Market Like A Nerd

Today we geek out with Rocky Callen, bestselling novelist, who successfully turned a profit from publishing books. Rocky shares her best tips on how to create a quality book, become a paid bestseller, and do it all with integrity.

Time Stamped Show Notes:

• 01:23 – Introduction.
• 06:45 – One thing that Rocky sees often with people who want to write a book and make it the centerpiece of their business is they think I am going to crank it out and I am going to slap it up online and that they are going to be a best-selling person but it doesn't work that way, people underestimate the time and energy it requires to make a book that is meaningful, impactful and actually draws in your tribe. Your book is an extension of your business so want to give it that time, heart, energy that it requires so that means making sure that when you are looking at your book, you are taking your reader on a journey and that reader needs to be your ideal client and you want to make sure that there is emotion, information and everything in it that you bring to your clients in your sessions or in your retreats or however you serve them . You want to bring your reader on that journey so want to make sure you edit the book including developmental editing which is when a person goes and looks at all the holes, the flow, consistency and potency and tells you what you need to fix and then you go into line editing where you start to get to the nitty gritty of grammar and then you go into proofing which is the ultimate polish and this is the writing side.
• 09:08 – Find a quality designer for the cover of your book because your book is going to be on Amazon or on bookshelves and it needs to capture the attention of people scrolling by, it needs to stand up to the competition. If your book looks like it's been half assed, it won't sell and the tribe won't come to you and the clients won't come to you because instead of being this epic and phenomenal way of exalting your brand, it diminishes it. So one must invest in a cover that is an extension of your brand and that reflects the way the book makes a reader feel you should be consistent with your branding from your business all the way through your book and invest the time and energy to make sure that happens.
• 12:36 – Rocky says that when you write a book well, by the end whatever your core message or mission is they are going to turn to you for that because they've invested hours of their life at that point because they have been so entertained or so informed or so motivated or so inspired by you and they know you at an intimate and personal level for example when you think about marketing and you are writing Facebook posts or a blog post you might write 500 or a thousand words per post but when you are writing a book you are looking at thirty thousand to seventy five thousand words and that's a lot of information and a lot of story so when someone comes to that end point with you and you've taken them on that journey effectively, they have no choice but to keep going with you and that's where you have the impact. So you must put your all into the book writing process and the branding process and then market like a nerd.
• 14:10 – If you know what the book is in your heart and you have the title and you know what it is then you should publicize it on social media and say I am writing a book and share with them the behind the scenes of the writing process, people will get very intrigued by that and that is book marketing without feeling like marketing and you don't need a huge budget for that.
• 15:55 – You can create a wait list for your book and give them some bonuses for joining the wait list but they also get to see the behind the scenes of the book and that becomes your warm list of buyers and that should be a separate list from your bigger list because these people are invested already in the book itself.
• 16:24 – When you are looking at marketing you want to make sure that when you focus your efforts, your promotion, your guest posts and your partnerships with other people to promote you, you want to focus your energy on the first 72 hours of release because what happens is that people do a post weekly but how Amazon calculates bestsellers is they want to see mass quantity downloaded in a specific period of time and you have the best chance of really nailing that in those first 72 hours because that's when the excitement and the buzz can really go so really focus all your time and energy there so that you give yourself the best chance to climb those lists. Being on a list means that you are more visible and in the end, that's all that you want to be visible.
• 18:43 – You'll see this a lot with entrepreneurs, people that buy the most for 72 hours a lot of times get amazing bonuses paired with the book purchase so if you buy the book and you send in the receipt to the list and you might get an eight week course or something like that.
• 19:55 – You must give readers many different ways to engage with you and your brand like contests, giveaways, Facebook lives, Facebook events because all these things amp up the energy.
• 20:33 – A lot of people think that the book is going to make you a lot of money but for entrepreneurs, the money isn't actually in book sales but from upsells so what you must try to do is create something that is so perfectly paired with the book that when they finish your book they are like oh what's next, I need something right now, I need to go deeper or I need to go further whatever it is, however your book is set up and it could be a downloadable program or something entry level and that's when you pull them through your whole funnel. You want to make sure that there's something that's beautifully and perfectly tied with your book so that way they want to dive in and they are willing to go and spend the money so that they are leaning in closer and closer so that when your fifteen-thousand-dollar offer comes up they go for it without thinking twice and that's where you really make your money.
• 27:32 – Rocky says that you must look at every twenty-four-hour period of time and within every hour try to get on a webcast and get people to start buying because the Amazon algorithm is recalculated every hour so the more you push every hour the better your chances. It really depends on your category because even within business depending on who you are competing with because if a big name in the business is launching, they are going to radically change the game in terms of who gets to compete with them versus when a big name isn't launching. So when you are looking at your launch dates you should look at what other books are launching if there are five other huge names launching then that means that it is probably going to be thousands more for you to get even on the top one hundred list. If you are just looking at the top one hundred list but you are not looking at spot number one then a few thousand on your first seventy two hours is going to get you somewhere on the list in general but it depends on the category and how many people come through in each hour and who you are competing against but that's a good way to aim for it and try to go for that.
• 29:19 – Rocky does not feel it is appropriate for you to allow people to download your book for free for the first seventy-two hours and she would not consider it to be a best seller. She considers it to be a best seller only if it is in the paid list and you are next to the big names. But one thing that is possible and potentially helpful is if you do the seventy-two-hour free offer you get people to buy and leave reviews and then immediately after that that's when you hit it hard with marketing.
• 31:00 – When you are looking at categories there are many subcategories but you must look at the ones that have the least number of books because that means less competition and see what that word is and use it as one of your keywords as that makes it more likely for you to be placed in that category. And another tip is when you are looking at the top one hundred in a specific list, in a specific category click on the number one and the number ten and at the bottom when you go to product descriptions it is going to say rank 233 which means they are selling thousands that day and if they are going to rank five thousand then they are selling maybe a hundred or less. So you must see the gap between number one and number ten and that gives you an idea in this category, number one is ranked ten thousand but in this category, its best-selling rank number two of all of Amazon so you must look at those ranks and then use those keywords when you are uploading your book so that way you know you have a better chance of getting squarely in front of your audience and really maximizing your chance for success in terms of being a bestseller.

