The Marketing 24-7 Podcast

Expand your thinking and expand your skills.

Some simple steps to become very successful in business through great marketing.

Podcast Transcript

IF YOU ARE AT POINT A AND YOU WANT TO GET TO POINT B IN BUSINESS, A BIG PART OF GETTING FROM A TO B IS GOING TO BE VIA YOUR KNOW-HOW AND SKILLS.

A big part of this shift for many of you, is simply to stop thinking like a marketer and to start thinking like a billionaire. I have already covered this, but to be more specific, making this transition involves these steps to become very, very successful.

• How to write better copy or to get better copy written.
• How to build systems that will convert strangers into sales.
• Learn to create campaigns that cause those new customers to continue to buy from you.
• Be able to increase your prices or sell more frequently at a higher price to existing customers.
• Drive traffic from advertising.
• How to generate more leads.
• Discover how to lower your cost per lead while raising your value per lead.

Our brains either move us away from pain or toward pleasure. When you learn how to use this to your advantage, you’ll get so much more done!

This Podcast discusses this subject and more.

Podcast Transcript

Pleasure Vs Pain

Our brains always move us either away from pain or toward pleasure. When you learn how to use this to your advantage, you’ll get so much more done!

The launch of one of my projects took months longer than it needed to because I was procrastinating on my part of the project. I had associated so much pain and suffering with it that no matter how many times I came into work early, I figured out ways to avoid doing it.

I see this happen all the time with people who are ready to take their business to the next level. They associate so much pain with spending money on ads, but instead they spend more and more time and money on additional training and courses and coaching and seminars.

Their brain is trying to find pleasure and move away from pain because the fear of the ad not working is so strong.

Somehow the success of the ad becomes a symbol of the total failure or success of the business. They believe that if the ad doesn’t work, then the offer is terrible, and the business should just go and curl up its toes.

Back to my procrastination, I spent 6 weeks delaying a task that took me 20 minutes to do. The pain in my brain made it so much worse than it actually was!

So how do you use your brain’s natural tendency—to find pleasure and avoid pain—to your advantage? What I do is to create something that had so much pleasure and excitement, so my brain felt like, “I want that! I want that more than I care about the pain.” That’s step one. Create that thing. (And no, I am not going to tell you what it was in my case, because it’s unique to me its a bit stupid and childish, but it was a pleasure thing for me.)

Step two is to tell yourself you can’t have those good feelings until the painful task is done. The pleasure eventually dwarfs the pain (if you do it right). Like a magnet, it pulls you to complete the task.

Step three is to recognize the next time it happens. Remember how big the pain felt and how once you actually did it, it really wasn’t as bad as you’d made it out to be in your head.

So that’s the essence of this message, find a pleasure big enough to override the pain associated with tasks you don’t want to do and get them done.

I woke up to a text from a client the other morning that said mate I need your help. 

I love my clients and this client in particular has done just about everything I’ve asked. But, at the end of the day you can’t take the trader out of a businessman.  

I got myself a bargain., he said. They started asking for $6000 for that newspaper ad, but I negotiated them down to $2000, mate it’s a bargain…..But! There’s only one problem I need the artwork by lunchtime today. Mate, can you get it done? 

In truth there was probably more than one problem. Like do you really need to spend $2000. Is it really a bargain? Why do you think they offering discounts? 

As it turned out the same day that the half page colour advertisement ran in the daily newspaper, was the same day that we had started a Facebook campaign to generate clients for this client’s loyalty list. 

Now, just two weeks later let me compare and contrast the results. 

I chose to wait two weeks before doing the comparison because the Facebook campaign ran for 14 days and has only ended this morning.  I imagine other than my client who has the newspaper from 14 days ago on his desk, the bulk of the print copies of that newspaper would now be in landfill! 

The half page colour print advertisement looked great, sadly it was on the left-hand page, but it was early in a special supplement.

All of my clients competitors had also been coerced to advertise and as such my client felt he was at least in there with the rest of his industry.

 With regards results, well honestly how do you know? Without a coupon (which is a bit old fashioned, nowadays) there is no real way to tell in this client’s business whether they entered his retail outlets because of the advertisement or not. 

