Marketing Speak®

Matthew Kimberley is the founder of The School for Selling and the creator of the Principles of Professional Persuasion. His first book, How to Get a Grip, sold over 50,000 copies. We'll go into depth about sales strategies, various tools that can help at various stages of the sales process, and why having great sales technique is so important. Find Out More About Matthew Here: matthewkimberley.com @mjkimberley on Twitter @matthewkimberly on Facebook Matthew Kimberley on LinkedIn The School for Selling In This Episode: [00:56] - What does Matthew wish that marketers knew about selling? [03:21] - Matthew talks about what he does when he goes into a client organization and teaches their sales team, discussing the importance of discipline and structure. [07:03] - We hear about how a business owner can help position a salesperson to be on a level playing field with a prospect. [08:43] - Scripts work to a degree, Matthew says, but they have problems. [14:14] - Matthew talks about how he optimizes his sales system, which he says is a discipline more than a science. He then talks about how he uses hypotheses to figure out the best sales strategies. [16:40] - Stephan points out that the idea of split-testing with hypotheses is used in SEO as well. [17:52] - Does Matthew do any type of personality assessments with his clients? [19:09] - Stephan is very much into personality testing, he says, and explains how he uses it in his hiring process. Matthew then elaborates on his views on personality tests in roles outside of sales. [22:12] - Matthew discusses some of the ways in which technology can help hold business owners or entrepreneurs accountable. [23:27] - Stephan uses two CRM systems: Capsule and Infusionsoft. Which tools does Matthew use? [26:55] - We hear more about the potential of eliminating the salesperson entirely through technology through bots. [31:07] - Matthew talks more about online car sales, which would have been hard to believe even just a few years ago. [32:11] - Matthew mentions ManyChat and discusses how he has used it. [33:48] - We hear Matthew's thoughts on the ability to follow instructions and the idea that his job is to eliminate any organization's dependence upon one tyrannical personality. [36:25] - Why a stand-up meeting? Matthew explains why the understanding that the meeting won't last long is helpful. [37:31] - Does Matthew have any other morning rituals or routines that might help a person or a team get in the zone for closing lots of deals? [41:05] - Stephan digs into the efficacy of setting monetary values for various milestones in both sales and all aspects of marketing. [42:48] - Matthew talks about his webinars and the role of a joint venture partner in these webinars. [44:45] - Does Matthew have any criteria for choosing joint venture partners based, for example, on the size of their audience? [45:58] - We hear about Matthew's personal morning rituals, with him explaining that most of his days started slowly until his kids and dog changed things. [47:56] - Stephan explains that we each have our own chronotype and that it's important to schedule your life around your chronotype instead of forcing yourself to conform to another schedule. [49:19] - Where can listeners go to work with Matthew? Links and Resources: matthewkimberley.com @mjkimberley on Twitter @matthewkimberly on Facebook Matthew Kimberley on LinkedIn The School for Selling Principles of Professional Persuasion How to Get a Grip by Matthew Kimberley Michael Port on the Optimized Geek Taki Moore DISC Predictive Index Fascinate Test Sally Hogshead on Marketing Speak Capsule Infusionsoft ManyChat Help Scout Pipedrive Contactually Scott Oldford of Bots for Business Dr. Michael Breus on the Optimized Geek Dr. Ron Friedman at ignite80

Troy Dean is the cofounder of WP Elevation, an online program and community designed specifically for WordPress consultants. He's passionate about helping WordPress consultants build successful businesses and has discovered innovative ways to keep people motivated and engaged. Troy will be sharing his tips and insights into how you can achieve amazing results. Find Out More About Troy Here: Troydean.com.au WP Elevation Troy Dean on Facebook @troydean on Twitter Troy Dean on LinkedIn In This Episode: [03:12] - Stephan talks about the business he built and explains that the reason he couldn't sell it was that he was inextricably linked to the businesses and no one wanted to buy it without him. [04:40] - How do you introduce scale into a business that is normally trading time for money? [08:16] - Troy talks about launches for online courses, which he says are bedazzling and blinding for many people. [13:31] - We hear about how Troy's launch strategy is similar to, and differs from, Jeff Walker's strategy. [16:10] - Troy offers more details about the length and cost of his course, and what happens after you finish the course. [17:38] - Troy's