Resources Mentioned:

• Rocky is very active on the Facebook group TheBleedInkTribe and this group is for women who want to write their books and publish them. Rocky has designers, editors and some awesome people in there.
• RockyCallen.com/Bleed-Ink-Checklist -- You can get a free check list for going from book idea to book launch.

Get your notepad ready as Lauren Zink, creator of Tiny Happy Empire, shares a few of her super nerdy tips on how to create a sales page that captures your client's attention. Packed with ingenious tools to outline your next sales page launch and successfully attract more clients.

Time Stamped Show Notes:

• 1:32 – Introduction.
• 6:30 – Lauren tells the listeners of this podcast to make a note of the outline she is going to share and use it when they are writing their sales pages.
• 8:00 – Lauren has been a copywriter for three years and the stuff that she is going to teach is tested by Lauren and her clients. Lauren actively looks at other people's sales pages and looks at their framework and how they are laying things out and why they are doing what they are doing. Lauren uses this Framework in her business and other big names in the online business use it too.
• 8:56 – The first thing on any sales page should be the headline and you should spend a lot of time on your headline because if nobody stops to read your headline and you are unable to grab their attention in the first second with the headline it doesn't matter if the rest of your copy is brilliant people will just leave that page and do something else.
• 9:42 – Lauren tells us about this amazing tool called Coschedule headline analyzer. It's a headline tool you just need to put your headline in the tool and it will grade your headline and give you suggestions on how to improve your headline.
• 10:31 – The next thing you need to do is to speak to them about the industry that you work in so if you are selling a copywriting program, you would speak about how copywriting can increase the number of sales you make and why copywriting is important as an industry and that creates a need and desire to learn more about what you are selling.
• 12:01 – You need to paint a picture of where the prospects are now and what they want to change in their life and highlight their pain points and Lauren has an exercise for this called a day in their life exercise and to get this section up to speed you need to think about from the moment they wake up till the moment they go to sleep what does their life look like in relation to your problem. So you need to think about all the little specific details about the day that are going to show them how big of an issue is the problem for them.
• 14:32 – The next step is to take the day in their life exercise and do it the day after they take your program and what does their life look at that point and what do they really want. You have to get very specific with this and make it tangible for them and make it something that they can see in their life and experience.
• 16:23 – You have to make them realize that you know they tried achieving what they wanted but they were unsuccessful and that sets you up to talk about you and your solution and why it's different and it also takes the blame off of them a little bit. And then you remind them from that point of what they really want and also remind them that it is possible. You need to put in some case studies and testimonials that show them that real people have gone through transformations.
• 18:27 – The next step is to introduce yourself, get human with them and share a little bit of your story and how you have been where they are and how you have gotten to the other side and what that looks like. This shows that you are not some person presenting a random solution to a problem but you are a person presenting a solution to a problem that you know works and you totally get their pain and you know what's possible for them on the other side so that they can really feel that they trust you.
• 20:53 – From there we are going to share the things we've noticed that really work so you explain your process or your system.
• 23:56 – The next step is to share a few more testimonials and case studies about how you actually know that this system works for people.
• 25:19 – Then you need to introduce your product or service you tell them the name of your product or service and then put a mini tag line 'it's going to help you XYZ' or 'the fastest path to results. You have to be very direct with them, remind them, pull them through and think about how their brain is working. Then to prove it you have to share a few testimonials or case studies and then you put your call to action.
• 27:51 – And the final section is your paradigm so for example if you are doing a course you say what they are going to get and how it is different from other courses and then you put another call to action at the end.
• 28:43 – You can add a few more things to your sales page if you want to get a little more advanced like time sensitive bonuses because people need a sense of urgency to take action which will increase your sales. And for most of us it is about creating a change in the world by making somebody's life better or the world better and leaving a positive legacy and if people are not buying your product or service they are not going to get to the point of the process where they experience the results and what is important is the transformation that happens for them.

Resources Mentioned:

• A free five-day copywriting course by Lauren where she teaches you to write with emotion and how to find the specific words that go on your sales page. It can be found at bit.ly/writesellconquer.

Discover how to maximize your Instagram account with Nathan Chan, creator of Foundr Magazine, who snapped his way to 950k+ followers in just two years. Nathan also shares with us how to drive traffic to your website from Instagram, and how to keep your followers happy and engaged.

