Marketing Speak

We're joined today by Nick Cownie. Nick is an award-winning entrepreneur who specializes in rapid mindset change. He says that there’s one simple trick that builds rapport over the phone faster than any other: using the name of the person you’re talking to frequently through the conversation. Nick shares mindset techniques for overcoming the fear of rejection and turning cold calls into cash. Nick and I met in the Secret Society mastermind group, and I was so impressed with him that I invited him to share his advice for marketing success. Find Out More About Nick Here: nickcownie.comNick Cownie on LinkedIn@NickCownie on TwitterNick Cownie on FacebookSuccess Dynamics Institute In This Episode: [01:58] - One thing that stymies a lot of marketers and salespeople is the cold-calling process, thanks to its potential for rejection. Nick offers his tips for turning cold calls into cash. [05:41] - Nick explains that he doesn’t leave anything to chance. [07:50] - Is there a book about NLP that Nick recommends listeners pick up and read ? He answers, then shares some of the reasons why he wrote his book, 7 Minute Mindset. [10:43] - Nick talks about his impressive conversion rate of 95%. [12:00] - Nick recommends another book, Maximum Influence, then moves onto his advice and insight for an initial cold call. [15:30] - The first call Nick makes is the “activate call,” the second is the “insights call,” and the third is the “solutions call.” He clarifies what each of these calls should achieve. [18:01] - Nick suggests ways to be persuasive with gatekeepers even if you aren’t currently writing a book. Stephan then offers a suggestion of his own. [20:56] - We learn more about what Nick does and says once he gets past the gatekeeper and is talking to the person he actually wanted to talk to. [25:20] - Stephan explains that he has to buy his traditionally published book from the publisher, so he doesn’t send lots of copies of it to people. [25:58] - Nick talks more about his “opening paragraph” and the initial three questions he asks when he talks to new people. [30:43] - Stephan relates what Nick has been saying to techniques he has learned for LinkedIn. [32:05] - We hear how Nick came up with his third question. He then reveals how successful the technique has been for him. [35:33] - Stephan jumps in to share something critical: if you just show up unprepared, the other person is always going to have the upper hand. So, everywhere you go, you should have a powerful intention. [38:13] - Nick relates this concept of intention back to what he has been talking about. He then explains the next steps of his process. [43:13] - How does a ‘thank-you’ pack move people toward the goal of signing them as a client? Nick answers, then digs more into the pack itself, including an explanation of why he’s vague about what goes in it. [47:53] - Nick suggests using an Excel spreadsheet to track what you’ve sent to people. He then discusses following up. [49:24] - Nick shares more information about how he follows up, and why he makes the follow-up calls himself. [52:08] - Stephan explains what ringless voicemail is. [53:22] - We move on to learning about the insights call, with Nick explaining the two things he tries to find out and accomplish in this call. [56:41] - Nick goes into more depth about this call and trying to learn what people have done already (and why). [59:22] - We move onto the solutions call, which Nick says is similar to the insights call but involves digging much deeper. He also offers a way to get people to assume that you have the solution to their problems. [66:11] - Nick lists the three big things you need to explain to someone if you’re selling some kind of coaching, and gives insight into how to approach these things to potential clients. [71:32] - How could someone contact Nick, and is he available to take on new clients? In his answer, he offers a free script to listeners! To get yours, go to this link: leapmembers.com/lp/stephan Links and Resources: nickcownie.comNick Cownie on LinkedIn@NickCownie on TwitterNick Cownie on FacebookSuccess Dynamics InstituteNeil StraussNLP How to Win Friends and Influence People7 Minute MindsetProvocative HypnosisInfluence Pre-Suasion Neuromarketing Brainfluence Roger Dooley on Marketing SpeakMaximum InfluenceHuffington PostLifehackYourTangoMagestic.comKent LittlejohnHouse of CardsThe Good WifeThe Good FightStratics NetworksslybroadcastTony RobbinsTaki Moore

Today's Guest is Joel Comm, an internet pioneer who has been around since the early days of the world wide web. In addition to his work online, Joel is the New York Times bestselling author of over a dozen books, and has recently released a new one: Self-Employed: 50 Signs That You Might Be An Entrepreneur. We discuss the key strategies of marketing, including going viral, storytelling, and the art of providing valuable swag. Find Out More About Joel Here: joelcomm.comJoel Comm on LinkedInJoel Comm on FacebookJoel Comm on YouTubeJoel Comm on Instagram@joelcomm on Twitter In This Episode: [01:16] - Joel talks about his new book, which he explains is interesting because you don’t have to be an entrepreneur to read it. He then discusses his other books (of which he has 15 total). [03:22] - We learn about Twitter, such as how to get verified and how to get a lot more followers. [05:29] - How many Tweets a day is a good number, and how many is too much? [06:24] - Joel shares his views on whether Twitter is a dying platform and his somewhat surprising perspective on where it’s going in the future. [08:31] - We move onto another social platform: Facebook. What does Joel think is the secret sauce to going viral on Facebook? As he answers, he reveals the importance of two things: being compelling and being authentic. [12:17] - Stephan draws out a thread of what Joel has been saying, which is that vulnerability is important. He then reveals that he has done this himself by sharing his story