intention is to change people's lives, not just to make passive income, he explains. [19:05] - We learn about the progression of Troy's business and program. Troy then talks about micro-commitments and offers a specific example of how he uses them. [23:32] - Where do macro-commitments factor into Troy's strategy? [25:30] - What technology is Troy using to run his learning management system? Troy lists some specific tools, then explains how they interact with each other. [29:44] - At the moment, Troy is experimenting with ManyChat and working on a desktop app, he explains. [32:23] - Why does Troy create a community inside of his membership site when he's also using Facebook groups? [35:57] - Troy does three intakes a year, he explains, and they're currently on their seventh intake. [37:25] - We hear more about Troy's 21-day challenge and what it's designed to achieve for its participants. [39:44] - Is Troy incentivizing people for taking certain actions during each 21-day challenge? [41:18] - Stephan brings up Taki Moore's program. He and Troy then talk about the tools and systems that they use for their businesses. [45:57] - Troy talks about how he uses checklists and documentation to ensure everything is done to high standards. [49:34] - What sort of software or system is Troy using for polling? [52:15] - Stephan points out that Troy's system is potentially cloneable to other types of verticals. Troy then talks about why his focus has been on WordPress consultants, and what his main difficulty in branching out into other verticals is. [57:16] - How can people get in touch with Troy if they want to work with him? Links and Resources Troydean.com.au WP Elevation Troy Dean on Facebook @troydean on Twitter Troy Dean on LinkedIn Michael E. Gerber on Marketing Speak Jeff Walker Brendon Burchard Frank Kern Jeff Walker Launch by Jeff Walker LearnDash InfusionSoft BadgeOS Credly Memberium ManyChat BuddyPress Social Learner Taki Moore Trello Asana Ephraim Olschewski on the Optimized Geek

Today's show features Melodie Moore. She's the founder of Business Tech Ninjas, a company that specializes in creating membership sites. We'll geek out together and talk about Infusionsoft as well as various tools that integrate with it. We'll also talk about marketing campaigns, indoctrination sequences, membership sites, online courses, and a ton more. Find Out More About Melodie Here: Business Tech Ninjas @Melodiem47 on Twitter Melodie Moore on LinkedIn melodie@businesstechninjas.com In This Episode: [01:10] - Let's talk about systems! Melodie offers some of her best tips for avoiding mistakes and mishaps with scaling and growth in terms of systems. She then describes her auditing process. [05:23] - One of the most common and effective things that Melodie does for recurring monthly memberships is a feature welcome, she explains. [06:30] - Is Memberium the best tool for running a membership site? Melodie and Stephan discuss various options. [11:06] - Melodie strongly recommends starting small and proving your concept before going big. Stephan then offers another perspective on this: not even building your information product before you've sold it. [13:59] - Does Melodie have her own membership site? [17:04] - Melodie discusses the reports that Infusionsoft can automatically generate. [18:59] - We hear Melodie's thoughts on payment gateways, such as WePay, PayPal, and Venmo. [21:57] - Melodie talks about using a learning management system, which she clarifies isn't what Memberium is designed to be. [25:07] - Why Infusionsoft instead of Ontraport or ActiveCampaign? [27:37] - What are some of Melodie's favorite third-party plugins or addons for Infusionsoft? [29:53] - Melodie talks about what PlusThis does and why she likes it. She offers an example of how she has used it. She also discusses several other tools. [33:33] - Stephan brings up the topic of receiving texts, explaining that he often has people at a seminar send a text message to get a free gift. [37:49] - Stephan offers a tip to listeners: format buttons and popups on your site in the first person. [38:22] - What are Melodie's thoughts on Leadpages? [40:40] - Stephan brings up Facebook Messenger, which people are starting to use as a marketing tool. [42:32] - We go back to webinars, with Melodie offering some tips for using webinars effectively as an upselling tool. [45:11] - The challenge is getting people to actually consume content and take action, Melodie explains. [47:05] - Melodie talks about using contests to increase engagement and get new people into the site. Stephan then offers his take (and advice) on the topic. [49:37] - Melodie discusses contests that she has run or participated in that ended up being quite successful. [52:04] - What's the difference between a contest and a sprint in this context? Melodie answers, then Stephan shares some of his own strategies. [56:55] - Melodie talks about why she likes Stephan's