not more importantly, how do you ensure cash flow is always healthy.
00:24:42:09 - 00:25:59:06
Neil Patel
Good financial team? They do going to economics and they make sure everything we do is profitable and good leadership. See, my CEO was president of I Prospect, which is an agency global agency. He managed I don't know how many thousands of people, but a lot and he works at a publicly traded company and one of them was one of their best divisions.
So he had to run things based on a quarterly basis. Now, we don't run things on a quarterly basis, but you got to optimize for revenue and profit and things like that. So that's important. The other one to think about for us is in this economy, our profit is going down drastically, not because we can't maintain it and grow it.
It's going down because we're investing so heavily internationally and technically that's not considered profit. When you look at accounting rules, we still have great profit, but we're taking the cash flow, we're looking at the profit, we're paying taxes on it, and then we're reinvesting it for international growth based on our auditors. RSM and BDO. That's the correct way we need to do it.
So technically we still have great profit, we have terrible cash flow because we're taking all the profits and reinvesting them for international expansion and growth, which is going to make us suffer from an income standpoint for the next two years, which I'm okay with.
00:25:59:06 - 00:26:12:19
Ash Roy
And you know, I've got to say that I double revenue for a few years in a row, which was great, but I was reinvesting all of my profits back into the business. And that is what I've found. If you want to drive growth, you've got to reinvest. Would you agree?
00:26:12:21 - 00:26:26:18
Neil Patel
You do. It's painful. Hey, you got it. I wish that wasn't the case. I'll be much happier with my pocketbook if that wasn't the case. But it's like. And you know what? If you love what you're doing and you believe it, then go for it.
00:26:26:18 - 00:27:02:23
Ash Roy
As you say, if you love what you're doing and you don't work a day in your life, which is the case for me. I used to hate working in the corporate world as an analyst, but ever since I started Productive Insights, I've never been happier, so I couldn't agree more with that. You mentioned you have hired good quality financial people.
Tell me a little bit about your approach to hiring, because I think hiring is one of the most important skills when it comes to building a great company with a great culture, which also your press release said that one of the reasons you were voted for the INC workplace thing for the second year in a row is because you have a good culture.
So talk to us about hiring and culture.
00:27:03:02 - 00:28:35:19
Neil Patel
I'm not the right person to talk to about culture. I don't want to bullshit you and tell you this are critical to good culture. My co-founder does all that hiring. We use one simple strategy. We look to see who's worked for multiple of our competitors because if they worked for multiple competitors, they know your space. We look for people who stay there for a while because that means they're loyal and we look for people who got promoted consistently at our competitors.
So if you're hiring someone for a role that they've done in the past and they worked at your competitors and they've continually got promoted, that means other people found them valuable. See, when you interview people, people tend to bullshit. I did really well and I dropped this revenue and I'm the boss and this is why this company was successful.
The truth is usually somewhere in between of what they're saying, what the company says and when you hire someone who's worked at your competition or multiple competitors, they've gone continually promoted at both places. It means other people found them to be valuable. Those are the people you typically want because when they say they can do something, usually they can or else they want to be continually promoted.
That's the strategy to hire, hit them up on LinkedIn, and we don't ever say, Hey, Ash, love what you're doing. We want to hire you. That we found that doesn't work. We'll be like, Hey, Ash, love what you done in Australia. This ad agency, assuming we're hiring you to run an ad agency in Australia, we're actually looking for someone just like you because your skill set.
Do you know anyone who would be a great fit? And that's it. And then a lot of times you ask, we'll be like, Actually, I'm interested, but that's a job to people.
00:28:35:19 - 00:28:37:19
Ash Roy
And it's also a great way to actually.
00:28:37:19 - 00:28:44:15
Neil Patel
Sort of go directly and say, Come work for us. We found that to be too direct and not reference. Well, that.
00:28:44:15 - 00:29:20:15
Ash Roy
Also applies very well to sales, right? Because when you say to somebody, I'm looking for some I have a membership program, for example, I often reach out and say, I'm looking to get other members just like you because similar to a company, I think if you want to build a great membership and I've got some really great members in my membership program, you got to hand-pick the people and you got to build a good culture.
You've got to bring the right members in because one crappy member can just poison the well. So that's a great way to ask them if they know other people like them. And it's a very nice, noninvasive way to recruit members, as it were.
00:29:20:17 - 00:29:21:06
Neil Patel
Yes.
00:29:21:06 - 00:29:25:13
Ash Roy
I didn't know you had a co-founder. I assumed you were the only founder of NP Digital.
00:29:25:14 - 00:29:38:03
Neil Patel
I owned the majority of the company by far, and I have a co-founder. His name is Mike. Amazing Guy has done an extremely well in operations, great background for recruiting and sales. And then funny enough, my CEO is also named Mike.
00:29:38:07 - 00:29:45:08
Ash Roy
Okay, right now tell me about NP Digital's mission and how did you arrive at that mission?
00:29:45:11 - 00:30:32:09
Neil Patel
When we started, our overall goal was to do marketing. I'm a marketer and I was tired of paying marketing people to help us out and they just weren't doing it right. And when I say right, it was just to my standards, whatever they may be. And I'm not saying my standards are great or bad or good, you know, people can judge them on their own.
And I was just looking for people who are scrappy. I was tired of hearing like, you need more budget, you need to spend more. I'm like, okay, how about you get creative, You need budget. Your competitors spend way more than you. So then I want to build a team that was creative and and who were willing to try cutting edge experiments and tactics.
Not unethical because I know a lot of marketing stuff can be unethical, but more cutting edge and try to produce results for people and be super creative while doing it and leverage technology to be more efficient. That's how we ended up starting.
00:30:32:13 - 00:30:57:11
Ash Roy
On the ethical point, I spoke to Seth Godin about this in episode 200, and we talked a lot about empathy and he talked about generosity. Now, I noticed that you are very generous, not just in terms of, say, donations. You're more generous than most people I know, but also in terms of your content and in terms of the value you're trying to give to your audience.
So can you talk a little bit about that? It's not spoken about enough generosity and empathy in business.&
Links Mentioned:
- www.productiveinsights.com/212
- www.productiveinsights.com/200
- www.productiveinsights.com/195
- www.productiveinsights.com/176
- www.copyschool.com
00:00 Intro
0:58 The importance of understanding the creative brief
1:12 How to balance writing for humans and SEO optimization
1:35 How to leverage customer feedback and understand your audience in copywriting
3:53 Approach to content creation in the awareness, consideration, and decision stages.
6:06 How to tailor content to different stages of the marketing funnel, from awareness to consideration to decision
14:35 How to blend writing for the audience and search engines, using keywords to guide copywriting
23:00 The importance of strategy and higher-level thinking skills in copywriting
Ash Roy 00:00
If you're a small business owner looking to build his or her brand, using the power of content marketing, copywriting and better digital marketing strategies that attract lifelong clients who become raving fans and tell their friends about you. And this episode is for you. I'm actually the founder of Productive Insights dot com and the host of the Productive Insights Podcast, and I'm genuinely excited to bring you this episode with Bernadette Schwerdt
Bernadette is an award winning Australian entrepreneur and the founder of Copy School. In this conversation we dive into a variety of fascinating topics that will help you move the needle in your business using genuine, authentic methods to build your brand over the long term. Firstly, Bernadette and I talk about her approach to creating content in the buyer's journey at the awareness, consideration and decision stages, and specifically what questions she tries to answer at each of those stages in her content.
Bernadette Schwerdt 00:58
A lot of business owners don't know this, and that is one of the first questions a client will ask is What do we write? And that's not a simple answer. You have to take a few steps back and look at the creative brief You actually do a whole series of question and answer sort of responses.
Ash Roy 01:12
We then talk about striking a fine balance between writing for humans, but still pleasing the SEO gods so that your content ranks for the correct search terms and is search engine optimized.
Bernadette Schwerdt 01:25
You can sort of infiltrate those keywords into your copy. You merge both the human need and Google's needs so that you come up with a piece of copy that's going to appease both camps.
Ash Roy 01:35
She talks about how to leverage customer feedback and parlay that into your copywriting, and she really emphasizes the importance of understanding your audience. She even talks about how strategy connects at a high level to the copywriting process, which I thought was very important and useful.
Bernadette Schwerdt 01:52
I don't think you can ignore the SEO completely, but at the same time I don't think you can ignore your instinct and impulse as well and listen to what my customers or prospects say. I hear the questions that they're asking me and I take that into accommodation as well when I'm writing copy.
Ash Roy 02:06
And then she also shares how her skills as a mentor and copywriting has helped some of her clients make massive transformations in their lives and build businesses that have given them freedom from the 9 to 5.
Bernadette Schwerdt 02:19
Part of the reason I love what I do and this is only come about since I've started the training, is you realize people want something different in their lives and I get a lot of joy from being able to see people make progress and take information and apply it. And so when I see these people progress on a certain age, it gives me enormous joy just to see how people can take the information, apply and change their lives.
Ash Roy 02:43
So strap in and listen carefully to the pearls of wisdom that Bernadette shares that you can then implement in your business and your life and what your business saw. Oh, and one more thing before we start over. 90% of you who watch this YouTube channel have not subscribed. If you've ever enjoyed our videos, could you do me a favor and please hit the subscribe button?
This helps the channel more than you probably know, and the bigger the channel gets, the better quality guess we can bring to you. So please go ahead and hit subscribe. If you enjoy these videos and share them with a friend. Thanks. And let's get into the conversation with Bernadette, Bernadette Schuett is an award winning Australian entrepreneur, author, TEDx speaker and advertising copywriter.
She's the founder of Copy School, the Australian School of Copywriting and is the country's leading copywriting coach. Bernadette's flagship online courses help marketers, business owners and freelance content creators create cut through content that places them at the top of their field and on page one of Google. Today, I am delighted to welcome Bernadette Schwerdt from copyschool.com, and we're going to be talking about how you, our listeners and viewers, can grow your brand and your authority using content.
Ash Roy 03:51
Welcome to the show, Bernadette.
Bernadette Schwerdt 03:54
Thanks for having me. Ash. It's great to be here.
Ash Roy 03:54
I'm very excited to have you. I've been reading some of your books, one of your books particularly, and I found it to be very, very succinct and punchy, which I absolutely love and very biased towards that sort of content. That doesn't waffle a lot. And that's a very Aussie approach to most things, in my opinion. So great to have you.
So, Bernadette, let's start there. Let's talk about your approach to content creation in the awareness, consideration and decision stages and how you approach content creation in each of these stages.
Bernadette Schwerdt 04:23
I think what you're talking about there is the marketing funnel, isn't it? That's how two people come into your ecosystem as a business owner. And a lot of business owners don't know this, right? Because it does help work out what do you want to say? And that is one of the first questions a client will ask is what do we write?
And that's not a simple answer. You have to take a few steps back and look at the creative brief, which is another thing I talk to a lot of my students about is having a creative brief so you don't just go straight into the writing of something. You actually do a whole series of question and answer sort of responses.
So what I do actually, what I train my students to think about is, firstly, who's your customer? Right. Pretty basic. You try and get down to the one person, not so much a group of 25 to 34 year old women who buy groceries. I like to think within that subset, who is this woman? What is her name? Where does she live?
How many children does she have? What does she do for a job? What's her concerns? What's the problem? She'd love to solve here? And it doesn't take very long. I could do it in about 2 minutes with my clients. But once you get down to it, it's Gemma and she's CEO of an association for, let's say, cat lovers or something.
You know, what's her issue? So that's step one. And then you work out what are you selling? And that's another question that often gets overlooked in an advertising brief, because often clients think, I wouldn't want to sell my business, I want to sell myself. It's like, let's take Commonwealth Bank. There's 200 products within a bank. An accountant has probably ten products at best service attacks, service, SMSF service.
It's really important to work out what are we actually selling here in a particular campaign that you might be running, and then you think, well, based on all that we know, the customer avatar, where are they at in their knowledge of this particular organization? Are they familiar with us? Have they bought from us before? Are they brand new?
Are they lapsed? So from the awareness point of view, if they're not aware of us for very well sell it, can't we just take in copywriting as an example? Because that's what I do. I'd say, well, in the awareness stage they don't know anything. They don't know even what copywriting is. So from a content point of view, you think about the queues at that particular customer might have the avatar, and for me it'd be like, what is copywriting?
So I'm going to be doing blogs on what is copywriting, How much can a copywriter earn? What is the difference between content creation and copywriting? So when you think about the questions people have in that awareness stage, when they don't know much about you, it's really easy to start writing content because you just answer the questions and then you move to the consideration of that's moving people through the funnel where they know about you read your book or they've listen to your podcast or whatever they might be doing, and then you think, okay, they might be considering a course that the questions I might be having, what is the best course for me?
Do I need a degree to do this? What experience do I have in order to get the most from this, etc.? And then it comes down to the purchase cycle, making a decision and then think about other courses. How is my course different to the others? What are my success stories? What is my process? What is my money back guarantee?
So you can start to see if you just know the customer, what you're selling, what questions they have, where are they in the purchase cycle in terms of how much they know about us? Then the questions become self-evident and then you answer the questions in your copy. So that's kind of a very long winded way to be distinct in terms of how do you actually use this purchase cycle and marketing funnel to work out what you need in content.
Ash Roy 07:26
That's great. Thank you. For all that context. I would like to add a couple of things to that as well. First of all, I spoke to Joe Polizzi and we talked about something very similar. He said, Create content that meets your customer where they are on their journey. And I think you touched on that as well. When you say the customers, the awareness, consideration or decision stage, I think these are called navigational keywords, everything.
What type questions, consideration stage is answering, How will this work for me, type questions and the decision stage is typically comparison type stuff where the customer's product aware solution away and they just deciding between product and product. Me Would you agree with that?
Bernadette Schwerdt 08:02
Yeah, I mean there's lots of different models and funnels. They're all there and it's just a matter of just working out what questions do people have and trying to order those questions appropriately.
Ash Roy 08:09
We have a similar approach in our nine step business growth framework, and the first five steps are just dedicated to understanding who is the customer, what problem are you trying to solve? And I think that's a very, very important question, which is a great way to find out more about the WHO is to also do what I learned as the Amazon strategy, which is basically looking at reviews of books that solve problems around that particular pain point, and then reading the reviews, typically the five star ones and the one style ones.
And in there is that nugget, which is the problem as they see it in their words. Okay. Let's move on to the next question, which is public speaking, then let's shift gears a bit here. You delivered a TED Talk. Congratulations. That's an amazing achievement. Can you tell us how you did it? And for people who are considering it, what should they think about any frameworks, any ideas you would like to share?
Bernadette Schwerdt 08:54
I think as a former actress, people think that actors and presenters don't get nervous and they really, really do. What I do with my training is I teach people to do with their nerves first, because if you haven't got the nerves under control, your content is going to be compromised. So from a TED point of view, there's a whole bunch of formulas and models out there but haven't found them to be that useful.
And when I did mine, I just had to work it out for myself. And you only had 12 minutes. It's a very short amount of time to convey quite a complex argument, which is a lot of what the TED talks are. And so I guess fast to give any advice it to be get really clear about what does this you want to say what is the one liner that you could possibly uses the name of your talk?
How would you fill in the rest of the how to and for mine it was how to bumble your way to success, which was a very a unusual topic because who would publicly and willingly put themselves out as bumbler to a global audience. I did think a lot about that because that is that a brand I really want to be embracing for myself that I did feel so strongly about the concept that I thought, Now take the risk and put it out there.
Had an amazing reception and people still talk to me about it all these years later, and I still use it. And that's why I feel strongly about it, because the concept is in any creative process, be it learning a new skill, writing a piece of copy, learning how to do a podcast, building a relationship with someone, learning a new instrument or a language, whatever that task might be.
The early stages of it is generally filled with bumbling, and there's lots of different names for that. But I've just called it bumbling because that's what it felt like for me. And if you accept that there's going to be a bumbling stage, then you tend to give yourself a little bit of slack and you really be kind to yourself when you will inevitably make up or it's difficult or it's unpleasant.
All those things that happened with a new project, that is, if you don't understand that that early stage is going to be unpleasant and bumbling, you blame yourself. You think, Why can't I do this? I'm so dumb, I'm not good enough, I'm not intelligent enough, I'm not trained. Who do I think I am? And all those kind of negative beliefs that come out and that stops you from progressing.
And if we want to change and grow and do the things we want to do, we have to accept those early stages of a new task are going to be unpleasant. And if it does, give us a little bit of time to get through it, like I'm running a brand new course and it's been quite a massive project and every time I start a new module I'm thinking, Oh, Bumble, and it gets me through and it makes me know that there's an end to this.
It won't always feel this badly. That's kind of what the TED Talk was about. But to answer your question about structure, I think you've got to work at your top line, like, what's the opening line? And I often think it's really helpful to talk about it from a universal truth. It's like it's no secret that dot, dot, dot, whatever that is, Let's face it, we all know this to be true.
There's often these prompts. I use them in copywriting all the time, but they're very helpful. It all triggers, you know, devices to help you understand what is the nub of this whole idea. And it's example. I'm just making this up now, but for mine, it's no secret that starting a new project, relationship or instrument is going to be difficult.
If you know that that's the opening line, then you've got the audience for a start, because they're thinking that's true for me and what I was looking for truth and connection. And once the audience are going, Hey, that means something to me, then you've got them at least for 10 seconds and then you've got to obviously elaborate, but then you move right down to the end of your speech.
The last line is like, What do you want to say? What do you want them to do or feel at the end of your presentation? You know, do you want to feel excited or motivated? Do you feel cautioned or alarmed? And what do you want to do to talk to somebody, to ask a question, to fill out a form, whatever it might be?
I think if you top and tailor with those two kind of devices, it helps you structure it and helps you work out well. I've only got 12 minutes. And the other thing I do is I work out how many words I can speak per minute, which is about 150 generally. That's most people. And you think, okay, 10 minutes, 120 words is 1200 words.
Therefore you got I've got two and a half pages of content to fill. And if you know you've only got 1200 words, why write 10,000 Now You might do that just to get to your idea. But it's very confronting when you've got 12,000 words and you've got to cut it back to 1200. So if you know that only 1200, you think, what are the greatest hits?
What are the best lines that I've used? What are the best stories that I've been telling that resonates? You just kind of narrow it down a little bit because if you don't know what you're heading for, it's very difficult to write copy.
Ash Roy 1 13:04
Wow, that's a copywriting lesson right there. Start with core message. And I think another very important word you used was connection and alignment. A great book and we've talked about this before is Mate to Stick. I really love how that book approaches that idea of connecting with people and breaking their guessing machines and so on. If you haven't heard of it, I recommend checking it out.
It's called Make to Stick by Dan and Chippy. You've given us some really great insights around how to think like a copywriter. I remember one of my mentors, John Morrow, said to me, If you want to write great quality copy, don't think like a writer. Think like a street performer and I think that is more and more true today.
As people's attention spans shrink, you have to win the first 3 seconds to then win the next 10 seconds to then win the next 30 seconds and so on. And hopefully you will have to love it enough value to keep them for life. But if you don't win the first 3 seconds, you're not going to win any attention from the audience, which is sadly, increasingly fleeting.
Bernadette Schwerdt 14:00
I was just going to say one of the things that I train my students is to think about the opening line and the opening headline and that paragraph four If I don't read the first law, I'm never going to get to that one's the best offers in the world, get buried. And I know there's a temptation with writing copy, and I've done this myself where you think I'm just leading up to, I'm just ramping up.
I'm just sort of setting the scene as like, no, get to the point. Tell them what you're selling as gently as you can early on. So they've got context. Because if you've got this kind of concept of just rabbiting on, it's beginning about how good this thing's going to be and people don't know what you're actually selling. There's no architecture to hang the idea on to get to the points.
Ash Roy 14:33
Some other episodes that you might find useful. I've interviewed some other great copywriters, including Brian Clark as productive Insights dot com slash 116 and Sonia Simon collectibles has to slash 127 and John Morrow Productive Insights podcast slash three. But at it I asked Neil Patel this in episode 212 and I'm going to ask you the same question because I'm interested to know what you think.
Do you write for the audience first and search engines second or the other way around? I would love to hear your thoughts on it.
Bernadette Schwerdt 15:00
I think we have to write for the humans first, obviously, because if you just write for Google and you might get on page one, but the person's going to read it and not connect with it. So it defeats the whole purpose of doing it. But what I would say is you can blend the two at the same time.
For example, let's say copywriting courses is a key phrase that I want to be found for. Then if I know that it makes it a lot easier to write my copy because I can use that as the basis for my copy. So I don't just say willy nilly, I'm going to start from scratch with no concept of what the keywords are.
I think, okay, they are the words. So therefore I might be thinking something along the lines of best copywriting courses in Australia, top copywriting course success stories, so you can sort of infiltrate those keywords into your copy. You merge both the human need and Google's need so that you come up with a piece of copy that's going to appease both camps.
Ash Roy 15:50
One thing that absolutely kills me about that and I wanted to ask your opinion on this is I find SCA restrict or inhibits the creative process for me because I may want to write about something and I go and look it up on a keywords everywhere and there's not enough search traffic for that. And that kind of just messes me up.
And I asked Seth Godin what he thought in episode 200, and he said, I don't use SEO at all. I asked Derek, same as the same question, and he doesn't either. So for those who are listening and watching, you don't have to use SEO to guide all your writing. I like to, but I'm curious to know, Bernadette, how do you not allow that technical SEO process to interrupt your creative process where you feel moved to write about something?
But then the Damasio tells him not to write about it.
Bernadette Schwerdt 16:31
Yeah, I think it is a blend. I don't think you can ignore the SEO completely, but at the same time I don't think you can ignore your instinct and impulse as well. And people know their audiences fairly well. I listen to what my students say. I listen to what my customers or prospects say. I hear the questions that they're asking me and I take that into accommodation as well when I'm writing copy.
But what would the normal person, this customer, would ask, Okay, well, how can I niche that? How can I long tail it a little bit so that I do create a really interesting phrase or blog or whatever title that might get found a little bit more easily than some of the other ones that I've got a lot of competition so that you can play the game a little bit.
But I think you've got to just always start with the customer in mind. If you don't, it's like, where do you begin? It's impossible actually, I think, to write a copy if you don't think about the customer at the heart of it.
Ash Roy 17:16
So let's talk a little bit about that actually, because to me and please feel free to correct me if you don't agree, but to me, copywriting is about 80%. If not more research, because if you're not in the right conversation, it doesn't matter how good your sentences are. What are your favorite research tools where you go and find out about your audience, who she is, where she hangs out, and so on?
Well, I.
Bernadette Schwerdt 17:36
Have a creative briefing document that I call my single source of Truth, and I use that with all my training and all my students love it because they never knew there was a brief to start with. And that's a revelation for a lot of people that you can actually document or codify the creative process to some degree, and rather than as copywriters, turn up to a client not knowing anything about their business, it feels quite intimidating.
You talk to a manufacturer of rubber hoses or tires or tiles, and I've worked with all those bizarre products that I've worked with. I know nothing about them. I've never used them. It doesn't matter. Yes, I do my research before I go, but if I just have the client in front of me, that's a great starting point. And I asked them these very specific questions and they are very specific.
That gets me started and it gives me enough knowledge to be a little bit dangerous. Then of course I talk to their customers. I look at the testimonials and you mentioned that just a moment ago, which is quite interesting. And I've got this technique from Liz Green, One of my copywriter tests on my students has done exceptionally well.
She's very good. The voice of customer research or VSC. And what she does is if she can't get access to the clients or they don't have any clients yet, they're brand new. She goes to the competitors and she looks at their testimonials, what they say, good and bad or bad reviews. Hopefully not. But if they're there and she says, What's the nub of this?
What is important to these people as interesting? You can actually get it from other competitors. What's important for your client as well? So that's good. If you don't have access to clients, use the product. That's why I say to my students, pick a topic that you really enjoy using your or a product or service that you love yourself like.
It might be yoga, it might be pets, it might be wine, it might be travel because every industry needs a copywriter. So why not start with something that you actually enjoy so that it's not a chore to research that particular product? I've had a student of mine called Ruth, who loved like we did some coaching, We worked out how you can find that first gig, and she did and that is working with Treasury State and she was the last time I spoke, which is at McGill in South Australia, on a hill drinking wine and writing about it.
And she goes, Bernadette, you've changed my life. I said, Well, you did it. We worked together to create that. You had the knowledge and the guts, and that's part of it as well. Have the guts to honor. What is it you love? What do you really want to do? Don't just say something just because you think it might make money.
What do you really love to do? What he read. What's on the bedside table? What would you do for free? What conferences do you attend for free? When you get clear about those ideas, then you know that there's going to be a market for that because every industry needs a copywriter and life just gets a lot easier because you can research to the cows, come home, you don't mind, you're getting better at what you do and you're enjoying the process.
Ash Roy 20:00
I first heard about the Amazon research technique from a person called Danny Ene, who's quite a good copywriter himself. And I want to also ask you, do you use things like Quora or the Amazon strategy and took it to Udemy and did the same thing on there. Do you use those tools at all to do your work?
Bernadette Schwerdt 20:15
A lot of my students do, especially the younger cohort. I don't know particular reason, but yeah, I know a lot of my students love all that stuff and I think if you're struggling for ideas or you'd like to get a really good broad section of read, it's brilliant for that kind of stuff, but it's not something I would turn to for in the first instance.
I'm not saying I wouldn't occasionally do it. They're not my first go to points. Of course.
Ash Roy 20:36
I'll tell you what, in our nine step framework, we are very big on this and that is talk face to face with the customer if you can, because while it's not scalable, having a face to face conversation gives you so much more nuanced feedback on what matters to the customer, what doesn't. We have a lot of communication that happens that we don't even know about through micro-expressions and stuff like that.
So even a Zoom call, if you can get on a Zoom call with a customer and ask them, maybe you use the PEN framework if you want to apply that Neil Rackham selling framework. But this is not just for selling, even for customer research. You can try and understand your customer better by speaking to them face to face.
The second best option is maybe on the phone, and the third best is through survey. Surveys are very scalable, but I am very biased with the face to face. And once you have enough of a feel, which is what I sense, you do better that for your ideal customer, then all these other things just become more.
Bernadette Schwerdt 21:26
Supportive, really supportive, backup.
And.
Augment. That's it. And the other thing to ask is podcast. I have a podcast and I interview a lot of my students because I'm thrilled and fascinated by how they've progressed, and it gives me permission to say how did you do that? What was the defining moment for you? When did you just leap into the unknown and give up your job and start copywriting?
What was going through your head? What did you do to find your first client? And if you do have a podcast, bring your clients onto it and use that as an elevation for them and also market research for you. And that's not why I do it. But I'm always intrigued as to how people succeed. That's a nice way of doing it and a really respectful and fun way for both.
Ash Roy 22:01
I couldn't recommended more highly. I did a podcast with one of my clients, Amanda Farmer. She's a lawyer and we interviewed her twice, actually, first when she was six weeks post launch for her podcast. I helped her launch podcast and then 20 months in she ended up on Sky News and Channel Ten. She really took it to the next level and it was a great way to showcase her skills, but also that this framework that I have actually does work.
A couple more tools I would like to recommend to people listening or watching Spark Toro, which is the newest bit of software created by Rand Fishkin. I've been using it for about a year. I find it incredibly helpful. It actually looks at people's profiles to get a better understanding of the customer. It's not keyword centric, it's more person centric.
So you really understand your audience better and you can learn more about that. In my conversation with him in episode one, five nine. And the other tool which we'll just quickly touch on is chat CBT, which is all the rage at the moment. What used to take me seven, 8 hours is now taking me maybe half an hour, so you should be using that.
Otherwise you're at a competitive disadvantage. If there's anything you'd like to add to that, you're welcome to do so.
Bernadette Schwerdt 23:00
Yeah, it's a hot topic, isn't it? Everyone's asking about it and with good reason. It's an amazing piece of technology and I think it has opportunities and it has threats. And you're absolutely right. Get on it, use it and start to see how it could be useful to you. And as copywriters, I don't think it's going to cut jobs out any time soon.
It might compromise some things like product descriptions and things like that which are kind of rote and very formulaic in some respects. It can fast track that you still need the human touch, but I think where we can really have a point of difference to the chat bot is to think about the higher level thinking skills that are required here.
We need the customer audience What stage of the process that they at, what are the things that matter to them? And I think we have to get the strategy right before we even bother ourselves with writing the content. And I think that's not what the chat bot can do. It can't do strategy, it can't work out what is it we need to say and should say.
And that's what US copywriters and digital marketers need to be good at. So I think once you've got that sorted, by all means it's going to make life a lot easier. But when we're talking to clients and a lot of copywriters are concerned that they might be losing revenue or whatever, I think be honest about it, say look, I use it, but you're going to get a better result because of what I'm doing, my time, my expertise, my work.
You're going to get a better result. It doesn't mean I'm not writing it, it just means I'm using it as a starting point so we can fast track the writing process. So I think it's good opportunities and threats and you just have to use it and see how it works and see where it's going.
Ash Roy 24:26
I recently attended a conference with Bryan Clark and Robert Bly, and I really like one of the things that came out of that, that it produces what they called be great copywriting, which means that you can still use it, but it doesn't have things like emotion. It doesn't have examples of how the particular product works or what you're saying actually, unless you ask it for those examples, it's not perfect yet.
Bernadette Schwerdt 24:47
Well, I think what it can also be is a great research tool for you researching your client. Yes. It's talking to a colleague just a moment ago about this and he was looking at toddler sunglasses and he put in the prompt. Tell me about toddler sunglasses. And he got all this information about that. He wasn't even conscious of that, that ISO standards and quality control, which he was able to take that and bring it into his copy.
But he had no concept that that was important to that particular topic. So I think we can use it as all like a tree, sort of the pillar of the kind of content pieces that we'd like to investigate. And we got okay, didn't know about that bit, I'll grab that bit and then I'll research that again so it can be a lovely sort of fountain or source of information that we might not have been privy to previously.
Ash Roy 25:30
A great research assistant. In fact, I just remembered what I was going to say before, and that is it's a case of garbage in, garbage out at this moment in time. I don't know how the next version is going to be, but in this version, if you don't ask the right questions and if you don't put in the correct input, you're going to get very substandard output.
So that's where the skill comes In. Your experience as a copywriter or a business owner or whatever it is you do, it's about asking the right questions off the software. Researching is important, but an important part of research is knowing which book to go to. Who are the authorities in the field? You don't go and read some B-grade book and assume that that is correct.
Not everything on the internet is true, so you need to be able to filter the curation element and that you don't get in this version of Chatty, too.
Bernadette Schwerdt 26:12
Yeah.
Ash Roy 26:13
All right. So let's talk about how your skills as a copywriter help to change a life or a business.
Bernadette Schwerdt 26:21
Part of the reason I love what I do and this is only come about since I've started the training is you realize people want something different in their lives. I get a lot of teachers coming through my program and I use them as an example because their world is being impacted by this very technology that we've just been talking about.
And COVID impacted them dramatically. And we're coming to a point where they say, you know what, I can't do this anymore. So I've had a lot of teachers say, is this really a thing? Could I possibly make a career out of this? And it's a serious question because they're giving up a job to go and become a copywriter.
So they need to know the truth. And I've interviewed a number of my students on my podcast, so I know their stories quite intimately. There's one woman I'm thinking of who was a teacher, head of the private Glasgow School of English, head of the department, and just wanted to be home. I wanted to be with a dog. I wanted to walk on the beach during the morning, didn't want the stress of the classroom and everything.
So she took my advice and she did the training and she saved up a little bit of money just to have a bit of a back up. And she just resigned from a very high paying, very respectable and prestigious job. And she just went to a first networking event. She was terrified. She used the script that we gave her.
She found a first client. She did it again and again and basically rinsed and repeated the process and now she looks back and she says, I can't believe I'm learning as much as I was as a teacher. I work when I want with whom I want, I'm challenged. It's creatively stimulating. It's intellectually demanding. I'm respected for what I do, and the need is growing and I can work with the advice that I want.
So I get a lot of those stories where people have given up jobs that they didn't see a future in it and they feel stuck. And I get a lot of joy out of that from being able to see people make progress and take information and apply it. And I take great credit for that. I give them all credit because knowledge is there.
It's who applies it that really makes a difference. And I've seen students that I've worked with 20 years ago, like one man, he was just a young guy at a bar in my study web design, and then he got a bit of confidence from the course as well. And he did an award school, which is like a sort of industry training program.
He was like one of the top performers in that particular program. He got picked up by clemencies and he rose to the top of Clemenger, as was the creative director. He won every con award, which is the advertising equivalent of the Oscars, 28 of them. And just extraordinary. Now he's on my podcast as well, and I'm still in touch with this beautiful man.
And he just says, Your course was the gateway drug. And I look at his life now. Again, don't take credit for what he's achieved, but I was privy to the beginnings of it. And so when I see these people progressing on a certain age and I've been able to see people move through over the 20 years I've been doing this, and it gives me enormous joy just to see how people can take the information, apply it and change their lives.
Ash Roy 29:00
I love your generosity and the acknowledgment that as consultants or coaches or copywriters, we can provide frameworks, but we can't lift the lights, we can't do the execution. It is up to the business owner or the client to do the execution, unless of course, it's a done for you service, which is another conversation altogether. Are you comfortable sharing how our audience can listen to that podcast?
Bernadette Schwerdt 29:22
Because yeah, of course all these people have been mentioning on the podcast, it's you want to be a copywriter and you can just look that up and wherever you get your podcast, you can get a copy. copyschool.com, it's my website and you can find it there. And if you want to be a copywriter, you can work out what you can earn.
We have a rate card that you can download. It's a lovely matrix that tells people what mediums you can work in and how much you can earn. And we've got a beginner price with an experienced price. We've got an in-between price. In case you don't feel very confident, one of the things I do say is try and move from free to fee as quickly as you can because the amount of work you put into something for free is the amount of what you put into something you pay for.
So what's the difference? It's just your belief in the material that you've created. So if people want to learn how to get paid for their work, there's a beautiful rake out there they can download.
Ash Roy 30:02
How do people find out about this right card? This sounds really interesting. Do they just go to copy school dot com? And what do they look for on your website?
Bernadette Schwerdt 30:10
Yeah, there's copies Hulu.com and there'll be a little icon saying Download the right card and you can download it and get it instantly. So it's on the home page.
Ash Roy 30:18
I'm going to do that. One tip I wanted to share with our listeners and viewers is the benefit of using something called the alter ego effect, which I learned from a guy called Todd Herman, who's written a book by that name, and he was a guest on episode 176. And for me, I do have a lot of mindset issues which have got a lot of baggage from childhood and so on.