of being a foster child when he was younger. [14:21] - For Joel and his business, what was the impact of being vulnerable in his TEDx talk? [15:48] - Joel talks about his iFart app, explaining the reasoning and process for creating it, and its success (which was so great that it’s still available today). [18:42] - What are Joel’s tips for getting TV appearances? As he answers, he explains the importance of writing books, because the printed word elevates you to a higher position in the minds of others. [20:15] - Joel discusses which of his books created the biggest impact for him in terms of business. [22:36] - Does Joel recommend getting a co-author, or is the positioning better if you write a book yourself? [24:19] - Joel offers a quick overview of what AdSense is for those who aren’t familiar with it. [26:30] - Joel lists some of the things that you need to do to be successful on Adsense. Content is still king, he explains, so you need to create good original content (and do so regularly). [27:14] - Stephan shares his own experiences with Adsense, and reveals that his daughter was successful with it when she was just a young teenager. [29:05] - Does Joel have any case study examples of anyone who was amazingly successful because of Adsense? [30:08] - In response to being asked about some of his favorite tools for researching keywords, Joel explains that he doesn’t use Adsense much anymore. Stephan then lists some of his own favorite tools. [31:48] - Joel talks about his Kaching button, which he reveals has been successful because it meets the criteria for good swag. [37:20] - Stephan talks about Joel’s description of swag that works versus swag that doesn’t. He then talks about the difference between books and swag. He and Joel then discuss standing out while adding value. [40:09] - People come up with some really interesting things to hand out, Joel says. Stephan then reveals an out-of-the-box marketing campaign he used successfully. [41:46] - What are some of the key things people need to do to turn their expertise into cash? Joel discusses using an “ethical bribe” to get people to exchange something of value to him (their name and email address) for something of value to them (a 19-page PDF he created). [44:29] - Now that you’ve driven people to your offer and have an email list, what would be the process for the next step of a product launch? [47:11] - Joel offers some secrets to success if you were about to launch a hypothetical $97 ebook. Part of his answer revolves around live video, which he explains is very powerful. [50:25] - What does Joel recommend as a platform for live video? [51:53] - Joel talks about a third-party tool for live video. He then recommends that people brand themselves appropriately if they’re going to do live video. [54:14] - Joel offers listeners a discount code to get a .live domain. To get it, go to joel20.live! [54:49] - Who are some recognizable names who have .live domains? [55:26] - Does Joel have a final, life-changing tip or nugget of wisdom for listeners? He reveals that there is a philosophy in business right now of hustle and grind, and he’s strongly opposed to it. He then reveals a better solution and explains what leads to deeper happiness. [58:25] - Joel explains how to get in touch with him if you want to work with him. Links and Resources: joelcomm.comJoel Comm on LinkedInJoel Comm on FacebookJoel Comm on YouTubeJoel Comm on Instagram@joelcomm on TwitterJohn Rampton on Marketing SpeakJoel Comm’s TEDx TalkTwitter PowerThe AdSense CodeSelf-Employed KaChing Kaching buttonBufferiFartClint Arthur on Marketing SpeakThe Art of SEOGoogle Power SearchSo What Do YOU Do?AdSenseAdWordswriters.netinnsite.comneopetsfanatic.comChloe Spencer on Marketing SpeakGoogle Keyword Planner Google Trends Soovle Keyword Explorer from MozStan PhelpsMarTechSqueeze pageLVplaybook.comAWeberMailChimpConstant ContactGetResponseFrank KernJeff Walker’s Product Launch FormulaLaughing Chewbacca Mask LadyFacebook LivePeriscopeYouTube LiveUstreamlive.ly musical.lybelive.tvjoel.livejoel20.liveAdam LevineGary VaynerchukLive Video RevolutionFun with Joel Comm Podcast                

Today’s guest, Kim Garst, is one of the world’s most retweeted people among digital marketers, and her site, kimgarst.com, is one of the top social media resources. She’s also a renowned marketing strategist and the bestselling author of Will the Real You Please Stand Up: Show Up, Be Authentic, and Prosper in Social Media. In our chat, Kim discusses the path she took to become the powerful influencer she is today. Find Out More About Kim Here: kimgarst.comKim Garst on LinkedInKim Garst on Facebook@kimgarst on TwitterKim Garst on Instagramboomsocial.net   In This Episode:   [01:23] - Kim talks about her experience with War Room, which is where she and Stephan met. She then talks about the automation she has been employing to help her business scale. [02:47] - Kim discusses the path she took to become the powerful influencer she is today. [05:58] - Is Kim now teaching others to do the things that she had to figure out on her own? [07:05] - What are some of the secrets that Kim teaches in her trainings on social media marketing? [09:02] - Kim offers some techniques for getting free traffic and visibility on Facebook. She agrees that free reach is somewhat curtailed from what it used to be, but makes clear that it isn’t impossible. She emphasizes the importance of video in leveraging Facebook for free. [14:17] - We hear Kim’s thoughts on repurposing content from Facebook for Twitter (as opposed to creating brand new content). [16:40] - Kim has experienced in her own testing that inspirational content is the most shared kind of content in the social space, and other research backs that up. [17:42] - Kim isn’t a big fan of connecting your Twitter and Facebook accounts, she explains, because it’s very clear that that’s what you did. [21:25] - What are Kim’s strategies for repurposing content