Time Stamped Show Notes:

• 01:35 – Introduction.
• 5:26 – Nathan says that for them it doesn't matter how many followers they have, for them it matters how much traffic they can drive using Instagram. So Nathan's first tip is to worry less about your followers and make sure that you have a great profile set up and obsess about the link in your bio for your Instagram account and that's the main way you can drive traffic. The best way to utilize Instagram is to obsess about that link in the bio and do whatever you can to get people to click on the profile link in the bio because that truly drives traction.
• 6:24 – You can also get people to Swipe up with Instagram stories if you have a verified account. Nathan got their account verified recently which is very powerful in driving traffic. A tip for people who really want to utilize Instagram as a growth channel is it's less about the followers and more about the clicks.
• 7:26 – For Nathan Instagram is an amazing platform which they have used to build a massive community and this has allowed to grow the reach of their brand and the reputation of their brand at a very fast pace.
• 8:13 – According to Nathan, if you really want to leverage social media to the fullest get clear on what your sales funnel is so that you can drive traffic to the right thing.
• 9:26 – Once you've got the foundation set up and you have decided to use Instagram as a traffic source and a way to build a reputation for your brand but the end goal is driving traffic, you have to focus on producing great content on a consistent basis and the content has to be relevant to the market that you serve and it has to be loved by the audience.
• 11:35 – Nathan and his team create great content and post it between 5 to 7 times a day.
• 12:23 – Nathan and his team have realized that the best kind of content is photos of their magazine, quotes and startup tips and facts. Their audience loves this kind of content. But it depends on the audience and niche, you have to test what you audience likes.
• 14:19 – One of their rules is they treat their community like gold and if someone leaves a comment on any of the images, one of the team members will reply to the comment or answer any question. Because their account is verified and large, they have found a lot of success with growth on commenting on other big Instagram accounts.
• 17:27 – According to Nathan, once you've got a good foundation and mindset for the purpose of having an Instagram account and using it to build your business or your brand, the next step is to focus on other growth strategies and one of them is focusing on getting other big accounts to share your content. You can either pay them to do this or find another mutually beneficial exchange in value.

Resources Mentioned:

• People can find out more about Nathan Chan by visiting the website Foundr.com.
• You can also download a free issue of the magazine by visiting the link FoundrMag.com/Branson.

Today we chat with Jill Stanton, co-founder of Screw The 9 to 5 online community. In this episode, Jill shares her personal and professional insights on how to cultivate your own online community, maintain a consistent retention rate, and make more money with membership programs.

Time Stamped Show Notes:

• 01:37 – Introduction.
• 05:17 – Tip # 1: Jill says that before throwing yourself all in and going all in on membership sites figure out if you actually want this business model for your business because having a membership site requires taking care of your members every month, watching retention, keeping an eye on your numbers and making sure you show up consistently.
• 07:22 – According to Jill, when you are just starting out, you don't know what business model you should go with because no one is talking about that. There is a lot of stuff online where people are just trying to sell their stuff so they tell you that this is the only way you need to do it but we must realize that one business model might not be the right fit for someone and another business model might be suitable for you.
• 8:28 – Tip # 2: Make sure you have the attention that allows people to actually join and hear about you, build a list and try to get some attention around your brand and ask them if this is something that they want. Jill initially had one of digital products and people objected saying that they can't afford the products so she asked them if they would rather have something low priced with a monthly fee and everyone said yes so Jill and her husband went all in on it. If you have are planning on a membership site you must realize that everyone does not like recurring payments so do some research and make sure that your audience is aligned with that kind of offer before going ahead with a membership site.
• 10:01 – Tip # 3: You should build and engage the membership because people may come for the stuff but they'll always stay for the connection and the community. Many people think that memberships is all about releasing new content every month but that doesn't have to be how you structure your membership site.
• 11:10 – A huge thing that people need to realize if they are going to create a membership site is that you have to really get clear on the progression of your members i.e. where they are coming in at and where they want to get to, you need to be purposeful with your content and you must give them the necessary steps to accelerate their journey for them.
• 12:20 – You should get in the process of steadily and continuously growing because in order for a membership site to be profitable you need people in the community. Quite a few people do open and closed where the membership is only open for a week after that the door is closed and then they open the doors to the membership six months later. Jill gives an analogy of the head of the octopus as your membership site and all the tentacles are the different pathways into someone joining the site. Jill has content rich, hyper specific sales funnels. Jill starts with a free blog post which has traffic driven to it then the next step on that page is to opt in for a hyper relevant freebie and then they have a value driven one time offer this is where they make an offer to grab their course for a limited time at a discounted amount then from there you are invited to a webinar where they pitch Screw U and this is constantly running 24/7 so a new audience is constantly being built which every two weeks they run a webinar and get people into the membership.
• 18:11 – Jill says that if you want to roll with memberships, you have to be comfortable with the fact that a certain chunk of your members is going to leave each and every month. The number of members who leave each and every month is going to fluctuate from industry to industry and it's around 20% in the online business space. This might sound like a lot but if you have a solid sales system, you can continue to replace those people.
• 20:26 – Jill is opening up a second tier two Screw U which will have more access to Jill's team and a higher price point of $500 a month versus $69 a month and Jill feels it is something worth playing with and she feels it has a benefit of not just allowing your members to strive to hit the next level, but also to increase your own revenue. The beauty of membership sites is that it allows you the recurring model which is predictable so you can have an estimate of how much will make this month and based on your retention how much you will make the next month and that allows you to invest this much here and this much there. So having that second tier offer that is a higher price point with a lower amount of people allows you to add the pushes of profit into your membership that allows you to scale even higher.
• 23:46 – Once you have a strong and consistent retention rate, it allows you to start to predict your revenues so that you can map out where you are going to invest and the people you are going to bring on but everyone doesn't get retention right they think that they can just create a course or a new freebie or a piece of content each month and people will stay for that but it doesn't always work out like that because people need to be seen, heard, acknowledged and you need to give them success paths.