But I found the alter ego effect approach to be very useful in sidestepping a lot of the baggage rather than having to deal with the baggage, which I still think you need to deal with. We all have our demons and we need to work through them. But I found it is a very quick I don't want to use the word shortcut, but it's a quick sidestep, so I'm just going to give a really brief overview on how it has helped me and maybe it will help people who are watching or listening to this.
The idea of the alter ego effect is not new, and it's been around forever. David Bowie had Ziggy Stardust and the Beatles had Sergeant Pepper's Lonely Hearts Club Band and Beyoncé, who I would like to say I'm not a fan of. I just don't like her. Music created Sasha Fierce, which was the name of her first album. One of the challenges, I believe, was she wasn't comfortable with all the suggest of going to dance moves that you had to do to make it big in music, because she was raised in a fairly conservative background, so she created Sasha Fierce and that became her alter ego and that helped her to break out of her own
mental stories that were holding her back. So if you are struggling as a writer or a business owner and you are having difficulty getting rid of those stories, a great way to do it is to create an alter ego. Another version of yourself, if you like. In Todd Hermann's case, you'll see the book has a pair of glasses on the front, so he has his reverse Superman where he puts on the glasses and he's like Superman kind of thing.
And you step into that ego. You have a totem, and that totem kind of activates that alter ego and then allows you to do things that the normal you would otherwise would be fearful of. But over time, the alter ego and the real you sort of meet in the middle and you form a sort of a new persona and there's a ton of different use cases for this and for Hermann's work with Olympians and also to athletes of various levels.
And it seems to work. That's my $0.02.
Bernadette Schwerdt 32:16
I love that so much. And I've heard other variations of it, which I find really interesting, too. The one woman I don't know personally, but I heard her tell a story that she was starting up a business and she didn't have any staff and she felt really uncomfortable emailing people about sales, like, Are you going to buy my product or not?
Or can I get a testimonial? So she created an assistant called Like Lucy or somebody who didn't exist and so whenever she sent me emails from Lucy, the PR or Lucy, the publicist or Lucy, whoever it was. So even though it was her because it was under the different name of somebody else, she felt a bit of a distance.
So she didn't actually have to go through the emotional wear and tear of sending it herself. So I thought that was really interesting. And I've often said that to my students that asking for testimonials can be quite challenging. So either email it so that you don't feel you have to ask it personally or do get a PR or a VA to do it for you so you don't even know it's being done or when it's being done, it just gets done.
Or if you can't afford that, use this alter ego that you've just mentioned. I love it. Great idea.
Ash Roy 33:13
Yeah, and don't forget to have a totem to activate it. So one of the people that inspires me the most is my wife, who is an incredibly strong and accomplished human being, and she received a monogrammed coffee mug. I kind of stole it from her. And I have it on my desk and I look at it. That's my way of saying, well, if she can achieve what she has and overcome the obstacles she's overcome, I can do it, too.
And that's the other thing. Your idol or your hero doesn't have to be someone who's written 25 books and whose name is up in lights. It could be someone you're married to now.
Bernadette Scwerdt 33:44
I think it's great. Another way is Radiohead. It's like, what would so-and-so do in this situation? What would Oprah Winfrey do here? What would Elon Musk do? What would the pope do? You know what it Gandhi either. So sometimes just stepping into the realm of another persona who's renowned for that particular quality that you want to adopt, that's often a useful thing to do as well.
Ash Roy 34:03
Well, that was a wonderful conversation. Is there anything else you would like to add, Bernadette Nothing.
Bernadette Schwerdt 34:08
I think you've covered a great plethora of topics there. Ash, It's been a delight talking to you and thank you very much for having me.
Ash Roy 34:14
Lovely to have you. And maybe we'll talk again soon. Thank you so much for being on the show.
Bernadette Schwerdt 34:18
My pleasure.
I thought it would be a good idea to extract some of the key actionable insights that stood out for me from each of the podcast episodes.
Lisa Myers is an expert in SEO and content marketing and was introduced to me by Rand Fishkin. She is the CEO of Verve Search and is an internationally respected search marketing expert. She’s won a number of prestigious awards, and in 2011, she won the Search Personality of the Year at the UK’s Search Awards and most recently, in the European Search Awards, they won the best SEO agency, the best content marketing campaign and the best Pan-European campaign. Verve’s unrivaled creativity and attention to detail have seen the company grow rapidly from a small team of passionate enthusiasts to an authoritative global service provider.
How To Use E-commerce To Take Your Business From Six Figures To Seven — With Ezra Firestone
Bernadette Schwerdt is an award-winning Australian entrepreneur, author, TEDx speaker, and advertising copywriter. She's the founder of Copy School, the Australian School of Copywriting, and as a country's leading copywriting coach, Bernadette's Flagship. Online courses help marketers, business owners, and freelance content creators.
Links Mentioned:
- www.productiveinsights.com/175
- www.productiveinsghts.com/200
- www.productiveinsights.com/222
- www.productiveinsights.com/212
- www.primalvideo.com
- www.productiveinsights.com/primal
Chapters:
00:00 - Intro
01:12 - The secret to growing a youtube channel from 0 to 1.5m subscribers
02:45 - YouTuber vs business owner who uses YouTube for growth
08:17 - Is it too late to start a YouTube channel today?
09:32 - YouTube rewards new content that's best for the viewer
10:49 - How Primal video built a following of 1.5m subscribers when other channels didn't achieve this
11:23 - The YouTube strategy for growth is so simple when you hear it
11:40 - The first thing you need to do is create content people want
12:02 - It's about talking to the problem and introduce the viewer to the solution
13:31 - The two things you need to do to get found on YouTube
13:45 - What drives a click on YouTube?
14:28 - The third thing YouTube cares about
15:53 - How to help YouTube understand your content
16:53 - YouTube follows Google's search principles
17:12 - YouTube is the second most visited site in the world
19:07 - What do I put in my course if I'm giving away everything for free
19:25 - Earning vs stealing attention
19:49 - Do you need to make ridiculous faces on thumbnails
24:28 - Justin Brown's favorite YouTube software
24:46 - Why JB uses Keywords Everywhere for Keyword research
26:08 - How I use Chat GPT and AI in content creation
31:10 - How frequently should you publish
31:32 - How frequent and how consistent should your uploads be
35:04 - Toipc selection
39:20 - YouTube analytics
39:47 - YouTube build in video editor
40:02 - How to reoptimise old YouTube content
40:29 - Is it safe to delete published YouTube videos
43:38 - How important is adding b-roll when editing
45:05 - Why creators use b-roll and other alternatives to b-roll
47:47 - Outtakes and bloopers
49:41 - Short form content vs long form content
50:28 - YouTube shorts recommended strategy
53:16 - We're testing a new strategy in this very video
54:07 - Affiliate revenue model
54:36 - The three revenue streams at Primal Video
55:16 - Affiliate marketing is a win win scenario
58:21 - The importance of integrity in affiliate marketing
59:33 - How an $8 purchase led to affiliate commission on $30,000 gym equipment
01:02:28 - The Primal Video community is amazing
Transcript:
Ash Roy 00:00
Justin Brown and Mike Brown from Primal Video have built a seven figure video marketing company, grown a YouTube channel from zero to almost 1.5 million subscribers at the time of this recording on YouTube, and have developed recurring income models while still helping tons of other entrepreneurs do the same. In this conversation, we'll be digging into Justin and Mike's YouTube channel strategies with Justin and how they use those strategies to build a successful business. I'm delighted to welcome Justin Brown from Primalvideo.com and we would love to talk about how you, our listener or viewer, uh, can build your business and brand authority using YouTube. Welcome to the productive insights, podcast and YouTube channel Justin.
Justin Brown00:42
thank you very much for having me on.
Ash Roy 00:45
You're most welcome. It's an absolute pleasure to have you, Justin. I've been following your work for a long time and I really like the fact that you are somebody who comes from the heart. You're very genuine and I feel like your values resonate with me. We have a few common friends which we're chatting about on the preamble, so it's really great to have you here. So Justin, let's start with the most interesting bit, and that is, can you share with us the secret to growing your YouTube channel, Primal Video to almost 1.5 million subscribers from zero? How did you do it?
Justin Brown01:24
Even that number seems a little crazy to me. Uh, look, I guess we started the YouTube channel eight years ago and uh, we started with no idea. Just make some videos and they will come and treated YouTube as a video hosting platform where throw some things up and you can go viral and get views and traffic have impact on it. But it really doesn't work that way. So we've gone through, we've made a lot of mistakes over our time. Uh, we definitely got to the point early on when it wasn't working that we nearly gave up and that it was a bad business decision for us at that point. So, I mean, while I make videos on YouTube and while we have nearly 1.5 million subscribers, I'm not a YouTuber. Uh, I make videos on YouTube which are, uh, able to show up and help and impact people with a specific pain or problem that they have. And the traffic and everything that we can generate from that. Adding value and helping people, uh, is also what grows and builds our business too. So it's an amazing business tool for us. But when it wasn't working, then it was a bad business decision for us to continue with what we were doing or we had to figure it out. The biggest mistake that we made and that a lot of people make, is not having a clear strategy, not having a clear plan in place, and the ability to try and test things and know what things to try and test, to be able to set yourself up for success.
Ash Roy 02:45
Okay, what really interested me in what you just said there is. You said I'm not a YouTuber. Can you tell us a bit more about that? What do you mean you're not a YouTuber? But yet you've used YouTube to build a very successful business. So what's the difference between you and your YouTuber?
Justin Brown03:00
And there's nothing wrong with that term. I know a lot of people will say that's what I am for me, I'm a business owner. Uh, and we use YouTube for generating traffic and having impact. So it works very well for both of those. But typically what you would find with a YouTuber is that they're relying on going viral on YouTube. They're relying on just YouTube itself to pay them. And yes, there's some great ways that you can make money from YouTube but it's also very limiting and there's requirements. Um, before YouTube will start paying you, you need to have 4000 hours of watch time on your channel and you need to have 1000 subscribers. So a lot of people think that that's the only way that they can uh, make money from this stuff. Um, but in fact, you can actually start from day one again if you're treating it more like a business and a business tool. Um, even if you want to call yourself a YouTuber or not, if you're treating it that way that you don't need to be doing all the things that YouTubers feel they need to do like creating content every day or being on every social media platform. We have a very small audience on other platforms. We chose to go all in on one and that's I guess what a more strategic business person would do. Like where are we best to allocate our time and money and what focus can we have? Let's go all in on one and yes, dabble and play with some of the others. But I guess it's more the approach around it than thinking that there's a lot of stuff that we can lead to from this. But there's a lot of people that feel like um, that they're overwhelmed. A lot of people feel like I'm in burnout from uploading to YouTube and feeling like they're employed by YouTube and if they stop or take a week off that it's going to kill their channel. But none of that is true if you're not a YouTuber. Right? It's a business tool. I can upload when I like. Yes, there's definitely benefits in uploading consistently. But having the strategy is what we'll keep coming back to as a clear direction, clear ways to test and measure so that you can be successful with.
Ash Roy 04:57
This look that's really really interesting. And I was hoping you would say that because I wanted to try and draw that out for our audience. A YouTuber uh, is someone who identifies as such. But I have been watching your business for years now and I've been a member of your membership community, Primal Video which helps you to grow your authority on YouTube. And I understand that you see YouTube as a vehicle to build authority and attract your ideal clients. YouTube is not an end in itself for you, it is a means to an end. And I think that's an important, subtle, but important distinction. I spoke to James Clear in episode 175 about developing habits. Each time you perform, the habit is a vote towards the identity, is what he says. And that's an interesting point to me because when you create YouTube content, if you create it with the intention of seeing yourself as a YouTuber, you're building that identity. But if you're creating it with the intention of delivering value to a small section of the world who you want to help, as Set Gordon said in episode 200, then you are more likely to succeed in using YouTube as a means to building your business rather than becoming a YouTuber. Would you agree?
Justin Brown06:17
One hundred percent. I love that.
Justin Brown06:19
So it really is again about getting clear on who are the people that you want to show up for and the people that think like, I just want to be famous, right? And again, there's nothing wrong with that. But for who into what, it's harder because you're not classifying yourself necessarily into a specific niche. Whereas from a business perspective, there are ideal clients and students and people that you want to show up for. Now, that doesn't mean that you're going to rule yourself out of other audiences and niches as well. I mean, for us, helping people say on YouTube how to make videos and get views on them, we also have a lot of younger kids that are watching trying to grow their gaming YouTube channel. So that's awesome. I love that we have the ability to show up and help whoever with our content. But when I'm creating it, I'm creating it with a Clear avatar, a clear person in mind from a business perspective of I understand their pains and problems and I've been through a lot of them. So uh, how do I share my thoughts and opinions on helping them get to that? And if it can help anyone else as well, then that's amazing.
Ash Roy 07:18
Man, I got to say I, by any stretch of the imagination, don't think I'm famous, but I've come to be known a little bit more over the years. I've been doing this for ten years and I've had the opportunity to meet some really famous people and from what I can see, famous completely overrated and it's actually a burden in a lot of cases. I remember speaking to Seth Godin in episode 200 and he said maybe 7 million people have heard of him and he's one of the most, quote unquote, um, famous people that I know personally. And you know what? I don't think it matters that much. What matters to him at least is serving people, serving his audience and he says, find the smallest audience. So if you're watching this and you want to figure out where to start, I would recommend going and having a look at that conversation. It's at Productiveinsize.com 200, by the way. Any episode number I mentioned, you just go to the episode number, takes you there. So james clears productiveins.com. 175. So okay, let me ask you this. Is it too late to start a YouTube channel today?
Justin Brown08:21
I mean, part of me, as a joke, just wants to say, yes, you've missed it, we're down. It's too late I'm sorry.But look, it's actually a really common question, and it's also a really big myth that's out there. Uh, and I guess where it comes from is people are looking on Google, on YouTube. And I pair the two together because we get a lot of traffic from Google with people not necessarily expecting to click on a video. They search for something and videos show up because it's the same company. Right? So, uh, a lot of people are looking and they're seeing, all right, there's already people out there with millions of subscribers that already have the following, or the audience, or they're already making the videos that I want to make. How do I compete with that? Um, so is it harder to start today than it was maybe ten years ago? Yeah, for sure there's more people on the platform, but at the same time, most people don't have a strategy. Most people are just hidden hope. Like, I'll create a video on this topic, throw it up there without a strategy, without a thought to what the viewers actually need, what YouTube needs, what's actually going to help people click on their video, and then what's going to help people actually stick around watching that video so that it's actually a benefit to them? A lot of people don't consider that stuff. So the biggest to answer your question, no, it's not too late. And the biggest reason why, outside of most people not having a strategy, is that YouTube rewards new content. YouTube wants to always get the best video in front of the right person when they're looking for it. Right. So it's a good experience for the viewers. That's what YouTube is looking for. Now, if it's only serving videos from ten years ago, five years ago that have millions of views, what if something's changed? So there is a massive opportunity for anyone, even with a brand new channel, you don't need to be going viral on every video. You can strategically show up in these top spots, even with a brand new channel, if you've optimized it. Right. But also because YouTube is looking at new or recent content, it's got to be good content. It's got to add value. It's got to entertain or help people and keep them watching. But, um, that's the opportunity there. So, yes, it is not too late for YouTube because YouTube wants new stuff. Too.
Ash Roy 10:19
Okay, we're going to come back and talk about the new content in a little bit more detail and the frequency of content and so on. I really like what you said about the YouTube strategy, and that being important. Now, I've been a member of Primal Video for a while now, primal Video Accelerator program. And I see how you teach that strategy and I understand exactly how that works. And I can see how you've done that to build your own business and your own YouTube channel. So can you give, uh, our viewers and our listeners a two minute snapshot on, if possible, on how you have used strategy to build this, following to 1.5 million subscribers? When other people I've seen haven't been able to do it, there's other people who have, by the way, not just you. Ali Abdal has gone from, I think I saw him at 200,000. Now he's at about three and a half million or something like closing on in 4 million. But he uploads content regularly, too. So I'll be quiet now and I'd love to hear your thoughts on it.
Justin Brown11:20
Okay, look, I mean, there's definitely the strategy. The strategy is and it's so simple when you hear it and that's what makes them the best strategies. Look, really got to think of what does YouTube want and how does YouTube work? Uh, and this is something that I guess we didn't understand when we first started out, throwing content up and hoping that it would work. We didn't have this strategy in place. So this sounds very simple, but the first thing you need to do is focus on creating stuff that people want or that people are looking for. So even though you as the expert might be here saying, this is the stuff that people need, this is the solution, most people can't find that, uh, video or aren't looking for that because they don't know what to search for. They don't know how to find it. They don't know it yet. If they knew it, they wouldn't be looking for it. So it's about, uh, talking to the problem and creating videos around that and introduce them to the solution. The strategy for this is do some keyword research, right? Just even going to YouTube itself and start typing in a few different words around your topic, around your niche. Those auto suggestions that pop up, they're not random. They're things that people have actually searched for and are actually looking for. So that's where we're going to refine our topics. It's not me coming up with a random idea saying, hey, we should create this video. We're looking at the keyword research. So even if I do come up with a random idea, which is pretty rare, we'll, uh, validate it. What would people search for to find this? What would I search for to find this? And taking that step back on your content as the first step is something that a lot of people don't look at what you're titling your video really matters for the algorithm and the viewer. And if you're calling it episode 363, um, blah blah blah a Day at the beach, what's the value in there for someone no one's looking for episode 363? And what about that day at the beach? What's going to make them click? Uh, how do they understand what that video is about? So the first thing is we want to do that research. We want to then put that information, that phrase, that search term, that topic, we want to use it in the title, we want to use it in the video itself if we can. We want to use it in the description, wherever we can add this information to help YouTube understand that this is what our content is about. So it can start to test it in those places on the platform, right? That's the first thing. How do we help YouTube understand our content and get it placed on the platform? Now, let's say we've done this. The next step, our content is showing up places. We need to get it clicked on, right? It sounds so obvious. Of course you need to get the video clicked. But what drives a click? And it is the thumbnail image, the little picture, right? You got to think of you're on YouTube. There's so many little images, so many little videos for you to click on. What makes yours stand out about the others? How do people quickly work out what their video is about just by glancing at your thumbnail image? People do judge a book by its cover and your YouTube video is no different. So you want to grab people's attention. You want to try to help them work out if that video is for them or not before they click on it again. You don't want everyone on your video. You want the right people that are interested in that thing to click on your video so they're more likely to stick around. So it's a good experience for YouTube and for you with your content and for the viewer, right? So your thumbnail strategy number two is super important. The third thing, then you've shown up on the platform, you've got the click, they're on your video. If you don't keep them watching then you YouTube is going to see that it's a bad experience or that video is not fit or it's not very good. It's going to stop pushing it out. So it's not that there's one of these things you need to do. You need to level up on all three of these things. And no matter what level you're at, there's always a next level of things that you can be trying and testing to evolve, to get better with your titling, to get better with your thumbnails and how you're structuring and what you're saying or what you're doing in your videos to keep people engaged. And watching. That's really the strategy. That's what we're talking about here.
Ash Roy 15:04
Brilliant. I love how you've stated it in three specific steps. I'm going to take the opportunity to ask you another leading question. I know the answer, but I want to hear it from you. You said it's important to understand what YouTube wants. So what would you say are uh, YouTube's objectives and how do we align ourselves with those objectives? You already told us that to some extent, but I want to dig into that a bit deeper.
Justin Brown15:28
That's good. So if we look at what YouTube wants, its eyeballs it's attention, it's time on platform. But also it gets that from people having a good experience on there. If you were searching for something or you went to YouTube and nothing related, nothing relevant, nothing interesting showed up, it would be a bad experience. So this is where YouTube's goal is to get the right video in front of the right person when they're on there, right? To keep them engaged. So what you can do to help YouTube understand your content is by titling it in a way which is helping it understand the content. It's not just as I said, episode 363 or whatever, uh, day at the beach. It's like how do we get very specific? Um, and this is where doing that keyword research or topic research is super important. So we're trying to help YouTube say, hey, when people are searching for this thing or looking for related or relevant content, this video is a fit for that. But it's also looking inside your video itself. That is the biggest ranking thing that YouTube is looking at. Because you could gamify the title, right? You could gamify the tags. We've all seen those clickbaity videos where you click on it. You got me, this has wasted my time. This isn't actually what it is, uh, that you thought it was. So YouTube is analyzing your video, it's transcribing your video, it's looking inside the text and everything that's going on to again, hit that goal of right video, right person to give them a good experience. So time on platform and YouTube session time is really what we want to help with now.
Ash Roy 16:53
Something that our uh, listeners and viewers may not know is that YouTube is owned by Google and their strategy is very similar to Google's strategy in that regard. I e. To deliver the best possible user experience, which is what Google tries to do with search as well. YouTube is the second most visited website in the world after uh, Google. Can you talk to us a little bit about that and what that means to our listeners and viewers in terms of business and brand growth?
Justin Brown17:23
Yeah, I mean if you're showing up on the second most viewed website in the world, uh, what could that mean for your business? So this is where, uh, we like this strategy of being strategic on YouTube because it allows us to show up in both. Whether someone has a pain or problem, they're looking to solve something. People go to Google and YouTube to learn for free, right? To figure stuff out for themselves. Now this is before they want to go necessarily and buy they're watching reviews or before they're ready to go and jump into a full on course. They kind of want to dip their toe in the water a little bit and see if they can figure it out themselves first. Or you don't know what you don't know. Something could be really quick or you could spend the 10,000 hours to truly master something. So most people are going to want to sit somewhere in the middle but they're going to YouTube and Google first to try it themselves or to m be further along in their journey. This is the perfect opportunity for you to show up when they hitting those beginner level steps. Um, you can build that know, like and trust with them. Over time, they watch more of your content, say, hey, this person, this company, they're really helping me here for nothing. Imagine what their paid services are. Or you know what, this person just saved me a bunch of time watching YouTube videos. I um, just need them to come and help me or do this thing for me. So then they'll come to you for your products or services. So it goes both ways. And it doesn't mean that you need to have everyone flowing from YouTube directly to your business. There's other ways I said that you can add value and monetize your content as well, just from YouTube itself, or getting them onto your email list where you can deepen that relationship with them. It doesn't need to be selling on YouTube, no one likes to be sold to at any time, but especially on places where it's free content. Um, just come from that place of how do I help you? Because there'll be other ways that you can monetize that. So don't hold back on your content. A lot of people are worried about what do I put in my course if I'm giving away stuff for free? There's other stuff you can give away for free, other value you could add, or dive deeper into the strategies and things and really help them have success with it inside your courses and programs or in your business. But don't hold back to your viewers because they'll know that and then it's not a good feeling for them.
Ash Roy 19:26
Something that comes to my mind is a conversation I recently had with Derek Sivers who's the founder of CD Baby and he said something to the effect of being generous. And I actually learned this from Seth first. He talked about earning attention as opposed to stealing attention. And a lot of us try and steal attention and steal the click over the long term, you need to earn attention. One of the challenges I've found is with thumbnails, they recommend you have these surprised expressions and all that stuff to get the click. And it just feels so scammy. How do we create thumbnails that aren't scammy, but yet earn attention? I know that creating great content over the long term is definitely one way to do it, because they'll then see, okay, this is a video from Justin. He always creates good stuff. I'm going to click on it, but do you have to do those surprise expressions in the thumbnail?
Justin Brown20:19
I actually love this question. Uh, look, the quick answer is, what works for one channel isn't necessarily what's going to work for the next. So the best answer here is to test. And there's tools out there, like TubeBuddy, which will actually let you AB split test your thumbnails. So we're not guessing, hey, this one might get clicked better, this one might not. Um, we're actually seeing over time same as you would, a B split test, maybe an email subject line or something like that, or a landing page. You can AB split test your thumbnail images. And I got to tell you, most of the times we run them, I don't pick the winner. So it's not what we think is the nicer, uh, prettier, uh, looking thumbnail where it's not some silly face or expression, it's the other one that pains me so much. Now, I wish from our tests that the thumbnail images that we have that I didn't need to be on them. Uh, because I do feel like an idiot. Smiling, pointing, which is the best editing. So, like, making silly expressions. But, hey, if I want to have the impact I want to have with the content, and I've just invested the time and money and effort to make those videos that I know are going to show up and help people and grow the business, then I want to make sure that that video gets clicked. So I'm going to do whatever it takes. And yes, it is pushing past that piece. I'd hope they don't feel slimy or a salesy or whatever, but I want to grab attention and I want to let people know that our video is for them. That's the goal of the thumbnail image. So if it means that I need to push my comfort zones to do it, then do it. But it means also that you need to be testing to see what works for you. I wish that, uh, they converted better without I mean, maybe we should just put someone else on instead of me and someone else can do that. That's fine. Um, but, um, it's about trying and testing for your niche, man.
Ash Roy 22:01
I think it's too late for you to try and not use you're the face of Primal video. Sorry, buddy. That boat is sailed. Neil Patel uses a lot of those surprise expressions on his thumbnails, too. He's a master of traffic. You should check out my conversation with him@productiveinsights.com. Two, one, two. He was also the very first guest. Episode number one.
Justin Brown22:19
Wow. Having those expressions as humans, we connect with other humans through the eyes and through the face. And you're able to the body language, the expressions are going to tell the viewers something about that video and create that intrigue and help them get that click, uh, work out if it's for them so that they click or not as well. So there is a lot of psychology behind having a person in the thumbnail images and even the expressions and things that they're doing can help. Um, but also there's videos now, we've all seen them. They're faceless ones. They're AI generated content. If you've got a picture of you in them and you're actually in the video, then people can guess or assume that you're going to be in the video. So I want to learn from a real person. I want to learn from Ash and I know what he looks like. I hear a voice, I can line it up to that face. And I build that again, that know, like and trust with you. I build that connection with you. So you're starting that before they even click on the thumbnail image? Uh, before they even click on the video. Um, you're starting that you're setting the expectation for the video as well.
Ash Roy 23:21
Is it okay to create like a canva screenshot of somebody else? But then I think you already answered the question because then you're not getting what is on the outside of the tin, as it were. And so people are going to feel a little bit like, yeah, there's no congruence between the thumbnail and the content.
Justin Brown23:41
Look again, I hate saying it, but the answer is to test because in some niches, it definitely is better. It doesn't matter who's on there. They're showing the outcome of the video, outcome of the pain or problem that the viewer has. It didn't necessarily need to be you or me in that thumbnail image doing that. It's how do people work out what the video is about and if it's for them? So if it's about, uh, overcoming fear, right? Does it need to be you on there? Or could you show a graphic or something of someone or something that represents someone overcoming fear? Um, like speaking in front of stage or being up at a height or whatever it is for overcoming that fear. How do you portray that? Uh, in the thumbnail image? It could be anyone. It doesn't necessarily need to be you, but there's obviously some psychological stuff in there as well and benefit if it is you.
Ash Roy 24:27
Now you mentioned TubeBuddy. Which are your favorite software tools? There's TubeBuddy. There's vidIQ. I use morning fame for keyword research. Which ones do you recommend and why?
Justin Brown24:38
Okay, so there is lots of options. I say there's no perfect tool and there is pros and cons of all of them. So there's a very generic statement. The ones that we use, we use keywords everywhere for our keyword research. Um, look, we've found that that is the most accurate and the most amount of information that we need without it trying to guess. So a lot of the other tools, TubeBuddy, vidIQ, Morning Fame, they run their own algorithms and they kind of give you a competition score to say this search term is searched for at this many times per month. But based on your channel size, based on other content that's out there in the competition, we would advise you not to make this video or to make this video. Now, I have a problem with that piece because there are some videos still today that it's telling us not to make and that we have made, and they've been the biggest ones on our channel. So I'd much rather help people work out themselves. How many people are searching for this thing per month? How much traffic is there actually? And yes, still look at the competition, because that piece does play in, but it's more like, let's validate that this concept, this content idea is solid first before I'm told by another algorithm whether or not I should make this or not. So, for us, keywords Everywhere validating search traffic is our North Star. Other tools, yeah. A B testing on TubeBuddy. Love it. It is to me, their standout feature. Um, VidIQ, does have some cool stuff in there as well, but the main ones are, um, TubeBuddy and, uh, keywords everywhere for us.
Ash Roy 26:08
You mentioned artificial intelligence earlier, and there's a lot happening in that space. At the time of this recording, feb 2023, chat GPT is transforming the way we search for content. A lot of people are using it to create content. But my experience of Chat GPT is it creates what I would describe as fairly bland content. But I use chat GPT to do research. It's the best free research assistant I've come across at the moment. It's free and I ask it questions. For example, what do seven figure small business owners struggle with? And what keeps them up at night? And it'll give me an answer and then I iterate. So I riff with it and I use it as a brainstorming tool to dive deeper and deeper. And all it's really doing is helping me in not having to scroll through 100 different websites to come up with the information and just speeds up my research. It's also great for idea discovery, idea creation, as long as you are focused on your customer and a problem your customer is trying to solve, or your target audience, I would say it's garbage in, garbage out. So, uh, the quality of the questions you can ask Chat TPT determines the quality of help it can give you. Would you agree?
Justin Brown27:21
100%. And this is where a lot of people right now, they'll put in a surface level question. They'll get a surface level answer and go, eh, it's not that good, it's not quite there yet. Uh, I mean, we've all heard that the people that can master those inputs, master the questions, are the ones that are really going to be ahead when these things become so much more popular. But there is also an element of training for these things, as you've probably found as well. Like if you're just asking a question without giving it much context or training or people getting it to try and write an article without it even learning their voice or without having context, then yeah, you're going to be hit and miss, I guess, with your results, because it doesn't have the data to pull from in terms of what you're actually after. Because there's so many different ways you could write an article, right? And you can actually pick a voice of different people and it will mimic that for you. But if you're not giving it that information or you're not giving it your voice, then it's going to be very hard to get something that you'll be absolutely pumped on as something that you could use without a lot of tweaking and adjustment. Ah, a lot of people aren't going to that level, and I think that's probably the biggest mistake. But it's also that this thing is still so new for a lot of us.Um, right.
Justin Brown28:24
There's a bit of a few people that have been playing for a while, but this is the first time that a lot of us have had access to something like this. So I do think it's really powerful. But I love your approach. And this is kind of how we've been using it too. More like a sounding board. Like, if I am going to restructure, ah, a course, um, what could it look like? So let's just go back to absolute basics. Let's see what it says. Well, that's interesting. Yeah, maybe we've gone too advanced on this section in our current course or whatever it is. It's a great sounding board, but also that you can just keep diving deeper. So it's not these surface level questions. As you said, it's like, cool, what's the next question? What if we looked at it from this way? What else could be missing? And so the child mind approach with it because they say to treat it like a child even though it's got all this information. But if you approach it as a kid, like, anything's possible. Let's assume the answer is in here, but the questions that I'm asking, it, uh, might not be the right ones yet. Or how else can I ask this or give it information or context? That's really where the power is.
Ash Roy 29:20
I saw this awesome video on Tubebuddy's channel. By the way, I'm an affiliate for TubeBuddy. You can learn more@productiveins.com. TubeBuddy. They took the top five performing videos. They went to their advanced analytics on their YouTube channel, took five or six performing top performing videos, put the titles of the videos into Chat DPT and said, my channel has been doing well for these particular titles recently. Can you recommend more titles? I tried it on my own channel and it was amazing. It gives you some great quality suggestions that you might not have otherwise thought of. My point being, again, the quality of the information you put in there and the level of detail you put in there has a direct correlation with the quality of the output that you get and the specific city of the output that you get, which is what you need if you want to make an impact and you want to gain attention in a very attention deficit environment.
Justin Brown30:18
Yeah, I agree 100%. And think of it as like a conversation that you're having with someone that you've never met before. Right. They could ask you a question. You don't have enough context to give them a very detailed answer. So if you're going to give them any answer at all, uh, it could be a question to clarify. Like when you say this, what's your use case where you're at something advanced, beginner, whatever, or you're coming back with something super generic and say, cool, here's what I do. But it could be take it or leave it from their side because there is more information that they haven't given you. It's like someone's asking, what's the best camera? My first question back to them is, what have you looked at so far? Uh, what have you narrowed it down to? Because there's that many options and they're not just asking out of the blue like, oh, I've got to get a camera. What should I get? They're probably given some thought or there's some requirements, restrictions around budget, their use case, the types of videos they're making, their experience. So I would treat it the same way, is that there's extra context to your questions? How do we provide that to this thing? Because it's not going to know.
Ash Roy 31:18
Let's switch over to content frequency. That's something I've been wanting to ask you for a long time. I've seen different YouTube creators for a long time. Ali abdal Gillian Perkins yourself. They've grown at different rates. How frequently should we publish and upload content to YouTube and at what consistency? I know the two are different things. You're probably going to say be as consistent as you can comfortably manage, but what is a minimum frequency of upload to be competitive and for the algorithm to notice that you're around?
Justin Brown31:51
Well, I think you're a spot on with the answer that you thought that I would say. But, uh, we can dive deeper into that because look, you want to look at it and say, it is again going to come down to the types of videos you're making. And for some niches, if you're constructing something, you're in an art and half niche, you're making something or you're working off sharing results from a project, uh, or from your client's success, you can't necessarily make those every week. They could be once every other week. It could be once a month. Now, some of the biggest channels, they upload videos once a month. Some of the biggest channels on the platform upload a couple of times a year. But those videos are strategic. They are very well optimized, and they are amazing videos. So without trying to put all your eggs into one or two videos a, uh, year and try to have that sort of success, it's not a game I'd want to play. We landed on one video a week. Now, back when we started, people were saying that you need to do three times a week or you need to go daily for success. And, I mean, yeah, you could have success doing that, but it's not a game that I want to play. I love making videos, but I love not having to make them every single day or three times a week. So the answer really is, as you've said, um, to find what works for you. But the more consistent you are at uploading good optimized content, the faster you can see results. And good optimized content are the three things there. Don't just upload stuff because you're like, hey, it's been a week. I haven't put anything out. I'll quickly shoot a video. No, wastes your time. It's unlikely. I mean, it could take off, but come from that place of if I really want to add value. And I'm strategic business owner, strategic marketer, uh, entrepreneur, uh, here. And I am respectful of my own time and other people's time that are going to click and watch this video. How could I make this video better and release it then when it's ready? So, for us, that works out as one a week, because I'm never on that hamster wheel, we're able to film them in batch. I'm filming a minimum of four at a time, which is four weeks worth of content. Um, we've done as many as eight or ten in a time, which is eight or ten weeks worth of content. Right. But it's going to come down to the individual videos. Some videos will take me longer to make than others, especially if I've got to learn how to use something or do all the research and everything for it. So you might find that there's some videos you can do quick, others long, and you'll get to know that the more that you do them. And that's my take on that.