across social media outlets? For example, does she change the titles and descriptions? [24:07] - Stephan shares his thoughts on what Kim has been saying. She then offers recommendations for anyone who has podcasts or audio content. [26:02] - What Kim tends to do on Twitter is to put all of her evergreen content into a queue that gets automatically posted. [28:31] - Kim talks about management tools, explaining why she opts for Agorapulse instead of Hootsuite. [32:37] - We hear Kim’s thoughts on the strategy of following people, or unfollowing people who don’t follow her back. She also talks about using automated DMs on Twitter. [35:33] - How does Kim split her time across all these social platforms, and how much time a week does she spend on them? She then compares that to spending time on email. [38:27] - Kim uses ManageFlitter for her following strategy as well as her unfollowing strategy. [38:57] - Other tools Kim likes include SaneBox, Adobe Spark, Ripl, Canva, and Wave. [42:13] - Webinars aren’t dead, Kim explains, and she tries to do at least one a month. [44:32] - Kim offers some closing words of wisdom, explaining that social media is a way to build a true community. [46:21] - Where can listeners who are interested in working with Kim find her or get in touch with her?   Links and Resources: kimgarst.comKim Garst on LinkedInKim Garst on Facebook@kimgarst on TwitterKim Garst on Instagramboomsocial.netWill the Real You Please Stand Up: Show Up, Be Authentic, and Prosper in Social MediaWar Roomdigitalmarketer.comFacebook LiveJohn Lee Dumas on Marketing SpeakGuy KawasakiSocialOomphMeet EdgarHootsuiteAgorapulseManageFlitterFollowerwonkSocialRankSaneBoxAdobe SparkRiplCanvaEasy Webinar

Today’s guest, Allen Qu, is the CEO of Netconcepts China, and a professor of online marketing at Beihang University. Where the United States have Google and Facebook, China has Baidu and WeChat. In our conversation, he shares the ins and outs of how to get the most out of marketing using Baidu and China’s biggest social platform WeChat. If search rankings in China matter to you, you will want to listen. Find Out More About Allen Here: Allen Qu on LinkedInAllen Qu on TwitterNetconcepts Chinaallen@netconcepts.cn In This Episode: [01:24] - Allen talks about what people need to know about optimizing for Baidu. [04:35] - Allen explains that Baidu has generally followed in Google’s footsteps, even in terms of naming their algorithm updates. [05:49] - Why is Baidu so important for the Asian market? In his answer, Allen explains that Baidu is mostly for China, where Google doesn’t work at all. He then lists the other major search engines in China. [07:12] - We learn about optimizing SEO for Baidu versus Sogou. [08:51] - Allen talks about the locations of his offices and the number of staff. He then digs more deeply into the agency, discussing whether he helps clients in other parts of Asia and talks about the kinds of services they offer. [12:37] - Allen discusses the agency’s content writing, then he and Stephan talk about Baidu once more following in Google’s footsteps in that it prefers original content. [14:11] - Is there a big problem with scraper sites in China? [14:27] - Stephan dives into the topic of duplicate content, bringing up the possibility of technical issues creating duplicate content on a site. Allen talks about how Baidu addresses this. [15:51] - Allen talks about the Baidu Webmaster Center, describing what it offers and explaining that he recommends using it. [17:05] - Link building is getting less and less important on Baidu, Allen explains. [19:05] - On Baidu, do you get penalized for low-quality links, or do they just not help? Allen answers, then he talks about the role of high-quality links in ranking on Baidu. [20:34] - Allen reveals that Baidu has vertical search engines like Google does (meaning Google Images, Google Shopping, etc.). [21:31] - Baidu manually publishes lists of good and low-quality sites, Allen explains. [22:12] - Is there a spokesperson at Baidu for webmasters? [23:18] - Allen talks about some of the conferences for online marketing in China. [24:55] - Allen mentions a few of his agency’s most impressive SEO clients. [26:20] - We shift from SEO to social, with Stephan and Allen discussing WeChat, the primary social channel for people in China. Allen goes into depth in describing the various aspects of WeChat, which covers an amazing amount of uses. [30:30] - Allen talks about the sorts of campaigns he would do for clients on WeChat. [32:36] - We learn more about the HTML5 games that Allen has mentioned using in campaigns on WeChat. Stephan points out that these sound similar to some tests on Facebook. [34:50] - What does going viral look like in terms of WeChat? In his answer, Allen mentions that around 700 million people use WeChat, and 80% of those use it daily. [36:06] - Allen talks about the most successful campaign (measured in terms of the number of forwards) he’s done for a client. [36:57] - We move from WeChat to Baidu paid search. Stephan asks Allen whether Google’s structure for paid ads is replicated on Baidu, and what some strategies are for optimizing Baidu advertising. [39:32] - Baidu’s equivalent to Google AdWords is called the Phoenix Nest. [40:14] - Allen discusses strategies and tactics for paid advertising campaigns on Baidu. [41:34] - Stephan and Allen begin discussing ad spend, in terms of how much Allen’s agency manages and how much the agency charges by percentage (which tends to be lower than in the US). [43:09] - If Allen takes over a new account that has been spending a lot on Baidu already, is he able to save them money by optimizing their campaigns? He answers, then mentions what he might adjust when taking over a new account. [44:50] - Stephan brings up the concept of dayparting, which he explains to listeners who may not be familiar with the term. [45:21] - We go back to Baidu from an SEO perspective, with Allen bringing up mobile