So, to be fair, the newspaper advertisement did a reasonable job of positioning my client alongside his competitors in a special supplement which he was probably expected to be in. But this privilege came at a cost (albeit discounted) of $2000 plus artwork of around $350.

 Now let’s look at the Facebook campaign. 

When I first met my client, his daughter had done a fabulous job of cultivating for his business a vibrant and responsive Facebook page. She had incrementally built the page to have around 3000 followers, the size of this following has allowed us to test the market with our messages and offers very quickly. When we find a message that resonates with the followers, we then spend money as a sponsored post. 

This particular Facebook campaign was promoting a message that resonated extremely well and as such we had a fair degree of confidence that it would produce strong results.

 To put things into context, I need to backtrack a little and tell you more about my client. 

He is a successful businessperson and he understands how to get rich in business. He understands that in business what one really does is multiply capital by leveraging assets. Until I joined him, he had never really made the connection that his business marketing should also be treated with exactly the same mindset.  

What I had been encouraging him to understand was, that in marketing the capital is the money that is invested into advertising and the assets are the campaigns and products that turn that investment into a profit. 

Up until this point when he managed to screw the daily newspaper down to an irresistible deal, I thought I had him no longer thinking about “products and promotions” but rather thinking about assets and ROI with all of his marketing. 

Obviously, I have more work to do, but I have a hunch that after he has heard this episode he is likely to see what I mean! 

Back to Facebook.  

The sole purpose of this campaign was to get email addresses from interested prospects.

 Knowing that most people aren’t going to buy the first time they see your offer this campaign was based around giving something valuable and free in exchange for the prospects email address. Remember we had tested this concept on our Facebook followers and knew that the likelihood of market acceptance was high. Our plan, once we had the email address was to build a relationship of trust and value and not necessarily to make a sale. 

Thanks to a function inside Facebook where one can create a lookalike audience similar to the attributes of the people who currently follow our page, we could target with a considerable amount of confidence a whole new populous of people that were likely to respond to our offer. 

As the email addresses started to enter our campaign funnel in considerable numbers, we began to see their reactions to our pre-formatted auto responder emails series aimed at developing trust. Yes, all the preparatory work had been done and the fruits of our Facebook advertising was to benefit from this work. The beauty of course is that this campaign now exists (Facebook ad copy, lookalike audience, website landing pages, the valuable bribe, auto responder emails, the lot) and can be activated at will. (Sounds like an asset to me!!!!) 

Knowing that in every sales situation, there’s always an action or series of actions that a prospect typically takes before they buy. We call these actions response indicators and they are the key to any campaign success.  

For example, in a car buying scenario, people rarely buy a car without first taking it out for a test drive. Therefore, the test drive is the response indicator. 

This is why when you go to a car dealership, the salespersons first priority is to get you to take the test drive. 

Here is how this was applied to this campaign. 

We sent traffic via Facebook to a landing page on our website that advertised a free report in exchange for the prospects email. 

In order for the prospect to trust us enough to buy, they needed to read the very report they opted in for. The act of them reading the report was the “response indicator” in our campaign.  

Shocking statistic reveals major opportunity 

Research shows that 50% of prospects are never going to access the information they opt in for. 

This means your chances of making the sale are immediately cut in half because statistically speaking, half of your prospects never made it to the first “response indicator”. 

Obviously, we had a cure for this, and this was by creating a sequence in our campaign whose sole purpose was to simply move the prospect from one response indicator to another until ultimately, they purchased. This was all pre-set in our auto responder campaign and worked a treat. 

How did we know that a buyer came from this Facebook campaign? 

Well unlike in print advertisements it is still cool in emails to include coupons. In our case we simply offered a small bonus for every purchase of over $150. 

In summary, the 14-day Facebook campaign yielded 384 new prospects, all now onto our database at a total cost of $75. 

What is more we were able to track that to date $3898 has been received from these registrations. 

