James Schramko Podcast

Boom’s winning products In this episode: 03:12 – The added pressure of a bigger business 05:16 – Something unique about Ezra’s products 07:01 – From dollar in to dollar out 10:21 – Dial in THESE two things 12:21 – The power of conversion assets 13:42 – Winning them back 15:53 – The incredible ‘More of the Same’ phenomenon 18:16 – Essential sequence “bought X but not Y” 22:16 – The plateau before 10x growth 26:43 – Engage and re-engage 30:51 – An example of increasing relevance 35:16 – Ezra’s retargeting techniques 41:45 – The unbelievable impact of the search box 44:14 – Takeaways for the e-commerce starter 45:56 – Price and costing benchmarks 47:18 – What to expect from adding a cart abandonment sequence 48:12 – Case study, what would you do? 48:44 – Are all customers equal? 52:04 – Wrapping it up Want to achieve fast growth in your own business? Click HERE Download the PDF transcription and 12 Tips For HyperFast E-Commerce Business Growth guide Transcription: James: James Schramko here. Welcome back to SuperFastBusiness.com where I’m bringing information to you. I especially love this podcast medium. One of my other podcasts is called ThinkActGet, and my co-host there is Ezra Firestone. Today, we were going to record an episode of ThinkActGet, except we decided that what Ezra told me before that was far more compelling and we should make a podcast for this show for you because what we’re going to talk about is phenomenal, nothing short of phenomenal. Welcome to this podcast Ezra Firestone. Ezra: Wooh! Ezra in the house. I just wanted to say that about myself. So thanks man, I appreciate it. James: Alright. So we have Ezra in the house. This is going to be weird for some of our regular listeners from the other show because they’re going to hear us having a more concentrated business chat today. Ezra: Sure, sure. James: A few less groundhogs. Ezra: Yeah. If you’re a ThinkActGet listener, then you know we get out there. This will be a little more tactical. James: We do. Less bananas, less groundhogs, more businessy stuff. Now Ezra, I’m about to fly over to see you at your event in San Diego where you have assembled on a little bit of a brains trust on topics that are of interest to your audience, and I appreciate that you’ve asked me to present on a topic of team building. You’ve certainly been needing to build your team, because the core of this episode is about hypergrowth, and in particular, you’ve shared with me some information that you’ve got three main businesses that are on your focus, and two of them in the last year doubled, which is fantastic in itself. But one of them, I think it was nine or 10x, and it wasn’t a small business to start with. In fact the figures, I don’t know if you mind me sharing this Ezra, but you’ve gone from somewhere in the region of $4 million revenue to $25 million dollars revenue...

Get to know the person behind the powerful Ask methodology.

Podcast highlights:

02:52 - If you give away what you know for free…

04:07 - Changes prompted by Ryan’s material

06:21 - What’s the big deal?

08:17 - How Ryan set out for his “thing”

13:11 - A life ruled by fear

17:39 - Lessons from Andrew Cavanagh

22:18 - The power of surveys

25:10 - Copywriting and confidence

26:49 - The antidote to overconfidence

30:15 - Have genuine empathy

32:08 - Tapping into old memories

40:01 - The change from a 6 to 7-figure business

42:43 - Are you slow at hiring?

46:25 - Ryan’s productivity secret

51:28 - The company as the product

53:39 - What James knows about Ryan

55:24 - How do you know you’re having an impact?

James will help you grow your business GET YOUR ASK BONUS HERE

Transcription:

James: James Schramko here. Welcome back to SuperFastBusiness.com. Today, I'm doing another story-based podcast, which is going behind the scenes with a successful and somewhat popular entrepreneur as of late. I want to welcome onto the call Ryan Levesque.

Ryan: James, thanks so much for having me here. I'm thrilled to be here, man.

James: Thank you for coming on. I know that it's a busy time for you right now. We catch up regularly. So over the last few years, we've come from complete strangers to close contacts and I dare say I would consider you a friend now.

Ryan: Totally.

James: I've done the hamburger experience in the Tesla. I know you wouldn't trust someone to hold on to their hamburger while you're driving your Tesla. Just anybody. I feel I've made it to the right sort of situation where I’m comfortable to call you a friend.

Ryan: It's a rite of passage, yeah.

James: Yeah. Very impressive. iPhone on wheels. Thank you for the experience. Now of course, I did that in Texas because you kindly invited me over there to find out more about what you're doing and to get more context because of the projects that we work on together. The more we know about each other, the easier it is to synchronize in.