Ash Roy 34:11
And just to your point, people like, say, Mr. Beast, I heard, I don't know if this is true, but I believe he spent something like a million dollars on producing some of his videos. A lot of money away. That's a big investment, and that's a lot of risk. And he's built up to that. That's the first thing. But he also has spent years researching the channel. Or you look at MKBHD, he's in a different niche. He's in the tech niche. But his
00:00 - Introducing ... Derek Sivers!
01:39 - How Derek built a $22m company by focusing purely on the customer
04:40 - The problem with external funding
13:52 - How to approach the world with a positive bias
16:49 - The story of the cab driver and the mob
29:12 - Derek Siver's approach to content creation
32:22 - How Derek Sivers edits
33:44 - How Derek Sivers sees the AI changes
37:46 - How to live
40:28 - The attitude Derek Sivers brought to CD Baby
43:03 - The struggle before launching CD Baby
44:15 - Why I do my own editing now
44:34 - Why you must pursue pain
44:45 - The difference between deep happy and shallow happy
48:38 - Derek's advice to a person starting off in entrepreneurship
49:00 - The Tarzan analogy
50:24 - The key thing about internal vs external focus
56:28 - Derek Sivers on SEO
57:33 - Derek Sivers' approach to writing anything
Links Mentioned:
- https://www.productiveinsights.com/blog/just-begin
- productiveinsights.com/221
- try.sunsama.com/ash
- shortform.com/ash
- ash@productiveinsights.com
Transcript:
Lessons Learned in business in 2022 and action steps you can take in 2023 that's what we're going to be talking about in this podcast episode this is episode number 221 of the productive insights podcast and I'm delighted to be back and sharing some insights that hopefully, you will find useful in your business I've been in business for about 30 years now the last 10 of which have been as a founder of productiveinsights.com and I'm excited to share some of the lessons
I've learned along the way, especially over the last 12 months which you can then apply in 2023. overall 2022 has been a lot about stripping back and simplifying processes eliminating unnecessary things and a lot of that came back to two words that Seth Godin had once told me I wrote a blog post about this called just begin the first point I want to make is the value of just beginning now I think it's best if I explain this in stages I decided to bring the video editing in-house and this led me to a new Vantage Point bringing the video editing in-house meant that I was going to produce a lot less content in terms of volume and also in terms of frequency so that was the first realization when I realized that I was going to produce less content this meant that I could no longer justify a whole lot of subscriptions that I was paying for so I reduced production-related expenses as I went through the process of canceling these subscriptions I found myself asking a very important question what other software subscriptions am I paying for that I don't currently need? so the answer to that question led to a wonderfully satisfying few hours of canceling a bunch of subscriptions that added up to about twenty thousand dollars which wasn't like winning the lottery but it significantly reduced my expenses and added to the bottom line now I appreciate the above sequence may look a little bit overwhelming and energy is happening but I promise you if you just begin you will find yourself at a new vantage point which will then take you to another vantage point and another vantage point and so on. You will be pleasantly surprised with the traction you get the key actionable Insight from this first lesson is just begin and all will be revealed now the second Insight is to walk your way out of creative ruts by the way all of this information is available at productiveinsights.com 221 and you can follow along on our website if you like I've actually written a blog post that takes you through each of these steps in a bit more detail so Steve Jobs was known for his walking meetings I've walked about 10 000 steps a day for the last year and have found the benefits to be gradual but cumulative and as James Clear explained in my conversation with him the compounding effect of doing something daily is profound almost every time I feel I'm at a creative roadblock I go for a walk and I come back feeling refreshed and I achieve the breakthrough. Sure walking is not going to turn you into Michelangelo but there is some science behind this walking increases bloodflow to the brain and the physical activity sparks certain creativity that you wouldn't have otherwise had access to walking results in better memory retention and it also staves off withering of brain tissue that normally happens with age the key here is to incorporate walking into your daily routine I get a lot of thinking done when I walk every day and I use the combination of the Withings scale and the healthmate app which you can get on iOS watching my progress in terms of my daily steps gives me a goal that I can work towards and that gives me a sense of purpose Direction and forward motion no puns intended Okay the third Insight is to use sunsama to plan and review your daily activities sunsama is an app that I've been using for about a year now and I've found it to be extremely useful now I've tried just about every productivity tool out there and they've all had their benefits and they've all been great but I haven't been able to stick with them for more than say three or four months sunsama seems to have really hit the spot for me and one of the reasons is it's very minimalist user interface a lot of the interface sort of Blends into the background and pretty much disappears until you need it it's very easy to navigate your way around it doesnt feel overwhelming a lot of thought has been put into this app especially in terms of the user experience now full disclosure I am an affiliate of sunsama but I do strongly recommend it now here's why I think it really has hit the mark for me as I said before it's got a very minimalistic user interface it integrates with a ton of different other tools like Gmail Asana Trello calendars notion you name it and the reason that is really good is because it creates one source of Truth for all of your inputs that can potentially take up space on your calendar in your day so it allows you to drag your emails in and turn that into a task it basically allows you to just time box all your activities so time boxing and scheduling my tasks have helped me come up with another really important Insight which I'll talk about more in a minute and that is not over scheduling my day so I typically tend to only schedule four to six hours of actual planned tasks per day because there's a lot of overhead I have discovered as a result of reviewing using sunsama there's a lot of overhead that goes with a lot of these tasks and so by scheduling fewer tasks about four to six hours of actual work I have a better chance at completing all the tasks I set for myself and don't feel like I'm constantly catching up and behind if you know what I mean and the final reason I absolutely he loves sansama is the review features it has both daily weekly they're just amazing it gives you a fantastic opportunity to look at how you've spent your day how they align with your key objectives which you can map your tasks to using these hashtags and they give you a feel for how you're progressing towards your broader goals if you'd like to try the application out for 30 days for free with no credit cards required head over to try.sansama.com forward slash Ash so that's t-r-y dot s-u-n-s-a-m-a.com forward slash a s h and you can get set up for a 30-day free trial so the fourth Insight is to allocate an hour of unplanned time for every planned hour of tasks you have on your calendar I mentioned I will talk a bit more about this in the previous section as a result of using sunsama planning and review I have come to realize that a lot of tasks come with unexpected overheads so let me explain what I mean let's say I set aside an hour to record a podcast episode like this one as I start to record it I might realize that some of my subscriptions have lapsed maybe I realize that I need to do a bit more research before I start recording the podcast episode maybe I decide I need to look up some previous episodes that are related that I want to mention during the podcast episode but I want to make sure they are relevant so I need to go back and read up on that a little bit you get the idea so my point is we usually set aside a certain amount of time to do certain tasks but almost invariably we find that we actually have other related activities that we have to complete to be able to complete that original task if you aren't setting yourself a bit of a buffer then you are likely to feel frustrated and like you're falling behind it gets a little bit disappointing and overwhelming and you feel like you haven't achieved what you would have liked to achieve during the day so a great way to solve this is to allow for what I call task overheads so the action step here is when you do your planning make sure that you allow for a buffer between your planned tasks and activities and that you allow for these overheads so that you finish the day feeling like you're one make sure that you use your reviewing routines and processes to learn from your previous day's plan and then factor that extra fat if you like into your planning for the following day or week or month now just a couple of extra notes about this point I find that scheduling tasks that are less than two minutes long are not worth it it's easier to just get them over and done with there and then because by the time you've scheduled it you've lost a whole lot of time and probably traction generally I find using a ratio of two to one is working quite well for me right now so if I'm planning on working for eight hours in a day I'll set aside about four hours of work this also gives me some room for breaks and for regular walks which we talked about in one of the earlier insights now if in one of the earlier insights now if you're watching this on YouTube I would love to invite you to leave a thoughtful comment or a question in the comment section I will pick the best comment or question and I'll respond to you and organize a free 30-minute Consulting session valued at two hundred and fifty dollars okay and now for the fifth and final Insight reading widely is valuable we all know that readers are leaders but re-reading deeply for insight is invaluable we've all heard about the importance of reading and forming a daily habit around it it's important to be across a broad range of topics if you're an entrepreneur or a small business owner and it's important to be able to apply ideas from different and often disparate disciplines and cross-pollinate them to achieve new insights and to innovate constantly I often do go back to books like Atomic habits and re-read parts of them but what I find particularly useful is short form book summaries which actually not only summarizes the book but often shares some tangential ideas around the key principles of the book even sometimes shares some advantages and disadvantages of the ideologies shared in the book and I find that to be very useful it gives me nuanced insights that I didn't previously have and arrive at new Vantage points now short form have kindly sponsored this episode and you can go to shortform.com forward slash Ash to get a free five-day trial and a 20 discount once again that's short form.com forward slash Ash and that brings us to the end of this episode thank you so much for watching or listening you can access all the show notes and all the related content at productiveinsights.com 221 please share this with somebody else who will benefit from it I hope you had a wonderful 2022 and I hope these insights and action steps enable you to have an amazing 2023 please do keep in touch and if you have any questions email me on ash at productiveinsights.com thanks and I'll see you in the next episode
Links Mentioned:
- Episode 175 with James Clear — author of Atomic Habits:
https://www.productiveinsights.com/podcast/james-clear-atomic-habits
- Episode 176 with Todd Herman Author of Alter Ego Effect:
https://www.productiveinsights.com/podcast/todd-herman-alter-ego-effect
- Episode 147 with Noah Kagan -- How to Push Past Your Comfort Zone
https://www.productiveinsights.com/podcast/noah-kagan
- Productive Insights Membership
https://www.productiveinsights.com/membership
- Learn more about Pomodoro Technique
https://www.productiveinsights.com/podcast/thepomodorotechnique
Transcript
To get back on track with your goals and your habits, seven strategies that actually work, that's what we're going to be talking about in this episode.
Let me ask you something, have you spent days, weeks, or months, carefully cultivating a habit that's going to lead you to a certain goal? And then you've suddenly slipped up?
Maybe you were planning on writing a book, and you wrote every single day, 300 words every day for about two months. And then life happened. And you missed today? Has that happened to you?
Let's continue with the 5 Steps To Improving LinkedIn Connections with Adam Franklin
- What message to send?
- What happens when you don't get a response?
- How many follow-up messages should you send?
- Should you offer a content/resource? Marketing giveaway?
- What engaging messages can you try?
- Are video/audio messages better than sentence text messages?
- How do you know if the contact is interested in your offer?
- What are the things that would demonstrate a connection's interest?
- What to do with people who don't have time to consume your offered content but are those who need your content the most?
- When do you offer a 15-minute call with a prospect?
- When to offer your prospect to book a sales call?
- What to do when prospects have expressed their interest in your offer?
- What are the biggest challenges and how to overcome them when making connections on LinkedIn?
- How to grow your email list while improving connections on LinkedIn?
- How to optimize your LinkedIn profile?
Why LinkedIn?
How does an entrepreneur, a coach, or a consultant use LinkedIn to win high-value clients?
How do you invite your prospects to connect with you on LinkedIn without being annoying and spammy?
How important is it to have a good LinkedIn profile that prospects can check out when deciding whether or not to connect with you on LinkedIn?
When should you pitch or offer your product or service to prospects and how to nurture the connection?
We spoke with Adam Franklin of bluewiremedia.com.au on how to utilize LinkedIn as a marketing and networking tool for your business.
Adam Franklin is the author of Web Marketing That Works and Amazon no.1 seller. He is a professional speaker, a university lecturer, and CEO of Bluewire Media.
How To Create A Minimum Viable Offer with Shelley Brander Links Mentioned:
www.loopslove.com www.loopsclub.com www.knistars.com www.productiveinsights.com www.youtube.com/productiveinsights Productiveinsights.com/203
Related Episodes:
- How Julie Cairns used Self-awareness and Mindset to drive a $6 Million Turnaround
- The Offer Creation Process in 5 steps with Micheal Maidens
- Seth Godin on Marketing strategy - with Ash Roy
- Survey Funnel Formula with Ryan Levesque - How to ask your way to profit
- Should you launch your own online course? Take this 2-minute course with Amy Porterfield Now
- Havard Asst. Professor of Psychiatry - Dr. Srini Pillay - On The Power of The Unfocused
- Why Attention is the New Currency with Kevin Rogers
Ash Roy (00:20): Welcome back to the Productive Insights Podcast. This is Ash Roy, the founder of productiveinsights.com and the host of the Productive Insights Podcast. Today, I have a very special guest Shelley Brander, and we are going to talk about Minimum Viable Offers and lots more after a successful career as a copywriter and a broadcast producer, creating campaigns for AT&T, Hardrock and other large corporations, Shelley followed her passion and started an improbable side hustle. She opened a local yarn store. Yes, you heard that right - a local yarn store. She and her team of Loops troops have since grown LOOPS into a global brand that's on the forefront of the Modern Maker Movement and includes loopslove.com, loopsclub.com and Knit Stars, a global online learning adventure. She's on a mission to knit the world together, and goodness knows we need that right now. She's the author of the book, Move The Needle, which is coming soon to a screen or a bookshelf near you and something I've had the pleasure of having a quick sneak peek at, so thank you for that Shelley. Today, I'm delighted to welcome Shelley Brander from knitstars.com. Welcome Shelley! Shelley Brander (01:33): Hi! Thank you so much for having me today. I'm so glad to be here with you. Ash Roy (01:37): It's a real pleasure to have you Shelley, and thank you very much for sharing the manuscript with me. I've had a quick look at it and I absolutely love that little story you share about the tricycle at the very start. So we're going to come and talk about that in a minute, but before we talk about that story, can you give us the quick download on how you went from being a broadcast producer and copywriter for big brands like AT&T and Hardrock to a yarn store, specifically, talk to us about how you came up with that minimum viable offer - that little seed that led to a thriving business, which you now have in a very unlikely niche. Shelley Brander (02:14): Sure. Yes. It was definitely a giant pivot. And the number one question that I get asked, and for me, I sort of hit that wall with advertising. I loved the storytelling. I loved getting to know people and I love connecting with people, but I got to the point that the selling part of it just, I didn't want to do that for the rest of my life....
The Offer Creation Process in 5 steps with Michael Maidens Links Mentioned:
- www.michaelmaidens.com
- www.ProductiveInsights.com/offeracademy
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
Related Episodes:
-
- James Clear On Atomic Habits: An Easy Way To Build Good Habits And Break Bad One
-
- Seth Godin On Marketing — With Ash Roy
-
- Joe Pulizzi — Founder of Content Marketing Institute — Does Your Content Fit Into Your Buyer’s Journey?
-
- How Julie Cairns Used Self-Awareness and Mindset to Drive a $6 Million Turnaround (and How You Can Too) – Part 1 of 2
-
- The 3 Steps To A 6 Million Dollar Mindset With Julie Cairns — Part 2 of 2
-
- Market Research Masterclass with Copywriter — Alexi Neocleous A 3-Pronged Approach
-
- Specific Mindset Techniques To 10X Your Prices — With Kyle Tully
-
- Email Marketing Tagging Strategies with Barry Moore
Ash Roy and Michael Maidens Video Transcript (This transcript has been auto-generated. Artificial Intelligence is still in the process of perfecting itself. There may be some errors in transcription): Ash Roy (00:00):
So, what does the customer need to believe? In business, we call it Psychographic Segmentation. What sort of Psychological mindset does a customer need to be in, to need to buy a product?
Michael Maidens (00:09):
Yeah. So almost how far down the journey, do you want to pick them up? And then you take them that little bit further on their journey, which usually it's through content or through an experience, or that can be educational content or whatever it might be. And then your offer fits into a part of their journey. Now what's also important is where you drop them off on the journey.
Ash Roy (00:32):
Welcome back to the Productive Insights Podcast. This is Ash Roy, the founder of Productiveinsights.com and the host of the Productive Insights podcast. If you're watching this on YouTube, welcome to our YouTube channel. Over the past 10 years, today's guest has built a business and a lifestyle around helping knowledge-based businesses reach and impact millions of people online. He's helped many businesses in the health and personal development industries, launch digital products, physical products, and innovated the way in which documentaries are launched online. We'll be talking about that a bit later. More recently he's created a flagship product and coaching group called the Offer Academy, which enables students and clients to see their magi...
- Should You Launch Your Own Online Course? Take This 2-minute Quiz With Amy Porterfield Now (See the Links Mentioned Section) Are you tired of sprinting on the old-time for money treadmill? What if I said you could do with the information ... what Henry Ford did with cars?
Amy Porterfield — the host of Online Marketing Made Easy Podcast — and I talked about her Digital Course Academy and how she used it to generate an 8 figure business over 10 years. She wasn't an overnight success ... to me that's a myth.
No get rich quick schemes here.
Far from it.
I'm telling you it takes work and focus. But it can be done.
The internet has created an opportunity that never existed before. You can 'inventorize' your knowledge in the form of information products.
If you're considering launching your own digital course then this conversation is a MUST.
Links Mentioned:
- Should you launch your own online course? Take this 2-minute quiz
- www.productiveinsights.com/subscribe/
- www.AmyPorterfield.com
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
Audio Books Mentioned:
- High-Performance Habits: How Extraordinary People Become That Way
Related Episodes:
-
- James Clear On Atomic Habits: An Easy Way To Build Good Habits And Break Bad One
-
- Amy Porterfield Video Strategies
-
- Seth Godin On Marketing — With Ash Roy
-
- Ryan Deiss From Digital Marketer Reveals The 5-Step Conversion Funnel That Turbo-Charges Your Business Growth
-
- Joe Pulizzi — Founder of Content Marketing Institute — Does Your Content Fit Into Your Buyer’s Journey?
Ash Roy and Amy Porterfield Video Transcript (This transcript has been auto-generated. Artificial Intelligence is still in the process of perfecting itself. There may be some errors in transcription): Amy Porterfield (00:00):
They wanted more lifestyle freedom, financial freedom. I wanted to create when I wanted to create, what I wanted to create and how I wanted to create it. 88% of my revenue comes from just two digital courses. And so I really do believe in the power and the freedom that Digital Courses give you.
Ash Roy (00:18):
You're not going to just be able to go and get results. It takes time, it takes consistent effort and the results will come, but you've got to keep working at it. Welcome back to the Productive Insights podcast. This is episode 201,
Seth Godin On Marketing — With Ash Roy Seth Godin and I caught up on the Productive Insights YouTube channel to talk about a few things recently. The conversation meandered around business growth strategies. A lot of these strategies are particularly relevant in today's rapidly changing environment. Here are some excerpts from our conversation: The truth is, we live in a noisy world and it's hard for a business owner to be heard in the cacophony of voices out there. We have two choices: Spam people or find our minimum viable audience and go from there.
Great companies exist because they have empathy. While Apple has taken a different path lately, Seth explains that from his conversations with Steve Wozniak he knows that Apple started its journey using empathy marketing. Steve Jobs' ability to lead (rather than to manage) was to decide when to say "no". He was able to decide where his grit was going to lie and we can too.
"Fine" is a goal. You don't have to be the 'winner' you just have to serve enough people who care. To cater to a small community that resonates with your product is scary, but you need to learn to 'dance with fear'
You might say: "But Seth you've been doing this for 20 years ... what if I'm starting today? How do I make a difference? How do I make a mark in the world?" The answer: You start with one person and so delight them that they'll tell their friends. We talked about the conversation between Seth and me, which led to my blog post titled "Just begin" Seth explained how in the first three or four years he wrote, his blog had dozens of people read it not thousands.
We talked about a habit focused planning as an alternative approach to goal-focused planning. Goal-obsession by definition robs you of the present moment and keeps you distracted with the future.
Seth explained that goals are different from outcomes and risk is different from fear. We talked about how we as business owners can contribute to preserving the environment. A cultural shift away from the Milton Friedman profit-at-all-costs mindset is the key to solving this. And it starts with us.
We riffed on how to survive and thrive in a world increasingly driven by machine-learning and the importance of being a creator and facilitator of valuable networks.
Here's a thought experiment for you: Imagine there was no internet and there were only 300 people in the village ... in that setting what would you do to make those 300 people want to talk about you. How do you do the really hard thing of being worth talking about? We talked about emotional labor and the fact that it's is work worth doing. Links Mentioned:
- www.altmba.com
- www.akimbo.com
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
Related Episodes:
-
- James Clear On Atomic Habits: An Easy Way To Build Good Habits And Break Bad Ones
- 107 Sonia Simone On How To Be A Prolific Content Marketer
Timestamps:
- [0.30] We're in a very noisy world. How does a business owner who's looking to grow his or her business make something she loves
- [1.05] You have two choices: Spam people or find your minimum viable audience and go from there
- [2.03] Seth's view on how Apple built a great business
- [3.10] Great companies exist because they have empathy - Seth
- [3.28] Apple's product strategy is interesting.
- [4.
Email Marketing Tagging Strategies with Barry Moore
Email marketing using tagging strategies is an art and a science. In this episode, Barry Moore explains how to use tagging to get notified of exactly when your ideal customer is in her buying window. This means you can make target offers at the right time and improve your conversions.
Links Mentioned:
- www.theactivemarketer.com
- Tagging Guide
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
- https://productiveinsights.com/the-eisenhower-matrix/
Related Episodes:
-
- Active Campaign Email Automation Strategies with Barry Moore from The Active Marketer
-
- Ryan Deiss From Digital Marketer Reveals The 5-Step Conversion Funnel That Turbo-Charges Your Business Growth
Ash Roy and Barry Moore Video Transcript (This transcript has been auto-generated. Artificial Intelligence is still in the process of perfecting itself. There may be some errors in transcription): Ash Roy (00:00):
You can have 270 events, but because it's got the prefix event, you know the category of the tag. That's point one. Point two, by having the prefix, it forces you to think about what you're doing with this person. Are you tagging them for an event or you're tagging them for a topic they're interested in? Are you taking them for a purchase decision they made? What is it?
Barry Moore (00:23):
Yeah, exactly right.
Ash Roy (00:28):
Welcome back to the productive insights podcast. This is Ash Roy, the founder of productiveinsights.com and the host of the productive insights podcast. I'm very excited to have Barry Moore back on the podcast and the last episode, which was the first part of this two-part conversation. We talked about how to create an offer and get cash in your bank within seven days, especially for people who find themselves in a very difficult situation in this corona apocalypse environment as you described it. Today, we are going to talk about how to use a tagging strategy to create a system that allows you to make targeted offers and propositions to people depending on how they interact with your emails. So Barry is going to share with us this phenomenal tagging strategy he's got. It's simple, but it's profound. So Barry, welcome to the show and let's have it, man.
Barry Moore (01:20):
All right, thanks, Ash. So we were talking a little bit about the last one about, and there's a famous quote from Bill Gates. I can't remember it exactly, but it just basically says, you know,
Product Launch In 7 days with Barry Moore How do you launch a product in 7 days? Let me introduce you to Barry Moore. Barry trained as a combat pilot in the US Marines and then served in US Air Force and Australian Air Force. These days he's either flying commercial aircraft (viruses permitting) or doing his magic as a marketing automation specialist. If there's one thing most combat pilots are good at, it's process and checklists. Turns out, processes are critical when it comes to launching a product quickly and then putting that on autopilot. In this conversation, Barry explains his approach to getting a product launched within 7 days. Some key insights he shared in this conversation:
- What does automation (autopilot) really mean and why it can be a disaster for you if it's not done right.
- How to 'find the pivot' The wonders of MoonClerk and why you should consider it for your business (you can get it going in 10 minutes)
- Why you should consider productizing your knowledge Affiliate marketing options
Links Mentioned:
- www.activemarketeracademy.com
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
- https://productiveinsights.com/the-eisenhower-matrix/
Related Episodes:
-
- Active Campaign Email Automation Strategies with Barry Moore from The Active Marketer
-
- Business Continuity Planning During A Crisis — A 3-Step Framework Part 1 of 3
-
- Business Continuity Planning During A Crisis — A 3-Step Framework Part 2 of 3
-
- Business Continuity Planning During A Crisis — A 3-Step Framework Part 3 of 3
Ash Roy and Barry Moore Video Transcript (This transcript has been auto-generated. Artificial Intelligence is still in the process of perfecting itself. There may be some errors in transcription): Ash Roy (00:00):
So, Barry, you're the man who understands funnels and understands how to create beautiful automated funnels. You've really been trained and process being a combat pilot, so can you talk to us a little bit about how one goes about thinking about creating a simple offer that converts their skills into cold, hard cash in this very difficult environment today?
Barry Moore (00:22):
Yeah. I've had kind of two lives as a military pilot and that I took a big break, 10 to 12 years out of flying altogether and I worked in technology and e-commerce and if you've been in the internet marketing for any amount of time, you always hear the phrase your business on autopilot, right? And it's always been uttered by someone who's never touched an autopilot ever in their life, right? They wouldn't have the slightest idea of how autopilot wo...
How To Create Irresistible Offers with Deadline Funnel Founder Jack Born "Everyone likes to buy but nobody likes to be sold to". Have you heard that phrase before? 'Purchase facilitation' works better than 'selling'. And a large part of facilitating a purchase is having an irresistible offer. Creating irresistible offers is an art. In this conversation, Jack Born — the founder of Deadline Funnel — and I discuss the elements that make up an irresistible offer — one of which is genuine scarcity. In this conversation, Jack explains how his software Deadline Funnel creates genuine scarcity. We also talk about several other elements that make up a successful offer.
Links Mentioned:
- www.deadlinefunnel.com
- www.jackborn.com
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
- https://productiveinsights.com/the-eisenhower-matrix/
Book Mentioned:
- The Irresistible Offer: How to Sell Your Product or Service in 3 Seconds or Less
Related Episodes:
-
- How To Use The 80 20 Principle For Business Growth By Working Effectively with Perry Marshall
-
- Andre Chaperon — Email Marketing Genius And Creator of Auto Responder Madness
-
- The Alter Ego Effect With Todd Herman
-
- Ryan Deiss From Digital Marketer Reveals The 5-Step Conversion Funnel That Turbo-Charges Your Business Growth
Ash Roy and Jack Born Video Transcript (This transcript has been auto-generated. Artificial Intelligence is still in the process of perfecting itself. There may be some errors in transcription): Ash Roy (00:00):
You may be the best and write beautifully, but if it's the wrong words or it's addressing the wrong problem, it's not going to work. So I really think copywriting is about really understanding your customer and empathizing with them.
Jack Born (00:13):
Absolutely. Well said.
Ash Roy (00:20):
Welcome to the productive insights podcast. This is Ash Roy, the founder of productiveinsights.com and the host of the productive insights podcast. If you're watching this on YouTube, please do subscribe and like this video so that more people can get to it. And if you're listening to it on iTunes, I highly recommend you watch it on YouTube. You can access it@youtube.com forward slash productive insights. I'm very excited to welcome Jack Born a person I've known for some time now who's moved from the US to Australia in the last few months,
Subscription Business Strategies With Robbie Baxter
Robbie Baxter (who previously appeared as a guest expert on episode 43 of this podcast) is back to share her latest findings from her ongoing journey as a recurring income/subscription model expert. And Robbie would know! .... She's a Stanford graduate and has consulted with the likes of Netflix, Microsoft, and lots of other 'A players' who are actively shaping the future of the membership economy. In this conversation Robbie and I talk about: What's changed since we last spoke in episode 43 The fact that people are moving from an 'intellectual understanding' of memberships to a more 'emotional acceptance' of the model Apple's move towards subscriptions since Tim Cook took over from Steve Jobs (and their contrasting styles of management) How to approach pricing in memberships and subscription businesses Covid-19 has proved subscription models to be resilient The new opportunities presented to subscription business owners in this new (post coronavirus) world .... and lots more.
Links Mentioned:
- www.robbiekellmanbaxter.com
- www.theforevertransaction.com
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
- https://productiveinsights.com/the-eisenhower-matrix/
Book Mentioned:
- The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave
Related Episodes:
-
- Membership Economy with Robbie Kellman Baxter
-
- Ryan Deiss From Digital Marketer Reveals The 5-Step Conversion Funnel That Turbo-Charges Your Business Growth
-
- The 5 Step Process To Optimize Your LinkedIn Profile And Attract Your Ideal Clients With Marcus Murphy From Digital Marketer
Ash Roy and Robbie Baxter Video Transcript (This transcript has been auto-generated. Artificial Intelligence is still in the process of perfecting itself. There may be some errors in transcription):
Ash Roy 0:00
What are the biggest challenges you've seen people face around getting their business models switched across to the membership model? And how have they solved them?
Robbie Baxter 0:11
Yeah, well, your example is a great one actually ash.
You know the first one is just getting over the hurdle of doing it.
Ash Roy 0:21
Welcome to the productive insights podcast. This is Ash Roy, the founder of productiveinsights.com and the host of the productive insights podcast. If you're watching this on YouTube, please like this video if you find it useful. Today's guest is the founder of peninsula strategies, LLC, a consulting firm that helps companies excel in the membership economy and as subject matter expert on membership models and subscription pricing. Her first book the membership economy which we discussed in Episode 43.
Dean Jackson 9-word Email And Referral Marketing Strategies That Work Dean Jackson is one of the brightest marketers I've come across in a long time. In this episode, he explains how he came up with the idea of the landing page, the 9-word email, and his unique approach to referral marketing as a business growth strategy. Our conversation starts off discussing the coronavirus crisis we find ourselves in. We discuss some useful mental approaches to handle this crisis as business owners including (but not limited to):
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putting your fixed assets to work
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approaching the situation with open-mindedness and a bias towards innovation
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the importance of starting with the outcome in mind.
Dean then shares his unique mental approach when it comes to requesting referrals.
Hint: Sending you a referral serves the referrer as much as it serves you (as the beneficiary)
Dean explains the importance of understanding Dunbar's number and how that plays into what he calls 'return on relationship'.
He then explains the 3 things that need to happen for a referral to take place We also talk about his 9-word email and how it can be used to reactivate inactive email lists.
If you find this episode useful please do share it with someone else who might benefit.
Links Mentioned:
- www.deanjackson.com
- www.ilovemarketing.com
- www.50minutemarketingsprint.com
- www.gettingreferral.com
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
- https://productiveinsights.com/the-eisenhower-matrix/
Related Episodes:
-
- Joe Pulizzi — Founder of Content Marketing Institute — Does Your Content Fit Into Your Buyer’s Journey?
-
- Andre Chaperon — Email Marketing Genius And Creator of Auto Responder Madness
Ash Roy and Dean Jackson Video Transcript (This transcript has been auto-generated. Artificial Intelligence is still in the process of perfecting itself. There may be some errors in transcription): Dean Jackson (00:00):
How are we going to get people to come to our restaurant? Forget that. Don't focus on you. Focus on them.
Ash Roy (00:06):
The customer, exactly. Ask the right question and one of the best questions you can ask is how can I serve my customer more effectively in this situation? When you were saying that, I put my CPA hat on for a moment and what you described is what an accountant would say. Put your fixed assets to work.
Ash Roy (
Business Continuity Planning During A Crisis — A 3-Step Framework Part 3 of 3 Carl Taylor, is a serial entrepreneur, running businesses since the age of 15, he's the author of 2 books and an all-round genuine guy.
While he's owned multiple businesses in varying industries over the past 18 years, today he's the founder and CEO of Automation Agency, a digital marketing implementation service that helps coaches, consultants, and business owners to maximize their marketing while minimizing their tech and team headaches.
He's also the host of The Future of Humanity Podcast, where he discusses what the future may hold with scientists, thought leaders, and business owners.
Business Continuity Planning has become critical since the coronavirus pandemic. This 3-part series on how to PROTECT, PIVOT AND PROFIT is a powerful resource to help you get yourself back on track as a business owner. I recommend grabbing a pen and paper and taking notes
In the first part, of this 3-part series on business continuity planning for a crisis, Carl Taylor and I talked about how to protect your business from the economic fallout that's resulted from the recent Covid19 pandemic.
The key elements of the protect framework were:
- Minimise risk to your business and your personal investments
- Maximise the return you're making on your investments
- Maximise the reward you're delivering to your clients by adding as much value as possible
- Ensure you have a way to release your stress and stay healthy
In the second part, we talked about how to pivot in response to the rapidly changing circumstances since the pandemic turned our world upside down
The key elements of the pivot framework were to revisit the way you:
- Sell to your target market
- Serve your clients
- Communicate with your market (what you say)
In this third part, Carl and I talk about the final stage of this 3-part process: The profit framework:The key elements of the profit framework are:
- Protect your personal profits by revisiting your investments, your superannuation etc
- Consider proposing acquisitions to companies that you could acquire or alternatively propose to be acquired by a company that would greatly value your business assets (the key here is to think from the OTHER person's perspective)
- Promote your key offers as much as possible while advertising costs are low. (We're seeing a dip of about 30% in our cost per lead right now)
Specifically, Carl shared a couple of excellent frameworks in this conversation:
- The webinar to call framework
- Quick cash campaign
I hope you found this video (and the other two videos in this series) as useful as I did.
If you find this video useful, I'd be grateful if you could please leave a comment below
Business Continuity Planning During A Crisis — A 3-Step Framework Part 2 of 3
Carl Taylor, is a serial entrepreneur, running businesses since the age of 15, he's the author of 2 books and an all-round genuine guy.
While he's owned multiple businesses in varying industries over the past 18 years, today he's the founder and CEO of Automation Agency, a digital marketing implementation service that helps coaches, consultants, and business owners to maximize their marketing while minimizing their tech and team headaches.
He's also the host of The Future of Humanity Podcast, where he discusses what the future may hold with scientists, thought leaders, and business owners.
In the first part of this 3-part series on business continuity planning for a crisis, Carl Taylor and I talked about how to protect your business from the economic fallout that's resulted from the recent Covid19 pandemic.
In this second part, we talk about how to adapt to the rapidly changing circumstances by pivoting your business in three main areas.
We talk about examing how you:
- Sell to your target market
- Serve your clients
- What you say
If you find this video useful, I'd be grateful if you could please leave a comment below this YouTube video. It would help the video climb the rankings and would get out to more people that need it.
Links Mentioned:
- www.carltaylor.com.au
- Facebook Group
- www.givingpledge.org
- www.automationagency.com
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
- https://productiveinsights.com/the-eisenhower-matrix/
Related Episodes:
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- Ezra Firestone on How To Use Ecommerce To Take Your Business From Six Figures To Seven
-
- Andre Chaperon — Email Marketing Genius And Creator of Auto Responder Madness
-
- Ryan Deiss From Digital Marketer Reveals The 5-Step Conversion Funnel That Turbo-Charges Your Business Growth
Ash Roy and Carl Taylor Video Transcript (This transcript has been auto-generated. Artificial Intelligence is still in the process of perfecting itself. There may be some errors in transcription): Ash Roy (00:00):
But the interesting thing we realized as we were talking is the market is also receptive to this because they still need the service and they can't physically get it,
Business Continuity Planning During A Crisis — A 3-Step Framework Part 1 of 3
Carl Taylor, is a serial entrepreneur, running businesses since the age of 15, he's the author of 2 books and an all-round genuine guy.