Plus we still have them on our database (as we like to call them Traffic we Own) and receiving our auto responders which will continue to drive them bit by bit toward incremental response indicators that finally sees them attend the retail outlet and make a purchase. 

Here’s how the numbers ended up: 

Total spend: $75 

Total Opt Ins: 384 

Total revenue collected to date: $3898 

For every dollar we spend on that Facebook ad, we got back $51.97 within 14 days. 

Plus we got 384 new email subscribers and created tons of goodwill with them.

 So I’m sure more will come from it. 

Here is the bottom line. 

It’s true. 

The fortune really is in the follow-up. 

Just not in the way you’re used to. 

You can’t bludgeon people with pitches and offers and expect it to work. 

But if you have a truly dynamic campaign that tracks user behaviour and responds accordingly you can see your sales grow like nothing before.

 So, there you have the comparison warts and all.  

I’m sure my client is likely to opt for a print media advertisement again, and when he does I just have to make sure that we run a dynamic social media campaign with a pre-prepared sales funnel at exactly the same time to pay for the print ad and make some money at the same time. 

Does this story resonate with you?

If you can’t consistently and profitably generate new clients, you’re in a terrible business. Get out.

Please listen to this important Podcast

Podcast Transcript

If you can’t consistently and profitably generate new clients, you’re in a terrible business. Get out.

I know that sounds harsh. People say to me all the time, “But I have these clients who love me!” and that’s awesome. But it doesn’t make this business law any less true. The second law of thermodynamics—the Law of Increased Entropy— means everything deteriorates.

There’s no standing still in business. You’re either growing or dying.

It’s just how the universe works.

You get an apple and you set it out in the sun, what happens? It doesn’t bloom or become bigger; it deteriorates until it becomes really gross rotten apple.

So if you have a business with existing customers but aren’t continually getting new ones, it’s going to start deteriorating quickly.

You want to be successful in business?

Maybe you don’t love selling, but all people seeking success in business —regardless of industry or niche—need to learn how to sell.

That is your first job as an entrepreneur.

Figure out how to consistently and profitably get new people to give you money. Until you get to $1 million in your business, that is your job.

Your primary Focus..

How many of you have replied to a marketing email or text or post with something like, “Stop texting and emailing me! It’s too much!”

This blows my mind, because experts are always looking for ways to learn more about marketing, even the tactics they don’t like.

Listen to this podcast and I will discuss with you a better way to approach things.

Podcast Transcript

Are You A Student Of Marketing?

How many of you have replied to a marketing email or text or post with something like, “Stop texting and emailing me! It’s too much!”

This blows my mind, because experts are always looking for ways to learn more about marketing, even the tactics they don’t like.

Recently I launched a product to help to use Instagram for your business, as I released my marketing sequence I could sense by the replies and uptake that my marketing client list were becoming super excited, signing up, and starting to talk about it to others.

A few days in, however I got a text from a member that said, “Hey, can you take me off this Instagram email sequence as I don’t think it suits my business!”

I couldn’t believe it. I was like, “What are you talking about?”

“I’m tired of getting all the messages, and it’s not for me. Please cancel it.”

I wanted to write back to him, but I didn’t because I was so annoyed and sad.

I know him and he runs a marketing department for a business, and he has told me he is trying to learn how to better market his company’s offerings and get a better return on investment. Well guess what? With this Instagram For Business launch, if he opened his eyes and mindset, he had a perfect behind-the-scenes seat to a launch that was selling its sock off!

He had all the marketing material emailed to him every day, but instead of saying, “Wow, this is a really good case study about how to launch a product,” he got annoyed with it and asked to cancel it.

It just blows my mind how many times people who are trying to learn and improve their marketing get upset with it.

No matter what your expertise or industry, you must become a student of marketing if you want to beat your competition.

And not just a student, an OBSESSED student.

Are you a student of marketing? Well the best university of marketing is usually sitting in your email inbox, your social media feed and even at the football stadium, in fact it’s all around you – you just have to alter your mindset and open your eyes.

Marketing.

Everyone knows they have to do it, but how? There are great stories about people who started with nothing but an idea and built a business from Facebook up, but is that feasible for everyone?

Hardly. In fact probably not…

Good marketing and building a business takes time, money, expertise, and sometimes the humility to say, “I can’t do this for myself; I must outsource!”

So how do you know when to DIY and when to let someone else take the wheel? This podcast is here to help.

Show notes

In fact, I refer to this as a Client Generation System and this is the essence of my Business in a Box service that I offer to clients just like you who are grappling with getting started or revamping their business and need more clients but aren’t sure where to start who to trust or whether to DIY versus getting it DFY

If this is something you are grappling with visit my website

https://petergianoli.com/business-in-a-box

For an explanatory video of what my program has to offer.

People wrongly assume that to be an expert they need to be the smartest person in the room. But that’s completely backward. 

Your expertise grows when you surround yourself with smart A players who can make you look good.

 Podcast Transcript

A and B Players the difference!! 

People wrongly assume that to be an expert they need to be the smartest person in the room. But that’s completely backward. 

Your expertise grows when you surround yourself with smart A players who can make you look good.

Don’t find the cheapest help or create a team of B players. You will end up looking bad and paying more. 

I know this from experience. I’ve hired people who are the cheapest, and I’ve hired the most expensive, and I’ve hired people in between.  

When you invest in A players, they are massively more productive than B players. 

When you’re just starting out, you might try to get B and C players because it’s cheaper, but in reality it’s way more expensive in the long run. 

One A player can do the work of 10, 15, or 20 people. It may seem hard to believe, but it’s true.

Today in my business I like to try before I buy.

Thanks to Upwork, fiver we work and a host of others for certain marketing type skills I use this strategy.

I have found The best way to find A players is to hire three people to do a small project.

Pay for three versions of what you need. Pick the best and give thatperson the next project. If they do well, give them more. 

This way, you’ll always have A players on your team. 

In order to be an expert, you shouldn’t surround yourself with people who know less than you. 

Instead, build a team of experts who know more and can do things better. It will elevate you and your company much more quickly than a team of B players would.

In this episode I interview singer, entertainer and performer Darlene Marie. Fresh from her fourth Fringe Festival sell out tour we discuss what it takes to have sell out shows.

If you are an artist, perfromer or running a business with a personal flavour this interview is a must listen.

For more information on Darlene Marie visit the Brown Street Studio website.

Let us be honest, by and large it is a crowded market.

The likelihood that your product or service is so unique that you do not have any competition is as rare as a Fremantle Dockers premiership :)!!

We need another Real Estate Agent (not), nor do we need another Coffee Shop, yet, new market entrants are constantly making an impact.

How can you make an impact with your product or service and this podcast will discuss how!

For more training on this topic visit petergianoli.com/authority

This podcast outlines how easy it is nowadays to position you and your business as a voice of authority. 

By following this advice you will position yourself so that your dream clients will be exposed to you and your message on every platform that they live on.

Now this isn’t for people who are just dabbling. This is for people who believe so much in their message, people who are so passionate about their message, they’re willing to go out there and try to be everywhere to all people.

Podcast Transcript

Ok I admit it I am not a huge fan of SEO. I dabbled in the dark arts of SEO for a long time. But the ability to position oneself as an authority in a niche of my liking and in doing so dominating the conversation for me has become so much bigger for me, especially so as social media channels started happening and we now have all these amazing channels. For example Facebook, Instagram, YouTube, Twitter and Podcasting so many options have and are popping up.

Now to benefit from this phenomenon you need to make sure you’re everywhere, omnipresent, everywhere you look you are there and you’re entertaining and educating, you’re there.

I want to be as omnipresent as I can on socials. So when you pull out your mobile, if you open it up, it doesn’t matter if you’re going to the Facebook app, the Instagram app, or the YouTube app, you are seeing me and my message.

Now I’m sharing this with you, if you want to dominate the conversations in your particular market niche here’s how you do it.

How to get your dream clients addictively binge watching you on every platform that they live on.

Now this isn’t for people who are just dabbling. This is for people who believe so much in their message, people who are so passionate about their message, they’re willing to go out there and try to be everywhere to all people.

So, as a precursor to this let me share some thoughts on this topic by paraphrasing Gary Vaynerchuk.

I think the mobile phone is the television in 1965. and the TVs of today are back where the radio was in 1965. So if you study is history you know it loves to repeat it’s self.

“So if you go look at the brands, the beer brands, that were romantic about staying on the radio because that’s how they did it, and didn’t shift to television while things like Miller Lite, that nobody’s ever heard of, went TV only and became the brands. If you look at TV 1965, that’s what I think this is. And I think YouTube, Instagram, and Facebook are ABC, NBC, and CBS.

 “That’s what’s happening. So what you need to do for your business, is figure out the channels where you could be the star of that network.”

So when I saw this clip from Gary Vaynerchuk it resonated We have this really rare, really unique opportunity where literally the mobile phone that Gary said, these are the TVs from the 1960s. So knowing what you know now if you were back in the 60’s and wanted to make it big in business you would be all over TV right and you would be on every channel like the Dem tel guy and. you’’d build the biggest brand possible.

Well, we can do the same thing today, that’s the whole goal.

So, I’m going to walk you through my model, because this is what I am doing for both myself and my clients. I’m trying to dominate the entire conversation in our marketplaces, and, if you weave these types of things into your marketing, and start getting your message out to people, it’s going to change the game for you.

Alright so let’s go over a brief history of TV.

Step number one with TV was to get distribution into people’s homes. People had to build TVs and actually get them into people’s houses. That must have been a horrible process. But eventually there was a TV in everybody’s home.

Then the next step was the channels. So on each TV there was the ABC, Channel 7 then along came 9 and eventually 10 and somewhere that I can’t remember how SBS. 4 channels primarily was all there was.

And then each channel had individual shows, and that’s how TV works.

So we have distribution, channels, and then shows within channels.

Well, Today the game’s a little bit different. But it’s similar.

So how we play today, number one, people already have the TVs. Everyone already has a mobile in their pocket. In fact, I bet most of you listening to this are doing so on a mobile – am I right? Okay, so distribution is now done. That’s nice. That’s taken care of for you guys.

Step number two then, is to have a channel. How many of you guys have the Facebook app on your phone? YouTube app? Instagram? The channels are already there as well. So our step now is to create shows on these channels, and then promote these shows.

That’s it. That’s the game, it can be really, really fun.

The other thing to keep in mind – just like with TV shows and their ratings – the shows that really work, the ones that really go off are the ones that entertain, teach, or make a difference. You need to keep this in mind when you are producing content for your shows – there is no difference – you need to keep “art” in mind.

I digress…

Alright, next step, this is the secret I need everyone to understand about business as a whole. I wish somebody had explained this to me twenty or so years ago. It took me a while to figure this out. The secret to winning in my business and any business at all for that matter is distribution. The person who will win, is always the person with the best distribution. The ability to get their message to people, distribution is the key.

So the big secret in this whole game is building your own distribution channels.

When you have it you can sell whatever it is you want. You can sell services, you can sell products, you can sell memberships and courses, you can sell whatever you want to sell you can sell it. But you have to have distribution channels to do it.

Now on the internet, most distribution happens a couple of ways. One is via our email lists. How many of you guys have an email list right now? Good, that’s your distribution channel. My email list has saved me many times over stupid choices. It’s a distribution channel. You can create a product, create a service, send the email out to that list, and then make you some money.

I remember when I first got this, this was probably 12-14 years ago now.

I was marketing high end apartments and the local newspaper had become uncompetitive – we were forever playing catch and kill type marketing/ That was so hard and expensive and ineffective.

Then I began experimenting with database building and marketing and it changed the game.

Recently I heard Russell Brunson explaining the concept of the email list and he said, “ if you have an email list of 100,000 people and you send an email out selling a $30 or $40 product, .001% will buy, that means around an $8,000 return.” Wow who doesn’t need one of those list things. That sounds awesome.” And that kind of the key.

Now if you look at the metrics, .001% is a number most people think is low, but if you have an email list you should average, on average at least one dollar per name, per month, on your email list. And that’s on the low, low end, if you’re really bad at this.

If you understand that, then what’s your goal? If your goal is to make a hundred thousand dollars a year, or to make a million dollars a year, whatever that is, you just have to reverse engineer it.

“Okay I need, if I have 10,000 people on my list, that’s $10 grand a month, that’s $120,000 a year.’  Boom, that’s where you focus, how do I build that distribution?

If you want a million dollars a year you say, “Okay I need 100,000 people on my list, that’s $100,000 a month, times 12 months, 1.2 million.” That’s the key to the distribution channel.

You’re building a list. Again, this is, one dollar per name, per month, is on the lower end. Especially now days when all the stuff we’re tying in with social media and connection with my clients, I’ve seen those numbers go up. I’ve seen people achieve 10, 15, 20 dollars per month, per name. So this is like the low end, if you’re really, really bad at it. Is that exciting? It should get you pumped because honestly this is the key.

IN the show nots of this podcast I will add the product page of my 24-7 List Building Package which sells for a paltry $19

Number two now, which is growing rapidly and almost probably bigger are social lists. Messenger is one of the biggest. How many of you guys have been using messengers in your business? Yes, this is a gift from the marketing gods. I’m grateful for messenger lists. So the question is, should I build an email list? Or should I build a messenger list? Which one’s better? And the answer is you need both. Do not rely on one distribution channel in anything.

I promise you guys, Mark Zuckerberg does not like your business as much as you do, or as much as his own business and someday he will change the deal on you, I promise.

One is like the scariest number. If you build nothing but a social list, you can be in trouble. If you build nothing but an email list – whilst not as much trouble. Its best to have a blend of both. In fact, I am working on a how to Messenger training course as we speak and it should be available so stay tuned on that one.

So how do you build your distribution?

There are three types of traffic. The first type of traffic is traffic you control. you don’t own this traffic, but you control it. Zuckerberg owns traffic, so you can go to him and ask, can I give you some money for some of your traffic?” and he’ll likely say, ‘Sure. Where do you want to send it to?” and you now control this traffic. And you say send it over here to my landing page. That’s traffic you control. Any kind of ad you are paying for, you are controlling traffic. You do not own that, but you are controlling it.

The second type of traffic is traffic that you don’t control. The traffic you don’t control is where people just show up onto your site. How many of you guys have a blog and somehow people show up and read it? You don’t really know how, but they’re there. That traffic is really nice, but you don’t control it so it’s, they show up and they’re there and that’s awesome or they don’t.  A lot of times SEO, or PR or things like that are aimed at getting people to just show up because of stuff you’re doing.

I see a lot’s of people simply relying on these two – either buying ads or free search and to a lesser extent nowadays PR.

For me it’s neither of these. These are two really bad distribution channels.

I want to build my own distribution channel. So, all the traffic I control and all the traffic I don’t control, all gets pushed into one thing, that’s to become traffic that I own.

The only reason I give Mr Zuckerberg money is so I can take clients off his platform and turn them into something that I own, so now I can own that distribution. Does that make sense?

When I own the list, I can wake up one morning and say, “Hey I think I should do an event. Let’s call it Peter G Live. Do you think anyone will show up? I don’t know, I own some traffic. Let’s throw some traffic at it.” I throw some traffic at it and all of a sudden, I find out if people want it or not. Sometimes they do, sometimes they don’t. If I did a good job on the what and the how then folk buy it and I say, “Cool, let’s do more of this.”

When you own traffic, you can make these offers, you can make up ideas, it becomes, this game becomes really, really easy to market and build your business – you now have some real levers to pull and execute.

So if you shift your mindset from, “I’m going to buy ads. I’m going to do SEO or whatever.” All the traffic that you get you must turn into traffic that you own. Because after you own it, you can do anything you want with it. So that’s my goal every time I work with clients in building up their busieness. That’s my goal. Converting traffic you control and don’t control into traffic that you own.

So all the traffic I control, if I’m buying any kind of ad, I’m not sending it randomly somewhere, I’m sending it to a defined system to convert it into traffic I own.