Resources Mentioned:

• The five biggest retention strategies Josh and Jill have used to have a consistent 93% retention rate can be found at www.marketlikeanerd.com/retention.

Today we connect with Adam Urbanski, a zealous believer in free enterprise, entrepreneurship, and that only you determine the limits of your success. In this episode, we get a behind the scenes look at Adam's multi-million dollar business, the difference between marketing and selling, and how to package and sell big ticket offers.

Time Stamped Show Notes:

• 01:43 – Introduction.
• 9:05 – Adam says that you should first realize what is a big ticket high end offer and why you should sell big ticket high end offers and then you should have something really nice to sell that actually sells and people are willing to pay more money for, know how to actually sell it and finally have someone to sell it to.
• 10:19 – According to Adam, there is only one way to make money and that is to bridge the gap between the need and the solution.
• 10:56 – Selling is so vital and fundamental to every business and because of the upbringing and the socio-economic stigma around sales, most people don't have high regard for selling and if you are able to overcome that stigma and learn selling a little bit better and sell to more clients from the same amount of leads you could even double your business.
• 12:05 – One of Adam's mentors told him that if you keep selling inexpensive stuff you are going to be so busy serving low end customers, you'll never have time to build your business. When people are selling inexpensive products, you will require a lot of volume and infrastructure to make any significant revenue and it will prevent you from focusing on your growth.
• 13:19 – Adam says that to sell a high end offer if you package some of your knowledge into a consulting or coaching program, all you need is you, a one page outline and then you can start having conversations with people but if you want to sell a $100 eBook, you've got to learn how to write this eBook, then you have to learn how to turn it into an eBook format, you've got to learn how to host it online etc. so there is so much of learning required and that makes people very busy.
• 14:28 – if you learn sales and if you charge more, you are going to be exponentially better off to start with because you don't need any mechanics, you don't need to learn a whole bunch of things, you just need to be present with people and attentive to what they need and how can you position your skills and knowledge as a solution to their needs.
• 16:19 – Step # 1 is that you must have something to sell and a big lesson that Adam shares with all his clients is that, 'sell first and create second.'
• 16:42 – Adam did a video where he had piles of books and manuals and then he asked his students would you rather have all of this stuff or would you rather have me walk you through 12 consecutive steps on how to grow your business, one step a month and later he invited people to a call and on the call he presented the same concept and from the call he invited them to a $6000 program and he only had a one page outline of what the 12 lessons would be, he didn't have the contents or the slides, because all he needed to have is an outline and after the teleseminar he told people it is a big decision and we are going to be playing it for a year so you can't even join right now, I am going to send you a link tomorrow morning to join and the reason behind that was because he didn't even have a sales page ready.
• 17:59 – Sixty-five people signed up for the program and he made more than $ 300000 and all he needed to have was a description of the program and an idea and not the program itself. So the big lesson for people here is to prepare a one page outline and what you should write in this outline is 3 to 6 things that are your magic bullets, how can you help people.
• 19:05 – Adam says that if someone comes to you and you have a conversation and you want to grow your business, pretty much in every case you can say if we just took whatever you do and created one automated sales funnel would that help, how much could that generate over a year, how much freedom could that give you and you can tell them that you can launch their automated funnel for 90 days
• 21:33 – If someone goes through a training program and one module is how to create your automated funnel and you spend an hour teaching it to them, they have got an idea but they really don't have enough to implement it and that's why most people don't because it is so overwhelming so you should break it down into steps, like the landing page, the autoresponders, the copy, the offer, the freebie etc. so you should work through all of it putting it together so it plays out like a beautiful song on an autopilot for your business making you money.
• 22:43 – Everybody thinks I need a lead first but if you have a hundred leads today and you can't sell to them you have wasted a hundred leads so understand why you are doing this, have something really cool to sell and Adam says that people fall in love with their ideas but nobody cares for your ideas they just care about solving their problems so make sure that you sell what sells.
• 23:27 – To be better at selling you should take a basic course on selling and read a few books on how to become better at persuasion and influencing. Adam says that we must change our mindset towards selling and he tells people two paradigm shifting ideas and the first one is that marketing equals educating and selling is consulting, it is advising people how to make a good decision and which problem to focus on solving.
• 25:16 – Selling is all about consulting, asking questions, helping people figure out what they need, getting clear on how you can help them and the mistake most people make is that they have an idea and they want to prescribe something but we must realize that prescribing medicines before diagnosis is malpractice and in coaching and consulting people don't seem to figure that out.
• 26:26 – If you think through every single sales conversation, it pretty much has the same flow and so you must reverse engineer a sales conversation that you are a part of and write down your own script and some people are resistant to having scripts but we use scripts in even in our daily conversations with people.
• 27:26 – Listen a lot more, in a sixty-minute sales conversation if you speak for more than twenty minutes, you are talking way too much.
• 27:50 – One of the biggest reasons that people cannot close sales is that people don't take the current problem as a viable alternative and because of this 9 out of 10 times people will choose to stay in the situation that they are right now even though it's uncomfortable and painful and it's not getting them where they want to be but they will rather be where they are because it's familiar than risk doing something different.
• 28:59 – The juxta positioning of price is certainly a sales technique but it's like Kindergarten play and people can see right through it versus when you compare real life situations. There is a difference between return on investment versus cost of inaction. The return on investment is questionable but we can certainly identify cost of inaction.
• 31:02 – Getting leads is a huge issue for all entrepreneurs and there is no shortage of clients and leads but there is only a shortage of marketing know-how in action. If you want to sell something for higher prices, don't change what you do as much as change who you do it for.
• 33:52 – There are people that teach you how to get clients now through paid advertising and when it comes to getting leads there are two schools of thought get clients now and get clients forever so get clients now is paid advertising and it can work beautifully even though it is a learning curve and the second one is content marketing and content marketing is get clients forever and Adam still has leads that come to him because of articles that he wrote and published 15 years ago.
• 35:07 – Adam says that you must start paying attention to where are the people that you would love to bring on as clients hanging out and start paying attention to their conversations and simply approach them but keep those approaches platform congruent.
• 37:53 – Let's say you want to earn a hundred thousand dollars as a coach you should identify something that people will be willing to pay twenty thousand dollars for and find a client every other month for the first ten months of the year and you can make hundred thousand dollars or identify something that people will be willing to pay ten thousand dollars for and then find one client a month. You can troll on Facebook. LinkedIn, Twitter and look for conversations that indicate someone that could be a prospect.