actionable model that he has just described. [58:21] - Melodie offers one last bit of wisdom for listeners, which is to be able to just roll with things. [59:35] - How can listeners get in touch with Melodie if they want to work with her or her company? Links and Resources: Business Tech Ninjas @Melodiem47 on Twitter Melodie Moore on LinkedIn melodie@businesstechninjas.com Infusionsoft Memberium StrengthsFinder WishList Member OptimizePress aMember AmbitionAlly CustomerHub Thinkific The Lean Startup by Eric Ries Frank Kern WePay PayPal Venmo. Ontraport ActiveCampaign AppointmentCore ScheduleOnce PlusThis Zapier IFTTT Leadpages Leaddigits Instant Customer Facebook Messenger Traffic & Conversion Summit ManyChat Travis Ketchum on Marketing Speak 5 Day SEO Maximizer Challenge

On today's show, I take a deep dive into Facebook advertising with my guest, Cat Howell. She's an incredible Facebook marketer who shares valuable information we can apply to our current strategies. Spending too little is one of the biggest mistakes that she sees in her Facebook advertising agency because Facebook ads are not effective unless they are done right. In our conversation today, Cat will use her experience from working with clients like Coca Cola, Amitil, and Contiki to give you Facebook advertising best practices, tips, tricks, and secrets. Find Out More About Cat Here: Cat Howell @socialuplab on Facebook Cat Howell on YouTube @SocialUplab on Twitter Facebook Ad Hacks In This Episode: [00:59] - Cat discusses some of the biggest Facebook advertising mistakes that she sees prospects or clients making before they start working with her. She then discusses her suggested minimum run time and spend for an ad campaign. [03:38] - Cat offers another way to approach ad campaigns, pointing out that it's important to be willing to spend more on a new campaign. [05:03] - Stephan brings up a real example involving his book The Art of SEO. Cat then talks about the time period it takes to get ad spend down to a more reasonable price. [07:56] - For listeners who aren't familiar with Facebook's Audience Network, Cat explains what it is. She also discusses the problem with it, which involves accidental clicks. [10:51] - Typically, Cat would recommend that if you're launching a brand new campaign, you should leave the campaign on automatic placement (which is Facebook's default). [12:13] - Stephan returns to the hypothetical example of selling his book, asking Cat about what an effective funnel might look like. [14:57] - Cat illustrates her point through the example of selling clothing through an ecommerce store and upselling to your existing customers. [16:00] - What would be an example of a successful client of Cat's on Facebook? She discusses a recent case, talking about its ROI. She then offers advice about going for a specific audience. [21:06] - Cat gives an example of niching down to a very narrow target, as she has just recommended. [23:10] - The caveat, Cat points out, is that you actually need to have expertise in the subject you're going to teach people about. [23:58] - Is there any benefit to being Facebook verified? And does Cat help her clients get Facebook verified? [25:46] - Cat discusses some of the pricing models used in working with online marketing agencies. [29:10] - At Cat's agency, she uses a combination of all the models she has just discussed, she reveals, and explains that it depends on each client's needs. [29:56] - Stephan points out that some advertisement agencies are secretive about exactly what they're doing, meaning you'd have to start all over if you leave that agency. Cat then shares her perspective on this practice, discussing the pros and cons. [35:02] - Cat talks about a client who had been spending $20k a week on email marketing without knowing anything about exactly what was happening. [36:21] - We learn about Cat's views on the use of videos in advertising on Facebook. [39:11] - Cat discusses the difference between using Facebook Live videos as ads as opposed to pre-recorded videos. [40:43] - Stephan uses this podcast as a hypothetical to ask Cat how to incorporate Facebook Live into a marketing strategy for a podcaster or anyone in a similar situation. [42:56] - Cat responds to Stephan's question, offering her recommendations for strategies on how to advertise with video in his case. [45:14] - How can listeners find Cat to work with her? Links and Resources: Cat Howell @socialuplab on Facebook Cat Howell on YouTube @SocialUplab on Twitter Facebook Ad Hacks Eight Loop Social The Art of SEO by Stephan Spencer Audience Network Instagram Tony Robbins Gary Vaynerchuk Shopify Facebook Live Open Broadcaster Software (OBS) iTunes Stitcher Google Play