optimization as an SEO strategy. He then addresses whether he thinks Baidu will keep treating this differently from Google. [48:14] - Stephan steps into clarify: Allen is saying that one of the most important things from an optimization standpoint on Baidu is creating a mobile-optimized website. [48:57] - Are there any other optimization tactics that Allen wants to mention? [49:22] - Stephan and Allen discuss how Baidu finds and ranks content. [50:19] - Stephan brings up the topic of reputation problems, discussing some ways of dealing with these issues on Google. Allen then talks about how ORM (online reputation management) works on Baidu. [52:28] - Allen talks about the typical cost and length of time involved in ORM. He then shares the cost range of working with his agency for other services. [54:10] - How can listeners get in touch with Allen? On LinkedIn, by email, or on WeChat: @allenqu. Links and Resources: Allen Qu on LinkedInAllen Qu on Twitterwww.netconcepts.cnallen@netconcepts.cnBeihang UniversityBaiduGoogle AMPGoogle Knowledge GraphPenguin Panda BingSogouTencentWeChatYahoo!Google Search ConsoleBaidu Webmaster ToolsAlibabaGoogle ImagesGoogle Shopping Matt Cutts Search Marketing Expo (SMX)Pubcon Louis VuittonAirbnbNew OrientalLGHuaweiiMessageWeChat MomentsWeChat PayAdSenseBaidu Phoenix NestDaypartingTitle tagsKeyword prominenceH1 tagsORM (online reputation management)Kenton Hutcherson on Marketing Speak            

My guest today, Cindy Krum, is the CEO and founder of the mobile marketing consultancy MobileMoxie. It’s more and more important every day to have a strong mobile presence, and while building native apps for Android and iOS may sound like the standard choice, it’s not necessarily the way to go. If it comes as a surprise to you that there are other options, or you knew that there are but want to learn more about them from a true expert, this is the perfect episode for you. Find Out More About Cindy Here: Cindy Krum on LinkedInCindy Krum on Facebook@Suzzicks on TwitterMobileMoxie In This Episode: [00:49] - Cindy talks about the main things that you need to be cognizant of in mobile marketing. [01:41] - What does mobile-first indexing for Google mean for marketers? [02:48] - Cindy explains what responsive design is, and explains both its upsides and a downside involving bounce rate. She and Stephan then discuss this. [05:19] - While Google is okay with other options, responsive design is their favorite. [06:19] - Cindy has written a couple articles on her predictions on what mobile-first indexing will mean for the SEO community. She then backs up and explains that right now, there isn’t a great term for all the stuff that’s getting internet enabled, and that many things are getting lumped in the “mobile” category. This is why she thinks that “mobile-first” is a misnomer. [09:32] - Stephan points out that listeners should note that search engines can follow a train of thought. [10:17] - Cindy thinks Google is having a brand identity issue. [11:56] - Cindy explains what the relevance of everything she’s been saying to a mobile marketer is. She then explains that AMP is an interesting side note, but she’s talking more about Firebase. [14:02] - Stephan pulls us back a bit, offering some insight and explanations about Schema, JSON-LD, metadata, microdata, and more. [16:39] - Cindy never expected Stephan to be her “nerd interpreter,” she jokes. He mentions his other podcast, the Optimized Geek. [18:05] - What is AMP, and why do we need to take action on that immediately? [20:01] - Stephan chimes in, explaining other aspects of AMP and responsive design. Cindy continues by talking about another restriction, which is that you’re strongly encouraged to host all of your external content in Google’s cloud hosting. She then emphasizes the importance of engagement. [23:37] - Stephan explains that AMP pages are hosted on Google and also link to Google. Cindy elaborates on this. [25:53] - We go back a bit, with Stephan discussing some actions to take now that we’ve discussed AMP in depth. [26:36] - Cindy talks about moving to responsive design. [28:22] - Stephan talks about the difference between dynamic serving and responsive design. Cindy then explains that dynamic serving is tougher to test and tougher for Google to crawl. [31:54] - Stephan brings up app indexing, which he and Cindy discuss using the example of Yelp. [34:14] - We circle back to a particular point about dynamic serving: having the vary header set in your HTTP headers. [35:48] - Cindy explains what JSON-LD is, and what marketers should know about it from a mobile marketing standpoint. [38:17] - We learn what an API is. [39:06] - Cindy differentiates regular mobile apps from progressive web apps. [41:50] - Stephan offers an old-school equivalent to what Cindy has been saying about progressive web apps. [42:52] - One of the things that slows things down the most when on web pages on the phone, every page has to reload even though much of the content is the same. This is different with PWAs, Cindy explains. [43:53] - What is Firebase in relation to PWAs? Through her answers, Cindy makes clear that she thinks having a PWA is a better choice than making native apps. [46:34] - There are ways to use AMP HTML in your PWA to make it very fast. She and Stephan then discuss the fact that a handful of apps are throwing off stats for apps in general. [48:48] - We learn more about what’s important in terms of ranking in the app stores. [50:29] - Stephan launches into a lightning round of quick questions. Should people check to see what their mobile page speed is? [53:14] - What is deep linking? [55:31] - Listeners can email Cindy at Cindy@mobilemoxie.com. Links and Resources: Cindy Krum on LinkedInCindy Krum on Facebook@Suzzicks on TwitterMobileMoxieMobile Marketing: Finding Your Customers No Matter Where They AreMobile-first indexingPubconResponsive designBounce rateDwell timeDigital assistant searchesInternet of ThingsMobile-first Amazon EchoSiri Cortana Google NowGoogle Now on TapGoogle HomeGoogle AssistantSundar PichaiJSON-LDHTML head tagPWA (progressive web app)SchemaMetadataMicrodataTim Berners-Lee Dynamic servingThe Optimized GeekGoogle Cloud hostingAPIAMP (accelerated mobile page)Android Instant AppsFirebaseCascading style sheetsApp indexingApp indexing APIYelp!Hotel TonightVary headerHTTP headerProgressive web appsApp shellService workerInline JavascriptGoogle AnalyticsWazeSkypePage Speed InsightsGTmetrixPingdomMobile-Friendly TestWebPageTestTest My SiteMobileMoxie Search SimulatorMobileMoxie Device EmulatorDeep linking