Resources Mentioned:

• www.TheMarketingMentors.com is where you can find Adam's blueprint which is a behind the scenes look at Adam's business.
• On the same website, Adam is also giving away a fast start guide – Seven ways to attract high end clients fast.
• You can also find Adam on www.Facebook.com/AdamUrbanski

Today's guest is JP Sears, creator of The Ultra Spiritual Comedy Series on YouTube. In this episode, we dive right into how JP goes from ultra authentic to ultra profitable by merging his emotional healing practice and his love of comedy, and most importantly, embracing his weird messiness.

Time Stamped Show Notes:

• 3:06 – Introduction.
• 8:17 – JP says that people are inherently very valuable and a lot of us get stuck in trying to earn our value and when we get stuck in it, it is like quick sand that can swallow us up and it can really hypnotize us into forgetting that we carry a lot of inherent value in us which is not what we earned but what we are and so the miracle of our own being holds priceless gifts not only for our inner fulfillment but for our businesses as well. We are the gift and if we can tap that resource of our authentic self-inside it does amazing things for our business in terms of adding value and attracting people. It is noteworthy that it is a renewable and sustainable resource and when we bring something real about ourselves into our business that gives our audience something to connect to. So you must figure out who you are and bring some of that real weird messiness into your business.
• 10:44 – According to JP bridging out of normalcy for the sake of finding our weird self and walking the bridge of weirdness and nerdyness is beautiful, it leads us into some of our true self and there is no limit on expressing our true self.
• 11:18 – Part of building an audience is producing content that is shareable and creating content that gives people entertainment and awareness and inspires people makes the content very shareable.
• 12:44 – When we are expressing our authenticity via video, written word or a picture, if we can have one or more of these three pillars of share ability i.e. entertainment, inspiration and awareness it allows us to express our authenticity and that can really enhance our business.
• 14:36 – One of the most fundamental need that we all have is the need for connection and when we are being personable, we give people someone to connect to but when we are being professional, we are not giving people an opportunity for a personable connection. So if we can be ourselves enough it gives people something to connect to and if we can contribute in them in some way meeting their most fundamental need for connection they will be connected to us and that means they have become a member of our audience and they may convert to actual customers.
• 19:49 – According to JP, we do ourselves an injustice when we buy into the illusion of overnight successes because when you see someone being successful and haven't noticed them before you assume that they were an overnight success because we fail to realize that the overnight success could have taken 15 years in the making. JP worked for 13 years as an emotional healing coach before he made his first comedy video and the content of his comedy videos rests on the foundation of what he has learned and experienced in those thirteen years
• 21:08 – JP doesn't do much to grow his audience he doesn't consider himself a strategy guy he considers himself as a creative person. Doing his best to be true to the creative spirit in himself has worked well for him in growing his audience. JP says we must give value by giving the best version of ourselves.
• 22:54 – A lot of people in the entrepreneur space get stuck in valuing strategies and not so much valuing giving value and strategies are valuable to the business owner but not really valuable to the people we are reaching but giving value in the long term helps us build our businesses.
• 25:50 – JP thinks that we get what we give and if we really give it allows us to receive a lot.
• 27:23 – Up until two months ago JP didn't do much to monetize his audience but at a point in time he realized that he had a nice sized audience and he decided to genuinely monetize it and so he released a line of ultra-spiritual T shirts and apparel and he also has his book coming up which is a comedy based on his ultra-spiritual character. He is also doing some brand deals by integrating products into his videos, besides that JP is doing speaking and performing at events.
• 29:37 – A really powerful asset that helps a business grow is not needing to make money for a while and the first 13 years of his career JP principally earned his living through doing one on one emotional healing coaching sessions and then two years ago, when he started doing comedy videos, he didn't need to monetize it because he was earning a nice living from his coaching practice which had reached the point where he didn't need to get more clients.
• 32:11 – It is a great asset if we are fortunate enough to be in a position where we have got income coming in from another job so that we can develop our business and not need immediate income from it.