Adam Witty joins me today for an in-depth discussion of authority marketing and the role that writing and publishing a book can play. There's a difference between having authority and leveraging your authority. If you don't have authority, there's no point in trying to leverage it - you need to spend some time building it. We'll discuss the seven pillars of authority marketing, as well as how to do market research to ensure your book will meet the needs of your audience. Find Out More About Adam Here: Adam Witty on LinkedIn Adamwitty.com Advantage Media Group @adamwitty on Twitter awitty@advantageww.com In This Episode: [01:29] - Where does having your own book fit into the equation of authority marketing? Adam lays out the map for us, explaining what authority marketing is. [03:01] - Adam talks about the difference between having authority and leveraging your authority. [03:03] - We learn that there are seven pillars of authority marketing: content marketing, PR and media, speaking, branding and omnipresence, lead generation, referral marketing, and events. [06:59] - Adam discusses content marketing, explaining that educating your clientele builds deeper relationships than advertising to your clientele. He also talks about the importance of being a "safe bet" for media. [10:16] - Stephan brings up another way to be a safe bet for media appearances. [11:56] - If you've already built up some authority, what are some things you could do to leverage this authority that you already have? [14:14] - Authority marketing is a marathon, not a sprint, Adam explains. [15:46] - How can someone successfully turn a blog into a book? As he answers, Adam explains what purpose a book should serve for your target customer. [18:54] - We learn about some ways to test your market inexpensively before writing your book. One strategy involves creating several book covers. [21:01] - Stephan recommends a free tool: answerthepublic.com. [22:49] - What is the process for turning a great idea into something amazing? Adam points out that there isn't an exact formula to follow, but says he has some tips. [25:20] - Adam lists the tips he has just mentioned. [29:03] - A book can raise your credibility, and it can just as quickly destroy your credibility, Adam explains. He points out that your book has to look credible and professional, not self-published. [30:35] - Adam offers another tip about the power of a foreword and endorsements for your book. [32:34] - Adam discusses the strategy of paying to have a chapter in an anthology book with one major name on it. He recommends saving your money. [33:37] - Another of Adam's tip is that when it comes to books, bigger is not always better. He offers the recommendation to aim for 30,000 to 35,000 words for your first book, or 120 to 160 pages. [37:10] - We hear some details on how you can thicken up a book. [38:37] - What would Adam recommend for Stephan, considering his book is over a thousand pages long? [42:09] - Adam offers another piece of advice: "bait the hook to suit the fish, not the fisherman." [44:16] - Adam discusses the concept of selling something before you build it by talking about your forthcoming book. [47:39] - The book is the only form of media that has permanent shrines (meaning bookshelves and libraries) built for it, Adam points out. [49:21] - Adam shares a case study about a client who wrote a book on leadership development and the success he has achieved. [55:15] - How can listeners get in touch with Adam? As he answers, he offers listeners a free book, which you can get by visiting forbesbooks.com/marketing-speak. He also suggests taking their Authority Assessment. Links and Resources: Adam Witty on LinkedIn Adamwitty.com Advantage Media Group @adamwitty on Twitter awitty@advantageww.com Advantage Media Group Forbes Books The Search by John Battelle The Long Tail by Chris Anderson Answerthepublic.com Chicken Soup for the Soul by Jack Canfield, Mark Victor Hansen, and Barbara Bergman The ONE Thing by Jay Papasan and Gary Keller The Art of SEO by Stephan Spencer Nick Cownie on Marketing Speak A Climb to the Top by Chuck Garcia Free copy of Lead the Field by Adam Witty

To host this ultra-special 100th episode of Marketing Speak, I'm turning the reins over to none other than my amazing wife, Orion. She thinks I don't always give myself enough credit, so in her interview, she makes sure I have the chance to shine. We'll reflect on the last hundred episodes of Marketing Speak and talk all about various tips, tricks, and insights I've learned and discussed. We also touch on the past, present, and future of SEO, and whether it's true that SEO is dead. In This Episode: [02:04] - why he started the podcast and what the most important thing he's learned so far is. In his answer, he talks about the opportunity to have powerful hour-long conversations. [04:17] - Stephan talks about how he maintains such a high standard for the guests on his podcast, which he explains is largely because he hand-picks almost all of his guests. [07:16] - We hear about an incident in which his presentation was stolen and presented as someone else's. [10:22] - Stephan discusses how he now