Today I’m delighted to bring you Marty Weintraub, the author of Killer Facebook Ads, The Complete Social Media Community Manager’s Guide and a guru at all things related to online marketing. In our conversation today, we take a deep, high-level dive into the world of marketing. If you’ve already got a solid grip on the basics and are hungry to expand your knowledge, this is the episode for you. We go into depth about topics such as segmentation, retargeting, and the importance of being platform-agnostic. Marty explores the cookie pool concept, discusses the difficulties with keywords on Google, and shares much more insight and wisdom. Find Out More About Marty Here: Aimclearmarty@aimclear.comMarty’s eventsMarty Weintraub on LinkedIn In This Episode: [01:40] - What are some outside-the-box strategies for Facebook advertising that really deliver results? [02:06] - Stephan and Marty talk about segmentation and retargeting. Marty discusses several classes of retargeting that people generally use. He offers other ways to think about those “buckets” that you categorize people into. [06:06] - Marty lists some questions to ask in a marketing system if you have an expensive keyword. He then ties this into the importance of segmenting the audience. [08:03] - Marty defines the term “cookie pool” for listeners who may not be familiar with what it means. [10:49] - We hear another example of retargeting for an expensive keyword. [12:27] - Stephan offers a similar analogy that involves collecting email addresses from different channels and keeping them separated. Marty then elaborates on what Stephan has been saying. [16:29] - Another way to describe what Marty has been explaining is that you should be platform-agnostic. Marty agrees with this, then gives a suggestion for most marketers. [17:51] - Marty talks about another way to verticalize ads: by theory. Stephan then rephrases what Marty has been saying, and Marty corrects and clarifies one point about the client creating an approved list of terms. [21:31] - The differences between SEO, PR, modular creative, influencer, and distribution are all narrowing and the fields are merging. [22:01] - We return to the topic of being platform-agnostic, or seeing what you can learn from one platform and then apply to another. Stephan asks Marty about a nugget he has previously shared about using your Google-negative keywords on Facebook. [24:51] - Marty offers a strategy for how to determine which audiences don’t perform well, and stop marketing to them. [28:35] - Marty explains why the “cookie pool” concept is so important. He encourages all marketers to make custom audiences of segmented site touches with the same savvy that they apply to cross-channel and filtered retargeting. [30:32] - Stephan offers another analogy about people using Google AdWords Keyword Planner. He then offers a workaround for people who don’t have access to a paid AdWords account. [32:02] - Google has been trying to turn off keywords for years, Marty reveals. He suggests SpyFu and SEMrush as alternatives, then offers metaphors about boating and fishing. [35:33] - How big is the investment in terms of identifying audience segments and percentages, and different attributes, using search audiences and profiling, and then providing these reports to clients? After answering, Marty provides his email address (marty@aimclear.com) and invites listeners to email him. [37:56] - Stephan brings up the topic of Facebook retargeting based on Facebook video views. [40:38] - Marty explains what DSA (“dynamic search ads”) and RLSA (“remarketing lists for search ads”) mean. [43:35] - Remarketing lists for search ads were revolutionary, Marty explains, because it was the first technology that pushed people to filter differently. [45:58] - Marty talks about the possibility of using Google ads based on your YouTube retargeting list. [50:18] - Marty discusses the importance of having “street cred” on a social media profile as one of the factors to consider in deciding where to put a video. [54:02] - Stephan brings up one more topic from Marty’s keynote: lookalikes of “thank you” page visitors. [56:50] - Stephan recaps some of Marty’s points. Marty then talks more about analysis of who came to your page using Facebook segments. [58:48] - Marty offers various ways to get in touch with him or find him. Links and Resources: Aimclearmarty@aimclear.comMarty’s eventsMarty Weintraub on LinkedInKiller Facebook AdsThe Complete Social Media Community Manager’s Guide2016 US Search AwardsSeth GodinPurple CowCookie poolGoogle AdWords Keyword PlannerSpyFuSEMrushHitwiseThird-party dataRLSA DSA Larry KimWordStreamTodd Friesen