While he's owned multiple businesses in varying industries over the past 18 years, today he's the founder and CEO of Automation Agency, a digital marketing implementation service that helps coaches, consultants, and business owners to maximize their marketing while minimizing their tech and team headaches.
He's also the host of The Future of Humanity Podcast, where he discusses what the future may hold with scientists, thought leaders, and business owners.
Links Mentioned:
- www.carltaylor.com.au
- Facebook Group
- www.givingpledge.org
- www.automationagency.com
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
- https://productiveinsights.com/the-eisenhower-matrix/
Related Episodes:
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- Neil Patel (Kissmetrics Founder) On How To Make Better Decisions Around Client Selection, Branding and Investing
-
- The Alter Ego Effect With Todd Herman
-
- How To Build A Self-Sustaining Business Using Marketing Automation — With Carl Taylor
Ash Roy and Carl Taylor Video Transcript (This transcript has been auto-generated. Artificial Intelligence is still in the process of perfecting itself. There may be some errors in transcription): Ash Roy (00:00):
Today we are going to be talking about business continuity planning and the reason I've invited you back on the podcast is yesterday I attended a webinar which I thought was excellent and this webinar is called protect, pivot and profit. I really liked the framework that you presented to us and I felt that my audience would really benefit from this in our current circumstances, which are very uncertain given the whole Coronavirus or COVID19 debacle and the world is just reeling and people are trying to find their feet. Something I liked about what you shared yesterday was the silver lining.
Carl Taylor (00:41):
It's a really great way to kind of consider things.
Ash Roy (00:43):
It's an ironic acronym, isn't it? PEST.
Ash Roy (00:51):
Welcome back to the productive insights podcast. This is Ash Roy, the founder of productiveinsights.com and the host of the productive insights podcast. Today's guest is Carl Taylor and since 2010 he's been teaching the world how to stop dr...
Productivity In 2020 — Part 5 — Mindfulness - What does mindfulness have to do with productivity? On the face of it, they seem like opposing concepts, don't they? - Mindfulness (for most of us) is associated with pensive reflection and not a whole...
Productivity In 2020 — Part 4 — Pomodoro Technique - Links Mentioned: www.GetMeToDone.com www.Productiveinsights.com www.YouTube.com/ProductiveInsights https://productiveinsights.com/the-eisenhower-matrix/ Related Episodes: -
Productivity In 2020 — Part 3 — How To Use The 80/20 Rule To Grow Your Business
Links Mentioned:
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
- https://productiveinsights.com/the-eisenhower-matrix/
Related Episodes:
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- James Clear On Atomic Habits : An Easy Way To Build Good Habits And Break Bad Ones
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- Productivity In 2020 — Part 1 How To Grow Your Business Effectively And Fast
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- Productivity In 2020 — Part 2 Systems
Ash Roy Video Transcript (This transcript has been auto-generated. Artificial Intelligence is still in the process of perfecting itself. There may be some errors in transcription): Ash Roy:
00:01 Welcome to the third episode in the productivity 2020 series. By the end of this episode, you will learn how to use the 80 20 rule, also known as a Pareto efficiency theory to help you to grow your business profitably and fast. I'll show you one simple way to use the 80 20 rule using just a pen and a paper and that's coming up very shortly. But before we dive into this episode, let's do a quick recap on the first two episodes in this series. In part one we talked about the Eisenhower decision matrix and why it's important to focus on quadrant two activities, the important but not necessarily urgent tasks that appear in your workflow. Why is it important to focus on these quadrant two tasks? Because focusing on these tasks while they're still in quadrant two means that you get to handle them before they get to a crisis situation.
Ash Roy:
00:56 Also known as a quadrant one situation where they are important and urgent. You see quadrant one situations tend to be a huge drain on your resources, so it's best to deal with them while they're still in quadrant two before they are a crisis. Then in part two of the series, which you can check out here, we talked about systems and why they are a classic quadrant two activity. You know, episode 175 I spoke to James clear the author of the book atomic habits and in that conversation, James explained that he felt that habits are the compound interest of personal productivity. Well, I believe systems are the compound interest of business productivity and of helping you to grow your business fast and profitably. I explained that systems are a sequence of processes that may or may not include people and these processes when executed consistently in a particular sequence, produce a predictable outcome every time.
Ash Roy:
01:59 Creating systems allows you to leverage your time and your resources most effectively and helps you to achieve your goal of building a business that's profitable, scalable, and that can work independently of you. How does it do this? It helps you to outsource certain tasks within your business at a...
Productivity In 2020 — Part 2 Systems
Links:
- Screenflow
- app.Asana.com
- Camtasia
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
- https://productiveinsights.com/the-eisenhower-matrix/
Related Episodes:
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- Ari Meisel On How To Be More Productive With The ‘Less Doing’ Approach
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- How to Use Frameworks to Take Your Business to the Next Level – with Taki Moore
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- James Clear On Atomic Habits : An Easy Way To Build Good Habits And Break Bad Ones
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- Productivity In 2020 — Part 1 How To Grow Your Business Effectively And Fast
Ash Roy Video Transcript (This transcript has been auto-generated. Artificial Intelligence is still in the process of perfecting itself. There may be some errors in transcription): Ash Roy:
00:00 Productivity, 2020. Part II. Systems.
Ash Roy:
00:12 By the end of this video, you'll learn how to create systems that help you to automate, outsource, and delegate repetitive tasks in your business so you can spend more time doing the things you love, including growing your business profitably and fast. Be sure to watch this video all the way through to the end so you can learn how to say goodbye to dragging yourself through the daily grind, working in your business, into the early hours of the morning and free yourself up so you can spend more time working on your business and enjoying the benefits of your efforts. I've used this exact system to help several of my clients grow their businesses profitably and fast. I'm looking forward to helping you do exactly the same thing. Be sure to subscribe to this video to make sure you don't miss out on any future episodes just like this and do leave a comment below letting me know what your biggest challenges when it comes to growing your business profitably right now.
Ash Roy:
01:15 To get results from this video, all you need to do is take action. Are you ready? Let's begin. Now in the first video in this series on productivity 2020 which you can check out here. We talked about the Eisenhower matrix and it's four quadrants specifically we focused on quadrant two and explain why it's really important to focus on activities that are important but not necessarily urgent. Why? Because these activities tend to be strategically very critical in your business and if you ignore them for long enough, you'll end up in a quadrant one situation which is typically a crisis. Now, systems are a classic example of this quadrant 2 type activity. See,
Productivity In 2020 — How To Grow Your Business Effectively And Fast — Part 1
Links:
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
- https://productiveinsights.com/the-eisenhower-matrix/
Related Episodes:
-
- Harvard Asst. Professor of Psychiatry — Dr. Srini Pillay — On The Power Of The Unfocused Mind and Productivity – Part 1 of 2
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- Harvard Asst. Professor of Psychiatry — Dr. Srini Pillay — On The Power Of The Unfocused Mind and Productivity – Part 2 of 2
How To Use The 80 20 Principle For Business Growth By Working Effectively with Perry Marshall
Links Mentioned:
- www.perrymarshall.com
- www.sell8020.com
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
- www.CallAshRoy.com
- www.PremiumProductivity.com
Books Mentioned:
- 80/20 Sales and Marketing: The Definitive Guide to Working Less and Making More
Related Episode:
-
- Harvard Asst. Professor of Psychiatry — Dr. Srini Pillay — On The Power Of The Unfocused Mind and Productivity – Part 1 of 2
-
- Harvard Asst. Professor of Psychiatry — Dr. Srini Pillay — On The Power Of The Unfocused Mind and Productivity – Part 2 of 2
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- Amy Porterfield Video Strategies
Ash Roy and Perry Marshall Video Transcript (This transcript has been auto-generated. Artificial Intelligence is still in the process of perfecting itself. There may be some errors in transcription): Perry: 00:00:00
Yeah. And the wealth distribution was always 80 20 and it doesn't matter if they're Marxists or socialists or capitalists or whatever. It's a law of nature, right? So as a business owner, you're either fighting it or you're harnessing it. And the difference between fighting and harnessing is 16 to one because if you do the math if 20% of the people have 80% of the money and 80% of the people have 20% of the money, that means whether you're the in-group or the outgroup is 16 to one. Yep.
Ash: 00:00:35
So here's my question, Perry. How do you know who that 1% is or what that 1% is of your activities that deliver 51% of your results or which is that 1% of your clientele that delivers 51% of your revenue?
Ash: 00:01:00
Hello, and welcome back to the productive insights podcast. My name is Ash Roy. I'm the host of the productive insights podcast and the founder of productiveinsights.com and more recently the founder of getmetodone.com which is where you can find out more about the productive insights membership program that helps you to grow your business profitably and fast. Speaking of growing your business profitably and fast, today's guest is one of the most expensive business strategists in the world. He's been endorsed by Forbes and Inc magazine. He's guided clients like FanDuel and Infusionsoft from startup to hundreds of millions of dollars. He founded the $10 million evolution 2.0 prize with judges from Harvard, Oxford, and MIT, launched at the royal society in London. It's the world's largest research science award. NASA's jet propulsion labs use his 80 20 curves as a productivity tool. He's reinvented the brighter principle and that has been published at the Harvard business review magazine. His Google book laid the foundations of the $100 billion pay-per-click industry. The ultimate guide to Google ads is the world's best selling book on internet advertisi...
Content Strategy With Russ Henneberry
Links Mentioned:
- www.modernpublisher.com
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
- www.CallAshRoy.com
- www.PremiumProductivity.com
Books Mentioned:
- The Automatic Customer: Creating a Subscription Business in Any Industry
Related Episode:
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- Rand Fishkin – How To Create Great SEO-Friendly Content Plus Key Trends In Search
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- Podcasting for Entrepreneurs with John Lee Dumas
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- [Case Study part 2] How A Lawyer Uses Podcasting To Get 10 New Leads And 2 New Clients Each Week
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- [Case Study] From $0K – $10K In Six Weeks Without Spending A Cent On Traditional Advertising
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- 021.
The Billion Dollar Mistake With Hiten Shah
Links Mentioned:
- The Billion Dollar Mistake
- Hiten Shah - @hnshah
- www.usefyi.com
- www.producthabits.com
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
- www.CallAshRoy.com
- www.PremiumProductivity.com
Related Episodes:
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- Hiten Shah — Cofounder of Kissmetrics — How To Assess If The Software As A Service (SAAS) Business Model Is Right For You
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- Amy Porterfield and I Reveal (And Confront) Our Deepest Fears Around Creating Video Content And Share Actionable Tips Around Mindset
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- Rand Fishkin Discusses His New Book Lost & Founder And Reveals The Truth About Startup Culture in Silicon Valley. (Why Venture Capital Or External Funding Isn’t Always The Right Answer)
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Ash Roy and Hiten Shah Video Transcript (This transcript has been auto-generated. Artificial Intelligence is still in the process of perfecting itself. There may be some errors in transcription): Hiten Shah: 00:00
When we learned that people's problems is about finding documents right away. We researched what was out there and we learned that everyone built a search box. Yeah. Most of the products in the market were a search box like, Oh, how fast can we build a search box? We actually built a search box that searched G suite, Dropbox, Onedrive and I think box in realtime. After you typed in a keyword. Once you've authenticated those services and we built that in five days, we shipped it. We just put a lot of constraints on it because most people would assume we need to find all their documents. No, we just need to find enough of them.
Ash Roy: 00:45
Welcome back to the productive insights podcast. Today's episode is brought to you by the productive insights membership program, which helps you to grow your business profitably and fast using online and offline strategies that actually work. Head over to getmetodone.com to find out more about how to get started today. Today's guest is Hiten Shah and he's co-founded CrazyEgg, Kissmetrics and QuickSprout and he is no stranger to business growth. In fact, he's an expert in growth hacking. He also specializes in software as a service which we spoke about in episode 44 when we had him on as a guest back then on this productive insights podcast. Today we are here to talk about a very important article that he wrote called my billion dollar mistake, which I was very moved by personally. I'm really looking forward to digging a bit deeper into some of the nuances of that article. He then shared the article in his blog called producthabits.com which actually sounds a little bit similar to productiveinsights.com so I feel pretty chuffed about that. So Hiten would you like to, just to kick off and tell us a little bit about this billion dollar mistake you made and give us a bit of context around the article for those who may not have read it.
Amazon Strategy
Links Mentioned:
- www.rainmakerpartner.io
- www.amazing.com
- www.smartmarketer.com
- www.advertisingboost.com
- www.collective.com.au
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
- www.CallAshRoy.com
- www.PremiumProductivity.com
Related Episode:
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- Ezra Firestone on How To Use Ecommerce To Take Your Business From Six Figures To Seven
Ash Roy and Greg Cassar Video Transcript (This transcript has been auto-generated. Artificial Intelligence is still in the process of perfecting itself. There may be some errors in transcription): Greg Cassar: 00:00
Amazon doesn't allow you to track conversions like when you got a sale from an outside traffic source so it is a little bit harder and they don't allow you to do remarketing except for if you're a big seller and you're using their tools. So Amazon, the only way we do that is like we drive traffic from the videos out on social media about key products. We do like Facebook video view ads and we send them in but we can't really track and measure. We can just see that if we turn that off, their sales go down and the social buzz goes down and that kind of stuff.
Ash Roy: 00:35
Welcome back. This is Ash Roy. I'm the founder of productiveinsights.com and the host of the productive insights podcast. And I'm delighted to have Greg Cassar back on the podcast from Rainmakerpartner.io. Now, Greg recently was on the podcast and he talked about some high level strategies around building a successful online business and we talked through the various kinds of business models, starting with a local business where you're trading your time for money and then a more services based business where it's a little bit higher end. Then we talked about having an information product business, which was a bit further up the line way. You're not trading time for money as much and it's a bit more leveraged. And then we talk about Amazon and SAS being at the top of that succession where you build something that is more of an asset and something that tends to generate income more on automatic.
Ash Roy: 01:29
In this episode, Greg and I are gonna dig a bit deeper into the tactical aspects of building an Amazon based eCommerce business that will enable you to create a lifestyle that Greg currently enjoys, which means that he is free by 9:00 AM every morning from all his commitments that generate his income. And he is pretty much free to do whatever he wants to do with his time after that. So I'm sure all of us would like to establish that lifestyle. Uh, it isn't something that's gonna happen overnight. I'm not gonna lie to you. This is not one of these get rich quick schemes. It takes a long time to do it. It took Greg about 15 years and I suspect it would take most of us around that long. That said, Greg has worked with some of the smartest people online, including people like Ryan Deiss, Ezra Firestone, and many others, several of whom have been guests on this podcast. And so I'm delighted to have Greg back on once again from Rainmakerpartner.io. Welcome back, Greg.
Greg Cassar: 02:34
Hey,
Types Of Business Models: Which Of These 5 Types Is Best For You With Greg Cassar
Links Mentioned:
- www.rainmakerpartner.io
- www.advertisingboost.com
- www.collective.com.au
- The Billion Dollar Mistake
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
- www.CallAshRoy.com
- www.PremiumProductivity.com
Related Episodes:
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- Ryan Deiss From Digital Marketer Reveals The 5-Step Conversion Funnel That Turbo-Charges Your Business Growth
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- Ezra Firestone on How To Use Ecommerce To Take Your Business From Six Figures To Seven
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- Shark Tank Judge — John McGrath — On How To Cultivate A Success Mindset And Build An Enduring Brand
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- Hiten Shah — Cofounder of Kissmetrics — How To Assess If The Software As A Service (SAAS) Business Model Is Right For You
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- The Alter Ego Effect With Todd Herman
Ash Roy and Greg Cassar Video Transcript (This transcript has been auto-generated. Artificial Intelligence is still in the process of perfecting itself. There may be some errors in transcription): Greg: 00:00
I'm kind of lucky now that I've achieved a higher level of freedom in my life at 44 then most people will ever really achieve in their lifetime. But when you talk about luck, I think luck can also be labor under correct knowledge. You can do things to engineer luck if that makes sense.
Ash: 00:25
Welcome everyone. Welcome to the productive insights podcast. This is Ash Roy, your host and today's guest is Greg Cassar. Greg Cassar started selling online in 2003 after he left his fulltime role in 2009 which was in it in the corporate world. He left to run his own digital marketing agency, which specialized in traffic and conversion. Greg has invested over $250,000 in his education, has worked with 300 businesses and driven over 2 million leads. He's responsible for over $500 million in online sales and has worked with some online marketing greats who have previously been on this podcast, including Ryan Deiss. In episode 170 and Ezra Firestone and episode 55. Greg is a master at performing split tests and has recently been doing a lot of work in the ecommerce space. So Greg has some great knowledge to share with us in terms of the various business models out there and what really lends itself to creating a life of freedom. So I'm delighted to welcome Greg Cassar from collective.com.au Welcome Greg.
Greg: 01:41
Hey Ash. Thank you very much for having me. It's a real pleasure. I've uh, we've known each other for many years. I've always found you to be a stand up guy. And I was talking to another guy today, guy, so home and he said, Ash, he always comes from just such a place of giving. So I think that's a, a true compliment that, you know, people talk about you like that.
How To Create Great Marketing Offers Using Eugene Schwartz's 5 Stages of Buyer Awareness
Links Mentioned:
- www.fubbi.co
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
- www.CallAshRoy.com
- www.PremiumProductivity.com
Books Mentioned:
- Content Hacking: How Companies Are Achieving Explosive Growth With Content
- Breakthrough Advertising
Related Episodes:
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- Active Campaign Email Automation Strategies with Barry Moore from The Active Marketer
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- Ryan Deiss From Digital Marketer Reveals The 5-Step Conversion Funnel That Turbo-Charges Your Business Growth
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Ash Roy and Alexi Neocleous Video Transcript (This transcript has been auto-generated. Artificial Intelligence is still in the process of perfecting itself. There may be some errors in transcription):
Ash Roy:
00:00:00 He wrote to Warren Buffet and got a personal response from Warren Buffett inviting him to the Berkshire Hathaway annual general meeting. I was blown away by the story and I really want you to hear it. So Alexi, would you like to tell us how all this happened? How did you get Warren Buffet to write to you personally?
Ash Roy:
00:00:26 Welcome back to the productive insights podcast. I'm Ash Roy, the founder of productiveinsights.com and the host of the productive insights podcast. I'm delighted to welcome back Alexi Neocleous, who was a guest very recently on the productive insights podcast and we had a conversation about how to create compelling content by doing excellent research, excellent market research.
Market Research Masterclass with Copywriter — Alexi Neocleous A 3-Pronged Approach
Links Mentioned:
- www.fubbi.co
- www.backlinko.com
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
- www.CallAshRoy.com
- www.PremiumProductivity.com
Books Mentioned:
- Content Hacking: How Companies Are Achieving Explosive Growth With Content
Related Episodes:
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- Why Attention Is The New Currency — With Kevin Rogers
-
- Rand Fishkin – How To Create Great SEO-Friendly Content Plus Key Trends In Search
-
- Neil Patel (Kissmetrics Founder) On How To Make Better Decisions Around Client Selection, Branding and Investing
-
- Eisenhower Matrix – How To Use The 4-Quadrant Matrix For Business Success
Ash Roy and Alexi Neocleous Video Transcript (This transcript has been auto-generated. Artificial Intelligence is still in the process of perfecting itself. There may be some errors in transcription):
Alexi
00:00
Cause if you can understand and crystallize the intent behind the search, you can start to predict behavior. Yes. That's a whole separate thing that I'm not even gonna try and get into. Now, this is where you have an incredible advantage. If you really understand your audience's intent, you could start to anticipate what they're gonna think or what they're gonna search for.
Ash Roy
00:24
Welcome back to the productive insights podcast. My name is Ash Roy. I am the founder of www.productiveinsights.com and the host of the Productive Insights podcast. And I am delighted to have a very special guest today. And his name is Alexi Neocleous and he is the founder of fubbi.co. He's also the author of this very cool book called content hacking, which I received when I attended the superfast business live event recently in Sydney. And it is filled with awesome little tips and tricks I highly recommended. So Alexi is a master copywriter and he's also elicited a response from Warren Buffet, a personal response. Alexis view is that if you can say the right thing in the right way, you can achieve almost anything. So we'll be talking about that a bit later in this episode and really excited to welcome Alexia to the podcast. So welcome Alexi
Alexi
01:20
Hi Ash. Good morning. How are you?
Ash Roy
01:22
Good, great to have you here, man.
Alexi
01:24
Thank you.
Ash Roy
01:26
So, Alexi, we’ve been talking about content hacking in the past and you’ve talked about how you can create great quality content using the strategies explained in this book, which has very little fluff. It’s very actionable stuff, again, are highly recommend it.
Justin Herald On A Customer Focused Approach To Business Growth
Links Mentioned:
- Click here to download the podcast shownotes
- www.justinherald.com
- www.customerculture.com
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
- www.CallAshRoy.com
- www.PremiumProductivity.com
Related Episodes:
-
Joe Pulizzi — Founder of Content Marketing Institute — Does Your Content Fit Into Your Buyer’s Journey?
-
Brian Clark — Founder of Copyblogger — On How To Create Content That Converts, Empathy Maps, How To Use Content To Build An Eight Figure Business and Lots More!
-
How to Create An Empathy Map
-
How To Use Referral Based Marketing To Grow Your Business – With Robert Gerrish
-
How to Overcome Implementation Paralysis with Sonya Keenan – Part 1 of 2
- How to Overcome Implementation Paralysis with Sonya Keenan – Part 2 of 2
Justin Herald and Ash Roy Video Transcript (This transcript has been auto-generated. Artificial Intelligence is still in the process of perfecting itself. There may be some errors in transcription): Ash Roy: 00:00 Welcome everyone. Today's guest is Justin Herald and he's passionate about business growth and customer service and he's accumulated a lot of knowledge in these areas over the years. His expertise is in helping businesses to connect and engage with their customers and to do so in a more meaningful and productive way. I recently saw him speak and I found his no BS approach to being very refreshing and very entertaining. He's also created customer culture which focuses on helping businesses deliver amazing experiences to their customers. He's the author of eight international bestselling books and is regarded as one of Australia's best and most sought after speakers. He speaks in front of about a hundred thousand people each year. I'm delighted to welcome Justin Herald to the Productive Insights podcast. Welcome Justin. Justin Herald: 00:50 Thank you, man. Thank you. Ash Roy: 00:52 Great to have you on the show, Justin. So let's kick off straight away and start talking about customer culture. This is something you teach. So could you share with our listeners what customer culture means and how it can tran...
Molly Pittman & I Discuss Messenger Marketing, Facebook's Future And Lots More Links Mentioned:
Click here to download podcast shownotes www.course.manychat.com www.trainmytrafficperson.com Perpetual Traffic Podcast www.digitalmarketerdownunder.com.au www.digitalmarketer.com www.GetMeToDone.com www.Productiveinsights.com www.YouTube.com/ProductiveInsights www.CallAshRoy.com www.PremiumProductivity.com
Related Episodes:
- Rand Fishkin – How To Create Great SEO-Friendly Content Plus Key Trends In Search
- GDPR Made Easy: How To Meet Your Legal Obligations As They Relate To The General Data Protection Regulations
- Why Attention Is The New Currency — With Kevin Rogers
How To Use FB Messenger Marketing To Grow Your Business Profitably — Key Insights And Action Steps
Get clear on the marketing implications of the key difference between Facebook and Google (user intent)
There are some key differences between Facebook and google when it comes to your marketing strategy. And it really comes down to user intent:
When someone uses Google, they typically go there to find a solution. This means your ads for your products and/or services are more likely to convert buyers into paying customers. When a user logs in to Facebook, she or he is there to be entertained. So by definition, any advertisement is “interruption-based”. The customer is there to experience some sort of entertainment rather than buy a product or service. That said, Facebook has better targeting options which offset the challenges around interruption-based advertising Facebook and google have their own advantages the combined effect is greater than the sum of the individual parts Action step: Listen to this podcast episode where we talk about holistic advertising https://productiveinsights.com/129/
- Adopt a holistic approach to marketing - combine Facebook and google ads (and any other platforms you choose to advertise on)
Having understood how the platforms work, you now need to understand that it's important to use MORE than one platform. The combined effect of multiple platforms is powerful. In a market saturated with messages and information, it helps to be present on multiple-platforms Definitely consider using Instagram. Molly spends more time on her Instagram feed than she does on Facebook. There’s one thing you should be aware of though, and that is this. The best advertising campaigns in the world won’t make up for a poor offer that doesn’t deliver on its promise. In fact, advertising a poor offer is only going to accelerate damage to your brand. Always ensure that you have an excellent offer that delivers on its promise. You can do this by taking the time to understand your audience and the problem you’re helping them to solve. Action step: Speak to your advertising specialist about creating a holistic approach to advertising that works across multiple platforms. Use different modalities (video, audio and written) with your advertising where possible
- Molly and I discussed the fact that ‘the conversation’ on Facebook appears to be moving off of the feed and onto Messenger.
Molly and I talked about some very clear actionable steps you can take to get started with messenger marketing. You can start by going to course.manychat.com and learn about howManychat works. Action step: Go to www.courses.manychat.com and sign up to learn about messenger marketing and how to use it in your business
Active Campaign Email Automation Strategies with Barry Moore from The Active Marketer Links Mentioned:
- Click here to download the podcast shownotes
- Free Onboarding Automation
- Free Coupon for ActiveCampaign Quickstart Training
- www.TheActiveMarketer.com
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
- www.CallAshRoy.com
- www.PremiumProductivity.com
Related Episodes:
-
Neil Patel (Kissmetrics Founder) On How To Make Better Decisions Around Client Selection, Branding and Investing
-
Jake Hower (Fuzed App Creator) On How To Increase Customer Retention Through Automated Marketing
-
Ryan Deiss From Digital Marketer Reveals The 5-Step Conversion Funnel That Turbo-Charges Your Business Growth
- Email Marketing Success Strategies Revealed with Co-Founder of Digital Marketer Richard Lindner
How to set up your marketing automations to mirror real life sales situations using a clear tagging strategy Imagine this.
It’s 1995.
You're looking to buy a pair of shoes so you walk into a shoe store.
You’re greeted by a salesperson. He’s polite and genuinely tries to help you solve your ‘problem’.
He asks you what you‘re after. Do you need dress shoes? Or running shoes? Or casual wear?
He asks you if you have any special requirements. Do yo have flat feet?
After having carefully understood your needs, he shows you the right pair of shoes to suit your specific needs and explains why these shoes are the best solution for you.
Would you buy the shoes from him?
You’d probably buy the shoes from that salesperson, right?
Well, it’s no different in the online world.
Sales funnels work in the same way. Except they typically happen online via email marketing automation.
When you build a sales funnel, you first build trust with your customer by understanding their problem.
You then send them solutions (often in the form of online content) that’s specifically targeted to their problem.
You deliver some a meaningful transformation through that content in the context of that problem they’re trying to solve.
After having delivered value to the customer you then (and only then) offer them a product that’s relevant to them and their specific problem.
In this episode,
The Alter Ego Effect With Todd Herman Links Mentioned:
- Click here to download the podcast shownotes
- www.toddherman.me
- www.alteregoeffect.com
- www.GetMeToDone.com
- www.Productiveinsights.com
- www.YouTube.com/ProductiveInsights
- www.CallAshRoy.com
- www.PremiumProductivity.com
Books Mentioned:
- The Alter Ego Effect: The Power of Secret Identities to Transform Your Life
Related Episodes:
-
- Ryan Deiss From Digital Marketer Reveals The 5-Step Conversion Funnel That Turbo-Charges Your Business Growth
-
- Amy Porterfield and I Reveal (And Confront) Our Deepest Fears Around Creating Video Content And Share Actionable Tips Around Mindset
-
- Harvard Asst. Professor of Psychiatry — Dr. Srini Pillay — On The Power Of The Unfocused Mind and Productivity - Part 1 of 2
-
- Harvard Asst. Professor of Psychiatry — Dr. Srini Pillay — On The Power Of The Unfocused Mind and Productivity - Part 2 of 2
Alter Ego Effect Action Plan Applying the principles of the alter ego effect can be powerful in your life and your business. There are some action steps outlined below in this section, but they aren’t a substitute for reading the book. I highly recommend getting your own copy of the book so you can hear from Todd himself.
Once you’ve done that I suggest implementing the action plan below: 1. Decide on who your alter ego will be and why
Think about the people who‘ve inspired you most in your life. What qualities about them do you find inspiring? For instance, I find Barack Obama’s speeches to be very inspiring. I felt he stood up for what he believed in and reformed the financial and health systems in his two terms. This meant he faced a lot of criticism. But his commitment to his vision and his ability to stay focused was exactly what I found inspiring.
Who do you find inspiring? Why do you find them inspiring? Grab a pen and paper and write their names down. Write down the qualities you admire in them. What about their qualities do you relate to? Why?
- Reconnect with your inner child to suspend disbelief (and unlearn the self-limiting lessons that 'growing up' has taught you)
Remember when you were a young kid around the age of 7? Do you remember feeling a sense of wonder and excitement about most things in life? Do you remember feeling filled with possibility? But then as you grew into your teens and then into adulthood, that sense of possibility kinda faded away? The world told you to be realistic? Dreaming of possibility was seen to be immature and childish?
Well, I‘ve got news for you. Being childlike (not childish) is critical if you want to reach your true potential. To embrace your alter ego you need to step into your imaginary world and embrace it with so much passion that you draw that world into your...
James Clear On Atomic Habits : An Easy Way To Build Good Habits And Break Bad Ones Links Mentioned:
Click here to download the podcast shownotes www.jamesclear.com www.atomichabits.com www.GetMeToDone.com www.Productiveinsights.com www.YouTube.com/ProductiveInsights www.CallAshRoy.com www.PremiumProductivity.com
Books Mentioned:
Your Erroneous Zones Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones
Related Episodes:
- Harvard Asst. Professor of Psychiatry — Dr. Srini Pillay — On The Power Of The Unfocused Mind and Productivity - Part 1 of 2
- Harvard Asst. Professor of Psychiatry — Dr. Srini Pillay — On The Power Of The Unfocused Mind and Productivity - Part 2 of 2
Atomic Habits 7-step quick start action plan This action points below aren’t a substitute for the book Atomic Habits. They are useful as a short guide to useful habit creation, however. 1. Redesign your physical environment to build better habits over time
Our environment has more of an impact on our behavior than most of us realize. Change your environment and you’re likely to change your behavior. What does this mean?
If you want to watch less TV don’t have your lounge facing the TV. Have it facing away from the TV. Or better still, don‘t have a TV at all! Want to get fit? Spend more time at the gym and don’t buy junk food when you go shopping. You can’t nibble on unhealthy snacks if they aren’t in your pantry! Want to consume less social media? Remove the apps from your smartphone. Or do what James Clear talks about in this episode and don‘t have social media apps on your home screen. Move the apps to the fourth or fifth screen on your smartphone so they‘re harder to access.
I’d like to play the guitar again so I‘ve got the guitar sitting in my home office on a stand. I don‘t have to go to the hassle of unpacking it if I want to play it. I can literally pick it up and play. Because I want to develop the habit of playing the guitar (again) I’m reducing the ‘friction to access’. Conversely, if I want to stop playing the guitar, I’d put it in the guitar case and store it in the attic. 2. Redesign your digital environment to change habits over time
We spend a huge proportion of our time on smartphones these days. Most of us experience our lives through our phones. Unless you attempt to cap your screen time on your smartphone, your phone will be a huge part of your environment. And for obvious reasons, that isn’t usually a good thing.
If you use Apple products make sure you have ‘screen time’ turned on. This tells you how long you’ve been using your phone each day and allows you to monitor and change your behavior. 3. Use your natural tribal instincts to your advantage
Even though we’re now a ‘civilized’ society several of our biological instincts remain with us even today. Fitting in with our tribe is one.
Jim Rohn had once said you’re the average of the 5 people you hang around. There’s some truth to this. And I believe it comes back to our tribal instinct to ‘fit in’. Back in those days, being cast out from the usually meant certain death. We evolved to survive in tribes and that instinct remains with us today. So use that to your advantage.
Want to get healthier? Spend more time with people who work out. Get a gym buddy.
Want to become a better musician? Hang out with musicians.
Want to become a better leader? Spend time with people who display leadership qualities. Watching YouTube videos or reading books written by great leaders is a great place to start. 4. Increase ‘friction to access’ to break bad habits
Marcus Murphy From Digital Marketer - The 5 Key Steps To Optimize Sales Navigator And How To Use It To Develop Long Term Business Relationships Links Mentioned:
Click here to download the shownotes Marcus Murphy LinkedIn Profile Marcus Murphy Digital Marketer Blogs The 10-Point LinkedIn Audit www.GetMeToDone.com www.Productiveinsights.com www.PremiumProductivity.com www.CallAshRoy.com www.Youtube.com/ProductiveInsights
Related Episodes:
- Ryan Deiss From Digital Marketer Reveals The 5-Step Conversion Funnel That Turbo-Charges Your Business Growth
- Email Marketing Success Strategies Revealed with Co-Founder of Digital Marketer Richard Lindner
- Strategic Partnerships And How To Use Them To Grow Your Business Fast With Roland Frasier From Digital Marketer
- The 5 Step Process To Optimize Your LinkedIn Profile And Attract Your Ideal Clients With Marcus Murphy From Digital Marketer
- Joe Pulizzi — Founder of Content Marketing Institute — Does Your Content Fit Into Your Buyer’s Journey?
- Neil Patel (Kissmetrics Founder) On How To Make Better Decisions Around Client Selection, Branding and Investing
Transcript Ash Roy: Welcome back to the productive insights podcast. This is ash Roy, the founder of productive insights.com, and I'm super excited to have Marcus Murphy back to talk about LinkedIn sales navigator. Now, if you haven't listened to part one of this two part conversation, definitely head over to www.ProductiveInsights.com/173 where we talk about how to set up your LinkedIn profile in five steps and how to use LinkedIn to have meaningful sales conversations and change the conversation around selling. Marcus has shared some awesome tips in that episode around it, how to actually not be the sleazy, disliked salesperson, but rather be the more empathetic, ethical, diagnostically focused salesperson who understands his or her prospects problem and then looks to solve it in a meaningful way and LinkedIn is an awesome tool to do that. To definitely check out productive insights.com forward slash one 73. Now, in this second part of this two part conversation, which is www.ProductiveInsights.com/174 where you can access all the show notes. Marcus is going to share some absolute awesome ideas around how to use sales navigator, the paid version of LinkedIn to take things up a notch, so welcome back, Marcus.