protects his intellectual property. He then explains more about the courses he offers. These are all available at stephanspencer.com. [13:08] - What's the difference between white hat and black hat SEO? What are the penalties for using black hat SEO? [15:28] - Stephan talks about how he has helped people who were affected by inadvertently using black hat SEO techniques. He then talks about what can happen if you get hit by penalties, and why you may need an SEO expert. [17:19] - Stephan lists some of his favorite episodes and guests previously on Marketing Speak: Bill Hunt and Rand Fishkin. [20:38] - What does Stephan think about the idea that SEO is dead? As he answers, he talks about how quickly technology is changing. [25:03] - Stephan discusses how he keeps up with the rapidly changing world of SEO. [26:55] - Stephan offers a couple of recommendations for testing for your advantages. [28:34] - Orion chimes in to talk about her own experiences with taking the DISC test. (FIND AND LINK THIS) She then emphasizes the importance of taking care of your body and lifestyle. [31:12] - Your best resource is your resourcefulness, Stephan points out, and elaborates on what Orion has been saying. [32:56] - Stephan thinks that paid advertising and SEO go together like peanut butter and jelly. He talks about some techniques for successfully combining the two strategies. [36:07] - Orion returns to the prior topic of how fast technology is changing. Stephan then offers his advice for what to focus on first. [38:32] - Stephan has a team that is empowered to champion his various projects, he explains. He then discusses how to work on the big picture instead of cluttering one's head with useless information. [41:12] - What are the social networks and marketing platforms that Stephan focuses on? [46:46] - Stephan offers three keys to conversion and selling more through your web site: the irresistible offer, social proof, and not violating the three-second rule. He walks us through each of these topics and explains how to succeed at them. [54:30] - What is the one next-step action that listeners should take right now? Stephan recommends his free five-day SEO maximizer challenge. Links and Resources: The Optimized GeekBrightonSEOIndia Affiliate SummitWeb 2.0 SummitSMX AdvancedStephenspencer.comThe difference between white hat and black hat SEOSearch Engine Marketing, Inc by Mike Moran and Bill HuntMozSES TorontoThe Art of SEO by Stephan SpencerBill Hunt on Marketing SpeakRand Fishkin on Marketing SpeakMoore's LawMetcalfe's LawStrengthsFinder 2.0The Fascinate TestSally Hogshead on Marketing SpeakDISC testTony RobbinsMichael Gerber on Stellar LifeThe E-MythAlison Armstrong on Stellar LifeDr. John Demartini on Stellar LifeThe SecretDave Asprey on Stellar LifeBulletproofHead Strong by Dave AspreyUdo Erasmus on the Optimized GeekDavid Allen on the Optimized GeekRedditPinterestFacebook LiveHuffington PostChet HolmesFive-day SEO maximizer challenge

Today, I'm joined by the remarkable Bill Hunt, the President of Back Azimuth Consulting and a true expert in SEO. He consults with high profile companies and has his own suite of tools. He also wrote the book on Search Engine Marketing. He shares advanced SEO strategies and best practices for site migration, increasing search yield, finding more of those "not provided" keywords, and advanced search operators. If this sounds like your cup of tea, you'll enjoy this episode as much as I did. Find Out More About Bill Here: Back-azimuth.com Hrefbuilder.com Whunt.com @billhunt on Twitter Bill Hunt on LinkedIn In This Episode: [01:07] - Stephan starts off by geeking out a bit on SEO, pointing out that there's too much emphasis on the fundamentals. [01:46] - In terms of data mining, how do you make data-driven decisions that are based on more than a hunch? In his answer, Bill talks about some of the things he does to offer value to people. [07:28] - Stephan goes back to recap a few of the things Bill has been saying to ensure they're clear for listeners. Bill then clarifies and elaborates on some of his earlier information. [10:04] - One of the amazing things that Google is willing to give users is impressions. Bill then describes how to do what he calls the "poor man's yield analysis." [12:45] - Bill discusses the importance of a statement answering the question "why us?" This should be shorter than an elevator speech. [15:39] - What are some of Bill's other favorite search tips and tricks to find out what's going on with your SEO? [17:47] - Stephan asks Bill a little bit of a trick question about how you tease out the HTTPS URLs. In his answer, Bill talks about canonicals. [21:48] - What do you do when your canonical is not getting obeyed? [23:32] - Stephan talks about what he finds when he audits clients' websites. He then uses the example of a specific client, and Bill offers his advice for the situation Stephan described. [26:14] - Stephan points out that