Nick Kusmich is an absolute genius at Facebook advertising. He knows the ins and outs of Facebook ads and campaigns, and puts this knowledge to work to get his clients the best possible results. In this conversation, Nick talks about his new book, Give. He shares several formulas and frameworks that he uses successfully, including the four Ms (message, market, magnet, and mechanism) and SAGE (short, actionable, goal-oriented, and easy). In short, he shares a splash of that secret sauce that he uses to achieve success for himself and his clients. Find Out More About Nick Here: nicholaskusmich.com@nicholaskusmich on FacebookNicholas Kusmich on LinkedIn@nicholaskusmich on Twitter@nicholaskusmich on Instagram In This Episode: [02:04] - Nick has been doing Facebook advertising for as long as he can remember. He explains that he was in the right place at the right time, and talks about what was going on in his life at the time. [05:14] - We learn whether Nick gives his clients inside views of what he’s doing, or whether it’s more behind the curtain. The answer has shifted over time, he reveals. [07:10] - Nick talks about a video that he helped make viral. He then discusses making things go viral in general, and explains what he thinks the components of successfully viral marketing are. [10:45] - What’s the difference between a Facebook ad and a campaign? [13:36] - Nick discusses whether he thinks what he’s doing is enough to go viral, or whether he would need llamas in a pool. He explains the things that people can get from the offers he’s providing with his book Give. [17:15] - We learn what 90 percent below the surface in Facebook campaigns consists of, and what Nick’s four-M formula is. The four Ms are message, market, magnet, and mechanism. [18:46] - The first of the four Ms is “message.” What you say is not as important as how you say it, Nick says, and explains what he means. [20:12] - We move onto the second of the four Ms: market. Nick emphasizes the importance of understanding the difference between mass marketing and micro-marketing. [21:14] - The third of the four Ms is magnet, which Nick discusses here. This is what you can give that provides value to your marketplace. [21:48] - The mechanism, which is the last of the Ms, is the process you put in place to turn a lead into a prospect and a prospect into a client or customer. [23:10] - Does Nick have other frameworks or models that may be valuable to listeners? In response, Nick talks about his SAGE framework, which stands for short, actionable, goal-oriented, and easy. [28:25] - Stephan expands on what Nick has been saying by talking about an article of his discussing how to get verified on social media. [30:13] - What are Nick’s favorite ad types? And are there any types of formats we should know about? [34:06] - Nick addresses the topic of whether we need to worry about any rules. He mentions the 20% text rule, which is that any image cannot have more than 20% of its body filled with text. [35:50]- We learn some of the must-do strategies and tactics surrounding retargeting. Nick offers several methods for using retargeting successfully. [38:48] - Stephan brings up the topic of Facebook Messenger ads, which have been a hot topic lately. Nick then shares his thoughts on this method. [42:15] - Is Nick testing messenger bots? [43:26] - Nick discusses the quality of lookalike audiences, which he says depends on two primary factors. [46:02] - Nick shares how his agency’s pricing strategy works, which he reveals depends on the scenario. [47:01] - We hear Nick’s thoughts on Facebook’s Power Editor versus its Ads Manager. [48:05] - Nick offers a few other questions to ask a Facebook advertising agency to decide whether to work with them. [50:32] - Has Nick ever worked with clients who were banned from Facebook, and been able to get their accounts reinstated? [51:58] - Does Nick have any tips or tricks around Facebook exclusion lists? [53:38] - Nick talks about using the percentage of video watched as a targeting mechanism. [54:30] - You can go to givebook.info to buy your copy of the book Give for just $4 and to get a bonus and a chance to enter a competition. [55:30] - Where can people go to find and engage with Nick? Links and Resources: nicholaskusmich.com@nicholaskusmich on FacebookNicholas Kusmich on LinkedIn@nicholaskusmich on Twitter@nicholaskusmich on InstagramJay Abraham on Marketing SpeakTony RobbinsJoe PolishDollar Beard ClubSeth GodinTaki Moore on Marketing SpeakCharity WaterFacebookpocalypse Traffic & Conversion SummitWar RoomManyChatPower EditorAds ManagerMarty WeintraubInfusionsoftgivebook.info

Today’s remarkable guest is immediately recognizable by his creative title alone: he’s the “Chief Disruptasaurus.” In case you’re not familiar with the title, the man in question is Mike Koenigs. As you’ll hear in our conversation today, Mike is an expert marketer. He offers an incredible amount of insight into topics such as using text messages and videos to capture attention and convert leads. In addition, Mike is a stage 3A colorectal survivor. This experience has deeply reshaped his perspectives on value and time, and he offers an inspirational message that I hope will help you, as a listener, to value your own time more highly. Find Out More About Mike Here: mikekoenigs.comyoueverywherenow.commikekoenigs@gmail.com @MikeKoenigs on Twitter@koenigs on Facebookgomoneyphone.com In This Episode: [01:43] - Mike talks about being “Chief Disruptasaurus, and ways in which he’s a disruptor. He explains the difficulty (and importance) of getting two things from people: their attention and their trust. [05:18] - In response to Stephan’s discussion of the railroad industry versus the transportation, Mike explains that the winners right now are people who combine disruption with innovation. [06:44] - What does Mike think that Tony Robbins’ next big thing is going to be? As Mike answers, he points out that most offers ultimately relate to “getting paid, getting laid, or living forever.” [10:08] - Stephan talks more about Tony Robbins and how much information he has. He also mentions Tony Robbins’ Platinum Partnership. [11:14] - Mike was never a platinum partner with Tony Robbins, he reveals. He then gives us some insight into his background and how much of an impact Tony has had on his life. [13:14] - Stephan talks about the financial cost involved in being a platinum partner. [15:20] - Mike offers some insight into how Instant Customer (which he sold recently) was born. In doing so, he talks about how he got involved in direct response marketing. [18:00] - Mike transitions into talking about the question of