I thought, I'm in this privileged position where I can ask you some questions behind the scenes if you want to share some of it publicly that maybe people aren't aware of and that might help someone else who's on their journey to finding their thing and becoming a household name in the online space. So would you be willing to share a couple of behind-the-scene insights?

Ryan: For you James, I'd be happy to do that.

James: Fantastic. Alright now, just for context, if you're listening to this and you don't know who Ryan Levesque is, I encourage you to go and listen to the previous episode that we've done on SuperFastBusiness called Ask Your Way to Profit with Ryan Levesque.

That talks about Ryan's thing, which is all about asking, and surveys, and you'll find out about quizzes, and segmentation, and micro commitments, and buckets, and all that. That's not what we're talking about on this episode.

In fact right now, because Ryan, at the time of recording, there's a launch going on for your home study course, and I'm sure everyone's getting all sorts of videos, and emails, and education about this. The material you've been sending out is very high caliber. I applaud you. I went through your PDF last night actually. You pretty much give away the entire system to people who are just interested in finding out about what it is. That's quite an interesting strategy. Do you find that’s effective?

Reaching out to people who are interested

Ryan: Yeah.

Make your Google AdWords campaign more effective by avoiding these mistakes.

Podcast topics:

02:43 - How structured is your account?

04:04 - Go for more granular detail

06:02 - What’s driving your conversions?

09:22 - Install THIS on your site

11:37 - Create separate lists

14:41 - You need restrictions

17:27 - Do you have negative keywords?

20:29 - Beyond broad match

24:27 - Ad extensions and why you need them

27:05 - Split testing is where it’s at

32:17 - Is mobile working for you?

Want to grow your online business faster? Click HERE

Download the PDF transcription

Transcription:

James: James Schramko here, welcome back to SuperFastBusiness.com. Today, we are talking Google AdWords. In particular, we're going to be talking about 10 classic mistakes that people make when they're doing Adwords. So if you're doing AdWords, or you're thinking about doing AdWords, you absolutely must tune in to this episode, because you are going to save a fortune in the Google tax. And today, I have brought an expert along because I'm no longer an expert on this subject, so welcome to this episode Ilana Wechsler.

Ilana: Thank you, James, it's awesome to be here.

James: Thank you for coming over here. You are normally found at greenarrowdigital.com. You are an expert in paid advertising. In particular, you've been doing quite a lot of work with Google AdWords, and I hear you also do some Facebook stuff.

Ilana: It's true, yeah. I'm a specialist in paid traffic, and obviously AdWords and Facebook are very much my bread and butter.

James: Right. And I've been referring clients to you, because they've been getting great results. And as part of my coaching group at SilverCircle there, I get to work closely with you and I see what you're doing, and I like what you're doing for the clients. So I've said hey, we should talk about this stuff on an episode, and here we are.

Let's just get into the mind of our potential trainee here - someone who's got an AdWords account, possibly running some campaigns, or about to embark on the difficult trial of setting it up. And it's not that hard from the Google perspective - you're putting in your payment method and start a campaign. But there are quite a lot of options for you to choose, and many wrong turns you could take that are going to cost you big time.

Does your account have structure?

So what we're going to be looking at in this episode is what sort of things do you expect to find when you're logging into someone's Google AdWords account? What do you already know they're going to have made a mistake with, and importantly, what can we do to fix that? We're going to cover a few of these, up to 10 I think, so let's start with the number one top mistake that people are making with their AdWords campaign.

Ilana: Alright, so I have the privilege of getting access to hundreds of AdWords accounts, and the classic mistake I see everyone make is they don't have structure in their account. And what I mean by that is they just have one campaign, one ad group, and literally hundreds of keywords in that one ad group. And it's a classic mistake because there's no relevance for the keyword to match the ad. So you have to structure your account properly, such that they're all separated into appropriate keyword themes.

James: Right,

Write better emails with Daniel Levis’s “email alchemy” methodology.

In the episode:

01:10- Get to know our guest

03:12 - Why a framework is important

04:21 - What “email alchemy” is and isn’t

09:51 - Thinking about your subject line

12:19 - The 3 things you should have

15:01 - It’s not about open rates

17:45 - The impact of those first few sentences

21:33 - Who’s your target?

23:38 - Take your reader somewhere else

28:05 - “Pitch” is not a dirty word

30:31 - Should you look out for unsubscribes?