XML sitemaps are supposed to only have canonical URLs in them. [30:56] - What should listeners pay attention to with regards to HTTP migrations? [34:12] - Bill discusses chains of redirects and what he would recommend that listeners do about them. [37:17] - We learn about the benefits of using a 410 instead of a 404, with Bill describing the intended uses of each. [41:36] - If you want to reduce the amount of wasted crawl equity or crawl budget, would Bill recommend disallows, noindexes, or 410s to carve pages out of the search results? He likes to do a plain noindex nofollow, he explains. [44:35] - Stephan describes a common approach that he thinks is a huge mistake, which is to disallow these pages. He and Bill then discuss this. [48:39] - Bill discusses whether link sculpting is still possible. [51:30] - We learn about the benefits of being able to have a cascading drop-down and the impact of hamburger menus. [55:04] - We move into the lightning round. What's Bill's take on iframes from an SEO standpoint? [55:27] - What's Bill's take on 302s versus 301s? [56:58] - Is there a tool to track how many clicks away your pages are from an outside link source? [57:53] - Are there any URL best practices that Bill thinks are no longer relevant or no longer true? [59:24] - Bill elaborates on what he meant by saying that there's no need to localize URLs. [60:58] - Does Bill have any favorite tools for log analysis and looking at what spiders (like Googlebot) are doing? [62:38] - Bill talks about where listeners can find him. Links and Resources: Back-azimuth.com Hrefbuilder.com Whunt.com @billhunt on Twitter Bill Hunt on LinkedIn Search Engine Marketing, Inc Data mining Marcus Tober "(not provided)" on Google Analytics Google Search Console Canonicals UTM codes XML sitemaps Redirect chains Tag pages Schema Breadcrumbs Link sculpting Hamburger menus HTML element Christoph Cemper on Marketing Speak LinkResearchTools 302s versus 301s Googlebot Sawmill Botify

On today's Marketing Speak, we are going to workshop PR strategies and processes with world recognized publicity expert Heidi Krupp-Lisiten. She is the Founder of Krupp Kommunications or K2 located in Manhattan. We'd all like to have more publicity and a bigger audience. Reaching this goal may seem difficult, but a huge part of it boils down to workshopping the answers to three relatively simple questions: who cares, so what, and finally, why me? If you aren't clear on how to answer these questions, or know why they're so significant, tune into this episode. Find Out More About Heidi Here: Krupp Communications Heidi Krupp on LinkedIn Krupp Communications on Instagram @KruppKomm on Twitter @Heidi_Krupp on Twitter In This Episode: [01:40] - Heidi talks about how to get coverage and appear in the media. She suggests starting by clarifying your story and message. [03:49] - We learn that Heidi considers herself a strategist, not a publicist. [05:56] - Heidi clarifies the three questions she has just mentioned: Who cares? So what? And why you? She then workshops this process with Stephan, offering an example of listeners for how they should go about addressing the questions. [11:09] - Heidi's advice to Stephan is to be more forthcoming about the great work that he has done, for example by providing data on his books and by being clear about the clients he has helped. [14:22] - Stephan recaps the lessons that Heidi has just covered to make them clear for listeners. [15:36] - We learn about Heidi's "know me, like me, trust me, buy me" philosophy, and how they tie into what she has been talking about. [17:57] - If your domain is available as a .com, that's the one you should get, Stephan points out. He explains why this is important. [19:55] - Heidi talks more about taglines, specifically using the example of David Bach, the author of Smart Women Finish Rich. [23:09] - Stephan recommends an earlier episode with Ephraim Olschewski about building relatedness and closing seven-figure deals. [24:42] - Did Heidi come up with the "debt diet" concept and pitch it? How did all that work? [29:05] - Stephan takes a moment to rave about Heidi's talent and skill in being a strategist based on the story she has just shared. [30:53] - Heidi has known Tony Robbins for over two decades, she reveals. She then talks about her experiences with him. [34:57] - Stephan talks about his personal transformation and the fact that he met his wife thanks to Tony Robbins. He also recommends his other podcast, The Optimized Geek. [35:33] - We hear about Heidi's determination to connect Oprah with Tony Robbins, and how fulfilled she felt when the two connected. She then talks about being conscious about choosing clients who are the right fit for her. [40:03] - Heidi discusses her role in the Chicken Soup for the Soul 20th Anniversary Edition, and the feeling of seeing her name on the cover of a book. [42:50] - What has that book done to change Heidi's business and