capturing leads and keeping attention. [21:07] - Stephan dives deeper into what Mike has been saying about using texts as a marketing tool. Mike then offers a real-life example of how he’s been successful with this. [23:33] - Mike clarifies what he means by “micro commitment text messaging,” and mentions his latest book, Money Phone. [25:41] - We learn why the strategy Mike has been describing is so successful, which is largely because you’re creating a personal dialogue. [27:19] - Once you have attention, interest, engagement, and curiosity, what’s the pathway to rapidly earning trust? This pathway involves being the person to diagnose the problem, as Mike explains. [31:04] - Mike offers a workaround for how to record the context of a conversation if you don’t take good notes afterward. He recommends using Rev to record and transcribe the conversation. [36:10] - We hear the short version of Mike’s overall process, described in four straightforward steps. [37:21] - Mike gives a real-life example of a follow-up video that he would give someone after meeting them and identifying their problems. [38:45] - Mike explains why the previous video idea was so compelling, and then offers an example of a closing video. [41:58] - “When is the last time someone you met followed up with a personalized video for you?” Mike asks, illustrating why this strategy is so attention-grabbing and successful. [43:52] - Mike talks again about Money Phone, his book that explains this whole process in more detail, and offers to give it away to anyone who wants it. [45:21] - We hear exactly how to get a copy of Mike’s book for free: go to gomoneyphone.com and sign up. You don’t need to buy anything; the book is a gift. [46:58] - Mike describes the cost of printing a book, and how much he charges for his paperback. [48:18] - Stephan has just described the wrong way to give away books; what’s the right way? Mike offers a specific and detailed example, describing how he used a psychological tactic to create demand for his book and close deals. [52:35] - For years, Mike has been trying to convince his wife to write a book. She finally did: How to Change The World While You Work: The Ultimate Guide for Generating More Revenue by Giving Money Away. [54:21] - What was one of the biggest gifts that came out of Mike’s process of dealing with stage 3A colorectal cancer? In his answer, Mike describes the challenges and struggles of coping with cancer and the associated treatments. He then explains how the experience has changed his perspective on time and value. [59:23] - Mike expands on the point about the importance of valuing your own time. [60:13] - Stephan reinforces a point that Mike made a moment ago: when you pay, you pay attention. Mike then loops back to his earlier point about “getting paid, getting laid, or living forever.” [61:52] - How can someone get in touch with Mike to work with him? Options include his website at youeverywherenow.com, emailing him at mikekoenigs@gmail.com, or going to gomoneyphone.com. [62:47] - Mike offers a personal rule, which is that he doesn’t study with anyone who’s not in the dirt doing it now. He also describes his “guru test.” Links and Resources: mikekoenigs.comyoueverywherenow.commikekoenigs@gmail.com @MikeKoenigs on Twitter@koenigs on Facebookgomoneyphone.comSeth GodinPurple CowTony RobbinsAugmented realityNanotechnologyPeter DiamandisXPRIZEElon MuskPlatinum PartnershipFrank KernJeff WalkerRussell BrunsonBrendon BurchardNew Money MastersBusiness MasteryInstant CustomerJoe PolishLeadDigits Traffic GeyserDan KennedyJoe SugarmanBluBlockerDarren HardySUCCESS MagazineNine-word emailBulletproofBulletproof CoffeeRevMindshare SummitJust Like My Child Foundationgomoneyphone.comHow to Change The World While You Work: The Ultimate Guide for Generating More Revenue by Giving Money AwayUnleash the Power Within

Today's conversation is with Mel Ethan Cutler, a Meetup expert and serial entrepreneur. Mel has created seven companies across four different markets since he discovered his entrepreneurial streak at 19 years old. He’s mastered the strategy of using Meetup to build a list and create a dedicated local following of people who want a specific product or service. Now, he shares his wisdom and insight with businesses—and, in this great conversation, with you. Find Out More About Mel Here: MelCutler.meMel Ethan Cutler on LinkedInMel Ethan C. on Meetup@EntreRevolution on TwitterMel Ethan Cutler on FacebookMeetup MasterMeetup Zoomel@meetupzoo.com In This Episode: [01:34] - Mel starts off by explaining why Meetup.com is a secret weapon for small businesses. He also addresses his own background and explores how he discovered the power of Meetup. [04:37] - Mel discusses the costs involved in using Meetup: around $89 twice a year. He then offers some of his best tips for how to use Meetup, and mentions his event The Entrepreneur Revolution. [07:36] - We learn more about how Mel uses a sense of urgency or scarcity to encourage people to overcome their fear and take action. He then talks about how to figure out what kind of meetup to create. [10:33] - Does Mel suggest starting by creating your own meetup, or sponsoring someone else’s first? In his answer, he emphasizes the importance of providing value to others rather than just asking for things for yourself. [13:29] - Mel offers some tips regarding finding a venue, which he says is the easiest thing. [15:44] - Mel shares an example of a meetup that he’s hosting soon, and explains how it functions. [17:35] - We hear about what Mel means when he says “mastermind,” and he talks about different kinds of masterminds. He goes into some depth on the differences between free and high-cost masterminds. [21:23] - Stephen talks about working your way up instead of immediately asking people for $25,000. He then addresses sales funnels. [22:53] - Mel addresses the possibility of paying to get on stage at an event. [25:05] - How does Mel recommend people