Marcus Murphy: Thank you so much for having me back. I think of that foundational piece. If you haven't listened to the first episode where we go through building kind of that all star profile and really making sure that your professional brand is intact. That's the first one I would do before hopping into this paid version because there's so many things you can do for free before paying for some of the tools, but if you're going to pay for anything, the sales navigator tool is by far the way to go.
Ash Roy: Absolutely. Let's jump into the content. So how is sales navigator different from the free version of LinkedIn and why would we want to use sales navigator What benefits would it give us
Marcus Murphy: Sales navigator is basically a way to aggregates opportunity. What it's doing is it's literally combing through, allowing you to put in targets and allowing you to essentially put in who you would like to connect with so you're being more intentional about who you're targeting very specifically and what it does is it's giving you recommendations and it's also a search feature is probably it has an advanced feature for it search. It's allowing you to really narrow down profiles and be able to connect in new ways with the platform so it's using its software to be able to pull in, allow you to identify exactly the Avatar and the client profile that you're looking for...
The 5 Step Process To Optimize Your LinkedIn Profile And Attract Your Ideal Clients With Marcus Murphy From Digital Marketer Links Mentioned:
Click here to download the podcast shownotes Marcus Murphy LinkedIn Profile The 10-Point LinkedIn Audit www.GetMeToDone.com www.Productiveinsights.com www.PremiumProductivity.com www.CallAshRoy.com www.Youtube.com/ProductiveInsights
Related Episodes:
- Ryan Deiss From Digital Marketer Reveals The 5-Step Conversion Funnel That Turbo-Charges Your Business Growth
- Email Marketing Success Strategies Revealed with Co-Founder of Digital Marketer Richard Lindner
- Strategic Partnerships And How To Use Them To Grow Your Business Fast With Roland Frasier From Digital Marketer
Key Points and Insights
05:04 - Why it's important to have an empathetic approach to sales (and how LinkedIn helps) 07:53 - How to use LinkedIn to develop a diagnostic approach to problem-solving 11:27 - What makes LinkedIn different from other social media platforms 13:24 - Quality vs Quantity when it comes to LinkedIn connections 13:52 - "Conversation is the new lead" - Ryan Deiss 17:20 - Specific aspects of your LinkedIn profile you should optimize first 29:33 - Is it a good practice to use video to increase your LinkedIn content ranking? 35:28 - How to use micro videos for content promotion 37:31 - Wardrobe: What to wear when creating videos on LinkedIn 40:21 - How to optimize the "experience section" on your LinkedIn profile 42:25 -How to optimize the "skills and endorsement" section on the LinkedIn profile 43:41 - How to get more endorsements on LinkedIn 45:40 - What to do with the recommendation/ review section on your LinkedIn profile 47:49 - Key Insights and Action Steps
Transcript The 5-Step Process To Optimize Your LinkedIn Profile With Marcus Murphy From Digital Marketer
Ash Roy: Hello and welcome to the productive insights podcast. This is your host, Ash Roy and the founder of productive insights.com. I'm delighted to have a special guest, Marcus Murphy, and he's somebody I've been very keen to have on for quite a while because he is here to change the conversation around sales by changing the sales conversation and specifically, we're going to be talking about LinkedIn and how to achieve and more authentic approach to sales around LinkedIn. Now, just to put a bit of context around this, there is a lot of negative hype around sales in general and probably for good reason because unfortunately sales has been associated with being pushy and slimy, but both Marcus and I feel that it doesn't have to be that way, that sales is about solving a problem and it's about being empathetic in today's world. Marcus and I failed. That. Being strategic, helpful and empathetic is what helps us to win as salespeople, and more importantly, it helps the customer to win. So, I'm delighted to welcome Marcus Murphy from digital marketer Dot Com. Welcome, Marcus.
Marcus Murphy: Hey, thank you so much for having me. Appreciate it.
Ash Roy: Oh, it's great to have you on the show, man. Let's start by talking about why it's important to have an empathetic approach to sales and how linked in helps us to achieve this in particular.
Marcus Murphy: First of all, this topic is fantastic. The reason why it's fantastic is because every single person, whether you admit that you're a salesperson or not, if you want a company out or you are right, because fundamentally you need to win new business. You need to get new clients, new customers. Um, so everybody needs to kind of hear this good news of being able to bring sales back into wha...
Strategic Partnerships And How To Use Them To Grow Your Business Fast With Roland Frasier From Digital Marketer Links Mentioned:
Click here to download the podcast shownotes www.GetMeToDone.com www.digitalmarketer.com www.rolandfrasier.com www.rivalbrands.com www.plattr.com www.survivallife.com www.makeuptutorials.com www.doityourselfproject.com www.Productiveinsights.com www.PremiumProductivity.com www.CallAshRoy.com www.Youtube.com/ProductiveInsights
Related Episodes:
-
Ryan Deiss From Digital Marketer Reveals The 5-Step Conversion Funnel That Turbo-Charges Your Business Growth
-
Email Marketing Success Strategies Revealed with Co-Founder of Digital Marketer Richard Lindner
-
Porter’s 5 Forces To Analyse Your Business’ Viability
Key Points and Insights
6:11 - How strategic partnerships work and why you might want to consider them as a business growth strategy 8:05 - How Roland Frasier has used this approach to grow multiple businesses fast 9:33 - When it makes sense to align with a strategic partner to acquire their talent or their team 11:26 - Intellectual Property 13:53 - Vertical and Horizontal Integration and how this helps you to grow your distribution 17:24 - Media buys 19:01 - The value-based pricing approach 19:50 - How to apply this strategy to grow a membership site 20:50 - Catering to your customers' interests 22:21 - Why it's important to find out who's currently serving your target customers 26:25 - How Roland assess the culture of a company (before acquisition) 28:20 - The diamond framework to assess a company's culture 30:31 - Transactional leadership vs Transformational leadership 33:12 - The Apple Leadership Strategy 36:12 - Key Insights and Action Steps
Digital Marketer Co-Founder Richard Lindner Shares His Success Strategies Around Email Marketing
Links Mentioned:
Click here to download the podcast shownotes www.digitalmarketer.com www.Productiveinsights.com www.PremiumProductivity.com www.CallAshRoy.com www.Youtube.com/ProductiveInsights
Books Mentioned:
Influence: The Psychology of Persuasion, Revised Edition Pre-Suasion: A Revolutionary Way to Influence and Persuade Save The Cat! The Last Book on Screenwriting You'll Ever Need
Related Episodes:
-
Andre Chaperon — Email Marketing Genius And Creator of AutoResponder Madness
-
Taking Leadership or Giving Leadership? Which Makes You A Better Leader?
Email Marketing Hacks How to build an engaged email list — Email List Hygiene Hint: Less is more.
The size of your email list doesn’t matter as much as how engaged your email list is.
Don’t measure the size of your list. Measure the effectiveness of your list.
Measure the extent to which your readers engage with your emails. Some metrics you might want to consider include open rates and click-through rates.
Here’s the paradox: Continuing to email an unengaged mailing list means your engaged users are likely to receive less of your emails.
You need to know when a user becomes, or a reader becomes unengaged. You then have to trigger a specific re-engagement campaign.
What happens if they still don’t engage?
You stop talking to them!
When someone tells me they don’t have enough traffic coming to their website, I often counter it with this question: “how engaged is the traffic on your website?”
Here’s what happens ‘behind the scenes’ when you send out an email: How Email Providers Like Gmail or Yahoo Mail Decide On Whether Your Emails Get Read Email services like MSN, Yahoo, and Google, allows the first few thousand emails to randomized email addresses through, to see what the engagement rates are like.
Then they pause and measure: Positive engagement mechanisms like:
The percentage opens The percentage that marks the email as important The percentage that scrolls through the email and read through it The percentage that moves it to another folder
Negative engagement mechanisms like:
Unsubscribe percentages The percentage that deletes the email without opening it The percentage that archives the email without opening it
Based on these measurements, they give you a ‘grade’.
The rest of the emails from that sender with that subject line are delivered based on that grade.
A good grade means they ‘open the email floodgates’ nice and wide and let the emails through.
If the grade isn’t good, they throttle your delivery and send a high proportion of your emails straight to the spam filter.
From the email service provider’s perspective (like MSN, Yahoo and Gmail) things are simple. They’re trying to give their email recipients the best possible experience. If your emails aren’t engaging, then they will send you to the spam or the promotions folder.
They will not show it to their users because of they want to protect their users from spammy or highly promotional emails. Email Marketing Broadcasts — How Frequently Should You Email Your List? I often get asked this question: “How frequently should I email my list?”
Of late, I’ve realized that’s the wrong question.
A better question to ask is: How am I adding value to my email list?
The 5 Step Conversion Funnel That Turbo-Charges Your Business With Ryan Deiss From Digital Marketer Ryan Deiss has been called one of the world’s leading digital marketers by Shark Tank star, Daymond John. He's a best-selling author, speaker, and founder of multiple companies. His entrepreneurial endeavors began while he was a college student at the University of Texas at Austin, launching his first very first website from his freshman dorm room. Fast forward to the present day, Ryan's the Founder and CEO of DigitalMarketer.com. He’s the creator of the “Customer Value Optimization” methodology and his company, DigitalMarketer, is the leading provider of digital marketing training and certifications. The DM community has over 15,000 paid members and over a half a million subscribers.
What's Digital Marketer's mission? To double the size of 10 thousand businesses by 2020.
Ryan is also the founder and host of the Traffic & Conversion Summit, the largest digital marketing conversion conference in North America.
I had the pleasure of meeting Ryan ad the Digital Marketer Down Under Summit in 2018 and am delighted to have hosted him on the Productive Insights Podcast.
Links Mentioned:
www.digitalmarketer.com 100 Books Every Marketer Should Read The DigitalMarketer Podcast Perpetual Traffic by DigitalMarketer www.Productiveinsights.com www.PremiumProductivity.com www.CallAshRoy.com www.Youtube.com/ProductiveInsights
Books Mentioned:
Ready, Fire, Aim: Zero to $100 Million in No Time Flat The Wizard of Ads: Turning Words into Magic and Dreamers into Millionaires The Goal: A Process of Ongoing Improvement
Related Episodes:
- Jon Morrow (Copyblogger) On How To Use Blogging To Build A Highly Successful Business Online
- Survey Funnel Formula with Ryan Levesque – How to Ask Your Way to Profit
- Brian Clark — Founder of Copyblogger — On How To Create Content That Converts, Empathy Maps, How To Use Content To Build An Eight-Figure Business and Lots More!
- How to Create An Empathy Map
- Andre Chaperon — Email Marketing Genius And Creator of AutoResponder Madness
The 3-Step Process To Creating A Powerful Mission Statement Digital Marketer's mission statement is to double the size of 10,000 businesses by 2020.
Why create a mission statement? How does it help?
A mission statement helps create a tangible common goal which all your team members can rally around. It helps to set the direction of your business and enables you to lead your team with purpose.
It means you can hire better team members for a specific purpose with a specific focus.
Identify your unique selling proposition (USP)
Decide on what it is you bring to the market that’s unique and that you can do better than anyone else. This relates to what Warren Buffett calls your ‘durable competitive advantage’.
Let’s say you’re a business coach. Your competitive advantage might be that you get your clients results that increase their profitability and you do this better than any other coach in the market.
Your USP is that you get your clients results that can be measured by an increase in profits
Clarify what success looks like and how you’ll measure it
Let’s say you want to provide an incredible return on investment (ROI) to your customers. Make that a metric you measure yourself against.
Measure the percentage of customers who receive more than 100% ROI after having worked with you.
Combine your unique selling proposition with your measurable outcome.
So,
How to Overcome Implementation Paralysis with Sonya Keenan - Part 2 Links Mentioned:
Click here to download the podcast shownotes www.omnichannelmediagroup.com www.digonline.com.au www.Productiveinsights.com www.PremiumProductivity.com www.CallAshRoy.com www.Youtube.com/ProductiveInsights
Related Episodes:
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Specific Mindset Techniques To 10X Your Prices — With Kyle Tully
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Ezra Firestone on How To Use E-commerce To Take Your Business From Six Figures To Seven
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Suzi Dafnis On How To Find Your Ideal Mentor
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Harvard Asst. Professor of Psychiatry — Dr. Srini Pillay — On The Power Of The Unfocused Mind and Productivity – Part 1 of 2
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Harvard Asst. Professor of Psychiatry — Dr. Srini Pillay — On The Power Of The Unfocused Mind and Productivity – Part 2 of 2
How to overcome information paralysis — Key Insights and action steps Use re-engagement campaigns to re-connect with your existing customer list. It costs between 5 and 9 times as much to find a new customer as it does to retain an existing one. Companies often go looking for new business when they should focus on re-engaging with their existing customers and offering those customers more value.
There are several ways to do this:
Send out a re-engagement email Figure out what your customer needs at this point in their journey and offer them products that solve those problems in at this point in their lives. This could mean offering them products related to the one they originally purchased. You already have their trust. Why not offer them good quality solutions in the form of products?
Make your customer the hero and you be the guide An important way to connect with your prospect or customer is to focus on them and their journey. Focus on serving them and make them the hero of the story. Start with a low-end offer and then make higher ticket offers once you have the customers’ trust At all times the product should offer more value than the price the customer pays for the product. This is critical.
The customer should always ‘win’. That said, it’s a great idea to move the customer up the ‘product escalator’ once your relationship has changed from a ‘website browser’ to a ‘paying customer’. If a high-end offer makes sense, then don’t drag your customer through a series of low-end offers Again, this comes back to the customers' needs. The customer’s needs come first. If your customer wants to buy your high-end product because that solves their problem, don’t force them through the ‘product escalator’.
It sounds silly I know, but I’ve seen businesses do this.
Don’t let that be you. Get your customer to commit time (not just money) In today’s information age, time is increasingly scarce. It’s become a precious resource. If you can get your customer to commit time to you, that means a lot.
Focus on getting your customer to investing time with you through continuity programs, challenges, etc.
Don’t under-price your products (that can hurt your business)
If you went to see a heart surgeon and she offered to perform your surgery for only $10, I’m guessing you’d run in the other direction.
Price is a signal. Don’t under-price yourself or you’ll lose customers (unless you’re in a very commoditised market). There are several other factors that influence the price. Have a listen to this episode where I spoke to Kyle Tully about pricing and how it’s perceived as one of the many factors when a customer buys.
Other questions (besides price) that customers are asking themselve...
How to Overcome Implementation Paralysis with Sonya Keenan - Part 1 of 2
Links Mentioned:
Click here to download the podcast shownotes www.omnichannelmediagroup.com www.digonline.com.au www.Productiveinsights.com www.PremiumProductivity.com www.CallAshRoy.com www.Youtube.com/ProductiveInsights
Related Episodes:
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Specific Mindset Techniques To 10X Your Prices — With Kyle Tully
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Ezra Firestone on How To Use E-commerce To Take Your Business From Six Figures To Seven
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Suzi Dafnis On How To Find Your Ideal Mentor
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Harvard Asst. Professor of Psychiatry — Dr. Srini Pillay — On The Power Of The Unfocused Mind and Productivity – Part 1 of 2
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Harvard Asst. Professor of Psychiatry — Dr. Srini Pillay — On The Power Of The Unfocused Mind and Productivity – Part 2 of 2
Key Points and Insights:
6:40 - How screens on our smartphones and smartwatches create the paradox of choice 7:35 - "We don’t have the knowledge to decide what we need for our business" 8:26 - How the access to unlimited information has created information paralysis 10:33 - You have to understand how to acquire customers in the most cost-effective and scalable way 11:23 - The effective hourly rate as explained by James Schramko 12:36 - How Sonya uses the effective hourly rate when coaching clients 14:05 - The problem with boosting posts on Facebook's recommendations 14:26 - How facebook probably spends your advertising budget ‘under the radar’ in $10 increments 15:55 - You can be doing things and still have implementation paralysis 16:54 - Getting clear on what success looks like and 17:45 - How digital marketer uses testing around email marketing 19:08 - How I use a feature in Active Campaign to automate testing around email marketing 20:13 - The ‘pick your church and stick to it’ strategy to avoid implementation paralysis 21:20 - Shiny object syndrome in digital marketing
3 Ways To Position Yourself As The Obvious Choice For Your Customer By Improving Your Competitive Advantage Links Mentioned:
Click here to download the podcast shownotes www.Productiveinsights.com www.PremiumProductivity.com www.CallAshRoy.com www.Youtube.com/ProductiveInsights
Related Episodes:
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Joe Pulizzi — Founder of Content Marketing Institute — Does Your Content Fit Into Your Buyer’s Journey?
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Brian Clark — Founder of Copyblogger — On How To Create Content That Converts, Empathy Maps, How To Use Content To Build An Eight Figure Business and Lots More!
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How to Create An Empathy Map
The Steve Jobs Guide to Using Death as The Ultimate Change Agent
Key Points and Insights:
1:38 What is competitive advantage and why does it matter so much? 2:47 What happens if you don't have a sustainable competitive advantage? 3:30 The importance of developing a deep understanding of your customer 4:20 Using a good content marketing strategy to position yourself as a trusted authority in your niche 5:50 Getting clear on your natural strengths to enhance your competitive advantage 7:40 How Steve Jobs sustained himself when building Apple. 9:34 Key Action Steps you can take right now to improve your competitive advantage
How To Use Referral Based Marketing To Grow Your Business - With Robert Gerrish After a career in marketing and design in London, culminating in the sale of his business to Saatchi & Saatchi Advertising, Robert Gerrish began the search for more meanin...
How To Build a Self-Sustaining Business Using Marketing Automation - With Carl Taylor Since 2010, Carl Taylor has been teaching the world how to stop dreaming and start achieving. After spending over $100,
[Case Study] How Julie MacDonald — Founder of The Awesome Au Pair — Launched Her Recurring Income Business Website - Part 2 of 2 Links Mentioned: Click here to download the podcast shownotes www.productiveinsights.com/164
[Case Study] How Julie MacDonald — Founder of The Awesome Au Pair — Launched Her Recurring Income Business Website - Part 1 of 2 Links Mentioned: Click here to download the podcast shownotes www.productiveinsights.com/163
How To Develop A Growth Mindset and Overcome Impostor Syndrome With Liz Ellis Liz Ellis is one of the most respected names in netball, with a remarkable 18-year elite career including 2 Commonwealth Gold Medals, 3 World Championships,
How To Turbocharge Your Facebook Marketing Using The Connectio Suite - With Wilco De Kreij (Founder of Connectio) Are you looking to turbo-charge you Facebook advertising? If so you've come to right place.
GDPR Made Easy: How To Meet Your Legal Obligations As They Relate To The General Data Protection Regulations Which Takes Effect On 25th May 2018 — With Liz Ellis Are you ready for the General Data Protection Regulations which take effect on the 25th ...
GDPR & How To Meet Your Legal Obligations Around Data Protection (Effective On 25th May 2018) And What Specific Action Steps You Can Take Right Now — With Robert Klinck Links Mentioned: www.ProductiveInsights.com/160 www.youronlinegenius.
Rand Fishkin Discusses His New Book Lost & Founder And Reveals The Truth About Startup Culture in Silicon Valley. (Why Venture Capital Or External Funding Isn't Always The Right Answer) Rand Fishkin is a founder of Moz.
Ryan Levesque Reveals A Sneak Peak Into His Upcoming Book In 2018 & His New Methodology — A Prequel To The Ask Method Ryan Levesque is the CEO of The ASK Method® Company and author of the #1 National Best-Selling book, ASK - as featured by Inc. Magazine as their #1 Marketing Book of the Year and by Entrepreneur Magazine as their #2 Must-Read Book. The ASK Method® Company was ranked #462 on the 2017 Inc. 500 List and named the #7 Fastest Growing Company in Austin, TX.
Ryan is also CEO & co-founder of bucket.io™ - the leading marketing funnel software entrepreneurs are using to build interactive quizzes, assessments, and surveys to segment their audience into buckets and create a tailored buying experience online.
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Links Mentioned:
AskMethod.com Bucket.io www.PremiumProductivity.com www.CallAshRoy.com www.Youtube.com/Prod
Related Episodes:
- Survey Funnel Formula with Ryan Levesque – How to Ask Your Way to Profit
Key Insights:
3:12 - Ask Methodology and its evolution 10:14 - Choosing the right Market 14:30 - Can this method be used to re-evaluate your market? 23:32 - How to use Google Trends to pick your market 31:19 - Action steps you can take right now
Announcing The "Respect Based Marketing" Approach (And How It Differs From The "Traditional Launch Model") with Bastian Ernst — founder of Wild Audience Are you an online marketer who’s tired of being an unwelcome guest in people’s inboxes (like most...
How to Use Professional Live Streams to Grow Your Business with Luria Petrucci - Part 2 Luria is a live video strategist who focuses on helping you to grow your business through professional life videos. For 11 years, Luria has created over 4,
How to Use Professional Live Streams to Grow Your Business with Luria Petrucci - Part 1 Luria is a live video strategist who focuses on helping you to grow your business through professional life videos. For 11 years, Luria has created over 4,
The Top 20 Actionable Episodes From The Productive Insights Podcast in 2017 Miss any of our episodes in 2017 and feel like you don't have the time to catch up?We've got you covered.Here are the 20 most downloaded episodes from 2017 with links to each...
Is Artificial Intelligence Going To Destroy Humanity? Find Out In This Conversation With Matthew Michaelwicz Matthew Michalewicz has more than 20 years of experience in starting and running high growth companies especially in the areas of predictive ...
"Work Less Make More" — James Schramko Reveals Key Insights From His New Book James Schramko is no stranger to the Productive Insights podcast, in fact, he was instrumental in helping launch the Productive Insights Podcast.
The 5 Keys To Businesses Growth with Mike Reid — Director of Dent Global / Key Person of Influence (KPI) Mike Reid is the global director of Dent at Key Person of Influence (KPI) (also known as Dent Global) which is a training and advisory company.
[Case Study part 2] How A Lawyer Uses Podcasting To Get 10 New Leads And 2 New Clients Each Week Amnda Farmer is an owner of Lawyers Chambers on Riley, a boutique Strata specialist firm in Darlinghurst New South Wales.
How Julie Cairns Used Self -Awareness and Mindset to Drive a $6 Million Turnaround (and How You Can Too) - Part 2 of 2 Julie Cairns is on a mission to empower people to live an abundant life free from false beliefs. In this spirit,
How Julie Cairns Used Self -Awareness and Mindset to Drive a $6 Million Turnaround (and How You Can Too) - Part 1 of 2 Julie Cairns is on a mission to empower people to live an abundant life free from false beliefs. In this spirit,
Noah Kagan Throws Down A $1000 Challenge (Plus How To Push Past Your Comfort Zone) Noah Kagan is the founder and Chief Sumo of Sumo.com and AppSumo.com. AppSumo helps entrepreneurs grow their businesses. - Fast! - Before starting at AppSumo,
Speed Reading: A 7 Step System To Grasp Key Concepts Faster When Checking Emails Or Reading Articles
Hello and welcome to episode 146 of the productive insights podcast. This is your host Ash Roy the founder of productiveinsights.com
I’ve been MIA for the last couple of weeks because I’ve been agonising over whether or not to publish this episode. I face this challenge often because I’m always striving to deliver content that is interesting, actionable and useful to you as a listener.
So eventually I asked my team and they said they’d definitely find it useful. I think they’re biased but I’m going to go with their advice and publish this episode anyway.
So today we are going to be talking about speed reading while still being able to extract key concepts and ideas from a given body of text.
We look at how to develop your skills in speed reading, when to use speed reading, (more importantly) when not to use it.
Okay so let's start by defining the term “speed reading” for the purposes of this podcast episode
I define speed reading is the process of rapidly absorbing the key principles, ideas, and actionable strategies presented in a written form (typically in the form of an email, an article or book)
In today's information overloaded environment the amount of information we are required to process seems to be growing by the minute. We have a lot of emails coming in to our inbox, correspondence from various organizations arriving via snail mail, e-books that created an unprecedented access to information that has never existed in the history of humanity, and gazillions of online articles we tend to browse on the web as we educate ourselves in our business pursuits or chosen careers.
So clearly, it would be very beneficial to be able to extract the key ideas from a body of text in a shorter space of time.
And this is where speed-reading comes in. To me, being able to speed read is almost a superpower in today's information overloaded environment.
But to be an effective speed reader I believe it is important to be discerning about when to speed read and when not to speed read. So let's talk about that first:
In my experience, speed reading often means sacrificing access to detailed information that’s presented in a given body of text. The faster you read the less detail you tend to take in especially when it comes to remembering that detail.
So if you're reading up technical document such as terms and conditions of an important agreement that is signing your name against, then speed reading is not the answer in that situation.
If you need to understand and absorb certain principles particularly when you're learning them for the first time (for example when studying physics or learning calculus), speed-reading won't work for you then either.
In other words when you're consuming information that is conceptually heavy and has a lot of detail and related concepts packed into a small amount of text, then speed reading is not going to work for you. Think professional texts with a lot of jargon such as medical text books, accounting principles, legal judgments etc.
I used to read my legal judgements by reading facts of the case and then conclusion but don’t try this at home How to speed read (Hint: It's about breaking old habits & changing your mindset towards speed reading) 1. Prime your brain for the content by asking yourself what you already know about this topic and making predictions around what you think the key ideas are likely to be
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Eliminate or minimise subvocalisation
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Avoid regression
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introduce soft focus so you can read multiple words (phrases) and take them in at a time.
Amy Porterfield and I Reveal (And Confront) Our Deepest Fears Around Video Content Creation (And Share Actionable Tips Around Mindset) Amy Porterfield is an online marketing expert and educator and the host of a top ranking podcast named Online Market...
Do You Take Your Internet For Granted? Sonia Simone And I Discuss Net Neutrality And How You Can Protect Your Online Freedom Before Its Too Late Sonia Simone is one of the leading authorities when it comes to content marketing and creating high-value ...
Harvard Asst. Professor of Psychiatry — Dr. Srini Pillay — On The Power Of The Unfocused Mind and Productivity - Part 2 of 2 Today I have a very special guest Dr. Srini Pillay — an Assistant Professor of Psychiatry at the Harvard Medical School.
Dr. Srini Pillay — Asst Prof of Psychiatry at Harvard Talks About The Power of The Unfocused Mind - Part 1 of 2 Today I have a very special guest Dr. Srini Pillay — an Assistant Professor of Psychiatry at the Harvard Medical School.
How To Pitch Effectively To Influencers (Without Being A Pain) And Grow Your Business Fast — With Sarah Jones Today's guest is the founder of Introverted Alpha and she is here to talk about how she has grown her business to $317,000 annually. She has been featured in Forbes, Business Insider, The Huffington Post and lots more. She is clearly very good at implementing because she has used Ramit Sethi's 0 to launch a program to grow her business substantially over the last 3 years. I am delighted to welcome Sarah Jones from introvertedalpha.com
In this episode we talk about how to approach influencers and create a compelling pitch that is more likely to get a "yes please". Sarah has used her pitching approach as one of her many tools to grow her business in a very short time frame! Her honesty and candour are disarming.
So listen up ... Cause there's a lot of wisdom in her words!
;-) Share this Episode:
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Links Mentioned:
IntrovertedAlpha.com How to successfully cold pitch top bloggers in your industry www.CallAshRoy.com www.Youtube.com/ProductiveInsights
Related Episodes:
- Neil Patel (Kissmetrics Founder) On How To Make Better Decisions Around Client Selection, Branding and Investing
- Hiten Shah — Cofounder of Kissmetrics — How To Assess If The Software As A Service (SAAS) Business Model Is Right For You
Books Mentioned:
The Pumpkin Plan: A Simple Strategy to Grow a Remarkable Business in Any Field Hardcover – by Mike Michalowicz Profit First: A Simple System to Transform Any Business from a Cash-Eating Monster to a Money-Making Machine. Hardcover – by Mike Michalowicz Better Than Before: What I Learned About Making and Breaking Habits--to Sleep More, Quit Sugar, Procrastinate Less, and Generally Build a Happier Life Paperback – by Gretchen Rubin
Key Points and Insights
1:42 - Ash talks about the outreach email Sarah sent and thought it was fantastic 4:01 - Sarah's recommendation on how to make an outreach email 8:07 - Being authentic and considerate to your audience 9:10 - Test and Learn approach 11:07 - Habit Formation 15:17 - Email Follow-ups 19:14 - Action Steps and Key Insights 21:30 - Biggest mistakes in pitching 28:02 - Tips on Pitching - How to Cold Pitch Top Bloggers 30:01 - Book Recommendation 31:32 - How to contact Sarah
Email Marketing Genius (over 70% open rates) And Creator of Auto Responder Madness — Andre Chaperon
Andre Chaperon is an entrepreneur, an internet marketer, a writer, a creator, a teacher, and a student. He got fired on October 22, 2003, and has never had a boss since. He is a British citizen and a native of Turban South Africa who now lives in the rock of Gibraltar.
He is dyslexic.
He is a visionary who is fascinated with fonts and loves minimalist design. He is constantly been striving to simplify but he has been told that he has Amazon book ordering fetish.
Share this Episode:
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Links Mentioned:
ProductiveInsights.com/ARM AndreChaperon.com TinyLittleBusinesses.com www.CallAshRoy.com www.Youtube.com/ProductiveInsights
Related Episodes:
- Jon Morrow (Copyblogger) On How To Use Blogging To Build A Highly Successful Business Online
- Valerie Khoo — Founder Of The Australian Writers Centre On Power Stories (And The 8 Stories You Must Tell)
- Sonia Simone CopyBlogger Co-Founder on How To Be A Prolific Content Marketer (Part 1 of 2)
- Sonia Simone CopyBlogger Co-Founder on How To Be A Prolific Content Marketer (Part 2 of 2)
Key Points and Insights
3:39 - Is email marketing dying? Open Rates and Click Through Rates on 7:17 - Facebook Messenger and the future of Email Marketing 10:03 - How to approach email marketing to achieve over 70% open rates 14:02 - Open Loops and how they work in email marketing 16:28 - The PS section of your email is valuable real estate when used correctly 18:14 - The value of personal stories 20:04 - Audience and the importance of empathy 21:48 - The mindset you need to write consistently 24:33 - Soap Opera Sequences (SOP) and Open Loops 27:19 - Email Marketing Tools - Active Campaign vs Drip 30:18 - Challenges around Email Marketing and how to solve them 37:31 - Summary and key insights 41:04 - Actions Steps
Action Steps
Be relevant to your audience. Start! Create engaging stories.
The Biggest Public Speaking Mistakes and How to Fix Them with Matthew Kimberley - Part 2 of 2
Matthew Kimberley from matthewkimberley.com is an expert in profitable lead generation and is also the author of the self help classic: How to Get a Grip. He speaks all over the world and brings his own, unique charm and wit to audiences, big and small. He was a featured guest in the Productive Insights Podcast Episode 67.
Share this Episode:
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Links Mentioned:
MatthewKimberley.com HeroicPublicSpeaking.com www.CallAshRoy.com www.Youtube.com/ProductiveInsights
Related Episodes:
- Neil Patel (Kissmetrics Founder) On How To Make Better Decisions Around Client Selection, Branding and Investing
- How to Use Frameworks to Take Your Business to the Next Level – with Taki Moore
- James Schramko On Frameworks For Business Profitability And Lifestyle
- Matthew Kimberley On How To Use Public Speaking To Grow Your Leads
- Emceeing for the Dalai Lama, Humor in Public
- Humor in Public Speaking, And Engaging An Audience
Key Points and Insights
2:50 - How to be a better public speaker and generate higher leads 6:51 - The authority that comes when you speak from stage 10:43 - How to engage your audience 12:29 - What if you're not a good public speaker? 15:10 - Preparation preparation preparation 16:01 - What are the biggest mistakes people make around public speaking? 23:53 - How to ensure you're relevant and socially savvy as a public speaker 25:37 - The western vs eastern approach to authority (and the pros and cons of each) and how they relate to your public speaking career 26:20 - The importance of understanding cultural nuances 28:00 - How to prepare for a public speaking engagement 31:08 - How to make yourself relevant to your audience
How to maximize your "effective hourly rate" by working within your "zone of genius" while spending fewer hours at work with Matthew Kimberley - Part 1 of 2
Matthew Kimberley from matthewkimberley.com is an expert in profitable lead generation and is also the author of the self help classic: How to Get a Grip. He speaks all over the world and brings his own, unique charm and wit to audiences, big and small. He was a featured guest in the Productive Insights Podcast Episode 67. Share this Episode:
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Links Mentioned:
www.matthewkimberley.com www.CallAshRoy.com www.Youtube.com/ProductiveInsights
Related Episodes:
- Neil Patel (Kissmetrics Founder) On How To Make Better Decisions Around Client Selection, Branding and Investing
- How to Use Frameworks to Take Your Business to the Next Level – with Taki Moore
- James Schramko On Frameworks For Business Profitability And Lifestyle
- Matthew Kimberley On How To Use Public Speaking To Grow Your Leads
- Emceeing for the Dalai Lama, Humor in Public
- Humor in Public Speaking, And Engaging An Audience
Key Points and Insights
4:09 - "Purveyor of independence, entertainment, delight, confidence, and control" 7:18 - You can choose your reaction to a situation 12:06 - Delighting your audience 14:33 - The "game of money" 17:53 - Productivity is not about doing more in less time - it actually about doing less (and focusing on the right things) 23:30 - How to calculate your effective hourly rate and work within your zone of genius
Humor in Public Speaking, And Engaging An Audience with Marty Wilson - Part 2
Marty Wilson from morefunnymoremoney.com was previously a featured guest in the Productive Insights Podcast Episode 89. He’s a pharmacist turned award-winning advertising copywriter, turned stand-up comedian, turned best-selling author and speaker. He’s spoken to over 500, 000 people since he first lit up on stage in 1997. In his first 12 months, he won Australian comic of the year and appeared on the footy show. He was invited to the UK to become a full-time stand-up. His keynotes and workshops are packed with scientific knowledge, takeaway tips and strategies and most importantly, wrapped up in countless, hilarious stories. He’s recently been invited to share the stage with Dalai Lama, almost did, which we talked about in this episode. Share this Episode:
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Links Mentioned:
MartyWilson.com.au/Ted Marty Wilson conversation Eddie Izzard Darth Vader Sketch Monty Python, The Fish Slapping Dance MoreFunnyMoreMoney.com MartyWilson.com.au www.CallAshRoy.com www.Youtube.com/ProductiveInsights
Related Episodes:
- Marty Wilson On Humor As The Most Powerful Public Speaking Tool
- The Dalai Lama, Humor in Public Speaking And Engaging An Audience with Marty Wilson - Part 1
Key Points and Insights
0:56 - Part 1 Recap 1:13 - Intro of Part 2 5:58 - Why it's important to look the situation from a third person's perspective 8:25 - How to use current events as material for your speaking 10:25 - Recap and Action Steps 12:30 - Biggest mistakes people make around incorporating humor into their lives 18:15 - Use humor to diffuse tension in life, refer to link Monty Python, The Fish Slapping Dance 21:38 - How to contact Marty
The Dalai Lama, Humor in Public Speaking And Engaging An Audience with Marty Wilson Share this Episode:
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Links Mentioned:
MoreFunnyMoreMoney.com MartyWilson.com.au www.CallAshRoy.com www.Youtube.com/ProductiveInsights
Related Episodes:
- Marty Wilson On Humor As The Most Powerful Public Speaking Tool
Key Points and Insights
3:33 - Almost sharing the stage with Dalai Lama 4:47 - Ethics for a new millenium by Dalai Lama 7:43 - How to use humor as a tool to bond with your audience 10:53- What is it about humor and music that brings us together as people? 13:47 - Devices Marty uses as a public speaker 18:30 - The end of the laughter is the beginning of listening 18:46 - Devices around humour 19:34 - How to hone the most important skill when it comes to humour - timing 26:14 - How to develop your humor muscles 29:30 - Building up the tension in the story (for a bigger laugh)
Jarrod Robinson on Emerging Technologies and How Apps Can Help Grow Your Business Our guest today is a physical education teacher from country Victoria Australia, with a passion and enthusiasm for the role emerging technologies play within teaching and learning. We featured him as an expert back in episode 79 where we talked about how […]
Suzi Dafnis on The Secret To A Successful Rebranding Campaign Share this Episode: Click to Tweet Links Mentioned: HerBusiness.com/Freebies HerBusiness.com/Podcasts www.CallAshRoy.com www.Youtube.com/ProductiveInsights https://productiveinsights.