32:23 - What you want your reader to do

36:48 - Inside a good call to action

40:20 - Summing it up

Daniel is offering you 147 opening line ideas

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Transcription:

James: James Schramko here. Welcome back to SuperFastBusiness.com. Today, we're going to be delving into a copywriting topic, and that's because when I survey my audience, a lot of people will say they need more traffic. But what they really need is the ability to sell better. It's not something people self diagnose well. It's something that everyone with a product or service needs to be able to do. Of course we're still using email extensively. So I wanted to go specifically into email copywriting, and for that, I've brought along our special guest, Daniel Levis. Welcome to the call.

Daniel: Thanks for having me, James. Glad to be here.

James: So Daniel, you've been doing some copywriting behind the scenes for a long time for people who our audience would know like Jay Abraham and perhaps Yanik Silver, and you came up on Clayton Makepeace who many of the top copywriters regard as being a copywriter for copywriters. So you've had a really rich history in this craft.

A little background on Daniel

Daniel: Absolutely. I've been writing copy for, I'm going to say, 30 years. Part of that time, without actually knowing that I was doing copywriting but using it as a lead generation mechanism, I was in high-tech sales for many years, and I always preferred to have prospects coming to me rather than me going to them. So I was very early on adopting copywriting techniques for lead generation.

I guess it would have been 2005, I got in touch with Clayton Makepeace, and he was so impressed with what I was writing that he had me write a bunch of stuff for him, and I helped him to launch The Total Package. I basically studied under Clayton Makepeace if you look at it as, you want to call it, yeah, you're a copywriter now. So learn from the best, right?

James: Right. So today we're going to be covering a specific framework, I think you nicknamed this “email alchemy” but it's your special formula for having powerful communication particularly using the email format.

What is email alchemy?

Daniel: Yeah. Email alchemy is a whole methodology. It's quite an involved methodology. What I've given you there is the SOD PC formula for creating an email. This is a tiny little part of email alchemy but something that I live by.

James: As an Apple user, I can quite relate to that acronym. But I imagine it doesn't stand for throw out the Windows computer. It probably means something else. Maybe we should go through that formula. But before we do that, let's just think about why is it important that we would use a formula or a framework?

Why use a formula?

...

Find out how YouTube ads can be applied to different products and industries.

In the podcast:

00:56 - Where the series is at

02:53 - Memory as velcro

05:17 - Case Study 1 - how to sell a book

08:39 - Optimizing the campaign

11:05 - Yes, you can segment

15:28 - Promoting a membership

19:57 - How the client coordination works

21:16 - From YouTube to Facebook

24:18 - How to get started

Looking for better ways to run your business? Click HERE

Download the PDF transcription

Part 1 of the series

Part 2 of the series

Transcription:

James: James Schramko here at SuperFastBusiness.com. You're listening to the YouTube Advertising Tips series. This is actually part three where we're going to talk about a case study. I've got my friend Tom Breeze from Viewability.co.uk who is a YouTube advertising specialist. Welcome Tom.

Tom: Hey James! How are you doing?

James: Good. Thanks Tom. Now in this series, we've set this scene in part one, we talked about why you want to be looking at YouTube as an advertising source and how there's plenty of eyeballs there. I don't think you mentioned it but I did hear you say this once before that it's kind of like Velcro. We get a very sticky audience solution here when we're putting these videos up.

And then in part two, we really developed more into the moments framework that you gave us and talked about some of the actual technicalities of setting up your account, targeting particular sites. We talked about Peppa the Pig, from memory.

What we're up to is we're going to talk about some case studies in particular, sort of audience listening to this podcast are kind of similar to me in some ways where they'd be, probably have some memberships, maybe run events, and probably have books. I'm actually in all three of these things.

I certainly got memberships, definitely run events, I'm more than likely to be publishing a book, certainly a lot of my clients do, like Ryan Levesque for example, have got books. I'll be sending them to this episode. I want you to tell us, how would you go about approaching my product suite if you're pulling off a blank page and you wanted to map out some campaigns. What would you be looking at? And maybe you can overlay some of your own case studies here, things that you know have been successful. You can protect the name for privacy if you like. Given that many of your clients do similar things, what sort of things are we going to be looking at here?

Developing YouTube campaigns

Tom: Good question. What I'll do is I'll dive in some case studies and some thoughts about how we begin campaigns and then how we can scale those campaigns up as well because there's some really clever stuff with YouTube, and I think it'd be good to kind of dive in and give you some firm concrete examples to be like, 'Oh OK cool, I can see myself doing this now.'

I think that what we pulled on earlier, I understand this like Velcro idea is really important because this really plays out in terms of how we start scaling out with clients. What I mean by this is in the past,

What’s the right message for your YouTube ad, and when should you deliver it?