develop the skill set necessary to sell from stage? He suggests Speaking Empire and Speaker Revolution. [28:07]- Mel talks about the optimization strategies and tactics for a meetup that isn’t getting traffic or attention. [30:53] - In his early days on Meetup, Mel made some mistakes. Here he shares the horror story of his first Meetup event, where no one showed up except his brother, his mom, and a close friend. He then shares a secret from his Meetup Master course. [34:27] - Mel shares some tips on how to find and use keywords for your Meetup group and event descriptions and titles. [36:46] - What does Mel recommend in terms of color schemes and visuals? [38:29] - Stephan points out that Meetup is a social network. He offers a case example of an employee who used Meetup to his advantage. Mel then expands on this, emphasizing the importance of your network. [43:50] - The profile page on Meetup is often a missed opportunity, Mel says. [45:18] - Mel offers his advice for people who made a group that hasn’t had any traction over several months: kill it off, start over, and use his course. [46:20] - Mel talks more about his Meetup Master course, which is currently $297 (normally $1,000). (Note for listeners: if the price has gone up by the time you buy the course, buy it at the full price and then email Mel to get the difference refunded.) [48:38] - We learn a little bit about how Meetup’s algorithm works, and what advice Mel recommends following to help ensure your Meetup group is successful. [51:02] - Mel generously shares his super-secret strategy on how to get people from Meetup to provide their email addresses and phone numbers. It’s surprisingly simple: you ask something like “What is your best email and phone number to welcome you to the group with?” as one of the questions you create for new group members. [54:50] - Mel lists some ways to get in touch with him and places to find him and his courses and guides online. Links and Resources: MelCutler.meMel Ethan Cutler on LinkedInMel Ethan C. on Meetup@EntreRevolution on TwitterMel Ethan Cutler on FacebookMeetup MasterMeetup Zoomel@meetupzoo.comMeetup.comThe Entrepreneur RevolutionThink and Grow Rich by Napoleon HillSpeaking EmpireSpeaker RevolutionSpeak-to-Sell by Lisa SasevichMichael Port on The Optimized GeekHeroic Public SpeakingMeetup MasterGoogle AdWords Keyword PlannerMadison PHP Meetup

Jay Baer is a renowned business strategist, keynote speaker, and New York Times bestselling author of five books. Throughout his career, he has advised over 700 companies (including an impressive 31 of the Fortune 500). These days, he travels the world helping businesses get (and keep) more customers. In this conversation, you’ll learn why it’s important to be nice even -- or especially -- to haters. Jay also shares some brilliant insight into reputation management, particularly if your online reputation is already less than stellar. His other tips and techniques include strategies for building your online community and audience, and being more selective (rather than broad) about who you’re marketing to. Tune in for all this and much more! Find Out More About Jay Here: Jaybaer.com@jaybaer on TwitterJay Baer on LinkedInJay Baer on FacebookConvince & Convert In This Episode: [01:07] - Does Jay consider himself a spiritual marketer? [02:04] - Jay offers his general advice on how to deal with someone who’s hating all over you online. [05:19] - Jay answers everybody online, even harsh and rude critics who start out with personal attacks. He offers an example. [06:39] - We hear Jay’s thoughts on the movement toward unfriending on Facebook. Stephan responds by sharing research that suggests that you should be pleasant with devices such as Alexa. [09:57] - Jay struggles to see the positives in trying to figure out or keep track of who has unfriended you on Facebook. [12:40] - Good “marketing karma” really matters, Jay explains, and talks about how this relates to his hug your haters approach. [14:07] - What is the “hatrix”? [16:38] - Stephen shares his own real-world example of something that recently happened to get Jay’s feedback on how he should have handled it. [23:26] - Jay talks about the benefits of long-term instead of short-term thinking. [25:07] - We hear Jay’s advice on what to do if your company’s reputation is already bad. Stephan then talks about getting negative reports removed from search results, and he and Jay discuss Comcast’s reputation problems. [28:53] - Stephan brings up the topic of bedside manner and its importance. Jay then shares a related story from Hug Your Haters. [31:58] - Thanking the people who have connected with you on LinkedIn is a way to apply the techniques Jay has been discussing in that environment. [33:56] - Jay offers some strategies to help you build a tribe. Some of his insights include trying not to appeal to everybody and being consistent with your timing. [39:59] - How would Jay apply the idea of forming or changing habits to content creation and consumption? [42:54] - Jay talks about similarities between Gary Vaynerchuk and Donald Trump’s abilities to provide a sense of “intimacy through attention.” Others who have this skill include Chris Brogan and Bill Clinton. [45:11] - What should listeners do as a next step? Jay offers a free gift of a guide of 13 words not to use when talking to a customer. You can get your copy by filling out the form at this link. [46:26] - How can someone work with Jay directly? Links and Resources: Jaybaer.com@jaybaer on TwitterJay Baer on LinkedInJay Baer on Facebookjaybaer.com/13wordsConvince & ConvertHug Your Haters: How to Embrace Complaints and Keep Your CustomersThe hatrix infographicYoutility: Why Smart Marketing Is About Help Not HypeDave Asprey on the Optimized GeekDonny EpsteinTamsen Webster on Marketing SpeakKenton Hutcherson on Marketing SpeakComcast employee sleeping on couch on YouTubeTaki MooreDavid Allen on the Optimized GeekGary VaynerchukDonald Trump