Resources Mentioned:

• JP's forthcoming comedy book is called "How To Be Ultra-Spiritual - Twelve and a Half Steps to Spiritual Superiority." The humor in the book is meant to deliver a deeper message of advocating people to identify and let go of that which served you but no longer serves you as well as courageously connecting deeper to your true self. To check out this book visit www.marketlikeanerd.com/JP

Today we're having Michele PW onto the show, who is the leading expert on Love-Based Copywriting, an approach that challenges the typical fear-based, pushy energy of typical direct response copywriting. If you have learned from traditional sales and copywriting experts and still have this icky feeling inside of you, and really wish there was a better way to communicate to your ideal client without feeling gross in the process, Michele's approach is probably exactly what you need. It's copywriting that FEELS GOOD and gets RESULTS too!

Time Stamped Show Notes:

• 1:38 – Introduction
• 6:53 – Michele was in the coaching industry and many of her friends, associates and clients told her that they hated traditional direct response copywriting and they asked her if she could come up with things like conscious copywriting or attraction copywriting and they were very helpful by giving her names but she didn't want to come with another name rather she wanted to reform the whole direct response copywriting industry not just come up with something other than that and then have people saying if you are a real businessperson you will use traditional direct response copy if you are just a hobbyist or you are not serious you can use attraction copywriting.
• 7:28 – In 2014 Michele's friend came up with a book, love based marketing and that made her think about love based copy and she thought the opposite of that would be fear based copy and that's when everything fell into place. So, to persuade people to take any action, you have to tap into their emotions and you can tap into fear based emotions or love based emotions and traditional direct response copy is tapping into fear but you don't have to persuade people or buy your products or programs and just tap into fear, you can tap into love instead.
• 8:33 – So there are three ways to get started with love based copy the first one is to really get to know your ideal clients and Michele prefers ideal clients over niche markets because the more you understand people's core beliefs and their attitudes the more you can really talk directly to them because if you could write copy like you would write to a friend that's really the key.
• 10:10 – Michele says that you should engage and connect with your clients on a deep level because fear is really about pursuing and control but when you come from a space of love you are really educating people and giving them a choice and stepping back and allowing them to choose.
• 10:38 – Her second tip is that you must have a love based mindset. If you slip into fear and you go chasing or pursuing or shaming people, even though you might have the best intentions that's where the trickiness comes in so as much as possible before you start a sales conversation or before you sit down to write copy you should get yourself in a love based mindset which could be done in many ways like doing meditation or grounding yourself. Michele has come out with a book called love based money and mindset which is about ways to shift your mindset from fear based to love based. And that's the hardest thing because once you are there a lot of this other stuff is easy, the problem is that most of us are controlled by fear we are taught in our culture to run away from your fear and if you run away from your fear based emotions they actually control you so that's why the more you can get into a love based mindset the easier all of this marketing is going to become.
• 13:16 – According to Michele the more you can surrender and relax, the easier it is all going to be and also you shouldn't be attached to the outcome.
• 15:04 – When you indulge in fear based marketing you erode your brand over time because they may not trust you.
• 15:53 – Michele says that pain is a part of life and our ideal clients are in pain and if you don't acknowledge that it is not very respectful and so you should speak respectfully about the pain but you must not agitate it because that turns it into suffering which is fear based. Pain is a part of life but it should not turn into suffering.
• 19:27 – Recap.

Resources Mentioned:

• MichelePW.com – Michele's website.
• LoveBasedCopywritingBook.com/template is where you can find Michele's love based copywriting template.
• You can also click here to purchase Michele's book.

I am mildly obsessed with Facebook Groups, so in this episode you will learn some important Dos and Donts for how to engage and market in Facebook Groups!