career? [44:40] - Stephan draws out a lesson for listeners, which is that anything is possible. [46:07] - Heidi and Stephan go through another brainstorming exercise, which is figuring out what angle Heidi would pitch to get on Good Morning America for her role with the recent Chicken Soup book. [50:00] - Stephan brings us back to the angle of pitching Good Morning America. [52:00] - How can people get in touch with Heidi if they want to hire her? Links and Resources: Krupp Communications Heidi Krupp on LinkedIn Krupp Communications on Instagram @KruppKomm on Twitter @Heidi_Krupp on Twitter Weight Watchers Tony Robbins Brendon Burchard The Art of SEO by Stephan Spencer BuyDomains.com HugeDomains.com David Bach Smart Women Finish Rich Neil Strauss Ephraim Olschewski on the Optimized Geek Pay It Down! by Jean Chatzky The South Beach Diet by Arthur Agatston Unlimited Power: A Black Choice by Tony Robbins and Joseph McClendon The Optimized Geek About Optimized Geek Chicken Soup for the Soul 20th Anniversary Edition Loren Slocum on Marketing Speak

Ann Handley, an amazing writer and marketer, joins me today. She knows exactly what it takes to attract, engage, and keep an audience in today's market. Quality content is more important than ever in the world of marketing. You shouldn't just be focused on churning out content in an attempt to reach more customers. That's a surefire way for your content to get lost in the ever-widening sea of information. Instead, you need to specifically identify your audience and create content that addresses their needs. Ann talks to me about all that and more, so listen in and start making great content today! Find Out More About Ann Here: Ann Handley @MarketingProfs on Twitter @annhandley on Twitter MarketingProfs Ann Handley on LinkedIn Ann Handley on Facebook In This Episode: [01:23] - Ann and Stephan start off the conversation by talking about their recent random run-in with each other. [03:48] - What are some of Ann's favorite nuggets of wisdom and insight from her book Everybody Writes? [08:04] - Ann shares some of the basic rules of creating content that matters. She discusses viewing communication with your audience as a privilege, and thinking of things from an audience-centric point of view. [09:23] - When Ann thinks about who she's creating a piece of content for, she thinks about one person who she wants to help. She then explains that she spends a lot of time on Twitter getting to know her audience. [11:51] - Ann talks about how deep her profile of her audience persona goes. [14:21] - We hear Ann's thoughts on tools that are important for writers, including The Elements of Style. [18:05] - Does Ann recommend that companies or marketing departments come up with style guides to make sure everybody is on the same page? [21:16] - Stephan brings up some wisdom from a previous episode of Marketing Speak. [23:20] - Ann talks about how she handles situations with ghostwriters, in terms of how she gets the best outcome for the company. She emphasizes the importance of having an editor, not just a writer. [27:04] - Every company with writers should have an editor, Ann explains. She then discusses how to figure out whether content is high-quality. [28:56] - Ann shares her thoughts on using video rather than writing as the best way to reach your audience. [31:17] - What does Ann think about repurposing content? [33:10] - Ann talks about her recommendations for what people should do in terms of creating video-based content. [35:22] - Stephan's membership site is running Memberium, and he's moving to using LearnDash, he explains. [36:44] - We hear Ann's thoughts on the ways to use a video transcript. She prefers reading a transcript to watching the video, she explains. [39:29] - Ann points out that quite a few people start their content by dictating, rather than writing, the content. [42:58] - Where would Ann recommend people go to find ghostwriters? [45:45] - Ann thinks there's an enormous upside to training yourself to think about things from an audience-centric point of view. [46:57] - What would Ann say to someone who is using writers as cogs in a wheel and just churning out content? [48:31] - Stephan talks about the importance of intentionality and approaching everything from this perspective. [52:08] - Ann digs deeper into places to find writers and freelancers. [54:10] - Ann shares her thoughts on focus groups. [55:04] - We learn what Ann means when she talks about telling bolder stories. She gives an example of a company that does an excellent job of telling bold stories. Stephan then shares an example of his own. [58:42] - Being bold doesn't mean you have to be crazy or wacky, Ann clarifies. Instead, it's about fully expressing your brand. [61:51] - Ann offers a book recommendation: Between You & Me by Mary Norris. Links and Resources: Ann Handley @MarketingProfs on Twitter @annhandley on Twitter MarketingProfs Ann Handley on LinkedIn Ann Handley on Facebook Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content by Ann Handley Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business by Ann Handley and C. C. Chapman World Domination Summit The Elements of Style by William Strunk Jr. and E. B. White Hemingway App Grammarly Searchmetrics Content Experience Uberflip Style Guide MailChimp Style Guide Ephraim Olschewski on Marketing Speak Blue Bottle Coffee From Plant to Cup: Brew an Amazing Cup of Coffee on Skillshare (by Blue Bottle Coffee) Skillshare LearnDash Wistia Vimeo Thinkific Rev.com SpeakWrite Speechpad The One Minute Millionaire by Mark Victor Hansen and Robert Allen Cash in a Flash by Mark Victor Hansen and Robert Allen WriterAccess ClearVoice Textbroker Amazon Mechanical Turk Ephraim Olschewski on the Optimized Geek Meetup ProBlogger Craigslist Don't Make Me Think by Steve Krug Freaker USA Zappos Greatist Bird by Bird by Anne Lamott Between You & Me by Mary Norris Nick Westergaard Chris Rugh on the Optimized Geek

Today I'm talking with Dustin Mathews. Dustin is the co-founder of Speaking Empire and the co-author (along with the incredible Dan Kennedy) of No B.S. Guide to Powerful Presentations. He's here to explain the best techniques for selling, reaching out to new customers, and making the most of your in-person presentations. Whether you conduct sales in person, from presentations on stage or virtually through webinars, Dustin's advice will offer incredible value. Find Out More About Dustin Here: Dustin Mathews @dustinmathews on Twitter Dustin Mathews on LinkedIn In This Episode: [01:24] - What's the secret sauce for creating a presentation that sells products and services, and has people running to the back of the room with their credit cards to buy what you're selling? [03:38] - Dustin talks about what makes an offer irresistible instead of just mildly compelling. He explains that he has a nine-point system, and mentions what the first of these points is. [07:00] - Dustin discusses the hot-button close. He offers some examples of hot buttons that various audience members might have. [10:37] - We hear more about Dustin's perspective on customer appreciation events and strategies. He then explains that he likes to position events as bonuses. He also likes to include a physical component in bonuses. [13:21] - Stephan points out that having a physical component reduces the return rate. Dustin then expands on that concept. He and Stephan then discuss people wanting refunds past the money-back guarantee time. [16:22] - We hear why Stephan plans to start taking Dustin's advice to minimize people asking for refunds. [18:15] - Dustin piggybacks off of what Stephan has been saying, pointing out that you don't personally need to reach out to customers yourself. Instead, you can outsource this task. [19:40] - Is it better to use limiters based on time or quantity? Dustin prefers to use both whenever possible. [24:30] - Stephan relates what he learned about pickup to the ideas that Dustin has been offering. Dustin then talks about a study involving copy machines that reveals the importance of giving a reason. [28:30] - What is "the benefit of the benefit," and what does it really mean? Dustin answers, then talks about how he incorporates this into his presentations. [32:59] - Dustin walks us through the typical structure of one of his presentations. [35:08] - Dustin begins explaining the five components of a presentation that he mentioned a moment earlier. These are: 1. the intro, 2. the story, 3. the offer, 4. the body, and 5. the close. [37:28] - What are some best practices for doing a really effective close? Dustin reveals that a successful close depends on doing things right throughout your presentation. [40:29] - Stephan points out that Dustin's advice is basically a yes ladder. Dustin then relates this back to the dating world, in which you don't immediately get married. [41:49] - The more time you have with a prospect, the better, Dustin explains. [43:54] - What do you do if you're giving a presentation where you aren't allowed to sell from stage, and no pitching is allowed? [47:04] - Dustin offers two more ways to get around a no-pitching or no-sales rule in a presentation. [49:51] - Everybody has a mobile phone, Dustin points out, so getting them to text may be easier. He then explains his techniques [52:28] - Stephan provides a couple tools for listeners, explaining that he uses Leadpages and the Leaddigits tool. [54:11] - How do you get people to storm the stage (or, in Dustin's case, the back of the room)? Links and Resources: Dustin Mathews @dustinmathews on Twitter Dustin Mathews on LinkedIn Speaking Empire No B.S. Guide to Powerful Presentations Dan Kennedy on Marketing Speak Neil Strauss Simon Sinek Mike Mandel on the Optimized Geek NLP The presumptive close Yes ladder ManyChat Infusionsoft Leadpages Leaddigits TPNI Engage Fix Your Funnel Internet Retailer Affiliate Summit