Funnel Magazine Volume 2: Edition 11 by Funnel Magazine™

FUNNEL MAGAZINE TRAFFIC & LEAD GEN

EXCLUSIVE CONTENT

HOW TO INCREASE YOUR ORGANIC REACH ON SOCIAL MEDIA

6 FUNNELS

THE INTERVIEW

48 METRICS

STRATEGY & TACTICS

LEADERSHIP

70 SOCIAL MEDIA

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LETTER

5 WAYS TO DECREASE YOUR COST PER LEAD

FROM THE EDITOR

CHALENE JOHNSON

YOU HAVE TO SLOW DOWN TO SPEED UP

3 FUNNEL HACKS TO DOUBLE CONVERSIONS OVERNIGHT 5 WAYS TO CREATE SCARCITY IN YOUR FUNNEL

WRITE AUTOMATED EMAIL THAT SOUNDS LIKE A REAL PERSON

HOW SPLIT TESTING CAN DOUBLE YOUR LIST GROWTH

HOW TO INCREASE YOUR ORGANIC REACH ON SOCIAL MEDIA

THE MARKETERâ&#x20AC;&#x2122;S CRYSTAL BALL

5 FREE & EASY TECH HACKS THAT CAN SAVE YOUR FUNNEL

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LETTER FROM THE EDITOR OF

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Dear Funnel Hackers, We have a gotta get up and get moving edition for you this month, featuring celebrity fitness trainer Chalene Johnson. I guarantee she will get you up and moving whether it’s in physical activity or in launching your marketing initiatives for the new year. Chalene talks about the work out she developed in the interview with hawk she describes it as “This work out that was kind of goofy. And it was a mix of like hiphop and kickboxing and athletic drills and a lot of stuff at that time that didn’t go together. But I fused it together and added some sound effects and music, and it just has this killer soundtrack!” My husband and I before our little funnel hacker was born, we used to do a form of martial arts that involved a lot of kickboxing and circuit drills, that really got us pumped up and made us feel like we were ready to achieve anything and everything. It’s vital to have the confidence and energy of being able to conquer anything whether it’s in business or fitness. So during the holiday meals and festivities in the next few months, Don’t Forget to get and keep moving! Have A Happy Thanksgiving and Holiday Season! - Tricia Wilkes, Editor-In-Chief

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5 Ways To Decrease Your Cost Per Lead ARTICLE BY Karen Sahetya

The question that gets asked over and over again in the So how do you get a bunch of people to interact with Facebook™ ads space is: how can I lower my cost per your ad? Once you find your winning combination of copy and image (which we’ll talk more about in lead WITHOUT sacrificing lead quality? a minute), run a Page Post Engagement campaign It’s become the million dollar question...literally. to get more interaction on it. The objective here isn’t Figuring this out can cost you or make you an extra conversions, it’s social proof. Once you have some love million dollars. Especially as we head into Q4 and on your ad, run your Conversions campaign using the holiday ad spends, it’s more important now than ever same ad. You can even run your ad to an audience of to make sure you’re doing these five things to reduce existing happy customers who are more likely to share your cost per lead. their experience when they see your ad. 1. Social proof your ads Important tip: you have to use the same page post ID Why do people wait hours in line for a slice of pizza? to keep the social proof on the ad you’re running. How different can that pizza really be? The answer is If you do this, you’ll find that it’s often cheaper to simple. If that many other people are waiting in line get your ad in front of more people because your then it must be worth waiting for. Facebook ads are no cost per impressions goes down AND because of the different. When someone sees an ad that 100+ other psychological element of social proof. You’ll also get people have liked or commented on, they can’t help cheaper leads. but see what the hype is all about. An ad with no interaction on it is a lot less appealing. 2. Use exclusions

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If you’ve already asked someone out on a date once and they turned you down, you either don’t ask the same person again or you at least ask a different way.

a lower cost per lead or purchase. 4. Test your creative We’ve all been guilty of it before. Throwing together an offer, picking the first attractive stock image we see, and getting it out in front of an audience we assume may be interested in it. This is a great way to completely miss the mark and never find out if it was your offer, your image, or your audience. If you have a solid grasp on your audience, and you have an offer you know works, don’t skip the part where you should test multiple images with the same audience and offer. Why in the world would you do that? Because the higher your click-through rate for link clicks Maybe they don’t want to go to a movie with you, but are, the more people are seeing your landing page for going to get ice cream is a whole different story. less cost. Test at least two or three completely different Similarly, when you serve an ad up and someone styles of photos, color palettes, and subject matters to doesn’t bite, don’t bombard the same person with the see what resonates the most with your audience. same message over and over again. This usually drives 5. Add authority to your funnel them to hide your ad or leave a nasty comment. There are a variety of ways you can get people to know, Instead, use your pixel events to create a custom like, and trust you as they get to know you through your audience of people who have already clicked on your funnel. If you have credibility from third party sources, ad and hit your landing page, but didn’t opt in. Then put it in your sequence of ads and on your landing exclude that audience from your ad and retarget them pages. Do the same with testimonials and case studies. (more on that below) with another ad. We’re all more willing to hand money over to people 3. Retarget your top of funnel we trust will do what they say they’re going to do. Use Keep your messaging fresh and consistent with where apps that show pop-ups in the corner of your landing your potential customer is in their process with you. The pages so people see that others are actively viewing first ad might introduce them to your product or service and purchasing your product. and help them self-segment by interacting or clicking With just a little bit of preparation and effort, lower costs your ad. This is a great place to add pure value with no and higher quality leads are within your reach. Through major commitment on their part. social proof, smart use of exclusions, a clean retargeting The second ad that person should see is not the same strategy, data-proven creative, and credibility, you can ad again, but a different one. Perhaps at this stage, reach and develop the audience most likely to respond they need to build a level of trust or familiarity with you. positively to your product or service. So show them a testimonial, a case study, or where you were just recognized in an article or with an award.

Next, now that they’re good and warmed up to you, create irresistible value. If you’re running ads for an e-commerce store, this might be where you offer a great bundle, free shipping, or an exclusive discount on exactly the product they were perusing in your store. When you ask a cold audience for the sale right away at the top of the funnel, you may have some conversions, but they’ll be higher cost conversions than when you ask a warmer audience for the sale in the middle of the funnel. When you retarget people who show interest, you’re building a relationship and ultimately selling at EDITION 11

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4 Types Of International Content That Converts To Consistent Sales ARTICLE BY Stacie Walker

Content. You know you must create it to grow your If these thoughts have crossed your mind, please know online coaching, consulting or service based business that you’re not alone. BUT... Consistent content creation and distributing it to attract your target audience seems to be a frustrating topic for Creating content feels like a chore. many entrepreneurs. Very few people are engaging with the content you How many times have you tried to sit down and create currently create and you’re a bit discouraged. content and you feel like you’re scattered all over the You don’t know what the heck to say when creating place? How about when you just can’t think of anything? content on social platforms, your blog, or to your email list. Maybe you have a ton of content stored on your hard drive or in a journal but you still haven’t published any You desire to promote your stuff in a way that isn’t icky of it online. or sleazy but still brings in consistent cash every week. I get it. You might even be thinking to yourself, I’ve tried it all. “How much free content is too much free content?” You just want this process to be a breeze. The good “Am I giving away too much free content?” news is that it doesn’t have to be so hard to create “Am I not making sales because I’m giving content so irresistible that it can’t be ignored by your target audience. away free content?”

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If it’s a challenge for you to create consistent content in a way that feels good to you and is extremely valuable

for your target audience, then this article covers four personal philosophy, snippets of your lifestyle, your types of intentional content to help you create content values, your causes, etc. that’s not only irresistible but converts to consistent sales. Content that instructs your audiences to take action. FOUR TYPES OF INTENTIONAL CONTENT The intention of this type of content is to give your Content that attracts your target audience to consume readers direction to take the next step. The goal is and share. for you to give your target audience a way to further connect with you. The intention of this type of content is for people to share your content to increase your visibility. Examples of this type of content are to ask a question, ask for feedback, ask to share your content, Calls-ToExamples of this type of content are valuable tips Action - “click on this link to...” or “sign up for this free relevant to your product or service, inspirational quotes training so you can...” or stories, and visually appealing images. There you have it. Four types of intentional content Content that showcases your authority as an expert in that you can create on a regular basis to skyrocket your your niche. online coaching, consulting or service based business. The intention of this type of content is to educate your Wouldn’t you like to create content that people can’t target audience to let them know that you are a credible ignore? source. Of course, you do! Examples of this type of content are your featured podcast or video interviews, content featured on Implement what you’ve learned above to create popular media outlets, a complimentary chapter from content so irresistible and magnetizing that you’d never your book, educational training like webinars and have to worry about where your next client or customer masterclasses. will come from. Content that makes your audience feel like they are a part of a community. The intention of this type of content is to attract likeminded people who share similar beliefs and values. This is the type of content to fill up your Facebook group, masterminds, group programs, etc. Examples of this type of content are sharing your

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Article by Zach Miller

3 Funnel Hacks to Double Your Conversions Overnight

The moment you start analyzing your business, you’ll begin to realize that your entire business’s survival relies on conversions (both leads & sales) and how profitable you are, depends on the conversion rates.

Upon reading the first few sentences of your landing page, the visitor should know WHY they are there, WHAT they will get in exchange for their email and HOW they can get it.

With each promotion that you do, whether free or paid, you are relying on the campaign being a success. That’s why I want to break down three funnel hacks that will double your conversions and your business overnight, whether it’s online or offline.

Let’s break it down on one of my landing pages below…

#1: Make It Simple & Give Clear Commands

WHY are they here: To make a monthly income as an affiliate. WHAT will they get: ClickFunnels Affiliate Funnel that they can one-click copy

HOW do they get it: By clicking the button that says Most times you’ll send your cold traffic to a landing “Click Here to Get This Funnel – For Free!” page. Cold traffic is traffic that doesn’t know/trust/like you… yet. And you’re going to attempt to convert the visitor into a lead, usually by filling out a form. Whenever you create a landing page or an offer, you want to make sure that all instructions are clear and they are given as a command. Any visitor that lands on your page needs to know what you want them to do, immediately! You will notice that the best-converting sales pages and websites online today are giving immediate instruction to either sign up or learn more about the service and/or product.

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Even if your product has technical jargon, you want to make sure that the instructions are made simple,

in layman’s terms. The easier it is to understand your commands and what needs to be done, the more likely someone is to actually complete the task. Everything that we do in life comes from an understanding of what needs to be done, and then the will to do it. The funny thing is, most people are willing to do anything that you ask them… when you ask in the right way. Asking in the right way is what lead & sales are all about. Often the best way is when you make it simple with clear instructions and commands, most will follow through on what is asked. #2: Collect Emails and Market to Them Daily Believe it or not, in order to succeed online, you need user base. However, I have found this to be an absolute to collect emails. If you are not doing this, this can be travesty in terms of the bottom profits. a huge benefit and resource to your entire marketing strategy. Think about it like this, the people who are interested in hearing about your product, who are interested in The best thing about email is that is free. Once you learning more of what you, you’ll find that those are have their email address, there are no additional costs the buyers you were after the entire time. Whereas to remarket to each of these individuals who have everyone else who unsubscribes or does not listen or shown an interest in your product or service. does not read your emails – they were never customers, They’ve let you know, by signing up and giving their to begin with. email that they are interested in the free download you Email marketing daily to your list is the quickest way to offer as a lead magnet. find your customers and weed out all the others who But according to Neilson Global Ads research, it takes are simply not going to buy. That’s why I use an email 12 “touches” on average to convert a lead. That means sequence that follows a specific formula, called the twelve times you need to pop up in their lives and Soap and Seinfeld Email Sequence. remind them about what you have. What the Soap sequence does is it gets your subscriber Whatever you do in business, you often have to pay to get involved in your story, like a Soap Opera. And in either time or money when it comes to generating a the Seinfeld sequence is structured so you can talk about the daily things going on in life and still market lead and marketing to a person. to your list. Again, it typically takes 12 “touches” before a person becomes a customer. And with email, you’re not paying I’ll break this email sequence down in my next post. to get in front of that person each and every time. When However, the main thing to keep in mind is that email you have their email, is as simple as sending 12 emails marketing is powerful and should be used daily. that they open and read. #3: A/B Split Testing + Track Your Numbers And with email marketing, it’s like talking to just a single A/B split testing and tracking your numbers is the most person and then you send that message to all of your important thing you can do as a business. No matter customer bases instantly. That is the most leverageable what you do in business. If you are not split testing at all part of your marketing you can use in the marketing times, you are bound to fail… eventually. realm today. The other thing that I want to note is the email marketing is often under-utilized, even when it is a part of a company’s marketing strategy. The reason that I say this is because most individuals or companies find it very invasive to send an email every single day to their EDITION 11

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You can’t! Which is why you need to track something before you change it, or you may be changing it for the worse.

This is the reason many industries have been “killed off by millennials”. It’s because these industries have failed to split test to determine if their product still reaches the demographic they are targeting. If it doesn’t, you change it and test it until it finally does! Split testing allows you to improve your message, to improve your product and eventually to improve your customer base and how much they spend with you. By simply increasing your conversion rates on your landing or opt-in page, you can effectively double your business overnight. How? Well, if you run a split test on your opt-in page and get a 25% conversion rate, then make a few edits and get it up to 50%, you have now effectively doubled your entire business with one focus, split testing! That’s why I always tell my clients, “You cannot change what you do not track.” And it simply means if you change something in your sales process – how do you know if it HELPED or HINDERED your success?

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I suggest that when you A/B split test, you make a very small change, usually one, maximum two changes at a time. You want to make sure that each little change you make will end up increasing or decreasing your conversion rates. And if you change too many things, you won’t know WHAT WORKED or WHY IT WORKED – which is important to duplicate success. The best way to A/B split test is in groups of 100 or 200 clicks, split-up 50/50 between the two pages you want to test. Remember, in business, you must change and evolve in order to grow.

Article by Kristen Miller

5 Ways to Create Scarcity In Your Funnel

You know that feeling that you’re going to miss #2 - Bonuses something awesome if you don’t jump at the chance Bonuses are a great way to create that scarcity. in front of you? Examples: Bonus #1 expiring at midnight! Only the first That’s FOMO. 10 people get Bonus #2! I can’t tell you the number of things I purchased because The great thing about bonuses is that the price stays of “fear of missing out”. the same, but what they get changes based on when In online marketing, fear of missing out is largely found they buy. in large launches that happen only a few times a year. #3 - Price You only have a few short days to get the thing before it’s gone. You can offer discounts to people who buy sooner rather than later. Founding member discounts, Early That’s scarcity. It makes people more likely to buy! Bird Discounts, that kind of thing. But what about when you don’t want to do huge The downside of that is that you’re discounting your launches, and you’d rather sell your course year-round? price which means less money for you and less perceived value for your customer. Kind of a lose-lose situation. 5 Ways to Create Scarcity In Your Funnel #1 - Deadlines

#4 - Personalized deadlines

This is the most common form of scarcity. When you That’s where Deadline Funnel comes into play. have an open and close cart, there is a limited time This app lets you create scarcity in your evergreen when you can purchase. funnel by giving every person their own deadline. This is great if you want to have regular launches and Let’s say that you used to have 2 yearly launches that don’t mind being “closed” for a while in between. lasted 7 days.

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#5 - Limited Number

People are pretty savvy. They know you don’t have a limited number of spots in a digital course!

When you limit the number of things you’re selling, you can also create scarcity. It’s a good way to really Don’t mess around with the truth or your potential focus on the people you’re serving, especially in a beta clients won’t trust you. version of a digital course. What’s your favorite scarcity? When setting a limited number of customers, make Can you guess what my favorite scarcity tactic is? sure it’s based in reality. Some things that can create Bonuses. a limited number: only x number of webinar attendees, only a certain number of coaching hours available, etc. It creates a win-win situation for you and your customer. More for everyone! Can you do more than one? Absolutely. Tell me - what is your favorite scarcity tactic and why? A lot of marketers use multiple forms of scarcity to sell their digital course or product. Why not right? If one is good, more is better! What about FALSE scarcity? This is where it gets tricky. Some marketers don’t mind playing with the truth about scarcity. I believe that’s never a good idea.

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Article by Mohsin Hassan

The Importance of Sign-Up Forms in Online Marketing

Forms are the first step for customers to engage directly with your brand. Online forms are the easiest way to collect user information. Nowadays, all the websites use forms in one way or the other to capture the details of the visitors to get in touch with them to sell their product or service or to save the lead information.

gather from your website visitors. Newsletter Sign Up Form: When a user signs up for your newsletter, he/she is interested in consuming your content on a regular basis. This opens a channel for marketing communication.

Event Registration: In case, your company is organizing Form design and set-up are incredibly important an event, you can put in the event registration form on because they can make the difference between your website. It will help you to gather details of your generating a new sales lead or causing a visitor to attendees like Name, Contact numbers, email id, etc. bounce. Online Order and Payment: Whether you’re selling a Online forms are an important aspect of a website that product or service, prospects should be given the option can help a website owner to generate and capture lead to purchase at their convenience. It’s a clever idea to details. A right form that shows up at the right time in include an online order and payment form on your a relevant context can increase prospect engagement website for immediate sales conversions. rates and open a dialogue with them. Customer Feedback Form: This is a very important On the other hand, prospects who visit your website form. This can help you get feedback about your product can sometimes get annoyed if the online form asks or services. In case of positive feedback, you don’t need them to fill in personal information which they don’t to worry, but in case of negative feedback, you get a want to share. chance to make an improvement on the product or In simple terms, Online forms can make or break a service and convey the same to the customers. This helps you to build trust with your customer business deal.

There are many types of online forms that you Leadcube Media, a social media marketing agency in can use for your website. It all depends on London has created a smart form-builder tool, called what kind of information you want to LeadGen which helps businesses to build customized and conversion optimized forms that help them to generate leads. VOLUME 2

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It is a very interactive and progressive form builder which includes questionnaires and lead gen forms for your business that can be easily embedded into your website. Progressive forms allow presenting questions in a horizontal format, one by one. This helps with conversions and is a smart alternative to long vertical forms which people are too lazy to fill in. This helps the business to win leads and filter the clients in separate categories. With the inclusion of A/B Testing, LeadGen tool leverages your conversion rates to higher levels.

The lead-gen tool also allows you to build amazing landing pages and make your data processing and capturing GDPR compliant. It also comes with a landing page builder which lets the user design conversion-focus landing page. This builder is designed from the perspective of an online marketer and brings data and design focus optimally together.

In simple words, LeadGen is a must-have tool for businesses which allows them to build amazing landing pages and win leads with conversion-focus sign-up The lead-gen tool allows you to have a complete forms. overview of your prospects. The dashboard view allows you to keep track of your generated leads and conversions. It has got a very lean and minimal design which makes it easy to navigate to different sections. You can enable or disable email notifications to track generated leads in the LeadGen tool. This allows you to respond to prospects in a timely manner.

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Article by Andrew Johnston

Designing a Funnel for Lead Generation

5 Steps to Getting More Leads

Step 1: Create a Consistent Message

Your leads aka ‘potential customers’ are the lifeblood Your message needs to be consistent across all traffic of your business. Once you have created a funnel, then platforms and your funnel. the only thing you should be asking yourself is “How do For example: Pretend you’re a dentist, and you’re I get more leads?”. posting content around the benefits of flossing and Why? telling people to click on your link to learn more. When someone clicks on your funnel, you don’t want the Because more leads = more customers, and more headline to read “7 reasons why you should invest in customers = more profit. Simple as that. getting your child braces”. Now, I’m not going to tell you a ‘perfect’ traffic source Instead, it could read “7 reasons why flossing is crucial to use, because there’s a ton out there (social media, to your health.” paid traffic, organic traffic, etc), and they’re all good if used correctly. However, you can have the best traffic In your message, you had been talking about the source in the world, but if you’re leading them to a benefits of flossing, and now you’re offering them funnel that isn’t relevant or isn’t properly designed for a complete guide or report, on the why flossing is so them, it’s not going to convert. important. The message is consistent. You might even have a life-changing product, and a million followers on Instagram, however, if you’re guiding all those followers from Instagram to a funnel that doesn’t match your message, isn’t mobile optimized, and is off-brand, then most likely, you won’t be making very many sales.

Whoever your target audience is, make sure you are continuously giving them relevant information based on what your message is stating or teaching. Step 2) Optimize Your Branding

Now that we have a consistent message, we want to make sure that when your potential customer goes If you want to make sure your traffic is from the traffic source to your funnel, it’s a seamless converting into leads, then you need to transition. follow these 5 steps to designing a funnel for an optimal lead In other words, we want them focused on your message generation. and your offer. They should know they’re still on your VOLUME 2 site and no one else’s even if you’re about to lead them

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somewhere else after collecting their information. For example, if the colors of your website are dark blue and white, and your customer clicks off your website, into your funnel, then the colors shouldn’t be pink and lime green. That would most likely cause them to question if they’re still on your website or someone else’s and all the pre-framing and consistent messaging would go right out the window.

build authority. You build trust. And they see you as a relevant choice in your niche. When you drop links before building rapport, before identifying someone’s pains and desires, before giving value, then you are wasting yours and their time, because people don’t buy from people they don’t trust.

And the way to build that trust is to take the time to get to know your audience and build a quality relationship If you have a logo, add it onto your funnel pages, with them. I guarantee you’ll have more leads after however, don’t let your ego get involved. Your logo doing that, rather than high jacking someone else’s shouldn’t be the most eye-catching item on your opt-in post or spamming your link to as many people as you can a day. page. Step 3: Call to Action (CTA)

Step 5: Test and Edit.

I talk to clients every day who say, “I don’t want to come No one creates the perfect funnel the very first time. That’s why it’s so important to split test (A/B test) your off salesy”. opt-in page. A call to action doesn’t have to come off as a sales pitch, however, without a call to action, no one is going This way, your audience will tell you if your headline sucks if the colors you chose don’t work, and where you to click on the link to your funnel. need to make necessary changes. Just because you put it on your website, or under your IG profile, or in a Facebook post, doesn’t mean people Building a funnel can be a humbling experience. I’ve are going to suddenly click on it. Sure, 1 or 2 people spent hours designing what I thought was the ‘perfect’ may click on it out of curiosity, but they’re most likely not funnel, just to see it convert at 20% or less. going to be your target audience. However, I didn’t scrap it. I tweaked it. Then I tweaked Give your audience value, build up curiosity, and give it some more until I got that funnel to convert over 90%! a call to action. If you give value first then you can give It ended up being one of my most successful funnels, a subtle, yet powerful call to action such as “check out but if I had never chosen to pay attention to what my the link in my bio for more tips” or “if you want to learn audience was telling me, and had never edited it, then more, click the link here”. it would’ve been one of my least successful funnels. By giving value, you have eliminated the idea of being As you get to know your audience, you’ll learn more “salesy” in your leads’ eyes, plus you have built enough about them, and it’ll be easier and faster when it comes interest around the subject, that if a person reads your to getting things right, however, never assume you know call to action, they’re sure to click on your link. what your audience wants or likes. Let them tell you. Step 4: Quality vs Quantity Having a successful funnel that brings in more qualified Be strategic when it comes to placing your link. Don’t leads isn’t always easy to create; however, it can be simple when following these 5 steps. drop it anywhere. One of the worst things you can do it to constantly drop your link in front of people who aren’t in your target audience and who will see it as spam. You don’t want to be known for being a ‘spammy’ marketer, especially to your audience. For example, I’ve seen people drop their funnel links under other people’s Facebook ads, in the comments on a YouTube channel, or messaging them in Facebook messenger. Doing that is a sure way to failure. When you share value with your ideal audience, you

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Article by Kate McKnight

3 Mistakes High-Ticket Coaches, Advisors, & Service Providers Are Making with Their Funnels

If you want to sell premium services to premium clients, but you’re struggling to get a predictable stream of qualified, high-targeted leads through your funnel, you’re probably making at least one of these 3 mistakes…

When you have a million-dollar problem, you want to go to the person who specializes in the million-dollar solution.

Problem is, most coaches, advisors, and service providers selling high-end solutions are showing up Mistake #1: Watering down your offer. as generalists who can do anything for anyone. This If you own a $4.5 million Lamborghini and the check not only waters down your message and makes your offer less attractive, but it pushes away the people who engine light is on, who you gonna call? need you the most and is searching for a specialized EXPERT. The High-Ticket Pro isn’t afraid to niche down and specialize. Because he knows his most IDEAL prospects, the ones who need you now and is willing to pay you premium prices, have a million-dollar problem only a specialist can solve. The pro also knows that with specificity comes powerful CLARITY... Specialized Offer. Easy Messaging. Higher ROI. Besides attracting more of the ideal, high-end clientele you really want, having a specific, targeted offer makes Bob’s Motors that serves all makes and models? your messaging easier and helps maximize your ad Or the Lambo Specialists that do one thing and spend. one thing only: Keep your Lamborghini When you try to speak to everyone, you’ll attract no purring like a sleeping lion? one. But when you have a single offer for a specific person, it’s easy to pull out the core message to attract your ideal client. VOLUME 2

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Instead of struggling to find the right Facebook targeting, this message itself does all the heavy lifting for you. Only those who resonate with your specific promise will raise their hands and interact with the ad, ensuring you get the most qualified people into the top of the funnel right from the start. Mistake #2: Giving up too easily.

Your offer is validated, your webinar is converting. From there, you can work on increasing your close ratio, tightening up your follow-up messages, and growing your profit margin. As Ryan Deiss says, “He who can spend the most money to acquire a customer, wins.”

Remember: When you’re selling high-ticket, you do not Selling high-ticket is a numbers game. If you’re not only get bigger results than your competitors who are mentally prepared for what the numbers look like when selling low-end courses and info products, but you can also afford to spend more than them to acquire a client. sending traffic to your funnel, it can be scary. A lot of marketers bail on their ads before they ever hit Know what you can safely invest to land a big-ticket client, and you’ll win without stressing over the numbers. critical mass and really start to see results. For example, if you’re selling a $5,000 package, there And don’t forget that the real fortune is in the followis going to be a longer sales cycle than if you were up... selling a $47 product. Mistake #3: Ignoring the 97% of potential buyers. If you want to offer something that is truly life-changing For the 2-3% of hyper-responsive buyers who and transformational (and charge accordingly), immediately convert into phone calls, strategy sessions, then you have to get on the phone and have a sales and face-to-face meetings, there’s an ocean full of conversation. them who aren’t ready to hop on the phone with you… But taking someone from total stranger to the point at least not yet. that they trust you and feel comfortable enough to have Ignoring the potential buyers hiding just beneath the that conversation doesn’t always happen overnight, or surface in your funnel is like ignoring an iceberg: with one webinar sent to cold traffic... People need multiple touchpoints and a high level of trust in you and your brand before they may even be willing to get on the phone with you, much less buy from you. (More on that in the next mistake…) Let’s say you’re running a webinar to a phone call offer and getting registrants for $7 each. You get 150 people to register at a cost of $1,050. 3% book a call initially. You get 4 phone calls out of your first webinar. One doesn’t complete your required application, so you cancel the call. Out of the remaining three, 2 show up. One is a great fit and interested but not ready to get It Can Sink Your Business... started just yet, so you schedule a follow-up call. If you’re not reaching out to the potential buyers On the surface, you’ve just spent over $1000 with just beneath the surface before AND after your nothing to show for it. Looking at that number, the funnel, you’re missing valuable opportunities for sales conversations and leaving a LOT of money on the amateur marketer would give up. table. The Pro Knows Something the Amateur Doesn’t… As mentioned before, the sales cycle is longer when Another 8-10% of people are going to convert into it comes to a high ticket. Just because someone booked calls after the webinar because you follow up doesn’t enroll or book a call immediately, with them. And they will more than make up for the doesn’t mean they’ll never do it. Many $1,050 in ad spend. people won’t sign up for a call For example, over the next 30 days, you get another 12 or buy from you 30, 45, calls from the original 150 webinar registrants. Even if EDITION 11 you close just one of them, that’s $5,000 from $1,050. FUNNELMAGAZINE.COM

or 90 days (or longer) down the road.

1. Don’t water down your offer. Create sticky messaging built around ONE clear offer designed specifically To keep building the relationship, follow up with valuable for ONE ideal client. Clarity and simplicity are highly content and case studies that seed your leadership as underrated. a coach, advisor, or other professionals who are known for getting big results. 2. Don’t give up just because you don’t see instant ROI on your ads. Know your numbers so you can spend As Scott Oldford says, you need “omnipresence,” more than your competition to land the big fish. which can be accomplished easily through a robust retargeting system that does all the hard work for you. 3. Don’t ignore the 97% of potential buyers who aren’t ready. Build a relationship with them and stay top of One of the ways we take this above and beyond for mind by putting out valuable content and creating our clients is creating a 30-day Daily Email Followrobust retargeting campaigns, not stock follow-up Up Campaign. We keep following up with story-driven emails that are easily forgotten and lost in the inbox. content that ties into a pain or desires your market feels. Want More, BETTER Leads? These “edutaining” emails are addictive to open and read and motivate prospects emotionally through reallife stories they can relate to. You can send them every day without feeling intrusive or “salesy.” Follow These 3 Simple Rules to Sell Your High-Ticket Offers with Success If you want to avoid these mistakes and fill your pipeline with more calls and high-ticket sales:

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Article by Debra Pivko

How To Write An Automated Email That Sounds Like A Real Person

Obviously, you can’t individually message each one of your potential customers. But with the right copy in your email funnel, you can make them think you did! Email funnels are a trending way of communicating with potential customers – because they’re automated, they’re quick and easy to set up, and their effectiveness is easily measured. But automated emails that sound like they were written by a robot get ignored and fail. Here I’ll show you some simple tips to make your email sound like it was sent by a real person—one that truly connects with your ideal customer. That’ll help you nurture and grow relationships with strangers to turn potential customers into paying customers. Master the ‘from’ field Familiarity is key. The person receiving the email will want to know who it’s from before deciding if they want to even read it, so it’s vital to make sure the ‘from’ field of the email sounds like the name of a real person from the website they signed up from, rather than from a company. When scanning through emails, most people ignore or delete emails from companies they don’t recognize, so making yourself familiar is the first step to winning over a potential customer.

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Give the person a title and backstory This will help make them seem more real and give your brand character. Are they a devotee of your product? The CEO? A friendly customer representative? The mascot? It might seem like a small detail, but it will have a huge impact on how your brand comes across and could be the difference between making or losing sales. Tell a story Create a story about why you’re writing to them. Maybe you just had to tell them a testimonial from one of your customers, or maybe a deal is too hot to pass up. The more compelling the story – and the more it relates to your customer – the better. Keep it short and to the point No one wants to be bored. People will scan over the bold type to see if they want to keep reading. Don’t try to put everything you want to tell them about a product or service in one email. That’s what the funnel is for. Think of it as a conversation when meeting someone. You don’t tell them your whole life story at once. You mention something and expand on it. Then the next time you run into each other (or the next email) something else comes up.

about the product, service, or deal which they can find out about on the landing page you recommend to Ever received a template email? It looks like it was them. spewed out by an algorithm, doesnâ&#x20AC;&#x2122;t it? Youâ&#x20AC;&#x2122;re far better off adding the human touch to make your company more relatable. Sending just text in an email is OK. You can easily give a link to the page you want them to convert on instead of flooding the email with CTA buttons, bursts, and designed emails they know were meant to sell them on something. You want to start a conversation, offer information or entertainment, then let them be the one to decide they want to know more Ditch the design

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Article by Steve shaw

How Split Testing Can Double Your List Growth

The simple truth is, if you’re not split testing your opt-in But I didn’t stop there. Some further tests have now offers, you’re more than likely leaving at least half your doubled that. In other words, 8x as many leads as the potential subscribers on the table. For many businesses, blog was attracting before the testing. that equates to something like half your revenue. So, if you’re not doing so already, it’s time to get serious about split testing. Don’t believe me? • Brian Dean ran some split tests on popups he was using for lead capture, as a result doubling his conversions. • Glen Allsopp did the same, testing a simple headline change for an opt-in offer, and his income has since increased dramatically.

Reasons Why You’re Maybe Not Be Split Testing People are sometimes afraid of starting to split test, fearing it will take a long time to set up, that it’s overly complex, or that they’re unlikely to get much benefit. None of these are true.

Split testing your subscriber offer can literally take just a few seconds. Then you simply keep an eye on the data To be clear, it means you’re getting double the number as it comes in. of subscribers from the same amount of traffic. It’s not hard to do, takes just minutes, and the results can be It can get pretty exciting to watch. As soon as you’ve ran a successful test, you’re far more motivated to run profound. more—you know it works! In fact, doubling your list growth is really just the start. It’s not complex either. As this post shows you, it can For example, I’ve been running some tests on one of take two or three clicks to set up and start a test running. my blogs. It gave me an increase of 391%—so nearly 4x Depending on the test you want to run, it may take no as many leads. more than ten seconds. Countless others are doing similar all the time.

And if you think, despite all the examples of successful case studies all over the web, that somehow you’ll be the exception and not get much benefit … maybe it’s time to think again. VOLUME 2

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Read on… Reasons Why You Should Definitely Start Split Testing A lot of business owners and marketers approach growing their business—and growing their list—by solely focusing on getting more traffic. Of course, that’s worth continually working on too. But, compared to split testing, it takes longer and can be a lot more expensive. For example, to increase traffic, you might be creating lots of content and/or paying for ads through different channels. And even though that might give you more traffic, it’s not necessarily translating into corresponding growth of subscribers on your list. On the other hand, split testing allows you to potentially double or more your subscriber conversions—the number of visitors you convert into subscribers—without How hard is it to double your conversions? increasing your traffic at all. You might be fortunate enough to run a test that doubles And the return on your investment in growing your your results straight away. For example, Glen Allsop’s traffic will likely double too. winning headline converted at 54.2%, compared to Let’s say you’re paying for 100 visitors at $1 each, and what he had previously, converting at 24.2%. A more the page converts visitors into new subscribers at 20%. than 100% increase. In other words, you’re getting 20 subscribers, with each But not all tests give you these kinds of results. subscriber costing you $5. You might get more modest increases of say 20-30%. With split testing, by doubling your conversions, you’re now getting 40 subscribers costing you just $2.50. That But this is also where the magic happens. makes a huge difference to your business’s cash flow Through compounding results, you only have to run and your ability to spend on new advertising or other three successful tests, giving you increases of 20%, 30% ways to get more traffic. and 30%, to get a 100% increase overall. So split testing not only grows your list—but can have a This is why it’s so important to split test continuously. big impact on your ability to grow traffic too. Even when individual results are more modest, they Doing the opposite—i.e. not split testing—means you’re compound into something far more meaningful. harming not only your list growth but also your potential Of course, not all changes you make will beat what you traffic levels, even if traffic is what you think you should have already. You need to expect that to happen, and be concentrating on instead. You need to do both. not let it put you off further testing. After all, it’s good Even better, the more traffic you get, the easier and news! It simply confirms that what you have right now quicker it is to split test. With more data to play with (i.e. is the best version—until the next test where you may get more visitors and more visitor actions), you can reach a 50% increase. meaningful conclusions more quickly. You just never know what might happen until you test! Finally, let’s face it. If you’re not testing, you’re basically The results might knock you off your feet and can be flying blind. You’re assuming that your own judgement very exciting. is superior to actual scientific data that can prove one way or another. Obviously, that’s not the most effective approach to growing your business. EDITION 11

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How to Split Test

be cancelled out by the negative impact of another.

Firstly, decide what you’re going to test. The headline’s You could end up with a result that shows little or no a good place to start if testing say an opt-in offer, but change, whereas testing just one of those changes lots of other changes can have a meaningful impact could have given you a lift of 20%. too. Don’t Set Up Multiple Variations For example: Don’t set up more than one variation of your test. Along with the control (what you have now), you should have • Where and how a dynamic opt-in offer just one other version you’re testing against. appears—for example, you might want to test: • A lightbox popup versus a floating bar type If you have more than one version to test against, it offer on your website. takes a lot longer to get meaningful results from your • A lightbox popup appearing on entrance data. That’s fine for the likes of Facebook and Amazon versus when the visitor’s about to leave. Or even because of the sheer volume of traffic they attract, but immediately on entrance versus say 5 seconds not for most of us. after arrival. • Floating bar appearing at the top versus the Wait for Statistical Significance bottom. • The layout of a landing page and the different Only stop running the split test when you know, with scientific certainty, that your results are valid. That means elements it contains—for example, adding you should never stop a test early, simply because one a testimonial or two can have a big impact version appears to be the runaway success. on conversion rates. If you already have testimonials, test using a different one. More often than not, this type of result appears early • The color of a form button and the text it in the test, and then results begin to stabilize and can displays. even tip the other way completely by the end. I’ve seen • The number of fields in your opt-in form. this happen multiple times in my own testing. • The display of a privacy statement or link, the wording used, and any icons such as a padlock. It means that by stopping early, you’re potentially reducing your conversions, not increasing them. • Images used. And so much more. There’s always something else to So you have to wait until you have what’s called test, and it’s always surprising how small changes can statistical significance—in brief, that means you have result in significant improvements. scientific proof that you have a winner. In terms of how to test, most list building tools and lead capture systems have split testing facilities built right in, and you can simply follow their help information for setting up tests. Here are just a few of those available that provide split testing abilities: • • • • •

OptinMonster optinopoli™ LeadPages Instapage Unbounce

4 Top Principles of Successful Split Testing Test One Change at a Time

Generally speaking, only test one change at a time. Otherwise, the benefits of one change might

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The Right Mindset Finally, maintaining the right mindset is crucial for successful split testing. If you let a couple of mediocre or negative results put you off, you’ll never achieve the profound and lasting benefits that split testing over the long term can give you. The truth is that all tests tell you something meaningful about your market that you can then use to improve your conversions. Just try something different and run another test.

Back Into IT! ARTICLE BY Amee Gray

Backing into a marketing strategy from a set budget.

budget and even hiring the marketing team. You know you have something great but you are uncertain of how you are going to show the world. You need a marketing team to cast a wide net of awareness and funnel an engaged audience to make a purchase. So please allow me to break some things down for you, so that you don’t get sticker shock when your CMO or marketing director tells you what it’s really going to cost to get this done.

Play it smart and “back into” your strategy from a defined point. Are you backing in from a set budget, or is your budget flexible to back into your strategy from a set of goals? Gosh, I hope it’s the latter and if so can you deposit some cash into my bank account? If your business is like most startups, you are not flush with cash and in need of some clearly defined parameters. Let’s examine the high-level marketing expense breakdown If you have investors, they have undoubtedly invested in working from a set budget. your product because you’ve given them a researched and accurate forecast of potential market share and You’ve come up with an amazing idea, designed revenues. And you very likely identified the people and your biz-dev strategy, defined your revenue streams, businesses where your revs will be coming from. If you identified your end user personas, started building your are starting from a budget, you may already have some product inventory, you’re researching for user experience idea of the ways in which you will reach your audience design, and you have either gotten investors to buy into and hopefully have done some thorough research on your business or you are funding this yourself, with your potential costs to market using these channels. life savings. Phew, that’s huge! Congratulations, you have accomplished a lot. Most people have no idea NO? You aren’t alone. Very often when a potential how hard this journey has been. By now you realize client tells me they are starting with a budget, it is the how quickly the money can be spent on everything amount of money set aside after all other costs such as from product development to building your unshakable product development have been considered. And that team. is great actually! But often, a realistic idea of what it will cost to reach those goals is not fully developed. You Unfortunately, very often new businesses and would be surprised how many startups don’t consider startups have gotten this far before the cost of marketing at all. What is the saying, “Goals they consider their marketing are just wishes, with a plan for achieving them.” Poor planners need to be dragged through a strategy kicking and screaming over every nickel and dime VOLUME 2 because they didn’t plan for the cost of marketing and FUNNEL MAGAZINE

promotions. These folks are often heard saying they train if not tracked and monitored closely. will build a marketing team with interns. Those folks • A freelance photographer 10-12% of content believe, “If you build it they will come.” But, that’s not budget-Must have strong skills in portrait and you, You cleverly allocated expenses for marketing and product photography with a lighting package now you are ready to back in! Let’s break down where and editing skills you should allocate those funds. • A freelance videographer 10-12% of content budget-Will need a lighting package and Diving into the Numbers editing skills. • In-house or freelance graphic designer 20% of Content Development is 25% of marketing budget: content budget who can design illustrations and A strong content library will become the inventory you graphics to support messaging for brochures. use for your website, blog, PR, Advertising, billboards, (You might consider putting this person on social media posts, brochures, pamphlets, event staff if you can afford it, you won’t regret it.) booths, and signage. If you are a business that will This person ideally can layer graphics onto grow over 2 million annually, set aside between 10 and photography and video as well as design 20k for a first class website. Small businesses should layouts for event displays, brochures, social set aside between 3 and 10k. Trust me on this. I know media, and advertising formats. you’ve heard you can get a great website for $1000. You can’t. If you believe that’s true, please show me • A contracted Copywriter -10-12% of content budget This person must commit to developing a successful million dollar enterprise with a thousand messaging over time on an as-needed basis. If dollar website. You probably already have a logo. Does Blogging is involved some of this budget will that need an update? Do you have beautiful highneed to be allocated to timely blogs, not to resolution images and illustrations of your product? mention email copy. What about video content? Any testimonials from your current customers? What about videos of your • Project Management software-7-10% of the content budget team that demonstrate your company culture? A word here about copywriting; no one reads much anymore so you have very few words to get your point across. A Driving Awareness and traffic to the top of your strong set of terms and clearly defined messages will funnel is 50% of budget: Identify where your audience be attached to every image and video you put out into will see you. If you are a completely new product, look the world. Make sure to get this right. Be concise, on- at the most similar, nearest competitor. How and where brand and in line with your mission. And do not forget are they connecting to their audience? If you have to research every word and term you use for SEO existing similar products or have been testing the water in a limited release, who is engaging or buying? competitiveness. Let’s dive in. Staffing Up, Contracting and Production

Staffing Up, Contracting and Production:

• Website-10 to 20k. Don’t skimp on this cost. It’s your storefront and the hub of all of marketing. • Content Manager-25%- I highly recommend a content manager with excellent project management skills and SEO competency. This person will make sure that all messaging and images are consistent and engaging with your audience across all channels and mediums. Additionally, this person can negotiate terms and costs for every freelance contract so that you maximize the value of the content derived from each resource. Remember that your budget has to stretch across the entire year. Every time you add or upgrade a new feature or change any aesthetic of the brand you will need photography, graphics, video, and copy. A content manager can oversee this portion of your budget. Content can become a runaway

• Social Media Management-10% of the budgetThis full-time position is 2 parts; calendar management (posting of campaigns) and consumer engagement across all channels. If you have multiple pages or identities for each channel, this may be a 2 person job. • Advertising Management-15% of the budgetThis full-time position will optimize and A/B test your social media and SEM campaigns to make sure advertising dollars are bringing you open wallets not falling on closed fists. • AdSpend—25% of budget These are the costs allocated to pay for your broadcasted advertising across the digital landscape. Your Ad manager will advise on the most strategic EDITION 11

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• locations and tactics for your ad placement such as banner, affiliate, retarget, • Public Relations/Media-20% of budget-(50/50 10% for service 10% for distribution/execution.) This is a contracted service. Your public relations firm will get you mentions and links on other blogs, press/media mentions, • Email Management-10% of budget-This is at least one full-time person who will work closely with your content manager or with your content library to execute emails promoting your brand, specials, sales, newsletter, product updates • Lead Management-10% of budget-Your leads are precious. A lead manager will make sure that the leads are segmented appropriately so that they get just the right amount of email. • Influencers-5% of budget-Influencers are a great way to expand your audience awareness quickly and accurately. Find influencers that have already captured your audience who will genuinely love and believe in your product. • software-5% of budget-The right software will reduce stress on your staff and promote accountability.

• Print materials-10% Quality over volume. • Conventions, seminars, and trade shows-50%-If your budget are small chose one show that will have a high volume of an extremely targeted audience. If your product is consumer tech, be at CES. If you are in fashion, be at Magic. Show up and show well. Buy a sponsorship. Have a beautiful booth in a good location. Try to get a speaker on a panel. Bring excellent promo items and have engaging social media activations with growth hacking potential. The table below illustrates how quickly the budget can get eaten up, but having a bird’s eye view like this can be a valuable rubric when you are trying to keep every penny straight once you get into the trenches.

Events and Off-Line Marketing is 25% of budget: Much of the costs associated here are actually built into your content budget. The tangibles included here will be designed by your graphic designer and the messaging will come from your copy library. Staffing Up, Contracting and Production

A qualified CMO or Senior level Director of Marketing will know how to take a baseline budget such as this • Production Coordinator-15% One cost that will and make the appropriate shifts and tweaks to fit save you money in the long run, is having a your product or service. I don’t recommend juggling highly resourceful, organized coordinator who all of this yourself. If you are the CEO, CFO or CTO, will research value, pricing and distribution I assume you have important business development timelines as well as follow through on all matters to focus on and orchestrating all of your teams invoices and deadlines for everything from from the highest level should have you too busy to promo items and printing costs to staffing manage social media posts and optimizing advertising. and setting up travel for your team attending Hire a Pro and let them build your strategy. I promise events, not to mention setting up booth displays I will do an article on timeline expectations next so that and tracking sponsorships. These are time you can keep your CMO accountable to budget and intensive projects. timeline. • Promo items-15% Buy less volume and higher quality if your budget is limited. People throw trash away. • Billboards-10% Be extremely strategic in choosing high traffic locations where your audience travels and consider seasonal placement.

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MEDIA EDITION 11

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How To Increase Your Organic Reach On Social Media Article by Melanie Diehl

“Facebook is dead”

content should be about what your audience wants to know, not necessarily what you want to say. It’s about “You have to pay to play” them, not us. Using the “What’s in it for me?” concept “The only one who likes my page posts is my mom/ can move an average page to overnight sensation because your audience relates to the message. Some neighbor/Aunt Suzy” easy ways to create compelling content: How to increase your organic reach on social media • Snap a before and after pic of your client’s These are some of the comments I hear on a regular results works great for personal services and basis when discussing social media with small business home services, and with the permission, tag owners and marketers. Their frustration is totally them! They’ll be so excited to be the spotlight on understandable. Nobody wants to spend hours posting your page and they’ll share it with their friends away on Facebook only to hear crickets. and family. Instant increase in organic reach! There’s hope! You can create organic content that is • Convert a customer review or testimonial into a graphic using a tool like Canva. In today’s engaging and will extend your reach beyond Aunt world, it’s not always what a company says Suzy. Let’s explore some options. about their amazing service or product, but First things first more so about what consumers say about our service or product. Word of mouth still reigns, Identify your target market. This may sound boring, it’s just taking place online. It’s easy to choose a but it’s actually the single most important task that will template, brand it with your logo and add a text lead to marketing success. When you know exactly who box with a 5-star review. So go ahead and toot your target market is, where they’re spending their time your own horn using your customer’s words. online, their interests and pain points, you can create messages that resonate with them. When creating • Use video, especially live stream! A video is the absolute king of content right now and content for our clients, we dig deep and ask detailed is an easy way to get more visible. Interview questions to help us clarify our message. You can do a vendor or a long-term client or even an this too! Perform a simple Google search to access employee! Perhaps you record the unveiling dozens of results for free target market demographics of a new product and get your clients excited templates and get to work. Your results from this task about what’s coming up. Whatever you choose will likely confirm that Aunt Suzy is in fact not your to record, your video is almost certain to get target market. more reach than static posts due to Facebook’s WIIFM - What’s In It For Me? algorithm that favors video content at this moment. Some tips for success when live Now that you know your audience on a deeper level, streaming on Facebook: pause for a second it’s time to start creating content that speaks to their or two at the beginning, with a pleasant facial needs. One of the easiest ways to create content your expression--you’ll then have the option to audience craves is by answering the most frequently change your video thumbnail to that frame asked questions you get from them! This needs to if you want. Start talking immediately rather go beyond a FAQ section on your website than waiting for your audience to arrive. Folks (although it’s a good idea to have who arrive late can catch up on the replay if that content there, too). Your they want. Go live long enough for people to get the notification and hop on with you. Ask VOLUME 2

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your viewers questions and encourage them to answer in the comments, and encourage them to share the video with their friends. So go ahead, and plan to go live on your Facebook page regularly. Your audience will love being with you in the moment. Use the KISS method My momma always told us to use the KISS method: Keep It Simple, Sweetie. And we all know momma is usually right. Sometimes we get so bogged down and try too hard when simplicity can often achieve greater results. Don’t overthink it, have fun, be silly. After all, it IS social media. • Another way to create engaging content is to get really visible in a public way on your personal profile. Using this strategy doesn’t typically affect your business page organic reach, but the exposure you can achieve from this can be far-reaching in other aspects. While attending a conference, one speaker suggested creating a simple post on our personal Facebook page: “Brussels sprouts. Yes or no?” So I did it. And the conversation that took place was an

unexpected surprise. So much so that one friend actually commented, “Who would have thought you would get so many comments about brussel sprouts.” The power of engaging content. I then used this silly, simple content in an email campaign with the same subject line, and my open rates skyrocketed. Sometimes it really can be as simple as asking a question. There are so many ways to increase your organic reach on social media. These are a few of the tried and tested methods that have had success with our clients. So don’t worry that Aunt Suzy is the only one who’ll see your posts; these ideas are sure to help you reach the audience you want.

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How To Bring Your Linkedin Network To Life Article by Seth Greene

Attention Business to Business Marketers: Are you sick of wasting money on overpriced LinkedIn ads? Are you frustrated with people taking months to reply to direct LinkedIn messages or LinkedIn mail? Are you fed up with trying to target business owners on Facebook, only to have your ads lost amid a flurry of internet marketing videos (and those In The Know Innovation product demos of hoverboards that don’t 2. The software will then sort all your connections in ways LinkedIn can’t. exist yet)? 3. You can then use the sorting function to build What about the fact that you might have a lot of as many different sub segmented lists of your LinkedIn connections, but 1) you don’t actually know connections as you want. Want to target most of them, and 2) how do you monetize them? attorneys? Build a list for that. Want to target CEOs or business owners? Build a list for that. What if there was a better way? You get the idea. What if you could hyper-target the right business 4. Then you can create marketing campaigns that owners, get them to respond to you within 24 hours, go DIRECTLY to those people’s primary email and bring those unknown connections to life (all for less addresses. Not their LinkedIn message box that than the cost of one Applebee’s dinner out a month)? they never check. Full disclosure: This isn’t my software, so I can’t take the 5. The software has an email domain verified by every ISP and email provider (Google, Outlook, credit for it. I simply got referred to them by an angel Yahoo, etc). What that means if your emails go investor, realized what a gold mine they were sitting straight into the INBOX! No spam box. No on, and am sharing it with you - and am now a brand Gmail promotions tab. Their inbox, so they see evangelist. it right away and respond right away. It’s a professional relationship manager for LinkedIn 6. Boom! You get results. (although you can use it other places than LinkedIn - 7. So what are the catches? LinkedIn is where it really shines in my experience). • You can’t use this tool to be spammy. If you blast a ton of people you don’t know, they Here is how it works: will label you as spam, and you will ruin the 1. You export out your connections from LinkedIn software for everyone. - this takes about two minutes, and if you don’t • What we have found best is if you use it know how to do it the software has a 2 minute to email small, highly targeted groups of video that shows you how. It’s easy. people at a time. I would even start with using it to communicate with people from LinkedIn you actually know in some way to warm it up. • I also found that you need to add value first. I send one news article that is relevant to my target prospects one time a week, for a few VOLUME 2 weeks in a row, BEFORE I offer anything. FUNNEL MAGAZINE

And I never go for a direct sales pitch. I 8. Sound good? Ready to start turning those will simply offer to connect for a 15-minute LinkedIn Connections into actual contacts with phone call to see if there is a reason to real opportunity? Go here to get started connect further. That seems to work really 9. https://www.professionalrelationshipmanager. well. If you want the wording of that exact com/marketers-only email, reach out to me and I’m happy to give it to you. • The software was originally built for executive job seekers. So a lot of the training webinars, videos, and the training emails will reference that. Don’t worry about that stuff - we will get the company to create stuff for marketers in the future.

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You Hav e

To Slow Down To Sp

eed Up

// Kate Mikado

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you start solving your own problem. And then when you solve your own problem, you’ll realize that a lot of people have that problem, too. No matter how obscure it is. And that was what has guided me every single decision and direction I’ve taken.”

You Have To Slow Down To Speed Up Intro by Tricia Wilkes

Car Sales Woman Chalene Johnson started on her journey of entrepreneurship at a really young age of 15, she had a dream of going to college. Neither side of her family had ever been enrolled in college, she didn’t have any means to pay for tuition. Her dad was an entrepreneur, and he told Chalene “You know, let’s come up with some ideas.” Together they came up with a way for her to be a used car saleswoman that would detail them, then sell them, make a couple hundred dollars of profit, and then reinvest the money into more cars. Chalene describes exactly how she obtained the cars below in the interview with Hawk. She also mentioned that “So, for the first, like 5 years of my business life, I was a used car saleswoman. And in fact, I put myself to school at Michigan State University.”

of gotta to get up and get moving. She did it because she went on to explain, “That just made people want to move and forget the fact they’re exercising. It caught on, and eventually, health clubs picked it up in their chains. I think at one point, we’re on like 27 different countries and millions of people doing the I Gotta Get Up And Move! work out at health clubs which Are you wondering how Chalene caught the attention of infomercial went from a young car saleswoman companies.” to a celebrity fitness trainer? Me too! I was so excited that Hawk “Scared money Don’t make asked that very question. “The money” reason why I’m successful in fitness Hawk asks Chalene about how much is the same reason why people she was able to scale her business who are listening will be successful since she started. She explains in their business if you just focus on that her husband and herself work how can I help people who are a together on the business and that lot like me? And that’s what I did.” “Our first million dollars nearly Chalene explained. She went on to killed us. Because we tried to scale further explain that she was working monetarily without understanding as a paralegal when she started her you can’t do that on your own. You side business of personal training. need to leverage tools and systems “When I realized, This is really not and people.” She goes on to say fun. And it seems so, I don’t know, “my husband has a tattoo on his sterile, and there’s just no joy in it. It’s forearm, it says, ‘Scared money not the way I felt when I was a kid don’t make money.’ and you have to taking a dance class, or tae kwon be willing to invest. You have to be do.” She describes. She focused on willing to invest in coaches. You have solving the problem on what would to be willing to invest in mentors. You get people like her get the feeling have to be willing to invest in

I have noticed most entrepreneurs start off with their first business in their childhood and teenage years and they have this unique vision where they can spot a problem and realize they have and can market a solution. Chalene says “That was my first taste of entrepreneurship, and I said, “I think the most entrepreneurs,

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training and agencies. You have to be willing to invest in people. And you have to know that these things take time.” Chalene also goes into the mindset she needed to change from growing up watching her dad do everything in his business as an entrepreneur to now believe in longevity “It required a shift from a scarcity mindset like I don’t have enough. I’ve got to you know, save money by doing this myself, to an abundance mindset. Where I know if I invest in other people, we become abundantly blessed.” I absolutely love that she mentioned that she needed to change the mindset from where she was to where she is now to scale where she wanted to be. Hawk additionally asks about her investment in coaches and mentorships she answers with “ So if I hire a coach, they say on average that on each dollar that you invest in business coaching there will be a $7 return. And if that’s an average, then I’m 10 times that. Because I think the average also includes people who just pay for it. And some of it they do, and some they don’t. And if I’m paying for it, I’m doing it. I’m taking notes. I’m making you make me accountable, and I’m following through. So it’s just an easy, powerful hack that most people won’t take advantage of.” Chalene holds herself accountable to always expanding knowledge she tells Hawk “I wake up, and before I flip on any social media or let anyone else influence the brain, I expand my brain” She continues on and says “I’m going to learn from people who are kind enough to share how they did it. So that’s the first thing I do every single day” Clutter Or Systems Hawk asks Chalene about systems and delegating with being able to scale your business. “I think one of the most important systems that’s allowed us to scale and which would VOLUME 2 * FUNNEL MAGAZINE

allow anyone to scale and I always tell new entrepreneurs to do this first, and that is to develop a system for your Dropbox or whatever cloud you’re using to store all of your data and your files and everything else. Because that can also turn into a training portal. A portal where everything that you do, I just record it on there. Anything I wanted to delegate, I would record it while I was doing it on my screen, I would just click. You know, use QuickTime and record my screen. And then I would save it to Dropbox with the name of the task. And then that way, even if I wasn’t ready to delegate it, and I didn’t have someone hired yet to do that, eventually I would. And I would have hands-on training that no matter where they were in the world, they could watch this training and learn how to do it exactly the way that I did it.” Chalene answers. She continues to talk about keeping your systems clutter free “One of the most important things I can suggest everybody do at every level is to clean up your Dropbox. Like I am so, I’d like to brag about my Dropbox it’s so organized, you could jump in there right now. And you would actually see based on every folder, there’s a workflow. So if you open up the podcast folder, you’ll see just by clicking on all the individual subfolders, you can see who that file goes to next and where it’s at. And it just makes everybody’s life a lot easier. And it saves so much time” Chalene also tells Hawk about her Marketing Impact Academy “I have another program that teaches people how to set up the kind of infrastructure of your digital business, how to clean up your digital business because I think a lot of people’s digital business looks like a closet or garage that needs to be cleaned up. It’s like, “Oh, I know that file’s here someplace.” And it just,

clutter, and you can’t get creative. And you can’t get focused. And so these are some of the systems that we teach in the Marketing Impact Academy.” Anti-Snapchat Hawk asks Chalene what she found to be the best traffic sources for her industry and Niche, “Well the one that converts the highest for me is social media. And people are always shocked to hear this. But lately, it’s been Snapchat, which I was like, anti-Snapchat. And it’s also my smallest platform. Snapchat and Instagram stories convert like incredibly high but it’s a super warm audience, right? Like they feel like they know you. The way I connect on Snapchat is really personal. So in terms of conversion, we can’t compare anything to my personal social.” Chalene answers. She also goes into what she’s been doing to get traffic for the One3One Movement “This year, it’s been blogging for our latest business development which is the One3One method. And it’s a healthy weight loss program. It’s really a nutrition program that helps people to repair leaky gut and to get healthy from the inside out. And in starting that business in my businesses, we didn’t spend much time devoted to blogs and SEO. Didn’t look much at that. Probably, a mistake. And people would say to me, “So, our blogs dead?” I’m like, “Yeah, I kind of think so.” So yeah, blogs, whatever SEO, I was so wrong!” You should definitely continue on and read the interview between Hawk and Chalene where goes into her front end and backend for the OneThreeOne Movement and how she’s making this program so successful. Additionally, there are many tips and hacks that you can implement today!

The Interview Interview with Hawk Mikado

Hawk: Hey! What’s going on everybody? This is Hawk Mikado, the Funnel Genius and the publisher of Funnel Magazine. We are so blessed to have Chalene Johnson with us here today. Sharing her genius with you guys. She is a celebrity fitness trainer, the creator of the One3One Movement, and she is launching a really powerful marketing program that is going to help so many entrepreneurs and so many people in the world transform not only their lives but their client’s life as well. Chalene: Hey! Thank you so much for having me, it’s an honor. Hawk: Absolutely. So, can you share a little bit about how you got started, not only in business but also with your funnels? Chalene: Yeah, probably like most entrepreneurs, you have a story that dates back to your teenage years.

You know, selling something to your friends and I have that story too. For me, it was wanting to go to college and knowing that neither side of my family has ever gone to college. There was no means by which to pay for it except my dad was an entrepreneur. He said, “You know, let’s come up with some ideas.” So when I was fifteen, I started buying vehicles, used vehicles from the State of Michigan in their auctions. The vehicles that contractors would use, or road cruise would use, and I would go to these auctions and buy the cars really cheap for like, 500 Bucks. That’s all I had saved up from my birthday money.I then took those vehicles to a paint place to like Earl Scheib and, I would have them painted for 99 Bucks, and I would clean them up and detail them for a couple of months, sell them, flip them, make a couple of hundred dollars, and then reinvest the money back in more vehicles. So, for the first, like 5 years of my business

life, I was a used car saleswoman. And in fact, I put myself to school at Michigan State University. And that was my business. I eventually bought a piece of land, not bought, I shouldn’t say that I leased a piece of land that I would have people who were either trying to sell their own privately-owned vehicle or trying to buy one, not from a dealer but from a privately-owned person. And I would charge people to park their cars there for the day. And then basically be a salesman for their own vehicle. And then I would advertise it, and people who are in the market would show up to these events, too to buy from private owners. And that was my first taste of entrepreneurship, and I said, “I think the most entrepreneurs, you start solving your own problem. And then when you solve your own problem, you’ll realize that a lot of people have that problem, too. No matter how obscure it is. And that was what has guided me every single decision and direction

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I’ve taken. because my business has taken many directions. Some people were always like, “What are you going to do next?” I’m like, “I don’t know.” But whatever problem I solve, I’m going to help other people solve it, too. And because I don’t know what my next problem’s going to be, I don’t know what my next business is going to be. But I’m going to share my answers. Hawk: That is awesome. I love how you started out as a “Used Car Sales Woman” That’s definitely not your everyday entrepreneur at all! Chalene: I know. It’s kind of funny. Hawk: So, how did you end up working and becoming a celebrity fitness trainer? Chalene: Funny, you should ask that. In fact, I always, feel weird when people introduce me as a celebrity fitness person. I think sometimes we get uncomfortable with our own identities or the way people label us. That’s just how people make sense of who we are and what we’re doing. For me, the reason why it makes me uncomfortable is that it’s not what I studied. It’s not what I’m passionate about. I’m not the best, I’m not the tallest, I’m not the fittest, but I’m really good at helping people. And when people ask “How do you have your success in fitness?” You know, “Was it a certain certification? Or meeting the right people? or “Do you have to be in incredible shape?” The reason why I’m successful in fitness is the same reason why people who are listening will be successful in their business if you just focus on how can I help people who are a lot like me? And that’s what I did. I started working, as a Paralegal, I started a fitness business on the side doing personal training. And I was also teaching fitness classes. When I realized, This is really not fun. And it seems so, I don’t know, sterile, and there’s just no joy in it. It’s not the VOLUME 2 * FUNNEL MAGAZINE

way I felt when I was a kid taking a dance class, or tae kwon do. So I developed this work out that was kind of goofy. And it was a mix of like hip-hop and kickboxing and athletic drills and a lot of stuff at that time didn’t go together. But I fused it together and added sound effects and music, and it’s just a killer soundtrack! They’re like, “Oh my God! I gotta get up and move!” And that just made people want to move and forget the fact they’re exercising. It caught on, and eventually, health clubs picked it up in their chains. I think at one point, we’re on like 27 different countries and millions of people doing the work out at health clubs which caught the attention of infomercial companies. And I just moved with the right company to move to infomercial space. But, again, I really think it’s, it boils down to wanting to help people with something that I’ve solved for myself. For me, it makes fitness fun, and I want to do that for other people.

opportunities to do that because of just platforms, like this, people are watching us on platforms that make it easier to reach more people, Free social media. The opportunity to reach millions and millions of people for free is crazy. When in the past years you’re going to do it with word of mouth. I, originally, when I started with the used car lot, I literally after my classes would drive to parking lots, and by hand, place fliers under every single windshield wiper. You don’t need to do that now. Now, you can make a video and post on Facebook or on Instagram or on Twitter, and it will reach millions of people. But I think what has helped me to be successful is to just, to listen less to techniques and tactics and think more about psychology. And what I mean by psychology, I mean just like what would I like? What would I think was super salesy. What would I find defensive? What would I interesting? What would I funny? What would, what would make me click? What would make me unfollow? And just paying attention to that, what makes it easier for me? What would make this doable? What would make me finish this? I’m always thinking about those things because we are our customer.

Hawk: That was awesome. Fitness is definitely one of the things that everybody, especially us as entrepreneurs, we need to stay on top of our game. And being able to be successful takes a lot, of energy which leads us to fitness. So, what Hawk: That’s powerful. How big would you attribute at least partially have you been able to scale your attribute your success and being business since you started? able to help too? Chalene: Well, Is the IRS listening? Chalene: Yeah. Great question and I I guess they’re always listening. think it really translates to where we they know anyways because we are today in business. Which, it’s just send them lots and lots of money. A an awesome leveling of playing- of lot! But I’ll say this, our, first million the playing field. Just anyone, I would dollars, my husband and I work say, I don’t know that everyone’s together. Have we been married cut out to be a business owner, but for I think 23 years? I don’t know, I think no one has an excuse for he’s not here for me to ask him. why they aren’t taking advantage But a lot of years. And we do our of the opportunities, to make business together. Our first million additional income. And everybody dollars nearly killed us. Because we needs additional income. I haven’t tried to scale monetarily without met someone yet who doesn’t. understanding you can’t do that on So you know, there are so many your own. You need to leverage tools

and systems and people. And then, you know, going to 5 million going to 8 million, going to 10 million. It had gone easier and easier and easier because we’ve learned from our mistakes. And the number 1, my husband has a tattoo on his forearm, it says, “Scared money don’t make money.” and you have to be willing to invest. You have to be willing to invest in coaches. You have to be willing to invest in mentors. You have to be willing to invest in training and agencies. You have to be willing to invest in people. And you have to know that these things take time. You know, you can’t do it all at once. There’s a process. Don’t feel like you have to rush. Do it

the right way with the right people for the right reasons. There are no shortcuts. When we try to do it ourselves, everything. Because, as I mentioned previously, Hawk, my father’s an entrepreneur, so I grew up do like a million businesses. Like a million. And he did everything. He swept the floors, he wrote the ads, he was, you know, you name it, He did it all because that saved money. So that was my mindset. That good entrepreneurs figure out how to code themselves. A good entrepreneur’s going to read up and google and figure out SEO analytics. And they’re going to try to figure out all this stuff themselves. And that was a hard lesson to learn when it nearly

cost me my health, my marriage, it cost me my life, for sure. I have no recollection, and there were the very few moments of joy in about a 5 year period of us. You know, just breaking out 1 million dollar mark. And very little sleep took a toll on my brain. I have had brain scans, and now I believe in longevity. So, you know I won’t do that. But it required a shift from a scarcity mindset like I don’t have enough. I’ve got to you know, save money by doing this myself, to an abundance mindset. Where I know if I invest in other people, we become abundantly blessed. Hawk: That is so powerful. I love it. One thing you mentioned, two things actually that I wanted to

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touch on. One thing you mentioned, coaches, mentors, basically hiring out other people to come in and teach you. Just ballpark, what would say you’ve invested in mentorships? Chalene: Let’s see. Well, my current coach, I pay $50,000 a month to right now. So, that’s been the highest. When I tell people, jaws drop, Right? Like a $50,000 a month for coaching? Yup, and it boils down to like 1 call a week. Right? But it’s the reason why that is an incredible investment for me because I follow through. And part of that accountability is knowing what I paid for the coaching and the mentorship, I’ve paid someone to tell me what I’m doing wrong. I paid, and now you have thick skin. You’re not paying some kind of money to tell you, “You’re doing a great job, and you’re the best and blah blah blah.” You’re paying someone to say, “Here’s where you’re missing the mark. Here is what you could be doing better. Here’s what you need. And it’s ideal to use a coach who #1 you trust, you have a vibe with and you can certainly like we did before when we first got started, coaches from afar. Like investing in virtual coaching. That was my first taste of coaching. But I think what’s really important it’s an investment that will return incredible dividends if you follow through. So as people always say, So, if I hire a coach, they say on average that on each dollar that you invest in business coaching there will be a $7 return. And if that’s an average, then I’m 10 times that. Because I think the average also includes people who just pay for it. And some of it they do, and some they don’t. And if I’m paying for it, I’m doing it. I’m taking notes. I’m making you make me accountable, and I’m following through. So it’s just an easy, powerful hack that most people won’t take advantage of. Because I don’t know why. I think VOLUME 2 * FUNNEL MAGAZINE

there’s a fear. That they won’t follow this point, what do you guys look for through maybe? when putting the right systems in Hawk: Or fear that they’re spending place to make sure that you’re able their money. Absolutely, I love it. to scale with them? I’m almost there with you. Not quite $50,000 a month that is a lot, I have spent a lot of money on coaching.

Chalene: Yeah, this is the most I’ve ever spent. And it’s because our business is taking a pretty significant turn. We are transitioning on being kind of individual brand to trying to be a global brand. So we need to hire someone who has a global brand experience. And it’s like learning a whole new way to be an entrepreneur and business owner. So it was necessary so I can just put things in perspective. I would spend anywhere from 10 to 25,000 dollars most years on coaching. That doesn’t include online training. But that’s the way to start my day, with every day. I’m a student. I mean I watch several of your videos today. I wake up, and before I flip on any social media or let anyone else influence the brain, I expand my brain. And it’s always, I’ve always said like, I can’t be the smallest- or the tallest or the richest or the prettiest or whatever it is.” But I intend to be the most educated. It’s like, I’m going to learn from people who are kind enough to share how they did it. So that’s the first thing I do every single day. The first hour of my day has been spent either reading or listening to an online training course on youtube. Some type of expert was teaching me their ways. Hawk: I love it. That’s awesome. You also mentioned delegation and systems. So what do you look for in terms of automation in the systems that you put in place to at least up to this point, and I know you’re, you’re now going global. So maybe you have some insights there. Up to

Chalene: That’s a good question. So there’s functionality, I look for that. Like how easy is this to use? How easy it is going to be to teach and keep my staff accountable to use it too. Because any system, no matter how good it is only if some of your team can use it, it just doesn’t work. Any system that you put in place, and then you don’t follow through, it just doesn’t work. So it’s making sure that it’s sustainable. I think probably you have to purchase things. I’m like, “Oh, this is great. I love this program, system, software or whatever.” But it’s also cumbersome and difficult. And so it falls by the wayside relatively quickly. I think one of the most important systems that’s allowed us to scale and which would allow anyone to scale and I always tell new entrepreneurs to do this first, and that is to develop a system for your Dropbox or whatever cloud you’re using to store all of your data and your files and everything else. Because that can also turn into a training portal. A portal where everything that you do, I just record it on there. Anything I wanted to delegate, I would record it while I was doing it on my screen, I would just click. You know, use QuickTime and record my screen. And then I would save it to Dropbox with the name of the task. And then that way, even if I wasn’t ready to delegate it, and I didn’t have someone hired yet to do that, eventually I would. And I would have hands-on training that no matter where they were in the world, they could watch this training and learn how to do it exactly the way that I did it. Conversely, I wouldn’t have to retrain every virtual assistant that I hired because sometimes you get a lot of turnover in that field or even a consultant.

One of the most important things I can suggest everybody do at every level is to clean up your Dropbox. Like I am so, I’d like to brag about my Dropbox it’s so organized, you could jump in there right now. And you would actually see based on every folder, there’s a workflow. So if you open up the podcast folder, you’ll see just by clicking on all the individual subfolders, you can see who that file goes to next and where it’s at. And it just makes everybody’s life a lot easier. And it saves so much time. Hawk: That is awesome. Are you putting that system in your marketing program that you’re creating? Chalene: We do a brief overview of what it looks like. I have another program that teaches people how to set up the kind of infrastructure of your digital business, how to clean up your digital business because I think a lot of people’s digital business looks like a closet or garage that needs to be cleaned up. It’s like, “Oh, I know that file’s here someplace.” And it just, it’s clutter, and you can’t get creative. And you can’t get focused. And so these are some of the systems that we teach in the Marketing Impact Academy. Because there’s a lot, you can do. There’s so much like, I’m sure you feel this way, Hawk. There’s so much to do that, you know, needs to be done that you know, would make a definitely need a virtual assistant. difference, and you don’t even have You definitely need help. Then you, before you go hiring a virtual time to get to it. assistant, clean everything up and I feel that that, I feel that way every create systems. Because if you hire day. So my goal is to set up enough a virtual assistant and now they systems that getting the right person become more of a burden to you to get to it, is that much easier. And because you’re like, “I don’t even you have to slow down to speed up. have time to explain to them where You have to take some, I tell people it is and how to do it.” You know, you this all the time, if you are like, you just then you’ve wasted your money. just feel like there are none of the So I think, it’s really systems as you hours in the day you can’t get to all mentioned, are really important the things you need to do, and you for maintaining a happy life. Like

having a life, peace. Hawk: Absolutely. Well, I was actually able to basically, retire for six months because we have all the systems and all the team members in place. And, we found our ideal kind of automation and delegation percentage. What have you found in your business has worked best and ballpark in terms of like, Chalene: What do you mean? Hawk: So like for us, it’s 90%

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systems. And then the last 10% is And now, it’s become a really handled by the team. large percentage of our marketing budget. It’s spent on a writing staff, Chalene: Gosh, I don’t know that. I SEO, as do backlink building. And honestly have to say, I don’t know it’s, it not only drives a lot of traffic to how I could quantify it because the site but it’s creating conversions. there are so many different avenues And that’s what it’s about. and a lot of which is automated. But there’s a lot of people involved Hawk: So, I got a question in the overseeing of things. I mean, regarding that because SEO, ads there’s, it depends on the business get immediate conversions, right? too. So we’ve got a couple different You can drive it, you can pay for a business ventures. I would say, my collection, you can get a conversion. online digital courses are 80% Where SEO, takes more time. How automation. long did it to take you to actually see that result and being able to Hawk: Awesome! quantify that you were getting an X Hawk: Yeah, absolutely. What, amount of dollars? have you found have been the Chalene: Yeah, just under three best sources of traffic for, for your months. And that, but to be business and for your industry? perfectly frank, that was working Chalene: Yeah. Well the one that with an agency. So knowing that converts the highest for me is social knowing what we didn’t know, we, media. And people are always and working with our coach was shocked to hear this. But lately, one of the first things. She says, it’s been Snapchat, which I was “You, you just have got to hire a like, anti-Snapchat. And it’s also top SEO agency to learn the things my smallest platform. Snapchat you just don’t know and the right and Instagram stories convert like way of doing things.” And, literally, incredibly high but it’s a super warm every week when we get on the call audience, right? Like they feel like with our agents, even though we’re they know you. The way I connect implementing on their guiding. And on Snapchat is really personal. So every week, we would get on the in terms of conversion, we can’t call and just learn something new compare anything to my personal about the way SEO was changing. social. But then, so a little bit for Because it’s a game, its algorithms social ads as well. But this year, and it’s difficult, and, my full-time it’s been blogging for our latest job is to take care of my customers. It business development which is the shouldn’t be to figure out algorithms. 131 method. And it’s a healthy weight And that’s been a difficult shift for loss program. It’s really a nutritional me because I geek out on that stuff. program that helps people to repair I freaking love it. So, I still dabble in leaky gut and to get healthy from you know, as much as,my team will the inside out. And in starting that allow me to. But to have an agency business in my previous, with my and to make that kind of investment previous businesses, we didn’t spend and they told us. “You know, you much time devoted to blogs and might not see a return for six months.” SEO. Didn’t look much at that. But it was at the three month. Little Probably, a mistake. And people before the three-month mark that would say to me, “So, our blogs we could see a difference, a huge dead?” I’m like, “Yeah, I kind of drive in traffic and starting to work think so.” So yeah, blogs, whatever on conversions too. Honestly, the SEO, I was so wrong, you know. reason why conversions aren’t where VOLUME 2 * FUNNEL MAGAZINE

they need to be based isn’t because of the blog. It’s because there are some problems with our opt-in page and our website that we’re working on. Hawk: So, we can talk about that but what do your opt-in and your value ladder look like? So, obviously, they come from the blog or some other traffic source. They go to this opt-in page which will be working very shortly here. And then what are the next steps that they go through after that? Chalene: You mean what does that funnel look like for that program? Hawk: Yeah. Chalene: Well, so that, that isn’t as launch stages. The One3One method.com the plan that we put in place was first to build out a program that delivered people insane results. But it had to be consumed in such a way that they actually acquire the knowledge. And it was found for me the right way to deliver that information. Because, I know I teach entrepreneurs who I know which, you know, we all have the same brain, we’d like to sit down, and we pull out a notepad, and we write a few notes, and then we go and do it. And that’s a different mentality than someone who has a dieter’s mindset. So we kind of decided that we would spend our first year just making sure we could give people insane results. Because of it again, same results, the work, a lot of work would be done for us. So we spent the majority of our time doing that we’re just now building out opt-ins that include premium. So it would start with, say, for example, a free recipe where they, you know, maybe it’s a gut detox. And they get that free recipe delivered, they opt in, give us their email address, followed by a sequence of emails. Followed by a webinar where we can discuss like, how do you know if you have

leaky gut? How do you know if you need supplements? How do you know what’s really going on? And why you’ve suddenly encountered weight loss resistance. And then that webinar would lead, that’s one possible way to close them. And if not, then there’s additional follow up emails that are value provided where we’re sharing with the content. But also, not being afraid to encourage them to take action. Because the thing is when people are looking for a solution, they want it right now, you know. And I think so many entrepreneurs are afraid. They think there’s like, “Okay, well, I have to wait until the sixth email to mention that I have this thing.” And I’m like, “That’s rude.” Like if you have my solution and I just land on your website. I did this today. I can’t remember who said it. I was looking at it, but I’m like searching all around to see like, can I hire this person? Do they have a course? And I can’t find it. And I’m thinking to myself, “I know they must have one.” So why are they hiding it from me? Like this is really difficult to find. And if we opt into certain, you know, websites or providers, emails, it’s often not until, like the fourth or fifth email that they suddenly say, “By the way, I have this thing.” I, our practice has been to put it in the first email, not a hard sell, but, “Hey, if the reason why you stopped by today’s because you’re looking for this, I happen to have the solution.” And I think that’s the right thing to do. I don’t think we want to be overly salesy. I think we want to deliver content that helps people. But if you have a solution, it’s not selling. It’s, called helping. If you’re letting people know you have the solution for them, you can save them time and money. You should tell people that.

the time. Where people like, I don’t want to sell you know, in the first x. Or you know, I just want them to opt in. And well, okay, but opting in gets them to go to the next step. And we’ve had it to where I actually follow the magazines, funnel. Chalene: Yeah. Hawk: People stay in the funnel for as long as 13 minutes without a single video. Chalene: Wow! Hawk: So, and that’s just because of that, same block. Like you have something you want, then we will provide.

right now. I want amazon prime too, I want to be able to order right now. And amazon prime knocks at my door 2 hours later then it’s delivered. I don’t want the solution 6 emails from now. I don’t want the solution, a webinar from now. If you have it, I’m looking for right now. Tell me you have it. Because otherwise, what happens is they go back to the next tick on Google, and they look at our competitors. And if our competitors are doing a better job of saying here’s a solution, they’re trying to solve a problem and that’s their objective. So, I think we all need to look and just remember that psychology. Think about yourself when you want to, you’re looking, you have a problem you need to solve. You want it solved that day.

Chalene: Well, let’s think about it ourselves. Like when we’re searching for a solution, we are so programmed now for instant Hawk: Absolutely, you actually just gratification. I want the solution gave me an idea for a webinar.

Hawk: I love that insight too. Because we see we have an agency as well. So we see this happen all

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Instead of having people go through the webinar to watch it, have a ‘don’t want to watch the webinar buy here.’ I’ve literally watched you know, played webinars just so I can buy, right? Chalene: Ditto! So, it’s like, because I know, because I do them. But I still, I’ll sign up for the dang you know, webinar. Because I know how this goes and I want the better deal. But yeah, It would be interesting to split tabs with that. Hawk: I love it. I will tell you the results here. You’re launching a new webinar here shortly. So we already talked about the front end of your funnel. And so what’s the back end of the One3One program? Is it just the digital or you guys offering coaching, training, consulting on the back end? Chalene: So, the little different when we talk back like I think about backend for some of my other digital programs versus this program. Because this is a health/ diet program. They receive the content digitally. And the backside of the lifetime value of a customer is in their subscription and in the tools, and additional things that they buy to help their lives to be healthier and more organized. So it’s the workbooks, its supplements, its products, things that make life a little bit easier, that increase the lifetime value of that customer. And including a subscription like, so they become a member of the community. For other programs, it just depends on the program. But a lot of times what we’re doing is selling a customer giving them something that gives them a quick win. Enough so that they’re like, “Okay, this is great.” But it also helps them to understand that they need to do more. You know, there’s another step probably even before this one. It’s funny how people, they VOLUME 2 * FUNNEL MAGAZINE

want the fifth step. Usually, because the first, second and third steps aren’t sexy and aren’t fun. So they want to jump right to the fifth step, whatever that is, right? I just did a poll today on my Instagram, and I said, “What do you think is, what do you think would help your business more? Having social media growth or doing a social media makeover and a plan? Of course, everyone’s, not everyone, but 70% of the respondents said growth. Which is funny because, well, in order to have growth, you’re going to probably have to do a social media makeover and have a plan. You know, sorry to break the bad news to you, but we just want the shortcut, you know. And that’s, that’s, that’s what makes the difference between people who will do okay and people who’ll crush it. People who’ll crush it are those who are willing to slow down to do steps one, two and three. But a lot of times when it comes to marketing, you have to give people what they need to start by giving them what they want. And that’s hard for me, is that hard for you?

want to help. It’s like, I don’t know if you have children, but I find this to be very much the case with your parenting into like, you know, what they need. And you know what they want. And it’s like creating this delicate balance where they think it’s their idea. And you’re giving them both, Hawk: I’m not quite at that stage. She’s only four months old. Chalene: Oh, you just wait, keep my number on your Rolodex. Hawk: Will do. Yeah. So one of the core things that we focus on in our business and what the magazine we’re doing more with that as well as focusing on not just the traffic side of things, but the funnel and the follow-up. Which is you know, it’s because it’s, it is a holistic solution. Chalene: Yeah. Hawk: Just look at, okay, let’s drive a bunch of social media if there’s nothing for them to do if there’s no action for them to take. Chalene: Right.

Hawk: Yeah, sell them what they Hawk: And social media is simply want, deliver what they need. a way to make yourself feel good Chalene: Yeah, it’s really, really about your business. And even if hard because you’re like, that’s not it’s not growing. So one thing we’ve what you need. You know, I always found and you mentioned email. tell people like, “Before you spend Email is obviously one powerful another minute trying to get more way to follow up with people but likes and subscribers, blah, blah, what have you seen works the best blah. Do you have an email list?” for follow up? And how do you guys And Hawk I’m sure you have seen follow through to your customers? this too? So, they will spend any time Email as messenger bots, direct building their email list or taking mail, voicemail, care of their email list or even writing Chalene: All of the above. We emails, nothing or their website. haven’t really done a voicemail yet. They’re just like, so focused on We have done some SMS bots, getting more social media followers email, social retargeting, so all of because they think that’s going to the above. And you know, that’s make their business explode. And why you need a team. That’s why that’s what people want. It’s not it’s really, I think that sometimes what they need. It’s balancing that I worry about conversations like as marketers, you know. As people this. Because I think entrepreneurs

and then we use that to track. How are you guys tracking your metrics? Do you guys use a system or you guys use specific landing pages?

are like, “Oh, I’m not sleeping as it is. I’m not spending time with my family. I’m doing this for my family.” But whenever I dip into this kind of conversation, I always want to say, spend time hiring your first virtual assistant. But if this stuff sounds overwhelming, and you think you’ve got to figure it out yourself, you might have to figure it out. But the sooner you can delegate it, the quicker you’ll be able to go back and tweak it and perfect it. Because that’s really the key like, it’s great. You hear that you know, Messenger bots are working, it’s wonderful that you created some emails, it’s awesome that you’re doing some you know, social retargeting. But if you don’t know the metrics on those things, if you don’t know what’s performing and what’s not, you’re going to leave money on the table,

and you’re going to work hours. You don’t need to work, and you’re going to drive yourself crazy when it doesn’t have to be that hard, you know. As the, as the person at the top, we’re the ones who have like, all these amazingly creative ideas. And we think nobody else is going to be able to execute on them for us. We have to trust that they can, and they will. It might have to start with you as a catalyst for investing. And like, you know, let’s, let’s take a look and see what type of rates we could get on SMS or what type of rates we could get trying out a voicemail responder. And once you have that in place, you’ve got to be able to look at the metrics of it to know what’s working and what’s not. Hawk: Absolutely. So, speaking of metrics, we use our affiliate we create a, an affiliate ID basically

Chalene: Depends on the metric. So, we just have a custom built, I forgot what you call it. Like a portal where we can just see every single area where we are marketing to people. And how, whether it’s email or social ads or organic or blog traffic. And we can just see what we’re investing, how much we’re spending, what it costs for us to acquire a customer and look at that. And also, it gives us an opportunity also to see what our agencies are doing for us. You know this is the first year that we’ve ever started working with agencies, and I really enjoyed it. Like it’s been fun. But, you know, it’s kind of nice to be able to go like, “Well, you know what? If this isn’t working, we have numbers.” We don’t have to go based on do we really like this group of individuals, who are doing this for us, we just look at the numbers and see if it makes sense to continue. And I think it’s just really important. In the past, the only, when we first started offering digital products, the only metric that we looked at was total sales. We weren’t breaking down like okay, well, how much of this is coming from Facebook ads? I mean, we could have, we just weren’t, you know. Because we’re going so fast. It was like, no one who actually took the time to say like, “Okay, how much should we spend on advertising? What was our cost to acquire each customer?” We just, we blanketed all of it. We hit our email list. I went hard and social, you know, doing lives doing a lot of social engagement. We, you know, we just hit all of them, the general places that people would do for a sale launch. And we never really analyzed, “Okay, what’s working the best? Where should we spend the majority of our time we knew

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that we got the highest conversion rate?” When I was doing a live and closing people, but we didn’t know okay. But what percentage of those people were there because of the email we send? What percentage is there because of the Facebook Ad, you know? And so it was a lot of just guessing. And frankly, the reason, only reason why we’re guessing is that we didn’t understand. And the importance of investing enough people, so someone had the time to go and just compile those numbers. Hawk: Absolutely. You’ve shared a lot of really powerful insights on your funnel, your traffic, and everything. What are some key things that you feel like if you knew them in the past that you would have like if you were to go back today and be like, don’t do that or do this instead, what are some of those things that you would find to be really powerful? Chalene: Yeah, they all boil down to people, help the right people. When I first started, you know, took first like 10 years of business, my husband I together. I prided myself on just hiring good people that I really, really liked. And then helping them figure out what they could do for us. Which meant that they were only going to be as good as a person who could train them which is usually me. So, it was like this you know, a ceiling that we were never going to pass through. Because I was there training. No one ’s coming to us with expertise. So, in you know, learning that we’d done it the hard way and a very stressful way in the past. And, it shouldn’t be this hard. We had to take a look at ourselves like, “What are doing wrong? And what are those things that we need to change?” Which will start with you, you have the skill. And then after we found a pool of people who are really talented, at whatever it was. Then finding in that pool, who do I really like? Who do I VOLUME 2 * FUNNEL MAGAZINE

want to spend time with? Who do I vibe with? ‘cause I feel like it’s really, really, important whether you’re working with someone virtually or in an office. That is a significant impact on your happiness. Like, hugely. And I’m not willing to like, if I have the option of hiring someone I kinda like, or someone I really like, I’m going hire someone I really like who’s got great skills. And I won’t hire, if we hire, we’ve done a bunch of interviews and found someone fantastic at filling the blank. I found some great candidates, but I don’t like any of them. You know what I mean? I don’t vibe with them. Or something about just feels off. Or inauthentic or whatever. I’m going to be uncomfortable around them then we just keep looking. Because that person’s out there. And it makes the world different. Hire slow, Fire fast. Hawk: So, on that note, you guys bring on consulting or a consultant or somebody to take that on while you’re still looking for somebody? Chalene: Oh, oh, absolutely! Yeah, and that’s another, so yeah. Hiring, I mean, consultants, for the most part, we do consultants than we do employees. I think that’s just fear for so many people. They just think it’s going to cost them money. And I think, what’s costing you money is trying to do it yourself. And trying to figure these things out, some people are better at it. I’d even hire consultants to go like, up and see an incredible course offered by another entrepreneur. And I’m like, I don’t have time to dig into this. But I’m going to hire someone, just like recently for Shopify, to go through this course and break it down. And then give us the nuts and bolts, and then summarize it, and then implement everything they learned so that our team can put into place. You know, hire consultants to kind of like, do what I would have done in

the past. And even that’s incredibly beneficial. I would say, every single hire that we had made, whether it’s consultant, a part-time person for 2 weeks, or a full-time employee, they have helped us scale our business and our life. What is the point if you don’t get to enjoy it? Hawk: Absolutely. So, you guys have done so much. If you can leave me and the audience with just one thing that they could implement today, and let’s say they don’t do anything else, or, or it takes forever to do. But something that they can implement today in their business. What would you recommend to them? Chalene: One thing I would say that everyone could do and make a big difference is to revisit their funnels. Like, are we split testing? Could this be better? And instead of always trying to create something new, and being distracted by shiny objects, I’m guilty of this. I listen to a podcast and go, “Okay, we need to learn how to do this and how to do that.” And I just get splintered. And when, when that happens, really important things fall through the cracks. Like foundational pieces. And we made this mistake, it’s just in the last 3 years. And I can’t think that I’m like, “If I haven’t just been so distracted about everybody else was doing.” And I just went back and made what was working for our work a little better. Wow, what a different place we could have been in. It’s really powerful, but it requires incredible focus. Put your blinders on, because everybody wants your attention and it’s really easy to get caught up in that light. Like, “People are doing this.” And that fear of missing out. And that must be a hack. This guy’s super successful, and he’s doing that. I should need to do that. I just take a look at what is working for you and make it work a little bit better. That would beam a business strategy,

marketing campaign for a gym out there made $40,000 over a two week period profit, and we use that one, and then we have a standard straight call to action one. Do you want your gym to look like that? Or does your gym look like this, you want it to look like this? Call us. So we have a straight apply funnel that does very well.” His funnel has 72% opt-in rate over 1000 opt-ins which is outstanding! He also is running funnels for the gym owners to get new members. He’s taking his niche and focusing on both sides of the coin.

Get Focused On One Niche I know we all have heard this “NICHE DOWN.” I think its always stated but hardly ever followed because everyone is running off all of the things and all the people they want to reach. Tim Lyons talks about working with one niche and the advantage of doing so he says “The nicest thing about our business is we’re working with one niche, one industry, one style of a gym, we can scale quickly. We use the same funnels across multiple different locations, all we have to do is rebrand them, so we were fortunate enough to create some really strong funnels early on, like two or three that we just knew we’re working well. We knew the ad copy work, we knew the headlines work, we knew that the images that we were using were working. So that allowed us to go ahead and just scale very, very fast. In the first nine months in business, we had already acquired 150 new clients” Continue on to read his full response in the interview of fulfilling for one niche and the success he’s seeing. Marketers And Coaches Hawk asks Tim Lyons what would fast-track our readers to success and for key insights and he responded with “I’ve always found coaching has always paid dividends.” He further answers hawks question with “first, you shortcut every single process, everybody that’s already made the mistakes is in front of you, why make those mistakes again, hire somebody that’s a coach, hire somebody who’s already been there. I wish I would have learned that a little bit earlier.” I think one of the reasons hiring a coach is so important is because as entrepreneurs especially in the digital marketing field you have to coach your clients on so many aspects. They pay you to build a funnel or to generate leads, and somehow you

are coaching them on their brand, their message, their direction. Their Success is Ultimately Your success. When Tim Lyons says “You know, as marketers, you’re kind of hired to generate leads and sales for clients. But we end up being coaches to business coaches, not only do we have to come up with the creative, not only do we have to come up with you know, monitor, the campaigns and optimize campaigns and have the right offers, we also have to be a coach and teach them how to sell” Which caused this huge Ah-Ha moment for me! I hope it creates that same moment for our readers! To Grow, To Plan, To Strategize, To Automate To think about the point of growing, planning and strategizing to finally get to a place that your business is mostly automated should be the ultimate goal number one. One of the first steps on that road is to understand your client’s lifetime value and Tim Lyons explains why by saying “Understand your client lifetime value, I think that’s the biggest piece that I feel is missing. To understand how much your clients are spending with you, how long they’re staying with you, and what the value is of a client. Once you understand that, you know how much you’re willing to spend to acquire a client.” Hawk also provided some key insight when he also added, “I usually share with my clients like there are two things you need to look at. One is how much does it cost to acquire the customer? And then how long does it take for you to get to break even, because if you know those two things, then from there, everything becomes simple.” Finding a way to automate your business takes a process and putting your daily tasks down on paper for others to follow. Tim goes over his

and, I would just say, an overall strategy regardless of where you’re at. Spend seasons focused on one thing. No matter how easy or how desperately you want to dip into something else. Like, maybe, this is the season where you revamp your website or your branding. But then just do that. You know, I don’t know if anyone has grandparents like this, but my grandpa used to eat like this when he had a big plate of food. I don’t know if this is normal, but he would say, “First you eat your meat, and then your eat mashed potatoes. And then you eat the peas.” You don’t go around, and you don’t mix them up. You just eat one and go around the plate. And I think it’s a really good strategy in business. To think of those areas as seasons. And you would finish this and do it right, before moving on. Do it all the way. Hawk: I love it. Thank you so much. So, you have shared some incredible things. You’ve created and a massive impact on business. How can somebody, while you get that too, you get them, you get the One3One, you have the Marketing Impact Academy. So, can you share a little bit more about how somebody can get involved with either of those, for example, if they want to scale their business or if they want to lose weight?

or Youtube or Funnels or Emails or paid advertising, we just bring the collection of really great people into that program. So it’s in a university, it literally serves you your business life. And from, I think I have an idea and me just, I’m not quite sure if I do. To someone’s already has a pretty established business, but they want it to the next level. And that is marketingimpactacademy.com. And the One3One Method is for anyone and everyone who wants to get healthy. Weight loss is part of it. But a lot of people in the community, we have helped over 50,000 people this year get healthy. And a lot of them didn’t have weight to lose, they just didn’t want joint pain, they just want to sleep through the night, or not have headaches, and so much of it is just learning how your body, what you need to eat for your body to be in the best health possible. But it has to be doable. Like, some grace is involved, where you can, I think some of these crazy programs are so restrictive It is like, okay, who’s going live a life like that? No one? For very long. This is the kind of thing you really, easily turn into your lifestyle.

who are inside the academy. They’re answering questions for people. It is an online program, but you’re coach through it. So, it’s 12 weeks, and it’s 3 phases. So, you phase the way you eat every 4 weeks, right? And each time you phase your diet, it’s a little different. You’re trying something new. And we give you meal plans for it, I think there are over 300 recipes to tell us how to cook things, how to shop shopping list. But I think it what really sets it apart from other programs is that it’s based in Science. So, everything is backed up with a scientific study. And we always say, ‘Everything we say in the program is contingent upon new research. So we want to be people’s go to. You know, like, you hear things every week like, “Oh! coconut oil is toxic.” You know, “Eat lean meat and lots of veggies.” “No! Eat high fat.”It’s like, what’s the answer? So we want to be that answer for people where they understand where they’ll understand, there isn’t one answer. That works for all people. You have to find what’s best for you. That’s why we got a team of professionals that help you design and develop and customize all 3 of those phases. And it, really teaches people how to have a completely new relationship with food, enjoy life and you know, not have all these restrictions but also to know what works for you.

Hawk: Awesome. So, One3One actually, it’s a pretty cool program. So, when you’re helping somebody, is this purely a digital program? Does it also include accountability Chalene: Yeah. Yeah, one, one is for coaching? How did you structure Hawk: That’s awesome. I appreciate the health of your business, and one this program for your group? you so much. Thank you for sharing is for the health of your body. So, the Marketing Impact Academy is just Chalene: Yup. So, they, there are 12 and being on here today. You guys, going to marketingimpactacademy. registered dieticians. All of whom you have learned from the master com to learn more about that have a minimum of a master’s of both health of your business and program. We open it up twice a degree. So, these are the people the health of your body. And you year. And we have a live event that you know, not trying to make guys, are in for a treat. Stay tuned corresponds with it. Once it opens disparaging remarks about people’s for more, if you want, you can up, then it’s full-on community. nutrition training or anything. But subscribe to our lifetime subscription Where we’re, constantly updating. you can get a nutritionist certification at funnelmagazine.com/lifetime. But, I’m not just with myself, I in a weekend. I’ve hired only those Thanks, guys have a blessed day. got a series of incredibly hand- who have master’s degrees and And thanks for being on as well. picked experts who’re obsessed have extensive experience training Chalene: Thank you so much. with their individual platform. people and functional on whole Whether it’s blogging, Instagram person wellness. So, there’s a team VOLUME 2 * FUNNEL MAGAZINE

Metrics

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The Marketer’s Crystal Ball How To Predict The Future…

ARTICLE BY David Milton

Generally speaking, large tests are not needed because When working with clients, part of my job is to keep we are not analyzing the relationship of numbers to them informed, motivated and focused. We may be the audience as a whole, but rather, the relationship of running several ad tests, spending lots of money, and numbers to each other. they always want to know which ad is the winning ad. Here’s an example of a fictional Facebook ad test: Without question, they will always choose the ad that got the most conversions, or if there were no sales, they The Control ad had a Reach of 878 people, of which 171 will choose the ad with the highest Click Thru Rate clicks through to the opt-in page. The Variable ad set (CTR). You probably do the same thing. had a Reach of 1252 people with 224 clicks. Obviously, the Variable ad is the winner, because it has the most Now that I’ve dusted off my Crystal Ball, I’ll show you clicks. Is it really the winner? Most marketers would say, how to properly forecast your marketing future. “YES!” A long time ago, Thomas Bayes came up with a Using a Bayes calculator found on the Internet, we theory. He could predict where a marble would land punch in the numbers to calculate Lift. Lift is how much on a table based on where the previous marble better (or worse) an ad will perform over time, expressed landed. In essence, he could predict the future with a as a percentage. mathematical formula. The Control has a CTR of 19.48%, while the Variable As Frank Kern says sarcastically, “Oh yeah, a math has a CTR of 17.89%. That’s a Lift of +8%% in favor of class.” the Control. In essence, the Control ad is 8% better than Bayes Theorem is used extensively by stock investors but the Variable, even though the Control had nearly 27% is little known to the marketing community. I have been fewer clicks. quietly using Bayes Theorem to predict marketing According to Bayes, the Control will yield about 144 efforts since 1979, using very little data. more clicks to the opt-in page, over a 30-day period, than the Variable ad. Additionally, Bayes shows us, there is an 81% chance these numbers will hold true for the entire life of the ad. VOLUME 2

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In the real world, we would like to see the Probability at 90% or higher. In social statistics, 50% is a guess and 66% is the minimum allowable metric. So, at 81%, we are better than a guess, over the minimum and slightly less solid than statistical concrete.

level, we would have to have 16,451 clicks, or 44 times more data, time and money.

Most would say, “David, you don’t have enough data to make a statistically relevant conclusion. You have less than 1,000 clicks.” To which I sternly respond, “Come on Kern, have some faith.”

As it stands, our respondents total 395, eleven more than the minimum. Even though math is not an exact science (another Kernism), using a sample size calculator, we discover our data has a margin of error of 4.45%, better than the 95/5 rule.

To be relevant for an audience of 2 million people, we would only need 384 total clicks to have a 95% confidence rating with a margin of error of 5%. That is the exact metric used during elections to predict the winner. It is also the social scientist’s rule.

Are you beginning to appreciate the importance of Bayes?

So, our data is solid gold. We can take these numbers and scale, with confidence. While our competition continues to test their lives away.

Get acquainted with Bayes. You don’t have to be an As social scientists, we are happy to have 95% confidence expert to appreciate the value of marketing prediction in our data, with a +-5% margin of error. This means forecasting. There are dozens of Bayes calculator on if we have 100 clicks within 3 days, we can be 95% the Internet. Plug and play. Easy. confident that we will get 95-105 clicks within another Bayes has been my ‘Secret Sauce’ for many years and 3-day period. By the way, there is no 100% confidence it’s the reason why ‘they’ call me Merlin. They also call in the prediction. The highest is 99% confidence with a me The Curmudgeon, but that’s another story. Now, margin of error of one percent. In order to reach that back to my dark corner….

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5 Reasons and Remedies for Procrastination Article by Jeff Klubeck

“I’m a Procrastinator!” “I’m a HUGE Procrastinator!” “I’m SUCH a Procrastinator!” Have you ever said something like that to yourself or anyone else? Have you ever heard someone say it? I bet the answer to both questions is YES! But why?

involved in designing it and creating the electronic delivery system for it. Once I partnered with a vendor that knew how to set up a landing page and connect that with my email software (etc.), I was on my way… but I probably “procrastinated” for over 2 years prior to partnering with someone that “knew how to do it!”

I mean, when did admitting to being a Procrastinator become acceptable or desirable…ultimately, something Reason #2: You don’t enjoy it! we are willing to do…often, without direct provocation? Solutions: Create enjoyment for that task or Just what is it about Procrastination that has all of us DELEGATE it to someone that DOES enjoy it! admitting to it? Seriously, what do you think? Let’s face it! Our lives are FILLED with things we “must Meanwhile, I’d like to share with you my Top 5 Reasons do” that we do NOT enjoy doing. We know that they WHY we Procrastinate…and the solutions to each one. must get done BUT we will push these to the very last minute if there is something (ANYTHING) else to do Reason #1: You don’t actually know HOW to do the “right now” that we enjoy more! thing you procrastinating on doing! You may know HOW to do it (you might even be the Solutions: LEARN how to do it or DELEGATE it to only person that knows how) but you just don’t enjoy it! someone that knows how to do it! An example from my life was Grading Papers. Before This may seem overly simple or obvious, but it’s not! retiring, I LOVED teaching classes, but I HATED LEARNING HOW to do the thing you need to do grading papers (especially “bad” papers)! I could train creates the illusion of procrastination. The older we get, a Teaching Assistant to grade my student’s work…but the more that “learning something new” becomes a what I used to do instead was put on my headphones threat to our comfort zones and egos…and, of course, and rock out to music and drink beer when grading our busy schedules! papers. Honestly. An example from my life was producing my So I didn’t tell my students in the class, “I am a HUGE first E-Book. The writing part was easy, procrastinator when it comes to grading papers!” but I didn’t know all that was Instead, I told them, “Hey, some of your work will be graded within the first 2 beers and others of you might

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not be graded until the last 2 beers.” That seems to go from the Business Cards I collect at Networking Events. over much better…for them, and me! I KNOW this is a $10/hour task…so until/unless I find someone that will do it for $10/hour, I “procrastinate” Reason #3: You’re NO GOOD at it! on getting it done at all. Solutions: GET GOOD at it or DELEGATE it to Reason #5: It doesn’t NEED to be done at all… someone that is good at it! perhaps it is even best that it is NOT DONE at all…but Sorry…don’t shoot the messenger, but one reason you you haven’t realized and “released” it yet! may be procrastinating is because you suck at whatever it is! Come on…you KNOW you suck…and the thought Solution: Realize and “release” the unimportant and of performing poorly keeps you from doing what you inconsequential things in your life that you have want/need to get done! come to believe you “need” to get done! You may know HOW to do it…and you may ENJOY Honestly, one of the many wonderful benefits of doing it…but you totally SUCK at doing it! hiring a Life/Business Coach is for the goal-setting, prioritizing, critical thinking, “devil’s advocacy” and An example from MY life would be playing Golf. ‘Nuff sound-boarding that it takes to clearly understand said, thank you very much! what we TRULY “need” to get done…more importantly, what we DESPERATELY NEED TO NOT DO or Reason #4: You are NOT THE RIGHT PERSON stop doing! So many of us say, “I need to do this…I for the job! need to do that…I have to do this…I have to do that”… Solutions: FIND the right person for the job and but DO WE? DELEGATE it! Imagine how liberating it is mentally to “de-commit” This might not be as funny as the other three reasons to something after realizing that it is not a “need” at because we are talking about MONEY here. Ask all. A procrastinated thing that goes from a “need” to yourself how much money per hour your time is a “want” or even further to a “don’t need” and “don’t worth. What is it? $50/hour? $100/hour? $500/ want” is a refreshing springboard of motivation (and hour or more? Well, every hour that you spend doing free time) to get the things done that you DO TRULY something that could be done for $15/hour or $20/ NEED to get done! hour or anything LESS THAN what your time is worth per hour is an hour that you are stealing income from Example from my life? I “needed” to write this Article… yourself! Your $100/hour “talent” is being ROBBED ironically, I have no longer procrastinated on it! (for $90/hour) by the $10/hour task-management decisions you are making. So, you may know HOW to do something that you ENJOY doing…AND that you are really GOOD at doing…but that doesn’t mean you are the BEST PERSON (or even the “right person”) to be doing it! An example from my life is entering info into my database

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8 Questions To Ask Article by Darryl Turner

8 Questions To Ask Yourself Before Beginning Your Next Marketing Campaign

Be as specific as possible, because as the old saying goes “If you try to please everyone, you’ll please no one”. Although your product or service may be a good fit for many types of people, your messaging will only resonate with 1 type of person at a time. It’s also okay to have multiple types of perfect clients or customers but be sure to keep these separate.

Whether you’re running a brick and mortar business, an online business, a product based business, or service based business, there are a few things you need to consider before you begin your next marketing campaign. Mostly, it’s centered around knowing and understanding who is it that you will be serving, what it 2. Who would NOT be good to use this product/ is that they hope to get out of doing business with you, service (age, gender, location, lifestyle, interests, and how exactly will you serve. income etc)? Below are 8 of many questions we use inside our marketing agency before we launch any campaigns for a new client. These are questions you want to sit down, to spend the time to ask yourself before you start your next marketing campaign.

Just as much as you know who is going to be a good fit for your business, it’s important to know who’s not going to be a good fit. Whether it be by age, gender, or some other lifestyle traits, it’s necessary to know who you don’t want to waste your marketing dollars on. For example, if you are a butcher, knowing that vegetarians will 1. How would you describe your perfect client? (Age, not be a good fit for you will give you a much clearer gender, income, job, hobbies, lifestyle, etc) picture on the messaging you shouldn’t use, and where Ideally, this is the first and #1 question you should be you shouldn’t be marketing. asking before embarking on a campaign. Whether it’s 3. What is the ‘hell’ your ideal client wants to avoid? for a product or service that still exists, or for something that’s in development, you need to know who it is you’re This question is important for understanding the current trying to reach. By understanding this you will have a state that your client is in or wants to avoid. By getting much clearer picture of where to find your ideal clients an accurate description of the worst-case scenario, or & customers. This question will allow you to dial the hell, for your clients, you can get a better idea of in on your targeting whether you’re using how your product or service helps them. offline or online marketing strategies. In addition, by clearly articulating the ‘hell’ of your ideal, your marketing message will resonate strongly. In a perfect world, your ideal client will find your marketing message and say “Hey that’s me” or “that’s exactly what VOLUME 2

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I’ve been thinking and feeling but too afraid to say”.

back, and know how you can help them on the journey to heaven.

Think deeply about what is the ‘hell’ your ideal client is currently experiencing or wants to avoid. 7. What are the hopes and goals of the person looking to use this product/service? 4. What is currently keeping them in their hell? Now that you know both the heaven and hell of your This question is one that is often overlooked when ideal clients or customers, you can have a better considering marketing messages. What has been understanding of exactly what someone expects to get the missing piece that is keeping your ideal client or out of doing business with you. It could be something a customer in hell? Has it been due to finances? Has simple as having a clean face because they purchased it been availability? Has it been not knowing that a a razor, or as complex as saving their business from solution exists? bankruptcy by utilizing mindset and coaching. Write down all of the reasons your client has been stuck Get clear on what people expect to achieve with your in their hell, so you know how your product or service product or service. can save them. 8. Why would someone NOT use this product/ 5. What is ‘heaven’ for your ideal client? service? One key part of marketing is being able to accurately Lastly, it’s important to know why someone wouldn’t describe the transformation your clients and customers use your product or service. We all feel like we have the will go through by using your products or services. It best thing since sliced bread, and no one should ever could be something small such as “I can finally wear a turn it down, however, there may be some hesitation blanket while having my arms free” or something large or rebuttals. Getting an accurate picture of the reasons like “I can finally spend more time with family because why someone wouldn’t use your products or services will my business has been automated”. let you be pro-active in overcoming those objectives. What is the one thing above all else that your client or By understanding who may not be qualified to do customer wants to achieve? Once you understand that, business with you, or understanding common objectives you will know how your business fits in the process. people may have, you can get a head start on solidifying your marketing and sales messaging. 6. What is stopping them from reaching Heaven? In the same vein as wondering what’s keeping people in their hell, ask yourself what’s stopping them from reaching heaven. While this is a similar question to #4, it makes you ask what are things holding your client back. While finances may be keeping them in hell, maybe fear is keeping them from achieving heaven. By asking the same question on the of the coin, you can uncover any missing pieces that are holding your client

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5 FREE & Easy to Implement Tech Hacks that can SAVE Your Funnel Article by Kapil Ochani

1. High Bounce Rate is BAD – Everyone says this. I Since most of the funnels are hosted on clickfunnels site, agree. But what to do about it? it is very easy to find them with Google’s help. Just type site:clickfunnels.com [your niche] and you will easily see all the funnels in your niche. For example, your niche is forex, just type site:clickfunnels.com forex

Here is a simple tool that will help you see the actual videos of people visiting your website & help you understand what they are doing on the site & why they are bouncing. With some easy fixes, you can bring the bounce rate way below.

Tip: Take inspiration from other people’s funnels and implement those in yours to make your funnel better. 3. Uncovering Competitor’s Traffic Sources – Now that you have found your competitors, let’s uncover their traffic sources.

Most of the funnels will easily tell you about the location Tip: Try and use an exit pop-up to further bring the of your competitors or their phone numbers or their business name. Perfect! Google their details and go to bounce rate down. their official website. Most of the sites must be having 2. Finding out Funnels in Your Niches – Simple search their facebook page link. Even if they don’t, you can tip to help you find out the funnels in any niche. easily find it from Google.

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On their Facebook page, go to the left menu and click For a funnel to be successful, it is imperative that all of on Info and Ads. You will see their exact ads that they the components of a funnel are working smoothly and are running. there is a seamless data flow between each and every part of the funnel. The tracking of data is as important 4. Playing with the CTA – A lot of people don’t pay as its acquisition. attention to this thing. The CTA is the most important element on the page because you want everyone to Tip: Always test your funnels from end to end in order to click it. make sure everything is working smoothly. Colors, as well as the text, are two main components of a successful CTA. Both of them, with multiple combinations, must be rigorously tested in order to determine a winning pair. 5. Seamless Integration – There are lots of components to a successful funnel. Right from the loading of the funnel to getting a conversion, there are lots of things in between like the filling of forms, getting form data into an email, getting emails on to a subscriber list, sending email sequences to different types of subscribers etc.

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