Time Stamped Show Notes

• 00:52 – Introduction.
• 2:10 – When I first started encountering Facebook groups, I wasn't looking for it to be a marketing strategy. I was coming out of a business relationship that wasn't making me happy and I closed down my Virtual Assistant business with my business partner and when that happened I felt like I didn't have any friends in the industry.
• 2:55 – After I closed down my Virtual Assistant business, I was feeling very alone and I was craving finding other like-minded entrepreneurs who I would genuinely love as not just fellow entrepreneurs but also as friends and Facebook groups was where I went to go do that. I was hanging out in Facebook groups to get to know people and to create my own community. I got completely obsessed with Facebook groups and I found that Facebook groups were also making me money.
• 3:49 – Within 30 days I booked myself sold with private coaching clients and that was by leveraging other people's Facebook groups.
• 4:01 – When it comes to Facebook groups, other people's Facebook groups are the easier place to start because other people have already taken the time to build the groups. So if you want to leverage your own group, you have to take the time and energy to grow it, to engage it and to make money from it and it's about a ninety day process from conception to your first big launch to your group.
• 5:03 – There are five don'ts for leveraging other people's Facebook groups.
• 5:25 – The first don't is don't join groups that are too big or too small because if the group is too big like there are 10000 people in there, it's going to make it harder for you to stand out and you obviously want to be visible in this group and stand out. And if the group is too small, there aren't enough people in there for you to leverage and also if people in the group are not participating a lot then you will not get enough reward for the effort that you are putting in. So if the group consists of less than 500 people, it's probably not worth it. You should leverage at the most five groups where your ideal clients are hanging out and where the size of the group is neither too much or too less and the groups are engaging in real conversations.
• 7:44 – It also helps if you join groups that have members are your ideal clients but the group administrator is not a direct competitor and is someone who is complementary to your service.
• 9:49 – Don't number two would be don't be a lurker. So many people just join Facebook groups and they don't post anything, or comment in the group and that will not help your business. You have to take some action in the group and be visible. When you first join a group, you must introduce yourself to the members of the group and the host of the group via an introductory post.
• 11:48 – Don't number three is don't do drive by promos which essentially means you join a group, you post a promotional post and then you leave. This is not good etiquette and it makes you look spammy and sleazy. You should join a group with the intention of giving value and creating real relationships.
• 12:51 – Typically what I am doing in Facebook groups is after I introduce myself, for the next week or two I am only giving value. I am commenting on other people's threads, I am answering people's questions, I am participating in discussions in the group and supporting the members and the host of the group and after doing all of that, I start promoting and I always follow the rules of the group.
• 14:21 – The fourth don't is don't go for the sale. What I have found is that it is exponentially easier to post a paid offer in your Facebook group but it doesn't have the right energy and it doesn't work quite as well when you are doing it in someone else's Facebook group. So what works more effectively is build your own Facebook group to make sales paid offers and leverage other people's Facebook groups to post free offers. You can post free offers that move people to your mailing list and you can then promote to them later using your mailing list.
• 16:34 – The fifth don't is don't rely solely on Facebook groups for your business. This is a manual and short term strategy and it's a way to build out your visibility while you are working on creating your own tribe and your own traffic. It's great to leverage other people's traffic and in the short term it is a much faster way of doing it but you want people to see you as the authority and you want to own your traffic, you want to have people in your own mailing list and Facebook groups who see you as the authority and are excited to buy from you.

Resources Mentioned:

• http://MarketLikeANerd.com/FBgroupswebinar is where you can access Amanda's free webinar about the three-step process to monetize your own Facebook groups.

Today you're going to learn from best-selling author and success strategist Kate Butler who went from stay-at-home mom to super successful work-from-home mom. Kate reveals how to spot self-sabotage before it happens and how to transmute that energy into attracting something better.

Time Stamped Show Notes:

1:27 – Introduction.

8:14 – Kate started as a stay at home mom and then transitioned into a work from home mom, she was an entrepreneur but she wasn't doing what she loved and so she began to search for what her calling was and she began to do a lot of work with her mentor and began to transform her life into something that she is proud of. She has a different way of living than she did three years ago and so she started to look back about what were some of those shifts that began to happen that took her out of a place of loneliness, depression and isolation and brought her to a place where she felt really, truly aligned with her authentic self and could show up in the world in the way that she was meant to.

9:15 – Kate started to look through these threads of sabotage that she was doing throughout her entire life and today she would like to share them with the listeners of the podcast in the hope that it can help somebody out there listening that might be able to identify with some of these self-sabotages.

9:30 – The first sabotage that she felt she did most of her life was that she would go through the motions and simply not listen for the answers so she was constantly looking for something new, constantly looking outside of herself for answers, constantly asking questions and wanting to find what her next step was or where her next clients were going to come from or what is it that she should be doing with her life and she realized that she was asking these questions constantly but she was never actually allowing herself to receive the answer and then she began to get into a practice of meditation.

10:26 – Kate says that every day you should spend time still in a quiet place with your eyes closed and this will enable you to connect with your answers. She truly believes that everyone was born with everything that they'll ever need for their lives and you cannot truly access that combination until you meditate and stop sabotaging yourself with all of these outside distractions.

12:16 – if there's some area in your life that's not working just look at what it is that you are choosing to think about throughout the day, what it is that you are talking about throughout the day and what it is that you are acting on throughout the day and it will give you an answer as to why that is showing up in your life because the universe does not question what we ask for it only matches it.

12:55 – Kate found that prior to her being aware of this sabotage, even when she was aligned and knew what she should be doing and felt very purposeful of her life, she would get up and get into her office, switch on her computer and start firing away whether she was getting on a phone call, answering emails or getting on social media. She was getting right into action and she would feel that she was so busy the whole day and she was absolutely exhausted and she realized that she was showing up for everyone else in their to do list and at the end of the day she would think what did I actually accomplish today that got me to my next level goal because she was showing up for everyone else and answering everyone else's questions but she wasn't carving out the time to move herself over towards her next level goal. So she started a practice of choosing three things that would get her closer to her next level goal and she would do those three things first and only after those three things were done would she move on to the to do list and begin showing up for other people.

15:30 – Kate's mentor said that if you were to go into the redwood forest and choose the biggest tree in the forest and you went into the forest and took an axe and every day you went and took five whacks at that tree it doesn't matter how big that tree is eventually one day the tree will fall.