Tom Breeze on Youtube Marketing – Are You Getting the Most Out of Your Youtube Advertising? – Part 2 of 2 Share this Episode: Click to Tweet Links Mentioned: Viewability.co.uk www.CallAshRoy.com www.Youtube.com/ProductiveInsights www.
How To Use Marketing Videos to Grow Your Business with Tom Breeze – Part 1 of 2 Share this Episode: Click to Tweet Links Mentioned: www.CallAshRoy.com www.ProductiveInsights.com/132 Related Episodes: 016. How To Use Video Marketing To Really Grow Your ...
Podcasts : How to Leverage the Medium to Grow Your Brand Fast! (Plus Recent Changes to Podcast Analytics and Interface Announced at WWDC 17) Share this Episode: Click to Tweet Links Mentioned: Developer.Apple.com/WWDC17/512 www.CallAshRoy.com www.
Ilana Weschler on Google Ads and Holistic of Pay Per Click (PPC) Advertising – Part 2 Share this Episode: Click to Tweet Links Mentioned: GreenArrowDigital.com www.YouTube.com/ProductiveInsights www.CallAshRoy.com www.ProductiveInsights.com/129 www.ProductiveInsights.com/130 Related Episodes: 075. Joe Pulizzi — Founder of Content Marketing Institute — Does Your Content Fit Into Your Buyer’s 084. How To Use The PEST Framework […]
PPC (Pay Per Click) Advertising – A Holistic Approach with Ilana Wechsler – Part 1 Share this Episode: Click to Tweet Links Mentioned: GreenArrowDigital.com www.YouTube.com/ProductiveInsights www.CallAshRoy.com www.ProductiveInsights.com/129 Related Episodes: 015. Google Adwords Success Secrets Revealed! With Mike Rhodes 021. Facebook Advertising with Keith Kranc and Ralph Burns (Part 2) 055. Ezra Firestone on How To […]
Julie MacDonald (International News Anchor) — & I Discuss Actionable Strategies Around Using Authenticity To Build An Enduring Business Brand Share this Episode: Click to Tweet YouTube Video of Conversation Links Mentioned: www.ClanMacMedia.com www.TheDailyJuggle.com www.CallAshRoy.com www.ProductiveInsights.com/126 Related Episodes: 003. Jon Morrow (Copyblogger) On How To Use Blogging To Build A Highly Successful Business 070. Valerie […]
Dr. James Carlopio Shares His Insights Around The Art of Better Decision Making & ‘Automated Expertise’ Share this Episode: Click to Tweet Links Mentioned: www.JamesCarlopio.com www.CallAshRoy.com www.ProductiveInsights.com/126 Related Episodes: 010. 7 Mistakes Your Brain Makes Every day And How To Fix Them Using Mindfulness How To Use Mindfulness To Dismiss Fears That Secretly Sabotage Your Lige, […]
Rand Fishkin (Wizard of Moz) And I Discuss One vs Multiple Domains; One vs Multiple Product Lines; How Mobile Is Driving Search; And What That Means For Your Content Strategy Share this Episode: Click to Tweet Links Mentioned: www.Moz.com www.CallAshRoy.com www.ProductiveInsights.com/126 Related Episodes: 001. Neil Patel (Kissmetircs Founder) On How to Make Better Decisions Around […]
Dale Beaumont on How Brin and Artificial Intelligence Can Take Your Business to The Next Level Share this Episode: Click to Tweet YouTube Video of Conversation: Links Mentioned: www.Brin.ai www.fbf8.com www.CallAshRoy.com www.ProductiveInsights.com/125 Key Points and Insights 2:28 – What is Brin? 8:24 – The evolution of jobs 9:40 – Why is Brin so important today? 10:56 […]
How to Create Content Consistently even if You don’t Feel You’re a Writer (The 4 Day Content Creation System) Share this Episode: Click to Tweet Links Mentioned: www.bigbrandsystem.com www.CallAshRoy.com www.ProductiveInsights.com/123 Related Episodes: 003. Jon Morrow (Copyblogger) On How To Use Blogging To Build A Highly Successful Business 06. Chris Garrett (CopyBlogger) on How to Use Content […]
Pamela Wilson on Educational Content and How it Helps in Building a Brand Share this Episode: Click to Tweet Links Mentioned: www.bigbrandsystem.com www.CallAshRoy.com www.ProductiveInsights.com/123 Related Episodes: 06. Chris Garrett (CopyBlogger) on How to Use Content Marketing to Win Online (including a Simple 5 Day Plan to Get Your Started in a Week!) 003. Jon Morrow […]
Shark Tank Judge — John McGrath — On How To Cultivate A Success Mindset And Build An Enduring Brand Share this Episode: Click to Tweet YouTube Video of Conversation Links Mentioned: www.realestate.com.au www.johnmcgrath.com.au www.CallAshRoy.com www.ProductiveInsights.com/122 Key Points (Timestamps on Youtube Video) 1:08 – How mindset played an important role in John’s success 7:00 – It takes […]
5 Ways To Repurpose Podcast Episodes And Deliver Awesome Value To A Wider Audience Share this Episode: Click to Tweet Links Mentioned: www.CallAshRoy.com www.rev.com www.trint.com Related Episodes: 039. Podcasting for Entrepreneurs with John Lee Dumas 073. Darren Rowse — Problogger Founder — Shares His Secrets Around Prolific Content 074. Darren Rowse (Problogger) Shares His Blogging […]
Tim Reid (Author of The Boomerang Effect) on How Podcasting Attracts High-Value Clients and Builds an Authority Platform Share this Episode: Click to Tweet Links Mentioned: http://timreid.com.au/ http://smallbusinessbigmarketing.com/ Related Episodes: 006. Chris Garrett (Copyblogger) On How To Use Content Marketing To Win Online (Including A Simple 5 Day Plan To Get You Started In A […]
What is an empathy map and why does it matter to you as a business owner and/or a content
Automated marketing technology like sales funnels and automated sequences and are great but they’re not enough — it is important to resonate with your audience at a human level first and the marketing automation tools help to make that process more efficient.
Your 7 steps to a hyper productive 2017 (Lessons Learnt From An Unplanned Information Diet)
How To Create The Right Social Media Marketing Campaign For Your Business – with Jeff Bullas (Part 1 of 2) Share this Episode Click To Tweet Share on Facebook Links Mentioned ash@productiveinsights.com callashroy.com http://www.jeffbullas.com/ https://www.kissmetrics.com/ https://www.facebook.com/business/products/ads business.twitter.com/en/advertising.html Related Episodes 001. Neil Patel (Kissmetrics Founder) On How To Make Better Decisions Around Client Selection, Branding and […]
How To Be A Prolific Content Marketer with Sonia Simone Co-Founder of Copyblogger Media (Part 2 of 2) Share this Episode Click To Tweet Share on Facebook Links Mentioned ash@productiveinsights.com callashroy.com http://www.copyblogger.com/ http://rainmakerplatform.com/ http://rainmaker.fm/series/pink/ http://www.copyblogger.com/10-steps-to-better-writing/ https://moz.com/ http://dayoneapp.com/ https://wordcounter.net/ http://www.copyblogger.com/rainmaker-fm/ Related Episodes 038. Rand Fishkin – How To Create Great SEO Friendly Content Plus Key Trends […]
How To Be A Prolific Content Marketer with Sonia Simone Co-Founder of Copyblogger Media (Part 1 of 2) Share this Episode Click To Tweet Share on Facebook Links Mentioned ash@productiveinsights.com callashroy.com http://www.copyblogger.com/ http://rainmakerplatform.com/ http://rainmaker.fm/series/pink/ http://www.copyblogger.com/10-steps-to-better-writing/ https://moz.com/ Related Episodes 038. Rand Fishkin – How To Create Great SEO Friendly Content Plus Key Trends In Search 003. […]
Improve What You Can Measure: How To Make Your Data Look Sexy – with Annie Cushing (Part 2 of 2) Share this Episode Click To Tweet Share on Facebook Links Mentioned ash@productiveinsights.com CallAshRoy.com http://www.annielytics.com/guides/definitive-guide-campaign-tagging-google-analytics/ http://www.annielytics.com/ http://www.annielytics.com/resources/ https://www.buzzfeed.com/ https://www.facebook.com/business/products/ads https://analytics.google.com/ https://www.google.com/adwords/ http://buzzsumo.com/ http://www.outbrain.com/ http://go.taboola.com/ Related Episodes 038. Rand Fishkin – How To Create Great SEO Friendly […]
Improve What You Can Measure: How To Make Your Data Look Sexy – with Annie Cushing (Part 1 of 2) Share this Episode Click To Tweet Share on Facebook Links Mentioned ash@productiveinsights.com CallAshRoy.com http://www.annielytics.com/guides/definitive-guide-campaign-tagging-google-analytics/ http://www.annielytics.com/ https://www.buzzfeed.com/ https://www.facebook.com/business/products/ads https://analytics.google.com/ https://www.google.com/adwords/ http://buzzsumo.com/ Related Episodes 038. Rand Fishkin – How To Create Great SEO Friendly Content Plus Key […]
Taking Leadership or Giving Leadership? Which Makes You A Better Leader? – with Bob Burg Share this Episode Click To Tweet Share on Facebook Links Mentioned ash@productiveinsights.com CallAshRoy.com http://thegogiver.com/ http://thegogiver.com/the-go-giver-leader/ Related Episodes 072. Bob Burg On How To Be A Go-Giver And Get Your Customer To Know Like And Trust You 066. Inc Magazine Featured Entrepreneur Jessica […]
Smart Business Exit: It’s Easy to Start a Business, It’s Harder to Get Out Again – with Geoff Green (Part 2 of 2) Share this Episode Click To Tweet Share on Facebook Links Mentioned ash@productiveinsights.com CallAshRoy.com http://smartbusinessexit.com/the-smart-business-exit-book/ http://smartbusinessexit.com/ http://www.grgmomentum.com.au/ http://new.valuebuildersystem.com/ http://www.exit-planning-institute.org/ http://www.thealternativeboard.com/ Related Episodes 018. How To Build An EIGHT figure business – With Buck […]
Smart Business Exit: It’s Easy to Start a Business, It’s Harder to Get Out Again – with Geoff Green (Part 1 of 2) Share this Episode Click To Tweet Share on Facebook Links Mentioned ash@productiveinsights.com CallAshRoy.com http://smartbusinessexit.com/the-smart-business-exit-book/ http://smartbusinessexit.com/ http://www.grgmomentum.com.au/ http://new.valuebuildersystem.com/ http://www.exit-planning-institute.org/ http://www.thealternativeboard.com/ Related Episodes 018. How To Build An EIGHT figure business – With Buck […]
Ramon Ray On Infusionsoft vs Active Campaign, How To Embrace Disruptive Technologies And Lots More Share this Episode Click To Tweet Share on Facebook Links Mentioned CallAshRoy.com http://www.ramonray.com/ http://www.smarthustle.com/ https://www.infusionsoft.com/ http://www.activecampaign.com/ https://www.uber.com/ https://www.amazon.com/ http://www.fedex.com/ https://www.southwest.com/ https://www.canva.com/ https://www.eventbrite.com/ www.nsaspeaker.org https://www.nypl.org/ https://www.walmart.com/ https://www.xero.com/ https://zapier.com/ https://fuzedapp.com/ https://quickbooks.intuit.com/ https://ifttt.com/ https://hangouts.google.com/ https://www.facebook.com/ http://www.sportsnet.ca/magazine http://www.cosmopolitan.com/ Related Podcast Episodes 099. 2 of […]
The 100th Episode, Featuring YOU — The Listeners (And The Story Of The Productive Insights Podcast)! Share this Episode Click To Tweet Share on Facebook Links Mentioned Callashroy.com ash@productiveinsights.com http://productiveinsights.com/podcasts/ http://www.superfastbusiness.com/ http://www.superfastbusiness.com/list-all/ https://www.geni.us/ https://www.similarweb.com/ http://www.alexa.com/ http://tagcrowd.com/ http://whirlpool.net.au/ https://yoursuccesscoach.com.au/ https://rainsanmartin.com/ http://www.superfastbusiness.com/business/494-how-to-improve-your-sleep/ http://www.internode.on.net/ https://www.telstra.com.au/ https://pixiebytes.net/ http://www.metaproject.com.au/ Related Podcast Episodes 002. James Schramko On How To Use The Recurring Income […]
2 of the Biggest Productivity Myths Busted Wide Open! Share this Episode Click To Tweet Share on Facebook Links Mentioned Callashroy.com Related Podcast Episodes 031. Time Management Tutorial (Hint: It’s NOT About Managing Your Time) 040. Eisenhower Matrix – How To Use The 4 Quadrant Matrix For Business Success
Creating Leveraged Income Businesses Through Online Courses (Part 2 of 2) Share this Episode Click To Tweet Share on Facebook Links Mentioned Callashroy.com http://troydean.com.au/ http://www.rockstarempires.com/ http://www.wpelevation.com/ http://www.learndash.com/ http://theleanstartup.com/ https://www.omnigroup.com/omnifocus Related Podcast Episodes 002. James Schramko On How To Use The Recurring Income To Maximise Profit And Fund 063. Shane And Jocelyn Sams On How To […]
Creating Leveraged Income Businesses Through Online Courses (Part 1 of 2) Share this Episode Click To Tweet Share on Facebook Links Mentioned Callashroy.com http://troydean.com.au/ http://www.rockstarempires.com/ http://www.wpelevation.com/ http://www.learndash.com/ http://theleanstartup.com/ https://www.omnigroup.com/omnifocus Related Podcast Episodes 002. James Schramko On How To Use The Recurring Income To Maximise Profit And Fund 063. Shane And Jocelyn Sams On How To […]
How To Use Online Marketing Strategies To Grow Your Business In Our Information-Overloaded Environment – with Kyle Tully (Part 2 of 2) Share this Episode Click To Tweet Share on Facebook Links Mentioned ash@productiveinsights.com Callashroy.com podcastsetup.com http://www.consultingtycoon.com/ http://getleads.co/ https://analytics.google.com/ https://www.amazon.com/ http://www.apple.com/itunes https://www.facebook.com/ Related Podcast Episodes 052. Specific Mindset Techniques To 10X Your Prices — With […]
How To Use Online Marketing Strategies To Grow Your Business In Our Information-Overloaded Environment – with Kyle Tully (Part 1 of 2) Share this Episode Click To Tweet Share on Facebook Links Mentioned ash@productiveinsights.com Callashroy.com http://getleads.co/ https://analytics.google.com/ https://www.amazon.com/ http://www.apple.com/itunes https://www.facebook.com/ Related Podcast Episodes 052. Specific Mindset Techniques To 10X Your Prices — With Kyle Tully […]
How John Dwyer Managed To Get Jerry Seinfeld Out Of Retirement Plus Actionable Tips On Direct Response Marketing Tactics – Part 2 of 2 Share this Episode Click To Tweet Share on Facebook Links Mentioned ash@productiveinsights.com Callashroy.com www.theinstituteofwow.com/ www.geniusnetwork.com/ www.ebay.com www.explodeyoursales.com.au/ – (Write the promo code: WOWPROMO in the registration form to get a free ticket) […]
How John Dwyer Managed To Get Jerry Seinfeld Out Of Retirement Plus Actionable Tips On Direct Response Marketing Tactics – Part 1 of 2 Share this Episode Click To Tweet Share on Facebook Links Mentioned ash@productiveinsights.com Callashroy.com www.theinstituteofwow.com/ www.geniusnetwork.com/ www.ebay.com www.explodeyoursales.com.au/ – (Write the promo code: WOWPROMO in the registration form to get a free ticket) […]
Nathan Chan Reveals His Secrets Around How He Generated 150k+ Leads Via Instagram In Just 16 Months Share this Episode Click To Tweet Share on Facebook Links Mentioned Callashroy.com https://foundrmag.com https://foundrmag.com/free http://igdomination.com/ supports@foundrmag.com (email) https://www.socialquant.net/ https://meetedgar.com/ http://lifehacker.com/ http://wpcurve.com/ http://jobs.problogger.net/ https://www.drift.com/ http://wordswag.co/ http://www.apperto.com/typorama/ http://www.hubspot.com/ https://www.instagram.com www.facebook.com/ https://www.pinterest.com/ https://twitter.com https://www.snapchat.com https://www.youtube.com http://greatist.com/ Related Podcast Episodes 014. Facebook Advertising With […]
David Jenyns On Authority Content – (Plus A Special Giveaway!) — Part 2 of 2 Share this Episode Click To Tweet Share on Facebook Links Mentioned www.callashroy.com productiveinsights.com/david-jenyns-3 http://www.authoritycontent.com/ http://www.melbourneseoservices.com/ https://www.ted.com/tedx/events/18301 https://buffer.com/app https://www.rev.com/ https://www.amazon.com/ https://www.youtube.com/ Related Podcast Episodes 029. What Is SEO and How To Integrate It with Your Content Marketing Strategy – with David Jenyns […]
David Jenyns On Authority Content – Book Release 11th August 2016 Share this Episode Click To Tweet Share on Facebook Links Mentioned www.callashroy.com productiveinsights.com/david-jenyns-3 http://www.authoritycontent.com/ http://www.melbourneseoservices.com/ https://www.ted.com/tedx/events/18301 https://buffer.com/app Related Podcast Episodes 029. What Is SEO and How To Integrate It with Your Content Marketing Strategy – with David Jenyns 030. How to Use Frameworks to […]
Marty Wilson On Humor As The Most Powerful Public Speaking Tool Share this Episode Click To Tweet Share on Facebook Links Mentioned Martywilson.com.au Morefunnymoremoney.com/masterclass Callashroy.com www.eharmony.com/ https://www.ted.com/talks/ken_robinson_says_schools_kill_creativity?language=en Morefunnymorefollower.com (coming soon) Related Podcast Episodes 067. Matthew Kimberley On How To Use Public Speaking To Grow Your Leads 070. Valerie Khoo — Founder Of The Australian Writers […]
Ed Dale On Copywriting and Online Business Success Strategies (Part 3 of 3) Share this Episode Click To Tweet Share on Facebook Links Mentioned Callashroy.com http://www.challenge.co/ Amazon.com Udemy.com http://www.thegaryhalbertletter.com/ Related Podcast Episodes 003. Jon Morrow (Copyblogger) On How To Use Blogging To Build A Highly Successful Business Online 009. “Blind Man Driving” With Kevin Rogers […]
Ed Dale On Copywriting and Online Business Success Strategies (Part 2 of 3) Share this Episode Click To Tweet Share on Facebook Links Mentioned Callashroy.com http://www.challenge.co/ Amazon.com Udemy.com Related Podcast Episodes 038. Rand Fishkin – How To Create Great SEO Friendly Content Plus Key Trends In Search 041. Mobilegeddon Is Here! Is Your Site Mobile […]
Ed Dale On Copywriting and Online Business Success Strategies (Part 1 of 3) Share this Episode Click To Tweet Share on Facebook Links Mentioned Callashroy.com http://www.challenge.co/ Amazon.com Udemy.com Related Podcast Episodes 003. Jon Morrow (Copyblogger) On How To Use Blogging To Build A Highly Successful Business Online 009. “Blind Man Driving” With Kevin Rogers — […]
Is Your Website Mobile Responsive? James Reynolds And I discuss Mobilegeddon And What That Means For Your Google Rankings Share this Episode Click To Tweet Share on Facebook Links Mentioned www.seosherpa.com Callashroy.com http://www.veravo.com/ http://www.seopartner.com/ https://www.google.com/webmasters/tools/mobile-friendly/ https://www.distilled.net/ https://analytics.google.com https://ahrefs.com/ http://buzzsumo.com/ https://www.google.com/ https://moz.com/products/pro/keyword-explorer https://adwords.google.com/KeywordPlanner Related Podcast Episodes 015. Google Adwords Success Secrets Revealed! With Mike Rhodes 013. […]
How To Use PEST Framework To Assess Your Industry Landscape Share this Episode Click To Tweet Share on Facebook Links Mentioned www.callashroy.com Related Podcast Episodes 049. Porters 5 Forces To Analyse Your Business’ Viability Key Points (Timestamps) 01:29- Introduction and Overview 02:18- PEST – Acronym for Political, Economic, Social and Technological elements 02:50 – PEST Framework […]
Tim Paige from LeadPages on How To Improve Conversions Through Lead Magnets And Autoresponders Share this Episode Click To Tweet Share on Facebook Books Mentioned Invisible Selling Machine The Total Money Makeover: Summarized for Busy People (The Total Money Makeover, Dave Ramsey) Links Mentioned Leadpageswebinar.com productveinsights.com/podcast-setup Related Podcast Episodes 005. Jake Hower (Fuzed App Creator) […]
How To Use Google Display Network Or GDN To Maximise Your Advertising ROI With Mike Rhodes Share this Episode Click To Tweet Share on Facebook Books Mentioned Ask: The Counterintuitive Online Formula to Discover Exactly What Your Customers Want to Buy…Create a Mass of Raving Fans…and Take Any Business to the Next Level The Art […]
How To Establish A Daily Routine That Turbo Charges Your Productivity Share this Episode Click To Tweet Share on Facebook Links Mentioned http://productiveinsights.com/podcast-setup/ http://productiveinsights.com/67-steve-jobs-guide-on-death-as-change-agent/ http://productiveinsights.com/developing-routine ash@productiveinsights.com Related Podcast Episodes 008. Get Productive! 15 Ideas That Really Work! (As featured on lifehack) 010. 7 Mistakes Your Brain Makes Everyday And How To Fix Them Using […]
How Amanda Farmer — A Strata Lawyer — Acquired 26 New Leads And 1 New Client Within 6 Weeks! [Case Study] Share this Episode Click To Tweet Share on Facebook Books mentioned The Collapse of Parenting: How We Hurt Our Kids When We Treat Them Like Grown-Ups Links Mentioned http://productiveinsights.com/podcast-setup http://www.yourstrataproperty.com.au/ http://womeninstrata.com.au/ http://lawyerschambers.com.au/ https://au.linkedin.com/in/amandafarmerlaw https://www.rev.com […]
How To Use ‘Crowd Thinking’ To Launch Your Membership Site Share this Episode Click To Tweet Share on Facebook Books mentioned Bold: How to Go Big, Create Wealth, and Impact the World Links Mentioned www.ProductiveInsights.com/podcast-setup https://thepegeek.com http://theteacherpreneur.com/ http://www.itgenius.com/ Exponential Wisdom Podcast by Peter H. Diamandis & Dan Sullivan Related Podcast Episodes 043. Membership Economy with […]
Andrew Lock How To Develop A Bullet Proof Mindset (To Launch A Membership Site) Share this Episode Click To Tweet Share on Facebook Links Mentioned www.ProductiveInsights.com/podcast-setup helpmybusiness.com http://membershipsitesuccesssystem.com/ Amazon.com Magazine.com Udemy.com Clickbank.com JVzoo.com Related Podcast Episodes 077. Andrew Lock Reveals His Tactical Secrets Around Launching Successful Membership Sites 002. James Schramko On How To Use […]
Andrew Lock Reveals His Tactical Secrets Around Launching Successful Membership Sites Share this Episode Click To Tweet Share on Facebook Links Mentioned www.ProductiveInsights.com/podcast-setup helpmybusiness.com http://membershipsitesuccesssystem.com/ Semrush.com Mosh.com Fiverr.com Marketsamurai.com www.xenforo.com Related Podcast Episodes 002. James Schramko On How To Use The Recurring Income To Maximise Profit And Fund 043. Membership Economy with Robbie Kellman Baxter […]
Ari Meisel On How To Be More Productive With The ‘Less Doing’ Approach Share this episode Click To Tweet Share on Facebook Books mentioned Emergency: This Book Will Save Your Life Links mentioned www.ProductiveInsights.com/podcast-setup www.lessdoing.com Key Points Discussed / Timestamps 00:46 – Introduction and Overview 03:56 – Ari Meisel shares insights into his journey and […]
Joe Pulizzi — Founder of Content Marketing Institute — Would Anyone Miss Your Content If It Was Gone? Share this Episode Click To Tweet Share on Facebook Books Mentioned Think and Grow Rich The 7 Habits of Highly Effective People: Powerful Lessons in Personal Change The 10X Rule: The Only Difference Between Success and Failure Stranger […]
Darren Rowse Shares His Blogging Success Secrets (Part 2) Share this Episode Click To Tweet Share on Facebook Resources Mentioned www.problogger.net www.probloggerevents.com www.ProductiveInsights.com/darren-rowse Related Podcast Episodes 006. Chris Garrett (Copyblogger) On How To Use Content Marketing To Win Online (Including A Simple 5 Day Plan To Get You Started In A Week!) 009. “Blind Man […]
Darren Rowse — Problogger Founder — Shares His Secrets Around Prolific Content Creation, Podcasting, and Facebook Live Share this Episode Click To Tweet Share on Facebook Resources Mentioned www.problogger.net www.probloggerevents.com www.ProductiveInsights.com/darren-rowse Related Podcast Episodes 006. Chris Garrett (Copyblogger) On How To Use Content Marketing To Win Online (Including A Simple 5 Day Plan To Get […]
Bob Burg On How To Be A Go Giver And Get Your Customer To Know Like And Trust You Share this Episode Click To Tweet Share on Facebook Books Mentioned How to Win Friends & Influence People Think and Grow Rich: The Landmark Bestseller – Now Revised and Updated for the 21st Century The […]
Rohit Bhargava — Author of Likeonomics and Non-Obvious — On The Value of Content Curation Over Content Creation Share this Episode Click To Tweet Share on Facebook Books Mentioned Non-Obvious Likeonomics: The Unexpected Truth Behind Earning Trust, Influencing Behavior, and Inspiring Action The Life-Changing Magic of Tidying Up: The Japanese Art of Decluttering and […]
Power Stories (And The 8 Stories You Must Tell) with Valerie Khoo — Founder Of The Australian Writers Centre Share This Episode Click To Tweet Share on Facebook Resources Mentioned http://valeriekhoo.com/ http://www.writerscentre.com.au/ https://penzu.com/ http://dayoneapp.com/ Simon Sinek’s video – start with why Books Mentioned Power Stories: The 8 Stories You Must Tell to Build an […]
Peter Moriarty On How To Use Cloud Computing To Increase Business Productivity Share This Episode Click To Tweet Share on Facebook Resources Mentioned http://productiveinsights.com/setup http://www.itgenius.com/ http://www.itgenius.com/youtube http://www.itgenius.com/products/google-apps/what-is-google-apps/ Books Mentioned The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It Mastering the Rockefeller Habits: What You Must Do to Increase the […]
Aaron Fletcher on How To Create Sales Funnels And Lead Magnets That Actually Work! Share This Episode Click to Tweet Share on Facebook Resources Mentioned www.ProductiveInsights.com/podcast-setup http://www.Fletchermethod.com Books mentioned My Life in Advertising and Scientific Advertising (Advertising Age Classics Library) The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from […]
Public Speaking For Profitable Lead Gen With Matthew Kimberley Share This Episode Click to Tweet Share on Facebook Resources Mentioned http://productiveinsights.com/podcast-setup www.matthewkimberley.com www.mjk.im Books Mentioned How to Get a Grip Book Yourself Solid: The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling You […]
Jessica Mah Founder of Indinero (Featured on Inc Magazine For Growing Her Biz By 2,685.6%) Shares Financial Planning Secrets Share This Episode Click To Tweet Share on Facebook Resources Mentioned http://productiveinsights.com/hire http://www.indinero.com/ http://jessicamah.com/ http://www.inc.com/magazine/sep-2015 Books Mentioned The Outsiders: Eight Unconventional CEOs and Their Radically Rational Blueprint for Success Related / Mentioned Podcast Episodes: 002. James […]
How To Use Neil Rackham’s SPIN Selling Framework To Sell Effectively and Ethically Share This Episode: Click To Tweet Share on Facebook Related / Mentioned Podcast Episodes: 002. James Schramko On How To Use The Recurring Income To Maximise Profit And Fund Your Perfect Lifestyle 022. $50 Million and Counting …. With Ed O’Keefe 050. […]
9 Reasons Why Podcasting Is Critical To Your Content Marketing Mix (And To Your Business) Share This Episode Click To Tweet Share on Facebook Resources Mentioned Pew Report : http://www.journalism.org/2015/04/29/podcasting-fact-sheet/ Related / Mentioned Podcast Episodes: 001. Neil Patel (Kissmetrics Founder) On How To Make Better Decisions Around Client Selection, Branding and Investing 002. James Schramko […]
Shane And Jocelyn Sams On How To Set Up A Recurring Income Business Using Membership Sites
Share This Episode
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Resources Mentioned
http://productiveinsights.com/hire https://flippedlifestyle.com/ https://elementarylibrarian.com/ Instagram: @flippedls Twitter: @flippedls
Books Mentioned
Start With Why – Simon Sinek The Pumpkin Plan – Mike Michalowicz The Membership Economy – Robbie Kellman Baxter Virtual Freedom – Chris Ducker Profit First – Mike Michalowicz
Related / Mentioned Podcast Episodes:
- Neil Patel (Kissmetrics Founder) On How To Make Better Decisions Around Client Selection, Branding and Investing
- James Schramko On How To Use The Recurring Income To Maximise Profit And Fund Your Perfect Lifestyle
- Podcasting for Entrepreneurs with John Lee Dumas
- Chris Ducker on The Secret To A 6 Hour Day, A 4 Day Week, & A Multi-Million Dollar Business
- Membership Economy with Robbie Kellman Baxter 050.
Suzi Dafnis Shares Her Thoughts On How To Find Your Ideal Mentor Share This Episode
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http://productiveinsights.com http://www.abn.org.au/ http://www.herbusinessmentor.com Content Sells podcast
Books Mentioned
The Power of Positive Thinking by Norman Vincent Peale Your Erroneous Zones by Wayne Dyer The E myth by Michael Gerber Good to Great: Why some companies make the leap and others don't by Jim Collins Rich Dad Poor Dad by Robert Kiyosaki
Why Attention Is The New Currency & The 4 Things You NEED To Make A Sale — With Kevin Rogers Share this episode
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www.ProductiveInsights.com http://copychief.com http://convertbook.frankkern.com/homepage/
Books Mentioned
Help! For Writers: 210 Solutions to the Problems Every Writer Faces Resonate: Present Visual Stories that Transform Audiences No One Here Gets Out Alive
Related / Mentioned Podcast Episodes:
- “Blind Man Driving” With Kevin Rogers — Comedian Turned Copywriter
- Web Design Success Secrets – With Greg Merrilees
- Web Copywriting with Demian Farnworth — Chief Content Writer at Copyblogger Media 050: James Schramko on frameworks for Business Profitability And Lifestyle
- The 3 Keys to Community Building, Authenticity & Long Term Business Success — With Mackenzie Fogelson
Key Points (Timestamps) 00:52 — Intro and overview
01:57— Why copywriting is critical to converting browsers to buyers
03:30 — The value of transparency
05:20 — New expectation: How real can you make this?
08:10 — Kevin’s take on the evolution of copywriting in the next 3-5 years
09:20 — Three main elements a sales letter needs to close the deal
11:30 — Attention is the new currency online
13:00 — Simple framework for “What is it?”
14:56 — Short attention span syndrome
16:12 — Formulas for filling in your “Who are you?”
17:06 — Ash’s “Who are you?” example
19:08 — The scale of severity
Red alert Yellow light Green light
20:40 — Dollar shave club and how they created a desire for a problem to be solved
21:07 — Most of us create products in the ‘yellow light’ section of the ‘scale of severity’
23:46 — The most popular content online is always begins with a number…” 7ways to…”
25:41 — The importance of quantification in sales letters
26:30 — How Frank Kern uses transparency in his copy
27:50 — “ The thing I care more about than money and the sale is not going to jail!”
28:12 — Why Danny Iny asked his subscribers to unsubscribe from his mailing list
29:21 — Recap of 4 main points to close the sales loop
Part 3 of 3 : 57 Actionable Insights From 57 Episodes Of The Productive Insights Podcast (2015 — A Year In Review) Welcome to part 3 of the three-part series which covers the 57 actionable insights from the 57 episodes of the productive insights podcast in 2015. If you haven’t listened to part 1 or 2 of this 3 part series please go back and have a listen. Part 1 extracts the insights that I found most actionable from episodes 1 to 20 and part 2 extracts the insights from episodes 21 to 40.
In this episode I’ll share some of the actionable insights from episodes 41 to 57. As always I’ll also include links to each of the episodes (below) in the show notes so you can always go back to those episodes and listen in more detail.
If you find this information valuable or helpful then please do share it with friends via social media or email so it can reach as many people as possible as possible. Also please do stop by iTunes and leave a five-star review if you feel so inclined. It would mean the world to me. 041. Mobilegeddon Is Here! Is Your Site Mobile Responsive? – with Eric Enge At around the 3 min mark Eric and I talk about the evolution of SEO over the years. This was a really important piece of the episode because it gives you insight into where Google's search alogrithms are headed. The day of black hat SEO are over (discussed at the 27 mark)
Action Step: When creating content think about specifically who you're creating the content for and how it would improve their situation. Don't try and game the system. In other words just focus on creating shareable content! 042. Chris Ducker on The Secret To A 6 Hour Day, A 4 Day Week, & A Multi-Million Dollar Business Chris talks about how he works only 6 hours a day and 4 days a week and runs a multi million dollar business. Some great discussion about how he increases his productivity. He talks about delegating and how to overcome the fears of delegation at around the 7 min and 15 sec mark. At the 9 min and 41 second mark he talks about how he reliquished control to his inbox and let them clear his inbox out (he hired someone to do this exclusively). At the 19 min mark he talks about the myth of multitasking. That was music to my ears!
Action step: Hire intelligently and be aggressive before you hire the person (rather than deal with staff issues after the fact) 043. Membership Economy with Robbie Kellman Baxter Robbie's worked with various large companies including Netflix who was one of the first adopters of the membership model. She talks about the evolution of the membership model and how it's evolved with the internet at around the 3 min mark. We had another great discussion about evangelists and how Apple grew it's business through evangelism at around the 7 min mark.
Action Step: Seriously consider starting a membership model for your business (because most people that spend time and money on marketing could benefit from a membership model). 044. Hiten Shah — Cofounder of Kissmetrics — How To Assess If The Software As A Service (SAAS) Business Model Is Right For You Hiten is the co-founder of Kissmetrics and I interviewed the other founder — Neil Patel — in episode on of the podcast. At around the 7 and a half minute mark Hiten talks...
Part 2 of 3: 57 Actionable Insights From 57 Episodes Of The Productive Insights Podcast (2015 — A Year In Review) Welcome to part two of the three-part series which covers the 57 actionable insights from the 57 episodes of the productive insights podcast in 2015. If you haven't listened to part one of this 3 part series please go back and have a listen. Part one extracts the insight that I found most actionable from episodes 1 to 20. In this episode I'll share some of the actionable insights from episodes 21 to 40. As always I'll also include links to each of the episodes (below) in the show notes so you can always go back to those episodes and listen in more detail.
If you find this information valuable or helpful then please do share it with friends via social media or email so it can reach as many people as possible as possible. Also please do stop by iTunes and leave a five-star review if you feel so inclined. It would mean the world to me. 021. Facebook Advertising with Keith Kranc and Ralph Burns (Part 2) You have to be doing video ads in addition to what you're doing. Rule of three in big hollywood studios. Video is another modality but is a way bigger form of modality as compared to the others. Case study format videos work well.(at around the 3 min mark).
Action Step: Post up a video using Keith's video ad winning formula which he talks about at around the 13 min mark in the episode 022. $50 Million and Counting …. With Ed O’Keefe Ed believes we're all entrepreneurs and that we have the potential to do whatever we want to do. The opportunity to become an entrepreneur is greater than it was ever before. At around the 10:30 min mark he talks about the mathematical equation that it all comes down to. What's it costing you to get a customer? What day are you profitable?
Action step: Listen to the mathematical approach that Ed talks about in terms of investing in advertising and getting payback within 90 days 023. Content Marketing for Business Success This tutorial talks about how to use content marketing strategy that works to increase customer leads and sales. Set yourself tight deadlines and get moving on creating content. Don't think too much about it. Get something out there.
Action Step: Create a Keynote or PowerPoint presentation around a topic that your audience will value (make it as specific and actionable as possible. Use Screenflow (for Mac) or Camtasia (for PC) and record the presentation and publish to youtube or wistia. Then repurpose the content into audio and transcribe to blog posts using rev.com 024. Melanie Pinola (Lifehacker) on How to Setup Your Virtual Office at Home Melanie Pinola and I talked about how to set up a virtual office at home and still be more productive.
Action Step: Establish a daily routine which helps you be more productive in your home office. Put on work clothes if you have to. Do what it takes to get you into the mental state to get your A game happening. 025. How To Use the Pomodoro Technique To Become A Laser Focused Productivity Ninja! I think the name says it all here. Created by Francisco Cerillo It's about focusing on your work in 25 min increments followed by a 5 min break.
Pratima Aravabhoomi — A Serial Entrepreneur's Journey From Zero To An Eight Figure Business Valuation Share This Episode
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Resources Mentioned
- http://productiveinsights.com/hire
- http://craftstreetdesignco.com
Books Mentioned
- How I Raised Myself from Failure to Success in Selling
- Making Habits, Breaking Habits: Why We Do Things, Why We Don't, and How to Make Any Change Stick
Related / Mentioned Podcast Episodes:
- Episode 052 –Kyle Tully - The Mindset to 10X Your Prices
- Episode 018: Buck Rizvi on How To Build an EIGHT figure Business Using The Right Systems And Culture
- Episode 022 – $50 Million and Counting with Ed O’Keefe
Key Points (Timestamps)
- 00:49 — Intro and overview
- 01:40 — How Pratima got started with entrepreurship and her key learnings
- 02:34 — Keys to growing and selling an 8 figure consulting business
- 03:14 — How to use value of analytical and clear thinking to solve your client's problems
- 04:37 — The first key takeaway — declutter and focus on the essentials
- 04:49 — Stick your neck out there and then deliver!
- 05:22 — How to deal with self-doubt
- 06:25 — Setting expectations with her clients and communicating those expectations
- 07:09 — How Pratima approaches the discussion around results with her clients
- 08:04 — Reading between the lines — recurring themes from previous podcast guests like James Schramko, Buck Rizvi and Ed O'Keefe
- 08:50 — The biggest challenge - identifying the most impactful problem the customer faces
- 09:26 — Overcoming mental blocks dealing with sales by offering value
- 12:01 — Factors with product based businesses (fixed costs vs variable costs)
- 12:28 — What made Pratima decide to sell her consulting business and begin start craftstreetdesignco.com
- 15:33 — What Craftstreetdesignco.com offers to it's customers
- 16:45 — Pratima's personal qualities that have helped her become a entrepreneurial success
- 18:26 — Ash's mindfulness practice and how it applies to understanding your underlying assumptions in daily life and in your business
- 19:45 — What are the most common challenges for entrepreneurs and what has worked best in overcoming those problems
- 22:00 — Focus on solving client problems and delivering what they want
- 23:53 — Solve the problem that the client perceives to be a problem (not what you perceive as their problem)
- 24:20 — Actions a listener can take
- 25:21 — Books that have had the biggest impact on Pratima and why
- 27:49 — How to get in contact with Pratima
- 28:28 — Wrap up, key takeaways and related podcast episodes
Kyle Tully On Specific Mindset Techniques to 10X Your Prices
Share This Episode
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- Share on Facebook
Resources Mentioned
-
http://productiveinsights.com/hire
-
http://consultingtycoon.com
Books Mentioned
- Scientific Advertising
- Theory of Constraints
- Power of Full Engagement Managing Energy, Not Time, Is the Key to High Performance and Personal Renewal by Loehr, Jim, Schwartz, Tony [Free Press,2005] [Paperback] Reprint
Related / Mentioned Podcast Episodes:
- Episode 001 – Neil Patel on Branding, Client Selection and Investing
- Episode 002 – James Schramko on Recurring Income Models
- Episode 018: Buck Rizvi on How To Build an EIGHT figure Business Using The Right Systems And Culture
- Episode 022 – $50 Million and Counting
- Episode 048: John Logar On How to High Value Consulting Techniques To Increase Profitability
- Episode 050: James Schramko On Frameworks for Business Profitability
Key Points (Timestamps)
- 00:41 — Intro and overview
- 02:04 — Discussion around why pricing isn’t the only factor when making an offer to a client that actually converts
- 02:40 — 80% of the market isn't price focused. There are other factors e.g. Results, you can generate, timeframes you can turn it around
- 03:42 — Discussion around how to get comfortable comfortable with value-based pricing
- 05:33 — The importance of having high-level strategic conversations with customers
- 06:51 — How to use a business partnering approach to aligning yourself with the customer’s strategic results
- 08:57 — The difference between positioning yourself as someone offering solutions (as opposed to commodities)
- 10:21 — Value based pricing - how to position yourself as a person delivering value
-
10:29 — Factors Kyle looks to when pricing his services
-
What would the value be if he did it for his own business
- Value based factors e.g.
Ever wondered if you could find a way to dramatically reduce the amount of time you spend typing away on your keyboard?
What if there was a magical way in which you could create CUSTOMISED emails using the SAME template???
Well now there is! Check out this video below:
Resources Mentioned
- Youtube Video : https://www.youtube.com/watch?v=vBdteJ4w_Y8
- Textexpander (aff link):
Key points in tutorial - Overview of what text expander is - How textexpander can save you a LOT of time using snippets (or shortcuts) - Live walkthrough of one example creating a snippet
Related Podcasts Mentioned:
- Episode 001: Neil Patel on Branding, Entrepreneurship, Investing and Lots More
- Episode 035: How To Use High Leverage Activities To Get Through Your Todo List
- Episode 038– Rand Fishkin on How To Create SEO Friendly Content
How To Drive Business Profitability And Frameworks That Really Work — With James Schramko Share This Episode
- Click To Tweet
- Share on Facebook
Resources Mentioned
- http://productiveinsights.com/hire
- http://superfastbusiness.com
Books Mentioned
- Essentialism: The Disciplined Pursuit of Less
- Getting Everything You Can Out of All You’ve Got: 21 Ways You Can Out-Think, Out-Perform, and Out-Earn the Competition
- SPIN Selling
- Purple Cow, New Edition: Transform Your Business by Being Remarkable--Includes new bonus chapter
- Instant Influence: How to Get Anyone to Do Anything--Fast
Related / Mentioned Podcast Episodes:
- Episode 002 – James Schramko on Recurring Income Models
- Episode 018: Buck Rizvi on How To Build an EIGHT figure Business Using The Right Systems And Culture
- Episode 026: Ryan Levesque on his book Ask and his survey funnel formula
- Episode 043 — The Membership Economy with Robbie Kellman Baxter
Key Points (Timestamps)
- 00:54 — Intro and overview
- 02:55 — The importance of rejuvenation for entrepreneurs
- 04:22 — How to have a high impact (even if you're starting off as an entrepreneur)
- 05:22 — Lead generation vs profitability and how to prioritize them
- 08:04 — The Hunting versus Farming analogy and how it applies to recurring income models
- 11:02 — Recurring errors that James has seen where people have left profit on the table
- 11:49 — Make sure what you're building is worthwhile
- 12:05 — The importance of cultivating your existing customer base
- 13:33 — Importance of doing surveys and using them to find out your customers' preferences
- 15 :44 — Related interviews with James Schramko, Robbie Kellman Baxter and Ryan Levesque
How To Use Porters 5 Forces To Analyse Your Business' Viability
There are so many market forces that are constantly in operation today.
Have you ever wondered how competitive your business is going to be in two years time?
In five years time?
In this podcast I talk about a framework that I'd studied when I did my MBA. It's called Porter's five forces and was first presented In 1979 by a young associate professor from Harvard. His name was Michael E Porter.
Resources Mentioned
- http://productiveinsights.com/hire
Books Mentioned
- Competitive Strategy: Techniques for Analyzing Industries and Competitors
Related / Mentioned Podcast Episodes:
- Episode 048 – John Logar on How To Maximize Your Business Profitability
- Episode 043 — The Membership Economy with Robbie Kellman Baxter
- Episode 030 - Taki Moore On How To Use Frameworks To Increase Your Productivity
- Episode 022 – $50 Million and Counting with Ed O'Keefe
- Episode 011 – Dan Norris on Startups
- Episode 002 – James Schramko on Recurring Income Models
Key Points (Timestamps)
- 1:17 — What is Porters Five Forces Framework and how can it help you with your business?
- 2:15 — The Porters Five Forces Framework explained in detail.
- 1:54 — One of the biggest mistakes businesses make is to treat their business like a promotion
- 2:42 — Threat of New Entrants - and it's impact on your business
- 3:22 — Threat of Substitutes - and it's impact on your business
- 4:07 — Buyer Power - and it's impact on your business
- 4:41 — Supplier power - and it's impact on your business
- 5:19 — Competitor power - and it's impact on your business
- 5:38 — Porter's five forces explained with a hypothetical example
- 10:33 — Related podcast episodes mentioned.
How To Use High Value Consulting To Increase Profitability — With John Logar Share This Episode
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- Share on Facebook
Resources Mentioned
Copywriting with Demian Farnworth — Chief Content Writer at Copyblogger Media Share This Podcast
- Click to tweet
- Share on Facebook
Resources Mentioned
- http://thecopybot.com/
- http://www.ProductiveInsights.com/hire
- http://rainmaker.fm/series/draft/
Books Mentioned
- Scientific Advertising
- How to Write a Good Advertisement
- Breakthrough Advertising
- Tested Advertising Methods (5th Edition) (Prentice Hall Business Classics)
- Reality in Advertising
- Confessions of an Advertising Man
- Kick-Ass Copywriting Secrets of a Marketing Rebel
Related / Mentioned Podcast Episodes:
- Episode 001 : Neil Patel (Kissmetrics) On Branding, Investing And Lots More
- Episode 003: Jon Morrow (Copyblogger) on How to Use Blogging For Business Success
- Episode 006: Chris Garrett (Copyblogger) on Content Marketing For Business Success
- Episode 009: "Blind Man Driving" with Kevin Rogers on Copywriting
- Episode 035: How To Use High Leverage Activities To Get Through Your Todo List
- Episode 038– Rand Fishkin on How To Create SEO Friendly Content
- Episode 044 – Hiten Shah on SAAS and How To Evaluate if The SAAS Model Is For You
Key Points (Timestamps)
- 1:37 –Demian shares his story as a poet and how it led to copywriting
- 3:28 – Why is web copy and copywriting so important for business success?
- 4:33 – Writing is involved in all sorts of content including podcasting,
Kim Garst — Founder Of Boom Social — On How To Use Social Media To Grow Your Business
Share This Episode
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Resources Mentioned
- http://www.kimgarst.com/blog
- http://www.ProductiveInsights.com/hire
Books mentioned
- The Slight Edge: Turning Simple Disciplines into Massive Success and Happiness
- The RichLife: Ten Investments for True Wealth
Related / Mentioned Podcast Episodes:
- Episode 021 - Facebook video advertising with Keith Kranc
- Episode 014 - Facebook advertising with Ralph Burns
- Episode 039 - Podcasting for entrepreneurs with John Lee Dumas
Key Points (Timestamps)
- 1:47 - Kim talks about her journey and her business Boom Social
- 4:18 - How does Boom Social convert a twitter follower into a paying customer?
- 4:29 - Kim explains her automated sales funnel strategy
- 5:59 - What are the conversion rates on Twitter?
- 7:40 - "The money and the relationship is in the list"
- 9:10 - 400,000 followers on twitter
- 9:31 - Kim shares her conversion rates on P interest jumpstart guide
- 10:50 - Kim shares her conversion rates overall
- 11:45 - What's the best way to get started with social media and what are the best channels to focus on when starting out?
- 12:44 - It's critical to figure out who your ideal customer is (as this informs your social media strategy)
- 13:49 - The importance of getting clear on what specifically you want from your social media strategy
- 15:05 - You can't manage what you can't measure
- 15:10 - The biggest challenges people face with social media (and how to overcome them)
- 15:49 - What to say on social media
- 17:27 - Kim shares the full title of her book and what it's about
- 18:15 - Useful tools to organize and schedule your social media updates
- 18:50 - A word of caution to the listeners on how to schedule your content (Hint: Think about how evergreen your content is)
- 20:25 - What actions can a listener take if they want to get started with social media today
- 21:35 - Why social media is not about "you" at all. It's about a service based mindset
- 22:37 - The fastest way to build the know like and trust factor
- 23:37 - A follow up discussion on periscope come soon to a pair of headphones near you!
- 24:11 - Books that have impacted Kim (that she'd like to recommend)
10 Key Elements Of A Great Job Advertisment That'll Make You An Outsourcing Ninja! Share This Podcast:
Click to tweet
Share on Facebook
Related Episodes
- Episode 30: How to Use Frameworks To Take Your Business To The Next Level
- Episode 42: Chris Ducker on Entrepreneurship, Productivity and Outsourcing
- Episode 18: How to Build an Eight Figure Business Using Great Systems - with Buck Rizvi
Hiten Shah — Cofounder of Kissmetrics — How To Assess If The Software As A Service (SAAS) Business Model Is Right For You Share This Podcast: Click to tweet
Share on Facebook Resources Mentioned:
- www.hiten.com
- www.ProductiveInsights.com/hire
Books Mentioned:
- The War of Art: Break Through the Blocks and Win Your Inner Creative Battles
- The 5 Elements of Effective Thinking
Episodes mentioned
- Episode 026: Ryan Levesque on his book Ask and his survey funnel formula
- Episode 001: Neil Patel - Founder of Kissmetrics On Branding, Investing and Lots More
- Episode 002: James Schramko on How To Use Recurring Income To Fund The Perfect Lifestyle
Key points (with timestamps)
- 01:22 - Ash introduces Hiten Shah - co founder of kissmetrics
- 02:17 - Hiten Shah talks about his entrepreneurial journey and how he arrived at the SAAS model
- 04:10 - The recurring income / subscription aspect of SAAS businesses
- 05:34 - Microsoft 365 and the Adobe licenced SAAS model
- 06:21 - How does an entrepreneur evaluate SAAS as a business model for their business?
- 07:34 - A good framework to think about whether or not SAAS is a good solution for a business
- 08:54 - Hiten's take on Facebook as a free SAAS product
- 10:55 - IBM's tiny micro chip - comparable to the size of DNA and implications on SAAS!
- 12:35 - Moore's law is already broken
- 13:48 - Hiten's interview with Leo Babauta about his dad - an anaesthetist with an entrepreneurial mindset
- 13:07 - Biggest challenges in getting started with software as a service and what's worked best with overcoming them
- 16:38 - It pays to solve the problem without software first and then automate it with software. But make sure you can solve the problem first
- 18:27 - How to use customer development to gauge the problems they're facing and how they can solve them - a step by step guide
- 20:25 - Ash talks aboutRyan Levesque's Ask Methodology
- 21:17 - Ash asks about quick wins that the listeners can take if they want to get started with SAAS
- 24:42 - "Is the software solving a legitimate problem"
- 24:31 - Ash asks about what books had a biggest impact to Hiten
- 25:15 - Software is just a tool (to execute on a solution)
- 26:02 - How to get in contact with Hiten
If you enjoyed this podcast then please share it with your friends – your referral is the ultimate compliment!
The Membership Economy with Robbie Kellman Baxter
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Share on Facebook Resources Mentioned:
www.peninsulastrategies.com * www.membershipeconomy.com
Books Mentioned:
- The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue
- Free: The Future of a Radical Price
- Groundswell: Winning in a World Transformed by Social Technologies
- Getting to 50/50: How Working Parents Can Have It All
Key points (with timestamps)
- 2:18 - Robbie’s background in management and subscription model
- 3:15 - Robbie's view on the evolution of membership model within the wider business community
- 5:11 - It costs a lot less to retain an existing customer than it does to acquire a new one
- 7:15 - Membership model promotes referrals within your community and creates 'evangelists'
- 9:25 - How Apple used evangelists to grow their community
- 9:58 - How Apple uses their 'closed ecosystem' to increase loyalty
- 11:02 - Apple music is Apple's first major membership model
- 12:08 - The Beats acquistion was as much about acquiring competencies around the recurring membership model as much as it was about acquiring the brand
- 12:25 - Apple's Taylor swift ninja move
- 13:35 - How the membership model can be applied to a brick and mortar business (Florist case study)
- 16:36 - How restaurants create successful subscription / membership models
- 18:59 - In today's information overload environment "free" is no longer free
- 20:05 - Risks associated with the membership model (Membership is a double edged sword)
- 21:17 - More doesn't mean better in a membership model
- 23:03 - "We want the elegant solution"
- 24:23 - "less is more" when it comes to making a membership model work
- 24:55 - Direction of the membership economy in 5-10 years. What businesses are going to be embracing this model?
- 26:45 - How Amazon is creating private label products and connecting directly with consumers through membership models
- 27:25 - How the dollar shave club is harnessing the membership model to leap frog over retailers
- 28:12 - Case study - How the 'Intel inside' campaign and Dolby digital converted their buyers into distribution channels
- 30:13 - Challenges when getting started with membership model business and how to overcome them
- 32:20 - It's not about technology - it's about getting clear on your why and then making the decision
- 33:01 - Florist Case study revisited - things that the florist can do to get started with the subscription model
- 34:00 - Pricing with membership models - do you go for high end pricing or low end pricing?
- 35:05 - Quick actions to get started with a subscription based business
- 35:41 - The one situation where membership models tend not to work
- 36:16 - Books have impacted Robbie the most
Chris Ducker on The Secret To A 6 Hour Day, A 4 Day Week, & A Multi-Million Dollar Business
Share This Podcast: Click to tweet
Share on Facebook Resources Mentioned:
-
Textexpander:
-
Case Study - Employee Customer profit chain at Sears
Related Podcast Episodes:
- Episode 018: Buck Rizvi on How To Build an EIGHT figure Business Using The Right Systems And Culture
- Episode 001: Neil Patel on Branding, Entrepreneurship, Investing and Lots More
Books Mentioned:
- Crush It!: Why NOW Is the Time to Cash In on Your Passion
- Losing My Virginity: How I Survived, Had Fun, and Made a Fortune Doing Business My Way
Key points (with timestamps)
- 2:21 - Chris' journey and how he built a self sustaining business working 4 days a week 6 hours a day
- 5:37 - How Chris works ON his business not IN his business
- 6:40 - Build systems for repeatable processes - don't try and be superman/superwoman
- 7:37 - How do you work through the fear of delegating tasks that involve sensitive information
- 9:41 - It comes down to deciding to let someone into your inbox a couple of hours a day
- 13:45 - The importance of culture of the organisation 15:50 - The Employee - Customer profit chain at Sears - case study 16:40 - Textexpander is an awesome app 17:47 - The common challenges in cutting back on hours while still improving profitability
- 20:16 - Productivity 101 - Multi-tasking is a myth
- 20:30 - Amy Porterfield's mentor's take on context switching
- 24:37 - Actions a listener can take to get started with increasing productivity and profitability
- 26:49 - As our friend James Schramko says "you can't steer a parked car"
- 27:03 - Books that have had the biggest impact on Chris
- 27:09 - Chris talks about the book Crush It by Gary Vaynerchuk
- 28:41 - How Losing My Virginity by Richard Branson impacted Chris
- 32:32 - Richard Branson if you're listening ...
If you enjoyed this podcast then please share it with your friends – your referral is the ultimate compliment!
Mobilegeddon Is Here! Is Your Site Mobile Responsive? - with Eric Enge
Share This Podcast: Click to tweet
Share on Facebook Resources Mentioned:
- https://www.stonetemple.com/
- https://www.stonetemple.com/blog/
- https://www.stonetemple.com/googles-gary-illyes-discusses-mobile-as-a-ranking-factor/
- https://www.google.com.au/webmasters/tools/mobile-friendly/
Related Podcast Episdoes:
- Chris Garrett (Copyblogger) on Content Marketing
- Content Marketing Tutorial (Youtube video also available)
- SEO and how to integrate it with Content - David Jenyns
- Dan Norris new book Content Machine
- Rand Fishkin on Content and key trends in search today
Books Mentioned:
- The Art of SEO (Theory in Practice)
- Atlas Shrugged
- Made to Stick: Why Some Ideas Survive and Others Die
Key points (with timestamps)
- 2:57 - Eric’s take on how SEO has evolved over the years
- 5:43 - Mobilegeddon (April 2015 google alogrithm) update and why you need to understand it's implications
- 6:09 - Growth in mobile traffic isn't at the expense of desktop traffic. It's in addition to desktop traffic!
- 10:51 - Two studies that talk about the scope of mobilegeddon
- 12:00 - How a drop of a couple of positions in google rankings can affect your traffic by upto 50%
- 14:29 - 5 years from now we're going to see completely different search experiences on mobile
- 16:51 - Eric's study on the mobilgeddon update showed that 50% of sites dropped in rankings following the update
- 17:22 - The impact of the mobilegeddon hasn't been fully experienced yet
- 21:04 - Why the user's search experience is so important to google
- 24:27 - Actions a listener can take to improve their content's performance in search engines
- 27:18 - The days of black hat SEO are over
- 31:22 - How to quickly tell if a website is mobile responsive - Google's mobile friendly tool
- 34:36 - The key indicators that your site is mobile responsive
- 36:51 - Books that have had a great impact on Eric
- 40:11 - How to find out more about Eric
If you enjoyed this podcast then please share it with your friends - your referral is the ultimate compliment!
Eisenhower Matrix - How To Use The 4 Quadrant Matrix For Business Success Share This Podcast: Click to tweet
Share on Facebook Book A Consulting Session With Me
- www.ProductiveInsights.com/hire
Resources Mentioned:
- Episode: The Value Of Timeboxing
- Episode 25: Pomodoro Technique
- Episode 30: How To Use Frameworks
- Episode 31 : Time Management Tutorial
- Episode 35: How To Use High Leverage Activities
In this podcast I'll share one of the most powerful secrets to an effective workflow. The Eisenhower matrix (popularised by Stephen Covey) is one of the best tools to get your attention focused on the things that really move the needle in your business. Key points mentioned (with timestamps) 1:20 - Let me ask you a question ...
3:00 - Imagine a piece of paper with 4 boxes drawn on it (Eisenhower matrix imagined)
3:30 - The First Quadrant (Urgent & Important)
4:24 - The Second Quadrant (Not Urgent But Important)
5:31 - The Third Quadrant (Urgent But Not Important)
6:22 - The Fourth Quadrant (Not Urgent & Not Important)
8:07 - Biggest obstacles to implementing the Eisenhower Quadrant and how to overcome them
8:38 - Actions you can take right away
10:11 - Book a consulting session with me by going to http://www.ProductiveInsights.com/hire
Podcasting for Entrepreneurs with John Lee Dumas
Share This Podcast: Click to tweet
Share on Facebook Join My Mastermind (Applications open for a limited time)
- www.ProductiveInsights.com/mastermind
Resources Mentioned:
- http://www.entrepreneuronfire.com/
- http://freepodcastcourse.com
- http://www.eofire.com/podcastersparadise/
Books Mentioned:
- The Slight Edge: Turning Simple Disciplines into Massive Success and Happiness
- The Compound Effect
Key points (with timestamps)
- 2:17 - Why Podcasting is Important to Business Success
- 3:25 - How Podcasting builds an intimate connection with listeners
- 4:17 - "Thank You Pat Flynn" for relaying John's talk at Podcast Movement (via Periscope)
- 5:04 - $290K of clean profit in June 2015 ... An 1 million downloads per month!
- 5:50 - Where Podcasting is Heading (in terms of Content Marketing)
- 8:44 - Biggest obstacles to getting started with podcasting and how to overcome them
- 10:42 - Brief overview of John’s journey of becoming a podcaster
- 12:44 - Action steps YOU can take to get started
- 13:07 - Blubrry vs Libsyn vs Podcast Websites as podcasting media solutions
- 13:55 - A discussion about Libsyn vs Blubrry reporting capabilities
- 14:40 - How John inspired Pat Flynn's podcasting journey
- 16:32 - Books that impacted John and helped him dramatically in business
- 17:34 - John's Advice for entrepreneurs who are getting started
- 19:11 - Why you should find a mastermind to be part of
- 19:49 - How listeners can get contact with John
If you enjoyed this podcast then please share it with your friends - your referral is the ultimate compliment!
Rand Fishkin - How To Create Great SEO Friendly Content Plus Key Trends In Search
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Share on Facebook Resources Mentioned: https://moz.com/ Books Mentioned:
- Good to Great: Why Some Companies Make the Leap...And Others Don't
- Built to Last: Successful Habits of Visionary Companies (Harper Business Essentials)
- The Billionaire Who Wasn't: How Chuck Feeney Made and Gave Away a Fortune Without Anyone Knowing
- Influence: The Psychology of Persuasion, Revised Edition
Key points (with timestamps)
- 0:38 - Ash introduces Rand Fishkin
- 1:49 - Rand on Abraham Joshua Heschel’s quote
- 3:31 - How SEO & content marketing play an important role in business success
- 5:50 - How do you get your content in today's information overload environment?
- 8:10 - Rand's view on how SEO has evolved
- 10:45 - Will retargeting and remarketing impact google's search?
- 13:36 - What we think Google's crystal ball is saying
- 14.31 - Mobile search is not cannibalising desktop search!
- 17:32 - On Matt Cutts’ comment about guest blogging being dead
- 20:30 - How small to medium businesses can use SEO to their advantage
- 21:55 - How to figure out the conscious and unconscious intent of a searcher on the web
- 23.52 - A good question to ask yourself when creating content (that people will want to amplify)
- 26:42 - Common challenges in implementing SEO and how to overcome them
- 29:54 - Action steps you can take right now
- 32:44 - Books that have great impact with Rand
- 33:45 - How to listeners can get contact with Rand
If you enjoyed this podcast, please leave a review on iTunes and share this with 3 or more friends - your referral is the ultimate compliment!
How to Eliminate Information Overload And Maximize Your Productivity Share This Podcast: Click to tweet
Share on Facebook
To access this information overload tutorial on the website, click here: http://ProductiveInsights.com/information-overload-tutorial
To access this tutorial on youtube click here : http://youtu.be/jhGwcxL7Cf8 Related podcasts and blog posts:
- 7 Reasons Time boxing Is Essential For Productivity
- How To Build An 8 Figure Business Using Systems
- How To Set Up A Home Office - With Melanie Pinola From Lifehacker
- How To Use Frameworks To Take Your Business To The Next Level - With Taki Moore
- Olympian Jon Edwards On His 3 Secrets To Super High Performance
- How To Use Mindfulness To Maximize Your Productivity
Summary Information Overload is one of the biggest obstacles to productivity today. If you can move from consuming information to producing output you’re ahead of most of your competition.
But the question is HOW do you actually deal with information overload?
Or more importantly, how do stop this deluge of information and advertisements from distracting you from your focus?
Well in this video / podcast I share EXACTLY what you can do to deal with the information epidemic we face as a society in this information age.
This video/podcast provides some very practical tips on how to deal with information overload and dramatically increase your productivity while reducing your STRESS LEVELS!
It shows you how to unclutter your mind from all the messages that are bombarding you every minute of every day.
Some of the key concepts covered in this video (including timestamps) are listed below: Key points in tutorial (including time stamps) 0:24 - Thank you for the podcast reviews 1:36 - Overview of Podcast 2:00 - Why Eliminate Information Overload 3:04 - Main sources of information overload 3:34 - FOMO - The mindset that leads to information overload 4:00 - How to deal with the FOMO mindset to free yourself from info overload 5:15 - Some tactical strategies on dealing with information overload 6:00 - Key obstacles 6:49 - Action Steps to Overcome Information Overload 7:25 - Related podcast episodes
If you found this useful please share it with three or more friends. Your referral is the ultimate compliment!
Online Presence, Key Trends In Content Marketing, And What This Means For You — With Yaro Starak
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- The 7 Day Startup: You Don't Learn Until You Launch
- The 80/20 Principle: The Secret to Achieving More with Less
- Rich Dad Poor Dad: What The Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!
- The 4-Hour Workweek: Escape 9-5, Live Anywhere, and Join the New Rich (Expanded and Updated)
- The Richest Man in Babylon
Key points (with timestamps)
- 1:48 - An overview of Yaro’s blogging journey
- 9:14 - Yaro’s story on podcasting
- 16:00 - Why online presence is so important to entrepreneurs
- 16:16 - “The blog itself is a platform.”
- 17:58 - On having an email list
- 18:56 - How does blogging help businesses to get to the next level
- 19:41 - Using content to deliver information and to establish trust
- 21:44 - On personal branding
- 24:37 - Two types of marketing
- 25:27 - Will the big brand start to go micro?
- 26:40 - Conversion rate of landing page using email vs sms
- 31:17 - Is blogging dead?
- 34:45 - Common challenges when developing online presence and how to overcome them
- 38:52 - Best market research process
- 40:47 - How listeners could get in touch with Yaro
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How To Use High Leverage Activities To Prioritize Your To Do List
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Click here to access the tutorial on youtube Key points in tutorial (including time stamps)
1:10 - Brief preview of the topics to be discussed 1:26 - Why focus on highest leverage activities in your to do list? 2:48 - What are high leverage activities? 3:41 - Examples of high leverage activities 4:03 - Key obstacles in identifying high leverage activities and overcoming those obstacles 4:56 - Action steps you can take right away!
Olympian Jon Edwards on The 3 Secrets To High Performance - Part 2
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Resources Mentioned:
http://jonedwards.rocks http://thebusinesscalledyou.com/
Books Mentioned:
Faster, Higher, Stronger: How Sports Science Is Creating a New Generation of Superathletes--and What We Can Learn from Them Getting Things Done: The Art of Stress-Free Productivity The Rise of Superman: Decoding the Science of Ultimate Human Performance Getting Everything You Can Out of All You've Got: 21 Ways You Can Out-Think, Out-Perform, and Out-Earn the Competition
Key points (with timestamps)
1:03 - How technology affects children today 3:36 - What is high-performance and why it is important in business 4:49 - Industrial incest 9:10 - On David Allen's Getting Things Done Approach 9:43 - How to master the art of Idea capture 13:15 - How high-performance practices can translate into high profit 14:30 - How to create a reserve of resources to pursue additional opportunities 17:32 - Enterpreneurship - one of the four factors (economic) of production (the others being land, labor and capital) 21:13 - The world of work is about to change ... FAST! So buckle up! 26:38- “You don’t have to be the expert. You just have to be their expert.” 27:54 - How to overcome the fear of being accused of plagiarism and just get started with content creation 30:20 - Why it's not always a good idea to blindly take advice from your 'inner circle' (and why you should step into your outer circle 35:26 - Incremental approach vs Break through the barrier approach 40:27 - How listeners can get in touch with Jon 42:15 - A goal is NOT a dream with a deadline.
Olympian Jon Edwards on the 3 Secrets To High Performance - Part 1
Share this podcast:
Click to tweet Share on Facebook Share on Google +
Resources Mentioned:
http://jonedwards.rocks http://thebusinesscalledyou.com/
Books Mentioned:
Faster, Higher, Stronger: How Sports Science Is Creating a New Generation of Superathletes--and What We Can Learn from Them Getting Things Done: The Art of Stress-Free Productivity The Rise of Superman: Decoding the Science of Ultimate Human Performance Getting Everything You Can Out of All You've Got: 21 Ways You Can Out-Think, Out-Perform, and Out-Earn the Competition
Key points (with timestamps)
1:18 - Brief overview of Jon’s journey as Olympian and Entrepreneur 7:43 - Three key abilities 9:26 - The fourth key 10:31 - How physical capabilities apply to an online business environment 14:52 - Jon’s story about Dvorjak keyboard 18:17 - A story about learning new skills 23:02 - Jon’s take on the importance of sleep 25:43 - Managing activities and resources, and staying focus 31:12 - The importance of feed back 39:35 - Lifestyle Creep 40:47 - Talking about high-performance 43:09 - “The majority of workforce is operating in a fatigue state.” 43:43 - Learning how to visualize the things you want to accomplish 45:14 - Mindfulness as meditation in action 47:34 - Cultural and Educational Entrenching
How to Use Content Marketing with Dan Norris Resources Mentioned:
- http://wpcurve.com/
- http://contentmachine.com
- https://twitter.com/thedannorris
- The 7 Day Startup: You Don't Learn Until You Launch
-
Content Machine - (To be released on 10th Aug 2015)
-
4:01 - Some insights from Dan’s upcoming book called the “Content Machine”
- 6:48 - How to get people interested in your content
- 12:34 - Who's the target audience of Dan’s new book?
- 13:40 - The three main sections of Dan’s new book
- 16:06 - The multiplier framework and the headline
- 21:13 - On finding quality content writers
- 25:39 - On video-based content
- 28:47 - Action steps - How listeners to take their content marketing to the next level
- 30:49 - How to get in contact with Dan
Time Management Tutorial (Hint: It's NOT About Managing Your Time)
I'd Like A Copy Of The Presentation
Resources Mentioned:
Zen to Done by Leo Babauta How To Use the Pomodoro Technique To Become A Laser Focused Productivity Ninja! Youtube Video Link : http://youtu.be/zh6h2Cvx3c4 iTunes Podcast episode Link: https://itunes.apple.com/au/podcast/031.-time-management-tutorial/id966823466?i=346558611&mt=2
Key points in tutorial (including time stamps)
1:11 - Overview of tutorial 1:58 - Managing Time is Not the Issue, Managing Energy and Tasks Is. 2:33 - Key in Managing Tasks: Tasks Selection 3:23 - Why You Should Consider Having a Not To Do List 4:14 - The Pareto Principle: 80/20 Rule 5:08 - Action Steps
How to Use Frameworks to Take Your Business to the Next Level - with Taki Moore Resources Mentioned:
www.coachmarketingmachine.com Mastering the Rockefeller Habits: What You Must Do to Increase the Value of Your Growing Firm Getting Everything You Can Out of All You've Got: 21 Ways You Can Out-Think, Out-Perform, and Out-Earn the Competition Essentialism: The Disciplined Pursuit of Less The ONE Thing: The Surprisingly Simple Truth Behind Extraordinary Results Improv Wisdom: Don't Prepare, Just Show Up www.salesmarketingprofit.com
1:32 - What is a Framework 2:02 - Why Frameworks are Important to Business 3:37 - The 9-Box Approach to Frameworks 4:31 - An Example on How to Build a Framework 12:28 - Common Challenges in Creating Frameworks and How to Overcome them 15:57 - The 80/20 Productivity Tool Kit 17:59 - Reassessing Train Track 20:42 - Productivity Tool Kit 23:42 - How to Get Started with Creating Frameworks 28:20 - Books that Influenced Taki to Take His Businesses to the Next Level 29:41 - How listeners can get contact with Taki
What Is SEO And How To Integrate It With Your Content Marketing Strategy - with David Jenyns Resources Mentioned
www.authoritycontent.com Influence: The Psychology of Persuasion, Revised Edition 80/20 Sales and Marketing: The Definitive Guide to Working Less and Making More Time boxing episode How To Build An EIGHT figure business – With Buck Rizvi Google Adwords Success Secrets Revealed! With Mike Rhodes Chris Garrett (Copyblogger) On How To Use Content Marketing To Win Onlin How To Use Video Marketing To Really Grow Your Business with Ryan Spanger
1: 30 - Content Marketing & SEO from Google’s Perspective 7:01 - The Three P’s of Content Marketing to Build Business Authority 8:53 - Step 1: Present 10:53 - Step 2: Product 12:42 - Step 3: Promote 18:51 - Other Subsystems/Processes Under three P’s 24:07 - On Becoming System Entrepreneur 26:18 - Importance of Creation of Information Product & Scalability 29:07 - On Writing a Book 31:42 - On Running a Workshop 33:11 - Repurposing Your Video as Training Module 36:15 - Creating Digital Assets 41:11 - How to Get Started with Content Marketing 42:48 - Books that Influence David to Take His Businesses to the Next Level 44:54 - How listeners can get contact with David
Did you enjoy this podcast? Please share it with 3 friends. Your referral is the ultimate compliment ;-)
How To Use Pull Selling To Grow Your Business With Dan Dobos Resources mentioned:
www.leadmachine.com The Prophet - by Khalil Ghibran The Essential Tao : An Initiation into the Heart of Taoism Through the Authentic Tao Te Ching and the Inner Teachings of Chuang-Tzu
In this podcast Dan and I talk about the subtleties of selling. We focus on a "pull" selling system which is designed to attract clients to you rather than the traditional sales approach where products and services are foisted onto the customer.
Some of the key highlights of the interview including time stamps are included below:
1:40 - Dan’s view of Push Selling vs. Pull Selling 2:49 - What’s Pull Selling? 3:41 - The Three Levels of Specificity 7:06 - The Concept of Reciprocity 9:21 - How to Get Started with Pull Selling Model 12:31 - Being Transparent in Your Businesses: Letting the People Know the Constraints 15:03 - A Case Study: Story of a Locksmith 18:54 - On Meeting Your Customer 23:10 - On Understanding the Problem 24:31 - The Concept of “the Product is an Obstacle” 28:05 - Books that Influence Dan to Take His Businesses to the Next Level 30:08 - How listeners can get contact with Dan
Please leave a review on iTunes if you enjoyed this podcast. Or stop by or leave a comment under the blog post at this URL : www.ProductiveInsights.com/dan-dobos
This video/podcast provides some very practical tips on how to overcome procrastination and dramatically increase your productivity. Some of the key concepts covered in this video (including timestamps) are listed below:
Related articles mentioned in tutorial:
How to Use Mindfulness To Maximise Your Productivity How to Use Mindfulness to Dismiss Fears That Secretly Sabotage your Life How To Use the Pomodoro Technique To Become A Laser Focused Productivity Ninja!
Key points in tutorial (including time stamps)
0:41 - Overview of tutorial 0:54 - Procrastination defined 1:54 - How Procrastination negatively impacts your productivity 2:40 - Typical challenges with overcoming procrastination 3:18 - A Harvard case study 4:27 - Overcoming procrastination — A three-pronged approach 5:13 - Practical tips on using the Pomodoro Technique to overcome procrastination 6:20 - Exactly how to practise mindfulness to overcome procrastination0:41 - Overview of tutorial 7:23 - Action steps
Survey Funnel Formula with Ryan Levesque - How to Ask your way to profit
3:19 - Why Ask Formula is Important to Businesses 6:14 - Two Types of Questions That People Are Good at Answering 8:39 - “Our minds are much better equipped to fixate on problems or challenges we run into rather than inventing solutions.” 11:39 - iPhone Case Study - what problem does the iPhone solve 13:49 - The Ask Formula in a Nutshell 14:06 - Step 1 of Ask Formula: Prepare (The Deep-dive Survey) 16:05 - Podcasting case study to create 'buckets' 16:47 - Step 2: Persuade (The Permanent Micro-commitment Bucket Survey) 20:37 - Step 3: Segment 21:33 - Deep-dive Survey in detail 22:27 - “The depth of response is more important than frequency of response.” 22:33 - How to Measure the Depth of Response using Force Multiplier 24:40 - Why a Phone Number matters so much 27:43 - Step 4: Prescribe 28:41 - Technical Shiny Object Syndrome 30:04 - Step 5: Profit 31:01 - The one click upsell process 33:58 - Step 6: Pivot 34:03 - The “Do you hate me survey?” 36:29 - Common Challenges with Implementing “Ask Formula” (and how to overcome them) 39:11 - Actions to Take to Get Started with Ask Formula 40:32 - How to Get a F-R-E-E Physical Copy of the book "Ask" (limited to 50 copies only)
Resources mentioned:
Ask: The Counterintuitive Online Formula to Discover Exactly What Your Customers Want to Buy...Create a Mass of Raving Fans...and Take Any Business to the Next Level www.surveyfunnelsoftware.com www.askformula.com
In this podcast we talk about how to use the Pomodoro Technique to Become a Laser Focused Productivity Ninja!
0.33 - Pomodoro Technique defined 1:09 - Why it’s so effective with productivity 1:40 - How to Turn Mountains into 25 minute molehills 1:58 - Benefits of the Pomodoro Technique 2:16 - How to Get Started 2:59 - Action Step
How to Setup Your Virtual Office at Home with Melanie Pinola
2:03 - The Importance of Setting up Successful Virtual Office at Home 5:21 - How to Create a Successful Virtual Office 7:51 - Useful Tools that Can Be Used to Setup Virtual Office 9:40 - Tips on How to Start Working Virtually and On Your Own at Home 12;52 - Common Challenges in Setting Up Virtual Office and How to Overcome Them 14:37 - Importance of Remote Team Meetups 16:03 - Some Issues When Working Remotely On Your Own 17:13 - Importance of Having a Dedicated Workspace at Home 19:45 - Daily Routines that Can Get You Started When Working at Your Home Office 22:49 - How listeners can get in contact with Melanie
Resources mentioned:
The Successful Virtual office in 30 minutes Melanie Pinola (Amazon ebook) LinkedIn In 30 Minutes by Melanie Pinola (amazon ebook) www.lifehacker.com @MelaniePinola (twitter)
Content Marketing for Business Success
1:11 - What is Content Marketing? 1: 29 - Three Forms of Content Marketing 2:00 - Why Content Marketing is Important for Business Success 3;36 - How to Get Started with Content Marketing 5:40 - Key Challenges People Experience in Content Creation 7:00 - Overcoming the Challenges in Content Creation 8:00 - Action Steps to Get Started in Content Marketing
$50 Million and Counting .... With Ed O'Keefe
1:28 - A brief overview of Ed’s journey to entrepreneurial success 4:26 - On becoming an entrepreneur 7:41 - Taking advantage of emerging opportunities 8:23 - How Ed built a $50 M dollar business 9:12 - “Your job is create an offer which is really a sale process that either has such a great conversion rate or such a great average ticket… “ 10:36 - It all comes down to mathematics 14:22 - How Ed’s getting 230 - 240 ROI 15:20 - Brief Case study - targeting higher end buyers by developing a system and restructuring price offer 17:58 - An example of a recurring income model 20:50 - Repositioning your product by adding values 23:57 - Giving away value in a leveraged format 28:00 - Building authority through content marketing 30:27 - How does an entrepreneur build a successful business? 31:21 - Most common challenges in getting started with business and overcoming them 34:01 - Ed’s book, “The Art of Time Collapsing: How to get What You Want Much Faster Than You Ever Thought” 38:19 - Learning and summary
Resources mentioned:
www.edokeefeshow.com www.inspiredwear.com
Keith Kranc on Facebook video advertising (Click on the Green Image to Download Keith's Free User Guide for Video Equipment)
1:29 - Introduction to Facebook video advertising 2:15 - Video advertising is social proof 3:14 - The "rule of three" used by major Hollywood studios 3:58 - Highlights of Keith Kranc's 15 minute talk at the digital marketer conference 5:25 - How a video campaign differs from regular Facebook campaign 5:57 - Why video creates a high level of engagement than a normal ad 6:52 - Why your branding is much better with video 7:13 - Creating retargeting lists based on video reviews 7:30 - How videos create emotion, higher customer engagement, and increased sales 7:53 - Why a small to medium enterprise should consider Facebook video advertising 9:53 - Repurposing video ads from Facebook to YouTube 10:05 - How to craft a good call to action in your videos that adapts to different formats 10:57 - The three biggest search engines in the world. (Is Facebook the fourth biggest search engine)? 11:35 - How to overcome the most common challenges in getting started with video advertising 12:29 - The easiest way to create a Facebook video ad 13:26 - Video ad winning formula 14:12 - You have to create credibility as soon as possible 15:01 - Transition to the solution with a call to action 16:07 - How to create oneending that adapts to various formats 17:30 - Clearly communicate benefits to your viewers to turn them into customers 18:25 - Actions you can take to get started with Facebook Video advertising today! 18:42 - A few great tips on good quality inexpensive mics2 20:40 - How listeners can get in contact with Keith
Resources mentioned:
http://dominatewebmedia.com
Raven Tools founder — Jon Henshaw — On Integrated Marketing Solutions
- 1:32 - A brief overview of Raven tools and Integrated Marketing Solution
- 2:26 - What is Raven tools?
- 5:00 - On Content Marketing
- 7:01 - How to Get Started with Integrating Marketing Solution
- 7:21 - “Brand also means style.”
- 8:25 - “You need to have your own clear (business) strategy of what it is you’re trying to accomplish.”
- 8:45 - “One strategy is not right for all companies.”
- 9:46 - Future proofing your bran
- 12:08 - “It’s providing contents that are not crappy and hastily written.”
- 14:14- “... to have zero ad on their sites. Establish the strength of your brand.”
- 17:40 - Setting up tracking attribution
- 20:05 - The main challenges when implementing integrated marketing in businesses
- 22:25 - “Do your best not to spend a lot of money but try a bunch of different things… “
- 23:57 - “Do not sign in long term contracts.”
- 25:02 - Facebook ads experience
- 27:40 - Using Social Media to advertise your business contents
- 29:25 - Other things to consider to start off with online marketing and integrated marketing solutions
- 33:23 - On guest blogging
Resources Mentioned:
- www.gaconfig.com
- www.raventools.com
Web Design Success Secrets - With Greg Merrilees
- 1:32 - What is Web Design? How is it different from Web Development?
- 4:52 - Custom website design as investment
- 5:31 - A brief overview of Greg’s journey towards a successful web designer
- 7:23 - “I started building trust and I offered to help design their website.”
- 9:51 - The importance of design
- 10:07 - “Your clients will take you more seriously. It adds credibility.”
- 10:53 - What is a good design?
- 13:37- “You have to make sure that the imagery that you used reflects the target customers…”
- 15:10 - Understanding your target users on web designing
- 16:25 - How to get started with implementing good web design
- 17:33 - “Trust is a huge factor in web design.”
- 19:54 - Most common challenges when getting started with web design and how to overcome them.
- 20:43 - “Realistically, your website should be reflection of your business… “
- 21:20 - Actions to take to improve website design to drive conversion and profitability
- 23:15 - Invest in copywriting
- 25:55 - “Overall you should at least get your website reviewed… like for every 2 years.”
Resources Mentioned:
- www.studio1design.com
- www.successshirt.com
- www.copychief.com
- www.themeforest.net
- www.thinkactget.com
- www.crazyegg.com
- www.qualaroo.com
- www.wistia.com
How To Build An EIGHT figure business - With Buck Rizvi
- 2:00 - An overview of Buck’s journey towards a successful entrepreneur
- 3:20 - “And I got some help… I didn’t try to do it on my own.”
- 5:49 - Why system and culture is important to businesses
- 6:54 - “Everything that you do is imbued with this… concept of core value...”
- 10:52 - “Things will happen without you being involved.”
- 13:32 - How to get started in creating valuable and sustainable systems within business
- 16:21 - “And sometimes benefits is not always measured in dollars.”
- 16:43 - The concept of daily standup meeting
- 20:06 - Common challenges in getting started with building up a strong culture and systems and overcoming them.
- 20:30 - “It’s really fundamentally... having a simple process.”
- 24:09 - Outsourcing and working with assistant
- 27:00 - “You want to develop managers… rather trying to be superhero.”
- 27:15 - “The reality is people do want some structures and want some leaderships…”
- 28:13 - Best action steps that someone can take to get started with building high sustainable business
Resources mentioned www.healthprofitsacademy.com
www.realdosenutrition.com
If you're reading this on the productiveinsights.com blog, click here to listen to an audio version of this blog post on iTunes What is time-boxing? Time boxing is the process of going to calendar and creating separate appointments for each task that you estimate will take 15 minutes or more.
7 Reasons why is time-boxing is important when it comes to productivity:
- It sets realistic time projections for your tasks. You don’t try and cram too many tasks into your day if you’re forced to allocate time to each of them.
- Because you have to allocate specific time-slots for your tasks you now restricted to a reasonable amount of tasks as opposed to an overwhelming to do list that is likely to just paralyse you. So this means you’re more likely to be more selective with the tasks that you assign to yourself. You’re more likely to do things that will have the biggest impact for the least effort. This is also known as the 80/20 rule Initially coined by an economist called Vilfredo Pareto. Essentially the rule states that 80% of your results come from 20% of your efforts. So it makes sense to first work on that 20% of tasks that will yield 80% of your results.
- Time boxing also allows you to allocate the high energy tasks to the time of the day when your most productive. For example, I find tackling tasks that involve a lot of deep thinking to the early part of the day when my mind is fresh and most receptive. I also tend to allocate writing to the early hours of my day for the same reason . Most administrative tasks like responding to emails or and cleaning up my workspace are best done towards the evening. I try and schedule my meetings and phone calls to later in the day as well.
- If you work in a corporate environment meetings can be the biggest enemy to your productivity. Time boxing solves this problem beautifully. By allocating tasks as calendar appointments people are less likely to book you out in senseless meetings that don’t yield results.
- Setting aside specific time-slots for tasks tends to hold you more accountable and increases your focus. When you know you have a finite period of time to complete a certain task are more likely to immerse yourself completely in that task for that finite period.
- Time-boxing is a fantastic way to tackle procrastination. When you have a task that seems really large and overwhelming it’s very easy to keep putting it off. But if you allocate a specified amount of time to that overwhelming task, even if it is for a small portion of the task after which you know you will be taking a break or moving on to something else you’re far less likely to procrastinate.
- Time boxing works beautifully with the Pomodoro technique which I’ve covered in some detail in an earlier blog post on productiveinsights.com. Essentially the Pomodoro technique in 25 minute increments followed by afollowed by at 3 to 5 minute break.
How to get started with time-boxing:
- Go to your task list and select the most important task/s for the day using the 80/20 principle. (It’s okay to select just one task. In fact I think that’s preferable because it increases your focus. You can always come back and pick another task to put into your calendar.)
- Create a calendar appointment for the task in your calendar (A great tool to do this is the fantastical app available for the Mac or iPhone. You can also use a
Ryan Spanger On How To Use Video Marketing To Take Your Business To The Next Level In this podcast Ryan and I discuss the secret sauce to video marketing and how to use it to take your business to the next level Key Points : How To Use Video Marketing As Key Success Tool In Business 1:20 – Why businesses should consider video as a critical part of content strategy
2:47 – “The thing about video is, it is a powerful form of proof.”
4:51– “… because sales has changed… People are going online and doing their own research before they are talking to you.”
5:07 – Video is the next best way of people getting to know you.
6:31 – Role that video plays in business’s success in terms of marketing
7:32 – Using Video as Marketing Strategy
8:35 – “Video is an ongoing process.”
9:58 – “It’s important to be aware of what video’s strengths and limitations are.”
10:16 – Using video in a strategic way (Various types of sales & marketing video)
11:22 – “Training videos are… such a great way to document processes in your business.”
15:48 – How a business owner can get started to video marketing
17:34 – “If you do end up creating video that is not great quality… everything that makes up your brand can become diminished.”
17:55 – Case study of homemade video that undermined business
18:24 – Things to consider when creating your own branding through video
20:22 – Challenges people face when getting started to video marketing and overcoming it.
24:13 – “You’re not going to get a great return from spinning time and energy and all the areas that are sort of mediocre and you’re not so good at.”
24:35 – Actions to take when starting a video marketing
Resources Mentioned:
- www.dreamengine.com.au
Google Adwords : Key Points discussed (with timestamps) 1:05 - A brief glimpse at Mike’s journey to becoming a world authority on google adwords
6:12 – Two rules to succeed online
11:18 – Why headlines are important in google ads
13:27 - Google adwords defined
16:31 – How adwords contribute to business success
21:45 – Re-marketing explained
24:41 – “We use Google because we find what we want.”
24:50 – “If you play the game the Google wants you to play, they will give you essential mates rates” (How to get google adwords ‘mate rates’)
26:04 - Google adwords is all about split testing
26:41 – Re-marketing by tagging group of people
31:15 – “I want to target my ad based on the behavior that somebody took on my website.” (Behavioral targeting)
34:10 - How Google Adwords works for your business
35:46 – Build your business on paid traffic
36:20 – Dependent of free traffic is not a good business model
39:54 - Customer case study
41:21 - The jobs to be done framework
42:11 - How to get started with Google Adwords (re-marketing is a great place to start)
49:20 - Key challenges getting started with Google Adwords and how to overcome them
51:36 - Quick actions you can take to get started with Google Adwords
Ralph Burns and Keith Krance on Facebook Advertising (Part 1)
- 1: 28 - What is facebook advertising?
- 1:52 - A brief history of the evolution of facebook as a marketing platform
- 9:20 - Facebook remarketing and custom audiences
- 11:05 - Content amplification through Facebook
- 14:01 - Why all business owners should see Facebook as a core part of their marketing strategy
- 28:45 - How to get started with facebook advertising
- 35:41 - Common obstacles to gettting started with facebook advertising (and how to overcome them)
- 40:18 - What actions can you take right now to get started with facebook advertising
How To Create A Successful Services Business With James Reynolds Key points discussed:
- 1:26 - The definition of the term “service business” (for the purposes of this podcast)
- 6:57 - Why consider entering the services business industry?
- 11:59 - How to get started with a services business?
- 20:18 - What actions can you take right now to get started with your own services business?
- 27:12 - Common obstacles to starting your services business (and to overcome these obstacles)
Links mentioned:
- www.veravo.com
- www.seosherpa.com
Dan Norris on Content Marketing for Startups
- 1:05 - Is content marketing important for startups?
- 1:36 - Dan's views on approach to successful content marketing for startups
- 3:28 - Audience and the Content Marketing Map
- 4:23 - Dan's three keys to successful content marketing
- 5:17 - The importance of differentiation in content marketing
- 8:14 - How to get started with your startup
- 12:41 - How to come up with a good name for your startups
- 18:17 - The importance of design
Links mentioned in the (part 1 and part 2) of interview: http://wpcurve.com http://wpcurve.com/the-7-day-startup/ http://helloify.com http://blackhops.com.au http://contentmachine.com
Books Mentioned: Made to stick - Dan and Chip Heath Content Machine - Dan Norris (Yet to be released)
Startups Explained With Dan Norris - Author of The 7 Day Startup (Part 1) In this interview Dan and I discuss:
- 3:33 - What Dan defines as a start up
- 5:01 - Can you start off as a normal business and then pivot into a start up?
- 7:50 - Dan's view on consistent income
- 9:46 - Dan's business wpcurve.com explained
- 11:35 - Recurring value for recurring income
- 13:55 - Startup vs normal business
- 14:04 - What motivates Dan to be an entrepreneur (Hint: it's not the lifestyle)
- 16:33 - How does a person go about learning about start ups (and eventually launch their own start up)
- 21:30 - Is content marketing a big part of a successful start up?
Links mentioned in the interview: http://wpcurve.com http://wpcurve.com/the-7-day-startup/ http://helloify.com http://blackhops.com.au http://contentmachine.com
7 Mistakes Your Brain Makes Everyday And How To Fix Them Using Mindfulness
This is the narration of an article that I wrote as a guest contributor to lifehack(dot)org.
Reach out to me on ash@productiveinsights.com if you need help implementing these ideas in your business. Key points covered in the article:
- Our tendency to avoid threats — as opposed to our tendency to maximize opportunities
- Gamblers fallacy and how to overcome it
- How to deal with cognitive dissonance
- How to become aware of confirmation bias
- Learn how not to confuse selection factors with results
- How to not fall victim to price anchoring
- Dealing with overwhelm by not falling victim to the paradox of choice
Conclusion
- A mindfulness analogy and how to use it to overcome the above mistakes we make everyday.
60 Second Sales Hook With Kevin Rogers - Comedian Turned Copywriting Expert In this interview Kevin and I discuss:
- Copywriting explained
- How copywriting can be a critical business tool when it comes to conversions from visitors to customers
- The story of the "Blind Man Driving"
- How to overcome challenges with getting started on copywriting
- How to actually get started with copywriting
- How to get Kevin's Book "The 60 second sales hook" for free (valued at $5 on Amazon)
15 Productivity Ideas That Really Work! (As featured on lifehack)
This is the narration of an article that I wrote as a guest contributor to lifehack.org.
Reach out to me on ash@productiveinsights.com if you need help implementing these ideas in your business.
Productivity Secrets (Incl. Full Transcript) of Kate Erickson That Led To $433K in Feb 2015 Revenue! A few highlights from the interview:
- Kate's story - a transition from corporate employee to successful entrepreneur
- Kate's morning routine and how it helps her productivity
- Kate's strategy to overcome 'imposter syndrome' as an entrepreneur
- How Kate uses themed days to increase focus
- Kate's take on Kate's Take
- Kate's advice to aspiring entrepreneurs
Full Transcript of Interview Below ASH: You've been instrumental in growing the business well beyond a six-figure monthly income and made $433,000 in February 2015, which is pretty awesome.
KATE: That's definitely very awesome. Thanks for all your kind words, Ash. I really appreciate it. You're also the brains behind the explosive growth of EOFire, and you're constantly working with your partner, John Lee Dumas, to develop and refine the growth strategy.
JOHN: Hey, this is John Lee Dumas from Entrepreneur On Fire. You're listening to my friend Ash Roy.
ASH: Welcome to the Productive Insights Podcast for entrepreneurs and professionals, where we discuss how to leverage your business. Head over to productiveinsights.com for over a hundred free tips, articles, videos, and podcasts that help you increase your productivity and maximize your profits to fund the perfect lifestyle.
In today's podcast we speak to Kate Erickson, who has worked with John Lee Dumas in growing Entrepreneur On Fire into one of the most successful podcasts. Kate, your story begins in corporate America where you worked in human resources. Having decided fairly early in your career that the corporate ladder wasn't for you, you chose to blaze your own trail as an entrepreneur. Since you've joined Entrepreneur On Fire you pioneered the Entrepreneur On Fire blog and I've also done some guest blogging on behalf of EOFire. You've also been heavily involved in Podcasters' Paradise, of which I'm a proud member, which probably is the best resource online when it comes to learning podcasting.
You're also the brains behind the explosive growth of EOFire and you're constantly working with your partner, John Lee Dumas, to develop and refine the growth strategy. You've been instrumental in growing the business well beyond a six-figure monthly income and made $433,000 dollars in February 2015, which is pretty awesome.
KATE: It's definitely very [00:02:00] awesome. Thanks for all your kind words, Ash. I really appreciate it.
ASH: You're most welcome. These achievements make for a very spectacular resume, particularly for somebody who's such a young entrepreneur. Could you spend a minute telling us about your entrepreneurial journey, Kate?
KATE: Sure. Like you said, I kind of started off in corporate America. I thought that's where my career would lie. I never really thought that entrepreneurship was for me. I didn't really understand how I might go about attaining that. I was quite comfortable in corporate America until, like you said, I was pushed over the edge I guess you could say, finally and very luckily. I'm so grateful for that. At the time I was not grateful for it but I certainly am now.
When I took my first entrepreneurial leap I tried to start my own business, which was a copywriting service for online businesses. I was trying to help local businesses in the Portland, Maine area, which is where I was living at the time, optimize their sites and improve their online presence through copywriting. That did not work out so well for me. A few mistakes and six months later I was already ditching that business idea. I went back to corporate America to work at an advertising and marketing agency because I did have a project management background, and landed a job that I absolutely loved. I learne
Content Marketing With Chris Garrett From Copyblogger - How To Use Content Marketing For Business Success In this interview I speak to Chris Garrett from Copyblogger who is one of the world's leading authorities in Content Marketing. A few highlights from the interview (timestamps included):
- 1m:48s - What is content marketing?
- 3m:48s - Coca Cola Anti Case Study for Content marketing
- 5m:53s - Positive Case Study on Content marketing. Marcus Sheridan's swimming pool company
- 7m:17s - What McDonalds (and Coca Cola) are doing right when it comes to content marketing
- 7m:17s - The 'conversation' every buyer has with the seller prior to any purchasing decision (via the internet) The conversation is going to happen with or without you.
- 9m:37s - How content marketing enables businesses to leverages the online channel
- 12m:00s - How that conversation leads to a yes or a no decision before the buyer purchases
- 13m:37s - Dan Pink "Everything Good in life begins with a conversation"
- 15m.24s: - If you don't use content marketing as a key marketing tool one of your competitors will and you will regret it
- 16m:02s: -"Content is an answer to a question and that question could be critical to them making a decision to purchase" Chris Garrett
- 17m:55s: - How to overcome typical obstacles to getting started with content marketing
- 18m:25s: - How to use an incremental approach to content marketing
- 20m:30s: - A five day plan to get started with content marketing
If you'd like help getting started with content marketing in your business shoot me an email on ash@productiveinsights.com
Automated Marketing Solutions With Jake Hower (Fuzed App Creator) - How to Use it To Increase Your Profits Through Lower Customer Acquistion Costs. In this interview I speak to Jake Hower — the creator of the fuzed app.
We discuss:
- What the term Automated Marketing means
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How to use automated marketing sequences to:
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Maximise customer retention
- Increase customer loyalty
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Get the right information to the right customers at the right time
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Why business owners should see atomated marketing as a critical business tool
- Typical objections to implementing automated marketing (and how to overcome them)
- Actions that you can take right now to get started with automated marketing
7 Ways Poor Sleep Is Killing Your Productivity (And What You Can Do About It) Released 28 February 2015 In this podcast I discuss the 7 ways lack of sleep is damaging your productivity and your health. Each of these 7 points is accompanied with an actionable tip that you can implement today to improve your sleep habits. Key Points Covered: How Your Sleep Deprivation Is Playing Russian Roulette with Your Brain. What Improper Sleep Does To Your Circadian Rhythms. Could Your Poor Sleep Habits Suddenly Become Deadly? How Poor Sleep Affects Your Productivity, Concentration And Focus. What Inadequate Sleep Does To Your Creativity and Problem Solving Skills. What Lack Of Sleep Does To Your Metabolism, Your Immunity, And Your Health. Is Sleep Deprivation Causing You To Make Mistakes?
Blogging His Way To A Six Figure Income - With John Morrow I hope you enjoy listening to this interview with Jon Morrow as much as I enjoyed bringing it to you.
Key Resources mentioned in this interview:
- www.guestblogging.com
- Boostblogtraffic.com
- Alltop.com
- Socialcrawlytics.com
- Namecheap.com (domain hosting)
- Siteground.com (hosting service)
Recurring Income For Maximum Profit That Funds Your Perfect Lifestyle In this interview James and I discuss how to use the recurring income business model to:
- Maximise customer retention
- Create a very loyal customer base
- Maximise profitability
- And fund the perfect lifestyle (i.e. Surf twice a day everyday!)
Enjoy
Neil Patel - Kissmetrics (Founder) On Entrepreneurship, Branding and A Whole Lot More(Scroll down for a full transcript of the interview)
https://www.youtube.com/watch?v=tfWQh1W3Rrw&feature=youtu.be I recently had the opportunity to speak to speak with the founder of Kissmetrics - Neil Patel. Neil and I discuss several interesting topics including:
- A day in the life of Neil Patel (productivity hacks)
- How to decide on which customers to work with
- Branding
- Investing in stocks
- Warren Buffett
- Apple
A full transcript of our conversation is below: John Lee Dumas: Hey, this is John Lee Dumas from Entrepreneur On Fire. You're listening to my friend Ash Roy.
Ash Roy: Welcome to the Productive Insights podcast for entrepreneurs and professionals where we discuss how to leverage your business online, and how to maximize your profitability. In this podcast, I interview Neil Patel, the founder of KISSmetrics. Neil and I chat about a range of topics, including branding, investing in stocks, productivity at work, and a whole lot more. I hope you enjoy listening to this as much as I enjoyed recording it. The sound quality isn't great in some parts because we had a pretty poor internet connection, and I apologize for that, but that doesn't take away from the spectacular content. Enjoy.
Hi, Neil. Thank you very much for agreeing to this interview. It's a pleasure to have you on Productive Insights' podcast. You're the founder of Crazy Egg, KISSmetrics and Quicksprout, which is your blog. You also consult to major organizations such as Buffer, MailChimp, CampaignMonitor and LiveChat, just to name a few. You've been endorsed by Michael Arrington, the founder of TechCrunch. All these achievements make for a spectacular resume for a very young entrepreneur like yourself. As a manager in the corporate world of over 15 years, I can say that you've achieved a lot in a very short space of time. Let me start by asking, what does your typical day look like? How do you manage to be so productive?
Neil Patel: My typical workday, I spend most of my time actually in my email inbox. When it's not in my email inbox, it's on phone calls. When it's not on phone calls, it's in meetings. The majority of my day goes to communication.
Ash: I know from our previous interactions, you mentioned that you have a specific way of handling emails. That is, you read it once and respond straight away, so you avoid double-handling.
Neil: That's correct. It makes you much more efficient. I have filters set up as well. I have an assistant who does all the scheduling, so I don't have to deal with that. I have canned responses for the generic type of emails I get, like I get a lot of emails from people saying give me money, or teach me how to make money. I have quite a few generic canned responses for emails like that as well.
Ash: The next question is, you have some very high profile clients that are vying for your limited time. How do you decide which client to work with? I'm sure money is a factor, but are there any other criteria that you use to decide on which particular projects to take on?
Neil: Other than budget, because that is important, if it's not worth it financially to me, we never do it. I don't really do much consulting at all. There's two things, one can I help the customer, and can I really help them and provide results? Not like, oh maybe I can, but am I really confident that I can help them. I don't want to end up working with someone and not providing results, because that's just going to ruin my brand name. Two it's a disservice. You don't want to be unethical.
The second variable is, is the customer fun? Do I think I'm going to enjoy working with them? Are they going to implement my suggestions, or are they going to take them for granted? Will they be happy with the results? Will I enjoy working with their team members? Those are the two main factors for me, the third being financial.