16:30 – Kate then talks about the emotional sabotage which is that we may have goals and we may have written down the next level goals but we don't feel connected to them and we don't actually feel aligned with them and we don't believe that they actually going to materialize so we psyche ourselves out of what really is possible in our lives because we don't feel like we are either good enough for it, we don't feel like we can actually do it or we don't see the how of getting there. If you decide what you want to do and you believe that you can do it, the how is going to show up for you. If we begin to open ourselves up to infinite possibilities, then a lot of times what happens is that it shows up better than we could have ever actually expected.

17:43 – The specific tool that Kate has for this self-sabotage to come to emotional success around your next level goal is to put yourself in a place of a future vision and Kate does this by writing out a future vision, some people do this by visualizing during their meditation time. Kate puts herself a long time ahead in the future and she spends time mapping out exactly what life looks when she has achieved whatever that goal is she also maps out who is with her, what are they saying, what does she see, what does she hear, how does she feel, how is she dressed and how has her life changed. So she tries to get into as many small details as possible and really putting herself into that future place because it will ignite that emotion in you and it will then allow you to believe that this is possible for your life and then all of those things are going to begin to show up in truer form.

22:50 – Kate says that when things happen, they happen so serendipitously that it is often better that it could have ever been anticipated in our visualization because we are just doing a visualization with the limited awareness that we have at that time.

25:23 – Recap.

Resources Mentioned:

• KateButlerCoaching.com is Kate's website and on her website you can find an ignite your life starter kit. The ignite your life starter kit contains a very specific tool that outlines exactly how to write a future vision.
• Kate is also offering to create a bestseller book and then use your book as a platform to create more success and multiple streams of income in your business. For special pricing and special information on this visit: KateButlerCoaching.com/bestseller.

I love me some vacations and I've got a couple coming up here, so I wanted to talk about... how do you take vacations and still make sure that your business is going to be sustainable in the meantime while you are gone? How will your business operate and you not have to worry? How can you go away without being attached to your phone or email? It really comes down to having plans and operating procedures that dictate how your business is going to operate when a vacation is coming up and when it's actually happening. Let's dive in!

Time Stamped Show Notes:

• 1:01 – I love to take vacations; people say that you should build a business that you don't need to be away from or build a life that you don't need a vacation from but I disagree with that because even if you have the most perfect life ever people still need a change of pace and scenery in their lives. I love taking vacations whether they are close by in Florida or overseas.
• 1:59 – I wanted to talk about how do you take vacations and still make sure that your business is going to be sustainable in the meantime while you are gone. It comes down to having plans and operating procedures that dictate how your business is going to operate when a vacation is coming up and when it's happening.
• 2:35 – I have operating procedures and plans for everything in my business and it helps in my business. There are three core plans or operating procedures that come up when it comes to vacations and time off in your business.
• 3:12 – So the first plan or vacation SOP that you should have in your business to prepare you for vacations is a vacation money plan which is a plan for how you are going to still generate revenue even when you are on vacation. Because for a lot of business owners their marketing is very manual and that means that when they are going on vacation if they are not doing the work they are not making money and you don't want that to happen you want your business to be still making money while you are gone.
• 3:54 – A vacation money plan could come down to a couple of things, this could come down to you down to you doing a pre-vacation launch so if your vacation is going to come up at the end of December so you can do a launch in November that will support you even in December. The other option is to design your business around recurring income where when signs up for a program with you there is a certain number of monthly commitments that they must pay so even if you are gone they've already committed to keep paying each month. The other option is automated income so even if you are away you still make sales because the process of making the sales is automated. So, for example you have Facebook ads running and they are going to a Webinar and people are buying from the Webinar you don't have to do a sales call people just buy off the Webinar.
• 6:39 – The second plan is a client fulfilment plan for while you are on vacation because you want your clients to be sustained while you are on vacation, you don't want to go on vacation and make your clients unhappy because you are not there and they are not supported and so you need to have a written list of things that you must do to prepare your clients for you being away. How are you going to continue fulfilling services while you are gone or just warn your clients in advance that you will not be fulfilling services while you are gone.
• 7:20 – You need to have a plan for how your clients are going to be happy while you are on vacation. I use a project management software called Zoho so I would go into Zoho and open up a checklist that's prepopulated it's like a task list that I populate anytime I go on vacation and the first thing would be to put an email in my holiday campaign so that it notifies my clients that I am going to be away at this time so I have Infusionsoft, I have a holiday reminder campaign where it emails out all of my clients every time I am going to be away and another step would be to update the company calendar, so I have a calendar on my website for my clients where it lists out all of the days I am going to be gone for the entire year and another step would be to send out the updated company calendar to all of the clients.
• 8:31 – Another step would be to inform the team that I am going to be away. And are you going to be fulfilling services while you are gone and how are you going to be doing that is your team going to be doing it and how can you prepare your team for it while you are gone or you are not going to be fulfilling services and how can you ensure that your clients know that and they have everything taken care of while you are gone.
• 8:59 – The third type of plan that you want to have for vacation is a team operations plan so how is your business going to operate while you are gone like for example when inquiries come in, when submits something to a support ticket, when someone emails you asking to be featured on your podcast or when someone emails you and asks if you can be on their podcast or who is going to manage your Facebook groups while you are gone and so these are some of the things that you have to plan out in advance. So, what are the different key areas of your business probably administrative, team, legal, customer service, content etc. list out all the categories of your business and then define how those things need to be handled while you are away by your team.
• 11:06 – Recap.

Resources Mentioned: